Digital Brief

Submitted by: Rida Aman

Submitted to: Sir Raheel Yousuf
8/14/2020

Date
tH
Brand Name 8 August 2020
Stylo Shoe

Timeline
September2020 –
Budget October2020
 N/A – Please Recommend

Job To Be Done Measureable Marketing Objectives

Design and execute a digital strategy to 1) Increase in Sales
change the perception of the brand from 2) Increase in Brand Value
casual to bold and make TG aware of the 3) Change in brand perception
value of the brand.

Overview
Stylo will launch a new statement that will help changing the perception of the brand
in the in the mind of the consumers and create a buzz in social platforms. This
communication is focused on ‘Stylo is a personality, not just shoes’. Bold women will
be shown wearing stylo shoes conveying the message that wearing these shoes
makes anyone confident and is a personality rather than just footwear. It is an
experience, not just a product!

Market Insight
There is an intense competition between the competitors of Stylo as they all deal with
products of short life cycle also due to changing trends of fashion, customer loyalty is not as
high. Though despite so many competitors Stylo is a leading shoes brand but Insignia is still
considered a premium brand while Stylo has an image of being affordable along with
providing great quality and comfort. It’s not hard to enter the shoes market as the product
demand is high so there is a threat of rivalry and new entrants to Stylo. The difference

Target Audience
Bulls Eye: Women aged between 18-55

Consumer Insights
1.  What do they think and do now?
They think about Stylo as a basic brand with good quality and comfortable shoes. The
perception is good but not extraordinary. Women do buy a lot from Stylo but not
while thinking how it will make them better and increase their self-esteem.
2. What would we like them to think and do in response to the communication?
Think about Stylo as a bold brand. Wearing Stylo will give them the confidence. We
want them to think that wearing Stylo will increase their self-esteem.
3. What is the single most important point to communicate?
Women empowerment. Women are no less. Stylo shoes will only add up to the
confidence women of today have. Stylo not only offers shoes, it adds up to your
personality. It is an experience, not just a product!

Competitor Analysis
 Main competition: Insignia. Sputnik. Walkease. Unze. ECS. Sulafah.

Perception/Tone/Guidelines
Wearing Stylo will make you Bold, Inspiring and it enables forward thinking. Age does not
matter and anyone can be bold and confident because Stylo believes in women
empowerment.

Deliverables Required
 New digital marketing campaign.

Other Information
Stylo shoes is one of the leading shoe brands today as its been in the market since long now
so it has an advantage of being well known amongst its TG. But it is now essential to change
the perception of the brand as women think about it as casual whereas it should become bold
to create a buzz amongst its customers and to do that it will need a well though digital
campaign to do so.