Ardiles Marketing Campaign

ARDILES CULTURE

Campaign plan

Client brief

-Raising the hashtag #locallegend, Ardiles Culture wants to embrace the creative community, especially those included in the pillars of skater, music, muralist, esports, and street dance.

-To reach the creative community, Ardiles Culture builds branding by collaborating with creative person or local brand who include the pillars of skater, music, muralist, esports, and street dance.

-The collaboration product will go to the market at the Q1 of 2023

-Need digital marketing activities to increase audience impressions and sales of the collaboration product.

The Audience

15-25 Years old

Young, ambitious, full energy

Shopping Habits

Looking for an affordable, but cool sneakers for daily activities

Fun & Free Mindset To be “cool” images

They seek fun and stimulation by leaning towards extreme sports

gain recognition as someone who keep up with the mainstream trend

Own media Overview

65.37% percentage of website traffic are male.

73.47% web visitor come from organic search..

Take a good look

1. Twitter started out as a place for people to share their every thought. Now it’s turned into a powerful marketing platform that lets brands connect with their audience.

2. Unlike in western countries, affordable brands’ collaborations with big-name brands often have a stronger impact in Indonesia.

3. The combination of Meier's love of 80s cartoons, music, and toys and the world of Hawkins has led to a natural collaboration vans x stranger things to celebrate their 4th seasons.

Take a good look

Seem several brands developed a local marketing campaign that celebrates the country's culture through the merchandise, skins, packaging to know what's happening in this market, and know their local customer.

Lets catch their aspirations

In fashion, some local brands are running against international fashion giants. While fast fashion brands such as Zara, H&M, UNIQLO, and Pull & Bear and luxury brand Louis Vuitton still dominate the top 5, Indonesian Gen Z are also noticing local brands such as Erigo, Jiniso, Green Light, and Screamous make it to the top 10 list. In footwear, Indonesian Gen Z are noticing Ventella, while it’s still far behind the likes of Nike and Adidas.*Jakarta post.

Brand image has a beneficial impact on youth purchase intentions for local fashion businesses. Customers' intention to purchase things was drawn by a respectable firm known for their positive image, Affordable, quality, and customer opinions of the brands. *Deloitte, Gen Z purchase habit report.

47% of (source 1000) Gen Z say that they are interested in local things. They intend to purchase some of gundala putra petir merch, sri asih, pengabdi setan. Perhaps, this growing interest in local things is due to the success of several hit local movement in the past few years. *IDN media reports, 2022.

Brand voices Audience Desire

Through #LOCALEGEND, Ardiles wants to convey an essential message for the community to rise and encourage someone to be better than they might think. Ardiles wants to be the melting pot between creative street community and brands to channel the spirit of everyone who comes from a process of hard work, collaboration, and togetherness.

I will purchase/follow the local brands if they’re a respectable firm known for their positive image, quality, Affordable price, and have good customer opinions of the brands also not to forget to mentions their brand promise represent my voices and behavior.

When we think of an achievement, we tend to picture something out of the ordinary, like exceeding targets, career milestone, or any other perspective. But other, less measurable, hard work, collaborations, and togetherness deserve recognition, too. With #LOCALLEGEND lets celebrate the value of hardwork and togetherness.

Lets Craft The Campaign

Meet the guy

The Super Insurgent Group of Intemperance Talent (sometimes called The S.I.G.I.T or The SIGIT) is an Indonesian rock band based in Bandung, Indonesia. Although the band doesn’t like to be categorized, they’ve been described as a garage rock band and often compared to Wolfmother and The Datsuns, even dubbed as ‘Indonesian Answer To Wolfmother’ by some Australian media. The Band name origin is rumored to be derived from Rekti’s father, Sigit.

The SIGIT formed in 2002 as a way to pay homage to the band’s influences from the ‘70s. The band quickly built a following through weekly invite-only garage gigs, which per the band’s”. Since the band’s rise to fame, the quartet has performed at SXSW in Austin, Texas, and played sold-out shows across Indonesia.

GTM Strategy

AWARE ACTIONS SUSTAIN

To raise campaign awareness before the official release and make the target audience anticipate the launch.

Introduce #LOCALLEGEND to all campaign message with several activity and Reinforce the #LOCALLEGEND visual identity & brand claim in offline store.

Strengthen the campaign message, and offering our loyal purchaser with any privilege, benefits, & also to keep engage with the non user, and user audience.

Campaign Metrics

Objective Key Actions Results

Awareness phase

(Bottom Funnels)

Action phase

Sustain phase

Teaser, Digital activity, Landing Page, Always on display, BIG Kol’s, Promo intro, Publisher, Performance marketing, Collabs Announcements PR kits, POSM branding, Cross Selling offers *if any E commerce promo’s, Community, Micro Kol’s

Brand Share, Leads traffic, Share of voice.

Direct sales, New purchasers, Loyal purchasers.

Direct sales, Share of voice, Leads, Word of mouths.

Awareness Phase Activity

Campaign Activity

Awareness phase

Campaign Landing Page

I. Landing pages are handy for collecting valuable contact information. We can require visitors to enter their names, work emails, and job titles on contact forms in exchange for gated assets like webinars or retentions campaign. This allows us with longer sales cycles to send email campaigns later.

II. Landing pages allow us to emphasize a single action we want visitors to take. Whether we want prospects to visit our e commerce, ads CTA, sign up for a newsletter, Join our competitions or purchase items on sale.

*visual only sample

Campaign Activity

Awareness phase

Always ON Ads Display

I. to optimize our marketing efforts and encourage customer acquisition and retention we will run an Always ON ads display through GDN, SEM, SEO, FB, IG, and twitter also Ardiles owned media.

II. to reach maximum visibility and persuasion for each individual customer/user/purchaser by showing up at any possible moment.

*visual only sample

Beli tiketnya hanya di www. local legend .id

Campaign Activity

Awareness phase

BIG Kol’s

To help gain awareness and helps us earn credibility through word of mouth on a larger scale we will crafting KOL orchestrations.

Caption sample :

Yuhuu yuk saksikan acara Local legend by ardiles tgl xx di xx akan ada penamilan dari kotak, the panturas, street dance competitions, skate board competitions, dan banyak acara seru lain nya. Beli tiketnya di www.locallegend.id dan jangan lupa ikutan challenge nya buat dapet hadiah menarik dari ardiles. #locallegend

#ardiles

Campaign Activity

Awareness phase

Sneaker painting competitions.

I. Embrace our audience creativity with sneaker design competitions.

II. To tally in with our campaign message the competitions theme should be have similarity.

Caption sample :

Yuk ikutan Ardiles sneaker competitions dengan mewarnai sepatumu dengan tema local culture, berupa : city landscape, makanan, typography, dan lain sebagai nya, 5 pemenang akan mendapat hadiah xxx dan tiket Local legend, submit karyamu segerea hanya di www. Local legend. id

Action Phase Activity

Campaign Activity

Action phase

Collaborations Announcements

I. Give them a hit, after several awareness campaign phase ends we announce about the main campaigns.

II. The first announcement concerning the new collaboration came on Q1 2023 , when both brands to their social media channels to tease the upcoming release.

III.Folkative and USS also post in their social media account. featured the teaser, which showcased a the sigit logo featuring the ardiles logo alongside the #LocalLegends.

IV. Call to action direct to #LocalLegend landing pages.

*visual only sample

Campaign Activity

Action phase

I. PR kit are an excellent way to introduce Ardiles campaign to people who may be unfamiliar or even familiar with it, such as influencers, event attendees, journalists, or community.

II. By sending journalists/micro kols/community a PR kit, they’ll have all the information they need to write an article, testimonials or advertisement towards ardiles campaign.

*visual only sample

Campaign Activity

Action phase

Publishers

I. Blending digital exposure with offline marketing is a powerful way to stand out and be memorable amid all the social noise.

II. Collaborated with a big media to get our audience attentions.

*visual only sample

Campaign Activity

Action phase

I. To make the campaign integrated both offline and online, we will put our #LOCALLEGEND KV in to outlets store.

II. POSM display can help us highlight our whole campaign and signal in-store promotions to our offline purchasers.

*visual only sample

POSM & POS branding

Sustain Phase Activity

Campaign Activity

Sustain phase

Ecommerce Special Collabs

I. At the sustain phase we will do special e commerce collabs, we can ask them to create dedicated banner, hero SKU’s, Live shopping, etc.

II. To gain more the hype we create several targeted push notifications, SKU’s Search ads, banner revamp, and tie in with their tactical and thematic campaigns programs.

Tokopedia x Ardiles

Campaign Activity

Sustain phase

Event Community

I. To establish #LOCALLEGEND big bang campaigns we create an event that reflect with our target audience/community. Start from live gigs, sneakers showcase, skateboard competitions, and so on.

II. For the exposure purpose we’re also invite some relevant publisher and news media as well.

*visual only sample

Campaign Activity

Sustain phase

DISPLAY ADS

I. Since The CPC on the Display Network is almost always lower than that of the regular search ads. As a result, we can target numerous users without having to pay a lot.

II. One of the true key benefits of the Google Display Network is the ability to remarket ads uniquely to people who have clicked on our ads in the past. *Remarkerting.

*visual only sample

Campaign Timeline

Notes

SUMMARY

1.Why landing pages ?

For user database purposes, jadi kita bisa pake performance marketing, re targeting, re marketing untuk beberapa activity campaign. Dan juga sebagai mother campaign dimana semua CTA bisa kita arahkan kesana, dari segi user/purchaser pun lebih smooth since mereka bisa liat keseluruhan activity campaign ardiles.

2.Kenapa ada void di campaign timeline ?

Void digunakan untuk spare waktu just in case ada revisi, preprations, internal huddle, and so on.

3.Kenapa announcement dan KOL tidak digabung ?

One campaign, one single message. Supaya para audience easy to digest, dan tidak ke distract dengan banyaknya Message yg mau kita deliver.

4. Kenapa GDN ada di last funnels ?

Since kita sudah pun always on ads di semua funnels, untuk menghindari distraksi dan membengkak nya CPC GDN Digunakan menjelang end of Q1.

5.Kenapa the sigits ?

The sigits cukup represent dengan legenda local, mereka local, well known, behave like local dude, also setidaknya mereka Bisa cater beberapa segment selain dari music itu sendiri, mereka aktif di acara seni,painting, skateboard, dll.

THANKS THANKS