I worked with a group of 6 people to create and design an ad campaign for Vaseline Spray & Go. This deck was part of my pitch project at Hill Holliday.
8. Average prices summed using data from Google and Amazon. Competitors chosen based on list of best sub $10 lotions Total Beauty
Vaseline
Aveeno
St. Ives
Nivea $6.59
$7.59
$5.76
$6.49
Vaseline is priced similarly…
10. Price Time It Takes To Apply Scent Lotion Feel Container Type
When choosing lotion, what’s
important to her?
7%
10%
20%
61%
2%
11. “The wet, sticky feeling that remains
for several minutes afterwards is
often enough to dissuade me from
bothering with it.”
!
-Jo-Lynne Shane | Musings of a Housewife
12. “The stuff takes an eternity to dry
well enough to moisturize without
the mess.”
!
-Shelley | Twin Possible
15. “Weightless”
There’s nothing worse than the greasy residue left behind after
applying traditional lotion. Vaseline Spray & Go applies
weightlessly, leaving my skin feeling fresh, clean and
moisturized. The Lighter Lotion.
22. “Let It Sink In”
The stress of having to repeat reminders to my husband and kids
multiple times throughout the day, until they finally set in, can be
frustrating. Thank goodness Vaseline Spray & Go absorbs in seconds
leaving my skin moisturized and never greasy. If only everything
absorbed in seconds…
29. Television
Insight
Approach
Considered
Partners
Drive broad awareness via top ranking networks and connect with
our target more personally via specific networks/shows they’re
watching.
50% of our target market prefers television advertisements. 85% of
Gen X still prefer to watch their favorite shows on TV.
30. Print
Insight
Approach
Considered
Partners
Reach and connect with our target by placing ads in magazines with
large readerships in our age group.
According to our research, 25% of women in our target audience
prefer to be advertised to in print (MRI+ Index Score: 105).
31. Social
Insight
Approach
Considered
Partners
Engage her via social channels where we know she’s already active.
95% of Gen X members have a Facebook profile and 25% of Gen X
members actively post to Twitter. Women are 68% more likely to buy
products advertised on social media.
32. Online
Insight
Approach
Considered
Partners
68% of women spend a lot of their free time online. Our target is
also influenced by key influencers. 55% of active social media moms
make purchases because of recommendations from a personal
review blog and 40% read blogs at least once per month.
Place banner ads on influential blogs that our target reads on a
regular basis and implement sponsored posts.
33. Measurement
Increase Awareness
Drive Consideration
Drive Purchases
Has revenue
increased during
our campaign?
Is Vaseline Spray
& Go in the
consideration
set?
Are people
more aware of
Vaseline Spray
& Go?
Attitudinal Research Study
KPI: Units Sold
KPI: Unaided Awareness