Kardashian Kurves Sears Advertising Campaign - GWU Fall 2012

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Developed and pitched strategic advertising plan for the newly launched Kardashian Kurves denim line, part of the Kardashian Kollection at Sears.

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Kardashian Kurves Sears Advertising Campaign - GWU Fall 2012

  1. 1. AGENDA RESEARCH & KEY INSIGHTS BRAND POSITIONING BIG IDEA EXECUTION STRATEGY CAMPAIGN DETAILS
  2. 2. Create a campaign that increases customer awareness and drives purchasing behaviors for the new Kardashian Kurves line.
  3. 3. RESEARCH PROCESS SOCIAL MEDIA IN-DEPTH INTERVIEWS PLUS-SIZE BLOGGERS WHO IS SHE? WHAT DOES SHE WANT? WHY WILL SHE BUY?
  4. 4. KEY INSIGHTS SHOP ONLINE LOVE KHLOÉ NEED BETTER “FIT”
  5. 5. TARGET MARKETS Brand Supporters Plus Size Fashionistas Plus Size Market PRIMARY SECONDARY TERTIARY
  6. 6. THE THREE FITS
  7. 7. THE KIM: SEXY LOW CUT STRAIGHT LEG
  8. 8. THE KHLOÉ: CURVY HIGH RISE BOOT CUT
  9. 9. THE KOURTNEY: GORGEOUS MID RISE SKINNY LEG
  10. 10. POSITIONING STATEMENT For plus-sized female millennials, Kardashian Kurves provides a high fashion look and a customized fit for great value.
  11. 11. THE BIG IDEA...
  12. 12. embrace your kurves
  13. 13. EXECUTION STRATEGY SOCIAL MEDIA TELEVISION PLACEMENT PRINT ADS embrace your kurves
  14. 14. Social Media embrace your kurves
  15. 15. EMBRACE YOUR #KURVES 3 4 12 FITS SIZES MODELS embrace your kurves
  16. 16. visit  facebook.com/kurves          to  share your look embrace your kurves
  17. 17. EMBRACE YOUR #KURVES VIRTUAL IN-STORE User Upload “Mix and Match” In-store coupon Photo Booth “Create your look” Discount purchase embrace your kurves
  18. 18. HASHTAGS #beautiful 35 million #OOTD 4 million #kardashian 1 million #plussize 65,000 #kurves 87 #kardashiankurves 25 embrace your kurves
  19. 19. HASHTAGS #beautiful 35 million #OOTD 4 million #kardashian 1 million #plussize 65,000 #kurves 87 #kardashiankurves 25 embrace your kurves
  20. 20. SOCIAL MEDIA GOALS ENGAGE CUSTOMERS ONLINE & IN-STORE CHANNELS BRAND PERCEPTION embrace your kurves
  21. 21. TV Product Placement embrace your kurves
  22. 22. KEEPING UP WITH THE KARDASHIANS EARLY IN SEASON Side Story Model Search Launch Episode Syndication embrace your kurves
  23. 23. khloé mentions contest sisters upload photos
  24. 24. khloé mentions contest sisters discuss line sisters visit store sisters upload photos
  25. 25. khloé mentions contest sisters discuss line sisters visit store
  26. 26. khloé mentions contest sisters discuss line sisters visit store sisters upload photos
  27. 27. KEEPING UP WITH THE KARDASHIANS EARLY IN SEASON LATE IN SEASON Side Story Model Search Launch Episode Syndication Feature Story Model Interviews Photoshoot embrace your kurves
  28. 28. sisters review entries
  29. 29. sisters review entries sisters meet winners
  30. 30. sisters review entries sisters meet winners khloé interviews winner
  31. 31. sisters review entries sisters meet winners khloé interviews winner winner photo shoot
  32. 32. TV PLACEMENT GOALS ENGAGE SUPPORTERS INCREASE EXPOSURE BRAND RELATABILITY embrace your kurves
  33. 33. Print Ads embrace your kurves
  34. 34. PRINT CHANNELS Plus Model Magazine Elle, Glamour, InStyle OK!, People, Us Weekly embrace your kurves
  35. 35. PRINT GOALS REACH NEW CUSTOMERS INCREASED EXPOSURE BRAND EQUITY embrace your kurves
  36. 36. CAMPAIGN OBJECTIVES Media Reach 85% Frequency 30 Continuity 15 Communication High fashion look, great fit! Marketing The look and fit you’ve been waiting for! embrace your kurves
  37. 37. CAMPAIGN TIMELINE Phase One #Kurves Launch Promotions First Episode PhaseTwo #Kurves Winners Second Episode PhaseThree Print Ads Episode Re-runs embrace your kurves
  38. 38. CAMPAIGN BUDGET Item Allocation Estimated Return Estimated ROI In-Store Promotions $1.5 million $40 million 257% Print Ads $1.25 million $40 million 323% Social Media $750,000 $20 million 257% Total $3.5 million $100 million 279% embrace your kurves
  39. 39. CONCLUSION ACCURATE POSITIONING CLEAR OBJECTIVES TARGETED TACTICS EFFECTIVE ADVERTISING RELEVANT PROMOTION embrace your kurves
  40. 40. embrace your kurves

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