OUR MEDIA SCHEDULE

The Faux Pas Label campaign length is set at 52 weeks, it begins on the 4th June 2020 and ends on the 3rd of June 2021. The Faux Pas Label launch is set to take place in the 27th week on 10th December 2020, allowing sufficient time for purchases to be made in time for Christmas.

The Instagram market survey is the initial establishment of the Faux Pas Label brand, during the first week, the brand is ‘leaked’ to Generation Z consumers in Canberra. Instagram and TikTok Content are implemented every week of the campaign after the first initial week when social media accounts are set-up. C/B Relationship building is also consistent for the whole campaign, we intend to be ubiquitous. Instagram and TikTok influencers are implemented 6 weeks into the campaign on a 2-week frequency, for the first 6 weeks Faux Pas Label aims to build a following using content and C/B relationship building. The Instagram contest is to be run in weeks 22-25, this is implemented to create a large frequency of engagement before the launch date. During this time content will be increased to 3 times a week. The C/B relationship survey is distributed to consumers 6 months after the launch, it will measure our relationship with Canberra’s Generation Z subculture.

By adhering to the following media schedule, we are able to increase Faux Pas Label brand recognition and recall by 20% before launch, increase the Faux Pas Label social media following by 25% before launch and increase our Consumer/Brand relationship with Generation Z by 40% in 12 months.