This document discusses the brand identity and marketing strategy for an online fashion brand called Ellie-may. The brand is focusing its promotion efforts on social media platforms Instagram and Twitter to target their digitally native audience. Instagram and Twitter were chosen because they have large, engaged user bases especially among younger consumers. The brand created Instagram and Twitter pages to share outfit ideas, new releases, and events in order to engage customers and promote the brand through below-the-line marketing directly on mobile devices. In addition, the brand will advertise in magazines and produce its own monthly digital magazine to reach a wider audience through more traditional marketing methods.

1. Brand identity
By Emily and Lois

2. Marketing
O Our fashion brand is an online advertising
campaign. Our audience as the web 2.0 play a
large role with the marking of Ellie-may. As our
audience a digitally native we are focusing on
promotion on social media, such as Twitter and
Instagram. We feel this will modernise our brand
and make it more accessible to our audience and
easier to spread the word directly to them.
O However, we still need to stick to the traditional
ways of marking, like magazines and fashion
magazines. This will allow us to have a backup
distribution method to reach all of our audience
and it then widens the chance of reaching future
buyers.

3. Why we have chosen
Instagram and twitter.
O Instagram has been around for the Iphone
users since October 2010. By December
2010 it had one million users and now
currently has over 200 million active
users.
O 60 million photos get uploaded per day.
O 40% of the total globe users for instagram
live in the usa.
O 70% check their feed at least once a day,
with 35% several times a day.

4. O The average tweet per user is 307
O 32% of all Internet users are using Twitter.
O 9. 69% of follows on Twitter are suggested by friends.
O The USA’s 141.8 million accounts represent 27.4% of
all Twitter users.
O 13. 50% of Twitter users are using the social network
via mobile.
O 64% of consumers have made a purchase decision
based on social content.
O 19. 91% of 18-34 year olds using social media are
talking about brands.
O 16% of U.S. Internet users are on Twitter.
O 28. The average Twitter user has 126 followers.
O 29. The average business has 14,709 Twitter
followers.
O 340 million tweets are sent each and every day.
O 92% of retweets are based on interesting content

5. Instagram
O We have created an Instagram page, this
will allow us to target our age group
directly and have below-the-line
marketing. We will be posting Outfit ideas,
up coming releases, event coming up, and
anyone who tags our brand in their OOTD
could be featured.
O It is necessary for us to use social media
as a upcoming brand we can use this
below the line method to market our
product effectively.

6. Twitter
O We have created a twitter page. This has
the same reason why for our instagram. It
is below the line marketing which will
allow us to target our audience directly to
their mobiles. 19. 91% of 18-34 year olds
using social media are talking about
brands. We feel twitter is a great way in
which to target our brand.

7. Magazine ideas
O We decided that by also having printed
magazine adverts, we will also feature a
monthly magazine our selves. You can have it
as either a hard copy or a downloadable copy
as we are an online brand. These magazines
will feature upcoming styles, fashion tips,
outfits we have loved from our followers,
events you can go to, interviews with models,
style icons and famous bloggers. This will
allow us to gain more followers and a larger
profile because we will have many different
forms of advertising.