Creator Influencer Strategy Master Class - Corinne Rose Guirgis
SKYN Marketing Plan
1. a marketing plan presented by
Briana Brochu, Andrea Chiu, Brianna Gammons, Adam Levine and Grace Zhu
2. agenda
1. Who we are
2. SKYN is…
3. Objectives
4. Persona
5. Audience Overview
6. The Big Idea
7. Creative
8. Media
9. Measured Results
10. Appendix
a. Surveys
b. Interviews
c. Observations
d. Secondary Research
3. who we are
Individually we have our own strengths and specialties:
Creative De Jour, International Experience, Business Acumen
Skewered together, we create delectable results.
4. SKYN is…
• a condom brand launched in 2008.
• a soft, sensitive, and non-latex condom.
• made of natural polyisoprene material, which provides ultimate
sensitivity.
• the fastest growing global brand in the condom category with a
compound annual growth rate of 35% in the last three years.
• now present in over 30 countries.
7. Objectives
Develop a marketing strategy and plan to achieve
awareness, trial and growth for SKYN condoms among
WOMEN
Budget: $1,000,000
8. We got our research on.
Primary Research
• Two online surveys
• Three in-depth interviews
• Observations
!
Secondary Research
• Mintel
• MRI+
• Industry analysis
• Social media analysis
9. We got our research on.
Promotional offer with
BU’s Condom Fairy
10. Through our research, we found
Brand is an important consideration in the condom
category.
11. Through our research, we found
Women feel awkward purchasing condoms.
Awkwardembarrassednormal
judged reluctant
calm
sexy
I don’t know
12. Through our research, we found
Women are not primary purchasers of condoms, but will
buy them for “just-in-case” circumstances.
16. who are they?
Females age 18-34 who purchased condoms in the past six
months mostly:
!
• Attended college
• They make $40,000-$49,999 per year
• Read Essence and Cosmo
!
!
18. Persona #1: Meet Britney
Age: 25
Occupation: Salesperson
Household Income: $40,000
Annual Condom Spend: $200
Relationship Status: In a fairly new committed relationship
Media Usage: Social Media and magazines
20. Persona #2: Meet Annie
Age: 32
Occupation: Teacher
Household Income: $50K-$70K
Annual condom spend: $150
Relationship Status: Married, has one child
Media Usage: Magazine, Internet
!
21. Meet Annie
“I really wish buying condoms could be as easy as buying toothpaste.”
22. opportunity
Women are not comfortable purchasing condoms because:
!
1. Women don’t think it’s their responsibility to be purchasing condoms
2. It is an overall awkward experience
24. • Speakeasy style (classy, swanky, yet secret.)!
• It doesn’t feel like it’s there, but it is.!
• Strong online presence.!
• Girls want a sense of belonging - enter SKYN Society.
The Big Idea
38. Ladies
Welcome to The SKYN Society - your new
go-to site for buying condoms. A place where
you can ask those embarrassing questions to
our sexperts, and give your own advice too.
enter
40. media plan
• Full year campaign!
• Mainly online!
• Capitalize on valentines day/late summer in print! !
!
• Magazines: 9,600,000 Impressions!
• ! Cosmo 6,000,000!
• ! Women’s Health 1,500,000!
• ! Essence 2,100,000!
!
• Online: 13,900,000 Impressions!
• Cosmopolitan.com!
• Womenshealthmag.com!
!
• Snapchat!
!
• Totals:!
• $961,449 Media!
• 23,500,000 Total Impressions
41. media plan
Total Total
January February March April May June July August September October November December Insertions Cost
Magazines
Cosmopolitan 3,000,000 $84.36 $253,088 Monthly P4C SecretStash SecretStash 2 $506,175
Women's Health 1,500,000 110.959 $166,439 10/year P4C 1 $166,439
Essence 1,050,000 92.531 $97,158 Monthly P4C SecretStash SecretStash 2 $194,315
Cosmopolitan.com 23,000,000 $13.60 Billboard 500K 1M 500K 100K 6,950,000 $94,520.00
Womenshealthmag.com 7,000,000 $13.60 Billboard 500K 1M 500K 100K 6,950,000 $94,520.00
SnapChat
$961,449
Agency Discounted (15%)
Do a separate plan for fall, one for spring- rationale when people are having sex
Size
1M
1M
250K
250K
SecretStash
CPM or
CPI
250K
250K
100K
100K
Category Publication Circ Rate Issuance
43. measured results
• Unique visitors!
• Unique page views to the “Buy SKYN” section!
• Time on microsite!
• Snapchat ad opens !
This will lead to:!
• Increased awareness !
• Increased online purchases!
48. general survey
We asked women about condom usage:!
!
• 58 women responded, ages 18-34
• 57% said they do not buy condoms personally (24)
• 8/14 said they specifically purchase condoms solely for that purpose
• 9/14 said they purchase condoms at a drug store
• 7 people said that they read the condom box when doing research
while 7 said that they just walk up and buy it (most common answers)
49. general survey
“In one word, please describe how you feel when purchasing condoms…”
Awkwardembarrassednormal
judged reluctant
calm
sexy
I don’t know
50. general survey
Ranking factors when purchasing condoms:!
!
1. Brand
2. Price
3. Feeling of Nothingness
4. Material
5. Size
6. Special Features
7. Promotion
!
51. general survey
Respondents did not think it was a woman’s responsibility to
purchase condoms.!
!
• Women should purchase condoms for “just-in-case”
circumstances.
!
• They disagreed with the notion that women should not be
purchasing condoms.
!
!
52. general survey
How does purchasing condoms make you feel? !
!
• An overwhelming response of embarrassed and uncomfortable.
!
• People tend to buy other things to hide the condom purchase or hide
the condoms when purchasing.
!
53. general survey
“What would make you more confident in purchasing condoms?”!
!
• Discrete packaging
• If it were less shameful
• If it were more acceptable for women to purchase them
• If the guy buys them
!
!
54. general survey
“What is your immediate opinion of seeing the previous
photo?” (shown SKYN packaging)!
!
• Appears high quality
• Sophisticated
• Masculine
• Nice color scheme
56. condom fairy survey
!
Condom Fairy!
!
• Discrete, free sexual health packages sent to students
• Two SKYN condoms given in 100+ bags, instructions to take survey
• 23 women responded, ages 18-24
packaging >>>!
57. condom fairy survey
18/24 used the condoms!
!
• “Felt better and thinner than Trojan’s.”
• “They don't smell like latex, which is good.”
• “I love them! I wish they had longer lasting lube though.”
• “Better feeling than Trojan for both me and my partner. It lives up to its
reputation.”
• “It was wonderful.”
!
58. condom fairy survey
“How do SKYN condoms compare to others you have used before?”!
!
• 53% said favorable
• Only one person responded less than favorable.
!
!
59. condom fairy survey
Describe in a few words how the condom made you feel.!
!
• “Like it wasn't even there. My partner said its better than other brands
but still can restrict his pleasure.”
• “Sensitivity was heightened.”
• “Like we weren’t using a condom.”
• “Better than Trojan, but not as good as condomless.”
• “My partner had to check a few times whether the condom was still
there because it felt so bare.”
!
!
!
60. condom fairy survey
“What are your thoughts on SKYN condoms?”!
!
• “They are much like regular condoms, but thinner, which heightens
sensitivity.”
• “I am nervous about switching brands.”
• “Love it. They're great. Condom Fairy should promote these!”
• “They feel good and work great.”
• “Worth the price.”
• “They are better than Trojan.”
62. Interview #1!
• Personality traits: blunt, outgoing, fun, confident
!
• “I usually feel neutral, kinda proud that I'm a responsible adult and taking
contraception into my own hands so I don't end up on "Teen Mom 3.”
!
• “In a monogamous relationship, I feel like it's both party's responsibility to
make sure that you guys are taken care of. I don't feel like it's solely his
responsibility. No way. It's my body, and since I'd end up getting preggers,
I like to protect myself and ensure my own sexual safety.”
!
!
63. Interview #2!
• Personality traits: reserved, self-conscious, traditional in beliefs
!
• “Yes I do think it's the man’s job [to buy condoms.] I think it's easier and
society is more forgiving when a male purchases condoms over a female.
Although I realize I should buy condoms because it's MY body, I do think
men should because it's their responsibility to take care of the female if
that makes sense?”
!
• “It does give the brand a little more credibility when branded that way so I
would buy them because they seem more high class.”
!
!
64. Interview #3!
• Personality traits: kind, calm, laid-back
!
• “If I was going to buy condoms, I would consider the SKYN brand
because they are making an effort to position themselves as [the right]
choice for women, and that makes me feel like they understand women
too.”
!
• “I feel like generally I would trust latex over non-latex, but that is just
because I know that most condoms are made of latex and I'm not sure
what the other materials would be.”
!
!
!
!
69. SWOT analysis
Strength
!
1.The only polyisoprene condom.
2. High praise from users.
3. LifeStyles is the #2 brand in the
U.S.
Weaknesses
!
1.Low brand awareness
2. Low purchase intent
3. Advertising restrictions.
Opportunity
!
1.Users are willing to try new brands.
2.Women feel that buying condoms is
a man’s responsibility.
3.Women are an untapped market.
4.Customers long for soft/natural
feelings in condoms.
Threat
!
1.Other brands have higher brand
loyalty and brand awareness
2.Competitors continue to outspend.
3.Consumers often choose to have
intercourse without condoms.
Source: SKYN Fall Campaign Baseline Survey, October 2013; SKYN Sexual Satisfaction Survey, September 2013
70. social media strategies
Facebook:
1,342,901 likes, 120 timeline photos
Shares knowledge about sex with statistics, pictures,
and videos.
Facebook:
658,457 likes, 245 timeline photos
-Online campaigns with hashtags and voting. (eg: #TurnOffToTurnOn to take
part in #EarthHour 2014).
-Post Durex users around the world.
Facebook (LifeStyles): 169,095 likes, 525 timeline photos
Facebook page is filled with sexualized images, and the
images are more visual and appeal to men.
71. overview
Females age 18-34
Among women who purchased condoms in the past 6 months…
!
- Attended college Index: 114
- 18-34 Index: 225
- HHI: $40,000-$49,999 Index: 136
- Never Married Index: 209
- Black/African American Index: 194
- Essence Magazine Index: 234
- Cosmo Mag Index: 154
!
Source: MRI+
