Final prez DEF V3 (1)
Transcript of Final prez DEF V3 (1)
Anna ANKRI - Lorelei BOSSONJenny DAI - Hédi GARGOURI
Matthieu PREDAL
The target
The target profile
The target habits
Women between 20 and 35 years old
Urban and activeStudents and young professional
Life lovers and curiousFresh and natural
Like having fun with friendsRead girls magazines
Like luxury, Champagne, colourSensitive to fashion
Connected to multiple social medias
Insights: top words from the communication ladder
Reduce the Provence and strong essences aspect
and rework the universe
Provence Quality Natural
Premium Strong perfumes
Insights : influences
• Young people work with recommendations when buying a cosmeticproduct: Word-of-mouth
So who is influencing our target?
• 42% of girls are influenced by their mother-> 2rd among the influencers, after the ads
Use the influencers to sensitize the target
Recommen-dations
Search for information
sDecision to purchase
Campaign objective
HUMANIZE
THE BRAND
Strategy
Competition strategy
36% of young girls buy Yves Rocher or Sephora
Brand values
Provence
Authentic beauty Legacy
Unique recipe
L’Occitane en Provence, The true beauty is inherited…
The media plan
Ecosystem : A 360° campaign
TV comercial
In – store experienc
e
Digital
TV commercial
http://www.youtube.com/watch?v=01vH8wylSZw
Print Media
In-store experience # Refreshing
Store redesignMake the store appearance more fresh : brighter colors, spot lights on the productHiring a younger, knowledgeable vendors
Sales promotion• Test samples : engage the customers• QR codes : more product information and demonstration video’s• Push a coupon, offer discount to interact with the brand and increase the shopping excitement
In – store experience # The virtual window
Virtual mirrors : provide products advise Educate the customer
Video: http://www.youtube.com/watch?v=sft5ANEy17Y
In – store experience # Mother & Daughters campaign
A Mother & Daughters contest
One mother-daughter(s) picture taken in the store = 1 € for
women’s literacy in Burkina Faso
Best picture votesWinners : 500 € of l’Occitane products
Mother & Daughter’s dayEvery year in the store
Beauty activities, and demonstrations
Products advise and discounts on the products
A love brand - Loyalty program
“Recycle and be rewarded” card in any L’Occitane store. This card will be stamped when
returning an empty product, and get a product of your choice
every 5 returned product
Mother and daughter(s) come to l’Occitane for the first time :
1 product bought = 1 free
PhotographyConsumer generated
content
Community structuring
Drive to storePeer recommendation
Key Word : Consumer generated content => Involvement & emotional attachement to the BrandAlignment with the Offline campaign => The Mother/Daughter campaign
Digital campaign
Online Advertising
The Website: towards more interactivity
Participez au concours
Demandez votre carte
The Website: more than an e-shop
Replace the actual visuals with the new ones
Give more visibility to the social medias Facebook, Twitter, Pinterest
A website more interactive with 2 new tabs
“Ma consultation soin”:Define customer profile Give some tips and advise
“Concours”: presenting the Mother/Daughter constest
• Change the graphic/visuals/Esthetic
• Content rework => Advices for product use rather than product advertising
• Impulse/focus on the consumer generated content => Mother/Daughter photo contest
Social networks : Interact with consumers
• Launch of the Mother/daughter beauty campaign• Connected to Facebook => A way to involve the young target• Connected to the website
Social networks : Interact with consumers
Consumer generated contentViral & Buzz
Humanize the brand with pictures
Social networks : Youtube
Content generation & Channel management• Focus more on the emotional side and avoid to talk about products• Educate the new target on Product use: load demontrations & tips videos
Pure Advertising• It’s the 2nd search engine worldwide• Cheap : 5c/view• Very precise targeting• Broader reach and higher ROI
L’Occitane
The true beauty is inherited
-
L’OccitaneEn Provence
Thank you for your attention !
Appendix
Qualitative research # Methodology
Objective : Understand the target behavior Construct a profile
• 50 interviews : from 22 to 30 years old, mostly students
• 2 parts of the interview :
Cosmetic behavior in general : identify what they purchase, why and how
Focus on L’Occitane purchases & brand image : what they think about the brand, if they purchase, why …
Qualitative research # Results (1/2)
• Usages & Habits
76% of girls from 20 to 30 buy in supermarkets36% of girls from 20 to 30 buy in Yves Rocher & Sephora
Importance to find a way to push them to the store
• Influencers
Promotion & advertising : 44 %Mother, family : 42 %
Does not use Internet to find information about their products : 76%
Qualitative research # Results (2/2)
• Brand awareness 95 % of these girls know the brand
• Brand purchases40 % of them have already bought a product
50% of their purchasing were for a present for mother or elder people
• Conversion rateless than 10% of girls who have already been in al’Occitane store bought at least one product
• Brand imageQuality products but old universe for them : 95% think
that L’Occitane needs to be rejuvenate
• Advertising2% of them remember a l’Occitane ad VS 20 % for
Yves Rocher or Sephora
Communication Benchmark
Youtube channels :
• Yves Rocher :http://www.youtube.com/watch?v=vLbX0REoSdw&list=PL799A804CA37F81FF&index=1• The Body Shop :http://www.youtube.com/watch?v=3FToZiDjQEw&list=PL7837B7F654498543
• L’Occitane :http://www.youtube.com/watch?v=_pAwhjItnjU&list=PLD20BEEA83DB3071B&index=1