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Megumi Nakamura Keogh Digital Marketing Campaign Proposal

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Page 1: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

MegumiNakamuraKeogh

DigitalMarketingCampaignProposal

Page 2: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

AbouttheCampaign

• Dr.MartensisaBritishfootwearandclothingbrand,mostfamousfortheiriconicAirWair boot

• 2017willbe70yearssinceDr.Martenswasfirstfoundedin1947• Inordertocelebratethisachievement,the#OWNYOURDOCScampaignhasbeen

proposed• TheaimofthiscampaignistogetDMcustomerstosharephotosofhowtheystyle

theirownDocsonsocialmediausingthe#OWNYOURDOCS– sharingtheir‘DMstory’withothers

• Inordertogetindividualsinvolved,thecustomerwhopoststhebest#OWNYOURDOCSDMstorywillwintheirownpairofcustomisedDr. Martensshoesoftheirchoice

• ThiscampaignshouldraisebrandawarenessandpotentiallyincreasesalesforDM,aswellasengagingcustomerswiththebrandandrewardingthemforbeingpartoftheDMjourney

Page 3: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

USPoftheCampaign

• The#OWNYOURDOCScampaignisuniquebecauseitisacelebrationofanachievementbythebrand– (70yearssincebeingfounded)

• AsDr.Martensarefamousworldwideandhaveavastamountofloyalconsumers,thecampaignistorewardthesecustomersratherthanfocusingonattractingnewones

• Alsobyofferingaprizetothebestsocialmediacampaignpostisnotonlygoingtogetpeopleengagedwiththebrand,butisalsolikelytoattractmoreindividualstogetinvolvedastheyareinwiththechanceofwinningsomething

• Thecampaignalsoallowsconsumerstosharetheirownstylewithothersasallthephotosthatarepostedusingthehashtag willbesharedontheappthathasbeencreated;thiscanallowthemtofurtherexpresstheirindividuality,whichisthebrand’sethos

Page 4: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

ConsumerProfile

• Dr.Martensprovidefootwearandclothingforpeopleofallages,genders,stylesandprofessionsallovertheworld.

• Theyhavesaidtheirproductsarewornfor‘rebelliousself-expression’.• DMsarewornbyawiderangeofconsumerswhohavetheirownindividualstyle;fromworkerswhothey

wereoriginallytargetedat,rebelliousteens,fashionconsciousadults,originalpunksandrockers,toevenyoungchildren.

• Howeverthiscampaignismostlytargetedattheyoungeraudiencewithinthisgroupastheyaremostactiveonsocialmedia.

• ThecampaignwillbeaimedatthosewhoareregularlyactiveonInstagram,FacebookandTwitter• ItwillalsobeaimedatDMcustomersworldwide,withacustompairofDMsupforgrabsforeachcountry

thatDr. Martenssuppliesat

Page 5: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

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.

Page 6: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Instagram

1.3mFollowers(March,2017)

Page 7: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Facebook

1.7mLikes(March,2017)

Page 8: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Snapchat

Page 9: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Twitter

161,000Followers(March,2017)

Page 10: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

#OWNYOURDOCSSocialMediaCampaign

• Basedonallofthesestatistics,the #OWNYOURDOCSsocialmediacampaignwillmainlyfocusonusingFacebook,Instagram andSnapchat

• ThisisbecauseFacebookandInstagram haveDr. Martenshighestnumberoflikes/followersmeaningthatpostingacampaignonhereislikelytogetthemostattention

• Snapchat isgoingtobeusedbasedonhowquicklytheappisgrowing,thiscampaignwillalsogiveDr. MartensthechancetoincreasetheirSnapchatfollowing,astheycurrentlyaren’tveryactiveonSnapchat

• FacebookisagoodformofsocialmediatouseforthiscampaignasDr. Martens’consumersareofallagegroupsandFacebookisthemostpopularsocialnetworkingsite,evenacrosstheages

• Twitterwillalsobeusedforthecampaignjusttopromoteit,howeverlessofafocuswillbeonTwitterduetoithavingtheleastamountoffollowers

Page 11: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Branding

• Dr. Martensareknownforusingonly3colourswithintheirbrandingcolourscheme:black,whiteandtheiriconicbrightyellow

• Dr. Martenslogocanalsoberecognisedworldwide,andtheyuseverysimple,boldfontforanythingdigital

• The#OWNYOURDOCScampaignwillthereforefollowsuit,sowillbeusingtheclassicbold,uppercaseDMfontinwhite,andthehashtag tobeinthesignatureyellowcolourinorderforittostandout

• Thiscolourschemewillthenalsobeusedthroughouttherestofthecampaign;intheapp,socialmediaimages,e-newsletteretc

Page 12: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Branding

Page 13: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

PreviousCampaigns

Page 14: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

PreviousCampaigns

Page 15: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Instagram Design

Wireframe Design

Page 16: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Instagram Post

Page 17: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

FacebookDesign

Wireframe

Design

Page 18: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

FacebookPost

Page 19: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

FacebookDesign

Wireframe

Design

Page 20: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

FacebookPost

Page 21: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Snapchat Post

HowweownourDocs

Wireframe Design

👫

Page 22: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

Snapchat Post

ThisishowIownmydocs

Wireframe Design

👫

Page 23: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

PreviousDME-newsletters

Page 24: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

E-newsletter

Page 25: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

CurrentDMApp

• Dr. Martenscurrentlydoeshaveitsownapp,howeverthereisonlyaKoreanversionavailable

• TheappfollowsthesamebrandingandlayoutastheDRMARTENS.COMwebsite,andisusedforconsumersinKoreatopurchasetheirproducts

Page 26: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

AppIcon

Wireframe Design

Page 27: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

AppLayout- Wireframe

Page 28: Digital Marketing Campaign ProposalDigital Marketing Campaign Proposal. About the Campaign • Dr. Martens is a British footwear and clothing brand, most famous for their iconic AirWairboot

AppLayout


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