The document outlines a social media marketing campaign for athletic apparel brand Soffe including: 1) An event called the "World's Largest Selfie" to drive brand awareness through social sharing. 2) A targeted social media burst across platforms like Snapchat, Pinterest, Instagram, Facebook, YouTube, and Twitter. 3) Metrics like total reach, share of voice, and engagement to evaluate the campaign's success in attracting new customers and growing the Soffe brand.

1. Grace Andrews, Julia Canavan,
Jenna Chamblee, Kristin Freeman,
Allie Withers

2. Overview
i. Agency Profile
II. Bridge Team
III. Client Brief
Iv. SWOT Analysis
V. Target Consumer Insights
VI. Key Communication Problem
VII. Strategies
i. Event Marketing
ii. SNapchat
iii. pinterest
iv. instagram
v. facebook
vi. facebook
vii. youtube
viii. twitter
Viii. Campaign Measurement
IX. Making the Deal

3. Agency Profile
Foundation
Full service digital media advertising
agency to help you “Bridge the gap”.
Advantage
Relationship connection harnessed from
interaction with the consumer.
Expertise
Personality, accountability, and
originality.

4. Bridge Team
Coordinator
Originator
Facilitator
Motivator
Administrator

5. Client Brief
Internal:
- Weak Social Media Appearance
- Known primarily for cheer shorts &
military apparel
External:
- Champion, Capezio, Nike, Adidas, and
lululemon have strong market share
- Consumer Driven market

6. SWOT Analysis
Strengths:
$16.99
“Dry
Performance
Racer”
Improvements:
Opportunities: Threats:

7. Target Consumer Insights
Demographics:
- 17 years old
- Involved → Young Life, Cross
Country
- family of five
- popular with many friends
- job at Geneologie
- “talk your ear off” personality
Geographics:
- Born and raised in Raleigh, NC
- starting college at Clemson in fall
Psychographics:
- values faith & moral character
- happy and positive individual →
motivations and opinions are
reflected in her purchases
- Interests include football,
participation in sports, and
relaxation
Buying Patterns:
- prefers local boutiques
- enjoys online shopping to avoid the
hustle and bustle of brick and mortar
- usually only shops about once a
month
- remains in a store no longer than
3-4 minutes
- spends most of her money on bras,
shorts, and tops, nothing over $30.
Advertising and Media:
- normal advertising as annoying and
bothersome
- interaction and benefits are the way
to appeal to her
- reached best through social media
including facebook, instagram, and
twitter rather than youtube or any
print media

8. Key Communication Problem
Biggest Problem
unknown brand & limited social
media
Bridge’s Plan
create an effective interactive social
media campaign through:
- event marketing
- promotional discounts
- group targeting
- extreme social media burst
Appealing to “Chandler”
Demographics-
price point appeals to part time job
influence on peers
Geographics-
large metropolitan area creates brand presence
Psychographics-
active lifestyle
values functionality of reversibility
versatility of products
Buying Patterns-
availability of products
brick & mortar as well as online
spending patterns
Advertising/Media-
social media
event advertising
promotional discounts
Perceptions of Soffe-
build from scratch rather than rebranding

9. Event Marketing -
World’s Largest Selfie
Communication Target Audience
- Event Includes: Outdoor
Yoga, celebrity appearances,
healthy foodtrucks, giveaways
& coupons, & World’s Largest
Selfie
- Announce 1st to Snapchat
friends
- 24 hours after create
Facebook event to RSVP
- contest winners win trip & stay
in NYC
- 70% of millennials prefer
participation over watching at
home
- Free attendace is most
attractive to millennials
- “Fan experience is something
technology cannot replicate”

10. World’s Largest Selfie: Map

11. Snapchat
Communication Target Audience Example
- “World’s Biggest
Snapchat” to Snapchat
friends 1st
- Soffe to snapchat
friends daily
- fast, disappearing
discount coupons with
screenshot
- #3 Social Media App for
Millennials
- median user 18 with
majority between 13
and 25
- fastest growing
messaging app in 2015

12. Pinterest
Communication Target Audience Example
- Creation of
Pinterest
Account
- Boards Include:
Solo Workouts,
Partner
Workouts,
#notaselfie,
Workout Gear,
Healthy Eats, etc
- 85% of 70 million
users are female
- Follow females
13-25 with workout
boards hopefully to
get a follow back

13. Instagram
Communication Target Audience
- add #notaselfie to bio
- #fitnessfriday videos
- #foodietuesdays
- #motivationmondays
- repost #notaselfie
photos
- #notaselfie contest for
chance to win trip to
NYC for World’s
Largest Selfie
- Follow females
13-25 who have
used #notaselfie
#thestrengthisinus
#soffe
- Brand engagement
has grown 35% with
Adidas & Nike
leading the way
- 28% internet users
18-29 use
Instagram

14. Facebook
Communication Target Audience
- Share Instagram posts
to Facebook
- #notaselfie contest for
chance to win trip to
NYC for World’s
Largest Selfie
- link to rate clothing for
chance to win coupon
- Add Soffe to profile
picture (increase
brand awareness)
- 48% 18-34
Americans check
Facebook 1st thing
when they wake up
- Average user
connected to 80
brands
- 38% Facebook
users are 18-29

15. YouTube
Communication Target Audience Example
- Develop YouTube
channel
- Promote Fitness
channels in return for
Trainers wearing Soffe
clothing
- Develop World’s
Largest Selfie
commercial exclusive to
YouTube
- “Soffe Girl Spotlights” of
loyal users
- Internet video views up
35% and mobile video
views up 20%
- In consumer insight,
Chandler said YouTube
commercials are
“annoying” so this is
advertising to target
consumer without
wasting their time

16. Twitter
Communication Target Audience Example
- tweet secret
announcement for
Snapchat friends
- #notaselfie contest for
chance to win trip to
NYC for World’s Largest
Selfie event
- Add Soffe to twitter
picture to increase brand
awareness
- Follow females 13-25
who have used
#notaselfie
#thestrengthisinus
#soffe
- Retweet, shoutout, and
favorite followers

17. Campaign Measurement
and Evaluation
Total Reach and Target
Reach
- Measured by Sprinklr
- How many times
posts were viewed or able to be
accessed
- How many people are
being reached and are they the
right ones?
Share of Voice
- The percentage of
target market advertising that Soffe
possesses
- What market share, if
any, that Soffe has established in
the female athletic apparel segment
- Will judge whether or
not the company sees any growth
and media expansion from pre to
post campaign launch
Conversation & Engagement
- How many new
customers were attracted to the brand
and how many people click on the
website link, register for the events and
competitions, and engage through
shares, comments, retweets, etc.
- Will track pre, during, and
post launch
- Reveal changes in
customer engagement before, during
and after the campaign and selfie event

18. Together, let’s
Bridge
the gap