SOCIAL MEDIA PLAYBOOK

TitleSOCIAL MEDIA PLAYBOOK
BrandONITSUKA TIGER
Product / ServiceSHOES
CategoryA05. Publications
EntrantVML Sydney, AUSTRALIA
Entrant Company:VML Sydney, AUSTRALIA
Design/Advertising Agency:VML Sydney, AUSTRALIA
2nd Design/Advertising Agency:GEORGE PATTERSON Y&R Sydney, AUSTRALIA

Credits

Name Company Position
Luke O'shea Onitsuka Tiger Product Manager
Katy Daniells VML Social Media Planner
Alicia Mcfadzean VML Social Producer
Aden Hepburn VML Managing Director
Nathan Dunn George Patterson Y&R Designer
Mark Macsmith VML Planner
David Joubert George Patterson Y&R Creative Director

Brief Explanation

Onitsuka Tiger required a strategy document that would outline the goals and objectives for their social channels, encapsulate their target audience and define their social voice. The document also needed to act as a thorough guide for the in-house management of their social channels, including best practice procedures, crisis management and measurement and reporting recommendations. The challenge lay in finding clear, concise definitions of Onitsuka’s social target and brand voice to ensure continuity across the company’s social interactions.

The Brief

As an innovative street brand of ASICS, Onitsuka Tiger were looking to craft a strong Digital Strategy for 2012, to set them in a niche market position away from their main competitors. Social media was identified as the impetus for all digital activity in 2012, and was thus positioned as the backbone of Onitsuka’s overall digital strategy. Being new to the social media sphere, the client required a document outlining the tools and processes necessary to execute their digital strategy successfully and to integrate with their global brand positioning of ‘Discovery’.

How the final design was conceived

The final design needed to represent the bespoke street feel of the brand, as well as showcase Onitsuka Tiger’s Japanese heritage and product range. Each section of the document was designed with its own style, in order to visually represent the brand’s global positioning of ‘discovery’. Different textures and colours were utilised throughout the book to elevate the senses, and chapter design was correlative with the written content therein. The white cover embossed with stitching, combined with the shoelace binding, added to the tactile nature of the book and its parallels to the shoes, becoming noticeably worn over time.

Indication of how successful the outcome was in the market

The Playbook has been distributed to key Onitsuka Tiger stakeholders globally. The book enabled the local Australian office to invest more in their social channels, to begin creating content specifically for Facebook and recreating global assets for local channels.