Faced with an online environment that has been going through some cultural changes during the last couple of years, I wanted to adapt Privalia’s profile to a young and internet savvy consumer. Privalia rely heavily on direct marketing and had a very limited interaction with their consumers. My goal was to create an augmented member, and potential member, interaction. Increase the brand awareness and also provide Privalia with a new avenue for consumer insights.

1. M
arcus Karlsson
IED 2009 T hesis Presentation
P R I VA L I A

2. "Society is a body, the brand is its personality,
and social media is its voice",
Charlie Schick, Nokia Conversations.

3. The Situation.
Changes in media consumption
E - Mail Social Medias

4. A way to make friends!

5. Why,How,When will Privalia adapt?

6. Why,How,When will Privalia adapt?
3 Steps.

7. Consumer Engagement
Members.
3 Steps.

8. Step 1.
Privalia.com
Members
The Blog
Potential
Members

9. Privalia’s new “Home”

10. Attractive Front Page “Home” in social media
The Benefits.
More traffic, SEO Personality

11. Step 2.
Privalia.com
Members
Forum

12. The “Friends” Area

13. Intelligence Added Value
Benefits
Privalia “World” Brand Ambassadors

14. Step 3.
“It’s hard to shake hands while you’re
reaching for someone’s wallet”
- Social Media Specialist -

15. Step 3.
USER

16. Social Networking
Expand the “Privalia World” Community feeling
USER
Maximize the visibility online Traffic to the blog - “Home”

17. How?
Improve the compatibility Maximize the visibility online
The Privalia World
The Blog
The Privalia Shop
The Forum
Socialize with “them” Bring them to Privalia.com
where they socialize - “Home”

18. How?
Use what common interest Offer them a chance to win
they have great prices
Provoke viral spreading of the
message 4 Competitions...

19. 4 Competitions...
Friends Never Let Friends Pay Full Price!

20. 4 Competitions...
Be Creative, Save Money!

21. 4 Competitions...
Fun For Free!

22. 4 Competitions...
The Talent Search!

23. Friends never let friends pay full price!!
Stimulate the creativity and the interchange of ideas...
Save money! - On every day activities, shopping,
partying, eating out, entertainment... Etc.
1. Find out about the competition
2. Learn more about it at the Privalia site, and
sign up to Privalia
3. Record your contribution as a short video
( 2 - 3 minutes)
4. Promote it to your friends in any way you want.
5. Visit the forum on the Privalia site and get
feedback
6. Vote and tell everyone you know to do so also
7. Win a price to the value of 100 - 200 Euros

24. A Snapshot...

25. Brand Awareness User Engagement
Benefits
+ Members Two - Way Communication

26. Thank You!