GOALS
​
Increase Sales (in-store vs. online)
​
Reach & Community Growth
​
Increase Engagement
​
Create “Brand Purpose”
FRAME
DENIM
​
Fashion house that produces four ready-to-wear collections a year.
Stores in New York, San-Francisco, Dallas, Los Angeles
TARGET AUDIENCE
Anna
Likes fashion, beauty lifestyle. Likely to choose brands that are social responsible.
​
​
Mark
Don't mind paying an higher price for jeans knowing that a brand supports social and environmental issue.
INSIGHT
Millennials and Generation Z. Studies show that 80% of millennials expect companies to make a public commitment to good corporate citizenship.
Global consumers are likely to
switch brands to one
associated with a good cause
Consumers more likely to trust a company that supports social
and environmental issues
Consumer more loyal
to these kinds of
companies as well
STRATEGY
DENIM DAY
a Wednesday in April
​
Wearing jeans on this day has become an international symbol of protest against erroneous and destructive attitudes about sexual assault.
Brand collaboration
FLIGHTING
April 24 2019 Denim Day
ENGAGMENT
PURCHASE
AWARENESS
DENIM DAY
​
ENGAGMENT - ($30%) April 11-April 16
Built purpose awareness (CPE)
Retargeting audience that
engaged the video
​
CONVERSION -($10%) April 17-April 24
Purchase & Join event
(CPA)
​
Retargeting
audience by inviting
to join the event
PAID MEDIA FUNNEL
AWARENESS - ($60%) April 1-April 10
Consideration: Get video views (CPV, CPCV)
Show the video for as many people as we can in NYC,
San-Francisco, Dallas, Los Angeles
EXECUTION
AWARENESS - ($60%) April 1-April 10
Consideration: Get video views (CPV, CPCV)
ENGAGMENT - (30%) April 11-April 16
Built purpose awareness (CPE)
Using celebrities pictures wearing FRAME denim clothes.
- FRAME pages
- Celebrities own pages.
CONVERSION -(10%) April 17-April 24
Purchase & Join event
(CPA)
COLLABORATE with Miss Van aka Vanessa Alice Bensimon
Knownfor initiating the
feminine movement in the Street Art
Event at the
FRAME DENIM stores
where customers can pick up their pockets. Also, they can paint on their new denim pieces.
