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RayBan. Picture yourself wearing style. RayBan customer. Age: from 16-70 years old ; Between middle and high income ; Want s to be stylish ; Interested in quality ; Values products history and asociations; Reality and brand matters ;. Segmentation.
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RayBan Picture yourself wearing style
RayBan customer • Age: from 16-70 years old; • Between middle and high income; • Wants to be stylish; • Interested in quality; • Values products history and asociations; • Reality and brand matters;
Segmentation Ray Ban clients can be segmentated by: • Behavioral - habits, hobbies, use of the product, loyalty; • Psychographic – lifestyle and personality;
Strategy • World record - most people in one picture with Ray Ban glasses; • Best place; • Stylish outfit; • Photos posted on Facebook; • Group members comment and vote for the winner; • Prize – discount for new Ray ban glasses; • New account on twitter; • Link from homepage and Facebook on twitter;
Target Group • Age: 18-30 years; • Ray Ban loyal customers and fans; • Facebook users; • Ray Ban home page visitors; • Joiners, collectors, critics, unactive facebook users;
Facebook • Faccebook group 1.308.530 followers; • Site users consists from joiners, collectors and only 0,001 of all users are critics, around 90% of visitors are spectators though; • Positive feedback;
Idea • Create vertical community; • Make Ray ban clients comunicate and meet each other; • Let users express their opinion; • Customer created content;
Succsess • Facebook group members 2 000 000; • Twiter followers – 50 000; • Comments on pictures; • Photos Added; • People in photos; • “Like it” count; • Sales increase;
Future of the campain • Campaign will continue on, changing competition every 2-4 weeks; • A steady grow of community will be ensured by the activity in facebook; • Continuing on setting up events in facebook, will result in increase of RayBan sales;
