This document discusses strategies for UnME Jeans, a junior denim brand, to promote their fashion-forward jeans to women and girls aged 12 to 24 through various advertising media. It analyzes trends showing declining TV audiences and increasing time spent online. It also explains the concepts of Web 2.0, which empowered consumers to create and share content. The document considers investing in social media advertising on Facebook and YouTube to engage the target demographic and take advantage of the growth of social networking.

1. UnME Jeans:
Branding in
Web 2.0

2. It was one of the most successful up-
and-coming players in the junior
denim market.
The UnME product line included
fashion –forward jeans.

4. Women/Girls of the age 12 to
24 years.

5. UnME stood for “YOU and ME”.
Encourage women to forge their
own unique identity and to
promote tolerance and
appreciation for differences of
opinions of tastes.

6. To choose a appropriate Media
Plan for Advertising the Brand.

7.  30 second television advertising Ad
during popular programs for
teenage girls, such as-Gossip girl,
American Idol..
 Magazine print advertising in
beauty and fashion magazines.
 60-second radio advertising spots on
Top 40 radio stations

8.  A corporate website
 Online banner and display
advertising on the most popular
websites for teenage girls and
 Targeted search “key word”
advertising on the search engine
Google.

10. Increasing the popularity of internet
and changing interest of customers,
three trends are becoming an obstacle
in the path of effectiveness of current
media plan.

11.  Declining Television Audience
 Spending more time online
 Newspaper and Magazines are
loosing readers to online content
 It is because of proliferation of new
technologies like the PCs, DVD
players and ipods etc.

12.  On TVs 35% of per hour.
 Around 5000 Ads a day
 Making difficult for marketers to
break through the clutter

13. According to a study by Whittle
Communications, consumers
remembered only 1% to 3% of the
advertising to which they were
exposed.

14.  Due to available technology
consumers are able to skip or fast
forward the Ads on TVs, DVRs.
 Do Not Call Registry
 Pop-up and Ad Blockers,
 Caller Identification ,
 Spam Filters.

16.  Banner or display advertisements,
 Classified advertisements, and
 Search advertising.

18. Marketers had been slow to adjust
their media spending to reflect
consumers’ new media habits

20. Her agency had given her research
that showed that advertising spending
on social media was projected to
explode in the next few years, from
$600 million in 2007 to $6.9 billion by
2012.

22. What is it?
 Web 2.0 utilized a bottom-up model in
which consumers contributed content
and shared it with others.
 In Web 2.0, consumers were empowered
to create their own personalized
experiences on the web and then share
them with others around the globe.

23. Companies those harness Web 2.0 –
Wikipedia, MySpace, YouTube,
eBay, Twitter, Second Life, Digg,
Flickr, Skype, del.icio.us, and
Napster.

24. Web 2.0 was a new cultural ideology
rather than a company that is
undergirded by four cultural values-
 Consumer co-creation,
 Social affiliation,
 Self-expression,
 Sharing.

25. Consumer co-creation gave consumers
the ability to directly contribute to the
online conversation and content that
was available on the web.
e.g. Youtube.

27. Online Social Networking site are
conneting people to others. They
remain in touch with their friends and
family and can converse each other.
They can see each others’ profiles.
e.g. Facebook , MySpace,Linkdin etc.

28. Exhibit 6 Nielsen/NetRatings of Social Networking Site Traffic
(U.S. Home and Work)

33.  Digital self-expression captured the
desire for people to express their
identities online.

34. As people spent more time online and as
their social contact with others shifted
from real to virtual interactions, people
created digital representations of their
selves. These three-dimensional digital
representations, called avatars, allowed
people to create a unique identity for
themselves online, which represented
who they were (or who they wanted to be)
in real life.

35. The creation of avatars enabled people
to “be online” rather than just to “go
online,” bringing a seismic shift in the
way people experienced the Internet.

36. Second Life was one of the largest
virtual worlds. Launched in 2003,
Second Life had evolved into a vast,
complex world with a capitalistic
market economy, its own social
conventions, and millions of users.

38. SLexchange, a Second Life marketplace, listed
over 200,000 different virtual products and
services that were for sale.

40. The final cultural value of Web 2.0, sharing,
was perhaps the most difficult for
marketers to comprehend. Through the
construction of online social networks and
communities, consumers were building
peer-to-peer relationships that enabled
them to quickly share information
with each other and collaborate with others
to collectively create.

41. Foley’s advertising agency had
provided her with a plan to bring her
brand to three social media outlets:
Zwinktopia, Facebook, and YouTube.

42. Social Media Plan One time charge Recurring charge
Facebook $350,000 $150,000 per 3 months
Zwinktopia $200,000 $100,000 per year
Youtube $300,000 $40 CPM

43. Foley’s concern is right but to increase
profit and to reach more customers ,I think
Foley should invest in at least one of
Facebook or Youtube advertisements
because-
 UnME Jeans’ customers are teenage and
young girls and according to Exhibit-7
this age groups are frequently active on
social networking site.

44.  Product requires feedback from their
customers that can done through social
networking like facebook.
 They can give their suggestions and
make comments on a product.
 Peers comment to one other choice can
be made easily through Facebook.
 And users on social sites increasing with
compound rate.

45.  UnME can cut down Ad budget allocated
for traditional Ads like TV Ads or Radio
Ads.
 To avoid or reduce risk of uncertainty of
social networking she should invest in
controlled way.