Savage X Fenty Campaign Plan
Jasmine Simmons & Brandon Wade
JOMC 386
Page 1 Table of Contents Executive Summary Page 3
Background Research Page 4
Strategies & Tactics Page 5
- Subscription Box Breakdown Page 6
- Fenty App Page 7
- Social Media Marketing Page 8
- Savage X Fenty Pop Up Shop Page 9
Evaluative Research Page 10
Appendix A Page 11
Appendix B Page 12
Page 2 Executive Summary Major Target Audiences Our target audience is any female college student and more specifically average middle class females between the ages of 18 - 40.
Campaign Objectives • Gain new customers
• Introduce new Fenty X Savage subscription box
• Create relationships with major social media influencers
• Create brand recognition
• Make customers feel “savage”
• Create brand recall
• Create brand awareness
Campaign Theme/Slogan The campaign theme is becoming a woman that is savage on the go. Savage X Fenty is about making sure that every woman can bring out her inner savage.
Tactics Used • Instagram
• Youtube
• Brand Ambassadors
• Brand App
• Pop Up Shop
Page 3 Background Research
Savage X, Lingerie Market, and Fenty Brand Savage X Fenty is a lingerie line designed and produced by singer/ songwriter Rihanna. Although the line is not sold in stores, they are fully stocked in selling bras, undies, and full lingerie line along with ‘Savage Xccessories’ to spice up the bedroom. According to Zion Market Research, the global lingerie market is valued at $38.19 billion in 2017 and projected to generate $59.15 billion by 2024. When Savage X Fenty was released all of the items sold out within 12 hours. Savage X Fenty sister line Fenty Beauty brought in around $100 million in revenue in just 40 days of its first launch. Also, Rihanna’s Fenty X Puma line increased sales by 22% in Europe and 16% in the Americas. Current Xtra Savage Subscription: • Exclusive Pricing • Free Shipping • Rewards • Access to Limited Edition Collections • 2 Day Early Access to New Releases • $50 annual fee Subscription Boxes Subscription boxes are a marketing tool that is quite successful tactic. Subscription boxes increase revenue and product retention. It’s also a method that keeps consumers happy. The way it works, customers receive a monthly package containing products for a low price. The company would receive ongoing recurring revenue in return. Having a subscription service is an easy projection of incoming revenue for the upcoming months. Subscription boxes also creates brand awareness, and encourages consumers to try new products they may not have normally picked up in the store. The subscription e-commerce market has increased over 100% percent within the past five years. The largest retailers generating more than $2.6B in sales in 2016.
Page 4 Page 5 Subscription Box Breakdown We have proposed to expand upon the annual subscription Savage X Fenty offers. The current annual subscription is not highly known and we believe that with slight changes we could make a major increase in recall and memberships.
We will be creating a monthly subscription box called “The Fenty Box.” This subscription box will include either 3 pairs of panties, 2 bras, or a bra and pantie set. The box will also include travel or full size Fenty Beauty products.
With Rihanna fans being 3.7 times more likely to purchase something associated with her name and Fenty Beauty having over $100 million in revenue in just 40 days after launching, this box could be great for the Savage X Fenty brand. Contents of First “Savage Box”: • 1 Microfiber Thong (Picture #2)
• 1 Lace Cheeky (Picture #3)
• 1 Mesh Hipster (Picture #4)
• Bomb Baby Mini Lip and Face Set (Picture #1)
Page 6 Fenty App We have decided to create a Fenty App to increase sales through the convenience of a iPhone/Android app. This app is designed for customer convenience and comfortability. This app will give easy access to handle any all purchasing needs and it will appeal to everyone especially the younger demographic. Below are some examples of how the app will look.
All other examples can be found in Appendix B.
Page 7 Social Media Marketing The social media marketing campaign will consist of recurrent ads being posted on social media networks and a brand ambassadors partnerships with major beauty and lifestyle influencers.
Social Media Ads The same sponsored ads that are currently being used on all social media platforms can keep running as usual. We will run new ads that use clips from actually users of the Savage Box. Savage Ambassadors We have decided to come up with a team of 8 beauty and lifestyle influencers to be “Savage Ambassadors.” These women all represent different races, skin tones, sizes, and already have an existing relationship with our sister brand Fenty Beauty.
A full list of all ambassadors can be found in Appendix A.
Ambassadors will do monthly sponsored advertisements for our subscription box. Below is the two options given to ambassadors to allow them the chance to decide which way they would like to promote the product.
Option 1: Instagram Story Unboxing • Influencer will open box and show contents on IG Story • Influencer will have exclusive link attached to story • Use influencer exclusive code to give $20 off first box for customers Option 2: Youtube Unboxing • Influencer will open box and show contents in Youtube video • Video has to be “Vlog” or “Unboxing Video” • Include exclusive link in information box below video • Use influencer exclusive code to give $20 off first box for customers
Page 8 Savage X Fenty Pop Up Shop
Savage X Fenty has already had experience will successful pop-up shops in New York City, Los Angeles, and the Mall of America. We think it would be great to have a pop-up shop tour at prominent HBCU’s to attract college students.
The pop up shop will have items on hand, stations to sign up for Savage Box subscription, giveaways, special appearances, and possible internship opportunities at every school. Special guest could include Rihanna, Savage X Models, and Savage Ambassadors.
Pre-Registration will be required through the Fenty App. This registration will allow them to tell what sizes and styles they would like to have the pop-up shop and it will allow us to get an estimate of attendees.
Items Available:
• 2 for $44 Bra’s - Demi Cup Mesh Bra - Push Up Bra - Unlined Lace Bra - Mesh T-Shirt Bra • Lingerie
• 5 for $35 Undies
- Dotted Mesh Bikini
- Microfiber Hipster
- Microfiber Thong
- Lace Cheeky
- Microfiber High Waisted Brief
Giveaway Details Participants will have to follow the Savage X Fenty Instagram page (@savagexfenty) and post a picture of them making a purchase at the pop-up shop. They will need to use the hashtag #SavagePopUp and tag @savagexfenty. Winner will receive a free Savage Box subscription for the year and all participants will receive a coupon code to use for future purchases.
Page 9 Evaluative Research We will conduct surveys before and after we perform the discussed strategies to assess what the customer wants and the outcomes of all expansion plans. The questions below will be asked in each survey.
Pre Marketing Tactics Questions: 1. Have you heard of Savage X Fenty? 2. What products have you bought from Savage X Fenty in the past? 3. If you have not purchased any products, why not? 4. What are your favorite items? 5. Would you enjoy a Savage X Fenty and Fenty Beauty merger? 6. How much are you willing to pay for a subscription box?
Post Marketing Tactics Questions: 1. Did you like the products that came in the box? 2. Did you like the pop up shops? Were you able to get to a pop up shop? If not, any suggested locations for the future? 3. Did you download the Fenty App? If so, is it convenient and user friendly? 4. What social media did you see Savage X Fenty being promoted on? (Instagram, Twitter, Facebook, etc.) 5. Did you like the Savage Ambassadors? 6. Would you purchase products outside of the Savage Box subscription?
Page 10 Appendix A Savage Ambassadors
Page 11 Appendix B Fenty App Examples
Page 12