2. UnME Jeans : Branding in Web 2.0
What is UnME Jeans ?
UnME Jeans was one of the most successful up-and-
coming players in the junior denim market.
UnME, whose letters stands for “you and me”.
3. UnME Jeans : Branding in Web 2.0
Advertising Members of UnME Jeans
Margaret Foley
o Brand Manager of UnME Jeans
Bob Barocci
o President and CEO of the Advertising Research
Foundation
4. UnME Jeans : Branding in Web 2.0
UnME Jeans Brand
A brand that was designed to encourage women to
forge their own unique identities and to promote
tolerance and appreciation for differences of opinions
and tastes
The UnME brand story revolved around celebrating
the individuality of teenage girls and encouraging
teens to speak out against peer pressure and
conformity
5. UnME Jeans : Branding in Web 2.0
Delivery of UnME Brand Story
30-second television advertising spots on the most
popular programs for teenage girls, such as Gossip Girl,
American Idol, and One Tree Hill
Full-page magazine print advertising in beauty and
fashion magazines
6. UnME Jeans : Branding in Web 2.0
Delivery of UnME Brand Story
60-second radio advertising spots on Top 40 radio
stations
Online banner and display advertising on the most
popular websites for teenage girls
7. UnME Jeans : Branding in Web 2.0
Foley’s most recent annual media plan
9. UnME Jeans : Branding in Web 2.0
Situation Analysis (1/2)
UnME was selling its jeans with great confidence across United States and sold at a
slight price premium to comparable brands. The brand story was delivered to target
consumers via television and radio advertising
Looking ahead, Foley, brand manager of UnME Jeans, realized that trends were driving
radical change in the media markets that had the potential to reduce the effectiveness of
her current media plan
10. UnME Jeans : Branding in Web 2.0
Situation Analysis (2/2)
Foley’s advertising agency had provided her with a plan to bring her brand
to three social media outlets: Zwinktopia, Facebook, and YouTube
She thought about the measures she used to evaluate the impact of her
traditional media spending: reach, frequency, receptivity, and presence, and
whether they were appropriate to measure the impact of social media.
12. UnME Jeans : Branding in Web 2.0
Objective of this case
To understand Foley’s most recent media plan and changing
consumers’ media habit due to advancement in new technologies.
To understand the key concepts and insights of new lingo of Web 2.0
and get familiar with the use of Twitter, avatars, tag clouds, widgets, RSS,
podcasts, mashups, long tails, and convergence.
13. UnME Jeans : Branding in Web 2.0
Objective of this case
To understand the effect of introduction of Web 2.0 and
social media on the advertisements and branding of UnME
Jeans, in particular and other companies as a whole
To analyze the solutions provided after research by the advertising
agency and finally find a qualitative solution regarding the investment
in the advertisement in social media and Web 2.0
14. UnME Jeans : Branding in Web 2.0
Biggest Challenge for Margaret Foley
The Biggest Challenge would be
cutting through all of the hype surrounding
Web 2.0 and analyzing its potential for her
brand from a media perspective
15. UnME Jeans : Branding in Web 2.0
Worries for Margaret Foley
Were any of these emerging social media channels appropriate
for her brand and what were the benefits
and risks of each?
How could they substitute for or complement
her existing media plan ?
What kind of results could she expect
from Web 2.0?
16. Three trends were driving radical change
in the media markets that had the potential
to reduce the effectiveness of her current
media plan
17. UnME Jeans : Branding in Web 2.0
Changes (1/3)
Consumers’ media habits were rapidly changing
18. UnME Jeans : Branding in Web 2.0
Changes (2/3)
Consumers were besieged with over 5,000
advertising messages each day, making it
difficult for marketers to break through the
clutter
19. UnME Jeans : Branding in Web 2.0
Changes (3/3)
The increase in advertising clutter was contributing to a third
trend that was driving changes in consumers’ media habits:
consumers were increasingly tuning out or opting out of
advertising
20. UnME Jeans : Branding in Web 2.0
Forms of online advertising that dominated the current
media environment
Search Advertising,
41% Banner / Display
Ads, 32%
Classified Ads,
17%
21. UnME Jeans : Branding in Web 2.0
Increasing disparity between corporate media spending and consumer media
consumption
22. UnME Jeans : Branding in Web 2.0
Expected growth of social media
U.S. Marketing Spending in Social Media ($ billions)
(social networks, blogs, community sites)
23. UnME Jeans : Branding in Web 2.0
The Web 2.0 Opportunity
25. UnME Jeans : Branding in Web 2.0
A new cultural ideology (1/5)
Four cultural values undergirded this new ideology that
infiltrated contemporary American culture :
consumer co-creation
social affiliation
digital self-expression
sharing
26. UnME Jeans : Branding in Web 2.0
Consumer Co-Creation (2/5)
Consumer co-creation gave consumers the ability to directly contribute to
the online conversation and content that was available on the web
27. UnME Jeans : Branding in Web 2.0
Growth in online video advertising
US Online Video Advertising Spending (millions), 2007-2013
28. Axe brand entitled, “Bom Chicka
Wah Wah,” which quickly became a
YouTube sensation
30. UnME Jeans : Branding in Web 2.0
Social affiliation (3/5)
Connecting consumers to others formed the basis for the second cultural
value of Web 2.0: social affiliation
Online social networking exploded following
the introduction of two social networking
websites, MySpace and Facebook
32. UnME Jeans : Branding in Web 2.0
Digital self-expression (4/5)
Digital self-expression captured the desire for people
to express their identities online
As people spent more time online and as their
social contact with others shifted from real to
virtual interactions, people created digital
representations of their selves.
33. UnME Jeans : Branding in Web 2.0
These three-dimensional digital
representations, called avatars, allowed people
to create a unique identity for themselves
online, which represented who they were (or
who they wanted to be) in real life.
The creation of avatars enabled people to “be
online” rather than just to “go online,”
bringing a seismic shift in the way people
experienced the Internet
34. UnME Jeans : Branding in Web 2.0
Age Distribution of Second Life residents
36. UnME Jeans : Branding in Web 2.0
Sharing (5/5)
Consumers no longer wanted to be the “target” of
marketers, but rather, they wanted to be their partners
Long used to “talking at” consumers via one-
way advertising communications, marketers felt
unsure how to “talk with” consumers in a two-
way dialogue.
37. UnME Jeans : Branding in Web 2.0
Spinning Web 2.0 into an Integrated Marketing Communications Plan
Foley’s advertising agency had provided her with a plan to bring
her brand to three social media outlets :
Zwinktopia
Facebook
YouTube
38. UnME Jeans : Branding in Web 2.0
Zwinktopia (1/3)
The agency would develop a line of virtual UnME
Jeans that would be sold to avatars on Zwinktopia
through a virtual UnME Jeans retail store.
As each special edition jean was released in the real
world, UnME would simultaneously release a virtual
version of it to generate online buzz about the product.
39. UnME Jeans : Branding in Web 2.0
Zwinktopia (1/3)
The budget for the Zwinktopia program included a
one-time charge of $200,000 for upfront
creative development and a recurring charge of
$100,000 per year for operation, maintenance,
and updating.
40. UnME Jeans : Branding in Web 2.0
Facebook (2/3)
The agency would develop an UnME brand profile
page for Facebook that would feature the fictional
character Sasha who would embody the UnME
brand personality.
UnME would also purchase targeted banner
advertising on Facebook, targeting women ages 12 to
24 with an interest in fashion.
41. UnME Jeans : Branding in Web 2.0
Facebook (2/3)
The budget for the Facebook
program included a one-time charge of $350,000
for creative development of the profile page, widget,
and banner ads. UnME would then pay $150,000 for
a three-month advertising program on Facebook,
which included a brand profile page and targeted
banner advertising.
42. UnME Jeans : Branding in Web 2.0
YouTube (3/3)
The agency would develop three four-minute
YouTube video ads that would collectively tell the
stories of teen girls who embodied the brand essence
of UnME.
Teen girls would be invited to upload videos about
themselves or their friends that showed how they
forged their own unique identities and how they
promoted tolerance and appreciation for differences of
opinions and tastes
43. UnME Jeans : Branding in Web 2.0
YouTube (3/3)
The YouTube program costs included a one-time up-
front fee of $300,000 for creative development of the
brand channel and the video ads. The budget also
included a $300,000 media buy with YouTube,
which sold the brand channel and the in-video ads at a
CPM of $40.
44. UnME Jeans : Branding in Web 2.0
Dilemma in taking decision for Feloy (1/2)
(1/3)
It would be difficult to obtain funding for any of the programs unless
she could provide senior management with clear objectives and a plan for
measuring the results of each program.
She also needed to be sure that any money she was taking out of
traditional media like television, magazines, or radio would produce
comparable or better sales results in social media than in her current
media vehicles. But measuring social media results was proving to be
difficult in Web 2.0
45. UnME Jeans : Branding in Web 2.0
Dilemma in taking decision for Feloy (2/2)
(1/3)
She was also concerned about the lack of control she would have over the
content into which her advertising was inserted.
Advertising in the new social media was more risky, as much of the
content on sites like Second Life, Zwinktopia, YouTube, and Facebook
was risqué, lewd, and/or inappropriate for her brand and might offend
her target consumers.
46. UnME Jeans : Branding in Web 2.0
Expected Decision by Feloy (1/2)
She ought to choose developing a UnME brand profile page for
Facebook and stick with this solution provided by the advertising
agency.
This option is economic than Zwinktopia option but expensive than You
tube but owing to large fan following of people on social networking sites
and average time spend by teens and young adults on these sites is quite
high, this alternative solution proves to be a better choice.
47. UnME Jeans : Branding in Web 2.0
Expected Decision by Feloy (2/2)
Also, the expected increase in number of people joining Facebook and
other social networking sites in the upcoming years is quite large than
both of them, this solution seems to be a futuristic solution despite some
possibilities of guilty of fad following.
48. UnME Jeans : Branding in Web 2.0
These slides were created by Sudarshan Kumar, as a part of an internship under the
guidance of Prof. Sameer Mathur (www.IIMInternship.com)
