2. BeebyClarkMeyler.com | @GoBCM! Launch a new product line
into the crowded beauty and pregnancy markets, keeping in mind:"
Beaut de Maman has little to no awareness in the market" New and
expecting mothers are highly critical of advertising" Competition
is erce in both the beauty and pregnancy categories" ""
3. BeebyClarkMeyler.com | @GoBCM! Develop and test various
creative solutions in order to determine the most effective
approach " Touch an emotional chord in new and expecting mothers to
catch their attention, and then communicate the core benets of the
products " Based on consumer insights and research, two distinct
approaches were taken in order to identify the brand positioning
that would resonate best: Emotional Essence versus Condence" "
4. BeebyClarkMeyler.com | @GoBCM! Focus group respondents were
asked to evaluate the brand positioning statements and design
themes" Advertisement #1 ! Pregnancy Silhouette! Positioning
Statement 1" Advertisement #2 ! Green Box! Positioning Statement 1"
Positioning Statement 2" Positioning Statement 2"
5. BeebyClarkMeyler.com | @GoBCM! Both brand identities
performed well, with over 85% responding favorably" The Condence
approach scored stronger across the board, making it the preferred
positioning statement" A rich emotional association with the
silhouette design theme led to its selection"
6. BeebyClarkMeyler.com | @GoBCM! The nal creative solution was
produced based on additional insights from the focus groups along
with the selection of the highly resonant brand identity and the
preferred design theme" Our media tactics presented the messaging
in a highly effective way in a multichannel launch effort spanning
print, mobile, display and social" Full Page Print Ad" Half Page
Print Ad" Desktop Display Banner Ad " Mobile Display Banner Ad"
Facebook Post-Mobile Ad" Mobile-Optimized Campaign Landing
Page"
7. BeebyClarkMeyler.com | @GoBCM! Beeby Clark+Meyler is an
award-winning interactive agency focused on innovation in media. By
this we mean the creation of new and more effective marketing based
on the consumers evolving interaction with, and consumption of,
media. " We design highly productive marketing programs that
leverage todays most engaging digital media technologies to enable
more brand engagement, awareness and sales. " For more information,
contact Stuart Meyler, Principal" [email protected],
203.653.7950" ! Visit: BeebyClarkMeyler.com! Follow: @gobcm"