Digital Marketing Strategy: How can we leverage digital to increase sales and increase brand for Ecoalf

1. ECOALF
GROUP C

2. Customer Perception Insights
CURRENT PERCEPTION
• Recycled (questionable quality)
• Technical (PET process)
• “One man’s trash is another’s treasure”
• “Trash is useful”
• Fashion
• Powerful concept
• Lookbook
DESIRED PERCEPTION
Upcycled (high quality)
Simple, easy to understand
Treasure. Period.
“Be an environmentalist”
Sustainable Fashion
Great online shop and products
E-commerce
Revolutionary

3. DESIRED POSITIONING
• Fashionable
• Environmental/Upcycled
• Responsible/ “Soul”
COMPETITION
WHAT’S NEXT?
• A trendy and fashionable clothing store, which uses upcycling, and is enviro-friendly
• Make people see the powerful concept of Ecoalf
• Make Ecoalf a synonym to upcycling
UPCYCLED CLOTHING
• Nau
• Looptworks
ENVIRONMENTAL INITIATIVE
• G-Star Raw
• Modavanti
• Tonle
FASHION
• Zara
• Mango

4. STAGES TO FOCUS ON
• The concept is new, therefore there
should be a lot of exposure (Upcycling)
• Use already existing collaborations to
our advantage (Apple, Vogue, SEEK
Berlin, etc.)
• There is an overall lack of awareness to
this new market and the product.
AWARENESS CONSIDERATION
• Create a community around upcycling to
attract customers
– Ride the environmental wave
– Stimulate a desire for people to be
more conscious
• Improve the way customers interact with
the brand
• Brand ambassadors
– Will.I.Am

5. SEO
•Two types of content: “Process” and
“Cool product”
• Keywords: fashion and eco aspects,
upcycling, sustainable , recycle,
repurposed, garments, urban clothing,
trendy clothing
• Link Building: Referrals through green
and eco friendly websites and blogs,
fashion and clothing websites
• More articles in other sites (like they
did for Vogue Spain).
• Advertisements related to keywords:
Hipster, trendy, urban, fashion, upcycle,
recycle, environmental, new products,
organic clothing
• Using CPC because we’re looking to
improve high bounce rate from 48%
PPC

6. DISPLAY
• Environmental Magazines/
Websites
• Fashion Bloggers
• PETA websites
• National Geographic
• Hiking / environmental
outdoor activities websites
What?
•(General ads like Make a
difference with a Jacket ect,.)
•Because there is no planet
B, click for planet A
• Reposition of items on
landing page
• Smoother transitions from
page to page; making it
easier to navigate
• Connect blogs to main
website
• Make images bigger (zoom
in, zoom out) feature to
show clothing
• Increase 3-minutes on site
time
• Highlight Sales and make
outlet page more
understandable
WEBSITE SOCIAL
MEDIA
• Be visible on all social media
networks
• Content development
community building
initiatives
upcycling
impact on society
content on events,
conferences
• Community affiliation
strong common interest
• Use customer influencers to
build social community