Analyzing a Marketing Campaign: Primark's Black Skinny Jeans Promotion

This project presents an integrated marketing communications (IMC) campaign designed to promote Primark's Black Skinny Jeans in Ireland. The assignment covers various aspects of campaign management, including defining objectives (e.g., expanding market reach, attracting customers, increasing sales), campaign measures of success, and a detailed campaign plan spanning several weeks. The plan incorporates diverse communication strategies like social media posts, mock-up web pages, digital media content (blog articles), printed posters, and a briefing event. The project analyzes each communication channel, discussing their implementation and potential impact. The student reflects on the campaign, highlighting the knowledge gained in promotional mix, digital communication, and the use of social media platforms for brand exposure and revenue generation. The campaign emphasizes the importance of understanding consumer behavior, search engine optimization, and adapting communication strategies to ensure effective marketing and customer engagement. The project provides insights into the practical application of IMC principles, including the importance of integration, effective messaging, and the use of various marketing tools to reach target audiences.