Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr....

MegumiNakamuraKeogh

DigitalMarketingCampaignProposal

AbouttheCampaign

• Dr.MartensisaBritishfootwearandclothingbrand,mostfamousfortheiriconicAirWair boot

• 2017willbe70yearssinceDr.Martenswasfirstfoundedin1947• Inordertocelebratethisachievement,the#OWNYOURDOCScampaignhasbeen

proposed• TheaimofthiscampaignistogetDMcustomerstosharephotosofhowtheystyle

theirownDocsonsocialmediausingthe#OWNYOURDOCS– sharingtheir‘DMstory’withothers

• Inordertogetindividualsinvolved,thecustomerwhopoststhebest#OWNYOURDOCSDMstorywillwintheirownpairofcustomisedDr. Martensshoesoftheirchoice

• ThiscampaignshouldraisebrandawarenessandpotentiallyincreasesalesforDM,aswellasengagingcustomerswiththebrandandrewardingthemforbeingpartoftheDMjourney

USPoftheCampaign

• The#OWNYOURDOCScampaignisuniquebecauseitisacelebrationofanachievementbythebrand– (70yearssincebeingfounded)

• AsDr.Martensarefamousworldwideandhaveavastamountofloyalconsumers,thecampaignistorewardthesecustomersratherthanfocusingonattractingnewones

• Alsobyofferingaprizetothebestsocialmediacampaignpostisnotonlygoingtogetpeopleengagedwiththebrand,butisalsolikelytoattractmoreindividualstogetinvolvedastheyareinwiththechanceofwinningsomething

• Thecampaignalsoallowsconsumerstosharetheirownstylewithothersasallthephotosthatarepostedusingthehashtag willbesharedontheappthathasbeencreated;thiscanallowthemtofurtherexpresstheirindividuality,whichisthebrand’sethos

ConsumerProfile

• Dr.Martensprovidefootwearandclothingforpeopleofallages,genders,stylesandprofessionsallovertheworld.

• Theyhavesaidtheirproductsarewornfor‘rebelliousself-expression’.• DMsarewornbyawiderangeofconsumerswhohavetheirownindividualstyle;fromworkerswhothey

wereoriginallytargetedat,rebelliousteens,fashionconsciousadults,originalpunksandrockers,toevenyoungchildren.

• Howeverthiscampaignismostlytargetedattheyoungeraudiencewithinthisgroupastheyaremostactiveonsocialmedia.

• ThecampaignwillbeaimedatthosewhoareregularlyactiveonInstagram,FacebookandTwitter• ItwillalsobeaimedatDMcustomersworldwide,withacustompairofDMsupforgrabsforeachcountry

thatDr. Martenssuppliesat

SocialMediaStatsinGeneral

• Therearenowover2billionacitve socialmediaaccountsacrosstheworld• IntheUKtherewasover38millionactivesocialmediausersin2016,63%ofthe

wholepopulation!• Onaveragewespend1hour29minutesonsocialmediaperday(Jan2016)–

accordingtohttps://www.clicky.co.uk• OutofalltheactiveFacebookusersintheUK(Feb2016),15-24yearsoldand25-

34yearsoldagegroupshavethehighestpercentageofusers,bothat23%.Howeverthe55+yearsisnowonly4%lowerthanthisat19%,whichisgreatfortheDMcampaignastheirconsumersareofallages

• In2016,Instagram reportedthatithad14millionmonthlyactiveusersintheUKand39%oftheseusersareaged16-24yearsold

• HoweverTwitterhasseenadecreaseinitsnumberofusersintheUK,in2016therewas12.4millionactiveusers,whereasin2013therewere15million

• InJuly2011Snapchat onlyhad127users,howeverin2016,Snapchat had16millionusersintheUKalone.Although,over70%oftheseusersareundertheageof34.

Instagram

1.3mFollowers(March,2017)

Facebook

1.7mLikes(March,2017)

Snapchat

Twitter

161,000Followers(March,2017)

#OWNYOURDOCSSocialMediaCampaign

• Basedonallofthesestatistics,the #OWNYOURDOCSsocialmediacampaignwillmainlyfocusonusingFacebook,Instagram andSnapchat

• ThisisbecauseFacebookandInstagram haveDr. Martenshighestnumberoflikes/followersmeaningthatpostingacampaignonhereislikelytogetthemostattention

• Snapchat isgoingtobeusedbasedonhowquicklytheappisgrowing,thiscampaignwillalsogiveDr. MartensthechancetoincreasetheirSnapchatfollowing,astheycurrentlyaren’tveryactiveonSnapchat

• FacebookisagoodformofsocialmediatouseforthiscampaignasDr. Martens’consumersareofallagegroupsandFacebookisthemostpopularsocialnetworkingsite,evenacrosstheages

• Twitterwillalsobeusedforthecampaignjusttopromoteit,howeverlessofafocuswillbeonTwitterduetoithavingtheleastamountoffollowers

Branding

• Dr. Martensareknownforusingonly3colourswithintheirbrandingcolourscheme:black,whiteandtheiriconicbrightyellow

• Dr. Martenslogocanalsoberecognisedworldwide,andtheyuseverysimple,boldfontforanythingdigital

• The#OWNYOURDOCScampaignwillthereforefollowsuit,sowillbeusingtheclassicbold,uppercaseDMfontinwhite,andthehashtag tobeinthesignatureyellowcolourinorderforittostandout

• Thiscolourschemewillthenalsobeusedthroughouttherestofthecampaign;intheapp,socialmediaimages,e-newsletteretc

Branding

PreviousCampaigns

PreviousCampaigns

Instagram Design

Wireframe Design

Instagram Post

FacebookDesign

Wireframe

Design

FacebookPost

FacebookDesign

Wireframe

Design

FacebookPost

Snapchat Post

HowweownourDocs

Wireframe Design

👫

Snapchat Post

ThisishowIownmydocs

Wireframe Design

👫

PreviousDME-newsletters

E-newsletter

CurrentDMApp

• Dr. Martenscurrentlydoeshaveitsownapp,howeverthereisonlyaKoreanversionavailable

• TheappfollowsthesamebrandingandlayoutastheDRMARTENS.COMwebsite,andisusedforconsumersinKoreatopurchasetheirproducts

AppIcon

Wireframe Design

AppLayout- Wireframe

AppLayout