Unit 6-Learning Aim A

 Media campaigns 

Introduction 

A planned campaign to advertise a good or service. An advertising campaign is a well designed strategy that is implemented across several media in order to achieve targeted results like higher brand awareness, increased sales, and improved communication within a certain market. Advertising campaigns spread the word about items via a variety of media, including print, radio, television, and online platforms. Campaigns can use demos, video conferencing, and other interactive approaches in addition to traditional advertising. Franchisees and businesses operating in highly competitive marketplaces may frequently launch marketing campaigns and invest significant resources in building brand awareness and driving sales 

 Case Study

Boohoo 

We are a global brand for all girls, we believe in affordable fashion for all. We are the number 1 destination for fashion and lifestyle for all the occasions in your life. 

Founded in 2006 by Mahmud Kamani and Carol Kane, Boohoo is a UK-based online fashion retailer aimed at 16-30 year olds. The brand sells to over 100 countries and it specialises in its own brand of fashion clothing. The products are designed and sourced largely in the UK, and subsequently distributed globally. It is the most high-profile business to emerge from the Manchester supply scene.The Boohoo group also operates BoohooMAN, Pretty Little Thing, Nasty Gal, Miss Pap, Karen Millen, Coast, Oasis and Warehouse. 

Segments / Shopping Categories: 

Womenswear; Menswear; Lingerie; Maternity; Plus Size; Tall; Petite; Accessories; Bags; Jewellery; Footwear 

Company Size (No. of Employees): 

2,600 

Parent Company/Key Investors: 

Boohoo Group 

Group Companies: 

Boohoo; Pretty Little Thing; Debenhams; Nasty Gal; Karen Millen; Coast; MissPap; Burton; Wallis 

Number of Countries Shipped To: 

190 

Key Countries Shipped To: 

UK; US; Ireland; Spain; France; Germany; Australia; Canada; UAE 

Target Audience and Campaign purpose. 

Mission 

We aim empower you to look and feel confident. To increase your self-esteem and body positivity to help you realise your true potential. 

Aim 

To use our social reach and platform to educate, empower and inspire our customers to drive purposeful positive change. 

Affect of campaign 

Boohoo increased its marketing spend by £22m in the year to 28 February, as the online fashion giant made “record investments” across its multi-brand platform. The investment came despite rising costs and “weaker demand” taking a significant toll on the group’s profits.  Boohoo reported adjusted EBITDA profit of £125m for the year. This shows that they made a really good profit according to the less amount of investment and rising of sales showing the increase of profit. 

Communications Channels and Platform 

Print-Billboards 

 

Boohoo advertised on billboard as a wider platform for those people who don’t use socialmedia as much, those who are busy. This is particularly good for those who have jobs so they can see as they are going to work. Some of their billboards are showing the product itself like some have dresses on display and some of the adverts are just trying to raise awareness of the company. 

  

Boohoo has teamed up with reality star Paris Hilton to launch a marketing campaign in the metaverse. Boohoo has snapped up two billboards at a virtual fashion world held in ‘Paris World’ on the Roblox platform, a world of online games where users interact as avatars and receive daily updates and live events.The online fashion retailer has worked with MilkMoney, a marketplace for out-of-home media buying, to secure billboard inventory. It is the first brand to advertise in the metaverse during Fashion Week, pitched as “a natural and strategic next step for the brand” 

 

Social media-Youtube 

 

The Boohoo Group focuses on digital and social media marketing, which means they are present on the channels that their target demographic (16-30 year olds) use. Social media marketing and collaborations with influencers are significantly responsible for the brand's success, and they are an integral element of its identity. 

Website 

 

Boohoo's mission is to be a global leader in fashion e-commerce that benefits customers, employees, suppliers, and other stakeholders. Their main goal is to maintain a fantastic consumer offering that includes the newest fashion at a reasonable price and excellent customer service. In order to achieve this, they have a strategy for ongoing innovation in their systems, infrastructure, and technology to guarantee they provide the best online shopping experience as they look to the future and further solidify their position as a leader in global fashion e-commerce. 

Through years of investing in technology and processes, supply chain relationships, and the expertise of a brilliant team of people, they have established this one-of-a-kind online platform. With the goal of dominating the online fashion business, they can quickly develop and conquer new markets thanks to this platform, which also allows them to operate several brands 

Socia media 

 

“We work with a whole spectrum of influencers, celebrities and wannabe bloggers – all people with a presence online – and we work with them so they can spread the word about Boohoo. It goes likes wildfire on Instagram,” he said. 

Online fashion retailer Boohoo has almost doubled its profits thanks to its savvy use of social media influencers on Instagram.Pre-tax profit increased by 97% to £31 million as a result of the Manchester-based company reporting that sales had increased by 51% to £295 million in the year to the end of February. For organisations that are hesitant to employ social media advertising or who haven't viewed it as an essential part of their marketing plan, this enormous increase in earnings is undoubtedly a wake-up call. Boohoo has an impressive 2.6 million Instagram followers, and a key component of its brand strategy has been to entice celebrities, bloggers, and shoppers to share updates about their most recent purchases on the social media site. 

It harnesses the influence of celebrities and social media influencers to promote both their line and celebrity collaborations, with a target market of people between the ages of 16 and 30. It has capitalised on the fact that the people in its target market enjoy shopping for popular items. Boohoo has also invested a significant amount of money in its marketing campaign, spending more than £116 million in a single year. To put that in perspective, it represents an investment of approximately 10% of company sales. Its online-only business strategy and astute use of social media have both assisted in concentrating its efforts on luring new clients, particularly enticing them to download the app. 

 

In addition to giving people a reason to follow Boohoo on social media, interact with the business, and share its posts, content like this demonstrates how well the company understands its customer base and their interests. The more individuals who are interested in Boohoo's goods, which is what matters most for boosting sales, the more likely they are to see its contests and giveaways, get familiar with the company for the first time, and perhaps make a purchase in the future. 

Boohoo, a low-cost company that strives to be an accessible and enjoyable part of people's daily life, has a good strategy that may not work for every type of brand, especially high-end firms that depend on an image of exclusivity and unattainability. 

While most customers won't be paying close attention to the material on Boohoo's website, it all contributes to and supports the brand's overall vibe by projecting the same light hearted, carefree tone. 

Evaluation- 

Boohoo's use of social media as a marketing tool and a means of connecting with clients is crucial to its success. The fashion behemoth had 7.4 million Instagram followers as of April 2021, whereas Boohoo Man had 1.7 million. These positive results are good news for Boohoo and its sales revenue because its consumer base prefers to make purchases using mobile apps. 

This exponential growth in such a short time shows that BooHoo has the cash to spend on growth. It demonstrates that where other companies are struggling, BooHoo instead is looking for ways to expand. The new campaign invites people to post themselves filter free across social media using #boohoofilterfree to spread awareness about negative self image and how damaging comparison culture can be.