This project has been achieved in the aim of getting the certificate in professional digital marketing level 4 accredited by the Chartered Institute of Marketing. Then the purpose of the project is to demonstrate good knowledge and application of digital marketing techniques. I have chosen to demonstrate these through the theme "change user behaviour" with the brand Ba&sh as it is launching the platform 'Rent your Ba&sh closet'. The communications about its launch have been very limited therefore my interest resides in shifting Ba&sh's existing customers be converted from buying to renting. The project presents a first task comprising an audit of the communications, activities and digital tools currently being used by the brand. The second task tackles the current online customer journey and evidences the need for a multi-channel approach that will be undertaken in task 3. Task 3 offers a description of the digital marketing campaign put in place to change the existing consumer behaviour, as well as its emplementation plan, outline budget, metrics and finally an environmental scanning approach to ensure Ba&sh is remaining competitive during and after the campaign.
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