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Digital Communication Campaign Tod's

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Digital Communication Campaign Tod's

  1. 1. Digital Communication Campaign Presented by Team 5A
  2. 2. Meet Our Team Adrien COQUELIN Varun JAGGER Xiaoying SHEN Milena VANDERVEEN Chengyun YANG Our Professional Crew
  3. 3. AGENDA MAY 20th, 2015 TOD’S Introduction Customer Communication Analysis Client Brief Campaign Design Campaign Roll-out
  4. 4. TOD’S Introduction HISTORY Company Description 1900 Filippo Della Valle founded a small shoe factory 1920 Dorino Della Valle started the business. 1970 Diego Della Valle enters the firm and leads the development of the business. 1978 Brand Tod's was established. 1996 Tod’s Advertising Campaign 1997 D-Bag released. Now Quality in design, quality in construction, quality of materials • An Italian brand • Well known for the design and production of an elite range of stylish top-quality leather goods and shoes. • With a number of associated brands • A strong international presence including a number of large flagship stores
  5. 5. KAPFERER’S PRISM PRISM Physical tangible elements (character, name, logo, cult products, packaging) Personality high quality but simple life and style Culture creativity, tradition, made in Italy, solidaritySelf-image investment, experience of Italian comfort & craftsmanship Reflection Mediterranean spirit, Italian lifestyle, elegant Relationship social responsibility
  6. 6. CUSTOMER COMMUNICATION ANALYSIS
  7. 7. TOD’S Mass Media Campaign 2014-2015
  8. 8. Digital Media New Collection Tod’s Portraits Dot’s Of Life Virtuous Elevator A Holiday mood for Gommino of the Day SS, FW, Men’s, Women’s, Ferrari Personalities & Lifestyles Elisa Sednaoui & Tod’s Cape Bag - her unmistakable style
  9. 9. Digital Media
  10. 10. Digital Media Social Network 976,023 likes 2,317 subscribers 90,814 followers 3,634 followers 1,344 pins 237k followers 1,081 followers
  11. 11. CUSTOMER COMMUNICATION ANALYSIS Key Message • Sophisticated cultural lifestyle • Ideal, cozy way of living rather than absolute lux Tone of Voice Shift towards more playful, free,young tone from suave, sophisticated, conservative Reason to Believe Personal engagement Key Visuals • Print media • Advertising Campaign (on-line & off-line) • Store opening & Events Characters or testimonials • Bloggers: • Negin Mirsalehi • Chiara Ferragni • Facebook album “Celebrities love Tod’s” • Red Carpet
  12. 12. CLIENT BRIEF
  13. 13. CLIENT BRIEF Brand Assets • Brand Value: Heritage, craftsmanship, tangible assets, brand culture • Brand Mission: Making high quality product handmade with a craftsmanship • Brand Vision: Creating icons of modern living with the exclusive and recognizable footwear and leather goods. • Value Proposition: comfort, classic & elegant style Brand Guidelines • Logo: lions, white lines, black line, classic font with serif • Character: Diego Della Valle • Brand name: The name of the brand according the Owner comes because the family wanted to choose an easy and catchy word. • Packaging: Natural leather color Channels of Distribution • 113 stores in Europe • 90 DOS • 15 Franchise • 8 Outlets Campaign Goals • Increase revenues through the increase of the touch points, occasions of purchase and services for the loyal customers • First year result is expected an increase of total sales up to 4 million euros for the Italian market Campaign Target • 65% women – 35% men (30 -50 y/o) • Consider Tod’s as a classic brand and use Tod’s products for more than one year. • High daily internet usage. Campaign KPIs • Fanbase • Site traffic • Sales increase • Customer campaign engagem • CRM database
  14. 14. MAPPING Heritage Modern Discrete Ostentatious
  15. 15. CAMPAIGN DESIGN
  16. 16. Campaign Design PRIMARY PERSONA Name: Alessia the Momager (mom + manager) Profession: Lawyer Age: 39 Location: Milan Personal Information: Married with 2 children named Alfonso and Arabella. Business Information: Values her high position job a lot. Values much more the holidays with her family to warm places. Internet experience: High (online 15 years) Primary uses: work related, research, emails, browsing travel plans Favorite sites: Corriere della Sera, Conde Nast, Vogue Hours online per week: 30 Computer: Mac Pro, Google chrome Social media: linkedin, Instagram, facebook
  17. 17. Campaign Design PRIMARY PERSONA Personal Profile Interests Needs Values Powers Behaviors Aspirations  Active  Travel  Fitness  Culture  Holiday  Comfort  Quality  Timelessness  Casual  Elegant  Staple basic item  Family  Success  Traditional  Educated  Conservativ e  Catholic  Wealthy  Tidy  In charge  Direct  Bit rigid  Seeks status  No impulse purchases  Strict  Shopping with kids  A self made woman  Well- balanced life
  18. 18. Campaign Design PRIMARY PERSONA “ I want everything under my control – my career, my family and my personal style.” User Goals & Motivators Alessia comes to the site to: • She regards Tod’s products as the perfect choice both for holiday and daytime wearing. • Tod’s Cape bag can satisfy her professional needs as a lawyer. • Find out more cultural & craftsmanship of Tod’s. • Browse the homepage to find the perfect product for herself and her family members. Business Objectives We want Alessia to: • Visit the homepage often. • Recommend the brand to others. • Become a loyal customer of Tod’s. • Engage in our promotion events.
  19. 19. Campaign Design CUSTOMER JOURNEY MAPPING PROCES S CUSTOMER GOALS TOUCH POINTS EMOTIONAL RESPONSE CUSTOMER THOUGHTS CUSTOMER EXPERIENCE RECOMMEN DATIONS Pre- Service Event Time Event Time Event Time Event Time Work related activities More brand infos Check product details Comparison & Analysis Physical products & Buying • Tod’s Newsletter • Search Engine placement • Online routine activities Social Media: • Instagram • Facebook • Youtube… Tod’s Website Boutique • Blogs • Search Engine • Influence of friends Curiosity, Interested in Inquiry for the product Comparison within the brand Explore options Looks awesome or terrible on me Whether I’m attracted by the product/want to purchase for my family/join the brand activities. What is the brand doing right now (new collection or promotions)? Whether I want to join their current campaign? What’s other people’s opinion about the brand & the products. Limited knowledge upon the brand. Find suitable items for my family. I want to know more about price & products & styles. Whether my family likes the product. Whether the shopping experience is good & become a loyal customer. Enjoyability 7 Importance6 Enjoyability 8 Enjoyability 8.5 Enjoyability6.5 Enjoyability 9 Importance 7.5 Importance 8 Importance7 Importance 6 Importance 9 Brand exposure, CRM Attractive more followers Increase online service WOM, solicited Service, environment
  20. 20. CAMPAIGN ROLL-OUT
  21. 21. Campaign Roll-out CAMPAIGN JOURNEY DIGITAL CAMPAIGN Gallery Event YouTube Website Facebook Retail Mobile App Instagram Book Online Order Online Book Appointment Products Intervie w Separate landing page per family Photo album at the end of the week Products Interview & photos Full interview – 20 mins Short interview – 5 mins Push to store Hyperlink Embedded Event details & Exhibits
  22. 22. Off-line Campaign PHOTOGRAPHY EXHIBITION LAUNCH 1st OCTOBER, 2015 • Private 2 weeks opening for photographed families, selected loyal customers • Well known Italian bloggers:  Chiara Ferragni (The Blonde Salad)  Filippo Fiora and Filippo Cirulli (The Three F Menswear Fashion blog)  Tamu McPherson (All the Pretty birds)  Anna della Russo • Open to public for 2 months • Number of invited guests on Evening launch: 150 • Announcement feature on: Swide.com, zero.com, ICON magazine, Tod’s homepage, facebook, instagram, app, • Email invite to customers in database 1 month before.
  23. 23. Off-line Campaign PHOTOGRAPHY EXHIBITION Photographer: David Yoder Concept: Tod’s strong sense of tradition, heritage and family values through set of portraits showcasing 10 families that wear Tod’s Where: KAUFMANN REPETTO When: Open on 1st October Close on 24th December
  24. 24. Campaign Roll-out 4 PILLARS Step 1 Step 2 Step 3 Step 4 Tod’s Family • Realign the current database • A unique PARENT card • “Family card” for each member of the family • Assign the client to a particular store and salesperson LOYALTY APP New Application • Two ways of logging in – Tod’s Family or Social media. • Tod’s social media platforms in a single window – like HTC BlinkFeed. • Each product and each campaign can be selected individually for push notifications STORE STORE • Register all Tod’s customers into the Tod’s family. • Help customers in terms of the mobile application. • Increases adoption rates of the app. • Completes the data collection process. Supply Chain • Leaner supply chain • 2-3 weeks for making Gommino shoes MTM
  25. 25. Campaign Roll-out CHANNEL STRATEGY HOME PAGE INSTAGRA M YOUTUBE APP FACEBOOK STORE GOALS • Promote advocacy • Foster Dialogue • Expand the influence • Attract more engagement on the campaign • Turning existing customers into loyal customers • Sales increase TARGET • Active social network users • Influencers & Contributors • Contents shared/liked: vacation, family, lifestyle ORGANIZATION • Social activities management: • Contact: Digital marketing Department • Activities: brand campaign • Managerial responsibilities: approval of posts, analysis related data, updating posts • Same pace with other departments, supporting • Profile management
  26. 26. Campaign Roll-out CHANNEL STRATEGY AUDIT PRESENCE KPI Topic: #TodsPerVita, #TPV / Nature & Format: Clip or photo + words / Relevance: brand campaign, product / Update & Refresh: daily Existing profile restructuring – linked to the present campaign Followers: 241K to 500K / Posts: 665 to 780 / Reach: 1% to 5% / Likes: 2500 to 10,000 / #Tods: 4,660,000 to 7,734,439 / #TPV: 7,000 / More comments / Click volume (to the APP): 24,000
  27. 27. CHANNEL STRATEGY AUDIT • Topic: Tods Per Vita • Nature/Format: Videos, articles, photos, words • Relevance: brand campaign, product • Update & Refresh: daily PRESENCE KPI • Existing profile restructuring – linked to the present campaign • Homepage Cover • Updating albums • Create new title “Tods Per Vita” • Profile management • Company history & Description • Current activities • Store information • Product link to Tod’s Website • Followers: 970,000 to 1,940,000 • Likes:7,200 to 97,000 • Share: 165 to 2223 • Reach: 0.8% to 5% • More comments • Click volume (to the APP): 24,000 Campaign Roll-out
  28. 28. CHANNEL STRATEGY TOD’S PER VITA TOD’S PER VITA 20 Tod’s Per Vita Audit: • Topic: Tods Per Vita • Nature/Format: Videos • Relevance: brand campaign, product • Update & Refresh: weekly • Video link – online shopping/product description KPI: • Subscribe: 2,310 to 8,000 • Videos: 102 to 122 • Video viewers: 8,000 Campaign Roll-out Presence: • Existing profile restructuring – linked to the present campaign • Channel Cover • Change cover video to “Tods Per Vita” • New Playlist • Video link – online shopping/product description
  29. 29. CHANNEL STRATEGY APP TOD’S PER VITA AUDIT • Topic: Tod’s App - Tods Per Vita • Nature: Video, photos, products, words • Format: Similar with Tod’s Website • Relevance: brand campaign, product, shop online • Update & Refresh: daily KPI • Monthly downloads: 6000 • Usage frequency (Daily/Person): 1 • Monthly subscribers (complete personal info): 18750/4=4688 (only in Italy) • Portraits received: 2500 (only in Italy) PRESENCE • New profile opening – linked to Tod’s Website - Videos as cover • Check existing campaign & apply for it • Updating your own portraits • Camera function for Portraits, link to Instagram & Facebook • Book appointment • Join the Tod’s CRM Database, subscribe newsletter • Special offer for VIPs (who spent 10,000 euros on Tod’s per year) – Scan QR code • Find the nearest boutique • Third-party account (Instagram) log on. • Feel free to “Like” your favorite Campaign Roll-out
  30. 30. CHANNEL STRATEGY Audit • Topic: Tods Per Vita • Nature: Video, photos, products, words • Relevance: brand campaign, product, shop online, social network link • Update & Refresh: daily maintenance Presence • Existing profile restructuring • Homepage Cover • Add new title “Tods Per Vita” • Check campaign & participate • Updating portraits • Link to other network • Join the Tod’s CRM • Add brand history • App download link KPI • Monthly visit: 43,500 to 60,000 • Conversion Rate: 4.7% • Monthly subscriber: 11250/4=2813 • Portraits received: 1500(only in Italy) Campaign Roll-out
  31. 31. CHANNEL STRATEGY STORE SERVICE • Make to Measure Reservation (at home or in the btq) • Help adjust the baby shoes • High quality & one to one service • Subscribe in the brand after purchasing • Install the App on your phone MERCHANDISING • BTQ Window merchandising • On the wall family portraits • The stand for photographing the family protrait • The stand for MTM product (in selected btq) RELATED PROMOTION • Promote the campaign in the store • Brochure & QR CODE to download the APP Campaign Roll-out
  32. 32. SALES FORECASTS & OBJECTIVE REACH Revenues Per store Per Annual Average Basket Total Sales Per Store Total Annual sales Retail (95%) € 339150000 € 7372826 3686 3734 171783 Online (5%) € 17850000 8925 9725 Revenues 2014 € 357000000 181508 Increase by 4M 4000000 Total revenues 363016000 Retail 2400000 96000 48 Online 1600000 800 Sales forcasts Scenarios 1Year 1,5Year 2Years Retail (339days) 11 7 7 Online (365) 27 14 13 • Annual average basket = 2 000€ – 2 adult and 2 children Twice a year • Objective of 94 500 average basket • Reached in 2 years – 7 average basket per day per store (339 days) – 13 average basket /day on line (365 days)
  33. 33. Campaign Roll-out BUDGET Particulars Cost CRM Redesign EUR 50 000 Social media management + analytic tools EUR 60 000 Mobile Application EUR 30 000 Photographer EUR 50 000 Photography shooting cost EUR 20 000 Gallery booking EUR 50 000 Opening night – Aperitivo + Bloggers EUR 25 000 Videography at the gallery EUR 10 000 Advertisement for two months in Zero EUR 22 000 TOTAL COST EUR 317 000

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