Case3

UnME Jeans: Branding in

Web 2.0

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

The UnME product line included fashion –forward jeans.

Women/Girls of the age 12 to 24 years.

UnME stood for “YOU and ME”.

Encourage women to forge their own unique identity and to promote tolerance and appreciation for differences of opinions of tastes.

To choose a appropriate Media Plan for Advertising the Brand.

30 second television advertising Ad during popular programs for teenage girls, such as-Gossip girl, American Idol..

Magazine print advertising in beauty and fashion magazines.

60-second radio advertising spots on Top 40 radio stations

A corporate website

Online banner and display advertising on the most popular websites for teenage girls and

Targeted search “key word” advertising on the search engine Google.

Increasing the popularity of internet and changing interest of customers, three trends are becoming an obstacle in the path of effectiveness of current media plan.

Declining Television Audience

Spending more time online

Newspaper and Magazines are loosing readers to online content

It is because of proliferation of new technologies like the PCs, DVD players and ipods etc.

On TVs 35% of per hour.

Around 5000 Ads a day

Making difficult for marketers to break through the clutter

According to a study by Whittle Communications, consumers remembered only 1% to 3% of the advertising to which they were exposed.

Due to available technology consumers are able to skip or fast forward the Ads on TVs, DVRs.

Do Not Call Registry

Pop-up and Ad Blockers,

Caller Identification ,

Spam Filters.

Banner or display advertisements,

Classified advertisements, and

Search advertising.

Marketers had been slow to adjust their media spending to reflect consumers’ new media habits

Her agency had given her research that showed that advertising spending on social media was projected to explode in the next few years, from $600 million in 2007 to $6.9 billion by 2012.

What is it?

Web 2.0 utilized a bottom-up model in which consumers contributed content and shared it with others.

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.

Companies those harness Web 2.0 –

Wikipedia, MySpace, YouTube, eBay, Twitter, Second Life, Digg, Flickr, Skype, del.icio.us, and Napster.

Web 2.0 was a new cultural ideology rather than a company that is undergirded by four cultural values-

Consumer co-creation,

Social affiliation,

Self-expression,

Sharing.

Consumer co-creation gave consumers the ability to directly contribute to the online conversation and content that was available on the web.

e.g. Youtube.

Online Social Networking site are conneting people to others. They remain in touch with their friends and family and can converse each other. They can see each others’ profiles.

e.g. Facebook , MySpace,Linkdin etc.

Exhibit 6 Nielsen/NetRatings of Social Networking Site Traffic (U.S. Home and Work)

Digital self-expression captured the desire for people to express their identities online.

As people spent more time online and as their social contact with others shifted from real to virtual interactions, people created digital representations of their selves. These three-dimensional digital representations, called avatars, allowed people to create a unique identity for themselves online, which represented who they were (or who they wanted to be) in real life.

The creation of avatars enabled people to “be online” rather than just to “go online,” bringing a seismic shift in the way people experienced the Internet.

Second Life was one of the largest virtual worlds. Launched in 2003, Second Life had evolved into a vast, complex world with a capitalistic market economy, its own social conventions, and millions of users.

SLexchange, a Second Life marketplace, listed over 200,000 different virtual products and services that were for sale.

The final cultural value of Web 2.0, sharing, was perhaps the most difficult for marketers to comprehend. Through the construction of online social networks and communities, consumers were building peer-to-peer relationships that enabled them to quickly share information

with each other and collaborate with others to collectively create.

Foley’s advertising agency had provided her with a plan to bring her brand to three social media outlets: Zwinktopia, Facebook, and YouTube.

Social Media Plan One time charge Recurring charge

Facebook $350,000 $150,000 per 3 months

Zwinktopia $200,000 $100,000 per year

Youtube $300,000 $40 CPM

Foley’s concern is right but to increase profit and to reach more customers ,I think Foley should invest in at least one of Facebook or Youtube advertisements because-

UnME Jeans’ customers are teenage and young girls and according to Exhibit-7 this age groups are frequently active on social networking site.

Product requires feedback from their customers that can done through social networking like facebook.

They can give their suggestions and make comments on a product.

Peers comment to one other choice can be made easily through Facebook.

And users on social sites increasing with compound rate.

UnME can cut down Ad budget allocated for traditional Ads like TV Ads or Radio Ads.

To avoid or reduce risk of uncertainty of social networking she should invest in controlled way.