delia*s campaign
TRANSCRIPT
Consumer
Analysis• Consumers are teenage girls 12-17
• Teen spending declined last year- increase in saving money
• Trend setters and early adopters
Teens & Brands
Product Analysis
Market Analysis• Industry average has experienced a 7.52% growth in past 3 years
• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry
• Delia’s made $217.15 million in annual sales in 2012
Primary
Research
Problems &
Opportunities• Delia’s struggles to remain popular
against competitors such as American
Eagle, Hot Topic, Abercrombie, and
Forever 21
• Has remained unprofitable over the
past 4/5 years
• Brand image and broad target
consumer base
• Take advantage of growth in
technologies and social media
• Boost sales and brand relationships
with west coast stores
Marketing
Objective:
• Increase sales 6%
Advertising
Objective:• Built brand awareness & change
Marketing
Communication
Strategy
Media Objectives
TimingWhen do you buy the most clothes?
Geography
Spot
National
Media Mix
Social Media• 75% of national buying
• 90% of our target market is using social media
• Delia’s currently has:
• In-stream ads
• Youtube Channel
– DIY clothing tutorials
– Top 10 videos of the week
– Celebrity looks from Delia’s
Paid Exposure• Pay influential teens to repost brand content
• Generate positive buzz
• 1,000 influential teens from target market will be used
Search Engine
Optimization• Preliminary launch buy
• 20% of the target markets time is spent searching
• Will increase reach and frequency
Contingency Fund
• $19,502
“Live
Freely
”
• Green campaign
• Idea sparked from dELiA*s asterisk
• Brand growth and re-invention
Web banner Advertisement