3. red ladder
Asia Martin-ingram amber jordan
stacey hong
erin corbett
ankit desai
adam greenwald suzanna toole
jenny reeves camilla seals
melissa funk ally geronimo
jordan smith hannah cleveland
creative
pr&promo
mediaplanner
account executives account planners
2
4. executive summary
Shapewear hasn’t always been
viewed as comfortable or fashionable.
Until one outgoing and innovative
young woman patented and sold her
own type of shapewear that would
forever change its image. SPANX®
by Sara Blakely, a multi-million
dollar shapewear company, leads its
competitors as the most purchased
and well known shapewear brands.
Over the past thirteen years, SPANX®
has expanded to form three different
SPANX® lines with over 200 different
products. Most of SPANX®’s current
advertising uses word-of-mouth,
celebrity endorsements, and social
media to bring awareness to the brand.
Thus far, these tactics have brought
SPANX®’s message to life. SPANX®
is at the top of its product category;
however, once you have worked hard
to make it to the top, you have to work
even harder to stay there.
The Red Ladder advertising agency
recognizes that customer involvement
and appreciation is of the utmost
importance for building the SPANX®
brand and that this will serve as the
driving force behind the “Thanx,
Spanx.” campaign. Therefore, through
our campaign, current and future
SPANX® product purchasers will
become more engaged with the brand.
The “Thanx, Spanx.” campaign consists
of a multidimensional contest that will
create a loyal bond between women and
SPANX®. Research shows that women
love SPANX® and do not mind sharing
it with their close girlfriends. We plan
to give these women an interactive
user experience that allows them to
share their good news with their inner
and outer circles. We will get them
talking, recommending, and thanking
SPANX® for being there as a company
that genuinely cares. Red Ladder will
use different social media platforms,
an online blog site, a micro SPANX®
website, and the tagline “Thanx,
Spanx.”. Women everywhere will be
able to connect with one another and
thank SPANX® for being that concerned
friend who always wants you to look
and feel your best.
3
5. situation analysis
company history
Founded in 2000 by Sara Blakely,
SPANX® revolutionized the hosiery
“thin-dustry” with the introduction
of a footless, body-shaping pantyhose.
Since then, shapewear has become one
of the fastest growing “thin-dustries,”
with SPANX® leading the way. Now with
over 200 different products, SPANX®
has incorporated its shapewear into
other apparel including swimsuits,
bras, activewear, and even menswear.
product evaluation
product
price
place
• SPANX® Product Lines:
• SPANX®
• Body Shapers
• Bras
• Panties
• Legwear
• Apparel
• Swim
• Active
• SPANX® for Men
• ASSETS® by SPANX®
• SPANX® stores
• Hartsfield-Jackson Atlanta International Airport- Atlanta, GA
• Tysons Corner Center- McLean, VA
• The Plaza at King of Prussia- King of Prussia, PA
• Westfield Garden State Plaza Mall One Garden State Plaza Paramus, NJ
• Department stores/ Target
• Boutiques in major cities
• SPANX® Online Catalog
• Various online retailers
SPANX®’s offers products with a wide-
rangeofpricetags. TheoriginalSPANX®line
offers body shapers at prices ranging from
$20.00 to $178.00. ASSETS® by SPANX®
products are sold at less expensive prices
than all other product lines. Although prices
for SPANX® products are somewhat higher
than other brands, the SPANX® website
highlights, by category, where budget-
conscious shoppers can locate products that
are less expensive. The higher price tag on
SPANX® products is reflected in the higher
quality that is visible in all their products.
4
6. competitive analysis
brand image product info ad/pr tactics
• Shapewear is
confidence.
• Shapewear
is sexy.
• Curves are
sexy.
• Shapewear is
about comfort.
• “Keepin’ it
comfortable
since 1901.”
• Different levels
of control,
seasonal trends,
sweat control
and variety of
colors.
• Moderately
priced, less
product
variety with
limited choices
of control &
color.
• Significantly
cheaper
options with
different levels
of control but
limited color
choice
• Corporate blog
• Home shopping
promotion
• Purchasing
incentives
• Angel Credit
Card
• Celebrity
endorsements
of Hanes, Inc.
• “Yummie
Tummie Stories”
YouTube channel
• Pinterest
• Instagram
• Twitter
• Instagram
• YouTube channel
• Pinterest
• Twitter
• Twitter
• YouTube channel
• Facebook
1. www.yummielife.com
2. www.victoriassecret.com
3. www.hanesinc.com
• Social Media:
• Social Media:
• Social Media:
“Live. Shape. Happy.”
Sources:
5
7. consumer & industry trends
consumer
thin-dustry
outlook
The typical consumer enjoys
indulging in various hobbies like wine
appreciation, high fashion, the arts,
reading fiction, skiing, and tennis.
When it comes to buying clothes,
they tend to spend their money on
expensive, trendy, designer wear.
When purchasing these high end
items, consumers tend to purchase
shapewear products, like SPANX®,
to help perfect their look. Consumers
are also purchasing fashion items with
built-in shapewear technologies.
Withthecurrenteconomicrecession,
one of the first areas for budget cuts
that these consumers make is fashion
items. Products that aren’t viewed as a
necessityarelesslikelytobepurchased.
This includes luxury brand shapewear
products, like SPANX®, especially with
the availability of cheaper shapewear
alternatives.
The trend toward shapewear began
when curvaceous celebrities, like
Jennifer Lopez, Kim Kardashian, and
Beyonce, stepped into the fashion
arena, and in doing so, made curvy and
fuller busts and hips desirable. Popular
culture has the overwhelming power
of dictating what is in for women’s
bodies. Over the past decade, the “ideal
silhouette” has fluctuated between
waif-like figures and curvy figures.
Shapewear sales drastically took off
in 2000, after Oprah Winfrey declared
SPANX® as one of her “favorite things.”
While becoming an accessory to
affluent women and celebrities, the
demand for shapewear extends into
virtually all age groups and markets.
Because of this demand, the shapewear
“thin-dustry” is growing and becoming
very profitable. Many companies are
taking an interest in expanding into
the shapewear “thin-dustry.” Among
current shapewear brands, SPANX® is
the brand leader. Many attribute this
to Oprah’s influential endorsement
making SPANX® an overnight
sensation among other affluent women
and celebrities. In addition to being the
brandleader,SPANX®hasstrongbrand
equity; people believe SPANX® has
become synonymous with shapewear.
Just as “Kleenex” and “Band-Aid” are
used to describe all facial tissues and
adhesive bandages. Existing popular
brands in shapewear include Yummie
Tummie, Victoria’s Secret, Hanes, Inc.,
MaidenForm, Playtex, Wonderbra,
Classic Shapewear, Frederick’s of
Hollywood, Vedette, Freshpair, and
Leonisa. Consumers are eagerly
embracing the trend toward fuller
figures, wanting the help of shapewear
to achieve this ideal fuller image, thus
driving this profitable “thin-dustry.”
http://academic.mintel.com.proxy-remote.galib.uga.edu/display/597419/?highlight=true#hit1
http://online.wsj.com/article/SB10001424052748704328104574515481839938404.html
Sources:
6
8. objectives
In order to understand our later
primary research findings, we began
by conducting secondary research
on SPANX®, its competitors, and
previous studies that examined target
consumers of the shapewear “thin-
dustry.” The chief goal of our primary
research was to gain insight about the
shapewear industry, while looking
at other brands and their message
strategies. In addition, we sought to
gain insight about consumer’s media
use. Our desire was to arrive at a
conclusion about what characteristics
of specific messaging strategies and
messaging outlets were effective in
reaching our target. The analysis
of both the secondary and primary
research provided our team with an
understanding of the brand’s situation
in order to identify a fit between the
product and its consumer.
trends
http://news.globalintimatewear.com/Sales/5464/Market_Insight_about_Shapewear_in_2012.html
http://www.ereleases.com/pr/fashion-forecast-shapewear-worldwide-wardrobe-staple-61674
Sources:
Currenttrendsintheshapewear“thin-
dustry” include shapewear for men, new
product launches, the technological
advancement and use of lighter “fab-
rics,” and “prettier” shapewear that
resembles lingerie. Different companies
are experimenting with different
colors, beyond the standard black
and nude colors offered. In addition,
companies are talking about creating
a product that offers a 2-in-1 result,
by building shapewear into clothing.
Due to the popularity of shapewear, the
“thin-dustry” is expected to continue
growing, with brands creating new,
“thin-novative” products. Changes are
expected to occur based on technological
advances and “thin-novations” in “fab-
rics” mostly. Today’s shapewear has
moisture management properties, an
important feature for a garment worn
closely to the skin. In addition, women
are seeking “prettier” designs, so brands
are attempting to combine fashion with
function and offer the same level of
control in a wider selection of colors
embellished with laces and trims. A more
recent trend of shapewear can be seen
in the medical world. Many physicians
are recommending their patients use
shapewear post surgery in order to
facilitate proper healing.
research
7
9. methodsprimarysecondary
We administered an online survey,
complete with 37 qualitative and
quantitative questions. These results
were from 83 respondents: women,
ages 31-55. Our questions focused on
the level of familiarity with SPANX®
andtheshapewearindustryingeneral,
as well as the frequency of shapewear
purchases and occasion for shapewear
purchases. We also evaluated
consumers’ social media usage as well
as where they get their information.
Due to the fact that the campaign is
an online campaign, we wanted to
understand what type of interaction
our target market has online and what
the best tactic to reach them online is.
The survey was conducted not only
to reveal consumer behavior but also
to measure awareness and attitudes
about the SPANX® brand.
The in-depth interviews were
organized discussions with women
selected from our target audience that
covered more specific topics than the
online survey we administered. Topics
covered included: product material
concerns, packaging awareness, social
media usage, and influence of pop
culture endorsements. The primary
purpose of the in-depth interviews was
to discover why women are motivated
to purchase shapewear and what
drives their decision process: price,
comfort, quality, trends, etc.
Our secondary research provided us with an
overall understanding of the shapewear “thin-
dustry”, SPANX®, and shapewear consumers. We
gatheredoursecondaryresearchusingMinteland
various trustworthy online websites. A complete
list of our sources is listed in the appendix.
Online Survey
In-Depth Interviews
8
10. target market
demographics
psychographics
Spanx-ters'lifestylesegments
SPANX®’s target market consists of women ages 31-50, who are
in the middle to upper, socio-economic classes with a household
earning of over $60k+ and live in highly urban areas. These women
are typically married or in a committed relationship with children
between the ages of 3 and 15.
• Trendy
homemakers
• Fashionistas
• Young & hip
• Green consumers
• High spenders
A day in the life of a typical
Spanx-ter involves indulging
in a rich variety of hobbies.
These hobbies include wine
appreciation, the performing
arts, cooking gourmet or low-fat
cooking, photography, reading
best-selling fiction, and outdoor
activities like skiing and tennis.
When it comes to buying, these
women enjoy shopping online
versus retail stores or catalog
purchases. They are frequent
purchasers of designer fashion,
fine jewelry, and corporate attire.
9
12. marketing objectives
objectives
strategy & rationale
• To increase SPANX®’s market share in the shapewear
thin-dustry
• To maintain a minimum ROI of 3:1 on social media and
promotion techniques.
• To increase Google’s organic search ranking so that
SPANX® consistently appears within the top 10 results.
To successfully achieve our
objectives, Red Ladder will launch a
campaign that primarily uses social
media and digital resources in order
to highlight a contest by SPANX® for
one exceptional winner to receive a
full makeover for her upcoming high
school reunion.
To maintain a budget of $10,000
or less, the incorporation of cheap/
free advertising methods through
the use of social media, guerilla
marketing, and other low-cost
promotions is vital.
Initial strategies to publicize the
contest will be done via various
social media platforms (Facebook,
Youtube, Twitter, Pinterest, and
Instagram) supplemented with an
on-location photo booth for further
engagement. Continued social media
use throughout the campaign will
keep cost down while effectively
reaching the target market.
11
13. advertising objectives
objectives
strategy & rationale
• To further increase brand awareness through the use
of social media and digital resources over a six month
long campaign period, starting in January 2014
• To raise trials of SPANX® shapewear by 15% over the
six month long campaign starting in January 2014
Our strategy is to increase
brandawarenessforSPANX®and
their products. We will increase
dialogue and user engagement
through a contest implementing
social media platforms, such as
Facebook, Pinterest, Twitter,
Instagram, and Youtube. We
feel that user engagement is
most effective through social
media and that the six month
campaign is a sufficient amount
of time to build awareness
through a user-content driven
multi dimensional campaign.
12
14. creative brief
Client key fact
problem
objective
target
thin-sight
Spanx Spanx is the shapewear thin-dustry leader in
product variety and quality.
Despite Spanx’s effective word of mouth, celebrity endorsements, and forms
of product promotion, there are still women out there who are either unaware
of Spanx and its advantages or who do not know the vast variety of shapewear
garments Spanx has available.
To further increase brand
awareness through the use
of social media and digital
resources, raise trials of
Spanx shapewear by 15%.
Demographics:
The primary target audience are women ages
31-50 who are married with children and have
a household incomes of $60,000 or more.
Psychographics:
Fashionistas who love food, staying fit, and
traveling. They enjoy wine, performing arts
and cooking. They read best-selling fiction and
fashion magazines.
“I’m half way through
life,giveortakeafewyears,
married with one adorable
baby boy. Okay, he’s eight,
but he will always be my
baby. Although he is cute,
I never thought about
how time consuming he
would be. Being a wife,
mom, and a successful
real estate agent in the
greater Atlanta area I
always look and feel my
best. I practically work
two full time jobs. I work
from home and take care
of my family. This leaves
me with little time to focus
on the things I really love
such as traveling, unless
it’s for business, reading
the new Twilight novel,
and signing up for that
healthy cooking class I’ve
been meaning to do for
the past two years. I used
to love working out and
hitting the town with my
girls. Not only do I stay at
homes on the weekdays,
I am also finding it hard
to snap back into my post
baby body. On the rare
occasion that I do get to
escape this blessed curse
I struggle with finding
something to wear that
doesn’t show every bump
and lump I have acquired
over the years. Only 3,650
days until my son is out
of the house and I can get
back to being the cool,
daring, and bold person I
used to be.”
Heather:
13
15. promise
support
mandatories
• Spanx offers assorted bras, panties, leg-wear, swimwear,
body shapers, active wear, maternity wear
• Spanx currently has 3 different lines: original Spanx by
Sarah Blakely, Spanx for men, and the Target Assests line
• All products are made from the highest quality and
technologically advanced materials
Spanx’s many products in its various lines help
women look great and feel great no matter the occasion.
Spanx brand name, logo, various trademarks and website
“I’m a 38 year old
‘stay at home’ mom
who never stays there.
(That’s what the nanny’s
for!) I spend my time
supporting my favorite
charities and helping
women around the world
with my weekly video
blog. My girlfriends and
I are very close even
though we’re spread
out all over the country.
We keep in touch almost
exclusively through
social media these days.
BetweenalltheFacebook
posts, Pinterest scrolls
and Twitter hashtags, I
practically have carpal
tunnel. Recently, as my
friends and I are getting
older, we find ourselves
talking more about our
changing bodies. Things
that used to be super
tight are slowly sagging.
If that’s not enough to
contend with, today I
got an invitation to my
20-year high school
reunion. I wonder if I
can lose 30 pounds in 6
weeks…”
Jane:
14
16. creativetactics
other components
message & strategy
The campaign message, “Thanx, Spanx.” will act as the tagline throughout the
campaign. The idea behind this tagline is that consumers will be able to “thank”
SPANX® for helping them overcome insecurities with their body. This concept is
simple and straight to the point. The campaign emphasizes that SPANX® helps
people and continues helping others through use of their products as well as with
their philanthropic efforts.
A microsite will be created with full details of
the contest. The site will allow viewers to keep
up with the finalists and vote on submissions. In
addition, the microsite will host the “Dear Spanx”
blogs in which user-generated blogs or vlogs
will be posted that say “Thanx, Spanx.” The site
will also feature an interactive “Yearbook” that
shares the high school pictures of all contestants.
The “Thanx, Spanx” campaign will
be launched first through e-mailing
current customers as well as with
posts on the SPANX® Facebook and
Instagram pages. It is also our goal
to include a “Dear SPANX” blog in
which consumers are able to express
his or her gratitude by sharing stories
in which SPANX® has helped them
at some point in time. The main
focus of this campaign is a contest
called the “Thanx Spanx: Reunion
Makeover.” The contest includes a
free complete makeover available
for Georgia residents. The purpose
of the makeover is to transform a
lucky individual in time for a trip to
her high school reunion. In order
to be considered for the contest,
consumersmustsubmitathreetofour
minute long video along with a short
biography. The links to the videos and
biographies will be available on the
“Dear SPANX” blog. A finalist will be
chosen, and participants can cast a
vote for his or her favorite contender.
The winner will receive a makeover
that will be documented for a YouTube
mini series. The documentary will
premiere weekly and will follow the
winner’s transformation leading up
to the climactic high school reunion
that she attends. As a consolation for
those who did not win the contest,
we will have ten senior superlatives
that feature other entrants in a mock
yearbook on the SPANX® website in
which they are awarded for best hair,
smile, etc. The consolation prizes will
consist of gift baskets full of SPANX®
products.
15
17. Guerilla marketing tactics include an onsite OMG
photo booth complete with full 80s props. Photos will
be posted immediately to Facebook and Instagram in
order to get people talking and participating in the
contest. After contacting high schools in Georgia,
Alumni newsletters will also be used to get the word
out to our target market about the contest.
User-generated video
posts will be placed in a
“Dear Spanx” blog in which
they “Thanx, Spanx” for
a recent event/night out
that SPANX® helped make
a success.
Watch Now
Home
Thanx, Spanx
Share Your Story
Before & After Videos
Enter to Win!
Socialmediawillalsoplayacrucial
part in the creative execution and
for the voting process of the contest.
Twitter will be used
to promote the contest
and engage users by
live tweeting the mini
series every week with
specific hashtags.
YouTube will host
bi-weekly mini series
of the contest winner
that will be promoted
on other social media
platforms.
Instagramwillbeused
to showcase photo booth
picturesandsuperlatives
named throughout the
campaign.
16
18. Facebook will be used to
promote the contest, showcase
photo booth pictures, give
updates of the contest, and
engage users through various
postings.
The “Thanx, Spanx: Reunion Makeover” contest is a crucial
element in the “Thanx, Spanx.” campaign. One lucky winner will
get the ultimate makeover experience for their high school reunion.
• Jeffreys Atlanta- to provide the contestant winner with a dress and
shoes to match for the reunion
• Aric C. Cosmetics- to provide the
contestant winner with a makeup
application for the reunion
• Classmates.com- to help publicize
the “Thanx, Spanx: Reunion
Makeover” contest by reaching our
target audience
• OMG photobooth- engage consumers
to participate with the “Thanx,
Spanx.” campaign by taking
pictures with the photo booth and
sharing them via Facebook, Twitter, and Instagram.
sponsorships
contest
Did you graduate in 1984 and have a high school reunion coming up? Do
you want to make your ex jealous and be the envy of all your old friends?
Then enter our Thanx, Spanx Reunion Makeover Contest and you could
win a head to toe makeover!
Thanks for participating in our Thanx, Spanx
makeover contest. Continue to check our
Facebook page to be the first one to find our who
our finalists are!
Congratulations,
You won
Best Hair
public relations
17
19. Promotional items will
be given out to the three
candidates who have been
selected to potentially win
the grand prize. The grand
prize for consumers that
participate in the SPANX®
contest includes: SPANX®
merchandise, a designer
dress, and a makeover done
by a team of professionals
whichwillpreparethewinner
for a trip to their high school
reunion. There will also be
second as well as third place
recipients that will receive a
line of SPANX® products.
We will be using other tactics to
support our main “Thanx, Spanx.”
campaign. We would like to implement
using photobooths for our contest.
We chose to partner with a company
known as OMG photobooth. These
photo booths will be located in high
traffic areas of Atlanta such as Lenox
Mall, Perimeter Mall, and Atlantic
Station.The photo booths will be
available for use for one day and
three hours in these three locations.
The idea of the photobooth is that it
will raise awareness for the campaign
and specifically draw attention to the
contest. Individuals will be able to
have their photos taken which will
also be integrated with social media
sites such as Twitter and Facebook
which users can use to view their
photos and share them online. Fun
80’s props and hashtag signs will be
available for use in the photobooth.
promotions
guerilla marketing
18
22. future recommendations
For future references, we have two suggestions that will be of great help for
the furtherment of the SPANX® brand. To start, one person should manage the
content on all social media platforms in order to have a cohesive message across
these platforms. Another suggestion is the creation of a mobile application
(similar to Urban Spoon’s interface) that allows users to input the event and the
type of attire they’ll be wearing that generates a SPANX® product suggestion,
complete with geographic location services on where to best attain this item.
We would suggest that SPANX® should invest in collaborating with relevant
lifestyle bloggers that agree to sponsor posts featuring spanx products. This is
a good platform to showcase new products such as the swimwear line and men’s
line that have not received as much publicity as their current popular products.
Instagram is a relatively new aspect to SPANX® and with the new video
capabilities as well as embedding features, SPANX® can promote new items,
company culture,and before & after footage. Facebook is already considered to
be ineffective for SPANX®, but with a new spin the opportunities are endless.
SPANX® should use Facebook to introduce new products, upload videos as well
as videos, and provide tips to their consumers about looking their best with
SPANX®. Lastly, Pinterest could create a huge following for SPANX®. SPANX®
should create a Pinterest page during a major campaign such as the “Thanx,
Spanx.” campaign and they should do a continuation of the campaign through
Pinterest. Users could pin pictures of their SPANX® and use the hashtag “Thanx,
Spanx.” These are all superb platforms which will generate brand exposure for
SPANX®.
creativepromosocial
21
23. media
• Spread the “Thanx, Spanx.” message among 31-51
year old women, married with kids in Georgia.
• Drive awareness through online and offline media
about the high school reunion contest.
• Be able to provide a reasonable option to measure
return on amount spent.
objectives
strategy
To give traction to the “Thanx, Spanx.” movement and drive constant
engagement, we will use both online and offline media.
Our goal is to have all our employed media working together to make the
message ubiquitous to middle aged mothers in Georgia.
The contest will be announced
across online media, through
Facebook, Newsletters, Twitter,
Instagram, and Pinterest. We will
also use these channels to push
the #thanxspanx hashtag, as well
as give regular updates on the
contest.
Facebook’s paid placement ads and
sponsored posts will allow us to reach
both our target market, as well as
measure return. Our ads will target
women living in Georgia, between the
ages of 47 and 49, with an interest
in the broad categories of food and
dining, literature, cooking, beauty
products, fashion, and luxury goods.
We will also use out of home
placements of photo booths at
malls as an unconventional
marketing tool. These booths will
already be decked out with social
media ‘sharability’, allowing us
to make it an interactive cross
platform event.
The micro website will serve as
an information hub for the whole
campaign. The “Thanx, Spanx.”
conversation will be collated
there, the contest videos will be
there, and the “Thanx, Spanx.”
blog will be there.
Social Media:
Paid Placement:
Outdoor:
Microsite:
22
24. rationales:
schedulingmedia
• Invaluable for
driving two-way
conversations
• Best medium for user
engagement
• Cost effective
• Allows for microtargeting
• Delivers relevant ads to
qualified leads
• Very little wasted
circulation
• Pay only after a
conversion
• Great PR tool
• Social media integration
means seamless online-
offline experience
• Consumer shares the
message for us
• Aggregator of news, stories,
pictures, blog posts for the entire
campaign
• Helps consumers ‘fill in the gaps’ of
the transmedia story
• Consumers can keep coming
back and interacting with the
‘information hub’ at their own pace
The first thing to be launched will
be the website. Since it serves as an
information hub, anyone looking for
any info about our advertising will
find it easily. Next, we begin cross
promoting our “Thanx, Spanx.”
contest across all social media as
well as alumni newsletters, and
offline photo booths. This transmedia
delivery at the same time not only
increases our frequency, but also
increases the likelihood of recall.
As for the time period, the
campaign starts in January because
women are back at work, often have
New Years’ resolutions, and are likely
to visit malls because of the sales. Of
course, the contest will end around
June when Reunion Season is on, but
we will keep soliciting content and
stories from our users following the
contest, asking them to share their
own experiences.
SPANX® mentioned earlier that
Facebook advertising has not been
a revenue driver. We believe that is
because consumers are better likely
to relate to the ‘Spanx’ story rather
than have the product itself pushed
tothem,whichisalreadywell-known.
We want to stay away from
traditional marketing, but at the
same time intensify the ‘word of
mouth’ technique that has worked
so well for SPANX®. Therefore
our selection criteria is based on
which media would help us drive
engagement, conversation, and buzz
the most effectively? And the answer
is online media.
Social Media:
Paid Placement:Outdoor Photobooth:
Microsite:
23
25. budget
media plan
• ThanxSpanx Microsite - $2000 x 1 = $2000
• 80s Themed Photo booths – $1100 x 4 = $4400
• Facebook Contest Ads – $100/day x 30 days = $3000
• Misc. Expenses - $400
• Contingency - $200
Total = $10,000
• Stylist for Contestant - $2000
• Dress for Contestant - $1000
• Video crew + Editing - $5000
• Limo Rental and Champagne - $500
• Misc. Filming and Logistics Expenses - $1300
• Contingency - $200
Total = $10,000
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24
26. campaign evaluation
• Spending on Photo Booths - $4400
• Expected customers – 480 people
• Expected Reach (Including social
media reach) – 100,000 people
• Spending on Facebook Ad Placements - $3000
• Estimated Reach – 92,000 women between 47-49 in Georgia
• Average Cost-Per-Click - $0.50
• Estimated Conversions – 6000 qualified users + their FB friends
• Video Creation - $10,000
• Estimated impressions through social media, email newsletters – 1.2 million
Not accounted for are:
• Increased brand equity from the “Thanx, Spanx.” Campaign
• All media coverage surrounding the human interest story of the
#thanxspanx transformation
• Number of people who will share this campaign on social media
• Returns (and general feeling about campaign) can be measured
simply by increase in number of fans on Facebook, Twitter, Instagram,
Pinterest, Youtube.
• Spanx would also do well to do a brand attitude test 6 months after the
campaign concludes, because for even those who don’t share our videos
on Facebook or Youtube, the campaign is designed to build a sentiment
for the brand that it arguably does not have at the moment. And at this
time when competitors are crawling out of the woodwork, brand equity
can make all the difference.
Outdoor:
Online Paid Placements:
“Thanx, Spanx.” High School Reunion Contest:
Social Media:
25
27. appendix
Survey
1. How much do you know about shapewear products?
2. How much do you know about Spanx products?
3. Within the last year, have you purchased women’s shapewear?
4. Within the last 6 months, have you purchased women’s
shapewear?
5. If you have purchased women’s shapewear, what brand(s) did you purchase?
6. For what occasion did you purchase shapewear?
7. How important is it to you that your lingerie helps with shaping and contouring?
8. How often do you wear your shapewear product?
26
28. • 50% of women had
purchased shapewear
in the last year, 70%
of women had not
purchased shapewear
in the last 6 months.
This shows us that
this is not an impulsive
purchase and that the
frequency of purchase
is lower than other
convenience products.
• Oftherespondents,56%
purchased SPANX®,
3 5 % p u r ch a s e d a
brand not listed or
none, 15% Hanes,
6% MaidenForm, 3%
Victoria’s Secret, and
1% Yummie Tummie.
• For what occasion
did they purchase
s h a p e w e a r : 5 2 %
c o c k t a i l , 4 2 %
professional, 38%
ever yday use, 8%
church.
• W h e r e a r e t h e y
most likely to get
information about a
brand of shapewear:
39% from friend or
family member, 38%
f r o m t r a d i t i o n a l
a d v e r t i s e m e n t ,
17 % f r o m o n l i n e
advertisement, 4%
from professional
colleague,and 1%
celebrities.
• How often do you shop
for intimate apparel:
86% less than once
a month. Again, this
shows us that it is not
a product frequently
purchased by the
consumer.
• 37% follow blogs, 63%
do not. Of those 37%
that do, they most
actively follow Health
& Wellness blogs,
followed by cooking &
food, then home décor.
• 94% are on Facebook,
54% on Pinterest,
5 2 % o n Yo u T u b e ,
34% on Twitter, 32%
on Instagram, 6% on
Word Press, 6% on
Tumblr, 6% on Vine,
3% on Reddit, 0%
on Myspace. This is
important because the
top three social media
outlets are all ones we
have chosen to use for
our campaign.
• When asked about
their social media
usage: 67% use it daily,
followed by 14% that
use it 2-3 times a week
• Question: What do
SPANX® do for you: (fill
in the blank option)
Mostfrequentresponse
was “smooths”, as well
as- supports, slims,
shapes, controls, holds
it in, no panty lines,
keeps everything in
place, contours body,
andperformsmiracles!
• Question: Give three
adjectives that best
describeSPANX®: Most
frequent response was
“comfortable”, then
“slim/trim”, “smooth”,
“quality”, “expensive”,
“confidence”, “control”
• 90% of respondents
reported having a
positive feeling about
SPANX® as a brand
findings
27
29. 1. Do you wear shapewear? Do you wear
itoftenorsimplyforspecialoccasions?
Do you have a brand preference or
price more of a concern?
2. Is the product material a concern
when purchasing shapewear?
3. Where do you shop most often? Dept.
stores? Individual boutiques? Online?
4. Howoftendoyoushopforunderwear?
Shapewear?
5. When you do shop, on average, how
much do you spend?
6. Are you familiar with the current
packaging? What would they like to
see or be more likely to buy? Colors/
Graphics/etc.
7. What social media sites/apps do
you currently use? What type of
interactions do you have on these
sites? How often?
8. How often do you watch TV? What
times/shows?
9. Do you keep up with pop cultures?
Do you take celebrity endorsements
seriously?
10. Are there any advertisements that
you can recall that you like? Why?
11. Do you listen to internet radio at
work? if so what platforms (spotify,
pandora)?
12. If there was a Spanx store how
frequently do you think you would
visit?
13. When you go to a Victoria secret
what is your budget vs what you
actually spend?
14. Abouthowoftendoyouget“dressed
up” a month? When you wear formal
wear do you typically wear pantyhose
or other shapewear?
15. What is more important to you
when picking outfits: comfort or
appearance/fashion?
16. Do you buy more “investment”
pieces (higher price/quality) or
trendy/price conscious pieces?
• In-depth interview provided valuable insight into the minds of individuals
belonging to our target audience, women ages 31-55.
• Somewhere between 20-26 participants most from the selected target audience.
• In-depth Interview helped to determine individuals’ (of the target market)
motives for utilizing and purchasing shapewear.
• Most participants were knowledgeable of shapewear and benefits of its use.
• In-depth Interview confirmed notion that shapewear is purchased only as
needed. For example, if attending a special occasion of some sort.
• Most participants get “dressed up” 4x a month or less.
• Most participants would only visit a SPANX® store once a year.
• In-depth Interview also pinpointed that most widely used social media channels
used by the participants are Facebook, Twitter and Instagram.
• However, the participants are not heavy users of the social media channels.
• In-depth Interview highlighted that product material is in fact a concern of these
individuals and plays a role in determining whether or not to purchase an item.
• Very Few of the participants are SPANX® brand loyalists.
• Most participants are price conscious buyers.
in depth interview questions
findings
28
30. 29
Thanks for participating in our Thanx, Spanx
makeover contest. Continue to check our
Facebook page to be the first one to find our who
our finalists are!
Congratulations,
You won
Best Hair
creative executions
31. 30
Did you graduate in 1984 and have a high school reunion coming up? Do
you want to make your ex jealous and be the envy of all your old friends?
Then enter our Thanx, Spanx Reunion Makeover Contest and you could
win a head to toe makeover!
38. Spanx,
Thanx for making my body look
amazing in my prom dress this
year!
Thanx, Spanx
Asia
Spanx,
Thanx for going to the formal with me this year. I wouldn’thave wanted it any other way.
Thanx, Spanx
Adam
39. Spanx,
Homecoming was a blast this
year!! We worked that dance
floor. HAGS
Thanx, Spanx
Jenny
