2. WHAT IS UnME Jeans
• UnME Jeans was one of the most successful
up-and-coming players in the junior denim
market.
• ADVERTISING MEMBERS OF UnME JEANS
• MARGARET FOLEY BRAND MANAGER OF
UnME Jeans
3. BRAND UnME Jeans
• This BRAND is to encourage Women to forge their
unique identites and promote tolerance and appreciation
for differences of opinions and tastes.
• BRAND STORY is about celebrating individuality of
teenage girls and encouraging teens to speakout against
peer pressure and conformity.
4. ADVERTISEMENT OF BRAND
30 sec Television advertising spots on common programs for teenage
girls – Gossip girl, American Idol, One tree hill.
Full page magazine print advertising in beauty and fashion
magazines.
60 sec radio advertising spots.
Online banner and advertising on popular websites for teenage girls.
6. UnME Jeans- Upcoming denim company
targeting women of age group 12-24
Reached it’s Market Traditional Media
Advertising.
Advent ofWeb 2.0 Reduced effectiveness
of traditional media , Despite of advertising
clutter Prices to purchaseTv Ads rights
increased.
Foley justified the excess money on use of
traditional media & AskedAdvertising Agency
for bestWeb 2.0 Solution
7. Understanding Foley’s most recent media plan and
changing consumers’ media habit due to
advancement in new technologies.
Understanding the key concepts and insights of new
lingo of Web 2.0 and get familiar with the use of
Twitter, avatars, tag clouds, widgets, RSS, podcasts,
mashups, long tails, and convergence.
8. Understanding the effect of introduction of Web 2.0
and social media on the advertisements and branding
of UnME Jeans, in particular and other companies as a
whole
Analyzing the solutions provided after research by the
advertising agency and finally find a qualitative solution
regarding the investment in the advertisement in social
media and Web 2.0
9. KEY ISSUES
Trends Reducing the Existing Plan
Understanding new inWeb 2.0
Were any of the emerging Social Media
Channel Appropriate?
Type of Results to be expected
10. Were any of these emerging social media channels
appropriate for her brand and what were the benefits
and risks of each?
How could they substitute for or complement
her existing media plan ?
What kind of results could she expect
from Web 2.0?
11. 3 TRENDS DRIVING CHANGE IN MEDIA
MARKET
REDUCING THE EFFECTIVENESS OF THE EXISTING
MEDIA PLAN
14. Difficulty in breaking the
advertisement clutter
• Consumers were besieged with over 5,000
advertising messages each day, making it
difficult for marketers to break through the clutter
• Advertisement remembrance was at
• all time lowest of 1% to 3%
Bob Barocci, president and
CEO of the Advertising
Research Foundation.
15. LACK OF INTEREST IN ADVERTISEMENT
• Due to increase in the advertising clutter , this
trend has shaped its way.
20. WEB 2.0 OPPURTUNITY
The Web 2.0 more interactive, participatory, and
collaborative behaviors that considered consumers
themselves as Co-creators and Disseminators of the
content available on the Internet.
In Web 2.0, Consumers were empowered to create their
own personalized experiences on the web and then share
them with others around the globe:
Content on the web was Democraticized, and consumers’
experiences online became largely social rather than
individualistic.
21. ADVANTAGES OF WEB 2.0
Huge Target Market
Cost Effective than other modes.
Two way communication via Direct Feedback
22. DISADVANTAGES OF WEB 2.0
LACK OF CONTROL
Creativity and Regular Monitoring Required.
MAY LEAD TO
NEGATIVE PROMOTION
23. CULTURAL VALUES OF WEB 2.0
Consumer co-creation
Social affiliation
Digital self-expression
Sharing
24. Consumer Co-Creation
• Consumer co-creation gave consumers the ability to
directly contribute to the online conversation and content
that was available on the web.
25. Growth in online video advertising
• US Online Video Advertising Spending (millions),
2007-2013
26. Social affiliation
Virtually connects people with each other which
creates a sense of community.
Online social networking
MySpace and Facebook
33. TARGET MARKET FOR UnME JEANS IS 2nD HIGHEST
GROUP
AGE DISTRIBUTION OF SECOND LIFE RESIDENTS
34. Spinning Web 2.0 into an Integrated
Marketing Communications Plan
• Foley’s advertising agency had provided her with a
plan to bring her brand to three social media outlets :
Zwinktopia
Facebook
YouTube
Extremely high
number of users
and also high
percentage of
target
market customers
35. The agency would develop a line of virtual UnME Jeans
that would be sold to avatars on Zwinktopia through a virtual
UnME Jeans retail store.
As each special edition jean was released in the real world,
UnME would simultaneously release a virtual version of it to
generate online buzz about the product.
The budget for the Zwinktopia program included a one-time
charge of $200,000 for upfront creative development and a
recurring charge of $100,000 per year for operation,
maintenance, and updating.
36. Facebook Advertising
Develop a brand profile Image.
Purchase targeted banner advertising on facebook – Targeting
women interest in fashion.
Creating a UnMe widget.
The budget for the Facebook program included a one-time
charge of $350,000 for creative development of the
profile page, widget, and banner ads. UnME would then
pay $150,000 for a three-month advertising program on
Facebook, which included a brand profile page and
targeted banner advertising.
37. Three four-minute YouTube video ads- that
would collectively tell the stories of teen girls who
embodied the brand essence of UnME.
Teen girls would be invited to upload videos about
themselves or their friends that showed how they
forged their own unique identities and how they
promoted tolerance and appreciation for differences of
opinions and tastes
Adding Videos and ads BRAND CHANNEL
38. The YouTube program costs included a one-time up-
front fee of $300,000 for creative development of the
brand channel and the video ads. The budget also
included a $300,000 media buy with YouTube,
which sold the brand channel and the in-video ads at a
CPM of $40.
39. Dilemma ?
Foley was also concerned about the lack of control she
would have over the content into which her advertising was
inserted.
Advertising in the new social media was more risky,
as much of the content on sites like Second Life,
Zwinktopia, YouTube, and Facebook was risqué, lewd,
and/or inappropriate for her brand and might offend her
target consumers.
40. Final Decision
Foley ought to choose developing a UnME brand profile
page for Facebook and stick with this solution provided by
the advertising agency.
This option is economic than Zwinktopia option but
expensive than Youtube.
41. Facebook –Seemed Better Option
• Highest visited site on internet
• Time spent is also quite high
• People can discuss about their products on the profile
page and give their views to better the product.
• Expected increase in number of people joining Facebook
42. UnMe will surely benefit in their sales after
integrating Traditional media with Web 2.0 . It would
increase Brand awareness
Possibility of Becoming a Viral BRAND in young
section of women.
43. DISCLAIMER
Created By Satyam Singh, IIT BHU
VARANASI ,during an internship under Prof.
Sameer Mathur , IIM Lucknow .
www.IIMinternship.com
