1: First Part - Competiton & Brand Analysis - Facebook and Twitter analysis (Customer Care index, Index of Active Conversation ....) - Google & Twitter Trends analysis - Conclusion & Recommendation 2: Second Part - Creating a new brand: American Street Wear Jeans - Implementing a Digital Strategy - Creation and management of Facebook,Twitter & Google + account - Contents creation (Social, Music, Fashion & Art topics) - Animating and infotainment the community with editorial line By William BELLE , Antoine BAZIN, Jérémy BAUWENS & Sarah ARPHI KEDGE BUSINESS SCHOOL Février 2013

1. F&T Marketing : E-référencement
Msc.2 Entertainment & Media Management / 2012-2013
Sarah Arphi. Jeremy Bauwen. Antoine Bazin. William Belle.

2. SUMMARY
I. Brand Presentation
A. History and creation
B. Main figures
II. Branding
A. Brand Values
B. Brand Identity
C. Capferer Prism
D. Positioning
E. Marketing Mix
III. Online Strategy
A. Digital strategy
B. Presentation & strategy of social medias
C. Editorial lines
IV. Results

3. BRAND PRESENTATION
A. History and creation
Founded in 1999 by four students at a
business school, the aim of the ASWJ brand
is to bring, to young active, quality clothes
without forgetting the style.
Inspired by the look of Los Angeles,
collections of clothes are both dynamic and
class to be worn at all times.
The name A.S.W.J means American
StreetWear Jeans but also the initials of the
first name of the founders : Antoine, Sarah,
William and Jérémy.

4. BRAND PRESENTATION
B. Main figures
480 stores, principally in USA
and Europe
Turnover Present in
1,3 Billion $ 23 countries

5. BRANDING
A. Brand Values
Opened
communication
Price
Awareness for
earth
Brand equity
Quality
products

6. BRANDING
B. Brand Identity
Simple logo, with only one color. This
helps integrate seamlessly on all
clothing is still identifiable. Basic font
Youthful spirit and
Easily recognizable logo elegant style for the
name and the logo

7. BRANDING
C. Capferer Prism
Physical Personality
Hightech Authenticity
mobile Spruceness
Red or silvery Modern
Culture
Relationship Stylishness
Direct Youthfulness
Artistic Quality
Reflection
Young boys Self Image
and girls Dynamic
Fashion people Innovative

8. BRANDING
D. Positioning
Bring to
Product of great young active,
quality and quality
durability. clothes.
Offer clothes in line
with the brand in Be inspired by haute
their manufacture couture and styles
and price. present in California.

9. BRANDING
E. Marketing Mix
Product Price Place Promotion
Maximum use
Quality of rail for the Very little
transport of advertising but
a lot of
Style goods.
Any type of communication,
price especially
Young ASWJ Stores through social
networks and
Dynamic Streewear digital means.
shops

10. ONLINE STRATEGY
A. Objectives
To create an online community around ASWJ, which is
going to be engaged and loyal.
We chose to be active on :
Facebook,
Twitter,
Google +
Youtube
We chose not to be present on Pinterest & Instagram
because we prefer to centralize our community in the
biggest social media in order to be more efficient and
close to them.

11. ONLINE STRATEGY
B. Presentation & strategy
Allows diversity
1 056 billions FB users Facebook in the content
= we can touch a lot
of people.
Google
indexation :
visibility
Free
People can spread
Give us statistics our contents =>
on the page’s Good visibility, easy access fans are actors in
performances from our website our success.

12. ONLINE STRATEGY
B. Presentation & strategy Opinion leaders
+ 500 Twitter are present on it
millions
users
Possibility to combine it with Less than 140 letters
other social medias Spontaneous
per message
(Youtube, Facebook) opinions

13. ONLINE STRATEGY
B. Presentation & strategy
To relate music
Youtube and fashion
+ 900
millions
users
Visibility
Entertain the
Brand awareness E- Reputation community and fans
management

14. ONLINE STRATEGY
B. Presentation & strategy
Benefit of Google + + 400 millions
google + users
services
Being well referenced Interaction with
on Search engine other social media
(youtube)

15. ONLINE STRATEGY C. Editorial line
All social medias
Thanks to social medias, we want to
inform people on our brand and
=
entertain them in the same time.
Product Brand
communication communication
Infotainment content

16. ONLINE STRATEGY C. Editorial line
Facebook
So, our strategy on FB is contained in a editorial line :
Weekly Daily
Depends of the week & the news With hours of intervals :
to spread : Trendy pic of the day (to
1 article on corporate social show the personnality of the
responsibility of ASWJ (models brand)
sizes, work condition, fur...) Streetstyle we liked
1 song we liked (to show the Outfits of our collection
personnality of the brand)
1 infotainment (Games, contest,
survey, models recruitment...)
Random post (Wish of a good
weekend, good day...)

17. ONLINE STRATEGY C. Editorial line
Facebook Weekly
(exemples)
A song we liked
Article on corporate Random post Infotainment
social responsibility

18. ONLINE STRATEGY C. Editorial line
Facebook
Daily
(exemples)
Pic of the day Outfit from our collection Streetstyle of the day

19. ONLINE STRATEGY C. Editorial line
Facebook
ZARA vs ASWJ
Daily & weekly Lack of
infotainment = intotainment
dynamic & simpatic
image
CSR post to Complaint
show our on the CSR
engagement
Posts with
content diversity : Only product &
entertain the fan brand posts

20. ONLINE STRATEGY C. Editorial line
Twitter, Youtube & Google+
In order to create a strong, engaged and loyal community
we chose to implement a weekly editorial.
Weekly editorial :
Share news about music
Social topics

21. ONLINE STRATEGY C. Editorial line
Twitter, Youtube & Google+
Weekly editorial :
Fashion events
Sports: create sports related to ASWJ

22. ONLINE STRATEGY C. Editorial line
Twitter, Youtube & Google+
Weekly editorial :
Art: relate ASWJ and Art

23. RESULTS
Facebook
Likes Statistics
We made a good start but after the rise
has been stabilized.

24. RESULTS
Facebook
Demographic Statistics
Our principal target are people between
18 and 34.

25. RESULTS
Facebook
Posts Statistics
Total Posts Vidéo Pictures Text
32 6 19 7
Engaged Talking about
Reach Users this Virality
205 17 5 2,92 %
Brand’s posts Comments Likes Shares
Average 0,27 3,6 0,12

26. RESULTS
Facebook
Posts and Comments Analysis

27. RESULTS
Results Twitter in less than 2 weeks @American_SWJ
Videos: 14
Text: 10
Pictures: 4
RT: 3 Total tweets: 28 Favourite: 3