Squarelle Tonacity Multi-channel Plan

Squarelle

TONACITY

Squarelle

TONACITY

INTRODUCTION

TONACITY is a new product, so it is important to centre our first campaign around awareness - this will help us form accurate KPIs. Sales are unable to give an accurate picture of the campaigns effectiveness Involvement is key to increase the audiences connection with our brand. The website, app and consequently social media will allow people to share their self-engineered unique shades with their friends and get informed by watching demos.

Four primary colours: BLONDE, RED, BROWN, BLACK. Twenty shade combinations per colour

Squarelle

TONACITY

KEY PERSONAS HANNAH MITCHELL, 40 STAY AT HOME MOTHER LOCATION: WINCHESTER

Hannah is married to audit manager Steve, they have two children under 12 and enjoy treating themselves, going out to eat at least twice a week. She is very active on Twitter and Facebook, and spends a lot of her spare time reading beauty blogs and style magazines and catch-up TV. She enjoys updating her look and trying new products, splurging on luxury items. Hannah loves shopping and goes to yoga with other mums from her children’s school.

Self-rated hair and beauty know-how: 8/10 Hannah colours her hair 4 or 5 times a year, choosing salon treatments most of the time unless she can’t get an appointment in time for an event.

LINDA HUGHES, 55 OPERATIONS MANAGER MARRIED MUM OF FOUR LOCATION: KINGSTON

Linda lives in a three-story house in Surrey with her husband and eldest son. She spends a lot of time at work where she manages 30 people, and has to take work home with her at least once a week. She has little social media presence, using the internet for comparing prices and to check in with her two daughters who are both active Facebook users and have children of their own. Linda doesn’t wear very much make-up but goes to the same salon to get her hair cut she has done for three years. She has experimented with semi-permanent colour, but never permanent. She shops at Sainsbury’s and compares prices before making decisions on where to eat and what to buy.

Self-rated hair and beauty know-how: 4/10 Linda would like to cover her greys but worries about it looking unnatural.

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TONACITY

Mums say the best thing about Twitter is

celebrities - 2013 Social Mum report

IMMERSION DISCOVERY ADVICE EXPERIENCE SHARING

SPLINTERED BECOMES SEAMLESS Age 45-54 are 25% more likely than other groups to

open Direct Mail

Locating

Exploring Posts from a friend are 27% more influential than posts from a brand – 2013 Social Mum report

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TONACITY

“WITH GOOD HAIR ON THEIR SIDE, 50% OF WOMEN ARE MORE LIKELY TO POST A PICTURE OF THEMSELVES ON FACEBOOK” – DOVE, FEBRUARY 2013

Ask followers to post their favourite hair-dos for showcasing glistening locks

Tweet your matches from the site to go in store and get advice from our colour consultants #60shadesoftonacity

Competition to win one of ten multi-tone colouring kits by pinning the hairstyles that effortlessly flaunt that multi-tonal look

AWARENESS INTEREST DESIRE INTENT ADVOCACY

Watch our demos – our selected group of testers can then answer any questions via Twitter, link to site do discover your shades

Download app to save your matches for your colour consult and demo

Natasha McElhone shares style tips, up dos from professionals, link to site to discover your shades

IN DEPTH DIGITAL

Website provides in-depth colour chart, choose your shades, download app/print unique shade, visit store

At 43, actress Natasha McElhone wants to get a flawless natural finish

DISPLAY Skyscraper and sidekick that roll from blonde (featured) to brown, red and black with different models - landing page = colour charts and applicator tool One sidekick promoting the colour’s natural finish and ammonia free formula - landing page = about + natural + celeb promo interview Frequency cap of two during TV ad campaign, possibly three once ended. Three in saturated areas, where target market will also receive direct mail. Utilise 1st party retargeting – people that have already visited Promoted tweets featuring the face of Tonacity and two homepage takeovers: ideally Women & Home, ITV catch-up

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TONACITY

SEARCH Blonde hair types Blonde hair ideas Ash blonde colours Dirty blonde Blonde highlights Blond highlights Honey blonde hair Hair salons in London Hair salons in Leeds Hair salons in Manchester Hair salons in Southampton Hair salons near London Hairdressers near London Mobile hairdressers

Change hair colour Brown hair Brunette hair colour ideas Chocolate brunette Duchess of Cambridge hair Kate Middleton hair Brunette hair shades Brunette hair colours Light brown hair

Hair dye changing colour Best hair dye for grey

Hair colourant Covering roots Covering greys Hair dye fading

Toni and Guy prices

Charles Worthington prices New hair dyes

Hair toner Highlights hair

Full-head colour Half-head colour

Hair salon highlights How to give yourself highlights

Best way to cover greys

Hair colour for greys Mature hair colour

Grey coverage

£50,000 budget of 2000 impressions £555 per day, frequency cap of 2 (and 4 in the saturated areas) Three appropriate landing pages, all have a call to action – find your colour.

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TONACITY

PLANNED ROLL OUT Saturate in areas highlighted in red during May week 1 to compute incremental gain from combination of channels. Test locations: LONDON, BIRMINGHAM, LEEDS. Measure saturation impact by amount of impressions and visits to store with tailored colour range.

Magazines and billboard locations mirror online sites visited, where our target audience shops and draws inspiration.

Squarelle

TONACITY

REFERENCES

•  http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/

•  http://www.loreal-paris.co.uk/hair-colour.aspx •  http://www.zeromomentoftruth.com/toolbox •  http://www.youtube.com/watch?v=ICOFIVfX2hQ •  http://www.elcompanies.com/Pages/Our-Company.aspx •  http://www.centralmailing.co.uk/blog/direct-mail-statistics-2013/