The Video

https://www.screencast.com/t/Ne0eNhrv

Brand Name & Overview

Sho Fairy is a unique women’s shoe company making heels in the widest variety of heights with further customization options available on customer request. We break stereotypes that say short heels are plain and ugly and high heels are worn to gain sexual appeal and attract attention. At Sho Fairy, we know that’s not true and believe all women should wear heels that feel as good as they look. Through our brand’s voice and tone hope to inspire positivity and inclusivity.

Campaign Big idea

The big idea for the digital campaign is promoting inclusivity with our shoes. This big idea and consistent messaging unites our marketing and advertising across every channel by promoting the overarching theme of inclusivity and sparkle. 

We also uncovered that the shoe market is not diverse enough with meeting needs beyond the typical standard of beauty. It’s been decided that tall heels are for younger women while short heels are for older women. But, we found a need for a wider variety of heel heights to meet the important health, comfort and style goals of our customers. This insight helps our big picture connect with women and is represented by the big idea’s one-liner, “Bring out your inner sparkle through our diverse designs.” Our shoes include every type of customer and need since any shoe can be customized and purchased at any heel height. 

Target Audience

Sho Fairy seeks to serve every customer, however, our ideal target are women 18-24 and 28-34. They also have a background giving them enough money to purchase our product, use social media and online shopping, and are interested in women’s heels and fashion. 

Goals & KPIs

At Sho Fairy we have set company goals to keep us on track with what we want to accomplish. Here, we made sure that our goals are pushing us to increase our revenue and decrease our expenses. We also made sure to use KPIs to properly track our goals success. Our overarching goals and KPIs are:

• Increase followers by 20% by May 1, 2020. 
  • KPI: number of followers. 
• The first secondary objective is to increase brand awareness among the public by 25% by May 1, 2020. 
  • KPI: website traffic
• The last secondary objective will be to increase online sales by 15% by May 1, 2020.
  • KPI: actual online sales

Social Media Strategy

For our social media strategy, we will focus on three main outlets. Each strategy used on the different social media outlets will be created to help us reach our goals. 

The first site that we have selected is Facebook. This is because it is the most popular which means it is also used by a variety of demographics. This makes it easy to target based on:

• Location
• Age
• Gender
• Likes
• Dislikes
• Behaviors

Daily, we will post blogs, ads, pictures, and short stories and videos. To help us attract followers, we will engage in other groups who are similar to us.

Instagram is the next that we decided to use. We will use it to spread our content through 

• Stories
• Live videos
• Posting
• Commenting
• Direct messaging. 

We will post pictures, graphic designs, 15 second videos, live videos, and carousel images that grab the viewer’s attention as they quickly scroll. Our daily content will include fun quotes relating to our brand, questions, photos of shoes, and what our brand likes and is represented by. The posts will:

• Be engaging and creative  
• Use hashtags to make our content more visible

Youtube was the last selected because:

• It has a high reach being both a search engine and social network
• It is proved to Influence purchasing behavior
• It is Easy to track your ads success and target specific people
• And It has low advertising prices 

About 3 times a week we will post longer 10 to 12 minute videos showing a deeper look into our brand that will talk about our products. Our strategy will also work to attract subscribers by using influencers who have a large following. Focusing on quality over quantity will help us make the best videos possible.

Paid Advertising Strategy

To establish our paid digital advertising strategy, we will be paying to advertise on five channels that allow us to easily target our desired audience, push traffic to the website, and track our ads success. Our advertisements on Facebook, Instagram, Google, and YouTube will include promotions, and information about Sho Fairy. By paying for advertising we hope to increase website visits, increase purchases, and increase views of our advertisements.

Inbound Strategy

Inbound marketing focuses on helping people by becoming more customer-centered which is important since buyers have all of the power. Building connections through social media is essential to successful inbound marketing. Our Keywords that help us become more visible and searchable and begin our inbound strategy are:

• High heels
• Women’s fashion high heels
• Women’s high heel brands
• Unique fashion shoes
• Women’s fashion high heels with ankle strap
• Women’s high heels and knee pain

Each social media outlet will use a different inbound strategy to create customer relationships with our desired target audience:

• Google: engaging ads showing our beautiful shoes
• Facebook: short blogs, short videos, ads, and engaging posts about our company
• Instagram: stories, live videos, carousel pictures, boomerangs, and short videos promoting Sho Fairy
• YouTube: longer videos showing products on a deeper level 
• Twitter: tweets and attention grabbing pictures showing brand personality

In Closing

• Sho Fairy is working to solve a problem that still exists in the competitive fashion industry. Our effective advertising strategies will help increase brand awareness and allow us to achieve our mission of selling our shoes to women. By organizing our goals we will remain focused on our mission while tracking our future success.

How does Sho Fairy follow up?

One way that our Sho Fairy team will follow up to potential and current customers will be done via email. This will help us ensure we are moving them to the “close” phase as best as we can. This is the third step in the attack, convert, close and delight process that encompases inbound marketing. Three examples of these emails are:

• Email One:

Hello There!

We would just like to thank you for your recent interest in Sho Fairy via our 10% off discount code email requirement! Your code is H4569 and we hope you find lots of great styles that you love. If you need any help or have any questions along the way, please email customer service at shofairy@customerservice.com.

Have a wonderful day,

Sho Fairy Team 

• Email Two:

Welcome to Sho Fairy!

We would like to thank you for your recent interest in Sho Fairy. We are

excited for you to see all of our amazing styles and products! To help you

started, use the code below to qualify for FREE SHIPPING with no minimum. Enjoy shopping and have a great day!

Free shipping code: Y781K

Thanks again,

Sho Fairy Team

• Email Three

Hello There!

We would like to thank you for your recent interest in Sho Fairy and would like to thank you with a 10% discount on your future purchase. Follow the code below to gain access and find your new favorite pair of shoes! For any questions or concerns, please contact our customer service team at shofairy@customerservice.com.

Discount Code:YB837

Thanks!

Sho Fairy Team

A Second Content Offer

Attracting, converting, closing, and delighting are four important parts of our inbound marketing strategy and our second content offers deals with the last two steps. It will be a download in the form of an infographic. These are great tools because they are shareable and visually appealing. Shareability is important because over 3 billion people worldwide use social media each month giving us the opportunity to spread our content.  Infographics have also been known to grow traffic to companies as long as you tailor them to your audience, keep it simple, and provide the reader with quality value. 

Our second content offer will focus on informing and exposing the readers to our products and showing them quickly and interestingly how our shoes look, feel and help. This will be important in catching their attention and future engagement. Hopefully if our infographic is done right, they will even want to share it with other people who could become potential customers. A potential call to action could be, “Look at what new shoes we have for you!” A supportive text could be, “With the new summer season quickly approaching, come check out our new styles and shoes! There is something perfect for every occasion, and we can’t wait for you to see.” It will be important that our content is extremely personalized to give the reader a personal feel that will ultimately create a connection to our brand. This will help engage the reader and push them to hopefully the point of sale which is the ultimate goal of our strategy.

Target Audience

At Sho Fairy, while we work to serve all of our customers, our ideal audience are women 18-24 and 28-34. These women are educated at the college level and are students, stay-at-home moms, or workers. This type of background will give them the means necessary to buy our products that range from inexpensive to slightly more expensive. Our target is also interested in:

• Shoes
• Fashion
• Clothing
• Style
• Online shopping

Our ideal customers are located on Facebook, Instagram, Twitter, Snapchat, Youtube, and Google. We have decided to challenge ourselves to be present in the same places as our target. However, due to our ability of leveraging the different strengths that each platform has to offer, while also balancing our resources, we have decided to focus on finding our target on:

• Google
• Facebook
• Instagram
• Youtube
• Twitter

Furthermore, each of these platforms are very different in all aspects of its design and content. Therefore, we will be using messages on each site that are relevant to that specific outlet. This will effectively pull readers in so they will click on our content and follow our provided call-to-action.

Keywords

We have also worked to identify keywords that can be used to most efficiently attract our target audience through organic search and paid media. The words will help us quickly connect with potential customers who are searching words that are similar to what we do at Sho Fairy. These words are:

• High heels
• Women’s fashion high heels
• Women’s high heel brands
• Unique fashion shoes
• Women’s fashion high heels with ankle strap
• Women’s high heels and knee pain

Types of Content

Each of the social media outlets that we are using to reach our customers are very different and require types of content that will resonate with our audience. After researching the best types of content to use on each platform to build loyalty and engagement, we have identified the best content for each source. This type of inbound marketing is a way to focus on helping people by becoming more customer-centered which is important since buyers have all of the power. Each platform will feature content that is personalized, helpful and relevant.

On Google, we will be posting engaging advertisements that quickly show off our beautiful shoes. This will be used to promote paid-posts. We will use the effective targeting tools that Google has to offer in order to successfully reach the groups of people that we want to. This will help give us the most effective reach and engagement possible for our advertisements. 

On Facebook, we will be posting short blogs, short videos, advertisements, and short engaging posts about our products and company. Because Facebook is not the place to post longer types of content our posts will focus on staying short, concise, and will get right to the point. This will engage readers while also exposing them to Sho Fairy. 

Instagram will be used for posting fun stories, live videos, carousel pictures, boomerangs, 15 second videos, and these will all highlight Sho Fairy’s shoes and products. Instagram is great for showing off colorful graphics and fun images. Therefore, our content here will be bright and exciting to pull readers in.

Youtube will be used for longer videos allowing customers to see our products on a deeper level by exposing them to stories about our brand and shoes. Youtube is where we can post longer videos which is great for showing off our products and company in a more detailed way. It will expose them to our company culture which is important to inbound marketing. This will be extremely beneficial for building relationships with them and our company. Building these types of connections is also an essential part of achieving successful inbound marketing. 

Twitter will be used to communicate our brand’s personality and reputation so we will post short engaging messages and attention grabbing pictures. This platform will also be used to engage with customers regarding any questions or comments that they may have about us and our shoes.

Blog Ideas

To attract readers and customers we have crafted three potential blog ideas that will help promote our brand and sell products. The first blog post will be called, “Hey There, Let’s Get To Know Each Other. ” This blog will focus on giving the customer or reader the chance to get to know:

• Sho Fairy
• Our Team
• Our products
• Our story

We will tailor this post with the goal of creating and establishing a relationship and connection with the reader by exposing them to our mission and goals. This will serve to attract readers because they will want to get to know us and see what our new company stands for and has to offer. This will help our company because if our customer base grows, then so do we. 

The next blog will be called, “How Can We Help You Sparkle.” Here, this blog will take readers through some of our most exciting customer review stories that also show the shoes they love. This will be paired with an explanation from Sho Fairy about:

• The shoe that is being highlighted in the story
• How that specific product was designed 
• How it was crafted to meet that customer’s need

This blog will be important because people trust other customers’ reviews and it will attract them because they will want to hear what other people have said about us. It will be a powerful post that will aim to show the public how great our products are from the mouths of the people who have tried them. 

The last idea for a blog will be called, “How Can You Stand Out This Season?” This blog post will feature our newest and trendiest products in addition to photos that show our fashionable models wearing our products in multiple settings such as the street, restaurants, parties, and work. This will attract readers because they will want to see the new styles we have to offer and how it will help them stand out and sparkle. This post will be fun and creative in order to catch the public attention with our eye-catching shoes and words.

Content Offer

One example of a content offer that we will provide following customers providing their name, email and phone number will be access to a demo of our newest shoes. After our posts our call to action will be, “Click here to be the first to know about our exciting products and promotions.” This call to action is essential to our inbound marketing process because these contacts are the center of our future marketing, sales, and service strategy. Our call to action will be followed by two supporting sentences that will help grab their focus will be:

• By staying up-to-date you will gain access to exclusive offers and a first look at our newest and trendiest shoes.
• You will be the first to see the sparkle that our newest design has to offer.

Once they complete this step and begin a relationship with Sho Fairy, they will gain access to a short video with creative and fun graphics. It will show a model talking about all aspects of the shoes from our new line along with a video of them wearing and walking in the shoe to show customers how it really looks and feels. Acquiring this information for new contacts, will help us create an alignment and consistency with all parts of our inbound strategy. Furthermore, this will be the final step in the process of attracting and converting potential customers. 

Sho Fairy’s Social Media Channels

In order to establish our paid digital advertising strategy, we will be advertising on five channels. The first that we selected is Google. We selected Google due to the fact that it is one of the largest search engine tools in the world. It is an efficient outlet that allows you to push traffic to your website when the public is specifically searching for your types of products, business or industry. Furthermore, you are able to track the success. It is also great for us because there is no minimum payment needed to buy advertisements allowing your budget to be flexible. Most importantly, your advertisements will show up in the perfect place.

The next is outlet we will use paid advertising on is Facebook. This is because it is extremely flexible with different promotion methods. It also allows us to track the success of our advertisements and gives us the ability to target the public based on demographics. We will use it for:

• Promoted Posts: This will increase the views of our statuses
• Website Links: Advertisements that link to our website
• Website Conversations: Identify target costs per conversion and send it to our website
• Offers: Create offers and promote them for in-store redemption

We will also use paid advertising on Instagram. This is because it:

• Provides promoted posts, accounts, and stories
• It is linked with Facebook allowing easier use for the public
• Has similar targeting as Facebook because it is owned by Facebook
• Provides the ability to target customers

YouTube is another outlet we will be using paid advertising on. Because while some users some ignore advertisements, we will use influencers to push them and associate them with because these are people that the public turns to when they are searching for information and products. Therefore, they are more likely to pay attention to advertisements when they come from these individuals. We will also be targeting customers using key words, demographics, placement, and remarketing.

Twitter is the last medium to use paid advertising. We will be able to target based on the public’s interests, keywords, followers, likes, and gender. Twitter uses a system of charging users per click which increase the reach of an advertisements. This outlet is very helpful for:

• Click to follow – Promoted accounts
• Click to engage – Promote tweets, hashtags, and trends
• Click to a website – Send users to your website
• Direct conversions – Include an e-mail capture right in your advertisement

Sho Fairy’s Target Audience

• Age: 18-24 and 28-34
• Race: Caucasian, Black, Hispanic
• Gender: Female
• Education: College level education
• Profession: Student, stay-at-home mom, working woman
• Income level: Full-time student or $30,00 to $55,000
• Social Class: Middle Class
• Marital Status: Single or married
• Location: Big cities
  • New York, New York
  • Dallas, Texas
  • Los Angeles, California
  • Detroit, Michigan
• Interests: Shoes, fashion, clothing, style, online shopping

Sho Fairy’s Keywords

• High heels
• Women’s fashion high heels
• Women’s high heel brands
• Unique fashion shoes
• Women’s fashion high heels with ankle strap
• Women’s high heels and knee pain

Advertisement Concept Ideas

Our first advertisement concept will be about our high heels with ankle straps. This will direct users back to our filtered page on our website with only high heels with ankle straps. Our advertisement will show four images of our high heels with ankle strap and will include a call to action by asking users to click on the link below to see more of stylish shoes like these.

The next advertisement concept will be about women’s work high heels. This will show off our best styles that are fit for any work occasion. This will push users back to our website page that filters on work occasion high heels. This advertisement will include a call to action by asking users to click on the provided link that will bring them to a page with all of these types of shoes that we offer.

The last advertisement concept will be about women’s date night shoes and will feature a series of pictures showing our best styles being worn on a night out. This will help drive users back to our website to a filtered page with only shoes of this style. The advertisement will also include a link that will bring users to a page on our website that has all of our date night inspired styles.

Paid Media Budget

Paid social advertising is so important because almost every one in two people in the world has an account on a social media platform. For our advertising, we will spend roughly $60,000 on paid adverting. A portion of this budget will be used to help create the content in the advertisements. This includes things such as photography and graphics, videos, production costs, and models. We will also use some of this budget to research keywords, and analytics tools to track the campaign. Next, we will spend money on advertising on the five social media outlets discussed earlier. The last part of the budget will be used for research to better manage our advertising.

Our Paid Advertising Goals

• Increase Website Visits
• Increase Purchases
• Increase Views of Advertisements

Background

Currently, Sho Fairy is a brand new company. With our recent launch, we have begun our social media campaign. However, because we are just beginning, we will need to create a plan for how to approach each of the social media outlets that we are selecting for our use. This is because each outlet has a unique value to offer us. The platforms that we will be using are:

• Website
• Facebook
• Instagram
• Twitter
• YouTube

Objectives

In order to keep our team focused on our goals at hand for the overall success of our social media campaign, we must outline objectives for each social media outlet. This will help us monitor our progress and track if we have met our standards.

Website

Primary objective:

• Increase website traffic by 20% by May 1, 2020

Secondary objective:

• To increase online sales by 15% by May 1, 2020

Facebook

Primary objective:

• Increase awareness of the brand by 25% by May 1, 2020

Secondary objective:

• To improve brand sentiment by 15% by May 1, 2020

Instagram

Primary objective:

• Increase followers by 25% by May 1, 2020

Secondary objective :

• To increase engagement by 15% by May 1, 2020

Twitter

Primary objective:

• Increase followers by 25% by May 1, 2020

Secondary objective :

• To increase engagement by 15% by May 1, 2020

YouTube

Primary objective:

• Increase subscribers by 20% by May 1, 2020

Secondary objective :

• To increase brand engagement by 15% by May 1, 2020

Key Performance Indicators

Key performance indicators are what help measure the success of the company’s objectives. Each social media platform will require a different set of indicators due to the differences that exist between them. 

Website KPI’s:

• Visits
• Bounce rate
• Time spent on website

Facebook KPI’s:

• Followers
• Likes
• Comments 
• Shares
• Click through rate to links provided

Instagram KPI’s:

• Followers
• Likes
• Comments 
• Shares
• Click through rate to links provided

Twitter KPI’S:

• Followers
• Likes
• Responses
• Retweets
• Click through rate to links provided

YouTube KPI’S:

• Subscribers
• Views
• Comments 
• Shares
• Click through rate to links provided

Platforms

There are three main outlets that we will be focusing on as we begin our social media work. Each of these powerful mediums have been selected due to the fact that each offer valuable assets that will help us to grow our audience and gain brand awareness which are two essential parts of growing a new business. 

Facebook

First, Facebook is very important for the team at Sho Fairy to use because it is the most popular social media network. This means that most people use this site which is critical for our goal of exposing as many people as possible with our brand. Secondly, it is used by a wide variety of different demographics making it easier than ever to target whichever group of people you need to. Next, this platform continues to grow and develop with the times which are valuable to us due to the fact that the world of social media is constantly growing and changing. Another reason as to why this platform has been selected, is that users spend a lot time on this site. Therefore, this means that people will have many chances to come into contact with our brand and our advertisements. Similarly, this outlet is great for highly targeted advertising. It allows brands to target groups of people based on location, age, gender, likes, dislikes, and behaviors. Furthermore, Facebook makes it easy to track the success of your advertisements which is important when managing your return on investment. We can also use this to create our own page to spread our content to the audience. Sho Fairy can also join other pages and groups, to join those who have similar interests in our products and service. Doing so will help spread the word about our brand on Facebook. We will post:

• Blogs
• Advertisements
• Short videos
• Other forms of content

Instagram

Instagram will also be used as a business account because of the value it can bring to new business. One reason as to why this source will greatly benefit us is that it has many different features to use to spread your content. For instance, you can use many different diverse media tools to better connect with and engage your audience like:

• Stories
• Live videos
• Posting
• Commenting
• Sharing
• Direct messaging
• Links to your website

This outlet is also great because it really allows the brand to display its content in a variety of beautiful and visual styles. This gives the user a lot of creative freedom when deciding how it wants its content to look. It is also a great place to build connections with your audience by connecting with them in the comments sections of posts. Furthermore, by providing a call to action in our bio section, we can post a link that will direct users back to our website. Also, this app is ever-growing, however, making advertisements is very easy. By using hashtags, we can ensure our content is both visible and searchable. Plus, tracking on the site is manageable due to its business settings. This allows brands to track the progress of advertisements to determine if any changes must be made. 

Youtube

This is the last channel that we will be heavily focusing on. We selected this platform because:

• It has an extremely high reach because it is both a search engine and social network
• Influences consumer purchasing behavior
• Easy to track with its provided advertising tracking system to manage return on investment
• Easy to target specific groups and audiences
• Has a lot of advertising option
• Relatively low advertising prices when compared to other networks like Facebook
• Will be a great tool for us at Sho Fairy to make our own page to post content
• Also a great tool for our influencers to spread the word about our brand

Platform Strategies

Facebook

Here, we will be posting a variety of content like short videos, pictures, blogs, and short stories about the brand. We will post to the site daily in order to spread awareness about the brand. In order to attract followers, we will engage in other Facebook groups who are similar to us. In addition, we will target customers based on their demographics and psychographics to push them to our page. We will use the comment section to further engage with the community and customers. We will also use the Facebook live streaming feature to connect with the people on a deeper level to show them more about Sho Fairy and the products. The tone of our posting will be:

• Fun
• Creative
• Informational 

Instagram

We will focus the content that we will post on this site on eye-catching pictures, graphic designs, 15 second videos, live videos, and carousel image posts. Here, it is important to grab the viewer’s attention as they are likely scrolling quickly through content. Our content will include, fun quotes that relate to our brand, questions that encourage viewers to comment below, photos of our products, photos of things our brand likes and is represented by. Our content will even provide links to different products, our blogs, and website. On this site, we will be posting daily while we work to gain the momentum that we need to increase our following base. To attract followers, we will:

• Post engaging and creative content
• Respond quickly to all customer comments
• Interact with out influencers to help them post and spread the word about the brand
• Follow people who have similar interests in us
• Use hashtags to make our content visible and searchable

We will also be using the platform native features like basic photo and video posting. We will also use the live video and story features as well. On instagram stories, you can post fun videos, pictures, take polls, ask questions, and further engage with the public. This is great because it provides another fun way to engage with users. The tone of our instagram posts will be fun, edgy, attention-grabbing, informational, and modern.

Youtube

On this site, we will focus on our efforts on educating and exposing the public on a deeper level with our products and brand. Here, we will be posting longer 10 to 12 minute videos on our personal channel. These videos will talk about:

• What our brand stands for
• Our products
• Show new style
• Lifestyle tips with our products
• Fashion tips with our products

We will be posting videos on this site at least three times a week in order to increase our brands awareness. We will attract subscribers by using our influencers who have a large amount of followers to gain attention. We will also create a high-quality professional page, and respond to every comment.  By focusing on quality over quantity we can develop the best videos we can. The tone of these videos will be fun, informational and professional.

Micro-Content

On Facebook, the first piece of micro-content that we will use is a developed from our pillar content which is a new mini blog series. This will be created by our lead copywriter who will introduce our brand to the network in a concise and brief manner. It will be short stories about our brand, what we do, how we can help them, and our products. Each post will be accompanied with a graphic that our graphic design team will create specifically for the story. Because Facebook is not the place for lengthy articles these posts will be short to simply grab the reader’s attention and inform them. These posts will all be approved by our social media team, and supervisor to ensure they help us reach our big picture plan.

Our next pillar content that we will adapt for micro-content on Instagram is a carousel picture campaign that will show off our new products and our Sho Fairy team. Our graphic design team will curate each series of photos carefully for each post. This will allow our viewers to see multiple options of our products quickly and easily. Our social media team and supervisor will also approve the images and posts before they are sent out. This carousel format is a big trend taking over instagram, so it will be important to capitalize on this. Furthermore, our lead copywriter will also be writing the fun and attention-grabbing captions for each of the posts. This way we can ensure to the best of our ability that we are maximizing the public’s interest. 

Youtube will be used to transform our final piece of pillar content in micro-content. Here, we will be posting a series of videos that will give a deeper look into our brand, products, and team. This will help build a connection with the public. Our video coordinator will lead this project, the graphic design team will oversee the editing, and our lead copywriter will be writing up a script for what each video will contain. This will also be approved by our social media team and supervisor before posting.

Coca-Cola Contour Digital Campaign Case Study

In this case study, it discussed the value of the quantum theory of happiness. This is the simple science behind happiness and its spread. When you make others happy, you experience the same response of increasing your own happiness as well. Here, Coca-Cola introduced this phenomenon to its network of customers. One way that Sho Fairy can replicate this method is by making the shopping experience more fun. One way we can do this is by creating a fun sound and logo attached to when the user drops a new product into their shopping cart. Also, when their curser is present on our website it will look like a little fairy wand instead of the typical arrow. This will help the user feel more engaged and notice what they are doing. Coca-Cola also found people who were online spreading happiness. One way that we can do the same is by utilizing fun hashtags, so we can easily identify who is talking about us and also track this data. It also discussed the value of personalizing messages to the consumer. We can learn from this by creating beautiful packaging that the customer will receive when they buy our shoes. For instance, we can attach a nice note thanking them by name for their purchase along with a short message. Coca-Cola also talked about the value of influencers. In the past blog, we identified potential influencers who would be helpful to work on with our social media campaign. We will continue to use them and their platform to spread the word about our work to their trusted follower base.

Google Marketing Platform: Adidas Case Study

This case study focused on how Adidas is centered around working collaboratively so they are all closely integrated. At Sho Fairy we will follow a similar structure where we take part in weekly meetings with all of the departments, so everyone can easily communicate, work together, learn where everyone is and what they are working on. This case also discussed the importance of data now that the consumer journey is no longer linear. This will help companies identify when consumers will come into contact with your message. To utilize this knowledge with our own company, Sho Fairy will also use data to gain insights of our own about the market and customers. One tool we can use to our advantage is google analytics, this will allow us to more easily track our data to use in real time. Doing this, gives us the ability to track social media and messaging so we can better reach our customers.

SMALL BUT MIGHTY: A Fully Integrated Digital Campaign

In this case study, it talked about how KIA developed a campaign centered around promoting their new car by focusing on its key features of design. One tool that the company used to gain attention was to show the car from a cat’s perspective. It used a real video show each of the car’s angles on its website. One way Sho Fairy can do this is by providing a 360 degree video of each pair of our shoe being worn so that customers can really see what it would look like on them. This campaign also utilized social media, which Sho Fairy will also plan on doing so that we can gain as much exposure as possible. This case study also discussed the value of the app that was created. Sho Fairy will also work on producing an app to make the customers shopping experience easier and faster.

5 Social Media Campaign Examples from Big Brands You Want to Be in 2018

This study talked about how social media campaigns become effective. This happens when they promote a product or service, build brand awareness and create a sense of community. At Sho Fairy, our goals will be the same as these ones. It also talked about how creating sharable content is a large part of maximizing success. This means that we will also work to create fun and unique hashtags, and eye-catching pictures or graphics. After listening to this study, Sho Fairy can also learn from this by creating a fun hashtag campaign that customers can take part in. For example, the hashtag will be, “#sparklelikeme.” Here, customers can post pictures of themselves wearing our shoes that will be featured on our social media pages and website. However, by participating they will also be entered to win prizes like discounts, free shoes or other promotional offers. All of these insights will help Sho Fairy’s social media become more effective.

Ground Zero

Sho Fairy is a new company who is just beginning to find its own voice in the digital world. Therefore, we are going to begin to have a presence on new social media outlets. This means that for the first time Sho Fairy will be working to gain followers, awareness, and visibility in a busy marketplace. These measures will be accomplished through an effective digital strategy that will help us develop the brand by laying out objectives, tracking our success through the coming months and years, selecting a target audience, and developing a big picture plan. 

Objectives

When laying out Sho Fairy’s objectives the team wanted to strive to make them specific, measurable, achievable, realistic, and time bound. The primary objective will be that when Sho Fairy begins its social media presence it will result in an increase of followers by 20% by May 1, 2020. The first secondary objective will also help the company achieve further success and it is to increase brand awareness among the public by 25% by May 1, 2020. The last secondary objective will be to increase online sales by 15% by May 1, 2020. These objectives were carefully created in order to positively impact the center of the business and show us what we expect to achieve through our work. 

Key Performance Indicators

One of the most important things to remember when setting objectives for Sho Fairy is that we must also measure our progress and success in order to properly track our digital strategy. This way the team is able to know when:

• we are doing something right
• or when a change needs to occur along the way

The primary objective will be that when Sho Fairy begins its social media presence it will result in an increase of followers by 20% by May 1, 2020. This objective has to do with building a larger audience for the brand. The KPI that will be used for this objective is the total number of followers on each different social media platform. Another important metric will be website visits. Using these metrics, we can better track the success of our first objective. 

The first secondary objective is to increase brand awareness among the public by 25% by May 1, 2020. Here, the five KPIs that will be essential to its success are the number of clicks, likes, comments, mentions and shares that our posts gets. These metrics help Sho Fairy track the engagement of our posts which leads to further brand awareness among the public. 

The last secondary objective will be to increase online sales by 15% by May 1, 2020. The KPIs that are important metrics for the last objective are total number of purchases and number of returns. 

Big Idea

At Sho Fairy, the most important thing about our brand and our big idea for the digital campaign is promoting inclusivity by bringing out your inner sparkle through our diverse shoe designs. This broad picture will serve to unite both our marketing and advertising efforts in every channel that we are using. One of the most important factors of this digital strategy is consistent messaging throughout every channel that our team uses along with promoting this overarching theme of inclusivity and sparkle. The consistency of our messaging will ensure that our audience is really being exposed to exactly what we are telling them which is critical in an oversaturated digital world. 

At Sho Fairy we have developed the unique insight that the shoe market is not as diverse as it may seem in regards to meeting the needs other than the typical standard of beauty. It has been decided over time that tall heels are tailored more for younger women while short heels are for the older population. We have uncovered that there is a need for more diverse options for heel heights to meet people’s health, comfort, style, and occasional needs. For instance, young women who suffer injuries do not want to sacrifice fashion along with the height of their heel. If they are having to wear a short heeled shoe they still want it to represent them. This meaningful insight helps our big picture develop an emotional connection to the public. 

This insight has pushed Sho Fairy to create a solution with our products. We work to create products to fit a wider variety of needs among consumers of women’s heels. This connection helps add to our big idea of bringing out your sparkle through our diverse shoe designs. I think that this idea is universal enough to resonate with a lot of different people. Therefore, our one-liner to represent this big idea is, “Bring out your inner sparkle through diverse design.” This tagline serves to make people feel special and like they are worth it. The implementation of it should focus on bringing out the best in our clients through our shoes. This is because Sho Fairy provides them with more options than ever before to fit their unique needs. For instance, our wide variety of shoes and the immense variety of heel heights that they are offered in include everyone. What this means to the team at Sho Fairy and our marketing and advertising efforts is that everyone deserves to sparkle.

Targeting and Platforms

At Sho Fairy, our ideal target is women looking for a more diverse shoe experience because of their personal needs. For instance, we are targeting the young women who need short heels for work, injuries, comfort, while still helping them achieve the look and style they desire. We are also targeting the older women who like higher heels but need more options that give them comfort, support, and style.

The next factor to examine, is how do we reach these groups of consumers? There are several social media outlets that we believe can help us do this to the best of our ability. Instagram will be utilized because of its ability to show a lot of colorful content, videos, or pictures that can be displayed in carousel form to allow consumers to swipe to see more.

Instagram will also be the engine where we will spend some of our money for paid advertising. Banner ads will be critical to catching the eyes of potential consumers. Influencer marketing will also be a huge part of our use with this platform. We have identified potential influencers who are worth paying so they can communicate our brand to their followers. Through our research we found the top style influencers who are Olivia Palmero, Caroline Daur, and Aimee Song. This is important because word of mouth and reviews are very impactful to people and they listen to it. 

The next outlet that will be used is Facebook. This is because it is one of the largest platforms and our desired target greatly uses it. It is extremely helpful for viewing and sharing content among the public. Paid advertising will also be used on here in order to ensure that people our viewing our content. Paying to help achieve brand visibility among competition is important to gain awareness, new customers, and recognition. 

The next outlet that will be used is Twitter because it is a great tool to communicate with your public quickly. Furthermore, it is also a great outlet to create, structure, and show off your brand’s personality which can attract attention to your company which is our goal. Also, this medium is popular among our target audience. The combination of these three social media outlets will enable us to spread our content, gain recognition, increase brand awareness, and achieve our desired objectives.

Furthermore, all of our social media will link back to our website where customers can get a deeper look at the products we have. Pushing our customers here not only helps create a relationship with them, but also gives them a chance to make purchases or even check out what we have going on. On the website, there will also be a 10% discount offered when you sign up for our email list. This emailing system will include future discounts, promotions, information about events, display sales, and show off our new products. On the email list, we will also send out our blogs so that our customers can easily find and read our content. 

To increase our organic search capabilities we will be using the hashtags. For example, some of the hashtags we will use will be #sparkledesign and #inclusiveheels. By using important keywords and posting consistent, relevant and interesting content we can also improve our organic search. This organic searching will help attract attention to our brand and gain more recognition. For our budget for our paid advertising efforts such as influencers, and other paid advertisements we will spend 10% of our operating income. This means Sho Fairy will use $500,000 annually to contribute to the success of our marketing campaigns. 

Pillar Content

Our first piece of pillar content will be a short mini series consisting of three videos that are each five minutes in length. The title of the videos will be, “An in-depth look at our style sparkle.” This will highlight a few of our favorite design along with a model who will be talking about all aspects of each shoe. Such as the heel heights it will be offered in, the feel, the look, comfort, and the price. Viewers will be able to leave comments that will be answered by the pixie helpers on the team at Sho Fairy. This way customers can better get to know our products. Here, we will really be able to show off our stylish footwear and we will also be able to showcase how we are solving problems because our models will be able to explain it during each video segment.

The next pillar of content will be a series of pictures showcasing all of our new arrivals and what people can expect. The title of this pillar will be, “What exciting things are coming to you next.” These pictures will show off our shoes in multiple different settings, environments, and work occasions. This way it will allow customers to really pictures themselves walking in our sparkly shoes. The pictures will include fun and vibrant graphics that fall in line with our brands tone and style. This will be able to show our customers more about Sho Fairy’s products and personality. The content in this segment will focus on how we can help them bring out the best in them with our products. 

The final piece of pillar content will be a new blog series that will be led by one of our marketing directors at Sho Fairy. This blog series will be called, “How can we help you sparkle.” Here, we will explain how we can help our customers solve their shoes problems and needs by wearing our unique shoe designs. This mini series will also included an interactive comment section where customers can get the help that they need in order to achieve the best versions of themselves. We will also be able to describe our wide variety of heel heights and customization options. This will help them to better understand our brand.

 

Who are the working pixies at Sho Fairy and how can they help you?

Sho Fairy was founded in 2019 and is unique in the diverse world of women’s footwear. This is due to our founder’s goals when they started this company. Kimberly Verduzco, Chief Marketing Director, suffered multiple knee injuries as a teenager and grew up without access to fashionable footwear that had a low heel to fit her dreams and health needs. The struggles that she endured while trying to express herself through her footwear inspired her to solve this issue. She was able to identify a problem in this huge industry and she knew she needed to help make a change. Her experiences, paired with the assembly of a strong team at Sho Fairy, has given her the valuable insights needed to bring this company to life. This has pushed this company to make a real difference in the lives of underrepresented groups of women who don’t fall in line with typical beauty standards. These women clearly deserved more and she always knew in her heart that she was not alone, and neither are you.

Our focus is concentrated on tailoring customers’ wildest shoe dreams to fit a wider range of women’s needs when shopping for different heel heights and styles. We truly realize the awful stereotype that short heels have. The perception is that they are all:

• Plain 
• Ugly 
• Only meant for a specific type of customer

While on the other hand, it is believed by many people that high heels are only worn:

• To gain a sexual appeal 
• To attract attention
• Increase sexism

As women, we all know that this is simply not the case. At Sho Fairy, we hear, see and understand you and your dreams. Sho Fairy’s main goal is focused on crushing the status quo of the height of your heels by expanding our selection to provide both inclusive, affordable, and fashionable styles at with the most options in your preferred heel height. Our styles extended over the widest variety of heels and heights that are created with the most diverse styles at any height to work with any individual’s needs.

Our competitors may suffer under the common belief that short or tall heels are made for only one specific type of woman. Here at Sho Fairy, we know that this is simply not the case. We have worked to identify a clear need for stylish short heels among working, injured, or practical women. Our staff at Sho Fairy also sees that high heels serve as a way for women to further their own self-expression, be comfortable, have fun or even try something new. Sho Fairy’s digital marketing strategy will fight hard to change this wrong and discriminatory status among our society and also within the shoe industry. This is the driving force that has pushed our team to center our focus on combining the needs of all of our customers by providing the largest range of unique heel heights that don’t hurt your wallet. 

This is why our mission is dedicated to producing shoes for every:

• Need
• Mood
• Occasion 
• Season

We believe in spreading beauty and inclusivity to all women by helping them distinctively express themselves while also feeling their best in our high-quality and special products. We continue to strive to express these underrepresented individuals by creating, developing, and manufacturing our unique and affordable designs that are the perfect addition to your closet. 

‘The fact is, sometimes it’s hard to walk in a single woman’s shoes. That’s why we need really special ones now and then – to make the walk a little more fun.’ – Carrie Bradshaw

Sho Fairy is a unique company where helping pixies assist your customer service needs while shopping for unique footwear. We want to ensure you feel included and special throughout your entire shoe shopping journey. This is because we know how stressful this process can be at times, and we are here to help. However, the shoe industry is constantly growing and remains extremely competitive. In recent years, this industry has undergone a spike resulting in many new companies and customers, with more products being bought than ever before. This is due to the fact that women are starting to care more about their fashion and footwear than they used to. Comfort, style, price and movement are among some of the most important factors that women analyze when selecting their shoes. However, most of these companies are simply too similar because they all provide the same:

• High heel options tailored exclusively for a party or event
• High heel options for a night out 
• High heels that women struggle to walk in due to its construction
• Low heel options targeted for older women that sacrifice style, fashion, and individuality
• Limited low heel options for younger women or those who want to look nice without sacrificing any mobility
• Limited heel options for different heel height preferences

In today’s ever-changing society, this is no longer an acceptable truth. Unlike our competitors, at Sho Fairy, we are solving this problem by focusing on producing designs for the widest variety of heel heights unlike anyone else. As women, we are constantly aware of the struggle of finally finding the perfect shoe that is either too tall or too short. It is a real problem that can damage the self-esteem of women across the world. This is simply no longer acceptable for the working pixie team at Sho Fairy. Our customers truly deserve the widest selection of footwear that is perfect for any occasion at the exact heel height you desire. As women, we should not be limited in our ability to express ourselves however we want to.

Sho Fairy’s mission exists because we want to represent underrepresented women through our unique and inclusive footwear designs. It is important to use that we help you look your best while also feeling confident in your own shoes. We serve to champion the young women who want to focus on mobility and style through short heels and older women who still want to show off in a tall, comfortable and supportive high heel. Our brand voice is structured around empowering women, promoting positivity, and most importantly encouraging inclusivity. We want to make you feel like you are apart of the Sho Fairy community where anything is possible. The brand’s look and feel is creative, fun, and most vibrant. This is why our company’s slogan at Sho Fairy is, “Bringing your diverse footwear dreams to life through inclusive and unique designs.” We want to add that extra bit of sparkle that you knew you were missing.

Who we champion:

Brand Person #1

Name: Sara Liker Persona Type: Sales Consultant Background: Sara is a hard-working college graduate and she started a job where she is on her feet meeting clients all day. She must be ready to move quickly. Her footwear must also align with her company and personal standards. As a single woman, she also wants to look and feel her best every day.

Attributes: Age: 23 Gender: Female Education: Bachelors Degree from Michigan State University Location: Portage, Michigan Occupation: Medical Sales Consultant for Stryker

What problem does this persona have: Sara values fashion, however, she is disappointed with the lack of stylish footwear selections offered with a low heel, and needs comfortable designs with a high heel that she can easily walk in. As a representative of herself and her company, she wants to look good at work while still being comfortable. How do we help solve it: We provide the largest selection of heels in the widest variety of heel heights that are affordable and comfortable. What does this person care about: She values fashion, style, comfort, and price.  Where does this persona spend their time online: Sara is active on all social media sites such as Facebook, Instagram, Twitter, and Snapchat. She is also up to date on current events, and shops online.

“Sara cares about looking her best so she can feel her best during a long day’s work, she also enjoys taking her fashion into a night out because as a busy woman she can’t carry multiple shoes with her.”

Brand Persona #2

Name: Mary Cooper Persona Type: Stay-at-home mom Background: Mary is a dedicated mother to her family, and runs the household on a daily basis. However, she still enjoys going out on fun dates with her husband and friends. In addition, Mary enjoys going to different bars for fun events and performances. She wants to feel like the best version of her youthful self.

Attributes: Age: 42 Gender: Female Education: Bachelors Degree from Ohio State University Location: Toledo, Ohio Occupation: Full-time mom of three children

What problem does this persona have: Mary loves to express herself and her style through what she wears. However, the options for high heels that she finds are impractical, uncomfortable and dangerous to walk in.  How do we help solve it: We provide the largest selection of heels in the widest variety of heel heights that are affordable and comfortable. What does this person care about: Mary values fashion, comfort, and price.  Where does this persona spend their time online: Mary is fairly active on social media sites such as Facebook, Pinterest and Instagram. She is enjoys going on different websites because she does most of her shopping online.

“After cleaning and watching the children all day long, Mary looks forward to fun nights out where she can look her best in comfortable high heels that represent who she is as a mother and a vibrant youthful woman.

Audit of two competitors:

Competitor #1

Company Name: Steve Madden  Company Tagline: “To consistently deliver trend-right designs to our customers.” Tone: Innovative, Ever-changing, Trendy Look/Feel: Chic, Bold, Fashionable	Social Media Platforms used: Facebook, Twitter, Instagram, Pinterest, Snapchat, YouTube Company Website: https://www.stevemadden.com/ Email Newsletter: Yes  Target Market: Young fashion-forward women
Strengths: – Over 100 retail stores across the US, and has stores in over 50 countries – Easy to use the website and return policy – Focuses on its set target marketViewed as stylish and fashionable – Award-winning and successful brand since 1990 – Operates online	Weaknesses: – Apart of the massive shoe industry with a lot of competition – Limited global presenceLacks a clear differentiation from its many competitors – Lack of brand awareness
Opportunities: – Further expanding its global presence – Creating a line for men’s shoes – Utilize social media influencers or celebrities to bring attention to the brandIncrease advertising across all platforms – Increase promotional offers	Threats: – Similar design to competitors – High price pointLots of competitors

Competitor #2

Company Name: TOMS Company Tagline: “To help improve lives through business, by providing quality footwear globally.” Tone: Informative, Environmentally friendly, Positive Look/Feel: Helpful, Fresh, Colorful	Social Media Platforms used: Instagram, Facebook, Twitter, YouTube Company Website: https://www.toms.com/ Email Newsletter: Yes Target Market: Environmentally conscious people who value comfort
Strengths: – The business model gives one pair of shoes for every pair bought – Socially consciousUtilizes inexpensive production – Easy to use the website and return policy – Has clear target market for those who want to help the world – Environmentally friendly	Weaknesses: – Apart of the massive shoe industry with a lot of competition – Decreases profit by donating free shoes -Its lack of stores decrease brand awareness
Opportunities: – Easily to share content on social media due to its efforts to improve the world – Shoes promote charity – Increase store locations in US and across the world	Threats: – Extreme weather can hurt distribution – Lots of competitors who do not donate shoes and lose profit – Relies on people wanting to better the world which could decrease