2. Create an online brand image
and brand preference
Increase online sales by driving
consumers to the website
3. Female, aged 16-40
• The casual athlete
• Fashionable woman
• Yoga pants
• Lower price point
• Positive body image
4. • Objective
–Gain a deeper understanding of what drives
consumer choice when purchasing
activewear in general, yoga pants in
particular
• Participants
–12 female college students
–19-22 years old
5. • Online Shopping behavior
Q: Where do you shop for activewear?
• Price sensitivity/Willingness to pay
Q: How much are you willing to pay for activewear?
Q: If you choose to pay more, why do you choose to pay more?
• Brand awareness
Q: What in particular drive you to choose one activewear brand over
another?
• Product Choice: Yoga pants
Q: How many yoga pants do you currently own?
Q: How do you wear yoga pants?
• Social media
Q: Have you ever purchased something because of an advertisement on
social media?
6. • Key features trumping brand awareness:
– Fashion
– Comfort
– Trendiness
– Affordability
• Receptive to social media advertising
• Aware of social issues associated with body
image
7. I would be hesitant
to buy something
online from a brand
I’ve never heard of I like to feel
good in my
leggings
I hate it when there
are brands out there
trying to copy the big
ones. Just be confident
in your brand and
don’t just replicate
I’d rather have more of it
because I wear leggings and
yoga pants so much that it is
more important to have ton
of black ones to go to than
to have a really high quality
pair
Even if I wear
them [yoga pants],
I also want to wear
them casually
I hate Facebook
advertising
8. Increase Traffic RBX Website
Anti Lululemon
Fashionable
Everyone’s butt looks good
Influencers
Campus
Brand
Ambassadors
Social Media Content
Key benefits to
communicate
15. ● Famous YouTube users who share the same
target market as RBX
● Process:
Send them free products
Influencers will wear them in their videos and
advertise them
● Becoming very common on YouTube
● Will direct people to RBX website by linking to
it in video description
16. ● Cheaper than TV/movie celebrities--some will
just take free clothing as payment
● Able to target RBX’s EXACT audience--no
waste coverage
● Very loyal fan followings who trust their
judgement on these products because they
are “regular people” like ourselves
22. Breanna McGee (aka
BreannaGochez)
● 20 years old
● “Training to look sexy,
gotta look good while
doing it”
● 7,829 followers, 7,987
pins, and 28 boards
26. ● Serve as in-person influencers
● Increasingly used by companies targeting
young demographic
● Inexpensive
● College demographic receptive to this
influence
27.
28.
29. ● Tables in student union/common areas
that:
o Feature/show off RBX products
o Provide coupons/samples for liking
Facebook page
● Campus reps always wearing RBX
● Potentially expand into fitness events,
partner with body positivity clubs
30. ● Start with large, public universities
o Larger audience, Greek Life, better ROI
o Private schools have more complicated
campus advertising policies
● UMass Amherst
● Contact campus employment office
● Most have policies regarding compensation
33. ● Pinspiration by RBX
Virtual corkboard
Create appealing boards to target audience
● Use guest pinner (Pinfluencers)
Invitation to pin on RBX boards
Send free products to be advertised
34.
35.
36.
37. ● Leverage Pinterest Analytics
RBX Brand Profile
Average daily viewers
Users spend an average of 15 minutes
Audience Profile
Demographics: +75% of visitors are women 25-44
Interests: Travel, Fashion, Hairstyles, etc…
Website analytics
Data on what people are pinning from RBX website
● PinGroupie
– Find the most popular group boards
38. ● Started in 2012, $65 million in estimated 2014
revenue and $125 million in 2015
● Heavy focus on brand
image
● YouTube video was the
only initial advertising
efforts
● Case Study: Dollar Shave
Club Video
43. ● Advertising on YouTube is expensive
● Promoting is less expensive
● Budget and CPV is set by RBX
● Video will appear as “Recommended Video”
to YouTube viewers
44. On RBX’s current Facebook page:
● No paid advertising
● Create a call-to-action “Shop Now” button
● Promotional tools: coupons and other
incentives
● Boosting posts
48. ● Create content on BuzzFeed as a campaign
about positive body image
● Buzzfeed Mock Post
● Other examples of titles for posts & articles:
o 22 Killer Workouts Anyone Can Start & Finish
o 10 Perfectly Fit Bodies
o Athletic Wear Company RBX Is All About
Inclusion
49.
50.
51.
52. ● Instagram -> $20/post + Merchandise
● YouTube -> Up to $250/video + Merchandise
● Campus Reps -> $250/person/semester +
Merchandise
● BuzzFeed -> Budget set by marketer
● Facebook -> $5.00/post for est. reach 770-
2,000 users
● YouTube ads -> $0.07 - $0.08/view with
targeting
● Pinterest -> Merchandise
53. Increase Traffic RBX Website
Anti Lululemon
Fashionable
Everyone’s butt looks good
Influencers
Campus
Brand
Ambassadors
Social Media Content
Key benefits to
communicate
• Create content
• Highlight RBX products
• Improve discoverability of RBX brand
