The document discusses strategies for a brand campaign for Svpply, an online shopping site. It notes that Svpply's target audience of 18-34 year olds value personal connections, individual expression and standing out. To better communicate with this audience, the summary recommends that Svpply should position itself as helping users express themselves and find things that reflect their personal values through personalized contact and improved usability to enhance the online foraging experience it provides.

1. B R A N D C A M PA I G N
S o n n y S u n

2. Academy of Art University
School work
Digital strategy

3. WHAT IS SVPPLY?
ONLINE VERSION OF
WINDOW SHOPPING

4. @
WHAT IS SVPPLY?
FACEBOOK
TWITTER
ONLINE VERSION OF
WINDOW SHOPPING

5. WHO USES SVPPLY ?

6. WHO USE SVPPLY?
PEOPLE FROM 18-34
44%MALE 56% FEMALE.

7. WHO USE SVPPLY?
NOT ONLY BECAUSE THEY ARE THE BIGGEST SVPPLY
USER GROUP.
8%
50%
21%
14%
5%
2%
WHO
USE
SVPPLY
Index :
171
www.quantcast.com/svpply.com#!demo

8. WHO USE SVPPLY?
BUT ALSO THEY ARE THE BIGGEST ONLINE SHOPPING
GROUPS.
19-24 25-34 35-44 45-54 55-64 65+
3.80
3.90
4.00
4.10
4.20
4.30
4.40
4.50
4.60
ONLINE SHOPPING BY AGE GROUP
April 2012
www.marketingcharts.com/direct/consumers-more-satisfied-with-products-bought-online-than-in-store-21666/bazaarvoice-
product-sentiment-by-age-group-april2012jpg/

9. WHO USE SVPPLY?
PEOPLE FROM 18-34
44%MALE 56% FEMALE.
• LESS AFFLUENT
INCOME ($0-50K )
• MOST OF THEM HAVE
NOT KIDS
• COLLEGE GRADUATES.
www.quantcast.com/svpply.com#!demo

10. WHAT DO THEY THINK OF
SVPPLY ?

11. WHAT DO PEOPLE THINK OF SVPPLY?
GREAT FIRST
IMPRESSION

12. WHAT DO PEOPLE THINK OF SVPPLY?
GREAT FIRST
IMPRESSION
A WHILE

13. WHAT DO THEY THINK OF SVPPLY?
GREAT FIRST
IMPRESSION
AWHILE
WHY ?

14. WHAT DO THEY THINK OF SVPPLY?
FUNCTIONALLY: PEOPLE THINK SVPPLY IS HARD TO USE.

15. WHAT DO THEY THINK OF SVPPLY?
FUNCTIONALLY: PEOPLE THINK SVPPLY IS HARD TO USE.
EMOTIONALLY : LACK OF PERSONALITY. IT’S BORING TO
USE IT MORE THAN AN HOUR.

16. WHY DOES OUR TARGET
CARE ?

17. WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE
A GREAT FRIEND THAN A GREAT CAREER.
67%
33%
GREAT FRIEND
GREAT CAREER
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/

18. 67%
33%
GREAT FRIEND
GREAT CAREER
COMMUNICATE
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/
WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE
A GREAT FRIEND THAN A GREAT CAREER.

19. 67%
33%
GREAT FRIEND
GREAT CAREER LOVE AND BE LOVED
COMMUNICATE
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/
WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE
A GREAT FRIEND THAN A GREAT CAREER.

20. 84% YOUNG AMERICANS 18-35 WOULD RATHER TALK IN
PERSON THAN ON THE PHONE.
84%
16%
IN PERSON
ON THE
PHONE
FEEL WHO ARE THEY
TALKING TO.
EXPRESS THEMSELVES
MORE EFFECTIVELY.
www.marketingcharts.com/wp/topics/asia-pacific/84-of-americans-would-rather-talk-in-person-than-on-the-phone-23078/
WHY DOES OUR TARGET CARE?

21. 58% OF THE U.S. YOUTH PREFER TO STAND OUT RATHER
THAN BLEND IN.
BLEND IN
42%
STAND
OUT
58%
www.marketingcharts.com/wp/topics/asia-pacific/majority-of-us-youth-prefer-to-stand-out-rather-than-blend-in-22830/
WHY DOES OUR TARGET CARE?

22. A GREAT
FRIEND
TALK IN
PERSON STAND OUT
AS HUMAN NATURE
YOUNG ADULTS WANT TO
COMMUNICATE, THEY
WANT TO EXPRESS
THEMSELVES, THEY
WANT TO BE
UNDERSTOOD, THEY
WANT TO LOVE AND BE
LOVED AND THEY WANT
TO STAND OUT.
WHY DOES OUR TARGET CARE?

23. HOW IS ONLINE SHOPPING IN THEIR LIFE?
MODERN CONSUMER BEHAVIOR IS SIMILAR TO HUNTING
AND GATHERING.
“Modern humans still devote considerable time and effort to
foraging, although the foraging context is now in the settings of
shopping malls, grocery stores, and Internet sites (Hantula, 2003).”
137.140.1.71/jsec/articles/volume3/issue4/KrugerV3I4.pdf

24. HOW IS ONLINE SHOPPING IN THEIR LIFE?
MODERN CONSUMER BEHAVIOR IS SIMILAR TO HUNTING
AND GATHERING.
137.140.1.71/jsec/articles/volume3/issue4/KrugerV3I4.pdf
ONLINE SHOPPING SERVICES ALLOW US TO ENJOY
HUNTING AND GATHERING BEHAVIOR IN A NEW LEVEL.
“Modern humans still devote considerable time and effort to
foraging, although the foraging context is now in the settings of
shopping malls, grocery stores, and Internet sites (Hantula, 2003).”

25. WHAT WE SHOULD DO?

26. WHAT WE ARE GOING TO DO?
ESTABLISH WHO WE ARE.
BRING AWARENESS.
DIFFERENTIATE
SVPPLY FROM THE
COMPETITION..

27. WHAT DO WE NEED TO
COMMUNICATE ?

28. WHAT DO WE NEED TO COMMUNICATE
SVPPLY HELPS YOU
EXPRESS WHO YOU ARE AND
MAKES YOU STAND OUT IN
YOUR LIFE.

29. WHAT DO WE NEED THEM THINK AND DO?
THINK: SVPPLY HELPS THEM TO FIND
THINGS THAT MORE CLOSELY TO
THEIR PERSONAL VALUES AND HELPS
THEM TO EXPRESS WHO THEY ARE.
DO: KEEP USING SVPPLY
FEEL: SVPPLY MAKES THEM STAND
OUT.

30. HOW TO ACHIEVE IT
PLACE PEOPLE TO HELP TO
CONSUMERS WHEN THEY SHOP AT
SVPPLY
PERSONALIZED
CONTACT
IMPROVE SVPPLY’S USABILITY TO
MAKE IT EASIER TO USE.

31. PLACE PEOPLE TO HELP CONSUMERS WHEN THEY SHOP
AT SVPPLY.
30%
70%
7 IN 10 AMERICANS PREFER “HELPFUL,
FRIENDLY” SALES PEOPLE OVER
AUTOMATED PROCESSES.
HOW TO ACHIEVE IT

32. PLACE PEOPLE TO HELP CONSUMERS WHEN THEY SHOP
AT SVPPLY.
30%
70%
7 IN 10 AMERICANS PREFER “HELPFUL,
FRIENDLY” SALES PEOPLE OVER
AUTOMATED PROCESSES.
SVPPLY CARES
ABOUT
CONSUMERS’
PERSONAL NEEDS
AND FEELINGS.
HOW TO ACHIEVE IT

33. PERSONALIZED CONTACT
34%
66%
66% YOUNG AMERICAN ADULT WOULD RATHER BE PEOPLE-
SAVVY THAN TECH-SAVVY.
THIS SHOWS PEOPLE DESIRE FOR EMOTIONAL CONNECTIONS.
SVPPLY OFFERS A BETTER LEVEL
OF COMMUNICATION.
HOW TO ACHIEVE IT

34. PERSONALIZED CONTACT
HOW TO ACHIEVE IT
www.quantcast.com/svpply.com#!demo

35. PERSONALIZED CONTACT
ENJOYING HUNTING
AND GATHERING
HOW TO ACHIEVE IT
www.quantcast.com/svpply.com#!demo

36. CONCLUSION
PERSONALIZED
CONTACT

37. CONCLUSION
PERSONALIZED
CONTACT
PERSONAL
VALUES

38. CONCLUSION
PERSONALIZED
CONTACT
PERSONAL
VALUES
COMMUNICATTION
ENJOY HUNTING AND AND GATHERING

39. CONCLUSION
ALWAYS
PERSONALIZED
CONTACT
PERSONAL
VALUES
COMMUNICATTION
ENJOY HUNTING AND AND GATHERING

40. THANK YOU
S o n n y S u n