Branding in Web 2.0

WHAT IS UnME Jeans

• UnME Jeans was one of the most successful up-and-coming players in the junior denim market.

• ADVERTISING MEMBERS OF UnME JEANS

• MARGARET FOLEY BRAND MANAGER OF UnME Jeans

BRAND UnME Jeans

• This BRAND is to encourage Women to forge their unique identites and promote tolerance and appreciation for differences of opinions and tastes.

• BRAND STORY is about celebrating individuality of teenage girls and encouraging teens to speakout against peer pressure and conformity.

ADVERTISEMENT OF BRAND

30 sec Television advertising spots on common programs for teenage girls – Gossip girl, American Idol, One tree hill.

Full page magazine print advertising in beauty and fashion magazines.

60 sec radio advertising spots.Online banner and advertising on popular

websites for teenage girls.

Foleys annual Media Plan

UnME Jeans- Upcoming denim company targeting women of age group 12-24 Reached it’s Market Traditional Media Advertising.

Advent of Web 2.0 Reduced effectiveness of traditional media , Despite of advertising clutter Prices to purchase Tv Ads rights increased.

Foley justified the excess money on use of traditional media & Asked Advertising Agency for best Web 2.0 Solution

Understanding Foley’s most recent media plan and changing consumers’ media habit due to advancement in new technologies.

Understanding the key concepts and insights of new lingo of Web 2.0 and get familiar with the use of Twitter, avatars, tag clouds, widgets, RSS, podcasts, mashups, long tails, and convergence.

OBJECTIVES OF THIS CASE

Understanding the effect of introduction of Web 2.0 and social media on the advertisements and branding of UnME Jeans, in particular and other companies as a whole

Analyzing the solutions provided after research by the advertising agency and finally find a qualitative solution regarding the investment in the advertisement in social media and Web 2.0

KEY ISSUES

Trends Reducing the Existing Plan Understanding new in Web 2.0 Were any of the emerging Social

Media Channel Appropriate? Type of Results to be expected

Were any of these emerging social media channels appropriate for her brand and what were the benefits

and risks of each?

How could they substitute for or complement her existing media plan ?

What kind of results could she expect from Web 2.0?

HAUNTING QUESTIONS?

3 TRENDS DRIVING CHANGE IN MEDIA MARKET

REDUCING THE EFFECTIVENESS OF THE EXISTING MEDIA PLAN

CHANGING CONSUMER MEDIA HABITS

ADVERTISING CLUTTER

Difficulty in breaking theadvertisement clutter•Consumers were besieged with over 5,000 advertising messages each day, making it difficult for marketers to break through the clutter

•Advertisement remembrance was at•all time lowest of 1% to 3%Bob Barocci, president

and CEO of the Advertising Research Foundation.

LACK OF INTEREST IN ADVERTISEMENT

•Due to increase in the advertising clutter , this trend has shaped its way.

INTERNET ADVERTISING DOMINATING CURRENT MEDIA

GROWTH IN ONLINE MEDIA ADVERTISING

EXPECTED GROWTH OF SOCIAL MEDIA(US MARKETING SPENDING IN $ BILLIONS)

WEB 2.0 OPPURTUNITY

The Web 2.0 more interactive, participatory, and collaborative behaviors that considered consumers themselves as Co-creators and Disseminators of the content available on the Internet.

In Web 2.0, Consumers were empowered to create their own personalized experiences on the web and then share them with others around the globe:

Content on the web was Democraticized, and consumers’ experiences online became largely social rather than individualistic.

ADVANTAGES OF WEB 2.0 Huge Target Market Cost Effective than other modes. Two way communication via Direct Feedback

DISADVANTAGES OF WEB 2.0

LACK OF CONTROL

Creativity and Regular Monitoring Required.

MAY LEAD TO NEGATIVE PROMOTION

CULTURAL VALUES OF WEB 2.0

Consumer co-creation

Social affiliation

Digital self-expression

Sharing

Consumer Co-Creation• Consumer co-creation gave consumers the

ability to directly contribute to the online conversation and content that was available on the web.

Growth in online video advertising

• US Online Video Advertising Spending (millions), 2007-2013

Social affiliation

Virtually connects people with each other which creates a sense of community.

Online social networking

MySpace and Facebook

Facebook and Myspace

CREATION OF PROFILES AND THEIR INTERLINKING

SHARING INFORMATION

Digital Self Expression

•Desire of people to express their identities online.

Sharing• Consumers no longer want to be the

“Target” of marketers, but rather, they wanted to be their “Partners”

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TARGET MARKET FOR UnME JEANS IS 2nD HIGHEST GROUP

AGE DISTRIBUTION OF SECOND LIFE RESIDENTS

Spinning Web 2.0 into an Integrated Marketing Communications Plan• Foley’s advertising agency had provided

her with a plan to bring her brand to three social media outlets :

Zwinktopia

Facebook

YouTube

Extremely highnumber of users and also high percentage of targetmarket customers

The agency would develop a line of virtual UnME Jeans that would be sold to avatars on Zwinktopia through a virtual UnME Jeans retail store.

As each special edition jean was released in the real world, UnME would simultaneously release a virtual version of it to generate online buzz about the product.

The budget for the Zwinktopia program included a one-time charge of $200,000 for upfront creative development and a recurring charge of $100,000 per year for operation, maintenance, and updating.

Facebook AdvertisingDevelop a brand profile Image.Purchase targeted banner advertising on facebook –

Targeting women interest in fashion.

Creating a UnMe widget.

The budget for the Facebook program included a one-time charge of $350,000 for creative development of the profile page, widget, and banner ads. UnME would then pay $150,000 for a three-month advertising program on Facebook, which included a brand profile page and targeted banner advertising.

Three four-minute YouTube video ads- that would collectively tell the stories of teen girls who embodied the brand essence of UnME.

Teen girls would be invited to upload videos about themselves or their friends that showed how they forged their own unique identities and how they promoted tolerance and appreciation for differences of opinions and tastes

Adding Videos and ads BRAND CHANNEL

The YouTube program costs included a one-time up-front fee of $300,000 for creative development of the brand channel and the video ads. The budget also included a $300,000 media buy with YouTube, which sold the brand channel and the in-video ads at a CPM of $40.

Dilemma ? Foley was also concerned about the lack of

control she would have over the content into which her advertising was inserted.

Advertising in the new social media was more risky, as much of the content on sites like Second Life, Zwinktopia, YouTube, and Facebook was risqué, lewd, and/or inappropriate for her brand and might offend her target consumers.

Final Decision

Foley ought to choose developing a UnME brand profile page for Facebook and stick with this solution provided by the advertising agency.

This option is economic than Zwinktopia option but expensive than Youtube.

Facebook –Seemed Better Option

• Highest visited site on internet• Time spent is also quite high• People can discuss about their

products on the profile page and give their views to better the product.

• Expected increase in number of people joining Facebook

UnMe will surely benefit in their sales after integrating Traditional media with Web 2.0 . It would increase Brand awareness

Possibility of Becoming a Viral BRAND in young section of women.

DISCLAIMER

Created By Satyam Singh, IIT BHU VARANASI ,during an internship under Prof. Sameer Mathur , IIM Lucknow .

www.IIMinternship.com