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Group16 Squarelle Tonacity
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- 2. + Introduction & Executive Summary Tonacity is a brand new home hair colour product from Squarelle. Using technology not yet to be used within the current market, Tonacity allows you to create salon quality multi-tonal colours, in your own time at home. BACKGROUND PURPOSE The UK home hair colourant market grew 4.5% from 2013 to £349m in 2013. More than 8 million women are colouring there hair at home. Squarelle aims with Tonacity to bring a whole new approach to home hair colouring. In a growing market, Squarelle have recognized a gap, and need for a luxury, high end product, delivering salon quality colour in a shop bought package. Hair care is rarely an impulse buy, with woman taking time to research before purchase. Squarelle are utilizing this and taking it to a new, personable level. With busy business mum’s lacking time for salon trips, and young dedicated students struggling to afford the high end salon prices, Tonacity offers something no other product does; a high quality, low priced salon colour alternative. Squarelle’s integrated digital approach will offer a further unique selling point, offering customers not just a product but a service, a step even further from salons. OBJECTIVES To successfully launch a high-end hair colouring product with special multi-tonal features . Key brand message: on-trend quality, convenience and price. Our tone: Dynamic. The 3 Es of our campaign: ENGAGE, EDUCATE and help EVOLVE - Understand our target behaviour, needs and concerns and encourage trial of our product. - Delivering consistent brand messages across all channels and technological platforms. - Build lasting relationships with our target audience through inspirational content. - Increase brand awareness and drive sales.
- 3. + SQ Tonacity’s Target Audience We have identified and defined two personas for whom appearance matters – home hair coloring works only at salon standards. Judy Hannah 44 years old. Married – 2 children. Detached house. Surrey 34 years old. Single. Rented accommodation London What she does • • • • • Focused on building her career Outgoing and with an active social life Present in social networks Tablet, a PC and a mobile loaded with apps Loves to go shopping but buys online What she wants • • • Sense of style but cash conscious. Likes to change the colour of her hair just to feel good about herself. She wants to see that her money has been well spent What she does • • Modern working mum with a hectic life Social Media is part of her daily routine (shares pictures, email, shopping) Likes fresh food and good skin and hair care products What she wants • • • Wants to look her best for work and social occasions. Concerned with her greying hair, wants her hair to still look natural. Likes good quality branded cosmetics
- 4. + Squarelle Tonacity USP Natural Beauty Begins At Home Key features of the product and USP based on the needs and preferences of our target customer groups. Squarelle Tonacity is proud to present a lasting multi-tonal look previously only achievable in top salons. A premium colour that combines Paris catwalk trends with the latest technologies to save you time and deliver optimal at-home colouring results. PREMIUM COLOUR for OPTIMAL TOP SALON RESULTS • Achieve salon results in record time with our bespoke multi-tonal application system • No ammonia or peroxide • Get key hair preparation expert tips • Easy way to find out your natural hair colour and select the shade right for you Squarelle Tonacity - your trip to the salon, in the comfort of your own home.
- 5. + Today’s Customer Journey The diversity of possible customer journeys proofs the need for an integrated multi-channel campaign Blogs Fashion Mags. PPC Advertising Email Bloggers interact with their audience Community management Conversations (Tweets, FB posts…) TOUCHPOINTS
- 6. + Integrated Multi-Channel Strategy Every customer journey is unique, but the message to bring across needs to be consistent: To achieve a fully integrated multi-channel strategy, our Marketing actions have been conceived within an idea generation canvas. METHODOLOGY Print Print Editor ials and adver tising in: Vogue, Grazia and Cosmo Outdoor TV Online DI GI TAL MARKETING ACTIONS VIA IDEA GENERATION CANVAS. As every single customer journey is unique, we have identified the need of being consistent in our approach across both, off- and on-line channels. Therefore we have avoided creating our ideas independently. Our marketing actions have been conceived based on an idea generation canvas that connects at least two different channels. Following this bottom-to-top methodology we have defined a multi-channel strategy with a higher level of integration. Tools M obile Outdoor TV Online Pr int ads and outdoor ads r unning concur rently TV ads supported by ads in Grazia, Vogue and Cosmo and national poster campaign (to National poster include raiway Pr int ads and outdoor campaign to raise stations and tube ads r unning awareness of the brand stations in London) concur rently and introduce the new product TV ads supported by ads in Grazia, Vogue and Cosmo and national poster campaign (to include raiway stations and tube stations in London) Display ads in: Vogue, Grazia, Cosmo and NFC chip on posters to www.net-afacilitate content porter.com delivery and engagement across mobile platforms (landing page and creative content) Pr int ad integration leading to the website adapted for mobile use Pr int ad: Find us in Debenhams, J ohn Point of Sale Lewis and House of Fraser National TV ad campaign TV ads are edited (first 5 secods) and repur posed on Youtube Edited 10 second ad for mobile viewing TV Ad: Find us Posters with NFC chips exclusively in at Debenhams, J onh Debenhams, J ohn Lewis and House of Lewis and House of Fraser Fraser DI GI TAL M obile Squarelle Contest: Pics sent after using Tonacity. Top 100 selection will be pr inted as a mosaic ad. Natural beauty begins at home. Point of Sale Pr int ad: Find us in Debenhams, J ohn Lewis and House of Fraser Posters with NFC chips at Debenhams, J onh Lewis and House of Fraser Squarelle Contest: How-to-videos uploaded on The TV ad will lead youtube channel, win pr izes and selection for the to point of sale next faces of our TV commercial campaign. Natural locations beatuy for real woman. Organic & Paid Search / PPC / Banner / Native Ads / Website / Video ser ies / Blogger Outreach / Social Media Interactive mobile app / Touch fr iendly clickable targets on the landing page: three simple buttons: Watch the Video, Share it, Tr y It (leads to Advisors will use our interactive app to inform about the product and engage the customer/ Bloggers VIP event at point of sale / Groupon Interactive mobile app / Touch fr iendly clickable targets on the landing page: three simple buttons: Watch the Video, Share it, Try It (leads to offers and online seller site) Advisors will use our interactive app to inform about the product and engage the customer/ Bloggers VIP event at point of sale / Groupon Advisors will have app to preview the Mobile app, mobile result of your fr iendly landing page Tonacity and NFC etc. chipped poster at POS for creative Advisors will have app to preview the result of your Tonacity and NFC chipped poster at POS for creative content Personalised advise and free demo with in-store app
- 7. + Our integrated digital strategy MOBILE STRATEGY SOCIAL STRATEGY SEARCH STRATEGY EXTERNAL CONTENT EMAIL STRATEGY INSTAGRAM EMAIL MOBILE APP Allows consumers to experiment with colour. Available in store too. Customers can then purchase colours in-store, or email their bespoke ‘hair prescription’ to themselves to buy online at a later date. NFC STICKERS Attached to off-line media and packaging, consumers will access our step-bystep guide to application and exciting video content. Consumers sign-up for a weekly e-newsletter to receive content updates. This will encourage them back to the site. Emails to Squarelle’s exisiting database will help launch Tonacity, and send consumers to our seller sites. BLOGGER OUTREACH Bloggers are key to ensuring trusted content is created. Using Buzzstream we’ll identify the most influential bloggers and invite them to a luxurious launch event, at John Lewis, including a Q&A with a celebrity stylist. This will also create video content. PERSONAL PRESCRIPTION EMAIL We’ll encourage consumers to post images of their newly dyed hair, or tweet questions to be answered at our expert hangouts on Google +.. YOUTUBE We’ll create colourspecific boards to inspire consumers unsure of the ‘look’ they’re after. We’ll also let them know which colours we used to achieve each effect, to help them purchase. Host all videos for the campaign, including: mini-series, how-to guide & launch event video with the Ask the Expert Q&A. Integral to the digital strategy. Hosting a plethora of exciting content to educate & engage our target audience by resonating with their lifestyle and providing a forum to discuss all aspects of their lives. Digital channels will lead to the site, whilst the site will encourage consumers to visit our seller sites once ready to purchase. NATIVE Use social to help PAID with SEO. Ensure SEARCH use of primary & secondary keywords We’ll use a variety of paid DISPLAY in the site. Press search to push consumers to releases for both the site and seller sites. additional content. Native ads will allow for close targeting of each persona, whilst retargeting KEYWORD will try to mop up undecided consumers. PINTEREST TWITTER SITE RETARGETTING SEO We’ll give exclusive behind the scenes access from our miniseries filming. FACEBOOK SELLER SITES Key to actual sales. We’ll lead consumers here via a number of channels. GOOGLE+ Host exclusive hangouts with expert stylists. Fans can ask questions before the event & therefore control the conversation. Post site content, videos, ask fans what questions they have for our hangouts stylists and encourage 2 way conversation. ALL SOCIAL CONTENT #todyefor
- 8. + Customer-centric Content Strategy Content is king. Great content encourages brand affinity and trust. Our target audience wants to feel that we understand them – not just their hair. Tonacity’s site is integral to our campaign, not only will we bring the salon experience into the home, we’ll host engaging and relevant content that’s sympathetic to the conflicts of being a busy women, yet still wanting a luxury experience. EXPERT ONLINE ADVICE STEP BY STEP VIDEO HAIR COLOUR BOOTH CREATE A COMMUNITY For women unable to go in store, our team of Tonacity experts will provide support & advice via live chat. Available evenings & weekends. To ensure women feel confident using the product we’ll create a step-by-step video that women at home can refer to at any-time. This will also be the destination of our NFC technology. A hair-colouring demo-tool will help provide an authentic salon experience and allow visitors to browse through potential colour options – a virtual try before you buy. Visitors can also choose ‘personas’ if they’re after a completely new look and need some inspiration. By uploading a picture of themselves, they can preview the result of their chosen look. Results will be sharable with friends & family, and can be discussed with our team of Tonacity experts. We know forums such as mumsnet.com are incredibly popular; allowing busy women a place to discuss common interests, issues etc. Within the site we’ll encourage women to lead the conversation via a forum. We’ll encourage them to share lifestyle tips on all topics not just hair colour. A mecca for busy working women. #TODYEFOR LIVE WALL We’ll aggregate all of Squarelle’s social channels via a live wall feed. Using #todyefor we’ll encourage fans to provide reviews, images & commentary as well as any tips. A great way to show public sentiment around the brand and encourage conversation. TONACITY MINI-SERIES A 12 video series aired on the microsite & available on the Squarelle YouTube channel. Will use real women sourced via an incentivised competition INSPIRATIONAL BLOGS We’ll invite a host of inspirational women to share their lives with Tonacity’s audience. Real women that can inspire, encourage and really resonate with our target audience, by discussing relevant topics and providing useful tips and advice.
- 9. + Search Display Advertisements Display ads appear next to text , videos or other web content , so we can reach up to 92% of everyone online. Banner ads have the ability to hypertarget by age, lifestyle, and geography better than most other mediums. Using topic categories or keywords we are able to pick the perfect spots for our ads
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- 11. + Squarelle Tonacity Campaign Budgeting & Scheduling Medium/Allocation Television Posters Print Ads, Editorial & PR Total Budget Duration Pre-launch Digital PPC (Search, Retargeting, Display ) Native advertising £6 CPM Test Website NFC E-mail - blooger outreach E-mail campaign (12 newsletters) Social Media Content (12 videos, one per week) Blogger Outreach Event App and Virtual Salon 400,000 100,000 24,000 25,000 35,000 800 2,000 12,000 20,000 80,000 20,000 80,000 Total 398,800 12 weeks 12 weeks 14 weeks 14 weeks+ 2 months 2 weeks 5 weeks 10 weeks 9 weeks 1 day 12 weeks Finishes 1st April 1st April 1st April 30th May 1st June 1st June 1st April 1st April 21st June 21st June 21st June 1st of April 1st June 1st April 1,000,000 9 weeks 200,000 2 months 400,000 2 months 1,600,000 Commences 5th May 21st June 21st June 1st April 21st June % of digital budget 15th March 15th March 1st March - 15th March 1st March 15th March 15th March 25.0% 6.0% 6.3% 8.8% 0.2% 0.5% 3.0% 5.0% 20.1% 5.0% 20.1%
- 12. + APPENDIX