LUSH is proposing a holiday bath bomb marketing campaign targeting women ages 18-35. The campaign budget is $5,225,000 and aims to increase sales by 7% and market share by 5% over last year. Key elements of the campaign include developing a festive color scheme and tagline ("It's a Bomb Gift"), television, direct mail, and social media ads featuring the bath bomb products as affordable holiday gifts. Success will be measured by engagement on social media platforms like Instagram and Twitter. The expected return on investment is 9%.
80 ĐỀ THI THỬ TUYỂN SINH TIẾNG ANH VÀO 10 SỞ GD – ĐT THÀNH PHỐ HỒ CHÍ MINH NĂ...
ADV275 Final
1. IT’S A B T.
AD 275
JE BO S, A D LI , JE M U C
& VE CA MO
LUSH
2. Executive Summary
Who We Are
→ Unique in Design
→ Individual in Creation
→ Represent holiday cheer
Financial Summary
→ Expect an ROI of 9%
→ Asking for $5,225,000.00
Target Market
→ Women
→ Young
→ Professional
Objectives
→ Concept of Holiday Gift-Giving
→ Increase sales by 7%
→ Increase market share by 5%
Competition
→ Bath & Body Works
→ The Body Shop
→ Aubrey Organics
Campaign Dates
→ Nov. 20, 2018 to Dec. 30, 2018
3. W A S A H B?
→ Packed ingredients that
effervesce when wet
→ Disperse essential oils, scents,
bubbles and color
→ Add sensational, audible fizz
→ Make basic hygiene fun and
relaxing!
4. Background of LUSH Cosmetics
→ Founded in Britain in the
early 1980’s by Mark Constantine
→ Opened a mail-order cosmetic
company, Cosmetics-To-Go
→ Famous for hair, face and body
products
→ Retentive stage of the lifecycle
→ Previous campaign: Starry
Christmas
5. LUSH’s Holiday Bath Bomb Campaign
LUSH
LUSH
IT’S A
BO
GI .
Overview
→ Winter 2018
→ Colorful, inclusive holiday
→ Affordably priced, quality gift
→ “It’s a Bomb Gift.”
7. Target Audience
Segmenting: Women in the United States
Targeting: Women ages 18-35; associated
with a healthy lifestyle; want to give a
thoughtful gift to a loved one
Positioning: The target audience is middle to
upper class women ages 18-35 in the United
States seeking to give a cheap, festive gift to a
loved one, allowing LUSH to be the perfectly
affordable present that is festive yet religiously
inclusive. Angela Perez
21-years-old
College
student
Female
“White
Elephant”
next week in
her friend
group
Works part-time
8. Bath & Body Works
Competition
The Body Shop Aubrey Organics
9. Situation Analysis
Strengths
→ Brand reputation and identity is
known to the market
→ E.g. against animal testing and the
products are 100% vegetarian
Opportunities
→ Creative design for holiday
themed bath bombs
→ Perfect gift for a family
member, close friend or
acquaintance
Weaknesses
→ Bath bombs recreated by
competing companies
→ Bath bombs are a luxury
item, not a necessity
Threats
→ Competing companies
(Bath and Body Works, and
The Body Shop) are
making similar holiday skin
care products
11. Visual Brand Guide
Color scheme
→ Celebrational galaxy
→ Inclusive rainbow
→ Cheerful, bright
Text Fonts
→ Logo and headers
→ Ad copy and text
LUSH
AD Y A P !
Marine Galaxy Cosmic Life Purple Enchantment
12. Logo
→ Recognizable
→ Simple, effective
→ Festive, inclusive
IT’S A B T.
LUSH
Tagline
→ Punny
→ Promotes gift-giving
13. Creative Campaign - Traditional Media
→ LUSH logo and tagline
→ Image of a product
→ Return address for purchases
→ 30 second run time
→ Poses relatability with three scenarios
→ Creates desire to purchase product as a gift
→ Product is special and accented with red
TELEVISION DIRECT MAIL
14. Creative Campaign - New Media
Double-tap to Change
→ Visual appeal
→ Preview of product
→ Audience involvement
Boomerangs/GIFs
→ Visual appeal
→ Preview of product
→ Motion, sensory
entertainment
Twitter Sweepstakes
→ Audience involvement / promotes product
→ Incorporates same hashtag as in Instagram
promo
TWITTER INSTAGRAM
16. Media Campaign - Traditional Media
→ Keeping up with the
Kardashians
→ Life of Kylie
→ Pretty Little Liars
→ Switched at Birth
→ The Bachelor
→ Dancing with the Stars
→ A reminder to consumers
→ Personal and recognized
→ Print quality
TELEVISION DIRECT MAIL
17. Media Campaign - New Media
TWITTER
→ Quick communication
→ Informative updates
→ Interactivity
INSTAGRAM
→ Celebrity Influence
→ Showcase product’s
aesthetics
→ Interactivity
18. MEASURING SUCCESS - KPI
→ Top 10 trending hashtags
→ At least 10 comments, 20 retweets
and 300 likes
→ 15% Twitter following (approx.
40,000 followers)
TWITTER INSTAGRAM
→ earning at least 60,000 likes on
each post
→ gaining 4% Instagram following
(approx. 156,000 followers)
19. October November December Total
Television
E!
ABC
Freeform
$0, Prep
$0, Prep
$0, Prep
$550,000
$600,000
$550,000
$750,000
$800,000
$750,000 $4,000,000
Direct Mail $0, Prep $25,000 $100,000 $125,000
Twitter
$0, Prep
$50,000
$50,000 $1,200,000
Instagram
Paid Ads
Talent
$0, Prep
$0, Prep
$275,000
$125,000
$550,000
$250,000 $1,000,000
Total Media Cost $0 $2,425,000 $3,900,000 $5,225,000
Budget: Television is the dominating media mix, occupying 76% of our advertising
ROI: 9% = $470,250
MEDIA PLAN
20. WRAP UP
★ You should invest in this campaign
★ We are targeting middle to upper class women ages
18-35 in the United States; associated with a healthy
lifestyle; want to give a thoughtful gift to a loved one
★ We are asking for $5,225,000.00
★ Return on Investment → 9%
★ Key Performance Indicators → Increase followings on
Instagram by 4% & followings on Twitter by 15%
LU
