Michael Campbell | Squared Online | September 2013
Integrated multi-channel plan
Squarelle Tonacity is set to shake up the highend hair colouring market, with the promise of
convenient home application combined with
long-lasting, multi-tonal, salon quality colour.
The challenge is to persuade the target
audience of affluent but busy women that
Squarelle Tonacity can deliver on its promises
and provide an attractive alternative to both
expensive salons and cheap home colouring.
The marketing launch is essential to create
brand awareness and drive trial, sales and
Digital will play a key part in this, and
£400,000 has been allocated to support an
integrated multi-channel plan.
Rushed Rachel: Affluent professional mum
Busy professional female, married with young
children, aged 35-45, high income, home
TV: Strictly Come Dancing, Downton
Abbey, Grand Designs.
Press: Ideal Home, Sunday Times, Grazia.
Web: Mail Online, Ocado, Mumsnet.
Shops: Boden, John Lewis, Next.
Attitude to Hair Care
Wants to look young and stylish, uses
highlights to cover emerging greys.
Enjoys the salon experience, willing to
pay for quality style and colouring.
Difficult to keep up with appointments,
would consider a convenient alternative.
Concerns About Squarelle Tonacity
It could be messy and time consuming.
Is it really worth the effort?
Salon quality home highlights, whenever suits you
Sarah Saver: Style savvy, but short of cash
Urban professional female, living with
partner, no children, aged 25-35, medium
income, renting and saving for a deposit.
TV: X-Factor, New Girl, Britain’s Top
Model, Great British Bake Off.
Press: Cosmopolitan, Stylist.
Web: The Guardian, YouTube, Facebook.
Shops: Topshop, H&M, Office, ASOS.
Attitude to Hair Care
Adventurous, willing to try new styles,
influenced by celebrities and by friends.
Regular salon cut and colour, enjoys
looking her best and feeling confident.
Concerned about the cost of the salon,
would consider a cheaper home option.
Concerns About Squarelle Tonacity
It might look cheap and amateurish.
Will everyone know it’s done at home?
Salon quality home highlights, your style secret
Attention, persuasion, trial, advocacy
Our target audiences need convincing that that Squarelle Tonacity is a premium product
that will look great and will be worth the effort. Inspiration, social proof and advocacy from
friends and celebrities can help overcome these objections.
By understanding our consumer, we can optimise the digital journey based on her needs
throughout the decision making process. Appropriate media will be selected throughout to
engage, persuade, support and celebrate:
Desire & Awareness
• Be visible – display, search & social
• Be aspirational – beautiful image content
• Educate and inspire – blogs, images
• Overcome objections – ‘how-to’ videos
Trial & Purchase
• Easy to discover – always on search
• Easy to trial – social support teams
Loyalty & Advocacy
• Show off your look – crowdsourced content
• Tell your friends – community incentives
Source: Matthewson, 2010
Tactics – Search
Always on Search: be visible and encourage consideration
An integrated approach to organic and paid search will enable Squarelle Tonacity to capture
the attention of interested, in-market searchers:
SEO based on high quality content and earned links will drive increasing traffic
PPC based on competitive CPA objectives will boost traffic, enquiries and interactions
Paid Search Planning
Always on Brand Campaigns – to maximise traffic from interested searches
Flexible Generic campaigns – to steal share from competitors
Intelligent budgeting to maximise the cross-media multiplier effect
Segmented structure reflecting user needs e.g. quality, convenience, cost
Tightly focused ad copy, relevant landing pages and optimised CPC bidding
Utilise data to test and learn on effective messaging and calls-to-action
Innovate with latest betas e.g. Video Extensions, Image Extensions
Utilise Enhanced Campaigns features e.g. Click to Call and Ad Scheduling to boost CTR and
conversion rate and maximise return on investment
Increase reach and gain cost efficiencies by targeting Yahoo/Bing as well as Google
Source: Google Keyword Planner
Tactics – Display
Targeted Display: promote brand awareness
Combine striking visuals with engaging copy
and intelligent placement targeting to attract
potential customers and drive brand awareness:
Understand the funnel and optimise
placements to maximise limited budgets.
Integrate with press, outdoor and TV to portray
a consistent brand message and personality
Utilise remarketing across GDN and Criteo to
entice non-converting users to the site
Utilise contextual, behavioural, demographic
and device based signals to display the right
message at the right time
Balance brand awareness with direct
Make use of innovations in rich media ads and
real time bidding
Agree CPA and CPM objectives based on media
Source: Google Display Planner
Tactics – Video & Content
Video & Content: inspire, educate & engage
Engaging use of both brand content and usergenerated video will inspire trial and help reassure
our audience about quality and ease of use.
Partnering with hair and beauty blogs will create buzz
and excitement around the Squarelle Tonacity brand.
Integrate online content with TV creative featuring
Blake Lively from Gossip Girl – our rona
Create additional content, hosted on YouTube,
demonstrating colour and style inspiration
Run educational ‘how-to’ videos, reassuring about
ease of use and convenience
Run bursts of TrueView advertising to extend reach
Encourage UGC, e.g. competition to ‘share the look’
Partner with influential fashion bloggers to
encourage trial and positive reviews
Investigate affiliate programmes with receptive
bloggers to promote consideration and trial
Tactics – Social
Social Media: owned, earned and paid social
Build communities on Facebook, Twitter, Pinterest & YouTube. Engage, inspire and
encourage loyalty and advocacy – social proof and word of mouth is crucial. Offer
outstanding service and support, but remember – our target audience is busy!
Owned Media: develop rich social content plan, to influence each
stage of the purchase cycle.
• e.g. Behind the scenes TV advert, ‘how-to’ videos’, live
hangouts, Twitter chats, exclusive content
Earned Media: build community hubs and encourage sharing on
social networks to maximise exposure and introduce new fans
• e.g. Reviews, demonstration videos, Facebook / Twitter style
tips, fashion advice for busy mums
Paid Media: use paid social media to extend reach and drive
• e.g. Sponsored Stories and Promoted Tweets
Timings & Costs
Detailed Tactical Plan: All channels
The activity has been planned to work alongside the other channels, and maximise the
multi-channel multiplier effect across the key mid weeks of the launch.
Search and social channels are ‘always on’, supported by tactical bursts of display,
video, and paid social to enable testing and optimisation throughout.
Search | Organic | SEO
Search | Paid | Google
Search | Paid | Yahoo/Bing
Display | Launch Campaign
Display | Retargeting
Video | YouTube | Content & Partnerships
Video | YouTube | TrueView Advertising
Content | Partnerships | Hair & Beauty Blogs
Social | Owned | Community Management
Social | Earned | Content & Partnerships
Social | Paid | Social Advertising