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I.AM.U.K PROMOTIONAL CAMPAIGN AW22/23 FIGURE 1: I.AM.GIA, 2018

MARKETING.AND.COMMMUNICATIONS.PLAN

EXECUTIVE. SUMMARY

CREATIVE.PLAN

MEDIA.PLAN

The I.AM.UK campaign is a promotional campaign for Australian brand I.AM.GIA, running from August 2022 until January 2023, with the aim to successfully launch the I.AM.UK collection and establish the brand as a leader in female empowerment. In order to justify the promotional campaign and communication strategy, thorough situational analysis into the sector, brand, competitors, and consumers has been conducted. This has been used as the basis for the strategic and creative decisions made in the campaign. Creative materials have been produced which intend to satisfy the marketing, communication and creative objectives proposed for the campaign. Additionally, a media plan has been formed to suggest a strategy for distribution of the creative materials. Collectively, this will form a successful promotional campaign which fulfils the aim.

32 CONTENTS SITUATIONAL.ANALYSIS

05 Sector Overview Brand Overview Competitor Analysis APPENDICES.AND.REFERENCES

Consumer Research 08 06 10 Campaign Aim Marketing Objectives Target Audiences Positioning Strategy Communication Objectives Communications Mix Cost Summary Creative Objectives Creative Strategy Creative Materials Media Objectives Media Strategy Appendices Reference List and Tables Figure List Monthly Campaign Plan 13 14 13 15 16 20 17 22 24 23 35 37 36 39 45 43

FIGURE 2: I.AM.GIA, 2022

SITUATIONAL.ANALYSIS

SECTOR.OVERVIEW

In order to be able to critically analyse I.AM.GIA and develop a successful promotional campaign for the brand, it is first important to understand its sector and macro environment. I.AM.GIA is an online womenswear apparel brand, sitting in the middle market as its prices are set higher than average high street or fast fashion prices. As well as secondary research below, a PESTLE analysis has been conducted to investigate the state of the macro environment (Appendix A).

SIZE & GROWTH

As of 2021, the global ecommerce fashion market has a value of $759.5 billion, expected to rise to $1 trillion by 2025 (Statista, 2021). The current size of the sector and expected growth can be credited to the effects of the COVID-19 lockdowns, as working from home and the online shift caused ecommerce to expand exponentially (Alkhunaizan and Ali, 2022). In the UK specifically, the online womenswear market is valued at $11.5 billion for 2022, up 6.6% from 2021, (IBISWorld, 2021), indicating huge opportunity for an Australian brand like I.AM.GIA to expand into and grow in this market.

CURRENT TRENDS AND DEVELOPMENTS

Following the turbulence of the recent pandemic years, consumer lifestyles and purchase behaviours have changed and evolved, meaning new trends are emerging. Additionally, market saturation and the variety of choice for consumers means brands must be embracing trends to differentiate themselves and become the preferential brand (Orendorff and Dopson, 2022).

Social Media and Influencer Marketing

Social media has become the most used marketing channel as of 2021 (HubSpot, 2021). Driven by increased consumer social media use over the pandemic years, the key to successful social media marketing is authenticity (Moore, 2021). It is vital that brands like I.AM.GIA are harnessing the potential of their social media channels to maximise sales and market share. Additionally, influencer marketing has grown exponentially in recent years, with 67% of brands using Instagram for this (Geyser, 2022). It is a powerful tool as consumers can relate to influencers more than they can to brands.

Female Empowerment in the Fashion Industry

The aforementioned increased social media use over recent years has increased consumer awareness on social issues and inequality. Consumers are now expecting brands to be inclusive, especially Generation Z who make up a large proportion of the fashion ecommerce consumers (Thompson, 2021). The fashion industry is responsible for the exploitation of female garment workers, and research by Fashion Revolution showed that 72% of consumers think that fashion brands should prioritise female empowerment (Fashion Revolution, 2020).

FIGURE 3: I.AM.GIA, NO DATE FIGURE 4: I.AM.GIA, 2022

BRAND.OVERVIEW

I.AM.GIA is an Australian online womenswear fashion retailer created by Alana Pallister in 2017. Perez (2018) describes the brand as an “ultra-elusive, luxury label for the masses”. The name is inspired by Gia Carangi, who is often credited as being the first supermodel, and the ‘Gia’ character has become the core of the brand. ‘Gia’ represents the Instagram it-girl, and more importantly how anyone can become her (Perez, 2018). The brand has had a rapid success, featuring in Australian Fashion Week in 2018 just a year after launch (Harding, 2018). The celebrity following of the brand is indicative of its popularity, with Bella Hadid, Kylie Jenner and Ariana Grande all being fans of the brand (Eldor, 2019).

A brand onion (Appendix B) has been completed in order to analyse I.AM.GIA’s essence, values, and personality to ensure the promotional campaign remains congruent with these. It has been identified that female empowerment is the central essence of the brand, so this will need to be portrayed in the campaign for consistency. Additionally, a SWOT analysis has been conducted on the following page, which helps to understand I.AM.GIA’s performance, opportunities, and threats within the macro environment, to be able to maximise the potential of the promotional campaign.

FIGURE 5: I.AM.GIA, 2022

MARKETING MIX

The current Marketing Mix (McCarthy, 1960) of I.AM.GIA can be seen in table 1. This has been completed to help understand the USP and current strategy of I.AM.GIA, to see what can be expanded and improved on in the campaign.

FIGURE 6:

STRENGTHS

- Large celebrity following - Strong digital marketing strategy

- Strong social media presence meaning

- All contributing to them being a wellknown brand – consumer research showed 80% of UK consumers who completed the survey had heard of I.AM.GIA.

- Respected as a higher range fast fashion brand – Australian fashion week catwalk show in 2018

- Available on a variety of online retailers

WEAKNESSES

- Size range is relatively large but don’t use very diverse models

- Online only

- Limited UK consumer experience - Low consumer engagement - Expensive shipping to the UK - Limited promotional campaigns

OPPORTUNITIES

- Increase social media use to engage with more consumers, specifically Tiktok - Transparency and traceability with regards to supply chains and sustainability

- Collaboration with UK influencers and celebrities to make full use of influencer marketing and increase UK market share

- Increase inclusivity and sense of community to promote brand loyalty

- Increase consumer experience and engagement through pop-up shops, events, and other immersive activities

THREATS

- Metaverse and digital expansion - COVID-19 and increased social media use increasing consumer concerns over sustainability, push for slow fashion and companies that are transparent

- Ultra-fast fashion (Ali express, Shein) providing cheap replicas of I.AM.GIA designs

- Brexit increasing import duties to the UK affecting price and supply (Posner, 2011)

- Market saturation reducing brand loyalty (Orendorff and Dopson, 2022)

Table 1: Keith, 2022

I.AM.GIA, 2022

Competitor analysis is crucial to identify areas of opportunity and gaps in the market to be able to create an innovative and successful promotional campaign (Lloyd, 2021). In order to gage I.AM.GIA’s position in the UK market, a perceptual positioning map has been created (Figure X). On the X axis is UK market presence, and the Y axis is price. These were decided as the variables as it was felt they would best determine the current and potential competitors of the brand. I.AM.GIA’s current positioning has been marked on the map, along with the target positioning following the promotional campaign. Currently, I.AM.GIA has a low UK market presence, with its key competitors being other Australian brands Beginning Boutique and Princess Polly. However, as this campaign will focus on I.AM.GIA in the UK market, the competitor analysis will focus on those with a high UK market presence. From this map, Jaded London and Oh Polly have been decided as the brands key competitors. They are both popular UK brands with a similar product offering to I.AM.GIA (clubbing and festival wear) at similar price points, although each brand has differing aesthetic styles. The focus of the analysis will be on the communication and promotional methods used by competitors. A key aspect to consider when doing the competitor analysis is the brand’s female empowerment and inclusivity messages, as this will be a feature of the promotional campaign. For the competitor analysis, Aaker’s brand identity planning model (1996) has been used as the framework, as shown in appendix C.

JADED LONDON

Jaded London is a British women and menswear fashion brand offering bold, unique clothing. Their promotional strategy focuses on social media, sending gifted packages to influencers in exchange for content on Instagram and TikTok (Wightman-Stone, 2019). They are quickly becoming one of the biggest names in streetwear, festival, and going-out clothing in the UK, and are stocked at many retailers but focus their sales through e-commerce (Wightman-Stone, 2019). They are reactive to consumer trends meaning their styles are always up to date, however they have been accused of copying designs from independent designers, making the brand appear inauthentic (Stott, 2021). In terms of inclusivity, they donate a % of profits to charity, but do not state their position towards unfair treatment of garment workers or any other aspects of gender sustainability. Whilst the brand does not have a high focus on female empowerment, it is still considered a key competitor for this campaign due to similar product offering and promotional strategies.

Oh Polly offers high-quality, on-trend womenswear with a product offering consisting of going-out clothing, loungewear and festivalwear. Their promotional strategy centres around influencer marketing and they have a strong social media presence thanks to this (Bidnamic, 2022). They have high consumer engagement, ranking as 5th most engaged UK clothing brand, thanks to regular social media competitions on their Instagram and maintaining a strong brand image (Oh Polly, 2022). They have a strong female empowerment message, reinforced by their slogan ‘For girls, by girls’ (Bidnamic, 2022). On their website they detail their commitments to international women’s charities, including their founder’s own charity which ‘supports philanthropic initiatives in Cambodia’ (Oh Polly, 2022).

98 COMPETITOR.ANALYSIS

OH POLLY

FIGURE 7: KEITH, 2022

FIGURE 8: JADED LONDON, 2022

FIGURE 9: OH POLLY, 2020

CONSUMER PROFILE

Consumer research is crucial to ensure the promotional campaign targets the right people and has the desired effects. Segmenting consumers into different consumer groups can help us to better understand them and satisfy their individual needs and wants (Posner, 2015). The consumer profile in table 2 has been formed using segmentation variables which are Geo-demographic, psychographic and behavioural. Behavioural segmentation helps us to understand motivations and buying patterns of consumers (Posner, 2015). The consumer profile has been informed through secondary sources alongside primary research in the form of a Google Forms survey distributed to I.AM.GIA consumers, which can be found in Appendix D.

CONSUMER DECISION-MAKING PROCESS

The primary stage in the consumer decision-making process is recognition of need (Posner, 2015). Looking at Maslow’s hierarchy of needs (1943, as cited in Posner, 2015) in relation to the consumer profile, it can be deduced that the I.AM.GIA consumer purchases clothing to fulfil social belonging, esteem and self-actualisation needs. They are social women who value community and status and use fashion for fun to express their individuality.

Touchpoints are points where the consumer interacts with the brand, and it is crucial that they are successfully designed to convert intent to purchase into actual purchase (Posner, 2015). Following the consumer research, the following touchpoints have been identified in the decision-making process of an I.AM.GIA consumer (table 3). These will need to be considered in the promotional campaign for to ensure all potential consumers are reached and sales opportunities maximised (Posner, 2015).

DIFFUSION OF INNOVATIONS CURVE

Looking at the diffusion of innovations curve in appendix E (Rogers, 1995), I.AM.GIA consumers can be said to be a mix of innovators and early adopters, as they are predominantly generation Z and ‘take up [trends] in early stages’ (Posner, 2015, p.125). This means that they will likely be open-minded to new promotional methods and ideas from the brand.

1110 CONSUMER.RESEARCH

Table 2: Keith, 2022 Table 3: Keith, 2022

FIGURE 10: I.AM.GIA 2022 FIGURE 11: I.AM.GIA 2022

CAMPAIGN.AIM

To launch the I.AM.GIA ‘I.AM.UK’ collection and establish the brand as a leader in female empowerment.

MARKETING.OBJECTIVES

1Increase brand recognition and awareness of I.AM.GIA

The achievement of this objective will be measured through hitting 50k website views for iamgia.com between August 2022 and January 2023.

2Launch the I.AM.U.K. Collection to increase UK market share

This will be measured through seeing a 25% increase in I.AM.GIA sales to UK consumers by March 2023. The time frame accounts for the sales achieved in the 2-month aftermath following the campaign, which will run from August 2022 to January 2023.

3Increase I.AM.GIA consumer engagement and loyalty

The final marketing objective will be measured through achieving a 10% increase in consumer engagement across I.AM.GIA’s social media channels by March 2023. Currently, I.AM.GIA’s Instagram engagement rate is only 0.05%, so a great improvement is needed (Speakrj, 2022).

13 MARKETING.AND. COMMUNICATIONS.PLAN

FIGURE 12: I.AM.GIA 2022

PRIMARY AUDIENCE

TARGET.AUDIENCES POSITIONING. STRATEGY

As this campaign focuses on launching I.AM.GIA in the UK, the primary audience is the potential UK consumer. They fit the consumer profile in table 2 – women aged 16-30, predominantly generation Z. They are innovators and early adopters of trends and use social media heavily. They have a medium-high disposable income and prefer to spend this on fashion over other things. This could include both those who have heard of I.AM.GIA, and those who haven’t. In order to target this new market, British influencers will be used as this introduces an additional touchpoint for the UK consumer, increasing brand awareness.

SECONDARY AUDIENCE

The secondary audience for the I.AM. UK campaign is the existing Australian consumer. This consumer will be reached through the I.AM.GIA social channels, as the I.AM.UK collection will be available on the standard Australian website as well.

It is important to appeal to the existing consumer as well as expanding I.AM.GIA’s consumer base as this will encourage engagement and increase loyalty.

The perceptual positioning map in figure 15 shows the positioning strategy of this promotional campaign. Currently, I.AM.GIA has a low UK consumer awareness, lying in the lower end of the luxury market. The I.AM.UK promotional campaign aims to raise I.AM. GIA’s consumer engagement and UK consumer awareness, bringing it in line with its British competitors, e.g. Jaded London and Oh Polly. On the Y axis is focus on inclusivity/female empowerment. Currently, it is part of I.AM.GIA’s essence, but it is not translated in their promotional activity so by pushing this message more the brand will be repositioned giving it a competitive advantage, successfully appealing to the target consumer groups.

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FIGURE 13: WHO WHAT WEAR, 2018 FIGURE 14: I.AM.GIA, 2022 FIGURE 15: KEITH, 2022

1Increase consumer exposure to I.AM. GIA through omnichannel promotional campaign

Both a traditional marketing and social media campaign will be created and launched between August 2022 and January 2023 in order to achieve marketing objective 1 – Increase brand recognition and awareness of I.AM.GIA.

2Collaborate with 4 diverse UK female celebrities/influencers on the I.AM.UK collection

The I.AM.UK collection will be launched in collaboration with 4 influencers/celebrities between the months of August 2022 and January 2023, with the aim to encourage sales. This will additionally promote the female empowerment and inclusivity message of the campaign.

Collaborate with Women’s Aid to promote female empowerment message

3The collaboration with a women’s charity will help drive sales by marketing I.AM.GIA as a female empowerment brand, positioning them above their competitors. Consumers are increasingly buying from brands who prioritise inclusivity (Fashion Revolution, 2020). The collaboration will be seen through a 20% donation of sales profits from the I.AM.UK collection and consistent mentioning of the brands support for the charity through promotional materials.

4Encourage consumer engagement through increasing interactive promotional activity

Communication objective 4 aims to achieve marketing objective 3, increasing I.AM.GIA consumer engagement by 10% across social media channels. To do so, interactive promotional activities (hashtags to encourage user generated content, a Spotify playlist and a social media competition) will be implemented between August 2022 and January 2023.

The following Integrated Marketing Communications plan aims to satisfy the communication and marketing objectives, to fulfil the aim of the campaign. To justify the elements of the communications mix, the AIDA model has been applied to ensure consumers are experiencing all of the effects. The communications mix shown on the following page demonstrates each promotional tool that will be used, how and why it will be used.

COMMUNICATIONS.MIX

AAwareness

Awareness for the brand will be raised through billboards, social media posts, press coverage and influencer marketing. This will remind current consumers but also make potential consumers aware of the brand, so they can then move on and generate interest in I.AM.GIA.

IInterest

Interest will be maintained primarily using celebrity endorsement and influencer marketing through PR packages. The I.AM. GIA potential consumer is very influenced by social media influencers and is likely to take interest in a brand shared by their favourite celebrity.

DDesire

Desire will be created additionally through the celebrity endorsement, as well as the launch event and competition for tickets. Also, the collaboration with Women’s Aid appeals to the emotional side of the consumer, positioning I.AM.GIA as the desired brand.

AAction

Action will be inspired through the po-up shops. This will encourage consumers to interact with the brand in person, where salespersons can encourage purchase. Additionally, consumers will be actively encouraged to share user generated content through the #IAMUK hashtag. This could be at the popups or wearing purchased garments. Additionally, the Instagram competition inspires consumers to engage with the brands Instagram and increase engagement.

1716 COMMUNICATION.OBJECTIVES

OWNED MEDIA PAID MEDIA EARNED MEDIA SHARED MEDIA

LAUNCH EVENT

Launch parties are a great tool to create a ‘buzz’ around a new campaign (Social Tables, no date). Influencers and celebrities will be invited and asked to share photos on their social medias, increasing touchpoints and reach. Additionally, an Instagram competition will be launched to give consumers the chance to win tickets to the event.

POP-UP SHOPS

Pop-up shops will be held in London, Manchester, and Belfast. These locations have been selected as most I.AM.GIA consumers live in urban areas (appendix D), and they are spread out across the UK to increase reach. As I.AM.GIA is an e-commerce brand, this gives consumers the opportunity to experience the brand in brick and mortar. This also increases touchpoints and likelihood of purchase.

SPOTIFY

As of 2019, Spotify has 217 million active users (Pusztai, 2019). It is fast becoming a social media platform in its own right with many brands creating their own playlist. I.AM.GIA already actively uses Spotify, and since 2 of the collection’s collaborators are music artists, it is a logical promotional tool to use. This will be advertised on Instagram highlights and encourage increased consumer engagement.

INSTAGRAM

The I.AM.GIA Instagram has 1.2M followers and is one of the most important touchpoints, given the high social media use of the primary audience. In addition to posts on their own social profile, the celebrity collaborators will share posts and stories on their own profile, as well as the recipients of PR packages. Additionally, this will be an important platform to incorporate the existing Australian consumer, which is the secondary audience.

TIKTOK

HASHTAGS & USER GENERATED CONTENT

CELEBRITY/INFLUENCER COLLABORATION

INSTAGRAM COMPETITION

TikTok is one of the fastest growing social media platforms with over 1 billion users globally (Barnett, 2022). I.AM.GIA, along with most big fashion brands, are already TikTok users, however I.AM.GIA could better use their platform. Content featured will include behind the scenes videos with celebrity collaborators and videos of pop-up shops and launch events. This will help increase the reach of the campaign, and by directing users to the Instagram competition, increase consumer engagement. The Instagram competition will be published on I.AM.GIA’s Instagram page to their 1.2M followers, in addition to the celebrity collaborators sharing it to their pages. To enter, consumers will need to tag friends in comments and share to their stories, which will help increase touchpoints and brand awareness. This is a successful promotional tool regularly used by competitor Oh Polly, and greatly increases user engagement.

PRESS COVERAGE

The #IAMUK hashtag will be used to encourage users to share content on their own Instagram and Tiktok profiles of them at the launch event, po-up shops, with their purchased garments, or of their favourite influencers in the collection. This can then be shared to I.AM.GIA’s stories to generate interest and desire. User generated content is important as it shows authenticity and an interest in the consumer’s use of the product. This will increase engagement, in turn increasing brand awareness. With the ‘buzz’ generated by the campaign, launch event and pop-up shops, it is hoped that fashion magazines and websites will write content about the I.AM.UK collection and campaign, especially since I.AM.GIA is such a large brand in Australia, and there will be excitement around it being bought to the UK. This will massively increase the reach and touchpoints of the campaign, perhaps reaching an unlikely consumer.

Celebrity endorsement can help create awareness for a brand, increase touchpoints through their own large social platforms, and establish a brand above its competitors (Posner, 2015). 4 UK celebrities/influencers have been selected to collaborate with the I.AM.UK campaign, each having their own coord in the collection. The celebrities/influencers have been chosen as they have diverse appearances, and I.AM.GIA’s values, essence and style fits theirs – Olivia Neill, Jorja Smith, Griff and Diana Sirokai. Using 4 powerful women additionally reinforced the female empowerment message of the campaign. .

PR PACKAGES

PR packages containing the items from the I.AM.UK collection will be sent out to 20 micro-influencers in exchange for content on Instagram stories and TikTok. This will massively increase the touchpoints for the consumer and potentially introduce new consumers who have never heard of I.AM.GIA to the brand. Consumers feel they can relate to influencers, and it therefore feels like an authentic method of promotion.

BILLBOARDS

Whilst the I.AM.GIA current and potential consumer is a regular social media user, traditional media is still crucial to increase touchpoints and reach more abstract consumers. Therefore, billboards will be used on the London underground and near the London pop-up shop to increase brand awareness.

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COST.SUMMARY

20 CREATIVE.PLAN

Table 4: Keith, 2022 FIGURE 16: I.AM.GIA 2022

CREATIVE.OBJECTIVES

CREATIVE.STRATEGY

1Create a launch event for the I.AM.UK collection to be held in London in November 2022, inviting influencers and celebrities in exchange for photos on their social media channels, specifically Tiktok and Instagram

2Create a social media competition for consumers to win tickets to launch event, promoted in September and October 2022.

3Create both a traditional media and a social media campaign for the I.AM.UK collection, which is in collaboration with Olivia Neill, Jorja Smith, Diana Sirokai and Griff. This will be promoted throughout the duration of the campaign.

The creative materials for this promotional campaign have been designed to satisfy the aim and objectives set to reach the target consumer. To generate some continuity between the materials, figures 17-20 have been created to be used in several of the materials. They feature the 4 celebrity collaborators. The doodles on the images translate the ‘y2k’ and 90s style of I.AM.GIA clothing and the style is trendy and will appeal to the consumer. The core colours used for the campaign have been used as they are bold and bright, inspiring confidence and positivity, a core part of I.AM. GIA’s essence. Another element to ensure continuity is the ‘I.AM. UK’ title of the campaign being used in all promotional materials, not only does it reiterate the brand name but also the focus on the UK market. Women’s Aid is frequently mentioned in the materials to reinforce the inclusivity and female empowerment message. Alongside the creative materials are justifications of their use and explanations of details.

4Design a pop-up store layout with a customisable ‘I.AM.?’ tank top station. The pop-up shops will be held in London, Manchester, and Belfast throughout the month of December 2022.

5Create a Spotify playlist to be featured on I.AM.GIA social media channels throughout the duration of the campaign.

6Create PR packages to be sent to 20 selected micro-influencers to promote on their social media channels – specifically Tiktok and Instagram – in October and November 2022.

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FIGURE 17: KEITH, 2022 FIGURE 18: KEITH, 2022 FIGURE 20: KEITH, 2022

FIGURE 19:

KEITH, 2022

CREATIVE. MATERIALS

LAUNCH.EVENT

The launch event will be hosted in November 2022 in London. As it will be a party/celebration, a bar has been chosen as the venue, 93 Feet East in Brick Lane (figure 22). The invites shown in figure 21 will be distributed to press, influencers, celebrities, and competition winners via email. Jorja Smith and Griff, 2 of the campaign’s collaborators, will perform at the event, alongside DJ Paulette, a female British DJ. There will be a free bar for guests and social media posts will be greatly encouraged to increase awareness and create a ‘buzz’.

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FIGURE 21: KEITH, 2022 FIGURE 22: TAGVENUE, 2022

INSTAGRAM. COMPETITION

A competition to win tickets to the launch event will be posted to Instagram at the end of September (figure 23). The entry requirements will increase engagement and reposting to stories, increasing the number of touchpoints therefore and brand awareness. 10 winners will be selected, this was the chosen number as it is exclusive but still gives consumers a fair chance and is encouraging to enter.

TRADITIONAL. MEDIA

Whilst the target audiences are avid social media users, traditional media is still important to increase reach and potentially entice an unlikely consumer segment. They generate interest and awareness. There will be a poster at a London underground station (figure 24) and a billboard in Shoreditch (figure 25), near the location for the pop-up store, to potentially encourage footfall into the store.

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FIGURE 23: KEITH, 2022 FIGURE 24: KEITH, 2022 FIGURE 25: KEITH, 2022

INSTAGRAM.POSTS

There will be 3 core Instagram posts at the start of August announcing the I.AM.UK campaign/collection. These aim to generate ‘buzz’, interest and desire with existing consumers. The 4 celebrity collaborators will also share these posts, increasing number of touchpoints and therefore awareness.

They front images of each post consist of various cities in the UK. The first post (figure 26) announces the collection.

The second (figures 27&28) announces the collaboration with Women’s Aid.

The third (figures 29-33) annouces the celebrity/influencer collaborations, and will additionally be shared by these, introducing the brand to their followers which could potentially be a new target market.

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1.FIGURE 26: KEITH, 2022 2.FIGURE 27: KEITH, 2022

FIGURE

28: KEITH, 2022 3.FIGURE 29: KEITH, 2022 FIGURE 30: KEITH, 2022 FIGURE 31: KEITH, 2022 FIGURE 32: KEITH, 2022 FIGURE 33: KEITH, 2022

TIKTOK.POSTS

TikTok posts will be posted to I.AM. GIA’s profile consisting of behind the scenes on photoshoot campaigns with the celebrity ambassadors. Additionally, TikToks will be made at the launch party and pop-up shops to generate more traffic to the pop-up shops and create interest and desire. Also, TikTok posts will direct users to the Instagram competition to win tickets to the launch party to further increase engagement.

PR.PACKAGES

PR packages, as shown in figure 36 and 41, will be sent out to 20 micro-influencers in exchange for Instagram stories and TikToks, like those in figure 37-40. The packages will contain the outfits of the I.AM. UK collection, for example the box in figure 36 would contain Griff’s coord. By using influencer marketing, the touchpoints are increased, and potential new consumers will be drawn to purchase.

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FIGURE 34: KEITH, 2022

FIGURE 35: KEITH, 2022

FIGURE 36: KEITH, 2022

FIGURE 37:

KEITH,

2022

FIGURE 38: KEITH, 2022 FIGURE 39: KEITH, 2022 FIGURE 40: KEITH, 2022 FIGURE 41: KEITH, 2022 @mimimoocher @milliehannah @flossie @lilamoss

POP-UP.SHOP

There will be 3 pop-up shops in London, Manchester, and Belfast, annouced on Instagram on the post featured in figure 42. A potential layout for the shops has been designed in figure 43. Key features include the customisable I.AM.? tank top station, which will allow consumers to purchase a vest top with their own I.AM. slogan embroidered on, for example one saying I.AM. OLIVIA for Olivia Neill. This increases consumer engagement and likelihood to purhcase as it has a personal feel, and may also encourage social media posts. Additionally, there will be representatives from Women’s Aid offering information. Each of the celebrity ambassador’s outfits in the I.AM.UK collection will be available to purchase, alongside I.AM.GIA classics.

A branded selfie mirror will encourage user generated content.

SPOTIFY.PLAYLIST

Since 2 of the celebrity ambassadors are music artists and I.AM.GIA already has an active Spotify account, creating a Spotify playlist for the campaign made sense. It will feature only songs from UK female artists and will serve as another reinforcement of the female empowerment message. It will be featured on the I.AM.GIA Instagram as one of the highlights so consumers can easily access and engage.

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FIGURE 42: KEITH, 2022 FIGURE 43: KEITH, 2022 FIGURE 44: KEITH, 2022

MEDIA.OBJECTIVES

1Target audience

The target audience is young women aged 16-30, who are predominantly social media users, however the billboards also open up a potential new market for those who do not use social media.

2Frequency of message

The campaign will run from August 2022 until January 2023 with regular and constant posting on social media and activity happening every month (see monthly campaign schedule) in order to reinforce the message, keep the brand and campaign in consumer’s minds, and maintain a ‘buzz’ even after the end of the campaign.

3Continuity

To ensure continuity of message, female empowerment, Women’s Aid, the 4 collaborators and ‘I.AM.UK’ are to be mentioned continually in all media forms.

4Geographic scope

Whilst the primary audience is I.AM.GIA’s new UK consumer and the campaign will focus on branching into this market, the collection will be available on Australian and US sites as well to ensure the loyal secondary consumers can still enjoy the brand and feel included.

35 MEDIA.PLAN

FIGURE 45: I.AM.GIA 2019

MEDIA.STRATEGY

The I.AM.UK campaign uses a range of promotional tools which utilise different media forms in order to successfully achieve the aims and objectives, reaching as many consumers as possible through various touchpoints. The monthly campaign plan on the following page demonstrates the suggested timeline and launch of each campaign element. It begins in August with the activities designed to create awareness and interest. Then, moving through the 6 months, introducing more interactive components such as the competition and pop-up shop which are designed to create desire and inspire action. The regular communication of the message will ensure the success of the campaign.

MONTHLY.

CAMPAIGN.PLAN

AUGUST 2022

- Launch Instagram posts

- TikTok behind the scenes posts

- Have celebrity collaborators (Olivia Neill, Griff, Diana Sirokai and Jorja Smith) post content about launch

SEPTEMBER 2022

- Post Spotify playlist onto an Instagram highlight

- Regular Instagram posts, encouraging and resharing UGC through #IAMUK hashtags