WHAT IS LiveXS
WHAT IS LiveXS
LiveXS is the new mantra for the next evolution of the XS brand.
From this site, we will supply communication strategies, social media assets, video, visual assets and a sales promotion concept centered around what it means to LiveXS.
BRAND REFRESH | OVERVIEW
OVERVIEW
OVERVIEW
LiveXS evokes an enticing lifestyle offered through XS, attracting the U35 market. This campaign will focus on the lifestyle offered to entrepreneurs who fuel their business and adventures with XS and be communicated through a global roll-out of refreshing new XS packaging and branding.
To LiveXS is to pursue a life offered to all but obtained by few, it’s finding ourselves at the intersection of adventure and opportunity and becoming more than we ever thought possible.
INTERNAL COMMUNICATION
XS positions itself differently than other Amway brands. We don’t think we are better, or worse, we just think we are uniquely different. We call ourselves a lifestyle brand and encourage people to live it. We want to put the fun in building an Amway business and we want to challenge people to get out and adventure on. We make products to fuel those adventures. When we, as a brand, have inspired someone to take action, try something they might not have otherwise tried, and fuel that journey with XS products...that’s when they LiveXS.
EXTERNAL COMMUNICATION
XSNation Mantra: To LiveXS is to push our audience out of their comfort zone on a journey they never considered, to embrace the adventure of life, live fully every day, fuel it with XS, share along the way and build a business of their own. #LiveXS
PRE-LAUNCH
ACTIVITIES
PRE-LAUNCH
ACTIVITIES
As you are preparing for your brand refresh launch, please watch the below video of XS Co-Founder David Vanderveen while he discusses how we came about the need for a brand refresh:
When appropriate, we have a similar video that can be shared with ABOs to explain the rationale behind the refresh.
The brand refresh will also require primary graphic changes like website product pages and catalogs. Also be aware that environmentals and digital assets will need updating from the old packaging. Affiliates can locate most of these through Canto or contact RevNext here: Work Request Form.
Communication to market ABO leaders begins with video from David walking through the brand refresh, what they will see changing and tying it all back to ‘LiveXS’.
Two weeks before launch, affiliates should commence their social media communication to build excitement. This will be a teaser campaign to generate interest for a final reveal when the products are ready to go live in the market. Details for this campaign, including sample posts and sample ed-Cal can be found in the Social Media tab of this website. Affiliates should work with RevNext to build the teaser campaign and graphics for the teaser campaign.
LAUNCH
ACTIVITIES
LAUNCH
ACTIVITIES
It’s time to reveal the fresh new packaging! Move into the Launch phase of your social editorial calendar. Also, make sure to include any other standard communication channels your affiliate utilizes like mini-catalogs, Diamond Email, ABO email blasts, etc.
POST-LAUNCH
ACTIVITIES
POST-LAUNCH
ACTIVITIES
Ongoing promotion of what it is to ‘LiveXS’ and how the new packaging can help increase your opportunity. The social plan will include a hashtag campaign encouraging ABOs to show us how they #LiveXS
Four to five weeks post-launch, the visual and educational components of the social campaign will transition into the sales campaign focused on engaging ABOs through hashtags and an incentive to drive new sales and new customers.
GLOBAL REFRESH
SALES PROMOTION
GLOBAL REFRESH
SALES PROMOTION
What we are proposing is a one-time, new customer, XS product purchase discount. The basic concept is that if an ABO registers a new customer who is buying an XS product, the new customer number will trigger a one-time, one purchase discount on that XS product.
This promotion entices the ABO to get out and sell as they have an incentive to entice a new customer and most importantly, it’s easy to track new customer numbers and discounts used.
We would like to pair this promotion with some social media training and highlighting of successful ABO sales practices. We could tie the promotion into an ABO incentive where they could win an incentive trip based on registering the most amount of new customers.
We could also offer prizes, like exclusive XSGear, for different customer registration milestones such as 10, 25, 50, 100 etc.
For the incentive trip, we could fly people out to the Center for Optimal Fun (COF) for an experience in Laguna Beach. Alternatively, it would be exciting for a winning ABO to win an incentive trip from their affiliate that they may not be qualified for i.e., Diamond Club, Achievers, etc
DIGITAL & SOCIAL
SUPPORT
DIGITAL & SOCIAL
SUPPORT
Social campaigns and video assets will be critical to show what it means to truly ‘LiveXS’, create buy-in, provide call-to-action to our subscribers. Promoting a new look or evolution of the brand with how to utilize XS by living will present the brand in a fresh, new perspective to both ABOs and to the general public.
DIGITAL
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Stunning video and photography combined with the best User Generated Content (UGC) from around the world will tell a story that will resonate while delivering instruction and inspiration to the XS Nation. We will want video from Co-Founder David Vanderveen telling the stories of the brand. We will also want to identify the best ABOs who ‘LiveXS’ and capture their stories to tell as well.
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Stories can be featured on a ‘LiveXS’ station on our global YouTube page and can also be featured and linked from our digital hub
SOCIAL
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RevNext has built a social campaign around telling the story of the brand refresh and what it means to ‘LiveXS.' A social media campaign overview and editorial campaign is available and can be localized for your XS channels. Assets will be available on Canto and we will continue to add to them as the refreshed products continue to roll out and we can conduct photo shoots.
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The campaign aims to help ABOs and non-ABOs alike feel something when they see our refreshed products and find out what it means to ‘live XS’. We want it to be so powerful that they are driven to engage and want to participate with the XS brand.
RATIONALE VIDEO | EXTERNAL ABO
RATIONALE VIDEO | INTERNAL STAFF
SOCIAL MEDIA | #LIVEXS
Pushing our audience to get them out of their comfort zone on a journey they never considered, to embrace the adventure of life, live fully every day, fuel it with XS, share along the way and build a business of their own.
SOCIAL MEDIA | SAMPLE POSTS
PRE-LAUNCH
2 Weeks Prior
Campaign posting frequency – 2 posts per week on all platforms
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Defining what it means to #LiveXS
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Teaser assets needed – 1 adventure/lifestyle video to introduce the #LiveXS Campaign, 2 lifestyle product shots with silver bullet cans, 1 timeline of XS can designs ending with blank can with a “?”
LAUNCH
Campaign posting frequency – 2 posts per week on all platforms
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Packaging reveal
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Education/sharing
POST LAUNCH
Campaign posting frequency – 2 posts per week on all platforms
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Product in lifestyle
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Local Market Challenge TBD - Show us how you #LiveXS
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We want to see how you #LiveXS with your XS products. Show us how the new design of XS pushes you to live your best life! We want to see your epic adventure photos, show us your rad lifestyle, and fuel your business along the way!
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Global contest after local
SOCIAL MEDIA | CALENDAR
VISUAL ASSETS | PHOTOGRAPHY
VISUAL ASSETS | GRAPHICS
Large graphics that show the entire array of flavors. Contrast between a splash of color, clean white and shades of gray.
Creating a visual connection between our variety of flavors and the outdoor journey that's being fueled.
VISUAL ASSETS | ENVIRONMENTAL
Attract attention to your booth or expo area by displaying the full array of cans.
The combination of white and colors allow it be eye catching but not overbearing.
Extra large displays create a very dynamic and 3D textures that can be combined
with stand alone vertical banners, ceiling mounted flags and interior furniture.
VISUAL ASSETS | SOCIAL
Swipe to reveal entire lineup.
Collage images into one long graphic.
VISUAL ASSETS | PRINTED
Magazine advertising can focus on
the LiveXS motto via lifestyle photography
and dynamic product visuals
Apparel design adopts adventure driven themes focusing
on outdoor elements that are in line with the new brand direction.
VISUAL ASSETS | APPAREL
Gear uses a combination of lifestyle adventure images driven
by our influencers and graphic designs to create modern patches.
VISUAL ASSETS | GEAR
VISUAL ASSETS | CATEGORIES (PILLARS)
LiveXS SALES PROMOTION
LiveXS SALES PROMOTION
What we are proposing is a one-time, new customer, XS product purchase discount. The basic concept is that if an ABO registers a new customer who is buying an XS product, the new customer number will trigger a one-time, one purchase discount on that XS product.
This promotion entices the ABO to get out and sell as they have an incentive to entice a new customer and most importantly, it’s easy to track new customer numbers and discounts used.
We would like to pair this promotion with some social media training and highlighting of successful ABO sales practices. We could tie the promotion into an ABO incentive where they could win an incentive trip based on registering the most amount of new customers.
We could also offer prizes, like exclusive XS Gear, for different customer registration milestones such as 10, 25, 50, 100 etc.
For the incentive trip, we could fly people out to the Center for Optimal Fun (COF) for an experience in Laguna Beach. Alternatively, it would be exciting for a winning ABO to win an incentive trip from their affiliate that they may not be qualified for i.e., Diamond Club, Achievers, etc
SALES PROMOTION | LIVEXS
