Squared Online - Squarelle Tonacity - Module 3 - Digital Multi-Channel Project

• Introduction Tonacityground• Aims and Objectives• Issues and Opportunities• Erin and Fiona• Tonacity Communications• Key Squarelle Tactics• Schedule and Outcomes

•Squarelle Tonacity – A truly Multi-Tonal hair dye product is launching between April 1st 2014 and June 20th 2014 with a £400K digital budget

•At £24.95, Squarelle Tonacity is a high-end product for working women on-the-go who care about their appearance and likes premium brands

•A new hair care formula: This launch will go beyond celebrity spokesperson, television, and print ads to enter the fair-haired child of digital integration with a multi-channel device agnostic approach across Youtube, Facebook, Twitter, and a truly optimised website.

Focusing digital team efforts across key areas: •By June 20th 2014, we want to be one of the top 10 hair-dye brands recognised online for UK urban women 26 to 45 years old.

•Drive browse to purchase sales for women 36 to 55 by 20%

• Recession, anemic brand loyalty, and heavy discounting across Europe’s Hair Care & Colour industry

– Sales projected to drop by -1.4 percent over the next three years1

• The UK Hair Care & Colour industry Squarelle Tonacity competition:

– £5-£10 Hair Dye products and Salon studios at £50-£150

– Well known competitors, consumer beauty spend

– New digital competitors such as Amazon & Boots

But it’s not doom and gloom for Squarelle Tonacity–Recessions end, UK economy showing signs of recovery

–Our target consumers have low price sensitivity for hair care spend

–From 2006 to 2011, salon Hair Care sales declined 15.8 percent2

–Squarelle Tonacity digital strategy will disrupt the market

Euromonitor trade statistics1 L2ThinkTank2

Key Features•Well Educated, young marketing manager

•Fashionable/Stylish

•Access to urban services

•Technology savvy, Social search first

Hitwise Mosaic Custom Industry Set: Lifestyle by Mosaic Group Share: A – Alpha Territory 5.5%, B – Professional Rewards 13%, G – Careers & Kids – 9%, F – Suburban Mindset 12%, O – Liberal Opinions 12%, Sites in set: premium competitors, partners, associated media brands1

• Age: 30

• Status: Single, No Children

• Rents Apartment in London SW

• Reads the Guardian & Independent, and Cosmo online

• Takes 2 holidays / year

• Has a Virgin Media package

• Loves concerts and galleries

• Heavy Social Media & Email use

“I’m really active and try to minimise my carbon footprint with the exception of my holiday flights.”

Key Features•Erin’s older sister

•Senior Book Publisher

•Daily Commuter

•Comfortable family life

•Internet Shopping, Google search first

• Age: 40

• Status: Married, 2 Children

• Owns detached home in Guildford

• Reads the Daily Mirror offline, Vogue online

• Buys groceries online, and searches for new products online

• Takes 3 holidays / year

• Has a Sky HD package

• Loves the theatre

“We live in the country for the kids, but it means I rarely have time between commuting and family life for myself!”

Week 2 - Fiona’s Journey: Underground Banner Ad > Erin’s Facebook Timeline >Vogue Display Ad > Mobile Referral > Google Search > Site Videos > Store Locator > John Lewis > Site Trip Prize Entry Questionnaire > Remarketing > Email Promo > Vlogger Review > Second Purchase - Advocacy

Week 1 - Erin’s Journey: Facebook Video Booth > Shares Video >

Twitter > Cosmo Magazine Ad > YouTube Healthy Multi-tonal Tutorial Guide video

> Debenhams Tonacity counter > Purchase & Review > Interact with Product > Facebook Brand page Like > Email > Site> iPad Ap > Remarketing >Tess Daly Trueview Ad > Email > Tells a friend – Strong Advocacy

Effectiveness of Brand Site 88% : •Site Functionality, Content & Search(What Users Do)•Technology, Navigation & Product•Product reviews•Online Chat & Store Locator, Tonacity Product•Order for pick up E-Commerce •Account & Personalization

Brand Translation 12%•Squarelle Aesthetics•Messaging & Visuals

Search, Display and Email Marketing: •SEM, SEO, Web Authority

Advertising Innovation: •RTB Display, Retargeting with cap, Cross Platform Initiatives

Blog & User-Gen Content:•Mentions & Sentiment

Mobile & Tablet Compatible Optimisatiion: •Compatibility, Functionality, Transactional Store Locator order for pick up

IOS App (iPhone & iPad): •Easy to find, free, UX tested

Innovation:•Geolocal, nearest store

Community Content, Size, Engagement, Backlinks: •Facebook: Likes, Growth, Responsiveness, Interaction Rate•Twitter: Online Voice, Followers, Growth, Frequency•Youtube: Search Visibility, Views, # of Uploads, Subscriber Growth

#Beauty #HairCare #Salon #FF #TessDaly

1. http://www.thedailygreen.com/living-green/blogs/organic-parenting/non-toxic-hair-dyes-55021302

2. http://www.wellandgoodnyc.com/2011/01/27/hair-color-a-tangled-issue-for-natural-leaning-types/#

3. http://www.marketingmagazine.co.uk/article/900919/women-dye-hair-home-beat-credit-crunch

4. http://www.ibisworld.com/industry/hair-color-product-manufacturing.html

5. http://www.pgbeautygroomingscience.com/assets/files/research_updates/P%26G_ResearchUpdate_Hair_Color.pdf

6. http://www.slideshare.net/ibzmir/loreal-marketing-strategy

7. http://www.goodhousekeeping.com/product-reviews/beauty-products/hair-dye-reviews/best-home-hair-color#slide-1

8. http://www.revloncolorsilk.com/hair-color-technology

9. http://www.adweek.com/news/advertising-branding/how-clairol-hair-color-went-taboo-new-you-147480

10. http://www.consumerreports.org/cro/hair-dyes/buying-guide.htm

11. http://www.salontoday.com/login/?regID=8&retPage=%2Fsalon-today-issue-archives

12. http://www.modernsalon.com/blogs/editors/alison-shipley/Wellas-House-of-Color-148807135.html

13. https://www.facebook.com/notes/hairdressers-at-heart/wwd-article-wella-launches-care-styling-1-21-11-entire-text/

14. http://www.vibrantnation.com/fashion-beauty/hair-care/women-50-know-hair-color-that-covers-the-gray/

15. http://avedaadvancedacademy.com/color-cut-courses.html

16. http://www.dailymail.co.uk/femail/article-2184138/Should-ditch-DIY-hair-dye.html

17. http://www.deloitte.com/view/en_GB/uk/industries/tmt/media-industry/media-consumer-survey-2013/index.htm/

18. http://www.marketingmagazine.co.uk/article/730190/sector-insight-shampoos-conditioners---niche-appeal-brings-opportunity

19. http://www.marketingmagazine.co.uk/article/900919/women-dye-hair-home-beat-credit-crunch

20. http://L2thinktank.com

21. http://www.hitwise.com/UK

22. http://www.euromonitor.com/