Creative Proposals for a new sneaker brand - Communication Objectives - Brand Positioning - Customer Portrait - Creative Moodboard - Editorial Timelines

1. by Bobby Pham
CREATIVE
PROPOSALS
AN "ELEGANT REBELLION"
SNEAKERS BRAND

2. PROPOSAL
OUTLINE
KEY DISCUSSION
POINTS
Communication Objectives
Target Insights
Visual Design
Brand Name Proposals
Launching ideas
Editorial Plan

3. COMMUNICATION
OBJECTIVES
BRAND PERCEPTION
A must-have shoes brand for
successful people
BRAND POSITIONING
- Rebellious but formal enough for
serious people (30-60)
- Cool and trendy objects for young
people (18-30)

4. TARGET INSIGHTS
"The choice of a sneaker represents
a small moment of rebellion against
formalities"

5. VISUAL DESIGN
GENERAL IDEAS
=> Nice and fresh
=> Modern and nostalgic
=> Balance enough between
formalities and informalities
=> Cool and trendy
=> Rebellious but still egegant

7. BRAND NAME
PROPOSALS

8. TVC/VIDEO ADS
Video emphasizes the difference between
a formal image of shoes and a "cool,
active" sneakers through many activities of
any kind of people during a day.
=> To motivate people to take risks, be
confident and get attentions by wearing
sneakers
Key message: LIVE TWICE
=> Live a formal life with sneaker spirit
LAUNCH IDEAS

9. LAUNCH IDEA
BILLBOARD/POSTER
Using attention-getting billboard/poster in
public transportation stops such as
metro/bus stop/ near working area

10. SOCIAL CHALLENGES
#FormalOnMinimo Challenge
- Challenge of wearing Minimo sneakers
with formal clothes such as suit and tie,
zip dress, office dress, etc.
- Starting from Influencers, the challenge
can spread out
LAUNCH IDEAS

11. LAUNCH IDEA
INTERACTIVE OUTDOOR
#MinimoDance
- In many shopping centers and public places,
there will be Interactive Game devices allow
people transform into fictional characters
wearing Minimo shoes and dancing.

12. EDITORIAL PLAN
- CHANNELS & FREQUENCY
- TIMELINES
- CONTENTS EXAMPLE

13. CHANNELS & FREQUENCY
FACEBOOK TWITTER INSTAGRAM YOUTUBE
post/day
1pm-4pm
tweets/day
9am-10pm
1 15
posts/day
8am-9am
2am
1-2 Keep it fresh
whenever
having new
contents

14. JANUARY
PRODUCT LAUNCH
Product Categories Album
Product Origins Info
TVC - Viral Clip
Print Ads
Influencer Unbox/Review
Challenge #FormalOnMinimo
Interactive Game #MinimoDance
EDITORIAL TIMELINES
Main contents
FEBRUARY
"LOVE SEASON"
MARCH
"GIRLS LIKE YOU"
"Mix n Match" Videos
Couple Album Catalouge
Micro Competition #MinimoCouple
Women's Day Promotions
"High-heel vs Sneakers" street interview
Sharing cleaning tips
Sharing funny facts about girls

15. APRIL
"MINIMALISM"
"Life-on-minimo" series launching
Sharing minimal lifestyle tips
Product category updating
EDITORIAL TIMELINES
Main contents
MAY
"STAR"
JUNE
SUMMER DISRUPTION
"Star's sneaker wardrobe" series launching
Sharing sneaker news
Pre-summer giveaways
Workshop "Sneaker's Summer Disruption"
Sharing cleaning tips
Sharing tips for travelling
New product category for summer

16. CONTENT EXAMPLES

17. Thank you for listening!