This is the analysis of the case "UnME Jeans: Branding in Web 2.0" from Harvard Business School Publishing.

1. UnME
JeansJeans
Branding in
Web 2.0

2. SALES
Which Web 2.0 social
media channels?
What changes in the
current plan?
What metrics to
measure the impact?
Margaret Foley
Brand Manager
UnME Jeans

3. Solution

4. UnMEJeansUnMEJeans

5. Celebrate
INDIVIDUALITY
Appreciate
DIFFERENCES

6. Unique products at a price premium
in upscale department stores to teenage
girls

7. CurrentAnnualmediaplanCurrentAnnualmediaplan

8. Targeted advertising through
traditional channels
Fashion magazine TV series Radio

9. Banner advertising on popular
websites for teenage girls

10. Targeted search keyword
advertising on Google

11. CHALLENGESCHALLENGES

12. Current media plan becoming
ineffectiveineffective
WHY?

13. 1
14 fold increase
in the number of communication channels

14. 31%
8%
20%
7%
34%
TV, magazines, and newspapers
losing out to online content
providers

15. +33%
+300%
Ad spending is NOT in conformance with
the media usage of US households
-75%

16. Disproportionate media
spending for UnME as well

17. 2
ADVERTISEMENTCLUTTER

18. Advertisement messages per day
5000
1%recollection

19. 370%opted out of television
advertisingadvertising

20. WEB2.0 :Analysis

21. Consumer
co-creation
Social
Affiliation
Digital
self-
expression
Sharing

22. Consumer
co-creation Ability to actively
contribute to online
content
ADS Interruptions : A NO
User initiation is the key!

23. Social
Affiliation
Virtual connections via
social networks
USER
Profile
page
1. Targeted advertisement
2. Connect with the brand
profile page

24. Digital
self-
expression Express your identities
online via avatars
VV
I
R
T
U
A
L
1. Retail stores
2. Marketing promotion
3. Marketing contests
4. Advertising

25. Sharing
Rapid transfer of
information within theinformation within the
network

26. Evaluation of possible options in
socialmediasocialmedia

27. 1

28. User generated video sharing
website used by
73%Of the active internet users
73%

29. Media planMedia plan

30. Teenage girls
upload their
videos invideos in
conformance with
the brand story

31. Winning videos spliced together to
make in-video adsmake in-video ads

32. Why it WILL NOT workWhy it WILL NOT work

33. NO
“community network”
in
Only…

35. Teenagers talking about
individuality & tolerance might
invoke obscene comments from theinvoke obscene comments from the
strangers

36. 2

37. Virtual world targeting girls
aged 13 to 24
with interests in fashion and music
7million users

38. Media planMedia plan

39. Online buzz with virtual sale of jeans
Virtual events to encourage the
brand storybrand story
Jeans design competition
“Best” designs for real world sale

40. Why it MIGHT NOT workWhy it MIGHT NOT work

41. might not translate tomight not translate to

42. Subjectivity of being “best” mightSubjectivity of being “best” might
discourage otherwise loyal
customers

43. 3

44. 80million active users in 2008
With 35% year-on-year growth

45. Media planMedia plan

46. Targeted advertising through
interest lists

47. Brand profile pages enable people to
promote the brand amongst their network

48. Widgets for generating andWidgets for generating and
sharing jeans design

49. Why it CAN workWhy it CAN work

50. User segment targeted
through interest lists of
popular teen TV shows like
One tree hill

51. Buyer segment targeted
through interest lists of
fashion magazines

52. Brand profile page enable filtering in the
interested people in the target segment
Banner ads embedded into newsfeed of
these people

53. Popular designs via widget
(determined by likes and shares)
could translate to gift vouchers for realcould translate to gift vouchers for real
world purchase

54. Recommended
mediaplan
Incorporating Web 2.0

55. SocialmediaSocialmedia

56. should be the major
area of focusarea of focus

57. could be an area
to venture out into venture out in
the future

59. Large number of content scanned in a
minute
++
Task focused user behavior
=
EMPHASISEon the creativity of ads

60. Payment based on click rates
Large no. of pages scanned in a short timeLarge no. of pages scanned in a short time
Good possibility of being ignored, unless
distinct

61. Search advertising
Advantageous for online selling
But, UnME sold through departmental stores!
Hence, it may be discontinued

62. Banner advertising on sites
apart from Facebook may be
discontinued
Hosting content may not be appropriate with
the brand image of UnME

63. Socialmedia-Cost analysis

64. TraditionalTraditional
media

65. 31%
8%
20%
7%
34%
Spending to be made
proportionate to the time spent
by people

66. Online spending = $950,000

67. Total media spending
$2,600,000$2,600,000

68. MetricsMetrics

69. Activity on the brand profile page
Activity on the widget
Banner ads : Click through rates
Time spent on the pageTime spent on the page
Unique visitors to the page
AWARENESS metric

70. Redeeming of gift vouchers
Online contests on page linked with the
actual purchase
Online contests on page linked with the
actual purchase
Salesmetric

71. These slides were created by
Divyasree P K
as part of an internship done under theas part of an internship done under the
guidance of
Prof. Sameer Mathur
(www.IIMInternship.com)