1957

The United States of America

Ford Edsel is Here to Stay

$250 million plus of confident and pure guts

USA. Året er 1957. Økonomien er i opsving. Den amerikanske middelklasse får flere penge mellem hænderne og vil på køre-selv-ferie. Samme år lancerer Ford en sprit ny bilmodel. Ford Edsel. Modellen er designet til netop den amerikanske middelklassefamilie og fås i en økonomisk tilpasset liga. Ford poster $250 millioner i produktionen og satser ligeledes kæmpe beløb på en storstilet launch-kampagne.

Ford kan ikke sælge modellen.

What The Heck Is Wrong?

Ford kan ikke forstå hvad der er galt. De har jo det rette produkt til den rette målgruppe på et økonomisk attraktivt marked. Ford igangsætter en storstilet re-launch og pumper millioner i markedsføring i forsøget på at vende den truende fiasko til success.

Missonen flopper. Men.

Oh Boy

Ford accepterer nederlaget. Men. Heldigvis. Ford igangsætter en stor markedsundersøgelse. Her fandt Ford ud af, at i den amerikanske middelklasse, i 50’erne, var konsumentenheden manden. Denne mand købte ikke bil udfra økonomiske præferencer, men ud fra sociokulturelle livsstilstendenser.

Et par år efter lancerede Ford en helt ny bilmodel…..
Har I Set Den Nye Ford Mustang?

UDFORSK HER
















KSO BRANDING PACKAGE  |  TABLE OF CONTENT


WHY

The purpose of the ECCO X KSO team-up is to increase and ensure the ECCO brand with a strong and present relationship to the Danish consumers through the DNA, trustworthy image and channels of KSO.

Our most important task is to reinforce and maintain ECCO as a top leading brand on the market for premium footwear.

The benefits from our side of the tabel is obvious; to showcase that KSO only bring premium and innovating products to the market. Furthermore, ECCO's product range is a strategic key point to the market penetration KSO plans for the business area of "walking as lifestyle trend" in 2020.



The Future of KSO Web and Online Marketing Presence

As a part of our marketing strategy we have made massive investments in our online presence. We are pleased to inform you that we have upgraded our setup and The KSO Web & Marketing Department is now airborne.

Our in-house department is driven by three highly skilled fulltime employees and they are now running all our online operations. This investment provides us with the necessary resources to create valuable content and to navigate in a complex and ever changing digital marketing landscape.

Introducing the KSO Online Branding Package



The KSO Online Branding Package is orchestrated to secure key partners the most valuable, effective and powerful brand promotion through KSO’s online platforms and channels. The branding package is rooted in creating strong landing pages on kaisersport.dk and attracting traffic through pull and push strategies through social media. Read more about the concept below.



Concept of the KSO Online Branding Package


As a part of our online content marketing strategy, we have developed The KSO Landing Page Program.

The program will maintain as the core of the KSO Online Branding Package as well as the rest of our online marketing operations. The program is basically focusing on creating strong and great content on our website through specific landing pages adapted to the storyline of the entire brand- and product range of KSO.

To evaluate our performance, due to online campaign activities, we use our - invented - marketing metrics and key performance indicators to demonstrate the effectiveness of campaigns across the field of our main media channels - counting Google Organic, Google Ads, Facebook and Instagram.

Thereby the selection of channels, referred to as our channel plan, will be pulled off to relevant audience.

The customer segmentation is based on our experiences and observations in the market, combined with a beloved approach for data collection and the non-limited possibilities of re-targeting technology - all in order to maximise marketing ROI.

By our channel plan and the selection of push and pull strategies, we are able to ensure a healthy variety of traffic to our website.

How ECCO benefit from the KSO Online Brand Package



Let us get down to the bottomline. Below you will find the assets of the KSO Brand Package. We are very confident to let you know that we ready to secure the ECCO brand with a massive visibility and brand awareness through our website and social medias.

2 X LANDING PAGES



We provide you with two unique landing pages on kaisersport.dk, due to KSO Landing Page Program and dedicated to showcase the brand stories and product range of ECCO (SS / AW).

100 SPONSORED DAYS



100 days of paid branding and re-targeting campaign activities though platforms such as Facebook and Instagram (SS / AW).

10+ NON PAID POSTS



Actually the organic part is a small thing for us. We know Facebook and we are fighting against constantly changing algoritmes which make it difficult for us to estimate the value of content. However, we still make organic posts and we are very confident to let you know, that we are up to make 10+ of these due to ECCO stories.

2 X GIVEAWAYS



We have found that FB-giveaways are an effective way to drive first-time traffic to a specific landing page. This will kick-start the opportunity for effective re-targeting campaigns.

20 DAYS POP-UPS



Like the Sleeknote campaigns shown on this site; we ensure ECCO with 40 days of POP-UPs due to landing pages of footwear content on kaisersport.dk. The content of these will be set to reflect the tories and key products we have decided together.

RACE REPORT



At the end of 2020 we will deliver a “race report”. The report will show you the numbers of reach and how much interaction we have achieved through our social medias posts, campaigns and content. Below you will find an asset like the one you will receive.

Race Report

Facebook, growth, data and highlights



We have gained 50% new followers throughout 2019. Today we are embracing the support from 35.000 engaging followers.

We have spent almost 80% more in paid content compared with 2018.

Below you will find raw data: 01.01.19 - 01.06.19 counting Facebook only and collected from Facebook Business Manager.

IMPRESSIONS



Impressions: The number of times our page's post entered a person's screen. Posts include statuses, photos, links, videos and more. (Total Count)



3.181.971

UNIQUE REACH



Unique reach: The number of people who had our page's post enter their screen. Posts include statuses, photos, links, videos and more. (Unique Users)



1.835.133

UNIQUE USERS



Engaged users: The number of unique people who engaged in certain ways with our page post, for example by commenting on, liking, sharing, or clicking upon particular elements of the post. (Unique Users).

114.129



BOTTOMLINE



We have reached out to 1.835.133 unique users through our Facebook account during the first 6 months of 2019.

114.129 people engaged with our content.

LOOKBOOK 2019



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