New Communication Strategy for Warrior
Essay Preview: New Communication Strategy for Warrior
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(3)new strategyObjective: revitalize the brand image, create a warrior fashionCore message: Vintage and fashionExecution: advertising: 平面广告与电视广告（万万没想到，青春剧网剧植入），明星代言（欧美）pr：慈善（捐鞋，捐钱）;让时尚博主热门大v在杂志上发文;social media: tag,大v软文sales promotion： 转发，有tag可以打折等等用的第一人称现在时。。。需要统一一下。。。。New communication strategy The objective of our new strategy is to revitalize the brand image and create a Warrior fashion. As we mentioned above, Warrior is a brand of long history and has impact the Chinese over three generations. Thus, we want to convey a core message of Vintage and Fashion——Warrior represents the retro style. Wear a pair of warrior and you can be the fashion icon. Here are our detailed strategies.First, for the advertising campaign, on the one hand, we invite fashion icons to shoot print ad. And we post them not only on the mainstream social media such as Weibo, Instagram, Facebook and Renren but on the billboards and subway. On the other hand, we sponsor popular TV series, movies and TV shows like “Running man”. Let the main characters wear our shoes in a stylish way all the time. As the same time, we reach stars or celebrities who are recognized as popular and chic and let he or she be our spokesperson. By carrying out the plan above, we are going to promote a fashion trend of classic and retro style.
Second, as for public relationship, we want to show the public our kindness and willingness to take our social responsibility by taking part in charity. For example, we send Warrior shoes to school children in remote and poor areas and donate to cancer society. Furthermore, we plan to set up our own funds for charity—every pair of Warrior sold, a part of its profit will directly go to the funds. Customers will be informed the kindness they did by purchasing our products. Meanwhile, we develop good relationships with fashion bloggers and icons. Let them speak for us in their columns of fashion magazines and blogs.In the network age, social media is crucial to promotion. Online social life is getting increasingly important to everyone. Therefore, we try to make “Warrior” a hit topic on the social media—the more the people talk, the more popular Warrior shoes will be. We start the topic from letting celebrities and popular microbloggers to share their feelings and pictures about Warrior adding “Warrior” tag, so that their followers might be encouraged to share their own feelings. Once the trend formed and Warrior back to the spotlight, more and more people will participate in the topic initiatively to prove their good taste. In turn, people who participate in these topics (repost or post with tags) can get a discount to certain products.