SOCIAL STRATEGY CHINA2016July 13, 2016
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIALINTROYOUR ASKSTo dig further about our target audience To develop an annual social strategy To define the KPI to measure the executions WHAT WE HEARD FROM YOUThis year, Old Navy is still continuously looking for raising the brand awareness and reinforcing the family fashion brand root, while at the same time, an integrated social & KOL strategy is also needed to elevate long-term brand fashion credibility and differentiate itself from the competitors. WHAT WE HAVE TODAYA holistic view of where we are and a road map to ACHIEVE YOUR GOALS.2
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIALFROM... Old Navy is a brand with good value. ...TOOld Navy is a brand that enables me and my entire family to access FASHION at a really great value.3
R/GAOLD NAVYJULY 2015PROPRIETARY & CONFIDENTIALAUDIENCE RESEARCH401
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL5OUR APPROACHES• Build-in Wechat questionnaire for the existed followers Collected info about target audiences’ segmentation, social content preferences, and their opinions about O/N campaign activities.We conducted a social behavior focused consumer survey on both Wechat & E-comm channels and looked into the data result: • Third party online questionnaire for the O/N website visitors Collected info about target audiences’ segmentation, social content preferences, their opinions about O/N campaign activities, and their E-comm behaviors.
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL6LOOK BACK THE PERSONAS. . .1
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL7LOOK BACK THE PAST PERSONAS. . .1Definition 20-30 Y.O.UNI STUDENT / WHITE COLLAR JOBShops ForPurchase Behavior Social Behavior25-35 Y.O.WHITE COLLAR WORKING MOTHER45-60 Y.O.“AYI” RETIRED GRANDMOTHER20-40 Y.O.PURPOSE-DRIVEN MALE SHOPPER Fashion AwarenessOFFLINEONLINEDIGITALTRAD.PRICEFASHIONDIGITALTRAD.OFFLINEONLINEOFFLINEONLINEDIGITALTRAD.PRICEFASHIONOFFLINEONLINEPRICEFASHIONPRICEFASHIONDIGITALTRAD.
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL8SURVEY RESULTS SUMMARY1Perception about O/N28.6%14.4%34%20.9%18-2431-3525-302.1%35+18-00.20.40.60.8percentage21.9%78.1%femalemalePRICE VALUEFamily FunStylishOffersFashionStore ActivitiesGender SegmentAge Group
R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL9SURVEY RESULTS SUMMARY151.52%53.76%63.21%30.76%0.00%20.00%40.00%60.00%80.00%WEENENDSSHOPPINGFESTIVALSEASON CHANGESWEEKDAYS82.64%55.08%28.19%20.76%0.00%50.00%100.00%PROMOTIONFASHIONENGAGEMENTOCCASTIONSSocial Content PreferenceShopping Occasions77.70%8.33%10.38%70.10%0.00%50.00%100.00%SELFFRIENDBOY/GIRLFRIENDFAMILYShopping Purposes
OUR CURRENT KEY PERSONAS. . .R/GAOLD NAVYJULY 2016PROPRIETARY & CONFIDENTIAL101QUICK TAKE AWAYS THE KEY GROUPTHE FASHION GROUPTHE RATIONALE GROUP Primary THE DOMINATED TA GROUP, FOCUSING ON COST PERFORMANCE, SHOULD APPROACH WITH VALUABLE OFFERS AND PROMOTIONS. YOUNG AND VIBRANT GROUP, SOCIAL SAVVY SHOULD APPROACH WITH FASHIONABLE CONTENTS ...
