12. Market insights
People purchasing the product are usually housewives/mothers with the
majority being between 25 and 60 years old (80%) and 20% bachelors.
Women choose the product based on the below:
• Recommendation (from friends of community)
• Tradition (usage based on inheritance from mother to daughter)
• Trial and evaluation
• Advertising ATL and BTL
13. Market insights
Ecofriendly: as noticed, the market is dominated by the traditional
giants. Those market shifter, at this stage, are not emphasizing on
providing an ecofriendly product (e.g. phosphate free)
Criteria on which consumers judge their products
• Detergency/color effectiveness
• Smell
• Price effectiveness
• Skin contact (causes allergies or not)
• Leaves granules on the clothes
14. Online Insights Reach
Potential reach:
Relation ship status:
married
200,000 women
Interests:
Eco Friendly
60,000 women
Women in KSA
Age: 18-34
1,420,000 women
15. Our approach: Tactics
Retargeting often performs better than other forms of display advertising, and adding it into the digital
marketing mix can help drive incremental conversions, increase customer loyalty, and raise brand
awareness.
47. Budget/Spend
Media Budget: $150,000
Media Teaser: $60.000
Revealer: $90,000
AR in two malls, one in Riyadh and one in jeddah: $100,000
microsite, campaign concepts: $20,000
Sampling: $30,000
48. Campaign Benefits
How we exceeded expectations.
Created Eco-Friendly image of brand that’s missing in the market.
Setting KPI’s to reach targeted goals.
Brand ambassadors via social media to create the viral reach.
The creation of database of the targeted audience for future advertising campaigns.
“Listen to your mother when she tells you this is… Ocean Blue”
“Listen to your mother when she tells you this is… Green Grass”
“At least this is what color it will be…”
“Listen to your mother when she tells you this is… White Snow”
“Listen to your mother when she tells you this is… Rose Red”
“At least this is what color it will be…”
“Let’s see through the year 2050 (repeatx3)”
“This is the earth in 2050 if we don’t take action”
Transition to our Approach… Why 2050?
shock the target audience out of being indifferent by showing a future that is not being taken care of. the future chosen (2050) is not too distant for the target audience to realize what we do today affects how our children live tomorrow.
Small steps create a big difference
The beginning of our approach and what the entire campaign revolves around are the 3 pillars we defined.
for eco-friendly- keep the colors refers to keeping mother earths colors natural
for cleaning power- refers to keeping your clothes looking true to color
for inheritance- be smart and trendy and listen to your heart
Show teaser banners (in notes, we create personal attachment at this point as well as curiosity about the visuals
landing page - landscapes blurred (blurred to “see through to 2050”. landing page will have a qr code for mobile scan
sign in through Facebook to prevent. upon signing up, a tip will be shown on being environmentally friendly where the user can share via Facebook.
upon sharing a “spin” is credited to the overall count (referencing the washing machine/earth spin)
At this point the users are engaged by the teaser campaign without knowing what the product is or if there even is a product.
We will use augmented reality in mall activations to engage our target audience throughout the teaser period of the campaign. Onsite: the user will see a large screen in front of them at a mall. 2 activations, one in jeddah and one in riyadh.
Upon detection of the user, a screen will appear for the user to begin the experience.
A globe appears where the user can swipe their hand to “spin” the globe.
The globe will land on a location and show the user standing within the “bad” environment
They are asked to “sign” the petition via iPad by logging in with Facebook or twitter.
Once they are logged in, they can share the tip that appears on the screen to add a “spin” point to the collective.
Visual of the AR in mall.
Revealer: Be smart, Be Trendy… Smendy
Banners showing the correct colors with explanation of the concept of listening to your mother. banners reveal that the mother is in reality “mother earth/ mother nature”
The banners will lead to the website for smendy highlighting a viral video created by the onsite AR activation and the washer earth combo “spin” point collector.
The banners will lead to the website for smendy highlighting a viral video created by the onsite AR activation and the washer earth combo “spin” point collector.
