MediaMix development in accordance with positioning, competitors overview, KPI`s and budgets.

1. ReLaunch strategy 2017
by AdSize, dec.2016

2. Agenda
• Competitor`s Review
• Media Mix
• Marketing Tools
• Acquisition, Retention
• Action plans, Budgets
• Total Budget
• Ideas

3. Competitor`s Review
Main trends

4. Competitors Marketing Strategy Summary
Target
Audience
Key
Message
Cute Cartoons
15-20 years old
20-30 years old
Only for Girls , for
fun, for beauty
For young ladies
who want to be a
brighter than all
Professional Make
Up tools for
women from Spain
Pop- stars, friendship
Glamour from Spain:
Cartoons and photos
For women who
love France from
bottom of theirs
hearts
French Elegance:
Cartoons and photos
Key View
30-40 years old

5. Advertising Activity View
Beauty brands prefer to increase their advertising activity in March, September and October

6. Competitors Media Mix
TV and Press are favorite channels for brand promotion

7. Competitor Advertising Mix Summary
• Competitor list
• Divage
• Victoria Shu
• Vivienne Sabo
• Essence
• Advertising channels -in priority places
1. Press
2. TV
3. Digital & OOH
• Advertisement increasing times
• March
• Sept./October
• November
* Competitor list: Divage, Victoria Shu, Vivienne Sabo, Essence. Source is a TNS Gallup
Russia, 2014

8. Media Mix
For W`n`W

9. W`n`W options to Brand launch
Event
Key
Message
Beauty professionals and
photographers
Make Up sessions
Men for young ladies
Key View
Beauty Bloggers becomes
a real star with W`n`W
Celebrity. Famous persons
(trio) share their beauty
secrets with you
Beauty bloggers Pop music stars
Concerts and meetings
W`n`W consumer&SN are perfectly match to each other because W`n`W creates WOW post for them

10. Target Audience Free Time Spending Split
SN, Internet, TV, Malls are favorite channels for TA attention
Mandatory channels
• Own site
• Digital + E-mailing
• Trade-Marketing (POS, BTL
projects, cross-promo with
retail)
Depends on special
projects/Launches channels
• TV
• Press
• Catalogues

11. W`n`W own Site in Russia
Site helps to collect Consumer Personal Data

12. Time Plan
depends on launches and sales timing
TVPrintBTLInternetCRM
February March April May June July August Sept. October Nov. Dec. January
Regional split
Press
POSm
PD Collecting is a permanent story for BTL activities
All channels (SN, organic search, banners) redirects to landing page of different activities
Acquisition, PD Collecting, Data Analyzing, Segmentation, Communication, Retention, Re-activation
Regional split Regional splitRegional split
Press Press Press
Special
Event
Promotion
Link on the
page in
internet
Welcome
letter
Link on the
page in
internet
The main target is a Consumer Personal Data collecting

13. Media Mix Budget
Channels & tools Reach Budget, RUR
Media Mix
Own Site (development & maintenance) 5 mil 1 mil
TV regional Split (5cities >1mil people during 1 time*4) 5 mil 4 mil per flight*4 times=16 mil
Press (2 magazines*4) 500 K*2*4= 4 mil 300 K per 1*2*4=2,4 mil
Media TOTAL 14 mil 19,4 mil
Digital Budget
Own Site (development & maintenance) 5 mil 1 mil
Digital Promotion (landing pages, SN advertising, SEO) 1 mil*12= 12 mil 750K*12=9 mil
PR (bloggers, Instargam) 1 mil*12=12mil 350K*12=4,2 mil
Digital TOTAL 24 mil 14,2 mil
Trade-Marketing Budget
POSm (catalogues, Stands) 100 K*100= 10 mil 500 K per 1 launch*7= 3,5 mil
BTL (100shops*4 during 1 month for promo) 1mil 10 mil
Trade-marketing TOTAL 10 mil 13,5 mil

14. Marketing Tools
Acquisition, Retention
Action plans, Budgets

15. Consumer Cycle & Marketing tools
Traffic
Target Audience
Prospect Lead (unqualified lead)
Hot Lead (qualified lead)
Buyer
Owner
Loyal
Owner/
Complainer
ATL
BTL
PR
Event
Digital
CRM
Communication Strategy for each channel for
each level of consumption
Consumer Acquisition
Consumer Retention and
Loyalty Program
Strategy is targeted at redirection of each contact to Internet for PD
collecting

16. Action Plan
AcquisitionRetentionLoyaltyEnrichment
February March April May June July August Sept. October Nov. Dec. January
Regional launches support
Animation & promo-campaigns integration
2 recruitment campaigns development & implementation
Loyalty Program development & launch
Sample package codes collecting
Tactic off-line e-mails
Re-activation
Systems integration
Surveys in tactic campaigns
launches & recruitment campaigns follow-ups

17. Acquisition Tools And Channels Split
Off-line On-line
Partners
• Cross e-mailing
Bloggers
• Unique promo codes for
bloggers (discounts,
competitions)
Representatives
• Personalized signing in communications
• Special offers and motivation for
representatives
• Sending tool for representatives
Site
• Additional touch points to
registration
• Special activities
• Registration form simplicity
Social Networks
• Applications with registration
POSm and Package sign
• Promo codes to on-line purchase/gift
Internet
• Registration forms integrated in digital
tools (displays, video), СРА
E-mail
• Member-get-member e-mails
ATL
• Promo codes to on-line
purchase/gift in printed media
(edition identification)
BTL
• Digital Data Entry forms for promo
personal for samples spreading
Partners
• Cross promo
Event
• Digital Data Entry forms
for entering
Acquisition

18. Approaches to get PD
Call to action
Register to get
guaranteed prize/discount
and get a chance to win a
main prize
Tactic e-mails
Name, Last Name
Date of Birth
E-mail
Phone number
Communication Agreement
Personal Data
Communication Trigger e-mails
MGM
Enrichment PD/Surveys
We offer to do smth
special.
Opened make up courses
in Crocus City Hall with
special certificates.
The main channel for this
promo should be on TV.
It helps to collect first
Data Base ~5 K
Acquisition

19. Acquisition Campaign AdSize Approach
To make acquisition process consistent, effective and managed
TO DO LIST TO KNOW LIST
1. Key goal and target actions:
 Target group & Call to action
 Benefits for actions
2. Key solution:
 Key activity algorithm & creative
 Available points of integration
 Used digital solution
3.Basic activity KPIs:
 BTL (contacts)
 Digital reach (traffic)
 ATL reach (prints auditorium)
1. Target action to registration:
 Call to action & hooks
 Benefits for actions
2. CRM solution:
 Registration form (!)
 Algorithm of actions & creative (!)
 Data exchange solution
3. KPIs management:
 Conversion to registrations
 Conversion to buyers
 KPIs achievement management
Acquisition

20. Acquisition. Total Budget & Cost Per Contact
Channels & tools Reach Conversion Unique registrations CRM budget, RUR CRM cost per contact, RUR
Organic registrations in
sites
2 501 111 1% 25 000 Digital budget n/a
Launches web registration 1 500 000 4,6% 70 000
560 K (7 launches for
example*80 K)
(mechanics, analytics)
n/a
Animation & Promo
Web registrations
1 500 000 0.1% 1 280
480 K (6 Promo
campaigns*80 K)
(mechanics, analytics)
n/a
Recruitment campaign 1 500 000 10% 100 000 6 000 K 60 RUR
Recruitment member get
member (W`n`W LIST)
469 000 3% 14 000 2000 K 142 RUR
Integration in partner’s
data bases
100 000 5% 5 000
1 000K (5*200 K)
(without prizes)
100 RUR
Social CRM 6 000 10% 600 580 K
966 RUR
(to purchase)
Budget booking
(by CPA cost)
Quarterly solutions by current progress in tools
& channels
84 120 12 618 K 150 RUR
TOTAL 300 000 23 238 K 77 RUR
Acquisition

21. Retention Tools
Retention
1. Tactic E-mails
February March April May June July August Sept. October Nov. Dec. January
For consumers who didn’t do purchase more than 9 month
+ information about SN trends in beauty and selfie expertise recommendations
1 recruitment campaign
PD collecting
1. Welcome to W`n`W 2. Product Survey 3. Please Recommend W`n`W
Product letters:
launches, news
Expert letters:
recommendations
Skin Lips Nails Brushes Eyes
shadows
Cheeks Brows Eyes
lashes
Eyeliner New New
Spring
Menu
Ready to
Sun
Summer
Menu
Summer
Care
Rainbow
lady
Be ready
to study
Autumn
Menu
Autumn
colors
Winter
Menu
Winter
Style
NY
Menu
2. Follow Up E-mails
Recruitment
campaign
2 recruitment campaign
Launches
support
1 product
1. Welcome to W`n`W 2. Product Survey 3. Please Recommend W`n`W
2 product 3 product 4 product 5 product 6 product 7 product
3. Re-activation
Segmentation & CHURN Analyzing Reactivation E-mail/SMS Results

22. Retention. Budget
Channels and Tools CRM budget, RUR
Tactic
(off-line data base)
500 K
Launches campaigns follow-up
(e-mails)
700 K (100K *7)
Recruitment campaigns follow-up
6 000 K (2 000K *3)
Re-Activation
(e-mails + surveys)
320 K
Loyalty Program development and
implementation
1 500 K
Systems integration 2 000 K
Surveys in tactic e-mails (3 Landing Pages) 300 K
TOTAL 11 320 К

23. Total Budget
Channels & tools Unique registrations Budget, RUR
Media TOTAL 700 K 19,4 mil
Digital TOTAL 1200 K 14,2 mil
Trade-marketing TOTAL 500 K 13,5 mil
CRM Acquisition 300 K 23,2 mil
CRM Retention + Loyalty Program 300 K 11,3 mil
TOTAL per 2017 3 mil 81,6 mil
• Each contact of Unique registration has potential to buy W`n`W because AdSize offer is targeted at sales
and has got a call to action to buy product (not only Awareness and Knowledge).
• It arrives at sales from 3 mil pcs to 9 mil pcs of each Q after ReLaunch Strategy implementation due to
Personal Data quality, Loyalty program and MGM solutions.
• Investments are very high for launch time and equal of 30% from it to next time (24-30 mil per year)

24. Ideas
Examples

25. 1. Free Make - Up
• Choose suitable time for yourself!
W`n`W Make – Up Making Studio
is waiting for you!
• W`n`W is glad to do smth special
for you in this time. We proud of
our make – up professionals and
believe in your wish to be a star!
• Any options on W`n`W site! Fill in
the simple form and be brighter!
• Send your Photo to Instagram
with #WnW#MakeUp#Forever
and get a special prize.

26. Process of acquisition in the project
Girl takes information about Event on
TV
Press
POS
Friend (E-mail)
Girl fills the form
Name, Last Name
E-mail
Phone
Disclaimer
Girl gets a letter with code
Code is needed for time approvement
Girl takes a picture and send it to Instagram
More Likes Photo gets a prize
W`n`W beauty box
Budget: 5 mil RUR 10 K requests 3 K Quality Personal Data

27. 2. Sampling Story/ Get a code on discount
• Get special samples of W`n`W!
• I ask you only common
questions
• It takes 2-3 minutes

28. Process of acquisition in the project
Girl takes information about Event on
Point of Sales
Partner Press
POS
Partner E-mailing
Promo Girl fills the form
Name, Last Name
E-mail
Phone
Disclaimer
Girl gets samples/discount of W`n`W
Budget: 5 mil RUR 10 K requests 10 K Quality Personal Data
One more sample more if she make a post in
SN

29. • Hi, I am a Serdar Kambarov and I
want to show to you my methods to
do face more beauty for daily life
and Instagram photos of course!
• Fill in this form on W`n`W Road
Show Page and come to me 20th of
August in Crocus City Hall! Only
7000tickets can be yours! Hurry up!
• And may be you can get the Main
prize and fly to LA. See you soon!

30. Process of acquisition in the project
Girl takes information about Event on
TV
Press
POS
Friend (E-mail)
Girl fills the form
Name, Last Name
E-mail
Phone
Disclaimer
Girl gets a letter with QR code
QR code is needed for
Entering and Getting a seat
PD enrichment
Getting additional information
Budget: 20 mil RUR 50 K requests 7 K Quality Personal Data

31. 4. Ideas List
• To do beauty box for graduate girls
• To change old tubes of cosmetics on W`n`W
• To work with Hairdressers – their BUZZ is very influential
• To do cross-promo with Always/Kotex/Discreet smth similar in target
audience
• To create Make – Up school and special Show Room of W`n`W in
Moscow
• To create Virtual Make – Up fitting room
• To do Make – Up Emergency project for social important events (free
helping for little groups of girls who dance, sing, do sport by requests)
• Printed Catalogue with links on site

32. Thank You!
Gita Gerasimova
Mobile Phone: +7 (916) 480 83 46