Megumi Nakamura Keogh Digital Marketing Campaign Proposal
MegumiNakamuraKeogh
DigitalMarketingCampaignProposal
AbouttheCampaign
• Dr.MartensisaBritishfootwearandclothingbrand,mostfamousfortheiriconicAirWair boot
• 2017willbe70yearssinceDr.Martenswasfirstfoundedin1947• Inordertocelebratethisachievement,the#OWNYOURDOCScampaignhasbeen
proposed• TheaimofthiscampaignistogetDMcustomerstosharephotosofhowtheystyle
theirownDocsonsocialmediausingthe#OWNYOURDOCS– sharingtheir‘DMstory’withothers
• Inordertogetindividualsinvolved,thecustomerwhopoststhebest#OWNYOURDOCSDMstorywillwintheirownpairofcustomisedDr. Martensshoesoftheirchoice
• ThiscampaignshouldraisebrandawarenessandpotentiallyincreasesalesforDM,aswellasengagingcustomerswiththebrandandrewardingthemforbeingpartoftheDMjourney
USPoftheCampaign
• The#OWNYOURDOCScampaignisuniquebecauseitisacelebrationofanachievementbythebrand– (70yearssincebeingfounded)
• AsDr.Martensarefamousworldwideandhaveavastamountofloyalconsumers,thecampaignistorewardthesecustomersratherthanfocusingonattractingnewones
• Alsobyofferingaprizetothebestsocialmediacampaignpostisnotonlygoingtogetpeopleengagedwiththebrand,butisalsolikelytoattractmoreindividualstogetinvolvedastheyareinwiththechanceofwinningsomething
• Thecampaignalsoallowsconsumerstosharetheirownstylewithothersasallthephotosthatarepostedusingthehashtag willbesharedontheappthathasbeencreated;thiscanallowthemtofurtherexpresstheirindividuality,whichisthebrand’sethos
ConsumerProfile
• Dr.Martensprovidefootwearandclothingforpeopleofallages,genders,stylesandprofessionsallovertheworld.
• Theyhavesaidtheirproductsarewornfor‘rebelliousself-expression’.• DMsarewornbyawiderangeofconsumerswhohavetheirownindividualstyle;fromworkerswhothey
wereoriginallytargetedat,rebelliousteens,fashionconsciousadults,originalpunksandrockers,toevenyoungchildren.
• Howeverthiscampaignismostlytargetedattheyoungeraudiencewithinthisgroupastheyaremostactiveonsocialmedia.
• ThecampaignwillbeaimedatthosewhoareregularlyactiveonInstagram,FacebookandTwitter• ItwillalsobeaimedatDMcustomersworldwide,withacustompairofDMsupforgrabsforeachcountry
thatDr. Martenssuppliesat
SocialMediaStatsinGeneral
• Therearenowover2billionacitve socialmediaaccountsacrosstheworld• IntheUKtherewasover38millionactivesocialmediausersin2016,63%ofthe
wholepopulation!• Onaveragewespend1hour29minutesonsocialmediaperday(Jan2016)–
accordingtohttps://www.clicky.co.uk• OutofalltheactiveFacebookusersintheUK(Feb2016),15-24yearsoldand25-
34yearsoldagegroupshavethehighestpercentageofusers,bothat23%.Howeverthe55+yearsisnowonly4%lowerthanthisat19%,whichisgreatfortheDMcampaignastheirconsumersareofallages
• In2016,Instagram reportedthatithad14millionmonthlyactiveusersintheUKand39%oftheseusersareaged16-24yearsold
• HoweverTwitterhasseenadecreaseinitsnumberofusersintheUK,in2016therewas12.4millionactiveusers,whereasin2013therewere15million
• InJuly2011Snapchat onlyhad127users,howeverin2016,Snapchat had16millionusersintheUKalone.Although,over70%oftheseusersareundertheageof34.
1.3mFollowers(March,2017)
1.7mLikes(March,2017)
Snapchat
161,000Followers(March,2017)
#OWNYOURDOCSSocialMediaCampaign
• Basedonallofthesestatistics,the #OWNYOURDOCSsocialmediacampaignwillmainlyfocusonusingFacebook,Instagram andSnapchat
• ThisisbecauseFacebookandInstagram haveDr. Martenshighestnumberoflikes/followersmeaningthatpostingacampaignonhereislikelytogetthemostattention
• Snapchat isgoingtobeusedbasedonhowquicklytheappisgrowing,thiscampaignwillalsogiveDr. MartensthechancetoincreasetheirSnapchatfollowing,astheycurrentlyaren’tveryactiveonSnapchat
• FacebookisagoodformofsocialmediatouseforthiscampaignasDr. Martens’consumersareofallagegroupsandFacebookisthemostpopularsocialnetworkingsite,evenacrosstheages
• Twitterwillalsobeusedforthecampaignjusttopromoteit,howeverlessofafocuswillbeonTwitterduetoithavingtheleastamountoffollowers
Branding
• Dr. Martensareknownforusingonly3colourswithintheirbrandingcolourscheme:black,whiteandtheiriconicbrightyellow
• Dr. Martenslogocanalsoberecognisedworldwide,andtheyuseverysimple,boldfontforanythingdigital
• The#OWNYOURDOCScampaignwillthereforefollowsuit,sowillbeusingtheclassicbold,uppercaseDMfontinwhite,andthehashtag tobeinthesignatureyellowcolourinorderforittostandout
• Thiscolourschemewillthenalsobeusedthroughouttherestofthecampaign;intheapp,socialmediaimages,e-newsletteretc
Branding
PreviousCampaigns
PreviousCampaigns
Instagram Design
Wireframe Design
Instagram Post
FacebookDesign
Wireframe
Design
FacebookPost
FacebookDesign
Wireframe
Design
FacebookPost
Snapchat Post
HowweownourDocs
Wireframe Design
👫
Snapchat Post
ThisishowIownmydocs
Wireframe Design
👫
PreviousDME-newsletters
E-newsletter
CurrentDMApp
• Dr. Martenscurrentlydoeshaveitsownapp,howeverthereisonlyaKoreanversionavailable
• TheappfollowsthesamebrandingandlayoutastheDRMARTENS.COMwebsite,andisusedforconsumersinKoreatopurchasetheirproducts
AppIcon
Wireframe Design
AppLayout- Wireframe
AppLayout