unme jeans : branding in web 2.0
TRANSCRIPT
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UnMe Jeans :
Branding in Web 2.0HAVARD BUSINESS SCHOOL CASE
SHUBHAM VERMA
IIT GUWAHATI
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What is
UnMe Jeans ?
Who is
Margaret Foley ?
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UnMe Jeans is an Up-and-coming
players in junior denim market ,
designed especially for women.
Margaret Foley – Brand Manager
of UnMe Jeans
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What isthe
presentsituation ?
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UnMe Jeans , an upcoming junior denim company targeted towards women between age of 12 to 24 which tried to reach it’s target audience by traditional media like TV ads and full page ads in magazines and newspaper
With the coming up of Web 2.0 , the time spent by consumers on these traditional media has drastically reduced .Still the prices to purchase TV ads rights had increased . There was also an advertising cluster and people were skipping ads.
Foley’s struggle is to justify the money she was spending to advertise her brand in traditional media .Also , She had asked her advertising agency to investigate the for the best Web 2.0 option for better advertising for her brand.
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Advertising industryTraditional Web 2.0
v/s
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Difference between UnMe and other brands
The UnME product line included fashion-forward jeans that teenage girls coveted for their highly decorated designs featuring glitter, jewels, and metalwork . Girls who wore UnME jeans tended to be social and taste leaders in their schools and communities and valued the brand for its unique products, which were produced in small lot sizes, making each jean style a limited edition.
Present marketing strategy of UnMe Jeans
30-second television advertising spots on the most popular programs for teenage girls, such as Gossip Girl, American Idol, and One Tree Hill; full-page magazine print advertising in beauty and fashion magazines; 60-second radio advertising spots on Top 40 radio stations; a corporate website; online banner and display advertising on the most popular websites for teenage girls; and on the search engine Google.
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Objectives of the case
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•Understanding the importance of communicationwith the consumers
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•To use analysis methods to develop an advertising strategyfor an upcoming company at the time of changing marketing media scenario
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What are the key issues in the case ?
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• Understanding the trends that were reducing the effectiveness of the existing plan
• Understanding what is new in Web 2.0
• Were any of the emerging social media channels appropriate for UnMe Jeans promotion ?
• What are the risks and benefits ?
• How could they substitute for existing plan ?
• What type of results can be expected ?
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3 TRENDS that were reducingthe effectiveness of the existing media plan
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Changing Consumer Habit1
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23 % online media
consumption
12 hours online
5% newspaper
3% magazines
10.6 hours TV
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Difficulty in breaking theadvertisement clutter
2
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5,000 ad messageseach day
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Advertisement remembrance was at all time lowest of 1% to 3% Bob Barocci, president and CEO of the
Advertising Research Foundation
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Turning of customers out of advertisements
3
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Online Advertisement is the only bright spot .
Growth of online media is six times the traditional media between 2006 to 2009 .
$21.4 industry
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BannerAds
or
DisplayAds
Consumers clickon it and sent to the advertiser website
Click-through rate have declined from 0.75% to 0.2%
Clutter was making its way
into the online advertising world as well.
Starcom study found that
click-through rates for advertised brands fell as more advertisements were featured on a web page.
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Search advertising
• Fastest growing• 58% growth in 2006• Click through rate 5% , greater
than banner ads
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• Marketers have been SLOW in spending to new media habits.
• Study by Prophet showed that a of
53% marketers acknowledged the
importance of incorporating emerging media options into their media plans,
but 22% of them did so.
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research showed that Social Media will explode from
$600 million industry in 2007 to
$6.9 billion industry in 2012.
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Exhibit 4
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4 cultural valuesof Web 2.0
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Consumer Co creation
Consumer co-creation gave consumers the ability to directly contribute to the online conversation and content that was available on the web.
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YouTube , a user generated video sharing site , is a great example of consumer co creation .
65,000
By end of 2007 , 73% Internet
users used it to watch videos
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Advertising models• Pre-roll advertisement, in which a viewer was forced to watch an ad before
they were able to view a video , was vehemently rejected .
• Participatory video ads, in which YouTube posted to its home page and allowed viewers to choose if they would like to view them, rate them, and discuss them with others, were more successful.
• In video advertising , an ad will appear at the bottom of the video and
• Brand channels , in which brands can create their own channel with their videos and users can visit them and see their videos whenever they want.
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Virtually connecting people with each other which created a sense of community.
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Facebook and Myspace provided an opportunity to create their profile and link with others and share their information with each other
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• Most visited page in U.S in 2006
• 117 million users till 2008
• Sixth most trafficked site of the world
• 80 million users till 2008
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Digital Self Expression
Desire of people to express their identities online
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Second life and Zwinktopia
Zwinktopia is the one of the best example of self expression , where people express themselves through avatars.
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SHARING
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Are any of the emerging social media channels appropriate for UnMeJeans ?
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High no. of visitors ; High growth rate
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TARGET MARKETforUnMeJeans
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TARGET MARKETforUnMeJeans
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TARGET MARKETfor UnMe Jeans is the second highestpercentage in all groups
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Suggestions by Foley’s agency
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Due to an explosive growth rate , extremely high number of users and also high percentage of target market customers on social networking sites , Foley
should integrate them in her advertising strategy especially
Facebook ,YouTube and Zwinktopia .
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Companies that have already used these social media options to advertise their products
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What are theRisks and Benefits ?
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Advantages and disadvantages of Web 2.0 and each platform
Advantages of Web 2.0
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HUGE Target market available that would help in brand awareness
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COST EFFECTIVE
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TWO WAY COMMUNICATION -
Direct Feeadback
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Disadvantages of Web 2.0
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LACK OF CONTROL
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Possibility of being a
FAD
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ADVANTAGES
• One of the fastest growing sites.
• Widgets and feeds promote more engagement.
• Acts like discussion forum for brands.
• Can create a huge following by constructive discussion and
promotion stuffs
DISADVANTAGES
• Since user may view a lot of content therefore the recall value may drop .
• Lack of control over the medium.
• Can also lead to negative promotion.
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ADVANTAGES
• Large demographics available.
• Entertaining way of brand promotion
• High frequency of views per person
• Cost effective in long term basis.
• Brand channels , which can be visitedby viewers and voluntarily watch
the ads
DISADVANTAGES
• Lack of control
• Creativity and regular updates required
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ADVANTAGES
• Avatars , are the best way of self expression in virtual world.
• Entertaining way of creating brand awareness
• Separate brand channels for promotion purposes.
• Cost effective in long term basis
DISADVANTAGES
• Lack of control
• Creativity and regular involvement required
• Language and location restriction at times.
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How could they substitute forthe existing plan ?
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Even though the ad spending time with online media was less but the spent time is the voluntary action of the customer , and hence it adds to the remembrance value .
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The new plan should be and integration of :
Traditional media + Web 2.0
Television Banner adsMagazines Search AdvertisementRadio Facebook
YoutubeZwinktopia
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TARGET MARKETfor UnMe Jeans is the second highestpercentage in all groups.
Here , the target market is NOTthe largest contributor , therefore the advertising budget should constitute LESSportion on Zwinktopia(Similar to Second Life) than on Facebook and Youtube.
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Sales
tv
magazine
radio
online banner
google search
zwinktopia
youtube
14%
7% 6%
35%
8%
7%
11%
14%
New Advertising budget(if all the three could be selected)
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Facebook plan Advertisement• Develop a brand profile page
• Independent women with unique style would be invited to befriend their profile page.
• Purchase targeted banner advertising on Facebook, targeting women ages 12 to 24 with an interest in fashion
• Create a UnMe widget , that would encourage women to design their own pair of jeans. Friends could click on the widget, view the design, make comments on it or add their own design flourishes, and then forward it on to others.
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Youtube plan Advertisement• Three four-minute YouTube video ads that would collectively tell the
stories of teen girls who embodied the brand essence of UnME.
• Teen girls would be invited to upload videos about themselves or their friends that showed how they forged their own unique identities and how they promoted tolerance and appreciation for differences of opinions and tastes.
• Adding videos and ads to their brand channel .
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Zwinktopia plan Advertisement• Agency would develop a line of virtual UnME Jeans that would be sold
to avatars on Zwinktopia through a virtual UnME Jeans retail store.
• Each special edition jean was released in the real world, UnME would simultaneously release a virtual version of it to generate online buzz about the product.
• Zwinkies would be invited to exert their creativity by designing their own virtual UnME Jean products that they could then share with other avatars.
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Sales
tv
magazine
radio
online banner
google search
35%
7%
35%
10%7%
New Advertising budget (if one of the advertising media can be selected)
6%
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Facebook would be the best social media to advertise or promote UnMe Jeans because :
1) It is highest visited site on internet with a high growth rate and immensely high number of profiles on the site . Amount of time spent is also quite high compared to other sites
2) People and share photos , videos and express their views on all the things that interests them which is a good way of promotion.
3) Widgets option on Facebook would help in further promotion.
4) People can discuss about their products on the profile page and give their views to better the product
5) Can also purchase for banner ads and can also feature their products in consumers news feed
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What type of results are expected from the new plan ?
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Since a high no. of consumers from the target market of UnMe Jeans are involved in some or the other form of social networking site , UnMe will surely benefit in their sales after integrating Traditional media with Web 2.0 . It would increase in their brand awareness and if right steps are taken then they could possibly become a viral brand in the young section of women.
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"These slides were created by Shubham Verma as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"
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