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Cetaphil Print Ad Campaign


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MAGsus - Home of the Magnificent Minds pitch for Cetaphil's print ad campaign.

Mock simulation for De La SAlle University Master of Marketing Communications - Advertising Class

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Cetaphil Print Ad Campaign

  1. 1. Cetaphil <ul><li>Every Age. Every Stage. Every Day </li></ul>
  2. 2. Ali - 16 <ul><li>I ’ m tired of bringing my “ kikay kit ” for practices. I need a single item that will help keep my face looking fresh and clean. </li></ul>
  3. 3. Michelle - 15 <ul><li>I ’ m breaking out more than I usually do and I don ’ t know why? And no I ’ m not stressed. Some details are, I wake up and my skin is so oily, so I wash it and it becomes super dry. Mid-day it gets really oily and gross. </li></ul>
  4. 4. Sam - 14 <ul><li>I want my friends to see that I ’ m not just ALL brains. </li></ul>
  5. 5. Sarah - 18 <ul><li>I have bumpy skin. My pores look big in places. My skin looks like it needs help. </li></ul>
  6. 6. Diane (18) - Tin (17) - Chloe (18) <ul><li>We just want to be noticed... boys telling us we ’ re pretty. </li></ul>
  7. 7. Insight: <ul><li>Girl you ’ re amazing, just the way you are. </li></ul>
  8. 8. Big Idea: <ul><li>You don ’ t need a special event to feel special, you CAN be special every day! </li></ul>
  9. 9. Confidence
  10. 10. Special
  11. 11. Fresh
  12. 12. Execution: Campaign 1
  13. 16. Execution: Campaign 2
  14. 23. Medium <ul><li>Candy Magazine </li></ul><ul><li>Candy Mag Website </li></ul><ul><li>Facebook Ads </li></ul>
  15. 24. Medium: Candy Magazine <ul><li>Target Audience: Girls, 13-18 years old </li></ul><ul><li>80% of the Candy Girls say that seeing an ad in Candy tempts them to buy fashion and beauty products. 87% trust and believe the ads that appear in Candy. 87% have bought a product after seeing it in Candy. 76% look forward to and use the product inserts in Candy. 80% have read the details of the ad seen in Candy. 68% have visited the website of the product after seeing an ad in Candy. 84% say that magazines are their primary source of information on fashion and beauty. 86% trust Candy. Source: Candy Readers ’ Survey 2010 </li></ul>
  16. 25. Medium: Candy Magazine <ul><li>Circulation: 40,000 (Audited June 2010) </li></ul><ul><li>Total Monthly Readership: 270,888 (Based on Synovate Media Atlas Survey, Wave 2) </li></ul><ul><li>Frequency: 11 x year </li></ul><ul><li>Distribution: Bookstores, news stands, magazine stands, convenience stores and supermarkets. </li></ul>
  17. 26. Medium: Candy Website <ul><li>Pageviews: 3,815,344 </li></ul><ul><li>Unique Users: 209,134 </li></ul>From Google Analytics October 30 – November 29, 2010
  18. 27. Medium: Facebook Ads <ul><li>Targeting ability is available </li></ul><ul><li>Total reach: 4,017,584.48 </li></ul><ul><ul><li>13-15 (9%) </li></ul></ul><ul><ul><li>16 - 18 (19%) </li></ul></ul><ul><li>Average CPC (Cost per Click) = $0.14 </li></ul><ul><li>Average CPM (Cost per Thousand Impressions) = $0.06 </li></ul>Source: Social baker and Facebook Ads
  19. 28. Thank You Date