Squarelle Tonacity
“Affordable confidence”
Presentation by Andy Wood
Brief and Initial Considerations
Squarelle Tonacity
- A brand new brand in a crowded market place with well recognised
com...
Target Audience
Squarelle Tonacity
We feel there are 2 target audiences:
“Julie”
38-48
Senior management / Director role
W...
The journey they will take
Squarelle Tonacity
- Stimulus
- Through the advertising and PPC campaign
- Reading of articles ...
Single Minded Proposition
Squarelle Tonacity
“Confidence in change”
The Idea
Squarelle Tonacity
- The objective is to get 1,000,000 women to
change their hair colour this Summer & inspire
ot...
Digital
Squarelle Tonacity
- Website should provide inspiration to visitors and offer
guidance on colours
- Important to c...
Digital
Squarelle Tonacity
Digital
Squarelle Tonacity
Karren Brady 2.1 25,000 20,000 20,000 65000 975 2048
hair colours 0.7 22200 22200 18100 62500 9...
Digital
Squarelle Tonacity
- Search will be purely PPC
- Clever use of PPC to drive visibility for key news articles
- new...
Offline
Squarelle Tonacity
-Target popular business areas
Exhibition centres
Tube
Bus
Taxi
Train – first class
Airport – T...
Offline
Squarelle Tonacity
- A key area will be point of purchase
- Interactive lounges – hair colour matched on screen be...
PR
Squarelle Tonacity
- Social will be a key driver
- Twitter will be a key channel as it is much used by our target audie...
The Media
Squarelle Tonacity
April May June
Magazines Cost per full page insertion
Vogue 30,000 60,000
Cosmopolitan 20,000...
Summary
Squarelle Tonacity
- A hard working campaign which looks to provide confidence
- Confidence in the product through...
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Squared Online - Squarelle Tonacity Presentation

  1. 1. Squarelle Tonacity “Affordable confidence” Presentation by Andy Wood
  2. 2. Brief and Initial Considerations Squarelle Tonacity - A brand new brand in a crowded market place with well recognised competition The product will be compared relative to existing hair dyes. £25 should be seen as paying for assurance - Targeting time poor, affluent women. Squarelle Tonacity provides a time efficient solution to a luxury problem - Case studies needed to provide confidence - Distribution is limited – only available at department stores - Lunchtimes and after work in the city will be important - Digital purchases will be difficult – John Lewis will be biggest opportunity
  3. 3. Target Audience Squarelle Tonacity We feel there are 2 target audiences: “Julie” 38-48 Senior management / Director role Works in professional services Married, 2 children (aged 9 and 12) Main or equal bread winner Drives Audi or BMW convertible, shops at John Lewis, Waitrose & Next Leaves home at 7am, arrives home at 7pm Work continues into the evening but weekends are for the kids “Charlotte” 27 - 32 High riser in business – good achiever Started dating recently. Hangs out upmarket bars with friends. Drives a mini or Citroen C2, shops at Next, Zara and Coast Active social life - when not networking she is meeting friends Enjoys fashion and looking good at work
  4. 4. The journey they will take Squarelle Tonacity - Stimulus - Through the advertising and PPC campaign - Reading of articles and blogs - ZMOT - Reading reviews - Experience on the website - can I find my colour easily? - is there enough advice? - are there case studies? - can I purchase it easily? - FMOT - In-store – POS and Sales Team
  5. 5. Single Minded Proposition Squarelle Tonacity “Confidence in change”
  6. 6. The Idea Squarelle Tonacity - The objective is to get 1,000,000 women to change their hair colour this Summer & inspire others to follow - The campaign will be supported by Karren Brady who by using Squarelle Tonacity will create the perfect honeyied multi-tonal look - Karren is a great role-model, a hard working mother, very successful in business - Our campaign will encourage busy women to change their look this Summer and be confident in the boardroom or on the beach
  7. 7. Digital Squarelle Tonacity - Website should provide inspiration to visitors and offer guidance on colours - Important to clearly provide signposts for visitors to find their preferred hair colour easily. A colour gallery should be easy for visitors to find their colour - An inspiration gallery is a must - Visitors must be able to find their nearest stockist with directions - Video of Karren Brady going through her “transformation” to highlight how easy it is together with the quality - Mobile responsive is a must. A bespoke mobile version of the website should be built to best demonstrate shades on the move
  8. 8. Digital Squarelle Tonacity
  9. 9. Digital Squarelle Tonacity Karren Brady 2.1 25,000 20,000 20,000 65000 975 2048 hair colours 0.7 22200 22200 18100 62500 938 656 hair dye 0.51 18100 12100 12100 42300 635 324 holiday clothes 0.56 12,100 12,100 12,100 36300 545 305 loreal hair dye 0.13 12100 8100 2400 22600 339 44 schwarzkopf hair colour 0.51 8000 6000 6000 20000 300 153 hair colours 2013 0.56 12100 5400 880 18380 276 154 hair colour chart 0.41 6600 5400 4400 16400 246 101 hair colour ideas 0.87 2900 6600 6600 16100 242 210 red hair dye 0.4 5400 5400 4400 15200 228 91 loreal hair color 0.19 5400 4400 3600 13400 201 38 purple hair dye 0.3 4400 4400 4400 13200 198 59 garnier hair colour 0.17 7500 2000 3000 12500 188 32 caramel hair colour 0.48 3600 2900 2400 8900 134 65 loreal hair colour 0.22 1900 1600 4400 7900 119 26 hair colour changer 0.47 2900 2900 1900 7700 116 54 ash blonde hair 0.1 2400 2400 2400 7200 108 11 what hair colour suits me 0.42 2400 1900 1900 6200 93 39 hair dye colors 0.44 1300 2400 2400 6100 92 40 schwarzkopf hair dye 0.39 2900 1900 1300 6100 92 36 holiday clothes for women 0.54 1,900 1,900 1,900 5700 86 46 holiday wear 0.45 1600 1600 1600 4800 72 32 best hair dye 0.68 1600 1600 1600 4800 72 49 garnier hair colour 0.23 1600 1600 1000 4200 63 14 garnier hair color 0.19 880 1000 1600 3480 52 10 hair color chart 0.52 1000 1000 1300 3300 50 26 professional hair colour 0.43 260 260 110 630 9 4
  10. 10. Digital Squarelle Tonacity - Search will be purely PPC - Clever use of PPC to drive visibility for key news articles - new celebrity looks - trending or popular articles - Look to use ad networks to provide coverage - Fashion bloggers - Fashion and hair colour articles - To provide confidence we should develop an app which is an interactive tool where different shades can be tried - Videos will be key – owning a channel on YouTube to provide illustrations of colour in natural light with actresses
  11. 11. Offline Squarelle Tonacity -Target popular business areas Exhibition centres Tube Bus Taxi Train – first class Airport – Terminal 5 Heathrow - Target specific TV channels such as Sky Atlantic, Sky Living, Channel 4 documentaries
  12. 12. Offline Squarelle Tonacity - A key area will be point of purchase - Interactive lounges – hair colour matched on screen before purchase - iPads available highlighting previous colourings - Professional recommendations from trained staff - Pop up surgeries in-store - hair colouring completed live - Pop up surgeries on tour – to offices and to major business events
  13. 13. PR Squarelle Tonacity - Social will be a key driver - Twitter will be a key channel as it is much used by our target audience - Own #confidenceinchange - Use Pinterest & Instagram as key channels - encourage customers to send selfies of themselves - Use Pinterest & Instagram to create a live, real-person inspiration gallery - Interact with bloggers and forums such as netmums and mumsnet - LinkedIn will be a key channel for businesses with Squarelle Tonacity hosting a Karren Brady webinar
  14. 14. The Media Squarelle Tonacity April May June Magazines Cost per full page insertion Vogue 30,000 60,000 Cosmopolitan 20,000 60,000 Grazia 30,000 30,000 Elle 35,000 105,000 Harpers Bazaar 20,000 20,000 Psychologies 15,000 15,000 Red 25,000 25,000 Management Today 5,000 15,000 Insider Business Magazines 2,000 10,000 PR 30,000 Creative & Account Management 30,000 400,000 Media Creative & Account Management 20,000 Posters 100,000 POS 80,000 200,000 Digital Website Development 50,000 App Development 30,000 YouTube videos and Photography 109,000 Social monitoring 50,000 PPC budget 50,000 Cosmopolitan (2,000,000visitors - £30 cpt) 3000 Red (1,000,000visitors - £28 cpt) 3000 Elle (2,000,000visitors - £45 cpt) 5000 Ad Network Budget 100,000 400,000 TV Creative and production 80,000 Sky Atlantic - at late peak (Madmen, Veep) 450 x 1 30 second ad 45,000 Living TV - Next Top Model TV programmes 350 x 1 30 second ad 35,000 Channel 4 18,000 x 30 second ad 540,000 ITV 25,000 x 30 second ad 300,000 1,000,000
  15. 15. Summary Squarelle Tonacity - A hard working campaign which looks to provide confidence - Confidence in the product through Karren Brady as an ambassador using the product - Confidence in results through a great PR team offering support and advice alongside great case studies - Confidence in colour through a strong website gallery and in-store experience - Communications strategy that both influences and engages with the website at the heart of the activity

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