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Similar to Endless Euphoria marketing campaign targets women 18-34
Similar to Endless Euphoria marketing campaign targets women 18-34 (20)
Endless Euphoria marketing campaign targets women 18-34
- 1. Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas Endless Euphoria
- 2. Agenda Objective & Strategy Trial The Target Awareness BudgetFlighting ROISummary 2 Follow Target Engagement #HowAreYouEndless
- 3. Objective Drive sales during key gift-giving holidays and capture new customers to establish relevance and aspiration for Calvin Klein’s Endless Euphoria. 3#HowAreYouEndless
- 4. Driving Trial “In-store sampling is 6x more effective at driving purchase than visual communication alone” “When women were asked how they chose and purchased fragrances, scent strips and in- store trials were the key drivers” "The best way to have women buy fragrance is to have them smell it… The most efficient way is through magazine scent strips." 4#HowAreYouEndless Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age
- 5. Strategy Drive trial by following our target consumer throughout the purchasing process, creating awareness and engaging them from early decision-making, through in-store trial, to purchase. 5#HowAreYouEndless
- 6. The Target: Women 18-34 Youthful and flirty Lighthearted Optimistic Loves attention Street smart 6#HowAreYouEndless
- 7. Creating Awareness To Drive Trial 7 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
- 8. 8 To Drive TrialAwareness #HowAreYouEndless • Enjoys movies • Engages brands via social media • Streams online content • Watches Primetime TV . .. Awareness
- 9. “WHEN I SEE SOMETHING INTERESTING ON TV, I OFTEN GO ONLINE TO FIND OUT MORE ABOUTIT.” [154] Primetim e[223] [201] [199] [156] [136] [133] [122] “MUSIC IS AN IMPORTANT PART OF MY LIFE” [123] 9 Highly Viewed and Relevant TVAwareness #HowAreYouEndless February 16, 2016 December 2016 Sources: 2015 GfK Mediamark Research & Intelligence LLC 2015 Billboard 2014 Prime Media Productions Network Information & Demographics
- 10. Discrete Targeting in a Growing Market Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows. :30 Video Video Skin 10 Awareness #HowAreYouEndless
- 11. Through Endorsement of Euphoria Lifestyle 9.5MM Subscribers Beauty, Fashion & Lifestyle Frequently does endorsements Youthful, flirty, elegant, light hearted and optimistic 11 Awareness Strategically Placed Video Ads: Ingredient storytelling #HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec
- 13. With Relevancy Air commercials for Snapchat followers on Discover categories 13 Awareness #HowAreYouEndless
- 14. During the Valentine’s Day Season “I OFTEN PAY ATTENTION TO THE COMMERCIALS AND PREVIEWS AT THE MOVIE THEATER” [165] Source: 2015 BoxOfficeMojo February 12, 2016 February 5, 2016 14 Awareness #HowAreYouEndless
- 15. Initial Trial 15 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
- 16. Critical in the Fragrance Buying Process 16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume Initial Trial #HowAreYouEndless
- 17. In Magazines Read by our Target Through Scent Strips “FASHION MAGAZINES HELP ME DETERMINE WHAT CLOTHES TO BUY” [163] [173] [151] [138] [230] “I OFTEN VISIT WEBSITES OF MAGAZINES I READ” [173] 17 Initial Trial Source: 2015 GfK Mediamark Research & Intelligence LLC
- 18. Interactive Advertisement- OOH 18 Step 1: Approach Step 2: Insert Hand Result: 200K+ Activations in 5 weeks Initial Trial #HowAreYouEndlessSource: Dec. 2013 JCDecauxna.com Step 3: Experience Brand & Scent
- 19. Follow Target Consumer To Store 19 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
- 20. Target Fashion Cities New York, NY Los Angeles, CA San Francisco, CA Dallas, TX Miami, FL Source: March 2015 LifeStyleMirror 20 Follow Target #HowAreYouEndless
- 21. 21 Source: 2013 American Community Survey Follow Target Density of our target market in Manhattan Where is our Customer? #HowAreYouEndless
- 22. 22 Follow Target Stores in Manhattan that sell Endless Euphoria Where can they get our product? #HowAreYouEndlessSource: 2013 American Community Survey
- 23. 23 Follow Target Subway lines in Manhattan How Will they get there? #HowAreYouEndlessSource: 2013 American Community Survey
- 24. 24 Follow Target Highly indexed areas lines our target will use to get to the stores Our Key Areas #HowAreYouEndlessSource: 2013 American Community Survey
- 25. 25 Follow Target #HowAreYouEndlessSource: 2013 American Community Survey
- 26. Follo 26 For Auto-Centric CitiesFollow Target #HowAreYouEndless
- 27. In Malls: Close to Point of Purchase 27 Follow Target #HowAreYouEndless
- 28. Engage Consumer Before They Enter The Store 28 Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-store Trial
- 29. Pre-Store Engagement 29 Engage #HowAreYouEndless Customer Approaches Store Push Notification Ad Engages Customer Customer Driven to Trial Foot Traffic Lift + 147% Visit Frequency Lift + 215% Source: 2015 Verve Mobile
- 32. 32
- 33. Summary 33 Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-Store Trial TV Online Video Social Media Cinema Print Interactive Billboard Geographic Segmentation Out-of-Home #HowAreYouEndless
- 35. Appendix 35 2015 GfK Mediamark Research & Intelligence LLC
- 36. Appendix 36 2015 GfK Mediamark Research & Intelligence LLC
- 37. 37 Appendix
- 38. 38 Appendix
- 39. 39 Appendix
- 40. 40 Appendix