“The Beach Somewhere” Campaign Logistics

Ellen Kleyweg
Dates
● Start date: November 24th, 2024
● End date: January 19th, 2025
Having this three month campaign in the winter season will meet the needs of our target
audience as they prepare their wardrobe for the colder weather.

Channels
1. Commercials in popular influencers podcasts that will be at varying times once on
three different podcasts. Influencers will speak on their personal experiences with the
different products and why they continue to purchase them. This will help to build a
personal connection with listeners as the advertisement is coming from someone that
they trust. Some strengths of using this channel are it can reach a large audience,
product suggestions are coming from one they trust, and has high retention rates. The
weaknesses of this channel are that commercials are skippable on some platforms, and
cost may be high depending on the influencer.
2. Using social media platform Instagram will allow high exposure and frequency of
products. With a total of six posts a week that consist of two picture posts, two story
posts and one video post. The channel will be used to show off the different products in
action with each picture post and then will have a story post highlighting a new product.
Some strengths of this channel are it can reach the majority of the target audience and
people outside of it, and allows for constant interaction with followers and target
audience. The weaknesses of this channel are users can scroll past posts quickly, and
there can be unauthentic interactions with posts.
3. Our target audience can be reached by using website banners that are on websites
that are frequently visited by our target market. Throughout the three month campaign a
new banner will be displayed once a month. An aesthetic picture of someone wearing
the product and doing something slightly out of an everyday routine. Some strengths of
this channel are it can reach past our target audience, will connect our target audience’s
other interest to Billabong products, and will reach a large audience. The weaknesses of
this channel are the banners can be expensive and the banner can’t personalize image
or content based on viewer.
4. To have constant communication with our target audience email blasts will be used
once a week at a minimum to a maximum of twice a week. Will focus on specific pairing
of products each week and includes any sales or discounts that may be going on. Some
strengths of this channel are it can reach people we know are interested in Billabong
products or have bought products, specifically and exclusively reaching target audience,
and generates more traffic to the Billabong website. The weaknesses of this channel are
people often delete without looking which can make it hard to grab the audience's
attention and recipients can unsubscribe at any time.
5. Widely used and popular social media platform Tik Tok will also help to reach our target
market by posting videos two to three times a week on our account. It will show off the
different products on customers and in action while also posting videos with the current
 trends. Some strengths of this channel are it can reach the majority of target audience
and people outside our target audience, and allows for constant interaction with
followers and target audience. The weaknesses of this channel are users can scroll past
posts quickly, and can have unauthentic interactions with posts.

Calendar

Budget