Jasmine Sanchez, Ana Gomez, Germán López

Tammy La
Introduction to Social Media
Brand Situation
Analysis
.
Lingerie brand.

Values: inclusivity and confidence.

Designed for all sizes, races, genders, and backgrounds.

Bras, underwear, sleepwear, loungewear, and sportswear.

Joint venture (a business entity) between Rihanna and

TechSyle Fashion group.

Worth $ 1 billion.

Social Media: Instagram, Twitter, Facebook, Pinterest, and

TikTok.
 Social Media Audits

4,5 million followers, they follow 130 accounts, and
have 632 posts.
Likes: 5,000-500,000,
Comments: 50-3000
Daily posts.
Bio in constant change.
Engagement rate: 0,99% (inbeat.co)
Content creation: eye-catching captions with
hashtags like #SAVAGEXFENTYSHOW #SavageXYou
#SavageXAmbassador #SavageXSummer
#SavageXPride. Not geotag, yes tags.
Highlights organized by collections. collaborations,
events, a compilation of Tik Toks and Reels.
Followers: 647, 746.
Reactions: 300-2000 (Rihanna's posts +1000)
Comments:30-50
Shares: 50-70
Unusual post frequency: 2-3 consecutive /wait
4 days.
Rihanna is in most of the posts. No content
curation. Celebrities like Cindy Crawford with
hashtag #SavagaeXAmbassador.
Not using Facebook live or events.
156.3k followers, following 45 accounts,
790.7k likes
Post 2-3 times a week
Bio: encourages viewers to "show their
Savage" with a #SavageXFenty. Also have a
link tree (website access).
Utilize the feature that allows them to share
their Instagram handle.
Content creation: they use at least one
hashtag in every post; # SavageXFenty
Displays several different highlighted reels for
their audience to choose from.
 S W O T
Rihanna's fan base. Deficient customer VR/AR shopping New competitors
Exciting-artistic service on social media. experience. within the Industry.
experiences. No content curation. Pop-up stores/ Cultural barriers of
Values One point-of-purchase physical POS. entry. (taboo/ against
Innovative fresh- (online). Line expansion. beliefs)
launches. Dependency of Rihanna's
image. (PR Crisis)

SWOT
 Recommendations

Cross-branding collaborations to expand their product lines

and market.

Pop-Up stores with musical experiences for customers.

Brand-blogging (on website or app).

Improve customers service using social media.

Create a content curation strategy.

 Platform strategy
WHY WHY WHY
1200 billion users. 2.8 billion users. 1 Billion users
Brand presence & differentiation. Brand Information and professional The newest and trendiest
Branding objectives development. profile. app
Facebook Ads algorithm. Gerat tool for market
Instagram stats.
branding
Engage customers and drive 2/3 of users visit a FB business
Customer reach adn
traffic to the web. page once a week. engagment

STRATEGIES STRATEGIES STRATEGIES

Instagram as a showcase Activate FB Shop Only choosing sounds that are
Instagram ads Creation of events trending
Instagram purchase function Facebook Live Utalize the feature that allows
Company profile Content curation and UGC you to link both our IG and
Organize giveaways Raise money (tool) YouTube in the bio
Influencers Stay on track with the current
Instagram lives TikTok trends; Fashion trends
Content curation and UGC on Use tags and hashtags
stories
 Competition
Content
Content:
- Neutral colors and black and white predominate. Content
- They try to stay on brand with their sister
Alternative and different models using the products. - Neutral colors and a clean aesthetic. All women.
store American Eagle. Same brand same
- Posting frequency: sometimes 1 or 2 photos a day. - Posting frequency: 2-3 times a week.
aesthetic
Other times 2 or 3 days without publishing. - Caption: product information, name of the model.
- They use the same hashtags such as
- Captions: inspirational phrases, present the model Hashtags of each campaign or line. #AerieREAL, #goingOFFLINE,
and photographer, link to the product, and ask - UGC: Image divided with a customer wearing a bra, #LivingInMyLeggings in all platform bios
questions. and the bra from the website. - Their bio mentions their purpose to
- Content creation & curation (using hashtags). Following: 329k on Facebook, 111k on Instagram. positively empower women of all sizes,
Following: 21.5 million on Instagram, 13 millions on Likes: 80. Comments: 0-6. shapes, race, backgrounds, and disabilities
Facebook. Likes 8000-300,000. Comments 30- 3000. Engagement: UGC, rewards and community Following: 1.5M followers on Instagram,
Engagement: motivating users to comment on their program. Promos and sales: up to 40% off semi- 95.8k followers on Twitter, 136.3 folowers
posts and creating CTA using hashtags (#mycalvins). annual sales. Paid Ad. on Tiktok with 1.1M likes.
Engagement: Engage with consumers who
use their hashtags and tag.
Artistic context
Strong and Young and new
(music and
clear values brand
entertainment)
Goals and measurements
1. Increase brand awareness. Tactics: 2. Increase the engagement. Tactics:
Instagram and Facebook ads. Increase post frequency
Influencers to review the brand. UGC
CTA More social and interactive profile (giveaways and events).
Shareable content KPI: engagement rate and Instagram stats.
KPIs: number of followers, likes, comments, shares, mentions, and reviews.

1. Increase engagement 30% by end of Q2 . Tactics:
Use 80-20 rule (Content curation)
Include Facebook Lives and article links
UGC: using a specific hashtag for the campaign.
KPIs: Engagement rate (likes, comments, reactions, shares)
Hashtag performance.
2. Increase traffic from FB to e-commerce site 20% by end of
Q2 . Tactics:
Create FB Shop linked to the site.
CTA: "Shop Now" in paid content.
Create events for launch days, And Facebook live to shop.
KPIs: Click-through rate (reach vs. clicks)

1. Increase awareness . Tactics: 2. Increase Engagement 25% by the end of 2022. Tactics:
1.TIktok ads Brand awareness and
Increase feature and shoutout real consumers who have creative content
Get engagement. Tactics
influencers and include:
customer to feature and talk about the brand
Collaboratefollowers
encourage and to use hashtags
and use the tags
Engage in the comments
KPI's: number of followers, views on videos, and likes Go live for sepcial features and drops
KPI's: Number of likes, comments, shares, stitches, tags adn hashtags
 m p a i g
C a n
Savage X Fenty collaborates with Telfar to create the different bag. Telfar is
just as inclusive as SXF. Telfar Clemens has empowered and inspired the
African American community with his untraditional handbags and status symbol
with a multitude of rich colors that range from bright to deep hues. Telfar's
mission statement reads: “NOT FOR YOU- FOR EVERYONE”. With Savage X Fenty
and Telfar, this could be a great duo for a collaboration.
In the Savage X Fenty x Telfar bags is a small makeup pouch to help freshen
up, along with little compartments/ pockets within the bag itself to hold
whatever it is you might need in your overnight bag; whether it be your favorite
perfume, lotions, and lingerie.
To top off this perfect collab, 50% of the proceeds will be donated to Rihanna's
non- profit organization called Clara Lionel. The foundation that funds
groundbreaking education and emergency preparedness and response
programs around the world.
Age range: between 18 and 40 years old.
Genderless
Developed countries (especially America and Europe)
Work/school: studying or with a stable job related to fashion, marketing, business,
modeling, social media.
Income: medium, upper-medium.
Relationship and family status: people without children (married, engaged, or
single).
Interests: fashion, music, social media, diversity, inclusiveness, the lgtbi community,
travel, party, know new people.
Behavior: online shoppers, take advantages of discounts, they see from ads, they like
pop-ups and more spenders than savers.

Paid media
Content creation: trailer of the main video, the promotional video, countdown posts,
2 daily posts during the first two weeks, behind the campaign videos . ($ 800,000).
Public relations: influencers in the promotional video and posts. ($ 900,000).
Social advertising (social media ads, TV ads, and billboards). ($1,000,000).
SEO for a good search positioning. ($150,000). $3,000,000 aprox.
Website Optimization ($150,000).
Engagement Owned media
Hashtag Strategy: Blog / Website

#MySXTBagMyWorld E-commerce

User-Generated Content Social Media: Instagram, Facebook,

Customers = Micro-influencers TikTok.

Influencers

#SAVAGEXTELFAR
#SXT
#MYSXTBAGMYWORLD

Hashtags
REVENUE PER VISIT (WEBSITE
CLICK THROUGH RATE (CTR)
E-COMMERCE)

ENGAGEMENT RATE ((TOTAL NEW FOLLOWERS PER SOCIAL MEDIA

INTERACTIONS/TOTAL REACH)
X 100) IN ALL SOCIAL MEDIA
PLATFORMS.
AVERAGE POST PER DAY WITH THE HASHTAGS IN
SOCIAL MEDIA PLATFORMS.

COST PER ACQUISITION (CPA)

SOCIAL MEDIA CONTENT
WEEKs 1-4
Week 1
Week 2
Week 3
Week 4
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