A successful Integrated Marketing Communications (IMC) campaign

So what is IMC..?

According to Duncan (2002), IMC is a procedure for managing relationships with the customer that drives brand value. IMC plays a vital role in increasing the efficiency of marketing plans and strategies and social media shares core assumptions with the IMC (Dahl, Eagle & Low 2015)

Daniel Wellington's effective IMC plan:

I am sure that everyone is aware or have heard of the Daniel Wellington (DW) brand because of the minimalistic design of time pieces. They are known to be the first few brands to make use of influencer marketing that emerged with the social networks especially on Instagram (Mottola 2015).

7 steps of DW successful IMC campaign!

Step 1: The RIGHT target audience

Daniel Wellington's main target audiences are definitely within the Gen Z and Gen Y, people of all gender between the age of 18 & 35 years old also university students or young professionals who are into minimalistic time pieces.

Step 2: Picking the preferred channels

Since Gen Z and Y are usually on the internet and tech-savvy, they both are common in terms of being socially active on social media platforms. To ensure that they are effectively targeting them, DW chose to advertise on Instagram, Facebook, Twitter and YouTube.

Step 3: Staying consistent!

The headers as you can see below on their Facebook, Twitter and YouTube are accordance to their minimalistic concept as well as their logo as their profile picture is the same as the ones on their watches, this shows consistency between all channels.

Step 4: Clear & consistent content

DW has adopted the Three C's (Communications, Compelling and Consistent) as their content of the messages are clear and concise, it is always interesting in the way they portray and uses "#DanielWellington" or "#DWmoments" Campaign across their social media platforms.

Step 5: Integrated messaging

DW always include their other social media links on their profile that is set up to drive traffic volume to their audiences. This helps them to connect with DW more easily with using the same phrases and keywords throughout their IMC campaign.

Step 6: Marketing teams / agencies are working in sync

Since there are a number of marketing teams under DW, it is necessary to make sure everyone is on the same page to prevent any inconsistencies.

Step 7: Tracking of campaigns

If DW do not track their campaigns, how would you know if it is successful! Since the successful social media advertising in 2011, DW continues the same strategy to promote their brand and products. Using influencers and famous celebrities, helps to build engagement and interaction with the business.

Businesses should adopt these 7 steps to create a successful IMC campaign. Hence, it is important to ensure that your brand message is consistent and easily accepted by the audiences. Let me know what are your thoughts!

References:

Dahl, S, Eagle L & Low, D 2015, 'Integrated marketing communications and social marketing', Journal of Social Marketing, vol. 5, no. 3, pp. 226-240.

Duncan, T.R 2002, IMC: Using Advertising and Promotion to Build Brands, 1st edn, McGraw-Hill, Boston, USA.

Mottola, I 2015, Daniel Wellington perfect Instagram marketing strategy, Medium, viewed on 19 September 2020, <https://medium.com/@ignaziomottola/daniel-wellington-perfect-instagram-marketing-strategy-ce637c19c68c>.