Jeans Case Essay Example

strategy aligns with her current plan to obtain media placements that are consistent with and support her fashionable, cutting-edge, and socially-conscious fashion brand. I believe that using Zwinktopia as an advertising medium would closely adhere to Foley's current plan because she can confidently reach her target audience in a similar manner as television ads during popular shows like Gossip Girl and American Idol, or radio ads on top 40 radio stations that cater to a specific market. Likewise, Zwinktopia's user base, consisting of 13-24 year old girls, already provides a segmented target audience.

The primary factor Foley took into account while choosing a marketing strategy was its impact on sales. The effectiveness of advertising on Zwinktopia was limited (at the time the case was written), which made it difficult to directly generate sales. Except for 50 cent's G UNIT clothing line, no other company had used Zwinktopia for a marketing campaign. Hence, conducting thorough market research would be extremely challenging and implementing an untried advertising platform at a cost of $200,000 would entail significant risks.

With remarkable statistics that cannot be overlooked by businesses involved in social media marketing, Facebook is a noteworthy social media platform. According to Steenburgh and Avery (2007), in May 2007 it attracted nearly 15,000,000 unique visitors and displayed an impressive annual growth rate of 85%. As the primary user base of this platform consists mainly of high school and college students, it becomes incredibly appealing for Foley to contemplate. The interactive, friendly, and easily accessible nature of Facebook ensures that UnME jeans' brand narrative will be warmly received on the site. Moreover, selecting Facebook would fulfill Foley's desire

for her social media platform to integrate with and support her existing media plan.

The text discusses the advertising choices offered by Facebook. These options allow advertisers to target specific customers based on factors such as gender, location, age, and interests. It also mentions Tim O'Reilly's concept of web 2.0 becoming more powerful through increased participation, resulting in an "architecture of participation". With Facebook's large and growing user base and its interactive features, it is an excellent platform for promoting the UnME brand.

YouTube offers companies a creative way to engage with consumers, allowing Foley to implement a new campaign that complements her existing strategy. This platform enables the utilization of television advertising techniques at a reduced expense, but caution is advised when evaluating the agency's suggested marketing plan.

Consideration must be given to whether the competition aligns with UnME Jeans' brand image. While UnME Jeans aims to promote individuality and resistance to conformity, this competition may suggest that some individuals' ideas of uniqueness are better and more fashionable than others. Foley runs the risk of alienating a portion of her consumer base by endorsing this competition. Although YouTube is a viable social media advertising platform for UnME Jeans, this specific campaign is unsuitable as it could potentially damage the brand.

To create an integrated marketing communications campaign, it is crucial to carry out diverse campaigns. Foley should contemplate showcasing similar advertisements on Zwinktopia and Facebook. When assessing the efficacy of these advertisements, Zwinktopia serves as a tool to augment brand recognition, interest, and engagement. On the other hand, advertising on Facebook should be regarded as the most efficient method to

increase sales.

Foley needs to evaluate the results of her social media strategies and identify the most and least appropriate metrics for a Web 2.0 setting.

The advent of online advertising has given marketers a new method for evaluating their campaigns. Through metrics like clickthroughs and sales conversions, they can now analyze the frequency and reach of an online ad campaign. This platform also offers cost-effective ads through cost per mille (CPM). However, these metrics may not accurately measure the success of social media campaigns because they fail to consider the level of interaction between a brand and its consumers, which should be the main goal of social media advertising. According to Tuten (2008 pp.159-167), there are six steps that marketers can follow to assess the effectiveness of a social media campaign.

Review the campaign's set objectives.

2) Determine and categorize the components incorporated in the social media strategy implemented for the campaign.

The third step involves identifying the criteria and tools used for assessing the level of achievement of the objectives.

4) Create benchmarks to use as a reference for comparing achievements

Following the analysis of campaign effectiveness, propose changes going forward.

Measurement should continue to be conducted.

Foley may encounter challenges in securing funding for social media campaigns due to their limited accountability and measurability. To address this, Foley should use this framework for her chosen campaigns and present the outcomes as part of the funding or spending qualification process. While all steps should be followed, steps 1, 4, and 5 should be given particular attention as they are highly relevant in Foley’s situation.

The first step for Foley is to determine if the objectives set for her current media plan can be applied to her social media plans.

Foley aims to boost brand awareness and engagement among her target audience through social media campaigns. One of the key indicators of success is an increase in traffic to the UnME Jeans website, which can be measured by tracking the number of unique visitors and clickthrough traffic specifically from the campaign. After analyzing these metrics, Foley should emphasize to management and stakeholders how cost-effective this achievement is by comparing the annual expenses for social media campaigns (including advertising space on Facebook and Zwinktopia, totaling $800,000) with the company's yearly spending on traditional media formats.

When establishing benchmarks for step 4, Foley can analyze other brands on Facebook to compare the number of fans and its impact on website traffic and return on sales. The brand with the most fans may not be the most successful in generating a return on investment. It is crucial to assess how effectively the page interacts with these fans. However, setting benchmarks on Zwinktopia will prove challenging for Foley as there is currently only one other brand running a marketing campaign on the site.

Foley should examine the triumph of this brand, as well as the effectiveness of brands that have conducted marketing campaigns in different virtual worlds like Second Life. When dealing with management and stakeholders, Step 5 could be the most crucial for Foley. Since social media marketing is still in its early stages, marketers must demonstrate their ability to be adaptable and modify their campaigns to better fit

a web 2.0 environment. Foley should be ready to adjust her campaigns based on customer feedback, with a specific focus on user-generated content.