RICH SPORT PLC.
PONY is an American brand of footwear and clothing. Founded in 1972 by Mr.Roberto Muller on Madison Avenue in New York City, USA .
"PONY"stands for Product of New York. In Thailand PONY have been started selling in 2017.
POKEMON x PONY
PONY SHOOTER-October 29 collection
Big Year for PONY in 2019, a gloden chance to collaborated Pony Topstar series and apparel with Pokémon extremely popular characters from Japan in a corporate with True corporation.
Launched on 9th of May for 1st collection, same date of Pokémon the Movie released, it became talk of the town. Not even in Thailand, but also in Singapore and China, even in US since Pony is the first streetwear brand who collaborted with Pokémon for teens.
In term of sales, Pikachu, Kabigon and Eevee shoes and Pokeball bag run out of stock within first two months, followed with T-shirt and cap one month later.
Pokémon x Pony News' in Singapore
Pokémon x Pony News' in China
How do we do?
STEP 1 Set up Goals to achieve
To broader the target group and increasing loyalty.
TOOLS
Facebook & IG (Brand)
Pages Review (True network)
Influencers (True network)
Marketplace-Visibility Banner slots & Ads.
Department Stores -Shop display & media
KPI
1,000,000 Reach on Facebook & IG
100,000 Engagement
+10,000 Followers
STEP 2 Plan Marketing Strategy
As a cohensive branding marketing, we use all platforms, both online & offline to promote the campaign.
We negotiated True for their marketing network on Pokémon Thailand FB & Alliance. As a plus, we got free media from more than 10 Fanpages.
And the trend of Nike, had stimulated out side country medias talked about us.
STEP 3 Execute & Monitor
Why Pokémon ?
There were many questions from the colleges asking the reason we use Pokémon for this collab.
At that point, we were not so sure about the target group Pony was.
But Facebook insight data tell us something that we want to prove.
It showed our followers were 13-30 yrs. old.
It was the wide range including with 3 gen. in their ( Z,Y,X). How can we find the match character? My boss asked.
And we finally found Pokémon at last.
Happy Ending!
What did we get?
Insights
Time : 1 Apr. - 31 Dec. 2019
Followers
82,669
People Reached
4,209,767
People Engated
520,980
increased follower
from 1 Apr. 19
10,041
The campaign was very successful, meeted with the KPI setting.
Especially the engagement in the Rate at more than 10% was satisfied, means brand had improved another level of loyalty.
And also impacted for followers increasing to be 82,669, at the same target audience at age 18-34 yrs.old, higher than a growth in similar pages.
SKILL USED HERE
vdo content
Social media analysis
Affiliate marketing (True Corp. Network)
OTHERS WITH PONY
Youtubers Marketing
Insights from Brand' FB share post
SKILLS USED HERE
vdo content
Social media analysis
Influencer marketing
Life Style Segmentation
ตรงนี้คือย่อหน้า คลิกที่นี่เพื่อใส่และแก้ไขข้อความของคุณ ง่ายๆ เลย
ตรงนี้คือย่อหน้า คลิกที่นี่เพื่อใส่และแก้ไขข้อความของคุณ ง่ายๆ เลย
Fashion Segmentation
Movie Maker Segmentation
ตรงนี้คือย่อหน้า คลิกที่นี่เพื่อใส่และแก้ไขข้อความของคุณ ง่ายๆ เลย
Rapper Segmentation
FACE BOOK
Insights
Followers
83,553
People Reached
4,682,365
Page Likes
82,609
FACE BOOK LIVE
Events Marketing
6 strings 2018 presented by PONY Thailand
During 17-30 September 2018, Pony Thailand together with Sincharuen Brothers organized "Six Strings 2018" at Centralworld 3rd floor.
As to support and inspire the next generation who passionated in musical instrument, especially guitars; to make the positive choice in their life.
At the event, we prepared many activities such as Thais guitars makers workshop, famous and antique guitars show and especially playing guitar Live show from artists.
Last but not least PONY Thailand also present a new launch call"Six Strings "designed by brand together with the artists just like Stamp, Taiphoon KPN, Pae Arak, Jab Richmantoy and etc.
And for sure, this is very limited edition!!!
If you the one who have passion in guitars. Don't miss it!
#ponythailand #ponymerealme #SixStrings2018
SKILLS USED HERE
content marketing
Social media analysis
Influencer marketing