RICH SPORT PLC.
Due to Covid-19 pandemic since End of January,Thailand inbound travel ban began in April, we had faced the unexpected experience of having no international tourists for the first time in history.
Same as Cole haan Thailand. Almost 50% sales lost during Covid-19 crisis. Since tourists are the main customers since start selling in Thailand on November 2019. And this is why we have to initiate this campaign.
Jeff Staple x Cole Haan
Cole Haan, the iconic American lifestyle brand collaborated with Jeff Staple; the powerful NYC Fashion Icon; for their ØriginalGrand collection launched on 1st of Aug. 2020.
To survive in the market, Cole Haan Thailand needs to build awareness in their new segmentation which is Thai Young CEO.
Jeff Staple Image via: Esquire Middle East website
How do we do?
STEP 1 Set up Goals to achieve
In this status, Brand would like to get domestic potential customers to know brand's online presence.
Brand needs to imagine their persona in order to reach them precisely.
TOOLS
Facebook & IG (Brand)
Pages Review
Influencers (Facebook & IG)
Marketplace-Lazada & Ads. tools
Department Stores media & special dsplay
KPI
500,000 Reach on Facebook & IG
50,000 Engagement
STEP 2 Plan Marketing Strategy
As a cohensive branding marketing, we use all platforms, both online & offline to promote the campaign.
STEP 3 Execute & Monitor
What did we get?
Insights
Time : 25 July - 21 Aug. 2020
Followers
1,453
People Reached
970,166
People Engated
98,114
increased follower
from 24 July 20
+223
The campaign was quite successful, meeted with the KPI setting.
And also impacted for followers increasing to be 1,453 (on 21 Aug.), especiallly in new young CEO which range of age between 25-34 yrs.old.
We found that female target significately increased to 40%
( from formally 10-20%).
OTHERS WITH COLE HAAN
My first colehaan shoes campaign
As the continued project from Staple x Colehaan, we proceed to Thai Young Executive target by create the activities on FB and offline Pop up store in targeted location Department stores.
My first colehaan shoes activities on FB
My first colehaan shoes activities
on LAZADA to increase awareness in online part. And also get feedback of campaign in conversion
Facebook & IG
Marketplace - Lazada
Noted:
Averaged Sales growth gradually
37% each month.
Seasonal graph expected to be peak in December 20.
Stock ratio must keep in at least 90% to avoid any opportunity loss.
