OBJECTIVES:
•To establish John Craig has a preferred men's fashion thought-leader online
•To exhibit an high-end image of the John Craig brand
•To create awareness about the John Craig brand and to drive in-store sales
•To create a new online audience and to target a younger market demographic (22 – 35 year old men)
The John Craig Social Media Influencer Campaign for 2017 aims to build relationships with the people who can build outside relationships for the brand online. Through curated social media posts, tagging of the John Craig online platforms and the introduction of digital assets, these influencers are able to reach consumers via social media networks that John Craig may not be able to. Thus increasing reach and engagement on the brand pages and via earned media. This strategy will span 2017-2018 giving the team an opportunity to gain awareness and stagger the influencer content over 2 years.
The BIG Idea:
Low Key - High Notes
The John Craig man has an effortless style that his is own and still he stands out in the crowd.
APPROACH:
