College: Boston University
Class: Principles and Practices in Advertising
Group project to develop a campaign for Harry's Razor in efforts to build brand awareness to target audience.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Found out how the Asian-based hotel group with over 65 properties, Shangri-La Hotels & Resorts, got travelers to rethink about their entire decision-marking process.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
Found out how the Asian-based hotel group with over 65 properties, Shangri-La Hotels & Resorts, got travelers to rethink about their entire decision-marking process.
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Project: Create a deck proposing a product & campaign to help Netflix better serve their increasingly social audience.
Summary slides are above; full details below.
Team:
- Norman Tran: Digital Strategy
- Gabriella Pizzitola: Account Management
- Laetitia de Camas: Account Management
Role:
- Work with 2 other TBWA\Chiat\Day interns with limited resources and 6 week timeframe to create a new product & campaign for Netflix
- Facilitate brainstorming sessions
- Project management
- Research
- Design deck template and product mockups
Skills Utilized: Visual Design | Personas | Competitive Analysis | Trend Analysis | Product Development | Campaign Development | Storytelling
TBWA\Chiat\Day: TBWA\Chiat\Day is part of TBWA Worldwide. TBWA is one of the top ten US-based agency networks made up of 250+ full service agencies around the world with expertise in all of the disciplines required for the positioning, launching and long-term management of brands. TBWA is a highly awarded agency and our clients include Nissan, Infiniti, Pepsi, Gatorade, Sara Lee, Energizer, Principal Financial Group, Crate & Barrel, and Southwest Airlines.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
We continuously keep a track of successful digital campaigns carried out in the industry and try to create innovative and creative strategy for our clients that help them grow & multiply.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
DSC has battled against the industry giants and indicated that this “David” fears no “Goliaths”. Although it has currently 2 million active users, DSC still hasn’t turned a profit, despite bringing $64 million in revenue on 2014 and a projected $140 million this year. They have a solid market position, as their razor blades represent today about 10% of the razors sold on the USA. Their unique approach to the razor’s business has forced Gillette to create its own Shave Club, evidencing how influential they have been to men’s grooming market. And after three years on the market Dollar Shave Club is just getting started: so buckle up!
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Project: Create a deck proposing a product & campaign to help Netflix better serve their increasingly social audience.
Summary slides are above; full details below.
Team:
- Norman Tran: Digital Strategy
- Gabriella Pizzitola: Account Management
- Laetitia de Camas: Account Management
Role:
- Work with 2 other TBWA\Chiat\Day interns with limited resources and 6 week timeframe to create a new product & campaign for Netflix
- Facilitate brainstorming sessions
- Project management
- Research
- Design deck template and product mockups
Skills Utilized: Visual Design | Personas | Competitive Analysis | Trend Analysis | Product Development | Campaign Development | Storytelling
TBWA\Chiat\Day: TBWA\Chiat\Day is part of TBWA Worldwide. TBWA is one of the top ten US-based agency networks made up of 250+ full service agencies around the world with expertise in all of the disciplines required for the positioning, launching and long-term management of brands. TBWA is a highly awarded agency and our clients include Nissan, Infiniti, Pepsi, Gatorade, Sara Lee, Energizer, Principal Financial Group, Crate & Barrel, and Southwest Airlines.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Strategy is one of the most abused and misused terms in marketing. When I was a younger, I struggled a lot with that. There are so much opinions out there and it seems like everyone tries contradicting each other on purpose. On the 2nd of October, I got the chance to speak to 50 students at Thomas More Hogeschool and to tell them what I think strategy is and why it is so goddamn necessary in communications, marketing and yes, let's just say the world.
Comments and feedback are definitely welcome.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
We continuously keep a track of successful digital campaigns carried out in the industry and try to create innovative and creative strategy for our clients that help them grow & multiply.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
DSC has battled against the industry giants and indicated that this “David” fears no “Goliaths”. Although it has currently 2 million active users, DSC still hasn’t turned a profit, despite bringing $64 million in revenue on 2014 and a projected $140 million this year. They have a solid market position, as their razor blades represent today about 10% of the razors sold on the USA. Their unique approach to the razor’s business has forced Gillette to create its own Shave Club, evidencing how influential they have been to men’s grooming market. And after three years on the market Dollar Shave Club is just getting started: so buckle up!
Dollar Shave Club’s Billion Dollar User EngagementIterable
How does a billion dollar startup engage its customers? This User Engagement Teardown answers that question.
From their viral launch video in 2012 to this week’s $1B acquisition by Unilever, Dollar Shave Club has been a massive success. In just four years they captured 15% of their market and became legitimate competitors to consumer packaged goods (CPG) giants like P&G and Unilever.
We took 21 days to analyze what Dollar Shave Club does to convert users into customers and customers into loyal brand advocates. We signed up, subscribed, downloaded, followed, liked, clicked, tapped, browsed, and even purchased, and now we’re sharing it with you.
Indeed vs. AngelList - User Engagement TeardownIterable
This is an Iterable User Engagement Teardown comparing Indeed and AngelList's user engagement strategies in the first 2 weeks post-signup.
After evaluating all emails and push notifications received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable.
To see more User Engagement Teardowns, visit http://iterable.com/teardown
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.
Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
Deep social - Social 3.0 - James GaubertJames Gaubert
Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
NewsCred's Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Featuring Nick Mueller of Piqora and Ritika Puri of Storyhackers.
With more than 200M members and an engagement rate that’s 25% higher than any other social platform, the Instagram community brings a wealth of opportunity to fashion marketers and community managers.
We're hosting this webinar to empower fashion marketers with a blueprint for navigating these challenges — to help fashion-forward brands become influencers among communities of trendsetters, shoppers, and influential fashion bloggers.With more than 200M members and an engagement rate that’s 25% higher than any other social platform, the Instagram community brings a wealth of opportunity to fashion marketers and community managers.
Attend this webinar to learn how to:
• Create a vibrant Instagram community
• Establish and measure Instagram-specific goals
• Implement a successful hashtag strategy
• Launch a high-impact promotion
• Identify and replicate qualities of the most successful fashion brands
http://go.piqora.com/instagram-fashion-webinar.html
This presentation explores how we map the phases of the customer journey against specific areas of inquiry related to customer needs and then apply this framework to a review of competitive and comparative brand experiences. The outcomes of this analysis deliver both qualitative and quantitative results that inspire our clients and us. In turn, the insights gained enable our design team to deliver far more compelling experiences.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...
Harry's Razor Marketing Campaign
1. Harry’s
CM 708 Marketing Campaign Pitch
Alex Watts | Daniel Michel | Karen White | Kate Ushakova | Shakeela Najjar
2. Harry’s: A History
April 2013: Warby Parker Co-
Founder
Jeff Raider and Andy Katz-
Mayfield launch Harry’s
October 2013: Opened a brick
and mortar barber shop in
NYC
January 2014: Purchased a
razor factory in Germany for
$100M
3. Harry’s Business Problem
Harry’s mainly sells razors through online
subscriptions.The brand is struggling to get
first-time customers to accept this new razor
purchasing model.
5. Shaving Industry Overview
⅗ consumers said they
invested in personal
grooming to feel better
about themselves
18 – 34 year
olds to look
good for the
sake of their
partners
*Beauty & Personal Grooming | Nielsen Consumer Report 2008
Four in five (79%) of the world’s internet consumers
claim to purchase beauty products
Partnership + Social Media =
The strategy to capture
Market Segments
Those who believe in a brand
8. Trends Analysis
TREND: More 18-34 years old men care for their look (60%)
IMPLICATION: They can be persuaded to buy a well-crafted
razor
TREND: More 18-34 year old men are paying attention to
socially responsible
IMPLICATION: Harry’s has the unique opportunity to build on
their charitable record and transparent business model
TREND: Online shopping has
been steadily increasing
IMPLICATION: Harry’s online
subscription purchasing
model has a foundation to
build growth projections
9. Creative Competition #1
Description: The ad shows the product, with callouts
describing its various features and the technologies
Brand name: Gillette Fusion Proglide
Headline: Curious Just How Comfortable This Can Be?
Slogan: Turn Shaving Into Gliding
Single Key Benefit of the Ad: Most Comfortable Shave
Advertising Strategy: Youtube Testimonials, Twitter Handle
#proglide, Facebook, Print & Online.
Position: Comfort
Position by Users: Tech savvy comfort-loving
10. Creative Competition #2
Description: Muscular, tattooed man with his shirt off holding
a teacup and plate. Mancing face that is also clean shaven
(aside from a neatly chiseled goatee)
Brand name: Schick Hydro 5 Sensitive
Headline: Sensitive. Just Like You.
Current Slogan: Free Your Skin
Single key benefit of ad: Get a sensitive shave and still feel manly.
Advertising Strategy:Silly posts on Twitter and FB - mix of real time
marketing and poking fun at beard culture
Promotion: X-Men X-Cept the Challenge -
Mail UPC codes of two Schick products and get a t-shirt
Position: Confidence
Position by: Users - Tough alpha-men
11. Creative Competition #3
Description: Blades package with different headlines
suggesting to take care of your face by changing your
blades more frequently
Brand name: Dollar Shave Club
Headline: Sand Down your Deck, Not Your Face
Current Slogan: Shave Time, Shave Money
Single key benefit of ad: Comfort shave at low cost
Advertising Strategy: Facebook, YouTube Channel
and DSC Twitter
Position: Change Your Blade Each Week
Position by: Product, Convenience.
12. Competitive Summary
Gillette: Focus technology and innovation
Schick: Focus on the needs of sensitive skin
Dollar Shave Club: Focus on price and convenience
13. Competitive Summary - Positioning
Which brand stands out/why?
Dollar Shave Club is a comparable company because of their similar
purchasing model.
What implications does this have for Harry’s?
Harry’s needs to separate themselves as a company that cares more about
authentic quality and style, over mass appeal. A Harry’s razor has the
opportunity to make a personal statement about it’s user -- something DSC
can’t accomplish.
14. Harry’s Brand Analysis
Product offerings: Shave Sets, Blades, Cream, and Handles
Harry’s Shave Sets include a handle, 2 blades, shaving cream, and a booklet of shaving tips. Blades, handles, and
shaving creams can be purchased separately.
16. Harry’s Brand Analysis
Promotion: Social Media: Facebook, Twitter (@Harry’s), and Instagram
Give a Shave Campaign: As part of the campaign, Harry’s executed humanitarian approaches in
efforts to support their mission: “To help people look and feel great.”
Harry’s One Plus One: 1% of sales and at least 1% of personal time is given to organizations that
prepare people for personal and professional success. Partnerships include:
● City Year = corps members dedicate a year of service to under-resourced schools to decrease
the national dropout rate.
● The Mission Continues = a non-profit organization that encourages war veterans to apply their
military skills through fellowships at other non-profits organizations.
○ Harry’s created a limited edition razor; 100% of its sales will go towards The Mission
Continues.
● Harry’s accepts customer suggestions of organization they would like to see featured in Harry’s
next campaign.
17. Creative Brief
Task: Develop network of customers who are active brand
advocates.
Target: Chris and Charlie
Barrier: Lack of brand awareness. Lack of awareness of
the new online subscription razor purchasing model.
Insight: The target values and searches for authenticity.
They are willing to go out of their way to discover genuine
class and quality = vintage.
Idea/Benefit: Using a vintage styled razor, produced by a
straight-forward, classy company
Proof: Transparent manufacturing process in Germany,
story of the brand, designed with the vintage style look and
feel
Response: We want customers to feel that a Harry’s razor
is true to their lifestyle enough for them to take the initiative
to advocate for the brand among their social circles.
Measurement: Social media engagement, website visits,
sales. Ask customers if they heard of Harry’s through
someone else?
Mandatories: Ads must be practical, friendly and showcase
intellectual curiosity. Cannot be obviously trying to push a
product. Must show brand lifestyle as easy-going and
independent-thinking.
Brand Promise: Our idea is built entirely on the brand
promise because the target audience demands authenticity
and transparency.
18. Strategies
Consumer insight: Our target wants the products they purchase
to say something meaningful about themselves
Positioning statement: Authenticity
Advertising objective: Give consumers a reason to believe that
Harry’s is an honest, authentic brand
19. Target Audience
Demographic analysis: Men who used 4+ blade
razors within the past 6 months (MRI data)
44.6% 18-34 years old
70.5% +$40,000 annual
income
43.2% Urban citizens
Lifestyle analysis (secondary research):
● Trendsetting men who are willing to discover new
products - YouTube user reviews.
● Urban, hipster men who would wear Chuck
Taylors and plaid button downs, and drink craft
beer - Instagram follower’s profiles.
● Social media savvy/snobby - Facebook/Twitter
follower’s profiles.
Harry’s Twitter Page
Harry’s Instagram
20. Target Audience: Original Research
Survey Goal: Gain insight into the razor purchasing behavior of
our target audience
Technique: 10 question Survey Monkey completed by 23 men in
our target audience
Key Findings:
● 47% use non-electric razors to shave
● 18% chose their current razor based on customer reviews
● 21% use non-Gillette/Schick razors
● 96% say the popularity is somewhat or not at all important.
22. Interviewed owner of men’s
boutique shop SAULT New
England, Philip Saul. He uses
Harry’s and stocks it in his store.
Loves the Harry’s style and the
brand’s unique story. Only uses
and stocks vintage products with
genuine meaning behind them.
Target Audience: Original Research - Consumer Journey
23. Target Audience
Meet Chris
Chris is a 24 year old artist from Greenwich Village. He
recently completed college, with a degree in art history
and illustration. He works at Grassroots Juicery. On the
weekends, he curates various local events with other
local artists and musicians. His most famous artwork is a
mural he calls “Getting the Gist.” Chris doesn’t have a
cable subscription, but uses Netflix to stream his favorite
shows: Mad Man, and House of Cards. He uses Tinder to
meet girls. When he goes out at night with his friends, he
isn’t afraid to always order a different craft beer, in search
of an authentic taste.
Chris wears Chuck Taylors and plaid button downs. He
also likes to get clothing manufactured locally from
vintage shops. His razor is Harry’s with the letters “GG”
engraved on it.
24. Target Audience
Meet Charlie
Charlie is a 31 year old software developer. He lives in
the northern side of Green Point, Brooklyn with his wife,
who is a writer of children’s stories. He loves to take
pictures with his old Polaroid camera, keeping up with his
passion for vintage art.
Both Charlie and his wife eat authentic vegetarian food
and frequently find spots to hike. Most of the furniture they
own was discovered in antique shops or flea markets. At
least twice a year they’ll travel to exotic destinations, as
they’re always on the hunt for genuine experiences. While
travelling to Cambodia last year Charlie took very few
belongings. However, one thing Charlie packed very
carefully was his Harry’s razor...and yes, his trusty
Polaroid camera.
25. Media Recommendation
32% of 35 year old users are male
17% of adults using Instagram live in urban areas
34% are using Twitter
8% of U.S. young adults with interest in self-expression
and incomes above $75,000 use Tumblr
Target audience loves blogging - CoS (Cause of Sound blog)
22.9% Heavy Internet Users
20% of US Young Males access Pandora
22% of Hipsters access Pitchfork.com
Urban Men 18-34 years old who use 4+ Blades Razors
*Universe: 112,618 Source: MRI
Reports | Fall 2012
22.0% Magazine Readers
25% Read Rolling Stone
20.0% Newspaper Readers
22.4% New York Times Sunday
26. 66% of Millennials
feel good about
participating in
community action
programs
83% trust
socially
responsible
companies
74% Pay more
attention to
Company’s
Message because
of its deep cause
commitment
I say,CAUSE-MARKETING...
why? 91% would switch brandsif they see Social Action
Source: Engaging Millenials | Allison House, MTV Insights
27. Shave 4 Shelter Music Arts Fest
Type of Event: Outdoor Music Festival, Fundraising, Charity
Location: Parks and streets in trendy NYC neighborhoods eg. Tompkins Square Park,
with the possibility of expanding to other major US cities
When: Starting with 2-3 events in July/August, possibility adding more dates
Event Details:
● Free Shave / Haircut by a local barber, using Harry’s razor
● Live music from local bands
● Free craft beer from a local brewer
● Digital Screen with a live Twitter Feed showing posts with our hashtag
● For every use of #, Harry will donate a dollar to a local shelter
● Promotional subscriptions available through “Help a Buddy” program
What is the Benefit for Harry’s? The event will position Harry’s as a local brand
concerned with the same social issue as the rest of the community. It will generate the
buzz we are looking for in order to acquire brand advocates within our target audience.
28. Live MUSIC !
twitter
Digital Board
Free Shave/
Hair Cut
Craft Beer
Street Advertising
When? July/August 2014
Where? NYC - Hipster Cluster (Astoria,
Woodside, Brooklyn, etc.)
ibtimes.com
BANDS> The Field / Julia Holter / IceAge / These New Puritans/ The Haxan Cloak
Event- Coasters Design
3.15in x 3.15 in
Networks via Fund-Raising Concert
Creative Execution
29.
30. Print Advertising
Type of Ad: Full Spread Ad
Publication: Rolling Stone
Media Plan: Ad will run two months before the event and less frequently two months
after the event
What is the Benefit for Harry’s? It will be beneficial for Harry’s to lay out their old-
fashioned aesthetics in a print setting that is trendy. With that said, just a fifth of young
urban men read magazines. However, the readership is heavily concentrated in Rolling
Stone (25%). In essence, a very targeted print approach is prudent.
32. Blog Takeover
Type of Advertising: Online
When: Ads will run for 1 month leading up to the day of the event
Media Plan:
● A blog post published by prominent NYC news and events blogs to advertise the
event (Source: Glenwood NYC)
○ Flavorpill
○ Brooklyn Vegan
○ Oh My Rockness
● A landing page takeover
● A banner ad, that goes to the landing page on Harry’s website, where you can find
more information about the mission of the campaign.
What is the Benefit for Harry’s? This will generate more traffic to Harry’s website,
increase subscription sales, and generate visibility among the target audience.
