2014 may green group 4 Kleur tonacity marketing proposal for Squared Online Digital Course

1. Kleur Tonacity Marketing Proposal
May Green
Squares Group 4

2. Executive Summary
There is a strong opportunity to make greater use of digital both as a standalone element and as a means of enhancing the impact of ATL
activity.
!The beauty sector traditionally relied on print advertising but the sector is experiencing heavy decline in sales.
!Modern professional women increasingly time stretched with media consumed increasingly on the go
!We have created a campaign that is mobile optimised, looks to take advantage of the visual nature of interactive media, supplemented
with expert and user generated content.
!Campaign elements look to target consumers at different stages of the consumer journey, providing inspiration, moving consumers to
purchase and then looking to build loyalty and amplify social signals.
!Pinterest is a core element of the campaign given the audience and interest match with the campaign.
!!!
Our key takeaway is that we would recommend adjusting the media spend
from 70/30 Offline/Online with digital financial resource increasing.
Our suggested media spend split would be 60/40 with the majority share
being spent online.

3. Current business model / media
Magazine Audiences (UK)
!
● Vogue 200,032
● Marie Claire 202,127
● Good Housekeeping 406,803
● Instyle 147,211
● Red 191,963
● Grazia 155,289
● Elle 155,289 (3.2)
● Hair colourants is the only hair care sub-category to
have increased its share of global product development,
accounting for 15% of global new haircare product
launches in 2012, up from 11% in 2008.
!
● In Europe, the UK remains the largest hair colourants
market, with an estimated $550 million in sales in 2012.
(3.1)
Audience
Our target consumer is the woman who has it all and juggles everything. She's likely to be a working
mother with a busy family life and an active social life.
This woman cares about her appearance, likes to look good and cares about quality. She has
disposable income and is willing to pay above the average for a product she trusts. However, she
doesn't have time to regularly visit her stylist to have her roots done or grey hair covered. As such,
she values a product that allows her to maintain that salon look at home
She should be comparing Tonacity to salon prices, rather than other home colouring kits, and look
on it as a saving. She trusts and has confidence in well-known names and established brands. Her
retail time is limited due to her busy schedule and she tends to prefer the convenience of online
shopping.

4. Where the target audience is
Women are on social media
● Women have 2.2 accounts on average
● 12 Hours a week on social media
● 24% would rather socialise on social than in person
● 62% like that social gives them the choice of who they talk too
● Women in social media ask for and give recommendations of products
(4.2)
The Women of Social Media do not limit their media
usage to social nor do they consume all their media online
– these women watch TV offline five times more
frequently than they watch TV online.
(Hours spent consuming media)
!
● 33.7 Watching TV on set
● 7.0 Listening to radio online
● 6.8 Watching TV online
● 6.0 Listening to radio in the car
● 4.0 Reading the newspaper online or a ebook
● 3.2 Read the newspaper or magazine
(4.1)
What social media does this audience use?
Most likely to be Pinterest
● 68% Female - 50% of users have children
● 97% of Pinterest facebook likes are female
● 50% of the audience are 25 to 44
● 1.5M users every day
● 30% have a house hold income of over $100,000
● Pinterest generates 4x more revenue (per click) than twitter and 27% more per click than Facebook
● Buyers referred from Pinterest are 10% more likely to buy something as opposed to other social networks
● Pinterest have the highest conversion rates than other traffic (4.3)

5. Inspiration...
Aim is to create the seed in consumer’s mind which will later be converted into product purchase
!Discovery through social channels with content that includes hair inspiration, how to styling tips, promotional event
information (hosted and sponsored), user generated content delivered through Pinterest, Facebook; Instagram with
expert content from beauty bloggers Lisa Eldridge and Sunnie Brook whose strong Klout score point to them having
considerable credibility within the beauty sector.
!Search continues to be an important element in consumer discovery with 124 million searches on hair made each
month (5.1). Search keywords are bought across a range of haircare related search phrases based around category
(eg ideas, styles, colours etc) and product (eg “hair colouring” “hair tinting” “salon alternative”) using Google
Adwords’ Keyword Tool to research opportunities with product inspired descriptions and landing pages relevant to
the search terms to ensure the right traffic is delivered and avoid traffic bouncing off.
!Online video is an important contributor to the consumer journey, with research pointing to it being an important
information source in the early and final stage of the purchase process (5.2). Consumer content is created that looks
to inspire consumers with what can be done with Kleur products reassuring them of the fact that Kleur is a real
alternative to salon treatment.

6. ! !!!...Inspiration
We see a strong role for the creation of digital touchpoints to enrich and broaden ATL activity with interactive content and online video
multi screening based campaigns (television advertising enriched with via hashtag, Shazam, Blippar, shortcode URLs) which is used to to drive
consumers to owned media where they can more fully experience the benefits of the product (quality and time saving) (6.1)
Similarly, outdoor media is enriched with mobile optimised experiences (via shortcode URLs, NFC, beacon) to drive users to mobile optimised interactive
experiences again stressing product differentiation (6.2)
!Kleur website provides mobile optimised functionality with visually led content to provide inspiration allowing time starved business women to access
content whenever it suits them in their busy schedule.
!Native advertising partnerships with online media properties is used to build awareness of product benefits with online properties of Vogue, Marie Claire,
Good Housekeeping and Elle.
!

7. Pinterest Based Campaign!
We see Pinterest as providing a particularly strong opportunity to inspire and engage with Kleur’s potential
customers given the audience match (7.1 7.2), the visual nature of the media platform and the high revenue
per visitor (7.3).
!
User generated content competition created for the best look using Kleur hair products with different hair
colours with users incentivised to share their look via Twitter, Facebook, Instagram and of course Pinterest
with the relevant hashtags #redshavemorefun #blondeshavemorefun #brunetteshavemorefun,
providing the opportunity to win year’s supply and be made over by the campaign’s beauty bloggers Lisa
Eldridge and Sunnie Brook.
!
Regular addition of video and photographic content across different boards provide different access points
including situation (eg what to do with hair for night out, office, home), colour (red, blonde brunette) as well
as boards providing fashion advice from leading stylists, beauty bloggers (more credibility than celebrities)
and leading Pinterest users (see The Beauty Department and Hair Romance).
!
Use of Pinterest Analytics (7.4) to understand what Kleur content is being pinned by the target audience to
optimise content strategy and the use of newly launched Promoted Pins (7.5) to expand the reach of
Kleur’s campaign.
!
Website and email communications contents will be Pinterest enabled with Pin-it-Buttons (7.6 7.7) to
facilitate consumers adding Kleur content to their boards.

8. Pre Shopping
Move the consumer closer to purchase through educating them on product benefits - bearing in
mind that ZMOT is less important for Health/Beauty/Personal Care category compared to others
(8.1)
!
Allow consumers to try the product virtually eg upload selfie and allow people to try different hair
colours (8.2) Reach out to bloggers and social media influencers within the beauty sector and look
to bring them onboard (mix of earned and bought media)
!
Partner with opinion leaders, media properties and retailers in the beauty sector with native
advertising eg Harrods Make up studio
!
Online video to show product in action emphasising premium quality and time savings (online
video crucial in digital marketing in beauty space (8.4) Make consumer reviews and experiences
readily available through owned and earned media on beauty comparison and review sites such
as Totalbeauty.com or thegoodguide.com which specialise in haircare reviews
!
Ensure search results pages are tailored to nature of customer enquiry (eg hair colour; purchase;
how to guide; showcase), where it is done and the device it is made on (ie PC, mobile, tablet)
!
Use Rich Pins to enable the movement from interest to purchase on the part of Pinterest users
(8.5)
!
Ensure SERPs results are positively owned with a range of owned, earned and bought media (ie
website, Youtube channel, Pinterest, Twitter, Facebook, Instagram, retail stockists).
!
Targeting relevant loyalty card customers of participating departments with offers (eg double
loyalty points) requiring user to redeem points (providing tracking)

9. The need to reassure customers about the product benefits given price premium over competing
homecare products in market (“salon performance without the hassle of visiting the salon”)
!
● Retargeting advertising driving consumers to purchase point
● Provide digital instore experiences so that consumers can try the product and show how
its used ie consumers takes photo of themselves and then have system displays with
different colours. See something similar with Burberry’s Digital Runway Nail Bar at its
Beauty Box (9.1)
● Enable consumers to access consumer reviews and endorsements from leading hair
and beauty professionals/bloggers through mobile and through instore digital activity
● Shift bought media from print to online content targeting high end women’s fashion media
(Vogue online, Vanity Fair etc). Tie in with ‘get the look’ fashion shoots that would enable
consumers to purchase hair products used by models in the shoot. (9.2)
Our aim is to ensure consumer has a positive experience by providing necessary support and provide as many opportunities as possible to share the
experience with friends
1) website: support consumers with tutorials and support channels chats (eg online chat) providing real time help
2) Loyalty programme with calendarised reminders of when to reapply encouraging regular use provide consumers with the opportunity to
share their experience via social media with get member programme encouraging consumers to recruit new customers (eg Tony & Guy refer a friend
scheme)
Point of purchase
Post purchase

10. Metrics
!
RACE Framework
!Reach - Build Awareness on Magazines, publisher sites, search engines blogs and social networks
KPI’s - Unique visitors, Fans, Inbound links
Act - Engage audience with brand on it’s website and other media assets
KPI’s - Time on site, bounce rate, pages per visit,shares, comments, likes, leads// lead conversion
Convert - Achieve conversion on website and social platforms
KPI’s - Orders, Revenue, AOV, Fans, Followers
Engage - Build customer relationships towards retentions goals : Customer Advocacy
KPI’s - Repeat Purchase (Lifetime Value), Referral, Product Experiences Shared (via Owned Media)
Social Media Metrics
!Reach KPI’s
Pinterest: Avg. daily impressions, Avg. daily viewers, Pins, Repins, Clicks, Likes, Visitors to site
Facebook: Fan Growth – Increase in the number of fans of GKG brand page
Youtube: Video views growth – Increase in video views, Subscriber growth - Increase in subscriber numbers
Twitter – Follower growth – Increase in the number of followers, Total mentions – Number of tweets from the account
!Engagement KPI’s
Pinterest: Pins, Repins, Like, Avg. engagement monthly
Facebook: Average post engagement rate – Likes + Comments + wall posts +Total fans
Youtube: Channel engagement rate - Likes + Dislikes + Comments + Subscribers
Twitter: Average tweet engagement rate – Replies + Retweets + No. of tweets + No. of followers

11. Metrics
PPC
Pull reports on Google ad words daily to
monitor campaign performance including share
report, search query string and quality score.
!
Track all PPC campaigns with Google analytics
tracking links. Pull PPC report from Google
analytics each week for campaign report.
!
Online PR
Measure success by using Giga Alert to
monitor the reputation of Kleur Tonacity online
and with Google analytics to measure referred
traffic and back link
!
Affiliate Marketing
Use Awin Darwin platform to track sales,
manage and recruit affiliates and pay
commissions.
!
Track traffic and sales in Google analytics and
cross check against Awin before validating
sales.
!
!
SEO
Inbound links from sites with high authority,and
traffic/ sales referred via Google Analytics.
!
!
!

12. Appendix :: References
3.1 http://www.mintel.com/press-centre/beauty-and-personal-care/global-hair-colourant-market-trends
3.2 http://www.abc.org.uk/
4.1 http://www.webershandwick.com/uploads/news/files/WomenofSocialMedia.pdf
4.2 http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
4.3 http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/pinterest-statistics-demographics-infographic/
5.1 Unilever Hair: Digital Revolution
5.2 Study: In social advertising, YouTube converts more customers than anyone else
6.1 10 Ways Marketers Are Using the Second Screen
6.2 Out-of-Home and Smartphones Work Together to Be More Engaging and Measurable
7.1 Pinterest: Pins by Gender
7.2 Pinterest: Women's Pins by Category
7.3 Pinterest overtakes Facebook for UK referral revenue
7.4 Pinterest Analytics
7.5 Promoted Pins
7.6 Pin It button
7.7 3 Pinterest marketing case studies
8.1 see Winning the Zero Moment of Truth P 39
8.2 see L’Oréal make-up goes virtual for selfie age
8.3 https://www.youtube.com/watch?v=U75-FHvZs3I
8.4 Digital enhances beauty product experience remotely and in-store eg Chanel Makeup Revelations
8.5 see Rich Pins
9.1 http://www.burberryplc.com/media_centre/press_releases/2013/the-burberry-beauty-box-opens-in-london
9.2 http://www.instyle.co.uk/fashion/get-the-look/kim-kardashian-get-the-look
10.1 http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
10.2 http://www.socialbrands100.com/downloads/HS_SB100_whitepaper_youth.pdf
!!