This document outlines a social media campaign to promote the BEX Accessories brand. The campaign objectives are to triple social media followers, increase word-of-mouth marketing online, and raise sales by 30% over 3 months. The target customers are bold, independent, and fashion-oriented female millennials aged 25-34 in major cities. BEX offers classy and bold accessories that empower women. The campaign will provide gifts of accessories to women who have influenced others and encourage recipients to post pictures on social media using campaign hashtags to promote the brand's message of being classy and bold. Additional deliverables include print ads, a traveling "Fashion Bus" pop-up shop, and product showrooms to engage customers offline

1. BEX ACCESSORIES
Campaign I Final Project
Ken - Linh - Andrea

2. VIDEO
Customers Overview

3. BEX ACCESSORIES
Gloves: $220 Eyemask: $60 Turban: $58 Necklace: $165
Cap: $75 Garter: $90 Fur Cuff: $95 Tote: $25

4. • Raise awareness of BEX accessories
 TRIPLE the followers on various social media platforms
 Make a word-of-mouth effect on the internet
• Raise sales of BEX accessories by 30%
• Projection time: 3 months
PROJECT OBJECTIVES

5. THE
CUSTOMERS

6. Customer Insights
Age:
25-34 Female working Millennials
Income:
50k+/year; (middle class)
Geography:
Top urban cities such as New York,
Philadelphia, Boston, DC
Personal Traits:
Bold, Sexy, Independent,
Sophisticated, Fun-seeker, Empowered
Demography

7. Simmon’s:
• Spend more $$ on accessories
• I usually only go shopping when needed
• I often use the internet to make shopping plans
• I prefer to go shopping alone
Mintel:
- 19% of 25-34W get ideas and inspiration for clothing from
websites, blogs, or via social media
- 19% of 18-34W say that people come to them for advice on
fashion/clothing.”
Interbrand Design Forum, 2015
- They are excited to try the newest products, but after the trend
has caught on.
- They are outgoing social media queens always on the go
Customer Insights
Shopping Behavior

8. - Hispanics currently spend an additional $370
annually on apparel and fashion compared to other
demographics. (Cotton Lifestyle monitor)
- 29% of the US population is projected to be Hispanic
by 2060 (United States Census Bureau)
- New Generation Latinos are highly responsive to
online marketing and are more likely to forward
opinions and info about a brand compared to their
Caucasian counterparts. (Huffinton Post)
Potential Segment
Hispanic Female

9. THE
BRAND

10. The Brand
Positioning
Bex
Accessories
Kiki De
Montparnass
Agent
Provocateru
Micheal Kors
Coach
Jame Avery
Alex & Ani
Esty
H & M
Nasty DressClaire
Lane Bryant
Target
EXPENSIVE
INEXPENSIVE
VERY SEXY
& BOLD
TRADITIONAL

11. The Brand
Value Proposition
“For fashion-oriented and empowered working female
Millennials aged 25-34, BEX ACCESSORIES provide
classy and bold accessories that bring them the charm of
confidence and power. “

12. - Like Erin Cummings, Kelly Osbourne, and
Lauren Conrad
The Brand
Reasons To Believe
High Quality Materials
- Fur, leather, gold, silver
Stylish Bold Design
- Designed by a design champion, Rebecca
- Recognized by celebs
Chosen By Celebs

13. BRAND VOICE & TONE
The Brand
The Brand
BRAND PERSONALITY
- CLASSY
- BOLD
- EMPOWERED
- Bold, In Control,
Assertive
- Mysterious, Elegant
- Motivated,
Conversational
BRAND MANDATORIES
- Logo BEX NYC, black and
white color
- Tagline with hashtag “BE
BEX - BE #CLASSY #BOLD ”
is on the packaging and all
marketing materials
- Language: English and
Spanish

14. THE
DELIVERABLES

15. #lifted me up.
Execution:
- Share story in which a woman has lifted you up
and greatly influenced you;
- BEX Accessories will send a gift of accessories
to that woman For Free.
- Expect to give 100 gifts for 100 stories.
Phase 1
I am #Classy #Bold.
Execution:
- Women who received the gift are
encouraged to post their pictures with
BEX Accessories on social media and
tag BEX.
- For every 10 like, we donate 1$ for the
Girl Rising, up to $2,000
Phase 2
The Deliverables
Social Media Campaign

16. The Deliverables
Social Media Campaign - Visuals

17. The Deliverables
Social Media Campaign - Visuals

18. The Deliverables
Print Ads

19. Pop-up Shop –“The Fashion Bus”
The Deliverables
Core Ideas:
- Increase the offline presence
- Cover several locations
- Engage with customers and deliver core value of BEX

20. Inside“The Fashion Bus”
The Deliverables
Show Rooms & Accessories Exhibitions

21. Bex Accessories
Bex Woman #LiftedMeUp. She deserves a Gift.
Bex Woman is #Classy #Bold. She is a Gift.

22. Beginning of The #CLASSY#BOLD
Thank You