A series if online and offline activities for the launch of a line of handmade, artisanal jewelry. The activities are meant to increase sales, generate UGC, earned media and acquire consumer data

1. Artisnal Jewelry
Direct
Marketing

2. Clay Pop-
Artisnal clay
Accessories.
OUR STORY-
Combining traditional design expertise
and quirky style, Clay Pop emerges as
a local, handmade accessory brand
with a love for personalised terracotta
artifacts.

3. Once you pop you can't stop
Once you pop you can't stop
Identity
How we set ourselves apart from the rest?
Pop culture
Young
Upbeat
Trending
Terracotta
Bold
Unconventional
Design Themes:

4. The
Problem
Understanding the Indian
Handmade Accessory Market
Most brands face difficulties in
encouraging customers to purchase
online.
Too many similar offerings make for a
saturated market.
Most brands don't have differentiating
factors or a cause to align with.
STEP 1

5. The Bigger
Problem
Our Target Audience
Demographics
Both genders
Young adults and professionals between the
ages of 25-32 (primary) and 16-24
(secondary).
Graduates & Above.
Income of 40-50K p/m; Allowance- 6K+
p/m
Working in Creative, Artistic fields, interactive
jobs
Upper middle class
Geography- Tier 1 & 2; urban cities,
suburban towns/ areas within cities.

6. Psychographics
Experiencers (VALS Framework)
Attitudes- Vocal, expressive and love to stand for
causes. Entitled & cliquish.
Interests- Art, quirks, items with deeper meaning,
local products.
Subcultures- Bohemian, Indie, Liberal, Millennial.
Beliefs- They believe they understand the ways of
the world and are being repressed. Rebels looking
for a medium to express themself.
Benefits sought- Self expressive, aesthetic, trendy
and with a purpose.
The Bigger
Problem
Our Target Audience

7. Variety Seeking, habitual
Buyers, unaware about our
brand, interested in similar
products.
Purchasing
Constantly looking for new
variations, they are only loyal
to brands that innovate and
keep up with trends.
Loyalty
First time buyers & prospects.
that are heavy users and buy
regularly when brands have a
strong purpose.
Journey
Understanding
their behaviour.

8. Custom Collections
Bespoke jewelry making with designs
inspired from personalities.
Symbolic Statement
Designs serve as an extension of self,
values, beliefs and professions. .
Local Artistry
Handmade from scratch, designs are
ingenious and moderately priced.
The USPS
Design connoisseurs
creating ingenious, custom
made accessories.
With each collection catering to a
user's personal style, clay pop offers
symbolic meaning that goes
beyond design.
Positioning
STEP 2

9. Personality
Self Expressive Model
Extension of self
Aligning with similar beliefs
Representing feelings, causes,
personalities
Custom made batches
Inspired designs
Moves beyond price.

10. Emotional
Designed to make a statement, our brand is vocal,
expressive and aligns with our user’s interests- Liberal,
open-minded and constantly innovating. Our pieces
are symbolic.
Functional
Representing our TG’s personal beliefs our products
are eco-friendly, local, detailed, handmade,
customised and moderately priced.
Value
Proposition

11. Marketing
Price
Rs. 150 - 500- Terracotta
Rs. 500 - 1000- Alt Material
Place
Tier 1 and Tier 2 cities,
urban areas, Pan India.
Promotions
Events, partnerships, digital
and social media.
Current offer- Clay
accessories
Product Line extension- Alt
materials(based on
capital).
Brand extension- Art, decor.
Current Product
And Future Scope

12. Objectives
Milestones to cross
Communicate the
intangible
Offering accessories
that go beyond design
Strong positioning
Deliver our intent and
generate the need in our
audience.
Brand awareness
Generating awareness
amongst members of
our community
Brand Experience
Through our
customisation process.
Creating a community
Through precise targeting, engagement
and repition, we aim to build a strong
community of users & trendsetters,

13. The
Campaign
Need VS Solution
Our audience needs
jewelry that is specific to
their styles & adds to
their vocal expression-
that’s within an
affordable price range.
Releasing collections of
jewelry custom designed for
specifically chosen
communities of people in
order to promote our
brand’s essence
STEP 3

14. Content generation
We create videos about the creation process,
including the making, designing and consulting.
They will list out feelings, emotions and personal
style, and we create designs inspired from it.
Videos will also contain personal statements on
their style after the accessories are made,
Activities
PHASE 1:
Audience Selection
Selecting members from our TG like artists and
bands.
Create a custom collection just for them.
Promotions
The videos will be put up by both parties over a 10
day period to showcase our creation process.
Collection launch collab
Outcomes
Views
New site visitors
Purchases
Conversional

15. Activities
PHASE 2:
Gig selection
We partner with popular indie music events and
fests to be sponsors in kind.
We offer them our accesories as deliverables.
Content & Database collection
Accessories will be sent along with tickets as a
badge to wear during the event.
Badges will be designed based on attendee's
personal identification: Badges for writers.
Attendee database will be provided in return.
Pictures of attendees with our products will be put up
Promotions
We will put up shoppable instagram posts for
buyers to shop accessories based on pictures of
the attendees with them.
Event sponsorig in kind
Outcomes
Database
UGC
Shopping taps
Conversions
Earned Media

16. Activities
PHASE 3:
Approaching editors, bloggers, websites
Our previous event collabs will be specifically
selected based on the attendees.
Editors, influencers and bloggers, having
interacted with our products will be more
approachable
Content Leveraging
Increased conversation will allow us to approach
bigger influencers and events for partnerships
We will then post about 'Mix n Match' products from
different collections.
Interaction with these items will indicate which pieces
work best for our audience and which influencers
generate the mot sales.
Earned media generation
Outcomes
Website visitors
Conversations
UGC
Traction

17. Activities
PHASE 4: Audience Selection
Based on the data received via our previous
activities (names, emails, taps, purchases) we will
identify our most profitable audience niches.
Content creation
This will allow us to make personalised ads as per
their preferences.
Our ads will be where we talk about our pricing
being value based
We will repurpose all content generated from our
previous activities as visuals for the ads.
Ad Targeting
Outcomes
Sales
Conversions

18. Budgeting
Production Costs
~ 60K for a turnover of 250
people.
Ad Spends
15% of total revenue.
Collaboration Cost Estimated
15-50K based on gig requirements.
Most sponsorships are in kind
Video and Creative Costs
~ 7K overall due to low production
costs.
Labour Cost
Covered in production.
Estimated- 20K

19. Measurable
Outcomes
X number of people promoting
our product.
Y number of their followers
interact with our website via links.
Bank of content.
Conversations- tags, articles
X% of Instagram shop links should
be clicked- Turnover spends.
Database of people to target.
We get X% of visitor to buyer
conversions depending on ad
spends.
What this campaign should achieve:

20. Customer
Relationship
Management
A combination of our
activities.
Engage Online
Forum where people come
together to talk about their
beliefs & create art.
Discounts & Codes
Discount codes for
influencers who bring the
most conversions.
Loyalty events
Loyalty program that
extends beyond jewelry to
events.

21. Schedule
April
Collaboration (create)- 2 weeks
Collaboration (promote)- 2 weeks
June
Article promotions- 2 Weeks
Influencer outreach- 2 weeks
September
Revamp collections- 1 week
Change/ refine campaign- 2
weeks
August
Influencer campaigns- 1 week
Ad targeting- 2 weeks
July
Event 2 - 3 weeks
Influencer campaigns - 1 week
May
Event 1 - 3 weeks
Article generation- 1 week

22. Creatives

23. Creatives

24. Creatives

25. Creatives

26. Thank
You