SMCB Final

Project: Shopzoki

DECEMBER 7

Isabell Tenorio
MCOM-4351-500

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Table of Contents
Executive Summary …………… 3
Situational Analysis …………. 4-5
• SWOT Analysis …………. 4
• Competitive Analysis …….4
• Target Audience ………….5

Campaign Strategy ………….. 5-9

• Ultimate business objective ………… 5
• Goals and objectives ……………… 5-6
• What to achieve ……………………… 6
• Competitive advantage of product …. 6
• Differentiated from competition …….. 6
• Position in the market ……………….. 6
• Current and desired position ……... 6-7
• How product will be branded ……….. 7
• Current and desired personality ……. 7
• Brand emotions and values ………… 7
• Scope of campaign ……………….. 7-9
o Timing ……………………….. 7-8
o Specific platforms ………….. 8-9

Key Tactics ………………….. 9-12

• The Big Idea ……………………… 9
• Social media content and how it appeals to
consumers ………………………... 9
• Campaign examples …………. 9-12
o Instagram ………………. 9-10
o Twitter …………………. 10-11
o Facebook ……………… 11-12
• Measure of success …………….. 12

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Executive Summary

The company I will be working with is Shopzoki https://shopzoki.com/. I will be helping

to advertise their Animal Planters, the newest items. The campaign will run for three
weeks leading up to December 23rd and will consist of a giveaway and two contests. All
items will be restocked in the store before the campaign starts so as to not run into the
issue of items being sold out. Throughout the campaign, Shopzoki will be asking for
feedback on Twitter and will be sharing posts customers have posted with their
products on Instagram stories and Twitter.

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Situational Analysis

• Strengths of Shopzoki: The brand’s key strength is its presence on Instagram.

Another strength is their overall look, it’s very pleasing to the eye and is not too
confusing so that people of all ages can enjoy the products.
• Weaknesses of Shopzoki: The brand’s key weakness is the lack of presence on
their other social media platforms. If they were to keep it active they would get
more customers interested. Another weakness is their lack of interaction with
customers, yes they do repost on Instagram stories but that’s all they do.
• Opportunities of Shopzoki: Some opportunities that can help the brand is to
direct customers to also buy other products with the same animal, such as the
frog light, the Shiba inu light, and the hedgehog rug. Another opportunity the
brand has is to gain followers that will become potential customers, as some
only use one social media platform over the other. And the last opportunity is
getting more artists to follow them and potentially hire them to create more
items in the shop.
• Threats of Shopzoki: A key threat the brand faces is the competition with other
small shops that are getting their customers from TikTok. People on TikTok tend
to follow small shops as they believe in helping out others who are wanting to
share their ideas and crafts with people and who are looking to make money
doing something they love. Another threat is people stealing thier designs and
making them to sell on other websites such as Esty.

Competitive Analysis
Some rivals are arcasian__, wawestudio, and fujibeeshop. Each one of these brands
already have a big following on their Instagram page and sell similar items that
customers will see as cute. They have partnered with Afterpay, a system that allows
customers to pay in installments instead of paying the total upfront.

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Target Audience
Demographics

• Sex: females
• Age: between 17-25 years old
• Education: High school to college graduate
• Income: at least those who are earning a minimum wage

Attitudes

• People love the different items in the shop and love the cute designs
• There has been a good number of happy customers thanking the brand for their
product being delivered on time and in good condition.
• The brand gets a lot of 5-star reviews on their products and there is rarely any 3
star or lower reviews.

Behaviors

• Looking in a random order of 30 public profiles, the behavior of Shopzoki’s

followers seems to be fitting into a certain cute aesthetic. Their pictures are
either of them in a soft filter or with a filter that adds things such as flowers or
cute animals onto their cheeks or pictures of their animals in a soft setting such
as in a blanket or outside in the sun on the porch. This fits with the theme of the
brand as all of their items are cute and have a soft coloring to them that fit into
their followers/customers lives.

Campaign Strategy
• Ultimate business objective
o The ultimate business objective for Shopzoki is Sustainable Growth. We
want their audience to widen across all platforms so they can reach more
people.
• Goals and objectives

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 o The goals include 1) get verified on Instagram and Twitter (it won’t take
longer than two days) and 2) get to 80k followers across all platforms by
December 23rd. By getting verified on both of those platforms, people
who look onto their page will be more willing to follow as they see it can
be a trusted account, also to weed out potential scammers. By getting
Shopzoki at least 80k followers across all platforms, it will help to grow
their network and gain more potential customers that outweigh the
number of bot accounts that possibly are giving them the mass following.
• What to achieve
o We are trying to achieve a better presence on social media so that the
brand can reach more people. This aligns with our business objective
Sustainable Growth as it is best for brands to have a good number of
followers so they can 1) get more customers and 2) expand their reach
across all platforms so everyone can see their products.
• Competitive advantage of product
o The competitive advantage of the product (animal planters) is that it
combines two things people love: cute, round animals and pots for their
plants. This is an advantage as it’s taking two popular things that people
love and combining them, which makes people want to buy the products.
• Differentiated from competition
o The animal planters are already different from the competition as it has a
unique art style that people adore (the cutesy, pastel colors) and the
direct competition does not have these animals or products in their store.
• Position in the market
o The animal planters will be positioned in the Uniqueness category. As
mentioned before, Shopzoki’s competition does not have the same art
style nor the same products, so because of their unique character design
and handmade products, they will stand out among others in their shop
category.
• Current and desired position
o It doesn’t look like Shopzoki has a current brand position. The desired
position for Shopzoki is Quality-based, as it’s best for customers to know
the product they are purchasing is the upmost top quality.

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 i. Attraction: people like the cute “chibi” style of things such as
animals and pastel colors. People also are into plants, especially
succulents since they are tiny and can be easily taken care of.
ii. Distinction: When buying from my client, customers get very
reliable products that are not made hastily and are not going to
break anytime soon. They also provide very reasonable prices that
other brands might not for items that normally are expensive if
bought somewhere else.
• How product will be branded
o The product will be branded as home decor. The branding strategy is to
show the items in different places around a person’s home to show that it
can fit anywhere and does not take up much room.
• Current and desired personality
o The current brand personality is Sincerity, as with every post and update
customers can tell the people behind Shopzoki care about their products
and their customer’s satisfaction. There is no desired personality, they
should keep this personality as it will resonate with customers more and
entice them to keep following for updates in the store.
• Brand emotions and values
o Some emotions and values that I think should be linked to Shopzoki are

1) Happiness

2) Purity

3) Fun

4) Quality Care

5) Trust

6) Diversity

• Scope of campaign
o Timing
i. The campaign will run for three weeks leading up to December
23rd.
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 ii. During this time, we will be doing a giveaway, the prize will be a $25
gift card for the store and a free cookie cutter pack. There will be
four winners and the rules will be to 1) follow the brand on each of
their social media platforms 2) Like the post announcing the
giveaway/ Retweet/ share to their story 3) comment with a friend’s
name and say one thing they like about that person. Another rule is
that people can only post on one of their social media accounts, so
as to not give the prize to the same person three times. It will end
on December 22nd and there will be three winners announced on
December 23rd through DM. This means there will be a winner via
Instagram, Twitter, and Facebook.
iii. We will also be sharing customer’s posts to the social media
platforms such as sharing on Instagram stories and adding them to a
highlight named “Happy Customers”, retweeting and/or
commenting on customer’s tweets about their products, and
allowing customers to post on the Facebook timeline.
iv. There will also be a new contest going on each week. People will
have to refer the brand to two people and tag Shopzoki in the post.
The winner will be picked at random on Saturdays at 2 pm (will fit
with each time zone). The prize will be a $15 gift card.
v. There can be another contest going on that could go for longer:
have different artists across Instagram, Twitter and Facebook come
up with a little scene that each of the planter “characters” can be in.
they have to use the hashtags #shopzokiscene #shopzokiplanters
#shopzokixartistcollab to be reposted. They will have until
December 31st to submit and can post on any of the three social
media platforms.
o Specific platforms
i. Instagram posts:
1. Pictures of the planters individually and together. Posted
each day.
2. Videos of them being unboxed.
ii. Twitter posts:

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 1. Polls to ask what more characters/ items they can make
2. Q&A asking what people like about the store and its customer
service.
iii. Facebook posts:
1. Same as Instagram posts.

Key Tactics
• The Big Idea
o The Big Idea behind all of the different giveaways and contests is to
expand reach within different communities across each of the three social
media platforms. The Creative Concept behind each giveaway and contest
is to bring together a community within Shopzoki and get people to know
that the people behind the brand care about their customers.
• Social media content and how it appeals to consumers
o Based on previous observation, it looks like the best media that gets the
most response is pictures of the items. For example, their post
announcing their Black Friday sale with the planters has 18.4k likes and
144 comments as of December 4, 2020. The Creative Concept will appeal
to Shopzoki’s audience because people like when brands do giveaways
and contests that include a prize, and people like finding new businesses
that like to interact with their customers.
• Campaign examples
o Instagram:
i. The first post will consist of a picture of the Tiger planter placed
next to an orange cat. The caption will say “He might look grumpy
but our Grumpy Tiger is very friendly
https://shopzoki.com/product/tiger-planter/ #planters #tiger
#plants #kawaii #plantlover #pastelaesthetic #planter #kawaiishop
#plantsofinstagram #homeoffice #ceramic #ceramics #homedocor”
This will not only show the size but with the combination of the cat
will get people’s attention.

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 ii. The second post will consist of a video of someone unboxing each
of the planters. The background will be simple with maybe some
pastel colors on posters and pictures so the focus can be on the
items. There will be lo-fi music (music or production quality in which
elements usually regarded as imperfections of a recording or
performance are audible, sometimes as a deliberate aesthetic
choice) playing that is calm and not distracting so the viewer will
feel at ease. Its caption will read “Enjoy this ASMR unboxing video
of our planters, now available on our site
https://shopzoki.com/plant-pots/ #planters #asmr #unboxing
#plants #kawaii #plantlover #pastelaesthetic #planter #kawaiishop
#plantsofinstagram #homeoffice #ceramic #ceramics #homedecor”
People love ASMR unboxing videos and it will show people what to
expect when they receive their orders.
iii. The third post will be all of the planters placed on the inside of a
windowsill. The position of the camera will be from the outside
looking in on a sunny day. The caption will read “Our animal
planters love to see the sun. Order one now at
https://shopzoki.com/plant-pots/ #planters #plants #kawaii
#plantlover #pastelaesthetic #planter #kawaiishop
#plantsofinstagram #homeoffice #ceramic #ceramics #homedecor
#tigers #frogs #hedgehogs #dogs” This will showcase how they look
in a window so people who might have been unsure where to put
their planter will want to buy it since they can be placed on a
window sill.
o Twitter
i. The first post will have a boomerang video of someone placing one
of the planters down and the caption will read “Look at this little
cutie! This and other animal planters can be yours today! Visit our
website to order one now https://shopzoki.com/plant-pots/” This
will grab the attention of the followers as it is a repeating video and
shows how small it is compared to the person’s hands.

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 ii. The second post “Hello everyone! We want to hear from you, so
reply with any questions or comments you have about our products
and we will do our best to respond 😊♥❓🙋‍” This will get
followers to see the brand wants to hear what their customers have
to say and care about what their customers think about their
products.
iii. The third post will be a poll asking followers what animal they
would like to see in their shop. It will read “Hello everyone! We
here at Shopzoki want to know what animal we should include in
our shop next!” The options will include a fox, a bee, a llama, and a
cat. It will stay open for 24 hours. This will show
customers/followers that Shopzoki wants their customer’s input
and that they value their opinion.
o Facebook
i. The first post will be similar to what was posted on Instagram but
will feature the Shiba Inu planter next to a Shiba Inu dog. The
caption will read “Seeing double! 👀👀 Order your Shiba Inu
planter today! 🐶 https://shopzoki.com/product/shiba-planter/
#planters #shibainu #dogs #plants #kawaii #plantlover
#pastelaesthetic #planter #kawaiishop #plantsofinstagram
#homeoffice #ceramic #ceramics #homedocor”
ii. The second post will be a video of someone doing a review of each
of the planters. The same concept of the unboxing video but not
focusing on ASMR. The caption will read “[Name of person] takes
you along an unboxing of our animal planters. Order yours today!
https://shopzoki.com/plant-pots/ #planters #unboxing #plants
#kawaii #plantlover #pastelaesthetic #planter #kawaiishop
#plantsofinstagram #homeoffice #ceramic #ceramics #homedeco”
People love watching others unbox different products and this will
get them interesting in either following the account or buying some
products.
iii. The third post will be the announcement of the art contest. The
caption will read “Hey all artists! We at Shopzoki want to feature

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 your drawings on our social media! All you have to do is come up
with a little scene that each of our planter “characters” can be in.
Then when you post, use the hashtags #shopzokiscene
#shopzokiplanters #shopzokixartistcollab to be reposted. You will
have until December 31st to submit and can post on either
Instagram, Twitter or Facebook, but only post on one of those
platforms, no duplicates. Who knows, we might even reach out to
have you work with our team. Have fun and we can’t wait to see
everyone’s cute pieces 😁♥✏🎨#artists #art #artistsonline
#contest” This will allow people to showcase their art with a reliable
account with the possibility of them getting to work with a brand.
• Measure of success
A. Mentions: Seeing how many people mention the brand across each
platform will show how many people know about the brand and what
they have to say
B. Comments: Seeing how people react to the posts across all platforms will
show if the brand is doing the right thing/ making the right products
C. Shares/Retweets: This will show if people are sharing onto their follower’s
main feeds across each platform and if those people will go onto the
brand’s page and follow since someone they know is already following.
D. Likes: Seeing how many people have seen the posts and if they like the
content they see.

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