ADVT2509 CAMPAIGN REPORT (1)

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43216059 ADVT2509
Burton Sarah
Intro to Advertising
Dorian Von Freyhold
Maria Voronina
Group project
1998
May 12, 2015
Friday 9am
1.
Sarah Caroline Burton 12/05/15
Quetta Lovell s4372049 QL
Seonga Park s4250465 SP
Katya Richardson s4319812 KR

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ADVT2509 CAMPAIGN REPORT
T05 - Maria Voronina
Group 5: Mimco Sports Bag
Sarah Burton: s4321605
Quetta Lovell:s4372049
Seonga Park: s4250465
Katya Richardson: s4319812

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CONTENTS
Section:
1.0 Background Information________________________________ Page 04
2.0 Objectives___________________________________________Page 05
3.0 Target Market and Industry Research_____________________ Page 05
4.0 Creative Strategy_____________________________________Page 07
5.0 Media Choice________________________________________Page 09
6.0 Campaign Timeline____________________________________Page 13
7.0 Budget_____________________________________________ Page 14
8.0 The Proposed Method for Evaluating The Campaign _________Page 15
9.0 Appendices __________________________________________Page 16
10.0 References__________________________________________ Page 19

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1.0 Background Information
Mimco is a luxury accessories brand founded in Melbourne in 1996, and, as of
2012, is part of the Country Road Group (Harper, 2012). Recognisable by our
distinctive hardware of engraved metal circles and chunky turnlocks, we are
Australia’s leading designer of accessories for women (Country Road Group,
2012). Specialising in fun, colourful and patterned leather goods as well as staple
neutral pieces, Mimco is renowned for our unique handbags, small leather goods,
shoes, jewelry (including watches, earrings and hair accessories), hats, scarves
and sunglasses (Mimco, 2013). Our products are classified as ‘affordable luxury’,
appealing to women of all ages looking for on-trend, ready-to-wear accessories
(Mimco, 2013). Mimco believes in the philosophy of “...accessible luxury
designed with QUIRC”, which stands for “quality, unique, innovative, respectful
and creative” (Mimco, 2013). Rather than limit our target market to only one
demographic, Mimco aims to appeal to women of any age who love to dress up
and value an exciting accessory (Mimco, 2013). Our designs are versatile and in
a variety of colours so that every woman can find an item to suit her personal
style. There are more than 100 Mimco stores worldwide; majority are in Australia,
but also in New Zealand, Singapore and (since March 2014) South Africa
(Mimco, 2013). Our products can also be purchased online or in an exclusive
boutique section within David Jones - Australia’s biggest luxury department store
chain (David Jones, 2014). Mimco has recognised the recent social trend
emphasising health and fitness. We recognise that busy women are now
commuting to the gym straight after work and want to fulfill their need for style,
while not compromising functionality. Industry sources have discovered women
are investing in fitness wear for everyday life, which the fashion category of
‘sports-luxe’ has been created in response to. With this information, our company
has decided to seize the opportunity to cater to this market and introduce the first
item of our exclusive collection: the Mimco sports bag.

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2.0 Objectives
Table 1: Objectives
Short term objectives
Create awareness of the new product.
Create desire for the new product among target
market.
Social
Media
Facebook
Share a matrix of relevant links, engaging videos,
content and photos.
Promote our competition to win a free mimco bag.
Encourage sharing.
Reach 150 people per post.
1 Post per week..
Engage with audience and influencers.
Instagram
Promote mimco whispers- spark interest.
Promote competition to win the free mimco product.
Encourage sharing to maximise promotion.
Promote the new product.
1 post per week.
Twitter
Promote mimco whispers- spark interest.
Promote competition to win the free mimco product.
Encourage sharing to maximise promotion.
Promote the new product.
1 post per week.
Long-term Objective:
To increase exposure to the target market in 3 months.
To increase sales volume in the next 6 months.
To create awareness of the new product.
Increase penetration rate of new product among the
target market.
Key Metrics
Facebook likes, posts and shares.
Twitter followers
Twitter re-tweets
Instagram followers
Instagram re-grams
Referring traffic
Kred and Krout scores
3.0 Target Market and Industry Research
The new Mimco sports bag is designed to be seamlessly adopted into the
everyday lives of our target demographic, fulfilling their need for both style and
functionality. This target market has been selected in light of research on both
Mimco and the fitness industry.
According to Fashion Review (2011), Mimco recognise that, “...the Mimco woman
is simply one who loves to dress up and knows the effect [that] a killer accessory

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can have on her look of the day”, instead of targeting a particular demographic.
For the purposes of this advertising campaign, we have identified a target market
of full-time working women aged between 20 and 34. These women will live
inner-city, strive to maintain a healthy work-life balance, are highly active and are
interested in fashion and keeping fit. Extensive analysis from previous marketing
endeavours and social media followers indicate that its customers typically
purchase Mimco because of their fun, trendy designs that are also practical and
durable for a busy lifestyle (Mimco, 2015; Facebook, 2015). This target
demographic embodies the notion of the fun-loving ‘Mimco woman’ and,
therefore, aligns with the company’s pre-existing messages and customer base.
This will ensure that the brand’s reputation is not altered, even though it is
entering a new market of sportswear.
Census data shows that 77.8% of women in the target demographic, along with
70.2% of all full-time working women in Australia, participate in sport or fitness
activities (Australian Bureau of Statistics, 2010); therefore, these women are
directly targeted as potential customers for the new product. Additionally,
consumer insight shows that women often have more than one bag for a specific
purpose, especially a handbag and a separate duffel bag for the gym
(Euromonitor, 2014). In combining these pieces into one fashionable and
convenient bag, with both multi-purpose and specific compartments (for a drink
bottle, for example), our product will appeal to these busy women who commute
straight from work to the gym. Euromonitor (2014) recognises that shoulder and
tote bags accounted for 67% of luggage sales in 2014, most likely due to their
ability to, “..carry all of the essential…”.
Fitness has become a trend in society, largely driven by social media such as
Facebook and Instagram, which our target public is highly active (Sensis, 2014).
Research into the sportswear industry indicates that the fitness trend has caused
a shift in the market, demonstrating that women are purchasing sportswear for
everyday use - not just for exercise (Euromonitor, 2014). Industry leaders Lorna
Jane and Lululemon have begun to successfully bridge the gap between fashion
and practicality, creating a new segment of ‘sport-luxe’ (Euromonitor, 2014). This
is the segment of the market that our bag will fit into, proven to be highly popular
with the target demographic who often participate in fitness for social and self-
esteem purposes (Euromonitor, 2014) (ABS, 2012).

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As shown in appendix two, The Country Road Group (2012) have identified
Mimco as a high fashion, and mid-to-high investment brand. The target
demographic are generally career-focussed and, therefore, more likely to have
disposable income to spend on themselves; this makes Mimcos’ typical prices of
around $400 for a high-quality handbag very affordable for this demographic, who
earn (on average) $1040 per week (Mimco, 2015) (Australian Bureau of
Statistics, 2011). Euromonitor (2014) predicts that affordable luxury bags will be
in high demand as consumers “look for a taste of luxury at a more favourable
price point”.
4.0 Creative Strategy
For our creative approach we have selected to use printed advertisements,
youtube advertisements and social media. We wish to create a lifestyle-
associated approach to advertising our product, making it desirable through
connotations of luxury, trendiness and fitness. Lin (2012) states that the most
valuable asset for a business is the consumer’s awareness and recognition of a
brand (p 3114). Through consistency in advertising message, we wish to
establish our place in the new category of ‘sports luxe’ and to introduce our
product and brand as a core part of the working, health and fashion-conscious
woman’s lifestyle. It is important that this message is consistent throughout the
course of the campaign as it works to commit the message to the public’s
memory (Martin, 1921). The new product will stimulate problem recognition for
the consumer who will be led by desire to begin the consumer decision making
process (Belch & Belch, 2003. p105).
Listed below are some creative approaches that will be used to convey our
messages and drive purchase decisions:
Table 2: advertisement ideas for each platform
Medium Strategy
Youtube in-
stream
advertisement
Objective: to illustrate the evolution over the past decade in
womens exercise clothing and accessories (see appendix
3), introducing how style has entered the exercise arena
and the the Mimco sports bag is the ultimate sporting
accessory.
Setting: (inspired by the Skoda Fabia Attention Test (Skoda
UK, 2015)) - a woman leaving her office, walking down a

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busy street to her gym
Concept: subtle fashion upgrades will occur to various
pieces of clothing (for example: shoes, top, leggings, jacket
and accessories (headphones, water bottle, etc.). The
mimco sports bag will appear at the very end and will be the
main focus. As the woman enters her gym the screen will
fade to black showing the Mimco Sport logo and it’s launch
date.
Print ads
(for both
magazine and
public transport)
1. Objective: to show the public how functional the new
bag is
Setting: aerial shot on white floor
Concept: whole page spread of various fitness items
that could all be found in a woman’s handbag and gym
bag spilling out of the sports bag
2. Objective: to showcase how the bag fits in with the
target market’s lifestyle
Setting: gym background
Concept: a woman in exercise clothes with the gym
bag (see appendix 4)
3. Objective: to show the bag’s intended purpose of
moving from office to gym
Setting: left side of page is of an office and right side
is of a gym
Concept: the bag is sitting on the office desk and
then beside the treadmill, with the words “Work Hard, Play
Hard”. Embodies bag’s intended lifestyle of the busy,
intelligent woman who likes to work out and values style.
4. Objective: to increase brand awareness and hype of
new production line and release date
Concept: will use Mimco brand colours of white on
black back ground with product, brand and release date
(appendix 1). Although simple, this will catch viewer’s
attention.
Social Media
Posts
Objective: to increase brand awareness and create hype
around the new product
Concepts:
1. all social media posts will use the hashtag
#mimcosport to assist with tracking of campaign
2. #packmybag promotion: users on Instagram will take
a photo showing what is in their gym bag tagging
@_mimco with the hashtag ‘#packmybag’. One
winner every week will receive a $25 Mimco voucher
to be used in-store or online (see appendix 5)
3. photos of the new product in different environments
4. fashionable people and people in gym wear posing
with new product

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5. re-grams/ re-tweets/shares of customers with bag
6. video of a pile of gym and hand bag items that are
then packed into the new product, demonstrating
functionality
Special Event
Objective: to increase brand awareness and reputation and
to make new product desirable to public
Setting: open space in each capital city (eg. Brisbane’s King
George Square, Melbourne’s Federation Square, etc.) set
up with sound system and stage
Concept: social media followers and general public invited
to participate in a cardio workout class. It will be $5 to
participate; customers will be given a raffle ticket with the
chance to win a sports bag in each city. Raffle tickets will be
available for purchase to increase chances. Second and
third place winners will be given a $100 and a $50 mimco
voucher respectively. All raffle proceeds will go towards the
Ethical Fashion Initiative. Customers will also be given the
chance to pre-order the sports bag on the day of the event,
which will be on sale the following week.
5.0 Media Choice
As seen in figure 1, we have chosen several media platforms to target our market
group, mainly social media and printed advertisements (magazines, billboards
and posters around public transportation). By advertising both online, in print and
outdoors, we can more effectively break through noise and repeat messages in
different settings to increase awareness of our target market (Belch & Belch,
2003). In keeping with Mimco’s current advertising techniques and image of
luxury and exclusivity, we will not be advertising on television. Instead, we aim to
deliver most of our messages through online channels - specifically social media,
which our target market are shown to engage with more frequently than free-to-
air television, due to their need for ‘social capital’ (Pikas & Sorrentino, 2014 p71).
The Journal of Internet Business states,
“In terms of paid advertising, online allows for more flexible budgets, much
more targeted campaigns, clearer results and redemption rates and ultimately
better value for money than any other medium.” (NewsRX, 2012. p748)
Each advertisement is designed to make the audience aware of the new product
and evoke participation and engagement from the target audience and conatively
affect them. Lin (2012) states that higher perceived brand value translates to

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higher intention to purchase (p 3115); we wish to further establish Mimco as a
desirable, luxury accessories brand for Australian women and position our bag as
the must-have accessory for those women who want to align with our created
lifestyle.
We will begin the sports campaign on social media, focusing on Facebook,
Twitter, Instagram and Youtube. Table three contains statistics (number and
frequency of posts and amount of followers) each of these platforms. Sensis’
annual Yellow Pages Social Media report (2014) states that, on average, 95% of
the target demographic (females aged 20-35) engage in social media for
approximately 8.5 hours per week. Initially, we want to create hype about the new
product on social media by leaving hints to the fact that Mimco will be introducing
a sports range. This phase in the pre-launch advertising has been named
‘whispers’ and will be used to spark word-of-mouth communication about our
product in the lead up to the launch. Facebook and Twitter will be used to rapidly
disseminate our messages and photos to our existing and potential followers,
creating interest in the new product before it is announced.
Similarly, Instagram is an extremely effective way to appeal to the target market
visually. A study by Advertising Age shows that 69% of Instagram users are
between 18 and 44 years old, with majority of them being female (Delo, 2014).
Instagram will allow us to interact with our target demographic and to create
aesthetically pleasing images that will foster engagement and increase desire to
purchase (Strugatz, 2014 p8).
We will create an advertisement, as outlined in the creative strategy, that will be
featured as Youtube in-stream advertisement. Standard in-stream ads play
before, during or after a viewer initiates a YouTube partner video and are not
skippable (Google, 2015).Youtube has approximately one billion monthly visits
and advertising on this platform would greatly increase brand awareness and the
likelihood of our target demographic receiving messages (Pikas & Sorrentino,
2014 p72).
We will also create several short videos (as detailed in the creative strategy) that
will be posted on the official Youtube channel and Facebook to, again, increase
brand awareness and customer engagement.

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Table 3: statistics from Mimco’s existing social media platforms
Platform Username
Number of
followers/
likers/
subrscribers
Approximate
number of
posts in
history
Approximate
frequency of
posts
(per month)
Facebook mimco.accessories 346 000 770 10-15
Twitter @_Mimco 13 000 4319 55
Instagram @_mimco 132 000 1391 50
Youtube MimcoAccessories
246
(356109
views)
66
(average 2
mins)
1
We will be using two forms of print media to raise awareness for the product and
disseminate our messages: outdoor advertising (public transportation) and
magazines. We recognise that our target market spend approximately 76 minutes
commuting to and from work each day, whether by car or public transport; hence,
we have chosen to use public transport (sides of buses, bus stops and train
stations) to target them at these times (Department of Infrastructure and Regional
Development, 2013). By positioning them in high-volume areas, mainly inner city
stations, stops and routes the likeliness our target market will see them, and
constant exposure will reinforce our message to them (Katz, 2014). Mimco is a
mid-range luxury brand, so we will advertise in magazines that cater to the needs
of our target market. As seen in table four, we have chosen to use magazines:
Elle, Cleo, Cosmopolitan and Shop ‘til You Drop because the core readership of
these magazines align with our target market, making it ideal for advertising
(Katz, 2014). Each of these magazines is also available for purchase online
through the Apple Newsstand, making it convenient for our technology-savvy
target demographic to access (Apple, 2015). Research supports that the
repetition of a message, increases the chance of a consumer remembering the
message (Glenn, 2007. p118). Due their similar core demographics and content,
we can assume that women in the target market will read more than one of the
selected magazine brands; placing our advertisements at least once in each of
these magazines will ensure product awareness through message repetition.
These findings are displayed in table four.
Table 4: Chosen magazines

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Magazine
name
Readership
#
Magazine’s
Target
Readership
% of desired
readership
(20-35)
Publishing
frequency
Elle Australia 180000 women 18-39 47.9 monthly
Cleo 221000 women 18-24 51.4 monthly
Cosmopolitan 433000 women 18-35 58.9 monthly
Shop ‘til You
Drop
110000 women 18-35 52.7 quarterly
We will email 10% off vouchers to Mimco’s loyalty program customers,
Mimcollection, in order to retain and reward existing customers and encourage
others to sign up, increasing brand awareness and the reach of our advertising
messages (Mimco, 2013)
Our special fitness event was created to be a fun and social event for our target
demographic and other members of the public to engage in. The on-site
advertising (ie. logos) will increase brand awareness and the raffle will expose
the public to the new sports bag for the first time. The possibility of winning the
bag makes the product more desirable and exclusive. All of the proceeds from
the raffle tickets will go towards the Ethical Fashion Initiative (of which Mimco is
already a partner), increasing perceived corporate social responsibility and
reputation (Mimco, 2013).

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7.0 Budget
Table 5: Budget breakdown
Media
(Advertisement)
Number Type Cost Total
Magazines
(Bauer Media,
2015)
$289,130
Elle (2 months) 4
2 x 1st right hand
page
2 x single full page
2 x $17,250
2 x $15,000
$64,500
Cleo (3 months) 4
1 x double page
spread (Dec)
2 x single full page
1 x $29,998
2 x $14,999
$59,996
Cosmopolitan
(4 months)
6
2 x inside front
cover (Dec & Jan
issues)
2 x single page
2 x $50,748
2 x $19,519
$140,534
Shop ‘til You Drop
(1 quarter)
4
1 x inside front
cover
$24,100 $24,100
Public Transport
(Adshel, 2010)
1,000
Adshel’s
“nationwide
lightweight”
package
$325,000 $325,000
Social Media $360,000
Facebook ads
(Facebook, 2015)
84 days $1785 per day $150,000 $150,000
Youtube in-stream
ads
(Google, 2015)
84 days $2500 per day $210,000 $210,000
Special Event
(Brisbane Sound
Group, 2015)
(Payscale, 2015)
5 days
5 x speaker system
rental
5 x fitness instructor
wage
5 x $140
5 x $30
$20,000 for extra
costs (signs, water
cooler, etc.)
$20,170
Total: $994,300
Use of Mimco’s official social media pages will be free and, therefore, frequently
utilised. Payment for both Youtube in-stream advertising is calculated on a cost-
per-impression (CPM) basis (Google, 2015). Because this is immeasurable, we
have allocated a certain amount per day for this platform. Facebook advertising
can be made on either a cost-per-click (CPC) or cost-per-impression (Facebook,
2015).
Our special event will be held in a public space and will require approval from
each city council, but will be free of charge.

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8.0 The Proposed Method for Evaluating the Campaign
Collecting data before, during and after the campaign is extremely important in
measuring its success.
To determine the financial effectiveness of the campaign we will analyse (Belch &
Belch, 2003):
 Quantity – sales volume, dollar revenue generated, accounts acquired
 Quality – customer relationship satisfaction, margin achieved
 Timeliness – results, reports on time
 Cost effectiveness – performance within agreed expense budgets
As large part of our advertising campaign takes place on social media, several
strategies will be implemented to evaluate the effectiveness of our online
campaign. The following social media analytical resources will be used to
determine whether or not our advertising campaign obtained its objectives:
Twitter Archivist, Tableau, Google Trends, Sprout Social, Klout and Hootsuite.
These tools will allow us to track mentions, likes, shares and re-posts on the
social media platforms Facebook, Twitter and Instagram. We will also monitor
website traffic on the Mimco homepage. Comparing this data to data obtained
before the campaign will allow us to track any changes in the social media
sphere, determining the success and outreach of our short term objectives.
Constant evaluation will assist in determining whether our long term objectives
will be reached. Data gathered from the following methods will be collected
weekly to track the campaign’s progress:
 as mentioned, social media sentiment analysis, tracking of website traffic
and number of follower/likers and posts by customers on each platform
 sales of new product
 sales of all products over campaign period
 use of special 10% vouchers and on which products
 mentions of the new product on social media and use of #mimcosport
 analysis of competitors and similar products
 customer satisfaction surveys

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9.0 Appendices
Appendix 1: billboard design and information slide for video advertisement
Appendix 2. Mimco’s position in Australian fashion market (Country Road Group,
2012)

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Appendix 3: The evolution of women’s exercise clothing (Huffington post,
2009)

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Appendix 4: example of basic print advertisement (Parmar, n.d)
Appendix 5: examples of #packmybag (Instagram, 2015)

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10.0 References
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