Coronavirus TEE CAMPAIGN: 2020

BAREFOOT CAMPUS OUTFITTER - SCOUT KIT
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primary OBJECTIVE

Sell specialty t-shirts online that have messages of unity, fun, and togetherness during the COVID-19 scare. Increase online revenue and traffic. 

The plan

Utilize all available channels and opportunities to drive engagement, interest, traffic and ultimately sales (conversions) on the Barefoot website.

Channels

ORGANIC

Website Pop Up at Check-Out

Website Product Page

Website Banner

TikTok

Facebook (Stories & Posts)

Instagram (Stories & Posts)

Email (Drip Campaign)

PAID

Facebook Prospecting

Instagram Prospecting

TikTok (Influencer)

Text Message

Google Text Ads

Facebook + Insta Retargeting

Facebook + Insta Cart Hook

 

OFFER Details

 

30% off sitewide (no coupon code)

 

10% in addition with influencer codes

 

$25 + free shipping

 

All above excludes gourmet category

 

 

 

 

 

 

Campaign Graphics

Graphics & ASSETS
Week 2 Graphics
Up to 30% Off Graphics
Week 3 Graphics
Grab Bag Graphics

ORGANIC CHANNEL DETAILS

Website Header

The focal point is the T-Shirts! These super popular and relevant styles need to be the first thing anyone sees when they hit your site.
Universal Web Header:
Up to 30% off sitewide + $25 + free shipping

Facebook Organic Strategy

1) Self Care by Barefoot (show models doing a facemask, walking the dog, at-home pedicure, etc.)
2) New & Now (strategic release – knowing we’ll be in this for a while, release as collections/updates)
3) Feature photos/videos of relatable moments like Facetime calls – the “new normal”
4) Incorporate product for hobbies like cooking, lifestyle, other that were previously in-store staples.

Website Pop Up

On the checkout page, your users will see a pop up that suggests the most up to date Coronavirus Tees available. 
We plan to show five shirts on this screen at a time, although other options are available. 
Temporarily on hold. 

Instagram Organic Strategy

 1) Self Care by Barefoot (show models doing a face-mask, walking the dog, at-home pedicure, etc.) 

2) New & Now (strategic release – knowing we’ll be in this for a while, release as collections/updates)

3) Feature photos/videos of relatable moments like Facetime calls – the “new normal”.

4) Incorporate product for hobbies like cooking, lifestyle, others that were previously in-store staples.

5) Share TikTok to stories as available.

6) Post “Spread Your Positivi-Tee” and nominate someone else. 

7) Templates, Games, Interactive Content branded for Barefoot. (See examples below) 

 

Website Product page

Continue to feature most recent designs first, use as a landing page for media efforts (paid and organic) when possible.
Rename category “Shop Positivi-Tees”
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TikTok

Create your own account
Use influencer marketing at no cost (existing barefoot models, network, etc.)
Instagram influencers will receive a SCOUT Kit to guide the quality and content of their videos.

Email + Drip Campaign

Initial Launch Email

3/27 Between 4-5pm

Purchase Follow Up Email  #1

(1 Day After Purchase of Any Product)

Purchase Follow Up Email #2

(3 Days after purchase if 1st follow Up email wasn’t opened)

Abandoned Cart Email – Launching Monday 3/30 

User will receive a follow Up Email with Product 6-12 Hours someone has left an item in their cart.

Paid CHANNEL DETAILS

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Facebook + INSTA Prospecting

 Display in-feed and story ads to target primary audience (18-23 year old female in Barefoot store locations) in addition to secondary audience (lookalike audience – older demographic) that we believe will be interested in these products as well.
 The value in bringing them in at this time is that they may convert to long-term customers in addition to short term sales. Budget will limit audience diversity.
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TikTok Influencer Marketing

Select TikTok account holders (recommendations below) will sponsor a Barefoot video.

Instagram influencers will receive a SCOUT Kit to guide the quality and content of their videos.

Text Message

Using existing text platform and user database, send out :

Barefoot: Shop Limited Corona Tees NOW Online! Get 25% OFF and Free Shipping on Orders $25 Or More! 

Shop Barefoot

barefootcampusoutfitter.com/shop-corona-tees

Google Text Ads

Create headlines and offer details using the existing google text ad keywords. Optimize for additional keywords relevant to products based on budget.

 

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Facebook + Insta Retargeting

Use the existing retargeting setup, with a new focus.

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Facebook + Insta CART HOOK

Use the existing cart hook setup, and budget, but reset the graphics to include Coronavirus T-shirts and graphics consistent with this campaign to further optimize this successful channel.

MONTHLY BUDGET: $6,000

 

$200 – 1.8 Million Follower TiKTok Account Video for 1 Week

$4000 – Google Text Ads

$1800 – Divided between Social Channels (FB, Insta – prospecting, retargeting and cart hook)

 

TEXT MESSAGE TRAFFIC REPORT 

This graph shows the peak website traffic (highest volume from each audience segment) on March 31, 2020, when we sent texts to each of the groups below.

Ad SAMPLES

TIKTOK INFLUENCERS

Influencer SCOUT Kit

CREATIVE RECOMMENDATIONS

Creative suggestions to apply as possible to this effort.

Photography

Feature relatable photos and videos through use of “new normal”:

  • Social distancing
  • FaceTime calls
  • Work from home
  • Dog walking and waving at neighbors instead of gathering
  • Netflix, self-care, etc.

Use a wide variety of models so that photos can be used together without duplication. Use product photos without models when applicable (see organic strategy).

T-Shirt Photos: Week 1
T-Shirt Photos: Week 2

Milestones

Campaign Timeline

Launch Week of March 23 – 27, 2020

No end date set

View the Asana Plan (GreenFox)

Client Contact

Katy Copeland
254-918-0511 ext 121
Kristin Cashon

 

Greenfox Team

Senior Account Director: Lindsey Moore; 817-578-6558
Digital Director: Aaron Meeks