Kleur Tonacity Marketing ProposalMay Green Squares Group 4

Executive Summary

There is a strong opportunity to make greater use of digital both as a standalone element and as a means of enhancing the impact of ATLactivity.

The beauty sector traditionally relied on print advertising but the sector is experiencing heavy decline in sales.

Modern professional women increasingly time stretched with media consumed increasingly on the go

We have created a campaign that is mobile optimised, looks to take advantage of the visual nature of interactive media, supplemented with expert and user generated content.

Campaign elements look to target consumers at different stages of the consumer journey, providing inspiration, moving consumers to purchase and then looking to build loyalty and amplify social signals.

Pinterest is a core element of the campaign given the audience and interest match with the campaign.

Our key takeaway is that we would recommend adjusting the media spend from 70/30 Offline/Online with digital financial resource increasing.

Our suggested media spend split would be 60/40 with the majority share being spent online.

Current business model / media

Magazine Audiences (UK)

● Vogue 200,032● Marie Claire 202,127● Good Housekeeping 406,803● Instyle 147,211● Red 191,963● Grazia 155,289● Elle 155,289 (3.2)

● Hair colourants is the only hair care sub-category to have increased its share of global product development, accounting for 15% of global new haircare product launches in 2012, up from 11% in 2008.

● In Europe, the UK remains the largest hair colourants market, with an estimated $550 million in sales in 2012. (3.1)

Audience

Our target consumer is the woman who has it all and juggles everything. She's likely to be a working

mother with a busy family life and an active social life.

This woman cares about her appearance, likes to look good and cares about quality. She has

disposable income and is willing to pay above the average for a product she trusts. However, she

doesn't have time to regularly visit her stylist to have her roots done or grey hair covered. As such,

she values a product that allows her to maintain that salon look at home

She should be comparing Tonacity to salon prices, rather than other home colouring kits, and look

on it as a saving. She trusts and has confidence in well-known names and established brands. Her

retail time is limited due to her busy schedule and she tends to prefer the convenience of online

shopping.

Where the target audience is

Women are on social media● Women have 2.2 accounts on average● 12 Hours a week on social media● 24% would rather socialise on social than in person● 62% like that social gives them the choice of who they talk too● Women in social media ask for and give recommendations of products (4.2)

The Women of Social Media do not limit their media usage to social nor do they consume all

their media online – these women watch TV offline five times more frequently than they watch

TV online.(Hours spent consuming media)

● 33.7 Watching TV on set● 7.0 Listening to radio online

● 6.8 Watching TV online● 6.0 Listening to radio in the car

● 4.0 Reading the newspaper online or a ebook● 3.2 Read the newspaper or magazine

(4.1)

What social media does this audience use?

Most likely to be Pinterest● 68% Female - 50% of users have children● 97% of Pinterest facebook likes are female● 50% of the audience are 25 to 44 ● 1.5M users every day● 30% have a house hold income of over $100,000● Pinterest generates 4x more revenue (per click) than twitter and 27% more per click than Facebook● Buyers referred from Pinterest are 10% more likely to buy something as opposed to other social networks● Pinterest have the highest conversion rates than other traffic (4.3)

Inspiration... Aim is to create the seed in consumer’s mind which will later be converted into product purchase

Discovery through social channels with content that includes hair inspiration, how to styling tips, promotional event information (hosted and sponsored), user generated content delivered through Pinterest, Facebook; Instagram with expert content from beauty bloggers Lisa Eldridge and Sunnie Brook whose strong Klout score point to them having considerable credibility within the beauty sector.

Search continues to be an important element in consumer discovery with 124 million searches on hair made each month (5.1). Search keywords are bought across a range of haircare related search phrases based around category (eg ideas, styles, colours etc) and product (eg “hair colouring” “hair tinting” “salon alternative”) using Google Adwords’ Keyword Tool to research opportunities with product inspired descriptions and landing pages relevant to the search terms to ensure the right traffic is delivered and avoid traffic bouncing off.

Online video is an important contributor to the consumer journey, with research pointing to it being an important information source in the early and final stage of the purchase process (5.2). Consumer content is created that looks to inspire consumers with what can be done with Kleur products reassuring them of the fact that Kleur is a real alternative to salon treatment.

...Inspiration We see a strong role for the creation of digital touchpoints to enrich and broaden ATL activity with interactive content and online videomulti screening based campaigns (television advertising enriched with via hashtag, Shazam, Blippar, shortcode URLs) which is used to to drive consumers to owned media where they can more fully experience the benefits of the product (quality and time saving) (6.1)Similarly, outdoor media is enriched with mobile optimised experiences (via shortcode URLs, NFC, beacon) to drive users to mobile optimised interactive experiences again stressing product differentiation (6.2)

Kleur website provides mobile optimised functionality with visually led content to provide inspiration allowing time starved business women to access content whenever it suits them in their busy schedule.

Native advertising partnerships with online media properties is used to build awareness of product benefits with online properties of Vogue, Marie Claire, Good Housekeeping and Elle.

Pinterest Based Campaign We see Pinterest as providing a particularly strong opportunity to inspire and engage with Kleur’s potential customers given the audience match (7.1 7.2), the visual nature of the media platform and the high revenue per visitor (7.3).

User generated content competition created for the best look using Kleur hair products with different hair colours with users incentivised to share their look via Twitter, Facebook, Instagram and of course Pinterest with the relevant hashtags #redshavemorefun #blondeshavemorefun #brunetteshavemorefun,providing the opportunity to win year’s supply and be made over by the campaign’s beauty bloggers Lisa Eldridge and Sunnie Brook.

Regular addition of video and photographic content across different boards provide different access points including situation (eg what to do with hair for night out, office, home), colour (red, blonde brunette) as well as boards providing fashion advice from leading stylists, beauty bloggers (more credibility than celebrities) and leading Pinterest users (see The Beauty Department and Hair Romance).

Use of Pinterest Analytics (7.4) to understand what Kleur content is being pinned by the target audience to optimise content strategy and the use of newly launched Promoted Pins (7.5) to expand the reach of Kleur’s campaign.

Website and email communications contents will be Pinterest enabled with Pin-it-Buttons (7.6 7.7) to facilitate consumers adding Kleur content to their boards.

Pre ShoppingMove the consumer closer to purchase through educating them on product benefits - bearing in mind that ZMOT is less important for Health/Beauty/Personal Care category compared to others (8.1)

Allow consumers to try the product virtually eg upload selfie and allow people to try different hair colours (8.2) Reach out to bloggers and social media influencers within the beauty sector and look to bring them onboard (mix of earned and bought media)

Partner with opinion leaders, media properties and retailers in the beauty sector with native advertising eg Harrods Make up studio

Online video to show product in action emphasising premium quality and time savings (online video crucial in digital marketing in beauty space (8.4) Make consumer reviews and experiences readily available through owned and earned media on beauty comparison and review sites such as Totalbeauty.com or thegoodguide.com which specialise in haircare reviews

Ensure search results pages are tailored to nature of customer enquiry (eg hair colour; purchase; how to guide; showcase), where it is done and the device it is made on (ie PC, mobile, tablet)

Use Rich Pins to enable the movement from interest to purchase on the part of Pinterest users (8.5)

Ensure SERPs results are positively owned with a range of owned, earned and bought media (ie website, Youtube channel, Pinterest, Twitter, Facebook, Instagram, retail stockists).

Targeting relevant loyalty card customers of participating departments with offers (eg double loyalty points) requiring user to redeem points (providing tracking)

The need to reassure customers about the product benefits given price premium over competing homecare products in market (“salon performance without the hassle of visiting the salon”)

● Retargeting advertising driving consumers to purchase point● Provide digital instore experiences so that consumers can try the product and show how its

used ie consumers takes photo of themselves and then have system displays with different colours. See something similar with Burberry’s Digital Runway Nail Bar at its Beauty Box (9.1)

● Enable consumers to access consumer reviews and endorsements from leading hair and beauty professionals/bloggers through mobile and through instore digital activity

● Shift bought media from print to online content targeting high end women’s fashion media (Vogue online, Vanity Fair etc). Tie in with ‘get the look’ fashion shoots that would enable consumers to purchase hair products used by models in the shoot. (9.2)

Our aim is to ensure consumer has a positive experience by providing necessary support and provide as many opportunities as possible to share the experience with friends1) website: support consumers with tutorials and support channels chats (eg online chat) providing real time help2) Loyalty programme with calendarised reminders of when to reapply encouraging regular use provide consumers with the opportunity to share their experience via social media with get member programme encouraging consumers to recruit new customers (eg Tony & Guy refer a friend scheme)

Point of purchase

Post purchase

MetricsRACE Framework

Reach - Build Awareness on Magazines, publisher sites, search engines blogs and social networks KPI’s - Unique visitors, Fans, Inbound linksAct - Engage audience with brand on it’s website and other media assets KPI’s - Time on site, bounce rate, pages per visit,shares, comments, likes, leads// lead conversionConvert - Achieve conversion on website and social platformsKPI’s - Orders, Revenue, AOV, Fans, FollowersEngage - Build customer relationships towards retentions goals : Customer AdvocacyKPI’s - Repeat Purchase (Lifetime Value), Referral, Product Experiences Shared (via Owned Media)

Social Media Metrics

Reach KPI’sPinterest: Avg. daily impressions, Avg. daily viewers, Pins, Repins, Clicks, Likes, Visitors to siteFacebook: Fan Growth – Increase in the number of fans of GKG brand pageYoutube: Video views growth – Increase in video views, Subscriber growth - Increase in subscriber numbersTwitter – Follower growth – Increase in the number of followers, Total mentions – Number of tweets from the account

Engagement KPI’sPinterest: Pins, Repins, Like, Avg. engagement monthlyFacebook: Average post engagement rate – Likes + Comments + wall posts +Total fans Youtube: Channel engagement rate - Likes + Dislikes + Comments + Subscribers Twitter: Average tweet engagement rate – Replies + Retweets + No. of tweets + No. of followers

MetricsPPC

Pull reports on Google ad words daily to monitor campaign performance including

share report, search query string and quality score.

Track all PPC campaigns with Google analytics tracking links. Pull PPC report from

Google analytics each week for campaign report.

Online PRMeasure success by using Giga Alert to monitor the reputation of Kleur Tonacity

online and with Google analytics to measure referred traffic and back link

Affiliate MarketingUse Awin Darwin platform to track sales,

manage and recruit affiliates and pay commissions.

Track traffic and sales in Google analytics and cross check against Awin before validating

sales.

SEOInbound links from sites with high

authority,and traffic/ sales referred via Google Analytics.

Appendix :: References3.1 http://www.mintel.com/press-centre/beauty-and-personal-care/global-hair-colourant-market-trends3.2 http://www.abc.org.uk/4.1 http://www.webershandwick.com/uploads/news/files/WomenofSocialMedia.pdf4.2 http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b577464.3 http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/pinterest-statistics-demographics-infographic/5.1 Unilever Hair: Digital Revolution5.2 Study: In social advertising, YouTube converts more customers than anyone else 6.1 10 Ways Marketers Are Using the Second Screen6.2 Out-of-Home and Smartphones Work Together to Be More Engaging and Measurable 7.1 Pinterest: Pins by Gender7.2 Pinterest: Women's Pins by Category7.3 Pinterest overtakes Facebook for UK referral revenue7.4 Pinterest Analytics 7.5 Promoted Pins7.6 Pin It button7.7 3 Pinterest marketing case studies8.1 see Winning the Zero Moment of Truth P 39 8.2 see L’Oréal make-up goes virtual for selfie age8.3 https://www.youtube.com/watch?v=U75-FHvZs3I8.4 Digital enhances beauty product experience remotely and in-store eg Chanel Makeup Revelations8.5 see Rich Pins9.1 http://www.burberryplc.com/media_centre/press_releases/2013/the-burberry-beauty-box-opens-in-london 9.2 http://www.instyle.co.uk/fashion/get-the-look/kim-kardashian-get-the-look 10.1 http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/10.2 http://www.socialbrands100.com/downloads/HS_SB100_whitepaper_youth.pdf