2 Campaign Pitch (1.

5 pgs)
2.2 Goals & Objectives (November & March)
The ultimate business goal of any commercial entity is to generate profits but
to actually get to this stage where the consumer is performing the desired behaviour
of purchasing, the hierarchical response model indicates how knowledge has to
precede attitude, and attitude has to precede behaviour. This is where PR and
advertising intervention comes in - where via communication and promotional efforts,
the target audience (1) knows about Happy Socks existence, (2) feels positive
regard/emotions towards Happy Socks, and (3) do the desired behaviour of purchase.
The goal for this campaign is to promote a better appreciation of high-quality
and creative socks. In order to reach said goal, the following objectives were devised
to address the poor knowledge, attitude and behaviour rates apparent in Singapore's
Millennials with regards to Happy Socks' products:
1. To increase Happy Socks' brand recognition amongst latent Millennials from
27% to 52% by December 1 2015. (Content - opinion leaders& profile quiz )
2. To increase the awareness of Happy Socks' product range amongst aware
Millennials from 38% to 72% by December 1 2015. (Content - opinion
leaders& profile quiz )
3. To increase the salience of Happy Socks' strengths amongst latent Millennials
from 38% to 54% by February 1 2015. (Engagement crowdsourcing, gift box
& direct marketing)
4. To decrease unfavorable associations aware Millennials hold towards Happy
Socks' products from 62% to 45% by February 1 2015. (Engagement
crowdsourcing, gift box & direct marketing)
5. To increase the trial of Happy Socks' product amongst latent Millennials from
0% to 20% by April 1 2015. (Giftbox, foursquare deals)
6. To increase brand adoption of Happy Socks' amongst aware Millennials from
9% to 11% by April 1 2015. (relationship, giftbox, foursquare deals)

Content strategy to raise awareness & influence desire

To raise awareness and influence desire of Happy Socks in our target consumer
minds, four opinion leaders that Milennials respond well to would be used. This
strategy uses the traditional two-step communication flow and source opinion leaders
with ethos factors like similarity, likability and attractiveness.
This strategy capitalises on opinion leaders to spread influence impressions, reach
the weak ties and aid in the diffusion of brand content via the momentum effect.

During November, a digital video depicting “a day in the life” of how four opinion
leaders use Happy Socks for different occasions in contrast with a non Happy Sock
user. The said four opinion leaders are differentiated by occupations: a university
student, a corporate working adult, a creative person and a professional athelete.
This would be followed up by an accompanying blog post by the opinion leaders. The
content of the post is entirely up to the opinion leaders but it has to be reflective of
how “happiness is a personal choice”. Happy Socks is then subtly mentioned via
#happysocksdaily, which helps to create a connotative message that “Happiness =
Easy = Wear Happy Socks/Underwear” in the minds of millennial. Ensuing this would
be spreading content on Facebook and Instagram, which would feature the styling
tips of the opinion leader on how to incorporate Happy Socks easily into daily wear.
All posts will have the hashtag #happysocksdaily and also have trackback links to all
social media platforms and website.
Lastly, consumers and potential consumers are able to take the Happy Socks profile
quiz found on their website. This quiz would give them suggestions of which socks
designs are most suitable for them, which would influence their desire in owning a
pair of Happy Socks.
Hence the content strategy mentioned above would help to heighten brand
awareness in pursuance of our objective to increase Happy Socks' brand recognition
amongst latent Millennials.

Engagement strategy to encourage trial

Promote Happy Socks actively by leveraging on holidays/observances in Singapore.
This strategy employs social object theory and the psychology of influence. The
tactics to implement this will be that in every week of December to January
(Christmas & New Year):
Crowdsourcing
Giftbox
Direct marketing
Hit the awareness objective, attitude objective etc.
 Posts on Facebook and Instagram will feature a different gift box option for
different personalities. Millennials can tag friends of theirs who are of said
personality and Happy Socks will pick 2 of these @mentions to send the
featured gift box out to.
 Posts on Foursquare will promote a friendship deal where if Millennials'
purchase a gift box or if they visit the retail outlet with a friend, they will be
entitled to a discount.
 Once every 2 weeks in December and January, a gang of Happy Socks
ambassadors (dressed as a student, business adult, athlete and hipster) will
visit SG's shopping belt to interact with Millennials. For every photo they take
with Happy Socks' selfie frame board, and use the #happysocksavenue or
#happysocksdaily, they will get a discount code.
 Utilising crowdsourcing technique during special occasions. For instance,
right before Christmas, a few outfit options incorporating Happy Socks
designs will be posted onto their social media platforms. Subsequently,
people will be asked to vote which design they prefer by
commenting/liking/sharing etc and the most popular design will be included in
the gift boxes. This creates engagement with the community and makes use
of the consistency and reciprocity aspect in the psychology of influence

Briefly describe the theme in every month. All in one paragraph.

In January (Athletic) :
 Post on Facebook can display a “full meal” article on how to stay fit for the
New Year
 2“#HappyFit” and “#HappySocksAvenue”
  Posts on Foursquare can have a limited time offer on athletic socks (such as
the “buy 1, get 1 free” specials)

In February (Valentine’s):
 Posts on Facebook and Instagram will feature matching and complementary
underwear set for couples and socks set for best friends.
 Posts on Foursquare will promote a friendship deal where if Millennials'
purchase a matching socks/underwear set or if they visit the retail outlet with
a friend, they will be entitled to a discount.
 A UGC where the best couple/friend will post a picture of their matching
purchase, and once subject to public vote, the top 5 will receive a Happy
Socks stationery.

In March (International Women’s Day):

 Every week, Happy Socks’ will champion a women’s cause on Facebook &
Instagram. Topics can be interviews with successful women in the corporate
or male-dominated industries, celebrating all body types and not the
skinny/sexual ideal the media perpetuates, saluting mothers (especially single
ones) etc. The overall emphasis should be on empowerment and how when a
woman loves herself or places herself first, she is much happier.
 Invitation for Millennials’ to snap a picture of themselves and to talk about an
issue pertaining to woman. #happytobeme #happysocksavenue
 Posts on Foursquare will promote a discount deal for any Happy Socks’
product that has purple as it dominant colour.

In April (Earth Day):

 In the days leading up to Earth Day, posts on their instagram can feature
scenic photos of different landscapes and say what part about the Earth
makes them happy. The online community is also encouraged to do the
same: “#EarthlyWonders and #HappySocksAvenue”. Posts may be featured
on Happy Socks’ social media feeds. This will not only tie in the concept of
happiness but will also promote environmental awareness which helps
strengthen their brand reputation.
 Have a limited time promotion on Foursquare for socks related to nature and
animals such as their dolphin, cat, flower, feather print socks

Application of theory: This strategy aims to improve brand image in pursuance of our goal to
foster attitudinal and behavioural change towards Happy Socks. The tactics used is in line
with the concept of creating augmented experiences that entertain, delight or benefit
consumers and the provision of object sociality to encourage interactivity within the sharing
economy.

Relationship strategy to create loyalty

To create brand loyalty, the strategy is to build dialogue and relationships around
Happy Socks. This strategy aims to instil brand loyalty in pursuance of our objective
to increase the salience of Happy Socks' strengths amongst aware Millennials. The
tactics used utilises the Dialogic Theory of Communication and the Relationship
Management Theory. By encouraging dialogic communication and building genuine
relationship between Happy Socks and their customers, it helps to extend the
customer lifetime value.

The following tactics would be implemented throughout November to March.

Millennials are encouraged to use the #happysocksavenue or #happysocksdaily
when they wear or gift a Happy Socks product. They should also tag happysocks in
the photo, so that other users can easily locate happysocks official profile. Every time
they do so, Happy Socks will reply with a personal response, this helps strengthen
the positive feeling that the consumer would have towards Happy Socks.

Also, every review on Foursquare will be acknowledged. The positive will be thanked
and with a promise to continue delivering high standards, while the negative will be
rectified with immediate customer service management, this would show that Happy
Socks geniunely care for their consumers and strengthen their relationship.

Another tatic to create loyalty would be having having themed “snackable” and/or “full
meal” content pertaining to Happy Socks or anything else related to the consumer’s
needs and wants on their social media accounts, namely Facebook & Instagram.
Some examples of content could be “how-to” articles such as “how to start your day
right/happy” or “how to rock with your socks” or putting up informal content based on
the occasion e.g. gift-giving on Valentine’s Day, Christmas. This fosters conversation
within the community, promotes site stickiness and increases the generation of return
visits through such personalised content and thus builds a relationship of trust
between the organisation and consumer.

Furthermore, long time Happy Socks customer service staff would be sent for
training to be stylists. This investment in employees would have a long term effect for
Happy Socks as these employees can become brand abbassadors for Happy Socks.

In addition, realtime chat rooms held with Happy Socks stylists, which consists of full
time experienced staff and a well known local stylist would be available on their web
page. This is to give advice on how one can style Happy Socks. Announcements
regarding this event would be posted in the Happy Socks Avenue Facebook and
Instagram page, and the direct links would be provided on the posts to link
consumers to the realtime chatrooms.

The above tactics are based on the Dialogic Theory of Communication and the
Relationship Management Theory, which is paramount to the success of Happy
Socks as demonstrated by the Pareto Principle (80/20 Behavioural rule) which states
that 20% of the customers will account for 80% of the sales.
Other Ideas Generated

Strategy 1: To encourage engagement with the brand through the use of

crowdsourcing
Tactic: Creating an incentivised user-generated content (UGC) contest on social
media engaging the creatives, conversationalists, collectors and joiners
-for example, online users (creators) can be invited to create a design and post it on
their social media accounts, others can then vote on their favourite design by liking,
favoriting, commenting etc. The winner can get his/her design published on the
Happy Socks merchandise along with other prizes
Theories: social technographic ladder, social network theory (social presence: brand
as relationship node), social community zone
Strategy 2: Increasing loyalty to the brand by building genuine relationships between
the consumer and brand
Tactic: To post regular shareable updates (can be either “snackable” or “full meal”
content) about content related to Happy Socks but yet of relevance to the
consumer’s needs on their various social media platforms
-Some examples of content could be “how-to” articles such as “how to start your day
right/happy” or “how to rock with your socks” or putting up casual content based on
the occasion e.g. Valentine’s Day, Christmas etc
-having personalised content and conversations
Theories: Social publishing, content value ladder, social technographic ladder, affinity,
dialogic theory and relationship management, site stickiness and return visits

Relationship strategy to create loyalty

This main aim of this strategy is to increase brand loyalty and customer lifetime value.
This strategy taps on the Relationship management theory,social object theory etc.
Tactics: Based on our Editorial Content Calendar which celebrates a special occasion each
month, we will encourage consumers/opinion leaders to share photos of themselves wearing
Happy Socks products showcasing their fashion dressing in line with the theme of that month
-> utilises the 5 P: Participation -> engaging and encouraging interactivity (can consider
th

making it a contest with prizes to be won -> participatory incentivised advertising)

Social media platforms: Flickr (proposed new social media platform) or Instagram/Twitter
(current established social media platforms) –

Justification for using the above social media platforms: Such platforms are effective in
propagating social objects as it allows for flexibility in terms of the nature and type of
content/deliverables. For example, Twitter allows for snackable content such as commentary
or sharing a URL. Instagram and Flickr amplifies the content created/posted as such social
objects are no longer “private”, but are made public and can even be distributed to third
parties in today’s Web 3.0 via the use of cookies to track one’s behavioural patterns and
interests or through the social network theory which capitalises on the strength of weak ties
(Granovetter,1974 ) or those with social capital/opinion leaders (two step flow theory). In
today’s Web 3.0 world, the Small World Network /(six degrees of Kevin Bacon) has become
more relevant.

Measurement of success: relationship management theory focuses on how we

can measure this relationship, what the relationship entails as well as the effects of
relationship quality., creating genuine relationships. We aim to use the Hunt & Grunig (1999)
Guidelines for Measuring Relationships in Public Relations. Institute of
Public Relations as a reference/guideline to measuring the success of our campaign. hence, by
cultivating genuine relationship with our customers, this will help enhance brand loyalty, and
utilises the concept of the Behavioural - 80/20 rule

Another measurement of campaign’s success: Linking back to our goals & objectives:
The above aims at tackling two of our objectives –increasing Happy Socks' brand recognition
amongst latent/unaware Millennials (this utilises the concept of strength of weak ties to aid in
the diffusion of content/brand via social nodes/opinion leaders with social capital, as a means
to enhance brand awareness via earned media/WOM) and To decrease unfavorable
associations aware Millennials hold towards Happy Socks' products (this exploits the notion
of social proof,affinity in which both are dependent and capitalises on the concept of peer
pressure whereby people tend to jump onto the band wagon and be more inclined towards
purchasing a particular brand/product when they see their friends using them).
This ties in nicely with our goal to promote a better appreciation of high-quality and creative
socks.
The concept of peer pressure, factors arising from the psychology of influence (in particular,
the more relevant factors in this case are ) social proof, Affinity (because of use of opinion
leaders/influence impression, tapping on strength of weak ties, or friends wearing using
heuristics