Digital campaign Fashion Retail
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The document outlines Twenty4Modelhunt's digital campaign to find new models through social media. It will use the hashtag #twenty4modelhunt on Instagram to have individuals and groups submit photos and videos explaining why they should be the face of the winter campaign. The campaign aims to increase engagement, followers, brand awareness and website traffic. Shortlisted candidates will participate in a ramp walk for judges/influencers to select the final three artists for a digital video series. The campaign will use online ads, influencer marketing, in-store promotions and outdoor media from January to February.
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Digital campaign Fashion Retail
- 2. Twenty4Modelhunt Slogan A R E Y O U T H E N E W F A C E O F T W E N T Y 4 F A S H I O N ?? YOU MIGHT BE THE STAR OF FALL 2017 TWENTY4 CAMPAIGN #twenty4modelhunt is looking for individual and groups to be the face of our winter campaign. Exploring the hidden talent within our fanbase
- 3. Twenty4 Model hunt Source We are casting for the next face of twenty4 via social media! Tag you best picture on instagram with #twenty4modelling to enter!
- 4. Campaign Objectives & ideas Increased follower base Engagement Brand Awareness Website traffic Candidates upload Selfies Putting audience at the centre of the campaign First idea Candidates upload videos Why you like twenty4 Thoughts about fashion Second idea
- 5. Content creation & usage • Look book • Digital shoot • Videos • Seasonal ATL Campaigns • Website • Social media channels • OOH • Catalogue • YouTube
- 6. Process From registration till the end Post a picture/video on Instagram with the hashtag #twenty4 modelhunt Telling us what inspires you in beauty and fashion, and why you should be chosen. Tagging us what inspires you in beauty and fashion, and why you should be chosen. Judging panel would include an influencer Selecting the final 3 artists that will be a part of the #T4 video series. Step 04 Step 01 Step 02 Step 03 Step 05
- 7. • The candidate picture is selected by the influencer • The shortlisted candidates are informed via instagram messages • The candidates participate in a ramp walk in a particular country in front of influencers • The judges/influencers make the final selection • Selecting the final three artists that will be a part of the #T4 Digital Campaign series. The Selection Process
- 8. Marketing elements Online advertising Influencer program Tie up with modeling agencies High Loyal CRM Customers •SMS and Email campaign In-store promotions •cash wrap •Flyers Outdoor media
- 9. Online Advertising Plan Media •Instagram •Twitter •Facebook Targeting •men and women •Age: 18+ •entire GCC •Pre-event and during the campaign days till 15th Jan •Existing T4 fanbase •Friends of fans •Fashion savvy audience
- 10. Outdoor Media • The campaign will feature on main billboards • Duration: 1 month Pre-event launch • The theme of campaign to remain same across ATL & BTL
- 11. In-store Promotions • The cash wrap to have campaign artwork • Strong tool to target most relevant customers • Direct explanation by the store staff • In-store flyer distribution • The Flyer to be distributed outdoor • Exposure to existing models
- 12. Modeling agencies Tie Up • Target the agency database • Exposure to existing models with huge follower base • Readymade Content availability • Strong tool to market the entire event. • Derive mileage from there SM presence • Exposure to existing models • Readymade Content availability The Influencer Program
- 13. Budget Split ATL Outdoor 40% 30% In-Store Promotion Online ads & SMS Flyer 20% 10% 1 2 3 4 40k 15k 10k 5k 70k
- 14. Activity Elements AED ATL Outdoor Unipoles skin change cost 40,000 Megacom mupis skin change cost 20,000 In-Store Promotion Cash wrap artworks & Installation 15,000 Flyer artworks & printing 20,000 Online Ads. Instagram 10,000 Twitter 5,000 Influencer 4 influencers for 6 GEOS 20,000 TOTAL 130,000 Budget Details
- 15. EVENTLAUNCH Jan Feb Activity 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Online ads S OOH Influencer Program In-store- promotions Agency Tie-Up Timeline
- 16. T&C • The candidate should be at least 18 years or above. • #twenty4modelhunt is open to all people in all GCC countries • Videos will be accepted through Monday, January 10th • Both men and women can participate in this campaign. • The content will be used exclusive for twenty4 marketing activities.