Unme Jeans

Introduction:

UnME is faced with a problem of weak communication and awareness of its brand. The biggest challenge for Margaret Foley, the brand manager of UnME jeans, is analyzing the true potential of Web 2.0 for her brand from a media perspective. She has to choose a program / programs that would integrate with and support her existing media plan and above all make an impact on sales.

Segmentation and Positioning:

UnME Jeans is a premium jeans brand selling in an upscale market. It has a strong niche market of young girls in the age group of 12 – 24 years who are trendy and fashion-conscious. The UnME brand stands for individuality, non-conformity and creativity amongst young teenage girls.

Risks and Benefits of 3 Social Media Plans:

  | BENEFITS | RISKS |

Zwinktopia | 1. Right demographics for UnME.

2. Shares UnME's ideals of individuality etc.3. Virtual jeans creation promotes engagement.

4. Export Zwinkies to other social media platforms.

5. Apparels are highest selling virtual products.

6. Cheapest option ($30,000) | 1. Sales / advertisements on the site might not result in real-world sales.

2. Dresses (not jeans) are the most available products on SLexchange3. Limited dialog with users.

4. Dialogue on public soapbox could be driven “off topic”. |

Facebook | 1. Highest demographic segment among the target audience. (68% of the target)

2. Two-way communication and data of viewer profile.

3. One of the fastest growing social media sites.

4. Higher visibility due to updates seen by friends after befriending the brand, likes, shares etc.

5. Widget creation promotes engagement. | 1. High cost of marketing ($45,000)

2. No control over the content shared by viewers.

3. An average social networking site user spends almost 2 hours per month viewing over 500 pages of content. Thus the user might not be able to recall information if they don’t click right away. |

YouTube | 1. Higher visibility as proven by tests.

2. Proven to be a success...