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UnMe Jeans Social Media Case

UnMe Jeans Social Media Case

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Published by: jeremight on Jun 14, 2012
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Jeremy Dunbar Dr. MukherjeeMKTG 43712 March 2012UnMe Jeans CaseThe most important lesson to learn about using social media effectively is to choose thecorrect platform most relevant to the objective and target market; having a brand presenceeverywhere or even limited to the most popular sites is unnecessary and costly. It is important tointercept consumers to increase sales when they are in the buying mindset, and intercept them to build relationships when they are in the social mindset. Although sales and profit maximizationare the ultimate goals of any company, UnME Jeans does not seem like a widely known brand,so consumers must be made aware before they will make a purchase. UnME jeans has defineditself as a player in the junior denim market that celebrates individuality of teenage girls, but themedia plan has defined the target market as women 12 to 24. I think this target needs to brokendown into two segments: 13 to 19 year olds that will wear the product and parents that will bemaking the purchase for their teen child. Among all women who had a baby in 2006, the averageage is 27, up from 26 in 1990, according to Pew Research Center (Taylor, 2010, pg. 4). Thismeans that these mothers would be ages 40 to 46 when their children are 13 to 19.1. Foley should pursue the Zwinktopia media plan for the teenage girls becauseZwinktopia’s main target is girls 13 to 24 and focuses specifically on fashion and music. Italready has virtual clothing stores and in-world currency, so teens are in a simulated buyingmentality. Because Zwinkies, the Zwinktopia avatars, can be created and then exported toFacebook and MySpace, Foley should also pursue and integrate the Facebook media plan,
 
especially for building relationships and establishing a positive brand image to the parents, whowill be purchasing the jeans for their teen daughters. The targeting for Facebook advertisingshould be changed from 12 to 24 to the two segments I created: 13 to 19 and 40 to 46. Thefashion interest filter seems general and should also include the popular programs for teenagegirls listed in the case (
Gossip Girl, American Idol, One Tree Hill 
, and teen magazines). Becausethe Facebook media plan is more about building relationships and awareness, a cost per impressions pricing model should be used rather than cost per click. The YouTube media planshould not be used because of the offensive comments made by the type of users on the site; thefollowing paragraph will discuss more about benefits and risks of each media plan and the socialmedia platform associated with it.2. Some benefits of using Zwinktopia to promote UnME is that it would allow the brandto directly interact with the target consumer not only in a social and fun setting but one wheresimulation of real life, including shopping, is sought out. This provides a relevant platform for  building awareness and relationships and also moving the consumer along the buying process. Itis targeted toward girls 13 to 24, so I would imagine that it is more controlled and has censorshipagainst adult-themed entertainment or vandalizing found on Second Life. UnME’s brand strivesto promote unique identities, appreciation for differences of opinions and tastes, and non-conformity to peer pressure. Zwinktopia provides the best social media platform to support this positioning statement because teens can feel more confident expressing themselves visually andverbally through a digital avatar. The virtual version of the UnME jeans allows teens to interactwith and shop for the product before seeing it physically more than a picture or video would. Theability for users to share the products they have designed helps spread buzz between socialcircles, which consumers view as more credible and reliable than advertisers. Lastly, the
 
competition to create a design that would be made in real life creates involvement with the brand. One risk is that the consumer may not feel like purchasing the physical product if theyhave already spent some money purchasing the virtual version, but Foley may offer a sales promotion where the purchase of a virtual pair of jeans can go toward the purchase of the physical pair. Similar to Second Life, UnME is at risk of destroying its public image by presenting the brand to an anonymous group of Internet users, who can vandalize and displayslander about UnME’s virtual stores and products. Lastly, the amount of girls participating in thedesigning contest may not warrant creating the product for physical sale. Also, those who do notwin are at risk of becoming discouraged to interact with a brand that promotes tolerance but isselective of designs they think are more fashion-forward or profitable. Facebook does allow for direct advertising targeting based on demographics and interests and also has such a large percentage of the population using it. However, for UnME to invite independent women withunique style goes against the positioning statement of appreciating different tastes and opinionsand against the open-source nature of social media and Web 2.0. Lastly, with Web 2.0’s opennature, UnME may also risk receiving comments of vandalism and slander on its brand page and be viewed as censored and restrictive of feedback if it filters certain comments. YouTube doeshave the benefits of being heavily populated, rich in high-quality videos, able to communicatestories and emotions, display advertising in a way similar to television, and is connected withGoogle search and AdSense; however, from my personal experience on YouTube, people whorespond and comment to videos are the most inappropriate, lewd, offensive, prejudice, and racistusers in Social Media. YouTube is less about a community of friends and family characteristic of Facebook, which is useful for credible promotion and word of mouth buzz for products, andmore about random and worldwide subscribers based on personal interests. As stated in the

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