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Post-Truth Post-Ugly: Brand Communication Campaign Report

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Updated: May 17th, 2021

Introduction

In the modern world of business, digital marketing plays an increasingly important role in promoting brands and products with each passing day. This paper presents a new brand of clothing, “Post-Truth Post-Ugly”, and provides an analysis of the issues relevant for its promotion using the means of digital marketing, such as the image of the consumers, their preferences, and the presence of competitors in the digital environment.

Brand Identification

The brand that was developed for this module is called “Post-Truth Post-Ugly”. It is a brand of luxury apparel that will feature unique designs which should be easily recognizable due to the fact of using an avant-garde brand concept. The target audience for the brand will include young individuals (aged 18 through 30) of all genders (the clothes will often be of genderless/unisex designs), from many races and of any religious views. They will be representatives of the middle class, or they will represent the newly rich individuals or yuppies. Their education will be high school or greater.

The key features of the brand that will differentiate it from the competitors will be the above-mentioned avant-garde design of the apparel. The clothes will always be made of high-quality materials and will be aimed at creating brand loyalty via incorporating the clothes into the lifestyle of the target audience.

Introducing E-Marketing

Definitions of Digital Marketing

On the whole, marketing can be understood as “the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing Association 2017, para. 2). As for digital marketing, it can be defined simply as “marketing using the Internet” (Charlesworth 2014, p. xiii). However, Chaffey and Smith (2017, p. 13) propose to understand digital marketing as “the range of digital media, technology and digital platforms used to reach and interact with consumers and businesses”. Thus, digital marketing is different from traditional marketing in that it employs digital channels to reach customers. Also, digital marketing is different from e-commerce (selling goods online) in that it is utilized to interact with clients and reach them; so, selling is an activity that is distinguished from marketing (Chaffey & Smith 2017).

Benefits of Digital Media for the E-Marketing Manager

On the whole, digital media have numerous benefits when compared to the media which can be used for traditional marketing. For instance, digital media allow for reaching an exceptionally large audience. They can even be utilized to reach the clients personally and to customize their experiences (for instance, via social media, or via advertising in email). Also, the use of digital media is usually much cheaper than the use of traditional media. In addition, the utilization of digital marketing means that a company can compete even with large corporations, for the customers can still be reached via digital channels (Chakrabarti 2017).

Challenges and Opportunities of the Digital Landscape

There are plenty of opportunities in the digital landscape. For instance, it is now possible to live stream video data via such channels as social media, which can help promote the brand and present it on the Internet (Anthony 2017). However, this also presents a challenge, for the marketing manager needs to be ready for such events, or the customers may remain dissatisfied (Anthony 2017). Another opportunity is the possibility to collect and display positive feedback from clients (e.g., in the form of “likes” on social media), which also promotes the brand. On the contrary, the fact that people’s attention span is decreasing may present a challenge when attempting to promote products (Anthony 2017).

Digital Consumer

Demographics

As has been previously noted, the target audience will be comprised of individuals aged 18-30, having at least a high school education, and belonging to the middle class or greater. These people may be of any race or religion; it is not planned to restrict the clothing to any particular ethnos or religious group. In addition, it is expected that the representatives of creative professions, such as musicians, designers, and artists, as well as students of various types, will be drawn to the products representing the brand.

Attitudes and Opinions

It is expected that the consumers who will prefer the apparel of the proposed brand will have attitudes and opinions prompting them to challenge the norms of the society and introduce new definitions of taste and fashion. The target audience also might favor sustainability and ecological thinking. Therefore, it is proposed to produce clothes in a sustainable manner, so that the damage to the environment would be minimal; however, the apparel still needs to be high-end, trendy, and stylish to satisfy the desires of the future clients of the company. In this case, the psychological model of consumer behavior may be utilized (Bernstein 2016). According to this model, consumer behavior is directed by a wide array of their inner motives, such as the wish to act sustainably but still to differentiate oneself from the masses by challenging the norms of the society and promoting new fashion. Importantly, the name of the brand also corresponds to this desire; see Figure 1 below. From the psychological model, it may be predicted that technology will impact consumer behaviors by also letting them satisfy their inner motives via becoming a part of the brand’s online community.

The logotype for the brand.
Figure 1: The logotype for the brand.

Lifestyle

The target audience should have a lifestyle that corresponds to the features of the apparel representing the brand. More specifically, the clothes will challenge the traditional perceptions of fashion. The lifestyle of the audience should also be similar; for example, musicians often may set new trends in music, designers – in design, etc.; they are often public people, and the “Post-Truth Post-Ugly” apparel will be designed for them to be distinctive even in their style of clothing. In this respect, the sociological model of consumer behavior should be mentioned (Bernstein 2016). According to it, consumers influence society and are influenced by it; as has been noted, the potential clientele of the proposed brand will have a distinct desire to impact society. When it comes to technology, the implications of this are that the target audience should also want to spread their influence effectively, for instance, using technologies such as social media.

Use of Technology

The target audience, being young, is expected to be rather proficient in the use of innovative technologies such as mobile technologies, social and digital media. It is assumed that they will use these very often, on a regular basis. This is not only because of their age but also due to their desire to change society, for which purpose digital media is probably one of the most effective tools nowadays.

Digital Communication

The Use of Social Media Marketing in the Sector

On the whole, the data provided in Appendix 1 indicates that the competitors within the target sector tend to utilize a large number of social media and other digital platforms with the purpose of promoting their products and brands. Out of the inspected social media, two of the investigated competitors use all of them (8 different media), and another two competitors use 7 out of 8 media. Such platforms as Facebook, Instagram, Linked In, YouTube, Twitter, and others are employed. It can be assumed that this is the case because social media are a cheap and highly effective manner to reach the customers (especially the client representing the target audience) and encourage them to engage the proposed products.

Customer Social Interactions

Generally speaking, the analysis of the digital media activity of consumers pertaining to the brands of the competitors indicates that the customers display quite active behaviors when it comes to engaging in a variety of types of interactions via the investigated media. For instance, it was discovered that the total number of individuals who followed the online communities of consumers grew steadily over the period in question, by 3-5 hundred persons each day when it came to the Facebook community of “Balenciaga”; see Appendix 2. Nevertheless, the representatives of the brand did not create a large number of posts, and comments were rare if not absent. However, those posts which were created by the representatives of the brand were still liked by some of the (potential) consumers, and sometimes even commented or shared, although these numbers were quite small. It was apparent that such a brand as “Balenciaga” had the most fans, although “Gucci” better engaged with consumers in social interactions, and had the most significant amount of consumer activity.

Content Analysis Over Brand Pages

The fans of the brands which were analyzed for the purposes of this project most actively engage in commenting posts pertaining to the products that are proposed by these companies. For instance, the consumers expressed their thoughts, opinions, and ideas related to the new products, as well as displayed their positive attitudes towards the items that were advertised by the analyzed competitor organizations. Therefore, the product-related posts were the most significant in numbers. In addition, it should be stressed that consumers and fans also tended to be rather enthusiastic about the special offers and sales, as well as about the quality of the products and about the customer service provided by the businesses.

According to Wirtz et al. (2013), the interaction in online brand communities may be beneficial for both the businesses and consumers; it is apparent that this is so in the analyzed cases, for customers helped to promote the products of the brands while staying informed about their new proposals. On the whole, it is apparent that consumers displayed “evangelistic” behaviors according to the social brand engagement matrix of Kozinets (2014), that is, they endorsed the brands, but did not demonstrate much creativity.

Proposing a Campaign for Customer Engagement

When proposing a social media campaign for engaging potential consumers and turning them into customers of the new brand, it is rather pivotal to take into account the beliefs, preferences, and behaviors of these individuals, as well as the effectiveness of various types of media through which the marketing activities can be carried out. In the given case, it should be stressed that the target audience ought to be quite engaged in social media such as Facebook and Instagram. Because it is apparent from the analysis provided above that the consumers are rather willing to endorse different brands, but rarely tend to display a significant amount of creativeness when it comes specifically to brands, it seems that the promotion campaign should include a considerable number of posts advertising particular products, as well as announce special opportunities for clients, such as sales, discounts, etc. Nevertheless, due to the specifics of the target audience, it is possible that consumers may get more creative in the process of endorsing the “Post-Truth Post-Ugly” brand, which means that an opportunity for them to be creative should also be provided.

Thus, on the whole, a Facebook campaign for customer engagement should include the creation of a Facebook group that would permit establishing an online community. It is paramount to regularly post updates in this community, supplying the consumers with information about the company’s products. High-quality photographs of the products should be demonstrated. In addition, it is possible to provide clients with additional opportunities to endorse the brand and become creative, for instance, by regularly making posts that would prompt consumers to comment on them, therefore putting the brand in the center of the customers’ attention and drawing their interest.

Conclusion

On the whole, the target audience will comprise consumers who are willing to experiment and challenge the social norms to re-define them; thus, the avant-garde characteristics of the apparel representing the “Post-Truth Post-Ugly” brand. The competitors are present in the digital environment, but it still is a great opportunity to promote the new brand, for which purpose a Facebook promotion campaign should be carried out.

Reference List

American Marketing Association 2017, , Web.

Anthony, J 2017, , Web.

Bernstein, R 2016, Consumer psychology: theories behind the science of marketing, Web.

Chaffey, D & Smith, PR 2017, Digital marketing excellence: planning, optimizing and integrating online marketing, 5th and, Routledge, New York, NY.

Chakrabarti, B 2017, , Web.

Charlesworth, A 2014, Digital marketing: a practical approach, 2nd and, Routledge, New York, NY.

Kozinets, RV 2014, ‘Social brand engagement: a new idea’, GfK Marketing Intelligence Review, vol. 6, no. 2, pp. 8-15.

Wirtz, J, den Ambtman, A, Bloemer, J, Horváth, C, Ramaseshan, B, van de Klundert, J, Canli, ZG & Kandampully, J 2013, ‘Managing brands and customer engagement in online brand communities’, Journal of Service Management, vol. 24, no. 3, pp. 223-244.

Appendix 1: Competitor Benchmarking Activity

Brand/SMM Tools Facebook Twitter Instagram LinkedIn Pinterest YouTube Snapchat Reddit Total Tools used for SMM
BALENCIAGA 8
GUCCI 8
OFF-WHITE 7
PALACE SKATEBOARD 7

Appendix 2: Consumer Social Interactions

Matrix 1. Facebook Community of BALENCIAGA.

Brands/Consumer Engagement Creating a relationship
(1stlevel)
Brand activities (2ndlevel) Consumer activities (3rdlevel)
Fans (start of the week) Followers Fan (end of the week) Fans: growth/decline
static
Post (brand) Posts (consumer) Likes Comments Shares
1,256,956 1,259,614

Matrix 2. Brand for Facebook Analytics: BALENCIAGA.

Brands/Consumer Engagement Creating a relationship
(1stlevel)
Brand activities (2ndlevel) Consumer activities (3rdlevel)
Fans (start of the week) Fan (end of the week) Fans: growth/decline
static
Post (brand) Posts (organization reply to consumer’s comments) Likes Comments Shares
Monday (start point) 1,256,956 0 0 0 0 0
Tuesday 1,257,346 390
(Increase)
0 0 0 0 0
Wednesday 1,257,692 346
(Increase)
0 0 0 0 0
Thursday (note increase/decrease from the previous day) 1,258,179 387
(Increase)
1 0 81 2 2
Friday (note increase/decrease from the previous day) 1,258,585 406
(Increase)
0 0 0 0 0
Saturday (note increase/decrease from previous day) 1,259,068 483
(increase)
0 0 0 0 0
Sunday (note increase/decrease from previous day) 1,259,614 546
(Increase)
0 0 0 0 0
Total (note increase/decrease over 7 days)
(Increase)

(Increase)
1 0 81 2 2

Matrix 3. Brand for Facebook Analytics: BALENCIAGA.

Brands/Consumer Engagement Creating a relationship
(1stlevel)
Brand activities (2ndlevel) Consumer activities (3rdlevel)
Fans (start of the week) Fan (end of the week) Fans: growth/decline
static
Post (brand) Posts (user) Likes Comments Shares
Monday (start point) 1,260,147 0 0 0 0 0
Tuesday (note increase/decrease from previous days) 1,260,738 591
Wednesday (note increase/decrease from the previous day)
Thursday (note increase/decrease from the previous day)
Friday (note increase/decrease from the previous day)
Saturday (note increase/decrease from the previous day)
Sunday (note increase/decrease from the previous day)
Total (note increase/decrease over 7 days)

Matrix 4. Brand for Instagram Analytics: BALENCIAGA.

Brand Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Posts 1 1 1 0 0 0 0
Followers 4,700K 4,710K 4,710K 4,720K 4,720K 4,730K 4,730K
Following 0 0 0 0 0 0 0
Total photos in 24 hours 1 1 1 0 0 0 0
Likes per photo: top photo in 24 hours 27,095 18,625 23,263 0 0 0 0
Top photo with comments in 24 hours; content 112 38 64 0 0 0 0
Likes per video: top video likes
top video with comments

Matrix 5. Brand for Instagram Analytics: BALENCIAGA.

Brand Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Posts 0
Followers 4,740K
Following 0
Total photos in 24 hours 0
Likes per photo: top photo in 24 hours 0
Top photo with comments in 24 hours; content 0
Likes per video: top video likes 0
top video with comments 0
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IvyPanda. 2021. "Post-Truth Post-Ugly: Brand Communication Campaign." May 17, 2021. https://ivypanda.com/essays/post-truth-post-ugly-brand-communication-campaign/.

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