Integrated Marketing Campaign for AVC hair products

Marketing Plan for AVC Herbal Hair Products

By:Saurabh Mhase

Overall strategy

Duration: 3 MonthsProject Outline

Phase 1

• Pre-launch phase

• Objective: Create a buzz

• Duration: 15 days

Phase 2

• Post launch

• Objective: Define the brand and differentiate

• Duration: 20 days

Phase 3

• Take a trial

• Objective: Make the target customers try the products

• Duration: 20 days

Phase 4

• Take feedback

• Objective: Use customer testimonials to build trust

• Duration: 35 days

Campaign: #GoodbyeChemicalsPhase 1

Objective: Create a pre-launch buzz

Content: Video ads, display network ads and radio ads

Campaign Strategy:• Spread an awareness that it’s time to stop using chemical solutions on hair problems• Hair specialists are used to deliver the message through video

Duration: 15 days

YouTubeAds

Delivery mediums:

Microsite designed for campaign Twitter: Promoted tweets, Promoted hashtags

Campaign: #GoodbyeChemicals

Activity1: Create short, crisp videos and make them viralMessage: “ It’s time to say goodbye to chemicals”Video storyline:Many patients are coming up with hair damage problems to hair specialists. Hair specialists advising: “It’s time to say goodbye to chemicals” At the end text: ‘say #GoodByeChemicals’

Facebook Boost video posts

Phase 1

TV: Ads on sophisticated Channels

Delivery mediums:

Campaign: #GoodbyeChemicals

Activity2: Create campaign awareness Message: “ It’s time to say goodbye to chemicals”Content Form:Infographics, short blog-posts, newsletters, audio clips

Facebook Facebook ads landing on microsite

Phase 1

FM ads

Pinterest Share infographics

Google Sponsored PromotionsCampaign awareness

Google Display AdsCampaign awareness

Campaign: #GoodbyeChemicalsPhase 2

Objective: Show the existence, Define the brand and differentiate

Content strategy: • Show overall product line-up• Show the making of products • Show the specialists explaining the significance of herbal products

Campaign Strategy:• Now the products will be introduced to the market and the suspense of pre-launch

campaign will be over• The name of campaign though is kept same as the target customers will relate the herbal

products as a substitute product to chemical products

Duration: 20 days

Campaign: #GoodbyeChemicals

Activity 1: Create short, crisp videos and make them viralMessage: Get herbal treatmentVideo storyline: Show the making of products(Focus on: natural materials) Show specialists advising to get herbal treatment and answering how it will solve the problems ?

Phase 2

YouTubeAds

Delivery mediums:

Microsite designed for campaign Twitter: Promoted tweets, Promoted hashtags

Facebook Boost video posts

TV: Ads on sophisticated Channels

Phase 2 Campaign: #GoodByeChemicals

Activity 2: Create infographics, short blog-posts, newsletters, fortnightly E-books , visual creative.Message: How do herbal products solve the problems without side effects?

Delivery mediums:

Web site – Blog: Showing all the above written content

Twitter: (infographics) Promoted tweets

Facebook Ads and Boost posts

Blogs: Paid articles on reputed blogs(hair specialists)

Pinterest Share Visual Creative

Google Sponsored PromotionsCampaign awareness

Phase 2

Activity 3: Set up Search Engine Marketing campaigns(search and display)Objective: Spread brand awareness Landing pages: Own Website blog- having solution oriented content

Campaign: #GoodByeChemicals

Activity 3: Email Marketing campaignObjective: Spread brand awareness Content: solution oriented content/information of products( newsletters and E-books)

Phase 3 Campaign: #GetHerbalTreatment

Objective: Make target customer try the product and participate in campaign

Campaign Strategy:• Distribute the free samples through newspapers and magazines• Tell customers to give feedback • Lucky customers who gave feedback will be brand promoters in videos

Duration: 20 days

Campaign1: #GetHerbalTreatment

Phase 3 Campaign: #GetHerbalTreatment

Activity 1: Attach product samples in supplements of Newspapers and magazines(in health section)Objective: Make the target audience use the productMagazines: Femina , ELLE, Men’s worldNewspapers: TOI- Life, The Hindu(All above mentioned magazines and newspapers are targeting men and women in Tier 1-Tier 2 Cities.)

Activity 2(integrated with Activity1):Try products, share your feedback on social media. Tag us in it and Lucky 10 will get a chance to feature in our promo videos. Use #GetHerbalTreatmentObjective: Let customers be promoters and make them a part of brandMedium: Social media, magazines, Website, Radio, Website

Activity 3: Set up Search Engine Marketing campaignsObjective: Awareness of #GetHerbalTreatmentCampaigns: Campaigns are set for each categoryLanding pages: Relevant to the campaigns

Phase 3 Campaign: #GetHerbalTreatment

Activity 4: Email MarketingObjective: Increase participationContent form: Forms to participate

Phase 4 Campaign: #SaySorryTohairs

Objective: Make customers participate in promos and build trust about the brand

Campaign Strategy:• Video testimonials from existing customers• Message: Apologise to hairs for giving a rough chemical treatment so far

Duration: 25 days

Campaign: #SaySorryTohairs

Content form: Blogs, Videos

Phase 4 Campaign: #SaySorryTohairs

Activity 1: Lucky winners of campaign are featuring as brand promoters (Customer Stories) Objective: Build a trust about brand in target audienceMessage: Say sorry to hairs for giving them chemical treatment so far. Now, AVC is providing a herbal way to nourish themContent form: Videos, Blogs, newsletters, E-books, radio ads

YouTubeAds

Delivery mediums:

Web site – Blog: Showing only a video on Homepage

Twitter: Promoted tweets, trending hashtags

Facebook Boost posts and Promote Page

FM adsTV: Ads on sophisticated Channels

Phase 4 Campaign: #SaySorryTohairs

Activity 2: Update the Search Engine Marketing campaignsObjective: Promote the products/ Increase the salesCampaigns: Campaigns are set for each category of productsLanding pages: Relevant to the campaigns

Activity 3: Email MarketingObjective: Share promotional contentContent form: E-books, Newsletters

Activity 4: Google Sponsored PromotionsObjective: Share promotional contentContent form: Visual infographics

Phase 4 Campaign: #HerbalStyleTips

Objective: Educate customers with new style tips for each product

Duration: 10 days

Campaign: #HerbalTips

Content form: Micro Blogs, Videos, Infographics,

Phase 4 Campaign: #HerbalStyleTips

Activity 1: Share tips on PinterestExecution: Create boards dedicated to each product and styling tips Content: Upload relevant visual content under each board

Activity 2: Share tips on Facebook Execution: Boost posts with tips, Create Facebook ads and make people land on websiteContent: Videos, E-books

Activity 3: Share tips on Twitter Execution: Promote tweets with links to web content

Phase 4 Campaign: #HerbalStyleTips

Activity 4: Update the Search Engine Marketing campaignsObjective: Promote the content on websiteLanding pages: Relevant to the campaigns

Activity 5: Email MarketingObjective: Share educational contentContent form: E-books, Newsletters

Activity 6: Google Sponsored PromotionsObjective: Share educational contentContent form: Visual infographics

Thank You