The document discusses a jeans brand called UnME that is considering expanding its $13.5 million advertising budget to include social media platforms. Currently, 74% of the budget goes to television ads. The brand wants to better engage with its target audience of teenage girls aged 12-24. Options discussed include creating a virtual store and contests on Zwinktopia, developing a brand profile and widget on Facebook, and running video and display ads on these sites. Concerns raised include the lack of control over content on some sites and the high costs of certain advertising methods. The document recommends reallocating the budget based on where consumers spend their time online and paying for ads based on click-through rates to assess effectiveness.

1. J E A N S
Branding inWeb 2.0
A Harvard case analysis by-
Deepali Jain

3. A jeans brand for young woman which produce fashion forward jeans famous for its highly
decorated designs.
The brand encourages teens to forge their unique identities and celebrates individuality.
Young women of age 12-24
Slight premium price that other brands
Available at upscale department stores & specialty retailers.
Not available ONLINE.

4. Brand valued for its limited edition unique products.
Consumers tend to be social & taste leaders in schools and
communities.
MARGERET FOLEY

6. • The brand is spending a total of $13500 in advertising.
• Foley is struggling to justify the money she was spending in advertising traditionally.

7. • Investigating some of the
emerging Web 2.0 social media options
to explore if they could better to
achieve UnME brands advertising
objectives.
• The agency came back
with a huge of social
media options to
consider.

9. • To study the changing trends in media habits of people and the
WEB 2.0 opportunities for the company.
• To analyse the risks and benefits of the alternative that would
be beneficial for the brand.
• To use analysis methods to develop an advertising strategy
for an upcoming company at the time of changing marketing media
scenario

11. The brand is spending a total of $13,500,000 in advertising, 74% of which in television.

12. • 30 sec T.V. advertising on
most popular programs like
gossip girl, American Idol & One-
tree Hill.
• Full page magazine print
advertising in beauty & fashion
magazine.
• 60 sec radio advertising spots
on Top 40 radio stations.

13. UnME
UnME
j e a n s
• A corporate website.
• Online banner & display
advertising.
• Key word search

15. 1. CONSUMERS MEDIA
HABITS WERE RAPIDLY
CHANGING
• CommunicationChannels
have increased 14-fold
over last 20 years
• Advent of technologies
like computer, DVD
players, iPods

16. T.V. Audiences, news paper,
magazines readers,
radio stations are declining.
Online content provider,
Users listening music
downloaded to their
iPods are rising.
Although of media
consumption,
5% to newspaper & 23% to online channels
3% to magazines
j e a n s

17. 2. Advertisement Clutter
Over 5,000
messages each day.

18. We can barely
remember 1% -3%
of all the messages

19. 3. CAPABILITY TO IGNORE
ADVERTISEMENTS
70% OF
VIEWERS are
able to ignore
T.V. ads.

20. New commercial free media such as
satellite radio seems attractive
To ignore ads, Do not Call. Pop-up blockers,
caller identification, spam filters are available
now

21. The only bright
spot seen in the
current media plan
in online
advertisement.
The difference
b/w consumer
time spending
and ads
spending online
is highest.

22. 0 10 20 30 40 50
Classified ads
Banner/ Display
Ads
Search Ads
Classified
ads
Banner/
Display Ads
Search Ads
Online Spending
in %
17 32 41
Internet Advertising Revenues (2007)

23. Popped up when specific keywords
are typed.
Click
rates
are
5 %

24. j e a n s
Designed to capture user attention
and communicate brand messages.
Click Rates
have
declined from
0.75% to 0.20%
in 2007.

25. The advertisements are
grouped into categories
or classes such as "for
sale—telephones",
"wanted—kitchen
appliances", and
“fashion—jeans", hence
the term "classified".

26. 0
1
2
3
4
5
6
7
8
2007 2008 2009 2010 2011 2012
U.S Marketing Spending in Social Billion ($
billions)
U.S Marketing
Spending in Social
Billion ($ billions)
Advertising Spending on social media was projected to
explode from $600 million in 2007 to $6.9 billion by 2012.

27. Advertising Spending on sites like you tube are also going to
explode.

28. This online media have the
potential to deliver even more
saturation clutter.

31. It is a 2 way network where
consumers could create content
and share it thus transforming all
of us into digital writers, movie
makers, journalists.
Rather than using
net to seek information,
one could actually be
the news ,
the culture and
the information.

33. Consumer
Co-Creation
Social
Affiliation
SharingDigital
Expression
ideologies
of
WEB 2.0

34. Consumer
Co-Creation
It gives consumers
the ability to directly
contribute to the
online conversation
and content available
on the web.

35. We Can upload a file on
Wikipedia.
How about uploading a
video on You tube.

36. Social
Affiliation
Connection consumers
to other.
Marketers could target
users by their passion ,
interest and giving
relevant ads to right
people at right time.

37. 0% 20% 40% 60% 80% 100%
Adults(18+)
Young Adults(18-20)
Teenagers (12-17)
Percentage of online consumers using social networking
site(by 2006) like facebook, MySpace etc
Used social networking site Did not use social networking sites

38. Digital
Self-Expression
It gives an opportunity to
create a virtual world & 3-
D digital representation of
their selves known avatars.

39. • Unlike muti player online
games where 3-D characters
are premade, sites like second
life, Zwinktopia provided a
blank state for which users
could create lives for their
avatars.

40. Marketers could
open virtual stores,
could organise
contests for the
sake of
advertisements.

41. Sharing
Consumers were
building peer to
peer relationships
and transferring
information within
the network

43. Foley wanted to interact with customers through
the web that would make an impact on the sales of
the company.
She wanted to choose media outlets where
consumers would be the most receptive to her
brand story.
Also, she wanted to foster the most constructive
dialogue about her brand.

45. Seeing the Web 2.0 opportunity and the high
no. of people especially girls in age 12-25.
If we go into digital expression,
Zwinktopia had 7 million users
in June 2007 , also the site is to
target girls between 13 -24
years old.

47. Teen girls would be invited to
upload videos
about themselves and friends.
A 3-4 min video ad compiled
with the contest winning video
would be run on the site and would
also purchase a
brand channel.
$300,00 + $40(CPM)

49. Would develop a virtual version
of every real jeans for the avatars
online through a virtual UnME
retail store.
Would have contest to ask
“Zwinkies” design the jeans
who’s winner jeans would be
launched in real.
$200,000 + $100,000 (per year)

51. Would develop a UnME brand profile and
UnMe widget where consumers could design
jeans and post it and other fashion photos of
the page or share it with their friends.
Purchase targeted banner
advertisements which would
be embedded in users “news
feed” section.
$350,000
+
$600,000
(per year)

53. It is really just an
aggregate of niches,
there is absence of
community network there.
The brand’s target teen girls
Might feel reluctant to
upload their videos as it
could even be
accessed by the
strangers.

54. Virtual might not turn into
the real sale in stores.
Lack of seriousness
as
for some people, it is
merely a game.
There is lack of control
here , also language &
local restriction is there.

55. High advertising cost.
Facebook fraud is
increasing , i.e. the brand
page may even get spam
likes reducing its
efficiency.

57. Spending should
be made
proportionate to
the total time
consumers
spend on media
sources.

58. Should be the main focus
COST- $950,000
Payment based on
click rates
should be adopted as it tells about the
effectiveness of the current media plan.

59. Should be continued at
least for the coming year
as online ads clutter is
yet to come
COST- $500,000

60. COST- 0.31*13500000=$4,185,000
COST- 0.20*13500000=$2,700,000
COST- 0.07*13500000=$945,000
The company can also spend in newspaper
media as 8% time is given in that media.
COST- 0.08*13500000=$1,080,000

61. 950,000+500,000+4,185,000+
2,700,000+ 945,000+ 1,080,000 =
$10,360,000
$13,500,000
13,500,000 - 10,360,000 =
$3,140,000
The remaining money could be allocated in television media
only as it is still the media having highest no of users and if the
ad is creative enough could catch attention

63. MEDIA ORIGINAL BUDGET
(in 000’s)
PROPOSED BUDGET
(in 000’s)
Television $10,000 $7,325
Magazines $2,000 $945
Radio $1,000 $2,700
Newspaper - $1,080
Online banner Advertising $250 $250
Google Search Advertising $250 $250
Facebook - $950
Total $13,500

65. The Harvard Case- UnME Jeans: Branding in Web 2.0
( )

66. Created by-
Deepali Jain
H.B.T.I. Kanpur
during internship by
Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.com