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ADRIANA GREEN

KATRINA FORTNER

HOLLIE KNAPP-FISHER

SAMANTHA TOMSETT

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THREE BOUTIQUE• Located at 268 Princess, Kingston, ON

• Clothing Boutique opened in 2010

• Owned by Cyndy Gibson

• Target 18-25 year old females

• A must stop for trendy downtown girls

• Carries brands such as Volcom, Only etc.

THREE BOUTIQUE GOALS• Bring new customers in store

• Utilize new and growing social media platforms

• Gain followers on social media

• Not to give a discount as incentive

• Develop potential consumer database/house list

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TARGET MARKET Our target market, aged 18-25, is very social and in the process of self-discovery. They are tech-savvy and enjoy sharing images and ideas with their peers. The target market values image, differentiation and unique style concepts. These individuals are socially connected to the Kingston community and are involved with the local culture. These females are interested in accessing exclusive brands and portraying a fashion forward image. These women are attending school or working in Kingston.

TARGET MARKET SELECTIONWhy Chose This Demographic?

• It directly correlated with Three’s target

• Active social media users

• Active in the Kingston Community

• Currently attend school / work in Kingston

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Developed using the hashtags ygk and Kingston

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# INSTASTYLE

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STYLE IS EASY AS 1- 2 -

THREETRY IT, SHARE IT, WIN IT!

• Selected women will be invited to share their style at Three Boutique for the chance to win a $40.00 gift card

• With the option to bring a friend, contestants will then create their own ideal looks

• After choosing their garments and accessories, participants will be given a heart by Three’s sales staff

(this heart represents the “like” heart on Instagram)

• Contestant will strike a pose with the Instagram Heart

• Contestant posts image to personal Instagram account

• The winner of this contest is determined by the highest number of “likes” per entry

• Hashtags #Instastyle and #threeboutique must be incorporated and user must follow @threeboutique

THE WINNER: The entry with the highest number of likes will then win a $40.00 gift card courtesy of Three Boutique

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EOFFER• Opportunity to win a $40.00 gift card courtesy of Three Boutique

• Offer chosen to encourage contestants to enter the store and encourage purchase through engaging with Three Boutique styles

• $40.00 gift card offered to 25 contestants

• Incentive is enough to create interest; odds are high and self driven for contestants to win

APPEALUrgency was utilized to motivate contestants to enter the store and post their images. The earlier they post their images, the potential to win increases as it has a longer exposure to Instagram users.

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LCHANNEL – Instagram Instagram is a hot new social media platform that is rapidly changing how we look at picture sharing. With the ability to filter photos an used hashtags your picture has the opportunity to be seen by millions - if used properly. Users build a profile, follow images of interest and can collect followers. Although Instagram is new to the “marketing world” we can already see it will make a great tool.

WHY?This channel was chosen because it is highly interactive, constantly updated and often checked by users because of its convenience. With smart phones users have access to your images at every moment. Females 18-25 are the main users that upload photos of their outfits and style choices, which suited the goals of both the client and the campaign. •Instagram was used to keep track of the participants, their photos and their likes.

•Instagram is new to marketing so it does not yet have defined stats on redemption. The average for a Direct Marketing Campaign is 2%

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L "Instagram is a great photography app,

and I love the numerous social

networking features. It’s also a great

Resource for creative inspiration"

Instagram iPhone Photography App Review (n.d.). In About.Com. Retrieved April 25, 2013, from http://ipod.about.com/od/iphoneappsreviews/fr/instagram-app-review.htm

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"According to the company's press site,

the app and service reached the 100 million

active user mark last February. That

community uploads 40 million photos a

day, hits the Like button 8500 times per

second, and comments 1000 times per second."

Instagram (for iPhone) (2013, April 9). In PCmag.com. Retrieved April 25,

2013, from http://www.pcmag.com/article2/0,2817,2387146,00.asp

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FIRST IMAGEThe Invitation:Image sent to all 100 people on the compiled list

#INSTASTYLE

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SECOND IMAGEThe Ticket: Sent to the first 25 people who liked the invitation

#INSTASTYLE

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THIRD IMAGEREMINDER: Sent to all people following @threeboutique #threeboutique

#INSTASTYLE

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FORTH IMAGEWINNER: Sent to the contestant with the most likes on their image

#INSTASTYLE

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IN THEIR PHOTOALL CONTESTANTS:Must have this cardboard cut-out in their photos

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IN THEIR PHOTOALL CONTESTANTS:Must have this cardboard cut-out in their photos

EXAMPLE

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SSTATIGRAMIs a free analytic program used to measure statistics on Instagram such as fun facts (which photos gained more followers, etc), growth monitoring of account, community insights and account history.

Statigram was a valuable tool in this campaign as it gave statistics not only useful for this campaign but for the future success of the account.

With full control of the Instagram account - @threeboutique – we had full access to statigram information and were able to use this site for metrics for the campaign. The Instagram account was also monitored for photo likes and followers of the store.

After posting the first photo on March 20,2013

According to Statigram.com, @threeboutique has:

• 1,738 likes from 84 photos

• 143 followers

• 7.69% spread rate (engagement beyond their followers)

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SCOST PER PIECE: As a digital direct campaign, there were no print costs ($0) The contest photo was sent directly to 100 people

Cost per piece sent:= $0 / 100 contestants = $0

LIFE TIME VALUE OF A CUSTOMERAverage Customer: 6 x /yearAttrition of Customer: 4 years (based on average time at University)Average sale: $50

Lifetime Value of Customer: Lifetime Value of Campaign:= 6 x 4 = 1,200 x 4 (contestants) = 24 x ($50) = $ 4,800 = $1,200

Therefore the LTV of this Campaign is $4,800

RETURN ON INVESTMENT (ROI)= $4,800 - $40 (Prize/Gift Card)= $4,760

This campaign over 4 years will generate $4,760

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#INSTASTYLE CONTEST WINNERWith 48 likes: @miamissmiaa

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ANALYSISOverall we believe that our campaign was a huge success. With our redemptions reaching 16% in only a 2 week margin the results are more than we could ask for. By using Instagram as our only source of advertising we kept cost low and still reached a wide audience. We would however suggest the following for future insta-style campaigns.

• Have the campaign run longer than 2 weeks. With a longer time for students to get in store the likely hood of redemptions should rise.

• Choose a different launch time that does not conflict with exams. This campaign is versatile and can be run any season.

• Have the hearts in the change rooms for all customers to participate. We limited our reach to 100 current Instagram users. By keeping this tactic but also opening it to the public you can build your database and get consumer while they are in store.

• Print materials such as posters, tent and rack cards, micro-sites and in-store information can be used to promote this campaign in the future.

• Campaign can run with Agent 99, and Blueprint, as well as Three Boutique. Either all at the same time or consecutively.

• By making the “prize” more interactive it may also draw a higher redemption. We would suggest a “win what your wearing” scenario.

# INSTASTYLE

# INSTASTYLEat