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Brand Objective: CHANGE THE PERCEPTION
Old uncleOld fashionMy dad used to buy
Attention to Detail
Surprise Elements
Unexpected
Suit your lifestyle
High Fashion
High Quality
Affordable Price
Practicality
Personal
Your Marketing Effort:
To reach the young group
Sponsorship of YOG Volunteers T Shirt – 30,000
Website
Facebook Group Status
122 membersLast update June 2010Last comment is from India, and never reply
Good Products are Worth Talking!
What do we want to achieve?
• Website worth visiting• Relate to target audience• Change perception
Crocodile Facebook Group
• Advantages – Easier to Set-up– Can message group in Inbox
• Disadvantages– User actions not shown on
News feed– Cannot monitor traffic– Cannot Add applications
– Quizes– “Mini-websites”– Landing pages
Facebook Fanpage
• Advantages– Can monitor traffic– Messages appear in News
Feeds (Less intrusive)– User actions shown on News
Feed– Shown on Profiles
• Disadvantages– Users still need to join groups
to discuss
(Pages allows you to monitor your Fanpage Traffic)
(“likes” are displayed on NewsFeed)
(Notifications appear on Fan’s newsfeeds - less intrusive updates)
(Fanpages titles are displayed on a person’s Info page -- non-fans may click on them)
• Videos (Fashion Tips, Meet our Model) • Mini Website
Social Media Approach
• Create word-of-mouth - good products are worth talking!• Blend in the target audience society, gain exposure.
(facebook, blog, twitter, forum)
Reaching YOG Volunteers & YOG spectators
• Target audience: YOG Volunteers
• How it works: YOG Volunteers snap pictures with them wearing the T-Shirt, and share their how CROCODILE Polo T has affect them in their volunteering experience. Win Prize
• Strategies:1. Facebook Targeted Ads 2. Blend in all the conversation, and lead them to crocodile facebook fanpage.
Facebook Campaign 1: Volunteers & Crocodile
http://www.facebook.com/redbull?ref=ts
• Target audience: Spectators
• How it works: Share what do they think about crocodile design and win prize.
• Strategies:1: Facebook Targeted Ads 2: Blend in all the conversation, and lead them to crocodile facebook fanpage.
Facebook Campaign 2: Spectators & Crocodile
Lousy Foodhttp://forums.vr-zone.com/chit-chatting/801608-yog-volunteers-food.html
When there’s a problem, there’s an opportunity
No NIKE or ADIDAS water bottle
http://tweetmeme.com/story/2015704435/mrbrown-l-infantile-terrible-of-singapore-yog-volunteer-spectators-no-adidas-or-nike-logos-on-your-water-bottles
Temasek Review is following YOG
Facebook Campaign 3: Monthly Tag & Tell
Facebook Targeted Ads
• Extremely Targeted– Country– Age– Sex– Relationship Status– Education Level
ReferencesWhy these fashion websites are successful:
Prada lookbook: http://www.thomaspink.com/fcp/content/PinkTV/editorialVideos: http://www.thomaspink.com/fcp/content/PinkTV/editorialCataglogue http://www.frenchconnection.com/content/lookbook/lookbook-man-aw10.htm?categoryid=man&cmpid=Man_AW10_To_Lookbook#Fashion tips:http://www.frenchconnection.com/category/man/man.htm
