Squarelle Tonacity

Multi-Channel Plan

Michael Campbell | Squared Online | September 2013

Executive Summary

Integrated multi-channel plan

Squarelle Tonacity is set to shake up the high-end hair colouring market, with the promise of convenient home application combined with long-lasting, multi-tonal, salon quality colour. The challenge is to persuade the target audience of affluent but busy women that Squarelle Tonacity can deliver on its promises and provide an attractive alternative to both expensive salons and cheap home colouring. The marketing launch is essential to create brand awareness and drive trial, sales and advocacy. Digital will play a key part in this, and £400,000 has been allocated to support an integrated multi-channel plan.

Target Audience

Rushed Rachel: Affluent professional mum

Demographic Profile

Busy professional female, married with young children, aged 35-45, high income, home owner.

Media Habits

• TV: Strictly Come Dancing, Downton Abbey, Grand Designs.

• Press: Ideal Home, Sunday Times, Grazia.

• Web: Mail Online, Ocado, Mumsnet.

• Shops: Boden, John Lewis, Next.

Attitude to Hair Care

• Wants to look young and stylish, uses highlights to cover emerging greys.

• Enjoys the salon experience, willing to pay for quality style and colouring.

• Difficult to keep up with appointments, would consider a convenient alternative.

Concerns About Squarelle Tonacity

• It could be messy and time consuming.

• Is it really worth the effort?

Quality

Convenience

Price

Key Message:

Salon quality home highlights, whenever suits you

Target Audience

Sarah Saver: Style savvy, but short of cash

Demographic Profile

Urban professional female, living with partner, no children, aged 25-35, medium income, renting and saving for a deposit.

Media Habits

• TV: X-Factor, New Girl, Britain’s Top Model, Great British Bake Off.

• Press: Cosmopolitan, Stylist.

• Web: The Guardian, YouTube, Facebook.

• Shops: Topshop, H&M, Office, ASOS.

Attitude to Hair Care

• Adventurous, willing to try new styles, influenced by celebrities and by friends.

• Regular salon cut and colour, enjoys looking her best and feeling confident.

• Concerned about the cost of the salon, would consider a cheaper home option.

Concerns About Squarelle Tonacity

• It might look cheap and amateurish.

• Will everyone know it’s done at home?

Quality

Convenience

Price

Key Message:

Salon quality home highlights, your style secret

Strategy

Attention, persuasion, trial, advocacy

Source: Matthewson, 2010

Our target audiences need convincing that that Squarelle Tonacity is a premium product that will look great and will be worth the effort. Inspiration, social proof and advocacy from friends and celebrities can help overcome these objections. By understanding our consumer, we can optimise the digital journey based on her needs throughout the decision making process. Appropriate media will be selected throughout to engage, persuade, support and celebrate:

Desire & Awareness • Be visible – display, search & social • Be aspirational – beautiful image content Consideration • Educate and inspire – blogs, images • Overcome objections – ‘how-to’ videos

Trial & Purchase • Easy to discover – always on search • Easy to trial – social support teams

Loyalty & Advocacy • Show off your look – crowdsourced content • Tell your friends – community incentives

Tactics – Search

Always on Search: be visible and encourage consideration

An integrated approach to organic and paid search will enable Squarelle Tonacity to capture the attention of interested, in-market searchers: SEO based on high quality content and earned links will drive increasing traffic PPC based on competitive CPA objectives will boost traffic, enquiries and interactions Paid Search Planning • Always on Brand Campaigns – to maximise traffic from interested searches • Flexible Generic campaigns – to steal share from competitors • Intelligent budgeting to maximise the cross-media multiplier effect • Segmented structure reflecting user needs e.g. quality, convenience, cost • Tightly focused ad copy, relevant landing pages and optimised CPC bidding • Utilise data to test and learn on effective messaging and calls-to-action • Innovate with latest betas e.g. Video Extensions, Image Extensions • Utilise Enhanced Campaigns features e.g. Click to Call and Ad Scheduling to boost CTR and

conversion rate and maximise return on investment • Increase reach and gain cost efficiencies by targeting Yahoo/Bing as well as Google

Source: Google Keyword Planner

Tactics – Display

Targeted Display: promote brand awareness

Combine striking visuals with engaging copy and intelligent placement targeting to attract potential customers and drive brand awareness: Display Planning • Understand the funnel and optimise

placements to maximise limited budgets. • Integrate with press, outdoor and TV to portray

a consistent brand message and personality • Utilise remarketing across GDN and Criteo to

entice non-converting users to the site • Utilise contextual, behavioural, demographic

and device based signals to display the right message at the right time

• Balance brand awareness with direct response objectives

• Make use of innovations in rich media ads and real time bidding

• Agree CPA and CPM objectives based on media agency proposals

Source: Google Display Planner

Tactics – Video & Content

Video & Content: inspire, educate & engage

Engaging use of both brand content and user-generated video will inspire trial and help reassure our audience about quality and ease of use. Partnering with hair and beauty blogs will create buzz and excitement around the Squarelle Tonacity brand. Video Planning • Integrate online content with TV creative featuring

Blake Lively from Gossip Girl – our rona • Create additional content, hosted on YouTube,

demonstrating colour and style inspiration • Run educational ‘how-to’ videos, reassuring about

ease of use and convenience • Run bursts of TrueView advertising to extend reach • Encourage UGC, e.g. competition to ‘share the look’

Content Planning

• Partner with influential fashion bloggers to

encourage trial and positive reviews • Investigate affiliate programmes with receptive

bloggers to promote consideration and trial

Tactics – Social

Social Media: owned, earned and paid social

Build communities on Facebook, Twitter, Pinterest & YouTube. Engage, inspire and encourage loyalty and advocacy – social proof and word of mouth is crucial. Offer outstanding service and support, but remember – our target audience is busy! Social Planning Owned Media: develop rich social content plan, to influence each stage of the purchase cycle. • e.g. Behind the scenes TV advert, ‘how-to’ videos’, live

hangouts, Twitter chats, exclusive content

Earned Media: build community hubs and encourage sharing on social networks to maximise exposure and introduce new fans • e.g. Reviews, demonstration videos, Facebook / Twitter style

tips, fashion advice for busy mums

Paid Media: use paid social media to extend reach and drive additional interest • e.g. Sponsored Stories and Promoted Tweets

Timings & Costs

Detailed Tactical Plan: All channels

ALL MEDIA BUDGET 31/03/14 07/04/14 14/04/14 21/04/14 28/04/14 05/05/14 12/05/14 19/05/14 26/05/14 02/06/14 09/06/14 16/06/14 23/06/14

Television 1,000,000

Outdoor 200,000

Print 400,000

Digital 400,000

GRAND TOTAL 2,000,000

DIGITAL BUDGET 31/03/14 07/04/14 14/04/14 21/04/14 28/04/14 05/05/14 12/05/14 19/05/14 26/05/14 02/06/14 09/06/14 16/06/14 23/06/14

Search | Organic | SEO 30,000

Search | Paid | Google 118,000

Search | Paid | Yahoo/Bing 12,000

Display | Launch Campaign 92,000

Display | Retargeting 8,000

Video | YouTube | Content & Partnerships 18,000

Video | YouTube | TrueView Advertising 32,000

Content | Partnerships | Hair & Beauty Blogs 14,000

Social | Owned | Community Management 18,000

Social | Earned | Content & Partnerships 28,000

Social | Paid | Social Advertising 30,000

DIGITAL TOTAL 400,000

The activity has been planned to work alongside the other channels, and maximise the multi-channel multiplier effect across the key mid weeks of the launch. Search and social channels are ‘always on’, supported by tactical bursts of display, video, and paid social to enable testing and optimisation throughout.