The “beYOUtiful” Campaign

Nikki Gyftopoulos Jenny Rowe

Brianna LaRouche Alexis Gionesi

Strengths of

Has a large outreach to young women ages 12-25

Greatly influences the lifestyles and mentalities of readers

Well-known magazine around the United States

Many strong connections with brand names and celebrities

Already deeply involved in the beauty and fashion market

Weaknesses of

Often displays images of the “typical” skinny model

Does not consciously embrace different body types

Commonly advertises make-up and beauty products that cover natural beauty

May give misperceptions to readers of what “true beauty” is

Often includes segments that highlight thin celebrities in tight or revealing clothing

Opportunities for

To make a positive impact on the lives of young women

Increase self-confidence and decrease image-related problems such as bullying and eating disorders

Tackle a large health issue in American society Provide a chance to reach out and interact with

readers Create a 2-way interaction with readers Gain a larger and wider range of readers Use social media tools to development greater

online presence and a stronger Seventeen online community

Threats to

Society is becoming more aware of the conflict over body image and many people are joining in on the mentality that women’s shape and size do not matter

Seventeen may fall behind and lose readers if they do not keep up with society’s changing views about beauty

The increase of media to compete with makes it more difficult to grab reader’s continual attention

Society is social media driven and Seventeen needs to cater to that

The ultimate goal of “beYOUtiful”

Seventeen will inspire young women to have confidence in their body image by helping them embrace their natural beauty and develop an understanding that they do not need to change to fit society’s standards

Who will “beYOUtiful” reach?

Young women ages 12-25 Women who are either already heavily

aware of body image or who are already reading Seventeen

Readers who have interest in beauty, fashion, and self-image

Where will “beYOUtiful” be seen?

This month, Seventeen will make an announcement inform the public of the campaign through the magazine itself and other media outlets

“beYOUtiful” will occur in May 2013 and will be prominent social media based on outlets, including Twitter, Instagram, and Facebook

In June 2013, there will be a 10-page spread in Seventeen displaying quotes, pictures, and stories of readers and participants

Every monthly issue following the start of the campaign, Seventeen will have a 3-page spread dedicated to continuing the awareness of the “beYOUtiful” campaign

Spreading our message

Celebrity spokesperson, Demi Lovato, will be announcing and promoting the campaign through her personal social media handles

The “beYOUtiful” campaign will also be advertised on our website, in the April issue, and all Seventeen social media outlets

Seventeen magazine will reach out to multiple fashion and beauty bloggers, as well as popular beauty-based Youtube channels

Advertisement on beauty and fashion television shows

Demi Lovato

Demi Lovato is going to be the representative for the “beYOUtiful” campaign spokesperson because of her own personal struggles with body image and eating disorders Her experience will create a more genuine connection with readers and she will be amore impacting role model Her celebrity status will help thecampaign reach a wider range of women

Demi Lovato

During the month of May, Demi Lovato will tweet, blog, etc. about the “beYOUtiful” campaign and body image in general

A contest will be included in the campaign and one lucky reader will win a day to spend with Demi Lovato

Other winners will be chosen to receive signed Demi Lovato merchandise

“beYOUtiful” on Twitter

Seventeen will blast the hash tag #beYOUtiful on their twitter handle

Seventeen will post questions regarding body image and beauty to followers to gain audience involvement “What part of you do you love the most?” “What is your definition of beauty?”

Seventeen will ask followers to send pictures of themselves in beautiful moments

Participants will be asked to use #beYoutiful in their tweet responses

“beYOUtiful” on Instagram

Followers will be asked to upload pictures of themselves without make-up on to embrace natural beauty They will use the “beYOUtiful” hash tag and

tag the Seventeen Instagram handle All of these images will be represented in

an artistic montage in the 10-page spread of the June issue

“beYOUtiful” on Facebook

Facebook will be used to host a contest where participants can share their personal stories of dealing with self-confidence and body image.

The story that receives the most likes on Facebook will win the grand prize of a day with Demi Lovato and a 1-page spread of their personal story in the June issue

Demi Lovato will also participate on Facebook with weekly video blogs encouraging young women to embrace themselves

What will it take to run “beYOUtiful”?

Internal Costs PR campaign team salary: $14,250 per

employee Research: $5,000 June Magazine Issue: $400,000

External Costs Social Media Promotion: $300,000 Television Promotion: $500,000

Total Cost: $1,262,000

Measuring the effectiveness of “beYOUtiful”

How many people participated through social media involvement?

How many people bought the May issue versus the June issue?

How many positive comments did we receive on social media?

How much media attention did it receive? How many hits did our Seventeen website receive? How many followers did we gain on Twitter and

Instagram? How many likes did we gain on Facebook? Did we get other celebrities talking about it? Did competing magazines “piggy-back” on our

campaign? Did our surveys reveal an increase in women’s self-

confidence? Have we started a buzz in the fashion and beauty

industry?

Quick review of “beYOUtiful”

The campaign will inspire young women to have confidence in their body image by helping them embrace their natural beauty and develop an understanding that they do not need to change to fit society’s standards

The campaign strives to increase awareness of a serious issue in American society.

Seventeen will influence their readers to believe in themselves and have more self-confidence

Quick review of “beYOUtiful” From this campaign, Seventeen will gain more

readers, as well as have a stronger social media presence

Seventeen’s image will improve in the eyes of young women, as well as mothers who feel that the magazine is a positive influence on their daughters

It will create a more personal bond and communication between the magazine and readers

The brand name of Seventeen will become nationally known

Seventeen will gain a differential advantage over its competitors

Quick review of “beYOUtiful” The gain of more followers through the

Twitter “beYoutiful” hash tag Instagram will gain more followers

through the natural beauty picture uploads

Facebook will gain more likes through its true story contest and video blogs by Demi Lovato

Demi Lovato as a spokesperson will help draw in more readers and create a more genuine and relatable figure

Quick review of “beYOUtiful” The June issue of Seventeen will combine all of

the aspects of the campaign and all materials gathered during the campaign

The 10-page spread will include quotes, pictures, stories, interview with Demi Lovato, and personal stories of our contest winners

To maintain and crystallize Seventeen’s improved public image and the impact of the “beYOUtiful” campaign, the magazine will feature a monthly 3-page spread with inspirational content relating to body image

The “beYOUtiful” Campaign