Branded Campaign
Urban Decay Shapeshifter Palette
Victoria Huntley
Content Marketing OpportunityUrban Decay Shapeshifter Contouring Palette
Build consumer awareness in order to boost
Urban Decay sales by 4.7% over the course
of a five month intensive marketing
campaign reaching out to a comprehensive
slate of paid, owned and earned media
outlets.
Target Customer
Urban Decay targets a consumer lifestyle
instead of an age or demographic such
as where they live or whether they are a
professional or artistic type for instance.
Their focus is on customers who see
themselves as at least a little bit edgy and
who are interested in the companies
innovative fashion statements, fresh
products and creative packaging
including interesting names for their colors
and products.
Urban
Individualist
Colorful
Edgy
Trendsetter
Objectives
Business Objective
Business objective, in line with the cosmetics market, goal is to increase revenue by 4.7% from current $140 million by providing an upscale, high quality beauty product to fill a relatively new and growing market for contouring products.
Marketing Objective
Establish the Naked Skin Shapeshifter contour palette as the leading contour product in the market for consumers seeking high quality cosmetics with an urban edge by building awareness of the product and placing it as a premier product for Urban Decay.
Content Promotion
Content promotion utilizing trendy, modern promotional venues that target the upscale, urban professional woman. Utilize a combination of paid, earned and owned media to introduce and build brand awareness of Urban Decay Shapeshifter Naked Palette over the course of an intensive five month campaign. Boost websites engagement by 12% Increase social media engagement by 15% and paid influences, advertisements and media buys to reach sales goal of $6.5 million.
URBAN DECAY SHAPESHIFTER PALETTE – CONTENT PROMOTION PLAN
Editorial Calendar - Urban Decay Naked Shapeshifter
MonthBlog/Vlogger
PostsSocial Media
Urban Decay Videos
Magazine Ads Interviews Website EventsBrand
Ambassadors
July
how to get the look
of celebrities using
contouring
(Michele Phan)
Daily Posts -
various contouring
looks
YouTube how to
contour video
Naked
Shapeshifter intro
Brand Experience
– Wende Zomnir
How to contour
videosMedia Intro event
DJs, celebrities
with an edge
Intro Brand
Ambassador
Celebrity
Co-product with
contour brush
Times Square
Pop-up Store
Ambassador photo
shoots
August
creative and
beautiful looks
(AnnMarie Tender)
Vegan, not animal
tested campaign
Contouring for
various ethnic
groups
Naked
Shapeshifter intro
Makeup artist -
Meredith Haymen
Product sales
placement
London & Paris
Pop-Up Stores College
AmbassadorsUnconventional
looks (Lilith Moon)Contour Natural
Celebrity
Contouring
Naked
Shapeshifter urban
edge
Back to school
looks
Media
Ambassador Event
September
Contouring 101
(The Beauty
Department)
Nighttime looks
Contouring for a
glamourous effect
Naked
Shapeshifter glam
Urban Decay
Counter Manager -
Jackee Breta
Fall looksFeature in fashion
week Club Ambassadors
Contouring for
African American
Women (NikkiMae)
Contour Glam Urban CampusHigh fashion
makeover event
Ambassador
events - clubs
October
Daytime makeup
(Pixiwoo)Asia Photos
Daytime
contouringNaked
Shapeshifter
couture looks
Ambassador
interviewsHalloween Theme
Trick or Treat
Urban Edge Media
EventInternational
AmbassadorsGetting Ready
(Elle an Blair)Europe Photos Vlogger Mis
Singapore Pop-up
Store
November
Step by step
contouring (Love
Meagan)
Holiday Makeup Edgy looks
Naked
Shapeshifter
holiday looks
Makeup Artist
Special buys
(coproduct)
Holiday Pop-up
Store Ambassador
interviews, picturesHoliday Specials
Holiday Makeover
event
How the
Promotional
Content Supports
the
Goals
Goals include increasing sales by 4.7% or $6.5 million dollar during the five month intensive promotional campaign.
The content, an Instagram story, is
content that is trendy, current and
modern. The promotion targets and
appeals to the stylish, upscale, urban
professional women who are a key part
of the target audience. Using an Instagram story with a brand
ambassador who represents that edgy,
urban style will establish the Naked Skin
Shapeshifter contour palette as the
leading contour product in the market
for consumers seeking high quality
cosmetics with an urban edge.
Content – Instagram Story
Brand Ambassador – Dani Deahl
Panel 1: Urban Decay Shapeshifter Ambassador
Picture of Dani Deahl DJ in Club
Urban Decay Naked logo foreground
Panel 2: Video of Dani Deahl performing
Fade Urban Decay Shapeshifter logo over video content
Intro: Dani Deahl. DJ and Beauty Ambassador for Urban Decay’s new Naked Shapeshifter contouring
https://www.youtube.co
m/watch?v=qWl470_SRjM
Panel 3: Introduction of Dani Deahl as Ambassador
Content – Instagram Story
Brand Ambassador – Dani Deahl
Dani Deahl dj, music producer, blogger, writer and fan of Urban Decay Naked Shapeshifter
Dani Deahl picture fully made up with strong contour with contouring palette colors
"Urban Decay believes in supporting individuality and personal self-expression — and that’s what I love about the Shapeshifter palette. You can express yourself and create your own individual look.”
Panel 4: Profile Dani Deahl Panel 5: Profile Dani Deahl Panel 6: Quote Dani Deahl
Marketing Measurement Tools
Radian 6An online listening that will provide a multi-dashboard perspective to show number of interactions (key influencers, share of voice, volume of mentions, and key online destinations)
Interaction StudioCampaign management software that will provide data on all paths consumers take on my owned channels including engagement, voice, exploration, event awareness and ability to listen to customers.
ChartbeatWill provide key information like volume of readers, social share activities, traffic sources, and top performing content as well as assess how long a reader has spent consuming content.
Google Analytics Klout AlterianTo analyze where traffic is coming from all social media and other digital traffic such as YouTube and blogs. Info on what visitors are doing once they get to the site.
To identify trends and suggest content adjustment that my audience likes. Help with tips to increase my posts’ readability and
impact as well as tracks the impact my content has on social media.
An automated tool that will decipher sarcasm, sentiment, and context within social media, blog, influencer conversations.
Owned Media Measurement Tool
Website – Post Dani Deahl brand ambassador videos and interviews from Instagram story in entirety, influencer comments on campaign
Page views, time on site, crawl rate, bounce rate, inbound links
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Klout, Alterian
Blog Site - Post makeover images
and interviews of Dani Deahl brand ambassador from Instagram story
Reach (unique, views, time spent),
Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, Participation, month over month growth
Radian 6, Chartbeat, Interaction
Studio, Google Analytics, Klout, Alterian
YouTube - Post Dani Deahl
performance video with Urban Shapeshifter logo; Post Dani Deahl Shapeshifter interview both from Instagram story
Subscriber increase, engagement
(comments, likes, shares), Reach, month over month growth
Radian 6, Chartbeat, Interaction
Studio, Google Analytics, Klout, Alterian
Instagram – Post Shapeshifter story with brand ambassador Dani Deahl, repost weekly for three week Twitter – post images and quotes from Dani Deahl Instagram story with a goal to encourage retweets
Reach (unique, views, time spent), Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, Participation, month over month growth
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Klout, Alterian
Earned Media Measurement Tools
Twitter Exposure Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, participation, month over month
growth
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Klout, Alterian
Instagram Engagement - Post makeover images and interviews of Dani Deahl brand ambassador from Instagram story
Buzz (trending topics, blog mentions, influencers, engagement (shares, likes), sales increase, participation, monthly
viewer growth
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Klout, Alterian
Reviews by industry vloggers/bloggers and industry news channels
Qualitative data – number of engagements, quality of engagements, tone of engagements
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Alterian
Influencers Mentions, comments, shares, likes, number of influencers engaged
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Alterian
Owned Media Measurement Tools
Paid Influencers/Vloggers –contract with vloggers/bloggers to promote the brand ambassador campaign and the Shapeshifter palette including
Reach (unique, views, time spent), buzz (trending of topic, follow on blog mentions. engagement (shares, likes, retweets), sales increase, participation, context
Radian 6, Chartbeat, Interaction Studio, Google Analytics, Alterian
Paid media buy – banner ads on Facebook, Google, Instagram, Snapchat, Twitter
Clicks, analyze where traffic is coming from, what visitors are doing once they get to the site.
Radian 6, Chartbeat, Interaction Studio, Google Analytics
Paid keyword buys on Google –makeup, contour
Clicks, analyze where traffic is coming from, what visitors are doing once they get to the site, sales increase.
Radian 6, Chartbeat, Interaction StudioKlout
Paid magazine ads with talent ambassadors
Sales increase, buzz - mentions Radian 6, Chartbeat, Interaction Studio
Partner marketing – Ulta, Sephora
Sales increase, buzz - mentions Radian 6, Chartbeat, Interaction Studio, Klout
Why This Campaign Will Work for
Urban Decay
The campaign is the right campaign for the introduction of
the new contouring product for Urban Decay because it is
ideally suited to target the largest portion of the customer
base – a trendy, urban, individualist. The ad campaign
creates buzz through the use of an edgy, colorful, vibrant
trend setter that fits very well with the brand. An added
benefit is that it provides multiple opportunities to reuse the
interviews, photo’s, and live video on other mediums to
reinforce the campaign.