Maisie Helen Chang: Marketing Portfolio

Maisie Chang
200873304
DESN3380
Fashion Marketing  
Major Project: REALISATION
University of Leeds
Research
portfolio
memo
missed the memo on middle age
Figure 1.
“
None are so old as those who
have outlived enthusiasm
- Henry David Thoreau
3
Cont
ents
1
Introduction
07 The Brand
10
Contextual overview   Memo’s core values and  
of the brand and its purpose. visual and verbal identity.
Campaign 1
22 Campaign 2
34
Development of the   Advertising partnership  
e-commerce website. with dating app Bumble.
Campaign 3 46 Campaign 4 58
‘Dress Like a Boss’   Influencer endorsed  
LinkedIn campaign. cause-related campaign  
‘Awesome at Any Age’
References
74
5
“
Retirement is no longer seen as time
to slow down, this demographic feels
young and want to be treated as such
(WGSN, 2017)”.
Figure 2.
6
Intro
INTRODUCTION
duc
In an age where ephemerality has dominated However, despite this group owning a large
contemporary culture, there is an emerging view proportion of the UK’s wealth, they are vastly
that recognises strength and wisdom in our society underestimated and under-targeted by brands. In
and leads us to reassess what ageing means a study of 50,000 consumers, 89% believed brands
(WGSN, 2015). We now see the emergence of a weren’t interested in them at all (Gwynn, 2017).
group of Baby Boomer women who are defying the
societal norms we have pinned to those who are 72% of over 50-year olds think that the the
‘middle-aged’. This group are enjoying liberties representation of their age group depicted in
mainstream ads in an out-dated stereotype
such as adventurous travel, fitness, sexual
(Gwynn, 2017).
exploration and entrepreneurship, with middle-age
now being an era of self-discovery and exploration.
Say hello to Memo, an online marketplace brand
built upon the rebellious spirit of women who dare
This is the most active senior generation in not to think, act or dress their ‘age’. Memo
history - as a cohort, they are associated with addresses this segment’s psychographic by
their rejection of traditional values and they will collating a unique selection of fashion brands in
almost certainly redefine middle age (WGSN, one easy-to-navigate location. From skimpy
2013). knickers to full-on feathered jackets, Memo’s
products are handpicked to reflect the vivacious
Eradicate images of ‘mumsy’ women adorned with and daring lifestyle of the modern woman.
cardigans and cushioned footwear, as here
Memo is here to represent women who are sexy,
emerges a group of consumers who desire to wear
savvy, spirited and stylish - women who truly
statement prints and bodycon dresses just as
have missed society’s memo on ‘middle age’.
much as their 20-something counterparts. Here
tion
emerges a distinct psychographic of ‘agelessness’
that is only expected to grow.
7
Figure 3.
Figure 2, Woman in red swimsuit (Cohen, 2017).
8
“MISSED THE MEMO ON:
being stereotyped
looking mumSY
FEELING FRUMPY
ACTING SENSIBLE
SETTLING DOWN
appropriateNESS
middle age
9
The
brand
10
be visible stand
out look sassy
feel feisty talk
loudly walk
proudly ace
empowerment
embrace rebellion
11
The LOGO
The brand name ‘Memo’ is neutral
with no connotations towards a
specific age or ethnicity. It is short,
simple, modern and memorable.
The strike-through illustrates missing

or disregarding the ‘memo’ and the
slogan captures the attitude of the
target customer.
memo
missed the memo on middle age
malternate logo
12
Abril Fatface Barking Cat
the
typography ABCDEFGHIJK ABCDEFGHIJK
 
The combination of one classic, LMNOPQRSTUV LMNOPQRST
sophisticated sans serif font and WXYZ UVWXYZ
one playful, three-dimensional font
reflects the mature customers’
abcdefghijkl
rebellious spirit. abcdefghijklm
mnopqrstuv
nopqrstuvwxyz wxyz
The COLOUR: primary
femininity | passion | sexuality
sophistication | glamour | rebellion

secondary
excitement | flamboyance | extroversion
freshness | inspiration | liveliness
13
joy | vibrancy | creativity
The
Business 
Memo operates using an online-only
marketplace model whereby a multitude
Brands range from high-street to
designer and products are handpicked
of sellers/brands are sold under the to align to Memo’s brand identity so
umbrella Memo brand. The business that the customer is guaranteed
model reaps the benefits of sellers fashion-forward clothing.
controlling product development and
inventory, allowing Memo to re-invest To match the diverse lifestyle of the
profits into advertising, promotion and customer, the product range includes
platform development. casual wear, party wear, formalwear,
active wear and swimwear.
Seller selection is integral to the value
proposition as the unique collation of
brands differentiates Memo in the
over-50s market.
Model 14
SUPPLIER-OWNED activity MEMO-OWNED activity
B2B
relationship
Campaign activity
Trend research E-commerce

Product development Advertising and promotion
Product information and Customer acquisition, Ongoing
photography conversion and retention communications
Customer service and support
INDEPENDENT BRANDS
(SUPPLIER) memo CUSTOMER (BUYER)
Purchase
transaction
Distribution: Supplier is notified Memo takes 22.5%

of customer order and ships of sale and supplier
order in Memo-branded takes 77.5% of sale
packaging to customer.
Transaction processed
Returns are sent back to through Memo website,
supplier and refunds are facilitated by MangoPay*.
processed through MangoPay*
*mangopay is a third party payment system that facilitates seamless transactions for marketplace businesses.
15
FLIRTATIOUS
OUTSPOKEN
WA R D
N- F O R
AS H I O
F
SASSY
Figure 4.
EXPRES
U L SIVE
R F
POWE
r i te d
spi
Figure 6.
EMPOW
ERED
Figure 5. SEXY
CT I C
ECLE 16
“
We don't stop laughing
because we grow old; we grow
old because we stop laughing
- George Bernard Shaw
Target Customer
50-65 years old GEOGRAPHIC
The customer resides in an urban or
HIGH disposable income suburban area of the UK. She is exposed to
cultural and social diversity, progressive
possesses funds from savings, values, and emerging trends (Chang, 2017). 
investments or inheritance
PSYCHOGRAPHIC 
HOMEOWNER Not concerned with ‘age appropriateness’,
the customer desires to stand out amongst
no dependents in the home her peers through expressing her self-
assurance through fashion (Chang, 2017).
She is experimental with her clothing
choice and is open to trialling new styles
(Chang, 2017).
BEHAVIOURAL
She places style and originality over price,
willing to spend time researching in order
to find fashion that suits her personal taste
(Chang, 2017). She purchases from high-
end brands for quality pieces but looks to
high-street brands for more expressive
styles. She keeps abreast of fashion trends
through broadsheet newspapers, online
influencers and style magazines.
17
Eighteen Month Timeline
MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 MONTH 10
JANUARY 2019 FEBRUARY 2019 MARCH 2019 APRIL 2019 MAY 2019 JUNE 2019 JULY 2019 AUGUST 2019 SEPTEMBER 2019 OCTOBER 2019
CHANNELS
BUMBLE
WEBSITE BUILT. BRANDED LINGERIE LINGERIE UPLOADED TO BRAND BEHIND THE WINTER PARTYWEAR
WEBSITE AND TESTED
WEBSITE GOES LIVE CLICK=THROUGH RATE
COLLECTION GOES LIVE PLATFORM HASHTAG REVEAL COLLECTION GOES LIVE
MEASURED
PRODUCT RANGE AND FINALISE LINGERIE WINTER PARTYWEAR

PRODUCT RANGE DEVELOPMENT TREND RESEARCH
DEPTH ESTABLISHED COLLECTION RANGE ESTABLISHED
ESTABLISH
EMAIL: SNEAK PEAK AT EMAIL: SUMMARY OF OUR SEEK AND ESTABLISH MONTHLY B2B SUPPLIER
SUPPLIER RELATIONS EMAIL: OUR NEW SEEK AND ESTABLISH
B2B/SUPPLIER RELATIONS AGREE AND FINALISE
EMAIL: WE'RE LIVE!
BUMBLE PARTNERSHIP LINGERIE SUPPLIERS
OUR NEW LINGERIE MISSED THE MEMO WINTER PARTYWEAR E-NEWSLETTER
COLLECTION HASHTAG CAMPAIGN SUPPLIERS DISTRIBUTED
PRODUCT SELECTIONS +
TEASER CONTENT AND

TEASER CONTENT AND DAILY POSTS: LINGERIE SNEAK PEAK: NEW LINGERIE BRAND BEHIND THE TEASER: NEW WINTER PARTY SEASON
INSTAGRAM PRODUCT PROMOTION
'WE'RE LIVE'
PROMO COLLECTION HASHTAG REVEAL PARTYWEAR RANGE 'LOOKBOOK'
ANNOUNCEMENT
BUMBLE CAMPAIGN
BUMBLE PARTNERSHIP BUMBLE ADVERTS A/B BUMBLE ADVERT: LINGERIE WINTER BUMBLELAND'
BUMBLE APP AGREEMENT ESTABLISHED TESTED AND GO LIVE
COST-PER LEAD
PROMOTION LINGERIE CAMPAIGN: MYSTERY HASHTAG AD PARTNERSHIP
MEASURED
MARKETING CAMPAIGN: MARKETING
MEASUREMENT AND MEASUREMENT AND
REVIEW ACROSS ALL REVIEW ACROSS ALL SHEEERLUXE AND
CHANNELS BROADSHEET NEWSPAPER CHANNELS
MEET THE BRAND' BUMBLE PARTNERSHIP BUMBLE CAMPAIGN LINGERIE BROADHSEET
ADVERTORIAL:
PRINT ADVERTISING FEATURE IN VARIOUS ADVERTS AT LONDON COST-PER LEAD ADVERTORIAL: SHEERLUXE
BRAND BEHIND THE
NEWSPAPER
MAGAZINES UNDERGOUND STATIONS MEASURED AND HIGH50 ADVERTORIAL: PARTY
HASHTAG REVEAL
WEAR
TARGETED ADS: WORK

LINKEDIN CHRISTMAS PARTY LOOKS
TEASER CONTENT AND

TEASER CONTENT AND SNEAK PEAK: NEW LINGERIE BRAND BEHIND THE TEASER: NEW WINTER PARTY SEASON
FACEBOOK CONTENT PRODUCT PROMOTION
'WE'RE LIVE'
COLLECTION HASHTAG REVEAL PARTYWEAR RANGE 'LOOKBOOK'
ANNOUNCEMENT
GUERILLA MARKETING:
POP-UP STORE WITH
LONDON BILLBOARDS
LINGERIE POP-UP WINTER PARTYWEAR
REPLACED WITH IMAGERY
PHYSICAL PRESENCE IN SELFRIDGES, LONDON
OF MATURE WOMEN WITH
COLLECTION: HARVEY
AND MANCHESTER NICHOLS LONDON AND
HASHTAG
MANCHESTER
#MISSEDTHEMEMO
MANCHESTER AND
INFLUENCER POSTS ON
INFLUENCER LONDON-BASED
INFLUENCER LAUNCH INFLUENCER POSTS: NON-AGE DEFINING
INFLUENCER RELATIONSHIPS
EVENT LINGERIE COLLECTION OUTFITS WITH HASHTAG
INFLUENCER: PARTY
ESTABLISHED WEAR LOOKS AND POP-
#MISSEDTHEMEMO
UP PROMO
18
MONTH
MONTH11
1 MONTH 212 MONTH
MONTH3 13 MONTH
MONTH
4 14 MONTH
MONTH
5 15 MONTH
MONTH
6 16 MONTH
MONTH
7 17 MONTH
MONTH
8 18 MONTH 9 MONTH 10
NOVEMBER
JANUARY 2019
2019 FEBRUARY
DECEMBER2019
2019 MARCH
JANUARY
20192020 APRIL
FEBRUARY
2019 2020 MAYMARCH
2019 2020 JUNEAPRIL
2019 2020 JULY MAY
20192020 AUGUST
JUNE
20192020 SEPTEMBER 2019 OCTOBER 2019
CHANNELS
BUMBLE DRESS LIKE A BOSS CLICK-

WEBSITE BUILT. BRANDED
CREATION OF AWESOME AWESOME AT ANY CAMPAIGN TRAFFIC LINGERIE LINGERIE UPLOADED TO
OWN BRAND COLLECTION BRAND BEHIND THE
FESTIVAL RANGE MARKETING WINTER PARTYWE
WEBSITE AT ANY AGE HUB
AND TESTED
WEBSITE GOES LIVE
AGE HUB GOES LIVE
CLICK=THROUGH RATE
MEASURED
THROUGH RATE
COLLECTION GOES LIVE PLATFORM
GOES LIVE HASHTAG REVEAL
GOES LIVE ON WEBSITE MEASUREMENT AND REVIEW COLLECTION GOES
MEASURED MEASURED
TREND RESEARCH FOR OWN

PRODUCT RANGE AND DESIGN AND DEVELOPMENT FINALISE LINGERIE
FILM AND PHOTOGRAPH FESTIVAL WINTER PARTYWEAR
PRODUCT RANGE DEVELOPMENT TREND RESEARCH
DEPTH ESTABLISHED
BRAND COLLECTION OF OWN BRAND COLLECTION COLLECTION
NEW COLLECTION RANGE ESTABLISHED RANGE ESTABLISHED
ESTABLISH
EMAIL: SNEAK PEAK AT
FESTIVAL EMAIL: SUMMARY OF OUR SEEK AND ESTABLISH MONTHLY B2B SUPP
TEASER: NEW CAMPAIGN
SUPPLIER RELATIONS EMAIL: AWESOME AT ANY
EMAIL: OUR NEW SEEK AND ESTABLISH
EMAIL: SNEAK PEAK AT EMAIL: NEW FESTIVAL
B2B/SUPPLIER RELATIONS SUPPORTING GIRL EFFECT
AGREE AND FINALISE
EMAIL: WE'RE LIVE!
BUMBLE PARTNERSHIP
AGE CAMPAIGN STATS LINGERIE SUPPLIERS
NEW COLLECTION
OUR NEW LINGERIE
RANGE AGREED WITH MISSED THE MEMO
RANGE
WINTER PARTYWEAR E-NEWSLETTER
COLLECTION
SUPPLIERS HASHTAG CAMPAIGN SUPPLIERS DISTRIBUTED
PRODUCT SELECTIONS +
SNEAK PREVIEW: BEHIND

TEASER CONTENT AND
REPOST INFLUENCER POST: DRESS LIKE DAILY POST:
TEASER CONTENT AND CAMPAIGN METRICS DAILY POSTS: LINGERIE SNEAK PEAK: NEW LINGERIE
THE BRAND BEHIND THE MARKETING TEASER: NEW WINTER PARTY SEA
INSTAGRAM SUPPORTING GIRL EFFECT
PRODUCT PROMOTION
AWESOME AT ANY AGE
'WE'RE LIVE'
MEASURED
A BOSS 'MOST LIKED
PROMO COLLECTION
SCENES OF CAMPAIGN
FESTIVAL COLLECTION
HASHTAG REVEAL MEASUREMENT AND REVIEW
PARTYWEAR RANGE 'LOOKBOOK'
ANNOUNCEMENT
CONTENT LOOKS' PROMO
FILM
BUMBLE CAMPAIGN
BUMBLE PARTNERSHIP BUMBLE ADVERTS A/B BUMBLE ADVERT: LINGERIE
TARGETED ADS: TARGETED ADS: MARKETING WINTER BUMBLELA
BUMBLE APP AD METRICS MEASURED
AGREEMENT ESTABLISHED TESTED AND GO LIVE
COST-PER LEAD
PROMOTION
NEW COLLECTION LINGERIE CAMPAIGN: FESTIVAL-WEAR MEASUREMENT AND REVIEW
MYSTERY HASHTAG AD PARTNERSHIP
MEASURED
MARKETING
DAILY POST: CAMPAIGN: MARKETING
MEASUREMENT AND
FESTIVAL COLLECTION MEASUREMENT AND
REVIEW ACROSS ALL
PROMO REVIEW ACROSS ALL SHEEERLUXE AND
CHANNELS BROADSHEET NEWSPAPER CHANNELS
MEET THE BRAND' BUMBLE PARTNERSHIP BUMBLE CAMPAIGN BROADSHEET NEWSPAPER
LINGERIE INDEPENDENT ARTS BROADHSEET
MEASUREMENT AND ADVERTORIAL: SHEERLUXE ADVERTORIAL:
PRINT ADVERTISING REVIEW
FEATURE IN VARIOUS ADVERTS AT LONDON COST-PER LEAD ADVERTORIAL: SHEERLUXE
ADVERTORIAL: NEW MAGAZINE ADVERTORIAL:
BRAND BEHIND THE FESTIVAL LOOKS
NEWSPAPER
MAGAZINES UNDERGOUND STATIONS MEASURED AND HIGH50
COLLECTION FESTIVAL LOOKS ADVERTORIAL: PAR
HASHTAG REVEAL
WEAR
DRESS LIKE A BOSS ADVERTS DRESS LIKE A BOSS USER TARGETED ADS: TARGETED ADS: WO
LINKEDIN AD METRICS MEASURED
+ CAMPAIGN PAGE GO LIVE ENGAGEMENT MEASURED NEW COLLECTION CHRISTMAS PARTY LO
SNEAK PREVIEW: BEHIND

TEASER CONTENT AND POST: THANK YOU WE POST: DRESS LIKE DAILY POST:
TEASER CONTENT AND SNEAK PEAK: NEW LINGERIE
THE BRAND BEHIND THE MARKETING TEASER: NEW WINTER PARTY SEA
FACEBOOK CONTENT SUPPORTING GIRL EFFECT
PRODUCT PROMOTION
'WE'RE LIVE' RAISED X AMOUNT FOR GIRL A BOSS 'MOST LIKED
COLLECTION
SCENES OF CAMPAIGN
FESTIVAL COLLECTION
HASHTAG REVEAL MEASUREMENT AND REVIEW
PARTYWEAR RANGE 'LOOKBOOK'
ANNOUNCEMENT EFFECT LOOKS' PROMO
FILM
GUERILLA MARKETING:
POP-UP STORE WI
LONDON BILLBOARDS
LINGERIE POP-UP
POP-UP STORE IN WINTER PARTYWE
REPLACED WITH IMAGERY POP-UP
PHYSICAL PRESENCE IN SELFRIDGES, LONDON
SELFRIDGES (LONDON AND
OF MATURE WOMEN WITH STORE:'GLASTONBURY
COLLECTION: HARV
AND MANCHESTER
MANCHESTER) NICHOLS LONDON A
HASHTAG
MANCHESTER
#MISSEDTHEMEMO
INFLUENCER MANCHESTER AN
INFLUENCER POSTS ON
RELATIONSHIPS INFLUENCER POST:
INFLUENCER NEW COLLECTION LAUNCH LONDON-BASED
INFLUENCER LAUNCH
INFLUENCER METRICS INFLUENCER POSTS:
INFLUENCER LAUNCH NON-AGE DEFINING
INFLUENCER POST: MARKETING
INFLUENCER ESTABLISHED FOR AWESOME AT ANY AGE
RELATIONSHIPS
EVENT
MEASURED
BLOGGER EVENT:
LINGERIE COLLECTION
EVENT: NEW COLLECTION OUTFITS WITH HASHTAG
FESTIVAL LOOKS MEASUREMENT AND REVIEW
INFLUENCER: PAR
AWESOME AT ANY AGE ESTABLISHED
CONTENT INVITATIONS SENT WEAR LOOKS AND P
#MISSEDTHEMEMO
CAMPAIGN UP PROMO
19
“
When I hear the term “middle-aged”, I have to stop
and think, “Is this meant to be me?” I don’t polish
silver or plan menus, and I’m not interested in
housework. I am also spontaneous and I don’t
think that’s a quality traditionally associated with
middle age (Kemp, 2017, cited in Hardy, 2017)”.
20
Figure 7. 21
Website Development
free delivery on all orders
Brands Clothing Shoes Bags Accessories Chat
NEW!
Style icon Baddie Winkle models

this season’s hottest accessories,
rocking clashing colours and
oversized decorations for this
summers ultimate over-stated look
<shoppable feature>
Shop now
NEW!
Explore more trends
Top Brands Shop by Tier
ADIDAS THE KOOPLES

ALEXACHUNG LEVIS
<shoppable feature>
AXEL ARIGATO
NEW! LULU LEMON
High street brands
BOUX AVENUE MONKI Brands Clothing Shoes Bags Accessories Chat
Style
CHEAP icon Baddie WinkleMISSGUIDED
MONDAY models
thisAND
CHINTI season’s
PARKERhottest accessories,
NOT YOUR DAUGHTER’S JEANS
High-end brands
After Dark Shop now Slogan prints Savvy
Slogan
sportswear
prints Travel accessories
rocking clashing colours
CONVERSE and
PRETTYLITTLETHING
oversized decorations for
DR MARTENS this PRIEST
RAGGED
Sleek blacks paired with flirtatious
summers ultimate over-stated

GANNI look
SKINNY DIP
brights take you seamlessly from
working hours to fun after dark
HOUSE OF HOLLAND TED BAKER Designer brands shop the look
HOBBS WHISTLES
IVY PARK
KENZO <shoppable feature>
Shop all brands
Explore more trends

Our top picks
Shop now
Who we are
Rixo London £195 Hobbs £99 SkinnyDip £32 Equipment £330
memo is a brand built upon the rebellious spirit of women who dare not to think, act or
Explore more trends dress their ‘age’. We stock a unique collation of fashion from a variety of brands,
handpicked to reflect the vivacious and daring lifestyle of the modern woman.
Self Portrait £290 Sam Edelman £145 FashionNova £10 PrettyLittleThing £25
From skimpy knickers to full-on feathered jackets, we’ve got them stocked. Browse our
styles to find fashion to suit the women who truly have missed the memo on middle age.
In her own words, Lyn Slater is a
‘woman who chooses garments
and experiences that allow her
to be the self she is and the self
that is always becoming’.
shop more of Lyn’s looks
Browse now
SHOP ABOUT SOCIAL
PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW
BRANDS
<social media
CONTACT For moresignposting>
memo:
FACEBOOK
Figure 8.
DELIVERY FAQ TWITTER SIGN UP
LOOKBOOK LINKEDIN
Slogan prints Savvy

Slogan
sportswear
Featured brands
Who we are
Slogan prints Savvy
Slogan
sportswear
GANNI adopts a playful and
effortless approach to design,
Representing how each individual
wants to dress and look, without Shop GANNI
dress their ‘age’. We stock a unique collation of fashion from a variety of brands,
strict dogmas or rules, but with
room for personality, contrasts and
From skimpy knickers to full-on feathered jackets, we’ve got them stocked. Browse our experimentation.
Browse now
Who we are
Skinny Dip is a London based
fashion brand, bringing you a range
Featured brands
memo is a brand built upon the rebellious spirit of women who dare not to think, act or Shop Skinny Dip of creative, fun and exciting fashion
dress their ‘age’. We stock a unique collation of fashion from a variety of brands, items and accessories that are
designed in-house.
wants to dress and look, without
Shop GANNI
From skimpy knickers to full-on feathered jackets, we’ve got them stocked. Browse our
experimentation.
SHOP ABOUT SOCIAL

Browse now <social media signposting>
Skinny Dip is a London based BRANDS CONTACT FACEBOOK
Shop Skinny Dip of creative, fun and exciting fashion DELIVERY FAQ TWITTER SIGN UP
items and accessories that are
designed in-house. LOOKBOOK LINKEDIN
SHOP ABOUT SOCIAL

Featured brands
BRANDS
<social media signposting>
CONTACT FACEBOOK

LOOKBOOK LINKEDIN
experimentation.
22

The build and design of a branded
WEBSITE THAT FACILITATES THE SALE OF
products AND COMMUNICATES THE
BRAND IDENTITY.
As the key channel that drives

revenue, the WEBSITE incorporateS
features that engage the audience
and encourage repeat visits.
Objective
Develop a website that facilitates  

and encourages the sale of products. 
Strategy
• Eye-catching design that

communicates the brand identity  
and product selection.
• Engaging features and content.
 
Channels
Online website that runs effectively

across desktops, laptops,  
smartphones and tablets.
Tactics
• Integrated Facebook messenger

chatbot to create a personalised
customer service experience.
• Editorial content to increase
engagement and lengthen visit time.
• User-friendly navigation.
23
“
only 2% of the over-50s hate using
technology and 78 per cent actively
enjoy using it (Chahal, 2014).”
Figure 9.
24
Target Customer
The e-commerce platform User of Multiple Devices

reaches the entire customer Browses fashion on her smartphone  
base by addressing digital and tablet but makes the majority of
purchases using her laptop.
behaviours of the segment:
Search Engine User
Frequently uses search engines  
to find what she’s looking for.
Researcher
Compares the price and style of similar
products across various websites before
making a purchase decision.
Me, Me, Me
Values customer service and  
appreciates online experiences  
that are tailored and personalised
Easily Inspired
Relevant informational content elevates
her engagement and trust with a brand.
25
Landing Page
NAVIGATION

Scrolling navigation engages visitors
with the brand story and provides
movement and animation (Lake, 2012).
Scrolling navigation operates well
NEW! across all devices, offering a seamless
and consistent user experience.
rocking clashing colours and Content variety engages visitors,
summers ultimate over-stated look lengthening visit time and increasing
the likelihood of conversions.
<shoppable feature>
Shop now
Explore more trends
Figure 10.
Slogan prints Savvy

Slogan
sportswear
Who we are
26 Browse our
From skimpy knickers to full-on feathered jackets, we’ve got them stocked.
Browse now

High Level
Attention-grabbing
NEW!
focal hotspot and  

this season’s hottest accessories, on-brand colours elicit
oversized decorations for this excitement and desire.

<shoppable feature>
Shop now
Top Brands Shop by Tier
ADIDAS THE KOOPLES

ALEXACHUNG LEVIS
NEW! Explore more trends
AXEL ARIGATO LULU LEMON
High street brands
BOUX AVENUE MONKI
Style
CHEAP icon Baddie WinkleMISSGUIDED
MONDAY models
thisAND
CHINTI season’s
PARKERhottest accessories,
rocking clashing colours
CONVERSE
NOT YOUR DAUGHTER’S JEANS
and
PRETTYLITTLETHING
High-end brands Eye Level
oversized decorations for
DR MARTENS this PRIEST
RAGGED
summers ultimate over-stated
GANNI look
SKINNY DIP
Designer brands
HOUSE OF HOLLAND
HOBBS
TED BAKER
WHISTLES
Product categorisation  
IVY PARK
KENZO <shoppable feature>
Shop all brands
and call-to-actions
Shop now encourage conversions.
Slogan prints Savvy
Slogan
sportswear
Explore more trends

Brand storytelling
provides context  
Product navigation and engagement.
Who we are
Displays variety of brands and handpicked to reflect the vivacious and daring lifestyle of the modern woman.
simplifies customer experience. From skimpy knickers to full-on feathered jackets, we’ve got them stocked. Browse our
Browse now
Slogan prints Savvy
Slogan
sportswear
Featured brands
Who we are
memo is a brand built upon the rebellious spirit of women who dare not to think, act or effortless approach to design,
From skimpy knickers to full-on feathered jackets, we’ve got them stocked. Browse our experimentation.
Browse now

Ground Level
Shop Skinny Dip of creative, fun and exciting fashion
designed in-house.
Featured brands Additional call-to-
actions encourage
micro-conversions.
SHOP ABOUT SOCIAL
strict dogmas or rules, but with PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW
experimentation. BRANDS
CONTACT FACEBOOK
LOOKBOOK LINKEDIN

Shop Skinny Dip of creative, fun and exciting fashion
designed in-house.
Figure 11.
SHOP ABOUT SOCIAL
BRANDS
CONTACT FACEBOOK
LOOKBOOK LINKEDIN
27
Figure 12.
HOUSE OF HOLLAND
Original Pirate Material T-shirt
£75
QUANTITY SIZE
1 SIZE GUIDE
Add to bag
< > Add to wish list Shop the look
Description +
Details +
Size and Fit +
Delivery and returns +
VIEW FULLSCREEN
View all: HOUSE OF HOLLAND
View all: T-SHIRTS
SHOP ABOUT SOCIAL
BRANDS
CONTACT FACEBOOK
Additional Features
LOOKBOOK LINKEDIN
28
Our top picks
After Dark
Sleek blacks paired with flirtatious

brights take you seamlessly from
working hours to fun after dark

and experiences that allow her shop the look

Our top picks
SHOP ABOUT SOCIAL
Editorial
PRODUCTS
BRANDS
Content
<social
OUR STORY
media signposting>
CONTACT For more
INSTAGRAM
memo:
FACEBOOK
STAY IN THE KNOW
LOOKBOOK LINKEDIN
Relationship-building content such as

lookbooks engage visitors (Charlton,
2015), increase conversion rates, boost

search engine visibility and build trust
with customers (Feeley, 2017).

and experiences that allow her
Product Page
Comprehensive product information and

touch points for micro-conversions bring SHOP ABOUT SOCIAL
visitors closer to converting (Han, 2017). PRODUCTS OUR STORY
<social media
INSTAGRAM STAY IN THE KNOW
BRANDS CONTACT For moresignposting>

memo:
FACEBOOK
LOOKBOOK LINKEDIN
Figure 13.
Chatbot
Integrated Facebook Messenger

chatbot bridges the customer
service gap in e-commerce by
providing a tailored experience.
Personalised product search
facilitates navigation amongst
the multi-branded selection
(Blackie, 2016).
Figure 14. 29
Measurement
Number of Visitors New Sessions Channel-Specific Traffic Bounce Rate
The total visits to the   The number of new and Segmentation of traffic will The percentage of visitors 
website will indicate the recurring visits will indicate indicate which external leaving the platform before
level of brand awareness whether the platform is channels are driving the   further exploring the platform
and SEO effectiveness. engaging enough to encourage most traffic (DeMers, 2014). will indicate engagement
repeat visits (DeMers, 2014). (DeMers, 2014).
Expected Results
Traffic Increase
Costs
The website will provide the basis for other
channels to direct traffic towards, increasing
visitors. If browsing does not translate into Campaign Activity Cost Source
purchase orders, resulting in low conversion
Website Design and Build
rates, revisions will be made to: the landing
page to include customer reviews; payment Includes: marketplace Think Mobiles
£10,152
methods; and ‘Add to Cart’ button. integration, Google Analytics, (2017)
ERP and CRM integrations and
template design.
REVENUE £2,500 initial set-up +

SEO Optimisation Seopremo (2017)
£900 monthly cost
The website will facilitate sales and drive Facebook Messenger Chatbot:
£12,657.39 Darwin AI (2018)
revenue. Sales volume is expected to Creation and Integration
increase year-on-year alongside continuous
website investments and developments. Total Cost of Campaign £26,182.39
30
Campaign Timeline: One Month
WEEK 1 WEEK 2 WEEK 3 WEEK 4
JANUARY 2019 JANUARY 2019 JANUARY 2019 JANUARY 2019
MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN
CHANNELS
CLOSE CLOSE CLOSE CLOSE INTEGRATE
BUILD E- BUILD E- BUILD E- BUILD E- BUILD E- TEST AND TEST AND TEST AND TEST AND EDITORIAL CHATBOT
WEBSITE OBSERVATION OBSERVATION OBSERVATION OBSERVATION FACEBOOK TEST
WEBSITE BUILD COMMERCE COMMERCE COMMERCE COMMERCE COMMERCE MODERATE MODERATE MODERATE MODERATE CONTENT GOES
GOES LIVE AND AND AND AND CHATBOT WITH CHATBOT
WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE GOES LIVE LIVE
MODERATION MODERATION MODERATION MODERATION WEBSITE
31
CHATBOT CHATBOT
WEBSITE WEBSITE
EDITORIAL EDITORIAL GUIDELINES GUIDELINES
BRAND BRAND
WEBSITE DESIGN CONTENT CONTENT AND TONE OF AND TONE OF
GUIDELINES GUIDELINES
CREATED CREATED VOICE VOICE
ESTABLISHED ESTABLISHED
ESTABLISHED ESTABLISHED MEASUREMENT MEASUREMENT AND
AND REVIEW REVIEW
ESTABLISH ESTABLISH ESTABLISH
PRODUCT
PRODUCT PRODUCT PRODUCT
PRODUCT RANGE DEVELOPMENT UPLOADED TO
RANGE AND RANGE AND RANGE AND
WEBSITE
DEPTH DEPTH DEPTH
B2B EMAIL:
AGREE AND AGREE AND AGREE AND AGREE AND AGREE AND B2B EMAIL: B2B EMAIL: B2B EMAIL:
'EXCLUSIVE B2B EMAIL:
FINALISE FINALISE FINALISE FINALISE FINALISE 'WE'RE LIVE! + 'EDITORIAL KEY STATS
B2B / SUPPLIER SNEAK PEAK OUR CHATBOT
PRODUCT PRODUCT PRODUCT PRODUCT PRODUCT SHAREABLE CONTENT GOES FROM OUR
AT NEW IS NOW LIVE
SELECTIONS SELECTIONS SELECTIONS SELECTIONS SELECTIONS LINK LIVE' FIRST WEEK
WEBSITE'
“
Today a 60-year-old woman dresses
more like her daughter than her
grandmother when she was the same
age. Yes, we are all getting older,
but our fashion tastes are continuing
to get younger every year (Moriarty,
2015, cited in Mellery-Pratt, 2015).”
32
Figure 15.
33
“
Active and tech-savvy, the over-50s
are getting smart in their search for
companionship and sex (wgsn, 2017)”.
Figure 16.
34
Bumble
partnership
m
Figure 17.
Bumble and Memo

partnership logo
35
“
THERE ARE OVER
50,000 BUMBLE
USERS IN THE UK
AGED 50+
(MCGOOGAN, 2016)
(SURVEYMONKEYINTELLIGENCE, 2016).
What’s Bumble?
 
Bumble is an online dating app that promotes
female empowerment and equality in dating
(Bumble, 2018). Their service is most notorious
for women having to ‘make the first
move’ (Bumble, 2018).
What’s the
value to Memo? Objective
Brand partnerships have been shown to Primary: Generate brand awareness

increase customer base and build positive Secondary: Increase website traffic
association (Brown, 2018, cited in Hammett,
2018). Memo’s advertising partnership with
Bumble will generate brand awareness
amongst Bumble users through in-app adverts Strategy
and with Londoners through ambient
advertising - establishing Memo’s brand values Through an advertising partnership with
through association. Bumble, Memo’s brand values are
positively associated to that of Bumble’s
- generating brand awareness amongst
Bumble users and Londoners.
36
Figure 18.
37
“
82% of Boomer women are
sexually confident and they know
what they want (wgsn, 2017)”.
38
Figure 19.
Urban dweller
Frequently travels through Central
London for work and social purposes.
Work hard, play hard

Spends disposable income on social
activities, frequently visiting bars and
restaurants around Central London.
Romance seeker
Active dater, not searching  
for a serious life partner but  
for fun and companionship.
No novice
Familiar with online dating and  
has used or is currently using
50 years old
Bumble, Tinder or Match.com.
Single: divorced
Sexually confident
No children Disagrees with ‘dating by the  
  rules’ and is liberal, outgoing  
Resides in Central London and experimental.
TARGET CUSTOMER
39
In-app Adverts
TACTICS
• Adverts click-through to the Memo  

website, targeting existing Bumble users. 
• Segmented target as to only reach  

women between 50-65 years old.
Figure 20. Figure 21. Figure 22.
Say yes to killer heels and

no to conversation killers

Shop now
MEASUREMENT
Shop now
Shop now
Three advert versions A/B A/B TESTING

tested prior to full roll-out.
A/B testing is conducted to
determine the most effective
format at generating click-
throughs.
CLICK-THROUGH RATE
Click-through rate indicates

levels of engagement and
allows the cost-per-lead to
be generated - establishing
ROI.
40
Ambient Advertising
WEBSITE TRAFFIC
TACTICS The number of new website visitors
will indicate the level of brand
• Posters placed in London Underground awareness generated.
stations frequently used for commuting
and socialising, generating broad brand
awareness amongst busy Londoners.
• Incentive of 10% Memo discount code

when downloading the Bumble app. Discount Code Usage
The number of discount codes used

will indicate general engagement
with the campaign and whether the
target audience is being reached.
MEASUREMENT
Figure 23.
Find  
someone
that  
dazzles
you
Download the Bumble app and  

get 10% off memofashion.com.
41
Expected Results
WEBSITE TRAFFIC Brand Mentions
Website traffic is expected to increase as   Brand mentions across social media

a result of click-throughs from in-app platforms are expected to rise as a result
adverts and increased brand awareness. of increased brand awareness. If brand
If traffic does not increase, the ads will be awareness does not increase, ads will be
adjusted to ensure call-to-actions are reviewed to ensure the placement is
clear and that the 10% discount is reaching the target audience.
compelling enough.
Costs
Campaign Activity Cost Source
Bumble In-App Advertisements IAB Programmatic Fee Calculator

£10,000
(2 x weeks) (2018).
£25,912.50
London Underground Adverts
London Transport Advertising
(Business and entertainment (Total of £51,825 - 50% paid
(2018).
locations, 2 x weeks) by Bumble in accordance to
joint-advertising)
Total Cost of Campaign £35,912.50
42
Campaign Timeline: Three Weeks
WEEK 1 WEEK 2 WEEK 3
MARCH 2018 MARCH 2018 MARCH 2018
MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN
43
CHANNELS
A/B AD A/B AD A/B AD A/B AD A/B AD A/B AD ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT ADVERT
BUMBLE IN-APP
TESTING TESTING TESTING TESTING TESTING TESTING DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED DEPLOYED
REVIEW REVIEW
RESULTS OF ADVERT AT ADVERT AT ADVERT AT ADVERT AT ADVERT AT ADVERT AT RESULTS AND
ADVERT AT ADVERT AT ADVERT AT ADVERT AT ADVERT AT ADVERT AT
A/B TESTING KINGS OXFORD COVENT MEASUREMENT KINGS OXFORD COVENT MEASURE
AMBIENT ADVERTISING ANGEL BANK WATERLOO ANGEL BANK WATERLOO
TO CROSS CIRCUS GARDEN AND REVIEW CROSS CIRCUS GARDEN COST PER
STATION STATION STATION STATION STATION STATION
DETERMINE STATION STATION STATION STATION STATION STATION LEAD OF
A/B TEST A/B TEST A/B TEST A/B TEST A/B TEST A/B TEST FINAL AD CAMPAIGN
CLICK- CLICK- CLICK- CLICK- CLICK- CLICK-
E-COMMERCE PLATFORM THROUGH THROUGH THROUGH THROUGH THROUGH THROUGH
RATE RATE RATE RATE RATE RATE
MEASURED MEASURED MEASURED MEASURED MEASURED MEASURED
“
Old age is no place for
sissies – Bette Davis
44
Figure 24.
Figure 23.
45
“
24% of 50–64 year olds use
LinkedIn - individuals THAT
typically have the most
buying power (YORK, 2017)
Dress Like
a Boss
 
LinkedIn Campaign
46
Dress
Like a
Figure 25.
the DRESS LIKE A BOSS campaign
CELEBRATes WOMEN AND FASHION IN
THE WORKPLACE. THE CAMPAIGN
TARGETS HIGH-INCOME PROFESSIONALS
through linkedin AS a group LIKELY
TO buy memo’s HIGHLY-PRICED BRANDS
- MAXIMISING PROFITABILITY.
Objective
Generate brand awareness amongst

high-income professionals. 
Strategy
Build an interactive community around

the brand using a platform with an
existing audience of professionals.
49
Figure 26.
50
“
We celebrate aspects of older  
women, such as their wisdom,  
style and Transgressive sass.
yet, absent from that are the 
skills they have gathered over 
a lifetime and bring to a work 
environment (MacDonald, 2018).
TARGET CUSTOMER
THE CAMPAIGN WELCOMES THE AMBITIOUS PROFESSIONAL

PARTICIPATION OF WOMEN OF ALL Managerial or director level at a medium-
AGES AND JOB LEVELS. HOWEVER, IT is large firm. Keeps abreast of industry news
through newspapers and publications such
tailored towards THE ENGAGEMENT
as The Economist and Bloomberg.
OF THE TARGET CUSTOMER.
HIGH-EARNER
Annual income of over £80,000.
leisure and luxury

Visits luxury holiday destinations and social
activities include cultural interests such as
wine and travel.
DIGITALLY SAVVY
Uses the internet for banking, managing
investments, online shopping, browsing
lifestyle information and networking.
SUITED UP
Prefers to buy fewer clothing items of
higher price and quality. Wears business
dress yet desires to stand out amongst
colleagues by investing in fashion-forward
statement pieces.
51
Targeted Adverts
TACTIC
LinkedIn’s precise targeting metrics are utilised to reach

audience with higher spending power and direct them to
the LinkedIn page.
adverts targeted using these metrics: 
• 45-60 years old

• Female
• 1000+ employees at company
• 500+ connections
• 15+ years of experience
• Managerial/director level
ADVERT 1: CORPORATE
m Memo shared: Following:
Fancy winning a £200 Memo gift card? Visit our

Targeted to:
• Accountancy, banking and finance

‘Dress Like a Boss’ page https://lnkd.in/ecWf_CR
• Business, consulting and management
• Law
the memo
ddle age Missed the memo
on middle age
m Memo shared: Following:
Fancy winning a £200 Memo gift card? Visit our

memo ‘Dress Like a Boss’ page https://lnkd.in/ecWf_CR
Missed the memo

emo
on middle age Missed
Missedthe memo
the memo
Missed the memo on middle age
on middle age on middle age
memo
Figure 27.
memo
memo
Figure 28.
ADVERT 2: creative
Targeted to: 
• Creative arts and design

• Advertising, marketing and PR
• Media and internet
• Retail
Figure 29.
52
‘Dress Like a Boss’ LinkedIn Page
 
TACTIC
m
Builds a community and develops a brand dialogue through user-generated content.
Users can nominate their

connections - extending the
brand reach
Keep ‘em coming!

…and be in with a chance to win a £200 gift card
Users post a workwear outfit

of them dressing empowered
in the workplace. Keep ‘em coming!
Incentive of a 10% discount

code when they post and top 5
most-liked outfits win a £200 Figure 31.
Memo gift card.
m
Memo posts content to
maintain engagement
Keep ‘em coming!

53 Figure 30.
Measurement
DISCOUNT CODE USAGE VOLUME OF USER-GENERATED CONTENT NEW WEBSITE SESSIONS
The number of discount codes The number of posts that uploaded The number of new visitors to the
redeemed will be measured to to the LinkedIn page will be website will be measured to
indicate reach of the campaign. measured to determine the level of indicate if the campaign has
engagement with the campaign extended the brand reach to a
and the size of captured audience, new audience.
Expected Results
volume of website orders
The volume of orders placed through the

website is expected to increase in line with
brand awareness. If order volume does not Costs
increase, the discount code will be reviewed
as 10% may not be lucrative enough.
Campaign Activity Cost Source
£14,430
LinkedIn Display Ads (Based upon average
LinkedIn (2018).
(2 Week Period) LinkedIn Cost-Per-Click of
BRAND ENGAGEMENT £4.81 and 3,000 clicks)
It is expected that brand engagement will

increase through the upload of user-
generated content. If brand engagement LinkedIn Campaign Page No Cost N/A
does not increase, the call-to-action will be
reviewed to ensure it is inspiring and clear -
helping to convert page bystanders who
Total Cost of Campaign £14,430.00
don't intend to contribute to.
54
Campaign Timeline: Two Weeks
WEEK 1 WEEK 2
JANUARY 2020 JANUARY 2020
MON TUES WED THUR FRI SAT SUN MON TUES WED THUR FRI SAT SUN
CHANNELS
55
ADVERT
DESIGN AND ADVERTS ADVERTS ADVERTS ADVERTS ADVERTS ADVERTS ADVERTS ADVERTS ADVERTS
LINKEDIN DISPLAY ADS ADVERTS LIVE ADVERTS LIVE ADVERTS LIVE
METRICS TESTED GO LIVE GO LIVE LIVE LIVE LIVE LIVE LIVE LIVE
FINALISED
POST: BEAT
'DRESS LIKE MEMO POST: THE MONDAY POST: LAST POST: MOST- MEASUREMENT:
A BOSS' PAGE GOES CLOSE WE CAN'T BLUES AND FEW DAYS TO LIKED LOOKS DISCOUNT CODE
LINKEDIN CAMPAIGN PAGE
PAGE LIVE MONITORING WAIT TO SEE SHOW US YOUR USE WINNERS USAGE AND ROI
CREATED YOUR LOOKS! LOOKS FOR DISCOUNT! ANNOUNCED CALCULATED
10% OFF
CLICK WEEKEND CLICK
DISCOUNT
THROUGH DISCOUNT THROUGH
website CODE
RATE CODE USAGE RATE
TESTED
MEASURED MEASURED MEASURED
“
Women over fifty want to be represented by
the media. They want beautiful aspirational
fashion imagery; they want someone in their
age and shape they can relate to (Spindler,
2016, cited in rickey 2016)”.
56
Figure 32.
Figure 24.
“
87% of consumers say they want
a “meaningful relationship” with
brands - only 23% feel that they
have one (Cahill, 2015)”.
Awesome
at Any Age
A cause-related campaign, endorsed by influencers
58
Figure 33.
59
The Awesome at Any Age campaign
aims to encourage customers to
form long-lasting relationships
with memo by endorsing a
charitable cause that aligns
with the brand’s values.
Objectives
Primary: Encourage customers to form an

emotive connection to the brand - aiding
towards a long-term relationship and
repeat orders.
Secondary: Extend brand reach.
Tertiary: Establish what influencers are

most effective at engaging with Memo
customers.
Strategy
Cause-related campaign taps elicits

emotive response by supporting charitable
organisation Girl Effect.
Influencer endorsement extends reach

using storytelling techniques.
 
tactics
Cause aligns with Memo’s brand purpose

of age empowerment - harnessing the
existing psychographic of the customer.
Storytelling element as style influencers

share their own experiences - extending
brand reach amongst followers in a cost
efficient manner . 
60
Who are Girl Effect?
 
Girl Effect are a non-profit organisation who strive to
empower vulnerable and marginalised girls using youth
brands and digital tools (Girl Effect, 2018). By supporting
Girl Effect, the Memo campaign supports these girls in
also becoming ‘awesome at any age’.
Figure 34.
How will Memo

support Girl Effect?
 
Throughout the month of December, Memo will donate
5% of all sales towards Girl Effect, encouraging
customers to purchase from the brand during the festive
period to support a charitable cause. The 5% loss on sales
is expected to be mitigated against by the campaign
objectives, pro
61
E MP A T H E T I C
ACCOUNTABLE
A S S I O N A TE
P
Figure 35.
62
“
older women with disposable
income are the group most likely
to contribute towards charitable
causes in the uk (caf, 2017).
TARGET CUSTOMER
THE CAMPAIGN AIMS TO   FAMILY ORIENTATED

ELICIT AN EMOTIVE   Married or divorced,  
RESPONSE AMONGST THE but with children or
grandchildren who live
EMPATHETIC CUSTOMER
outside of the home.
SOCIALLY AWARE
Highly engaged in politics,
opinionated and keeps
abreast of world news
through media outlets.
CULTURALLY CONCIOUS
Awareness and interest  
of other cultures that has
been cultivated through
travelling and knowledge  
of current affairs.
FEMINIST
Advocate of equality and
women’s rights around  
the globe.
63
Influencer Endorsement
The campaign message of ‘Awesome at Any Age’ is endorsed  
by key micro-to-macro-level style influencers over the age of 45.
01  02  03  04 

ALYSON WALSH RENIA JAZ CATHERINE SUMMERS baddie winkle
@thatsnotmyage  @venswifestyle  @notlamb  @baddiewinkle 
Age: 53  Age: 55  Age: 45  Age: 89 
Followers: 29.1K Followers: 19.6K Followers: 18.5K Followers: 3.3M
Figure 36. Figure 38.
01
02
Figure 37.
03
04
Figure 39.
64
05  06  07  08 
LYN SLATER LISA LENNKH KAT FARMER AMANDA START
@iconaccidental  @thesequinist  @doesmybumlook40 @onlinestylist 
Age: 64  Age: 48  Age: 45  Age: 49 
Followers: 488K Followers: 14.1K Followers: 80.1K Followers: 22.1K
Figure 40. Figure 41.
05
Figure 42.
06 07
08
65
Figure 43.
2. MEMO INSTAGRAM
Memo reposts this, collating  

all influencer posts on the  
brand’s own Instagram channel.
Channels
1. Influencer Instagram
Influencers endorse the campaign by

sharing their personal story of defying
age stereotypes accompanied by an
outfit from Memo.
Figure 45.
Figure 44.
66
Figure 47.
Figure 46. Awesome at Any Age
Awesome at Any Age
Catherine Summers
3. memo website
!
Catherine Summers The 45-year old tells her story of following her
Users click-through from  

!
The 45-year old tells her story of following her
passion throughout her forties, opposing the term
passion throughout her forties, opposing the term
‘age appropriate’ and encouraging women to be
fabulous at any age, ‘age appropriate’ and encouraging women to be
fabulous at any age,
Instagram to the Memo  
website where they can  
read the influencer’s full  
I’m Catherine Summers – a 45-year-old, British ex- I was very proud to have won the UK Blog Awards Best
London resident now living with my husband in a little Fashion/Beauty Blog in 2017 and the Bloggers’ Lounge
!
town house in Devon, South West England. award for Best Fashion Blog 2015. To date I’ve been
featured in the Sunday Times Style magazine and Who
See more of Catherine:
! Once upon a time I had dreams of making it as a fashion
photographer – I graduated with a photography degree
in the early 90s – but never really pursued my dream. I
!
What Wear three times amongst others.
I oppose the term “age appropriate” and encourage the

@notdressedaslamb
put my talents to use teaching the subject instead (I term “occasion appropriate” instead. I believe that
story and shop their look.

notdressedaslamb.com loved it but due to lots of different circumstances it women of all ages should wear things they like, what
didn’t continue and I wound up in lots of retail and office suits them, and what is appropriate to the occasion – you
jobs in the following years). On a personal level my won’t find any age-appropriate nonsense here. I
photographic skills frustratingly remained underused,
but eventually I discovered fashion blogs and my love for
fashion photography was reignited. Together with a
!
encourage women to be fabulous at any age!
Did you know?

passion for writing (and a huge wardrobe!) I turned to
!
!
fashion blogging as a creative outlet in 2011.
I launched Not Dressed As Lamb* on my 39th birthday. It

Known for my (unnatural) red hair and having great
eyebrows, I’ve been dubbed the “Queen of Clash” due to
a penchant for pattern-mixing and a tendency to wear
was originally intended to be a one year project to see if I
bright colours – I describe my style as “eclectic, erring on
could improve my style as I approached my 40th – and to
the side of preppy-with-a-twist”. I have a passion for
flex my photography muscles once more. The one-year
keeping fit, people watching, travel, giraffes, the theatre,
project simply continued, and I’m now enjoying being a
astronomy, cherry lip balm, freckles and generally
full-time professional blogger. While I’ve been “waving
the fashion flag for 40-somethings”, the blog has grown
into one of the leading over 40 style blogs in the UK and
worldwide.
!
seeking out life’s pleasures.
Shop Catherine’s look
I’m Catherine Summers – a 45-year-old, British ex- I was very proud to have won the UK Blog Awards Best
London resident now living with my husband in a little Fashion/Beauty Blog in 2017 and the Bloggers’ Lounge
< >
!
town house in Devon, South West England. award for Best Fashion Blog 2015. To date I’ve been
featured in the Sunday Times Style magazine and Who
GANNI
Longline Blazer
£275
NYDJ
Nude Capris
£55
Skinny Dip
Cat Eye Sunglasses
£23
Vagabond
Suede Boots
£100
See more of Catherine:
! Once upon a time I had dreams of making it as a fashion
photographer – I graduated with a photography degree
in the early 90s – but never really pursued my dream. I
!
What Wear three times amongst others.
I oppose the term “age appropriate” and encourage the

@notdressedaslamb
put my talents to use teaching the subject instead (I term “occasion appropriate” instead. I believe that
notdressedaslamb.com loved it but due to lots of different circumstances it women of all ages should wear things they like, what
didn’t continue and I wound up in lots of retail and office suits them, and what is appropriate to the occasion – you
Supporting Girl Effect jobs in the following years). On a personal level my won’t find any age-appropriate nonsense here. I
We’re donating 5% of all sales made during
December to Girl Effect, an organisation that helps
empower vulnerable and marginalised young girls.
photographic skills frustratingly remained underused,
but eventually I discovered fashion blogs and my love for
fashion photography was reignited. Together with a
!
encourage women to be fabulous at any age!
Did you know?

passion for writing (and a huge wardrobe!) I turned to
!
!
Read more
fashion blogging as a creative outlet in 2011.
Known for my (unnatural) red hair and having great
eyebrows, I’ve been dubbed the “Queen of Clash” due to
I launched Not Dressed As Lamb* on my 39th birthday. It
a penchant for pattern-mixing and a tendency to wear
was originally intended to be a one year project to see if I
bright colours – I describe my style as “eclectic, erring on
could improve my style as I approached my 40th – and to
SHOP
! ABOUT
! !
SOCIAL the side of preppy-with-a-twist”. I have a passion for
flex my photography muscles once more. The one-year
!
PRODUCTS
! media
OUR STORY
! memo: INSTAGRAM STAY IN THE KNOW
keeping fit, people watching, travel, giraffes, the theatre,
<social For moresignposting> project simply continued, and I’m now enjoying being a
!
BRANDS
!
CONTACT
!
FACEBOOK
astronomy, cherry lip balm, freckles and generally
full-time professional blogger. While I’ve been “waving
!
seeking out life’s pleasures.
Figure 48.
SIGN UP
!
DELIVERY
LOOKBOOK
FAQ
!
TWITTER
LINKEDIN
the fashion flag for 40-somethings”, the blog has grown
into one of the leading over 40 style blogs in the UK and
worldwide.
Shop Catherine’s look
< >
GANNI NYDJ Skinny Dip Vagabond

Longline Blazer Nude Capris Cat Eye Sunglasses Suede Boots
£275 £55 £23 £100
Awesome at Any Age

Supporting Girl Effect
This month, we’re teaming up with age-stereotype
defying style icons to support Girl Effect, helping
to empower young girls so that they too can be
Awesome at Any Age.
Read more
Our Ambassadors
Our ‘Awesome at Any Age’ ambassadors share their stories of chucking out the rule book and being savvy, sexy and
stylish at any age. Read their stories of defying age stereotypes and shop their favourite Memo looks below:
SHOP
! !ABOUT
! SOCIAL
STAY IN THE KNOW

!
PRODUCTS
!
OUR STORY
<social media ! memo:

For moresignposting>
INSTAGRAM
!
BRANDS
!
CONTACT
! FACEBOOK
SIGN UP
Figure 49.
!
DELIVERY
LOOKBOOK
FAQ
! TWITTER
LINKEDIN
Meet ALYSON Meet LYN Meet HELEN Meet amanda
Awesome at Any Age
This month, we’re teaming up with age-stereotype

defying style icons to support Girl Effect, helping
to empower young girls so that they too can be
Awesome at Any Age.
Our Ambassadors Meet RENIA Meet LISA Meet KAT Meet Catherine
The Awesome at Any Age website

Our ‘Awesome at Any Age’ ambassadors share their stories of chucking out the rule book and being savvy, sexy and
stylish at any age. Read their stories of defying age stereotypes and shop their favourite Memo looks below:
hub collates all influencer stories, Meet LYN Meet HELEN Meet amanda
encouraging further engagement

Meet ALYSON
with the campaign and allowing

visitors to read about Girl Effect.
Meet RENIA Meet LISA Meet KAT Meet Catherine

Read more
Read more
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67
Measurement Expected
Results
TRACKED LINKS IMPRESSIONS behavioural loyalty: repeat orders
Tracked links will measure the Impressions, the number of The volume of repeated orders from
number of website visits from times a post is viewed, will be customers is expected to increase as
each specific influencer. This measured using Instagram
the emotive attachment to the brand
will measure engagement with Analytics. Impressions will
the campaign and also which indicate the reach of each increases behavioural loyalty. If repeat
influencers are generating the influencer and the number of order rate does not increase as
most visits - informing Memo people who see each post expected, and customers do not appear
about which influencers to work (Influencer Marketing Hub, to demonstrate behavioural loyalty,
with in future. 2016).
other incentives such as loyalty scheme
could be considered or it could be
investigated if functional issues, such
as payment systems or delivery, prevent
behavioural loyalty.
audience ENGAGEMENT
The number of likes, comments
and shares on Instagram posts
will measure the level of
audience engagement (Barker,
2017), indicating whether people
have found the content valuable
or interesting.
Costs
Cost for 1 Instagram
Influencer Level Influencer Name Source
Post (EACH)
Alyson Walsh
Amanda Start
Renia Jaz
Micro
£1,000
(10-30k followers) Catherine Summers
Annemarie White eMarketer

(2017).
Lisa Lennkh
Macro/Mega
Lyn Slater £5,000
(100k-1m followers)
Mega
Baddie Winkle £9,000
(1m + followers)
TOTAL COST OF CAMPAIGN: £20,000
68
Campaign Timeline: Two Weeks
NOVEMBER 2019 DECEMBER 2019 JANUARY 2020
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11
CHANNELS
69
CREATION OF EDITORIAL
WEBSITE EDITORIAL CONTENT GOES
CONTENT LIVE
TEASER POST: POST:
DAILY REPOST OF DAILY REPOST OF POST: ' THANK YOU -
'EXCITED TO BE PROMOTION OF
INFLUENCER INFLUENCER WE RAISED X
INSTAGRAM SUPPORTING GIRL CAMPAIGN AND MEASUREMENT
CONTENT + GIRL CONTENT + GIRL AMOUNT FOR GIRL
EFFECT WITH NEW LINK TO AND REVIEW
PROJECT PROMO PROJECT PROMO PROJECT'
CAMPAIGN' EDITORIAL
INFLUENCER 3 INFLUENCERS 3 INFLUENCERS
INFLUENCERS INFLUENCER
RESEARCH ON POST 'AWESOME POST 'AWESOME
REACH OUT TO AGREE AND DISTRIBUTE SEND CONTENT TO METRICS
METRICS SUCH AS: AT ANY AGE' AT ANY AGE' THANK YOU' EMAIL
INFLUENCERS FOR FINALISE WORKING CLOTHING TO MEMO PRIOR TO EXAMINED TO
INFLUENCER FOLLOWERS, CAMPAIGN CAMPAIGN SENT TO
CAMPAIGN AGREEMENT WITH INFLUENCERS POSTING TO BE DETERMINE
ENGAGEMENT CONTENT CONTENT INFLUENCERS
PARTICIPATION INFLUENCERS FOR CONTENT INCLUDED IN FUTURE WORKING
RATE AND THROUGH THE THROUGH THE
EDITORIAL FEATURE RELATIONSHIPS
AUTHENTICITY WEEK WEEK
Aweso
me at
Any Ag
70
“
THE KEY TO AGEING
GRACEFULLY IS TO PAY
AS LITTLE ATTENTION
TO IT AS POSSIBLE
71
Conclusion
72
missed
Figure 50.
the
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urban-decay-baddie-winkle-beauty-muse
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75
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76

Maisie Helen Chang: Marketing Portfolio

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- Henry David Thoreau

The strike-through illustrates missing

The COLOUR: primary

femininity | passion | sexuality

sophistication | glamour | rebellion

excitement | flamboyance | extroversion

freshness | inspiration | liveliness

Trend research E-commerce

Distribution: Supplier is notified Memo takes 22.5%

- George Bernard Shaw

PRODUCT RANGE AND FINALISE LINGERIE WINTER PARTYWEAR

TEASER CONTENT AND

TARGETED ADS: WORK

TEASER CONTENT AND

BUMBLE DRESS LIKE A BOSS CLICK-

TREND RESEARCH FOR OWN

SNEAK PREVIEW: BEHIND

SNEAK PREVIEW: BEHIND

Brands Clothing Shoes Bags Accessories Chat

free delivery on all orders

Style icon Baddie Winkle models

Top Brands Shop by Tier

ADIDAS THE KOOPLES

summers ultimate over-stated

HOUSE OF HOLLAND TED BAKER Designer brands shop the look

Explore more trends

shop more of Lyn’s looks

PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW

Slogan prints Savvy

PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW

SHOP ABOUT SOCIAL

DELIVERY FAQ TWITTER SIGN UP

Skinny Dip is a London based

As the key channel that drives

Develop a website that facilitates

• Eye-catching design that

Online website that runs effectively

• Integrated Facebook messenger

The e-commerce platform User of Multiple Devices

free delivery on all orders

Brands Clothing Shoes Bags Accessories Chat

Explore more trends

Slogan prints Savvy

Brands Clothing Shoes Bags Accessories Chat

free delivery on all orders

Brands Clothing Shoes Bags Accessories Chat

ADIDAS THE KOOPLES

Explore more trends

Skinny Dip is a London based

DELIVERY FAQ TWITTER SIGN UP

Skinny Dip is a London based

SHOP ABOUT SOCIAL

PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW

DELIVERY FAQ TWITTER SIGN UP

Brands Clothing Shoes Bags Accessories Chat

< > Add to wish list Shop the look

Size and Fit +

Delivery and returns +

View all: HOUSE OF HOLLAND

View all: T-SHIRTS

SHOP ABOUT SOCIAL

PRODUCTS OUR STORY INSTAGRAM STAY IN THE KNOW

DELIVERY FAQ TWITTER SIGN UP

Develop a website that facilitates  

• Adverts click-through to the Memo  

• Segmented target as to only reach  

Download the Bumble app and  

Website traffic is expected to increase as   Brand mentions across social media

adverts targeted using these metrics: 