PAPER London #PregnancyProof
BUSINESS ISSUE DESCRIPTION
With the goal to expand their target market to reach a new demographic of women, Paper London is creating a new maternity swimwear collection. Paper London is focused on helping women feel beautiful through sustainable swimwear and resort wear. Tapping into this new group of pregnant customers will be extremely beneficial for the brand to help show their continued support of women. Paper London is focused on creating a positive brand. “Look Good, Do
Good, Feel Good” is the brand’s personal mantra. By expanding into maternity wear, this demographic can enjoy fun and colorful swimwear that doesn’t look or feel frumpy. Not only is this luxe contemporary swimwear made for the modern woman, it is all created using recycled materials.
TARGET CONSUMER INSIGHTS
Age: 25 - 35
Education Level: Post-Secondary Degree
Occupation: Professional careers with flexibility and generous benefits
Income: $150,000 and up
Location: Worldwide, online sales
Marital/Family Status: Single or recently married with no children
Paper London consumers are environmentally focused, jet-setters who enjoy traveling.
COMMUNICATION OBJECTIVES
COMMUNICATION OBJECTIVES
DAGMAR MODEL
Awareness
By following the DAGMAR model to raise brand awareness and relevance to the maternity market and attract the soon-to-be mothers among the millennials and Gen-Z in the US, UK, and Europe.
Comprehension
Focus on the social media to enhance the brand image of sustanability, quality, mprden design in the maternity market.
Conviction
Collabrate with celebrity endorsement to connect with the audience and commicate with target consumers.
Action
Generate the motivation of knowing the brand and tends to purchase products.
COMMUNICATION MIX
The primary and secondary forms of communication are as follows:
Primary:
Social Media
Secondary: Celebrity Endorsement
Billboards
PR
Website/Microsite
BUDGET ALLOCATION
Paper London’s sales in 2020 were reported to be $24.5 million USD. With these sales and suggested synergies in mind, projected sales would be $31.85 million USD (30% increase). The budget allocated for the campaign will be $3.19 million USD (10% of projected sales). The budget is kept at 10% due to Paper London’s smaller size.
Paper London faces competition from various brands in the market. Increasing the budget to defend is suggested, but due to covid and the pandemic’s repercussions, we recommend keeping the IMC budget lower.
Maximum budget is allocated to social media as it is the most expensive media in terms of executing the collaterals and reach, followed by print media due to the per page costs and frequency.
BUDGET ALLOCATION
The total budget for this campaign is $3.19 million USD which has been allocated among various primary and secondary mediums:
SOCIAL MEDIA
Objective:
To reach out to American Millennials in a space where they spend much of their time
Directed ads as pregnant women look up brands
Task:
Instream video ads, overlays, onsight ad, interactive
Cost:
$830,000 USD
Suggested ROI Measurement:
Likes and Comments
Subscriptions
Conversion rate
Retweets
Brand mentions across social media platforms
PRINT MEDIA
Objective:
Use of size, color, and positioning to grab the viewer’s attention
Use of magazines directed at parents and pregnant women
Task:
A two page spread in relevant magazines such as Parents, The Bump, and FitPregnancy
Cost:
$650,000 USD
Suggested ROI Measurement:
Cost per thousand
Cost per page
Circulation readership
CELEBRITY ENDORSEMENT
Objective:
Using a well-known face to connect to a wider audience
Boost brand awareness
Task:
Use a pregnant celebrity to boost brand awareness on their social media
Cost:
$530,000 USD
Suggested ROI Measurement:
Return on ad spend
Reach
Engagement
Social sentiment
BILLBOARD MEDIA
Objective:
Built in frequency of exposure to help build brand awareness
Focused on cities where collection will be sold in boutiques
Task:
A short branded message placed in metropolitan cities where the collection will be sold in boutiques
Cost:
$460,000 USD
Suggested ROI Measurement:
Sales of collection in cities where collection is sold in boutiques
Brand mentions on social media in cities where billboards are present
PUBLIC RELATIONS
Objective:
Create buzz about Paper London’s new maternity collection
Maintain the buzz around the new collection Task:
Invite social influencers and celebrities that have a large presence on social media to create a news-worth campaign
Cost:
$370,000 USD
Suggested ROI Measurement: Media impressions
Number of media placements
Message pull-through
Google analytics to track referral traffic
WEBSITE MICROSITE
Objective:
Increase the click through rate
Make interesting content easily visible
Task:
Act as a host of interactive elements by creating a URL and microsite for the collection
Cost: $350,000 USD
Suggested ROI Measurement: Click per view Website traffic
MEDIA CAMPAIGN TIMING
Most swimwear collections launch in early April. Our campaign will begin prelaunch in March to advertise the new maternity collection by Paper London ahead of the launch and build anticipation. The campaign launch will run from April through July which are the months when swimwear purchases are higher due to summer leisure and travel. Postlaunch will be the month of August when summer activities are beginning to wind down.
CREATIVE IDEA
The Big Idea:
"Modern Maternity"
Pregnancy can be one of the most uncomfortable times in a woman's life. Clothing does not fit right and if it does, it is likely does not provide comfort or support. Maternity swimwear can be an even bigger challenge, but it shouldn't have to be.
The concept aims to highlight the benefits offered by purchasing Paper London's maternity swimwear. In follow up to their recent campaign for #BePlayProof, some of the same frustrations non-expectant women experience with swimwear apply to pregnant women as well. The goal is to build the confidence of expecting mothers by providing them with quality, sustainable, comfortable, timeless swimwear designs that also include UV protection.
The Tagline: #PregnancyProof
MOODBOARD
MOODBOARD
PRE TESTING
Preliminary Subjective Evaluations:
Hedonistic Entertainment Persuasion Style
Focus on women enjoying being pregnant
Idea that bathing suits should be made for soon-to-be mothers
Pregnant women should feel comfortable in what they are wearing
Focus on sustainable materials, thinking about the future and future generations
Colorful, fun, and modern bathing suits to match the needs of the modern maternity
Promoting body confidence for pregnant women
High-tech fabric in timeless designs providing UV protection equivalent to SPF 50
PRE TESTING
With this IMC plan, Paper London aims to expose its new maternity collection in a compelling and creative manner. The brand will be highlighted in a simple and sophisticated manner with an emphasis on the soon-to-be mothers who are involved. To maintain interest through the length of the campaign, Paper London will update the longer running media vehicles with new campaign images that still promote the same message to maintain consistency.
To capture the target market's attention, the advertisement will showcase a slice of life of women enjoying their bathing suits on a body of water and a boat dock. This is relevant to the target demographic of soon-to-be mothers that we are focused on with this collection.
The Paper London brand will be highlighted at the end of the commercial and the tagline, #PregnancyProof will be used. This directly ties into Paper London's previous advertising, where they promoted their bathing suits as being #PlayProof, this is to help maintain consistency of the overall brand awareness and equity.
CAMPAIGN EVALUATION
Continuous tracking will be used to determine how successful the campaign is in reaching and attracting the target consumer. Tracking will begin in March during the prelaunch of the campaign when it is pushed out to Facebook, Instagram, Youtube, and through magazines. Through this tracking, our team will determine if any quick changes are needed before the actual launch and post-launch. Tracking will continue through the post-launch which ends in August.
CAMPAIGN EVALUATION
Ad diagnostics used in the campaign will determine the effectiveness of the new collection and if a move into maternity wear strengthened the brand's image and equity. Paper London will specifically focus on a post-campaign evaluation. Interviews, similar to the prelaunch ones, will be conducted with our target consumers. The survey questions will address brand awareness, purchase intentions, brand considerations, ad recognition, and ad recall.
Through all the social media platforms that the campaign is pushed out onto, metrics like following the hashtag, likes, comments, and number of followers gained will allow Paper London to track during the six month period of the launch.
CAMPAIGN LAUNCH
CAMPAIGN LAUNCH
CAMPAIGN LAUNCH
https://www.youtube.com/watch?v=1aRieoAOPFc
About Us.” PAPER, paperlondon.com/pages/about-us.
“Summer Collection.” PAPER, paperlondon.com/collections/summer-collection