Kardashian Kurves Sears Advertising Campaign - GWU Fall 2012

  • 155 views
Uploaded on

Developed and pitched strategic advertising plan for the newly launched Kardashian Kurves denim line, part of the Kardashian Kollection at Sears.

Developed and pitched strategic advertising plan for the newly launched Kardashian Kurves denim line, part of the Kardashian Kollection at Sears.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
155
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. AGENDA RESEARCH & KEY INSIGHTS BRAND POSITIONING BIG IDEA EXECUTION STRATEGY CAMPAIGN DETAILS
  • 2. Create a campaign that increases customer awareness and drives purchasing behaviors for the new Kardashian Kurves line.
  • 3. RESEARCH PROCESS SOCIAL MEDIA IN-DEPTH INTERVIEWS PLUS-SIZE BLOGGERS WHO IS SHE? WHAT DOES SHE WANT? WHY WILL SHE BUY?
  • 4. KEY INSIGHTS SHOP ONLINE LOVE KHLOÉ NEED BETTER “FIT”
  • 5. TARGET MARKETS Brand Supporters Plus Size Fashionistas Plus Size Market PRIMARY SECONDARY TERTIARY
  • 6. THE THREE FITS
  • 7. THE KIM: SEXY LOW CUT STRAIGHT LEG
  • 8. THE KHLOÉ: CURVY HIGH RISE BOOT CUT
  • 9. THE KOURTNEY: GORGEOUS MID RISE SKINNY LEG
  • 10. POSITIONING STATEMENT For plus-sized female millennials, Kardashian Kurves provides a high fashion look and a customized fit for great value.
  • 11. THE BIG IDEA...
  • 12. embrace your kurves
  • 13. EXECUTION STRATEGY SOCIAL MEDIA TELEVISION PLACEMENT PRINT ADS embrace your kurves
  • 14. Social Media embrace your kurves
  • 15. EMBRACE YOUR #KURVES 3 4 12 FITS SIZES MODELS embrace your kurves
  • 16. visit  facebook.com/kurves          to  share your look embrace your kurves
  • 17. EMBRACE YOUR #KURVES VIRTUAL IN-STORE User Upload “Mix and Match” In-store coupon Photo Booth “Create your look” Discount purchase embrace your kurves
  • 18. HASHTAGS #beautiful 35 million #OOTD 4 million #kardashian 1 million #plussize 65,000 #kurves 87 #kardashiankurves 25 embrace your kurves
  • 19. HASHTAGS #beautiful 35 million #OOTD 4 million #kardashian 1 million #plussize 65,000 #kurves 87 #kardashiankurves 25 embrace your kurves
  • 20. SOCIAL MEDIA GOALS ENGAGE CUSTOMERS ONLINE & IN-STORE CHANNELS BRAND PERCEPTION embrace your kurves
  • 21. TV Product Placement embrace your kurves
  • 22. KEEPING UP WITH THE KARDASHIANS EARLY IN SEASON Side Story Model Search Launch Episode Syndication embrace your kurves
  • 23. khloé mentions contest sisters upload photos
  • 24. khloé mentions contest sisters discuss line sisters visit store sisters upload photos
  • 25. khloé mentions contest sisters discuss line sisters visit store
  • 26. khloé mentions contest sisters discuss line sisters visit store sisters upload photos
  • 27. KEEPING UP WITH THE KARDASHIANS EARLY IN SEASON LATE IN SEASON Side Story Model Search Launch Episode Syndication Feature Story Model Interviews Photoshoot embrace your kurves
  • 28. sisters review entries
  • 29. sisters review entries sisters meet winners
  • 30. sisters review entries sisters meet winners khloé interviews winner
  • 31. sisters review entries sisters meet winners khloé interviews winner winner photo shoot
  • 32. TV PLACEMENT GOALS ENGAGE SUPPORTERS INCREASE EXPOSURE BRAND RELATABILITY embrace your kurves
  • 33. Print Ads embrace your kurves
  • 34. PRINT CHANNELS Plus Model Magazine Elle, Glamour, InStyle OK!, People, Us Weekly embrace your kurves
  • 35. PRINT GOALS REACH NEW CUSTOMERS INCREASED EXPOSURE BRAND EQUITY embrace your kurves
  • 36. CAMPAIGN OBJECTIVES Media Reach 85% Frequency 30 Continuity 15 Communication High fashion look, great fit! Marketing The look and fit you’ve been waiting for! embrace your kurves
  • 37. CAMPAIGN TIMELINE Phase One #Kurves Launch Promotions First Episode PhaseTwo #Kurves Winners Second Episode PhaseThree Print Ads Episode Re-runs embrace your kurves
  • 38. CAMPAIGN BUDGET Item Allocation Estimated Return Estimated ROI In-Store Promotions $1.5 million $40 million 257% Print Ads $1.25 million $40 million 323% Social Media $750,000 $20 million 257% Total $3.5 million $100 million 279% embrace your kurves
  • 39. CONCLUSION ACCURATE POSITIONING CLEAR OBJECTIVES TARGETED TACTICS EFFECTIVE ADVERTISING RELEVANT PROMOTION embrace your kurves
  • 40. embrace your kurves