havaianas case study marketing
TRANSCRIPT
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Havaianas, Case Study 2009 to 2012
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Challenge – 2009 US Revenue Growth Had Stalled
Ecommerce
Wholesale
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Brand Positioning Evaluation
ColorColor
•In 2006, Havaianas reinvented the category using color, fashion and fun. This was no longer unique as Old Navy and other brands copied this approach.
?
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A premium style brand that embodies the Spirit of Brazil.
US Challenge - What did Brazil mean to our core target, wealthy American women 25-34?
Positioning Starting Point - Global Brand Mission
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Havaianas allows you to express your style in a spontaneous, passionate, fun way because they have Latin Flair
US Consumer Benefit & Insight
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Top of the pyramid : - influencers, trend setters, - early adopters …
Clients
New Clients
COOL, ASPIRATIONAL Top Tier Print, Specific stories in PR, high touch events, high end collaborations
AWARENESSTraditional and digital media, mass PR, POP, guerrilla events, customer experience/events
Latin
Fla
ir
Overall Communication Vision & Customer Segmentation
ADVOCACYSocial media, email, content, partnerships
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Print, OOH & digital media
Celebrity & PR
Events/Pop Up
Collaborations& Partnerships
Ecommerce & Social
360 Integrated Approach
Retail & POP
Latin Flair
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Simon Doonan
Ace Hotels
Collaborations
Opening Ceremony
Michael Bastian
MISSONI MISSONI ♥♥ HAVAIANAS HAVAIANAS
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Social Media
Results 3MM+ Facebook Fans
Content
Exclusives
Partnerships
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Event series with bloggers and secret locations available via social media outletsDavid Arquette and Courtney Cox’s houseHosted by bloggers13mm+ impressions
Midnight Swim Club
Events
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Limelight Marketplace
Space 15/20 Los Angeles
Hamptons, NY
Chicago
Pop Up Stores
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Retail
First US Store
Bloomingdale’s 59 th Street Shop in Shop
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Control Distribution & Segment Product
Key Accounts Indept. Accounts
Verticals:
Verticals:
•Provide each tier with assigned product assortment. Elevate the brand by reducing distribution in lower level stores
Tier 1
Tier 2
Tier 3
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UX – I.e Customization
Ecommerce – 2009 to 2012 +95%
Traffic Driving SEO & SEM
Social Media integration
Assortment and Exclusives
CRM/Email Marketing
Integrated Promotional Calendar
us.havaianas.com
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Results - WWD Article 4/30/12
“For the U.S., Havaianas sales for the first quarter of 2012 are up 35 percent from the same time last year. “
Results 2009 to 2012Company revenues increase 59% Brand awareness increased to 33% from 22% (Millward Brown Brand tracking)
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Note: Millward Brown norms reflective of ad results from tracking database
2006 to 2012 Company Revenue
Ecommerce
Wholesale