Company Overview
GUESS is an American lifestyle brand with a global presence selling Apparel, Footwear, Bags, Accessories, and Jewelry for Women, Men, and Kids. The brand’s retail operations are spread across the Americas, Europe, the Middle East, and Asia-Pacific. Guess is headquartered in Los Angeles, California, the US. As of January 29, 2022, the company operated 779 stores in Europe and the Middle East and 1,631 stores worldwide in 2022.The brand’s mission is to maximize the number of visitors to its website and increase brand awareness. GUESS aims to stand out in an extremely competitive industry to establish itself as a leader in the field.
Visit GUESS: Here
Project Overview
Before 2022, GUESS had no online presence and was only trading online through wholesale e-tailers like Namshi, Noon, Amazon, etc. From this year on, the company started to build an online presence and promote it for which it had to define its audience persona for effective targeting and plan digital marketing campaigns (which included a website, social media, and email marketing). As a Digital Marketer, GUESS invites you to increase its brand awareness and drive sales by designing a comprehensive email marketing and social media marketing strategy.
GUESS
Company
12
Efforts / Hours
Beginner
Competency
Project Mentor
Ayah Hashem
Senior Marketing Executive
Project Tasks
To begin solving the challenge at hand, you will undertake the following steps
Part #1
Define the target audience for the brand's global communication channels
Research the target persona for email and social media marketing. Define specific personas you will be targeting and build empathy maps. Think about their locations, personalities, age groups, interests, and anything that might be helpful in targeting these people. This will help you determine the tone of copy and optimize content for each channel.
Part #2
Develop Social media content to increase brand awareness
Build an online presence to drive traffic to the company website. Create two engaging pieces of content for at least two social media channels (Facebook, Instagram, Twitter, or Tiktok). Make sure your content is tailored to the user persona you defined and encourage them to visit the company website.
Part #3
Design content for an email marketing campaign to maximize sales
Write an enticing email to send out to your target audience, encouraging them to explore the company website. Feel free to introduce any promotional offers/discounts/limited edition products to your email. (Use a tool like Mailchimp or Sendinblue).
Part #4
Measure the effectiveness of the campaign
Identify metrics that will help you analyze the effectiveness of your digital marketing campaign. You should list separate metrics for the social media posts and the marketing email. Use these metrics to recommend improvements in the company's overall digital strategy.
Project Takeaways
- Develop empathy maps.
- Write user-centric content.
- Develop a creative mindset.
- Get feedback from marketing experts.
How will this project help you?
This project will empower you to;
- Develop empathy maps to understand your target audience.
- Write engaging content that will maximize brand awareness.
- Leverage email marketing & social media marketing to drive business growth.
- Analyze the effectiveness of your social media and email marketing campaigns.
