| MARKETING CAMPAIGN |
Miranda Porto has a passion for advertising and design. She is inspired by fashion, art, and the culture of the streets.
Social media addict, coffee lover, and direct and interactive marketing major.
Sarita Nauth is an entrepreneurial public relations diva. She brings to the table her determination for success & a passion for publicity.
An Advertising & Marketing student at FIT. She currently works in retail and has past experience in PR and styling.
CAMPAIGN OVERVIEW OBJECTIVE | Increase sales and build awareness USP | Premium, fashion headphones for women BRAND CHARACTER STATEMENT | Edgy, sexy, and cool COMPANY OVERVIEW About Demographic Competitve Analysis TARGET MARKET SOCIAL MEDIA Instagram Facebook Twitter Pinterest THE COVETEUR x FRENDS ONLINE MARKETING SEO SEM ADVERTISING MARKETING Guerilla Marketing Pop-Up Shop VIP Event MEDIA PLAN FUTURE STEPS
“Style is more than a look, it’s an expression.” ABOUT | Frends set out to give women more by creating headphones that are designed as fashion accessories and embody premium sound. The collection allows women to express their personal style, feel confident, and comfortable while wearing headphones. DEMOGRAPHIC | Female, urban millenials. COMPETITIVE ANALYSIS | Since Frends created their own niche within the headphones product categroy, they face relatively no competitors in the current market. FRENDS | Available for purchase at: Nordstrom Apple Indigo Kitson AHALife Urban Outfitters
Anthropologie Kitson Shop Bazaar Target BestBuy Net-A-Porter
TARGET MARKET | Who wears Frends? Celebrities
TARGET MARKET | Who wears Frends?
INSTAGRAM 49,421 followers | 1,197 following • Repost one photo from a fan 2x a week • Engage with users, like photos posted on brand-related hashtags (#frends, #frendsheadphones, #wearefrends) • Upload original content daily
FACEBOOK 32,871 likes • Music of the day • Urban life • Share photos • Cross post content from other platforms • Share blog posts from influencers
TWITTER 11.2k followers | 140 following • Find influencers using followerwonk • Create lists on twitter based on findings • Monitor influencers using tweetdeck • Engage with influencers 3x a day • Answer fan questions • Tweet favorite music
PINTEREST 220 followers | 65 following • Build brand/lifestyle on pinterest • Reblog relevant articles • Pin original content 2x a day • Repin at least 3 times a week • Use utm tracking for traffic info
THE COVETEUR x FRENDS Collaboration with The Coveteur & FRENDS
• • • • • • • •
Promotes the brand Educates readers about brand Readers will be able to “shop the look” Perpetuates the lifestyle Readership 95% female 18-24: 52%; 25-34: 25% Top Cities: New York & Los Angeles Reader Interests: Fashion, Design, & Blogger
<title>Home - FRENDS headphones | Sometimes One Isn’t Enough </title> <meta name=”description” content=”FRENDS With Benefits, TAYLOR, LAYLA, ELLA, ELLA B, OIL SLICK, ROSE GOLD, GOLD, SILVER, Frends Headphones, FRENDS HEADPHONES, FRENDS, WEAREFRENDS, FRENDS EUROPE” /> *mixed up description and keywords
SEO | RECOMMENDATION DESCRIPTION | FRENDS specializes in high-end stylish headphones inspired by jewelry. Handcrafted with high quality materials and premium sound, our headphones are beautiful and functional. KEYWORDS | friends headphones, taylor frends headpones, taylor headphones, frends headphones review, layla frends headphones, layla headphones, gold headphones, frends gold headphones
ADVERTISING Pandora • Double MPU (300x600) • Unique Visitors: 20,274,309 • Page Views: 334,877,343 • 18-24: 36%; 25-34: 37% • Female: 53% • Top cities: New York, Los Angeles, San Francisco, & Chicago • Audience Interests: Social media, Marketing, & Music
Elle.com • Double MPU (300x600) • Unique Visitors: 783,156 • Page Views: 7,469,857 • 18-24: 43%; 25-34: 22% • Female: 86% • Top cities: New York & Los Angeles • Audience Interests: Music, Fashion, & Marketing
Refinery29.com • Double MPU (300x600) • Unique Visitors: 1,220,356 • Page Views: 16,458,381 • 18-24: 53%; 25-34: 25% • Female: 87% • Top cities: New York, Los Angeles, San Francisco • Audience Interests: Fashion, Design, & Blogger
Facebook Promoted Posts • Relatively inexpensive • Easy to reach audience & their friends • Better engagement from followers • Increases brand awareness • Easy to spot on news feed
MARKETING | #FRENDSWithBenefits
Guerilla Marketing Campaign • Hire 30 models to do a “street runway” show • NYC first, then LA if successful • One day in June • Models wear Frends t-shirts and line of headphones • Meatpacking, Greenwich Village, end in Soho (pop-up shop) • Street style photographers • Post to social media (#FRENDSWithBenefits, #ADayWithFrends)
MARKETING | #FRENDSWithBenefits
One Day Pop-Up Shop Soho, NYC • 9 a.m. to 9 p.m. • Allows trial of the product • Bosco Photobooth (UGC) • Users post to Instagram, Facebook, Twitter • Hashtag gallery (#FRENDSWithBenefits) • Monitors in window and inside store showing pics from photobooth FRENDS With Benefits VIP Event • The Standard Highline Hotel • “Silent Disco” • DJ, catering, etc. • “FREND Zone:” Bosco Photobooth • Invite media/bloggers
FUTURE STEPS ANALYZE & TRACK MARKETING KPI’S • Site traffic • Unique visitors versus returning visitors • Time on site • Page views per visit • Traffic source • Day part monitoring (when site visitors come) • Newsletter subscribers • Facebook, Twitter, Instagram & Pinterest followers or fans • Pay-per-click traffic volume • Number and quality of product reviews • Brand or display advertising click-through rates • Watch market for emerging competitors
FUTURE IDEAS • Airport pop-up shop (JFK, LAX, ORD) • Partnership with Virgin Airlines • Blogger series: FRENDS With Benefits • More FRENDS With Benefits designer collaborations (i.e. Rebecca Minkoff, Intermix, A.L.C., etc.) • Product placement in music video • New/more interactive website
ANALYZE & TRACK SALES KPI’S • Hourly, daily, weekly, monthly, quarterly, and annual sales • Average order size • Average margin • Conversion rate • Shopping cart abandonment rate • New customer orders versus returning customer sales • Cost of goods sold • Total available market relative to a retailer’s share of market • Product relationship (which products are viewed consecutively) • Inventory levels • Competitive pricing
Marketing campaign for Frends headphones, brought to you by NY social agency Disrupt 140.