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Developed and pitched strategic advertising plan for the newly launched Kardashian Kurves denim line, part of the Kardashian Kollection at Sears.
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AGENDARESEARCH & KEY INSIGHTS
BRAND POSITIONING
BIG IDEA
EXECUTION STRATEGY
CAMPAIGN DETAILS
Create a campaign that increases customer awareness and drives purchasing behaviors
for the new Kardashian Kurves line.
RESEARCH PROCESS
SOCIAL MEDIA
IN-DEPTH INTERVIEWS
PLUS-SIZE BLOGGERS
WHO IS SHE? WHAT DOES SHE WANT?
WHY WILL SHE BUY?
KEY INSIGHTS
SHOP ONLINE
LOVE KHLOÉ
NEED BETTER “FIT”
TARGET MARKETS
Brand Supporters
Plus Size Fashionistas
Plus Size Market
PRIMARY SECONDARY TERTIARY
THE THREE FITS
THE KIM: SEXY
LOW CUT
STRAIGHT LEG
THE KHLOÉ: CURVY
HIGH RISE
BOOT CUT
THE KOURTNEY: GORGEOUS
MID RISE
SKINNY LEG
POSITIONING STATEMENT
For plus-sized female millennials, Kardashian Kurves provides a high fashion look and a customized fit for great value.
THE BIG IDEA...
embrace your kurves
EXECUTION STRATEGY
SOCIAL MEDIA
TELEVISION PLACEMENT PRINT ADS
embrace your kurves
Social Media
embrace your kurves
EMBRACE YOUR #KURVES
3 4 12
FITS SIZES MODELS
embrace your kurves
visit facebook.com/kurves to share your look
embrace your kurves
EMBRACE YOUR #KURVES
VIRTUAL IN-STORE
User Upload
“Mix and Match”
In-store coupon
Photo Booth
“Create your look”
Discount purchase
embrace your kurves
HASHTAGS#beautiful 35 million
#OOTD 4 million
#kardashian 1 million
#plussize 65,000
#kurves 87
#kardashiankurves 25
embrace your kurves
HASHTAGS#beautiful 35 million
#OOTD 4 million
#kardashian 1 million
#plussize 65,000
#kurves 87
#kardashiankurves 25
embrace your kurves
SOCIAL MEDIA GOALS
ENGAGE CUSTOMERS
ONLINE & IN-STORE
CHANNELS
BRAND PERCEPTION
embrace your kurves
TV Product Placement
embrace your kurves
KEEPING UP WITH THE KARDASHIANS
EARLY IN SEASON
Side Story
Model Search Launch
Episode Syndication
embrace your kurves
khloé mentions contest
sisters upload photos
khloé mentions contest sisters discuss line
sisters visit store sisters upload photos
khloé mentions contest sisters discuss line
sisters visit store
khloé mentions contest sisters discuss line
sisters visit store sisters upload photos
KEEPING UP WITH THE KARDASHIANS
EARLY IN SEASON LATE IN SEASON
Side Story
Model Search Launch
Episode Syndication
Feature Story
Model Interviews
Photoshoot
embrace your kurves
sisters review entries
sisters review entries sisters meet winners
sisters review entries sisters meet winners
khloé interviews winner
sisters review entries sisters meet winners
khloé interviews winner winner photo shoot
TV PLACEMENT GOALS
ENGAGE SUPPORTERS
INCREASE EXPOSURE
BRAND RELATABILITY
embrace your kurves
Print Ads
embrace your kurves
PRINT CHANNELS
Plus Model Magazine
Elle, Glamour, InStyle
OK!, People, Us Weekly
embrace your kurves
PRINT GOALS
REACH NEW CUSTOMERS
INCREASED EXPOSURE
BRAND EQUITY
embrace your kurves
CAMPAIGN OBJECTIVES
Media
Reach 85%
Frequency 30
Continuity 15
Communication
High fashion look, great fit!
Marketing
The look and fit you’ve been waiting for!
embrace your kurves
CAMPAIGN TIMELINE
Phase One
#Kurves Launch
Promotions
First Episode
Phase Two
#Kurves Winners
Second Episode
Phase Three
Print Ads
Episode Re-runs
embrace your kurves
CAMPAIGN BUDGET
Item Allocation Estimated Return
Estimated ROI
In-Store Promotions $1.5 million $40 million 257%
Print Ads $1.25 million $40 million 323%
Social Media $750,000 $20 million 257%
Total $3.5 million $100 million 279%
embrace your kurves
CONCLUSION
ACCURATE POSITIONING
CLEAR OBJECTIVES
TARGETED TACTICS
EFFECTIVE ADVERTISING
RELEVANT PROMOTION
embrace your kurves
embrace your kurves
