2. UnME Jeans : Branding in Web 2.0 What is UnME Jeans ? UnME
Jeans was one of the most successful up-and- coming players in the
junior denim market. UnME, whose letters stands for you and
me.
3. UnME Jeans : Branding in Web 2.0 Advertising Members of UnME
Jeans Margaret Foley o Brand Manager of UnME Jeans Bob Barocci o
President and CEO of the Advertising Research Foundation
4. UnME Jeans : Branding in Web 2.0 UnME Jeans Brand A brand
that was designed to encourage women to forge their own unique
identities and to promote tolerance and appreciation for
differences of opinions and tastes The UnME brand story revolved
around celebrating the individuality of teenage girls and
encouraging teens to speak out against peer pressure and
conformity
5. UnME Jeans : Branding in Web 2.0 Delivery of UnME Brand
Story 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
6. UnME Jeans : Branding in Web 2.0 Delivery of UnME Brand
Story 60-second radio advertising spots on Top 40 radio stations
Online banner and display advertising on the most popular websites
for teenage girls
7. UnME Jeans : Branding in Web 2.0 Foleys most recent annual
media plan
8. What is the present situation?
9. UnME Jeans : Branding in Web 2.0 Situation Analysis (1/2)
UnME was selling its jeans with great confidence across United
States and sold at a slight price premium to comparable brands. The
brand story was delivered to target consumers via television and
radio advertising Looking ahead, Foley, brand manager of UnME
Jeans, realized that trends were driving radical change in the
media markets that had the potential to reduce the effectiveness of
her current media plan
10. UnME Jeans : Branding in Web 2.0 Situation Analysis (2/2)
Foleys advertising agency had provided her with a plan to bring her
brand to three social media outlets: Zwinktopia, Facebook, and
YouTube She thought about the measures she used to evaluate the
impact of her traditional media spending: reach, frequency,
receptivity, and presence, and whether they were appropriate to
measure the impact of social media.
11. Why study this case?
12. UnME Jeans : Branding in Web 2.0 Objective of this case To
understand Foleys most recent media plan and changing consumers
media habit due to advancement in new technologies. To understand
the key concepts and insights of new lingo of Web 2.0 and get
familiar with the use of Twitter, avatars, tag clouds, widgets,
RSS, podcasts, mashups, long tails, and convergence.
13. UnME Jeans : Branding in Web 2.0 Objective of this case To
understand the effect of introduction of Web 2.0 and social media
on the advertisements and branding of UnME Jeans, in particular and
other companies as a whole To analyze the solutions provided after
research by the advertising agency and finally find a qualitative
solution regarding the investment in the advertisement in social
media and Web 2.0
14. UnME Jeans : Branding in Web 2.0 Biggest Challenge for
Margaret Foley The Biggest Challenge would be cutting through all
of the hype surrounding Web 2.0 and analyzing its potential for her
brand from a media perspective
15. UnME Jeans : Branding in Web 2.0 Worries for Margaret Foley
Were any of these emerging social media channels appropriate for
her brand and what were the benefits and risks of each? How could
they substitute for or complement her existing media plan ? What
kind of results could she expect from Web 2.0?
16. Three trends were driving radical change in the media
markets that had the potential to reduce the effectiveness of her
current media plan
17. UnME Jeans : Branding in Web 2.0 Changes (1/3) Consumers
media habits were rapidly changing
18. UnME Jeans : Branding in Web 2.0 Changes (2/3) Consumers
were besieged with over 5,000 advertising messages each day, making
it difficult for marketers to break through the clutter
19. UnME Jeans : Branding in Web 2.0 Changes (3/3) The increase
in advertising clutter was contributing to a third trend that was
driving changes in consumers media habits: consumers were
increasingly tuning out or opting out of advertising
20. UnME Jeans : Branding in Web 2.0 Forms of online
advertising that dominated the current media environment Search
Advertising, 41% Banner / Display Ads, 32% Classified Ads, 17%
21. UnME Jeans : Branding in Web 2.0 Increasing disparity
between corporate media spending and consumer media
consumption
22. UnME Jeans : Branding in Web 2.0 Expected growth of social
media U.S. Marketing Spending in Social Media ($ billions) (social
networks, blogs, community sites)
23. UnME Jeans : Branding in Web 2.0 The Web 2.0
Opportunity
24. UnME Jeans : Branding in Web 2.0
25. UnME Jeans : Branding in Web 2.0 A new cultural ideology
(1/5) Four cultural values undergirded this new ideology that
infiltrated contemporary American culture : consumer co-creation
social affiliation digital self-expression sharing
26. UnME Jeans : Branding in Web 2.0 Consumer Co-Creation (2/5)
Consumer co-creation gave consumers the ability to directly
contribute to the online conversation and content that was
available on the web
27. UnME Jeans : Branding in Web 2.0 Growth in online video
advertising US Online Video Advertising Spending (millions),
2007-2013
28. Axe brand entitled, Bom Chicka Wah Wah, which quickly
became a YouTube sensation
29. UnME Jeans : Branding in Web 2.0
30. UnME Jeans : Branding in Web 2.0 Social affiliation (3/5)
Connecting consumers to others formed the basis for the second
cultural value of Web 2.0: social affiliation Online social
networking exploded following the introduction of two social
networking websites, MySpace and Facebook
31. Host of smaller social networking sites
32. UnME Jeans : Branding in Web 2.0 Digital self-expression
(4/5) Digital self-expression captured the desire for people to
express their identities online As people spent more time online
and as their social contact with others shifted from real to
virtual interactions, people created digital representations of
their selves.
33. UnME Jeans : Branding in Web 2.0 These three-dimensional
digital representations, called avatars, allowed people to create a
unique identity for themselves online, which represented who they
were (or who they wanted to be) in real life. The creation of
avatars enabled people to be online rather than just to go online,
bringing a seismic shift in the way people experienced the
Internet
34. UnME Jeans : Branding in Web 2.0 Age Distribution of Second
Life residents
35. Information about the Marketplace
36. UnME Jeans : Branding in Web 2.0 Sharing (5/5) Consumers no
longer wanted to be the target of marketers, but rather, they
wanted to be their partners Long used to talking at consumers via
one- way advertising communications, marketers felt unsure how to
talk with consumers in a two- way dialogue.
37. UnME Jeans : Branding in Web 2.0 Spinning Web 2.0 into an
Integrated Marketing Communications Plan Foleys advertising agency
had provided her with a plan to bring her brand to three social
media outlets : Zwinktopia Facebook YouTube
38. UnME Jeans : Branding in Web 2.0 Zwinktopia (1/3) The
agency would develop a line of virtual UnME Jeans that would be
sold to avatars on Zwinktopia through a virtual UnME Jeans retail
store. As 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.
39. UnME Jeans : Branding in Web 2.0 Zwinktopia (1/3) The
budget for the Zwinktopia program included a one-time charge of
$200,000 for upfront creative development and a recurring charge of
$100,000 per year for operation, maintenance, and updating.
40. UnME Jeans : Branding in Web 2.0 Facebook (2/3) The agency
would develop an UnME brand profile page for Facebook that would
feature the fictional character Sasha who would embody the UnME
brand personality. UnME would also purchase targeted banner
advertising on Facebook, targeting women ages 12 to 24 with an
interest in fashion.
41. UnME Jeans : Branding in Web 2.0 Facebook (2/3) The budget
for the Facebook program included a one-time charge of $350,000 for
creative development of the profile page, widget, and banner ads.
UnME would then pay $150,000 for a three-month advertising program
on Facebook, which included a brand profile page and targeted
banner advertising.
42. UnME Jeans : Branding in Web 2.0 YouTube (3/3) The agency
would develop 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
43. UnME Jeans : Branding in Web 2.0 YouTube (3/3) The YouTube
program costs included a one-time up- front fee of $300,000 for
creative development of the brand channel and the video ads. The
budget also included a $300,000 media buy with YouTube, which sold
the brand channel and the in-video ads at a CPM of $40.
44. UnME Jeans : Branding in Web 2.0 Dilemma in taking decision
for Feloy (1/2) (1/3) It would be difficult to obtain funding for
any of the programs unless she could provide senior management with
clear objectives and a plan for measuring the results of each
program. She also needed to be sure that any money she was taking
out of traditional media like television, magazines, or radio would
produce comparable or better sales results in social media than in
her current media vehicles. But measuring social media results was
proving to be difficult in Web 2.0
45. UnME Jeans : Branding in Web 2.0 Dilemma in taking decision
for Feloy (2/2) (1/3) She was also concerned about the lack of
control she would have over the content into which her advertising
was inserted. Advertising in the new social media was more risky,
as much of the content on sites like Second Life, Zwinktopia,
YouTube, and Facebook was risqu, lewd, and/or inappropriate for her
brand and might offend her target consumers.
46. UnME Jeans : Branding in Web 2.0 Expected Decision by Feloy
(1/2) She ought to choose developing a UnME brand profile page for
Facebook and stick with this solution provided by the advertising
agency. This option is economic than Zwinktopia option but
expensive than You tube but owing to large fan following of people
on social networking sites and average time spend by teens and
young adults on these sites is quite high, this alternative
solution proves to be a better choice.
47. UnME Jeans : Branding in Web 2.0 Expected Decision by Feloy
(2/2) Also, the expected increase in number of people joining
Facebook and other social networking sites in the upcoming years is
quite large than both of them, this solution seems to be a
futuristic solution despite some possibilities of guilty of fad
following.
48. UnME Jeans : Branding in Web 2.0 These slides were created
by Sudarshan Kumar, as part of an internship done under the
guidance of Prof. Sameer Mathur (www.IIMInternship.com).
