ADVT7510: Social Media Management Social Media Marketing Campaign

Company Background:

Gazman clothing is an Australian owned brand, which sells premium menswear all across Australia and has 90 stores at different locations in Australia. The company has a range of clothing and styling products for men which includes long sleeve shirts, short sleeve short, knitwear, polos, socks, shorts, casual trousers, sweats, sports coat, accessories, tie, casual jacket, T-shirt, underwear, vest, headwear, bags, belt, shoes, beach shorts, jeans, scarves and tailored trousers (Gazman, n.d.a). Gazman clothing operates in the Australian retail menswear fashion/clothing sector. Gazman clothing aims to prove timeless quality and high value products to men, and has a strong belief in exceptional customer service, value for money. Gazman calls itself a brand for all generations, due to its timeless fashion wear which gives confidence, style, comfort and value to its customers (Gazman, n.d.b). Gazman’s website is its main source of connecting with the audience, and it also uses Facebook and Instagram to communicate with the audience such as by posting product pictures and adding description (material, colour etc). The objective of communication is to increase brand awareness and engagement (Gazman, n.d.c; Gazman, n.d.d).

Situation Analysis:

Internally, the brand focuses on timeless menswear, which means that the products fits for men of any age, depicts that the brand has a broad customer spectra. Moreover, the dispersed spread of the brand at 90 stores at different locations in Australia and the opening of an online store in 2010 reflects its massive and loyal customer base, and shows that the brand continues to grow (Gazman, n.d.b). However, externally Gazman has to compete with other large scale menswear retail business in Australia such as R.M. Williams, Calibre, Industrie clothing etc, however, the menswear market is expected to experience annual growth rate of 2.33% until 2029 (Statista, n.d.), which shows that the competition will also increase. From a regulatory perspective, Australian laws like the Australian Consumer Law (ACL), which protects online shoppers from online scams such as from misleading or deceptive content and imposes fine/penalty on the brands/businesses violating it (Syuib, 2020), could impact the marketing and online-store based selling of Gazman. From a social perspective, the trend of recycling and reusing clothes is becoming preferable among Australians due to sustainability concerns (Bahl et al., 2023), such social trends can impact Gazman’s business. However, economic factors such as the sourcing of raw materials through supply chain such as Australian cotton value chain (Mellick et al., 2025) can also impact Gazman’s operations. Moreover, a weak social media presence can also impact sales and engagement of customers.

SWOT analysis:

Considering the internal and external factors analysed in the situation analysis of Gazman, the first strength of this business includes the strong presence of 90 stores all across the nation at variety of locations which increases accessibility and awareness. Another strength is the presence of online store, and a loyal customer base. Moreover, a long list of menswear products, with variety and quality also contributes to the strengths of the business.

However, the weakness would include a weak social media presence (i.e. only limited to Facebook and Instagram), lack of influencer collaboration, and less engaging content on social media posts. Meanwhile, the opportunities for the business could be the expected growth in the clothing business in Australia (Statista, n.d.) and social media expansion to other platforms like TikTok and YouTube can also be a growth opportunity for Gazman clothing. While the threats could be increased competition in the market due to market expansion, increased costs for production and manufacturing and regulatory changes such as in the Australian Consumer Law. See Appendix A for SWOT analysis.

Campaign Objectives:

The objective of this campaign is to drive customer engagement and sales through advertisement campaign and expanding the social network of Gazman On YouTube and TikTok.

Specific: To expand the social media presence of Gazman Clothing on YouTube and TikTok and to drive engagement and online sales, through social media campaign marketing and influencer collaboration on social media networks.

Measurable: Increase engagement at least by 40% and boost sales by 20% within 3 months.

Actionable: Collaborate with influencers for promotion; launch Gazman clothing accounts on YouTube and TikTok and run online advertisement campaigns across all social media networks.

Relevant: The objective of this campaign will align with Gazman clothing’s aim of increasing brand awareness and engagement.

Time: This goal will be achieved within 3 months.

This objective focuses on driving sales and engagement through social media advertisement campaigns and influencer promotion. According to Vidani et al. (2023) the trend of influencer marketing on social media is on the rise, as consumers consider influencers as trustworthy and can relate with them, which moulds their purchasing decisions, particularly in the fashion industry. So digital marketing, such as influencer promotion will be a variable strategy for Gazman. The objective also considers expanding the social media network of Gazman clothing on YouTube and TikTok, because TikTok marketing facilitates customer engagement, and also contributes in driving sales. The trend of short videos for promoting fashion brands has become normal and TikTok is one of the best platforms for short-video based content marketing (Kamaldeen, 2024). Similarly, YouTube is also a potential platform to attract customers and promote brands and products, particularly through YouTube influencers or sponsored advertisements campaigns (Acikgoz & Burnaz, 2021).

Target Audience Profile:

Gazman clothing products are for men of every age, as the brand provides timeless fashion apparel for men and calls itself a brand for all generations (Gazman, n.d.b). But, to run advertisement campaign and promote products through influencer marketing, the audience profile will particularly target the millennial men aged between 29-44, all over Australia. This is because millennial men are more attracted towards fashion brands so they can stay in the trend within their budget, as they consider dressing-sense as a fundamental of self-expression (Bhattacharjee & Chanda, 2022). Samala and Singh (2019) have reported that millennials are more fashion conscious and relates themselves with the brands they wear, while Rahman et al. (2021) has also reported that millennials are loyal towards their fashion clothing brands due to brand-consciousness and can be easily accessed through online and offline marketing. As millennials are growing up in a technology facilitated environment, the effective use of social media to provide visible content to millennials is an effective strategy. Moreover, it has also been reported by IAB Australia (2024), that 44% of online shoppers (aged 30-39) have increased their use of online shopping due to living costs. However, from age 29 till 44, the online shopping behaviour represents an increase of around 37-39%. Moreover, according to MacFarlane (2025), Australian millennials spend an average of 7 hours and 45 minutes on social media usage. This imitates that the target audience has increased their use of online shopping. See appendix B for target audience persona.

1. Social Media Strategy:

Zone of social media:

The social media zones chosen for the social media strategy is the Social Community and Social Publishing zones. This is because the social community zone focuses on developing relationship and interaction with the people of same interest (Tuten & Mintu-Wimsatt, 2018), while the social publishing zones are specifically allows users to create and publish interesting content such as pictures, videos or texts (Štreimikienė et al., 2021). Through social community zones, Gazman can develop a community, engage with consumers and build relationship with them, as the prior social media posts of Gazman lacks engagement and community-based interaction. However, through the social publishing platforms, Gazman can create and post interesting content to drive sales by promoting high quality visual content in a trendy way.

Two vehicles (channels):

The two chosen vehicles (channels) for this strategy includes Facebook and Instagram. The reason for choosing Facebook is that it mainly focuses on community building and interaction with people (Jumaat et al., 2019), however, Instagram is more used to publish interesting fashion content usually through influencers, to impact customer behaviour. This channel is mainly used for marketing brands and promoting products (Al-Haddad et al., 2024).

Best content:

For Facebook, the content strategy will be to create 3 causal cool breezy picnic-ready looks using Gazman clothing products, with a quiz tagline “Which look would you choose for picnic?”. This quiz post will increase user interaction (Widodo, 2023), and will also make them think about what look they will choose while going to picnic.

For Instagram, formal wear from Gazman clothing will be sent to an influencer and the influencer will be asked to style it and click pictures of the look. This picture from the influencer will be used for promotion, through carousel advertisement, where different shades of the same formal wear will be shown to people who search for men fashion clothing. Carousel ads on Instagram are posts with more than one picture or video, used for interaction and engagement leading to sales (Rahyadi et al., 2023).

Specific creative decisions:

For Facebook:

The post will be a fashion quiz, presenting “3 causal cool breezy picnic-ready looks” using Gazman clothing products. The post will show 3 different looks and will add a tagline “Which look would you choose for picnic?” for quiz. The visuals of the post would include a breezy cool summer theme reflecting the outfits in outdoor setting. The caption of the post would be: “Which is your go-to look for picnic? Drop your pick in the comments!”

The hashtags used will be: #GazmanPicniclook, #PicnicReady, #YourGo-ToPicnicLook, #GetPicnicReadyWithGazman

For Instagram:

The post will feature an influencer wearing Gazman formal wear, and below will be a carousel add, showing the same product in different colors. The background of the post will be neutral with professional indoor photoshoot of the influencer. The caption will be: “One shirt, different shades, which one expresses your style? Swipe and shop your style!”. The tags used will be: #Gazmanformals #GazmanDressingPower #FormalEssentials

These posts are attached in Appendix D.

2. Scheduling:

For Facebook:

The picnic look post will be posted during the weekdays, so it can influence the mind of the consumers, as a result, it might convince them to buy the products to wear at a picnic on weekend. It could be posted on Monday or Tuesday, so in case if the consumers are convinced, they can place their orders which could be shipped within 2,3 working days, so they can have their outfits ready by weekend. This picnic look post will then be selected for a 3 weeks ad campaign, which will be from Friday till Sunday every week, so that people who were busy during the week can see it and might get influenced. the timings of the advertisement will be from 5 pm till 11 pm, so the people who go to work can see the advertisement after returning home.

For Instagram: The carousel ad will run for 3 weeks, and will be shown selectively to the millennials. The timings for the carousel ad will be from 5 pm till 11 pm, so the people who do 9 to 5 jobs can see it afterwards. The reason for running the advertisement for more than 1 week, is because the effectiveness of the advertisement can be assessed after 2-3 days (Raudeliūnienė et al., 2018), so running add for a week would let Gazman know if the results have been started to drive after 2,3 days. if there will be no improvement after 2,3 days, then the advisement campaign would be stopped.

In total, the Instagram and Facebook ad campaign will take 3 weeks for each. A longer period for running ads has been chosen, as according to Mishnick and Wise (2024) the longer a campaign runs, the better engagement and results it gives. Moreover, specific time and days have been chosen for both campaigns so that the target audience can see those ads when they are free. It is important to analyse target profile social media usage time, as according to Kanuri et al. (2018), the time of the day of running ads, impact on the mind of the consumers, such as in the morning, people are rushing for work, which could be a bad time to run ads. All the ads will be run and managed on Meta Business Suite, which is a single platform where professional accounts for businesses can be managed altogether, such as scheduling and managing content, ads etc. (Putra, 2024). See Appendix E for content calendar.