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The social media revolution and Bershka campaign

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by

Serena Pini

on 19 June 2013

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Transcript of The social media revolution and Bershka campaign

The social media revolution
But someone thinks social media are not so special...
a retailer and part of the Spanish Inditex group (who also own the brands of Zara, Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius and Zara Home).

Created in April 1998 as a new store and fashion concept, aimed at a young target market.

899 stores in 64 countries around the world

The sales made from Bershka represent 10% of the Inditex group.
The campaign
The official fashion blogger contest for Bershka Italia.
BERSHKA SCENARIO
OBJECTIVES
of the campaign
TARGET
PERIOD
teenagers
young women
fashion lovers
instagram-addict people
June - July 2013
TYPE OF CAMPAIGN
A fashion contest to become the official fashion blogger for Bershka Italia

Divided into 2 parts:
1) SELECTIONS
2) COMPETITION
1) SELECTIONS
2) COMPETITION
PROMOTION
COMMUNICATION OBJECTIVES:
creating awareness
projecting a fashion lifestyle
shaping attitudes
stimulating a want/desire
BUSINESS OBJECTIVES:
increasing the image &
reputation of the firm
increasing the market share
increasing the customer satisfaction
to participate: publish your own pic with your favourite outfit on instagram with the ashtag #bershkaitaliablogger

each participant will receive 20% discount on their next purchase in Bershka

the 3 most voted girls will become fashion blogger for Bershka for 1 month
the 3 fashion bloggers will have 1 month to convey their style and their approach to the fashion world.

the fashion blogger with the highest n° of followers wins and becomes the official fashion blogger for Bershka Italia.
THE WINNER
How to face the competition...
RESULTS
great VISIBILITY of the brand on social media
great AWARENESS
a more extended TARGET
increase of SALES
Full transcript