Fashion Marketing Communication & Social Media Marketing

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Fashion Marketing
Communication & Social
Media Marketing
End Term Jury

Presented By: Abhimanyu, Deeksha,
Faisal, Ruksana, Shama
Master of Fashion Management-III
Introduction
Using social media for marketing can enable small business looking to further their reach to
more customers.
Social media marketing refers to the process of gaining website traffic or attention through
social media sites.
Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks
A corporate message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or company
itself.
This form of marketing is driven by word-of-mouth, meaning it results in earned media rather
than paid media.
Fashion Marketing Communication & Social Media Marketing
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+ Why Social Media?
Number 1 online activity surpassing email & pornography.

Two-thirds of the global internet visit social networks.
Social networks is growing 3x faster than the internet rate.
Social media is the most influential source in consumer purchase decisions
Millions are creating content for the social network web.
The next 3 Billion consumers will access the internet from a Mobile device.
Facebook has over 1 Billion active users that spend and average of 55 min day.
Twitter believes it will capitalize on the Facebook rebound.
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Social media
channel
Facebook
Twitter
Youtube
LinkedIn
Instagram
Pinterest
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+ Company 1. Paper Boat
Paper Boatis abandof non-carbonated beverages andenergy drinks produced and

marketed by Hector Beverages, which is located in Bangalore, India.
Paper Boat beverages debuted for public purchase in August 2013.
Its a brand of traditional Indian juices and drinks by Hector Beverages.
The product consists of traditional, authenticindigenousIndian drinks that are packaged in

single serving, flexible pouches.
The beverages are produced using local spices, fruit, flowers and pulses, and some of the
fruits grow wild, such asjamun andkokum.
Hector Beverages has contracted with fruit processors and has encouraged some farmers
"to cultivate the fruits to ensure a stable supply.
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Their inspiration lies in emulating these tastes and experiences standing tall
on a benchmark of hygiene and safety.
Getting the good moments out to you while avoiding the unpleasant bits.
Paper Boat does not use any preservatives and each drink they produce has
some functional benefits attached to it.
Their drinks are not only tasty but healthy as compared to carbonated
drinks.
Paper Boat believes in making people taste memories. It is the only brand
offering such varied ethnic flavors to its customers.
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Strategi
es
Build a
community
rather than a
number of
followers
Create
powerful
social media
movements
across all
social
channels
Experiment
with
Facebook
advertisemen
ts
Host or
participate in
twitter chats
Suck up to
influencers
Share
trending
content
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+ Social Media Approach
Paper Boats beautifully utilized social media for sharing stories with its fan following.
The platforms Facebook, Twitter, Instagram and YouTube mainly use content to interact with the
customers. The content story moves all around its brand philosophy, Life still is Beautiful.
Every activity from flying kites to running behind rickshaws, from playing indoor games to making Paper
Boats became a point of conversation, through social media.
Social media is a brilliant place to meet consumers and get real-time response/feedback on products or
any type of content that we release. The beauty is that you can use these mediums to depict various
layers of your brand which is beyond the product.
Keeping this in mind, we only produce content that helps us tell stories that are related to the drinks.
Innocence forms the base of almost all our communication.
Pumped with a lot of emotions, we try to put our illustrated memories which are drink specific and
agnostic from time to time.
Consistently engage with people at an emotional level without running any contests and promotions
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On Instagram, we indulge ourselves with creative liberties. We have an in-house team who
work with exclusive partners to create stories.
Going to Instagram is like packing your bags for a day of fun and frolic at an amusement
park. So we were prepped for an amazing ride.
To keep this ride entertaining, we come up with relatable ideas that can be consumed
without much stress and simply brings a smile. That has been the core of how we
approach Instagram.
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Storytelling Approach:
What worked very well for Paper Boat on social media was in
getting their fans and customers to share their childhood stories and moments on social media.
It helped PaperBoat in brand building.
Multi-media campaign:PaperBoat launched a multi-media campaign, which includes a

three-and-a-half-minute long video dishing out pure nostalgia. To get connected with the lives of
the people, the brand collected heart touching and thoughtful childhood memories and
beautifully joined some other stuff from old childhood memories.
Example to promote paper boat on socialmedia- #FloatABoat campaign:To participate in the
#FloatABoat campaign, one only needed to make a paper boat and upload the picture of paper
boat on the PaperBoat site or on its social media pages like Facebook, Twitter, or Instagram with
hashtag #FloatABoat.
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+Social Mapping
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Paper Boat hopped on the social bandwagon immediately after its launch. Since then,
the brand has 237,258 likes on Facebook, with a rating of 4.3 on 5 and 2,503
followers on Twitter.
Hector Bevarages brainchild also, has a very strong Instagram game with 13.4k
followers.
They also have an interactive microsite that conveys the brands statement Life is
(still) beautiful.
The numerical success can be attributed to a robust content strategy seamlessly

integrated with campaigns and creatives.
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Social media methods adopted
Facebook:
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Twitter:
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Statistics
Facebook:
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Twitter:
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Youtube:
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+ Benefits
From a birds eye perspective, Paper Boat is performing consistently with

creativity across social platforms.
Memory based communication, gets most users to share their own golden
moments, creating engagement and positive sentiment.
A core theme also helps the brand create a centralized brand voice (innocence
and nostalgia) across platforms which works exceptionally well for Paper Boat.
Their TVCs and social communication too are well integrated, allowing the
brand to go beyond linear storytelling on social media.
The high points of their marketing strategy would be apt understanding of

content marketing, with all their communication being theme based that would
resonate with their audience and their Instagram efforts.
Paper Boats pictorial journey on Instagram is fresh, as the brand experiments
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+ On the flip side, content on Paper Boats Facebook and Twitter streams is
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exactly the same which somewhere doesnt serve the purpose since the nature
of engagement on both the platforms is extremely different.
While Facebook gets appreciation and personal experiences, Paper Boats

Twitter handle receives a lot of images and other forms of UGC.
Having created a niche for themselves, the next natural step for Paper Boat
would be to own and create a property that their users can connect with.
Paper Boat has earned its place on social media, now would be the right time
to own it.
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Company 2. Dove
Dove is a global personal care brand for both men and women, started in
1957 in the US, under Unilever.
Now it has established its presence over 80 countries. The brand currently
includes Beauty Cleansing Bar,Shampoos,Deodorants,Face Washes,Hand and
Body Lotions,Body Washes,Conditioners and Hair Styling Products.
Dove has embraced the real beauty of women at the core of its products.They
consider Real Women as their brands inspiration.The brand has a great
focus on Purity,Moisture,Cleanliness,Natural Beauty and Touchable Skin
Dove has positioned itself as one of the leading personal care brands because
of its innovative Social Media Marketing campaigns.
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Dove Why Social Media Is

Important
Ever since Dove began the Real Beauty campaign more than a
decade ago theyve been using their social media not just to
sell and advertise product, but to change the way our society
talks about beauty, thus aligning themselves as a selfconfidence and body positive boosting brand.
After many viral videos and buzz-worthy campaigns, today

they continue to succeed by engaging in two-way conversation
on social media and continuing their positive mission
They do a great job of incorporating their products into their

social media when appropriate, but without appearing like ads.
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+ Facebook
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Dove has an impressive26.8 million likes on Facebook, which

they use to influence desire for new products and establish
their brand.
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+ Facebook
Many campaigns focus on a specific product, like their #BeautyStory campaign which
celebrated the Dove Beauty Bar.
In this campaign Dove wanted to use the power of storytelling to create a conversation with
customers and their families. Fans of Dove were invited to share their#BeautyStory, which
could be a beauty secret or lesson learned from important people in their lives. Dove
responded to fans comments andused some to create content to share those stories.
This campaign did a great job of creating conversations with women who are already active on
Facebook (think moms).
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Twitter
Twitter is much more active, unlike their Facebook. They have 179 thousand
Twitter followers.Dove keeps a very consistent timeline in regards to their tweet
content.
Every tweet is related to a campaign (currently the two biggest are

#speakbeautiful and #LoveYourCurls). They also create product-specific
campaigns, like #TryDry for their new antiperspirant line.
Theyre typically very timely in responding to tweets, which is always great for
encouraging conversation with followers.
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Twitter
The#speakbeautiful campaignwas a partnership with Twitter launched earlier this year

which used technology to identify negative tweets about body image.
Dove would flag those tweets and send a non-automated responsewith advice or a positive
message from experts.
The campaign also encourages followers with advice and positivity in an effort to reduce the
number of negative body conversations happening online.
This campaign is a key example of Dove succeeding on social media without even using their
product.
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YouTube
Dove have 56 thousand subscribers andpost somewhat regularly- they posted way more
videos this year than in the past. You can find a bunch of how-to videos, product reviews and
commercials, making this channel the most focused on selling product.
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YouTube
However, what really makes them successful on YouTube

is their campaign-focused videos.
Their most popular video, which has a 3 minute and 6

minute version, isDoves Real Beauty Sketches, where a
forensic artist draws a woman based on her own
description of herself and then by anothers description
of her.
The results are emotional, as women realized others see

them as far more beautiful as they see themselves.
Some other favorites includeDove Choose

Beautiful,where women choose to enter the door
labeled Beautiful or Average, andDove Selfie,where
women take selfies and other people write compliments
about them. Dove uses YouTube best when they create
these conversational, viral videos-
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Thank You
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End Term Jury