Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

3 rd Party Partners Franchisees are encouraged to leverage the existing online reach of 3 rd party partners such as wholesale retailers, marketplaces and department stores, particularly in new markets or where brand awareness is low. As they usually already have an established audience they can easily amplify brand exposure in the market and educate prospect customers about the brand. 3 rd party digital media can include: • Onsite media or performance tactics e.g. display banners or sponsored products • Email brand features or product placements • Social media posts and mentions Brand guidelines apply to a lesser degree because the communications are coming from the 3 rd party, but some key best practice principles still apply: • Advertising must drive traffic to the Dune London brand page on the partner’s site. • 3rd party digital ads should be on the partner’s owned channels to avoid cannibilising Franchisee’s owned stores and ecomm. Where this is not possible always set targeting to the 3 rd party’s audience profile e.g. their social followers. • Creative and copy should be relevant to the 3 rd party’s audience but consistent with brand positioning and guidelines where possible. • Request media packs and rate-cards from partners and consider the options that best suit budget available and objectives i.e. awareness, consideration or conversion. • Always agree target KPI’s with the partner and ensure they provide a report of results. Where ROI is not positive, challenge the partner how this can be optimised. • Focus budget on a few key partners that can demonstrate ROI or have most potential for growth. Spreading limited funds across many partners can be inefficient.

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