ED HARDY SOCIAL MEDIA – COMPETITIVE ANALYSIS

5 November 2012

Overview• History and origin• Ed Hardy social channels• Activity snapshot• Observations• Competitive analysis

History and origin• The label is based on Don Ed Hardy’s tattoo art

and print making background

• In 2004, Christian Audigier licensed the rights to produce the Ed Hardy clothing line

• The clothing line is plays on people’s aspirations and is premium in nature and branding

Social channelsFacebook Twitter Instagram iOS app

INVITING – Driving Loyalty

INFORMATIVE - Brand hygiene & Support

ILLUMINATING – Spreading advocacy

REWARDING – Nurturing opinion leaders

Seasonal promosVintage featuresTattoo featuresNew product features

Feed from Facebook and Instagram: Vintage featuresTattoo featuresSeasonal promosPolls/Discussions

Seasonal PromosVintage FeaturesTattoo featuresPolls/Discussions

Create your own tattoo artShare cards and artwork created on social networks

Consumer engagement: High

Consumer engagement: Moderate

Consumer engagement: Low

Consumer engagement: High to moderate

Fans: 1,721,644Talking About 16,288Engagement rate: 0.9%

Followers: 8,738 Followers: 342 Reviews: 3.5 stars

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Content snapshot - Facebook

Sales and promotional posts get good engagement – over 2000 likes, comments and shares on each of them.

Vintage gallery posts have slightly lower engagement – about 1000 likes, comments and shares on each of them.

Ink of the week posts perform very well and there is an improvement when the post copy invites a response.

Content snapshot - Twitter

Twitter posts are an automatic duplication of the Facebook posts interspersed with Tweet polls and questions using Instagram images.

These types of questions and engagement-polls are a regular feature on Twitter. Images from the Official Ed Hardy account are used for these posts.

Content snapshot – Instagram

Product/Sale posts generally use existing images from Facebook and highlight sale items or new releases.

Poll, Question, Discussion – these posts are published to Twitter and are a form of engagement for the audience.

Vintage Ink celebrates the founder of the Ed Hardy clothing line and his connection to tattoos and tattoo art.

Overall observations• Facebook: This is the primary social channel for the Ed Hardy brand

and the main avenue for conversation between the brand and the audience. Content includes a mix of promotional posts, vintage features and tattoo art features

• Twitter: The content for Twitter feeds off the Facebook page currently. There are also poll/discussion images that are published from Instagram to build conversation. The brand could utilize Twitter to a greater extent with more frequent posts and a separate content strategy

• Instagram: Content topics are consistent with Facebook and Twitter. Polls and discussion images are pushed to Twitter as well. The brand’s presence on the channel is new (started earlier this year) but people have been tagging their photos with #edhardy and the brand should look into engaging with and activating this audience group who does not yet follow the official account presence

• App: The app works well for the target audience allowing them to connect with the brand by creating their own tattoo designs and sharing them with friends

Competitive analysis

Top clothing Facebook pages

• The top 5 clothing brands are a mix of luxury and mass consumption brands – Burberry to H&M. There is a strong female focus for all the brands in the Top 5 – Victoria’s Secret, ZARA.

• Ed Hardy is at #48 globally and brands performing similarly are New Look (female focus) and Billabong (surfing and outdoor sport focus)

The Top 5 clothing pages worldwide

The top pages in Retail/Consumer Merchandise

Here are some other clothing brands that have a marketing style that is similar to Ed Hardy’s or are speaking to the same target audience:

• Affliction• True Religion

Competitors’ analysis

Social channels – Affliction Facebook Twitter Instagram YouTube

INVITING – Driving engagement

REWARDING – Promoting the brand

ILLUMINATING – Inside look

REWARDING – Nurturing opinion leaders

Collection launchesAthlete featuresArtist featuresBehind the scenes

Promotions and contestsAthlete featuresBehind the scenes

Behind the scenesArtwork in progressDesigns in progress

Branded ambassador content

Consumer engagement: High to moderate

Consumer engagement: Moderate

Consumer engagement: High

Consumer engagement: Low to moderate

Fans: 178,360Talking about: 2,700Engagement rate: 1.5%

Followers: 21,296 Followers: 3,273 Views: 7,847,281Subscribers: 3,766

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Content snapshot - Affliction

Facebook:Content includes designer artwork, athlete/ambassador features, behind the scenes, new collection launches and online shop promotions

Instagram:Content includes behind the scenes, artwork and culturally relevant posts

Twitter: Content includes athlete features, artwork, Instagram content

YouTube:Branded content featuring sponsored musicians, athletes, behind the scenes

Social channels – True Religion Facebook Twitter Pinterest Tumblr YouTube

ENGAGMENT – Driving interaction

UPDATE – staying current

ILLUMINATING – Building brand history

REWARDING – Nurturing opinion leaders

INFORMATIVE - Brand hygiene & Support

Collection launchesEditorial featuresInfluencers Promotions

‘Live’ event tweetingContent from Facebook and Tumblr

Brand content InspirationCelebritiesNew collections

Influencer interviewsBehind the scenesambassadors

Branded content

Consumer engagement: High to moderate

Consumer engagement: moderate

Consumer engagement: Low

Consumer engagement: Low to moderate

Consumer engagement: Low to moderate

Fans: 875,392Talking About: 13,506Engagement rate: 1.5%

Followers: 17,355 Followers: 796 - Views: 26,793Subscribers: 86

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Content snapshot – True Religion

Facebook:Content includes new collection launches, sponsored events, influencers, editorial features

Pinterest:Content includes collections, style inspirations and celebrities

Twitter: Content includes sponsored event tweets, content from Facebook & Tumblr

Tumblr:Content includes Interviews, behind the scenes images, blogger features

THANK YOU.