Marketing Planning Herio

HERIO KFT
Budapest ter square utca 8

Phone: +36 70 254 18
Website: www.herio.com
SOCIAL MEDIA MARKETING PLANNING

HERIO
2021
By: Juliana Cabrera
1
HERIO KFT
Phone: +36 70 254 18
Contents
1. Company profile and product........................................................................................................3

2. Target Market................................................................................................................................4
3. Key Message..................................................................................................................................5
4. Competitors Analysis.....................................................................................................................5
5. Selected social media platforms....................................................................................................5
6. Campaign planning........................................................................................................................8
7. Some promotion Mockups..........................................................................................................13
8. Conclusions..................................................................................................................................16
Bibliography.........................................................................................................................................16
Annex I – Comparative Analysis Competitors
Annex II – Campaigns schedule
2
HERIO KFT
Phone: +36 70 254 18
1. Company profile and product
Herio is a custom made athletic sportswear brand that provides innovative and fashion-
forward leggings and shorts on the market. Through extensive research and
experimentation, Herio could design resistance fabrics that lift, shape and tone the body,
while simultaneously maintaining cool body temperatures to help keep the customer
comfortable while performing daily activities. Additionally, the client can customized their
wear choses by using our software located at our website. Herio believes in creating
products that change bodies, enrich lives, inspire adventure and empower athletes to be the
best version of themselves.
We have around 280 stores around the world and 6 warehouses where stock products are
located close to important ports to allow just in time delivery to our shops.
Below are the main characteristics of the 2 main products of Herio:
 Leggings: Herio resistance band legging is the brands primary product. Our leggings
are the only one in the market which utilizes the power of high quality resistance
bands to help the client to move with flexibility while performing a sport activity.
Herio leggings have a fashionable style which also helps to shape lift and tone the
client’s legs and backside. Additionally, Herio leggings are made of jade infused
fabric, which aids in the regulation of body temperature and helps cool the body
during physical activity, and added-derived lycra fibre for stretch and shape control.
The leggings are embellished with delicate jade gem stones which add the final
touch of detail to create the ultimate luxury legging. Customers can customized or
personalized the leggings design by using our website feature called ‘’be original’’
where they can choose their colours, design, add logos or pictures. After ordering,
the leggings are delivered via TNT cargo.
 Shorts: After three years of research, experimenting & evaluating feedback from
customers, the new Herio Shorts are available to professional and amateur athletes.
They are capable of carrying literally any unique design graphics. Herio shorts have
an enhanced functional and performance profile as a result of new design features
and technical gains such as using materials that are lightweight and hard-wearing.
Many of our shorts include an inner lining that acts as underwear, so wearing
separate underwear is not necessary. Polyester is our common fabric which makes
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HERIO KFT
Phone: +36 70 254 18
them very comfortable. With Herio shorts clients can be sure that they will get
exactly the freedom of movement that they need in sports. The modern, functional
materials are breathable and moisture-regulating since Herio use the industry-
leading Climacool ventilation technology that ensures exceptional cooling no matter
how hot the weather may be. The quick-drying and breathable fabric used in these
top-calibre shorts guarantees dryness, cooling and comfort unlike anything you’ve
experienced before. We offer practical features such as side pockets or reflective
elements which are indispensable for sport women or men.
2. Target Market
Herio will target different 4 market segments: individuals who want to make sport part of
their lives, young athletes, elite professional athletes and coaches. Herio will help athletes of
all levels to make a difference and achieve high performance in their game, in their life and
in their world.
Young athletes: Have undergraduate schooling or a degree.

The age gap is between 11 -22 years old. They have less than
> $10,000 of household income. Highly depended on their
parents. Typically spend between 6- 10 hours per week doing
sport activity. They are training to participate in a sports
competition. This group is more likely to make less frequent
but make larger purchases. They are particularly excited to
purchase because it has a significant impact on their
outfitting.
Individual athletes: They practice sports as a hobby and

practice around 4 hours per week. They used to be athletes
but due to economic or personal reasons changed their
careers. They have an annual income of at least 50.000 euros.
Their age is between 25 – 45 years old
Elite professional athletes: These would be adult

participants or older youths between the ages of 20-40 who
have the technical knowledge and disposable income to
purchase sporting goods and wear on their own. Professional
soccer, tennis, basketball, running sport players. They
participate in 8 – 15 hours per week on their
training/activities. These hard-core athletes have a decent
amount of sport specific clothing. When they shop for new
stuff it is generally a replacement piece. They are typically
buying the latest and greatest things on the market. They
appreciate the subtle improvements that the new products
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HERIO KFT
Phone: +36 70 254 18
can bring. They therefore are likely to buy a piece or two if the
product shows improvement in design over what they
currently own.
Coaches: The sports coaching market is supposed to grow by

$ 4.14 bn during 2020-2024, progressing at a CAGR of 2%
during the forecast period. This group is integrated by those
organizing and coaching adult or youth sports teams, or
individual advanced youth teams, they are responsible for the
design and purchase of their individual team uniforms. The
age gap of this group is 35 – 65 years old.
Source: [ CITATION Ton14 \l 1055 ]
3. Key Message
Our social media strategies will use the following key message on their campaigns: high
performance with personalized fit. Herio’s brand campaign will employ a variety of
techniques to communicate the Herio’s brand integration of sport high performance,
lifestyle and fashion. Due to the new market conditions influenced by Corona Virus there
will be advertisements and a website section that will portray an athlete dynamically
participating in sporting activity at home wearing Herio products. The product itself
becomes the backdrop to the dynamic athlete. Also, we will record happy customers using
our products and using our Be Original app.
4. Competitors Analysis.
The major competitors (Nike, Adidas and Puma) are mostly placing their advertisement on
Instagram, Facebook, Twitter, Youtube and Tiktok (please refer to Annex I). Most of their
advertisements or events include famous athletes who are using their products or practicing
a sport activity. What will differentiate Herio from them is that we will create content
focusing on our audience personal life, challenges and experiences with our products.
Constructing with this, a sense of reality and connecting with our audience in a better way.
5. Selected social media platforms.
The social media platforms that Herio will utilize base on our target market research will be:
Facebook, Twitter, Instagram, Tiktok, Spotify and Youtube. As a supplemental form of digital
media advertising, Herio will request will request the help of at the top sport bloggers and
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HERIO KFT
Phone: +36 70 254 18
athletes to advertise its products on their blogs and social media pages. Consumers who
look to these influencers for sport guidance will be more incline to purchase Herio products.
Source: [ CITATION unm20 \l 1055 ]
A study performed by unmetric.com where they compared sport brands social media
campaign’s effectiveness revealed that 90% of users have more interaction and engagement
on Instagram. Our general strategy with Instagram will be focus on delivering inspirational
content to our target audience. Additionally, photos, contests and videos will be shared, not
only about our products but sensitive materials that will help to reinforce the brand origins
and connect with the audience emotions towards our brand. For Instagram we will post
from Monday until Thursday at 11:30 am (considering the time zones)
According to data from the first quarter of 2019, Twitter had an average of 330 million
monthly active users. Due to the personalized nature of Twitter, it is a great platform for
brands to share content with their consumers and receive feedback from them. This data
can then be used to make improvements on the products and brands to tailor their content
specifically to the target market [ CITATION Cle201 \l 1055 ]. Users usually view twitter as a
great place to ask technical questions and discuss warranty issues about the brand. Also,
twitter is a good platform for Herio to engage with our athletes and influencers who are
very active on twitter and who are talking about sport products. By retweeting their content
we can also help to increase the reach of their post and motivate people to check our profile
or webpage. We will post twitter content from Monday to Thursday at 12:30 pm
(considering the time zones)
Facebook is similar in this respect to Twitter, and studies have shown that consumers
frequently use this platform to talk about brands, have discussions with one another, and
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HERIO KFT
Phone: +36 70 254 18
connect with companies that interest them [ CITATION Cle20 \l 1055 ]. On Facebook photos,
contest, news, webinars (Facebook live) and videos will be shared with the main aim that
they will induce to a call of action (sharing, commenting, like). Likewise, Facebook chat will
helps us to have real-time conversations with our followers. On Facebook, we can collect
email ids and other contact details from users and get their feedbacks on our page to create
confidence on our users to buy our products. We will post on Facebook on Wednesday,
Thursday, Friday, Saturday and Sunday at 13:30 (considering the time zones).
As of 2019, YouTube’s total worldwide users reached 1.68 billion, meaning that over 22% of
the global population uses YouTube [ CITATION Cle20 \l 1055 ]. With the heavy reliance on
word-of-mouth marketing from consumers, YouTube’s video based platform comprised of
mostly user-generated content, which makes it a platform that has heavy influence on
buyers' brand perceptions. With Youtube our plan will be to post corporate and blog videos
of influencers or athletes using our products in their daily life. Webinars material will be
posted as well and daily meditations to start the day with joy. We will program our Youtube
uploads to be posted on Saturday and Sunday at 10:00 am.
On the other hand, Tiktok seems to be a way to get into the mind of young athletes since
the platform’s main demographic of users are teenagers and young adults. TikTok is used in
over 150 different countries, and viral videos on the platform can reach all over the world.
It’s fairly straightforward to promote any business and reach an audience by launching a
hashtag challenge. Brands can choose an idea or theme and then encourage users to create
or recreate videos using a branded hashtag that you’ve come up with. It’s a good way to
increase interactions with the brand and encourage engagement. [ CITATION unm20 \l 1055 ]
On Tiktok we will post every day at 09:00 am.
Another, platform we will use is Spotify since 90 million people are listening through
Spotify’s ad-supporter free tier. That’s an extremely large pool of engaged listeners that
advertisers can target. Data from Spotify shows that the average listener spends 148
minutes streaming either music or podcast each day. Users are also listening from the
moment they wake up in the morning up until they’re ready to turn in for the night. This
gives advertisers a huge opportunity to increase exposure about their brand or company in
between songs. [ CITATION Riz19 \l 1055 ]
We will use below metrics to analyse our campaign performance:
 Increase Exposure
Metrics: Reach, Impression, Views, Comments
 Increase Traffic
Metrics: Page views, Unique Visitor, length of visits
 Increase Engagement
Metrics: Likes, Shares, Comments, Retweets, Favourites
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HERIO KFT
Phone: +36 70 254 18
 Develop Loyal Fans

Metrics: Fans, Followers
 Improve Sales
Metrics: Orders, New Customer, Sales Revenue
6. Campaign planning
Herio marketing strategies have been created to build brand awareness, promote and
reinforce product desirability. Across all channels there will be consistency in rich content
and beautiful images that drives sales and brand affinity to gain an advantage in all stages of
customer experience. On Annex I you can find our three months campaigns schedule. Post
ideas will be revised or change depending on new trends. For checking new trends and
social media listening we will be using sprout social tool.
Our team will be compound by the following team members:
 Social Media Manager - Juliana Cabrera: plans and manages the overall social media
marketing strategy for the business.
 Social Media Community Manager - David Johnson: interacts with members of the
community, share the content on the social media platforms and generates reports
on the overall sentiment of the community to the Social Media Manager.
 Digital marketing analyst - Ana Smith: Analyses the performance across all digital
channels and generates comprehensive reports that provide recommendations for
improvement.
 Graphic designer – Martin Smith: In-house responsible for video/ photography
production & edition. Website maintenance.
We will use Trello tool to monitor the tasks and evaluate the performance of each team
member.
Budget:
According to 2020 board member meeting, total last year net profit was 15.080.076.280.
With the help of 25% Hungarian government grants to fund marketing activities for
companies which possess a patent. We will just have a 1% variable cost ratio which will
be designated for our social media campaigns.
After a careful research, we are expecting that our social media campaigns will have a
positive impact on the company sales. From January to April 2021, we forecasted the
worldwide sales growth ratio to increase 6.1%, 7.3%, 9.3% and 12.5% accordingly.
Following is the breakdown of 3 months campaigns costs:
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HERIO KFT
Phone: +36 70 254 18
Item Cost
Influencers 102.000.000 Euros
Social Media paid advertisement 787 Euros
Spotify 1.200 Euros
Sprout Social account for 1 year 99 Euros
Trello account for 1 year 10 Euros
Total Social Media Marketing Cost 102.002.096 Euros
Government grants for Marketing 25.500.524 Euros

purposes for patent Hungarian companies
25%
Total Social Media Budget 76.501.572 Euros
Prices per campaign are specified in below campaigns list:
Campaigns
Campaign Instagram Facebook Twitter Tiktok Youtube

name
Corporate Post inspirational Post inspirational Retweet phrases Our founders Upload
video and video and photos video and photos and content recreating funny inspirational
products about our company about our posted from our stories of our video of
launched history and how company history founders twitter company company
photos and our products have and how our profile. foundation. history.
videos helped athletes products have Post link to our The main aim of Upload
over the years. helped athletes website and this campaign is promotional
The aim of Also, photos of our over the years. writing a small to increase videos about
this campaign portfolio catalogue Also, photos of text about our brand our catalogues.
is to create a with a text our portfolio products benefits awareness with Type of advert:
bond and
mentioning about catalogue with a and using the young athletes Youtube paid
increase
our products text mentioning hashtags market. ads USD 10.
brand
benefits will be about our #sportswearstore The main aim of
awareness
posted. products benefits #athleticwear this campaign is
with all our
target market Type of will be posted. #leggings to create brand
groups advertisement for Type of #shorts awareness.
the photos advertisement for The main aim of
catalogues and the photos this campaign in
about history of catalogues and Twitter is to
the company: free about history of create brand
Type of post for the the company: awareness.
video: paid free
advertisement – Type of post for
daily budget of 25 the video: paid
Euros. advertisement –
daily budget of 15
Euros.
Simone Biles Post IGTV video of Post facebook live Tweet our blog We will film Upload Simone
9
HERIO KFT
Phone: +36 70 254 18
Campaign working sessions at video of working article about the Simone Biles Biles live session
home of Simone sessions at home interview with video of 30 days video. The main
These posts Biles and using of Simone Biles Simone Biles home workout purpose of this
will be Herio products, and using Herio about the challenge. The video is that
designed to additionally IG products. Also, working session’s aim of this users can check
encourage stories will be colourful banners videos and using campaign is to anytime the
people to stay posted about tips will be posted Herio products encourage workout
at home while for keeping about tips for and create tweets young athletes exercises and do
also showing motivation to train keeping about his athlete to share our it on their free
them that you at home during the motivation to life. The main aim content and time. This will
can still be pandemic. train at home of these series of follow our help to position
active and stay Type of post: free during the tweets is to challenges. the brand in the
in shape. advertisement. pandemic. motivate users to consumer's
Type of post: free follow our events mind
advertisement. and motivate to
continue work
out at home.
Be original Create a carrousel Post the best Share the best Our team will Interview to
campaign post of the best customer’s customer’s be wearing the happy
customer’s creations on our creations on our best designs of customers that
The objective creations on our website website Be original used our Be
of this website application application application Be website original
campaign is to Be original. Type of post: free original and using application. application. The
create brand Type of post: free advertisement the hashtags objective is to
loyalty advertisement #Beoriginal boost
because #sportswearstore conversion rates
everybody has #athleticwear and increase
the desire to #leggings traffic to our
be famous. So #shorts website.
if consumer
sees that the
brand that you
are following
then shares a
photo that you
submitted,
that makes
you feel
proud. And
that connects
you to the
brand in such
a stronger
way.
New Post new collection Post new Post new Post a video of Paid
collection photos announcing collection photos collection photos Models cat advertisement
advertisement a 15% discount at announcing a announcing with walking with New collection
The main aim our stores 15% discount at link to our E- our new video. Happy
of this purchases. Post our stores commerce page collection. customers
advertisement pictures of purchases. Post #discounts wearing the
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HERIO KFT
Phone: +36 70 254 18
is to educate customers wearing pictures of #athleticwear new collection.

our customers Herio products on customers Budget: 10
about the their daily life. wearing Herio euros per day.
distinctiveness products on their
of Herio daily life.
products by
highlighting
the superior
material,
fabric
technology,
innovative
design, and
functionality
of our new
collection line
and include
offers to
purchase at
the end of
each message.
Valentines Post photos of Post photos of Post photos of Our Herio team Our Herio team
campaign Valentines gifts Valentines gifts Valentines gifts singing I want it singing I want it
The objective ideas for your ideas for your ideas for your that way - that way video.
is to increase athletic athletic athletic valentine’s
sales during boyfriend/girlfriend boyfriend/girlfrie boyfriend/girlfrie tiktok video.
valentines (our products nd (our products nd (our products
season pictures). pictures). pictures).
Post story of Our
Herio team singing
I want it that way.
VIP Card Posting pictures of Posting pictures Announcing our We will post a We will upload
campaign our new VIP card of our new VIP VIP card contest Tiktok video VIP card contest
along with text card along with tweet and with the winner live event with
These about its benefits text about its Cheering up dancing I Think live music
exclusive and announcing benefits. Also, we tweets for the We Got A where we will
offers will new post on our will be posting a participants to Winner. announce the
include time stories. picture with our continue posting winner.
sensitive Also, we will be VIP card contest for our VIP card
promotions to posting a picture where users can contest. Finally,
incentive our with our VIP card gain 25% discount we will announce
customers to contest where on any purchase the winner and
act with a users can gain 25% at Herio physical tag their account.
sense of discount on any or online stores.
urgency. purchase at Herio In two weeks, we
physical or online will have the VIP
stores. In two card contest life
weeks we will have event with life
the VIP card music where we
contest live event will announce the
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HERIO KFT
Phone: +36 70 254 18
with live music winner.

where we will Type of
announce the advertisement:
winner. paid
Type of advertisement –
advertisement: daily budget of 10
paid advertisement Euros.
– daily budget of
16 Euros.
Michelle Post a live video of Post a facebook
Chalfant meditation class to life video of
Campaign manifest your goals meditation class
for 2021 by to manifest your
The main Michelle Chalfant. goals for 2021 by
objective of Post stories about Michelle Chalfant.
this campaign Tips from Michelle On the other
is to create Chalfant to achieve hand, we will post
engagement your goals Tips from
with our Michelle Chalfant
audience to achieve your
(likes, shares, goals
comments,
etc)
Kieran Behan Posting Kieran We will post We will post Kieran Behan We will upload
Behan inspirational Kieran Behan Kieran Behan singing You got the live video of
The objective story video of him inspirational story inspirational it video. We will visualization
of this advert walking again using video of him tweets and tips also repost techniques from
is to inspire Herio products. walking again about users’ videos Kieran Behan
athletes to Also, we will post using Herio visualization singing or for athletes and
have faith in Kieran Behan products. Also, techniques for dancing You got coaches.
their dreams photos wearing we will post athletes and it testimonals
and work hard Herio products. Kieran Behan coaches with the videos using this
for them and Additionally, we photos wearing following technique.
at the same will make a live Herio products hashtags:
time to build story video of with inspirational #MondayMotivati
an emotional visualization text messages. on
bond with the techniques for Additionally, we #Visualizationtec
brand. coaches and will make a hniques
athletes to reach facebook live of #improvesperfor
their goals in 2021. visualization mance
Post of techniques for
Testimonials from coaches and
athletes and athletes to reach
coaches using this their goals in
technique. 2021. Post of
Type of Testimonials from
advertisement: athletes and
paid advertisement coaches using this
– daily budget of technique.
20 Euros for photos
post of Kieran Type of
12
HERIO KFT
Phone: +36 70 254 18
Behan using our advertisement:

products paid
advertisement –
daily budget of 15
Euros for photos
post of Kieran
Behan using our
products.
Post-covid share Instagram Share the photos Athletes singing
dreams stories (videos of athletes and Dreams song
stories from photos) of athletes small text about
athletes and the incredible the things that
The objective things that they are they are planning
is to give planning to do to do after
hope to our after quarantine is quarantine is
customers finished finished
and connect
emotionally
with them
Regarding Spotify platform: We will use 1 record add from January till April where will be
announcing about our products’ quality and benefits. Additionally we will have one playlist.
The total cost of Spotify advertisement for this time frame will be 1.500 Euros.
7. Some promotion Mockups
Herio
Herio
Instagram, Facebook, Twitter leggings product campaign
13
HERIO KFT
Phone: +36 70 254 18
Herio Leggings
Customer using leggings campaign Let’s get physical challenge
Herio
Michelle Chalfant live Meditation Campaign
Campaign goals
 Goals for Instagram:

Average of 50.000 likes per post
Average of 4.000 comments per post
Increase to 40% website visits from Instagram posts.
Increase 40% sales lead generation
Average of 20.000 new followers
Average of 30.000 views per video.
Average of 20.500 live video attendees.
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HERIO KFT
Phone: +36 70 254 18
 Goals for Facebook:

Increase to 30% website visits from Facebook posts.
Increase 30% sales lead generation.
Average of 15.000 new followers.
Average of shares 100.
 Goals for Twitter:

Increase to 10% website visits from Twitter posts.
Average of 15.000 new followers
Average of retweets 100.
 Goals for Youtube:
Average of 121.000 likes per video

Average of 6.000 comments per video
Increase to 15% website visits from Youtube videos.
Average of 1.00.000 new followers
Average of 30.00.000 views per video.
 Goals for Tiktok:
Average of 5.000 reactions

Increase to 5% website visits from Youtube videos.
 Goals for Spotify:
Average of 9.290.000 followers
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HERIO KFT
Phone: +36 70 254 18
8. Conclusions
 We will address 5 main targets: young athletes, individual, professional and coaches.
 Even though we will advertise in same social media platforms like our competitors and use
influencers, our social media competitive value will be portraying consumers using our
products and sharing their experience will help us to create a sense of reality and connecting
with our target market in a more efficient way.
 We believe that focusing on the health and active lifestyle of Herio activewear will benefit
the company. Developing advertisements and promotions that emotionally connect with our
audience who want the best version of themselves will increase the range of Herio
consumers turning into brand advocates.
 We will get high engagement and number of followers by promoting our brand as a real
expert that is interested in supporting its customers' efforts to stay fit and active at home via
live events.
 Sharing the best designs of customers which used our Be original app will make them feel
famous and will help to create a positive feeling about the brand.
 We will evaluate our social media campaign performance based on our KPIs at the end of
first year quarter and decide accordingly for the rest of the year.
Bibliography
Clement, J. (2020). Number of Monthly Active Twitter Users from 1st Quarter 2010 to. Statista.
Clement, J. (2020, April 08). YouTube – Statistics and Facts. Statista.
Devega, R. (2019, November 27). 3 Reasons Your Brand Should Be Advertising on Spotify. Retrieved
12 29, 2020 , from https://powerdigitalmarketing.com/blog/3-reasons-your-brand-should-
be-advertising-on-spotify/#gref
Tong, X. a. (2019). Exploring the personality of sportswear brands. In Sport, Business and
Management (pp. 178-192). Sport, Business and Management.
unmetric.com. (n.d.). 7 Social Media Trends in the Sportswear Industry. Retrieved 12 25, 2020, from
https://unmetric.com/resources/social-media-trends-in-the-sportswear-industry
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HERIO KFT

Budapest ter square utca 8

SOCIAL MEDIA MARKETING PLANNING

By: Juliana Cabrera

1. Company profile and product........................................................................................................3

Annex II – Campaigns schedule

1. Company profile and product

Below are the main characteristics of the 2 main products of Herio:

Young athletes: Have undergraduate schooling or a degree.

Individual athletes: They practice sports as a hobby and

Elite professional athletes: These would be adult

Coaches: The sports coaching market is supposed to grow by

Source: [ CITATION Ton14 \l 1055 ]

5. Selected social media platforms.

Source: [ CITATION unm20 \l 1055 ]

We will use below metrics to analyse our campaign performance:

 Develop Loyal Fans

Our team will be compound by the following team members:

Following is the breakdown of 3 months campaigns costs:

Government grants for Marketing 25.500.524 Euros

Prices per campaign are specified in below campaigns list:

Campaign Instagram Facebook Twitter Tiktok Youtube

is to educate customers wearing pictures of #athleticwear new collection.

with live music winner.

Behan using our advertisement:

7. Some promotion Mockups

Instagram, Facebook, Twitter leggings product campaign

Customer using leggings campaign Let’s get physical challenge

Michelle Chalfant live Meditation Campaign

 Goals for Instagram:

 Goals for Facebook:

Average of 40.000 likes per post

 Goals for Twitter:

Average of 25.000 likes per post

 Goals for Youtube:

Average of 121.000 likes per video

 Goals for Tiktok:

Average of 5.000 reactions

 Goals for Spotify:

Average of 9.290.000 followers

Clement, J. (2020, April 08). YouTube – Statistics and Facts. Statista.

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