longchamp campaign
DESCRIPTION
(1) For the final campaign assignment I chose to create a potential holiday campaign for the international luxury fashion brand Longchamp, titled the Never Limited Campaign. (2) To begin, I did some secondary research on who is and potentially will be purchasing Longchamp products. Numbers show that high-income international consumers are increasingly purchasing luxury goods, a majority of them from China. (3)For the campaign there are 3 main goals and objectives: To increase brand awareness and Search Engine Optimization (SEO), develop social media presence, and to create a Longchamp community. When doing a simple google search on the brand, there is not much content and more importantly user generated content. With this campaign I want to create and manage a place where loyal Longchamp customers and more can come together and share their stories. And through this create a strong brand identity. (4) As mentioned before this campaign will be a total of 30 days during the month of December. With the idea of “our gift to you” as our main concept, we hope to stimulate an increase in holiday sales as well as accomplish our goals. (5) Because there is very little user generated content, we want to begin creating an open ‘community’ where Longchamp fans and fashion lovers. In order to generate more word-of-mouth marketing during this season, we want to provide opportunities to story tell through various social media channels. (6) To begin the month, Longchamp will be managing an official Youtube account where we will introduce a weekly video series. These videos could feature the process of producing the product as well as the love and care put into the manufacturing. Also, we would like to invite well-known and respected fashion bloggers to holiday vlog with us. (7) On the other hand, we plan to use Facebook and Twitter to create a real-time communication channel between us and the consumer. We will invest time into generating content and updates, as well as replying and creating hashtags. (8) Those familiar with the Longchamp may know that the Le Pliage is one of the most popular style bags. We want fans to share their stories of where they take their Le Pliage. This could be any where from walking to class or climbing the great wall of China. (9) For this particular aspect of our campaign, we will be accepting these micro-blogging stories and pictures through our Instagram channel. (10) Finally, for our budget we are roughly estimating that our digital efforts will cost a little over 48,000 a month. This does not include potential production costs, which according to onemarketmedia.com may be an additional 2,500 to 5,000 per video.TRANSCRIPT
N E V E R L I M I T E D C A M P A I G N
Helen Song ADV 420 Fall 2013
Who is purchasing?
Objectives
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Campaign
Community
Youtube
Facebook & Twitter
Budget