WY LP) PAN REPORT November, 2020 SacANALYSIS Objectives Social Objectives TTT t Objectives * Grow revenue + Generate new leads from paid and owned media channels * Increase awareness in information * Build a virtual community around the search business * Create and deliver great customer * Improve online effectiveness in experience interaction with social media users. xANALYSIS Goals Social Media Goals Increase mention in the press across channels by 30% Generate new leads across channels by 30% Boost brand engagement across channels by 50% Improve online brand presence across channel by 55% Associated | Completion Metrics Goals Share of voice, Ql/ 2021 hashtags, comments, keywords, @mention Conversion, Q2/ 2021 conversion value, social sentiment Shares, comments, Q2/ 2021 download turns, page views Fan source, page 1/2021 views, followers, commentsANALYSIS Competitor Inventory H&M www.hm.com Gap, Inc. www.gapcanada.ca Hennes & Mauritz AB isa J The Gap, Inc, commonly known as Gap Ine. or Gap, is an American worldwide swedish multinational clothing-retail company known for its fast-fashion [f clothing and accessories clothing for men, women, [retailer teenagers and children. Urban Outfitters www.urbanoutfitters.com a multinational lifestyle retail corporation headquartered in www.ae.com American Eagle Outfitters, Inc, known as American Eagle, is an American lifestyle, clothing, and accessories retailer Inditex www.inditex.com Industria de Diseno Textil, is la Spanish multinational clothing company headquartered in Arteixo, Miniso www.miniso.ca Miniso is a controversial Chinese low-cost retailer and variety store chain that] specializes in household and consumer goods Zara www.zara.com Zara is a Spanish apparel retailer based in Arteixo in Galicia. MUJI www.inditex.ca Muji is a Japanese retail company which sells a wide variety of household and consumer goods. SHEIN cashein.com SHEIN is an international B2C fast fashion e- commerce platform. Guess www.guess.com Guess is an American clothing brand and retailer. TOP 10 COMPETITORSANALYSIS Top 10 competitors analysis een Peery Sc Soy 4M 38,721,738 36.2M 1.2M 8.2M 397K IN W 28,967,146 41.6M iM 1.3M 80K 4 HEIN 18,142,422 15.1M 21M 191.6K 88.6K L 4 1,626,695 3.6M 212K 591.8K 28.5K AMERICAN EAGLE Ouran {i i) p 9,426,150 3.1M 348K 633K 100K 8,713,416 7.7M 159K 407.1K 7.3K ean ourerren 2,196,564 9.3M 3M 959.5K 100K MUJI 24,529 2.5M 26K 16.5K 68K BL DI Bre] Err 14,987 251K N/A 5,805 946 inpitex 26,841 5K6 N/A 101 N/AANALYSIS Do Better, Do Different Do Better Focus on helping over selling (if customers ask question, reply swiftly with appropriate manner). ‘Stay active by show up every day with fresh content and friendly attitude. Improve visual quality across media channels. * Involve audiences on a more personal level * Follow up what's trending.ANALYSIS Social Media Account Inventory NETWORK facebook.com/ uniglocanada/ instagram.com/ uniqlocanada/ linkedin.com/company Juniqlo-canada/ pinterest.ca/uniqlo/ _shop/ twitter.com/uniqlo _canada?lang=en youtube.com/chann el/UCziBJADUZPOPWE 2TQUWaRHQ aN yes 3 10 yes yes yes recently Rete y Most active social media, 113,855 : Selling products. Most engaged social media 84.4K Promote product Share fashion trending/idea zor Least popular social media Post hiring Photo content 105.1K selling products. Curated content tax Photo & video content . Selling products. sea Recently active Promoting product material PWT lo vr across all social r Pe ence Ri Cea Cy roa Tatler) De Ce eR kes ireia ear Rete aati Tercera Cena Oren eM aa PR te eed or Crees Saat em eRe are Tn [oad RyATTRIBUTES Brand Positioning because... provide sustainable value & good quality clothes all wearers inspiring and helping them find their individualistic styles we want to be ‘made for all”36 Female Office Administrator $59,999 Ottawa Sarah is working as office administrator, but on the side she does all kinds of fashion and beauty blogger. She never hesitates to learn something new. She always exposes herself to social activities by supporting her friends, clients and community. ”ATTRIBUTES Voice & Tone Social Media Mission eh UNIQLO CANADA auaurE @uniqlocanada in ii Pea Uniqlo strives to be the Uniqlo has an online presence which is reliable and calm under minimal : style, Among the media channels, Uniqlo has been building a image with most sustainable product energy and enthusiosm, under conditions where health, safety and by sharing social media human rights are focused. Uniglo is a reliable and inspired brand. Their : purpose is to inspite its minimal value to customers and also adapt to content that is universal diferent culture as in North America, and innovative for all wearers. Brand Voice Description Universal Sustainable Innovative Personality Purpose BenefitAMPLIFICATION Content Purpose Curated * Inform + Inform * Promote products/ services * USC (user-generated content) blog * Promotions * Entertain xAMPLIFICATION Content Types Curated Lifewear magazine * OOTD * Informative * Product review * Seasonal collection * Promotion * Selling * Fashion blog * Trending * Minimal lifestyle * Promotional * Expert tips * Inspirational * Social issuesAMPLIFICATION Content Calendar November 27th, 2020 December 25th, 2020 December 26th, 2020 April September October Important Orbe) Black Friday Christmas Boxing day Summer season Back to school Fall season Breakdown 20%. Original content (inform) 40% original content (interact) 20% original content (sell/ CTA) 20% CuratedAMPLIFICATION rieaaleatt Ei 0-2 5-14 es 1-2 7-14 in| 0-1 : @ 1-5 7-30 id 1-5 7-30 = 0-7AMPLIFICATION Metrics to Monitor reread Tr ccd Ce’ Reach Impressions Tweet Impressions Visitors performance Impressions Engagement —_ Audience Repins Followers rate type Engagement Branded —_—_—-Engagement Clicks cTR hashtags rate Page likes ‘a Click- Conversion Top board ‘Comments & follows throughs KeyFacebook — otowers Likes Closeups ad metrics count Facebook story Retweets referral traffic engagement https://sproutsocial.com/insights/facebook-metrics/ https://www.campaignmonitor.com/blog/how-to/2018/12/6-important-instagram- metrics-for-your-brand-with-tips-to-track-them/ https://sproutsocial.com/insights/twitter-metrics/ https://blog.hootsuite.com/pinterest-analytics-for-business/