How Top Brands Are Going Social for Lead Generation
dELiA*s Campaign
1.
2.
3.
4. Consumer
Analysis
• Consumers are teenage girls 12-17
• Teen spending declined last year- increase in saving money
• Trend setters and early adopters
8. Market Analysis
• Industry average has experienced a 7.52% growth in past 3 years
• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry
• Delia’s made $217.15 million in annual sales in 2012
11. Problems &
• Opportunities
Delia’s struggles to remain popular
against competitors such as American
• Take advantage of growth in
technologies and social media
Eagle, Hot Topic, Abercrombie, and • Boost sales and brand relationships
Forever 21 with west coast stores
• Has remained unprofitable over the
past 4/5 years
• Brand image and broad target
consumer base
29. Social Media
• 75% of national buying
• 90% of our target market is using social media
• Delia’s currently has:
30. • In-stream ads
• Youtube Channel
– DIY clothing tutorials
– Top 10 videos of the week
– Celebrity looks from Delia’s
31. Paid Exposure
• Pay influential teens to repost brand content
• Generate positive buzz
• 1,000 influential teens from target market will be used
32. Search Engine
•
•
Optimization
Preliminary launch buy
20% of the target markets time is spent searching
• Will increase reach and frequency
Contingency Fund
• $19,502
33.
34. “Live
•
•
Freely
Green campaign
Idea sparked from dELiA*s asterisk
•
”
Brand growth and re-invention
Web banner Advertisement
Editor's Notes
Creative teaser, sets the tone for our campaign
They are becoming more independent and financially conscious. <CHANGE SLIDE>
Teens recognize brands that have strong social consciousness and care about causes and charities. <CHANGE SLIDE>
In comparison, this is less than half of what the top competition made. <CHANGE SLIDE>
Some of the key things we found were that Delia’s circulates 38.8 million direct mail catalogs each month, but continues to have shipping and delivery issues. <CHANGE SLIDE>
We wanted to find out the most effective ways to relate our message to the target market through analyzing opinions, buying habits and general interests. <CHANGE SLIDE>
With the ever increasing growth of technologies and availability of social media we will be able to reach a highly sought after target market. <CHANGE SLIDE>
Increase reach and frequency
We will do this thru sales promotions, interavtice and traditional media buys as well as creative social buys.
WE will create a cohesive brand image as well as entice new customers
Will boost interest and social commentary and increase positive brand identity
73.7% of our target audience uses coupons for shopping