1. Berry Brand
Presented by
JicJac Advertising Agency
Cherry (Nan) Li, Chloe Evans, Jiayi Feng, Kuan Hua Huang, Adem Kotil
2016 Travel With Berry Marketing Campaign
December 9, 2015

2. Agenda
• Company Background
• Situation Analysis
• Target Audience
• Big Idea
• Brand Discussion
• Media
Web Page
Facebook
Pinterest
YouTube
• Packaging
• Public Relations
• Promotion
• Timeline
• Budget

3. Company Background
Cherry (Nan) Li

4. Company Background
Affordable jewelry
and accessories,
clients have
included Banana
Republic,
Anthropologies,
ect.
Wholesaler for 27 years
Affordable (Less than $100)
and high-quality jewelry and
accessories. (Semi-precious)
New York City based, in-
house design, worldwide
inspired.
Global Inspiration, Local
Creation.
In 2014, Berry Brand Launched

5. Situation Analysis
Jiayi Feng & Kuan Hua Huang

6. Situation Summary
•Problem
•Low brand awareness & market share
•Limited consumer contact information
•Less differentiation points
•Few distribution channels
•Variety of competitors
•Objective
•Rising Berry’s brand awareness
•Gaining considerable email address
•Increasing sales

7. Ample upside opportunity for
watches and jewelry
Mintel report

8. Trend of jewelry market
Mintel report

9. The choice of media
Increase
instant buying decision
Influence future buying behavior
eMarketer

10. Target Audience
Chloe Evans

11. Target Audience
• Female 22- 55 yrs. old
• Bohemian, adventurous, eclectic,
seeking jewelry that is unique
and accessible
• Globally-inspired, passionate
about other cultures, designs,
colours
• Berry jewelry as a form of self-
expression, standing out from
the crowd

12. Brand Discussion
Adem Kotil

13. Brand - How, Why, What is Berry?
Inspired from Simon Sinek’s TED Talk - September 2009
We believe the world is essence of our lives, we travel
the world to find our true self.
The way we find true way of ourselves is by
creating jewelry products that are designed by
travelers passion, bohemian and stylish
Berry Brand is a unique stylish jewelry.

14. Brand
Vision
The roots of Berry’s design goes
to many different countries in the
world. Every piece of jewelry is
inspired by a different culture
and created for a woman who
enjoys luxury jewelry that will
make them stand out in the
crowd. Berry, the jewelry you go
for when you want to have a cool
story behind your jewelry
Identity
Adorable
Confident
Traveler
Bohemian
Cool
Image
Bohemian
Style
Unique
Luxury
Inspired

15. Big Idea
Cherry Li

16. 61% women usually take a vacation or
participate in leisure travel at least once a year.
Average vacation is 16 days in U.S.
51% of employees only takes half of
his or her vacation
“From the world traveler
to the local dreamer.”
Big Idea
“In-house design team finds inspiration from the
colors, textures and designs gathered through global
travels.”
Travel With Berry

17. • Web Page
• Facebook
• Pinterest
• YouTube
Media
Public
Relations
PromotionsPackaging
Travel With Berry
Big Idea

18. Media: Web Page
Cherry Li

19. Implementation Phase I: Web-Page
● Add a new section on the landing page, named Travel With Berry
● Click wherever you want to explore on the world map
○ A little tree with the country name
● After you click it, it goes into another web page that display every jewelries and accessories
inspired from this specific location.

20. Implementation Phase I: Web-Page
● Develop the product review part with pictures that customers post
○ Encourage customers share their pictures
○ Associate with social media such as Instagram and Twitter
● Use berry icon to review the product

21. Media: Facebook
Adem Kotil

22. Implementation Phase II: Facebook
• Objective
• New “Timeline” photo and increase in frequency of posts.
• New photo albums about Travel & Jewelry.
• New customer generated posts “Post your selfie/jewelry”.

23. Facebook - Rearrangement
• Step 1
• We suggest development of new background “Timeline” photo.
• Include elements of Travel, such as photos of places.
• Little “Berry” signature in corner to reinforce the brand.
• Increase post frequency and post about new designs.
• Post every material from different platforms.

24. Facebook - Source of Design
• Step 2
• We suggest creation of new photo albums to explain source of
design.
• Create photo albums with “Egyptian Design” titles.
• Include photo of the place that influenced the design.
• Follow-up with jewelry photos and explanations.

25. Facebook - Post your selfie/jewelry
• Step 3
• We suggest promoting people to post their jewelry.
• Ask people to post their jewelry and selfies.
• Make them tell what they felt when they had Berry.
• Re-post customer generated photos with a little “Thanks for Travelling
with Berry” note.
• It will engage customers with brand to create emotional relationships.
• The natural photos will make Berry more approachable.

26. Media: Pinterest
Jiayi Feng

27. Implementation Phase III: Pinterest
•Objectives: a series of boards
• Example: “Travel with Berry -- Egypt”
•Reasons
•Connection between jewelry and travel
•Creating brand image and build emotional effects
•Showing stories behind the jewelry
•Presupposition
•Official website contains high quality photos

28. Pinterest (cont’d)
•Step 1
•Build a board named “Travel with Berry – ‘Name of the country’”

29. Pinterest (cont’d)
•Step 2
•Posting photos of the spots where the inspiration comes from

30. Pinterest (cont’d)
•Step 3
•Posting photos of the raw materials
•Check different parts of the jewelry
•Highlight the quality of Berry jewelry

31. Pinterest (cont’d)
•Step 4
•Jewelry with particular crafts
& background
•Edit keywords & URLs for
purchasing in the description
section

32. Pinterest (cont’d)
•Step 5
•Fashionable dress collocation
with Berry jewelry and
•Giving consumers advices
about how to collocate jewelry

33. Pinterest (cont’d)
•Pinterest maintenance
•Update photos when having seasonal changes
•Post photo about upcoming series
•Edit powerful keywords for searching
•Name of the series, country, spot
•Name of the designer/creator
•Time/Season
•Category
•Special deal
•Repost related photos from other Pinners

34. Media: YouTube
Jiayi, Feng & Adem Kotil

35. Implementation Phase IV: Youtube 1
● YouTube Video Name: Fresh Berry
● Length: 30’
● BGM: Sweet Ukulele - Upbeat
Background Music
https://www.youtube.com/watch?v=JTIoOhgYVp0

36. Implementation Phase IV: Youtube 2
● YouTube Video Name: Travel With
Berry
● Length: 1:30
● BGM: Where You Gonna Be - Charles
William
● Lyrics:
For the first time we come alive
There's no looking back
There's no turning back
Are you where you wanna be
Seeing what you wanna see
Won't you let me take you there
Every second, every minute, every hour
We're gonna watch turn the world turn around
Feel the moment, feel the people, feel the power
We're gonna watch the world turn around
https://www.youtube.com/watch?v=Ah3wSPnSsYE

37. Packaging
Cherry Li

38. Implementation Phase V: Packaging
Add Berry logo on the lid of the jewelry box to empathize the brand awareness.

39. Implementation Phase V: Packaging
● If customers order the jewelries from the “Travel with Berry” line, we will add a piece of small notes in
the box
○ The note will contain the local inspirational short stories or quotes.
○ The note will have the geographic shapeon the world map
For example, the note writing the stories about hieroglyphic and shape as the Arab Republic of Egypt

40. Public Relations
Chloe Evans

41. Implementation Phase VI: Public
Relations
• Creative and engaging event
• Collaborations with travel bloggers and social media mavens
• Contests
• Featured articles

42. PR: Travel with Berry Event
• Experience all that Berry has to offer
• A mosaic of different cultures, with
jewelry on display against
backdrops of Egyptian pyramids or
Parisian cafes
• Develop a feel for inspiration behind
Berry, leaving with favourite piece
• Covered by select publications and
bloggers to effectively reach target
audience
Invitation as a press release,
shaped as map of the world

43. PR: Social Media
Collaborations & Contests
• Collaborating with high-profile travel &
lifestyle social media stars
• Gifting unique pieces for bloggers to wear
as they travel the world
• Posted to Instagram and YouTube using
#TravelwithBerry hashtag
• Campaign hashtag for social media contest
• Participants post photo of city, winner
receives Berry jewelry

44. PR: Featured Articles
• Invite writers and editors to visit showroom,
try on jewelry, take home favourite pieces
• Write positive review or feature in ‘Top 10’
lists
• Using credible medium to convey spirit of
Berry to audience

45. Promotion
Kuan Hua Huang

46. Implementation Phase VII: Promotion
Email: Sign up promotion
Explain more,
Add Value,
Move sales to
the next level
Popup at Berry’s homepage
Content of E-mail

47. Blog
↑ Exposure
Save time
& money
↑ Exposure,
Cross-promoting

48. Social media (Facebook, Pinterest)
Invitation code for the event
MIX & MATCH
Introduction of “Travel with Berry” event
Introduce Berry’s pieces

49. Timeline
Chloe Evans

50. Timeline
Month (2016) Activity
February Re-make website landing page
March-
May
Social media activities: Facebook, Pinterest,
YouTube video; Email sign-up promotion
June- July Packaging; PR: Travel with Berry event &
promotions
August-
October
PR: collaborations with travel bloggers;
promotional activities: group giveaways
November-
January
Travel with Berry social media contest; featured
articles

51. Budget
Adem Kotil

52. Budget
• $ 1,000,000

53. Thank you!
Any Questions?