The social media campaign goals for DTLV Clothing Co. are to bring awareness to the brand before the launch of their debut collection and increase their social media following. The campaign will utilize Facebook, Instagram, and TikTok, posting daily high-quality photos and videos on each platform. Calls to action will encourage followers to visit the website to purchase items. Engagement will be measured using various metrics to learn more about the target audience and determine campaign success. Partnering with local influencers will help amplify campaign messages.

1. Campaign Goals
Ralph Murphy
Full Sail University
rwmurphy@student.fullsail.edu
WWW.DTLV.SHOP

2. COMPANY INFORMATION
DTLV CLOTHING CO. is an apparel company with designs
inspired by the unique artistic vibe of the historic Las
Vegas Art District. The brand is a celebration of the
sections past, present, and future and provides the lovers
of the downtown area a way to re-live the nostalgia.

3. • Male & Female
• Age: 22 to 40
• Single with children
• Employed Full Time
• Household income: $60-$100k
• Fashion forward
• Early adopters
Target Market

4. • S o c i a l M e d i a : I n s t a g r a m ,
Facebook, Twitter, and TikTok
• Socially conscience
• Nightlife industry
• Intrested in the creative arts
Target Market

5. Customer Pro
f
ile
• Male
• 32 Years old
• Marketing director for
Downtown Grand Hotel
• Annual Income: $94k
• Sneaker collector
• Advocate for social injustice
Demo Williams

6. Customer Pro
f
ile
• Female
• 27 Years old
• DJ
• Annual Income: $77k
• Vegan
• Volunteers for music therapy
for children with special needs
Africa Santigo

7. Social Media Campaign Goals
The goal of the social media campaign is to bring awareness to the
brand before the launch of the debut collection. The brand's
secondary goal is to increase its social media following and
footprint. The brand has plans to increase social media
engagement with its potential customers and funnel sales through
their social media pages.

8. Calls To Action
• Follow the brands social media pages to increase followers
• Direct customers to website to make purchases.
• Create brand awareness

9. Social Media Channels
Facebook:
The platform will be used to share content related to the brand and will have a
integrated online store.
Instagram:
The platform will display photos and short videos of brand related content.
Photos will have purchase links to website.
TikTok:
The platform will be used to repost short form videos from creators. A
challenge will be created to create brand awareness.

10. Metrics
Followers,Likes, comments and shares will be measured on the
social media platforms. These metrics will be used to determine the
location and age of the followers. The metrics obtained will also
provide the brand with important demographic information for the
brand.

11. Competitors
Of DTLV CLOTHING CO.

12. Ours Unlimited
• The brand is active on Facebook &
Instagram.
• The brand posts product shots, user-
submitted photos, and well-curated
photos that follow the brand identity.
• @OursUnlimited has 1,436 followers
on Instagram.
• 229 people follow the Ours Unlimited
Facebook.
• 222 people have liked the Ours
Unlimited Facebook.
• The brand has no engagement with
Facebook followers and high
engagement on Instagram.

13. TANAKA DODDS
• The brand is active on Facebook &
Instagram.
• The brand post content comprised of
product shots, user-submitted
photos, and inspirational quotes.
• @ShopTanakaDodds has 390
followers on Instagram
• 422 people follow the Tanaka Dodds
Facebook page.
• 100 people have liked the Tanaka
Dodds Facebook page
• The brand has no engagement with
Facebook followers and high
engagement on Instagram.

14. LABELE[D]
• The brand is active on Facebook &
Instagram.
• The brand post content comprised
of product shots and user-
submitted photos.
• @Labeledlv has 4,491 followers on
Instagram
• 422 people follow the Labeled
Facebook page.
• 389 people have liked the Labeled
Facebook page.
• The brand has no engagement with
Facebook followers and moderate
engagement on Instagram.

15. Successful Campaigns

16. FACEBOOK
CAMPAIGN
The hit TV show Breaking Bad has a cult
following, and since its conclusion,
fans were wanting something to deal
with the emotions caused by the series
ending. So the Breaking Bad creators
designed a virtual lab that was
accessible on Facebook where users
could make content similar to the font
designs and theme of Breaking Bad
and share the same on their pro
f
iles.

17. INSTAGRAM
CAMPAIGN
ASOS is an online clothing retailer
founded in 2000. The website Stocks
over 80,000 products and selling an
uncanny 300,000 dresses and 85,000
men’s shirts each week. ASOS has also
been experimenting with creative ad
formats and released its
f
irst Instagram
Stories campaign last summer. A 15-
second spot was created to drive brand
awareness and engagement among its
core audience of 20-somethings

18. TIKTOK
CAMPAIGN
The NBA used social media outlet TikTok to
o
ff
set the suspension of the season due to
coronavirus pandemic. The variety of content
has been the key to the success of the NBA
TikTok page. The content, which ranges from
sporting challenges to behind-the-scenes
prank, has something to o
ff
er fans of all ages.
The brand typically posts
f
ive to six times per
day to keep the followers engaged.
The brand's page has 12.5m followers and
has built a large and loyal following on the
platform.

19. FACEBOOK
CAMPAIGN STRATEGY
High-quality photos and videos will be created for content on the DTLV
Clothing Co. Facebook page. The Facebook page will have an E-commerce
component that will allow followers to purchase items directly on the social
network. New content will be posted daily, and the page will be monitored so
that any questions or concerns a follower may have are immediately
addressed.
The call of action will ask followers to follow the brand on all social media
platforms and visit the DTLV.Shop website to purchase items. Las Vegas
connected and fashion-related hashtags will be used to direct users to the
brand's page. Likes, comments, and shares will be measured on Facebook to
determine the type of people are interested in the brand.

20. INSTAGRAM
CAMPAIGN STRATEGY
High-quality photos and short-form videos will be created for
content on the DTLV Clothing Co. Instagram page. Images of
merchandise will be tagged to direct our users to the website to
make purchases. New content will be posted daily on the Instagram
feed, and 3-5 videos will be posted to the Reels feature each week.
Las Vegas connected and fashion-related hashtags will be used to
direct users to the brand's page. Account reach, content
interactions, and the audience information provided by Instagram
insights will be measured.

21. TIKTOK
CAMPAIGN STRATEGY
Short-form videos will be created to upload to the TikTok application.
User-generated videos will be reposted if they are related to the brand,
and a challenge will be designed to generate buzz and brand
awareness.
One original content video will be uploaded to the application each
week, and 3-5 repost of user-generated videos. Las Vegas connected
and fashion-related hashtags will be used to direct users to the brand's
page. The insights provided by TikTok will be used to measure the
success of the campaign.

26. • DTLV Clothing Co. will be partnering with Downtown Las Vegas in
f
luencers to
appear in the advertisements and social media posts.
• Las Vegas Journalist and in
f
luencer Sirill Beil will lead the Facebook
campaign. Sirill will model the DTLV Clothing Co. Arts District Snapback in
the sponsored Facebook Ads.
• Instagram will use images of vintage Las Vegas branded with the DTLV
Clothing Co. Logo. The post will be used to create brand awareness and
reposted by local in
f
luencers. The brand has partnered with Las Vegas dance
group The Jabbawockeez to create the Downtown Challange TikTok post
dancing to a song "Vegas Vibes" created by local hip hop artist LandLord.
Ampli
f
ication Strategies