PROJECT - JCUBE
This was a group project where we were required to develop a Marketing PR plan for the client, JCube. The brief given to us was to create a viral campaign for market penetration and mall awareness. The objectives that the client wants to achieve are to increase awareness of its social media platforms, have more buzz on JCube and the mall’s offerings online as well as to increase awareness for the mall’s happenings.
JCube wanted us to convey that it is a leisure and entertainment mall with its unique selling points: The Rink and J. Avenue. To achieve our goals and objectives, we decided to split the campaign into 3 phases over the period of 7 months. It is more of a social-media based campaign, which focused on raising awareness of J. Avenue.
To achieve our goals and objectives, we decided to split the campaign into 3 phases over the period of 7 months. It is more of a social-media based campaign, which focused on raising awareness of J. Avenue.
Problem Statement: JCube is perceived as just another heartland mall due to low awareness and poor perception of JCube's positioning and offering
SMART Goal Statement: Create more awareness of JCube and its offerings and enhance our Target Public's perception by getting 100 25 - 28 year old females to become non-media connectors for JCube within the campaign time period
Affordable Retail and Entertainment
Phase One: Awareness of J. Avenue
Phase 2: Engagement/Recall of The Rink
Phase 3: Overall of JCube
Approach: Youthful, colourful, positive and playful, sharp graphic style Tone: Familiar; Receptive; Fun and optimistic Colours: Vibrant; JCube’s Colours - Blue, Pink, Green
We decided to revamp JCube's Twitter account, and drive traffic from Facebook to Twitter so as to increase followers.
JCube currently does not have an Instagram account so we proposed to start one up and hold giveaways and contests for the mall’s happenings like “What I Bought Today” . On J. Avenue’s current Instagram account, we will maintain its current social media strategy but lead the followers to follow the JCube account too.
Mechanics: • Stamps received after every $20 spent. • Completion of card: shopper will get 35% off their next purchase and a gift Objectives: • J.Avenue offers affordable fashion • Develop an understanding on how JCube is an affordable mall
Mechanics: • Every 1 hour, 10 people style an outfit within 15 minutes • Winners every hour can keep the outfit Promote event through Social Media and Influencers Objectives: • Talking Point • Raise Awareness • Engagement • Visitorship
This is a door gift to be given to the shoppers who participate in the shopping challenge.
Mechanics: • Polyvore-inspired concept • Contestants have to post a look of their favourite celebrity on Instagram and hashtag it with #JLookForLess. Objectives: • Creates a talking point for our Target publics • Raise awareness of the selection of fashion choices at J.Avenue
Contestants have to post a look of their favourite celebrity on Instagram and hashtag it with #jlookforless. JCube will post these as posts on their instagram and Facebook page for other members of the public to cast their votes. The top ten voted outfits will then be recreated with items found in J.Avenue. The selected contestant will then receive the outfit for free.
Mechanics: • Colour Powder will be tossed around, creating a very beautiful scene and injecting fun into the event • Promoted on Social Media and through Influencers • Every alternate weekend of June and July Objectives: • Broaden Awareness • Promote Recall of The Rink