Post on 12-Jan-2017
PROJECT APHRODITE 1.O SUCCESS
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
In 14.15, our initial conversation audit revealed a large conversation about dandruff and related conditions, mostly fueled by confusion in the category. H&S took the role as a “trusted advisor” to these consumers by actively engaging in their conversations in order to clear up the confusion and solve the business problem. As a result, the brand’s SOV and net sentiment grew to a leadership position for both men and women. Our approach was effective. Our latest audit found significantly less confusion in the conversation. At the same time, we’ve seen positive brand conversation increase tremendously. And, there is a direct correlation between this decline in confusion and H&S conversation growth. Head & Shoulders has been solving the problem we originally identified! Our new audit reveals deeper insights, including trial barriers and micro-moments, offering even more strategic opportunities to engage and convince consumers to try, buy and love H&S.
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Dove Men + Care
Selsun Blue
Axe (Armor)
Clear Scalp
Men’s Shampoo Brand Conversa;on Landscape, OND 2014
H&S is unrivaled in the men’s category, dominating the larger shampoo conversation. Dove Men+Care, the closest competitor, has held in second place for 6+ months, while other brands remained mostly stagnant. Opportunity Expand leadership position, continue to seize greater SOV and increase positive sentiment.
SALES UP 7% YOY SINCE LAUNCH
Men’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2016
H&S Men
Dove Men + Care
Selsun Blue
Clear Scalp Old Spice
Axe (Armor) Denorex T Gel Nizoral
Organix L’Oreal American Crew
H&S Men
90
80
70
60
50
40
30
20
10 0
-‐2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
160
140
120
100
80
60
40
20 0
-‐20
-‐5% 0% 5% 10% 15% 20%
NET SENTIMENT
AVG. DAILY M
ENTIO
NS
Women’s mentions more than tripled year-over-year. Women also feel more positive about H&S than any other brand in the category and it is the third most talked about brand in the competitive set (following Garnier and Pantene).
Opportunity Grow conversation volume and maintain positive sentiment to overtake Garnier and Pantene.
Women’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2016
MOST POPULAR AMONGST WOMEN
Women’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2014
Pantene
Suave Garnier Herbal Essences
Tresemme
H&S Clear Scalp Solu;ons
Suave Scalp Solu;ons
Dove L’Oreal
Clear Scalp Solu;ons
Suave Scalp Solu;ons
Tresemme
Dove L’Oreal
Suave H&S
Garnier
Organix
Organix
Pantene
Herbal Essences
AVG. DAILY M
ENTIO
NS
NET SENTIMENT
7
Awareness
1 2
2
3
Men and women have different purchase drivers
and barriers.
Men place the greatest significance on product performance, quick delivery of results and whether they believe in the product’s claims when making purchase
decisions.
Women are more influenced by recommendations from friends and dermatologists and tend to stay with dandruff shampoo they currently use. They wonder which shampoo
is the best, and if a dandruff shampoo can replace their regular shampoo.
Create gender-specific strategies to improve
message effectiveness.
Insight Opportunity
Women need to hear from dermatologists,
influencers, friends and other voices she trusts that the product can meet her needs in
order to switch brands.
Ensure performance and product proof
points are prominently woven throughout all social and earned content targeted to men.
KEY FINDINGS
Male and female conversation early in the consumer
journey is tinged with fear, apprehension and annoyance. Post-purchase, emotional language shifts to joy and
confidence.
Meeting the consumer with language that mirrors and acknowledges their emotional state will drive them to trial, purchase and
advocacy.
4
8
Awareness
5 2
6
7
Men’s choice of dandruff shampoo is driven by search,
advertisements, and WOM from friends, ratings & reviews and social media. Women are primarily motivated by social
media, ads and ratings and reviews.
People choose to switch dandruff shampoos in specific moments that are identifiable through intent signals in
search and social.
Search and social data reveals many other moments that
correlate to the topic of dandruff.
Aligning messaging with relevant questions
from search and social media will ensure that H&S can win the relevant moments on the
platforms consumers use and trust.
Insight Opportunity
Addressing barriers through the lens of the
moment provides highly-relevant, value-added content to the consumer that is highly
persuasive.
H&S should intercept these moments with specific content to acquire new consumers
and retain current consumers.
KEY FINDINGS
The dandruff shampoo conversation is dispersed across multiple social channels, including forums and ratings &
review sites. 8
Start to implement listening and response on Instagram and other platforms where
the discussions are happening.
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Dandruff sufferers have four need states: Get Rid of Dandruff;
Lifestyle; Self; and Life .
The way into his/her life is through content he/she cares about:
parenting tips, shopping, career, and
self-preservation
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Insights Trial barriers in the dandruff conversation have evolved since our last analysis. Men and women are placing greater importance on product proof points (efficacy, believable claims, provides clean hair, etc.), whether they need to go to a derm first, and cost. There are gender differences in barriers, which are more apparent in subsequent slides. Opportunities Develop multi-platform content and sampling opportunities that address the barriers at each step along the path to advocacy.
Dandruff Shampoo Path to Advocacy, Men vs. Women
Research Comparison Purchase Trial Advocacy
OVERCOME MALE/FEMALE BARRIERS
10
Awareness
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Insights Men need to believe that H&S delivers on claims. They wonder if the competition is better and are concerned that they aren’t seeing results fast enough. Opportunities Leverage voices that men respect to prove that H&S is the #1 in the world for a reason. Give them a reason to believe by educating about proper technical usage for optimal performance (i.e. daily use of shampoo + conditioner as a system), its fast-acting nature, and other benefits that prove efficacy.
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Barriers to Trial of Dandruff Shampoo Among Men (6 Months of Social Media Data) Complacency Familiarity Performance Believability
PERFORMANCE & BELIEVABILITY MOTIVATE MEN
11
Awareness
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Insights Women tend to get recommendations from dermatologists and ratings and reviews, and tend to stick with their dandruff shampoo as long as they feel it is working. Opportunities Create content to overcome these barriers:
• Complacent about H&S: Leverage their brand love by encouraging them to use the H&S conditioner, increase frequency, and/or try different skus. Develop them into advocates to convert their friends and social circles.
• Complacent about other brands: Focus on key moments when consumers are likely to switch to turn complacency into curiosity with relevant content, including unbiased reviews from influencers and peers.
0.6
0.8
1
1.2
1.4
1.6
1.8
2
It's not a simple enough solu;on
I heard it wasn't that safe to use
I'll s;ck with what my derm
recommends
I don't believe it will do what it
says
Is it made from natural ingredients
My shampoo works well on my kind of hair
Is this good to use with a condi;oner
I always use the highly
rated brands
Does this work if I skip a treatment
Isn't it more expensive than my brand
I just switched brands and I'm happy with it
I heard it's not that
effec;ve as my current shampoo
There's nothing
becer than my shampoo
I don't think the scent is that good
Barriers to Trial for Dandruff Shampoo Among Women (6 Months of Online Social Media Data) Complacency Familiarity Performance Believability
WOMEN ARE COMPLACENT BUT INFLUENCABLE
12
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Insights For men, dandruff shampoo use is driven primarily by online search, followed by advertising (the SOG spot is successfully reaching men), and then WOM (through friends, ratings and reviews, and social media). Opportunities Reach men by creating relevant content from top search terms and social queries and circulate the content through WOM channels. Continue with breakthrough “Shoulders of Greatness” campaign across channels.
SEARCH, ADS & OPINIONS DRIVE MALE PURCHASE
13
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Insights Women are primarily motived by social media, online search, ratings and reviews, ads and YouTube. Opportunities Continue to leverage female advocates to discuss the product more frequently on social and via YouTube (via programs like Octoly). This will be highly influential, as women are more naturally drawn to advocate for their favorite brands. All content (including traditional earned) should take top search terms into account.
SOCIAL MEDIA & ONLINE SEARCH PERSUADE WOMEN
14
Awareness
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Dandruff sufferers have four need states: Get Rid of Dandruff;
Lifestyle; Self; and Life .
The way into his/her life is through content he/she cares about:
parenting tips, shopping, career, and
self-preservation
Insight Emotions in the conversation for both men and women are highly fueled by fear, apprehension and annoyance early in the consumer journey. Post-purchase, emotional language shifts to joy and confidence. Opportunities Use emotion mapping to optimize voice and tailor content according to consumer location along path to advocacy, with the intention to drive an emotional shift. For example, match their fear and apprehension with confidence and reassurance early on in the path, and their joy with excitement and appreciation towards the end.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Problem Recogni;on
Informa;on Search
Comparison of Compe;;ve Set Purchase Post-‐Purchase
Emo2onal Shi8s Along the Dandruff Shampoo Path to Advocacy Fear Apprehension Confidence Trust Surprise
Annoyance Anger An;cipa;on Joy
EMOTIONS SHIFT ALONG CONSUMER JOURNEY
15
Awareness
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Dandruff sufferers have four need states: Get Rid of Dandruff;
Lifestyle; Self; and Life .
The way into his/her life is through content he/she cares about:
parenting tips, shopping, career, and
self-preservation
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Insights The dandruff conversation occurs across multiple platforms. Opportunities Expand real-time engagement across multiple platforms where these conversations are happening (include Instagram (data not available), YouTube, Forums, etc.) Incorporate ratings and reviews into engagement and amplification strategy via robust new programs that create messaging to overcome barriers.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Women 2014
Women 2015
Men 2014
Men 2015
Share of Dandruff Shampoo Conversa;on Channels, Men vs. Women
Facebook Twicer Blogs Forums Forum Replies Ra;ngs/Reviews Videos Images
CONVERSATION PLATFORMS
17
Awareness
Insights The most common rationales for both men and women to switch their dandruff shampoo are tied to performance (e.g., dandruff came back), followed by price. Opportunities Closely monitor relevant switching moments within listening dashboards so that we can intercept with the right content. Target H&S consumers that mention reasons for switching to another brand with content that reiterates efficacy or shows them the right way to use the products in order to solve their performance-related problems. Consequently, incite a desire to switch to H&S from another brand with content centered around the performance of H&S. Show up organically in search with earned and influencer content as much as possible when a consumer is expressing these problems.
Men Women Dandruff came back 181 177 Effec;veness 171 154 S;ll itchy hair 144 148 Price 140 121 Long-‐las;ng bocle/package 138 109 Brand I trust 133 139 Scent 122 127 Recommended to me 121 129 Extra volume 117 130 Thicken my hair 114 98 Dry Scalp 114 129 Natural ingredients 114 120 Healthier scalp 109 119 Long-‐las;ng scent 109 114 Damaged hair 109 127 Slow ac;ng 101 109 No tears 101 99 Sohens becer 98 104 Milder formula 98 109
Reasons for Switching Dandruff Shampoo (Indexed Against Average Volume)
Note: Green is most likely in the conversa;on; red is least likely
Real-Time Social Content Canned content that hits
against this (i.e.“Sorry to hear! How are you using the
product? Use H&S Shampoo + conditioner daily for optimal performance that you’ll see
instantly”)
Earned Content “What to do When Dandruff
Comes Back”
“How to Keep Dandruff Away For Good”
“Itchy Scalp? You May be Using
the Wrong Shampoo”
KEY MOMENTS WHEN PEOPLE SWITCH DANDRUFF SHAMPOOS
18
Awareness
Insights Top moments where H&S can authentically engage with dandruff sufferers are centered around when it is most critical to make a good first impression (dating, job interview etc.), lifestyle needs (parenting, hair style advice), and self-needs (relaxation, healthy eating, stress relief). Opportunities Engage within the most relevant moments that matter, with encouraging content from relevant influencers that will satisfy the moment and instill confidence, bringing it to life in a way that isn’t invasive. Examples:
• Dating: First Date Hair: Dos and Don’ts • Parenting: What to do When Your Teen has Dandruff for the First Time • Stress Relief: Is There a Link Between Stress and Scalp Health?
Self-needs (relaxation,
exercise, stress relief,
health)
Lifestyle needs (fashion,
makeup, hme décor)
Macro Needs of Dandruff Sufferers
100 110 120 130 140 150 160 170 180
Shopping
Paren;ng
Hairstyle Ideas
Entertaining/Par;es
Fitness
Healthy Ea;ng
Beauty ;ps
Pets
Sex
Healthy living
Home organiza;on/hacks
Home Décor
Time Management
Food shopping
Crea;ve Projects
Celebrity Gossip
Key Conversa;ons
MOMENTS THAT MATTER BEYOND DANDRUFF
Awareness
Insights Top Google search terms reveal the most commonly used phrases and keywords consumers are using when seeking a solution. Those that bubble to to the top, or are searched most frequently, are about what causes dandruff, how to get rid of it, and what are the best treatment options. Opportunities Incorporate these terms within earned and social messaging to match consumer queries and show up strong in organic search results.
Self-needs (relaxation,
exercise, stress relief,
health)
MOMENTS THAT MATTER IN SEARCH: DANDRUFF-RELATED
Dandruff Dandruff build up
Dandruff contagious Dandruff patches
Different types of dandruff Best shampoo and condi;oner for
dandruff Best thing for dandruff
Can stress cause dandruff? Head and Shoulders color safe
Does dandruff make your head itch? Shampoo for scalp Is dandruff bad?
How to know if you have dandruff
Pregnancy dandruff How do I get rid of dandruff? What is good for dandruff? Why do you get dandruff? How do u get dandruff?
How to get dandruff out of your hair fast? Symptoms of dandruff How to hide dandruff
How to get rid of flaky scalp How to get rid of dandruff permanently
Good dandruff shampoo Dandruff symptoms I have dandruff
Growing dandruff
Top Dandruff-Related Google Search Terms
Awareness
Self-needs (relaxation,
exercise, stress relief,
health)
NON-DANDRUFF RELATED MOMENTS FROM SEARCH DATA
In-market audiences Share Index Relevance
Dating Services
36.6%
1.5x
Mobile Phones
21.0%
1.3x
Apparel & Accessories
28.5%
1.1x
Beauty Products & Services
19.4%
1.3x
Shoes
14.5%
1.4x
Consumer Electronics
25.3%
1.0x
Insights Google provided topics that people who search for dandruff-related terms also search for. Interestingly, dating, clothing, and beauty also appear in the social conversation moments analysis. They should be moments that we should feel confident entering with relevant, value-added content.
STRATEGIC APPROACH
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Our analysis has shown that there are specific barriers that are differentiated by gender, and moments that will be more effective to encourage switching from competitive brands and during which we can provide relevant value-added content that will drive sales, frequency and advocacy. We will use insights from the social conversation analysis and Google data to focus our Sprinklr dashboards to discover people in key micro-moments where they might be willing to switch dandruff shampoos to get them to try or stick with H&S. We will also engage in other moments when dandruff suffers express the barrier sentiments, especially in the key moments that matter. These keywords and barriers will also impact our earned and influencer strategies to improve H&S’ organic search rankings for these terms and provide additional content that can be amplified through native advertising and paid social.
WINNING THE MICRO-MOMENT
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
To win in these micro-moments, we will create compelling content that overcomes key consumer
barriers and fits into moments that matter, with messages delivered by influencers (s)he trusts on platforms (s)he regularly
uses.
Or,
(Barrier + Moment + Influencer) = Content / Platform
BARRIER CATEGORIES
Awareness
In order to think about our content approach, we grouped the the barriers into categories (examples below).
Dandruff Expertise • How to get rid of dandruff (skews F) • How to prevent dandruff (skews M) • Do I need to go to a derm first? • Does [insert DIY solution] really work?
Product Comparison • Best products for treating dandruff • Which shampoo brand is best?
Value Concerns • H&S is expensive • H&S vs. White label brands
Beauty Concerns • Will this replace my regular shampoo • Does H&S clean my hair as well as
other shampoos • Does this work for [x type] of hair?
Performance Concerns • It doesn’t work fast enough • My dandruff came back in a week • Doesn’t work as well as other brands
Claim Disbelief • I don’t believe it will do what it says • Is H&S really #1 in the World?
KEY MOMENTS THAT MATTER
Awareness
We can be hyper-relevant by entering the conversation at moments that matter and addressing each barrier through the lens of that moment. Moments include:
Owning Relevant Micro-Moments
Dating
Parenting/ Pregnancy
Stress
Exercise/ Healthy Eating/
Wellness
Beauty Products & Tips/
Hairstyle Ideas
Career/ Job
Interview
Fashion/ Clothing
First Impressions
THE RIGHT INFLUENCER FOR THE RIGHT MOMENT
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Dating
Beauty Products & Tips
Healthy Eating/Exercise
Job Interview/Career
THE RIGHT INFLUENCER FOR THE RIGHT MOMENT CONT.
Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:
Pregnancy/Parenting Hairstyle Ideas
BRINGING IT ALL TOGETHER
We have listed the moments that are relevant to each barrier and developed relevant ways-in that will be welcomed by consumers in real-time, search, and other relevant platforms. For example:
Category
Dandruff Expertise
Barrier How to Get Rid of Dandruff
Moment Dating
Content Idea Making a Great First Impression on Your First
Date
Influencer Nelly Steinberg of Elite Daily
Channels Elite Daily (amplified by native advertising),
Instagram, Twitter, Tinder
Male/Female
Consumer “My dandruff came back in a week. H&S isn’t working for
me”
Response Use H&S regularly and you’ll
never see your dandruff again, @consumer. Check out how it
works below.
BRINGING IT ALL TOGETHER
In fact, there is a correlation between
H&S conversation growth and dandruff conversation decline, especially amongst
women.
Female
Consumer “I hate the scent”
Response @SofiaVergara: You’ll love the relaxing lavender scent of H&S Nourishing Care, @consumer. It makes my hair look and smell
beautiful. DM @HeadShoulders to try!
Male
Consumer “Going on a first date and need
to feel my best”
Response We’ve got you covered,
@consumer. Here’s some tips from @EliteDaily on how to look
your best for your first date.
Embed influencer earned coverage on how to make a
great first impression, including H&S messaging.
MOMENTS MATRIX EXAMPLE: DANDRUFF EXPERTISE
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
Ques2on/Barrier Gender Relevance Moments that MaJer Content Ideas Content Types Delivered by
How to get rid of dandruff skews F General Get rid of dandruff with H&S, tes;monials blog posts, video Dermatologist, Consumers
Da;ng Make a great first impression on your first date, how scent acracts you to someone
editorial, blog post, instagram video, Tinder ad, Tinder premium-‐based messaging, Podcast (Living Proof)
Influen;al da;ng expert, da;ng sites that have blogs, personal branding expert
Job Interview / Career Make a great first impression in interviews / business mee;ngs editorial, blog posts
Career Expert, i.e. Nicole Williams, personal branding expert, Miss Career Girl, HR experts of Vogue, Allure, Google
Paren;ng kids over 13 can use H&S, 50% of America has dandruff and if you have two kids, one of them likely has/will get mom blogs
Mom influencer, influen;al parents, other derms that are moms, Dr. Leoowicz is a mom, scary mommy, fatherly
How do you prevent dandruff skews M General Quora, Facebook live
Stress SOG-‐ too much to worry about, don't need to worry about dandruff Refinery29 content series, ThirdMetric
Exercise odell stops bad plays he also stops dandruff streaming from fitness classes/integra;on Athleisurely (fitness lifestyle influencer)
Beauty day-‐of beauty/blow out appointments fors someone complaining about dandruff/hair dreamdry blow outs rachel zoe (dreamdry), glamsquad
How did I get dandruff skews F General why do people get dandruff Quora, podcasts like how stuff works, lifehacker
Pregnancy I know how I got pregnant, not sure how I got dandruff and I didn't realize that H&S was safe for me and my baby Video, blog Real Pregnant Woman
Do I need to go to a derm first both General Try OTC products like H&S first video, blog Dermatologist
Is my dandruff shampoo (H&S) safe F General Safety First Ask a Derm Content Series
Blog posts, Ask a Derm Sahy related, targeted webMD ads Dermatologist
Paren;ng H&S is safe for children above the age of 13
Paren;ng blogs, peditrician forums, have derms write FB posts, re-‐target them Dermatologist, Pediatrcian, Mom Blogger
Pregnancy H&S is safe for pregnant women
Moms that are also OB/GYN share their stories of safety and its ok to use H&S because… OB/GYN, Mom
Does my derm recommend H&S?
F General More derms recommend H&S
Creden;al this on H&S FB page in and share/boost/target this content to the key demo Dermatologist
CURRENT CONTENT
Awareness Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
We did an analysis of content that already exists, and while there is content that addresses many of these barriers, they will not help us with real-time moment-based communication. • They are too heavily branded: Our own Project Aphrodite test & learn showed us that lightly branded
content outperforms heavily branded content. • They are over-produced for the medium: According to Google/YouTube, less produced videos where the
speaker faces the camera outperform highly produced videos because they feel more authentic. • They are not moment-specific: We should tailor the influencer the specific target audience, barriers, and
moments, as we have discussed.
EXTEND REACH VIA AGILE AMPLIFICATION
Awareness
Influencers in her social graph are beauty/hair care
experts, moms, and lifestyle gurus
We are working with Hearts & Science to update the Project Aphrodite amplification plan to accommodate the needs of PA 2.0. This should include:
• Paid Twitter amplification • Paid Instagram amplification • Native advertising (e.g., Sharethrough) • Influencer partnerships • Other platforms (e.g., Tinder or Kiip)
We also believe that the moments defined in this strategy can inform other aspects of the paid strategy.
NEXT STEPS
35
Awareness
Optimized VisID, update Sprinklr dashboards for PA 2.0 and complete barrier/moment matrix: 7/8 Work with Hearts & Science to develop PA 2.0 Amplification strategy, including impact of moments data on paid strategy: w/o 7/11 Begin execution of Aphrodite 2.0: w/o 7/11 (we will create planned and real-time content throughout the period in accordance with the barrier/moment matrix) Influencer & Editorial Outreach: Ongoing. We will select influencers for the defined moments and create content that overcomes barriers for use in real-time, search, and paid amplification.
1
2
3
4