New Look

New Look

Social Proposal

By Zara Kenton

27.02.15

Brief.

1.  Create a small campaign for summer/ the festival season given the objectives and background, including examples for: •  2x Facebook posts •  2x tweets •  2x Instagram posts •  1x blog post concept •  1x competition outline •  A series of snapchats

•  General social conversation across this period

2.  Provide 1-2 examples of bloggers/vloggers who can collaborate with us (events, blog posts, twitter takeover? What are we expecting from them?)

3.  Is there any best practice from competitors? How are they approaching the festival season?

Objectives.

•  Gain standout from our competitors for our festival-ready summer collection

•  Provide engaging customer communications that works across all channels

•  Raise New Look’s cool factor

•  Increase positive sentiment and engagement with the New Look brand

1.0 Strategy.

1.  Get New Look fans excited about summer festival season 2015 by encouraging seasonal conversation and showcasing the S/S15 collection as the ultimate summer wardrobe

2.  Reach and recruit new fans through branded, fan created and influencer content, and encourage conversation and UGC around New Look’s S/S15 collection

3. Build positive sentient and brand loyalty through exclusive festival content and fan-only rewards

1.1 Execution.

-  Populate the S/S15 content plan with popular summer conversation topics whilst showcasing the S/S15 collection: •  Festivals •  Destinations •  Surviving the British summer weather •  Summer anthems

-  Provide fans with the tools they need to start planning their summer festival wardrobe •  Create a community Pinterest board which influencers can add to, promoting must-

have New Look summer items •  Use Snapchat to give followers exclusive online discount codes, new products and

behind the scene exclusives

-  Invite prominent bloggers to take part in our festival secret shopper, allowing them to select an outfit to gift to another blogger

1.  Get New Look fans excited about summer festival season 2015 by encouraging seasonal conversation and showcasing the S/S15 collection as the ultimate summer wardrobe

1.2 Execution.

2.  Reach and recruit new fans through branded, fan created and influencer content, and encourage conversation and UGC around New Look’s S/S15 collection

-  To generate further engagement, we will post an open call announcing New Look’s search for Summer 2015’s festival correspondents at Wireless Festival 15

To be in with a chance of becoming one of our official festival correspondents, the community will need to prove their style stripes by sharing their summer festival looks via Twitter and Instagram using #NLWireless •  10 winners will be selected to attend an epic festival adventure at Wireless, July 15

•  50 runner-ups will win a New Look shopping spree

-  A ‘New Look Loves’ blog will be posted each week featuring blogger and fan style, to reward our fans, and drive traffic to the blog

-  A dedicated New Look summer festival Tumblr will be launched as a hub to aggregate all our owned and earned #NLWireless content

1.3 Execution.

-  As the official sponsors of Wireless, we’ll bring our fans exclusive access to the event via a New Look style cam, featuring a shoppable live-steamed hangout so they can check out and shop the latest looks. If contracts allow, we’ll also stream live music acts on New Look’s Twitter and Facebook profiles

-  Exclusive behind the scenes video and photo content will be distributed throughout via snapchat’s ‘Stories’ feature

3. Build positive sentient and brand loyalty through exclusive festival content and fan-only rewards

1.4 Social Content Examples.

1.  Want to rock crop tees as well as these guys? Check out how to style it out in this season’s festival crops in three unique ways (link to blog) – Facebook album

2.  We’re crushing over these latest #NLWireless looks. Shop their style, then take your own picture for the chance to attend this year’s Wireless Festival, or bag yourself an amaze shopping spree! <link to blog> – Facebook album

1. #Exclusive interview with @Zoella and the gorgeous @JessieJ. @Wireless Catch it here! #NLWireless - Video embed

2. Sandals Vs Wedges. Who wins? Shop our popular summer footwear here (link to shop) - split pic of shoes

1.  We love this summer vibe from @NicolaD Inspire us with your festival style to win a New Look shopping spree! #NLWireless  #Regram

2.  Double tap if you need these ripped denim shorts in your wardrobe this summer! #shorts #rippeddenim

2.0 Outreach.

Blogger #1

•  Who: Jasmine of Jazzabelles Diary

•  Why? Whilst Jasmine is not a top tier blogger, she has a well sized, engaged fan base. Her look is also very aspirational and she regularly writes about her high street finds. Jasmine is also a big New Look fan!

•  What? -  Recruit for New Look Secret Festival Shopper, allowing her to select an outfit to gift to another

blogger -  Invite Jasmine to join our Pinterest summer festival community board as a curator

Blogger #2

•  Who: Zoe Sugg of Zoella

•  Why? Top tier, influential vlogger. Zoe has recently released her own book ‘Girl Online’, she also comes across brilliantly on video, and is also a keen New Look fan.

•  What? -  Invite Zoella to Wireless as a New Look VIP, and allow her to choose an outfit from our S/S15

collection to wear -  Ask Zoella to be the host of the New Look Wireless BTS YouTube video, asking festival-goers

about their outfits and presenting exclusive interviews with bands

3.0 Competitor Analysis (S/S14 activity).

H&M

‘Ultimate Summer’ •  Custom Spotify app on Facebook. The

app invited fans to upload their ‘Ultimate Summer’ playlists

ASOS

#EpicSummer •  Partnered with MasterCard

encouraging fans to share their summer pictures to win prize

3.0 Learning’s/ Best Practice.

•  Visually led, encouraging UGC, brand assets and influencer content to fully show-off the collection

•  Tap into the natural behaviour of fans to build connection and optimise engagement

•  Simplistic campaign mechanic to generate cut through •  Cross-platform content and entry to increase reach and encourage uptake •  Low barrier to entry to encourage participation •  Tiered prizes to provide accessibility •  Mobile optimized for multi-device interaction •  Optimize through paid media to reach existing and new relevant target audiences

•  Conversational tone and description, no high-end lingo!

Thank You