UnME Jeans brand manager Foley was struggling to justify her traditional media spending. She asked her agency to investigate emerging social media options. The agency suggested Facebook, YouTube, and virtual goods in Zwinktopia. Foley believed these could foster constructive brand dialog compared to traditional "talking at" consumers. The agency provided budgets and comparisons of each plan. Foley ultimately decided a short YouTube campaign targeting teen girls could be effective if videos were high quality and short duration, but growth was limited. She allocated most of the remaining $11.6 million budget to traditional television, newspapers, radio, and magazines based on their household spending percentages.

3. UnME Jeans stands for “you and me”, a brand that is designed to encourage women to forge
their own unique identities and to promote tolerance and appreciation for differences of opinions and
tastes.
Margaret foleyis Brand Manager of UnME Jeans

4. What is the present
situation?

5. Foley had been struggling to justify the money she was
spending to advertise her brand in traditional media
outlets.
Brand Story was delivered to target customers via 30 –
second television advertising spots on the most popular
programs for teenage girls and different other sources.
Her media plan was designed to maximize reach and
frequency among her target market of women 12 to 24
and to obtain media placements that were consistent
and supported fashion brand.
Situation Analysis (1/2)

6. Foley asked her advertising agency to investigate few
of emerging Web 2.0 social media options to explore
Biggest challenge can be cutting through all of the
type surrounding Web 2.0 and analyzing its
potential for her brand from media prospective.
Situation Analysis (2/2)

7. What
is the
Object
?

8. Objective
• To understand the importance of communication channels
• What kind of communication channels do the consumers prefer
most?
• To find appropriate social media channel for branding
• What are the benefits and risks of each channel?
• Analyze different media channels to find best suitable media plan for
branding of UnME
• Budgeting of the media plan

10. Media in
the New
Millennium

11. Foley realized
following trends to be
driving radical change in
the media markets having
potential to reduce the
effectiveness of her current
media plan.

12. 1 Consumer Changing Habits

13. 23% online media
consumption
5% newspapers
3% magazines
12 hours per week
spending online
10/6 hours per week
watching television

14. 2 Difficulties to break through advertising clutter

16. Consumers remember
only 1% to 3% of the
advertising to which
they are exposed

17. 2 Turning out of Advertisements

18. 70% of viewers
change channels
through commercial
breaks in the
television to avoid
advertising.

19. Online
advertising
is the only
bright spot

20. Internet Advertising Revenues (as of 2007)
32%
17%
41%
Sales
Banner / Display Ads Classified Ads Search Advertising

23. Few of big companies using Web 2.0

24. Cultural Ideology of Web 2.0

25. Consumer co-creation1
A user generated video sharing website attracted 66 million U.S.
visitors in 2005, spending an average of 50 minutes on site per month

27. Social Affiliation2

28. Net rating of Social Networking Site traffic (U.S. home and work)

29. Percent of U.S. online consumers who use social networking sites

33. Digital Self-expression3
Capturing the desire for
people to express their
identities online by
creating digital
representations
Example:

35. Second Life Virtual Product Sales (1/2)

36. Second Life Virtual Product Sales (1/2)

37. Sharing4

38. Building peer to peer
relationship enabling
consumers to quickly share
information with each other
and collaborate with others
If you are interested in branding, you don’t want to double up and do online the same
way as offline.

39. Three social media outlets were
suggested by advertising agencies:

40. Foley believed to do less “talking at” and more “talking with” her
consumers
Foley wanted to go for media plan
which
 Is most receptive to her brand story
 Would foster most constructive dialogue
about her brand
 Seamlessly integrate with and support her
existing media plan
 Making an impact on sales

41. Would develop a line of virtual UnME Jeans that
would be sold to Avatars on Zwinktopia
through a virtual UnME Jeans retail store
Budget for the Zwinktopia program
$200,000 for upfront creative development
$100,000 per year for operation, maintenance and updating
1

42. UnME purchasing targeted banners
advertising on Facebook, targeting women
ages 12 to 24 with an interest in Fashion
Budget for the Facebook program
$350,000 for creative development of profile page, widget & banner ads
$150,000 for a three month advertising program
Agency would develop an UnME brand
profile page for Facebook having features
of fictional character Sasha who would
embody the UnME brand personality.
2

43. 3
Agency would develop 3-4 minute YouTube video ads telling the stories
of teen girls who embodied the brand essence of UnME
Budget for the YouTube program
$300,000 for creative development of brand channel and video ads
$300,000 for buying media with YouTube, which sold the brand channel
and in-video ads at a CPM of $40.

46. Comparison of Media Plan
Media Budget / year
Zwinktopia $200,000 + $100,000 / year
Facebook $350,000 + $600,000 / year
YouTube $300,000 + $40 CPM

47. Existing Media Plan of Foley’s UnME Jeans
Budget (in 000’s) CPM
Television $10,000 $29.95
Magazines $2,000 $11.91
Radio $1,000 $11.55
Online Banner Advertising $250 $3.50
Google Search Advertising $250 $8.52

48. Total Budget for Media Plan = $13,500,000

49. Nielsen/Net Rating of Social Networking Site Traffic
(U.S. Home and Work)

50. Comparative Study of Media Plans (1/3)
 Potential user base
 Low cost advertising
 Direct interaction with
consumers
 Virtual product validation
 Limited user base
 High risk
 Potential user base
 Good for teen age group
 Less time taking
 High cost involvement
 Not necessary to reach target market
 Less growth rate
 High user base
 Customer reach based cost
involvement
 Good for video lovers
 Attractive videos required
 Long videos may be rejected
from consumers

51. Which
one?

52. Any
pair?

53. can be a good option to reach target customer
but……
Possesses high growth rate but
Effective only for video lovers

54. Now what???

55. Having high video quality with short time
duration targeting teen age girls
Can be a good option but only for a
short duration of time because of less
growth rate

56. Disparity of Ad spending and Household spent with Media
Media Type
Ad spending
(%)
Household
spending (%)
Household / Ad
TV 43 31 0.73
Newspapers 30 8 0.27
Radio 12 20 1.67
Magazines 8 7 0.88
Online 7 34 4.86

57. Online Advertising Budget
$300,000
$950,000
$600,000
$1,850,000 / year

58. Remaining Budget
= $ 13,500,000 – $1,850,000
= $11,650,000

59. Budgeting of Media Plan
Media
Type
Ad
spending
(%)
Household
spending
(%)
Household / Ad
Budget
Required (in
000’s)
TV 43 31 0.73 $2,396,000
Newspaper 30 8 0.27 $866,000
Radio 12 20 1.67 $5,480,000
Magazines 8 7 0.88 $2,908,000
Online 7 34 4.86 $1,850,000
$13,500,000

61. Created By:
Rohit Kumar Mittal
IIT (BHU), Varanasi
During an internship by:
Prof. Sameer Mathur
IIM Lucknow