The case study examines Foley's social media strategy, recommending Facebook as the most viable platform for advertising due to its user engagement and demographic insights. It discusses the benefits and risks of other platforms like YouTube and Zwinktopia while highlighting the importance of understanding customer behavior and content customization. Additionally, it emphasizes the integration of social media with traditional media and suggests specific budget reallocations to enhance digital marketing efforts.

1. UnME Jeans
A Case Study Analysis

2. Q1: Which if any, of the three social media
plans should Foley pursue? Why?
• In my opinion Facebook seems to be the better option if
they have to choose one out of the three.
• Seeing from today’s popularity of FB which is giving a tough
target to Google whose whole business model is based on
the advertisement.
• Facebook has detailed information about the users.
• Facebook has huge information about the user which if
otherwise UnMe had to gather would have been a difficulty.

3. • Today users provide most of the information to Facebook
which it can use to advertise. The basic information like
education, work, living colleges attended, likes and dislikes,
votes and polls, interests and fan following pages, the groups
activity etc., the type of links they share, the type of people
they are befriended with etc.
• Highest demographic segment among the target audience.
Also has the highest average time spent on the website and
highest frequent return of the user to the page.

4. • One of the fastest growing social media on the web.
• Easy access to information on the users, hence the target
market can be served with relevant ads based on their
profile page.
• Users willing to post ads from their chosen advertise on their
page and likely to share it with others. Hence act as brand
ambassadors.
• Can create a huge following on the network by having
constructive dialogues, comments, and inputs like user
generated videos, photos.
• Acts like a discussion forum where users interact with the
brand and discuss their interests..

5. • Widgets and feeds promote more engagement and show the
popularity of the brand.
• Reported a high click though rates as a result of relevant ads.
• High visibility because of shared friend icons on the website.
• Videos can be promoted on the website as well

6. Q2. What benefits would Foley gain from
each of the three social media plans?
What risks do they entail? How can Foley
manage the risks and reap the benefits
from each of them?

7. Benefits:
YouTube:
1. Since it is interesting & non-ad nature it involves more participation and there is
high involvement from the customers.
2. YouTube has the demographic availability so it can be customized for the
different market segment present across different demographics.
3. Can position the ad catering to the different customers like for high involved
customers participatory ads and for low-involvement customers in-video
advertising
4. Has a large choice of videos from which they can choose, such videos should
match the brand personality so that they target the right customers
5. Growth of YouTube is 140% year over year
6. High frequency and views per person

8. • Zwinktopia
1. Users can match their identity with the brand identity. People who
think they want this kind of jeans would pay attention to its
advertisement. It also promotes their ideals.
2. Direct target segment available as Zwinktopia is also for teenage girls
3. Apparels contribute to 34% (highest) among virtual products available
for sale.
4. Can be ideal to launch ad inform about new developments in the real
world and generate curiosity.
5. Can be linked to other social media like Facebook and MySpace

9. • Facebook
1. It has the various segments dependent on the demography UnMe
can use to target the customers. One of the highly visited sites and
also has a high rate of return to the same site as people generally log
in everyday
2.Facebook has a huge information about the likings, interest,
education, living standards which can be used to target the right
customer i.e. advertising to the potential user
3.Word of mouth can be spread easily as users can post, discuss, vote
about the products so each individual can act as a marketer of the
brand
4.UnMe page can guide users about the latest trends on fashion
industry thus attracting various customers

10. 5.Also acts as a place where users can discuss and tell about the
improvements new product developments
6.Widgets and feeds promote more engagement and show the
popularity of the brand.
7.It’s a kind of permission based advertising so click-through rate is
expected to be high as customers are more prone to know about the
brand
8.High visibility because of shared friend icons on the website.
9.Videos can be promoted on the website as well

11. Risks

12. YouTube
1.More emphasis on non-ad kind of videos as people demand videos which
are innovative and creative but they should not be ad kind of which entails
higher cost
2.Lack of control over the content
3.Does not interacts as well as other social media do in getting the feedback
and response of the customers
4.Customization needs to be done according to the language and location.
Also different countries have different culture so a joke in one country might
not be taken in the same way in another country
5.Videos can be watched even without logging in to the account so they
might not get the required demographic information about the user
6.Lack of measurement tools

13. Facebook:
1.Many people might get habitual and ignore the ads
and focus on other things
2.Since the exposure is to a large number of brands (500
pages) so they might forget about the brand easily
3.Lack of control over the medium
4.Lack of measurement tools to measure success
5.High cluttering on the network may make the users
indifferent to the ads.
6.May lead to over advertising and hijack the very
purpose

14. Zwinktopia:
1.Since this is a virtual world many people might see this brand
as what they want to but in real world they might not use the
product owing to factors like health, body size, affordability,
etc.
2.A huge competition between the products
3.The communication is not linear
4.Much time is needed to learn in this kind of environment.

15. UnMe needs to have a dedicated team who will
work with the advertising agencies who will try to
minimize the risks involved by various ways which
will help them in getting the benefits.

16. Q3. How should Foley integrate social media into
her traditional media plans? Should Foley take
money out of traditional media (televisions,
magazine, radio, internet banner and search ads)
to fund her social media programs?

17. Allocated Budget ($) ReAllocated Budget ($)
Television 10000000 4185000
Magazines 2000000 2025000
Radio 1000000 2700000
Online 500000 4590000
Total $1350000 $1350000

18. Allocated Budget ($) ReAllocated Budget ($)
Television 4185000 6775000
Magazines 2025000 2025000
Radio 2700000 2700000
Online 4590000 2000000
Total $1350000 $1350000

19. Q4. How should Foley measure the results of
social media plans? Which are the media metrics
for web 2.0 ?

20. Awareness Metrics
• Activity on the brand profile page
• Activity on the widget
• Banner ads