Transcript Advertising Campaign Plans Book

Advertising Campaign Plans Book
Rafael Bruler | Natasha Janic | Kola Ogunshote | Chelsea Trautman | Andrew Zamorski
SITUATION ANALYSIS
Company history
Abercrombie & Fitch:
• Founded in 1892 by David T. Abercrombie and Ezra
Fitch
• Originally an elite outfitter of sporting and excursion
goods known for its expensive shotguns, fishing rods,
fishing boats and tents
• Now a global clothing retailer based in Columbus Ohio,
operating hundreds of stores and a direct-toconsumer operation. Known for cool, quality clothing
• Controversial for its sexualized ads, employee dress
codes, elitist attitude, discrimination against
employees and alienation of some consumer
segments
• Now embracing lower prices, social responsibility and
diversity after the exit of former CEO, Mike Jeffries
• Still struggling due to recession, low consumer
spending and inability to connect to young consumer
targets
Product Information
Attributes & Pricing:
• Iconic, modern classics
• Classy and cool
• Aspirational look, feel, and attitude.
• Kids’ version known for its made-toplay durability, comfort and on-trend
designs.
• Priced at a premium due to company’s
luxury image
• Many consumers believe that they are
overpriced.
Consumer Information
Current users:
Major competitors:
• Young adults and college age consumers, 18 –22
years old. (Abercrombie & Fitch)
• Young high school age consumers, 14–18 years
old. (Hollister – which offers clothing at a lower
price point than the parent brand.
• Young middle school age consumers, 7–14 years
old. (abercrombie kids - the children's version of
the parent brand A&F).
• Young adults, 22-32 years old, who remain
nostalgic about their college days and
association with the brand (A&F)
(Source Nasdaq, 2015)
SWOT Analysis
Strengths:
• A long heritage of quality craftsmanship dating back to 1892
• Product availability and an existing large network of national
and global retail outlets
• Global brand with global recognition
• Emotional connection to many generations of American
youths
• Current brand segmentation to target different youth
segments through subsidiaries such as Hollister and
abercrombie kids.
Weaknesses:
• Perception as a very expensive brand
• Negative perception over legal battles and controversial
employment practices
• Controversial perception of the company’s management and
its corporate culture
• Inability to connect with young millennials who have a
different attitude to the company’s products and its sexualized
advertising messages
• Difficulty in getting information on corporate website
Opportunities:
• Opportunity for innovation and adoption of new
marketing and advertising strategies
• Opportunity to revamp the brand’s image and
positioning
• Opportunity to change the A&F’s corporate and brand
perception for the better
• A chance to address product quality, price and access
• A chance to effectively confront competition and
reposition for the future
Threats:
• The continuing economic recession and low consumer
spending
• Competition from other quality brands with lower
prices
• Controversial company history and discriminatory
employment practices
• Negative posture towards some consumers, fat
shaming, etc.
• Declining interest and loyalty by primary consumer
targets
Problems and Opportunities
• Problem: Declining sales and slowing corporate financial performance
• Opportunity: To engage in innovation and improve sales and marketing
strategies
• Problem: Competition from lower priced brands
• Opportunity: To differentiate the brand and highlight A&F’s brand quality and
heritage
• Problem: Negative perception of company culture and employment practices
• Opportunity: To change perception, embrace social responsibility, improve
employee engagement and build corporate credibility
• Problem: Perception of brand as being too expensive
• Opportunity: To address product quality, availability and competitive pricing
issues
• Problem: Declining interest and loyalty by primary consumer targets
• Opportunity: To attract and engage young consumer targets through creative
advertising and innovative social media strategies; or by targeting new consumer
segments
KEY STRATEGIC DECISIONS
BACKGROUND
❖ Today’s tech-savvy millennials are resistant to celebrity endorsers and sexualization in advertising. They rely on
influencers, friends and other consumers to help shape their sense of style and drive their purchase intent from unbiased
viewpoints.
❖ A&F’s traditional, one-way communication to impose itself as an exclusive brand for the cool and popular, while not
listening to the desires and tastes of a broader audience of millennials, has created a gap between the retailer and its
target audience, leading to a major drop in sales and loss of market share.
❖ The brand’s advertising approach has an artificial, unrealistic tone that does not capture the environment and lifestyles of
young adults A&F is trying to reach.
Campaign Overarching Goal
The main focus of the year-long advertising campaign is to bring A&F closer to a
broader audience of urban, dynamic and multi-tasked millennials, reaching out to
them through more realistic and interactive contents that better relate to their
lifestyles and situations they identify with. The campaign intends to shift
consumer perception of A&F from an exclusive niche brand to a brand that
fits multiple modern lifestyles
Target Audience
❖ Male/Female | 18-25 | Upper Class/Upper Middle Class | Interest Group: Young adults with
sense of style and attitude, going to college or already pursuing a college degree and starting
their professional careers.
Advertising Objectives and Strategy
Objective 1
Strategy 1
Reposition A&F from an exclusive niche brand to a brand
Develop advertising content that reflects different lifestyles
that fits urban millennials of multiple lifestyles, from college
of young adults in different indoor/outdoor urban settings.
students to young professionals willing to make good
Use creative storytelling to capture situations the target
impression in their social circle.
audience can relate to and interact with.
Advertising Objectives and Strategy
Objective 2
Strategy 2
Shift consumer perception of A&F from “an expensive
Develop advertising content that’s less focused on
brand they’re not cool enough to wear” to “a high quality
displaying the clothes and more focused on the situations
brand they identify with”, increasing consumer association
they portray or moments they capture. The advertising
to the latter by 25% at the end of the campaign.
should “zoom out” of the product/brand and turn the
spotlights to the consumer, with models representing
millennials in situations they can relate to.
Advertising Objectives and Strategy
Objective 3
Strategy 3
Raise the amount of conversation on A&F’s social media
Increase consumer interaction and engagement on social
channels and allow a less formal, less product-focused
media channels by 20% (number of likes, comments and
conversation between the brand and consumers.
shares on Facebook, Instagram and Pinterest, mentions
and retweets on Twitter).
Perform social media listening on a monthly basis to
measure and evaluate the campaign’s impact on shifting
consumer perception of A&F in social media.
Advertising Objectives and Strategy
Objective 4
Strategy 4
10% total increase in new members/followers of A&F’s
Through the campaign’s interactive and appealing
owned media channels (website sign ups, Facebook page
elements, generate social media buzz to attract new
likes, followers on Twitter and Pinterest)
visitors/members to the brand’s owned media channels.
Advertising Objectives and Strategy
Strategy 5
Objective 5
Reach out to key advertising trade publications and
Generate positive reviews from influencers on A&F’s
fashion bloggers so influencers acknowledge A&F’s new
repositioning efforts, outnumbering by 25% the negative
campaign approach towards a broader audience of
stories about the brand in earned media channels. (PR/AD
millennials.
common goal)
Run a brand audit every month to measure and evaluate
the campaign’s impact on shifting influencer perception of
A&F and generating positive reviews and endorsement.
Advertising Objectives and Strategy
Objective 6
Strategy 6
Raise A&F’s Market share from 10.72% to 20% by the
Regain the trust and interest from consumers that had
end of 2016.
migrated to competitors and attract new consumers
through the brand’s new communication approach to
increase sales and market share.
MEDIA RECOMMENDATIONS
Media Objectives
Reach 70% of the target audience of young professionals ages 18-25, 2+ times per week combined across
mediums during the year-long campaign.
Reach 40% of the target audience through the advertisements on television and online streaming platforms at
least once per week during the year-long campaign.
Reach 50% of the target audience where they have an opportunity to interact with the brand at least once per
month through social media platforms during the year-long campaign.
Reach bloggers and influencers to motivate them to generate positive digital word of mouth for A & F and its
products at least once per quarter.
Media Mix and Rationale
Television
Online Streaming
Digital Music Service
Social Media
Social Influencers and
Bloggers
Scheduling Strategies
Television: Prime time TV
Online streaming: Hulu
Digital Music Service: Spotify and
Pandora
Social Media: Facebook, Twitter,
Instagram, Snapchat
Social Influencers and Bloggers: 1
post/quarter
Media Schedule and Tactics
CREATIVE BRIEF
Project Description
Sixty second television/online streaming ad to advertise A&F Jeans
Purpose:
The primary purpose of the commercial is to depict Abercrombie and Fitch as a relevant brand to the millennial
generation while highlighting the quality of Abercrombie and Fitch clothing. The advertisement should initiate
positive social media buzz and encourage connection to the brand’s owned media channels, leading to an
increase in sales.
Style and Tone:
The advertisement should connect with the multi-tasking, social media-driven millennials with realistic content
and tone. Consumers should view Abercrombie and Fitch as a brand that suits multiple modern lifestyles.
Copy Points:
❖ Reflect different lifestyles of today’s various millennials
❖ Use storytelling to capture situations relatable to target audience
❖ Put the spotlight on Abercrombie and Fitch consumers
Benefits:
❖ Quality craftsmanship of clothing
❖ Highly accessible, global brand
❖ Clothing for all occasions
Call to Action:
Encourage target audience to employ #MyFitchFit to initiate conversation about the quality and fit of Abercrombie
& Fitch clothing. The #MyFitchFit campaign should inspire consumers to share how Abercrombie and Fitch fits
into their way of life.
CREATIVE EXECUTIONS
Abercrombie & Fitch Commercial
Follows Creative Brief
Objective #1: Reposition A&F from an exclusive niche brand to a
brand that fits urban millennials of multiple lifestyles, from college
students to young professionals willing to make good impression
in their social circle.
Target: Male/Female | 18-25 | Upper Class/Upper Middle Class |
Interest Group: Young adults with sense of style and attitude,
going to college or already pursuing a college degree and starting
their professional careers.
Result: Created ad that is urban millennial focused. Main character is
a professional, independent, technology-minded, multi-tasking
female. Sets up tagline/hashtag to use in future campaigns. Also
creates a tone for the future campaigns as well. Think of the male
perspective.
Tagline: A Brand That Fits
Take a look at Objective #1 again: Reposition A&F from an exclusive niche brand to a brand that fits urban millennials of
multiple lifestyles, from college students to young professionals willing to make good impression in their social circle
Multiple meanings: the clothes fit well, the brand fits with the target audience
Objective #2: Shift consumer perception of A&F from “an expensive brand they’re not cool enough to wear” to “a high quality
brand they identify with”, increasing consumer association to the latter in 25% by the end of the campaign
The tagline works in tandem with the social aspect
Interactive: #MyFitchFit
Objective #3
Objective #4
Objective #5
Increase consumer interaction and
engagement on social media
channels by 20% (number of likes,
comments and shares on
Facebook, Instagram and Pinterest,
mentions and retweets on Twitter).
10% total increase in new
members/followers of A&F’s owned
media channels (website sign ups,
Facebook page likes, followers on
Twitter and Pinterest)
Generate positive reviews from
influencers on A&F’s repositioning
efforts, outnumbering
by 25% the negative stories about
the brand in earned media
channels. (PR/AD common goal)
The #MyFitchFit campaign will encourage social media interaction with millennials by allowing
them to share how Abercrombie and Fitch fits their lifestyle through Instagram, Twitter, and
Facebook posts.
#MyFitchFit
AGENCY TEAM
❏ KOLA OGUNSHOTE - ACCOUNT MANAGER
❏ RAFAEL BRULER - PLANNING DIRECTOR
❏ NATASHA JANIC - MEDIA DIRECTOR
❏ CHELSEA TRAUTMAN - CREATIVE DIRECTOR
❏ ANDREW ZAMORSKI - ART DIRECTOR