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Digital Campaign Focus on Retail
Marketing Campaign
Objective
To provide communication support for all
stores
Drive traffic to all stores
Drive sales
Target Audience
Primary
28 – 40 years old new elites, professionals and
private business owners with an annual income
of ...
Introducing
Fashion Marathon
 A new fashion entrant into the Chinese mens’ apparel, the
Scandinavian experience embarks o...
Fashion Marathon
Overall Campaign
Digital Campaign
Ha Er Bin
QZ HZ XASH BJ SZ WH SY CQ TJ ZJ NB
Shanghai Shenyang Chengdu
...
Campaign Timeline:
Partnership with
Sina.com for Brand
Awareness with
SNS interactive
campaigns
June to July
online Mr. J ...
Digital Strategy
To Build A Community
Fans Customers
Own a Weibo
Supported
by Website
Blogger
+
BBS
+
Mobile
Marketing
Jie...
Timeline of Store Openings
26/7
Ha er bin
08/2012
Shanghai + Shenyang
+ Chengdu
9/2012
Hubei +
Tian Jin
21/9
Nanjing
July ...
Timeline of Flagship Stores
Beijing
Shenzhen Shanghai
25/12
Hangzhou
D e c e m b e r 2 0 1 2
Introduce Digital Mechanics
Online Platforms
 28th June: Launch www.Jlindeberg.com.cn
o ePR angles to entice/recruit blog...
Pre-Store Openings
Light blubs Count Down with Sina.com
 By typing #J. Lindeberg# on your
Sina weibo to light up the Blub...
Pre-Store Opening Marketing Stunts:
Other than the campaign page, we can also line up a series of
famous KOLs for Blog & W...
• Influencer1%,9%,90%
Bloggers from Weibo can start
blogging about the J. Lindeberg
Fashion News
13
Influencer Strategy
TO...
Generate Traffic to the Store
Digital Partner: Partnership with Jiepang with selected cities
 Why?
• Simple Check-in, Sha...
Store Openings
 From Sina.com & Jiepang to support the store opening
activities:
Checked-in by Jiepang to redeem limited...
Generate Traffic to the Store
Digital Partner: Partnership with Jiepang with
selected cities
Generate Traffic to the Store
Jiepang: Contents
Generate Traffic to the Store
Jiepang: Unlock Badges & snyc to win cash coupons
or redeem gifts which is not for sale!
In-store Promotions with
Digital Platforms
(Applicable to All Cities)
• Mr. J
 Vote for Best Fashion Co-ordination
- Staf...
In-store Promotions with
Digital Platforms
(Applicable to All Cities)
• Mr. J
 Engaging Male Customers
- Male customers w...
Drive Traffic Marketing Stunts:
(365 J. Lindeberg Journey)
 Mr. Js will be chosen from online
and in store votes at vario...
 Collaborate with Sina.com & J. Lindeberg official CN website.
 Daily J.Lindeberg official website will tweet out on Dai...
Ongoing Campaigns to drive Sales
Launch of J. Lindeberg Loyalty Card
 Privileges leading to exclusive promotions and even...
Collaborations & Other Creative
Partnership:
 Festival Collaborations with Designers in Worldwide or China.
 Limited edi...
Brand Awareness
Digital Partner: Long Term Partnership with Sina.com & Youku
Channel
 Set up a www.sina.com/Jlindeberg
 ...
Case Study – Burberry iWOM Case Study
Burberry Fashion Show Digital Event
Sina Micro Blog Results
From February till now, we have recruited over 300,000 fans without giving out
any incentives, whi...
Video Sharing - Result
We have been developing quite a lot of localized video contents for our
Youku channel such as Burbe...
Case Study – Burberry Body Social Media Case
Background & Objective
In third quarter of 2011, Burberry has
launched its latest perfume product
(Burberry Body) in world...
What Did We Do?
There are 4 steps that we have proposed to be success
CREATE BUZZ/CONVERSATION
IN BUILD UP TO CAMPAIGN
DRI...
What Did We Do?
We have cooperated with Sina Weibo to launch a sampling
campaign for Burberry Body. We offer every netizen...
Result:
Sina Weibo platform increased +83,041 Followers (Total: 309,197*) in 4 Weeks (Dec 12 12 –
Jan 16 ) and made 151,36...
Roadmap of Store Openings
 Date : 27 July 2012 to Nov 2012
 City : kicking off with Ha er bin, Shanghai, Shenyang, Cheng...
Event Program
36
To be Applicable for All Flagship Stores
Time Activity
10:00 am Arrival and Registration
10:30 am - 11:00...
Touch Points - Mr. J
 10 Professional male models,
representing Mr. J will be
live mannequins, standing in
a straight lin...
Touch Points – Fashion Baton Relay
Ceremony
 A symbolic fashion baton will be relayed at
the store launch opening as part...
Touch points – Store Launch
Ceremony
 VIPs, key customers, local socialites and media guests to be
invited to key store o...
Touch Points-Mini Trunk Show
 Mr. J give a Mini Trunk Show to display the J.L
Collection to Guests
Fashion Marathon Sprint
 Date: Dec 2012
 City: Four 1st & 2nd Tiers Cities with existing J.L Flagship
stores, such as Shanghai, Beijing, Shenzhe...
43
• To create the longest fashion brand show in China by
unveiling one fashion show after another in Beijing,
Shanghai, H...
Event Program
Time Activity
6:00 pm - 7:00 pm Arrival & Registration
- Red Carpet Treatment
- Exclusive Branding Cocktail
...
Created by
Jacqui Heng
Thank You for your patience
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J Lindeberg digital campaign for retail 10 June -Jacqui

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The J Lindeberg Campaign was written to magnify the entrance of the J L brand across China, engaging the male target audience adopting the J L's DNA into their fashion statement, thus being a J Lindeberg role model.

Published in: Retail
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J Lindeberg digital campaign for retail 10 June -Jacqui

  1. 1. Digital Campaign Focus on Retail Marketing Campaign
  2. 2. Objective To provide communication support for all stores Drive traffic to all stores Drive sales
  3. 3. Target Audience Primary 28 – 40 years old new elites, professionals and private business owners with an annual income of >RMB150,000 onwards Secondary General Public
  4. 4. Introducing Fashion Marathon  A new fashion entrant into the Chinese mens’ apparel, the Scandinavian experience embarks on a regional network of store launches to expand and meet the needs of a growing customer base.  For the rollout of the store launches in the first and second tier cities, the digital campaign coverage is nationwide and will drive traffic to all stores where BTL will synchronize with the digital mechanics to support the Retail Events.  The fashion marathon will kick off like a rally in which a baton is passed from one city to the next to launch the brand city by city.  This is followed by the fashion marathon sprint of launching 4 flagship stores simultaneously on the same day to resonate the first Scandinavian brand to do so.
  5. 5. Fashion Marathon Overall Campaign Digital Campaign Ha Er Bin QZ HZ XASH BJ SZ WH SY CQ TJ ZJ NB Shanghai Shenyang Chengdu x27 x10 Kick off Baton to Baton to Baton Sprint Beijing Shenzhen Shanghai Hangzhou
  6. 6. Campaign Timeline: Partnership with Sina.com for Brand Awareness with SNS interactive campaigns June to July online Mr. J Voting Focus on Store Openings by Sustaining with digital media partners. July to December December Sales Driven Digital Campaigns Referral, Loyalty, e-Database Development, Interactive Consumer Engagement Activities Con’t with Stores effective sales activities. Focus on festival & fashion marathon final sprint to sustain Brand awareness with digital media partners.
  7. 7. Digital Strategy To Build A Community Fans Customers Own a Weibo Supported by Website Blogger + BBS + Mobile Marketing Jiepang Benefits:  Limited Edition  Discount  Gift  Cross-Over
  8. 8. Timeline of Store Openings 26/7 Ha er bin 08/2012 Shanghai + Shenyang + Chengdu 9/2012 Hubei + Tian Jin 21/9 Nanjing July 2012 10/2012 Beijing 11/2012 Guangdong + Xuzhou Nov 2012October 2012August 2012 September 2012 September 2012
  9. 9. Timeline of Flagship Stores Beijing Shenzhen Shanghai 25/12 Hangzhou D e c e m b e r 2 0 1 2
  10. 10. Introduce Digital Mechanics Online Platforms  28th June: Launch www.Jlindeberg.com.cn o ePR angles to entice/recruit bloggers, eg be part of the entire fashion marathon to win a End-Year Mystery Gift o E-Announcement on the roll-out schedule for the various store launches supported by a map promoting e-registration for Harbin’s opening “Be the First to be at J L’s Opening Ceremony” o Viral Online Friends’ Referral Link : To register 10 confirmed Friends & be entitled to free Limited Edition Store T-shirt. Calendar of different cities’ store openings. Ongoing.  Target e-influencers for Sina Weibo o Selective Fashion Bloggers / Super Users to tweet about J. Lindeberg sales activities with different cities focus for China o Broadcast brand information o Store opening activities o Continuously update activity information  Jiepang for consumers o Check-ins for Official Opening o Receive coupon at the store
  11. 11. Pre-Store Openings Light blubs Count Down with Sina.com  By typing #J. Lindeberg# on your Sina weibo to light up the Blubs to win RMB10,000 Cash Coupons & range of Limited Editions J. Lindeberg Tees o A Page with Light Blubs write “J. Lindeberg” will grow after xx # of #J. Lindeberg# clicks from customers on weibo. The light blubs of the specific city opening will grow one by one. We can select the lucky winners who manage to hit the #J. Lindeberg# at the right timing to win the prizes. o Generate more clicks and Drive Brand Awareness o Link back to the Event Calendar on J. Lindeberg official website
  12. 12. Pre-Store Opening Marketing Stunts: Other than the campaign page, we can also line up a series of famous KOLs for Blog & Weibo to help promoting J. Lindeberg.
  13. 13. • Influencer1%,9%,90% Bloggers from Weibo can start blogging about the J. Lindeberg Fashion News 13 Influencer Strategy TOP Celebrities Media chief editors/ Social butterflies / Designers Media editors/ Hot bloggers/ Fashion seekers 9 90 1 Pre-Store Opening Marketing Stunts
  14. 14. Generate Traffic to the Store Digital Partner: Partnership with Jiepang with selected cities  Why? • Simple Check-in, Share & Interact
  15. 15. Store Openings  From Sina.com & Jiepang to support the store opening activities: Checked-in by Jiepang to redeem limited gift. E.g. J. Lindeberg CN Tee, iphone case, Tote Bag. @ three friends on above to win cash dollars. From J. Lindeberg official website, register as members online to win Tickets for VIP Party. Every referred e-sign up will earn 20% Discount on First Purchase on Launch Day only.  Monthly Exclusive Close Door Shopping Events with popular DJ to perform o Exclusive Close Door Shopping Event An Hour Before Official Store Launch to those who are able to Register 10 Friends online with Contact Details by 15th July. *Subject to Approval from J. Lindeberg’s Management
  16. 16. Generate Traffic to the Store Digital Partner: Partnership with Jiepang with selected cities
  17. 17. Generate Traffic to the Store Jiepang: Contents
  18. 18. Generate Traffic to the Store Jiepang: Unlock Badges & snyc to win cash coupons or redeem gifts which is not for sale!
  19. 19. In-store Promotions with Digital Platforms (Applicable to All Cities) • Mr. J  Vote for Best Fashion Co-ordination - Staff be trained as brand ambassadors/fashion stylists to impart Style DNA to male customers and style them where photos of customers with J. Lindeberg’s mix and match, can put on a display board in the shop. This is completed with Weibo whereby Weekly customers and fans can vote for their favorite sales person for best fashion match in-store and online. - Photo opportunity with fashionable model-participants qualify RMB100 coupon (subject to changes)
  20. 20. In-store Promotions with Digital Platforms (Applicable to All Cities) • Mr. J  Engaging Male Customers - Male customers who participate in the store’s Mr J is entitled to free limited edition T-shirt and a free trial clothes mix and match to be placed in the display board and Weibo onto their profiles linked to J L’s Sina Weibo for a wider fans outreach. Fans can opt to vote online or in-store. This allows a personal immersion of the customer engagement and their influence on their followers. - Ongoing coverage of to recorded into podcast and uploaded onto website and online interactive platforms
  21. 21. Drive Traffic Marketing Stunts: (365 J. Lindeberg Journey)  Mr. Js will be chosen from online and in store votes at various cities to represent Style DNA  Professional Model Directors will provide professional modeling courses to prepare Mr. Js on stage and catwalk  To create hype outside the store, Mr. Js will stand out as live mannequins with J.L clothing for photo opportunities  The chosen Mr. J will have his photo uploaded onto website for voting
  22. 22.  Collaborate with Sina.com & J. Lindeberg official CN website.  Daily J.Lindeberg official website will tweet out on Daily J. Lindeberg look by their official weibo account.  If you checked in at “jiepeng” at J. Lindberg store on that day, you can able to get 10 % off for the Daily Look items. It’s long-term, fun and easy to use.  They can also tweet out their J. Lindeberg look, J. Lindeberg will select the cool Mr. J on monthly basis.  Mr. J will have a chance to fly to headquarter to attend the Fashion Show & appear on the fashion spread on magazines. Drive Traffic Marketing Stunts: (365 J. Lindeberg Journey)
  23. 23. Ongoing Campaigns to drive Sales Launch of J. Lindeberg Loyalty Card  Privileges leading to exclusive promotions and events - Spend RMB1000 at store launch entitles to Loyalty Card - Subsequent qualification for loyalty card will be a purchase of RMB5000 - Friend referral is subjected to friend’s expenditure of RMB5000 can accumulate shopping redemption at J Linderberg store only - Year End Party or close door events exclusive to J L loyalty members - A monthly limited edition merchandise can only be purchased by J L loyalty members - Minimum annual expenditure of RMB20000 to sustain membership - Usage of J L loyalty card is not transferable
  24. 24. Collaborations & Other Creative Partnership:  Festival Collaborations with Designers in Worldwide or China.  Limited edition of J. Lindberg products. E.g. H & M X Lavin.  Creative Partnership: J. Lindeberg x SMG (SH TV Station for Cross Marketing Programs) TV Producers can get J. Lindeberg to sponsor the “Makeover” Fashion Program with J. Lindeberg. TV crew will do the program shootings at J. Lindeberg Store to drive traffic.  Strategic Partnership with ICBC Credit Card / Union pay user. Special discount or double points for J. Lindeberg Loyalty Program.
  25. 25. Brand Awareness Digital Partner: Long Term Partnership with Sina.com & Youku Channel  Set up a www.sina.com/Jlindeberg  Sina Weibo is the China version of Twitter which has captured over 90% market share in China.  China is a very special country as they have blocked several worldwide social media portals such as Youtube, Facebook and Twitter.  Therefore we will help J.Lindeberg to develop a whole new set of communities on social media in order to establish a communication platform between J. Lindeberg and its fans.  The communities we developed include: • Microblog – Sina Weibo • Video Sharing – Youku Channel
  26. 26. Case Study – Burberry iWOM Case Study
  27. 27. Burberry Fashion Show Digital Event
  28. 28. Sina Micro Blog Results From February till now, we have recruited over 300,000 fans without giving out any incentives, which has already exceeded the fans no of LV that has been launched over 2 year. Burberry is again No. 1 luxury brand on social media in China
  29. 29. Video Sharing - Result We have been developing quite a lot of localized video contents for our Youku channel such as Burberry Acoustics MVs with Chinese lyrics, Interview with Christopher Bailey, London Fashion Show and etc. All of these have made us a huge presence on video sharing environment. And we have gained over 4.4 millions views with only launching for less than 1 year. This performance has also exceeded all other Luxury brands as well.
  30. 30. Case Study – Burberry Body Social Media Case
  31. 31. Background & Objective In third quarter of 2011, Burberry has launched its latest perfume product (Burberry Body) in worldwide except China and created a huge buzz in all kinds of mediums. Finally in December of 2011, Burberry has released its Burberry Body in China and plan to have a series of marketing activities in order to boost up the awareness and sales of the products.
  32. 32. What Did We Do? There are 4 steps that we have proposed to be success CREATE BUZZ/CONVERSATION IN BUILD UP TO CAMPAIGN DRIVE TRAFFIC TO BURBERRY.COM DRIVE GROWTH AND ENGAGEMENT OF ALL BURBERRY PLATFORMS LEVERAGE CREATIVE ASSETS TO INCREASE REACH
  33. 33. What Did We Do? We have cooperated with Sina Weibo to launch a sampling campaign for Burberry Body. We offer every netizens, who comes to our campaign page on Sina and apply for the sample, a free sample at our retail stores.
  34. 34. Result: Sina Weibo platform increased +83,041 Followers (Total: 309,197*) in 4 Weeks (Dec 12 12 – Jan 16 ) and made 151,363 Fans difference compare to the 2nd place Luxury Brand LOUISVUITTON in Sina Weibo platform (Burberry is maintaining asl No.1 Luxury Brand on Weibo Platform) Burberry Body official tweets on Sina Burberry Weibo has gained 25,529 retweets & 2,936 comments in total The first luxury brand to do sampling campaign on Sina Weibo platform and gained 90,980 weibo tweets mentioning about “Burberry Body” Burberry Youku platform increased +3,645,757 Views (Total: 5,852,345) in 4 weeks (Dec 12 – Jan 16) and become the No. 1 Luxury Brand in Youku Channel
  35. 35. Roadmap of Store Openings  Date : 27 July 2012 to Nov 2012  City : kicking off with Ha er bin, Shanghai, Shenyang, Chengdu, Wuhan, Nanjing, Tianjin, Beijing, Guangdong, Xuzhou  Venue: Designated mall locations in various cities  Suggested Marketing Tactics x10 stores  Tap on database of shopping mall in designated city to draw traffic to store and to www.jlinderberg.com.cn & sina  Digital Activities : JiePeng Check-ins  First 100 customers lined up at the flagship location with an invitation will receive a limited edition flagship store wrist band. Guests with bracelets will be allowed in the store to buy clothings at 20% discount *subject to changes
  36. 36. Event Program 36 To be Applicable for All Flagship Stores Time Activity 10:00 am Arrival and Registration 10:30 am - 11:00 am Mr. J Photo Opportunity and Media Gathering At Boutique 11:00 am – 11:03 am Welcome by emcee and introduction of Special VIPs/Guests 11:03 am - 11:10am Welcome Speech by VIP J Lindeberg 11:10 am – 11:20 am Fashion baton relay ceremony “Launch Ceremony” (TBD) to Officiate the Store Opening Champagne Toast 11:20 am – 11:40 am Media Boutique Tour 11:40 am – 12:00 pm Mini Trunk Show 12:00pm – 12.30 pm Group Media interview 12.30pm – 2:00 pm 5:15 pm – 22.00pm Media Appreciation Luncheon Resume Shopping
  37. 37. Touch Points - Mr. J  10 Professional male models, representing Mr. J will be live mannequins, standing in a straight line flashing smiles and striking poses outside the yet-to-open stores, welcoming guests  Male Models ‘Mr J’ will walk around the store to greet guests and have photo opportunities
  38. 38. Touch Points – Fashion Baton Relay Ceremony  A symbolic fashion baton will be relayed at the store launch opening as part of a gimmick to fit in the fashion marathon theme
  39. 39. Touch points – Store Launch Ceremony  VIPs, key customers, local socialites and media guests to be invited to key store openings in various cities  The program will feature an official store opening gimmick/photo opportunity which can be:  The same ceremony for all stores  Customized ceremony for each store (can include a local element)  The program can also include a consumer element tied back to sales (purchase at the store on opening day for a special lucky draw or other promotion  The opening will also have elegant entertainment, possibly a minor celebrity as a media hook, cocktails and canapes, etc.
  40. 40. Touch Points-Mini Trunk Show  Mr. J give a Mini Trunk Show to display the J.L Collection to Guests
  41. 41. Fashion Marathon Sprint
  42. 42.  Date: Dec 2012  City: Four 1st & 2nd Tiers Cities with existing J.L Flagship stores, such as Shanghai, Beijing, Shenzhen, Hangzhou  Venue: Atrium in Mall for the Finale  Attenances: Loyalty Guests, VIP, Customers and Media (150 pax for Finale) Fashion Marathon Sprint Overview
  43. 43. 43 • To create the longest fashion brand show in China by unveiling one fashion show after another in Beijing, Shanghai, Hangzhou and Shenzhen • A promotion video will introduce the whole campaign • Fashion baton will be relayed to every city by technical method • The Fashion Show will be Live Broadcast on Network and Weibo Highlights of Fashion Marathon Sprint
  44. 44. Event Program Time Activity 6:00 pm - 7:00 pm Arrival & Registration - Red Carpet Treatment - Exclusive Branding Cocktail 7:00 pm – 7:10 pm Corporate video and Fashion Marathon promotion video 7:10 pm - 7:15 pm Emcee welcomes and invites VIP of J.LINDEBERG onto the stage to have a speech 7:15 pm - 7:18 pm Fashion baton relay ceremony 7:18 pm – 7:40 pm Fashion Show 7:40 pm – 7:45 pm Photo Opportunity 7:45 pm – 7:50 pm Emcee ending and relay the baton to next city
  45. 45. Created by Jacqui Heng Thank You for your patience

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