As part of the Google Squared Online course we needed to create a digital marketing campaign as a project. The objective of the project was to develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy. We did it based on the idea of a "Wonder Woman", with the message "The Way She Does It". Executive Summary: We have identified Kleur Tonacity's target market and created: ‘Wynn: The professional ‘Wonder Woman.’ Busy, tech savvy and fashionable, she is short on time but needs to look fantastic. Wynn, will be inspired by our role model who she will be introduced to both online and off including high end celebrity endorsements on TV, and in high end magazines. The offline presence will be reinforced by driving Wynn to digital channels to discover more about Tonacity’s positioning as a premium, lifestyle choice home use colour aimed at the busy professional who wants high street results but which need to be achieved at home in her time. Blog forums and how to videos will all ‘demystify’ and reassure Wynn that the results will be dazzling, safe and consistent. Outstanding results will encourage Wynn to become an online ambassador for the product.

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11. Kleur Tonacity: Discover the latest in hair colour technology
www.kleur.co.uk/tonacity/discover
The first home hair colour to give truly multi-tonal results - no need to spend time in the salon!
All adverts to link to relevant landing pages.
Retargeted display advertising to pull customers back to website
PPC to include some ‘disruptive’ keyword searches such as ‘hair
salons in my area’.
Social media campaigns include a focus on Pinterest, as a platform
with a strong female audience. Competition for best ‘before & after’
photos to be uploaded and shared.
Also a competition to nominate ‘the wonder woman in your life’ to
win a celeb-style makeover - a competition with good motives that
will appeal to the kind side of our target market.

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13. Slides Notes
1. The way she does it
The objective of this project is to develop a marketing proposal for the launch of a
new exclusive female beauty product ­ Kleur Tonacity ­ which drives awareness,
evaluation, sales; in addition to building loyalty and advocacy.
2. Executive Summary
We have identified Kleur Tonacity's target market and created: ‘Wynn: The
professional ‘Wonder Woman.’
Busy, tech savvy and fashionable, she is short on time but needs to look fantastic.
Wynn, will be inspired by our role model who she will be introduced to both online
and off including high end celebrity endorsements on TV, and in high end
magazines.
The offline presence will be reinforced by driving Wynn to digital channels to
discover more about Tonacity’s positioning as a premium, lifestyle choice home
use colour aimed at the busy professional who wants high street results but which
need to be achieved at home in her time.
Blog forums and how to videos will all ‘demystify’ and reassure Wynn that the
results will be dazzling, safe and consistent.
Outstanding results will encourage Wynn to become an online ambassador for the
product.
3. Objectives
Context
Kleur Tonacity is a high­end hair colouring product, which has all the usual Kleur
guarantees: it gives good quality, lasting colour and is odourless and ammonia
free.
Research shows that women are concerned about the ability of a wash in/wash out
home hair colouring product to deliver a reliable multi­tonal effect.
Kleur Tonacity comes with a bespoke application tool designed by a team of
engineers, which allows women to apply multiple colours with ease, creating a
multi­tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and
create a salon quality look.
USP
Kleur Tonacity is the first home hair colouring range to give a truly multi­tonal
result, so there's no need for a trip to the salon.

14. Our smart objectives are ambitious. With a unique product like Tonacity, supported
by all the existing brand associations of Kleur, there should be no problem in
achieving these aims given the right marketing strategy.
Our conversion rate objective is based on common conversion rates with the aim of
having better than average targeting. (Source for common conversion rates: Smart
Insights Ecommerce Conversion Rates, April 2015
www.smartinsights.com/ecommerce/ecommerce­analytics/ecommerce­conversion­
rates/​ )
4. ​Our proposal: marketing strategy and resources
The importance of engaging with our audience online cannot be overstated. Particularly
when it comes to encouraging sharing and recommendations: ​“​Top of the list of the factors
influencing women to purchase a product (at 84%) was a recommendation from family,
friends or peers.” Marketing Magazine, April 2015.
http://www.marketingmagazine.co.uk/article/1344184/eight­key­marketing­women­trends­
m2w­conference
In the same article we learn that​ ​“On average women research 10 sources of information
before buying a product (versus two for men). Brands need to give women an opportunity
to learn more about them and give them the tools to try, share and recommend.” Our ‘how
to’ videos and other features will be a strong educational point and allow for sharing too.
Real Business Source:
http://realbusiness.co.uk/article/29079­uk­women­spending­460m­per­week­online
4. Market and Competitor Analysis
UK hair colour market is crowded and competitive whilst in the last year market has
shown a slight decline but the temporary hair colour market is growing fast thanks
to the crazy coiffures of Katy Perry, Nicki Minaj and other celebrities.
The market full of different hair colours but there is none which gives you salon
results at home. Home hair colour kits costs anywhere between £3.49 to £8.49 and
Salon prices start from £40 onwards. Kleur Tonacity sits in the middle between
home hair colour kits & salons. There is a gap in the market and need for a luxury,
high end product, delivering salon quality colour at the comfort of your home.
5. Target Audience
She is “Wonder Woman” (a Wynn), a busy woman balancing between work and
life. She is focused on efficiency. Despite of her busy style life, she wants to look
fantastic, but sitting in a salon is “waste of time” to her. Instead of sitting in a salon
she wants to do something more valuable like spending more quality time with
family and friends.

15. She is technologically savvy and follows what's new and trendy tough different
digital channels and apps usually on the go. She also seeks new digital services
that can help her master her busy life.
She is active on Facebook, YouTube, Twitter, and Pinterest. She buys or she is
subscribed to fashion magazines, watch celebrities programmes on TV and she is
aware of trends and celebrities.
She shops online always when possible. Quality and service are her key motivators
when shopping in­store or a boutique.
Key profile: Wynn is a 30­50 year old busy professional, may have children, earns
a reasonable ­ high salary , drives a land rover or a sports car, is very stylish and
doesn’t have time to visit the salon as often as she’d like.
6. Customer Journey and Touchpoints
We identified many touch points in the customer journey and moments of truth.
These are a combination of offline and online channels, combined by online and
offline influencers. The campaign has been designed and developed to take the
client from the initial ‘stimulus’ through the zero, first, second and ultimate moments
of truth by which stage the customer will be a firm advocate and ambassador for
the product.
7. Campaign Main Pillars
The campaign has three main pillars:
1­ Competition for a Celebrity Stylist appointment
We consider that the key in launching a new consumer product is physical trial that
give an extra value to the high profile prospect that we have. We want to motivate
them to participate on a social media contest to get a place with a celebrity stylist
that advice them about what’s the best hairstyle for them, of course using Kleur
Tonacity.
2­ How To’s videos and posts
We refer to how to’s as ways to explain how to use the product, how to innovate
and look fantastic with them.
As the slogan of the campaign is “The Way She Does It” we want to connect with
the target market showing them how to use the product, how easy is to look
fantastic… showing different ways of how she does it to look splendid.
In order to do that, we would use mainly Youtube, Pinterest and Facebook as well
as bloggers. All these materials will be reflected on the website in order to be found
easily on search.

16.
Examples:
https://www.youtube.com/watch?v=qQrvG_iz1Sk
http://www.clairolpro.com/VideoGallery
https://www.youtube.com/watch?v=ckwbEV­Adng
http://www.lorealparisusa.com/en/beauty­library/videos/hair­color­application­video­
excellence.aspx
3­ Key Fashion Bloggers
Organize a selective evening for 5­10 key fashion and beauty bloggers and let
them try the product. The idea is to create a blogger co­operation with
http://www.vogue.com/beauty/hair/ and likewise sites as well as contact best
beauty bloggers like:
http://www.blowltd.com/magazine/magazine/27­most­powerful­uk­beauty­bloggers­
weve­crunched­the­numbers.html
8. Paid Advertising
Paid advertising will extend the reach, in particular to reach the zero moment of
truth, mainly paid per click, display ads, youtube ads, twitter ads and Facebook
ads.
Online advertising on Display Doubleclick selecting the right categories.
Include mobile advertising.
Pay per click:
● keywords/key phrases that leads to the brand site, where one can find more
info on the product and on where to buy. Search also super important
together with the trial road­show.
● Big Display ads (pc,mobile, tablet): Google display network select sites that
has a wide audience. A short but massive campaign (3 days). Strong visual
image and direction to web site, re­targeting to those who visited the
Tonacity web page.
● Embedded display ads with video content on few selective media sites
(Vogue)
● YouTube pre­rolls. contextual targeting
● Facebook Campaign CPC, Twitter lead generation cards with videos, etc..
● Important to ensure landing pages for each ad are relevant and consistent
with advert with clear call to action
Keyword search phrases­ Generic
● Hair Colouring at home
● Best at home hair dye
● Luxury at home hair dye
● Salon style colouring at home
● How to make home hair colour look professional
● Salon style hair in minutes

17.
As Tonacity could be considered a ‘disruptive’ product to hair salons, we also suggest that
we target the following phrases (as an example), mostly linked to location, for Google
Adwords:
● Hair salons near me
● Professional hairdressers near me
● Mobile hairdressers in my area
9. Content Strategy, Artwork and Copy
As the product is aimed at a more mature market than teens & early twenties, our brand
identity and use of models should reflect this.
Content/SEO strategy:
The key search terms we have identified will appear in strategic places including headings
and page titles.
However, our copywriters will ensure that content is interesting, targeted and with a good
mix of images and videos before anything else. Rich, sticky content will increase our
ranking and deter a high bounce rate. Targeted landing pages will also assist with this.
Our content will focus on a good coverage of the content marketing mix. ​Educational ​will
include ‘how to’ videos and blog posts, and the use of celebrity and vlogger endorsements
will help ​convince ​and ​inspire​. Social Media content will include lots of fun, sharable
content such as ​Buzzfeed­type lists with GIFs or images ­ e.g. '17 ways to know it's time to
treat yourself', which will ​entertain​.
10. PPC, Display Advertising and Social Media
To include retargeted ads, Google Adwords and a huge push across Social Media,
particularly Pinterest
11. Measurement
The KPIs are explained in the slide, but we would measure the online awareness we
generate for the product. On the website we would understand the frequency and length
of visits the number of return and new visits. Another key metric would be understanding
the engagement across social channels this would be evaluated by following e mail sign
ups, and Youtube channel views. The increased number of likes and follows through
social channels would be a KPI.
We will measure different things depending on the channel:

18. Facebook:
● Facebook insights and power editor will be used to measure the below social
activities on the channel
● Organic and paid: Social sentiment (ratio of positive to negative comments)|
number of comments, likes, and shares (change in engagement rate)| total reach and
reach per publication/post | number of video views| number of new fans.
● Paid: CTR, relevance score, average cost per action (clicks, impressions, video
views, conversions, clicks­to­website), total cost, and number of impressions.
Twitter:
● Organic and paid: number of tweets, retweets, mentions, favorites, and new
followers.
● Paid: cost per follower and cost per tweet.
Youtube:
● Number of of total views, number of views per video, engagement rate
(comments, likes, dislikes, and shares), number of channel subscribers.
Google Adwords
● Average cost per action (click, impression, conversion, etc.)
● Click through rate
● Total cost
Google Analytics (synched to webmaster tools):
● Number of visitors, page views, and new sessions on website and landing pages.
● Traffic coming to the website and landing pages through social media channels
(Facebook, Twitter, and Youtube)
● Traffic coming to the website and landing pages through organic search.
● Traffic coming to the website and landing pages through paid search
● Traffic coming to the website and landing pages through display ads.
● Number of conversions on landing pages and website. Conversions in that case
means any response to a CTA, it could be buy now or have a try.
● Time spent on website pages, subpages, and landing pages.
● Bounce rate on the website and landing pages.