2. Launching Tonacity:
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Squarelle Tonacity is a revolutionary hair dye concept and applicator that combines the convenience of a home dye kit with
the professional, multi-tonal look previously only achievable at salons
Traditionally only advertising on TV and print - our aim is to successfully launch the brand in a multi-screen, digital world
through a truly integrated communication strategy
This will be achieved by driving brand awareness, trust and confidence in the product and providing the building blocks for
online communities and consumer advocacy
In turn driving footfall in-store, purchases online and generating new trialists
Campaign Objectives Include:
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Driving 3 million incremental UVs to the Tonacity website (by week 9)
Achieve 50% spontaneous brand recall and 70% prompted by the end of proposed TV activity (focus groups in
May)
Build a positive online presence and review community for Tonacity
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Drive at least 15k incremental social mentions (by EOC)
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Uplift in sentiment by 20% (by EOC)
Deliver 20k new trialists by the end of August @ CPT £7.50
Increase footfall in stores to drive 20,000 new sales in department store by the end Q3 2013
Challenges to our success:
• Our biggest task will be creating change in consumer behaviours and really challenging their current view on home hair
dye products
• The need to build consumer confidence and trust before being willing to experience Tonacity for themselves
• Effectively conveying the ethos of Tonacity online (without physical interaction/ examples)
• Differentiating Tonacity from existing home hair colouring products
3. Target Audience Persona: Susanna Crawford
“I have been dying my hair for years, so far I am yet
to find a home hair dye kit that can reproduce a
salon quality finish”
Susanna has always cared about her appearance. After experimenting with various colours
throughout her twenties she has now settled for a professional multi-tonal look and needs to go
to a salon at least once every six weeks to maintain this.
Having lived in the city of London for many years she recently moved out to the suburbs with her
husband when their second child was born. She commutes via the overground & the tube every
day and works as a director for a busy PR agency in the heart of Soho.
Age: 36
Education: BSc
Occupation: PR Director
Referrer
Her female colleagues at work
Key Words
Multi tonal, salon feel hair dye, quality
highlights, best hair dye
Being a busy mum of two, working full -time, having an active social life and commuting really
means Susanna’s time is more precious than ever. She enjoys going to the salon but does think of
it as a guilty pleasure because of the overall cost and finds it very frustrating she has to book so far
in advance to get an appointment at her local salon, especially over the busy weekend periods
when she would much rather be running in the park or spending quality time with her children.
Having dyed her hair for many years she does consider herself somewhat of a hair dye guru.
Despite testing out a range of products her friends and colleagues have suggested she has yet to
find a home hair dye kit that can consistently produce the same multi-tonal look and quality she
gets from a salon visit. She is willing try out new products if she feels they are from a brand she
can trust and would make sure she did her research thoroughly before tampering with her look.
Entry Points
Video on demand pre-roll on ‘Downton
Abbey’
Websites she visits
TimeOut, Stylist, LookFantastic, FeelUnique, John Lewis (home ware), Selfridges
Frustrations and pain points
-Difficulty in booking salon appointment & cost
-Unable to achieve salon quality look from home dye kits in the past
Goals
Save time and money by home dying
Achieve the same salon quality, multi-tonal look
Questions
Is Tonacity salon quality?
How do I apply it properly?
How often will I need to home dye?
Influencers
Strength of Brand
End results
Product peer review/ trustability
Education on how to apply
Strong brand ambassador
4. Touch Points: A day in the life of Susanna
Susanna wakes up at 06:30am and gets ready for the day ahead, checking her emails over her morning
porridge.
She starts her commute on the overground and watches the latest episode of Downton Abbey on
She then gets on the underground, glancing at the (digital e on her way out of the station.
She get into work @ 8.30 and puts on (Absoult (the office favourite) and doesn’t stop until lunch.
She then goes to the gym for a 30 minute session during her lunch break, a spinning class at
before picking up her usual salad from (Vital)
before going back to the office.
After a busy afternoon of meetings, she gets through the last of her day listening to her favourites
channel on Y outube) and spends a few minutes planning her weekend activities by looking at
Leaving work later she picks up a copy of
for the journey home. She collects her two children
from the child minder and gets home to make dinner. She then has an hour or so down-time so pours herself a
glass of Sauvignon Blanc and watches NCIS on
on her
before going up to bed.
sky any while browsing the latest fashion & beauty products
5. The Consumer Journey – Our Approach
Drive large scale brand awareness through extensive TV
& print campaigns. Online supporting activity with
home page take overs on portals, rich media ads and
pre-rolls on both YouTube and VOD services. Synergistic
affects of touch points across multiple channels.
Consistent use of celebrity endorsement.
Actively promote online community and
conversation. Engage with brand champions
and advertorial. Utilise Review extensions in
PPC activity for impartial 3rd parties.
Consumers are looking for the product
and where to buy. PPC activity to
target these keywords, location
extensions highlighting the nearest
stores stocking Tonacity.
Email marketing and retargeting to
ensure we maximise our conversion
rate here for repeat purchases.
Advocacy/Re
commends
Looking to
Messaging including a strong call
to action through both display and
PPC to increase likelihood of
conversion in store or online.
buy
Intent
Awareness
Research
Interest
Search activity positioned to tap into initial
interest driven through mass media. Rich
Media and mini-site sitting within YouTube
to really get the message across that
Tonacity is unlike any other hair dye and
engage users. Start to build confidence in
customers. Reviews and discussion from
brand advocates encountered. Driving users
to more technical pages on the Tonacity
site, how to use the product.
ZMOT. Further investigation of product.
Maintaining online presence, messaging
focused on encouraging user to increase
involvement. Become a registered user on site
or signing up for a trial and stockists.
6. Tactics – Integrated Display Activity
Branding (Direct Site buys on premium sites)
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Integrated broadcast strategy to increase campaign touch points
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Volume achieved through buying on exchanges @ >£1.20 CPM
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Premium sites to build trust and brand recognition
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Impactful placements/Home page take overs employed during TV launch
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Rich Media formats drive long dwell times and engagement
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Driving to mini site with exclusive video content with Tess Daily e.g. ‘The Making of Tonacity Ad’ / Tess
Daily actually using the product
Direct Response (RTB & GDN)
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Utilise banners with a strong call to action
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Sign up for trial, drive to online store
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Increase level of targeting but bought through exchanges for cost efficiency
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Appearing on contextually relevant sites
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Behavioural targeting – targeting the most engaged user through cookie data
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Semantic targeting on long-tail sites
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Sequential Retargeting used to maximise conversion rates on site
7. Tactics – Display formats
Creating multiple sets of creative and optimising towards the best
performing will be key to driving results. As well as using the IAB standard
formats particular messaging/ formats will be used achieve specific goals.
1. Home Page Take Overs employed to run in conjunction with the TV
launch weekend to drive home the Tonacity message to our audience en
mass. Will contribute to brand recall and legitimacy.
2. More innovative formats such as the Filmstrip will also be used during the TV
campaign with the focused on driving engaged users. Essentially 5 rich media ads in
one – each interactive banner will have messaging designed to engage with any
user, no matter their current position within the consumer journey.
3. Continuity across platforms will be achieved through
responsive site design. A combination of landing pages will
be used as well as driving users to a number of micro sites
with different copy & images for those researching, shown
intent or already looking to buy – maximising engagement.
Also run during TV launch to increase likelihood of dual
screening
4. Incorporating creative with a strong call to action
to ensure we convert initial awareness and interest
into trials & drive users to the Tonacity website or in
store.
8. Tactics – Integrated PPC Activity
Overarching PPC Strategy
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Bidding on relevant keywords at all stages of the customer journey
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Casting the net wide and refining over the 3 month campaign period
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Keywords down to a very granular level to ensure refined optimisations
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Initial aggressive bidding strategy to take advantage of ‘honeymoon period’ and improve long term prospects of account
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Ensuring a good landing page experience and relevant ad copy to push quality scores up
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Specific misspell ad groups as well as multiple word orders on keywords within Phrase and Exact match ad groups
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Running Search Query reports to mine for new keywords
Branding
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Following up on interest driven through the TV campaign
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Developing trust and engagement through increase number of touch points
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Cost effective brand keywords driving through to homepage
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Also drive through to mini site & YouTube channel with shortened copy and exclusive content
Research
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Site Extensions to the more technical pages on the website
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Link to YouTube Channel showing Brand advocates and the results they have achieved
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Tutorials on how to user the applicator and best practices
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Utilise review extensions from any 3rd parties (AdWords Beta starting soon)
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Once Brand recognition built up make use of PLAs (Product Listing Ads)
Competitors
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Targeting well know and independent salons – looking to take market share
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Effective way to increase share of voice and position Tonacity within the market
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Need to highlight Tonacity’s strengths: salon quality but better value and in your own home
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Not targeting cheaper home dye competitors – not in the same price category and inefficient use of budget due to high
average CPCs
Direct Response Messaging
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Copy to include a strong call to action
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A/B testing a number of unique landing pages
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Driving users to the Tonacity site/shop depending on keyword searched
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This include campaigns with location extensions & mobile bid multipliers
9. Example PPC Account Structure
Tonacity
Top Level Account
Brand
Campaign
Competitors
Campaign
Hair Colouring
Hair Dye
Generic
Generic
Campaign
Campaign
Research Phase
Top Performing
keywords
Buying Stage
Campaign
Campaign
Campaign
Hair Colours
Adgroups
Tonacity
Squarelle
Broad/ Phrase/
Match
Keywords
Salons
Premium Home Dye
Salons Regional
Adgroups
Hair Dye Colours
Best Hair Colour
Tonacity London
Buy Tonacity
Tones
Dye Tones
Best Hair Dye
Buy Tonacity
Tonacity in store
Quality Hair Colour
Quality Hair Dye
Recommended Dye
Tonacity Video
Store Location
Colouring Advice
Tonacity
Squarelle
Dying Advice
Tonacity Reviews
Squarelle Review
Pre-order Tonacity
Adgroups
Adgroups
Adgroups
Adgroups
Tony & Guy
Vidal Sasoon
Headmasters
Blonde Hair Colour
Blonde Hair Dye
Best Hair Dye?
Tonacity in London
Aveda
Multi tonal colour
Multi tone dye
Tess Daily Tonacity
Independents
Quality red hair
colour
Quality hair dye
Top recommended
dyes
Colour Wow
Broad/Phrase/Match
Keywords
Keywords
keywords
Recommended
blonde
Keywords
Tonacity video
review
Tonacity Trial
Keywords
Adgroups
Tonacity (mobile bid
multiplier)
Where to buy
Tonacity
Keywords
10. Other Online Channels & earned media
YouTube & VOD
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Additional touch points through pre-roll have a synergistic with TV during launch phase
increasing brand recall
Tutorial videos to build consumer confidence in dying at home
Consistent messaging using a cut-down TV spots with celebrity endorsement
Target audience need to trust brand before home trial – video content from brand
advocates will show results that can be achieved
Target audience regularly uses YouTube to listen to music
Maintenance budget and curation included in campaign budget
Advocacy and Review
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Challenging consumers existing view of home hair dye through consumer reviews
Creating an active online community to develop online ‘trust signals’ during their
research phase
Responsive to consumer queries & concerns of consumer through social media
- However a long term approach required with social media, campaign budget
focused on channels used regularly by our target audience
Developing discussions and believability of Tonacity to negate an scepticism of
revolutionary product
Online advertorial in forums and niche blogs to improve SEO & long tail coverage
11. Proposed Media Schedule:
Week 1
TV
£250,000
April
Week 2
Week 3
£150,000
£125,000
Posters
Print Ads, Editorial & PR
£65,000
£55,000
£40,000
Week 4
Week 5
Week 6
May
Week 7
Week 8
Week 9
£125,000
£100,000
£100,000
£50,000
£50,000
£50,000
£40,000
Channel
£40,000
£30,000
£30,000
£30,000
£30,000
£40,000
£40,000
£40,000
£40,000
£40,000
Week 10
June
Week 11
Week 12
£40,000
Digital
PPC
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
Mobile PPC
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
£1,500
Brand Display
£20,000
£15,000
£15,000
Display
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
£10,000
Video On Demand
£20,000
£20,000
£10,000
YouTube Channel
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
£1,000
Review Promotion, Building online
community, Email Remarketing, CRM
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
£5,000
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Budget weighted towards launch weekend to maximise share of voice
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Consistent PPC spend throughout the campaign to connect with users who have a high propensity to convert
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Additional budget allocated for mobile CPC bids & location extensions to drive footfall to stores stocking Tonacity
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Significant budget set aside for impactful take-overs during the first 3 weeks of campaign shown as ‘brand display’
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Standard display running in conjunction with TV activity, both branding and direct response focused creative
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Pre-Roll on catch up platforms in drive brand message home on multiple platform at the same time
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Long tail approach through YouTube channel and email remarketing to ensure customer retention and foster online advocacy
and reviews
12. Results and Outcomes
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Heavily weighted activity during the first 3 weeks will really launch Tonacity as a trusted brand
We will create product knowledge and give consumers the confidence and the ability to achieve a
salon quality look; at home and at a reasonable price – Tonacitiy’s core message
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Optimisation of online activity will be key to drive the best results possible
Weekly reporting on all online activity will focus on the following metrics:
• Branding: Traffic driven to the Tonacity website, CTRs, dwell times
• DR: Cost per trialist, CTR, Cost per sale
• Search: Avg CPC, Cost per trialist, CPA, Quality score, CTRs
• YouTube: completed views, CTRs, new users driven to landing pages/HP, mini site interaction
• Advocay: Positive online reviews, social mentions, sentiment
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A truly integrated communications strategy across channels and platforms will drive the best
results while launching Tonacity
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In the long term this should see a shift in consumer behaviour encouraged by creating positive
brand sentiment and brand advocacy
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A successful campaign will establishing Tonacity as the leading premium brand for home hair dying
in the UK
14. Susanna (36)
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Jess (23)
Gets a full head of highlights
at her local salon up to once a
month
Director at a PR agency, works
40+ hours a week
Busy social life, Enjoys fine wine and dining out
Two children who are looked after by a child
minder
Lives in the suburbs, long commute
Always tries to squeeze the most out her days as
her time is precious
Willing to pay over the odds for good quality
Loyal to her favourite brands
Reads the Guardian every morning and active
online
“Booking my highlights appointments for the
weekend can be really difficult. Added to this
trying to balance work, social life and the kids
means I rarely find the time. I would love to
find a product that gave me a salon quality
tones but with the convenience of a home
hair dye kit”
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Likes to be adventurous
with her hair colour
Interns at a well know
fashion brand
Single, with an active social life
Her appearance is important to her
Not in the financial position to go to a salon every
month
Online savvy, with footloose purchasing patterns
Enjoy shopping, Selfridges once a month
Active in the social media space
Owns a table, mobile and watches some TV
“Although I like to experiment with my hair
colour tones it has to look professional. I
would love to be able to afford to go to the
salon regularly but it may be a couple of years
yet! If only there was a home dye kit that was
offered me the same look as an expensive
salon!”
TGI data 2013 indicates that 10.3mm people have used Hair Dye, Bleaches, Lighteners in the past 12 months2.5 million of these are female and work over 30 hours a week. Reduced to roughly 750k of those who early over £35k per annumAverage age of respondent 38Main Target audience, inspired by other successful business women such as Karen Bradey, Sarah Tremellen
TGI data indicates the target audinece index highly (109-116) for Magazines, Internet, Television but poorly for Outdoor & Radio (85-87)
