Vastrm social media campaign

Vastrm
4 Questions to come up with the strategy
hypothesis

Irina Belsky

Overview

Problem: Little/no brand awareness in the target
market.

Goal:Drive 100,000 people to the Vastrm
website to find out more about the product by
June 2013

Goal to Strategy

How can we drive 10,000 people to Vastrm
website by June 2013?

Question 1: Who are the Vastrm customers?

Question 1 Insight Mining: Facebook Analytics

Profile of customer from FB analytics:
Profile of customer from FB analytics:
-The Vastrm customer is male, 25-34 years old, based in the US
-The Vastrm customer is male, 25-34 years old, based in the US

In terms of Facebook activity the most popular week for Vastrm was in the week following the US election
In terms of Facebook activity the most popular week for Vastrm was in the week following the US election

That week, images of famous men wearing polo shirts were frequent on Vastrm Facebook ((Picasso, Obama,
That week, images of famous men wearing polo shirts were frequent on Vastrm Facebook Picasso, Obama,
Steve McQueen). The number of likes for these images was higher than for other posts.
Steve McQueen). The number of likes for these images was higher than for other posts.

Question 1 Insight Mining: Facebook Analytics

Current Fans of Vastrm based on profiles of people interacting with Vastrm FB page:
Current Fans of Vastrm based on profiles of people interacting with Vastrm FB page:

1. University educated 30 + year old males with families or in relationships
1. University educated 30 + year old males with families or in relationships

2. Younger 20 + year old males with high school or university education
2. Younger 20 + year old males with high school or university education

Question 1 Insight Mining: Google Search Trends

Long-term trend based on a search of 2004 --present:
Long-term trend based on a search of 2004 present:

-August and December are peaks of search activity indicating a correlation with Christmas and the PGA world
-August and December are peaks of search activity indicating a correlation with Christmas and the PGA world
championship (which takes place in August)
championship (which takes place in August)

Regional interest is highest in US, UK and Australia.
Regional interest is highest in US, UK and Australia.

One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011
One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011
http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-s
http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-

Question 1 Insight Mining: Google Search Trends

Short-term trend limiting
Short-term trend limiting
the search to the last 90
the search to the last 90
days:
days:

--Saturdays, Sundays,
Saturdays, Sundays,
Wednesdays are peaks of
Wednesdays are peaks of
activity when it comes to
activity when it comes to
searching polo shirts
searching polo shirts

Both short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (or
Both short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (or
similar) and ‘cheap polo shirts’ or similar.
similar) and ‘cheap polo shirts’ or similar.

This indicates that either:
This indicates that either:
-there are two markets searching for polo shirts --high and low income earners
-there are two markets searching for polo shirts high and low income earners

--or that people who like a combination of affordability and style in their polo shirts
or that people who like a combination of affordability and style in their polo shirts

Question 1 Insight Mining: Google Keyword Tool

Since data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited to
Since data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited to
the apparel category, in the US.
the apparel category, in the US.

The trend that becomes evident is the emphasis on price --all the competing terms include the words
The trend that becomes evident is the emphasis on price all the competing terms include the words
‘cheap’, ‘discount’etc.
‘cheap’, ‘discount’etc.

Question 1 Insight Mining: Google Adword Planner

Based on the data the two main audiences are:
Based on the data the two main audiences are:
--18-24 years old
18-24 years old
-25-34 years old
-25-34 years old
-Male and female. Females ranked higher (probably because purchasing decisions are frequently made by
-Male and female. Females ranked higher (probably because purchasing decisions are frequently made by
women)
women)

Question 1 Insight Mining: Google Adword Planner

Sites overindexing:
Sites overindexing:

--Dappered.com --affordable mens style website
Dappered.com affordable mens style website

-Mensfashion.about.com --tips, advice, video, trends on
-Mensfashion.about.com tips, advice, video, trends on
mens fashion
mens fashion

--Fashionbeans.com --men’s fashion tips and men’s
Fashionbeans.com men’s fashion tips and men’s
style guide
style guide

--Thesuitsofjamesbond --descriptions of James Bond
Thesuitsofjamesbond descriptions of James Bond
suits
suits

--Pleated-jeans.com --memes and humour
Pleated-jeans.com memes and humour

-Mens-fashion.lovetoknow.com --fashion advice for
-Mens-fashion.lovetoknow.com fashion advice for
men
men

This indicates that the key factors influencing purchase
This indicates that the key factors influencing purchase
behaviour are fashion and style.
behaviour are fashion and style.

Question 2: How does the Vastrm target audience currently discover brands online?

Question 2 Insight Mining: Consumer Barometer

13 % use a desktop to research before purchasing

7% of purchasers used a search engine to do research
before purchasing

56% of people think that websites that are recommended
by friends are more important than other websites

2% used a mobile phone to do research before
purchasing

Question 2 Insight Mining: Consumer Barometer

5% of US men buying clothing online don’t do any research
5% of US men buying clothing online don’t do any research
11% of US men research online before buying online
11% of US men research online before buying online

Out of the people who do research, the top sources of information are:
Out of the people who do research, the top sources of information are:

-visiting stores
-visiting stores
-manufacturer retailer websites
-manufacturer retailer websites
-word of mouth
-word of mouth
-newspaper articles product/price comparison sites
-newspaper articles product/price comparison sites
-search engines
-search engines

Question 2 Insight Mining: Think with Google

http://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/
http://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/

IIthink the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making it
think the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making it
relevant to this case.
relevant to this case.

80% of shoppers will research online before making a purchase this season, and they switch devices to suit their
80% of shoppers will research online before making a purchase this season, and they switch devices to suit their
needs.
needs.
With YouTube and social networks, people are sharing their opinion on products not just with a group of friends,
With YouTube and social networks, people are sharing their opinion on products not just with a group of friends,
but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48%
but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48%
will use tablets to read product reviews before purchasing.
will use tablets to read product reviews before purchasing.

-Again this proves the influence of word of mouth promotions and should be included in the overall strategy.
-Again this proves the influence of word of mouth promotions and should be included in the overall strategy.

Question 2 Insight Mining: Pew Report

While Pew Report wasn’t that helpful I did find a survey about Photos and
Videos as Social Currency Online which showed some interesting facts:

46% of internet users post original photos and videos online they have created
themselves and 41% curate photos and videos they find elsewhere on the internet
and post on image-sharing sites. Instagram and Tumblr attract equal shares of
men and women

Overall, 56% of internet users do at least one of the creating or curating
activities and 32% of internet users do both creating and curating activities.

This evidence is supported by the high level of engagement with images Vastrm
had posted on Facebook (Picasso, McQueen).

http://www.pewinternet.org/Reports/2012/Online-Pictures.aspx

Question 3: Why do people buy polo shirts?

Question 2 Insight Mining: Topsy (discourse analysis)
Trends discovered through Topsy:
Trends discovered through Topsy:

--Polo shirts are mentioned by brands more than
Polo shirts are mentioned by brands more than
they are by people
they are by people

--Lacoste video Polo Shirt of The Future is trending
Lacoste video Polo Shirt of The Future is trending
at the moment --
at the moment
http://www.highsnobiety.com/2012/12/13/lacoste-
http://www.highsnobiety.com/2012/12/13/lacoste-

--There is also an emphasis on custom designed logo,
There is also an emphasis on custom designed logo,
for example star wars, sport team members shirts:
for example star wars, sport team members shirts:

http://starwarsblog.starwars.com/index.php/201
http://starwarsblog.starwars.com/index.php/201
2/12/10/fly-casual-star-wars-polo-shirt
2/12/10/fly-casual-star-wars-polo-shirt
s-are-here/
s-are-here/

http://www.broncos.com.au/news-display/Exclusive
http://www.broncos.com.au/news-display/Exclusive

Low prices and sale mentions are also frequent.
Low prices and sale mentions are also frequent.

Question 3 Insight Mining: Twitter Advanced Search (discourse analysis)

Commentary on the image polo shirts
Commentary on the image polo shirts
create --associations with the history
create associations with the history
and stereotypes of polo shirts.
and stereotypes of polo shirts.

For example the image of being a
For example the image of being a
rapper appears to be incompatible
rapper appears to be incompatible
with the image of a polo shirt
with the image of a polo shirt
wearer.
wearer.

It seems more consistent with a clean
It seems more consistent with a clean
cut, “preppy” look as per the image
cut, “preppy” look as per the image
below.
below.

Question 3 Insight Mining: Quora (discourse analysis)

Quora confirms that
Quora confirms that
consumers want:
consumers want:
-quality
-quality
-custom design
-custom design
-good price
-good price

Question 3 Insight Mining: Social Mention (discourse analysis)

After looking at discourse
After looking at discourse
about ‘Vastrm on social
about ‘Vastrm on social
mention, it is interesting to
mention, it is interesting to
note that the top results are all
note that the top results are all
visual social media --
visual social media
photobucket and YouTube.
photobucket and YouTube.

Question 3 Insight Mining: Social Mention (discourse analysis)

Another insight supporting the ‘prestige’ factor of polo shirt buying --BMW is offering custom design polo
Another insight supporting the ‘prestige’ factor of polo shirt buying BMW is offering custom design polo
shirts specifically for the owners of limited BMW 11Series M Coupé. This video was also found on social
shirts specifically for the owners of limited BMW Series M Coupé. This video was also found on social
mention.
mention.

See the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdata
See the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdata

Question 4: Who is the Vastrm competition and what are they doing better?

Competitors are:
Competitors are:
Question 4 Insight Mining: MixRank - PriceDepot: price comparison
- PriceDepot: price comparison
website
website
--MyPerfectSale: private sales
MyPerfectSale: private sales
--RalphLauren: online store --
RalphLauren: online store

-Catalogs: catalogs review and
-Catalogs: catalogs review and
display site
display site

Insight:
Insight:
Low prices are important
Low prices are important

Ralph Lauren styled polo shirts
Ralph Lauren styled polo shirts
are in demand
are in demand

Question 4 Insight Mining: Google search for competition

Some competitors I found by just Googling include:

Zazzle

Ralph Lauren online store (also allows customers to create their own)

CustomInk

BlueCotton

Uberprints

Spreadprint

Question 4 Insight Mining: Google search for competition

The advantages of competing sites include:

The ability for the consumer to ‘social’ a design once they have created it. Giving
people the opportunity to share the design they made themselves on social media
is a great way to spread the word - currently Vastrm is not doing this.

Video tutorials showing how a design can be made and the ability to upload your
own image to “try on” the clothes.

The way the shirts are displayed in the design stage - competitor sites either use a
model or at least display the design so consumers can see what it looks like.
Vastrm uses an image of a folded up shirt which isn’t very engaging.

I don’t know if this is a competitive advantage by some sites such as customink
also have design ideas such as: college, parties/events, business. Vastrm is very
vague.

Question 4 Insight Mining: Competitor social media

IIliked Customink’s Facebook page and IIthink Vastrm could take away some learnings from it ((
liked Customink’s Facebook page and think Vastrm could take away some learnings from it
http://www.facebook.com/customink)
http://www.facebook.com/customink)

--Posts are linked to real life events that have an emotional meaning
Posts are linked to real life events that have an emotional meaning
--There are custom shirt design competitions run by the company which really works well for engagement
There are custom shirt design competitions run by the company which really works well for engagement
--Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasion --
Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasion
again this works well for engagement
again this works well for engagement
--The company also supports charity and shares this support on FB (for example for Hurricane Sandy)
The company also supports charity and shares this support on FB (for example for Hurricane Sandy)

Question 4 Insight Mining: Competitor social media

BlueCotton’s Twitter page features a custom background design and photos of the product. This
BlueCotton’s Twitter page features a custom background design and photos of the product. This
is definitely a good social media marketing strategy and something that’s missing from
is definitely a good social media marketing strategy and something that’s missing from
Vastrm.
Vastrm.

Question 4 Insight Mining: Digital Buzz Blog

A few ideas for Vastrm social media:
http://www.digitalbuzzblog.com/comodo-the-instagram-menu/

http://www.digitalbuzzblog.com/kelloggs-the-special-k-tweet-shop/

http://www.digitalbuzzblog.com/missing-children-the-social-search-party/

http://www.digitalbuzzblog.com/qr-code-beer-bottles-made-for-singles/

Question 1: Who are the Vastrm customers?
Higher earning male in his late 20s and early 30s who is fashion aware and interested in sports
such as golf. He won’t necessarily be looking for a custom polo shirt - he will be looking for a
high quality polos such as Ralph Lauren or Lacoste brands. He will make purchases based on
product recommendations and reviews and his purchases will be need driven - for example a new
shirt for a game, a function or as a present.

Question 2: How does the Vastrm target audience currently discover brands online?
The consumer will visit online retailers, read newspaper articles, product reviews, other word of
mouth online and search engines. He is likely to use more than one device (for example tablet
and mobile) when searching.

Question 3: Why do people buy polo shirts?
The consumer buys a polo shirt because of its association with classic brands such as Ralph
Lauren and because it fits into their lifestyle which is sports orientated and image driven.

Question 4: Who is the Vastrm competition and what are they doing better?
The competition includes other online retailers selling custom made polo shirts and t-shirts. Their
strategy of providing online video and visual tutorials works better than Vastrm’s at the moment.
In terms of social media, there is a lot more engagement and sense of community in the
competitor social media. This is because competitors have found ways to communicate with
audiences in a way that resonates with them, is in line with their interests and passions and also
links to real life events that have meaning for the audience.

Conclusion
Broad strategy: Designer polo without the designer price. There is a need to highlight the
high quality of the product and its relatively low price when compared to iconic brands.

Tactical strategy: Implementing social visual media and word of mouth social media
marketing is important. Videos are highly indexed by Google so its imperative to create and
maintain a YouTube channel and integrate video into the website.

Creating content (original articles and curating content) that relates back to the heritage of
the polo and highlights Vastrm as the next stage of polo evolution.

Linking Vastrm social media efforts to real life events that matter to the audience.

Personalising the brand by showing how Vastrm operates through images, videos and blog
posts.

Facebook sponsored stories targeting Vastrm audience by their interests.

Ensuring Vastrm is optimised for mobiles and tablets - mCommerce is a growing trend.

Vastrm social media campaign

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