Client: OPI Products Inc.Product: OPI’ssummer 2013seasonalproduct: Couture de MinnieNailCampaign Description: A digital marketing campaign, including social media marketing, PPC advertising, and SEO for OPI's 2013 summer limited nail polish. Campaign Duration: July 1, 2013 - September 30, 2013
Key Performance Indicator: 1) Grow revenue in the U.S.A. by 3 percent in the third quarter. 2) Increase new iPhone app downloads to 300 per month (July - September)
Target Audience: Females aged 18 to 34 who are existing or potential OPI consumers.Buyer Persona I: Females aged from 18 to 24. They are young and energetic college students who are fashion-conscious, driven, studious, and involved on campus. They like to paint their nails to gain a sense of self-satisfaction, and they like to share their fashion ideas and everyday outfits with theirs friends on Facebook and Twitter. Buyer Persona II: Females aged from 25 to 34. They are young professionals who are enthusiastic toward their first or second full-time job. They want to look professional, fancy, and neat. Painting nails is not only a part of their everyday outfit, but also is a way to look professional and always well-prepared.
Before big ideas, let’s talk about these girls from 18-34. Girls change their hair style every day, wear different tops every day, switch from one bag to another every day, and even wear different earrings every day. However, girls paint their nails, but they don't normally change it every day. Plenty of girls wear the same nail polish for days, wait until it finally chips, and change to another kind of polish.
OPI is now telling girls that nail polish is no different to any other part of your everyday outfit. Girls, change your nail polish as how often you change your jeans and purses!
Communication Strategy: Practices on social media sites are going to follow the big idea, "Your Everyday Summer Outfit." Corresponding with the product's principle of design-- Minnie's closet-- we are going to persuade the TA how to add this product to their everyday summer outfits. Our posts on social media site will circulate around the big idea, and we will run events that interact with the TA and encourage them to share their summer outfits with OPI as well as other girls.
Twitter: We are going to monitor and manage OPI's Twitter for three months as well. We will monitor Twitter for related keywords, and respond those who are talking about OPI, summer nail polishes, or their summer outfit with introduction of the product of links. Also, we hunt you down new followers every week; we target users by their buyer personas, tweet keywords, biography keywords, and locations. We generate about 7 posts every day to keep the account live and active.
Fashion is a visually presented idea. Most girls share their new nail polishes or daily outfits by pictures, so Pinterest is a perfect platform to attract the TA. On Pinterest, style and fashion board is the third most popular category. We are hosting a Pinterest contest: people simply create a board, pin outfits that suit OPI's 2013 summer fashion, include at least one pin from OPI's "Couture De Minnie" board, and add "#OPIminnie2013" on every pin. The winner is picked by OPI; she can win the upcoming OPI 2013 fall nail polish set, and she will be invited by OPI to be their summer guest stylist until September.
Following OPI's tradition to hold events on instagram when new seasonal products are launched, we are going to encourage Instragram users to attend the 2013 summer event for OPI. Users just simple take pictures of their nail style, add "#OPIminnie2013", and post it on Instagram. The more frequent they post and the more different styles they create, the more possible they will be picked as winners. The three winners are going to receive one free coupon for any of local OPI salons as well as three 75% off coupons on any OPI nail polish set purchase that valids for a year.
Google Adwords: We will run a Adwords testing for 2 weeks. There will be 15 key words selected for running a testing, ranging from popularity 301,000 to popularity 1,000 on Google search. Generic words like “nail polish,” "OPI nail polish," or “nail polish set” are avoided to reduce the cost of bids and low quality of traffic. Sample Adwords are as follows:
As world's leading nail polish brand as well as the number one voted nail polish brand in the USA, the key of marketing stratery for OPI is more like "informing" rather than "persuading." Customers always know that OPI launch its seasonal product at least four times every year, so OPI don't need to put a lot of efforts on online advertising. Utilizing exsiting social media accouts well, continuing enhance its brand image online, and informing customers what's new are keys for OPI's new product to succeed in the marketplace.
O.P.I. | Digital Strategy
COUTURE DE MINNIE
Digital Marketing Campaign
July – September, 2013
KEY PERFORMANCE INDICATOR
1) Grow revenue by 3%
in the third quarter
2) Increase new iPhone app
downloads to 300/mon
(July – September, 2013)
TARGET AUDIENCE (I)
Buyer Persona I.
• Young and energetic college
students who are fashion-conscious,
driven, studious, and involved on
• Like to paint their nails to gain a
sense of self-satisfaction.
• Tend to share their fashion ideas
and everyday outfits with theirs
friends on Facebook and Twitter.
18 – 24
TARGET AUDIENCE (II)
Buyer Persona II.
• Young professionals who are
enthusiastic toward their first or
second full-time job.
• They want to look professional,
fancy, and neat.
• Painting nails is not only a part of
their everyday outfit, but also is a
way to look professional and always
25 – 34
BEFORE THE BIG IDEA
Girls change their hair style every day, wear
different tops every day, switch from one
bag to another every day, and even wear
different earrings every day.
EVERYDAY vs. EVERYDAY ?
Plenty of girls wear the same nail polish for days, wait until it
finally chips, and change it to another kind of polish.
OPI is now telling girls that nail polish
is no different to any other part of
your everyday outfit!
Girls, change your nail polish
as how often you change
your jeans and purses!
1) In light of “Minnie's Closet,” we are
communicating with the TA to add our product
to their “everyday summer outfits.“
2) All digital practices will relate to “everyday
summer outfits,“ and online events will be
conducted to encourage the TA to share their
summer outfits with OPI and their social clusters.
Different nail styles created by
Couture de Minnie
Recommendations and reviews by
2013 trendy summer outfit,
including nail styles
Promotion for online contests
I. Monitor related keywords
II. Respond and interact
III. Target right users by keywords & bio
IV. Hunt down new followers every week
V. Generate ~7 posts every day
OPI Pinterest Contest
• Fashion is a visually presented idea
• Style and fashion board is the third most popular category
OPI Minnie Mouse 2013
Check out Minnie's runway now!
summer limited nail polish set
OPI summer nail polish
See OPI 2013 Minnie collection!
voted as #1 best nail polish brand
Best Nail Polish 2013
Try OPI Minnie Mouse summer set
Your everyday summer fashion!
— STEP I —
7/1-7/15 keyword test
— STEP II —
7/16 campaingn starts
July – September, 2013
1) Agency Service Charge: $5000/mon
Weekly campaign updates
Monitor & manage social media accounts
Professional consultants (3hr/week)
2) Google AdWords : $45,000/mon
total keywords (15) × cost per click ($1) × minimum clicks (100/day)
= $1,500/ day
As world's leading nail polish brand as well as the number
one voted nail polish brand in the USA…
“INFORM” RATHER THAN “PERSUADE”
• Utilize existing social media accounts well
• Continue enhancing brand image online
• Always to inform customers “what’s new”