The document outlines a marketing campaign called "Be The Trend Setter" for the brand Comptoir de Cotonniers. The campaign has three phases: 1) Digital photo shoots in selected stores to engage customers, 2) Featuring customer photos in the online catalog and fashion show, 3) Choosing top models from phase 2 to participate in a fashion show. The goals are to reengage customers, improve online engagement and sales, and attract new millennial customers. Key aspects of the campaign include digital photo studios in stores, an online component, metrics to track success, and communication through various online and offline channels.

1. BE THE TREND SETTER
Jean Jacques GENDROT, Sanjay GP, Pratyasha PAL, Hoang NGUYEN

2. Outline
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I. Background
II. “Be The Trend Setter”
• Objectives and Goals
• Target
The campaign
• Phase 1 (photo shoots)
• Phase 2 (Goes online – ecommerce)
• Phase 3 (Fashion show and follow up)
III. Communication
IV. Evaluation

3. BACKGROUND
First marketing campaign in May 2014
After having downloaded the Comptoir’s Fast shopping app it is possible to order
on line and to be delivered in 24h.
On the 28th May 2014 in one night they opened 10,000 stores: pop up stores like
on a bus, a coffee bar table … By using this app and after having filled up the
shipping address and the bank details, you scan the QR codes and place the
order online.
Second campaign in November 2014
The Comptoir de Cotonniers had launched exclusive models : a limited collection
and in one click you can order and it is yours.
New functions:
- Click and collect option
- E-booking
The advantages are that you encourage the customers to go in the store and they
may be tempted to do some impulse shopping, or finding something they have
not seen on the website.
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4. “BE THE TREND SETTER”
OBJECTIVES
By Launching the campaign, we can use it as a leverage to :
• Rejuvenate customer’s experience with Brand
• Lead and improve the engagement on website
• Attract more targeted millennials which helps to increase
sales, brand awareness as well as the visibility of the brand
• Improve customer turnover and loyalty
TARGET AUDIENCES
Millennials:
• ~ 16 million millennials in France
• Spending countless hours on social media
• Looking for a genuine service and engagement
• Nearly 40% of millennials spend their time on good cause, so
to adopt with their behaviors and promote them through our
event
Current customers
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5. The Campaign
“BE THE TREND SETTER”
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PHASE 1
Setting up “Digital Cove Studios” in selected stores
These studios offer a free photo shoot to visitors in their new
look.
Description:
• Semi-circular enclosed room with a mirror.
• The mirror is an interactive screen with a camera behind it.
(This is NOT a trial room)
• The Digital Cove Studio is fitted with professional lighting of
various colours, intensities and at different angles.
• 10 different backdrops : a green meadow, a beach, some
unicolor and textured backgrounds, Parisian streets, the 5th
avenue, an office and a living room

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Inside the Digital Cove Studio
When ready, the professional camera clicks 3 photos and the best
is selected by the visitor.
Consent is asked to keep the photo in database.
Email id is entered. Sent to visitor after final touch-ups, if
required.

7. BACKGROUND
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8. BE THE TREND SETTER
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PHASE 2 - Featuring in Product Catalogue
The photo is sent to the customer by mail.
It is considered for our e-commerce website.
If selected among top 20, it is featured in our
product e-catalogue.
For every “buy”, the customer gets points which
leads to discount on next purchase.
If the customer sends her link to a friend and
he/she buys an article from the website, she gets a
discount too.

9. BE THE TREND SETTER
PHASE 3 - Model in Fashion Show
Tracking photos which got the maximum clicks leading to sales
Sorting the top 10 most sold photos/persons/products
Contacting these customers with an offer to model for the brand at the Paris Fashion Week
Feedback mail sent to every participant of the campaign to evaluate the success of the
campaign and also its effects on brand awareness and brand attachment
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10. COMMUNICATION
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Messages
There are messages that are to be shared to customers:
• Campaign’s goals (what the company would like to engage
with customers)
• Campaign’s events and timeline (photo shoots, e-commerce
experience, fashion show)
• Criteria and process
• Company’s mission and value
• Contact details of representatives from the company
• Community member’s right to provide feedback
Information that must not be shared to customers:
• Internal confidential data (sales, forecast, production, plan,
new collection, customer/staff personal data …)
• Budget of the campaign
Digital platforms
• Website: communicate with customers with banners onsite
(frequently change visual), specialize landing page with
campaign information Phase by Phase and time line, new
category: Magazine to communicate with the customer the
hottest trends
• Social media: utilize facebook, Instagram, Tweeter, Youtube
to create discussions in customers about the campaign and
the brand
• CRM: email marketing
Offline platform
• Media: notice boards and posters in bus and metro stations,
press releases, newspapers, magazines, SMS
• Event: fashion show

11. COMMUNICATION
TWO WAY COMMUNICATION
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12. COMMUNICATION
Campaign Team
Implementation Structure
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Project timeline

13. EVALUATION
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Business Goals’ KPI:
• Sales results online and offline
• Inventories turnover
• Customer turnover
Marketing Goals’ KPI:
• Store traffic offline and online (designs, visuals, content)
• Brand awareness (overall evaluation based on the information
gathered from both events and online platforms)
• Communication (smoothly of channels, monitoring, fast react,
content, direct/guide customers’ discussions)
• Event organizing - photo shoots (quality of backgrounds, photo
retouch time, photo approvals)
• Event organizing – fashion show (event flow, invitation, content)
• Responsive team performance (fast response, creativity in solutions,
activeness)
Campaign team KPI:
Deadline & commitment

14. THANK YOU
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