Skillshare Final Project: Create a Great Social Media Strategy

Social Media Strategy for Vastrm

SkillshareClass: Create a Great Social Media StrategyInstructor: Julian Cole, Digital Strategy Director at BBH NY

By Dennis Demori

@DennisDemori

The Background

Business Problem:Consumers are unaware that Vastrm exists

Goal: Drive 100K people to Vastrm.com to learn more about their custom polo shirts

Budget:$20,000

Deadline: June 2013

Strategy: ?

Solution: ?

brief

HOW can we drive 100K people to the Vastrm site

to learn more about their custom polo shirts?

Consumer

Brand Competitor

Who is interested in custom clothes?

How do they think about the polo and custom clothes categories?

What time of year does interest spike?

Where do they live? What is their socio-economic level?

How are people finding info on custom clothes?

What is Vastrm’s current brand positioning?

How has Vastrm created interest with consumers?

What do people like about Vastrm polo shirts?

How are they ranked online?

How do other brands create awareness?

What do people like about the competition?

Questions We’ll Answer

Consumer Insights

Consumer

Brand Competitor• Primary age demo of 25-34, however, females dominate search

• Upwardly mobile, young professional males in urban areas

• Lack of awareness that polo shirts can be custom or fitted

• Searches peak in warmer months

• 22% of Vastrm searches tend to be on mobile devices

• “Custom shirts” is the most popular search term

• Roughly 1/3 of shoppers will research online before purchasing, primarily on desktop/laptop

Sources: Google Ad Planner, FB Page Analytics, Google Trends, Google Keyword Tool, Consumer BarometerVisit Appendix section for more details

Brand Insights

Consumer

Brand Competitor

• Vastrm is like “The Warby Parker” of shirts, offering a home try-on program as a key differentiator to enhance the shopping experience

• Vastrm has received positive publicity from Earned Media, however, there is still untapped potential for Paid and Owned media, especially social media sites with a heavy fashion + style presence

• Current communication messaging focuses on customization option, which makes sense since proper fit is a major desire for consumers

Sources: MixRank, Twitter Advanced Search, HackerNewsVisit Appendix section for more details

Competitor Insights

Consumer

Brand Competitor

• Similar brands to Vastrm include Indochino, Black Lapel, iTailor, Modern Tailor and Proper Cloth, however, their focus is primarily on dress shirts and suits --- NOT custom polo shirts

• Indochino has a dominating online presence for men’s custom clothes

• Indochino may attribute some success to its heavy social media presence and focus on a premium product with a custom fit

• Black Lapel seems to have a lot of traction through it’s online presence and position as a lifestyle brand for men’s clothing

Sources: MixRank, Facebook Page Analysis, Compete, Google Search, Twitter SearchVisit Appendix section for more details

consumer summary

MotivationsAspirational desire

to look and feel good

Attitudes/BehaviorsThey’ll spend more for

quality. They’re role models to their peers.

Target

“Conscious Strivers” Constantly looking at areas where they can

improve

consumer insight

Conscious Strivers already buy custom, fitted clothes. They just don’t

realize that they can get custom polo shirts that fit

great.

strategic insight

They’ll buy custom polo shirts too if they know Vastrm provides a great option.

Conscious Strivers already buy custom, fitted clothes. They just don’t

realize that they can get custom polo shirts that fit

great.

Make Vastrm synonymous with a GREAT fit

single minded proposition

Vastrm’s home try-on program lets users find the perfect fit

reasons to believe

No hassles

No measuring

No purchase necessary

big idea

Vastrm asks, "Does it fit?”

Show funny everyday situations where fit’s important

Peanut butter and _____________? Some things just don’t go together. What’s a better fit?

?

Do these things fit? We didn’t think so, but you know what always does? A Vastrm custom polo…fb.me/2qix8jxm

Vastrm is all about great fit. What are two things that don’t go together? Striped shirts and striped ties? fb.me/2qix5cxm

How can you spot a bad fit?

There are certain things in life that are an obvious mismatch (screen doors on submarines, anyone?). Sometimes we see things that subconsciously don’t go together, but we have trouble articulating why.

Take a look at the example in the first photo. Besides the fact that the tie is too short, we have a wide striped shirt paired with a wide striped

Vastrm Communications Framework

CR

EATI

VE

Desired Response

Buy Vastrm polo shirts

Facebook Twitter Pinterest Tumblr Vastrm Blog Gmail WSJ Coworkers Svpply NY Times Google Search YouTube Men’s Fashion Blogs

Awareness

Why proper fit matters

Researching

Vastrm is the best option of a great fitting polo shirt

Buying Moment

Vastrm’s home try-on program means you’ll get exactly what you

want

• Blogger outreach• Facebook

Advertising• Microsite• Paid search• Social bookmarking• Twitter ads• Web banners

• Blogger outreach

• Community Mgmnt

• Earned Media• Email lists• Microsite

• Community Mgmnt

• Email lists• Owned media• Remarketing

MED

IA

Current Consumer BehaviorUpwardly Mobile Males 25-34

Vastrm Digital Ecosystem

Vastrm site

Pages

AdsSearch

Blogger outreach

Email lists

Banners

Earned media

Community Management

Awareness

Researching

Buying Moment

Owned media

Remarketing

key performance indicators

Retention70% positive sentiment

3K Facebook Likes3K Twitter Fans

5 comments per blog post

Purchase75 people purchase through home try-on

programPreference

15% increase in purchase preference

Consideration10,166 visitors to the Vastrm site by June 2013

Awareness12,707,500 Impressions to the Target Market (Facebook,

Twitter)2 articles by popular men’s fashion blogs

Features in GQ, Details and Esquire

budget

Facebook Ads $5,000

Twitter Ads $600

Microsite $8,000

Blogger Outreach

$400

Search $2,000

Banners $2,000

Community Mgr $2,000

Total $20,000

Questions?

appendix

consumer


Source: Google Ad Planner. Filter: “Men’s Clothing” and “Suits and Business Attire”

Google Ad Planner indicates a primary age demo of 25-34 (secondary demo is 18-24), however,

the gender skew tends to be female, perhaps indicating that they are shopping for men

consumer

Vastrm Facebook fans tend to be 25-34 years old (validating Google Ad Planner),

similar to other custom men’s clothing retailers like Black Lapel, Indochino, iTailor, Modern Tailor and Proper Cloth


Source: Facebook Page Analytics

consumer

1. People look for “custom shirts” and “polo shirts,” but seldom “custom polo shirts” or “fitted polo shirts,” indicating a lack of awareness that this product is available

2. Seasonality: Searches peak in warmer months (August for “polo shirts” and Sept. for “custom shirts”, indicating an opportunity for a combined product

How do they think about the polo shirt and custom clothes categories?

Source: Google TrendsFilter: Limit to U.S., past 36 months (Jan.’10-Jan.’13)

AugustAugus

tAugus

t

SeptSept

Sept

consumer

People searching for “custom shirts” and “polo shirts” tend to live in similar metro areas

(NY, FL, TX and Southern CA), suggesting an upwardly mobile, young professional

Source: Google TrendsFilter: Limit to U.S., past 36 months (Jan.’10-Jan.’13)

Where do they live? What is their socio-economic level?

consumer

22% of Vastrm searches tend to be on mobile devices, while Black Lapel leads the competitor set with 24% of mobile

searches

Source: Google Keyword ToolFilters: Category – Custom Clothing; Locations – United States* Mobile/(Desktop and Laptop) = % Mobile


Brand Mobile Desktop and Laptop % Mobile*

Vastrm 58 260 22

Black Lapel 1,300 5,400 24

Indochino 5,400 33,100 16

iTailor 480 5,400 8

Modern Tailor 590 4,400 13

Proper Cloth 320 2,400 13

Local Monthly Searches

consumer

“Custom shirts” is the most popular search term for these brands


Source: Google Keyword ToolFilters: Category – Custom Clothing; Locations – United States* Mobile/(Desktop and Laptop) = % Mobile

consumer

• 32% of purchasers did research online before purchasing

• 15% of users used a search engine to do research before purchasing

• 16% research on a desktop/laptop before purchase; 5% on mobile; 0.6% on tablet

Source: Consumer BarometerFilters: Products – Clothing & Accessories; Countries – USA; Age – Below 40


brand What is Vastrm’s current positioning?

“The

for shirts”

Jonathan Tang, Vastrm Founder

Ycombinator Demo Day

Vastrm’s home try-on program lets people:

• Touch/feel the product• Replicate the in-store experience• Ensure proper fit

brand What is Vastrm’s current positioning?

brand How has Vastrm created interest with consumers?

5 text ads since Aug. 16th, 2011

owned media

earned media

paid media

Active: Facebook, Twitter, LinkedIn, Pinterest, Style Forum, Vastrm blog Missing: Lyst, Tumblr and Svpply (popular fashion sites)

Promotions: Gift cards, seasonal sales (Ex: Winter Holiday), store credit, promoting specific items (Ex: black polos)

Positive publicity from NYTimes, TechCrunch, Forbes, Inc., AngelList, KevinRose.com,

Source: MixRankFilter: Vastrm.com



Current communication messaging: custom design, personalization, unique, work or play, gift ideas, simplicity


Top ad traffic sources based on number of monthly unique visitors are allcustomwear.com, cosmosmith.com and iznadgold.com


brand What do people like about Vastrm polo shirts?

Sources: Twitter Advanced Search; Hacker News

Proper fit is a recurring theme on social media

Sources: Facebook Page Analytics, Compete.com

competitor

How are they ranked online?

Likes Unique Visitors/m

o

Year founded

Black Lapel 19,952 3,290 2011

Indochino 70,964 11,134 2006

iTailor 8,200 10,580 1971

Modern Tailor 3,438 9,453 2007

Proper Cloth 2,733 1,507 2008

Indochino has the most Facebook ‘likes’ and the most Unique Visitors. Black Lapel has the 2nd most ‘likes’ and is 2nd to last in

traffic, but has scaled faster than competitors.

Mainly focuses on Banner Ads

owned media

earned media

paid media

Highly active presence on Facebook, Twitter, YouTube, Instagram and Pinterest.

Positive buzz on Lifehacker, Forbes, etc.

Sources: MixRank, Google SearchFilter: Indochino.com

competitor

Brand Snapshot: Indochino

Current communication messaging: dress pants, custom, made to measure, premium, modern fit, free shipping

Top ad traffic sources based on number of monthly unique visitors are artofmanliness.com, greenweddingshoes.com and

stylecrave.com

Overall, consumer sentiment is very positive

Source: Facebook Page Analysis, Twitter

competitor

Brand Snapshot: Indochino

MixRank data not available. Can be difficult to search because it has a similar name to competitor “Blank Label” and Johnnie Walker Black Label whiskey.

owned media

earned media

paid media

Highly active Facebook, Pinterest, Twitter and Tumblr

Positive buzz on AskAndyAboutClothes.com, Lifehacker and other fashion + style blogs

Source: Facebook Page, Twitter Advanced SearchFilter: BlackLapel.com

competitor

Brand Snapshot: Black Lapel

Current communication messaging: focuses on positioning itself as a lifestyle brand instead of on specific product benefits

Source: Twitter Search, Facebook Page AnalysisFilter: BlackLapel.com

competitor

Brand Snapshot: Black Lapel

Black Lapel is a lifestyle brand heavily engaged with its audience