Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas Endless Euphoria
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Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas
Endless Euphoria
Agenda
Objective & Strategy
TrialThe Target
Awareness
BudgetFlighting ROISummary
2
Follow Target
Engagement
#HowAreYouEndless
Objective
Drive sales during key gift-giving holidays and capture new customers to establish relevance
and aspiration for Calvin Klein’s Endless Euphoria.
3#HowAreYouEndless
Driving Trial
“In-store sampling is 6x more effective at
driving purchase than visual communication
alone”
“When women were asked how they chose
and purchased fragrances, scent strips and in-store trials were
the key drivers”
"The best way to have women buy fragrance is to have them smell it…
The most efficient way is through magazine scent
strips."
4#HowAreYouEndless
Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age
Strategy
Drive trial by following our target consumer throughout the purchasing process, creating awareness and
engaging them from early decision-making, through in-store trial, to purchase.
5#HowAreYouEndless
The Target: Women 18-34
Youthful and flirty
Lighthearted
Optimistic
Loves attention
Street smart
6#HowAreYouEndless
Creating Awareness To Drive Trial
7
Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
8
To Drive TrialAwareness
#HowAreYouEndless
• Enjoys movies
• Engages brands via social media
• Streams online content
• Watches Primetime TV
.
..Awareness
“WHEN I SEE SOMETHING INTERESTING ON TV, I OFTEN GO
ONLINE TO FIND OUT MORE ABOUT IT.”[154]
Primetime
[223]
[201]
[199]
[156]
[136]
[133]
[122]
“MUSIC IS AN IMPORTANT
PART OF MY LIFE”[123]
9
Highly Viewed and Relevant TV
Awareness
#HowAreYouEndless
February 16, 2016 December 2016
Sources: 2015 GfK Mediamark Research & Intelligence LLC 2015 Billboard 2014 Prime Media Productions Network Information & Demographics
Discrete Targeting in a Growing Market
Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows. Dec 2014. Adweek - Hulu: Align Your Brand with Premium Content. April 2015.
:30 Video
Video Skin
10
Awareness
#HowAreYouEndless
Through Endorsement of Euphoria Lifestyle
9.5MM SubscribersBeauty, Fashion & Lifestyle
Frequently does endorsements
Youthful, flirty, elegant, light hearted and optimistic
11
Awareness
Strategically Placed Video Ads: Ingredient
storytelling
#HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec
Through Aspiration
Promoted
Ads
#HowAreYouEndless
12
Awareness
#HowAreYouEndless
With Relevancy
Air commercials for Snapchat followers on Discover categories
13
Awareness
#HowAreYouEndless
During the Valentine’s Day Season
“I OFTEN PAY ATTENTION TO THE
COMMERCIALS AND
PREVIEWS AT THE
MOVIE THEATER” [165]
Source: 2015 BoxOfficeMojo
February 12, 2016 February 5, 201614
Awareness
#HowAreYouEndless
Initial Trial
15
Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
Critical in the Fragrance Buying Process
16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume
Initial Trial
#HowAreYouEndless
In Magazines Read by our Target Through Scent Strips
“FASHION MAGAZINES HELP ME
DETERMINE WHAT CLOTHES TO BUY”
[163]
[173]
[151]
[138]
[230]
“I OFTEN VISIT WEBSITES OF MAGAZINES I READ” [173]
17
Initial Trial
Source: 2015 GfK Mediamark Research & Intelligence LLC
Interactive Advertisement- OOH
18
Step 1: Approach
Step 2: Insert Hand
Result: 200K+ Activations in 5
weeks
Initial Trial
#HowAreYouEndlessSource: Dec. 2013 JCDecauxna.com
Step 3: Experience Brand & Scent
Follow Target Consumer To Store
19
Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
Target Fashion Cities
New York, NYLos Angeles, CA
San Francisco, CADallas, TXMiami, FL
Source: March 2015 LifeStyleMirror 20
Follow Target
#HowAreYouEndless
21Source: 2013 American Community Survey
Follow Target
Density of our target market in Manhattan
Where is our Customer?
#HowAreYouEndless
22
Follow Target
Stores in Manhattan
that sell Endless Euphoria
Where can they get our
product?
#HowAreYouEndlessSource: 2013 American Community Survey
23
Follow Target
Subway lines in Manhattan
How Will they get there?
#HowAreYouEndlessSource: 2013 American Community Survey
24
Follow Target
Highly indexed areas
lines our target will use to get to the
stores
Our Key Areas
#HowAreYouEndlessSource: 2013 American Community Survey
25
Follow Target
#HowAreYouEndlessSource: 2013 American Community Survey
Follo
26
For Auto-Centric CitiesFollow Target
#HowAreYouEndless
In Malls: Close to Point of Purchase
27
Follow Target
#HowAreYouEndless
Engage Consumer Before They Enter The Store
28
Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-store Trial
Pre-Store Engagement
29
Engage
#HowAreYouEndless
Customer Approache
s Store
Push Notificatio
n
Ad Engages Customer
Customer Driven to
Trial
Foot Traffic
Lift+ 147%
Visit Frequency
Lift+ 215%
Source: 2015 Verve Mobile
30#HowAreYouEndless
ROI
ROI
Source: 2015 Verve Mobile
Flighting
31
Flighting
#HowAreYouEndless
32
Summary
33
Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-Store Trial
TV
Online Video
Social Media
Cinema
Interactive Billboard
Geographic Segmentatio
n
Out-of-Home
#HowAreYouEndless
Thank You!~
Questions?
34
Appendix
352015 GfK Mediamark Research & Intelligence LLC
Appendix
362015 GfK Mediamark Research & Intelligence LLC
37
Appendix
38
Appendix
39
Appendix
40
Appendix
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