DIESEL FOR SUCCESFULL LIVING

Target Audience

Age: 18-30 Young, successful, Independent

adults who are fashionable. Educated young adults

(Bachelors to Masters) who know they are paying for quality over quantity.

Upper Middle Class- gross above $60,000

Have income that allows them to purchase expensive, high quality clothing.

Lifestyle portrays they are looking to be known for their brands that they wear. Have class and style.

Big Idea Advertise the new SS13 DIESEL clothing line. Advertise to larger companies and possibly larger chain stores like Macy’s, Nordstroms, along with purchasing available for smaller shops in larger cities like Miami, New York, LA, San Diego, South Beach, Austin.

Create a campaign that embodies the “For Successful living” slogan. This brand represents a young professional adult who enjoys having fun and wearing quality clothing. Targeting the younger generations will be key in order to building our brand even larger than it already is.

KPI• Increase annual revenue for the company. • Have a ROI after the campaign has

launched. • Increase awareness of the brands quality

and communicate that Diesel is made for successful living.

• Target towards the young professional adults and major cities.

Tools and Tactics

Facebook -of over 10,000 likes for new SS13 line group page. Bring already followers from Facebook page.

Twitter Goal of over 10,000 followers on twitter page for SS13 line.

Social Media

Social MediaPinterest

• Create Pinterest board with variety of pins to the various sites for diesel. Showcase SS13 clothes for men and women.

• Create Analytics for the Pinterest account- People pinning, repining, and liking images of clothing line.

• Allows you to see who is pinning more (men or women) (age group), what specific clothing they are pinning.

Budget• Advertiser range $150-250 per hour.• Keyword Phrases

• Diesel Clothing – GMS of 27,100• Pepe Jeans- GMS of 550,000• Diesel Jeans- GMS of 301,000

Set Max CPC to $ 5.00, avg. from 142- 173 Clicks daily and total impression of 2,957 - 3,614 people.

Budget Facebook Advertising Cost

Charged for number of impressions (CPM) or clicks it receives.• Avg. CPC $ 0.73 • Suggested Bid - $ 0.48-

$1.37• Audience- 61,516,360• Lives in the US• Age- 20-30• iOS/Apple users, and All

mobile Users. • Fashion, Luxury goods,

Baby boomers, New job, Food & Dining, outdoor fitness activities/travelers.

Budget

TwitterOnly charged when people follow your promoted account, retweet, reply, favorite or click on your promoted tweets.

PinterestFree

Twitter Ads CPC and Pinterest

Summary The Goal for the Spring 2013 line is to create a wider awareness of the brand. Target the specific target audience of 20-30 year olds. There will always be people under or over that age limit and we will target them as well. Ensuring we get a ROI with our campaign we will try to incorporate as much free social media as possible. Since the target audience is in the 20-30 year old age range who use social media, mobile devices and are up to date with technology. They enjoy being active and having fun, but at the same time are professional and work hard for their money. We want to engage the young adults who enjoy high-end clothing and quality jeans. They embody the all American young successful, good looking adult.