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Havaianas Case Study Marketing

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Jim Anstey
Jim Anstey

Havaianas faced stalled US revenue growth in 2009 and developed a new strategy to position the brand as cool, aspirational, and embodying the spirit of Brazil for wealthy American women ages 25-34. The 360 degree integrated approach included collaborations with influencers, pop up stores, social media integration, and customizing the ecommerce experience. This led to a 59% increase in company revenues from 2009-2012, brand awareness growth, and 35% sales increase in Q1 2012 alone according to WWD.

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Havaianas, Case Study 2009 to 2012
Challenge 2009 US Revenue Growth Had Stalled Ecommerce Wholesale
-3 Brand Positioning Evaluation ColorColor In 2006, Havaianas reinvented the category using color, fashion and fun. This was no longer unique as Old Navy and other brands copied this approach. ?
A premium style brand that embodies the Spirit of Brazil. US Challenge - What did Brazil mean to our core target, wealthy American women 25-34? Positioning Starting Point - Global Brand Mission
Havaianas allows you to express your style in a spontaneous, passionate, fun way because they have Latin Flair US Consumer Benefit & Insight
Top of the pyramid : - influencers, trend setters, - early adopters Clients New Clients COOL, ASPIRATIONAL Top Tier Print, Specific stories in PR, high touch events, high end collaborations AWARENESS Traditional and digital media, mass PR, POP, guerrilla events, customer experience/eventsLatinFlair Overall Communication Vision & Customer Segmentation ADVOCACY Social media, email, content, partnerships
Print, OOH & digital media Celebrity & PR Events/Pop Up Collaborations & Partnerships Ecommerce & Social 360 Integrated Approach Retail & POP Latin Flair
Simon Doonan Ace Hotels Collaborations Opening Ceremony Michael Bastian MISSONIMISSONI モ HAVAIANASHAVAIANAS
Social Media Results 3MM+ Facebook Fans Content Exclusives Partnerships
Event series with bloggers and secret locations available via social media outlets David Arquette and Courtney Coxs house Hosted by bloggers 13mm+ impressions Midnight Swim Club Events
Limelight Marketplace Space 15/20 Los Angeles Hamptons, NY Chicago Pop Up Stores
Retail First US Store Bloomingdales 59th Street Shop in Shop
Control Distribution & Segment Product Key Accounts Indept. Accounts Verticals: Verticals: Provide each tier with assigned product assortment. Elevate the brand by reducing distribution in lower level stores Tier 1 Tier 2 Tier 3
-14 UX I.e Customization Ecommerce 2009 to 2012 +95% Traffic Driving SEO & SEM Social Media integration Assortment and Exclusives CRM/Email Marketing Integrated Promotional Calendar us.havaianas.com
Results - WWD Article 4/30/12 For the U.S., Havaianas sales for the first quarter of 2012 are up 35 percent from the same time last year. Results 2009 to 2012 Company revenues increase 59% Brand awareness increased to 33% from 22% (Millward Brown Brand tracking)
Note: Millward Brown norms reflective of ad results from tracking database 2006 to 2012 Company Revenue Ecommerce Wholesale

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Havaianas Case Study Marketing

  • 1. Havaianas, Case Study 2009 to 2012
  • 2. Challenge 2009 US Revenue Growth Had Stalled Ecommerce Wholesale
  • 3. -3 Brand Positioning Evaluation ColorColor In 2006, Havaianas reinvented the category using color, fashion and fun. This was no longer unique as Old Navy and other brands copied this approach. ?
  • 4. A premium style brand that embodies the Spirit of Brazil. US Challenge - What did Brazil mean to our core target, wealthy American women 25-34? Positioning Starting Point - Global Brand Mission
  • 5. Havaianas allows you to express your style in a spontaneous, passionate, fun way because they have Latin Flair US Consumer Benefit & Insight
  • 6. Top of the pyramid : - influencers, trend setters, - early adopters Clients New Clients COOL, ASPIRATIONAL Top Tier Print, Specific stories in PR, high touch events, high end collaborations AWARENESS Traditional and digital media, mass PR, POP, guerrilla events, customer experience/eventsLatinFlair Overall Communication Vision & Customer Segmentation ADVOCACY Social media, email, content, partnerships
  • 7. Print, OOH & digital media Celebrity & PR Events/Pop Up Collaborations & Partnerships Ecommerce & Social 360 Integrated Approach Retail & POP Latin Flair
  • 8. Simon Doonan Ace Hotels Collaborations Opening Ceremony Michael Bastian MISSONIMISSONI モ HAVAIANASHAVAIANAS
  • 9. Social Media Results 3MM+ Facebook Fans Content Exclusives Partnerships
  • 10. Event series with bloggers and secret locations available via social media outlets David Arquette and Courtney Coxs house Hosted by bloggers 13mm+ impressions Midnight Swim Club Events
  • 11. Limelight Marketplace Space 15/20 Los Angeles Hamptons, NY Chicago Pop Up Stores
  • 12. Retail First US Store Bloomingdales 59th Street Shop in Shop
  • 13. Control Distribution & Segment Product Key Accounts Indept. Accounts Verticals: Verticals: Provide each tier with assigned product assortment. Elevate the brand by reducing distribution in lower level stores Tier 1 Tier 2 Tier 3
  • 14. -14 UX I.e Customization Ecommerce 2009 to 2012 +95% Traffic Driving SEO & SEM Social Media integration Assortment and Exclusives CRM/Email Marketing Integrated Promotional Calendar us.havaianas.com
  • 15. Results - WWD Article 4/30/12 For the U.S., Havaianas sales for the first quarter of 2012 are up 35 percent from the same time last year. Results 2009 to 2012 Company revenues increase 59% Brand awareness increased to 33% from 22% (Millward Brown Brand tracking)
  • 16. Note: Millward Brown norms reflective of ad results from tracking database 2006 to 2012 Company Revenue Ecommerce Wholesale