‘Beauty for the Better’

Social Media Campaign & Strategic Planning for Giannulli ​

Prepared by the Members of the PRos Spring 2019

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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 coordinator at LF Stores, a -based fashion retailer, where she focuses on the strategic planning, creation and execution of 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.

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EXECUTIVE SUMMARY

As a beauty and lifestyle influencer, Olivia Jade Giannulli has built a strong brand and social media presence on Instagram, Facebook, and YouTube. Jade’s journey to stardom was aided by her famous parents, and . 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.

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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

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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 as an advocate for low income and first-generation college students, and increase awareness of her charitable efforts. By working directly with non-profits and philanthropic influencers, introducing an affordable makeup line and making charitable donations, Jade can position herself as an individual who has learned from her mistakes and is willing to help those who are working hard to achieve a college degree.

Through the “Beauty for the Better” campaign, we are not attempting to change who Jade is as a person, as we are working towards changing her attitude and perspective in regard to her place in the world. Throughout this campaign, we suggest that Jade continue to create the type of content that she did in the past in terms of fashion and beauty related content. However, Jade should exclude any content where she is showing off a luxury lifestyle. We propose that Jade takes the time to learn more about philanthropic opportunities and nonprofit organizations that promote successful academic achievement in lower socioeconomic communities. If she makes a genuine and meaningful effort to connect with the community in this way, Jade will show her followers that she realizes that her and her family caused significant anger and hurt, but that she is willing to put in the time and effort to right her wrongs.

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CLIENT BACKGROUND

Olivia Jade Giannulli, best known as Olivia Jade, is a 19-year-old American social media celebrity from Los Angeles, California. She has been given a luxurious life due to her famous parents, actress best known from her role in , Lori Loughlin, ​ ​ and fashion designer, Mossimo Giannulli. In high school, Jade began to have a strong presence on YouTube and Instagram, and soon her social media career took off. Now, each of her social ​ ​ profiles has a community of over a million people. Additionally, much of her content on YouTube and Instagram has been monetized through commercial endorsements and advertisements by brands like , Sephora and Marc Jacobs Beauty. In November 2018, Jade announced that she would be collaborating with Princess Polly, an Australian fashion retailer, on an exclusive women’s clothing line. Additionally, in December 2018, Jade partnered with Sephora Collection to create her own custom pressed powder palette.

However, Jade’s career took a turn for the worse in March when she became the face of the biggest college admissions cheating scandal in United States history. Jade’s parents were one of the 50 people indicted by the F.B.I. for allegedly paying $500,000 to guarantee Jade and her sister, Bella Giannulli, admission into the University of Southern California by positioning them as recruits for the USC crew team even though the two had never participated in the sport (Stone, 2019). At the center of the nationwide scandal, Jade lost her partnerships with ​ ​ every single brand that she has previously been working with. Her partnerships that dissolved included Sephora, Princess Polly, Amazon, Dolce & Gabbana, Marc Jacobs Beauty, Clinique, Too Faced Cosmetics and Smile Direct Club, just to name a few.

BRAND VOICE

Olivia Jade, has a brand voice that can be easily admired or worshiped by her audience through the image she has put forward in her social media content. Her content shows that she is a privileged young woman who values luxury products and a fun-loving, Southern California lifestyle. Although she is not snarky or mean, nor excessively cheerful or energetic, her voice shows that she seems to have a full and well-lived life.

Her brand image recently took a negative turn due to her alleged involvement in the college admissions scandal. Although it is unknown whether or not Jade was aware her parents’ actions, the scandal has shifted her brand image to one that is centered around privilege and wealth, as she gained admission into one of the nation’s top tier universities not by her own merit, but by taking a true athletes spot on USC’s crew team.

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SOCIAL MEDIA ANALYSIS

Industry/Social Media Areas

● Fashion ● Beauty ● Travel ● Lifestyle

Content Platforms

● YouTube ○ Subscribers: 1,971,364 ● Instagram ○ Followers: 1.4M ○ Following: 555 ○ Posts: 524 ● Twitter ○ Followers: 195K ○ Following: 488 ○ Tweets: 4,915 ○ Likes: 4,591

YouTube

The most widely used platform by Jade is YouTube, where she has created a community of viewers with which she shares the ​ ​ ​ video content that she creates. On her channel, she shares a variety of videos including travel vlogs, clothing “hauls,” luxury Christmas gift “hauls,” question and answer videos and makeup tutorials. In her “haul” videos, she provides links to all of the products she mentioned, which are affiliate links that provide her with a small commission for the products purchased as a result of consumers watching her video. Additionally, much of her YouTube content is sponsored, including her “NYFW ​ Morning Routine” sponsored by TRESemme and “work week of a 19 year old youtuber” vlog sponsored by Sephora Collection. ​ ​ ​

In her videos, Jade communicates with her audience using a friendly conversational banter, which makes her audience feel as if she is speaking to them individually. She gives viewers an inside look into her luxurious lifestyle while speaking in an easy-going, but somewhat aloof tone of voice. In a few of her videos, Jade implies that she is not very grateful or enthusiastic about her academic opportunities. In a vlog, which has now been removed from her profile, Jade tells her viewers that although she would be beginning her freshman year at USC, her focus would be on pursuing her career as a social media influencer.

Instagram

On Instagram, Jade posts photographs in her feed and videos in her stories that give her audience a closer glimpse into her ​ ​ ​ personal life. Many of her photos are of her and her family and friends posing at dinner or on vacation in New York or at a

8 tropical destination. In addition, much of her content on Instagram is sponsored by her brand partners, including Sephora Collection, TRESemme, Princess Polly and Dote Shopping. Her tone is friendly and reinforces her lavish, fun-loving, Southern California influenced lifestyle and attitude.

Twitter

Jade uses Twitter to share her new YouTube content with her audience. ​ ​ ​ ​ Twitter is also the most widely used platform by Jade to connect with her audience. Here, she responds to questions and comments about her from her viewers, and retweets positive remarks made about her. On Twitter, Jade’s tone is overall positive and laid back, much like she presents herself on her other social media platforms. Jade has also shared her unenthusiastic attitude towards education on Twitter.

Original Content

Olivia Jade’s best performing content is on YouTube, where she has 1.9 million subscribers. The videos that have earned her the most views are the ones that star her mother, Lori Loughlin. She has created a series where, each year, she teaches Loughlin “slang terms” that are popular amongst Jade’s generation during that year. The first video of the series titled “teaching my mom slang terms of 2016” earned 2.2 million views. Jade’s second most popular video series is her luxury ​ ​ Christmas gift “hauls” that she creates each year after Christmas. In these videos, Jade shows her viewers the luxury, designer brand products that she received as gifts on Christmas morning.

Curation Content

After becoming the face of the college admissions scandal in March, Jade stopped posting content across all of her social media platforms. However, before the story shook the nation, Jade was posting a video on YouTube once every week or once every two weeks, depending on the month. Jade had posted on Instagram one to two times per week, and posted on Twitter three to four times per week. Whenever Jade posts a new video on YouTube, she makes an effort to tell her audiences by posting a link to the new upload on Twitter and her Instagram stories. To persuade her audience to watch her new YouTube content, she also sometimes posts a tweet that informs her viewers that she will be responding to the comments made on her new video. Also on Twitter, she commonly retweets her viewers who talk positively about her videos.

Audience Insight

At this time, Jade’s level of engagement is difficult to determine because, on YouTube and Instagram, she has disabled the comments on all of her photos and videos due to the significant amount of hate comments and backlash that she was receiving. Still, her YouTube videos earn an average of 15k likes and 344,887 views per day (Social Blade, 2019). On ​ ​ Instagram, she has 1.4 million followers and her posts earn an average of 150K likes per photo. On Twitter, she has 195K followers and has earned 4,599 likes.

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● Sentiment prior to Scandal (February 1 - February 22): positive overall ​ ​ ​ ​ ○ Across social platforms, Jade’s sentiment was positive overall. Positive sentiment was generated from her viewers who were excited about the makeup palette that she released with Sephora Collection in December, 2018, and her video collaboration with fellow YouTuber star, David Dobrik. ○ The graphs to the right show: ■ Negative sentiment peaked on February 21 and 22, with 3 (50%) posts being defined as negative. However, after analyzing the posts, the negative sentiment that was being portrayed by Meltwater was false negative. We made necessary corrections and, as a result, the sentiment was largely positive. ■ Positive sentiment peaked on February 4, with 10 (100%) positive posts about Jade. These posts were about audiences who were happy with their purchase of a makeup palette that Jade created in collaborated in collaboration with Sephora Collection.

● Sentiment after Scandal (March 12 - April 2): negative overall ​ ​ ​ ○ Across social platforms, Jade’s sentiment was negative overall. Negative sentiment was generated due to the aftermath of the college admissions scandal. ○ The graph to the right shows: ■ Negative sentiment peaked on March 14, with 18,603 (85%) of posts containing negative sentiment. Negative posts about Jade expressed anger about Jade’s involvement in the scandal, resentment for her ungratefulness in regards to education, and hatred for exploiting the college admissions system. ■ Positive sentiment also peaked on March 14, with 3,225 (15%) of posts talking positively about the fact that Sephora Collection had decided to end their partnership with Jade.

● Trending Themes: college admissions scandal, Lori Loughlin, Sephora Collection partnership, imposter ​ ○ Negative sentiment regarding the Giannulli family’s involvement in the college admissions scandal, and news that Sephora Collection had said goodbye to its partnership with Jade.

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● Top Poster by Reach: CNN ​ ○ Facebook page for CNN, a trusted source for news and information from around the world. ○ Produced 6 Posts between March 12 and April 2. ○ Negative Sentiment ○ Reach: 187M

● Other Top Posters by Reach: ​ ○ : ■ Facebook page for the New York Times, a hub for conversation about worldwide news and ideas. ■ 10 posts containing negative sentiment. ■ Reach: 167M ○ : ■ Facebook page for Fox News, a site for breaking news. ■ 5 posts containing negative sentiment. ■ Reach: 84.6M

COMPETITOR ANALYSIS

In order to better understand media strategies for Olivia Jade, we must take a look at influencers who are considered her competition. Olivia Jade’s competition ranges from lesser-known college influencers to beauty influencers with massive followings. These influencers include: Keaton Milburn, Shailene Woodley, Margot Lee, and Mario dedivanovic. It is important to see how Olivia Jade compares to these influencers when it comes to followers, posting habits, content, and more.

Keaton Milburn

Keaton Milburn is a 21-year-old social media influencer attending Arizona State University. She has a total following of almost 500,000 across all platforms. Her brand voice is light-hearted and centered around college, fashion, lifestyle, and beauty, with a slightly religious aspect as well. Keaton’s audience appears to be mostly high school students, college students, and young adult women. She routinely posts on Instagram lifestyle photos, and posts beauty and lifestyle advice videos on her YouTube. On her Instagram she does an excellent job of showcasing her lifestyle and her clothing, and on YouTube she does a great job of providing tips for her fans, showcasing her lifestyle, and providing them with insight into her college life. Her most popular YouTube videos are the ones she posts about college, whether it be dorm tours, college make-up routines, or advice for college students.

● Instagram: @kkeeaattoonn ○ 173,000 followers ○ 1,641 posts

● Twitter: @keatonmilburn ○ 27,600 followers ○ 19,000 tweets

● YouTube: Keaton Milburn

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○ 470,011 subscribers

Shailene Woodley

Shailene Woodley is an American actress and philanthropist. She uses her digital platform to create awareness about social justice issues. She targets the millennial age generation and the female gender in regards to demographics. Shailene Woodley has a successful career in her industry as a public figure in Hollywood and social activist, however she does have some drawbacks maintaining an A-list celebrity image while being so politically outspoken. Her brand voice does not only focus on the big screen, she is an extreme environmentalism and social activist online, and she is not afraid to use her fame and social media platforms to post bold and controversial statements about environmental issues, nonprofit organizations, women's issues, and philanthropy opportunities. I would say this is a strength because her brand voice is very direct. One of Shailene Woodley’s weaknesses would be her type of content. She does not necessarily say much for herself or create original content, rather than retweeting and reposting with a short sentence about issues she is assumed to support. This can be harmful because the audience could see this as inauthentic.

● Instagram: @shailenewoodley ○ 3.7 million followers ○ 412 posts

● Twitter: @shailenewoodley ○ 1.19 million followers ○ 3,509 tweets

● Facebook: Shailene Woodley ○ 1,640,306 people like ○ 1,641,783 people follow

Margot Lee

Margot De Riemer, also known as Margot Lee, is a 20-year-old student at Syracuse University where she is majoring in advertising and minoring in information management technology. She began her career as an influencer after documenting her transition into college and receiving positive feedback. Following this success, Margot was motivated to share more about her life with others. She has a fun and informational brand voice that can be seen throughout her social media platforms. She describes her social media content as lifestyle and fashion-based. Margot’s social media content features compelling images and videos that focus on her life as a college student, recent trips, outfits, and health tips.

● Instagram: ○ 175,000 followers ○ 795 posts

● Twitter: @margot_le

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○ 12,600 followers ○ 1,716 tweets

● YouTube: Margot Lee ○ 388,000 subscribers

Mario Dedivanovic

Mario Dedivanovic, is a makeup artist from New York. His brand voice is overall very fun and informative. With most of his contents currently oriented around make up strategies and techniques. Occasionally, he also promotes his make-up masterclass and shares humorous updates about his daily life. His content also includes moments where he does various makeup looks for high network models and influencers such as Kim Kardashian. By showcasing his experiences on social media, he promotes his worth as an expert in the makeup field.

● Instagram: @makeupbymario ○ 6.3 M followers ○ 6,273 posts

● Twitter: @MakeupByMario ○ 230K followers ○ 8,522 tweets ○ 188 likes

● YouTube: MarioDedivanovic ○ 93,500 subscribers

S.W.O.T. ANALYSIS

Strengths Weaknesses

● Advantage of being able to attract some sort of ● Brand image tarnished due to her parents’ attention to herself due to her famous parents. involvement in college admissions scandal. ● Significant amount of followers across social ● Partnerships have dissolved due to college media platforms. admissions scandal. ● Ability to provide valuable beauty and fashion ● Brand voice being scrutinized due to her content, as well as personal life updates. privileged, non-inclusive and close-minded ● Ability to frequently post content on social media attitude. with little to no resources to maintain presence. ● Public comments on her social pages have been disabled due to hate speech.

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Opportunities Threats

● Connect with social media followers by featuring ● Ongoing trial involving Jade’s parents due to their content that might inspire them. part in college admissions scandal. ● Utilize social media to share her passion for ● Negative public sentiment is damaging to Jade’s fashion and beauty, while also focusing on overall brand. including a philanthropic aspect to her platforms. ● Jade’s parents, who are now facing up to 40 ● Focus on helping to improve the lives of years in prison, recently pleaded not guilty to the first-generation and low income students by charges against them and could face up to 40 providing financial support. years in prison, which could be damaging to Olivia ● As Jade’s trademark to launch a beauty brand has Jade’s brand and reputation. being approved, launch a makeup line where ● Jade has yet to speak to her followers about profits go toward scholarships for first-generation scandal. and low income college students. ● Brands are less willing to establish partnerships ● Feature personal stories of college students and with Jade due to negative public sentiment. her philanthropic efforts on her YouTube channel. ● Brand image is seen as one that is privileged, non-inclusive and close-minded.

AUDIENCE ANALYSIS

Current Target Audience

The current primary audience for our campaign is college-aged women, mainly located in the United States or Sweden, who are interested in the fashion and beauty industries as well as gaining an inside look into college. Furthermore, Jade’s followers seek to obtain a lifestyle that is similar to the one portrayed throughout her social media channels. Jade’s followers are very active on her Twitter and YouTube profiles. However, after conducting social listening and analysing audience sentiment, then comparing audience sentiment prior to the public college scandal, follower’s reactions took a drastic plunge and are currently shown as negative across the board.

Anticipated Target Audience

Followers

With this information, we must keep in mind the importance of targeting her current followers. However, going forward, Jade should also expand on targeting more diverse audiences. She can reach students who come from low-income backgrounds, individuals who are currently looking to attend college, and brands that focus on assisting students who come from marginalized communities and who are willing to attend college.

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Brands

These brands were chosen because of their model to specifically target young women and/or college students. All of these organizations are nonprofits affiliated with college students, including promoting college success and education. Our campaign has the focus on targeting college students, thus these organizations best align with our campaign goals.

● First Generation Fellows: A Los Angeles based non-profit organization that focuses on college achievements of first ​ ​ generation students. Each association hosts up to two fellows each summer, and all fellows come together for the weekly sponsorship-training program and receive up to a $3,000 stipend. “FirstGEN creates a greater community of advocates by linking emerging leaders with existing ones, and by creating a FirstGEN alumni network.” (FirstGEN.org)

○ Rational Statement: For Jade, giving back to an organization that rewards authentic achievements is ​ crucial to this campaign; proving to her audience that she stands by hard work, especially relating to academics, being an important factor of success. This particular organization represents certain students who have shown determination and excellence in their academic career. After Fellows are chosen and accepted into the organization, they are mentored to continue gaining leadership skills to become a successful part of the Los Angeles academic and business oriented communities.

● 826LA: A non-profit organization in the Greater Los Angeles Area for aspiring college students, 826LA is dedicated ​ ​ to supporting student writing and success when pursuing a college career.

○ Rational Statement: This organization is dedicated to providing the skills for students to succeed in ​ college. For Jade, providing for this organization means to directly give support to academic success for college students. This organization inspires student writers and provides crucial courses for college writing skills in order to express their ideas, creativity and individuality.

● D.I.Y. (“Do-It-Yourself”) Girls: A non-profit organization that encourages young women to explore technology, ​ ​ ​ engineering, and "making" through innovative and instructive experiences, DIY Girls develops and implements a range of educational programs and events designed to support exploration with technology, promote self-confidence, and spark ambition of technical careers.

○ Rational Statement: Jade’s unique qualities that make her a social media influencer come from a blend of ​ utilizing technology and creativity. This organization’s focus is aligned with Jades specific network relating to young girls and innovation. Being involved with this organization will provide knowledge and skills to girls at a crucial age of development and as a result will help girls raise their self-esteem, feel empowered, and have support for creating inventions of their own.

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THEME & KEY MESSAGE

Current Brand Image

Jade’s current brand image is severely damaged and much different than what it once was. Before the college admissions scandal in March, she had been known as a popular beauty and lifestyle influencer and celebrity offspring. However, after becoming embroiled in the scandal, Jade’s brand image has been associated with white privilege, affluenza, and a loss of touch with reality. The negative public sentiment surrounding Jade’s brand has been so intense that she has been in-hiding from the public eye for over a month.

Anticipated Brand Image

Olivia Jade’s anticipated brand image will stay true to some aspects of her original brand image, while maintaining a more a charitable focus. Jade’s brand image will focus less on her luxurious lifestyle, and will center more around her beauty expertise and newly found passion for giving back. Her anticipated brand image will convey that she recognizes her privilege and wants to give back to those who have not been afforded the same opportunities. Her anticipated brand image will garner more positive public sentiment and create an opportunity for her to repair her reputation and relationship with the public.

Theme ‘Beauty for the Better’

Key Message

The key message of this new brand image is that Jade will be using her large social media platform for good. “Beauty for the Better” maintains the beauty aspect of Jade’s original brand image, while conveying to the public that she is aware of their concerns and working to help those who have not had the same opportunities that she has.

GOALS, OBJECTIVES, STRATEGIES & TACTICS Goal #1

● Relational Goal: Improve positive sentiment about Olivia Jade’s social media presence. ​ ​

● Objective: Increase overall positive sentiment about Olivia Jade on social media by 30% by May 1, 2020. ​ ​

● Strategy: Consistently post three times per week on each social media profile with content that clearly showcases ​ ​ creativity, thoughtfulness and passion, and reveals an appreciation for her place in the influencer landscape.

○ Tactic A: Post an apology video on YouTube speaking genuinely, transparently and directly to her viewers ​ ​ about her knowledge of and involvement in the scandal.

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○ Tactic B: Create a content calendar using free scheduling tools such as planoly to plan a weekly posting ​ ​ schedule for YouTube, Instagram, Facebook and Twitter.

○ Tactic C: One day each week, use the “Live Video” feature on Instagram to talk directly to her viewers to ​ ​ answer questions, address concerns and discuss personal updates in real time.

○ Tactic D: Create a “secret” group on Facebook using the platform’s closed group feature and encourage ​ viewers to join the Facebook group to connect with Jade on a more personal level, share their favorite fashion and beauty products with each other, give tips and advice. This will form a more connected community amongst herself and her followers, and establish a new way for her followers to engage with her.

Goal #2

● Task Goal: Attract the attention of a larger group of audience members who are of low socioeconomic status. ​ ​

● Objectives: ​

1. To establish association of Olivia Jade as an advocate for first generation college students by 30% by May 1, 2020.

2. To establish association of Olivia Jade as an advocate for affordable products by 30% by May 1, 2020.

● Strategy: Establish an emotional connection between Jade and her followers who are of low socioeconomic status ​ by creating a compelling social media campaign to launch her affordable makeup line, “Olivia Jade Beauty,” which will work to support first generation college students.

○ Tactic A: Create the #WhyIGive to share personal stories about why and how Jade chooses to give back to ​ ​ the community. In doing so, Jade will maintain an ongoing conversation about the college admissions scandal rather than trying to make it disappear.

○ Tactic B: Create and launch a makeup line called “Olivia Jade Beauty” that will offer affordable beauty ​ ​ products that are easily accessible by her followers of all socioeconomic backgrounds.

○ Tactic C: Support first-generation college students or college students of low socioeconomic status by ​ giving an annual contribution to the Jack Kent Cooke Foundation using 50% of proceeds earned from ​ ​ ​ affordable makeup line.

○ Tactic D: Create a YouTube video to launch “Olivia Jade Beauty” and explain the meaning of #WhyIGive, ​ ​ while inviting viewers to participate in the conversation by posting about why they donate to charities or volunteer in their communities

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Goal #3

● Reputational Goal: Increase awareness of Olivia Jade as a charitable individual. ​ ​

● Objective: To increase awareness of Olivia Jade as a charitable individual by driving 30% of conversation on social ​ media by May 1, 2020.

● Strategy: Promote Jade’s charitable efforts by collaborating with influencers and brands who are advocates for first ​ generation college students or students of low socioeconomic status.

○ Tactic A: Create a video series on YouTube where Jade will post one to two videos per month that relate to ​ ​ charitable topics. The style of video could change from month to month depending on Jade’s charitable involvement, but the topics of the videos could be storytime videos about her personal experiences as a volunteer, “vlogs” on days when she is volunteering or making a charitable contribution, or of her talking one-on-one with first generation college students or students of low socioeconomic status about their educational experiences. Once uploaded, these videos should be shared on Instagram, Twitter and Facebook.

○ Tactic B: Partner with philanthropic influencers such as, Molly Burke, Zoella and Leila Janah to collaborate ​ ​ ​ ​ ​ ​ ​ ​ with to create question and answer style videos, and videos of them volunteering together in the community.

○ Tactic C: Collaborate with non-profit organizations that support college students, such as First ​ ​ ​ Generation Fellows, 826LA, or D.I.Y. , to create videos that provide an inside look into the mission, vision ​ ​ ​ ​ ​ ​ and values of the companies. If any money is made from the video on YouTube, Jade should donate 50% of the proceeds to the respective organization mentioned in the video. We will conduct a survey to determine a reasonable percentage of proceeds to donate to non-profit organizations to determine what is sustainable and reasonable donation based on on public opinion.

EVALUATION

Objective #1: Increase overall positive sentiment about Olivia Jade on social media by 30% by May 1, 2020 ​

● Measurement: Monitor overall sentiments From May 1, 2019 until May 1, 2020 ​

○ Tools: Utilize programs such as Meltwater ​

○ Frequency: Check overall sentiment weekly, keep track of change of sentiment on an Excel sheet ​

Objective #2: To establish association of Olivia Jade as an advocate for first-generation college students by 30% by May 1, ​ 2020

Objective #3: To establish association of Olivia Jade as an advocate for affordable products by 30% by May 1, 2020. ​

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● Measurement #1 : Create a focus group to measure association of Olivia Jade as an advocate for first-generation ​ college students.

○ Tools: Create an interview guide to use in focus groups. ​

○ Frequency: Conduct focus groups twice from June 1, 2019- July 31, 2019. ​

● Measurement #2: Compile a list of relevant keywords to monitor conversations on social media. ​

○ Tools: Utilize Meltwater. ​

○ Frequency: Monitor keywords on Meltwater weekly from May 1, 2019 to May 1, 2020. ​

Objective #4: To increase awareness of Olivia Jade as a charitable individual by driving 30% of conversation on social media ​ by May 1, 2020.

● Measurement: Measure social media activity on Instagram, Twitter, YouTube and Facebook. ​

○ Tools: Utilize Meltwater to monitor the volume and content of social media conversations and engagement ​ on Instagram, Twitter, YouTube and Facebook.

○ Frequency: Monitor Meltwater weekly from May 1, 2019 to May 1, 2020 and record data on an Excel ​ sheet.

BUDGET

Category Item Description Investment

+ Charitable Donations + Profits earned from “Olivia + Donate 50% of profits + $30,000 to $60,000 Jade Beauty” earned from “Olivia Jade Beauty” to charity

+ Profits earned from + Donate 50% of profits + $10,000 to $40,000 YouTube collaborations with earned from YouTube non-profits and collaborations with philanthropic influencers. non-profits and philanthropic influencers.

+ Consulting Fee + Social Media Manager + Hire a social media + $294,000 manager to work from May 2019 till May 2020, at a

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rate of $150 per hour.

+ PR Assistant + Hire a PR Assistant to + $341,250 work from May 2019 till July 2020, at a rate of $150 per hour.

+ Tools + Meltwater + Utilize Meltwater software + $10,000 to track and monitor conversation about Jade on social media.

+ Promotions and +Youtube + Create monthly budget to +24,000 Advertisements promote content on social +Twitter media from May 2019 till July 2019.

+$1000 a month per channel

Total: $709,250 - $769,250 ​

TIMELINE

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CONCLUSION

Overall, Olivia Jade’s current brand image and reputation is severely damaged. Currently, she is not active on social media as a result of the public backlash that she has received due to her family’s involvement in the college admissions scandal. Jade’s brand has taken a complete 180 degree turn, as she used to be someone that was admired or worshiped by her audience, but is now viewed as being someone who is spoiled, ungrateful and privileged. Therefore, we created the “Beauty for the Better” campaign with the hopes of addressing these public perceptions and returning Jade to the public eye as a more thoughtful, well-rounded individual.

Our proposed campaign takes place across Instagram, Facebook, YouTube and Twitter, and is aimed at increasing Jade’s positive sentiment and improving her reputation. The overall theme of the campaign stresses 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. The major goals of our ​ campaign were to increase positive sentiment, to attract the attention of a larger group of audience members who are of low socioeconomic status, and to increase awareness of Jade as a charitable individual. We know that by establishing Jade as a charitable individual and an advocate for low income and first-generation college students, we will effectively increase positive sentiment towards her brand and salvage her reputation.

We created the “Beauty for the Better” campaign not with the intention of changing who Jade is as a person, but with the ultimate goal of pushing Jade to take the time to learn more about philanthropic opportunities and nonprofit organizations that promote successful academic achievement in lower socioeconomic communities. If Jade hopes to come out of seclusion following the aftermath of the college admissions scandal simply by apologizing for her family’s wrongdoings, continuing her past presence on social media and attempting to make her involvement in the scandal disappear, then this is not the campaign for her. In order for our campaign to be successful, Jade must truly want to use what she has learned through the scandal to act as a voice for low income and first-generation college students, and to ultimately make a positive and lasting impact. We strongly believe that in order to positively return into the public eye, Jade must not change who she is at the core, but maintain an ongoing conversation about the scandal and use her beauty talents to better the community.

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