IIDE - Content Strategy for Jealous 21

1. Content Marketing
Strategy
BY : YASH JAIN

2. JEALOUS 21

3. JEALOUS 21

4. COMPETITORS
• DEAL JEANS
• FLYING MACHINE
• SPYKAR
• ROADSTER

5. CONTENT STRATEGY
 OBJECTIVES
 TARGET AUDIENCE
 BRAND VALUES
 DISTRIBUTION CHANNELS

6. OBJECTIVE
 THE MAIN OBJECTIVE OF JEALOUS 21 IS TO CREATE BRAND
AWARNESS.

7. TARGET AUDIENCE
 PERSONAS ON THE BASIS OF :
1. AGE GROUP
2. NEED
 AGE GROUP : (14-21) FOR SCHOOL AND COLLEGE GOERS.
 AGE GROUP : (22-27) FOR OFFICE GOERS.

8. BUYER PERSONA
 Kiran Ahuja : 27 years old.
 Hr. manager of Smith and Nephew co.
 Loves branded clothes such as Shein, Zara, H
& M etc.
 Currently works of foreign country.

9. Campaign by Jealous 21
 JEALOUS 21
 #GETJEALOUSOF90S.
THE CAMPAIGN WAS TO BRING THE 90’S JEANS BACK FOR YOUNG FASHION GIRLS AND MAKE THEM AWARE
OF THE BRAND AND IT’S QUALITY.
 OBJECTIVE
THE MAIN AIM OF THE BRAND IS TO MAKE PEOPLE STEP IN THEIR 90’S STYLE TO MAKE THEM FEEL
OF 90’S AND MAKE THEM AWARE OF THE BRAND.

10. CONCEPT OF CAMPAIGN
 They would be going to different stores by just registering online.
 Once they register they will get one coupon code which will be redeemed
once (per person).
 The code contains discounts and its like a lucky draw.
 People would go to stores to purchase jeans and then take a picture of it
upload on and in return they will get another voucher with same
discount, which can be redeemed anytime in 30 days.

11. CAMPAIGN OUTCOMES
 The concept of #GETJEALOUSOF90S brings great traffic on site and
sales in the stores.
 Brings 90s feeling back in people and because of this campaign the
engagement between people increases with old fashion in new way.
 This campaign helps to bring people in their old days.
 There would be an increase in brand awareness.

12. BRAND VALUES- WHY JEALOUS 21?
 JEALOUS 21 IS WOMEN’S EXCLUSIVE BRAND.
 FROM A TURNOVER OF LESS THAN 1 CRORE, IT HAS TOUCHED THE
MARK UPTO 150 CRORE TODAY.
 THE BRAND MOSTLY FOCUSES ON DENIM WEAR.
 JEALOUS 21 HAS INTRODUCED DYNAMO DENIM WHICH MOVES
ALONG WITH YOUR SKIN AND HAS 3 HIP SIZES WHICH ARE :
“HOTTIE” FOR SLIM, “HOURGLASS” FOR REGULAR, “BOOTILICIOUS”
FOR CURVY.

13. DISTRIBUTION CHANNEL
CURRENT CHANNELS CAN BE ADDED
JABONG CREATE AN E-COM WEBSITE FOR
BETTER APPEARENCE
MYNTRA CREATE AN APPLICATION.
AMAZON
FLIPKART

14. Content marketing plan
FACEBOOK INSTAGRAM TWITTER
SHARING A IMAGE OF JEANS WITH
DETALILS.
POSTING AN IMAGE OF COLLEGE
GIRLS WEARING 90S JEANS.
#GETJEALOUSOF90S
POSTING 360 DEGREE VIDEO.
 AWARENESS STAGE

15. Content Bucket
 VIDEO’S
 TESTIMONIALS
 INFLUENCERS
 360 VIDEO
 INSTAGRAM LIVE
 FACEBOOK LIVE
 BOOMERANG

16. Content Calendar
MONDAY TUESDA
Y
WEDNESD
AY
THURSD
AY
FRIDAY SATURDA
Y
SUNDA
Y
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
Jan 1 to Jan 14 : Contest on
Instagram
Why Jealous 21 ?
The best answer will get a free
give away on Jan 14, that is
Sunday.
Jan 15 to Jan 28 : Consumer week on
Facebook
Consumers of jealous 21 have to
submit their old clothes in the store
and the highest consumer of jealous
21 will get new jeans in return.
Jan 29 to Jan 31 : Fashion week on
Twitter
Girls have to upload their picture
Wearing Jealous 21 jeans pairing
Them with traditional clothes.
Best pair will get fashion of week award
By Jealous 21 and a chance to meet an influencer.