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👕 Vyral | Digital Marketing Campaign, What are my KPI inidicators?, Brief…
đź‘• Vyral | Digital Marketing Campaign
Campaign goals and Objectives
Overaching Business Goals
Here in Vyral, we want to make fast-fashion streetwear where we integrate Filipino culture and street culture into our clothing design.
Make streetwear apparels that are affordable to low-middle income Filipinoes while still maintaining comfortable to wear and high-quality.
SMART Objectives
Objective 1:
Objective:
Grow "Social Media (likes, comments and shares) on Instagram and TikTok by 40% by July 28, 2026.
Tags
Awareness & Advocacy
KPI (Key Performance Indicator)
Engagement Rate & Number of Interactions (tracked via Instagram and TikTok Insights).
Why
: Our goal is to get High Engagement is essential to build Brand Awareness among Filipino youth, our signs of our brand awareness is through likes, comments and especially shares (word of mouth) of users.
How to make it possible?
Post weekly Reels and Stories using Canva Pro to create vibrant content featuring VYRAL's streetwear.
Launch a TikTok Hashtag Challenge with influencers to encourage UGC content.
Use Instagram story and Reels ads with trending audio and hashtags.
Engage followers through comments and polls, leveraging 2025 Instagram features like public Story comments and 20-frame carousels.
Date Started:
June 17,2026
Due Date: July 28, 2026
Objective 2:
Objective:
Objective 2: Increase online sales of VYRAL streetwear by 30% through Shopify by August 4, 2026.
Tags:
CONSIDERATION & TRIAL
KPI (Key Performance Indicator):
Total sales revenue from Shopify, number of units sold.
Why
: Driving online sales is critical to establishing VYRAL as a competitive streetwear brand against Penshoppe and DBTK (Don’t Blame the Kids), capitalizing on the campaign’s e-commerce setup and ad investments to reach budget-conscious Filipino youth.
How to make it possible?
Utilize targeted TikTok and Instagram ads featuring influencers Enzo and Samantha to showcase VYRAL’s polyfiber streetwear, emphasizing affordability and cultural designs. Optimize Shopify website for seamless user experience with clear CTAs and promotions. Leverage Mailchimp email campaigns to retarget visitors with flash drop announcements. Use SEMrush to optimize product page SEO for terms like “Filipino streetwear.”
Date Started: June 17, 2026.
Due Date: August 4, 2026.
Objective 3:
Objective:
Objective 3: Generate 500 new email subscribers for VYRAL’s loyalty program via Mailchimp by August 18, 2026.
Tags:
LOYALTY & ADVOCACY
KPI (Key Performance Indicator):
Number of new email subscribers (tracked via Mailchimp analytics).
Why
: Building an email subscriber base fosters long-term customer retention, crucial for competing with Penshoppe’s omnichannel strategy and DBTK cult following (DBTKMOB).
How to make it possible?
Promote the loyalty program through Mailchimp email campaigns with incentives (e.g., 10% off first purchase). Integrate sign-up CTAs in TikTok, Instagram, and Facebook ads, linking to a Shopify landing page. Use YouTube Shorts ads to drive traffic to the sign-up form, emphasizing exclusive flash drops. Follow up with a “Thank You + Next Drop Teaser” email. Leverage SEMrush for landing page SEO.
Date Started: June 17, 2026.
Due Date: August 18, 2026.
Competitive Analysis
Direct Competitors
NotChosen
Team Manila
What's it about?
Also, some of their designs include popular Filipinos in the Philippines such as Jose Rizal and the singers in Eraserheads.
What's it about?
Team Manila is a clothing company in the Philippines that makes shirts, jackets, hats, etc. where their designs are based on popular terms and cultures used in the Philippines such as "Barkada", "Baguio", and "Manila".
Founded in 2001 by Jowee Alviar and Raymund Punzalan.
Target Audience
Class: Middle
Age: Filipino Youth - (Ages 15-30)
Type: Urban, Trend Concious Customers.
Prices:
Min: 500
Source:
T-shirts
Max: 2,500 - 3,000
Source:
Limited Editions Jackets
Nobody
their description states: made by a bunch of nobodies.
Another streetwear company based in Philippines.
New Era
I found it in Green Hills
Looks like another streetwear company.
Chosen
Don't Blame the Kids (DBTK) Apparel Co.
What's it about?
: Don’t Blame the Kids Apparel Co. or DBTK is the by-product of a dream, vision, and multiple businesses that was once handled by brothers Emil and Vince Javier.
With remarkable messages and unique artistry in each piece they produce, both of them were able to reach out and highlight the youth in every person they came across and positively influence those who believe in what they do.
Target Audience
Prices:
Min
400-599
Max
1800 - 3500
Gnarly!
What's it about?
The company was founded on 2008 and has been a major player in Manila’s street wear scene.
They design, manufacture, and sell their products locally—no dropshipping involved.
Garnly!'s identity is built around cartoon characters like Fudge, Germgnar and Eyeboy and some pop culture related to skating and comic arts which echoes 90's cartoon nostalgia.
What's it about?
Gnarly! is a lifestyle brand dedicated to introducing and sustaining a streetwear culture fueled by comics, music, skateboarding, street food, people, and most especially, extreme fun to individuals worldwide.
The brand is known for its bright yellow flagship store in Kapitolyo, Pasig city, (also in Green-Hills) which has served as a hub for skaters, artists, and urban youth since day one.
Target Audience
Class: Middle
Age: Filipino Youth - (Ages 15-30)
Type: Urban, Trend Concious Customers.
Prices:
Min: 400 - 600
Source:
Tee's of Fudge & Eyeboy
Max: 1,800 - 2,500
Source:
Limited Edition & Collaboration Jackets
Original Hoodies & Jackets
Penshopee
What's it about?
Clothes themed that is unisex and can be worn by young adults either to work or for casual hangouts.
Fast Fashion Company based in Philippines, which uses popular influencers known by young adults in the philippines to sponsor their clothes.
Target Audience
Class: Low - Middle
Age: Youth - (Ages 12 - 30)
Type: Young Professionals Consumers.
Prices:
Min: 299 - 499
Source:
T-shirts
Socks
Caps
Tops
Jeans
Max: 1,999 - 2,999
Source:
Jackets
Collaboration Pieces
Hoodies
Pants
Instagram Follower Count:
Indirect Competitors
Chosen
Uniqlo
Uniqlo is a clothes producing company that makes shirts, pants, underwears, hats, sweaters, jackets, etc. that produces high-quality soft-poly-fiber materials that are affordable to low-middle class Filipinos.
Target Audience
Class: Low - Middle
Age: Millenials & GenZ - (Ages 18-40)
Type: Family & Lifestyle Focus Consumers
Prices:
Max: 2,990 - 5,990
Source:
Jackets
Cashmere Sweaters
Denim Jackets
Items with Heat Teacher Outerwear
Collaboration Pieces
Pants/Jeans
Min: 390 - 590
Source:
Women's Tops
T-Shirts
Socks
Polo Shirts
Bench
What's it about?
Keep up to date with the latest styles and trends when you shop and #LiveLifeWithFlavor with BENCH/.
BENCH/ is the Philippines' largest homegrown Lifestyle and Fashion Apparel branch that offers premium quality products at affordable prices for everybody, for every day.
Target Audience
Class: Low-Middle
Age: Youth Adults - (Ages 15-30)
Type: Trendy, Lifestyle-oriented Consumers
Prices:
Max: 1,999 - 3,499
Source:
Jackets
Outerwear
Limited Edition Jackets
Caps/Bags
Min: 399 - 599
Source:
T-shirts
Socks
Caps
Polo Shirts
NotChosen
Forever 21
is a multinational fast-fashion retailer
Target Audience
young adults (15-30yrs)
primarily women, middle-class Filipinos
people seeking fast-fashion trends.
Thrift Stores / Ukay-Ukay / Hype resellers
Why shop in a known brand when you can shop in small-time stores in Carousell or in your nearby Thrift stores and find hidden shirt gems in there.
Target Audience
Young Adults (15 - 30 yrs)
"THE" Clothing
It's an independent clothing brand based in Cubao, Quezon City since 2009.
They feature shirts, sweatshirts, jackets, and shoes, and most of their clothing is mostly punk oriented.
Daily Grind
a sub-brand of Team Manila
They sell punk-styled shirts, sweatshirts, and jackets that's themed around working.
They also sell stickers, sling bags, and bags.
H&M
A Swedish fast-fashion retailer.
Target Audience
Young Adults (15-35)
SWOT Analysis (brief):
Strengths (of competitor's Digital Marketing)
Chosen:
Gnarly!
(Strengths):
Strong use of Nostalgia aesthetics using 90's style cartoon characters as an appeal for their clothing for young Adults:
References:
https://ph.linkedin.com/in/christianyuson
https://gnarly.clothing/blogs/post/our-history-13-years-deep
Gnarly! Manila effectively uses platforms like Instagram and TikTok to engage the youth and streetwear community with dynamic, vibrant visuals and trend-relevant content, which bolsters brand visibility and follower interaction. Instagram:
https://www.instagram.com/gnarlyph/?hl=en
; TikTok:
https://www.tiktok.com/discover/gnarly?lang=en
Uses 90's style cartoon characters as an appeal for their clothing.
With over nine years of creative direction experience, Gnarly! has developed innovative and culturally resonant marketing campaigns that connect deeply with Gen Z and millennial consumers who appreciate the nostalgic 90's cartoon-inspired streetwear style.
They effectively utilize various media formats in advertising such as 30-second promotional videos with visual effects that can be used in TV, Radio and their art can be used in Print Media and Billboard Ads. This effectively saves time while producing quality content and increasing engagement.
This multi-channel approach enhances brand visibility among target urban audiences.
References
https://www.studocu.com/ph/document/eulogio-amang-rodriguez-institute-of-science-and-technology/business-administration-major-in-marketing-management/digital-design-gnarly/31672086
They utilize various media formats including 30-second promotional videos with visual effects and animations tailored for tv and radio, as well as print media and billboard ads.
They host multiple events to gain more attention such as textattending streetwear festivals.
Gnarly combines digital platforms, social media, and e-commerce with in-person events such as streetwear festivals and flagship events, creating a seamless customer experience and boosting engagement across touch-points.
References
https://gnarly.clothing/
Their Physical Store is eye-catching.
With the bright yellow store, you can't miss them in any mall in the Philippines.
Don't Blame the Kids (DBTK) Apparel Co.
(Strength):
Chosen
Youth-Centric Brand Messaging:
Referemnces:
https://dbtkco.com/pages/brand
DBTK's identity strongly focuses on empowering the youth by sharing positive, goal-oriented messages and unique artistry in every product, which resonates deeply with younger audiences who relates to its vision and streetwear culture.
Relevant and Consistent Content:
DBTK's digital content consistently reflects streetwear aesthetics infused with Filipino pride and culture, which appeals directly to younger demographics interested in relatable, authentic lifestyle brands.
References
https://www.wazzup.ph/the-remarkable-journey-of-dbtk-a-filipino-streetwear-icon/
https://business.inquirer.net/409068/dont-blame-the-kids-a-filipino-streetwear-success-story
Integration of Digital and Physical Channels (like collaborations of other brands through meet-up events and promoting them online).
DBTK complements its digital marketing through physical flagship and satellite stores strategically located in youth-populated areas, creating seamless online-to-offline interactions and expriences that deepen customer engagement and loyalty.
The brand heavily promotes their community-focused meetup events and partnerships such as DBTK x Decal Republic Community Car Meet (July 13, 2024) and DBTK x Spoon Sports Philippines Event (August 10, 2024).
References:
https://dbtkco.com/pages/brand
https://2nernation.com/whats-new/dbtk-partners-with-decal-republic-for-the-community-car-meet-this-july-13-2024-at-trinoma/
https://www.loopme.ph/live-post/VuVhg8ipetllaxDN
For promoting the events online, for example the car meet event, they hosted a competition by making participants post a creative content of the event with the hashtag #DBTKBeyondCollecting. Winner gets publicized on their social media page with their price further increasing engagement.
The brand has partnered with youth oriented brands such as Sanrio, My Hero Academia, Pokemon, SESAME Street, and H&M. This solidifies that they are for the youth.
Featured in articles that expresses their founder's Passion & Authenticity in making the brand.
The founders' story of transforming their passion into a self-made streetwear brand without safety nets provides a compelling narrative that appeals to ambitious, young creatives and entrepreneurs, enhancing brand relatability and appeal.
References
https://www.wheninmanila.com/dbtk-founders-journey-toward-success/
https://www.wazzup.ph/the-remarkable-journey-of-dbtk-a-filipino-streetwear-icon/
4.
Multi-Platform Presence with Robust Social Media:
References
https://www.instagram.com/dontblamethekids/
https://www.tiktok.com/@dbtkco/video/7358023118444662021
https://dbtkco.com/pages/contact
https://www.tiktok.com/@dbtkco
DBTK Apparel Co. also maintains a mutli-platform digital presence beyond just Instagram. They actively engage on:
Twitter | (
dbtkco
): allowing real-time interactions and updates with followers.
TikTok | , where they share streetwear culture and visual content that appeals to the youth market through short engaging videos.
2nd Instagram account (
dbtkmob
) creating different content streams for broader engagement.
With over 357K followers on Instagram, DBTK got a huge following by effectively leveraging visual storytelling and lifestyle posts that attract and engage youth audiences, enhancing brand visibility and connection online.
Active and Engaged Online Community
The brand has cultivated a loyal following called the DBTKMOB
References:
https://dbtkco.com/|
https://dbtkco.com/pages/brand
Not Chosen
Penshopee
(Strengths):
Endorsements with Youth oriented High-Profile Celebrities and Influencer Endorsements such as "James Reed" and "The BlackPink".
Penshopee leverages a roster of international and local celebrities to boost its brand visibility and appeal, particularly among Filipino Youths.
International endorsers: like BLACKPINK, NCT Dream and actors like Song Kang and Han So Hee, alongside global names like Kendall Jenner, Gigi Hadid, Zayn Malik, and Cara Delevingne.
Local endorsers: such as BINI, Julia Baretto, Darren Espanto, James Reed, Cassy Legaspi.
References:
https://en.wikipedia.org/wiki/Penshoppe
https://www.penshoppe.com/pages/about
https://www.slideshare.net/slideshow/a-study-on-the-market-growth-of-penshoppe/259664796
Impact: Celebrity endorsements create a strong emotional connection with fans, encouraging store visits and purchases, as consumers associate the brand with their favorite artists’ styles
Penshoppe's Digital Prescene is HUGE
Impact
: Social media campaigns featuring endorsers and micro-influencers generate high engagement, with posts like those from user John Karl Ramos showing strong performance, indicating potential for untapped micro-influencer partnerships.
Well being a top leading brand it's expected that they have a lot of digital presence.
They are mentioned in articles such as Meltwater and how Penshoppe is leveraging social media based on data. In the data, it's 18-24 yrs old of predominantly female with interests in music.
So Penshoppe considerered incorporating elements of music like collaborating with famous singer in their clothing.
Social Media Platforms (as of July 19, 2025):
Instagram |
penshoppe
Metrics:
1M followers.
Content Type:
High-quality Reels, Stories, and carousels featuring celebrity ambassadors (e.g., Kendall Jenner, Zayn Malik), fashion lookbooks, and lifestyle content. Leverages 2025 Instagram features like Trial Reels and public Story comments for visibility.
Facebook |
PENSHOPPE
Metrics:
5.6M Likes, 5.5M Followers
Content Type:
Product Showcases, promotional campaigns (ex: #BINIforPENSHOPPE), celebrity-driven posts, and shoppable ads linking to e-commerce platforms. Content emphasizes vibrant visuals, seasonal collections, and music-inspired campaigns (e.g., collaborations with artists).
TikTok |
penshoppe
Content Type:
Short-form videos, including dance challenges, styling tutorials, and celebrity-driven campaigns, capitalizing on TikTok’s 62.3M ad reach in the Philippines. Content often ties to music trends, aligning with their 18–24-year-old, music-interested demographic.
Metrics:
226.7K followers, 3M likes.
YouTube |
PENSHOPPEOFFICIAL
Metrics:
68.5K subscribers.
Content Type:
Short-form content (e.g., campaign teasers, summer season promos), long-form content (e.g., behind-the-scenes fashion shoots), and music video collaborations with popular singers, aligning with their music-interested demographic.
X |
PENSHOPPE
Metrics
: 874.7K Followers
Content Type:
Campaign updates, real-time promotions, and customer engagement posts, targeting 18–24-year-old females with music interests.
Advanced Omnichannel Strategy: Widespread Prescence
Their presence can be seen in their physical stores in BGC, or in local cities and areas, and their digital presence can be seen in Lazada, Shopee and Zalora with options for in-store returns and exchanges.
The brand’s 20,000-square-meter Distribution Center, launched in August 2021, uses high-end mobile robots to enhance order fulfillment and accuracy, improving the online shopping experience.
Impact
: This omnichannel approach caters to the digital-first shopping habits of millennials and Gen Z, ensuring convenience and accessibility, which aligns with VYRAL’s target audience’s preferences.
Customer-Centric Digital Innovations: such as streamlining the returns and exchanges of their online purchases:
Allowing the customers to return and exchange their products.
References
From strength #3.
https://retailasia.com/co-written-partner/event-news/penshoppe-group-recognised-domestic-e-tailer-year-in-philippines
Penshoppe’s e-commerce platforms were operational pre-pandemic, giving it a head start in digital retail. During the 2020 lockdowns, the brand accelerated its online presence, offering streamlined returns and exchanges for online purchases by March 2021.
Data Driven Marketing: They use social media analysis tools like Meltwater to identify key demographics making their products data-driven.
Penshoppe employs tools like Meltwater to analyze social media data to identify key demographics (18-24yrsoldwomen) and untapped markets (35-49yrsold). This allows for precise content creation and product development tailored to audience preferences.
Impact
: Data-driven strategies increase campaign effectiveness, driving higher engagement and conversions compared to less targeted approaches.
International Appeal and Regional Expansion due to Global endorsements from multiple international and local endorsers.
Community Engagement: through donations. Integrates Corporate Social Responsibility (CSR).
Despite Penshoppe being a
High-Ranking
and a
High-earning
store, they know they need to give back to their community so they integrated the Corporate Social Responsibility (CSR) practice in order to have positive reactions to their brand and to also contribute to the community.
One example is donating meals and PPE's during the COVID-19 pandemic, which enhances its reputation among socially conscious consumers.
Weaknesses
(of competitors' digital marketing - your opportunity!)
Gnarly:
(Weaknesses):
Low Response Rate
Almost the same as DBTK, not that responsive to comments in posts, it would be better if at least 90% of the comments that are questions directly to the brand are answered.
Penshoppe:
(Weaknesses):
Over-Reliance on Celebrity Influencers
Oo nga no, every advertisement I see from Penshoppe I always see a popular influencer. But there's nothing wrong naman, after all they need a model to model Penshoppe's outfits and apparels.
Impact: Celebrity-driven campaigns can alienate budget-conscious class B–D youth who value local, relatable voices. Penshoppe’s focus on global stars may also increase marketing costs without proportional engagement, as influencer fatigue is rising (engagement rates dropped from 1.67% in 2020 to 1.18% in 2022)
Reference:
https://www.spiralytics.com/blog/digital-marketing-trends-philippines-2024/
Limited Content Diversification Beyond Social Media
Penshoppe's digital marketing focuses heavily on social media platforms and e-commerce marketplaces.
Impact
A lack of diverse content limits Penshoppe’s organic search visibility and ability to engage audiences seeking educational or storytelling content (e.g., “How to Style Streetwear”). This contrasts with competitors like Uniqlo, which use blogs for SEO, and mirrors DBTK and Gnarly!’s social media-centric approach.
There's little evidence of robust content marketing like Blogs, Long-Form YouTube videos, or Podcasts, which are critical for SEO and audience education, as noted by Shopify's 2025 trends.
Reference:
https://www.adobomagazine.com/insight/brand-business-fashioning-the-retail-omnichannel-experience-according-to-the-penshoppe-group/
https://www.shopify.com/ph/blog/digital-marketing-trends
DBTK (Don't Blame The Kids)
(Weaknesses):
Discovered a Low Response Rate
in their Facebook, Instagram and TikTok accounts. While scrolling their social media accounts, there are instances where people are confused.
Their Instagram account has less engagement such as comments than their Facebook page, and TikTok Page.
DBTK doesn't respond in multiple videos in Tiktok or Instagram and also on Facebook.
They may respond around 3 - 5 comments in only 1 out of 10 videos. (Idk how to do these approximations).
Low Response Rate of DBTK
it would be better if at least 90% of the comments that are questions directly to the brand are answered.
They currently aren't doing email marketing. Email marketing has a high ROI but they aren't doing it.
I mean like why would they when social media is better. I guess so, so this is more of an untapped market rather than a weakness.
Email Marketing proves to keep customer retention and higher Return of Investment, but Penshoppe isn't applying this practice.
Opportunities
(market gaps):
DBTK
: (Opportunities):
The need for affordable clothing due to recent events such as calamities. DBTK is partially fulfilling this role by making Tees affordable to low-income Filipinos.
Gnarly! (Opportunities)
It's a well-known brand among skaters. They can leverage on that.
It's ability to go with pop culture movements such as skateboarding comics and music open doors for cross-promotions with artists, musicians and local content creators.
If you think, the store and clothing of Gnarly invites people to show it off because of its cartoonish designs.
Penshoppe
It's a well-known brand among Filipinos. Easy to gain new customers.
Accessible in areas where low to middle class people meet.
....like in in multiple SM establishments like Megamall and North Edsa, and where middle to high class people meet like in Estancia.
Threats
(challenges of our competitors)
DBTK
(Threats):
The need for designs to change with big brands.
To keep their customers interest high, they need to change their design styles every two weeks I suppose, in order for our customers to not get tired of new clothes the shop may show off in the future.
The streetwear selling is very competitive.
DBTK is also selling in a competitive streetwear market where fast fashion dominates.
Gnarly!
(Threats):
Streetwear selling is very competitive
The streetwear market is increasingly competitive, with both large international brands and other strong local players vying for attention. Big brands have bigger marketing budgets and broader distribution, which Gnarly!’s founder has identified as a major challenge
Strong Local Brands
Penshoppe (a major Filipino apparel brand with streetwear influence)
DBTK (Don’t Blame The Kids)
Skoop
OXGN
Bench (fashion brand with streetwear styles)
RichBoyz (known for luxury streetwear)
Manila Meets Los Angeles
Team Manilia / Daily Grind
Secret Fresh
International Brands
Zara
Uniqlo
H&M
Supreme
Off-White
Fear of God
References:
https://media.journoportfolio.com/users/25892/uploads/0b08b538-6207-4a8b-9125-3dbc7ef0defe.pdf
https://www.studocu.com/ph/document/colegio-de-montalban/bachelor-of-elementary-education/business-plan-entreprenuer/77166705
The need for designs to change with big brands.
If they don't make new designs, then they will slowly be a forgotten brand.
The need to continually launch fresh designs or risk becoming irrelevant. Constant creative output is necessary to maintain community excitement and brand loyalty.
Penshoppe
(Threats)
Better Quality or Better Design Foreign brands than Penshoppe are a threat to Penshoppe's market share.
It's already popular in the streetwear market among local brands like DBTK and Gnarly but what about Foreign Brand markets that can be better than Penshoppe in terms of price and quality?
If a foreign brand markets to the filipino community and the filipinoes visually see that it's better than Penshoppe and they see that it's also cheaper than Penshoppe, then they will definitely switch from Penshoppe to that foreign brand. That can hurt Penshoppe's market share because that's one less customer from their sales.
Key Learnings/Differentiation:
How will your campaign stand out? What will you do better or differently?
How will your campaign stand out?
To make our campaign stand out, we need it to be community driven like DBTK and Gnarly! by doing community events such as car-meets or general hangouts but including the sponsoring of our shirts.
What will you do better?
Engage More than the competitors:
Engage with the community often by responding to customer comments, this is to address low response issues from DBTK and Gnarly! Marketing.
What will you do differently?
Brand & Product/Service Overview
About (Your Company/Brand Name)
Mission Values
Our Mission as a company is to provide high quality Filipino Street-wear accessories in affordable prices.
"Capitalize on TikTok trends by quickly launching fashion lines that reflect viral styles, turning cultural moments into high-demand, trend-driven apparel that connects with our audience and boosts sales."
our early mission
Vision Values
Our Vision as a company is to be able to make high quality Filipino Street-wear accessories.
Core Values
Our core values is to
What's the difference of Mission, Vision and Core?
Target Audience Analysis (Buyer Persona)
Buyer Name: Enzo M
Demographics
Male, 23 yrs old
Location: Taguig City (Lives with parents)
Occupation: Runway Model / Influencer
Income: Mid to High Income (2000 - 10000 per item)
Pyschographics
Interests:
High Fashion
Luxury Streetwear
Brand Collaborations
Fashion Events
Hobbies:
Attending fashion shows
Shooting content for brands
Social Media Influencing
Attitudes toward Product/Industry:
Treats fashion as both art and career
Seeks unique pieces that elevate brand identity and online image
Embraces both avant-garde and viral styles if they fit his image.
Pain Points / Needs:
Struggles with finding exclusive, high-impact pieces aligned with his evolving style.
Needs streetwear that blends luxury aesthetics with social media virality
Constantly requires fresh outfits to maintain online prescence and professional image
Wants fashion that breaks boundaries and grabs attention on and off the runway.
Online Behavior:
Platforms Used:
Tiktok
Instagram
Content Consumed:
Met Gala breakdowns, fashion week clips, co-model fit checks
Dior, Louis Vuitton, and YSL Campaigns
Research Habits:
Keeps up with trend forecasts, editorial spreads, and influencer collabs.
Follows fashion magazines
Follows Curated Reels
Follows TikTok Fashion Creators
Their Quotes:
“Fashion is my language — I need pieces that scream style and spark a scroll-stopping reaction.”
Buyer Name: Samantha F
Demographics
Female, 21
Location: Makati City (Lives in a dorm)
Occupation: College Student
Income: Estimated allowance/budget for clothes: PHP 250 - PHP 1500 per item
Psychographics:
Interests
Fashion trends
Online shopping
TikTok Aesthetics
Style Vlogs
Social Media Prescence
Hobbies:
Creating fashion content (fitchecks, montages)
Scrolling TikTok & Instagram
Thrifting (ukay-ukay)
Lifestyle:
Digital Native
fast-paced
social media-savvy
highly engaged in online communities
Attitudes Toward Product/Industry:
Sees fashion as a way to boost confidence and connect with trends and peers
Believes that keeping up with viral looks is essential to her online activity.
Pain Points / Needs:
Overwhelmed by too many clothing options
Needs affordable, trendy outfits that are TikTok-ready
Wants new drops that align with current online trends
Fears missing out on viral fashion moments
Desires clothes that make her stand out in a crowd and on her feed.
Online Behavior:
Platforms used:
Tiktok
Instagram
Shopee
Shopping Behavior:
Frequently buys from TikTok shop, Shopee, and from physical Ukay-Ukay stores.
Influenced by TikTok influencers, fashion creators, and close friends.
Content Consumed:
Fitcheck videos, fashion montages, and styling tips
Reels and TikTok's "For You Page" featuring trending outfits.
Research Habits:
Gets outfit inspiration from TikTok trends and Instagram stores.
Relies on quick reviews, haul videos, and influencer content to make purchase decisions.
Their Quotes:
“I need outfits that go viral as fast as trends do — I want to look good now and stay ahead of the curve.”
What are my KPI inidicators?
Key Performance Indicators (KPIs) are quantifiable metrics that track progress towards goals, while ROI measures profitability of a campaign.
Website Traffic
Conversion Rate
Clickthrough Rate
Social Media Engagement
Brand Awareness
Customer Lifetime Value (CLV)
CPA - Cost Per Acquisition
Brief Overview of Key Digital Marketing Channels
SEO (Search Engine Optimization)
Organic Visibility On Search Engines
Keywords, backlinks, content optimization
Search Engine Marketing (SEM)
Paid ads (ex: Google Ads)
Immediate visibility and measurable ROI
Social Media Marketing (SMM)
Platforms: Facebook, Instagram, TikTok, LinkedIn
Organic content, ads, influencer marketing.
Mobile Marketing
SMS
app notifications
mobile-optimized sites
Email Marketing
Newsletters, drip campaigns, personalized offers
High ROI, segmentation important
Content Marketing:
Blogs, videos, infographics
Educates and builds trust
Affiliate & influencer Marketing
Commission-based partnerships
Leverages trust and following of others
Mobile Marketing
SMS, app notifications, mobile-optimized sites.
Goals of Digital Marketing
Build brand awareness
Generate leads and traffic
Increase sales/conversions
Improve engagement and retention
Gain customer insights (surveys, behavior tracking)
NotChosen
:
Team Manila
(Strengths)
They have numerous Team Manila Physical stores/branches
References
https://www.studocu.com/ph/document/national-university/bsba-marketing-management/team-manila-group-2/84044867
While Digital Presence is Strong, they also enhance their digital marketing with physical presence via pop-up shops and mall stores, which boost brand visibility and drive online-to-offline customer loyalty and engagement. Their Logo appears as Jose Rizal with shades increasing more appeal to outsiders looking at the store. This integration helps amplify their digital campaigns by offering tangible customer experiences.
Both Digital and Physical Stores are accessible which increases accessibility and nurtures the customers brand loyalty.
References
https://www.studocu.com/ph/document/national-university/bsba-marketing-management/team-manila-group-2/84044867
The ability to reach diverse customer groups through both digital platforms and physical locations increases accessibility and nurtures brand loyalty by providing immersive, relatable experiences to customers, which is effectively communicated through their digital channels.
Including 90's aesthetics and references increases appeal to a niche market of nostalgic consumers
Reference
https://www.studocu.com/ph/document/national-university/bsba-marketing-management/team-manila-group-2/84044867
Their digital marketing incorporates visually striking designs inspired by Filipino streetwear culture, 90’s aesthetics, and cultural elements which appeal to a niche market of consumers interested in creative and meaningful Filipino-themed apparel and merchandise
The brand's name is popular and memorable and ties with the Filipinos cultural appeal:
Just by looking at the brand's name its easier to remember it and it looks and sounds like their trying to make the brand so young and cool using the term team.
The company brand has been selling shirts and other apparel since 2001, even as kid I saw lots of these stores.
It leverages Filipino culture and heritage as a core part of their brand. Their digital content, product collections, and collaborations focus on Filipino culture, nostalgia, and local price (Jose Rizal and the Eraser Heads). It helps them create a unique identity rooted in national values and history. This approach resonates strongly with their audience and fosters emotional engagement online.
Digital Marketing Inverted Pyramid
Phase 1: Awareness
Phase 2: Consideration
Phase 3: Trial
Phase 4: Loyalty
Phase 5: Advocacy
