Page 5 - HYBA_Store_PK Fall 2017_EN

STRATEGY : 1. CONTENT

TONE & MANNER
In order to obtain the credibility from its customers, Hyba positions itself as an expert in the T.R.Y. field. However, for Fall, we are incorporating a
touch of emotion to create engagement and communicate the brand’s personnality.
1. Expertise: technical characteristics, performance, dynamism, movement, etc.
2. Happy Place: emotion, well-being, endorphins, lightness, fulfillement, pride, etc.
3. Diversity: For all women of all shapes and sizes.

AMBASSADOR PROGRAM
• Current hashtags still valid: #hyba #hybactivewear #hybasport #hybaambassador
• Introducing the new Fall 2017 hashtag #hybahappyplace
- Promotion of the Instagram contest ‘‘Happy Place’’ on ambassadors’ Instagram
- Each ambassador will share her own story about finding her own Happy Place
• Promo codes promoted by each influencer : 20% off - 2x per month
• Ways of promoting Hyba’s new collections:
- By presenting new fitness routines each month
- How to keep active as a busy mom/professional
- Pants & Bras focus: PK on technicality of each star product
- Any other fitness-related topic relevant to the brand

EMAIL
• Expertise T.R.Y.
• PK Focus
• Less promo oriented
• Editorial content
• Diversity

BLOG
• Blog 1x per month
• Articles in collaboration with ambassadors

SOCIAL MEDIA
• Expertise T.R.Y
• Fitness-related content (PK focus)
• Content promoting the Happy Place campaign
- Video
- Link posts
- Carrousel ads
• Content to promote the 4 principal promotion levels

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