SOCIAL PLATFORMS
INSTAGRAM:
We have decided to use Instagram widely for our marketing and promotion, mainly because our core and secondary customers currently use and get their fashion inspiration from social media platforms such as Instagram. The content featured on the Basque Instagram consists of new products/launches, styling, education on social issues, sustainability, and inspirational posts which will all enable the growth of their online presence and attract new customers.
New Product posts: We created several posts that introduce the new Rebirth range and some key products. The purpose of this is to get followers excited, allow them to share with their inner circle, and allow them to purchase or find more information on the product.
NEW COLLABORATIONS: We created several posts that introduce Rebirth's collaborations (Global Sisters, Leigh Sales & Glasshouse) these posts aim to excite our existing customers while also bringing in the collaboration's followers and overall growing the Basque customer group. Additionally, these unique collaborations will grow Basque and Myer as a whole while also increasing their competivnesses among other department stores and womenswear brands.
STYLING posts: To create more brand awareness and ultimately grow sales, we have created a styling reel and styling Instagram story post that engages with our followers and visually shows off the product in a way that gets consumers to purchase and share with friends.
SUSTAINABILITY AND EDUCATION posts: With consumers demanding more transparency and sustainability within a company, we have created posts related directely towards sustianbilty education which will allow Basque/Myer to stand out and gaining a competive advanatage. We have also included educational posts around our partnership with Global Sisters to promote postive publicity by taping into current social issues such as the gender pay gap.
PRE-LAUNCH DAY POSTS: These posts include a count down, range introduction and a snipet of the Rebirth vibe clip. The purpose of these posts is to offer glimpses of the campaign and range to serve as clues which will build excitment and expectation prior to the lanuch. Then when we offically lanuch the range the Basque follwers are already excited about the product and ready to share or buy.
YOUTUBE:
The Basque customer have indicated that YouTube was one of their frequently used social media applications. Therefore, it felt appropriate to market the new Rebirth collection on YouTube, giving customers a visual of the meaning and message behind the collection, thus creating an emotional and memorable attachment to the collection. YouTube also allow us to reach a wider audience than traditional marketing.
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Project Name
LINKEDIN:
Majority of the core and secondary customer are in the workforce, therefore LinkedIn is a suitable platform on which to reach them. More specifically, this allows for Basque to communicate with the customer in a tone of voice that speaks to the customer professionally, allowing them to further get to know the brand as a workwear brand. ​
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LinkedIn is a commonly used platform used among working professionals, a tool used for networking. It has been observed that the Myer LinkedIn profile has a sizeable following of 72,000+, but perhaps more importantly a great level of engagement on their posts.
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NEW WORKWEAR
A post to speak directly to the target customer, to relate to them in starting the discussion around what is considered the new workwear. This post will be provoke the thought and direct the viewer to explore the Rebirth collection, encouraging browsing and sales.
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'LEVEL THE FIELD'
A post to share the collaboration with Global Sisters, letting followers know about the initiative and in return boost CSR.
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VISUAL MERCHANDISING
"Behind-the-scenes" content, sharing the work of the visual merchandising team at Myer for the Rebirth collection. This will not only notify followers that the the collection and installation is ready to view in-store, but also that the company shows pride and credit toward the work of their staff, portraying a positive and supportive company work culture.
