Jeans Case

1 Outline which, if any, of the 3 media plans UnME, should pursue.

In my opinion, UnME should pursue Facebook. First of all, the brand UnME will be personalized in this way. Independent women could add their own style tips and fashionable photos to the UnME profile page. This is an engagement rather than the traditional one-way broadcast. Secondly, UnME could buy targeted banner advertising on Facebook, targeting women with an interest in fashion for it could run across the top, bottom of a website to catch reader's attention and efficiently send out information. Thirdly, UnME could take advantage of the News Feed function on Facebook. It is showed in Exhibit 6 that Facebook has the most unique visitors when compare with other social websites. Once a customer is befriended with UnME on Facebook, this piece of news would soon appear on his or her profile page and UnME's profile page would be immediately dispersed across the whole social network. Finally, UnME could create a widget to encourage more women to design their own UnME jeans and share them with friends. These friends could view designs, leave comments and forward them to others. It looks like a forum for such fashionable women to discuss and share interests with each other and help spread information.

2 How would you evaluate success?

Success refers to ability of companies and brands that best embodied consumer co-creation, social affiliation, digital self-expression and sharing to capture consumers' time, money and enthusiasm in the market.

In Web 2.0, everyone is able to express and publish his or her own ideas and thoughts on the Internet. Therefore, it is essential for companies and brands to capture customers' attention through engagement. In addition, people achieve a sense of community through virtual connections with others. They are motivated by digital presentations to express themselves online. Only those companies and brands that give customers a chance to create a dialog to engage with the brand could achieve success in the Web 2.0.

3 What are the risks of proceeding?

First of all, the most important risk is whether the money Foley is taking out of traditional media such as TV, magazines or radio will produce comparable or better results than them in current situation. It is not easy to get fund