THE ASKCreate a concept for the new brand promise:

Marshalls is designed to deliver surprise into the everyday.

CHALLENGE

Task-driven Mindset

Low Top-of-mind Salience

E-Commerce

Shopping isn’t F U N !

SOLUTION

Implement an emotional shift in the current mindset of Marshalls shoppers

Place for Discovery Trust In-Store Appreciated Value

TARGET MARKET

Wish to save as much money as possible

Say shopping used to be more enjoyable

77%

57%

25-54 years old

I N S I G H T

OPTIMISTIC

CREATIVE

SELFLESS

UNIQUE INSPIRING BUDGET-CONSCIOUS

An Experience That’s . . .

B I G I D E A

# O U T O F T H E B L U E

CAMPAIGN ROADMAP

PHASE 1 PHASE 2Create awareness amongst audience through influencer seeding

Incentivize campaign with contest launch

PHASE 1

L A U N C H

INFLUENCER MARKETING

Collaborate with Amber

Fillerup to officially kick-off

Marshalls’ #OutOfTheBlue

social campaign

25.5K 30.3K 83K 1.2M

PHASE 2

S H A R E

VOTING PAGE

Launch a social contest

where users can enter

through #OutOfTheBlue and

share their Marshalls

experience nationwide

UPLOADwith hashtag

ENTER + VOTEon favorites

1. 2.

3.WIN a surprise!

PAID SUPPORT

Amplify Content

Reach Target Audiences

Increase Brand Awareness

Drive Traffic to Splash Page

E A R N E DP O T E N T I A L

MEASURING SUCCESS

AWARENESS ENGAGEMENT SENTIMENT

R E C A P

# O U TO F T H EB L U E

T H A N K Y O U

A P P E N D I X

CAMPAIGN SUMMARYPHASE 1: LAUNCH PHASE 2: SHARE

OBJECTIVECollaborate with Amber Fillerup to officially kick-off Marshalls’ #OutOfTheBlue social campaign

Launch a social contest where users can enter through #OutOfTheBlue and share their Marshalls experience nationwide

STRATEGYDraw attention to the wonder of shopping in-store at Marshalls through influencer and brand participation

Encourage and incentivize target audience toexplore inside a Marshalls and partake in the contest using social media

KEY MESSAGEEmbrace adventure at Marshalls without the pressure of everyday constraints

Participate at your local retailer for a chance to win a unique experience with Marshalls

KPIS• Blog: Likes, page views• FB, Insta: Likes, comments, shares• Twitter: RTs, favorites, mentions

• Hashtag use• Increased engagement• Social sharing clicks• Number of entries• Media placements• Media impressions

MEASURING SUCCESSCONSUMER JOURNEY BUSINESS GOALS COMMUNICATION OBJECTIVES

65%

35%

30%

25%

Awareness among Marshalls Shoppers

Awareness among the “meh” majority

Engagement on Social Media

Increase in Site Visits

Connect with current shoppers and gain brand recognition with target audience through collaboration with influencer

Drive awareness and engagement through paid promotions that encourage audience to share on social media

LAUNCH

SHARE