Honestly Natural Truly Beautiful Tour Recap<br />Presented By:<br />
Table of Contents<br />Promotional Overview<br />Tour Objectives<br />Partnerships<br />Production Elements<br />Microsite...
I. Promotional Overview<br />
PromotionalOverview<br />To build brand awareness, incite drive‐to‐retail and position the Weleda product line as the most...
II. Tour Objectives<br />
Tour Objectives<br />The objectives for the campaign included:<br /><ul><li>Driving sales of Weleda product, primarily fro...
Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and ...
Reach potential new customers through experiential and educational marketing
“Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.
Deliver and bring to life the promise and values to which Weleda is based
Establish a platform for significant PR value, word‐of‐mouth generation and social‐media activation</li></ul>6<br />
III. Partnerships<br />
The Campaign for Safe Cosmetics<br />Prior to the start of the tour, Weleda became a proud signer of the Campaign for Safe...
Soleil Moon Frye<br />Weleda partnered with Soleil Moon Frye to advocate brand messaging and cultivate new consumers to ed...
Green Mountain Energy – Carbon Offset<br />Green Mountain is the nation’s leading competitive retail provider of cleaner e...
IV. Production Elements <br />
Weleda’s Biodiesel Glass Truck<br />Front, Back and Side View – Biodiesel Glass Truck <br />12<br />
Weleda’s Biodiesel Glass Truck<br />13<br />
Exterior Set-Up<br />14<br />
Exterior Set-Up (cont’d)<br />15<br />
Interior Set-Up <br />16<br />
Interior Set-Up (cont’d)<br />17<br />
Interior Set-Up – All Natural Supplies<br />18<br />
Interior Set-Up – Facial Station<br />19<br />
Interior Set-Up – Hand Massage Station<br />20<br />
Interior Set-Up – Neck Massage Station<br />21<br />
V. Microsite & Online Promotional Support<br />
HonestlyNatural.Weleda.com<br />The hub of the Honestly Natural Truly Beautiful campaign  was the dedicated tour microsite...
HonestlyNatural.Weleda.com<br />Weleda Homepage – Banner & Button<br />24<br />
HonestlyNatural.Weleda.com<br />Tour Schedule & Locations Page<br />25<br />
HonestlyNatural.Weleda.com<br />Video Gallery – Facebook Share & Tweet Option<br />26<br />
HonestlyNatural.Weleda.com<br />Weleda Grand & Local Prizes<br />27<br />
HonestlyNatural.Weleda.com<br />Campaign for Safe Cosmetics Page<br />28<br />
HonestlyNatural.Weleda.com<br />Facebook Fan Page & Photo Gallery<br />29<br />
iPad Quiz & Video Upload Results Summary<br />New York<br /><ul><li>iPad Quiz Total: 571
Video Upload Total: 147			</li></ul>Toronto<br /><ul><li>iPad Quiz Total: 300
Video Upload Total: 45</li></ul>Chicago<br /><ul><li>iPad Quiz Total: 352
Video Upload Total: 49</li></ul>Vancouver<br /><ul><li>iPad Quiz Total: 254
Video Upload Total: 26</li></ul>San Francisco<br /><ul><li>iPad Quiz Total: 428
Video Upload Total: 115</li></ul>Los Angeles<br /><ul><li>iPad Quiz Total: 528
Video Upload Total: 58</li></ul>Total iPad Quizzes: 2,433<br />Total Video Uploads: 440<br />30<br />
Page View & Opt-In Results Summary<br />Page Views<br /><ul><li>Microsite Homepage:  6,137
Video Gallery:  14,121
Prizes:  1,034
Locations:  3,331
Campaign for Safe Cosmetics:  367
Video Searches:  667</li></ul>Opt Ins<br /><ul><li>We Magazine:  596
Bloom Newsletter:  546
Supporters for Save Cosmetics Act:  1,658
Safe Cosmetics Email:  346</li></ul> <br />31<br />
Quiz Question Statistics Summary<br />32<br />
VI. Consumer Engagement<br />
Weleda Brand Ambassadors<br />A dedicated tour manager was accompanied by a team of brand ambassadors and production assis...
Estheticians<br />Estheticians were hired in each market to provide services using Weleda products at various treatment st...
The Consumer Engagement Process<br />
The Concept<br />Behind every successful promotion, there is a great concept.<br />37<br />
Step 1: Honestly Natural Beauty Quiz<br />Brand Ambassadors engaged and educated consumers on Weleda products via a custom...
Step 2: Weleda Signature Spa Treatment<br />Estheticians provided complimentary hand massages, neck massages and mini-faci...
Step 3: Weleda Product Sampling<br />Brand Ambassadors provided samples to all consumers who participated in either the iP...
Step 4: Video Testimonial<br />What does natural mean to you?<br /> <br />What do you love about Weleda?<br /> <br />Why i...
Consumer Education & Distribution<br />
Weleda Informational  Brochure<br />A print collateral brochure was distributed to all consumers, containing tour details,...
Drive to Retail - $2 Off Coupon<br />A dollars-off coupon (redeemable at Whole Foods Market and ULTA Beauty) was distribut...
Product & Flower Distribution<br />Flower: 		Rose<br />Products: 	Wild Rose Moisture Cream<br />	Wild Rose Body Oil<br />4...
Product & Flower Distribution<br />Flower: 		Gerbera Daisy<br />Products: 	Calendula Diaper Cream<br />	Calendula Shampoo ...
Product & Flower Distribution<br />Flower: 		Sunflower<br />Product: 	Skin Food<br />47<br />
VII. Tour Location Summaries & Results<br />
Tour Schedule & Locations<br />New York		Thursday, September 23 – Upper West Side<br />	Friday, September 24 – Union Squar...
NEW YORK CITY, NY<br />
New York City – Upper West Side<br />51<br />
New York City – Upper West Side<br />52<br />
New York City – Union Square<br />53<br />
New York City – Lower East Side<br />54<br />
Toronto, ON<br />
Toronto – St. Lawrence Market<br />56<br />
Toronto – St. Lawrence Market<br />57<br />
58<br />Toronto – St. Lawrence Market<br />
Chicago, IL<br />
Chicago – Pioneer Plaza<br />60<br />
Chicago – Pioneer Plaza<br />61<br />
Chicago – Pioneer Plaza<br />62<br />
Chicago – Old Orchard Mall<br />63<br />
Chicago – Old Orchard Mall<br />64<br />
Chicago – Old Orchard Mall<br />65<br />
Vancouver, BC<br />
Vancouver – Pacific Centre<br />67<br />
Vancouver – Pacific Centre<br />68<br />
Vancouver – Pacific Centre<br />69<br />
San Francisco, CA<br />
San Francisco – Justin Herman Plaza<br />71<br />
San Francisco – Justin Herman Plaza<br />72<br />
San Francisco – Union Square<br />73<br />
San Francisco – Union Square<br />74<br />
San Francisco – Noe Valley<br />75<br />
Los Angeles, CA<br />
Los Angeles – Hollywood & Highland<br />77<br />
Los Angeles – Hollywood & Highland<br />78<br />
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Weleda campaign recap_final

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This is a summary the agency compiled after we executed the glass walled concept truck campaign in six cities across the US and Canada.

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Weleda campaign recap_final

  1. 1. Honestly Natural Truly Beautiful Tour Recap<br />Presented By:<br />
  2. 2. Table of Contents<br />Promotional Overview<br />Tour Objectives<br />Partnerships<br />Production Elements<br />Microsite & Online Promotional Support<br />Consumer Engagement<br />Tour Location Summaries & Results<br />Estimated Impressions<br /> Key Learnings & Recommendations <br />Next Steps<br />2<br />
  3. 3. I. Promotional Overview<br />
  4. 4. PromotionalOverview<br />To build brand awareness, incite drive‐to‐retail and position the Weleda product line as the most trusted among natural skin care products, TH collaborated with Safari Sundays to create the Honestly Natural Truly Beautiful mobile tour.<br />The tour kicked off in New York City on September 23rd and visited five (5) other markets during the 2-month campaign: Toronto, Chicago, Vancouver, San Francisco and Los Angeles. Each city stop targeted high traffic locations, key retail partners (e.g. Whole Foods) and other iconic city venues throughout the country.<br />Consumers had the opportunity to interact with Weleda products via Brand Ambassador education (iPad Quiz), personal esthetician treatments and consultation (Massage Stations), product sampling as well as collateral/coupon distribution. The experiential tour and all elements traveled from market to market in a biodiesel glass truck, which provided valuable “over the road” impressions as well as the opportunity for all passersby to view consumer treatments taking place inside the truck during each event day.<br />4<br />
  5. 5. II. Tour Objectives<br />
  6. 6. Tour Objectives<br />The objectives for the campaign included:<br /><ul><li>Driving sales of Weleda product, primarily from key retailer Whole Foods Market
  7. 7. Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and Sustainability (LOHAS)
  8. 8. Reach potential new customers through experiential and educational marketing
  9. 9. “Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.
  10. 10. Deliver and bring to life the promise and values to which Weleda is based
  11. 11. Establish a platform for significant PR value, word‐of‐mouth generation and social‐media activation</li></ul>6<br />
  12. 12. III. Partnerships<br />
  13. 13. The Campaign for Safe Cosmetics<br />Prior to the start of the tour, Weleda became a proud signer of the Campaign for Safe Cosmetics.<br />Weleda joined the Campaign in their efforts to ensure the products you buy are safe for you and your family. On average, consumers can use between 10 and 20 personal-care products every day. Each of those products can contain dozen of chemicals, some of which are possibly linked to cancer and other serious health impacts. <br />The Campaign for Safe Cosmetics is calling on the cosmetics industry to stop using potentially harmful chemicals in everyday products. They are working with hundreds of responsible companies (like Weleda) that have agreed to create safer products. They also advocate for smarter laws to protect your health, like the Safe Cosmetics Act of 2010. But there's more work to be done to make sure cosmetics are safe for everyone. <br />8<br />
  14. 14. Soleil Moon Frye<br />Weleda partnered with Soleil Moon Frye to advocate brand messaging and cultivate new consumers to educate them on Weleda’s all natural products. Soleil attended the kickoff event in New York and made an appearance at the tours final stop in Los Angeles, where she conducted interviews with a variety of media:<br />C & G:  What does natural personally mean to you?“To me natural means that “what goes on you, goes in you.”  I am a busy mom, and I feel the most beautiful when I am natural and just being myself. Even when I have my messy mom moments, I still feel beautiful because I know that I am being authentic to myself. I know this is cliché, but natural beauty comes from within. It is about being comfortable with yourself on good days and bad days.”<br />9<br />
  15. 15. Green Mountain Energy – Carbon Offset<br />Green Mountain is the nation’s leading competitive retail provider of cleaner energy and carbon offset solutions. Since its inception, Green Mountain customers have collectively helped avoid over 11.3 billion pounds of CO2 emissions and helped spur the development of over 40 renewable energy facilities across the nation.<br />As a way to offset Weleda’s carbon footprint of the tour, carbon offset “credits” were purchased through Green Mountain Energy. While using a biodiesel truck as the tour vehicle greatly limited the amount of pollutants released into the air, the partnership benefitted Weleda from a PR and messaging standpoint and ensured that the tour was as environment friendly as possible.<br />In addition to all vehicle driving miles, the credits also covered all air travel for both Weleda and TH employees (all markets).<br />10<br />
  16. 16. IV. Production Elements <br />
  17. 17. Weleda’s Biodiesel Glass Truck<br />Front, Back and Side View – Biodiesel Glass Truck <br />12<br />
  18. 18. Weleda’s Biodiesel Glass Truck<br />13<br />
  19. 19. Exterior Set-Up<br />14<br />
  20. 20. Exterior Set-Up (cont’d)<br />15<br />
  21. 21. Interior Set-Up <br />16<br />
  22. 22. Interior Set-Up (cont’d)<br />17<br />
  23. 23. Interior Set-Up – All Natural Supplies<br />18<br />
  24. 24. Interior Set-Up – Facial Station<br />19<br />
  25. 25. Interior Set-Up – Hand Massage Station<br />20<br />
  26. 26. Interior Set-Up – Neck Massage Station<br />21<br />
  27. 27. V. Microsite & Online Promotional Support<br />
  28. 28. HonestlyNatural.Weleda.com<br />The hub of the Honestly Natural Truly Beautiful campaign was the dedicated tour microsite.<br />The site served as a key resource for consumers to interact with the brand online, follow the tour, watch and share videos from each market, enter sweepstakes promotions and engage in other social media applications.<br />To compliment the on-site experience, consumers had the opportunity to record their own video testimonials, which were then uploaded to the microsite for Facebook and Twitter sharing.<br />Dedicated Microsite Home Page: www.honestlynatural.weleda.com<br />23<br />
  29. 29. HonestlyNatural.Weleda.com<br />Weleda Homepage – Banner & Button<br />24<br />
  30. 30. HonestlyNatural.Weleda.com<br />Tour Schedule & Locations Page<br />25<br />
  31. 31. HonestlyNatural.Weleda.com<br />Video Gallery – Facebook Share & Tweet Option<br />26<br />
  32. 32. HonestlyNatural.Weleda.com<br />Weleda Grand & Local Prizes<br />27<br />
  33. 33. HonestlyNatural.Weleda.com<br />Campaign for Safe Cosmetics Page<br />28<br />
  34. 34. HonestlyNatural.Weleda.com<br />Facebook Fan Page & Photo Gallery<br />29<br />
  35. 35. iPad Quiz & Video Upload Results Summary<br />New York<br /><ul><li>iPad Quiz Total: 571
  36. 36. Video Upload Total: 147 </li></ul>Toronto<br /><ul><li>iPad Quiz Total: 300
  37. 37. Video Upload Total: 45</li></ul>Chicago<br /><ul><li>iPad Quiz Total: 352
  38. 38. Video Upload Total: 49</li></ul>Vancouver<br /><ul><li>iPad Quiz Total: 254
  39. 39. Video Upload Total: 26</li></ul>San Francisco<br /><ul><li>iPad Quiz Total: 428
  40. 40. Video Upload Total: 115</li></ul>Los Angeles<br /><ul><li>iPad Quiz Total: 528
  41. 41. Video Upload Total: 58</li></ul>Total iPad Quizzes: 2,433<br />Total Video Uploads: 440<br />30<br />
  42. 42. Page View & Opt-In Results Summary<br />Page Views<br /><ul><li>Microsite Homepage:  6,137
  43. 43. Video Gallery:  14,121
  44. 44. Prizes:  1,034
  45. 45. Locations:  3,331
  46. 46. Campaign for Safe Cosmetics:  367
  47. 47. Video Searches:  667</li></ul>Opt Ins<br /><ul><li>We Magazine:  596
  48. 48. Bloom Newsletter:  546
  49. 49. Supporters for Save Cosmetics Act:  1,658
  50. 50. Safe Cosmetics Email:  346</li></ul> <br />31<br />
  51. 51. Quiz Question Statistics Summary<br />32<br />
  52. 52. VI. Consumer Engagement<br />
  53. 53. Weleda Brand Ambassadors<br />A dedicated tour manager was accompanied by a team of brand ambassadors and production assistants in each tour market.<br />34<br />
  54. 54. Estheticians<br />Estheticians were hired in each market to provide services using Weleda products at various treatment stations.<br />35<br />
  55. 55. The Consumer Engagement Process<br />
  56. 56. The Concept<br />Behind every successful promotion, there is a great concept.<br />37<br />
  57. 57. Step 1: Honestly Natural Beauty Quiz<br />Brand Ambassadors engaged and educated consumers on Weleda products via a custom iPad Quiz. Each participant also had the opportunity to sign the Campaign for Safe Cosmetics pledge, receive a dollars-off coupon, and opt-in to receive information about other Weleda promotions and collateral.<br />38<br />
  58. 58. Step 2: Weleda Signature Spa Treatment<br />Estheticians provided complimentary hand massages, neck massages and mini-facials to consumers throughout each event day.<br />39<br />
  59. 59. Step 3: Weleda Product Sampling<br />Brand Ambassadors provided samples to all consumers who participated in either the iPad Quiz or one of the treatment stations available inside the truck. Flowers that represented the all natural ingredients found in each Weleda product were also distributed with the sample.<br />40<br />
  60. 60. Step 4: Video Testimonial<br />What does natural mean to you?<br /> <br />What do you love about Weleda?<br /> <br />Why is natural beautiful? <br />After taking the iPad Quiz, receiving a treatment inside the truck and getting a free sample, consumers were asked to provide a quick testimonial to describe their experience with Weleda products. After one of the above questions was answered, their video was immediately uploaded to Weleda’s dedicated microsite and a link was emailed directly to each consumer. The site hosted a video gallery, a Facebook sharing application, a video “like” component and other social media applications.<br />41<br />
  61. 61. Consumer Education & Distribution<br />
  62. 62. Weleda Informational Brochure<br />A print collateral brochure was distributed to all consumers, containing tour details, product information and other Weleda partners (e.g. Whole Foods, CFSC).<br />43<br />
  63. 63. Drive to Retail - $2 Off Coupon<br />A dollars-off coupon (redeemable at Whole Foods Market and ULTA Beauty) was distributed to all consumers who participated in any of the Weleda experiences.<br />44<br />
  64. 64. Product & Flower Distribution<br />Flower: Rose<br />Products: Wild Rose Moisture Cream<br /> Wild Rose Body Oil<br />45<br />
  65. 65. Product & Flower Distribution<br />Flower: Gerbera Daisy<br />Products: Calendula Diaper Cream<br /> Calendula Shampoo & Body Wash<br />46<br />
  66. 66. Product & Flower Distribution<br />Flower: Sunflower<br />Product: Skin Food<br />47<br />
  67. 67. VII. Tour Location Summaries & Results<br />
  68. 68. Tour Schedule & Locations<br />New York Thursday, September 23 – Upper West Side<br /> Friday, September 24 – Union Square<br /> Saturday, September 25 – Lower East Side<br />Toronto Friday, October 1 – St. Lawrence Market<br /> Saturday, October 2 – Bloor Street<br />Chicago Friday, October 8 – Pioneer Plaza<br /> Saturday, October 9 – Old Orchard Mall<br />Vancouver Friday, October 15 – Pacific Centre<br /> Saturday, October 16 – Pacific Centre<br />San Francisco Friday, October 22 – Justin Herman Plaza<br /> Saturday, October 23 – Union Square<br /> Sunday, October 24 – Noe Valley <br />Los Angeles Friday, November 5 – Hollywood & Highland<br /> Saturday, November 6 – Third Street Promenade<br /> Sunday, November 7 – Third Street Promenade<br />49<br />
  69. 69. NEW YORK CITY, NY<br />
  70. 70. New York City – Upper West Side<br />51<br />
  71. 71. New York City – Upper West Side<br />52<br />
  72. 72. New York City – Union Square<br />53<br />
  73. 73. New York City – Lower East Side<br />54<br />
  74. 74. Toronto, ON<br />
  75. 75. Toronto – St. Lawrence Market<br />56<br />
  76. 76. Toronto – St. Lawrence Market<br />57<br />
  77. 77. 58<br />Toronto – St. Lawrence Market<br />
  78. 78. Chicago, IL<br />
  79. 79. Chicago – Pioneer Plaza<br />60<br />
  80. 80. Chicago – Pioneer Plaza<br />61<br />
  81. 81. Chicago – Pioneer Plaza<br />62<br />
  82. 82. Chicago – Old Orchard Mall<br />63<br />
  83. 83. Chicago – Old Orchard Mall<br />64<br />
  84. 84. Chicago – Old Orchard Mall<br />65<br />
  85. 85. Vancouver, BC<br />
  86. 86. Vancouver – Pacific Centre<br />67<br />
  87. 87. Vancouver – Pacific Centre<br />68<br />
  88. 88. Vancouver – Pacific Centre<br />69<br />
  89. 89. San Francisco, CA<br />
  90. 90. San Francisco – Justin Herman Plaza<br />71<br />
  91. 91. San Francisco – Justin Herman Plaza<br />72<br />
  92. 92. San Francisco – Union Square<br />73<br />
  93. 93. San Francisco – Union Square<br />74<br />
  94. 94. San Francisco – Noe Valley<br />75<br />
  95. 95. Los Angeles, CA<br />
  96. 96. Los Angeles – Hollywood & Highland<br />77<br />
  97. 97. Los Angeles – Hollywood & Highland<br />78<br />
  98. 98. Los Angeles – Third Street Promenade<br />79<br />
  99. 99. Los Angeles – Third Street Promenade<br />80<br />
  100. 100. Los Angeles – Third Street Promenade<br />81<br />
  101. 101. Results Summary – Sample Distribution<br />82<br />
  102. 102. Results Summary – Sample Distribution<br />Total Samples Distributed: 25,000+<br />83<br />
  103. 103. VIII. Estimated Impressions<br />
  104. 104. Estimated Impressions<br />85<br />
  105. 105. Online Media Exposure<br />
  106. 106. Online Media Exposure<br />OK! Magazine<br />87<br />
  107. 107. Online Media Exposure<br />Second City Style - Chicago<br />88<br />
  108. 108. Online Media Exposure<br />Daily Candy – Los Angeles<br />I’m The It Girl Beauty.com<br />89<br />
  109. 109. Online Media Exposure<br />San Francisco Examiner<br />90<br />
  110. 110. Online Media Exposure<br />www.organic-market.info<br />91<br />
  111. 111. Online Media Exposure<br />Blogs & Other <br />92<br />
  112. 112. IX. Key Learnings & Recommendations<br />
  113. 113. Key Learnings & Recommendations<br />TH recommends the following considerations for future mobile tour experiences:<br /><ul><li>Allow ample time during the planning and execution process (8-10 weeks)
  114. 114. While selecting and permitting each location was successful, additional time during the </li></ul> planning phase will allow for a more effective approach for each market (e.g. having first <br /> selection of dates and availability – The Grove)<br /><ul><li>Look into new venues for 2011 that are representative of the brand – include high traffic locations and retail extensions, but other venues such as The Grove should be considered
  115. 115. Include a more formal training session for all Brand Ambassadors prior to event kick-off (live or via conference call) and in each market prior to the first event day
  116. 116. Consider utilizing the vehicle during “down time” within each market – for example, executing brand ambassador sampling at key retail locations, high traffic areas, etc.
  117. 117. Potential for a “scan to win” component inside the retail store (will help drive traffic from the parking lot into the store = conversion on coupon redemption = sales)
  118. 118. Reach out to each individual store managers (e.g. Whole Foods) prior to each event to discuss in-store pre-promotion or cross-promotional opportunities</li></ul>94<br />
  119. 119. Key Learnings & Recommendations<br /><ul><li>Product sampling outside of the truck footprint proved to be extremely successful in the latter markets – discuss having events teams within a 1-2 block radius of the event to help drive additional foot traffic
  120. 120. Do not rely upon Facebook if video votes count towards prizing – collect votes on microsite backend and determine how to push Facebook updates (from microsite to FB)
  121. 121. Spend more time on the upfront metrics for the microsite to better provide requested data
  122. 122. Consider not requiring full Facebook access to each users account in order to interact with the brand online (e.g. allow users to take the quiz without granting Weleda full access to their profile)
  123. 123. Better communicate sweepstakes promotion via Brand Ambassadors to get voting numbers up
  124. 124. Voting counts were low due to Facebook log in requirement</li></ul>95<br />
  125. 125. X. Next Steps<br />
  126. 126. Next Steps<br /><ul><li>Receive client feedback on the overall execution and success of the campaign
  127. 127. Discuss key learnings and recommendations
  128. 128. Determine goals, objectives and direction for 2011
  129. 129. TH & SS to provide 2011 proposal and budget as directed by Weleda</li></ul>599 Broadway, 10th Floor | New York, New York 10012 | p 646.649.4515 | f 212.695.6301 | www.thproductions.com<br />97<br />

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