1. 
Serengetee
“Wear the world”
By Nico Bautista

2. Points of Interest
 Background Information
 Image of Marketing
 Serengetee’s Advertising Campaign
 Brand Ambassadors/Evangelists

3. Background Information
 Founded by Jeff Steitz
(left) in 2012
 Newly graduate from
Claremont McKenna
College
 Made shirts out of his
dorm
 Inspired by the
“Semester at Sea”
program
 Operates on one-to-
many digital marketing
platform

4. Product Mix
Hats
Shirts
Button Downs
Shorts
Sweaters
Tank Tops
Backpacks
Children’s Wear

5. Product Line
Large variety of T-shirts for men and women

6. Image of Marketing
 Product of
Advertising?
 Pockets/fabric
 Unique Selling
Point
 5% of each sale
of each fabric
goes to the
fabric’s
partnered
cause
 Most fabrics are
limited

7. User Generated Content
Youtube: Serengetee

8. Facebook
Brand Ambassador
page

9. Instagram
#weartheworld

10. Serengetee’s Advertising Campaign
 Target Audiences
 Digital Media
 Branded Entertainment

11. Target Audience: Millennials

12. Not
exclusive to
the
millennials.
Dad selfie

13. 
Digital Media

14. Website Advertising
Serengetee’s use of “pop ups”
“Free shipping”

15. MajorWebsite Representations
HerCampus
Forbes

16. Branded Entertainment
Jimmy Tatro Tyler Posey
Free advertising!

17. Use of Brand Ambassadors/Evangelists
 “These zealous consumers can be the
best salespeople a company can ever
find—and they often work for free”
 Create buzz for the product on multiple axis
 Make YouTube videos
 Picture gallery websites
 Instagram
 Independent projects
 Brand ambassadors work from one-to-many marketing to
one-to-one

18. Brand Ambassador Facts
 Thousands of brand ambassadors
 8 regions
 ~200-300 per region
 All work for free
 Incentives for
Competition:
 Free merchandise
 Store Credit
 Must do a “rep project”
 By end of term

19. How Brand Ambassadors Promote
 Competitions
 Directly promote the brand
 “Like” competitions
 For every 100 “likes” friend’s make, a Rep will get $100
store credit
 Instagram competitions
 Quality/ “coolness” of picture wins free shirts/hats
 Best Rep project
 Free trip to Guatemala with Serengetee team

20. “Genius” to Serengetee’s Success
 In 2 years of operation
 Made over $500k
 Initially a $3,000 investment out of pocket
 Main consumers are their Brand Ambassadors
 8 regions ~200-300 per group
 Participation in competitions must be in Serengetee
gear
 They give out 1 shirt as a starter kit
 Their main target are brand ambassadors

21. Sources
 "Brand You Should Know About: Serengetee." Her
Campus. Web. 07 Aug. 2014.
 Hennessey, Rachel. "College Entrepreneur Connects
The World Through Fashion Company, Serengetee."
Forbes. Forbes Magazine, 14 Jan. 2013. Web. 07
Aug. 2014.
 Marshall, Greg W. "15." Introduction to Marketing
Custom Edition for Northeastern University. By
Michael R. Solomon. Boston: Pearson, 2012. Print.