CASETiFY: Advertising Media

MEDIA PLAN

Lily, Natalie, Esteban, Skyler

Tusk nation agency

Summary What started out as a simple idea, to make custom phone cases for an Instagram post, has now turned into the ultimate self-expression status symbol. CASETiFY is the embodiment of Gen-Z: creatively innovative while caring about issues that affect our global community. CASETiFY started out as an online-only brand and business continues to thrive online to this day. What makes CASETiFY stand out from other phone case companies is their unique and eye-catching phone cases that allow consumers to express themselves and display their uniqueness. The durable phone cases and celebrity stamp of approval has also made them a trustworthy brand. Also, their charitability to support and donate to causes, such as: using recycled materials for phone cases, donating to women’s equal rights and climate change campaigns, allows them to attract consumers who want to support a brand with good intentions.

This campaign will focus on the significance of CASETiFY having brick & mortar stores in the U.S., while also trying to appeal to an older audience. Once this campaign is put in place, our target audience will see why CASETiFY is a promising phone case brand.

01 Our company

04 Content plan

02 Market analysis

05 EVALUATION

03 AUDIENCE

06 APPENDIX

About CASETiFY

SWOT, Objectives, Competition

Target audience and consumer profiles

Creative and media strategy

Budget and timeline

Sources

01

Our company What CASETiFY is about

“Real Cute, Real Tough”

About us CASETiFY was the first company to make custom phone cases by using Instagram photos when they were founded in 2011. This was the main focus of the company and what contributed to their initial and immediate success. CASETiFY has only gotten bigger and is now the 3rd largest tech accessories brand in the world. CASETiFY is now known for their unique case designs and collaborations with brands and people.

COLLABS x CASETIFY

02

Market analysis SWOT, Objectives, Competition, Industry

Casetify aims to increase volume by selling one million units while increasing sales by at least 15% within the 12-month campaign.

Business Objective

Increase household penetration amongst 25% of the target audience in a crowded tech accessories category within the first 12 months.

Marketing Objective

Drive 50% aided awareness/reach within first-time buyers of the target audience by the end of the 12-month campaign period.

Communication Objective

strengths

weaknesses

opportunities

threats

.

.

.

.

Customer loyalty Unique designs Durability Trendy Sustainable Collaborations Warranty Customizability

Price Too many designs Online exclusive Time Limited phone options Availability

Opening brick & mortar stores in the United States. More readily available in retail stores.

Offer more discounts.

Competitors are available in retail stores and phone stores; prices are more affordable than ours

Business situation Although CASETiFY has been experiencing success through online sales, our competitors are still ahead of the game with their retail sales. Reality is that even though online shopping is becoming more relevant, when it comes to phone cases, people are still buying them in person. According to Grand View Research company, 71% of customers purchase tech accessories like phone cases offline while 29% are buying online.

Competitor brands' phone cases are sold in mobile stores like Verizon, T-Mobile, and AT&T or retail stores like Target and Best Buy are more readily available to consumers. As we begin to implement pop up shops and sell our product in stores, we must increase our brand awareness so that when consumers have the choice to choose, they will choose our brand.

29%

offline

71%

online

BARRIERS & DRIVERS

BARRIERS

DRIVERS

“It’s too expensive for a phone case…”

“They have too many designs to look through.”

“They’re only available online and I don’t have time to wait for shipping!”

“I own a phone that they don’t offer a case for.”

“They have high quality cases.”

“They’re trendy. I see them used by influencers and celebrities.”

“They have a design for everyone.”

“They’re sustainable!”

“I can choose what kind of features I want in a phone case for added protection.”

Barriers Despite Casetify growing success online, competitor brands have a huge advantage over them through retail stores. Competitor brands phone cases are sold in mobile stores like Verizon, T-Mobile, and AT&T or retail stores like Target and Best Buy. Their online sales support their retail sales, unlike Casetify which is exclusively sold only online. Competitor brands are cheaper, faster, more convenient, and provide better protection.

Casetify’s problem is that they need to stand out from the traditional tech accessory brands by increasing awareness and reach a wider audience against big competitors.

drivers The global tech accessories market is expected to grow at a compound annual growth rate of 7.1% from 2019 to 2025 to reach USD 110.60 billion by 2025.

How can Casetify stand out amongst an industry of high demand?

Luckily, Casetify has a strong social media presence and defined brand personality that we can use to our advantage. With 2.7 million instagram followers, and 1.1B views on #casetify on Tik Tok, Casetify isn’t just a brand that sells phone cases.

People see Casetify as fashion, showing that a phone case can create creativity and individuality.

drivers

Business situation response We should use this driver in our campaign to spread brand awareness, by emphasizing that Casetify is not just a brand but a lifestyle, to display their uniqueness. Therefore collaborating with niche brands and influencers will attract and reach customers that want to buy a brand that represents that likes and interests.

“You never really see tech accessories with fashion, but we’re trying to make people think differently, to show that a phone case can also feature great design and express creativity.”

–Wes Ng, CEO of Casetify.

Competitor analysis

OTTERBOX

SPECK

wildflower

pela

OtterBox produces water-resistant, shock-resistant, and drop-resistant cases for mobile devices targeted to outdoor enthusiasts. They are most known for their indestructible cases, more quality and protection. They also are the biggest supplier of phone cases on Amazon.

Speck has been around since 2001 and was one of the first companies to make phone cases made for smartphones.

They are one of the most trusted brands for tech accessories and are available everywhere from mobile stores to Best Buy

One of CASETiFY’s biggest competitors is Wildflower. They are L.A based company and their cases are stylish and partner with big brands and people including Coachella, Emma Chamberlin, and Revolve. Products are also offered in store at Urban Outfitters. Wildflower has a curious relationship with meme culture, in that as much as the brand feeds into it, the designs of the cases often also feel deeply inspired by it.

Pela Case is “the world’s first 100% compostable, eco-friendly phone case”.

They are known for their trash less cases that literally erode when thrown away. They’ve created a phone case that protects your phone and the planet taking steps to a waste-free future.

Especially among Gen Z and Millennial consumers who are environmentally conscious, these cases are target a unique segment and are increasingly popular.

OUR COMPETITORS

03

audience Target Audience, Target Persona Profile, Media Insights

Target market Which age range would love customizable items while being cute, trendy, and unique?

Gen-Z! Gen-Z is an accurate target audience because CASETiFY fits everything that they want: - Their favorite influencer/celebrity has one (Kylie Jenner, Drew Afualo, Olivia Rodrigo, Kburton, etc.)

- Customizable with pictures, names, memories, words, mirrors, etc.

- Cute and trendy - Multiple uses (mirror cases, phone holders, antibacterial)

target persona profile abel

Social media used

Use of time 43% Work

A 24 year old working college student. Abel attends CSUF while volunteering at an elementary school.

He lives at home with his parents and siblings. He is aware of what’s on trend and up-to-date on the latest styles.

TikTok

Twitter

Navigation

35% Home 22% Sports

Interests

24% Desktop

Likes listening to music

76% Smartphone

Loves browsing social media

Target persona profile BUYER

Social media used

Use of time 60% Work

Youtube Kimberly is a 21 year old college student at CSULB. She’s majoring in PR and in her senior year. On the side, she is a micro-influencer, so she must be aware of what’s popular and trending to build her own brand.

Instagram

Navigation

40% Home 20% Online

Interests

49% Desktop

Likes watching Youtube videos

51% Smartphone

Loves online shopping

1.1 Billion+ #CASETiFY TikTok views

520,600+ TikTok Followers

Our organic virality on social media has let Gen-Z and millennials into taking our brand awareness to the next level.

2.7 million+ Instagram Followers

04

Content plan Creative & Media Strategies

Our smart objectives sentiment

awareness

engagement

launch

Increase positive sentiment towards CASETiFY online

Raise awareness of CASETiFY among the millennial age group

Increase active customers and social media engagement by 25%

Launch our brick & mortar and availability in retail stores all over the U.S.

Sales funnel Interest Awareness Potential consumers will see CASETiFY being used by influencers

Decision Consumers will be able to use influencers’ coupon codes to get a discount on future purchases

1ST 2ND 3RD 4TH

Influencers will link to CASETiFY in description or “swipe up” feature

Purchase Consumers will use the discount code to make a purchase

Media mix out-of-home Billboards: Plastered all over Los Angeles and New York Celebrities: Photographed using CASETiFY cases Flyers: Pasted all over the city

Social media Instagram: 2 posts per day, multiple stories, reels, influencer promotions Twitter: Use #CASETiFY for users to engage with Youtube & TikTok: Link reviews about CASETiFY phone cases on social media platforms

Media mix Web banners Placing strategic web banners on websites that relate to electronics, trends, and online shopping. Using cookies to find consumers who would be interested in our products.

snapchat Casetify doesn’t currently have a snapchat account but it would be beneficial because it is a way to place short second clips with our target audience. 48% of Snapchat users are age 15-25, which is our primary market.

Media mix paid: CASETiFY will advertise themselves to new consumers with mobile banners on some of the web’s most popular websites, such as Google,Yahoo, and Youtube.

These mobile banners will have a few phone cases in the background with the CASETiFY logo being emphasized in the ad. This will educate people who don’t know about the brand by letting them know that CASETiFY is a phone case company

owned: CASETiFY will be able to promote themselves on their own social media platforms. On Instagram, CASETiFY will post 2 pictures/videos everyday showing off their phone cases and having an influencer with a Casetify phone case. On Twitter, CASETiFY will do Q&A’s with the hashtag #Casetify every week and respond to Twitter users. By doing this, they will expose themselves to new consumers since the constant tweeting, retweeting, and liking will pop up on other people’s feeds.

Media mix earned Customers are able to write their honest reviews on CASETiFY’s website, which allows consumers and first-time buyers to see authentic reviews from customers and make them more likely to purchase from CASETiFY. Doing YouTube video reviews, TikTok video reviews, or writing their feelings about the products on Twitter will allow people to let their opinions be seen online.

05

evaluation Budget and Timeline

Measurement and Evaluation instagram

Mars

It’s the closest planet to the Sun

Despite being red, Mars is a cold place

Venus

Saturn

Venus is the second planet from the Sun

Saturn is a gas giant and has several rings

Measurement and Evaluation instagram

tiktok

youtube

Our instagram will gain more followers, which will increase loyalty and awareness

Since Tiktok is our main platform for collaborations, this will lead individuals to keep up with our brand and also follow our other acciunts led from TikTok

Doing collaborations on Youtube and paying influencers to do “haul” or “review” videos will increase our brand awareness and overall sales.

Website clicks

Better reviews

More sales

Through social media advertising, there will be a significant increase in website clicks

There will be an increase in positive sentiment towards CASETiFY online

Increasing collaborations and advertisements will lead individuals to purchase from our brand , especially with promotion codes and popularity

We will Increase active customers and social media engagement by 25%, leading to more website clicks and sales.

Campaign schedule May

june

july

aug

sept

oct

nov

dec

jan

feb

mar

apr

Corporate branding

surveys/impact studies

Branding and positioning

Design ads Billboard ads

Influencer ad

Define final deliverables

Tiktok ad Review influencer marketing

Campaign kick-off

Follow through

budget PLAN OUT-OF-HOME

15%

$7.5 million Billboards, posters, flyers

influencer $3.75 million

30% 20%

collaborations $8.75 million Collaborations with artists, celebrities, brands

35%

Budget: $25 million

Influencer marketing on Tiktok, Youtube, Instagram

Social media ads $5 million Paid sponsored post ads on Instagram, Facebook, Tiktok, Twitter, and Youtube

Media strategies

Awareness

Consideration

Decision

We will use Youtube advertisements to specifically target our audience through analytics and cookies.

We will reach out to influencers for influencer marketing to showcase CASETiFY products in videos and photos on their social media. We will target micro-influencers who have a smaller, but more dedicated audience.

Customers will share their experiences online and also share photos of their products causing earned media.

MOCKUP Influencers will showcase their CASETiFY phone case and include a discount code that they will make a small commission off of and will incite their followers to purchase.

objectives

Message

strategy

Mars

In order to expand and widen the audience for CASETiFY, advertising and promoting on different media channels can expose the brand to new audiences.

Social media advertising will be focused for the younger generation (Gen-Z) while OOH advertising will be for the older generation (millennials).

Despite being red, Mars is a cold place.

It’s full of iron oxide dust

06

appendix Sources

References https://www.businessinsider.com/iphone-case-survey-2014-7#:~:text=We%20did%20find%20that%20women,9 0%25%20of%20female%20respondents%20did.&text=Otter%20Box%20had%20a%20little,to%20write%20in% 20an%20answer https://www.pewresearch.org/global/2019/02/05/smartphone-ownership-is-growing-rapidly-around-the-world-but -not-always-equally/ https://440industries.com/casetify-case-study-6-reasons-for-their-huge-success/ https://www.alliedmarketresearch.com/press-release/U-S-mobile-phone-accessories-market.html https://www.grandviewresearch.com/industry-analysis/mobile-accessories-market