a really witt-e digital campaign

Lina Zimianiti

Published in

AD DISCOVERY — CREATIVITY Stories by ADandPRLAB

5 min readJun 18, 2019

“Introduction to Advertising and PR”, Panteion University,

prof.: Betty Tsakarestou

“witt-e” advertising agency‘s digital campaign for “e-surmesure” startup

Due to our last challenge within the “Introduction to Advertising and PR” lab, taught by prof. Betty Tsakarestou (Panteion University), and after we had already created a startup company (e-surmesure) and an Advertising Agency (witt-e), we were assigned to create a digital advertising campaign, run by “witt-e” Advertising Agency on the account of “e-surmesure” startup company.

Our “WITT-E” skillful team, once again worked hard in a collaborative spirit and came up with a really challenging campaign, advertising “E-SURMESURE”.

witt-e Advertising and Communication Services

WITT-E is specialized on innovative digital advertising strategy for startup local businesses, aiming to turn them into global players, sharing unique ideas with unique brands and combining approaches of creativity, business strategy, innovation, technology and effectiveness. We provide witty (digital) services of advertising and marketing planning, digital/social/content marketing, e-commerce, PR etc., constantly highlighting our values which are innovation, creativity, effectiveness, commitment, loyalty, responsibility, quality, uniqueness and ethos.

Our very first client was a Greek ambitious startup, “e-surmesure”, which actually is an online platform offering e- sur mesure designing and tailoring, according to customers’ personal dimensions/proportions and their selected fabric/colour/design/species of garment. The brand’s vision is to focus on individuality and deeply respect the specific needs of clients, personalizing clothes absolutely up to their likes and preferences. Also, “e-surmesure” shares similar values to the ones of “witt-e” advertising agency, as loyalty, reliability, commitment, responsibility, ethos, quality, innovation, uniqueness, creativity, competency. Concluding, both startup and advertising agency consider the creation of a strong network of partnerships vital as far as their setting up and growth are concerned, thus providing financial and market support, brand reputation, strong allies, think tank to handle difficulties, effectiveness, cooperation.

“e-surmesure” startup company, first client of “witt-e” advertising

As far as the insights of our digital campaign are concerned, we should point out that we aim to the new brand content development, mostly by market competitiveness and distinct market awareness and our approach will be based on a mixed Marketing Plan (4Ps: product, place, price, promotion).

The most important of our witt-e campaign’s goals are:

• Building the brand name (awareness, recognizable)

• Strengthening of brand image (positive brand asset valuator)

• Brand comprehension, content marketing towards target groups

• Competitive advantage (of product/services and communication) based on the unique aspect/value of brand

• Growth of demand / expansion of clientele

• Building of loyalty towards product/services, word-of-mouth (enthusiastic customers)

Fast extension of sales

witt-e implementation highlights of the digital advertising campaign:

• Design of the best resulting brand-identity logo (recognizable, memorable, adjustable, distinct, clear, universal, timeless, unique)

Setting up of the best e-platform (brand image): contemporary, friendly/easily navigable website, responsive, interactive, right indexing of categories (SEO services)

Ability of creating an avatar of themselves by the customer (VR assisting the brand’s e-services and boosting effectiveness)

Mechanisms like “refer a friend”, “discount of 10% at one’s next e-order”, “e-mail informative marketing”, connection with social media/platforms, “customers’ comments section”, “e-evaluation of services/product”, “thank you” videos

• Development of mobile application (android, IOs) for smartphones/tablets to strengthen the brand image (useful tool for: collection of information, sales and service promotion, advertising, interactivity)

• Online marketing (internet and social media): highest percentage of target penetration with the lowest cost, selective content for the brand’s specific services

• Facebook, Twitter and Instagram brand profiles (social media marketing: the best resulting, contemporary part of online marketing (ΕΛΣΤΑΤ: 65,7% of internet users are social media users) — bidirectional communication between brand-customers)

• Facebook advertisements (more than 6.700.000 Greek users), adjustable to specific target groups (age/location/interests), absolutely controlled (“pay-per-click” per campaign),use of retargeting services (custom audiences)

E-mail marketing campaign (specialized focusing on specific target groups, accordingly to the brand’s data base) aiming the loyalty/trust/commitment of the brand through awareness and establishment of product/services

emphasis to the brand identity/uniqueness

• Google AdWords campaign (emphasis to the brand name, maximizing potential visitors of the advertisement-searching for similar services) and AdWords Remarketing campaign (company banners, following customers interested in the brand’s product/services)

• Design of loyalty-award programs (special, targeted discounts etc) to establish trust, ethos and commitment, strengthen competitiveness and maximize profits

• Cooperation with bonus programs of credit/debit cards (plus: communication/ exploitation of direct marketing campaigns of Banks)

• Press releases/ newsletters / indirect references in widely viewed websites, addressing selected target groups and concerning the products/services of the brand

• Media Relations / PR (editors, beauty editors, stylists, fashion influencers, bloggers, cooperation with socially active persons/celebrities)

Advertising panels of creative media at the tram/metro stops (while waiting, one can scan a QR code leading to the e-surmesure website and, using the customer avatar available, they can “see” the desirable garment on themselves)