Post on 22-Jan-2018
transcript
Angela Botiba, Ben Cope, Yamir Noayhed, Nikki Price
Create an online brand image and brand preference
Increase online sales by driving consumers to the website
Female, aged 16-40• The casual athlete• Fashionable woman• Yoga pants• Lower price point• Positive body image
• Objective
–Gain a deeper understanding of what drives consumer choice when purchasing activewear in general, yoga pants in particular
• Participants
–12 female college students
–19-22 years old
• Online Shopping behaviorQ: Where do you shop for activewear?
• Price sensitivity/Willingness to payQ: How much are you willing to pay for activewear?Q: If you choose to pay more, why do you choose to pay more?
• Brand awarenessQ: What in particular drive you to choose one activewear brand over another?
• Product Choice: Yoga pantsQ: How many yoga pants do you currently own?Q: How do you wear yoga pants?
• Social mediaQ: Have you ever purchased something because of an advertisement on social media?
• Key features trumping brand awareness:
– Fashion
– Comfort
– Trendiness
– Affordability
• Receptive to social media advertising
• Aware of social issues associated with body image
I would be hesitant to buy something online from a brand I’ve never heard of I like to feel
good in my leggings
I hate it when there are brands out there trying to copy the big ones. Just be confident in your brand and don’t just replicate
I’d rather have more of it because I wear leggings and yoga pants so much that it is more important to have ton of black ones to go to than to have a really high quality pair
Even if I wear them [yoga pants], I also want to wear
them casually
I hate Facebook advertising
Increase Traffic RBX Website
Anti Lululemon
Fashionable
Everyone’s butt looks good
Influencers
Campus Brand
Ambassadors
Social Media Content
Key benefits to communicate
Influencers
YouTube
Campus Brand Ambassadors
● Every Body Fitness Models, Everyday People, Instagram
Celebs All Shapes & Sizes
● Workout videos
YouTube
Campus Brand Ambassadors
● Famous YouTube users who share the same target market as RBX
● Process: Send them free products Influencers will wear them in their videos and
advertise them
● Becoming very common on YouTube● Will direct people to RBX website by linking to
it in video description
● Cheaper than TV/movie celebrities--some will just take free clothing as payment
● Able to target RBX’s EXACT audience--no waste coverage
● Very loyal fan followings who trust their judgement on these products because they are “regular people” like ourselves
https://youtu.be/zMVP93ULLbY?t=114
makeupbykimm
+111,000 subscribers
Oxana124+6,000 subscribers
YouTube
Campus Brand Ambassadors
Breanna McGee (aka BreannaGochez)● 20 years old● “Training to look sexy,
gotta look good while doing it”
● 7,829 followers, 7,987 pins, and 28 boards
YouTube
Campus Brand Ambassadors
● Serve as in-person influencers
● Increasingly used by companies targeting
young demographic
● Inexpensive
● College demographic receptive to this
influence
● Tables in student union/common areas that:o Feature/show off RBX productso Provide coupons/samples for liking
Facebook page
● Campus reps always wearing RBX● Potentially expand into fitness events,
partner with body positivity clubs
● Start with large, public universitieso Larger audience, Greek Life, better ROIo Private schools have more complicated
campus advertising policies
● UMass Amherst● Contact campus employment office● Most have policies regarding compensation
Social Media Content
● Pinspiration by RBX Virtual corkboard Create appealing boards to target audience
● Use guest pinner (Pinfluencers) Invitation to pin on RBX boards Send free products to be advertised
● Leverage Pinterest Analytics RBX Brand Profile
Average daily viewers Users spend an average of 15 minutes
Audience Profile Demographics: +75% of visitors are women 25-44 Interests: Travel, Fashion, Hairstyles, etc…
Website analytics Data on what people are pinning from RBX website
● PinGroupie– Find the most popular group boards
● Started in 2012, $65 million in estimated 2014
revenue and $125 million in 2015
● Heavy focus on brand
image
● YouTube video was the
only initial advertising
efforts
● Case Study: Dollar Shave
Club Video
1
2
● Advertising on YouTube is expensive
● Promoting is less expensive
● Budget and CPV is set by RBX
● Video will appear as “Recommended Video”
to YouTube viewers
On RBX’s current Facebook page:
● No paid advertising
● Create a call-to-action “Shop Now” button
● Promotional tools: coupons and other incentives
● Boosting posts
● Special Instagram deals (PROMO code) Link to RBX website
● Workout videos
● 7-second Ad Clips
● Create content on BuzzFeed as a campaign about positive body image
● Buzzfeed Mock Post
● Other examples of titles for posts & articles:o 22 Killer Workouts Anyone Can Start & Finisho 10 Perfectly Fit Bodieso Athletic Wear Company RBX Is All About
Inclusion
● Instagram -> $20/post + Merchandise● YouTube -> Up to $250/video + Merchandise● Campus Reps -> $250/person/semester +
Merchandise● BuzzFeed -> Budget set by marketer● Facebook -> $5.00/post for est. reach 770-
2,000 users● YouTube ads -> $0.07 - $0.08/view with
targeting● Pinterest -> Merchandise
Increase Traffic RBX Website
Anti Lululemon
Fashionable
Everyone’s butt looks good
Influencers
Campus Brand
Ambassadors
Social Media Content
Key benefits to communicate
• Create content• Highlight RBX products
• Improve discoverability of RBX brand