An integrated marketing communications campaign for Twinkle Twinkle

Jun Hang Wang

Date of Publication

8-28-2021

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Schubert Seir T. Quilinquin

Defense Panel Chair

Mary Julie V. Balarbar

Defense Panel Member

Alice Katherine P. Tenorio
Jun Xi Su

Abstract/Summary

The integrated marketing communication campaign is intended for Twinkle Twinkle Jewelry by Twinkle Twinkle Trading Company. It is a local costume/fashion jewelry brand established in 2018, offering affordable yet stylish jewelry pieces designed for various occasions. Twinkle Twinkle offers different types of jewelry such as earrings, necklaces, bracelets, brooches, rings, and hair accessories. The brand is currently exclusively available through e-commerce platforms, Lazada and Shopee.

With the recurring pandemic, Twinkle Twinkle's sales declined. In addition to the pandemic, the entry of new and unbranded costume jewelry brands on Lazada and Shopee also hinders the brand's current progress. These new entrants sell their products at lower prices compared with Twinkle Twinkle. While other brands have adapted to the impact of the pandemic in this new normal, Twinkle Twinkle needs to maximize various opportunities and resolve the challenges.

A big idea was crafted for the proposed integrated marketing communication campaign of Twinkle Twinkle by analyzing the brand's consumer promise and insights gathered from the qualitative parts of the survey. "Your Daily Sparkle.", the proposed big idea heavily anchors to the brand identity, which focuses on the affordability and flexibility to daily use or varying occasions even under new normal.

The campaign aims to target female social media active users in the Philippines, 25 to 40 years old, and are fond of keeping up with the fashion trends without breaking the bank. Considered as working adults, this demographic is currently heavily immersed with online meetings, streamings, and content creation for entertainment.

The proposed campaign is set to launch in Q4 of 2021. The general objectives are to generate incremental sales of Php 2.8 million from these external platforms such as Facebook, Instagram, and Google search engine. This is on top of the historical average sales performance of Php 4.7 million in Q1 and Q4. To increase online store traffic by 142% and conversion by 21% for Twinkle Twinkle Lazada and Shopee through outside media over the campaign period.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

140 leaves, color illustrations

Keywords

Jewelry--Philippines--Marketing; Twinkle Twinkle (Philippines)--Marketing; Jewelry--Internet marketing--Philippines; Internet marketing--Philippines

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Embargo Period

9-12-2021

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