Developed and pitched strategic advertising plan for the newly launched Kardashian Kurves denim line, part of the Kardashian Kollection at Sears.

2. AGENDA
RESEARCH &
KEY INSIGHTS
BRAND
POSITIONING
BIG IDEA
EXECUTION
STRATEGY
CAMPAIGN DETAILS

3. Create a campaign that increases customer
awareness and drives purchasing behaviors
for the new Kardashian Kurves line.

4. RESEARCH PROCESS
SOCIAL
MEDIA
IN-DEPTH
INTERVIEWS
PLUS-SIZE
BLOGGERS
WHO IS SHE?
WHAT DOES SHE WANT?
WHY WILL SHE BUY?

5. KEY INSIGHTS
SHOP
ONLINE
LOVE
KHLOÉ
NEED
BETTER “FIT”

6. TARGET MARKETS
Brand
Supporters
Plus Size
Fashionistas
Plus Size
Market
PRIMARY SECONDARY TERTIARY

7. THE THREE FITS

8. THE KIM: SEXY
LOW CUT
STRAIGHT LEG

9. THE KHLOÉ: CURVY
HIGH RISE
BOOT CUT

10. THE KOURTNEY: GORGEOUS
MID RISE
SKINNY LEG

11. POSITIONING STATEMENT
For plus-sized female millennials,
Kardashian Kurves provides a high fashion
look and a customized fit for great value.

12. THE BIG IDEA...

13. embrace your kurves

14. EXECUTION STRATEGY
SOCIAL
MEDIA
TELEVISION
PLACEMENT
PRINT ADS
embrace your kurves

15. Social Media
embrace your kurves

16. EMBRACE YOUR #KURVES
3 4 12
FITS SIZES MODELS
embrace your kurves

17. visit
facebook.com/kurves
to
share your look
embrace your kurves

18. EMBRACE YOUR #KURVES
VIRTUAL IN-STORE
User Upload
“Mix and Match”
In-store coupon
Photo Booth
“Create your look”
Discount purchase
embrace your kurves

19. HASHTAGS
#beautiful 35 million
#OOTD 4 million
#kardashian 1 million
#plussize 65,000
#kurves 87
#kardashiankurves 25
embrace your kurves

20. HASHTAGS
#beautiful 35 million
#OOTD 4 million
#kardashian 1 million
#plussize 65,000
#kurves 87
#kardashiankurves 25
embrace your kurves

21. SOCIAL MEDIA GOALS
ENGAGE
CUSTOMERS
ONLINE &
IN-STORE
CHANNELS
BRAND
PERCEPTION
embrace your kurves

22. TV Product Placement
embrace your kurves

23. KEEPING UP WITH THE KARDASHIANS
EARLY IN SEASON
Side Story
Model Search Launch
Episode Syndication
embrace your kurves

24. khloé mentions contest
sisters upload photos

25. khloé mentions contest sisters discuss line
sisters visit store sisters upload photos

26. khloé mentions contest sisters discuss line
sisters visit store

27. khloé mentions contest sisters discuss line
sisters visit store sisters upload photos

28. KEEPING UP WITH THE KARDASHIANS
EARLY IN SEASON LATE IN SEASON
Side Story
Model Search Launch
Episode Syndication
Feature Story
Model Interviews
Photoshoot
embrace your kurves

29. sisters review entries

30. sisters review entries sisters meet winners

31. sisters review entries sisters meet winners
khloé interviews winner

32. sisters review entries sisters meet winners
khloé interviews winner winner photo shoot

33. TV PLACEMENT GOALS
ENGAGE
SUPPORTERS
INCREASE
EXPOSURE
BRAND
RELATABILITY
embrace your kurves

34. Print Ads
embrace your kurves

35. PRINT CHANNELS
Plus Model Magazine
Elle, Glamour, InStyle
OK!, People, Us Weekly
embrace your kurves

40. PRINT GOALS
REACH NEW
CUSTOMERS
INCREASED
EXPOSURE
BRAND
EQUITY
embrace your kurves

41. CAMPAIGN OBJECTIVES
Media
Reach 85%
Frequency 30
Continuity 15
Communication
High fashion
look, great fit!
Marketing
The look and fit
you’ve been
waiting for!
embrace your kurves

42. CAMPAIGN TIMELINE
Phase One
#Kurves Launch
Promotions
First Episode
PhaseTwo
#Kurves Winners
Second Episode
PhaseThree
Print Ads
Episode Re-runs
embrace your kurves

43. CAMPAIGN BUDGET
Item Allocation
Estimated
Return
Estimated
ROI
In-Store
Promotions
$1.5 million $40 million 257%
Print Ads $1.25 million $40 million 323%
Social Media $750,000 $20 million 257%
Total $3.5 million $100 million 279%
embrace your kurves

44. CONCLUSION
ACCURATE
POSITIONING
CLEAR
OBJECTIVES
TARGETED
TACTICS
EFFECTIVE
ADVERTISING
RELEVANT
PROMOTION
embrace your kurves

45. embrace your kurves