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Presented by: Ankita, Alejandra, Patricia, Brie

Campaign Goals
▪ Reconnect Athletic Knit with their consumers

▪ Promote AK’s ‘classic’ reputation

Provide a good opportunity to AK to reward their


consumer loyalty

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Campaign Objectives

▪ Increase AK social media followers by 50%

▪ Engage 200+ followers on social media


platforms

▪ Reward the loyalty of 500 customers

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Live Experiential Concept
Connect + Engage + Make Bonds

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Phase 1: Connect
What: #AkClassic Campaign booths on malls (try
product)

Where: Shopping Malls

When: June 2019

Who: Female & Male. All ages. All levels of


education

How: Booth | Dance machine | T-shirts & Hats


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Phase 2: Engage/Social Media
Amplification
What: #AKClassic Campaign

Where: Facebook + Instagram


When: June 2019
Who: Female & Male. Adults 19+ All levels of education
How: Followers on social media will submit a 1 minute
video using the #Akclassic. A promotional video will
be made with the clips collected.

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Phase 2: Engage/Social Media
Amplification
Goals and objectives:

2k impressions through Facebook and Instagram

200 -Received videos from customers participating


-Interact with followers on social media platforms

50% AK social media followers

500 Loyalty reward of customers

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Phase 3: Make Bonds/ Party!
What: AK Classic Video Launch at Party

Where: Harbourfront
When: July 2019

Who: Adults 19+

How: AClassic
Memorable experience to interact with other AK
participants. #AKClassic Campaign

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Core Strategies
-emotional, sharing the video
1. Connection: -trial with the product in our booths

2. Control: Moderate-low,

3. Content: Sharable and memorable

4. Currency:-Social
-Transaction

5. Conversion: -Sales
-Retention

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Event Flow
1.Promote the campaign through social
media and activations

2. Start the campaign and receive the


videos

3. Announce the winners, edit video of the


campaign

4.Registration for the party (winners)

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Event Flow

5. Day of the event:


• Winners featured in the promotional video will receive a customized
welcome kit
• The video of the campaign will be launched at the party

6. Customers will receive a framed picture of the event and a


cap.

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Post Event- AK Social Media
Content
1. Customers will receive a Thank You letter after the
event and regular promotional Newsletters

2. Content will be created on AK Social media Platforms


to:
-Maintain relationships
-Open Communication
-Recruit new customers
-Share content, pictures and videos

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Budget Breakdown
$150,000

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Budget Breakdown

40% 35% 25%


Production Operation Marketing

● Venue ● Permits ● Email Marketing


● Decor ● Insurance ● Social Media tool -
● Food & Beverage
● Contracts Hootsuite
- Catering & Bar
● Travel ● Design
● Entertainment
● Event Documentation ● Invitations ● Printing
● T-shirts ● Surveys
● Video Production

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Anticipated ROE

CONTROL ACCESS FIT

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Anticipated ROE

SENSE CONTINUITY

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Metrics to Measure ROI
Attendee Event Body
Demographic Language
.

Satisfaction
Digital Body
Language

Loyalty
Viral activity

Message
Engagement
Retention
.

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Thank You

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