1. What’s Nicole Wearing?
Facebook Video Campaign
Final Campaign Analysis Report
By
Katie Barnes, Natalie Graham, James Potts & Keiffer
LaFrance
Presented to
Lindsey Fair & Three Boutique
In partial fulfillment of the requirements
Of MCOM30
School of Business
St. Lawrence College
Kingston, Ontario, Canada
April 25th, 2013
2. What’s Nicole Wearing?
Facebook Video Campaign
The Client........................................................... 1
Target Market.................................................... 2
List...................................................................... 3
The Big Idea....................................................... 5
The Message....................................................... 6
The Channel....................................................... 7
The Creative....................................................... 8
The Results
Roxy........................................................ 10
Only........................................................ 16
Volcom.................................................... 22
The Analysis...................................................... 28
Table of Contents
What’s Nicole Wearing?
The Client
Client Overview
Clothing store geared towards young women (mainly students). Offers brand
name clothings in unique and alternative styles.
Three Boutique Goals
- Increase foot traffic
- Increase brand awareness
- Attract new students to the store
- Wants to continue to be apart of the “Downtown Kingston Experience”
Page 1
3. What’s Nicole Wearing?
The Target Market
Description
Three Boutique’s target market is young adults who are active on social media
and enjoy fun events. The majority of the target market is college and university
students living in the Kingston area. Many of the current and potential customers
are interested in the arts, fashion and music.
Small and new businesses in Kingston have used social media in the past to
promote contests and events. Our promotion What’s Nicole Wearing? will encourage
potential customers to follow Three Boutique on Facebook as well as to buy more
items when they visit the store.
Segments
- Students
- 18-25 year old women
- Downtown shoppers
Page 2
What’s Nicole Wearing?
List
Page 3
First
Name Last
Name Twitter
Handle Email
or
Website
Katy Anne katyanne92
Alyssa
Anne
Brittany
Carr 3rittcarr
Nina Corcoran neensabeans http://neensabeans.tumblr.com/
Elizabeth Forbes Liz_forbes
Gina
Gioia GinaGioia
Audrey Hamilton Hamilton_Audrey
Sheila Huynh sheilala_
Stephanie
Nicole Jordan
Jane Kwan janekwan13
Christine Ly christine_ly http://elltothefourth.tumblr.com/
Liz Martin elizabethelsie
Peter
McClatchey McClatcheyPeter http://www.creativedisplay.net/index.php
Kayla McCormick KaylaMcCormickF
Ben McLean BenInThePenCFRC
Krystian McMahon KrystianMcMahon
Lauren Moffat moffat_lauren
Chris
Morris chrisandbenji chris@realtysource.com
Ashley
Niemann
NiemannAshley
Nicola Ostrom nicolaostrom NA
Sherri
Lee Paterson Sher417
Benji Perosin chrisandbenji benjamin@realtysource.com
Bee Ridge _beeamelia
Leah
Sinai leah_sinai
Trina
Skanthavarathan
skanthavarathan
Paige
Sontage paigesontag
Chris
Tringham ctringham http://christringham.com/
Sarah Witiuk SarahWitiuk
4. What’s Nicole Wearing?
The Big Idea
Original Campaign Concept
We created a 30 second video for Cyndy to use on Three Boutique’s Facebook
Page. The video and campaign are titled “What’s Nicole Wearing”. The video
features Nicole wearing multiple outfits from Three Boutique, while explaining
that the customer can come into the store and receive 15% off of the items Nicole
is wearing. The end of the video encourages the viewer to share it on their
Facebook page in order to be entered to win a $40 gift card.
The video will be launched on Three Boutique’s Facebook page on April 4th and
the winner of the $40 gift card will be announced three weeks after. The campaign
however, is flexible and can continue past April 19th if Cyndy wishes.
During the campaign customers can come into the store, pick out the items and
mention they were seen in the video in order to receive 15% off. Because viewers
have a reason to share the video (a chance to win $40) the video will spread past
Three Boutique’s current Facebook fans and increase awareness as well as foot
traffic into the store.
Changes
After meeting with Cyndy and pitching our original idea, we along with our client
decided to make a few changes to our campaign. Instead of creating one 30 second
video, we made three, one of which would be played during each week of our
campaign. Instead of showcasing various items from Three Boutique, each video
would feature a brand popular in the store.
These changes pushed back the launch of our campaign to April 10th and will
finish at the end of the month. Incorporating brands instead of specific items into
our videos made our campaign more beneficial for both Three Boutique and its
customers by insuring that what we offered in our videos was practical.
Page 5
What’s Nicole Wearing?
List
Page 4
Post&Secondary Current&Location Interests
Queens-University Kingston Film-&-Drama
Queens-University Kingston Fashion
Pickering Fashion
Algonquin-College Ottawa Drawing-&-Music
Kingston
Queens-University-&-Trent-University Kingston Dancing-&-Adventure
Kingston Music-&-Comedy
Queens-University Brampton Music
Trent-University Ottawa Tennis
Queens-University-&St.-Lawrence-College Kingston TV-&-Fashion
Queens-University Kingston Shoes
University-of-Alberta-&-Carleton-University Ottawa Art-&-Culture
St.-Lawrence-College Kingston Radio
Hamilton The-Twilight-Saga
Loyalist-College Kingston Radio
Belleville Brain-Injury-
Kingston Marilyn-Monroe
Kingston Real-Estate-&-Music
Bath,-ON. Wrestling-Coach
Queens-University-&-Ashbury-College Kingston Kayaking
Kingston Communications-&-Music
Kingston Real-Estate-&-Music
Queens-University Kingston Music
Queens-University Kingston Books-&-TV
Queens-University Kingston Kingston-Nightlife
Queens-University Ottawa Cats
Brock-University Kingston Soccar-&-Music
Queens-University Kingston Media-Psychology
5. Offer
15% off of a different brand each week and a chance to win a $40 gift card to
Three Boutique, when viewers share our video on Facebook.
Appeal
“What’s Nicole Wearing” revolved around implementing an effective use of life-
style appeal techniques. This is on account of the nature of the product being
advertised, clothes primarily reflect a person’s lifestyle values in a fashion sense –
an example would be how business suits reflect status and job values. Three Bou-
tique, in targeting young, fashion-forward, women, required a creative component
that could identify and reflect the lifestyle of the intended target; it had to hold
some form of authenticity. As such, showing Nicole visibly enjoying the clothing
offerings from Three, in video form resonated with the audience in that it present-
ed a realistic ideal self, patrons could imagine them being “Nicole” and enjoying
the savings for Roxy, Only, and Volcom.
Action
Viewers simply have to share the video on their Facebook page to be entered to
win the $40 gift card. 15% off will be applied when they come into the store and
purchase the brand featured that week
Page 6
What’s Nicole Wearing?
The Message
Channels
Facebook: The video will be posted on Three Boutique’s Facebook page and
shared among other Facebook users. This will be the main channel of our
campaign but the promotion itself can also be talked about and hyped over Twitter,
other social media sites and through work of mouth within the store.
Page 7
What’s Nicole Wearing?
The Channel
6. What’s Nicole Wearing?
The Creative
What’s Nicole Wearing?
The Results
Metrics & Forecast Analytics
Estimated Campaign cost: Gift Card Draw: $40
15% off brands featured in the video: Roughly $5 off of each item of clothing
purchased, with an estimate that 50 people will take advantage of the deal during a
three week time frame.
Total: $250
We can estimate that half of the people who take part in the 15% off deal would
otherwise not shop at Three Boutique, if the average amount each new customer
spends is $60 the amount generated by the video offer is roughly $1500.
Total estimated gain minus estimated cost: $1250
Keeping in mind that this is a rough estimate based on a three week time period,
we know that the forecast may not be accurate due to the unpredictability of social
media and Facebook. However based on the margins we know that this campaign
will increase sales at Three Boutique and generate an overall profit that will more
than cover the campaign costs. Overall this is a very low risk campaign.
Page 9
16. Recommendations
Three Boutique should continue operating the “What’s Nicole Wearing” campaign
for additional sales, compensating creatively for different brands and seasonal
wear. The high-production quality in the final product provided customers and
loyal patrons with a pseudo-commercial of products.
A viable recommendation to the “What’s Nicole Wearing” campaign would be
adding the videos to an automated playlist for a Three Boutique Youtube channel,
this would increase views and allow patrons to seamlessly progress through videos
without actively having to click or search for the next video. Furthermore, another
consideration would be having clickable links on the video via annotations, this is a
technique adopted by large, successful, Youtube channels, and encourages viewers
to take an action – be it subscribing, liking, commenting, or sharing.
Additional implementation strategies could come in the form of in-store broadcast,
purchasing a television or computer screen and running the ad without sound so
as to not drown out the music that is playing in the store. Albeit this could get a bit
overwhelming since the ad is so short and looping it would be overdoing it.
Page 28
What’s Nicole Wearing?
The Analysis
