Branding in Web 2.0
WHAT IS UnME Jeans
• UnME Jeans was one of the most successful
up-and-coming players in the junior denim
market.
• ADVERTI...
BRAND UnME Jeans
• This BRAND is to encourage Women to forge their
unique identites and promote tolerance and appreciation...
ADVERTISEMENT OF BRAND
 30 sec Television advertising spots on common programs for teenage
girls – Gossip girl, American ...
Foleys annual Media Plan
 UnME Jeans- Upcoming denim company
targeting women of age group 12-24
Reached it’s Market Traditional Media
Advertising....
Understanding Foley’s most recent media plan and
changing consumers’ media habit due to
advancement in new technologies.
U...
Understanding the effect of introduction of Web 2.0
and social media on the advertisements and branding
of UnME Jeans, in ...
KEY ISSUES
 Trends Reducing the Existing Plan
 Understanding new inWeb 2.0
 Were any of the emerging Social Media
Chann...
Were any of these emerging social media channels
appropriate for her brand and what were the benefits
and risks of each?
H...
3 TRENDS DRIVING CHANGE IN MEDIA
MARKET
REDUCING THE EFFECTIVENESS OF THE EXISTING
MEDIA PLAN
CHANGING CONSUMER MEDIA HABITS
ADVERTISING CLUTTER
Difficulty in breaking the
advertisement clutter
• Consumers were besieged with over 5,000
advertising messages each day, ...
LACK OF INTEREST IN ADVERTISEMENT
• Due to increase in the advertising clutter , this
trend has shaped its way.
INTERNET ADVERTISING
DOMINATING CURRENT MEDIA
GROWTH IN ONLINE MEDIA
ADVERTISING
EXPECTED GROWTH OF SOCIAL MEDIA
(US MARKETING SPENDING IN $ BILLIONS)
WEB 2.0 OPPURTUNITY
 The Web 2.0 more interactive, participatory, and
collaborative behaviors that considered consumers
t...
ADVANTAGES OF WEB 2.0
 Huge Target Market
 Cost Effective than other modes.
 Two way communication via Direct Feedback
DISADVANTAGES OF WEB 2.0
 LACK OF CONTROL
 Creativity and Regular Monitoring Required.
MAY LEAD TO
NEGATIVE PROMOTION
CULTURAL VALUES OF WEB 2.0
Consumer co-creation
Social affiliation
Digital self-expression
Sharing
Consumer Co-Creation
• Consumer co-creation gave consumers the ability to
directly contribute to the online conversation a...
Growth in online video advertising
• US Online Video Advertising Spending (millions),
2007-2013
Social affiliation
 Virtually connects people with each other which
creates a sense of community.
 Online social network...
CREATION OF PROFILES
AND THEIR
INTERLINKING
SHARING
INFORMATION
Digital Self Expression
• Desire of people to express their identities
online.
Sharing
• Consumers no longer want to be the “Target” of
marketers, but rather, they wanted to be their “Partners”
HIGHGROWTH
RATE
TARGET
MARKET
TARGET
MARKET
TARGET MARKET FOR UnME JEANS IS 2nD HIGHEST
GROUP
AGE DISTRIBUTION OF SECOND LIFE RESIDENTS
Spinning Web 2.0 into an Integrated
Marketing Communications Plan
• Foley’s advertising agency had provided her with a
pla...
The agency would develop a line of virtual UnME Jeans
that would be sold to avatars on Zwinktopia through a virtual
UnME J...
Facebook Advertising
Develop a brand profile Image.
Purchase targeted banner advertising on facebook – Targeting
women int...
 Three four-minute YouTube video ads- that
would collectively tell the stories of teen girls who
embodied the brand essen...
 The YouTube program costs included a one-time up-
front fee of $300,000 for creative development of the
brand channel an...
Dilemma ?
 Foley was also concerned about the lack of control she
would have over the content into which her advertising ...
Final Decision
 Foley ought to choose developing a UnME brand profile
page for Facebook and stick with this solution prov...
Facebook –Seemed Better Option
• Highest visited site on internet
• Time spent is also quite high
• People can discuss abo...
 UnMe will surely benefit in their sales after
integrating Traditional media with Web 2.0 . It would
increase Brand aware...
DISCLAIMER
Created By Satyam Singh, IIT BHU
VARANASI ,during an internship under Prof.
Sameer Mathur , IIM Lucknow .
www.I...
UnMe jeans branding in web 2.0
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UnMe jeans branding in web 2.0

  1. 1. Branding in Web 2.0
  2. 2. WHAT IS UnME Jeans • UnME Jeans was one of the most successful up-and-coming players in the junior denim market. • ADVERTISING MEMBERS OF UnME JEANS • MARGARET FOLEY BRAND MANAGER OF UnME Jeans
  3. 3. BRAND UnME Jeans • This BRAND is to encourage Women to forge their unique identites and promote tolerance and appreciation for differences of opinions and tastes. • BRAND STORY is about celebrating individuality of teenage girls and encouraging teens to speakout against peer pressure and conformity.
  4. 4. ADVERTISEMENT OF BRAND  30 sec Television advertising spots on common programs for teenage girls – Gossip girl, American Idol, One tree hill.  Full page magazine print advertising in beauty and fashion magazines.  60 sec radio advertising spots.  Online banner and advertising on popular websites for teenage girls.
  5. 5. Foleys annual Media Plan
  6. 6.  UnME Jeans- Upcoming denim company targeting women of age group 12-24 Reached it’s Market Traditional Media Advertising.  Advent ofWeb 2.0 Reduced effectiveness of traditional media , Despite of advertising clutter Prices to purchaseTv Ads rights increased.  Foley justified the excess money on use of traditional media & AskedAdvertising Agency for bestWeb 2.0 Solution
  7. 7. Understanding Foley’s most recent media plan and changing consumers’ media habit due to advancement in new technologies. Understanding the key concepts and insights of new lingo of Web 2.0 and get familiar with the use of Twitter, avatars, tag clouds, widgets, RSS, podcasts, mashups, long tails, and convergence.
  8. 8. Understanding the effect of introduction of Web 2.0 and social media on the advertisements and branding of UnME Jeans, in particular and other companies as a whole Analyzing the solutions provided after research by the advertising agency and finally find a qualitative solution regarding the investment in the advertisement in social media and Web 2.0
  9. 9. KEY ISSUES  Trends Reducing the Existing Plan  Understanding new inWeb 2.0  Were any of the emerging Social Media Channel Appropriate?  Type of Results to be expected
  10. 10. Were any of these emerging social media channels appropriate for her brand and what were the benefits and risks of each? How could they substitute for or complement her existing media plan ? What kind of results could she expect from Web 2.0?
  11. 11. 3 TRENDS DRIVING CHANGE IN MEDIA MARKET REDUCING THE EFFECTIVENESS OF THE EXISTING MEDIA PLAN
  12. 12. CHANGING CONSUMER MEDIA HABITS
  13. 13. ADVERTISING CLUTTER
  14. 14. Difficulty in breaking the advertisement clutter • Consumers were besieged with over 5,000 advertising messages each day, making it difficult for marketers to break through the clutter • Advertisement remembrance was at • all time lowest of 1% to 3% Bob Barocci, president and CEO of the Advertising Research Foundation.
  15. 15. LACK OF INTEREST IN ADVERTISEMENT • Due to increase in the advertising clutter , this trend has shaped its way.
  16. 16. INTERNET ADVERTISING DOMINATING CURRENT MEDIA
  17. 17. GROWTH IN ONLINE MEDIA ADVERTISING
  18. 18. EXPECTED GROWTH OF SOCIAL MEDIA (US MARKETING SPENDING IN $ BILLIONS)
  19. 19. WEB 2.0 OPPURTUNITY  The Web 2.0 more interactive, participatory, and collaborative behaviors that considered consumers themselves as Co-creators and Disseminators of the content available on the Internet.  In Web 2.0, Consumers were empowered to create their own personalized experiences on the web and then share them with others around the globe:  Content on the web was Democraticized, and consumers’ experiences online became largely social rather than individualistic.
  20. 20. ADVANTAGES OF WEB 2.0  Huge Target Market  Cost Effective than other modes.  Two way communication via Direct Feedback
  21. 21. DISADVANTAGES OF WEB 2.0  LACK OF CONTROL  Creativity and Regular Monitoring Required. MAY LEAD TO NEGATIVE PROMOTION
  22. 22. CULTURAL VALUES OF WEB 2.0 Consumer co-creation Social affiliation Digital self-expression Sharing
  23. 23. Consumer Co-Creation • Consumer co-creation gave consumers the ability to directly contribute to the online conversation and content that was available on the web.
  24. 24. Growth in online video advertising • US Online Video Advertising Spending (millions), 2007-2013
  25. 25. Social affiliation  Virtually connects people with each other which creates a sense of community.  Online social networking MySpace and Facebook
  26. 26. CREATION OF PROFILES AND THEIR INTERLINKING SHARING INFORMATION
  27. 27. Digital Self Expression • Desire of people to express their identities online.
  28. 28. Sharing • Consumers no longer want to be the “Target” of marketers, but rather, they wanted to be their “Partners”
  29. 29. HIGHGROWTH RATE
  30. 30. TARGET MARKET
  31. 31. TARGET MARKET
  32. 32. TARGET MARKET FOR UnME JEANS IS 2nD HIGHEST GROUP AGE DISTRIBUTION OF SECOND LIFE RESIDENTS
  33. 33. Spinning Web 2.0 into an Integrated Marketing Communications Plan • Foley’s advertising agency had provided her with a plan to bring her brand to three social media outlets :  Zwinktopia  Facebook  YouTube Extremely high number of users and also high percentage of target market customers
  34. 34. The agency would develop a line of virtual UnME Jeans that would be sold to avatars on Zwinktopia through a virtual UnME Jeans retail store. As each special edition jean was released in the real world, UnME would simultaneously release a virtual version of it to generate online buzz about the product. The budget for the Zwinktopia program included a one-time charge of $200,000 for upfront creative development and a recurring charge of $100,000 per year for operation, maintenance, and updating.
  35. 35. Facebook Advertising Develop a brand profile Image. Purchase targeted banner advertising on facebook – Targeting women interest in fashion. Creating a UnMe widget. The budget for the Facebook program included a one-time charge of $350,000 for creative development of the profile page, widget, and banner ads. UnME would then pay $150,000 for a three-month advertising program on Facebook, which included a brand profile page and targeted banner advertising.
  36. 36.  Three four-minute YouTube video ads- that would collectively tell the stories of teen girls who embodied the brand essence of UnME.  Teen girls would be invited to upload videos about themselves or their friends that showed how they forged their own unique identities and how they promoted tolerance and appreciation for differences of opinions and tastes  Adding Videos and ads BRAND CHANNEL
  37. 37.  The YouTube program costs included a one-time up- front fee of $300,000 for creative development of the brand channel and the video ads. The budget also included a $300,000 media buy with YouTube, which sold the brand channel and the in-video ads at a CPM of $40.
  38. 38. Dilemma ?  Foley was also concerned about the lack of control she would have over the content into which her advertising was inserted.  Advertising in the new social media was more risky, as much of the content on sites like Second Life, Zwinktopia, YouTube, and Facebook was risqué, lewd, and/or inappropriate for her brand and might offend her target consumers.
  39. 39. Final Decision  Foley ought to choose developing a UnME brand profile page for Facebook and stick with this solution provided by the advertising agency.  This option is economic than Zwinktopia option but expensive than Youtube.
  40. 40. Facebook –Seemed Better Option • Highest visited site on internet • Time spent is also quite high • People can discuss about their products on the profile page and give their views to better the product. • Expected increase in number of people joining Facebook
  41. 41.  UnMe will surely benefit in their sales after integrating Traditional media with Web 2.0 . It would increase Brand awareness  Possibility of Becoming a Viral BRAND in young section of women.
  42. 42. DISCLAIMER Created By Satyam Singh, IIT BHU VARANASI ,during an internship under Prof. Sameer Mathur , IIM Lucknow . www.IIMinternship.com

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