Tokyo 5 Jeans Abbreviated Social Media Case Study. Partnership of Paden Noble Consulting and Sumbaa.com

Social
Media
Metrics
Brand Threat Monitoring
Paden Noble’sSocial MediaGuardian Suite
Web and Widget
Design & Development
Consulting & Optimization
Case Study for Tokyo Five Jeans
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A collaborative effort between Paden Noble Consulting and Sumbaa.com
Reach us at 973-486-0207
Stephanie@PadenNoble.com
www.PadenNoble.com

Tokyo Five Jeans
Why this men’s fashion line needed Paden Noble
Men’s fashion line by Charles Jebara, sold online at www.Tokyo5Jeans.com. “We plan to focus on the men’s line because quite frankly, I believe that there is not enough men’s denim in the market.” said Jebara.
Sponsors Mixed Martial Artist (MMA) fighters in the Ultimate Fighting Championship (UFC) family
Fewer advertising outlets for hip men’s fashion due to decrease in print publications targeting males 18-35
Fragmented social media efforts with little no analytics, measurement, or monitoring
Stephanie@PadenNoble.com - www.PadenNoble.com partners of Sumbaa.com. Reach us at 973-486-0207

Client’s Social Media & Brand Threat Challenges
Paden Noble’s Approach
Paden Noble’s Challenges
Paden Noble’s Results and Client Benefit
Paden Noble’sSocial MediaGuardian Suite
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Social Media and Brand Threat Challenges
Lack of relevant print media for male fashion led to interest in social media marketing
Where is the target demographic online?
What is the best method to reach the audience?
How can effectiveness of marketing be tracked?
Threats to brand recognition. Unrelated entities in different industries have same name.
Due to lack of online monitoring, bloggers’ comments about the brand have gone unanswered
Not capitalizing on positive sentiments found online
Social Media
Brand Threat

Paden Noble’s Approach
Goals
Actions
Raise awareness
Eliminate brand threats
Capitalize on positive sentiment
Drive relevant traffic to client site
Increase sales
Reach key influencers
Locate, respond to – sentiment
Increase viral marketing & Create social media following
Initiate link building, referral and organic traffic programs
Encourage product reviews on different sites.

Our actions utilized the channels below and more…

Brand Promotion Challenges
Encourage consumers to promote the products on social media websites.
Post and tag product photos on image sharing websites.
Create Wikipedia entry for the apparel line and illustrate connections to other brand
Submit brand’s blog to relevant search engines
Encourage. Claim ownership. Get found.

Social Media Challenges
Engage with audience via social media
Extend brand’s culture to social media sites and grow a loyal online following
Post videos of brand’s sponsored fighters, celebrities, employees and consumers for viral spread
Tweet and micro-blog on relevant topics to specific demographics – consumers, industry insiders, fashion bloggers
Engage. Extend. Go viral. Have conversations.

Social Media and Brand Threat
The Results
Increased awareness of consumer sentiment
Audience engagement through social media channels
Quick and informed response to online brand threats
Amplified online presence
Higher marketing ROI
Greater consumer loyalty
More web traffic and sales

Suggested Actions
Strategies to improve online presence
Increase inbound traffic
Take cue from online discount shops