Hi, and welcome to DRIP Streetwear! I'm Nele, and I do marketing here with two colleagues.
Our next drop is the DRIP Runner 2. A drop is the evening a new model goes on sale, only in small numbers. Leyla, our founder, has a new idea for the pictures. Before I answer her, I need someone who helps me plan the campaign and looks at her idea with me.
Let's start: download your workbook, then go to Step 1. Everything you write goes into your workbook, in the part for Day 1.
Open your workbook for Marketing and go to Day 1. Keep this page open next to it.
Download your workbook for MarketingThis file is for your internship in Marketing, with one part for Day 1 and one part for Day 2. Download it once and use it on both days. The file lands in your Downloads folder.
Leyla's idea
Read M1: an email from Leyla, Nele's answer and the post Nele links to. Leyla wants to change how DRIP gets its product pictures. Find out what she wants and why Nele is worried.
Leyla has an idea
Two emails and a post- From
- Leyla Arslan (founder and owner)
- To
- Marketing team
- Subject
- Pictures for the next drop
- Sent
- Tuesday, 09:40
Hi Nele, hi team,
for the next drop, I don't want to book Dara, our photographer, and the studio again. The photo shoot costs €1,800 every time, and we wait three days for the pictures. ShotGen makes 40 pictures of our sneakers on real-looking people for €29 a month, and we get them the same day. That money could go into the campaign.
Can we try it for the DRIP Runner 2?
Leyla
- From
- Nele (marketing)
- To
- Leyla Arslan
- Subject
- Re: Pictures for the next drop
- Sent
- Tuesday, 10:05
Hi Leyla,
I get the money side. But have a look at what happened to Kickz Lab last week (post below). They used AI pictures for their drop. Our customers know Dara's photos, and she has shot every DRIP drop since you started in your bedroom.
Nele
The new KL Cloud is here. Drop tonight, 8 p.m.
2,140 likes · 386 commentsmo.sneaks is this even a real person? and the logo on the shoe says KICKZ LAAB
jana_k The sole in the picture is white, the one I got is grey. Sending it back.
ohm.street.style Unfollowed. Pay real photographers.
benji Looks good though. Who cares how it's made?
- Write two sentences. Sentence 1: What does Leyla want to change, and why? Use a number from her email. Sentence 2: What does Nele fear? Use one comment from the Kickz Lab post in M1.Help: “Leyla wants to ..., because the shoot costs ... Nele fears that ..., like the comment ...”
A strong answer: Leyla wants to use ShotGen instead of a photo shoot, because the shoot costs €1,800 every time and takes three days, while ShotGen costs €29 a month and makes the pictures the same day. Nele fears that customers will not trust AI pictures, see differences from the real shoe and send it back or unfollow DRIP, like jana_k (“Sending it back”) or ohm.street.style (“Unfollowed”).
Check your answer: Did you use a number from Leyla's email and one comment from the post?
Plan the campaign
Nele prepared three options for the campaign of the DRIP Runner 2. Read M2 first: it shows how Marketing measures a campaign, with an example. Then calculate the three options in M3 like the example and choose the best plan.
- target group
- Zielgruppe: the people who should buy a product
- channel
- Kanal: the way a message reaches people, for example Instagram
- campaign
- Kampagne: all marketing actions for one product or drop
- reach
- Reichweite: how many people see a post or an ad
- click rate
- Klickrate: the share of people who click after they see a post or an ad
- conversion rate
- Konversionsrate: the share of clickers who buy
- AI-generated image
- KI-generiertes Bild: a picture that software makes from a text description
- label
- Kennzeichnung: a note that tells people how something was made
How Marketing measures a campaign
From seeing to buyingMarketing makes sure the right people hear about a product and want it. First, the team chooses the target group: who should buy? Then it picks channels, such as Instagram, influencers or ads. Marketing measures everything: the reach (how many people see a post), the click rate (how many of them click) and the conversion rate (how many of the clickers buy).
| Step | Example | Result |
|---|---|---|
| Reach | 10,000 people see a post | 10,000 |
| Click rate 2% | 2% of 10,000 click | 200 clicks |
| Conversion rate 5% | 5% of 200 buy | 10 orders |
Three options for the DRIP Runner 2
Prepared by NeleOwn Instagram
- Cost
- €0
- Reach
- 60,000
- Click rate
- 2%
- Conversion
- 5%
- Note
- Posts and stories on DRIP's own account. Our followers already know us.
Influencer Kaya
- Cost
- €2,000
- Reach
- 90,000
- Click rate
- 3%
- Conversion
- 4%, says Kaya's manager
- Note
- Kaya has 180,000 followers. 70% of them are younger than 16.
Paid ads
- Cost
- €1,500
- Reach
- 150,000
- Click rate
- 1%
- Conversion
- 3%
- Note
- Ads on Instagram and TikTok for people aged 18 to 30 in Ohm City.
One pair of DRIP Runner 2 costs €119. The marketing budget for this drop is €2,500.
- a) Option A: calculate the number of clicks and the number of orders. Write down your calculation.
- b) Option B: calculate the number of clicks and the number of orders. Write down your calculation.
- c) Option C: calculate the number of clicks and the number of orders. Write down your calculation.
- d) For options B and C: divide the cost by the number of orders. This is the cost per order. Round to cents.
- e) Choose one option or a mix of options. The total cost must not be more than €2,500. Explain your choice in three sentences. Look at the note on Kaya's followers: 70% of them are younger than 16. How many of them can really pay €119 for sneakers? Say what this means for your number of orders for option B.Help for e): “We choose ..., because ... Kaya's numbers look good, but ... So the real number of orders from Kaya is probably lower than ..., because ...”
a) 60,000 × 2% = 1,200 clicks; 1,200 × 5% = 60 orders. b) 90,000 × 3% = 2,700 clicks; 2,700 × 4% = 108 orders. c) 150,000 × 1% = 1,500 clicks; 1,500 × 3% = 45 orders.
d) B: €2,000 ÷ 108 = €18.52 per order. C: €1,500 ÷ 45 = €33.33 per order.
e) On the numbers alone, A + B looks best (€2,000, 168 orders). The trick: 70% of Kaya's followers are younger than 16, and few of them have €119 and their own way to pay. So the 4% from her manager is probably too high: the target group does not fit. Strong answers: A + C (€1,500, 105 orders, and the ads reach people aged 18 to 30, the right target group), or A + B with good reasons why you still trust Kaya. What counts is your reason, with the word “target group”.
ShotGen and a real case
Leyla wants to use ShotGen for the pictures. Read M4: how an AI image generator works. Then read the real case from Coca-Cola in M5.
How an AI image generator works
What ShotGen doesAn image generator learned from millions of photos. You type a description, for example “young woman in green sneakers on a street in Cologne at night”, and it makes a new, realistic picture in seconds. The person in the picture does not exist. The sneakers can look a little different from the real product, so someone has to compare every picture with the real shoe.
A real case: Coca-Cola
An AI ad for ChristmasIn November 2024, Coca-Cola showed a Christmas ad made with AI. It was a new version of its famous ad “Holidays Are Coming” from 1995, with the red trucks in the snow. Many viewers reacted angrily on social media and called the ad “soulless” and “creepy”. Coca-Cola defended it as tradition meeting new technology. Still, in 2025, Coca-Cola made another AI Christmas ad.
Sources: Business Today and Campaign Asia, November 2024; TODAY, November 2025
- a) Use M4. Explain in two sentences why every ShotGen picture has to be compared with the real shoe.
- b) Use M5. Coca-Cola used AI for a famous ad, and many people got angry. Give one possible reason why people reacted so strongly. Two sentences.
- Leyla writes: “Coca-Cola is huge. If people forgive them, they will forgive a small brand like us even faster.”
- c) Use M1 and M5. Check Leyla's claim: give one reason for it and one reason against it. One or two sentences each.Help for c): “For: ... Against: a small brand like DRIP lives from ..., and our customers ...”
a) The generator makes a new picture; it does not take a photo of the real shoe. So the shoe can have details the real product does not have, and then the customer gets something different from what they saw.
b) For example: the old ad is full of memories and feelings for many people, and when a machine replaces what people made, it can feel cheap or dishonest.
c) For: big brands have survived criticism before, and customers may get used to AI pictures. Against: a big company has a lot of trust saved up and many products; a small streetwear brand lives from being real and close to its scene (Dara, the comments under the Kickz Lab post), so one mistake hits it harder.
What I learned today
Write three sentences, one for each important thing you learned today, in your own words. For example: how Marketing measures a campaign, and why every AI picture has to be checked.
Check your workbook
- Save your workbook.
- Choose the file here.
- Does the page name a step? Then an answer is still missing or very short. Fill in that box, save the file and choose it here again.
- When all answers are there, Nele answers you and the solutions appear under every step.
- Compare the solutions with your answers. Is a number or a fact in your answer wrong? Write “Correction:” and the right answer in the same box, under your answer.
- Is the answer your own opinion or your own rule? Then more than one answer can be good. Write “Also:” and one idea from the solution that you did not have.
- Save your workbook again.
Thank you! Your campaign plan is much clearer than my first draft, and the point about Kaya's followers is really important.
See you next time in Marketing!