CCT+356+-+Online+Ad+Campiagn

**Company briefing:**
Danaca is a fictitious e-commerce company that sells exclusively Canadian high-fashion designers through their website online. The company is still in its very early stages and has to intensify its online advertisement initiative. A more aggressive marketing strategy is particularly important because the company plans to start shipping internationally soon.

Danaca’s target market is young (18-35) males and females that know a lot about fashion and appreciate finding new designers. Based on the company’s profile and aspirations, these are the proposed formats of online advertisement that will be most suitable to their interests:

// **1- Banner ad (728 x 90 banner) – __placement__: Fashion magazine/ newspaper's websites - i.e:[|WWD.com]** //
The banner advertisement’s main purpose is to drive traffic to danaca.com, based on the curiosity generated by the selective display of information. This ad will be shown on fashion magazines’ web pages, such as Women’s Wear Daily (wwd.com), where readers know a lot about fashion and the industry. The company’s slogan with the “shop now” clickable header, make it clear that Danaca is related to fashion and online shopping. The maple leaves – a recurring theme in the campaign – evidence the Canadian content of the website. The clean and simple design complement the high-fashion products sold on the site.

Both, the banner itself and the clickable “shop now” header, take the user to the danaca.com webpage. The banner’s targeted audience is a demographic that understands, appreciates, and is interested in, high fashion and most likely involved with the industry (specially in the publishing sector). This will raise the brand’s awareness by editors, and publishers who might run stories about Danaca’s initiative as well as attract potential buyers.

// **2- Wide skyscraper (160 x 600 pixels) – __Placement:__ fashion blogs – i.e: [|thesarorialist.com]** //
The skyscraper ads should be placed in fashion blogs in order to reach a young audience that is accustomed to, and interested in, buying clothing online. Therefore, this ad shows an image of a product sold at danaca.com, its name, designer, price and a clickable link that directs the user straight to the page of that product. The image on the skyscraper may be ‘animated’ changing the views of a same product when the reader scrolls over it, or showing a different product every 30 seconds.

**// 3 - Sponsored entries (full page) – __Placement:__ Fashion blogs/ online publications - i.e:[|whowhatwear.com] //**
This is the most important type of advertisement in terms of raising awareness to the company and its main differential. Danaca is one of the very few strictly Canadian venues online and it is crucial to make that information available to all people involved in the fashion industry. Canadian fashion is not well-known or well-publicized in general, so it is important to publicize it, and even more important to associate it to Danaca. Through these sponsored entries on widely read sites and blogs, such as whowhatwear.com, not only are the products advertised but also the company’s mission to promote Canadian fashion is evidenced. This format also allows to have an engaging text praising Canadian designers and the company’s proposal to support them, which will likely hail customers and create a positive brand image.

**Placement Previews:**

 * 1) Banner placement @ [|wwd.com][[image:banner_placement.jpg width="800" height="360"]]
 * 2) Skyscraper placement @ [|thesartorialist.blogspot.com][[image:skyscrper_placement.jpg width="800" height="506"]]
 * 3) Sponsored entry @ [|whowhatwear.com]