Here are 3 content ideas for Kate Spade's Snapchat campaign targeting teens and moms: 1. Ava Philippe and Reese Witherspoon create Snapchat stories using Snapchat filters and props while wearing Kate Spade fashion. They use the hashtag #BeAMomFashionista. 2. Benjamin Seidler creates a series of Instagram story collages with clips from Reese and Ava's movies featuring Kate Spade clothes and accessories. 3. Reese and Ava film short comedic video sketches (user-generated content) based on their real-life mother-daughter moments and share on their Instagram stories with the hashtag #BeAMomFashionista.

2. KATE SPADE NEW YORK
BRAND AUDIT

3. • KATE SPADE was founded in 1993 by Kate Brosnahan and
Husband Andy Spade
• Started by just making accessories
• First Store opened in 1996 in SoHo
• Acquired by Liz Clairborne Inc. in 2006
• Now includes clothing, jewelry, shoes, beauty, perfume,
stationary and home décor.
HISTORY

5. KATE SPADE NEW YORK
FACEBOOK LIKES 2,873,166
INSTAGRAM 1.8 M
TWITTER 908.4 K

6. KATE SPADE NEW YORK
FACEBOOK• TWITTER• INSTAGRAM
STRATEGY

7. • For the first campaign launched in November, 2014, Kate Spade
worked with Cinematique and Google to build a shoppable video that
lets viewers click on any product in the holiday ad. After watching the
video, viewers can choose to purchose those Kate Spade products, see
another short video or find a seasonal cocktail recipe.
• Kate Spade ran ads across Google's Display Network, targeting sites
such as US Weekly, Salon, Food Network and Rolling Stone, which are
popular with women.
• Kate Spade is claiming some success with Google video ads, the
platform is facing increasing competition from Facebook.
STRATEGY THEN

8. •“It’s been about two years since Kate Spade New York starting turning
the everyday stories of interesting celebrities (Anna Kendrick, Zosia
Mamet, Ali Wong, Sarah Jones) into
off-kilter, funny digital videos aimed at making the fashion brand
relatable.” Ad Week
• “Both pieces of content are built for social media and digital and
designed to be cut up into smaller bits for Facebook, Instagram,
YouTube and Twitter, said Mary Beech, evp and CMO at Kate Spade.
• "We know that short, bite-sized content appeals to our customer who
is frequently on the go," she said. "Each time that we do one of these,
we not only try to stretch the content creation but also our distribution
strategy.”
• The fashion brand's campaign includes a heavy social push
STRATEGY NOW

9. • There is also a media buy planned with New York Magazine, that
created sponsored content on NYMag.com about the Rainbow Room
and character profiles.
• The brand is also partnering with shopping app MikMak for a
campaign that lets people shop for a purse featured in the film and the
products inside it. Ads on BuzzFeed will support the MikMak
campaign.
STRATEGY NOW

10. • “In March, the brand started promoting the series, #Missadventure, in
seasons with individual episodes that each focus on a different storyline,
much like a television series.” Ad Week
• Conversation around powerful women, like Iris Apfel, Jourdan Dunn,
Karley Sciortino, Lili Tomblin, Gloria Steinem, Marisa Tomei
• Funny impotant women in show bussiness, leading ladies,
independent women
TOPICS

11. •Short digital videos (4 minutes) for Twitter and Facebook (“Short, bite-
sized content appeals to our customer who is frequently on the go," she
said. "Each time that we do one of these, we not only try to stretch the
content creation but also our distribution strategy.”)
• Instagram Edited short videos
•Pictures and Boomerang’s videos for Instagram and Twitter.
STYLE

12. COACH
FACEBOOK LIKES 6,466,943
INSTAGRAM 1.4M
TWITTER 652.9 K

13. COACH INC.
FACEBOOK• TWITTER• INSTAGRAM
STRATEGY

14. • Tweets are always link to a celebrity (Chloé Moretz) who is the spoke
person fo the brand for 2016
• An important fashion or women magazine are always link in their
tweets
•Hashtags are by season for example #CoachFall2016
•Tweets are link to Instagram
•Variety of themes around the brand to creat content to generate
conversations in Twitter
• They use their hashtags in Facebook
•In Facebook they use links to their website
•They post in Facebook their content videos, long versions
STRATEGY NOW

15. •Instagram use the same content, as Twitter and Facebook, the same
hashtags and they always add the celebrity @chloegmoretz .
•The content it’s diverse and inviting
STRATEGY NOW

16. •Craftmanship
•Celebrating 75 years #Coach75
•Chloé Moretz
•Coach and Disney new bags collection
•#CoachFall2016
TOPICS

17. • Boomerang videos for Instagram and Twitter
• Stopmotion in Instagram
• Short video formats showing their bags and talk about heritage
•Short videos formats showing Chloé Moretz campaign
•Pictures for Faceebook, Instagram and Twitter
•They are using Snapchat stories to link it to Twitter
STYLE

18. MARC JACOBS
FACEBOOK LIKES 1,821,803
INSTAGRAM 5.1 M
TWITTER 7 M

19. MARC JACOBS
FACEBOOK• TWITTER• INSTAGRAM
STRATEGY

20. 1. To maintain the quality and integrity expected of a leading fashion designer.
2. To be fashion leaders, not followers.
3. To foster an environment that encourages risk taking.
4. To be current, aware, and connected.
5. To maintain irreverence.
6. To provide a sense of discovery.
7. To fulfill goals and objectives set by Marc Jacobs International while
maintaining an independent spirit and keeping our heritage intact.
8. To be grateful for our customers.
9. To always think outside of the box.
10. To have fun!!
STRATEGY THEN

21. • Tweets are always link to a celebrities, rock stars, singers, comedians,
(Lady Gaga, Winnona Ryder, Bette Midler, Sandra Bernhart
• An important fashion or women magazine are always link in their
tweets
•Uses emojis in their tweets, Instagram and Facebook
•Variety of controversial themes around the brand to create content to
generate conversations in Twitter
•In Facebook they use links to their website
•They post in Facebook their content videos, long versions
•Their posts are about himself link with the brand. He’s a performer
•Don’t use to much hashtags
STRATEGY NOW

22. • Music
•Rockstars
•Celebrities
•Lady Gaga custome for the Grammys
•Bold Statements
•Social Contoversial themes
•Kendall Jenner
•Pop culture
•#freedomNYC
TOPICS

23. • Boomerang videos for Instagram and Twitter
• Short video formats for Instagram, Facebook, Twitter
•Slow motion videos
•Pictures for Faceebook, Instagram and Twitter
•Short music videos
•Gifs
STYLE

24. EARNED MEDIA

25. EARN MEDIA

26. EARN MEDIA
Teens and millenials love the three fashion
brands, they are powerful and encourage
women to be free, funny, courageous and
bold.

27. SWOT

28. STRENGHT-CALLS OUT POWERFUL, INDEPENDENT, AND FUNNY
WOMEN IN THE SHOW BUSSINESS
WEAKNESS-NO STRONG HERITAGE. DIVERSE SOCIAL MEDIA
CONTENT IS LOW.
OPPORTUNITY- SNAPCHAT FOLLOWERS ARE TEENS! WE HAVE
TO CONQUER THAT PLATFORM
THREATS-LOST CONVERSATION BECAUSE THE SOCIAL
CONTENT IT’S THE SAME AND REPETITIVE
SWOT

29. Kate Spade SWOT told us:
• That the brand have no strong heritage, cause it’s an affordable luxury brand
that fancy goods and that don't carry the sky-high price tags of such true
luxury brands as Chanel and Hermès.
• No variety in Social Media Content. So there is an opportunity to create
original content to refresh #missadvetures campaign with a new tactic for
teens.
• That there is an opportunity to interact and have more conversations with
teens in social media platforms like Snapchat and Musical.ly
SWOT CONCLUSIONS

30. KATE SPADE NEW YORK
AUDIENCE PROFILE & ANALYSIS

32. AUDIENCE PROFILE
NAME: DANIELA SMITH SALAZAR
AGE: 14 – 19 TEEN YEARS OLD
SEX: FEMALE TEEN
REGION: UNITED STATES
EDUCATION: HIGH SCHOOL
TV ICON: HAILEE STEINFELD
MUSIC: ARIANA GRANDE
WEB STAR: EVA GUTOWSKI (MYLIFEASEVA)
STYLE INFLUENCER: ZENDAYA
CLOTHES: FOREVER 21
FIRST GADGET: IPHONE

33. AUDIENCE PSYCHOGRAPHICS
Daniela, uses her smart phone to stay in touch with
their friends and parents. She likes Instagram to know
news about her favorites tv shows, favorite music,
artists, celebrities, make-up and fashion. Her mom was
her first fashion influencer, and now that she’s 14 years
old, she loves to help her mom to choose her clothes
and accessories, because she knows, mom will let her
use them. She used to play with an American Girl doll,
but now she has a cat, called Kiwi. Breakfast it’s her
favorite part on weekends, because she loves to try
Tasty’s videos, and she cook delicious Nutella pancakes.
In the future she wants to live in New York City, be a
writer and a film maker. On weekends she does some
dance classes, she enjoys hanging ourside with friends,
DIY arts and crafts, some “Once upon a time” and
“Glee” in Netflix and some selfies with her Snapchat
and Instagram app.

34. GEN-Z
• GEN-Z the first generation to be raised in the era of
smartphones. Many do not remember a time before
social media.
• Tweens and teens of today are primed to become the
dominant youth influencers of tomorrow.
• “Millennials on steroids.” According to JWT’s Lucie
Greene
• “The next big retail disrupter,” According to Women’s
Wear Daily.
• Generation Z is the first generation to be raised in the
era of smartphones. Many do not remember a time
before social media.
• “Generation Z takes in information instantaneously,”
she said, “and loses interest just as fast.”
• Love anonymous social media platforms like Secret,
Whisper and Snapchat, where any incriminating images
disappear almost instantly.

35. MOMS AUDIENCE PROFILE
NAME: MARISOL SMITH GARCÍA
AGE: 35-50 YEARS OLD
SEX: FEMALE MOM
REGION: UNITED STATES
EDUCATION: MBA
TV ICON: TINA FEY
MUSIC: BEYONCE
WEB STAR: INSPIRALIZED
STYLE INFLUENCER: SARAH JESSICA PARKER
CLOTHES: MACYS
FIRST GADGET: BEEPER

36. MOM’S PSYCHOGRAPHICS
Marisol, dreams big and now she has a career and
family. She’s a siren, diva, creative. She likes Billie
Holiday singing the blues, love Sade and Beyonce, and
musicals like Cabaret and Modern Milly. Her tastes in
fashion are eclectic. Love to have good times with
friends and travels a lot because of her work. She does
yoga to relax and loves to dress to kill to her social
parties. She’s likes to go out to dinner and checks her
favorites restaurants in Instagram, with her iPad and
iPhone, but also she creates delicious recipes that she
finds following Tasty in Facebook. Also she’s in
Snapchat to have a laugh with her daughter and to see
what she’s doing. Love to go to museums and shopping
the same day. She’s a cat lady on steroids and wants
coffee for president!

37. KATE SPADE NEW YORK
STRATEGY

38. Kate Spade SWOT told us:
• That the brand have no strong heritage, cause it’s an affordable luxury brand
that fancy goods and that don't carry the sky-high price tags of such true
luxury brands as Chanel and Hermès.
• No variety in Social Media Content. So there is an opportunity to create
original content to refresh #missadvetures campaign with a new tactic for
teens.
• That there is an opportunity to interact and have more conversations with
teens in social media platforms like Snapchat and Musical.ly

39. “The power of teen shoppers far exceeds their spending. Teens are highly influenced by
other consumers, making the demographic an important indicator, and young shoppers
become an influential force once they pick up on something. Erinn Murphy, an analyst
at Piper Jaffray, looks at teen shopping habits as a way to determine which brands are
coming in or out of favor. Teens love Michael Kors, but KATE SPADE it’s an option
for teens, cause it’s an affordable luxury brand. Brands like Kate Spade coming up."
Says Erinn Murphy.

40. Moms are the first fashion influencers for their teenage daughters. Now teens will become Mom’s
fashion influencers! Teens helps moms to choose their fashion, cause they know they will use the
clothes and accessories too. Teens loves to help their moms to choose their clothes and
accessories, because they know mom will let her use them. Mom dream big and now she has a
career and family. She’s a siren, diva, creative. She likes Billie Holiday singing the blues, love Sade,
musicals like Cabaret. Hers tastes in fashion are eclectic. She deserves a personal fashionista. To
help her be a star in Social Media platforms, “I will advice her what to wear or not to wear in
Snapchat and encourage her to see what I’m doing, a thing that she will love! Stay close with me!
Teens daughters love Moms! They are their inspiration. When they grow old, they will be like
their Moms. There’s no secrets between them. They even follow her in Instagram and Moms love
that connection! They share everything, even their clothes… but Snapchat?.... Sorry this time,
Moms, teens have to swipe to the left... Everybody have secrets, moms, but we know you want to
see what daughters are doing! Let’s make a deal!

41. Objective: Connect Kate Spade brand with teen audiences, launching Kate
Spade’s Snapchat account for the Holiday Season. We want to encourage teens
to ask their mothers to follow them in Snapchat, and have Kate Spade in
consideration for the Holidays shopping. We want to raise our sales, using
Social Media platforms, like Snapchat to improve our awareness in Social Media
platforms that teens will enjoy, and also they can become Mom’s inlfuencers to
look and buy new Kate Spade’s fashion and accessories in our website.
(katespade.com)
OBJECTIVE

42. Campaign Name: “Kate Spade’s Snaptagram Stories from a
Teen Fashionista”
“I will encourage my Mom to follow me and Kate
Spade at Snapchat, in fashion’s name, to get
discounts and prizes from Kate Spade New York. We
are going to have mom and daughter, Social Media
Playdates! This will be a Holidays to remember! ”
CAMPAIGN NAME

43. First Stage:
•Ask your mom to follow you and Kate Spade in Snapchat and in exchange you
both will win lots of discounts and prizes from Kate Spade New York.
•Using Snapchat Stories, teens will create a Snapchat story asking their moms to
follow them on Snapchat, because they want to become their personal fashionistas.
and win discounts and prizes from Kate Spade.
•Using Instagram Stories, moms will create an Instagram story telling why they
will follow them in Snapchat and trust them to be their personal fashionistas
Second Stage:
With Instagram stories you can share Snapchat Stories, so teens will ask moms to
share photos, selfies, videos together using Snapchat filters, like Swipe Faces and
other Snapchat features and filters. Sharing them will give you more opportunities
to win. Save your snaps everyday and submit them to katespade.com and to see the
challenges and new discounts and prizes.
Want to know what both can do to win prizes and discounts? Follow Reene
Witherspoon, her daughter Ava Philippe and Benjamin Seidler, webisodes to have
inspiration!
TACTICS

44. KATE
SPADE
SNAPCHAT
TEENS
SNAPCHAT
STORIES
SNAPCHAT
STORIES
MOMS
INSTAGRAM
STORIES
INSTAGRAM
STORIES
ECOSYSTEM

45. KATE SPADE NEW YORK
BRAND VOICE

46. BRAND VOICE

47. BRAND VOICE

48. WORDS THEY SAY

49. KATE SPADE NEVER SAYS

50. BRAND VOICE

51. BRAND VOICE

52. BRAND VOICE

53. BRAND VOICE

54. BRAND VOICE

55. BRAND VOICE

56. •Using #BeAMomFashionista Ava and Reese will create Snapchat and
Instagram content stories, using Snapchat features like Face Swap, or others
Snapchat features, or even using their own props so they can share with each
other and with the fans. Both will wear Kate Spade fashion or accessories who
will be part of the promo.
CONTENT IDEA NO.1

57. CONTENT IDEA NO.1

58. Using #BeAMomFashionista Benjamin Seidler, will do a series of #collage
stuff with Reese’s and Ava’s movies, using Kate Spade clothes and accessories.
CONTENT IDEA NO.2

59. Using #BeAMomFashionista Reese and Ava will do short format videos (user generated content)
of stand up comedies series from their everyday stories and challenges of being a Teen Mom’s
Fashionista. How Ava prepare Holidays Fashion Weeks for Reese and funny stuff, playing with
fashion tips and styles.
CONTENT IDEA NO.3

60. INFLUENCER MARKETING
STRATEGY

61. INFLUENCERS

62. INFLUENCER
Ava Philippe:
•Love to dress her
mom. She’s her teen
fashionista.
•She admires her mom
and both together are
relatable.
•She has a succesful
actress career at a
young age.
•Together, they look
like sisters!

63. AVA

64. INFLUENCER
Reese Witherspoon
•Actress and business
women.
•Funny and relatable
•Adorable mom

65. REESE

66. INFLUENCER
Benjamin Seider:
•He’s a designer and
illustrator.
•Works for Vogue
•Well-known by his
#collage creations with
fashion designers
accessories and clothes,
with movie stars.

67. BENJAMIN’S #COLLAGE FOR
KATE SPADE

68. •To follow Kate Spade Snapchat account
•Follow the mechanic and steps on how to win in Snapchat/Instagram Kate
Spade promotion. I want them to recreate the mechanic and steps so the target
can see how they can win prizes and discounts.
•They will inspire my audiences by doing Snapchat Stories and Instagram
Stories and Benjamin Seidler will judge who did it better, Ava or Reese?
I WILL ASK THEM

69. First Stage:
•Ask your mom to follow you and Kate Spade in Snapchat and in exchange you both will
win lots of discounts and prizes from Kate Spade New York.
•Using Snapchat Stories, teens will create a Snapchat story asking their moms to follow
them on Snapchat, because they want to become their personal fashionistas. and win
discounts and prizes from Kate Spade.
•Using Instagram Stories, moms will create an Instagram story telling why they will follow
them in Snapchat and trust them to be their personal fashionistas
Second Stage:
With Instagram stories you can share Snapchat Stories, so teens will ask moms to share
photos, selfies, videos together using Snapchat filters, like Swipe Faces and other Snapchat
features and filters. Sharing them will give you more opportunities to win. Save your snaps
everyday and submit them to katespade.com and to see the challenges and new discounts
and prizes.
Want to know what both can do to win prizes and discounts? Follow Reene Witherspoon,
her daughter Ava Philippe and Benjamin Seidler, webisodes to have inspiration!
TACTICS MECHANIC

70. Campaign Name: “Kate Spade’s Snaptagram Stories from a
Teen Fashionista”
“I will encourage my Mom to follow me and Kate
Spade at Snapchat, in fashion’s name, to get
discounts and prizes from Kate Spade New York. We
are going to have mom and daughter, Social Media
Playdates! This will be a Holidays to remember! ”
CAMPAIGN NAME

71. KATE
SPADE
SNAPCHAT
TEENS
SNAPCHAT
STORIES
SNAPCHAT
STORIES
MOMS
INSTAGRAM
STORIES
INSTAGRAM
STORIES
ECOSYSTEM

72. SNAPCHAT/
INSTAGRAM
STORIES
TEEN
FASHIONISTA
CONCEPT
Social
Currency
Step
Triggers
Step
Stories
Step
CONTAGIOUS STEPPS

73. THANKS!