digital marketing & pr
Image is everything; creating, maintaining and communicating this to consumers is vital to any fashion brand.
Branding is establishing a clear and distinctive identity and personality for a brand. Marketing is communicating this to the consumer through a range of platforms, and building and maintaining relationships with them. Fashion public relations (PR), is focused on gaining press and media coverage to promote the brand.
When working together they can create exciting, dynamic, innovative brand and marketing or PR strategy, which allow new brands to catapult into success, established brands to maintain consumer interest, or grow their market share.
Through thorough investigation of the brand, the need to analyse the chosen brand and improve their profile and sales through branding, digital marketing and PR. Formulate a branding, digital marketing and PR strategy, to boost the brand. Includes raising the brand profile to reach a new consumer, increase customer spend, re-position the brand to attract a new customer, or re-enforce the brand ethos.
Marketing Timeline
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AUGUST
A competition to win two tickets to attend the Chelsea Flower Show and a chance to meet Holly. Announced on Oasis’ Instagram where you fill out a form (an online link or in store) the lucky winner will be chosen the next month.
Holly Willoughby will be on the front cover of In Style where she discusses Oasis and the ambassador role.
Announcement of Holly becoming an ambassador for Oasis. This will be announced by Holly Willoughby and Oasis using their social media accounts. A video will be released for the first two weeks of the announcement. Throughout her time as an ambassador, Holly Willoughby will be seen wearing Oasis on This Morning and Celebrity Juice.
Competition winner of Chelsea Flower Show will be announced on the 1st May.
May is the start of the race season, Holly Willoughby
will campaign the “Off to the Races’ collection which will be seen on all social media accounts, campaign boards within stores, on their bags and on their website.
27th, Holly will attend the Chelsea Flower Show, Oasis will send an outfit over for her to promote.
After the event, Oasis will upload a picture of the winner and Holly all over their social media accounts and Holly will upload it on her Instagram tagging Oasis on her outfit.
Marketing Mockups
Holly Willoughby Becomes Ambassador
Holly Willoughby becomes ambassador announcement will be showcased on all social media accounts for Oasis and Holly Willoughby. The announcement will be a video campaign to show products that will be released in the next weeks. Throughout her contract, Holly will be regularly wearing Oasis to endorse the brand, whether it’s on This Morning or events. Holly Willoughby will attend events such as Royal Ascot, wearing Oasis where she will post to her Instagram with a style code where the consumer can shop for the product. In Style magazine announcement will be released within days of the announcement of her becoming ambassador.
Races Competiton
The Races competition is to attend the Ebor Races: Ladies Day, win £150 gift card and a personal shopper will assist the winner when buying an outfit for race day. In order to do so, the competitors will have to upload a picture on their account and use the hash tag #getmetotheraces. As it is an Instagram based competition the aim is to see how the consumers wear Oasis products but mainly to engage the younger crowd (18-30 year olds).
The announcement of the competition will be on Oasis’ official Instagram. With it being an Instagram competition, Oasis will inform and keep the customers up-to-date on Instagram. They will announce the winner on Monday 7th August at 6pm. To enter the competition you will have to post a picture of yourself wearing one of your best Oasis outfits and using the hash tag #getmetotheraces.
Holly Willoughby will attend Royal Ascot on the Saturday 24th June in an outfit from “Off to the Races” collection and she will showcase that she is wearing Oasis on her social media accounts by tagging Oasis.
Another competition to win two tickets and £150 gift card to spend at Oasis and a personal shopper will choose an outfit (closest available store with a personal shopper) for the York Ebor Races on the Thursday 24th August to stay in the Melrose Club Lounge.
Competition will be announced on Instagram where you upload your best Oasis outfit and hashtag #getmetotheraces. The winner will be announced in August.
Competition winner will be announced on the Monday 7th August. The winner will attend York Ebor Races Thursday 24th August tagging Oasis in their upload on Instagram and Oasis will also upload the picture on their Instagram.
'Off to the Races' Campaign
The ‘Off to the Races’ campaign will be released on May 8th over all social media accounts, websites, etc.
The Oasis’ official website home page will be of the campaign. When shopping in-store, all paper carriers will be images of the new campaign featuring Holly Willoughby. Window displays will be of the campaign. It features a backdrop image and mannequins dressed in outfits from the campaign. Displays like this will only be in the bigger stores in major cities. Campaign boards will be in every store and department store.
With it being a Holly Willoughby campaign, she will promote the campaign on all her social media accounts. Oasis’ official Instagram page will promote the campaign.
Chelsea Flower Show Campaign
The Chelsea Flower Show is an opportunity to win two tickets to the show and a chance to meet Holly Willoughby. The competition will be publicised on all social media platforms, website and in store. This will be Holly’s first major event for Oasis since she became ambassador. Flyers will be handed out in stores at the tills. 15,000 flyers will be printed which will be distributed at all Oasis stand alone stores. When shopping on the Oasis’ official website, the consumers are able to click on the link and it will direct them to a page to fill in your details. Holly Willoughby’s official Instagram will continuously endorse the competition where it will direct you to Oasis’ website to enter the details. Oasis’ official Instagram page will have the link to enter the competition in the bio. The official Twitter and Facebook page for Oasis will post where there is a link which will direct the consumer to the website. After the event, Oasis will upload Holly Willoughby at the show. She will be wearing an Oasis dress at the show.