Strategic Advertising Plan: 6-Month Marketing Strategy for Dior Sneakers Pop-Up at Selfridges

This report presents a 6-month advertising strategy for the Dior sneakers pop-up at Selfridges, London, targeting male shoppers aged 18 to 50. Based on SWOT and competitor analysis, the strategy combines physical and virtual elements for shopper engagement.

The three-phase plan includes budget allocation, shopper initiatives, and  opening/closing events to attract media and customers. The report concludes with an evaluation framework and recommendations for ongoing success. Research methods include surveys, interviews, and focus groups, supported by secondary sources like WGSN and SimilarWeb.

SKILLS APPLIED: Strategic Advertising and Marketing planning, Competitors’ Analysis, Consumer engagement strategies, Budgeting and financial planning, Strategic communication and campaign evaluation.

Objective: The objective of this project was to develop a comprehensive 6-month marketing strategy for Dior Sneakers’ pop-up at Selfridges, London, targeting male shoppers aged 18 to 50. The strategy aimed to create brand awareness, drive engagement, and increase sales through a mix of physical and digital marketing tactics, focusing on both customer engagement and brand positioning.

Project type: Individual Project.

Duration:  January 2023 – March 2023.

Challenges Faced:

• Targeting a Diverse Demographic: The pop-up needed to attract a wide age range, from 18 to 50, requiring varied marketing approaches that would appeal to both Generation Z and older millennials.
• Creating a Unique Shopping Experience: Designing an immersive, engaging in-store and virtual experience that stood out from other sneaker brands while staying aligned with Dior’s luxury identity.
• Maximizing Budget Allocation: Managing the campaign’s £450k budget to ensure effective use of resources for both digital and physical marketing channels over the 6-month period.

How I Overcame Them:

• Demographic Targeting through Segmented Campaigns: I applied AIDA and RACE frameworks to segment marketing efforts, using influencer collaborations and personalized experiences to appeal to younger shoppers, while maintaining classic luxury appeal for older customers.
• Innovative Engagement Strategies: I incorporated both physical elements, such as augmented reality (AR) displays and personalization options at the pop-up, and digital strategies, like social media challenges and collaborations with influencers. The combination of offline and online tools created a multi-layered customer experience.
• Efficient Budget Management: I broke the campaign into three phases, each with a specific budget allocation for marketing tools such as opening/closing events, influencer promotions, and AR integration, ensuring every phase was impactful while staying within financial constraints.

Result: As an academic project, the strategy for Dior Sneakers at Selfridges was praised for its innovative use of both digital and physical engagement tactics. The project demonstrated a deep understanding of consumer behavior, strategic marketing planning, and campaign evaluation, offering actionable insights for future luxury marketing campaigns.