Assessment 3 Poorni - 1,000, Thushmi - 1,700, Conclusion - 200
Assessment 3 Poorni - 1,000, Thushmi - 1,700, Conclusion - 200
1. Objectives & Strategies (15%) - Thushmi
1.1 Introduction
YSL Beautys Brand Overview: Briefly introduce YSL Beauty, its market position as a luxury brand, and its reputation for classic elegance.
Campaign Purpose: Explain that the campaign aims to extend YSL Beautys brand through a limited edition collaboration with "Emily in Paris," tapping into a vibrant and modern aesthetic.
1.2 Primary Objective
Brand Extension:
Goal: Introduce a new line of makeup products that align with the youthful, vibrant style of "Emily in Paris," diversifying YSLs product range beyond its traditional classic elegance. (Back it by a Brand extension marketing theory).
Rationale: YSLs current product lines are known for their classic elegance. This extension aims to capture a new market segment with bold, vibrant colours that reflect the contemporary style of the show.
1.3 Secondary Objective
Market Testing:
Goal: Evaluate the potential success of appealing to a younger, trend-focused demographic through a limited edition product.(Back it up)
Rationale: Use the limited edition status to gauge interest and sales performance in this new market segment before considering a permanent product line.
1.4 Strategies
Segmentation Framework (G,D,B,P):
Geographic (G): Focus on urban, fashion-forward cities like Paris, New York, Milan.
Demographic (D): Women aged 18-30, with medium to high disposable income, fashion-conscious, and social media-savvy.
Behavioral (B): Consumers who are early adopters, trendsetters, and followers of fashion and beauty influencers.
Psychographic (P): Individuals who aspire to a chic Parisian lifestyle, influenced by media and culture (e.g., "Emily in Paris" fans).
Segment Labels:
Primary Segment: "The Parisian Chic" Young women inspired by Parisian glamour and fashion.
Secondary Segment: "Modern Classics" Women who appreciate luxury but are open to trendy collaborations.
Segment Focus: Choose the "The Parisian Chic" segment for detailed targeting and align all promotional efforts with this audience.1. Urban Trendsetters
Demographics:
Age: 18-30
Gender: Predominantly female, with inclusion of non-binary and genderqueer individuals.
Education: College-educated or currently pursuing higher education.
Income: Medium income, with a focus on disposable income for fashion and beauty.
Occupation: Young professionals, students, and creatives.
Psychographics:
Personality: Bold, adventurous, and trend-driven.
Lifestyle: Socially active, fashion-forward, and heavily influenced by social media and pop culture.
Behavioral: Early adopters of trends, regularly engage with fashion and beauty content on social media, frequent online shoppers.
Creative Label: "Insta Glam Squad"
Description: This group seeks to make a statement with their appearance, often showcasing their latest looks on Instagram and TikTok. They are inspired by influencers and are always on the lookout for the next big trend in beauty.
2. Classic Elegance
Demographics:
Age: 35-45
Gender: Predominantly female.
Education: Higher education, often with advanced degrees.
Income: High income, with a focus on luxury purchases.
Occupation: Established professionals, executives, and business owners.
Psychographics:
Personality: Sophisticated, refined, and brand-loyal.
Lifestyle: Enjoys high-end fashion, fine dining, and cultural events.
Behavioral: Prefers classic styles over trends, values quality and craftsmanship, regular luxury brand shoppers.
Creative Label: "Timeless Sophisticates"
Description: This segment values timeless beauty and elegance. They are drawn to luxury brands that represent sophistication and tradition, often purchasing items that reflect their refined taste and status.
3. Parisian Chic (Selected Segment)
Demographics:
Age: 25-35
Gender: Predominantly female, with a growing segment of non-binary and genderqueer individuals.
Education: College-educated, with a strong interest in fashion and culture.
Income: Medium to high income, with disposable income for fashion and beauty.
Occupation: Fashion professionals, creatives, influencers, and urban professionals.
Psychographics:
Personality: Stylish, sophisticated, and culturally aware.
Lifestyle: Enjoys a cosmopolitan lifestyle, with a strong appreciation for French culture, art, and fashion.
Behavioral: Regularly purchases high-end beauty products, follows fashion trends, and is highly influenced by Parisian style.
Creative Label: "Parisian Chic"
Description: This group embodies the effortless elegance and chic style associated with Paris. They are inspired by French fashion icons and are drawn to products that allow them to express this sophisticated, yet modern, aesthetic.
Chosen Segment: Parisian Chic
This segment is ideal for the YSL Beauty X Emily in Paris makeup line as it aligns perfectly with the campaigns focus on Parisian glamour with a modern twist. The "Parisian Chic" segment is drawn to the blend of classic elegance and contemporary style that the collaboration aims to showcase. This group values high-quality, fashionable products that reflect their sophisticated yet trendy lifestyle, making them the perfect target for this limited-edition collection.
Strategic Alignment:
Integration: Ensure the new line blends YSLs luxury image with the chic and vibrant aesthetic of "Emily in Paris."
Target Market Focus: Concentrate on the "Parisian Chic" segment to attract young, fashion-conscious consumers.
Innovation:
Product Differentiation: Highlight unique Parisian-themed packaging and bold colors not previously featured in YSLs lineup.
Market Positioning: Position the collection as a trendy, must-have for fashion and beauty enthusiasts inspired by Parisian glamour.
Thushmi - Product, Pricing, Place, and Promotion (4 Ps) for Parisian Chic Segment
1. Product
Description: The new limited-edition makeup line inspired by the "Parisian Chic" aesthetic will include the following:
Eyeshadow Palette: A versatile palette featuring 12 vibrant shades inspired by Parisian fashion and style.
Lipstick Shades: Five exclusive shades named after characters from "Emily in Paris" Emily, Mindy, Camille, Sylvie, and Sophie. Each shade reflects the unique personality and style of the characters.
Blush Colours: Three blush hues that capture the essence of Parisian glamour, providing a range of options for different skin tones and looks.
Packaging: The packaging will be designed to evoke Parisian elegance and modern chic, incorporating elements such as Parisian landmarks and stylish motifs to appeal to the target market.
2. Pricing
Strategy: The pricing will be positioned as premium but accessible, reflecting the luxury of YSL while appealing to the aspirational and fashion-conscious Parisian Chic target market.
Eyeshadow Palette: Priced at a premium level to reflect the quality and exclusivity of the product.
Lipsticks: Priced individually, with a slight discount for purchasing multiple shades.
Blush Colors: Priced to be consistent with the premium positioning, with potential bundling options for a complete Parisian Chic look.
3. Place
Distribution Channels:
Retail Stores: Available at high-end department stores and YSL boutiques in major fashion capitals such as Paris, New York, and Milan.
Online Platforms: Available on YSLs official website and select luxury online beauty retailers to reach a global audience.
Exclusive Pop-Up Shops: Temporary shops in key fashion cities to create buzz and offer a unique shopping experience.
4. Promotion
Strategies:
Digital Advertising: Utilize social media platforms (Instagram, TikTok, and YouTube) for targeted ads, influencer collaborations, and engaging content that highlights the Parisian Chic collection.
Print Media: Feature advertisements in high-fashion magazines and lifestyle publications to reach the fashion-forward audience.
Events: Host exclusive launch events in Paris with virtual components to engage both local and international customers.
2. Communications Mix and Resources (15%) - Thushmi
2.1 Creative Concept
Theme and Messaging:
Concept: "Parisian Glamour Meets Modern Chic" Combine the classic elegance of YSL with the trendy, vibrant style of "Emily in Paris."
Visuals: Utilize imagery of iconic Parisian landmarks, fashionable looks, and scenes from the show to create a cohesive visual identity.
Slogans: Examples include Chic in Every Shade,
2.2 Media Channels and Vehicles (reference)
Digital Marketing:
Social Media:
Platforms: Focus on Instagram, TikTok, and YouTube. (Patrick Star)
Activities: Run sponsored posts, influencer collaborations, and interactive content such as polls and quizzes.
Email Marketing:
Campaigns: Target YSLs existing customers and "Emily in Paris" fans with tailored promotions, product previews, and exclusive offers.
Traditional Marketing:
Print Ads:
Magazines: Feature ads in high-fashion magazines like Vogue, Harpers Bazaar, and Elle.
Content: Use editorial-style spreads showcasing the new collection.
Outdoor Advertising:
Locations: Billboards and digital displays in fashion capitals such as Paris, New York, and Milan. CGI and props.
Design: High-impact visuals and messaging to capture attention.
2.3 Media Schedule
Burst Campaigns:
Timing: Intensive advertising during the product launch week.
Tactics: High-frequency ads across digital and traditional media channels to maximize reach. *Limited time offer.
3. Scheduling and Implementation (15%) - Poorni
3.1 Campaign Timeline (Gantt Chart)
Pre-Launch Phase (3 months prior):
Teasers and Previews: Release teaser content on social media and engage influencers for early reviews.
Media Planning: Finalise media partnerships, ad placements, and promotional materials.
Launch Phase (1 month):
Events:
Exclusive Launch Parties: Host events in Paris with virtual components for global reach.
Promotional Activities: Offer special discounts, bundles, and limited-time offers to drive immediate sales.
Post-Launch Phase (6 months):
Sustaining Engagement: Continue with influencer content, customer feedback campaigns, and follow-up promotions to maintain interest and drive ongoing sales. Specify the exact time frame when we are going to end the promotion.
3.2 Resource Allocation
Team Roles:
Marketing Team: Responsible for overall campaign strategy and execution.
PR Team: Manage media relations, event planning, and influencer collaborations.
Creative Team: Develop visual and messaging assets for the campaign.
4. Evaluation and Control (15%) - Poorni
4.1 Metrics for Success
Sales Metrics:
Units Sold: Track the number of units sold within the first month.
Average Order Value (AOV): Monitor changes in AOV from customers purchasing the collection.
Engagement Metrics:
Social Media: Measure engagement rates, hashtag usage, and interactions with campaign content.
Content Performance: Evaluate views, likes, and shares on promotional videos and posts.
Brand Metrics:
Social Media Growth: Track increases in followers and engagement on YSLs social media accounts.
Brand Mentions: Monitor the volume and sentiment of brand mentions related to the campaign.
4.2 Evaluation Methods
Customer Feedback: Collect feedback through surveys, focus groups, and social media comments to gauge consumer response and satisfaction.
Sales Analysis: Compare actual sales figures against forecasts and historical data to assess performance.
4.3 Control Measures
Adjustments: Implement real-time changes based on performance data to optimize the campaign.
Reporting: Regularly review progress and provide detailed reports to stakeholders, including insights and recommendations.** Definitely mention how the results will determine whether it's worth for YSL to keep launching new products for this target market if the campaign is successful.
5. Conclusion (15%) (200)
5.1 Summary of Key Findings
Recap Objectives: Summarize the primary and secondary objectives of the campaign.
Impact Assessment: Highlight the anticipated impact on brand extension and market testing.
5.2 Justification
Alignment with Goals: Explain how the campaign aligns with YSLs strategic goals and addresses the identified market gap.
Long-Term Benefits: Discuss potential long-term benefits and opportunities for future product lines based on the campaigns success.
The YSL x Emily in Paris collaboration is primarily a brand extension as it introduces a new product line under the YSL Beauty brand. However, the fact that its a limited edition also serves as a market test to see if YSL can successfully tap into a new, younger market segment. If successful, it might lead to more similar launches or even a permanent product line aimed at this demographic in the future.
6. Research and References (10%)
6.1 Source Identification
Academic Sources: Include at least 12 references from textbooks, peer-reviewed journals, and academic articles.
Non-Academic Sources: Include a minimum of 8 references from credible business magazines, industry reports, and reputable websites.
6.2 APA Referencing
In-Text Citations: Ensure accurate APA citation for all references used within the report.
Reference List: Provide a comprehensive reference list at the end of the report, formatted according to APA guidelines.
8. Arguments, Clarity, Grammar, and Word Count (10%)
8.1 Argumentation
Logical Reasoning: Ensure that all arguments and strategies are clearly supported by evidence and research.
Relevance: Present arguments that are directly relevant to the campaigns objectives and goals.
8.2 Writing Quality
Clarity and Fluency: Write in a clear, coherent manner with minimal grammatical errors.
Word Count: Adhere to the 3000-word limit, ensuring the report is concise and focused.
Promotional Plan
3 segments - Out of that, pick just ONE target market (eg: 18-30 youth).
Segmentation G,D,B,P (PLAV)
Include the table in the appendix.
Need creative labels for all segments.
Creative art
Include theoretical framework
GAP - YSL does not have bold colours as featured in Emily in Paris. YSL stepping into vibrant chic makeup is the gap. YSL usually does classic elegance only.
Primary goal: Brand Extension
Secondary goal: Market Test
Our lineYSL Beauty X Emily In Paris (Limited Edition because YSL does not have bold colours as featured in Emily in Paris. EIP has a female dominated audience that fashion and makeup enthusiasts and non-binary and genderqueer - explain why we take them)- Paris themed packaging
Creative campaign
Focus: A creative campaign is all about the idea and messaging. It centres on how a brand or product is presented creatively to the audience, aiming to capture attention, evoke emotions, and build a strong brand image.
Components: It involves developing a unique concept, visuals, slogans, and storytelling that resonate with the target audience. The campaign's creative elements are often used across various channels like TV, print, social media, and online platforms.
Objective: The main goal is to enhance brand recognition, build emotional connections, and differentiate the brand from competitors. Its more about long-term brand perception and engagement.
Promotional Plan
Focus: A promotional plan is more tactical and sales-driven. It focuses on specific activities designed to boost short-term sales, increase foot traffic, or encourage immediate action from customers.
Components: It includes strategies like discounts, limited-time offers, coupons, contests, and other incentives to drive quick customer responses.
Objective: The key objective is to generate immediate results, such as increased sales or customer engagement, within a short timeframe.
Key Difference
Creative Campaign: Focuses on the how and why of communication, using creativity to build a lasting brand image.
Promotional Plan: Focuses
Launching a new makeup line under the YSL Beauty brand in collaboration with "Emily in Paris" (YSL x Emily in Paris) involves several key elements. Here's how you might structure this campaign:
1. Creative Campaign
- Creative Concept:
- The campaign could revolve around the theme "Parisian Glamour Meets Modern Chic," blending the classic elegance of YSL with the vibrant, trendy style seen in "Emily in Paris."
- Visuals and messaging could feature iconic Parisian locations, fashion-forward looks, and the glamorous life of Emily, aligning the makeup line with the show's aesthetic.
- Slogans like "Live Your Paris Dream," "Chic in Every Shade," or "Glamour the Parisian Way" could be used to tie the collection to the essence of Parisian fashion and beauty.
- Content:
- A series of short films or social media videos featuring Emily (or a similar character) navigating Paris with flawless makeup, highlighting different products from the line.
- Collaborations with influencers and celebrities who embody the "Emily in Paris" vibe to showcase the makeup looks.
- Interactive content like virtual try-ons, makeup tutorials, or behind-the-scenes looks at the campaign's creation.
2. Campaign Goal
- Primary Goal:
- Increase brand awareness and engagement by tapping into the existing fanbase of "Emily in Paris" while reinforcing YSL Beautys image as a chic, high-fashion brand.
- Drive sales of the new makeup line by creating a strong connection between the show's aesthetic and the products.
- Secondary Goal:
- Expand YSL Beautys appeal to a younger, fashion-conscious audience who are fans of the show and interested in trendy, aspirational products.
3. Promotional Plan
- Launch Events:
- Host exclusive launch parties in Paris, with virtual components for global participation, where influencers and media can experience the product first-hand.
- Offer limited-time promotions, such as a free branded makeup bag with a purchase or discounts on bundles featuring the complete collection.
- Retail Partnerships:
- Collaborate with high-end retailers to offer exclusive in-store displays and promotions, possibly with themed pop-up shops inspired by "Emily in Paris."
- Online Promotions:
- Use social media platforms like Instagram, TikTok, and YouTube to run contests where fans can win the entire collection by showcasing their best "Emily in Paris" inspired look.
- Partner with beauty influencers to create content featuring product reviews, makeup tutorials, and unboxing videos.
4. Segments and Target Audience
- Primary Target Audience:
- Demographics: Women aged 18-35, primarily urban, fashion-conscious, and trend-savvy. They are likely to be fans of the "Emily in Paris" show, interested in luxury beauty products, and active on social media.
- Psychographics: These consumers aspire to live a chic, Parisian lifestyle. They value high-quality, fashionable products and are influenced by popular culture and social media trends.
- Secondary Target Audience:
- Demographics: Women aged 35-45 who appreciate classic luxury brands like YSL but are also intrigued by modern, trendy collaborations.
- Psychographics: They have higher disposable income and are likely loyal customers of YSL Beauty but open to trying new, limited-edition collections.
5. Marketing Channels
- Digital Marketing:
- Heavy focus on social media platforms (Instagram, TikTok, YouTube) with sponsored posts, influencer collaborations, and targeted ads.
- Email marketing campaigns targeting existing YSL Beauty customers and fans of the "Emily in Paris" show.
- Traditional Marketing:
- Print ads in fashion magazines like Vogue, Harpers Bazaar, and Elle, featuring the collection with an editorial-style spread.
- Outdoor advertising in key urban locations, especially in fashion capitals like Paris, New York, and Milan, using billboards and digital displays.
6. Metrics for Success
- Sales Metrics:
- Number of units sold in the first month.
- Increase in average order value (AOV) from customers purchasing the collection.
- Engagement Metrics:
- Social media engagement rates (likes, shares, comments, hashtag usage).
- Number of views and interactions on promotional videos and content.
- Brand Metrics:
- Growth in YSL Beautys social media following and website traffic.
- Increase in brand mentions and sentiment analysis related to the campaign.
Conclusion The YSL x Emily in Paris collaboration is primarily a brand extension as it introduces a new product line under the YSL Beauty brand. However, the fact that its a limited edition also serves as a market test to see if YSL can successfully tap into a new, younger market segment. If successful, it might lead to more similar launches or even a permanent product line aimed at this demographic in the future.LOral Luxury brand. YSL beauty
Collaboration with Lilly Collins for the face of YSL beauty for that time frame
Going to pan out with the release of the new season
Try to incorporate our YSL beauty products in the show as well by being a brand sponsor
Guerrilla marketing with props
CGI in iconic places like the barbie campaign.
We can also collaborate with other brands
Influencers Patrick Starr,
Launching a new line of eyeshadow, lip kits, highlighter for Emily of Paris
Pop up mall event partnering with Laurent cafe to give the French dining experience.
YouTube ads, TikTok (
1. What is the Communication objective
2. Target group - demo, psychographic, behavioural, very clear segmentation (eg early bird)
3. Communication mix (creative bit and the gangt chart phase 1,2,
table: bullet points,
demographic: age, gender, education, income, occupation
psychographic: personality, lifestyle,
happy if it's in the appendix: the table
stick a country, age group ONE TARGET MARKET, income-low,medium,high
the campaign needs to have "Communication Objective" and target audienceThere needs to be a reason to launch. Why are we launching? Then build a creative plan to promote itneed to back up brand extensions or new lines with research - "Why are we doing that? Is that a gap in the market?___________________________________________________________________
1. Introduction (200-300 words)
Background: Introduce Yves Saint Laurent (YSL) Beauty as a luxury brand with a history of elegance and classic aesthetics.
Purpose of the Plan: Explain that the plan focuses on launching the YSL x Emily in Paris makeup line, emphasizing the brand extension into bold, vibrant colorsa departure from its usual classic elegance.
Primary and Secondary Goals:
Primary Goal: Brand Extension by introducing bold, vibrant colors.
Secondary Goal: Market Test to gauge interest in YSL's new, youthful demographic.
2. Target Market Segmentation (500-600 words)
Segmentation Framework (G,D,B,P):
Geographic (G): Focus on urban, fashion-forward cities like Paris, New York, Milan.
Demographic (D): Women aged 18-30, with medium to high disposable income, fashion-conscious, and social media-savvy.
Behavioral (B): Consumers who are early adopters, trendsetters, and followers of fashion and beauty influencers.
Psychographic (P): Individuals who aspire to a chic Parisian lifestyle, influenced by media and culture (e.g., "Emily in Paris" fans).
Segment Labels:
Primary Segment: "The Parisian Chic" Young women inspired by Parisian glamour and fashion.
Secondary Segment: "Modern Classics" Women who appreciate luxury but are open to trendy collaborations.
Segment Focus: Choose the "The Parisian Chic" segment for detailed targeting and align all promotional efforts with this audience.1. Urban Trendsetters
Demographics:
Age: 18-30
Gender: Predominantly female, with inclusion of non-binary and genderqueer individuals.
Education: College-educated or currently pursuing higher education.
Income: Medium income, with a focus on disposable income for fashion and beauty.
Occupation: Young professionals, students, and creatives.
Psychographics:
Personality: Bold, adventurous, and trend-driven.
Lifestyle: Socially active, fashion-forward, and heavily influenced by social media and pop culture.
Behavioral: Early adopters of trends, regularly engage with fashion and beauty content on social media, frequent online shoppers.
Creative Label: "Insta Glam Squad"
Description: This group seeks to make a statement with their appearance, often showcasing their latest looks on Instagram and TikTok. They are inspired by influencers and are always on the lookout for the next big trend in beauty.
2. Classic Elegance
Demographics:
Age: 35-45
Gender: Predominantly female.
Education: Higher education, often with advanced degrees.
Income: High income, with a focus on luxury purchases.
Occupation: Established professionals, executives, and business owners.
Psychographics:
Personality: Sophisticated, refined, and brand-loyal.
Lifestyle: Enjoys high-end fashion, fine dining, and cultural events.
Behavioral: Prefers classic styles over trends, values quality and craftsmanship, regular luxury brand shoppers.
Creative Label: "Timeless Sophisticates"
Description: This segment values timeless beauty and elegance. They are drawn to luxury brands that represent sophistication and tradition, often purchasing items that reflect their refined taste and status.
3. Parisian Chic (Selected Segment)
Demographics:
Age: 25-35
Gender: Predominantly female, with a growing segment of non-binary and genderqueer individuals.
Education: College-educated, with a strong interest in fashion and culture.
Income: Medium to high income, with disposable income for fashion and beauty.
Occupation: Fashion professionals, creatives, influencers, and urban professionals.
Psychographics:
Personality: Stylish, sophisticated, and culturally aware.
Lifestyle: Enjoys a cosmopolitan lifestyle, with a strong appreciation for French culture, art, and fashion.
Behavioral: Regularly purchases high-end beauty products, follows fashion trends, and is highly influenced by Parisian style.
Creative Label: "Parisian Chic"
Description: This group embodies the effortless elegance and chic style associated with Paris. They are inspired by French fashion icons and are drawn to products that allow them to express this sophisticated, yet modern, aesthetic.
Chosen Segment: Parisian Chic
This segment is ideal for the YSL Beauty X Emily in Paris makeup line as it aligns perfectly with the campaigns focus on Parisian glamour with a modern twist. The "Parisian Chic" segment is drawn to the blend of classic elegance and contemporary style that the collaboration aims to showcase. This group values high-quality, fashionable products that reflect their sophisticated yet trendy lifestyle, making them the perfect target for this limited-edition collection.
3. Gap Analysis and Theoretical Framework (400-500 words)
Gap Identification:
YSL typically features classic, elegant makeup styles, leaving a gap for bold, vibrant colors that align with the "Emily in Paris" aesthetic.
The collaboration with "Emily in Paris" introduces a new product line that fills this gap, appealing to a younger audience.
Theoretical Framework:
Utilize Brand Extension Theory to explain how YSL is leveraging an existing brand with new product features to reach a new market segment.
Discuss Market Testing Theories to justify the limited-edition nature of the line, aiming to evaluate market response to the new vibrant products.
4. Communication Objectives (200-300 words)
Primary Communication Objective:
Build brand awareness and emotional connection with the "Parisian Chic" segment by associating YSL Beauty with the trendy, vibrant world of "Emily in Paris."
Secondary Communication Objective:
Drive engagement and sales through limited-edition exclusivity, emphasizing the unique, bold makeup colors that align with the show's themes.
5. Creative Campaign Plan (700-800 words)
Creative Concept:
Theme: "Parisian Glamour Meets Modern Chic"
Visuals: Iconic Parisian backdrops, Emily-inspired makeup looks, and chic packaging design.
Messaging: Slogans like "Live Your Paris Dream," "Chic in Every Shade," and "Glamour the Parisian Way."
Content Creation:
Short films and social media videos featuring characters inspired by "Emily in Paris" with a focus on makeup looks.
Collaborations with influencers who embody the "Emily in Paris" aesthetic.
Interactive content: Virtual try-ons, makeup tutorials, behind-the-scenes footage.
Creative Art:
Paris-themed packaging featuring the Eiffel Tower, Parisian streets, and caf culture.
Bold, vibrant colors reflecting the trendy, chic vibe of "Emily in Paris."
Campaign Differentiation:
Emphasize the limited-edition aspect and how it stands out from YSLs traditional offerings.
Use of guerrilla marketing tactics (e.g., CGI ads, pop-up events) to generate buzz and excitement.
6. Promotional Tactics and Execution Plan (600-700 words)
Launch Events:
Exclusive Paris launch with a virtual component for global engagement.
Limited-time promotions, such as complimentary makeup bags with purchases.
Retail Partnerships:
Pop-up shops in high-end retailers, themed around "Emily in Paris."
Exclusive in-store displays showcasing the new collection.
Digital Marketing:
Social media contests (e.g., best "Emily in Paris" inspired look).
Influencer partnerships for product reviews, tutorials, and unboxings.
Traditional Marketing:
Print ads in fashion magazines.
Outdoor advertising in key urban locations with a heavy emphasis on fashion capitals.
7. Metrics for Success (300-400 words)
Sales Metrics:
Number of units sold within the first month.
Increase in Average Order Value (AOV) during the campaign period.
Engagement Metrics:
Social media engagement (likes, shares, comments, hashtag usage).
Video views and interactions on digital content.
Brand Metrics:
Growth in social media followers and website traffic.
Sentiment analysis and brand mentions related to the campaign.
8. Conclusion and Future Recommendations (200-300 words)
Summary: Recap how the YSL x Emily in Paris collaboration serves as both a brand extension and market test.
Long-term Potential:
Discuss the possibility of making the vibrant makeup line permanent if the campaign is successful.
Suggest potential for future collaborations with similar media properties to continue engaging the younger demographic.
9. Appendices
Segmentation Table: Detailed segmentation analysis, including demographics, psychographics, behavioral, and geographic data.
Creative Campaign Mock-ups: Visual examples of advertisements, packaging, and digital content.
Market Research Data: Support for the identified gap in the market and consumer interest in bold makeup colors.
Gantt chart
References (In-text citations and reference list)
Minimum of 20 References:
12 peer-reviewed academic sources (e.g., articles on brand extension, market testing, and consumer behavior).
8 credible non-academic sources (e.g., market research reports, industry publications).
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