1. The document outlines an advertising strategy for 1facewatch, a watch brand that donates proceeds to charity. It analyzes the market, competitors, and target millennial demographic. 2. The strategy is to create a social media campaign called "Change & Share" using the hashtag "#DoIt1FaceWay" to promote sharing photos of good deeds and driving traffic to 1facewatch's Facebook and Instagram pages. 3. The campaign will integrate Facebook and YouTube ads as well as transit advertising like subway stations to reach on-the-go millennials in key cities. Character stories and watches in 8 colors will represent 8 causes to generate buzz.

1. Change & Share
#DoIt1FaceWay
Alin Niramorn
Atcharaporn (KELLY) Promsoong
Lapatsinee (NOON) Penglengpol
Nattaporn (JASMINE) Pornpithayalert
Thiti Kraingkasem
Thitirat (ANNIE) Jetaramwong
Advertising Strategy
Spring 2014

2. P r o d u c t O v e r v i e w
$40

3. P r o d u c t O v e r v i e w
1facewatch (2014).
Offer direct correlation between
the you purchase and charity provided

4. S i t u a t i o n
A n a l y s i s

5. P r i m a r y R e s e a r c h
Research approached
² Online survey via Google
² One week period
² Total 27 respondent
Survey resulted
² Target market don’t have 1:face as top of mind

6. P r i m a r y R e s e a r c h
I've never heard of them
55%Target market
30%
I've heard of them, but
never buy their product
7%
I buy their product
occasionally
4%
I buy their product on a regular
basis
4%
How familiar are you with 1:Face?

7. M a r k e t i n g G o a l

8. F a c t s
American’s donation
² 44% of Americans choose to donate for children
² 29% for cancer causes
² 12% for environmental charities
1:Face promoted its product effectively
² Consumers buy a product if it supports a charity they like

9. F a c t s
Mintel (2009)

10. C o m p e t i t i v e
A n a l y s i s

11. NBO Company Shares of Watches: % Value 2008-2012
% retail value rsp Company 2008 2009 2010 2011 2012
1. Fossil Inc 12.5 15.1 19.7 22.8 24.4
2.Timex Group USA Inc 17.6 17.3 14.9 13.5 12.8
3. Movado Group Inc 10.9 10.7 10.2 10.5 10.6
4. Richemont SA, Cie 5.0 4.1 5.9 6.4 6.8
5. Swatch Group SA 5.2 5.2 5.3 5.2 5.6
13. Casio America Inc 1.1 1.0 1.1 0.9 0.8
Source: Euromonitor

12. Digital Watches in 3 categories (Pricing)
Basic, Mid, and High
Brand Company Outlet Unit US($)

13. ² Summary of Market Share and Price Category
² Two majors competitors
- Timex
- Casio
² Uneasy market
² How can 1:Face be different?
² Focus on cause marketing
² Create a buzz
² Make it a trend
² Give back to society
A n a l y s i s

14. T r e n d
² 46% of customers willing to pay more for product that support good causes
² 72% of companies applied CSR programs : partner with non-profit
organization
² 1 Face cooperated with eight well known charity organizations

15. T a r g e t M a r k e t
Millennial generation : aged 14-30
² Attracted to cause marketing
² Trendy and fashionable
² Familiar with online shopping: 2 times more than average
² 50 % of millennial spend 3 or more hours a day on smart phone
² 58% browse and search on internet
² 49% updating social network sites

16. S t r a t e g i e s

17. T a c t i c s
Create a social media campaign: Change & Share #DoIt1FaceWay

18. Change
=
Do Something Good
To Support The Society

19. Share
=
Take a Photo and Share to
Social Media

20. C a m p a i g n’ s G o a l
² To drive more traffic to 1:Face’s social media
² Share photos
² Share their messages
² Use hashtag: #DoIt1FaceWay

21. S o c i a l M e d i a
&

22. W h y S o c i a l M e d i a ?
² 1:Face is already on Facebook and Instagram
² 1:Face target market is existing online
² 50% of Millennials spend time on their smartphone 3 or more hours daily.
² Almost 50% is updating their social network site.
² “Change&Share” campaign

23. W h y F a c e b o o k ?
² Largest number of users
² Widely reach specific target people

24. W h y I n s t a g r a m ?
² Ability to share photos
² Hashtag
² 35 million users in the U.S.

25. M e d i a
The campaign will be integrated with

26. W h y F a c e b o o k A d s?
² Use Facebook fan page as one of the main communication channel
² Link ads to Facebook Fan Page directly
² Be able to refine the target audience

27. W h y Y o u t u b e A d s?
² Number of users
² Ability to refine target audience
² Ability to set daily budget

28. W h y Y o u t u b e A d s?
² Number of users
² Ability to refine target audience
² Ability to set daily budget

29. W h y O u t d o o r ?
² On-the-go consumers
² Reach to similar audience to the internet
² Perfect strategic complement to social and digital media

30. © Statista Inc.
10 largest U.S. transit agencies based on unlinked passenger trips in 2011 (in 1,000s)
U.S. transit agencies - 10 largest based on unlinked passenger trips 2011
United States
Note: further information regarding this statistic, such as comments and footnotes, can be found on page 8.
Source: Federal Transit Administration, APTA, Public Transportation Fact Book 2013 Appendix B, page 42 ID 204955

31. NEW YORK CHICAGO
SAN FRANCISCO
• New York Population:19,490,297
New York-Northern New Jersey-Long Island
Population: 15,856,828
• A population density of 26,403 people per square
mile in the five boroughs (2008 DMA Ranking
OAAA.org)
•
BOSTON
• California Population: 36,457,549
San Francisco-Oakland-Fremont Population:
4,203,898
• 428 million SF Bart area Annual Riders Journey
• San Francisco DMA Ranking: 6
• Average Commute to Work (one way): 29.00 minutes
Includes Alameda, Contra Costa, Oakland, San
Francisco, and San Mateo Counties.
• San Francisco BART ridership increased by 4.2
million since 2007.
• Massachusetts Population: 6,547,629
Boston Population: 4,552,402
• Boston's Designated Market Area (DMA) is the
sixth largest in the United States with a population
of more than 6.2 million
• Boston DMA Ranking: 7 (Nielsen 2010-2011)
• Average Commute to Work (one way): 28.8 minutes
(Source: US Census 2010)
• 171,000+ commuters travel daily into Boston
Source: Titan 360 Website
• Illinois Population: 12,830,632
Chicago Population: 9,580,609
• Chicago DMA Ranking: 3 (Nielsen 2010-2011)
• The largest city in the Midwest and the third-most
populous city, Raiders agre between 18-34
• Average Commute to Work (one way): 30.7 minutes
Chicago CTA bus ridership averaged over 27 million
riders Chicago CTA rail ridership averaged over 19
million riders per month in 2011

32. • Powell station is one of the busiest BART and
MUNI metro stations
• Subway Backlit dioramas 75% of US adults
have noticed billboard, transit or street level,
advertising
• Harvard Station 43% of mbta riders
commuting through station are ages 19-34
• Traffic Advertising offers the aavantages:
– High traffic commuter centers
– Broadcast: Repetition and frequency

34. C r e a t i v e

35. Fan Page

40. Advertising

43. Advertising

44. C h a r a c t e r s

45. S t o r y

47. “It’s not a big thing,
but I helped someone to be happier
#DoIt1FaceWay”.

51. The story will be total of
8 characters
8 watch colors
8 causes
8 posts using the hashtag.

52. Did you change the world?
Change & Share
#DoIt1FaceWay

54. Transit
Advertising

56. C o n c l u s i o n
The objective of the advertising plan
² Increase 1:Face watch’s brand awareness
Target market
² Millenials generation who is interested in:
² Fashion
² Cause marketing
² Internet using
The strategy of the advertising plan
² Create a social media campaign: Change & Share #DoIt1FaceWay
² Use Facebook and Instagram as the main communication channels
² Use the hashtag, #DoIt1FaceWay
² Integrate the campaign with:
² Facebook advertising
² Youtube advertising
² Transit advertising