Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Endless Euphoria Media
Strategy
Josh Kotler, Todd Gerstenhaber,
Gabriela Montoya, Valentine Casey
1
Agenda
• Introduction: Objective & Insights
• Point of Sale Media Strategy
• Media Mix
• OOH Plan
• Budget Allocation & Ti...
Objective
• Drive Endless Euphoria sales through a media campaign during the Holiday season
& Valentine’s Day
• Increase a...
2 Main Senses Contrubuting to
Purchase
Olfactory: (Smell) Women aren’t going to wear it if it does not smell good
Visual: ...
Female Fragrance Customer
• 44% of women buy their usual scent
• Repeat PurchasesHabitual
• 1st time Endless Euphoria User...
Purchasing Process
*Women Control 100% of the Perfume Purchasing Process*
6
Points of Sale
In-Store: Women want to smell and
try the perfume before purchasing
VS
Online: Women know exactly what
they...
Point of Sale Strategy
Point of Sale Strategy:
-Reaching women at the point of
sale and directly before in order to
drive ...
Total Monthly Budget Allocation
9
0%
5%
10%
15%
20%
25%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
OOH Digital TV Pri...
Print Plan
Advertise in
magazines with
relevant
editorial content
Integrate into
the perfume
purchasing
process
Drive Endl...
Print Recommendation
• Young
• Fashion-Oriented
• Relevant Editorial Content
• Significant Brand Footprint
“I often read a...
Magazine Profile
12
Readership: 8.6MM
Digital Audience: 29MM
Social Audience: 7.9MM
Content:
Jan, Feb, Oct, Nov, Dec
Reade...
Scent Strips
*Allows women to try Endless Euphoria on their skin, in their home*
13
Magazine Media in the Endless Euphoria
Purchasing Process
1) Generate
awareness of
Endless Euphoria
2) Connects to
content...
Digital Plan
Focus on digital
relevant to
demographic
Snapchat &
Instagram
Generate brand
recall and
recognition
15
Instagram and Snapchat vs.
Facebook
45%
23%
16%
26%
26%
22%
13%
19%
19%
10%
15%
18%
6%
12%
15%
1%
4%
10%
Snapchat Users
In...
Digital: Snapchat
17
18
Digital: Instagram
19
Instagram Lifting Brand Recall
• Burt’s Bees ran a campaign targeting
18-24 yr. old women
• Generated 16 point lift in bra...
Television Plan
Focus on
networks with
similar target
markets
BET, ABC Family,
& E!
Drive Endless
Euphoria
exposure during...
Television Networks
22
OOH Plan
Tactically placing
advertisements
to generate
sales
Point of Sale: In-
store & Escalator
Increase brand
exposure ...
OOH Plan: In-Store
24
OOH Plan: Prior to Sale
25
#CKEndlessEuphoria
Traditional
Photo Booth
VS InstaPrint
OOH: InstaPrint
26
27
#CKEndlessEuphoria
28
Timeline Strategy
January February October November December
Target: Holiday shoppers
OOH: In-store displays
Digital: Snap...
Endless Euphoria Allocation
30
0%
5%
10%
15%
20%
25%
30%
35%
40%
OOH Digital TV Print Radio
Percent Budget Allocation
Summary
Drive
Endless
Euphoria
Sales
Point of
Sale
Strategy
OOH In-
store, TV,
Digital,
and Print
Drive Trial
and
Purchase...
Questions?
32
Appendix: Gift Card Redemption:
Women 18-34
GFK University Reporter. 2014-Spring
*Majority of women redeem their gift card...
Video: Television
89.5MM 97.5 MM 96.8 MM
34
2014 Network Information & Demographics
#EuphoriaForMoms
• Previous Calvin Klein Euphoria OOH
Campaign in Herald Square NYC
• Engaging and Memorable
• Sharable on...
Print Readership
Print Universe Total % 18-34 Total 18-34
16,969,000 51% 8,603,283
2,725,000 50% 1,362,500
12,161,000 36% ...
Digital Partnerships
Digital Audience: 30 Million
Social Audience: 8 Million
37
Relevant Editorial Content
January: The New You October: Fall Fashion October/Fall: Fall Fashion Issue
February: Valentine...
Upcoming SlideShare
Loading in …5
×

Calvin Klein Endless Euphoria Media Strategy

662 views

Published on

Through Binghamton University's Strategic Media Planning class, I worked with a team of students to construct a strategy for Endless Euphoria to utilize media to provide the company a return on their investment.

Published in: Marketing
  • Be the first to comment

Calvin Klein Endless Euphoria Media Strategy

  1. 1. Endless Euphoria Media Strategy Josh Kotler, Todd Gerstenhaber, Gabriela Montoya, Valentine Casey 1
  2. 2. Agenda • Introduction: Objective & Insights • Point of Sale Media Strategy • Media Mix • OOH Plan • Budget Allocation & Timeline • Conclusion & Appendix 2
  3. 3. Objective • Drive Endless Euphoria sales through a media campaign during the Holiday season & Valentine’s Day • Increase awareness and create positive brand image through TV, Print, and Digital media campaign Target Considerations Budget Allocation Timing Strategy Potential Assets Target Demographic: Women (18-34) Most effective (18-29) Target Location: Point of Sale 3
  4. 4. 2 Main Senses Contrubuting to Purchase Olfactory: (Smell) Women aren’t going to wear it if it does not smell good Visual: Women visually engaged through advertisement *Sight and Smell drive perfume purchases* 4
  5. 5. Female Fragrance Customer • 44% of women buy their usual scent • Repeat PurchasesHabitual • 1st time Endless Euphoria User • Existing Endless Euphoria ConsumersTarget Consumer • Women (18-34) • Primary Target (18-29) Target Demographic 5
  6. 6. Purchasing Process *Women Control 100% of the Perfume Purchasing Process* 6
  7. 7. Points of Sale In-Store: Women want to smell and try the perfume before purchasing VS Online: Women know exactly what they want and are repeat purchasing online *Almost All 1st Time Perfume Purchases Occur In-store* 7
  8. 8. Point of Sale Strategy Point of Sale Strategy: -Reaching women at the point of sale and directly before in order to drive Endless Euphoria sales -Appeal to the Sight and Smell of Women during holiday season *The most important factor for perfume purchase by women is to be able to smell it on their skin prior to purchase* 8
  9. 9. Total Monthly Budget Allocation 9 0% 5% 10% 15% 20% 25% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec OOH Digital TV Print
  10. 10. Print Plan Advertise in magazines with relevant editorial content Integrate into the perfume purchasing process Drive Endless Euphoria exposure 10
  11. 11. Print Recommendation • Young • Fashion-Oriented • Relevant Editorial Content • Significant Brand Footprint “I often read ads in magazines just out of curiosity” (138) “I enjoy reading ads in magazines” (141) “I cannot resist buying magazines” (143) “I often visit websites of magazines I read” (170) 11
  12. 12. Magazine Profile 12 Readership: 8.6MM Digital Audience: 29MM Social Audience: 7.9MM Content: Jan, Feb, Oct, Nov, Dec Readership: 1.4MM Digital Audience: 2MM Social Audience: 120K Content: Oct/Fall Readership: 4.4MM Digital Audience: 8.6MM Social Audience: 8.1MM Content: Oct & Nov
  13. 13. Scent Strips *Allows women to try Endless Euphoria on their skin, in their home* 13
  14. 14. Magazine Media in the Endless Euphoria Purchasing Process 1) Generate awareness of Endless Euphoria 2) Connects to content relating to product 3) View OOH advertisements 4) Visits retailers 5) Purchase Endless Euphoria 6) Influences Future Endless Euphoria Purchasers 14
  15. 15. Digital Plan Focus on digital relevant to demographic Snapchat & Instagram Generate brand recall and recognition 15
  16. 16. Instagram and Snapchat vs. Facebook 45% 23% 16% 26% 26% 22% 13% 19% 19% 10% 15% 18% 6% 12% 15% 1% 4% 10% Snapchat Users Instagram Users Facebook Users 18-24 25-34 35-44 45-54 55-64 65+ 16Age Distribution At The Top Social Networks
  17. 17. Digital: Snapchat 17
  18. 18. 18
  19. 19. Digital: Instagram 19
  20. 20. Instagram Lifting Brand Recall • Burt’s Bees ran a campaign targeting 18-24 yr. old women • Generated 16 point lift in brand recall • Promoted image Ads to females 18-49 • Brand awareness with target audience, including 7-point lift in recommendations & 14-point lift in ad recall 20
  21. 21. Television Plan Focus on networks with similar target markets BET, ABC Family, & E! Drive Endless Euphoria exposure during Holiday season 21
  22. 22. Television Networks 22
  23. 23. OOH Plan Tactically placing advertisements to generate sales Point of Sale: In- store & Escalator Increase brand exposure around key holidays 23
  24. 24. OOH Plan: In-Store 24
  25. 25. OOH Plan: Prior to Sale 25
  26. 26. #CKEndlessEuphoria Traditional Photo Booth VS InstaPrint OOH: InstaPrint 26
  27. 27. 27
  28. 28. #CKEndlessEuphoria 28
  29. 29. Timeline Strategy January February October November December Target: Holiday shoppers OOH: In-store displays Digital: Snapchat TV: E! Print: Cosmopolitan Target: Holiday shoppers OOH: In-store displays Digital: Snapchat & Instagram Print: Cosmopolitan Latina, Cosmopolitan, & Glamour Target: Gift card recipients Digital: Instagram Print: Cosmopolitan Target: Holiday shoppers OOH: Escalator wraps, in-store displays Print: Cosmopolitan Latina, Cosmopolitan, Glamour TV: BET, E! & ABCFamily Target: Valentine’s Day shoppers OOH: InstaPrint Digital: Instagram Print: Cosmopolitan 29
  30. 30. Endless Euphoria Allocation 30 0% 5% 10% 15% 20% 25% 30% 35% 40% OOH Digital TV Print Radio Percent Budget Allocation
  31. 31. Summary Drive Endless Euphoria Sales Point of Sale Strategy OOH In- store, TV, Digital, and Print Drive Trial and Purchase 31
  32. 32. Questions? 32
  33. 33. Appendix: Gift Card Redemption: Women 18-34 GFK University Reporter. 2014-Spring *Majority of women redeem their gift cards in 1 month* 33
  34. 34. Video: Television 89.5MM 97.5 MM 96.8 MM 34 2014 Network Information & Demographics
  35. 35. #EuphoriaForMoms • Previous Calvin Klein Euphoria OOH Campaign in Herald Square NYC • Engaging and Memorable • Sharable on Social Media • *Event by InstaPrint* 35
  36. 36. Print Readership Print Universe Total % 18-34 Total 18-34 16,969,000 51% 8,603,283 2,725,000 50% 1,362,500 12,161,000 36% 4,377,960 Total 31,855,000 45% 14,343,743 36
  37. 37. Digital Partnerships Digital Audience: 30 Million Social Audience: 8 Million 37
  38. 38. Relevant Editorial Content January: The New You October: Fall Fashion October/Fall: Fall Fashion Issue February: Valentine's Day November: Technology Issue October: Fall Accessories November: Careers December: Holiday Gift Guide “I want to get to the very top in my career” – 189 “I try to keep abreast of changes in styles & fashions” – 162 “I am usually the first among my friends to try new clothing styles” – 204 “I’m good at convincing others to try new things” – 169 “My cell phone is an expression of who I am” - 234 38

×