!
Beauté de Maman!
New Product Launch!
BeebyClarkMeyler.com | @GoBCM!

• 

Launch a new product line into the crowded beauty and pregnancy
markets, keeping in mi...
BeebyClarkMeyler.com | @GoBCM!

• 

Develop and test various creative solutions in order to determine the most
effective a...
BeebyClarkMeyler.com | @GoBCM!

• 

Focus group respondents were asked to evaluate the brand positioning
statements and de...
BeebyClarkMeyler.com | @GoBCM!

• 
• 

• 

Both brand identities performed well, with over 85% responding favorably"
The C...
BeebyClarkMeyler.com | @GoBCM!

• 

• 

The final creative solution was produced based on additional insights from
the focu...
BeebyClarkMeyler.com | @GoBCM!

Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. ...
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Beauté de Maman New Product Launch Case Study

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This case study shows how Beeby Clark+Meyler successfully launched a new product line into the very crowded beauty and pregnancy markets.

Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.

We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.

For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

Published in: Marketing, Business, Design
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Beauté de Maman New Product Launch Case Study

  1. 1. ! Beauté de Maman! New Product Launch!
  2. 2. BeebyClarkMeyler.com | @GoBCM! •  Launch a new product line into the crowded beauty and pregnancy markets, keeping in mind:" •  Beauté de Maman has little to no awareness in the market" •  New and expecting mothers are highly critical of advertising" •  Competition is fierce in both the beauty and pregnancy categories" ""
  3. 3. BeebyClarkMeyler.com | @GoBCM! •  Develop and test various creative solutions in order to determine the most effective approach
 " •  Touch an emotional chord in new and expecting mothers to catch their attention, and then communicate the core benefits of the products
 " •  Based on consumer insights and research, two distinct approaches were taken in order to identify the brand positioning that would resonate best: Emotional Essence versus Confidence" "
  4. 4. BeebyClarkMeyler.com | @GoBCM! •  Focus group respondents were asked to evaluate the brand positioning statements and design themes" Advertisement #1 ! Pregnancy Silhouette! Positioning Statement 1" Advertisement #2 ! “Green Box”! Positioning Statement 1" Positioning Statement 2" Positioning Statement 2"
  5. 5. BeebyClarkMeyler.com | @GoBCM! •  •  •  Both brand identities performed well, with over 85% responding favorably" The Confidence approach scored stronger across the board, making it the preferred positioning statement" A rich emotional association with the silhouette design theme led to its selection"
  6. 6. BeebyClarkMeyler.com | @GoBCM! •  •  The final creative solution was produced based on additional insights from the focus groups along with the selection of the highly resonant brand identity and the preferred design theme" Our media tactics presented the messaging in a highly effective way in a multichannel launch effort spanning print, mobile, display and social" Full Page Print Ad" Half Page Print Ad" Desktop Display Banner Ad " Mobile Display Banner Ad" Facebook Post-Mobile Ad" Mobile-Optimized Campaign Landing Page"
  7. 7. BeebyClarkMeyler.com | @GoBCM! Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. " We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. " For more information, contact Stuart Meyler, Principal" smeyler@beebyclarkmeyler.com, 203.653.7950" ! Visit: BeebyClarkMeyler.com! Follow: @gobcm"
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