Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October 2013)

SQUARELLE TONACITY

Group 12

IntroductionSquarelle Tonacity is revolutionary in terms of high-end DIY hair styling and beauty, and as a result has a very clear target market. Based on the latest market research (1) Squarelle Tonacity will appeal to two clear target

customer segments: the Style Seeking Sally and the Style Setting Susie.

‘Sally’ and ‘Susie’ will feature across the campaign and embody our creative concept:

Squarelle Tonacity“Salon beauty at your fingertips”

Our campaign is predicated upon the inspired, research-driven insight that the Style Setting Susie turns into the Style Seeking Sally as she grows older, gets married and has children. Consequently time-short Sally looks to the younger Susie for inspiration and influence and our aim is to engage and feature Susie in our activities.

Concentrating heavily on an integrated campaign that complements and supports targeted television and print advertising, we will use the £400,000 digital advertising budget across a range of different platforms.

These will include social media, search, and online and off-line PR, relying on the use of free trials and eWOM recommendations (e.g. blogging) to drive trial, sales and advocacy and encourage consumers to “look superb,

by doing it when, where and how you want it”.

Integration of Social Media and TV Campaign

Part of the TV budget will be spent on a reality TV show, hosted by Tess Daly where winners of our online campaigns, driven by social media, will have a complete makeover, similar to the ‘How to Look Good Naked’ format. The TV show will be the centre-piece of the campaign with weekly prizes, fed by social media campaigns, print advertising and radio ads. We recommend using

a ‘Made in Chelsea’ as hostess to work alongside Tess.

The TV ad campaign will be unusual in that it will feature a video testimonial format using winners from the show, who have genuinely transformed their look with further online coverage on the website and YouTube channel. Advertising will link to social media platforms where audiences can continue the dialogue with the testimonees featured in the ads.

We will be using sampling to drive the public to submit their content of their Squarelle transformation to YouTube, Vine or

Facebook. The show producers will then pick winners to go onto next week’s TV show.

Seperately, there will be a mix of events in department stores that stock the product, following the format of the TV show, and leveraged through social and PR activity. We will also feature footage filmed by customers in their own homes as either individual sessions or group girls night-in style events.

A mobile app will be developed to support the viral social media campaign including an augmented reality module to enable people to see what they would look like with different coloured hair.

Smart Style Seeking Sally’s Smart Style Setting Susie’s

Estimated 4.2m women in this age group33% are ABC1

75% have visited a hairdresser and spends £1986 per annum on hairdressing93% use digital channels; 67% are medium - heavy users (5 and 40 hours a week)Primarily used to watch TV, chat or email with friends, listen to musicTypes of TV watched, in order of pref, are drama, any entertainment, soaps, weather, films (30-55% of time)7% are looking at fashion or beauty TVEstimated £2.8bn market size

Estimated 2.1m women in this age group29% are ABC1

80% have visited a hairdresser and spends £2,274 per annum on hairdressing95% use digital channels of which 73% spend between 5 and 40 hours a week Primarily used to watch TV, chat or email with friends, listen to music

Types of TV watched, in order of pref, are drama, soaps, children’s, films, talent competition (40-60% of time)10% of time watch fashion / beauty TVEstimated £1.1bn market size

Style Seeking Sally’s are dissatisfied with their hair but hopeful about finding the right style and products for their hair. She is willing to try new styles and products.

Style Setting Susie’s are more likely to be trendsetters. Susie is more experimental with styles and products and knows what she’s talking about.

Customer Journey Main focus on educating our audience

I’ve identified a need for a product

1. Need / Desire

2. AwarenessI need to understand the

choices available I’ve identified my shortlist

3. Consideration

I want to feel the product

4. Trial

I want to feel the product

5. Purchase

I want to tell all my friends about it

6. Advocacy

TV, Mobile Game, Content Discovery, Search & Display

Sampling, WOM marketing, Ambassador Blogging Community, Search & Display, Retargeting

Mobile Game AR, Sampling, Visit Shop, Attend a Girls Night In Event, Attend Hangout on Air

Shop in store, online Social channels, eWOM marketing, SMS

and Chat

Grey hair, boring hair, changing a look, makeover, find hair salons expensive and time consuming

Squarelle ZMOT Journey

Stimulus TV, Print, Sampling, Digital, Social, PR, Search and Display Ads (Google), Competitions

ZMOTSearch, Social Media, PR, Ambassador Beauty Bloggers, Reviews, eWOM Marketing (BzzAgent), YouTube, Testimonial videos, Google+ Hangouts

FMOTSampling through content discovery (Birchbox, BzzAgent), In-Store, Salespeople, Girls Night In Events, Owned website and partner sites, A/R mobile app

Awareness

What? To create, test and iterate a paid search campaign to generate traffic and impressions to drive awareness by getting found though related search queries.

How? We have planned our campaign with Google Adwords and we will see 37k impressions, 670 clicks per day, average CPC of £0.58 and placement between 1st and 2nd on AdRank.

Why? Search is a great way to drive awareness, especially of a less well-known brand. When our target audience is searching for best hair colour inspiration or a local hair salon to book a hair appointment, we can deliver search ads to create awareness amongst our target audience at the right time.

What? To create, test and iterate a display ad campaign to drive brand recognition and awareness of our brand.

How? We have planned our campaign with Google Display Network and have an estimated 2-4 million impressions across multiple channels per week.

Why? Display is another great tool to disrupt searches for competitive products and services to drive awareness and build brand familiarity. We have segmented our audience to target females, age 25-55, in the UK, who use desktops, tablets and mobile. It also allows us to be present in multiple channels like relevant websites, mobile apps, blogs and YouTube channels.

TrialWhat? To use content discovery for the high end, beauty obsessed buyers of health & beauty subscription boxes to generate trial and increase sales

How? Free samples for 5,000 subscribers who also wish to appear in the TV show.

Why? Birchbox has 400k subscribers globally and are targeting women who are excited to try new things and learn through discovery. 50% of subscribers purchase full size products post receipt of samples in the box. Sampling is an expensive tactic, but awareness and WOM will be important and these curated boxes cut through to consumers.

What? To generate mass reach and trial and boost consumer advocacy / NPS through word of mouth marketing

How? Free sample for 5,000 BzzAgent and who also wish to appear in the TV show £3 mail in rebates for 3 friends of Bzz Agents who also wish to appear in the TV show.

Why? BzzAgent has over 1m agents who try new products in exchange for sharing opinions and driving word of mouth. BzzAgent has successfully driven campaigns for beauty, personal care and other products through word of mouth. Knowing that Squarelle Tonacity will be highly driven by WOM, this is a key tactic to drive conversation and recommendations of our product.

AdvocacyBlogging

What? To build a network of beauty bloggers who will sample and blog about the product and our campaigns. Create content with celebrities and experts.

How? £175 per blogpost and £250 for video. Targeting 10

beauty bloggers and ask to do 2 blogposts over launch period and 1 video from 3 YouTubers.

Why? We will focus on beauty blogs and YouTube channels with a high number of subscribers and video views within the fashion & beauty category. We will create content with hair colouring experts and have featured visits by celebrities (e.g. Tess Daly) on Google+ hangouts.

Social Media Participation

What? Crowdsource the best ‘How-to-use Squarelle Tonacity’ at-home videos from our customers. The winner is posted on our website and is given a free makeover, a year’s worth of free hair supply and is featured in our TV advertising.

Why? This encourages UGC, audience participation and a conversation around how to achieve salon beauty at your fingertips and at home. This campaign will be promoted on social media including Facebook, YouTube, Twitter, Vine, Pinterest and Instagram. We will work with our beauty bloggers to advertise it as well. It will feature real people who have genuinely transformed their look.

Squarelle Integration Strategy

● TV Ads● Sponsorship● Print advertising ● Radio Ads● PR activity print, broadcast and online

● Mobile App● Mobile Game● Google AdWords● Google Display Network● Bloggers● Website● Youtube● Social Media

● TV Show● Events in the department stores● Experiential● Sales Force● Girls Night In Events

Digital Channels Traditional Media

“Real World”

Social Media Competition / Management£40,000

Viral Video Development£24,000

Facebook and YouTube Ads:£30,000

Search Advertising £33,000

Display Advertising£33,000

App Development £24,000

Content / Online PR £23,000

Website / Landing Pages £14,000

Free Samples for blog influencers£23,000

Birchbox £56,000

BzzAgent £100,000

Total: £400,000

Summary

References● BzzAgent [website], FAQs, https://bzzagent.co.uk/pg/FAQs● Charlton, G., ‘Mobile: the worst channel for customer experience’, E-consultancy.com, [web blog], 09 June 2011, http:

//econsultancy.com/blog/7629-mobile-the-worst-channel-for-customer-experience, (accessed 19 January 2014)

● Faletski, I., ‘Mobile social media: Four tactics for mobile sharing’, E-consultancy.com, [web blog], 10 January 2012, http://econsultancy.com/blog/8634-mobile-social-media-four-tactics-to-get-shared-on-mobile-2, (accessed 19 January 2014)

● Forbes, ‘Birchbox Proves Try And Buy: Half Of All Subscribers Make Full-Size Purchases’, Forbes.com, 15 August 2013, http://www.forbes.com/sites/meghancasserly/2013/08/15/birchbox-proves-try-and-buy-half-of-all-subscribers-make-full-size-purchases/ (accessed 12 January 2014)

● How to make $1000 a month as a Youtube Beauty Guru, http://3bagsfulltoo.blogspot.co.uk/2012/10/how-to-make-1000-month-as-youtube.html, [web blog], 16 October 2012,

● How Much Should You Charge For Sponsored Blog Posts?, http://www.blogherald.com/2013/09/06/how-much-should-you-charge-for-sponsored-blog-posts/, [web blog], 6 September 2013,

● Kantar Media: TGI Q3 Doublebase April 2011 to March 2013 - GB - Autumn 2013● Mintel Report: Digital Trends Winter - UK - December 2013● Mintel Report: Hair Colourants and Home Perms - UK - November 2013● Mintel Report: Social Media: Beauty and Personal Care - UK - April 2012● Search and Display key terms and budget researched with ‘Google Keyword and Display Planner’