EV
ALUATIOn
The objectives of the campaign are to establish Katie Eary in the correct fashion market, increase awareness of the label beyond its niche audience and increase sale
volume.The success of the campaign in those areas will be analysed thoughtfully by the BlacKat team during the campaign and for a period of 3 months following the
end of it.The following areas will be investigated:
Opinions
The public opinion will be a critical aspect to investigate in order to evaluate
the change of perception over the brand after the campaign, which has for
objective to clarify and establish the values of the company. It is foreseen
that the social media pages of Eary such as Twitter, Facebook and Instagram
will dramatically increased following during the campaign while the blog and
official website are also expected a strong increase of visitors, peaking in the
May- June period. Such closure with Eary’s public will give us the opportunity to analyse the direct perception of the label and whether it encouraged
the followers to buy Katie Eary products.
Coverage
Press coverage will be analysed and recorded daily. A first amount of coverage will be investigated after the end of the campaign. The peak coverage is
estimated to occur during the May, June and July period.The main success of
the campaign will rely on whether or not the targeted press featured Katie
Eary and in which format. This will therefore enable Blackat PR to estimate
the impact over the the audience that has been reached. The investigation
of the press coverage will continue for a period of 3 months following the
campaign.
Sale
The most significant evaluation of the success of the campaign will rely on
the investigation of the sale volume during and following the viral campaign.
The result will be compared with the previous season numbers. The intended increase in sale is estimated at 30% for the SS13 an AW14 seasons.
It is also expected to see a rise in the amount of international stockist interest following the campaign with a minimum of two new stockist deal in
Europe and four in America.
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