Strategic Media Planning- Endless Euphoria
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Sponsored by ZenithOptimedia: Created a media plan using digital, OOH, mobile, social and print for Calvin Klein’s "Endless Euphoria" fragrance
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Strategic Media Planning- Endless Euphoria
- 1. Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas Endless Euphoria
- 2. Agenda Objective & Strategy Trial The Target Awareness BudgetFlighting ROISummary 2 Follow Target Engagement #HowAreYouEndless
- 3. Objective Drive sales during key gift-giving holidays and capture new customers to establish relevance and aspiration for Calvin Klein’s Endless Euphoria. 3#HowAreYouEndless
- 4. Driving Trial “In-store sampling is 6x more effective at driving purchase than visual communication alone” “When women were asked how they chose and purchased fragrances, scent strips and in-store trials were the key drivers” "The best way to have women buy fragrance is to have them smell it… The most efficient way is through magazine scent strips." 4#HowAreYouEndless Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age
- 5. Strategy Drive trial by following our target consumer throughout the purchasing process, creating awareness and engaging them from early decision-making, through in-store trial, to purchase. 5#HowAreYouEndless
- 6. The Target: Women 18-34 Optimistic 6#HowAreYouEndless
- 7. Creating Awareness To Drive Trial 7 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
- 8. 8 To Drive TrialAwareness #HowAreYouEndless • Enjoys movies • Engages brands via social media • Streams online content • Watches Primetime TV . .. Awareness
- 9. Primetime [223] [201] [199] [156] [136] [133] [122] 9 Highly Viewed and Relevant TVAwareness #HowAreYouEndless February 16, 2016 December 2016 Sources: 2015 GfK Mediamark Research & Intelligence LLC 2015 Billboard 2014 Prime Media Productions Network Information & Demographics
- 10. Discrete Targeting in a Growing Market Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows. Dec 2014. Adweek - Hulu: Align Your Brand with Premium Content. April 2015. :30 Video Video Skin 10 Awareness #HowAreYouEndless
- 11. Through Endorsement of Euphoria Lifestyle 9.5MM Subscribers Beauty, Fashion & Lifestyle Frequently does endorsements Youthful, flirty, elegant, light hearted and optimistic 11 Awareness Strategically Placed Video Ads: Ingredient storytelling #HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec
- 13. With Relevancy Air commercials for Snapchat followers on Discover categories 13 Awareness #HowAreYouEndless
- 14. During the Valentine’s Day Season Source: 2015 BoxOfficeMojo February 12, 2016 February 5, 2016 14 Awareness #HowAreYouEndless
- 16. Critical in the Fragrance Buying Process 16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume Initial Trial #HowAreYouEndless
- 17. In Magazines Read by our Target Through Scent Strips [173] [151] [138] [230] 17 Initial Trial Source: 2015 GfK Mediamark Research & Intelligence LLC
- 18. Interactive Advertisement- OOH 18 Step 1: Approach Step 2: Insert Hand Result: 200K+ Activations in 5 weeks Initial Trial #HowAreYouEndlessSource: Dec. 2013 JCDecauxna.com Step 3: Experience Brand & Scent
- 19. Follow Target Consumer To Store 19 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
- 20. Target Fashion Cities New York, NY Los Angeles, CA San Francisco, CA Dallas, TX Miami, FL Source: March 2015 LifeStyleMirror 20 Follow Target #HowAreYouEndless
- 21. 21 Source: 2013 American Community Survey Follow Target Density of our target market in Manhattan Where is our Customer? #HowAreYouEndless
- 22. 22 Follow Target Stores in Manhattan that sell Endless Euphoria Where can they get our product? #HowAreYouEndlessSource: 2013 American Community Survey
- 23. 23 Follow Target Subway lines in Manhattan How Will they get there? #HowAreYouEndlessSource: 2013 American Community Survey
- 24. 24 Follow Target Highly indexed areas lines our target will use to get to the stores Our Key Areas #HowAreYouEndlessSource: 2013 American Community Survey
- 25. 25 Follow Target #HowAreYouEndlessSource: 2013 American Community Survey
- 26. Follo 26 For Auto-Centric CitiesFollow Target #HowAreYouEndless
- 27. In Malls: Close to Point of Purchase 27 Follow Target #HowAreYouEndless
- 28. Engage Consumer Before They Enter The Store 28 Awareness Initial Trial Follow Target Engage Consumer Purchase In-store Trial
- 29. Pre-Store Engagement 29 Engage #HowAreYouEndless Customer Approaches Store Push Notification Ad Engages Customer Customer Driven to Trial Foot Traffic Lift + 147% Visit Frequency Lift + 215% Source: 2015 Verve Mobile
- 32. 32
- 35. Appendix 35 2015 GfK Mediamark Research & Intelligence LLC
- 36. Appendix 36 2015 GfK Mediamark Research & Intelligence LLC
- 37. 37 Appendix
- 38. 38 Appendix
- 39. 39 Appendix
- 40. 40 Appendix
Notas del editor
- Bridget Hello, we're here to present to you our media plan for the Calvin Klein Endless Euphoria Fragrance I’m Bridget and I’m also here with Nolan, Jenna, and Sean
- Bridget So this is just a quick overview of our agenda for today. We will start by reviewing our objective and strategy, we will then break down our target, go into our plans to drive awareness and trial, talk about how we can achieve ROI with our strategy, break down the budget and flighting, summarize our plan and open it up to any questions at the end
- NOLAN
- NOLAN http://www.aromaco.co.uk/in-store-sampling-of-brand-fragrance-is-over-200-times-more-effective-than-tv-media/ http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11322 http://adage.com/article/media/scented-ads-magazines-year/294535/ http://www.totalbeauty.com/uploads/tbm/TBM_Fragrance_Study_Release_12.15.11_FINAL.pdf
- NOLAN Drive trial - trial is the most important part in the purchasing process Establish brand relevancy (Endless Euphoria - NOT CK) To increase reach and awareness through strategically placed campaigns based on segment and geographic data, and to increase the use of trial and ingredient storytelling to drive sales of new and customers. tactics ↑ focusing on NEW CUSTOMERS existing customers already know about the brand Attract new customers through localized OOH advertising in fashion forward cities. What is strategy????!?!?!?! Reach - how are we going to reach our current customers and our potential customers (will it be the same or different?) Increase Trial- through magazines and events Increase Awareness- TV, digital, OOH existing vs new buyers? different campaigns? or both 2years old perfume- re buy? establish relevance? ROI??? State our goal that is specific and actionable We want to drive women aged 18-34 who have never purchased our perfume to trial it in the holiday purchasing periods. Continuously following our target consumer through the purchasing process with awareness and trial
- NOLAN Our target market is women ages 18-34. These women are youthful and flirty, elegant, light hearted….etc They also love to keep up with celebrity gossip and they are always on their phones; they follow their favorite brands and companies on social media sites, and they do enjoy receiving ads on their phones (~70MM people) “I WOULD BE INTERESTED IN RECEIVING ADVERTISEMENTS ON MY CELL PHONE” - [150] “I LOVE TO KEEP UP WITH CELEBRITY NEWS AND GOSSIP” - [182] “I LIKE TO FOLLOW MY FAVORITE BRANDS OR COMPANIES ON SOCIAL SHARING/ NETWORKING WEBSITES” - [242] “I GO SHOPPING FREQUENTLY” [169] “I PREFER TO SHOP WITH MY FRIENDS” [171] I need to be connected to the internet from the moment I wake up until I go to bed (196) When I need information, the first place I look is the internet (143)
- NOLAN
- NOLAN
- NOLAN Major events- couple of words of why we picked?? Partner with CBS to reach our audience and the relevant time Nielsen Social ranks the 57th annual Grammy Awards as the biggest social entertainment program of the 2014-2015 TV season to date, with more than 13.4 million comments on Twitter. http://www.billboard.com/articles/events/grammys-2015/6465734/grammy-awards-ratings-2015-57th-annual
- JENNA Our target girl is young and prefers video streaming to traditional TV. By using Hulu, we can target specific tv shows and movies that she is going to be watching, like The Mindy Project, Nashville, Pretty Little Liars, Empire, and Grey’s Anatomy. For example, AdAge has stated that Pretty Little Liars is the “Top rated show among female millennials.” Due to viewers not being able to fast forward or skip ads, Hulu is a better awareness builder than standard TV alone. 2014 data shows that video streaming has increased by 60%, according to the Wall Street Journal. In addition to that, Hulu offers a unique service to advertisers because they are equalling as dedicated to delivering appropriate ads to their users. They essentially work together with you to place your ads in the right shows and movies and they gather a large amount of data that they will provide to you after the ads are run. Adweek claims that they have 80% better viewability metrics than the industry average. Our two recommendations for advertising on Hulu are the use of VideoSkin’s, which display on the background at all times, and 30 second videos; both to be placed/ played during shows such as the examples listed in the previous slide. (http://www.wsj.com/articles/tv-viewing-slips-as-streaming-booms-nielsen-report-shows-1417604401)
- JENNA Other bloggers? Why her? The problem with selling perfume online is that the audience has no way of testing out the scent to see if they like it or not. This is where Youtube should come into play. According to Coty’s former CMO, Stephen Mormoris, and Daniel Annese of The Estee Lauder Companies, ingredient storytelling is one of the most important aspects of selling high-end perfumes online without trial. Millennials like to try new scents and don’t stick with a single scent unless there is something unique about it. It has to stand out Commercials (short have-to-watch ads and longer gives-you-a-choice ads for specifically targeted videos) Endorsing a popular fashion icon YouTube star to do a review or on screen promotion of endless euphoria. (videos to YouTube, which entails showcasing all the new things they’ve bought and providing commentary on how to wear them, how much they cost, where they got them, and occasionally offering up other non-style advice) http://observer.com/2015/08/when-it-comes-to-perfume-millennials-dont-want-a-signature-scent/
- JENNA These social media sites are going to be the prominent outlets for our #HowAreYouEndless campaign. The idea behind this hashtag starts with the definition of euphoria: “a feeling or state of intense happiness or confidence.” The goal is to get this hashtag trending beginning with watermarked ads and promotions, and celebrity/ icon posts using the hashtag. The participants will tell everyone how they stay “endlessly happy” through tweets, facebook posts, pictures and videos. We want to launch this campaign in the months of June and July in order to generate relevancy during the slow period. Our hope is that the positive message behind #HowAreYouEndless will entice them to promote the brand image, helping it spread around the social media sites due to its inspirational nature.
- JENNA Our next social media outlet is Snapchat. What we want to do is to air short commercials on a few of the Discover categories that our target girl is going to be viewing, such as Cosmopolitan and Refinery 29. We also would want to advertise on Live Stories that our girl is also going to be viewing, such as our example of the NYC Fashion Show. This advertising space is currently underused, but we feel that it is a promising outlet for Endless Euphoria due to the app being widely used by our consumers and the targeted stories and discover categories that cut down on unnecessary views.
- JENNA We also want to create awareness by advertising during relevant Valentine's Day movies. The two that we found are: How to Be Single, and The Choice based off of a Nicholas Sparks book. His book-turned-movie’s have historically done well with our target audience, such as The Longest Ride and The Best of Me, both grossing over 35 million dollars.
- Bridget: Now we will go into our plan for initial trial
- Bridget: just to reiterate, trial is extremely important in getting consumers to buy fragrances. Everyone has a unique skin chemistry, which means that fragrances will often smell different from one person to the next. Even If you like the smell of a perfume on your friend once you put it on your own skin you might not like the smell at all This chemistry can also change, depending on diet and age, and your fragrance may go from smelling wonderful on you, to not being a very pleasant at all, so this is why fragrances always need to be testing
- Bridget So again Trial is HUGE when determining whether or not you want to purchase a fragrance. I don’t know of anyone who buys perfume without actually smelling it first. We recommend establishing a partnership with Hearst magazines, this will give us an opportunity to advertise in Cosmopolitan, marie claire, elle and seventeen magazine Which are magazines that are highly indexed within our target market but also promote self-confidence in young women and encourage them to be the fun and fearless female who wants to be the best she can be in every area of her life. SEVENTEEN: Seventeen took a more fashion and romance-oriented approach in presenting its material while promoting self-confidence in young women. COSMOPOLITAN: Today’s fun, fearless female who wants to be the best she can be in every area of her life. With magazines trial will be achieved through scent strips! This will make the advertisements more successful in grabbing the reader's attention and give consumers get the chance to actually interact with the brand. As we mentioned before, this is the most efficient way to buy and sell fragrances From reports that we’ve looked at, this past year magazines with scent strips in magazines have increased 10% due to its effectiveness During the first six months of 2014, magazines ran 17 more perfume and cologne ads with scent strips than they did in 2013, which is a 10% increase. The report also looked at 177 consumer magazines and found 296 total scented ads. . Stating that Dior placed the most ads with scented pages, followed by Chanel, Ralph Lauren, Calvin Klein and Chloe. (AdAge)
- Bridget 200K trials in 5 weeks: http://www.jcdecauxna.com/mall/news/calling-all-men-experience-armanis-latest-scent to drive trial we also want to implement these interactive mall advertisements adjacent to retailers in each mall Interested consumers can go up to the backlit diorama, put their wrist into the advertisement and it will generate a fragrance mist in order to trial the scent These ads will be placed in the specific malls in specfic geographic areas, which that sean will talk about next "Sensory advertising adds a powerful new dimension to OOH campaigns, creating an immersive experience for audiences on-the-move."
- Sean
- COMPELLING STORY?!?! Our plan allows you to follow the target…. In addition to knowing who your target audience is, we also need to know where they are. It is important we target key fashion cities, as products will slowly diffuse from these trendsetting areas. This ranking done by lifestylemirror ranks cities by Fashion Schools, the diversity and quality of shopping opportunities, and the number of brands based in each city.
- Small explanation In order to advertise efficiently, we want our ads to reach as much of our target market as much as possible. We used Geographic Information Systems and data from the American Community survey. Using Manhattan as our example, this map shows the density of our target market, which dramatically changes over short distances, even changing sixfold over just a few short blocks. By knowing where our consumers live, we can reduce wasteful spending in areas where they aren’t.
- Small explanation This shows the stores that sell Endless Euphoria in Manhattan. Now we can begin to visualize how our customers will travel to our stores to purchase our products.
- Small explanation Our goal is to follow the customer through the purchasing process. We can use out of home advertising along the path from their home to the store, in order to create impressions at the most critical point - just before purchase. Since a majority of our target market takes the subway, we have mapped subway lines in New York City.
- Small explanation To make the important zones a bit clearer, we reduce it to only the highly indexing areas. The areas point to noteworthy areas where we should consider advertising.
- To capitalize on this knowledge we want to advertize on the outside of subway stairs. By placing our advertisements here, we generate impressions on our target audience as they head to stores to shop. We also can buy similar media in locations near our stores. This generates a second impression, even closer to the point of purchase. By utilizing geographic data and purchasing out of home media near homes and stores, we efficiently use our budget and generate the maximum number of impressions.
- Label- auto centric cities While public transportation is widely available in New York, we need to adjust to the norms for auto centric cities like Los Angeles. We suggest using the same methodology to identify where consumers live and shop but use other forms of media like billboards to generate impressions along the way.
- Other out of home advertisements we can utilize to build awareness can be placed in malls. We think that backlit dioramas and banners are perfect for generating awareness at the critical point just before sale.These can be implemented on a larger scale, in cities across the country.
- In order to engage the consumer, we suggest using Verve, a location aware software that can send push notifications directly to the consumers phone based on their location. These notifications could offer special promotions, such as a free makeup bag with a purchase of Endless Euphoria. Our target indexed highly saying they would enjoy receiving advertisements on their cell phone. We could partner with our retailers and push these notifications through their apps, the Macy’s app has over 1 million downloads on google play. This would drive trial and interest, and attract consumers that may have been at the mall shopping for other goods. DON’T USE GRAPHIC!!! own interpretation Collects location from device Identify “Home location” and travel patterns Combine with Nielsen Demographic Data Identify Possible Purchases Smart advertisements based on current location and proximity to retailer “I WOULD BE INTERESTED IN RECEIVING ADVERTISEMENTS ON MY CELL PHONE” - [150] Verve has seen impressive results especially within the beauty product market. When compared to non location aware campaigns, they have seen a visit frequency lift of 215%, and a foot traffic lift of 147%.
- Verve has seen impressive results especially within the beauty product market. When compared to non location aware campaigns, they have seen a visit frequency lift of 215%, and a foot traffic lift of 147%.
- Bridget As you can see we focused on the months of jan, feb, nov, and dec → these are the key gift giving months for the holidays and valentines day which are the times of the year the fragrances are frequently bought. To maintain awareness in the off months we have our “how are you endless” campaign starting in June backed up by in print as well.
- Bridget
- Bridget Just a quick summary of what we just talked about to make it more clear, we need to create awareness, engage the consumer using trial, following our consumer to the store and engage them right before they enter, which will also lead to in store trial and ultimately purchase AD ROI???
- Bridget