Case Study - UnME Jeans: Branding in Web 2.0

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By James Johnson BUS5629 - Integrated Internet Strategies Florida Institute of Technology Dr. Theresa Kraft November 17th, 2013

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UnME Jeans Case Study Analysis

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Summary
UnME Jeans was a rising star in the world of junior denim fashion. The UnME brand focused on the individuality of teenage girls who coveted their designer-style jeans that featured glitter, jewels, and various forms of metalwork. UnME jeans were sold in more upscale department stores and specialty retailers and at premium price.

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Traditionally, UnME advertised to their target consumers using TV ads spots during popular programs for teenage girls, like Gossip Girl, American Idol, and One Tree Hill. They also took out full-page magazine print advertising in beauty and fashion magazines, as well as radio ads on popular stations. In addition, they had a corporate website and used online banner and display ads on the most popular websites for teenage girls.

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Margaret Foley, the brand manager for UnME Jeans, had trouble justify the expenses of advertising using traditional media outlets. Especially since the prices to purchase TV ads were increasing each year, despite declining TV audiences, and consumers’ who were skipping or delete TV ads from the programs they had recorded to watch later. In order to reduce costs, Foley asked the ad agency they were using to look into Web 2.0 social media options to see if there was a better way to reach her objectives.

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She wanted to maximize UnMe’s reach and frequency among their target demographic--women 12 to 24. She also wanted that media to be consistent with UnMe's stylish and cutting edge brand. The agency provided several social media options for Foley’s consideration. Her biggest challenge was to analyzing social media for its potential for UnMe from a media