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  • UnME Jeans - Sabir Salam

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    rahulputhalath
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    UnME Jeans is an upcoming brand targeting teenage girls and young women. It is concerned about declining effectiveness of traditional advertising channels. This document discusses how the brand could use social media platforms like Zwinktopia, Facebook, and YouTube to better engage its target audience through interactive and participatory means like user-generated content. While these Web 2.0 opportunities allow for lower costs and direct consumer involvement, the document also notes challenges in measuring results and maintaining brand control.

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    UnME Jeans_Sabir Salam

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    UnME Jeans is an upcoming brand targeting teenage girls and young women. It is concerned about declining effectiveness of traditional advertising channels. This document discusses how the brand could use social media platforms like Zwinktopia, Facebook, and YouTube to better engage its target audience through interactive and participatory means like user-generated content. While these Web 2.0 opportunities allow for lower costs and direct consumer involvement, the document also notes challenges in measuring results and maintaining brand control.

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    21 views11 pages

    UnME Jeans - Sabir Salam

    Uploaded by

    rahulputhalath
    UnME Jeans is an upcoming brand targeting teenage girls and young women. It is concerned about declining effectiveness of traditional advertising channels. This document discusses how the brand could use social media platforms like Zwinktopia, Facebook, and YouTube to better engage its target audience through interactive and participatory means like user-generated content. While these Web 2.0 opportunities allow for lower costs and direct consumer involvement, the document also notes challenges in measuring results and maintaining brand control.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 11

    UnME Jeans: Branding in Web 2.

    Submitted By:
    Sabir Salam (13/041)
    UnME Jeans
    • One of the most successful upcoming players in
    Junior denim market
    • Target Audience : Teenage girls and young women
    (12-24 years)
    • Product Type : Premium/ limited design styles
    • Positioning : Stylish, cutting edge and socially
    conscious fashion brand
    • Advertising through TV programs, radio shows,
    fashion magazines etc.
    Concerns for current media channels
    • Declining Television audiences and increasing
    advertising rates
    • Technology – skipping ads/ DVR
    • Changing consumer habits – devoting more time to
    internet
    • Marketing clutter
    • Protection from ads – ‘National Do Not Call Registry’,
    spam filters
    • Low response rates to banner ads
    • Increasing popularity for Search Advertising
    Web 2.0 Advantages
    • Interactive and participatory
    • Consumers as creators and propagators – bottom up
    model
    • Global sharing
    • Relatively low cost
    Web 2.0 Opportunity

    • Consumer Co-creation : ability to directly contribute


    to online content that is on web
    e.g. : YouTube -> Toyota

    • Social Affiliation: connecting consumers to create


    virtual community
    e.g. : MySpace, Facebook ->widgets
    Web 2.0 Opportunity
    • Digital Self Expression: Helping people to express
    their identities online – ‘virtual self’
    e.g. : Second Life, Zwinktopia -> star bucks

    • Sharing : peer to peer sharing of information


    Option 1 : Zwinktopia
    • Virtual UnME jeans sold through UnME retail chains
    • Submitting user designs -> selected sold in real world
    • Creating online buzz
    • Cost - $ .2 million + $ .1 million/year

    Advantages
    • 50-60 million people presence by 2011
    • Most users are teens and children (28%) – target
    audience
    Option 2 : Facebook
    • UnME profile page for facebook – ‘Sasha’
    • Adding style tips and fashion photographs
    • Newsfeed and UnME widget
    • Encouraging to design their own UnME jeans
    • Cost - $.35 million + $.15 million/ 3month ad pgm
    Advantages
    • 14 million customers with 85% yearly growth
    • Creating a highly focused target group
    • High activity networking site
    Option 3 : YouTube
    • Three 4 minute YouTube ads portraying UnME brand essence
    • Uploading user-generated videos and selection of winning
    entries
    • Cost – $ .3 million dollars

    Advantages
    • 48 million users with 140% customer growth
    • More effective than banner ads
    • Tested with good results by other companies
    Some Concerns
    • How to measure results ? Need for newer metrics?
    • Lack of control over the content and brand image
    • Difficulty in finding relevant and targeted content for
    advertisement
    • Herd mentality?
    • Slow process and risky
    Thank You!!!

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