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'Beauty for the Better'

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'Beauty for the Better' ‘Beauty for the Better’ Social Media Campaign & Strategic Planning for Olivia Jade Giannulli ​ Prepared by the Members of the PRos Spring 2019 2 Meet the PRos Tayler Wicks (Account Executive) ​ Tayler is a junior communication studies major and public relations minor at the University of San Francisco. She is currently the Instagram coordinator at LF Stores, a Los Angeles-based fashion retailer, where she focuses on the strategic planning, creation and execution of social media content. After completing her undergraduate program, Tayler hopes to pursue a career in the fashion or beauty industry, where she will engage in public relations and marketing. Kate Pearlman Kate is a senior communication studies major at the University of San Francisco. She is currently the local marketing coordinator at Square, a mobile payments and services provider, where she works on campaign building and data analytics. After completing her undergraduate program, Kate plans to pursue a career in the marketing industry where she will work with media agencies and tech companies. Cristina Cirelli Cristina is currently a senior communication studies major at the University of San Francisco. Through her internships, she has developed skills in writing, research, marketing, advertising, and sales. After graduation, Cristina plans on pursuing a career in either media or the technology industry. Rachelle Cornelius Rachelle Cornelius senior communication studies major and music minor at the University of San Francisco. Rachelle’s focus is to combine communication with innovative audio to create social change. She conducts interviews with distinguished women in the Bay Area on her weekly live radio show to harness visibility of women’s empowerment issues as well as supports the USF Women in Leadership and Philanthropy Committee. Dayang Zhou Dayang Zhou is a senior communication studies major and Japanese studies minor at the University of San Francisco. After graduation, Dayang plans to pursue a career in PR, media or marketing. He also has plans to go to graduate school, with the intention to study International Business. 3 EXECUTIVE SUMMARY As a beauty and lifestyle influencer, Olivia Jade Giannulli has built a strong brand and social media presence on Instagram, Facebook, Twitter and YouTube. Jade’s journey to stardom was aided by her famous parents, Lori Loughlin and Mossimo Giannulli. Since her rise to social media stardom, “Olivia Jade” has successfully targeted college-aged women who are interested in the beauty and fashion industries. However, on March 12, Jade’s parents were indicted by the F.B.I. for allegedly paying $500,000 to guarantee Jade and her sister admissions into the University of Southern California by positioning them as recruits for the crew team even though they had never played the sport. Since news of the college admissions cheating scandal broke, Jade’s social media career has taken a halt, as her positive brand image and sentiment quickly turned negative. Because her brand has taken a negative turn, we conducted a social media audit in order to strategically plan a crisis communications campaign for Jade that is to be implemented from May 1, 2019 through July 31, 2020. In order to plan a successful campaign, we completed a thorough background and secondary research report in order to fully grasp Jade’s background, past and present brand voice, social media presence, original and curated content, audience insights and major competitors. After fully comprehending the strengths, weaknesses, opportunities and threats faced by our client, we propose a campaign centered around the theme of “Beauty for the Better,” which emphasizes the importance of both maintaining and enhancing aspects of Jade’s original brand image, while conveying to the public that she is aware of their concerns and is working to support those who have not had the same opportunities that she has. We use this theme to introduce our campaign goals, which include increasing positive sentiment about Jade’s social media presence, attracting the attention of audience members who are of low socioeconomic status, and increasing awareness of Jade as a charitable individual. To reach our goals, we introduce four campaign objectives that are specific, measurable, relevant and timely. To achieve our campaign objectives, we suggest the following strategies and tactics. First, to establish a consistent posting schedule with content that reveals Jade’s creativity, thoughtfulness and passion, we suggest posting a sincere apology video on YouTube, creating a content calendar, using the “Live Video” feature on Instagram weekly and creating a “secret” group on Facebook to connect with her followers on a more intimate level. Next, to establish an emotional connection between Jade and followers of low socioeconomic status, we recommend creating #WhyIGive, launching “Olivia Jade Beauty” and donating proceeds to the Jack Kent Cooke Foundation. Lastly, to promote Jade’s charitable efforts, we suggest creating a YouTube series revolved around charitable topics, and collaborating with philanthropic influencers and non-profit organizations. Our campaign concludes with the processes of evaluation and logistics. To evaluate the effectiveness of the campaign, we outline exactly how to measure the outcome of each objective and the tools and frequency for each measurement. In logistics, the timeline illustrates the timeframe of the campaign, from planning to implementation. Lasly, the budget highlights the various campaign billings, including charitable donations, consulting fees, tools, and promotions and advertisements. “Beauty for the Better” is a campaign that works towards rebuilding and improving Jade’s prior brand identity and image by building upon her interest in the beauty industry and introducing charitable topics to her social media platforms in order to maintain an ongoing conversation about the college admissions scandal, rather than simply trying to make it disappear. Through the campaign, the intention is not to completely change or do away with Jade’s prior social media identity. We realize the value of Jade’s fashion, beauty and lifestyle content, as this was the type of content that her followers enjoyed consuming in the past. However, in order to step back into the public eye and increase positive sentiment, Jade must eliminate privileged and controversial content from her platform, such as luxury fashion hauls. We also propose that Jade make greater efforts to give back to low income and first-generation college students, while sharing her efforts with her community of followers. Jade’s voice and actions must be authentic because if her charitable efforts are seen as a mere attempt to salvage her public image, the campaign efforts will not be effective in the long run. 4 TABLE OF CONTENTS Introduction……………………………………………………………………………………………………………………………………………………………………………….…..….…...5 Client Background……………………………………………………………………………………………………………………………………………………………………….….........6 Brand Voice……………………………………………………………………………………………………………………………………………………….……………………………...…...6 Social Media Analysis…………………………………………………………………………………………………………………………………….….…………………………..…......7 Competitor Analysis…………………………………………………………………………………………………………………………………………….……………………….……..10 S.W.O.T. Analysis………………………………………………………………………………………………………………………………………………………………..………….…….12 Audience Analysis…………………………………………………………………………………………………………………………………………………………..……………….……13 Theme & Key Message………………………………………………………………………………………………………………………………………………………..….……………15 Goals, Objectives, Strategies & Tactics…………………………………………………………………………………………………………………………….………….……16 Evaluation……………………………………………………………………………………………………………………………………………………………………………..……………….17 Budget……………………………………………………………………………………………………………………………………………………………………………….…………….…...18 Timeline...……………………………………………………………………………………………………………………………………………………………………..…………………...….19 Conclusion……………………………………………………………………………………………………………………………………………………………………………….……………20 References……………………………………………………………………………………………………………………………………………………………………………….……………21 5 INTRODUCTION There is no doubt that the popularity of influencers is on the rise, and they become more present in the public eye as their followings grow. Beauty and lifestyle influencers are especially popular on YouTube and Instagram, where they provide a glimpse into their glamorous lives and post content like their daily makeup routines for their audiences to emulate. Influencers are considered role-models and held to very high standards because of their large followings. Olivia Jade Giannulli, better known as Olivia Jade, is a beauty, fashion and lifestyle influencer who has amassed millions of followers over the past few years. Jade’s brand was deeply impacted by her parent’s involvement in the national college admissions scandal, for-which they are still facing trial. Her public perception took a sharp turn from well-liked influencer with a luxurious lifestyle to spoiled celebrity offspring who bought her way into University of Southern California. Meltwater shows that public sentiment towards Jade is overwhelmingly negative, and she has not been pictured in public eye since news of the scandal broke. This report entails a thorough social media audit and crisis communications campaign for Olivia Jade. The proposed campaign takes place across Instagram, Facebook, YouTube and Twitter in order to increase overall positive sentiment towards her brand and improve her reputation. Through the implementation of strategies and tactics, we position Jade
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