Something random so no one will find it

Glassons Content Marketing Strategy 

Who are Glassons

Started in Christchurch by Charles Glasson, Glassons is an iconic womenswear brand with trend based and affordable fashion that has been cemented into New Zealand’s culture since the 1900’s. Currently Glassons have 37 stores across New Zealand, 32 stores in Australia and an online ecommerce store which ships to the rest of the world (Newmarket, 2020). 

 "In 1985, the company merged with men’s clothing store Hallenstein Brothers to create Hallenstein Glasson Holdings, before moving in to the Australian market in the late 90s" (Stuff, 2021).

Glassons have head offices based in Auckland and more recently Sydney. Famously a fast fashion brand, in recent years Glassons have made efforts to improve the sustainable practices of the brand while ensuring their products stay affordable and on trend. In 2020 Glassons achieved their target of 30% of the Glassons range being sustainably sourced, and are continuing to increase that percentage to 50% by the end of 2021 (Glassons, 2021).

Marketing Objectives

To increase brand awareness using a series of educational blog posts over 6-months for the target persona. This will aim to increase website traffic to 150,000 website visitors per month which is approx.15% higher than Glassons usual monthly website visitors.

To create a social media video series for the target persona showing different ways to style new collections over 6-months. This aims to increase Instagram engagement rate to 3.5% which is approx. 2.3% higher than Glassons current engagement rate.

To increase conversion rates by 5% in 2022 by creating a sale campaign with mystery discounts.

Buyer Persona: Emily Jones

Demographic

Gender: Female 

Age: 19 

Location: Auckland, NZ 

Relationship Status: Single 

Occupation: Full time university student studying communications. 

 Income: Low income - student loan. 

Education: Undergraduate

Behaviour & Interests

Uses social media very often, mainly Instagram. 

Instagram is her main communication platform between her and her friends. 

She a receives weekly student allowance of $250 p/w. She often asks her parents for extra spending money when needed. 

 Often uses Laybuy or AfterPay. 

 Lives with three housemates in a flat in central Auckland close to university. 

Online shops often from ads seen on Instagram and is easily influenced by what the girls she follows on Instagram are wearing/promoting. 

 She goes out drinking every weekend and likes to pre-plan her outfit days in advance which often results in her buying new clothes. 

She does not like to wear the same outfit multiple times. 

Reads fashion blogs & follows fashion influencers on social media.

Needs & Goals

Purchase highly fashionable and on trend garments. 

Access to deals and coupons to make shopping more affordable.

Pain Points

Awareness 

Relies on social media to stay up to date on what fashion styles are trendy. 

Consideration 

Not being able to find reasonably priced garments that are good quality. 

Decision 

Easy and convenient way to shop online for clothing with fast delivery.

Secondary Research: Why Emily

Fast fashion is defined as ‘low-cost clothing that mimics luxury fashion trends' (Joy et al., 2012, p. 273). Large companies involved in the practices of the fast fashion industry are able to greatly benefit from the ability to product garments at a low cost to then sell in mass quantities to consumers at an affordable price (Glennon et al., 2020).

Research conducted by Una Glennon in 2020 found that females aged 18-24 who are often students with low incomes, shop fast fashion more than any other demographic group (Glennon et al.,2020). 

In an in depth analysis of the fast fashion industry published by Ask Wonder in 2019, researchers came to the conclusion that the typical demographics purchasing fast fashion in the US are in the middle-income bracket with a high school GED. This is based off of the findings that the most common purchasers of fast fashion are Generation Z or Millennials. The article states "Pew Social Trends reported that 59% of Generation Z are pursuing college." Based on this information the researchers concluded that the largest demographic of fast fashion buyers in the US may have finished secondary education with more than half proceeding to or finishing college (Leonard et al., 2019). 

An article published by Forager states "Glassons stores are smaller than your average Zara or H&M. They target female, mostly millennial, consumers with fast fashion styles and a range of basics. Glassons generates almost 65% of the company’s revenue." (Stokes, 2019). 

Instagrams main demographic of users are men and women aged 18-24 (Statistica, 2021). Glassons have a significant following on Instagram with over 680k followers and actively post with a lot influencer marketing. Forager states "All you have to do is walk into a store or have a look on their Instagram profile to realise that young girls are going crazy for the brand (Stokes, 2019).

Curated Content

Curated content is existing content created by others that companies can select to share with their own audience. Examples of content could be a blog post discussing relevant information to the product or service the company is promoting, it could be expert advice from a relevant thought leader, or anything else that a company thinks their audience will appreciate and enjoy (Newberry, 2020). 

Curated Content Sources

Source one: Pinterest 

Pinterest is described as a visual discovery engine for finding ideas like recipes, home and style inspiration and more (Pinterest, 2021).

Pinterest is a social network that allows users to both post images or videos and discover content related to their interests. Users are able to create boards where they can 'pin' their own content and/or content they have discovered on Pinterest into a collection of 'pins' usually with a common theme (Meng, 2019).

Source two: Refinery29

Refinery29 is a global digital media and entertainment company focused and dedicated to celebrating women, their diverse voices and experiences (Refinery29, 2021).

These stories are told through multiple channels and content categories, from articles to social media, events to short films, 29 rooms to TV. Refinery29 defines itself as "a modern woman's destination for how to live a stylish, well-rounded life," (Refinery29, 2021).

Digital Platforms

Instagram

Instagram is built almost entirely around sharing images and videos, the visual focus it has is why it is the cultural powerhouse it is today (Business Insider, 2020). Purchased by Facebook in 2012, with now over a billion registered accounts, Instagram has become apart of daily life. Instagram is used by everyone, from small businesses to big ones, celebrities, photographers and musicians (Das, 2021).

Where previously only a handful of big brands were allowed to post carefully drafted commercial messages, In 2015 Instagram opened the Instagram feed to all advertisers, big and small companies alike (Goel et al., 2015). In 2021, with Instagram having over one billion active users per month, advertising on Instagram has become a staple for most companies as a way to creatively advertise their brands with images, videos and other visual content (Cyberclick, 2021).

The Instagram algorithm is ever evolving and the latest updates in 2021 show that it detects interaction among several users to understand which content the user prefers. If a user is constantly liking and commenting on a specific accounts posts, that account will most likely appear very often in the users feed (Das, 2021).

The head of Instagram Adam Mosseri describes the Instagram algorithm as "Each part of the app - Feed, Explore, Reels - uses its own algorithm tailored to how people use it (Mosseri, 2021).

Pinterest

“Pinterest is a visual discovery engine for finding ideas like recipes, home and style inspiration, and more.” (Pinterest, 2021).

Although Pinterest is often viewed as a social network, it doesn't work the same way that Facebook, Instagram or Twitter work. Pinterest is a visual search engine or "visual discovery engine" (Pinterest 2021). Which was originally created for people to share ideas and inspiration by Ben Silbermann (former Google employee), Evan Sharp, and Paul Sciarra in March 2010 (Pinterest, 2021).

Since Pinterest launched more than a decade ago the interest in the site has grown exponentially over time with it now being one of the most popular and relevant social destinations today. As of 2021 Pinterest ranks as the 14th largest social media platform in the world (Mullery, 2021). "As of the third quarter of 2021, Pinterest had 444 million monthly active users worldwide" (Statistica, 2021).

Of the more than 444 million monthly users of Pinterest, 60% are women, with 30% of those women between the ages of 25 and 34 (Mullery, 2021). Pinterest offers huge marketing potential for brands, with many leveraging Pinterest ads to support their growth. In Q4 of 2020 Pinterest noted an increase of 6x the amount of businesses using the shopping ads format, this ties in with a 300% increase in shopping conversions on the platform (Mullery, 2021).

Because Pinterest is first and foremost a search engine, the algorithm can be slightly tricky to get down, however here are the four main ranking factors: Domain quality, Pin quality, Pinner quality & Topic relevance (Life Marketing, 2021).

TikTok

TikTok is a social platform that allows users to create and share 15-second to 3-minute videos on any topic. Since its launch in August 2018 from Musical.ly to TikTok, by a Chinese company ByteDance the app has amassed over 500 million monthly active users with the US being the most popular country where it has been downloaded over 80 million times (Geyser, 2021). 

 For the many users who consume content on TikTok without creating or posting themselves, the app is shockingly good at reading your preferences and steering you towards one of its many different "sides", whether your interested in socialism or excel tips or a specific celebrity (Smith, 2021).


As discussed by The Times New York author Ben Smith, "There are four main goals for TikTok’s algorithm: 用户价值, 用户价值 (长期), 作者价值, and 平台价值, which the company translates as “user value,” “long-term user value,” “creator value,” and “platform value.”" (Smith, 2021).

The public outlines of the TikTok algorithm says it takes into account factors including likes and comments as well as video information like captions, sounds and hashtags (Smith, 2021).

TikTok is most popular among Generation Z, however people between the ages 24-34 and 35-44 using the app has been steadily increasing since 2020. During Q1 of 2020 the share of 24-34 year olds increased from 22.4% to 27.4% and at the same time the 35-44 demographic increased from 13.9% to 17.1%. With such a diverse range of people using TikTok, it is a good chance that companies will find their target audience on there (Geyser, 2021).

TikTok introduced self service advertising in 2019. When first introduced the advertisement costs were so expensive only large businesses considered making ads on the platform, but that has changed now that TikTok has in-feed ads and a self service platform (Geyser, 2021).

Digital Platforms x Content Source x Buyers Journey

Curated Content from Pinterest

- Instagram Awareness Stage Examples





Curated Content from Refinery29

- Instagram Consideration Stage Examples




Transactional Link Between Products, Platforms and Persona

Instagram Demographics & Statistics

  • More than 50% of the global Instagram user population is younger than 34 years old.
  •  Approximately two thirds of Instagram users are between 18-29 years old.  
  • 18-34 year olds are the most active age group. 
  • The majority of Australian Instagram users are female – 57.1%. 
  • More than 50% of Instagram accounts use Explore to discover new content and new accounts to follow. 
  • Eighty-three percent of Instagram users discover new products and services on the platform. 
  • 200 million users check out at least one business profile each day. 
  • 71.9% of posts on Instagram are photos. 
  • Every month, 130 million Insta users click on shopping posts. (Smperth, 2021).

Screenshot of Instagram User Statistics (Statista, 2021).

Pinterest Demographics & Statistics

  • 34% of people aged 18-29 years used Pinterest in 2019, as did 35% of those aged 30-49 and 27% of those aged 50-64. 
  • Pinterest also gets much usage from those earning more than $75,000 (41%) and those with a college degree and above (38%). 
  • One out of 2 millennials in the US uses Pinterest every month.
  • In the US 77.1% of Pinterest users were female and a mere 14.5% male, with 8.4% unspecified. 
  • 86% of millennials use Pinterest to plan their big and small moments in life. 63% have also used it to discover new products to buy. (Geyser, 2021).

Tiktok Demographics & Statistics

  • 66% of all users worldwide are under the age of 30 
  • According to the Digital Report, TikTok’s users are 51% male and 49% female 
  • 41% of TikTok users are aged between 16-24 years old 
  • In the last year, more than 1 billion videos have been viewed every day on the app 
  • Only 5% of marketers are using TikTok. 
  • 90% of all users access the app at least once a day

Overview of Glassons Target Audience

  • Females aged 18-24 who are often students with low incomes, shop fast fashion more than any other demographic group (Glennon et al.,2020). 
  • Typical demographics purchasing fast fashion in the US are in the middle-income bracket with a high school GED. 
  • The most common purchasers of fast fashion are Generation Z or Millennials. 
  • The largest demographic of fast fashion buyers in the US may have finished secondary education with more than half proceeding to or finishing college (Leonard et al., 2019).

Client & Competitor Social Media Analysis

Competitor One: Princess Polly




Competitor Two: Verge Girl




Competitor Three: Beginning Boutique



Digital Platforms x Content x Marketing Strategy x Buyer Journey

Advertising in the Awareness Stage

Objective

To increase brand awareness using a series of educational blog posts over 6-months for the target persona. This will aim to increase website traffic to 150,000 website visitors per month which is approx.15% higher than Glassons usual monthly website visitors.

Pinterest

Utilising Pinterest in the brand awareness stage of marketing is an effective and efficient way of gaining new leads and recognition. Pinterest is a discovery tool, where users look for new ideas, and brands can very easily use this to their benefit (Engaio Digital, 2021).

Ad Types: 

  • Standard Pins 
  • Carousel Ads 
  • Video Pins Ads 
  • Shopping Pins 
  • App Install Pins

Campaign objective options: 

  • Brand awareness 
  • Video Views Traffic 
  • App Install Conversions (Requires Pinterest tag installed on your target website) (Pinterest, 2021).

Pinterest allows brands to target and define their audience by demographics such as gender, language, devices, and location (Engaio Digital, 2021). 

 Within Pinterest ad targeting, brands can choose from over 5000 interests that are relevant to their persona/ad. This allows businesses to create highly targeted campaigns, ideal for the brand awareness stage of marketing (Engaio Digital, 2021).

What Emily Will See

Advertising in the Consideration Stage

Objective:

To create a social media video series for the target persona showing different ways to style new collections over 6-months. This aims to increase engagement rate to 3.5% which is approx. 2.3% higher than Glassons current engagement rate.

TikTok

TikTok allows companies to set the budget and a range of factors including marketing objectives, targeted keywords, audience size and the times of the day and week (Geyser, 2021). 

 Ad Types:

TikTok lets you target just the right audience using age, gender, location, interests, and more. You can also create custom audiences and lookalike audiences to reach people like your existing customers (Geyser, 2021).

The final step to creating your TikTok ad is adding a call-to-action for your ad. TikTok has a few options to choose from: Download Now Learn More Shop Now Sign Up Contact Us Apply Now Book Now (Geyser, 2021).

What Emily Will See

Advertising in the Decision Stage

Objective

To increase conversion rates by 5% in 2022 by creating a sale campaign with mystery discounts.

Instagram

"Ads Manager uses the same powerful advertising tools as Facebook. You can set up, make changes and see results for all your Instagram campaigns, ad sets and ads in one place. Ads Manager is available on desktop and mobile" (Facebook, 2021).

Ad Types: 

  • Photo Ads 
  • Video Ads 
  • Carousel Ads 
  • Stories Ads 
  • Ads in Explore
Instagram ads support CTA buttons such as, Apply Now, Book Now, Call Now, Contact Us, Get Directions, Learn More, Get Showtimes, Download (Statusbrew, 2021).



What Emily Will See



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