Digital Marketing Strategy
Erin Bradburn
CONTENT 3. Executive Summary
17. Campaign Message
4. Opportunity Statement
20. Multi-Channel Tactics
9. Goal & Objective
22. Content Planning
10. Audience
25. Monitoring and Optimization
14. Marketing Strategy
26. Budget and Expected Returns
15. Communication Objective 31. Conclusion and Call to Action
Executive Summary As consumers become more environmentally conscious, overconsumption of clothing has become a major issue for many. Many people want to reduce their overconsumption of clothing and invest in a handful of high-quality, staple pieces, also known as a capsule wardrobe but don’t know where to start. The #Gapsule Wardrobe is the perfect solution to this issue. This product is a bundle of items Gap already sells, but they are sold as a package deal. Consumers can receive assistance with this bundle, choose it all on their own, or submit a few pieces they like and get a curated bundle of staple clothing items that can last the whole season. This will not be a subscription but it is recommended for women to purchase a new bundle when needed. These bundles will vary in size but the starter bundle will consist of 7-10 items for $200 - $250 (this will vary). This campaign will generate over $1.72M in expected revenue and has an average ROAS of 12.17:1. Additionally, it will increase engagement and followings on social media.
3
Opportunity The fashion market is becoming oversaturated with the same thing. Every store now carries basic, staple clothing items, but they all provide too many options and overwhelm consumers. Subscription and rental options exist but feel like too much of a commitment. Creating a bundle option of “capsule wardrobe” items is not only simplifying the purchasing process for many but is more sustainable than overconsumption and buying from multiple stores and less of a commitment than subscriptions. This bundle option will vary by location and change each season to stay on trend. Consumers will have the freedom to either choose the pieces themselves, let a stylist choose, or a mix. This will make the shopping experience more personal and increase consumer loyalty.
4
Media Metrics
Revenue In 2022, Gap generated $3.774 billion in sales
3.1M followers
25.2K followers
9.2M followers
5
Media Metrics
5M followers
92.2K followers
8.1K followers
Revenue In 2022, Abercrombie & Fitch generated $3.7 billion in sales
Competitive Review Abercrombie sells similar clothing to Gap but at a higher price point and looks like any other online retailer at the moment. They are prevalent on social media which gives them an advantage.
6
Media Metrics
61.4M followers
9.5M followers
31M followers
Revenue In 2022, Zara generated $35.2 billion in sales
Competitive Review Zara has a large global presence, but still holds the same format as any other fast fashion company. They have higher prices which results in consumers believing their clothing is higher quality. `
7
Media Metrics
882K followers
518.5K followers
1.7M followers
Revenue
Competitive Review
In 2022, Stitch Fix generated $2.1 billion in sales
Stitch Fix is a subscription-based clothing company. They offer personalized styling but they outsource their clothing from other companies. They now offer the option to buy clothing without a subscription. They do charge a styling fee.
8
Goal: To increase sustainability efforts and encourage adults to craft a capsule wardrobe with Gap.
Business Objective: Sell staple pieces of Gap clothing.
9
Corporate Catherine Age: 30 Geography: NYC Gender: Female
Catherine is working a full-time corporate job at a company that has a semi-strict dress code.
Catherine is looking for staple pieces for her wardrobe that are affordable and versatile. She lives in the city so she loves to dress up, but does not have much closet space. She is looking for the perfect place to invest in a capsule wardrobe that she can easily find in one shopping trip.
10
Influencer Isabelle Age: 26 Geo: Charlotte, NC Gender: Female
Isabelle is working her first full-time job in advertising but works as an influencer on the side, hoping to make it big.
Isabelle is looking for an affordable way to downsize her wardrobe but doesn’t know where to start. She lives in Charlotte which is not exactly fashion city, but she loves to express herself through her outfits. She is looking for basic, staple pieces to replace her wardrobe so she can craft fashionable fits easily.
11
Mood Board Busy
Classy
12
Winter Bundle Example
13
Market Penetration Creating a section on the website of clothing to create a capsule wardrobe by season. Capsule wardrobes are gaining popularity but consumers don’t know where to start. If Gap provides consumers with a customizable bundle, all in one place to buy capsule pieces, people will feel encouraged to buy their wardrobe at Gap. The clothing will be slightly discounted in the bundle offer based on the number of pieces. 14
15
Communication Objective
Buying Stage TOFU Awareness Stage
MOFU Consideration Stage
BOFU Decision Stage
Evangelize After Purchase
Purpose of Content
Presentation Method
To inform
Blog and Social Media posts
To start a conversation
Videos and Social Media
To persuade
Videos and Social Media
To inspire
Emails and blog posts
Communication Objective
1
During the awareness stage, the purpose of content is to inform. Using blog and social media posts, our audience can gain an understanding of what is being launched and generate hype around the new campaign.
In order to generate word of mouth advertising videos and social media posts need to be made that will start a conversation. This will help us to insert Gap into consumers’ consideration sets.
3
16
2
To persuade consumers decisions, video ads and social media posts can display why consumers need the bundles from Gap. This will push them to decide to invest in Gap’s clothing.
After the initial purchase, it is important to follow up with emails and continue blog posts to inspire them to make future purchases.
4
What is it?
One wardrobe, endless outfits #Gapsule (Gap + capsule)
A new type of purchasing option. For those who need help with what to buy and don’t know where to start. The bundle option will give consumers as little or as much freedom with their fashion choices.
17
Why can this product do it? As people increase their efforts to be sustainable, overconsumption is becoming more of a prevalent topic. With the Gapsule wardrobe, consumers will only need this bundle of essential clothing items to craft endless outfits. This offering will spark enough conversations to generate awareness. No major fashion retailers offer a product like this, so it will be innovative and disrupt the fashion industry.
18
How will it come to life? Using digital media, the #Gapsule wardrobe message will be spread around. Videos will depict women showing all of the outfits they can create with their Gapsule bundle of the outfits they can create using their bundle. This will encourage other women to purchase the bundle and spread the hashtag #Gapsule.
19
20
Multi-Channel Tactics Instagram The Gap has 3.1M followers meaning they have a decent following, but it could be much higher. Through the use of influencers and ads, a wider audience can be reached and pushed towards Gap’s content. On Instagram, we should track the engagement rate to know what the audience likes, ROI is important to track to make sure we are profiting off of the ads, and conversion rate to know if Instagram is funneling users to buy the product.
Facebook The Gap Facebook has 9.2M followers. This platform is useful when targeting the older side of our target market. There is no need for influencer ads here, but posting ads of the bundles will grab the attention of the women on Facebook. We should track the engagement rate to see if the ads are reaching a wide audience, and the conversion rate to see if those clicking on our ads are actually buying the product.
21
TikTok Gap has a TikTok following of 25.2K, which is not a competitive following. We need to increase this following through the creation of engaging ads and influencer ads. TikTok is a very influential app so collaborating with a lifestyle creator similar to Meghan Pruitt who has 23.6K followers has many videos with high engagement. Alongside the influencer posts, creating our own content to spread the hashtag #Gapsule will create awareness. Conversion metrics and influencer ROI will be important to track.
Together All of these platforms will provide us with valuable metrics on how our ads are doing and if the campaign is successful. They all provide Gap with a unique way to share the new launch of the Gapsule bundle deal. Utilizing all of these ad platforms will make sure our campaign reaches a wide audience and has success.
September 2024 During this time we will push out the first phase of the campaign. This will be 'consumers' first interaction with #Gapsule Wardrobe meaning these posts have to intrigue users and attract their attention. Posting examples of a bundle on Instagram, Facebook, and TikTok will generate engagement and anticipation for the release of the product. We want to spread the hashtag #Gapsule Wardrobe.
October 2024
During October, we need to show consumers the uses of these bundles and show an example of a fall bundle on all social media. This is when we can release the purchasing option of a bundle on the website and through social media. In stores, we can hold an event for consumers to come in and craft a bundle and have influencers post about these events.
November 2024 During November, posts will go out daily on all social media platforms to keep the hype and awareness of this campaign running. Posts with the #GapsuleWardrobe will be made noting who this bundle would be perfect for and making relatable content for our target consumers. We need to continue to raise awareness to continue the success of this campaign.
22
Instagram post
Instagram story
Owned, paid, and earned media
Owned, paid, and earned media
An example Instagram post will show what may be included in the audience’s bundle. This will spark the interest of the audience and get them to interact with the post. We hope to make the consumer curious and intrigued with this post.
Caption: Generate your capsule wardrobe with Gap today! #Gapsule Wardrobe
This post will show the audience an example outfit made with the Gap bundle. This will show its versatility. It will include the hashtag and a link to shop the bundles.
Caption: One bundle, daily outfits #Gapsule Wardrobe
23
TikTok
Owned, paid, and earned media The TikTok’s purpose is to make consumers aware of the Gap Capsule wardrobe bundle and show how to style the pieces. This will inform consumers and get them interested in the product. The product will be linked in the influencer's bio. Caption: Trying on my #Gapsule Wardrobe. Mix and match these essential items for any event.
Facebook Owned media Similar to the Instagram ad, an example Facebook ad would display different basic outfits that have been made from the bundle. This will show consumers the wide range of outfits that can be made from their bundle. Caption: Being fashionable doesn’t have to be a struggle. Be ready for any moment with a #Gapsule Wardrobe.
24
Monitoring & Optimization
25
Tools For this campaign, we will use Google Analytics to track the success of the campaign. This will help us to understand how users are interacting with our content and what ads are performing well. Observing landing pages and analytics will tell us what we need to do for a successful campaign.
KPIs and Metrics
1. Engagement: Measuring engagement will ensure that our social media posts are grabbing our target audiences’ attention correctly. 2. ROAS: Measuring return on ad spend will measure the revenue we generate for each dollar spent on advertising. This is very important as it tells us where our campaign is paying off and where we may need to relocate money. 3. Conversion Rate: This will tell us how effective our campaign is. It measures the percentage of users who have completed our desired action of purchasing a bundle set. This will help us to determine our return on the investment made.
26
Total Budget= $90,000
Content Development Image & Copy Production: 51 images for $17,000
Video Production: 8 videos 1.5 minutes in length for $28,000
= $45,000
Management Fees 25 hours/week x $150/hour = $3,750
12-week campaign
= $45,000
Marketing Budget: $135,000 in Digital Ads 90% of budget
Reach = (total spend/CPM)x1000
Instagram (45%)
$60,750.00
5,424,107.14
Facebook (25%)
$33,750.00
3,013,392.86
TikTok (30%)
$40,500.00
TikTok
4,153,846.15
325,446.43
180,803.57
TikTok
249,230.77
Expected Engagement = Reach x engagement rate *Assume engagement rate of 6%
27
Marketing Budget: $135,000 in Digital Ads Expected Revenue = conversions x conversion value
Expected Conversion = engagement x conversion rate *Assume a conversion rate of 1%
3,254.46
1,808.04
TikTok
2,492.31
*conversion value of $200
ROAS = expected revenue/total ad spend
Instgram
$650,892.86
$361,607.14
10.71 : 1
TikTok
$498,461.54
10.71 : 1
Total
$1,510,961.54
TikTok
12.31 : 1
28
Marketing Budget: $15,000 in influencer posts 10% of budget
Expected Engagement = $$/CPE
Images
$3,750.00
Instagram (video)
7,142.86
Stories
$3,750.00
Instagram (post)
18,750.00
Instagram Videos
$2,500.00
Instagram (story)
31,250.00
TikTok Videos
$5,000.00
TikTok
50,000.00
Expected Conversion = engagement x conversion rate *assume a conversion rate of 1%
Instagram (video)
71.43
Instagram (post)
187.50
Instagram (story)
312.5
TikTok
500.00
29
Marketing Budget: $15,000 in influencer posts Expected Revenue = expected conversion x conversion value *assume a conversion value of $200
ROAS = expected revenue / total influencer spend Average ROAS = 13.1 :1
Instagram (video)
$14,285.71
Instagram (post)
$37,500.00
Instagram (story)
$62,500
TikTok
$100,000.00
Instagram (video)
5.71 : 1
Instagram (post)
10.00 : 1
Instagram (story)
16.67 : 1
TikTok
20.00 : 1
30
Conclusion Implementing the #Gapsule Wardrobe campaign will generate revenue of $1,725,247.25 and an average ROAS of 12.17:1 for Gap. Along with this revenue, it will draw in new consumers and increase consumer loyalty. This campaign will generate conversations about Gap and increase engagement with Gap’s social media accounts. It will also be a great addition to Gap’s sustainability efforts. This campaign will provide great results, and I recommend we start this as soon as possible.
31
Thank you!