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BJORN BORG Stage 2 Implementation Report


Contents

Amy Allton N0308681 FASH30002 Fashion Communication and Promotion Third Year Michelle Hughes

Introduction 3 Methodology 4 Further Consumer Research 5 Brand Identity 8 Digital Presence 10 Event 17 Conclusion 23 List of References List of Illustrations Bibliography

24 25 26

Appendix

29

Word Count with references: 2296 Word Count without references 2189


Introduction

A

t the end of stage 1, recommendations were suggested as to how Bjorn Borg could improve its communication strategy towards its UK consumer. These suggestions focused on how the brand could adjust its ‘Happy Sexy’ personality in a way which would best appeal to the UK market, helping to create a better brand understanding, awareness and engagement. From this, the decision was made to focus on Bjorn Borg’s digital platforms, strengthening the brand’s social media channels to help improve its connection with its consumer, especially its female audience. Research gathered showed that although the brand was attracting an online following, the content posted was found to be unappealing to the female consumer, something which UK brand representatives agreed needed to be changed. Stage 2 of this report looks to re-brand Bjorn Borg’s social media channels, cementing an online personality that appeals to both its male and female consumers whilst keeping true to the brand’s ethos. As well as this, elements from the heritage and experiential recommendations will also be brought forward as suggestions for campaigns and events, to help create a more well-rounded, complete communication strategy for Bjorn Borg.

3


M e thodolog y Following on from the research conducted in stage 1, further primary and secondary research methods were undertaken to get a better understanding of the Bjorn Borg consumer and current social media campaigns and events which have been conducted by other brands. Method

Who?

Where?

Research  Aims

Outcomes

A  sample  women  of  different  ages Face  to  Face

The  responses  given  were  able  to   To  find  out  how  women  shopping   show  the  different  processes   habits  when  it  comes  to  purchasing   women  went  through  when   underwear purchasing  the  products  and  the   reasons  behind  them

Social  Media  Diary

A  sample  women  of  different  ages Online

This  research  was  to  help  pin-­‐point   To  discover  how  Bjorn  Borg's  target   how  Bjorn  Borg  should  be  using   consumer  uses  Social  Media   each  of  its  Social  networking  sites   platforms  on  a  daily  basis to  communicate  with  its  consumer

Articles  -­‐  Online  Database

Mintel,  WGSN

Online

A  range  of  trends  were  found   To  gain  facts  and  figures  on  future   which  were  used  as  inspiration  for   digital  trends   Bjorn  Borgs  digital  strategy

Articles  -­‐  Newspapers

Daily  Mail,  The  Guardian,  The   Observer,  The  Telegraph,  The   Huffington  Post

Online

To  gain  information  which  could  be   A  range  of  contextual  information   used  to  aid  the  ideas  and  strategies   was  gathered  to  help  further   for  Bjorn  Borg develop  stage  1  ideas

Case  Studies

ASOS  Unbox,  Heineken  meets  the   world,  Oreo,  Expedia  tag  me  if  you   Online can

To  analysis  how  different  brands   use  social  media  to  engage  with   consumers

By  seeing  how  other  brands   targeted  their  consumers,  Ideas   started  to  form  of  how  this   informattion  could  be  used  for   Bjorn  Borg

Pinterest  Boards

To  gain  inspiration  for  both   garments  and  visuals

A  range  of  boards  have  been   created  which  contain  images  that   will  help  to  inspire  sections  within   this  project

Secondary

Primary

Women's  Shopping  Journey

Visual  Inspiration

Online

Figure 2: Methodolody Table 4


Further Consumer Research

W

ith the decision made to focus on improving Bjorn Borg’s digital strategy, further research was conducted to find out how their consumer interacts online. By asking a sample of women to complete a ‘7 day social media diary’, the aim of the research was to try and get a better understanding of how the brand’s target consumer uses social networks in her daily routine (Appendix D, 2013). The results showed interaction with peers to be the most common use for social sites, with networks such as Facebook being the most popular for keeping up a constant connection with friends. This connection however was not reiterated on brand social media channels, with respondents saying that they would only visit the pages as a form of research or boredom. This showed that although consumers are connecting with brand pages, they are not interacting with them as they would do a friend online. With the constant access of social media sites becoming an important part of the daily routine (Cisco 2012), the need for brands to improve their social presence is necessary, which is why the focus has been cast on Bjorn Borg’s networks, creating a more humanised social personality which consumers would want to connect with like they would their peers online.

5


Figure 3: Social Media Infographic

6


Research was also conducted into how a brands presence can effect their sales. A shopping survey conducted showed that although browsing products online is a key factor in the decision process when it comes to purchasing underwear (Appendix C, 2013), most women would head straight to stores which they knew and trusted on the high-street. With Bjorn Borg yet to build its reputation in the UK, its downfall comes from the lack of engagement and trust that the consumer is yet to create with the brand. By creating an engaging online environment which builds Bjorn Borg’s reputation within the market, this would help to increase the brands popularity and profits as consumers become more aware and trusting of the brand, making them more likely to explore it further and see the products on offer.

Figure 4: Shopping Journey Infographic

7


Brand I dentity

W

ith its current brand identity sending mixed messages to the UK consumer, Bjorn Borg’s online personality isn’t connecting to its target market. Its ‘Happy Sexy’ persona is overrun by a laddy attitude that features on its social media pages giving the impression of a menswear brand rather than unisex, which is alienating the female consumer. To create a persona which could best target both genders but stay true to the brands ethos, the ‘Free Spirit’ definition that Bjorn Borg was given in stage 1 has been brought forward. This definition links to the ‘Happy Sexy’ image that Bjorn Borg has, but in a way which is seen to be more understandable to the UK consumer. To show how the ‘Free Spirit’ personality could be implemented into the UK, a visual representation has been created giving examples of how this new definition would engage with the consumer.

(Next Page) Figure 5: ‘Free Spirit’ Moodboard

8


The 21st Century Free Spirit

Daring Alternative Social Always knows where the party is Active Off the beaten track Chilled Adventurous Carefree A little bit crazy (in a good way)

9


Digital Presenc e

W

ith the decision made to improve Bjorn Borg’s digital strategy an analysis of the current digital trends for 2013 was conducted. In an environment where technology is constantly evolving, keeping up to date with the latest digital trends is necessary in creating the best connections online. From this analysis three key trends were pin-pointed as ones which could best work to Bjorn Borg’s advantage, improving their strategy and creating a better engagement with their consumer.

10


Digital Trends Added Value

Whether it is adding to social currency, enhancing real life experiences or just making life easier, people are constantly looking for benefits when it comes to their social media. They are no longer interacting with social networks on a whim, but are looking for ‘what’s in it for them’ when communicating with channels. With Bjorn Borg yet to build it’s reputation within the UK, creating benefits which act as incentives for consumers to connect with the brand is essential in improving its brand awareness and popularity.

Visual Web

‘A picture’s worth a thousand words. It kicks off the story and creates and instant emotional connection’ (Wierwille 2013, online) With the rise of networking sites such as Pinterest and Instagram, the number of visual elements within social media channels is increasing with it now becoming a necessity to show something, rather than to say something to be successful online (Smith 2013, online) With more smartphones being used as replacements for digital cameras, the ability to snap and share images instantly on social media sites gives instant gratification to the user. This is where Bjorn Borg needs to invest. Consumers are no longer looking to read pages and pages of text describing the latest products or campaigns, they want to see it, share it and comment on it, engaging with the brand in a more gratifying way.

Mobile

‘Mobile has the unique ability to connect channels and create seamless consumer experiences’ (Experian 2013a) With consumers busier than ever, digital agencies are evolving rapidly to keep connected with them on the go, providing their consumers with current information so that they are never out of the loop (Experian 2013b) For brands, this type of constant connection is essential in maintaining a brand loyalty with its consumers, especially for Bjorn Borg as they continue you grow in the UK. By targeting their consumer at every source, Bjorn Borg can help to integrate a seamless connection with its consumer throughout the day.

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Facebook: Show off Personality - Acts as a hub of information for the brand showing images from the latest campaigns, online competitions and up-coming events whilst showing off its ‘Free Spirit’ personality When analysing the current Bjorn Borg social media channels, one thing which became apparent was the lack of consistency maintained throughout the different networks. In a current digital environment where having a strong social presence is necessary, Bjorn Borg’s mixed messages and confusing personality traits become confusing and off putting to its followers. Although the brand shows consistency by keeping its social media pages up to date, Bjorn Borg is not using its social networks to the best of its advantage by posting irrelevant or unnecessary information which isn’t brand related or connects to the consumer. To show how the brand could harness the potential of each channel, aims have been set out for Bjorn Borg’s Facebook, Twitter, Instagram and new Vine account showing how each channel can be used as a successful point of communication and engagement with the consumer.

Twitter: Be Timely and Responsive - Creating conversations with its consumers that prompt responses, using hash-tags such as #Bjornborgsaysja to create interactions with both old and new consumers online.

Instagram: Go Behind The Scenes - Giving consumers a back stage pass to the brand, showing ‘sneak peeks’ of new product patterns, collections and gossip from Bjorn Borg headquarters.

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As well as improving Bjorn Borg’s current channels, introducing a new social network would increase the brands awareness and popularity within the market, targeting another form of consumer who looks for content rather than context. Vine is fast becoming a popular social media channel, rivalling networks such as Instagram by being able to showcase the products in a more engaging way to the viewer than through a still image (Jarboe 2013, online). Brands such as Schuh and Urban Outfitters have joined the video trend, using it to showcase new products and launch competitions. One brand which has proved how successful Vine can be is ASOS, whose #ASOSUnbox campaign helped to increase the brand’s reputation and sales through a simple 6 second interaction with their consumer (Figure 6) With visual trends playing an important role in brands current digital strategies, Bjorn Borg could harness this visual network to showcase their products in a vibrant, more intriguing way, creating videos and hash-tags which would aim to prompt responses from the consumer, engaging them in a new, more innovative way.

Figure 6: ASOS Unbox Case Study

13


Figure 7: Bjorn Borg Vine Storyboard

14


Throughout stage 1 it became apparent that the content which Bjorn Borg was posting on online was not communicating well with its fan base. By posting things such as tweets to celebrities, commenting on the latest award shows and posting random images, the content they were providing was steering far from the brand’s personality and ethos, resulting in a lack of interaction with its consumer. As a solution, a list of do’s and don’t’s was created for the brand which consists of themes and talking points that Bjorn Borg can and can’t mention on its social networking sites, helping the brand to maintain its ‘free spirit’ personality without becoming too dull or too corporate.

Hidden Gems Late Nights Festival

Things we do talk about

80’s Classics

Subculture Sports Travelling

Figure 8: Bjorn Borg Do’s List

Chart Music Politics Religion

Reality TV Work Weather

Things we don’t talk about

Figure 9: Bjorn Borg Don’t’s List

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Figure 10: Thinglink example, creating interactive images

Figure 12: Instagram In Office

Facebook

JULY

Tues 2nd

Weds 3rd

Pinch Punch First of the Month! #Bjornborgsaysja

Ready for the Men's Singles Final on Sunday? We certainly are! (Thinglink)

Swedish Export of the Week

Pinch Punch First of the Month #Bjornborgsaysja

Check out this Months Newest prints online! To go out or not to go Perfect Party pants for out? #bjornborgsaysja this Festival Season

Twitter

AM

Mon 1st

PM

Instagram Vine

Little bit of lace for the Ready for the Men's afternoon? Don't mind Singles Final on if we do! Sunday? We certainly #BjornBorgloveslace are! (Thinglink)

Swedish Export of the Week

Thurs 4th

Sat 6th

Sun 7th

Wave Your Borg's UK and celebrate Independence Day!

Thank Bjorn Its Friday! #pantsparty

Well hello Saturday, which Borgs shall we wear today? #PainttheUKborg

Who's watching the Wimbledon final today? We've got front row seats! (Thinglink)

Meet Neon Hotty (Product Vine)

"If you're afraid of losing, then you daren't win." Bjorn Borg

Well hello Saturday, which Borgs shall we wear today? #PainttheUKborg

Who's watching the Wimbledon final today? We've got front row seats! (Thinglink)

Wave Your Borg's UK and celebrate Independence Day!

Thank Bjorn Its Friday#partypants

In the office PRODUCT VINE

Fri 5th

Got those Sunday Saturday night = party night blues? Why not night, where are you check out some headed? brighter colours in our #unforgettablenights shop

In the office PRODUCT VINE

Figure 11: Social Media Content Calendar

These simple changes aim to dramatically increase the brands engagement with the UK market, targeting them in a way which is understandable and with social strategies which are recognisable. To show how Bjorn Borg’s social channels would maintain its new interaction with the UK, a content calendar has been created to show how each network would communicate to its followers on a daily basis.

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T

Event

o build on the experiential recommendations from stage 1 and combine it with the digital suggestions to create a more complete strategy for Bjorn Borg, an event idea was created to act as a brand introduction to the UK market. The story line for the event centres around bringing the Swedish underwear liberation to a dull and grey UK, introducing the consumer to the ‘free spirit’ personality that Bjorn Borg portrays and raising the brands awareness and reputation within the market. ‘Paint the UK Borg’ is a travelling event visiting between 6-8 major UK cities over a number of weeks with its pop up store known as the ‘Borg Embassy’. ‘…The success of pop up stores is due to the excitement that they bring, introducing temporary fascinations and dynamic interactions that build an engagement’ (Cochrane 2010, online) This engagement is what Bjorn Borg aims to achieve from the Borg Embassy over the event, creating interactions with its consumers by giving them the chance to experience the brand and its products in a more intriguing way. To fit in with the ‘free spirit’ idea and its traveling nature the Borg Embassy will be a Volkswagen camper van, featuring the pop-up store inside where people can browse and purchase products.

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Gazebo which houses ‘Paint Station’ and nearby ‘Beat Borg’ championship

Figure 13: Borg Embassy Graphic

Steps Leading into the Borg Embassy’s Pop-Up Shop

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As well as a pop-up store, other features such as ‘Beat Bjorn’ where people are given the chance to win prizes by beating ‘Bjorn Borg’ in a game of table tennis and the ‘Paint station’ where people can have their favourite borg patterns painted on their fingertips, aim to draw in consumers who are looking for further interactions with the brand.

Figure 14: Nail Art Example

Figure 15: Bjorn Borg Pants

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To help build awareness of the event, flyers and chalk teasers will be spread across each city on the day of the event, encouraging consumers to stop by and check out what’s in store.

Figure 16: Chalk Teasers example 1

Figure 17: Chalk Teasers example 2

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In the lead up, Bjorn Borg’s digital channels will play an important role of advertising the event. With ‘Paint the UK Borg’ launching on the brands Facebook page, this will act as the home page for the events Travel Diary, showing the progress of the Borg Embassy as it moves. The diary’s layout will start as a plain, grey map of the UK, which as people start to talk about the event on other networks using hash-tags such as #painttheukborg, #borgembassy or #bjornborgsaysya, the map will start gaining colour as pins start appearing on the map showing the brands interactions with its consumers. This showing how the Swedish Underwear liberation spreads across the UK as more awareness of the event starts to build online. Continuing the travel diary throughout the event, a combination of photos, videos and ‘Beat Borg’ leadership scores from each day will be posted on the page, creating a visual journey over the event combining the digital and experiential elements. Figure 18: Travel Diary at beginning of event

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Figure 19: Travel Diary during event

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F

C oncl usion

or Bjorn Borg, building its reputation within the UK is essential in helping to create a better relationship with its consumer. With the recommendations made to improve the brands digital strategy with simple yet effect steps, as well as the travelling ‘Paint the UK Borg’ tour, these suggestions would help to build the brand’s awareness, creating a more understandable and effective engagement with the consumer both online and off. As well as these short term (Borg Embassy), mid term (Paint the UK Borg Campaign would run longer than event) and long term (Digital) strategies, recommendations for how the brands ‘free spirit’ identity could be implemented further are suggested in the form of a campaign titled ‘Bjorn Borg says Ja: To doing your Own Thing’, which would aim to promote individualism and encourage consumers to stand out in the crowd with their unique, customised Borgs, aiming to contribute to the already growing reputation and brand awareness raised by the previous strategies and events.

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Li s t o f Re ferences CISCO, 2012. Gen Y: New Dawn for work, play, identity [pdf] Available at: http://www.cisco.com/en/US/solutions/ns341/ns525/ns537/ ns705/ns1120/2012-CCWTR-Chapter1-Global-Results.pdf [Accessed 1 May 2013] COCHRANE, K. 2010. Why pop-ups pop up everywhere. The Guardian [online] 12 October, Available at: http://www.guardian.co.uk/ lifeandstyle/2010/oct/12/pop-up-temporary-shops-restaurants [Accessed 14 May 2013] EXPERIAN, 2013a. Digital Trends 2013 [pdf] Available at: http://www.experian.co.uk/assets/marketing-services/brochures/Digital%20 -Trends%20-2013.pdf [Accessed 3 May 2013] EXPERIAN, 2013b. Digital Trends 2013 [pdf] Available at: http://www.experian.co.uk/assets/marketing-services/brochures/Digital%20 -Trends%20-2013.pdf [Accessed 3 May 2013] JARBOE, G. 2013. How brands use vine efficiently: Ouick and to the Point [online] 1 March, Available at: http://www.reelseo.com/howbrands-use-vine/ [Accessed 1 May 2013] SMITH, J. 2013. The rise of the visual web and the photographer celebrity [online] 29 April, Available at: https://technical.ly/philly/2013/04/29/ visual-web-photographers/ [Accessed 14 May 2013] WIERWILLE, S. 2013. A web without words - visual trends 2013 [online] Available at: http://trends.clickhere.com/a-web-without-words/ [Accessed 10 May 2013]

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Li s t o f Illu s tra tions Figure 1: Cover Image : Paint Splash Wallpaper [online] Available at: http://fewallpapers.com/wp-content/uploads/2013/04/PaintSplash-Desktop.jpg [Accessed 20 May 2013]

Figure 16: Chalk Teaser Example 1, 2013 [own image]

Figure 2: Methodolody Table, 2013 [own image]

Figure 18: Travel Diary at beginning of Event Launch, 2013 [own image]

Figure 17: Chalk Teaser Example 2, 2013 [own image]

Figure 3: Social Media Diaries Infographic, 2013 [own image] Figure 19: Travel Diary during the Event, 2013 [own image] Figure 4: Shopping Journey Infographic, 2013 [own image] Figure 5: ‘Free Spirit’ Moodboard, 2013 [own image] Figure 6: ASOS Unbox Case Study, 2013 [own image] Figure 7: Bjorn Borg Vine Storyboard, 2013 [own image] Figure 8: Bjorn Borg’s Do list, 2013 [own image] Figure 9: Bjorn Borg’s Don’t list, 2013 [own image] Figure 10: Thinglink Example, 2013 [own image] Figure 11: Social Media Content Calendar, 2013 [own image] Figure 12: Instagram In Office, 2013 [own image] Figure 13: ‘Borg Embassy’ Graphic, 2013 [own image] Figure 14: Nail Art Examples, 2013 [own image] Figure 15: Bjorn Borg Pants [online] Available at: http://www. bjornborg.com/en/her/underwear [Accessed 20 May 2013]

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Bi b lio g r a phy ANON, 2013. Top 10 brands experimenting with Vine [online] 28 January, Available at: http://www.mycleveragency.com/2013/01/top10-brands-experimenting-with-vine/ [Accessed 13 May 2013] ATKINSON, C. 2013. Vine shoots to number 1 on Apple’s free apps [online] 23 April, Available at: http://www.reelseo.com/vine-shoots-1apple-free-apps/ [Accessed 2 May 2013] BATTISBY, A. 2013. Five ways your brand can use Twitter’s Vine app [online] 2 May, Available at: http://wallblog.co.uk/2013/05/02/fiveways-your-brand-can-use-twitters-vine-app/ [Accessed 12 May 2013] BOROW, B. 2010. 10 musts for marketing to women on Facebook [online]. Available at: http://mashable.com/2010/01/13/marketingwomen- facebook/ [Accessed on 10/1/13] BRIDGET, 2013. #lowesfixinsix – a perfect use of Vine [online] 3 May, Available at: http://www.adverblog.com/2013/05/03/lowesfixinsix-aperfect-use-of-vine/ [Accessed 14 May 2013] BRIDGET, 2013. Social is dead without content [online] 7 March, Available at: http://www.adverblog.com/2013/03/07/social-is-deadwithout-content/ [Accessed 14 May 2013] CHANDLER, S. 2013. The hidden benefits of social media marketing: why your strategy may be working better than you think [online] 12 March, Available at: http://www.forbes.com/sites/work-in-progress/2013/03/12/the-hidden-benefits-of-social-media-marketing-whyyour-strategy-may-be-working-better-than-you-think/ [Accessed 14 April 2013] CISCO, 2012. Gen Y: New Dawn for work, play, identity [pdf] Available at: http://www.cisco.com/en/US/solutions/ns341/ns525/ns537/ ns705/ns1120/2012-CCWTR-Chapter1-Global-Results.pdf [Accessed 1 May 2013] COCHRANE, K. 2010. Why pop-ups pop up everywhere. The Guardian [online] 12 October, Available at: http://www.guardian.co.uk/ lifeandstyle/2010/oct/12/pop-up-temporary-shops-restaurants [Accessed 14 May 2013] DAN, A. 2013. When it comes to social media, consumers tell brands to speak when only spoken to [online] 31 March, Available at: http://www.forbes.com/sites/avidan/2013/03/31/when-it-comes-to-social-media-consumers-tell-brands-to-speak-only-when-spoken-to/ [Accessed 29 April 2013] 26


EXPERIAN, 2013. Digital Trends 2013 [pdf] Available at: http://www.experian.co.uk/assets/marketing-services/brochures/Digital%20 -Trends%20-2013.pdf [Accessed 3 May 2013] FARIA, C. 2013. Digital Trends for 2013 [online] 18 January, Available at: http://blogs.adobe.com/digitalmarketing/digital-marketing/ digital-trends-for-2013/ [Accessed 3 May 2013] FLEISHMANN, H. 2013. How 15 real businesses are getting creative with Vine for marketing [online] 6 February, Available at: http://blog. hubspot.com/blog/tabid/6307/bid/34144/How-15-Real-Businesses-Are-Getting-Creative-With-Vine-for-Marketing.aspx [Accessed 25 April 2013] FOX, G. 2013. 10 examples of how brands are using twitter’s vine [online] 28 April, Available at: http://www.tribalcafe.co.uk/10-creativeexamples-of-how-brands-are-using-twitters-vine/ [Accessed 7 May 2013] FREMMING, N. 2013. Leveraging social media to save the lives of human rights defenders [online] 13 May, Available at: http://www. adverblog.com/2013/05/13/social-media-human-rights-defenders/ [Accessed 17 May 2013] GLEESON, B. 2012. 6 ways brand build trust through social media [online] 31 October, Available at: http://www.forbes.com/sites/ brentgleeson/2012/10/31/6-ways-brands-build-trust-through-social-media/ [Accessed 27 April 2013] HAYES, M. 2013 The secret behind Oreo’s social media marketing [online] 2 April, Available at: http://www.shopify.co.uk/blog/7589919the-secret-behind-oreos-social-media-marketing#axzz2TsChbhzi [Accessed 14 May 2013] HEADSTREAM, 2012. Social Brands 100 2012 [pdf] Available at: http://www.brandwatch.com/wp-content/uploads/2012/10/SB100-20121. pdf [Accessed 7 May 2013] HOTWIRE. 2012. Digital Trends Report 2013 [pdf] Available at: http://www.digitaltrendsreport.com/wp-content/uploads/2012/12/DigitalTrends-Report-2013_Hotwire-33-Digital.pdf [Accessed 3 May 2013] JARBOE, G. 2013. How brands use vine efficiently: Ouick and to the Point [online] 1 March, Available at: http://www.reelseo.com/howbrands-use-vine/ [Accessed 1 May 2013] LEE, A. 2013. Can the pop-up shop save our struggling high streets? [online] 13 March, Available at: http://www.express.co.uk/news/ uk/383907/Can-the-pop-up-shop-save-our-struggling-high-streets [Accessed 14 May 2013] LEPITAK, S. 2012. Heineken begins social challenge in Amsterdam to meet the world in one city [online] 12 December, Available at: http:// www.thedrum.com/news/2012/12/12/heineken-begins-social-challenge-amsterdam-meet-world-one-city [Accessed 18 April 2013] MAHANEY, M. 2013. Ad agency digital conference 2013 [online] 16 April, Available at: http://adage.com/article/special-report-digitalconference/top-10-internet-trends-2013/240912/ [Accessed 16 May 2013] 27


MARTIN, J. 2013. Video and social go together like comments and retweets [online] 16 April, Available at: http://blogs.adobe.com/ digitalmarketing/digital-marketing/social-media/video-and-social-go-together-like-comments-and-retweets/ [Accessed 9 May 2013] MARTINA, 2013. Huggies TweetPee Alert [online] 8 May, Available at: http://www.adverblog.com/2013/05/08/huggies-tweetpee-alert/ [Accessed 19 May 2013] MARTINA, 2013. Expedia tag me if you can [online] 7 August, Available at: http://www.adverblog.com/2012/08/07/expedia-tag-me-ifyou-can/ [Accessed 19 May 2013] SHYAIRE, 2013. Oreo’s Sweet Ending [online] 12 February, Available at: http://www.socializeblog.com/oreos-sweet-ending-a-socialmedia-case-study-on-the-dunk-in-the-dark-tweet/ [Accessed 17 May 2013] SMITH, J. 2013. The rise of the visual web and the photographer celebrity [online] 29 April, Available at: https://technical.ly/philly/2013/04/29/ visual-web-photographers/ [Accessed 14 May 2013] THINGLINK. 2013. What is Thinglink? [online] Available at: http://www.thinglink.com/learn [Accessed 11 April 2013] TRENDWATCHING.COM. 2013. 10 crucial consumer trends for 2013: mobile moments [online] Available at: http://www.trendwatching. com/trends/10trends2013/?mobilemoments [Accessed 1 May 2013] WIERWILLE, S. 2013. A web without words - visual trends 2013 [online] Available at: http://trends.clickhere.com/a-web-without-words/ [Accessed 10 May 2013]

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Appendix

A. Declaration Form

30

B. Critical Path

31

C. Shopping Journey

32

D. Social Media Diaries

36

E. Case Study - Heineken Meets the World

40

F. Case Study - Oreo

41

G. Case Study - Expedia: Tag Me if You Can

42

I. Pinterest Visual Inspiration Board 43

29


A. Declaration Form

30


B. Critical Path

31


C. Shopping Journeys

32


33


34


D. Social Media Diaries SOCIAL MEDIA DIARY Name: Shreya

Age:

21

Occupation: Student

Device accessed on

What prompted you to access the network? (e.g. notification, boredom)

Approximate time spent on network

Any unique content uploaded? (e.g. status, photo)

Did you interact with any brands? If yes which brand and how?

Laptop

To check messages

15 mins

messages

Grazia page

phone

To have a look at the newsfeed

30 mins

Photos and statuses

-

3

phone

notifications

15 mins

photos

Grazia

4

iPad

Installing facebook app onto iPad

5 mins

-

-

Laptop phone

notifications

45 mins

photos

-

-

-

-

-

-

laptop

Death of Margaret Thatcher

30 mins

Status and tweets

-

Day

1

Social Network

facebook

2 facebook facebook

facebook 5

6

7

facebook

-

Facebook twitter

35


SOCIAL MEDIA DIARY Name: Leanne Robinson Day

Age: 21 Social Network

Occupation: Student Device accessed on Laptop

fb 1 we

What prompted you to access the network? (e.g. notification, boredom) Just to see if anything was happening

Phone

Check notification

Laptop

On in background while working

Laptop

Post a photo

Phone Laptop

notification Just to see if anything was happening

Phone

Approximate time spent on network 2 minutes 5 minutes 3 hours, intermittently 5 minutes 5 minutes

Any unique content uploaded? (e.g. status, photo) No

Did you interact with any brands? If yes which brand and how?

no Yes, status

no

Photo

10 mins

no No

Bored while waiting

15 mins

No

Laptop

On in the background

1 hour

no

Laptop

Check notification Check notification

5 mins

no

10 mins

No

20 mins

no

fb 2 th

fb 3 fr

Phone Bored on the bus Phone

fb 4 sa

20 mins Phone

twitter

fb fb

laptop

Needed to talk to people

Phone

Bored in the car

10 mins

No

Laptop

Just to see if a company I was applying to had any recent news

20 mins

No

Laptop

Just on in the background

40 mins

no

Laptop

On in the background whilst working

8 hours, intermittently

phone

Check notification Bored in a lecture

6mo fb 7tu

No

Just to pass the time 1 hour

fb

5 su

Yes, looked at a creme egg cupcake picture...

Phone Laptop

On in the background whilst working

no

5 mins

No no

20 mins

No

6 hours

no

Yes, looked at Innocent funny pictures

Yes, looked at a friends of a friends clothing brand page... can't remember what they're called...

36


SOCIAL MEDIA DIARY Name: Rachel Soray

Age: 29

Day

Social Network

1 Monday 18/03/2013

Twitter

2 Tuesday 19/03/2013 3 Wednesday 20/03/2013 4 Thursday 21/03/2013 5 Friday 22/03/2013 6 Saturday 23/03/2013 7 Sunday 24/03/2013

Occupation: Insurance manager

Device accessed on

What prompted you to access the network? (e.g. notification, boredom)

Approximate time spent on network

Any unique content uploaded? (e.g. status, photo)

Did you interact with any brands? If yes which brand and how?

Iphone

Roxanne’s Reviews My Blog

30 minutes

Looking at my sisters blog

No, I never interacted with any brands

Laptop

Created a Facebook profile

4hrs

Added content, and pictures

No, I never interacted with any brands

iphone

To add a link to my FB page

10 mins

Status about the FB pg

No, I never interacted with any brands

iphone

To add additional information

40 mins

Status

No, I never interacted with any brands

Laptop

To create my twitter

2hrs

Adding Facebook page link and information

No, I never interacted with any brands

Laptop

To add more people to my pages

3hrs

Adding friends

No, I never interacted with any brands

iphone

updates

1hr

Chatting with friends

No, I never interacted with any brands

Facebook

Twitter

Facebook

Twitter

Twitter Facebook

Twitter

37


SOCIAL MEDIA DIARY Name: Shannon Harris Day 1 Monday 01/04/2013 2 Tuesday 2/04/2013 3 Wednesday 3/04/2013 4 Thursday 4/04/2013 5 Friday 5/04/2013 6 Saturday 6/04/2013

Sunday 7/04/2013

Age: 23

Occupation: Student

Social Network

Device accessed on

What prompted you to access the network? (e.g. notification, boredom)

Approximate time spent on network

Any unique content uploaded? (e.g. status, photo)

Did you interact with any brands? If yes which brand and how?

Instagram

Iphone

Taylor Lautner, Also I uploaded a few pictures

1hr 45mins

Picture of my work so far

No Brands

Laptop

Liked a few statuses

1hr

I had a conversation on Facebook.

No

Iphone

To add a link to my FB page I went on Instagram and liked a few pictures.

2hrs

Added a link to my Facebook page Harlem Shake

No

Iphone

Boredom

40 mins

Status and picture change

No

Iphone

Bored

45mins

Like a few pictures and added a few of my own.

No

I had a notification

20 mins

Facebook

Facebook/Instagram

Facebook

Instagram

Instagram Facebook Iphone

Facebook 1hr

People liked my pictures on Instagram and I was bored so I went on Facebook

Attempting to get my work out there.

No

No, I never interacted with any brands

38


E. Case Study : Heineken Meets the world Heineken Meets the World Aim: To raise brand awareness all around the world Proposition: Send ordinary guys (Barnaby and Mick) to Amsterdam to try and meet a person from each of the 194 international recognised countries around the world. Implementation: An introductory video to the challenge was set up online to try and encourage people from these different countries to come and meet the boys in Amsterdam. The brands Facebook page acted as a diary of the boys travels, showing the people they had met and how close from their target of 194 they were. Results: Although they only managed to meet 151 people from the different countries, the challenge raised brand awareness by getting people to interact with the brand in a more humanised way. Summary: Setting up something which people can get involved in and track online is more likely to cause engagement with the consumer rather than just holding the event and telling them about it afterwards

39


F. Case Study: Oreo’s Daily Twist Campaign Oreo’s Daily Twist Campaign Aim: To raise brand awareness all around the world Proposition: To send out a whimsical image of an Oreo cookie each day over a time period redesigned to commemorate something that happened on that date Implementation: Oreo presented the images each day on their Facebook page. From June 25th until October 2, the page was filled with innovative, exciting images which caught the attention of the brands followers Results: The campaign caused an increase of consumer engagement by 110% and added over 5 million likes to their page over the course of the campaign Summary: By creating visuals which are interesting and different from the normal brand campaign images, it helps to differentiate the brands content and engage with th consumer

40


G. Case Study : Expedia Tag Me If You Can Expedia Tag Me If You Can Aim: To raise brand awareness all around the world Proposition: Using Youtube to create a geo-tagging focused competition where the host travels to 15 locations around the world and people have to tag his location on a map, with the closest guesses getting the chance to win a cash prize. Implementation: Videos would be sent throughout the day giving contesants clues as to where the location of the host was. Each player is given 3 tags per day to drop on the map, which tells whether the are Red Hot, Hot, Warm or Cold to indicate how far away or close they are to the destination. You could also gain extra tags by recommending friends and getting them to join Results: The competition turned out to be a big success, with contestants spreading the word of the brand by involving their friends. Summary: Creating something which can people can engage with an envolve their friends works well to increase the brands awareness by reaching more people.

41


I. Pinterest Visual Inspiration board

42


Bjorn Borg stage 2