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Latino Celebrity Digital Network.pdf by tongxiamy

VIEWS: 12 PAGES: 74

									HISPANIC CELEBRITIES:

SUCCESSFULLY TARGETING
 THE HISPANIC MARKET
HISPANIC “CIRCLE OF INFLUENCE”

                 FAMILY




                HISPANIC   TRUSTED
      FRIENDS
                CONSUMER   ADVISORS




                 SELECT
                 MEDIA
ONLINE & SOCIAL NETWORKING

                • FASHION
ENTERTAINMENT   • MUSIC
                • SPORTS



                • ARTICLES
 RESEARCH       • REVIEWS
                • BLOGS & FORUMS
ONLINE “HISPANIC-FLUENTIALS”

              BLOGS


                       VIDEO/PHOTO
   FORUMS
                        SHARING


            HISPANIC
            CONSUMER
HISPANIC PURCHASING DECISIONS:
THE “INFLUENCER” PROCESS


    FAMILY
             IN-PERSON
   FRIENDS
              PRINT/TV   PURCHASE
  TRUSTED
               ONLINE
  ADVISORS
                 CELEBRITIES = TRUSTED ADVISORS

Beloved TV, Radio, Sports and Film celebrities are invited into Hispanic
homes and mobile devices every day…providing insight into fashion, beauty
and influencing purchasing decisions.
Over 100 Million Impressions
         per week
Source: Brandweek 2009
                   BRAND INTEGRATION
                INTO THE HISPANIC MARKET

                                                 TAPPING INTO HISPANIC
          LICENSING
                             CELEBRITY
                           ENDORSEMENT           INFLUENCERS…

                                                     Popular Celebrities
  CONTENT
DEVELOPMENT
                                     PUBLICITY
                                                     Opinion makers
                                                     Trend setters
   PRODUCTION                    PROMOTIONS
                                                     Publications

                      SOCIAL
                      MEDIA
                      ASSETS
   Celebrity Endorsement, Publicity &
    Strategic Content Clients for 2011
   Sofia Vergara – Diet Pepsi            Karla Martinez - Clorox

     Raul de Molina – ATT                 Fernando Fiore – ATT

 Karla Martinez – General Mills          Karla Martinez – Colgate

  Danna Garcia – Maybelline            Fernando Fiore – Coca Cola

    Fernando Fiore – Makita             Sofia Vergara – Cover Girl

Cristian de la Fuente – Coca Cola   Jacqueline Bracamontes– Coca Cola

   Giselle Blondet – Got Milk         Marco Antonio Solis – Got Milk

   Sofia Vergara – State Farm            Raul de Molina – Lowes

     Sofia Vergara - Xfinity               Blanca Soto - Suave
 HISPANIC CELEBRITIES= VALUABLE PUBLICITY
              OPPORTUNITIES




                         National,
                         Regional & Digital                                   Execution
                                                  Content
Strategy                 Outreach                 Distribution                •Press Releases
                         •Create publicity                                    •Media Junket - Tours
•Create unique branded                            •Provide brand initiative   •PR Stunts
 content that drives      platforms that create
                          mass communication       support by creating        •Red Carpet Events
 ratings for media                                 and distributing
 partners                 coverage in all major                               •Street Teams
                          Spanish language         strategic content to
                                                   targeted media outlets     •Behind the Scenes
                          outlets.                                            •B-Roll & Stills
Influencer Enhanced    Digital, Social and Mobile Content
                 Create Digital Branded Entertainment
            Apps, Digital Mobile Platforms & Online Content




           Branded Games               Live Chats              Custom Content
                                       Interviews
                Apps                      Blogs               Licensed Content
                                       Exclusives
        Online Communities              Contests              Content Strategy


Over 23 million Hispanics are holding conversations online…
   Start a conversation with your target audience on Twitter, Facebook and Blogger
          Communities with the top influencers… the celebrities Hispanics love
 SOFIA
VERGARA
                  Why Sofía Vergara?

                  The only Hispanic actress who started her career in a
                   U.S. Spanish Language Network and successfully
                          crossed over to the general market.


                   Currently starring in the “#1 Comedy” sensation,
                                    MODERN FAMILY

                    ”2010 Faces to Watch”—The New York Times

                  Two-time Emmy nominee for Best Supporting Actress

                  “One of the most talented and powerful women in
                              Hispanic entertainment”
                       —The Hollywood Reporter and Billboard Magazine


www.latinwe.com
•   Apparel
•   Shoes
•   Accessories
•   Jewelry
•   Lingerie
•   Sleepwear
•   Swimwear
•   Home
NATIONAL PUBLICITY: COVERS / FEATURES
•   COSMOPOLITAN EN ESPANOL: Cover and Feature including photos from the collection
•   GLAMOUR EN ESPANOL: Feature including photos from the collection
•   HARPER BAZAAR EN ESPANOL: Feature including photos from the collection
•   HOLA: Feature including photos from the collection
•   MARIE CLAIRE EN ESPANOL: Feature including photos from the collection
•   PEOPLE EN ESPANOL: Feature including photos from the collection to run in September
    Issue
•   SELECTA: Cover and Feature including photos from the collection
•   SANTO DOMINGO TIMES: Cover and Feature on Sofia Vergara ran in May/June Issue.
•   SIEMPRE MUJER: Cover and Feature including photos from the collection to run in
    August Issue.
•   TELEREVISTA: Feature including photos from the collection
•   TV NOTAS: Feature including photos from the collection
•   TV Y NOVELAS: Cover and Feature including photos from the collection.
•   VANIDADES: Cover and Feature including photos from the collection
•   VENUE: Cover and Feature including photos from the collection
•   VOGUE EN ESPANOL: Feature including photos from the collection
    REGIONAL: FEATURE STORIES
•   AL DIA, DALLAS: Feature including photos from the collection to run week of September 5 th.
•   DIARIO LAS AMERICAS, MIAMI: Feature including photos from the collection to run week of September 5 th.
•   EL DIA, HOUSTON: Feature including photos from the collection to run on September 12 th.
•   EL DIARIO, EL PASO: Feature including photos from the collection to run on September 12 th.
•   EL ESPECIAL, MIAMI: Feature including photos from the collection to run on September 12 th.
•   EL ESPECIAL, NEW YORK: Feature including photos from the collection to run on September 12 th.
•   EL EXTRA NEWSPAPER, DALLAS: Feature including photos from the collection to run week of September 5 th.
•   EL HERALDO NEWS, DALLAS: Feature including photos from the collection to run week of September 12 th.
•   EL HISPANO PARA TODOS, WEST PALM BEACH: Feature including photos from the collection to run week of
    September 5th.
•   EL HISPANO NEWS, ALBUQUERQUE: Feature including photos from the collection to run week of September 5 th.
•   EL HISPANO NEWS, DALLAS: Feature including photos from the collection to run week of September 12 th.
•   EL LIDER USA, DALLAS: Feature including photos from the collection to run week of September 5 th.
•   EL MUNDO, AUSTIN: Feature including photos from the collection to run week of September 12 th.
•   EL MUNDO, BOSTON Feature including photos from the collection to run week of September 12 th.
•   EL NUEVO HERALD, MIAMI: Feature including photos from the collection- Pending Sofia Vergara’s availability.
•   EL NUEVO GEORGIA, ATLANTA: Feature including photos from the collection to run week of September 12 th.
•   EL SENTINEL, FORT LAUDERDALE: Feature including photos from the collection to run week of September 5 th.
•   LA ESTRELLA DIGITAL, DALLAS: Feature including photos from the collection to run week of September 12 th.
•   LA PRENSA, AUSTIN: Feature including photos from the collection to run week of September 5 th.
•   LA PRENSA, HOUSTON: Feature including photos from the collection to run week of September 5 th.
•   LA PRENSA, NEW YORK: Feature including photos from the collection- Pending Sofia Vergara’s availability.
•   LA PRENSA, ORLANDO: Feature including photos from the collection to run week of September 5 th.
•   LA RAZA, CHICAGO: Feature including photos from the collection- Pending Sofia Vergara’s availability.
•   LA SEMANA, BOSTON: Feature including photos from the collection to run week of September 5 th.
•   LA VISION, ATLANTA: Feature including photos from the collection to run week of September 12 th.
•   LA OPINION, LOS ANGELES: Feature including photos from the collection- Pending Sofia Vergara’s availability.
•   MUNDO HISPANICO, ATLANTA: Feature including photos from the collection to run week of September 12 th.
•   SEMANA NEWS, HOUSTON: Feature including photos from the collection to run week of September 12 th.
•   SIE7E DIAS, TAMPA: Feature including photos from the collection to run week of September 12 th.
•   TELEGUIA DE CHICAGO, ILLINOIS: Feature including photos from the collection to run week of September 12 th.
•   TIEMPOS DE LAREDO, DALLAS: Feature including photos from the collection to run week of September 5 th.
ONLINE COVERAGE:
• AOL LATINO.com: Feature including photos from the collection to run week
  of September 5th.
• INFRAGANTI MAGAZINE.com: Feature including photos from the collection
  to run week of September 12th.
• LATINA.com: Feature including photos from the collection to run week of
  September 5th.
• MSN LATINO.com: Feature including photos from the collection to run week
  of September 12th.
• MY DAILY CAFE.com: Feature including photos from the collection to run
  week of September 5th.
• PEOPLE EN ESPANOL.com: Feature including photos from the collection to
  run week of September 5th.
• ROSSANAMUSICA.com, WEST PALM BEACH: Feature including photos from
  the collection to run week of September 5th.
• TELEMUNDO.com: Feature including photos from the collection to run week
  of September 12th.
• TERRA.com: Feature including photos from the collection to run week of
  September 12th.
• UNIVISION.com: Feature including photos from the collection to run week of
  September 5th.
• YAHOO EN ESPANOL.com: Feature including photos from the collection to
  run week of September 5th.



NATIONAL PROMOTIONS:

Escandalo TV and Univision.com – Tuesday, June 14th- Sunday, July 10th–
Giveaway asking viewers to log online www.univision.com, for a chance to meet
Sofia Vergara in New York City during the K-mart commercial.
NATIONAL PROGRAMMING:
•   AL ROJO VIVO/TELEMUNDO: Interview with Sofia Vergara- Pending Press Day confirmation.
•   AQUI Y AHORA/UNIVISION: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   BIOGRAPHY CHANNEL: Interview with Sofia Vergara- Pending Press Day confirmation.
•   CALA/ CNN EN ESPAÑOL: Requested an in-studio interview (1 hour dedicated to Sofia)- Pending Sofia Vergara’s
    availability.
•   DESPIERTA AMERICA/UNIVISION: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   DON FRANCISCO PRESENTA/UNIVISION: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   EL GORDO Y LA FLACA/UNIVISION: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   ESCANDALO TV/TELEFUTURA: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   LEVANTATE/TELEMUNDO: Interview with Sofia Vergara- Pending Press Day confirmation.
•   NITIDO/TELEMUNDO: Interview with Sofia Vergara- Pending Press Day confirmation.
•   PAPARAZZI TV/MEGA TV: Interview with Sofia Vergara- Pending Press Day confirmation.
•   PRIMER IMPACTO/UNIVISION: Requested an in-studio interview- Pending Sofia Vergara’s availability.
•   SHOWBIZ/ CNN EN ESPAÑOL: Interview with Sofia Vergara- Pending Press Day confirmation.
•   TITULARES Y MAS/TELEMUNDO: Interview with Sofia Vergara- Pending Press Day confirmation.
•   TU DESAYUNO ALEGRE/UNIVISION: Interview with Sofia Vergara- Pending Press Day confirmation.
•   VENTANEANDO/TV AZTECA: Interview with Sofia Vergara- Pending Press Day confirmation.


RADIO:
•   EL PIOLIN POR LA MANANA/SYNDICATED: Requested interview with Sofia Vergara- Pending availability.
•   EL SHOW DE RAUL BRINDIS Y PEPITO/SYNDICATED: Requested interview with Sofia Vergara- Pending availability.
•   KESS-FM/DALLAS: Mention to air on the collection week of September 5th.
•   KMVK-DALLAS: Mention to air on the collection week of September 5th.
•   WAMR-FM/TARDES CALIENTES/MIAMI: Requested interview with Sofia Vergara- Pending availability.
•   WCMQ-FM/MIAMI: Mention to air on the collection week of September 5th.
•   WRMA-FM/MIAMI: Mention to air on the collection week of September 5th.
•   WQBA-AM/EL COLMILLO/MIAMI: Requested interview with Sofia Vergara- Pending availability.
•   WXDJ-FM/MIAMI: Mention to air on the collection week of September 5th.
•   WXNY-FM/EL VACILON DE LA MANANA/NEW YORK: Requested interview with Sofia Vergara- Pending availability.
Despierta America

•   On-Air Contest searching for a
    amateur designer to design a
    special piece of Sofia's line.

•   Utilize Daniela as guest (our
    designer) on show to add
    relevance and exposure to the
    line

•   Promotion to be promoted on-air
    on Despierta America. Promo to
    drive registration to
    Univision.com
•   El Gordo to challenge Sofia’s
    People en Espanol story. Is it
    really for women with all
    shapes and sizes?

•    El Gordo to have the women
    from his show ie: La Flaca,
    Martica, Judith and others
    from the his production team
    and to challenge Sofia's
    "People Ad".
•   Showcase Sofia's success
    crossing over into general
    market and as an
    entrepreneur.

•   Feature the line being
    designed for curvy women.

•   Have "La Mochila de Tony
    Deandrade" travel to LA, NY
    and China to cover the
    development of the line all
    they way through the in-store
    delivery.
    Sal y Pimienta

•    Fashion Show with SV Fall
     line during launch week.

•    Continued exposure with
     a Holiday and New Year's
     segment featuring dresses
     for Holiday parties
    In-Show Integration Opportunities
•   Mira Quien Baile – Dance routine in Sofia's
    Shoes and/or outfits

•   Red Carpets - Sofia on Red Carpet with
    Haute Couture dress, shoes or accessories
    from her line exclusively available on
    KMART.com

•   Aqui y Ahora with Teresa Rodriguez -
o   Special Segment with Sofia interview
    discussing the development of the line

•   Univision Studios – Partner with next
    novela production and negotiate lead
    character to wear Sofia's line throughout
    the Novela

•   Arrasa con todo con KMART
o   Special integration of Sofia's line with
    models, contests and overall mentions.
•   Facebook – Twitter - Bloggers

•   Create Facebook Fan Page and
    Twitter contests to drive new
    followers and create
    awareness.

•   You Tube - How To Videos – Mix
    and Match Line for your Body
    Type with Sofia’s Designer

•   Contests to Feature:

 Sofia Makeovers
 Live Chat Sessions
 Promotional Offers
    Corporate Partner
        Synergy

•   Comcast – Utilize Comcast's on-
    demand channel with exclusive
    content. Design a special offer
    only for KMART customers

•   Covergirl – Special item only
    available at KMART

•   Diet Pepsi - On–pack coupon on
    Diet Pepsi product in KMART
     SEARS HOLDINGS
AND THE HISPANIC CUSTOMER
                        John Goodman
Executive Vice President of Apparel and Home Fashions, Sears Holdings
                           Aug. 12, 2011




                                                                        29
AGENDA
•   The importance of the Hispanic customer at Sears and Kmart
•   Sofia by Sofia Vergara at Kmart
•   Selena Gomez for Dream Out Loud at Kmart
•   The Kardashian Kollection at Sears




                                                                 30
    HISPANICS REPRESENT THE FASTEST-GROWING
    CUSTOMER SEGMENT OF THE U.S. POPULATION

                            U.S. POPULATION                                                                U.S. HISPANIC POPULATION




       • 16 percent of the U.S. population is Hispanic                                  • Population growth among Hispanics is three times
       • Hispanics are 42 percent of the U.S. minority                                    the total population growth
         population                                                                     • Hispanics projected to be 30 percent of U.S.
                                                                                          population by 2050 = 113 million people!




Source: U.S. Census Bureau; 2001 American Community Survey, U.S. Census Bureau Projections; Draft FCB Hispanic
Immersion March 2011 Presentation 1. Other includes more than one race, Native American, Native Hawaiian, etc.                               31
BEYOND POPULATION GROWTH: WHY ENGAGING THIS
CUSTOMER MATTERS
• Hispanic purchasing power is growing at pace
  with its population.

• The Latino community is having an increasingly
  profound influence on our culture.
  - Fashion
  - Music
  - Entertainment
  - And more…

• Hispanics place high value on relationships and
  remain loyal to brands that are loyal to them.




                                                    32
    THE HISPANIC CUSTOMER OVER-INDEXES IN SEARS’S
    AND KMART’S TARGET DEMOGRAPHIC
     • While 16 percent of the total U.S. population is Hispanic, approximately 30 percent of
       Sears’s and Kmart’s target profile is Hispanic.


                                                                                                                Hispanic
                           100%                                16%
                                                                                               31%              Non-Hispanic
                             80%

                             60%                               84%                             69%

                             40%

                             20%

                               0%
                                                             U.S.                      SHC’s Target
                                                             U.S.
                                                          Population                    SHC’s Target
                                                                                       Demographic
                                                              n
                                                          Populatio                     Demographic




Source: MRI 2009 Double Base Study; Draft FCB Hispanic Immersion Presentation 03.11
Notes: Target profile was defined demographically as women, aged 18-54, with kids and household income <$75K.                  33
A SNAPSHOT ON HISPANIC SHOPPING HABITS
• Hispanics love shopping, and they do it more frequently than the general population.
  - Hispanic shoppers visit mass retailers 19 percent more often and spend 15 percent more
     per trip.

• For many Hispanic families, shopping serves as their leisure weekend family activity,
  offering inexpensive entertainment and a way to keep the family together.

• Hispanics tend to shop at a more leisurely pace and spend more time browsing and
  selecting products in the store. That is why there is actually a higher presence and
  involvement of Hispanic men in our stores.

• Their children (from tweens and teens to young
  adults) are growing up in a world that demands
  experiential marketing—they expect dynamic social
  and digital experiences along with a seamless
  experience that marries products and services
  to entertainment.



                                                                                             34
AND ON WHAT DRIVES THEM
There are three main need states for Hispanic shoppers:

Aspirational Relevance
• “Shopping makes me feel good” (Index 176)
• “I want to provide my kids with things I didn’t have” (Index 128)

Cultural Relevance
• “I’m inspired by new things when I shop” (Index 188)
• “I want to keep up with changes in style/fashion” (Index 130)

Enjoyment
• “I enjoy shopping with my children” (Index 319)
• “I prefer shopping with my friends” (Index 130)
• “Even when I don’t purchase, I enjoy shopping” (Index 177)




                                                                      35
HOW WE APPEAL TO AND ENGAGE THE HISPANIC
CUSTOMER AT SEARS AND KMART
• Our research tells us we appeal to a broad cross section of the country that really represents
  the United States as a whole. That means we have significant multicultural relevance.
  - We take a laser-focused approach to resonating with the Hispanic customer, especially the female
    head of household.
  - We consider this approach to be a key differentiator between Sears and Kmart and our competitors.
• We know the Latina shopper is interested in fashion trends and demands the same great
  style and quality as her multicultural counterparts.
  - We’ve worked to create a compelling portfolio of brands, including signature collections from elite
    fashionistas who are not only Hispanic but have immense general market appeal. We’ve also worked
    to speed up the supply chain, delivering more fashion more frequently to our stores.
  - We’ve established a bicoastal presence with 200-plus designers in New York and 200-plus
    merchandisers in San Francisco, representing enormous talent and a broad multicultural spectrum of
    knowledge in the fashion industry to deliver the best fashion at prices our customers can afford.
• We know that there are certain pop culture icons that resonate with Hispanics, and that this
  target audience is far more likely than the general market to purchase products from those
  they wish to emulate.
  - We’ve established relationships with women known for their aspirational fashion: Sofia Vergara,
    the Kardashian sisters and Selena Gomez.




                                                                                                          36
HOW WE APPEAL TO AND ENGAGE THE HISPANIC
CUSTOMER AT SEARS AND KMART (cont.)
• We know that Hispanics view shopping as a form of entertainment and want a compelling in-
  store experience.
  - We’ve created shop-in-shop concepts for our key brands that include signage, fixturing and
    mannequins to not only differentiate style sensibilities but make it easy and enjoyable for our
    customers to put it all together.
• We know that media tastes among this demographic and the general population are
  ever-changing, and that we must go directly to where the customers are and provide a
  truly engaging experience.
  - We’ve created digital destinations for both Sears (SearsStyle.com) and Kmart (KmartFashion.com
    and StyleSip.com) that allow customers to move seamlessly between the worlds of fashion and
    entertainment.
  - We’ve created fully integrated social experiences that create a relationship
    between our customers, their networks and our brands.
  - We’ve developed mobile applications that keep our
    customers connected and informed, even when they’re
    on the go.




                                                                                                      37
38
WHY SOFIA BY SOFIA VERGARA AT KMART?
•   Kmart had white space to fill within Women’s Apparel. We needed a collection that is
    modern and sexy, aimed at the 25- to 35-year-old age group—and we needed a collection
    diverse enough to help women transition seamlessly from day to night.

•   We found that Sofia has high Q Scores in both the Hispanic and general market customer
    segments. That was important to us: We wanted a line that had high fashion appeal across
    all of our customer groups.

•   Sofia exudes sexy glamour and confidence. Her line is reflective of that and her unique
    ability to remain approachable—fashion forward, yet accessible. That attitude has been
    key to creating a collection with her that offers great fashion at a great price.




                                                                                               39
SOFIA BY SOFIA VERGARA PRODUCT OVERVIEW




                                          40
SOFIA BY SOFIA VERGARA PRODUCT OVERVIEW




                                          41
SOFIA BY SOFIA VERGARA MEDIA MIX
• TV: Hispanic market and general market runs end of September to end of
  October
• Print: People, US Weekly, People Style Watch, InStyle, Vogue, Cosmopolitan,
  People en Español*, Vanidades, Cosmopolitan en Español
   -   Mix of spreads and pages
   -   *People en Español hits newstands on Aug. 26
   -   Remainder of publications hits newsstands mid- to late-September for October
       publications
• Out of Home: October in Miami, Los Angeles
• Digital
   -   High-impact launch first three weeks of program, with continuity the final two weeks
   -   Launch in conjunction with the Emmy Awards
   -   Investment in brand shop experience on Kmart.com and KmartFashion.com




                                                                                              42
SOFIA BY SOFIA VERGARA BRAND SHOP ON
KMART.COM/SOFIA




                                       43
SOFIA BY SOFIA VERGARA PRINT




                               44
SOFIA BY SOFIA VERGARA OOH




                             45
SOFIA BY SOFIA VERGARA IN-STORE EXPERIENCE




                                             46
SOFIA TV SPOT
•   The Sofia “Work What You Got” TV spot will debut the week of September 18. Not
    only does the timing coincide with our apparel being in-store, but it also airs when the
    Emmy Awards take place (Sofia is nominated!) and during the season premiere of
    “Modern Family.”

•   General market TV will run for three consecutive weeks (September 18-October 8).
    Due to the importance of the Hispanic market, the TV spot will run on Hispanic
    programming for two extra weeks (Sept. 18-Oct. 22).

•   The creative concept behind the ads is that ANY WOMAN can wear the Sofia Vergara
    Collection. We cast real women of different shapes and sizes for the spot. Sofia will
    “transform” into the other women.




                                                                                               47
PEOPLE EN ESPAÑOL BEHIND THE SCENES WITH SOFIA




                                                 48
49
WHY SELENA GOMEZ AT KMART?
• As her recent domination at the Teen Choice Awards demonstrated, Selena Gomez is a
  powerhouse in the world of entertainment. She represents the perfect synergy between
  pop culture, music and fashion that tweens and teens demand. Her appeal measures
  extremely high with Hispanics—a leading indicator for a target that is more likely to
  purchase products from a celebrity they like and trust.

• Her distinct style sensibility, part Bohemian chic and part classic American schoolgirl,
  resonates with young females from both the Hispanic and general market demographics
  looking to mix and match as well as make a strong fashion statement.

• The Selena Gomez for Dream Out Loud collection rounds out a compelling portfolio of
  juniors brands at Kmart, including Bongo and Glo, while also being aspirational to tweens.




                                                                                               50
SELENA GOMEZ FOR DREAM OUT LOUD
PRODUCT OVERVIEW




                                  51
SELENA GOMEZ FOR DREAM OUT LOUD
PRODUCT OVERVIEW




                                  52
SELENA GOMEZ FOR DREAM OUT LOUD
PRODUCT OVERVIEW




                                  53
SELENA GOMEZ FOR DREAM OUT LOUD MEDIA MIX
Dream Out Loud by Selena Gomez will be supported with the following media:
• :30 & :15 TV (Aug. Wk3–Sept. Wk1)
• :30 Cinema (June Wk4–Aug. Wk3)
• Magazine: Teen Vogue, Seventeen
• Teen Vogue and Seventeen magazine media activations
  - June/July : One page, Teen Vogue to support Monte Carlo
  - August : One page, Teen Vogue and Seventeen
  - September: Two pages, Teen Vogue and Seventeen
• Digital
  - DOL style contest (July 1–July 31) and Alloy (Sept. 1–Oct. 31)
  - Teen focus digital sites (Youthology Network, Pandora, Meebo, Facebook)
  - Refresh of brand shop experience on Kmart.com, plus addition of mobile enabled experience




                                                                                                54
TEEN VOGUE SPONSORSHIP TO SUPPORT
MONTE CARLO PREMIERE
Monte Carlo Premiere Sponsorship (New York, June 23)

• In-Book Presence
  -   Selena on June/July Teen Vogue Cover
  -   One page, June/July Teen Vogue, to support Monte Carlo
• Red Carpet Premiere Event of Monte Carlo (June 23)
  -   Inclusion in all PR outreach surrounding premiere
  -   Logo inclusions on step and repeat, signage and invitations

• Custom Monte Carlo sweepstakes on teenvogue.com
  and via Facebook and Twitter
  -   One winner and a friend will win a DOL weekend wardrobe,
      plus tickets to the Selena Gomez NYC concert with meet and
      greet.

• Program promotion and integration on Facebook, email,
  Twitter and teenvoguelist.com




                                                                    55
SELENA GOMEZ FOR DREAM OUT LOUD BRAND SHOP
ON KMART.COM/DREAM-OUT-LOUD




                                             56
 SELENA GOMEZ FOR DREAM OUT LOUD PRINT




                                                 SWEATER VEST $ 20
                                                 DOVE HENLEY $ 14
                                                 BELT $ 10.99
                                                 JEGGING $ 20
                                                 TEE + CAM I $ 16
                                                 PLAID SKIRT $ 14
                                                 BOOTIE $ 35         www.kmart.com/dreamoutloud




HAT $ 10.99
PLAID SHIRT $ 16
TANK $ 10
SKINNY CARGO $ 20
BOOTIE $ 35         www.kmart.com/dreamoutloud




                                                                                                  57
SELENA GOMEZ FOR DREAM OUT LOUD
IN-STORE EXPERIENCE




                                  58
SELENA GOMEZ FOR DREAM OUT LOUD TV SPOT




                                          59
60
WHY THE KARDASHIAN SISTERS AT SEARS?

•   The Kardashian sisters are style mavens, each embodying a very distinct fashion sensibility
    and each a trendsetter in her own right.

•   They are immensely popular, with an amazing following. Their approachability and
    compelling personalities reach across all demographics, with a particularly high appeal
    among Hispanics.

•   Aimed at the 25-year-old-and-older customer, their collection raises the bar for fashion at
    Sears, drawing a new and contemporary customer we wish to attract.




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KARDASHIAN KOLLECTION OVERVIEW OF PRODUCT




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KARDASHIAN KOLLECTION OVERVIEW OF PRODUCT




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KARDASHIAN KOLLECTION OVERVIEW OF PRODUCT




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KARDASHIAN KOLLECTION OVERVIEW OF PRODUCT




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KARDASHIAN KOLLECTION MEDIA MIX
• TV: General market to be subtitled in Spanish in Puerto Rico
• Print: Includes Elle, People Style Watch, Marie Claire, Lucky, Cosmopolitan, Glamour,
  InStyle, People, Life & Style, OK Magazine, Us Weekly, Cosmopolitan en Español, People en
  Español, Latina, Siempre Mujer, TV y Novelas, Vanidades
  -   Single page ad featuring iconic shot by Annie Leibovitz; translated in Spanish-language publications
  -   *Weekly publications and People en Español hit newsstands late August; the remainder of the
      publications hit newsstands mid- to late-September for October publications
• Out of Home: September–November in L.A., Miami
• Public Relations
  -   Select coverage/activity beginning August with heavy-up Sept. Wk2 on talk shows, etc.
  -   Appearances: Celebrity launch party in L.A. Aug. 24, NY Press Event Sept. 6 and in-store Sept. 18
  -   Magazine editorial coverage beginning in August issues (through October issues)
• Digital
  -   Teaser page and email sign-up launched spring 2011
  -   Special sneak peek online sale launches line early August in conjunction with “Good Morning
      America” segment
  -   Content and editorial experience on SearsStyle.com
  -   Brand shop experience on Sears.com
  -   Chatter via social channels sponsored by Sears and the Kardashians


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KARDASHIAN KOLLECTION BRAND SHOP ON
KMART.COM/KK




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KARDASHIAN KOLLECTION PUBLIC RELATIONS
Kardashian Kollection PR includes:
• Multiple exclusives in print, broadcast and social media outlets to include fashion and
  entertainment
• Editorial placements in key fashion publications during launch
• Appearances on top talk and celebrity news shows
• Special events




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KARDASHIAN KOLLECTION DIGITAL/SOCIAL MEDIA
Kim Kardashian
   5.7 million Facebook likes
   7.9 million Twitter followers
   kimkardashian.celebuzz.com




Khloe Kardashian
   3.7 million Facebook likes
   3.3 million Twitter followers
   khloekardashian.celebuzz.com




Kourtney Kardashian
   3.8 million Facebook likes
   2.8 million Twitter followers
   officialkourtneyk.celebuzz.com



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KARDASHIAN KOLLECTION IN-STORE EXPERIENCE
•   Special shop-in-shop concept
•   Shop sizes and product selections vary based on store size




Kardashian Kollection Flagship Store (5)
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KARDASHIAN KOLLECTION IN-STORE EXPERIENCE




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KARDASHIAN KOLLECTION TELEVISION
Launches week of Sept. 11
• Coincides with launch via other media vehicles
•   Follows a heavy-up of PR appearances

Runs a total of two weeks
• Networks include E!, Bravo, Lifetime, Oxygen, VH1
•   Integration with “Keeping up with the Kardashians” and E! will supplement the traditional
    broadcast plan.

Spot to be subtitled in the Puerto Rico market




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EXPANDING SEARS AND KMART MARKETING
MESSAGING TO A HISPANIC AUDIENCE
Increasing Spanish-language TV—including as part of all campaigns

Adding Hispanic radio to schedule in both storewide and apparel-specific marketing plans
• Test in summer months showed positive results in six of top 10 Hispanic markets
• Rolling out to all top 10 Hispanic markets for fall season
• 60-second radio spots; in-language supporting current
  promotional messaging
• Additional value: DJ reads, radio remotes

Newspaper insert
• Additional marketing support that highlights brands
  appealing to our Hispanic target

Print presence in major markets
• People en Español—full-page ads
• Markets: Chicago, Dallas, L.A., Miami and San Francisco




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Gracias.




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