Soffe Case Study
- 1. Grace Andrews, Julia Canavan, Jenna Chamblee, Kristin Freeman, Allie Withers
- 2. Overview i. Agency Profile II. Bridge Team III. Client Brief Iv. SWOT Analysis V. Target Consumer Insights VI. Key Communication Problem VII. Strategies i. Event Marketing ii. SNapchat iii. pinterest iv. instagram v. facebook vi. facebook vii. youtube viii. twitter Viii. Campaign Measurement IX. Making the Deal
- 3. Agency Profile Foundation Full service digital media advertising agency to help you “Bridge the gap”. Advantage Relationship connection harnessed from interaction with the consumer. Expertise Personality, accountability, and originality.
- 5. Client Brief Internal: - Weak Social Media Appearance - Known primarily for cheer shorts & military apparel External: - Champion, Capezio, Nike, Adidas, and lululemon have strong market share - Consumer Driven market
- 7. Target Consumer Insights Demographics: - 17 years old - Involved → Young Life, Cross Country - family of five - popular with many friends - job at Geneologie - “talk your ear off” personality Geographics: - Born and raised in Raleigh, NC - starting college at Clemson in fall Psychographics: - values faith & moral character - happy and positive individual → motivations and opinions are reflected in her purchases - Interests include football, participation in sports, and relaxation Buying Patterns: - prefers local boutiques - enjoys online shopping to avoid the hustle and bustle of brick and mortar - usually only shops about once a month - remains in a store no longer than 3-4 minutes - spends most of her money on bras, shorts, and tops, nothing over $30. Advertising and Media: - normal advertising as annoying and bothersome - interaction and benefits are the way to appeal to her - reached best through social media including facebook, instagram, and twitter rather than youtube or any print media
- 8. Key Communication Problem Biggest Problem unknown brand & limited social media Bridge’s Plan create an effective interactive social media campaign through: - event marketing - promotional discounts - group targeting - extreme social media burst Appealing to “Chandler” Demographics- price point appeals to part time job influence on peers Geographics- large metropolitan area creates brand presence Psychographics- active lifestyle values functionality of reversibility versatility of products Buying Patterns- availability of products brick & mortar as well as online spending patterns Advertising/Media- social media event advertising promotional discounts Perceptions of Soffe- build from scratch rather than rebranding
- 9. Event Marketing - World’s Largest Selfie Communication Target Audience - Event Includes: Outdoor Yoga, celebrity appearances, healthy foodtrucks, giveaways & coupons, & World’s Largest Selfie - Announce 1st to Snapchat friends - 24 hours after create Facebook event to RSVP - contest winners win trip & stay in NYC - 70% of millennials prefer participation over watching at home - Free attendace is most attractive to millennials - “Fan experience is something technology cannot replicate”
- 10. World’s Largest Selfie: Map
- 11. Snapchat Communication Target Audience Example - “World’s Biggest Snapchat” to Snapchat friends 1st - Soffe to snapchat friends daily - fast, disappearing discount coupons with screenshot - #3 Social Media App for Millennials - median user 18 with majority between 13 and 25 - fastest growing messaging app in 2015
- 12. Pinterest Communication Target Audience Example - Creation of Pinterest Account - Boards Include: Solo Workouts, Partner Workouts, #notaselfie, Workout Gear, Healthy Eats, etc - 85% of 70 million users are female - Follow females 13-25 with workout boards hopefully to get a follow back
- 13. Instagram Communication Target Audience - add #notaselfie to bio - #fitnessfriday videos - #foodietuesdays - #motivationmondays - repost #notaselfie photos - #notaselfie contest for chance to win trip to NYC for World’s Largest Selfie - Follow females 13-25 who have used #notaselfie #thestrengthisinus #soffe - Brand engagement has grown 35% with Adidas & Nike leading the way - 28% internet users 18-29 use Instagram
- 14. Facebook Communication Target Audience - Share Instagram posts to Facebook - #notaselfie contest for chance to win trip to NYC for World’s Largest Selfie - link to rate clothing for chance to win coupon - Add Soffe to profile picture (increase brand awareness) - 48% 18-34 Americans check Facebook 1st thing when they wake up - Average user connected to 80 brands - 38% Facebook users are 18-29
- 15. YouTube Communication Target Audience Example - Develop YouTube channel - Promote Fitness channels in return for Trainers wearing Soffe clothing - Develop World’s Largest Selfie commercial exclusive to YouTube - “Soffe Girl Spotlights” of loyal users - Internet video views up 35% and mobile video views up 20% - In consumer insight, Chandler said YouTube commercials are “annoying” so this is advertising to target consumer without wasting their time
- 16. Twitter Communication Target Audience Example - tweet secret announcement for Snapchat friends - #notaselfie contest for chance to win trip to NYC for World’s Largest Selfie event - Add Soffe to twitter picture to increase brand awareness - Follow females 13-25 who have used #notaselfie #thestrengthisinus #soffe - Retweet, shoutout, and favorite followers
- 17. Campaign Measurement and Evaluation Total Reach and Target Reach - Measured by Sprinklr - How many times posts were viewed or able to be accessed - How many people are being reached and are they the right ones? Share of Voice - The percentage of target market advertising that Soffe possesses - What market share, if any, that Soffe has established in the female athletic apparel segment - Will judge whether or not the company sees any growth and media expansion from pre to post campaign launch Conversation & Engagement - How many new customers were attracted to the brand and how many people click on the website link, register for the events and competitions, and engage through shares, comments, retweets, etc. - Will track pre, during, and post launch - Reveal changes in customer engagement before, during and after the campaign and selfie event