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Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A Unilever Conglomerate)

The document outlines a digital marketing strategy for 'Love Beauty and Planet', focusing on enhancing brand visibility and driving online sales. It highlights shifts in consumer behavior, emphasizing the predominance of mobile and social media for discovering and evaluating beauty products, particularly among the 18-34 age group. It also recommends targeted marketing channels, detailed budget allocations, and a strategic SEO approach to optimize search engine visibility and conversion rates.

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D I G I T A L M A R K E T I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T P R E P A R E D B Y A B H I S H E K S I N H A D A T E - 5 T H A P R I L ’ 2 0 2 1 E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M | M O B I L E - + 9 1 8 8 0 0 2 6 7 0 0 3
M A R K E T I N G O B J E C T I V E I M P R O V E B R A N D V I S I B I L I T Y A N D D R I V E O N L I N E S A L E F O R ‘ L O V E B E A U T Y A N D P L A N E T ’ P R O D U C T S
C O N T E N T Understanding the Beauty Shopping Journey of the Connected Consumer How to choose the right channel for marketing Love Beauty and Planet Detailed Media Budget Planning for Love Beauty and Planet Strategy on Search Engine • Collaborate with micro-influencers • Encourage user-generated content • Facebook ads strategy Beauty marketing on Social Media YouTube Strategy Display Ads Strategy • Email marketing • Native Ads - Taboola Other channels to fuel up your beauty marketing Remarketing Strategy To sum it up
U N D E R S T A N D I N G I N D I A N C O N S U M E R B E H A V I O R : H O W D O S H O P P E R S D I S C O V E R N E W B E A U T Y P R O D U C T S ? The beauty industry, once dominated by offline channels, is undergoing a period of disruption in terms of the ways in which people discover new trends, compare brands and buy products. While shoppers previously found and tried new products in person and in shops, they're now discovering and evaluating products online via platforms such as Instagram. And the rise of mobile means that people today are never offline. Especially among those aged 18-34, many are condensing the entire path to purchase into an online experience on their mobile and tablet devices. Brands are creating new ways for consumers to engage with products online and eliminating the need to physically go into the shop, with some offering mobile-friendly virtual application apps and how-to videos. Younger consumers between the ages of 18-34 are leading the shift to mobile to discover new products. We found that 64% of make-up consumers aged 18-34 and 68% of facial skin care consumers in the same age bracket have discovered on mobile.
H O W D O I N D I A N M A K E - U P A N D F A C I A L S K I N C A R E S H O P P E R S D I S C O V E R O N L I N E ? Takeaway: Social media platforms also play a key role in the discovery of make-up and facial skincare products. We found that 71% of make-up shoppers and 68% of facial skin care shoppers use the Facebook family of apps to discover new products.
H O W D O S H O P P E R S R E S E A R C H A N D E V A L U A T E B E A U T Y P R O D U C T S ? Online is the most common way that people research beauty products, with 68% of make-up and 69% of facial skin care shoppers evaluating products online. With online videos offering an alternative to in-store demos, shoppers can see the look and feel of a product from the comfort of their sofa. Our study found that 55% of make-up and 55% of facial skin care shoppers say that their mobile device plays a role in their decision to buy, and 32% of make-up buyers consider it to be the most important tool for evaluation.
Make-up Consumer Behaviour Facial Skin care Consumer Behaviour T A P P I N G M A K E - U P & F A C I A L S K I N C A R E C O N S U M E R O N L I N E B E H A V I O U R
U N D E R S T A N D I N G T H E M A K E - U P S H O P P I N G J O U R N E Y O F T O D A Y ’ S C O N N E C T E D C O N S U M E R I N I N D I A Rationale - *Females who purchased color cosmetic products (e.g. make-up) in the last 3 months **Facebook family of apps refers to Facebook, Facebook Messenger, Instagram and WhatsApp
S O C I A L I N S I G H T : H O W M A N Y M A K E - U P A N D F A C I A L S K I N C A R E S H O P P E R S A G E D 1 8 - 3 4 U S E I N S T A G R A M A N D F A C E B O O K F O R B E A U T Y - R E L A T E D A C T I V I T I E S ?
S E A R C H I N S I G H T : R O L E O F S E A R C H E N G I N E I N T H E C O N S U M E R J O U R N E Y O F B E A U T Y & P E R S O N A L C A R E Over half (58%) of beauty consumers prefer using online search for information or recommendations. Search is also used as a way to connect consumers with retailers, with 29% saying they visited a beauty retailer as a result of a search on Google, as well as a product recommendation platform, with 35% purchasing a beauty product after searching online.
Y O U T U B E I N S I G H T : O N L I N E V I D E O I S T H E N E W B E A U T Y C O U N T E R Rather than making a trip to the department store, more people are using video reviews, tutorials, and online advice to inform their purchases — and 81% of consumers engage with at least one beauty influencer on YouTube.
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L O V E B E A U T Y A N D P L A N E T : D I G I T A L F O O T P R I N T S Observation - ‘Love Beauty and Planet’ have digital presence on all key digital platforms, however, a more strategic approach to increasing follower base and engaging content on all key social platforms are required for increasing brand love and TOM brand recall. Instagram – 50k followers Facebook – 50k fans YouTube – 6.2k subscribe rs Twitter – 11.5k followers Pinterest – 214 followers
H O W T O C H O O S E T H E R I G H T C H A N N E L F O R M A R K E T I N G L O V E B E A U T Y A N D P L A N E T P R O D U C T S • According to social and search insights, the beauty industry has been facing a great change in the way people discover, evaluate, and purchase makeup and skincare products. • Though most beauty shoppers all over the world still buy cosmetics in-store, more and more of them prefer to search and evaluate products from the comfort of their sofas. • Here are some key stats on the makeup consumer’s customer journey in the Indian market: Discovery Evaluation Purchase 46% discover new products online, 33% on mobile 36% assess new products online 41% purchase new products online 61% assess new products in-store 79% purchase new products in- store 36% assess new products via in-person conversations
R E C O M M E N D E D M A R K E T I N G C H A N N E L S F O R D R I V I N G A W A R E N E S S A N D S A L E S F O R L O V E B E A U T Y A N D P L A N E T P R O D U C T S • Leveraging marketing funnels via different digital channels that appeal to users at different stages of the buyer’s journey. • Users who have never heard of your brand, for example, wouldn’t convert on an ad designed to upsell users on an upgrade who have been purchasing from you from years, and long-term customers don’t need to see the video equivalent of Your Brand 101. • For sales funnels to work, we must create specific content that resonates with– and is relevant to users at all stages of the digital sales funnel. Remarketing Referrals Email YouTube Social Media Search Engine
R E C O M M E N D E D B U D G E T A L L O C A T I O N O N D I F F E R E N T M E D I A C H A N N E L S F O R L O V E B E A U T Y A N D P L A N E T
D E TA I L E D M E D I A B U D G E T P L A N Target Channel Target Platform/Networ k Audienc e Type Objective Budget Ad Format Target Location *Estimated Impression s *Estimate d Clicks *Estimate d CPC/CPV *Estimate d Conversio n *Estimate d Value Per Conversio n *Estimated ROAS (Return on Ad Spend) Google Google Search New Visitors Sale ₹ 20,00,000.00 Text + Shopping *Top 20 NCCS A/A+ rating cities in India 57,14,286 2,85,714 ₹ 7.0 11,429 ₹ 1,000.00 ₹ 1,14,28,571.4 3 Google Display Brand Awareness ₹ 5,00,000.00 Banner 2,50,00,000 1,25,000 ₹ 4.0 625 ₹ 500.00 ₹ 3,12,500.00 Facebook Facebook Brand Awareness + Sale ₹ 15,00,000.00 Banner + Carousel + Catalogue 6,00,00,000 3,00,000 ₹ 5.0 4,500 ₹ 900.00 ₹ 40,50,000.00 Instagram ₹ 20,00,000.00 Banner + Carousel + Catalogue 6,66,66,667 3,33,333 ₹ 6.0 5,000 ₹ 1,000.00 ₹ 50,00,000.00 Facebook Audience Network Brand Awareness ₹ 5,00,000.00 Banner + Carousel + Catalogue 2,00,00,000 1,00,000 ₹ 5.0 1,000 ₹ 700.00 ₹ 7,00,000.00 YouTube YouTube Video Brand Awareness + Consideration ₹ 10,00,000.00 Video 3,33,33,333 3,33,333 ₹ 3.0 667 ₹ 500.00 ₹ 3,33,333.33 Taboola Publisher Network ₹ 5,00,000.00 Native Ads 2,00,00,000 1,00,000 ₹ 5.0 400 ₹ 500.00 ₹ 2,00,000.00 Remarketin g *RLSA, GDN, FB, IG & FAN Returning Visitors Sale ₹ 20,00,000.00 Dynamic Product Banners Pan India 2,60,00,000 4,00,000 ₹ 5.0 12,000 ₹ 1,250.00 ₹ 1,50,00,000.0 0 Total ₹ 1,00,00,000.00 25,67,14,28 6 19,77,381 ₹ 5.06 35,620 ₹ 1,039.42 ₹ 3,70,24,404.7 6 Rationale – • Budget allocation across different media channels are initial estimates based on the fitment of the target platforms for driving the desired results for Love Beauty and Planet. • Estimated value per conversion has been assumed differently, considering buyer intent and cart value on different platforms. Exact estimates on ROAS can be calculated if client can provide average sale value, historical conversion trend data on different platforms. • The above estimated metrics - impr., clicks, cpc , conversion are based on beauty industry benchmarks for brands. Actual figures for Love Beauty and Planet would vary based on its brand popularity, competition, budget, TG behaviour, product etc. An optimised performance can be delivered through a data driven strategy. • Estimated ROAS for the respective media is one time conversion value expected via the key digital channels suitable for driving awareness and sale for Love Beauty and Planet brand and do not factor in, the lifetime customer value. If we consider the lifetime customer value considering brand loyalty for Love Beauty and Planet and its product’s quality, the ROAS would be much higher. • SEO, Influencer marketing, SMO and email marketing would further help contribute to the brand’s WOM and improve the overall conversion and ROI. • Initial targeting geographies have been kept as Top 20 NCCS A/A+ rating cities in India i.e. Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Surat, Guwahati, Lucknow, Jaipur, Kanpur, Kandivali West, Agra, Nagpur, Patna, Bhopal, Ludhiana, Indore. Based on client’s input on historical conversion data, target geo can be re-
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A P P R O A C H O N S E A R C H E N G I N E F O R P O S I T I O N I N G L O V E B E A U T Y A N D P L A N E T Search Engine SEO For increased visibility and ranking on Google SERP Paid Search Strategic keyword targeted paid ad campaigns for the coveted top spot in search to increase product consideration.
S E O A P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T The SEO approach would start by creating buyer persona which can be a crucial step in beginning the SEO strategy for Love Beauty and Planet. Based on data and research, a buyer persona can help give brand an idea of who will be buying your product, and we can then create a semi-fictional representation, which will in turn aid in generating keywords and creating a strong content strategy. A buyer persona can be developed by conducting research to generate an ideal target market for your brand. Possible groups that your beauty brand could break your personas into could be: • Conscientious about price • Willing to spend more than the average person • The person who cares more about ingredients than price • Your ideal younger audience • Your ideal target for social media These are just a few ideas of who might be interested in your beauty brand. We can then begin to segment these groups further by age, income level, interests, etc. Once we create buyer persona, we will have a clear idea of how to approach each group with specific, SEO optimized content they will love.
R E C O M M E N D E D C A M P I G N T Y P E O N G O O G L E S E R P Text Ad Campaign Recommended Budget - INR 6 Lac Shopping Campaign Recommended Budget - INR 12 Lac
P A I D S E A R C H A P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T Advertising on search requires a very strategic approach to capture the top ad spot and drive maximum value for your buck. Therefore my paid search approach would focus on the following activities. Watching the resellers •One of the biggest challenges with beauty brands that sell directly from their website is competing with big beauty resellers. As a beauty brand, you love your resellers and the business they bring, yet from the perspective of the Search Engine Results Page (SERPs) they are also your competition. They have big marketing budgets and loyal shoppers, so they don’t mind driving up your brand cost per click by bidding on your brand terms. To help your ads stand out, be sure to include the phrase “Official Site” and trademark symbols in your ad copy. Focusing on brand terms first, then collections •When deciding what keywords to bid on, terms with ‘Love Beauty and Planet’ brand name should be the priority, especially since resellers will also be bidding on these terms and you want your brand to be in top position. The next priority should be any collections that have unique names. For example, Love Beauty and Planet body wash and body lotion products , keywords like – body wash with coconut water, tea tree body wash aroma, body lotion with muru muru butter, will be less competitive than the more generic term “body wash and body lotion.” In the competitive beauty marketplace, if your brand doesn’t show up in searches for your collection terms, your resellers and competitors will. Entice shoppers on Google Shopping with Merchant Center Promotions •Google Shopping allows shoppers to easily compare prices, but when advertisers offer the same products, it’s the extras that will sway a shopper to choose one retailer over another. We can highlight these offers — including gifts with purchase (GWP)– with Merchant Center Promotions. Merchant Center promotions have been shown to increase click- through rates from Google Shopping so if your brand doesn’t use them, you are missing a valuable traffic opportunity driving for Love Beauty and Planet. Use RLSA to bid on generic terms without racking up a giant paid search bill •When I want to bid on more generic terms I use Remarketing Lists for Search Ads (RLSA). That way, I can target shoppers who have been to my advertiser’s website. I can even get more granular and target shoppers who have been to the shower gel section of the website or shoppers who have abandoned their online shopping carts.
M E T H O D O L O G Y F O R A S U C C E S S F U L S E A R C H C A M PA I G N KEEP TRACK OF CUSTOMER DEMAND SETUP CAMPAIGNS WITH A CLEAR GOAL WRITE FOR THE TARGET CUSTOMER ARE CLEAR WITH KEYWORD AND AUDIENCE TARGETING AND ITS BIDDING CREATE A STRONG SELLING PROPOSITION ARE AWARE OF WHAT COMPETITION IS UP TO
L A U N C H P R O D U C T B A S E D C A M PA I G N S F O R L O V E B E A U T Y A N D P L A N E T Shower Gel Body Lotion Shampoo Conditioner Target Products – Deploy product specific campaigns with targeted brand and nonbrand keywords (along with their variations and combinations) and design well crafted ad copies highlighting Promotional Offers, Product USPs and Proper call to action for improved engagement.
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M A R K E T I N G A B E A U T Y B R A N D L O V E B E A U T Y A N D P L A N E T O N S O C I A L When marketing a beauty brand – LOVE BEAUTY AND PLANET, social media is as essential as mascara. But keep in mind that the most popular social media platforms among beauty enthusiasts are Instagram, Facebook, and YouTube. These platforms have lots of engaging visual content. That’s why images, stories, videos, and live streams speak louder than words. Source: Harvard Business School Research
C O L L A B O R A T E W I T H M I C R O - I N F L U E N C E R S Social media influencers are bloggers or celebrities with certain expertise and a community of followers. Micro-influencers usually have between 1,000 and 100,000 fans and are experts in one or two specific niches and hence they’ve more potential for marketing beauty products. Consumers listen to influencers who look like them and have the same struggles they do. That’s why a non-professional YouTube video on how to conceal pigment spots featuring a person who actually have them will work better than a glossy “perfect skin” ad. Hence an upcoming beauty brand Love Beauty and Planet should have tie-ups with micro influencers which will drive user engagement and would eventually influence purchasing decisions. Approach for the Micro Influencer – When making a list of influencers for marketing beauty product brand – Love Beauty and Planet, we can pay attention to their relevance and engagement rates. This research can be done manually or with the help of automated influencer tracking tools such as HYPR, Upfluence, and Pitchbox.
E N C O U R A G E U S E R - G E N E R AT E D C O N T E N T User-generated content or UGC can further help increase the WOM and work as brand advocates which would eventually boost sales for Love Beauty and Planet. Beauty shoppers, especially millennials, love to connect with brands and share their experience with the product. All you have to do is ask! UGC content can also acts as social proof. Olay calls its community the “Olay tribe” and broadcasts the latest Instagram posts under #olaytribe hashtag on their website. Olay sharing Instagram posts of their customers as social proof on their website
I N S T A G R A M S H O P P I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T Instagram product tagging allows you to tag products in posts and link them to the website so users can make purchases with just a few clicks. Instagram shopping tags can be added to organic posts and stories of Love Beauty and Planet and can be featured in Search & Explore section of the Instagram. If consumers tap on the tag, they would be redirected to a product description page with the price and a link to the eCommerce site. Let’s look at how beauty brand - Sephora promotes its eye cream using Instagram Shopping. There is a hero image in this organic post, where the cream is labeled with a shopping tag. Tapping on it, you see an “In this photo” card, featuring the product. If there are more products and shopping tags in a post, you can choose the one you are interested in. Choosing the cream, you’ll be taken to a product description page with a link to the website. Shopping tags to facilitate purchases on Instagram
P A I D F A C E B O O K A D S F O R M O R E R E A C H A N D A M P L I F I C A T I O N Facebook allows business to grow through Facebook advertising, including boosting a post or running ads on Facebook and Instagram. Recommended Budget on Facebook Network – INR 40Lac
F A C E B O O K A D S T A R G E T I N G L O V E B E A U T Y A N D P L A N E T O P P O R T U N I T I E S Location •Target people based in specific locations such as counties, regions, cities or countries Demographics •Narrow your audience based on information such as age, gender and languages Interests •Reach people based on interests such as the apps they use, ads they click on and accounts they follow Behavior •Define your audience by activities they do on and off Instagram and Facebook Custom Audiences •Run ads to customers you already know based on their email addresses or phone numbers Lookalike Audiences •Find new people who are similar to your existing customers
A D P L A C E M E N T S O N F A C E B O O K P L A T F O R M Feeds Stories In-streams Search In-Article Apps
R E C O M M E N D E D TA R G E T E D F A C E B O O K A D S F O R L O V E B E A U T Y A N D P L A N E T Target Love Beauty and Planet Fans on Facebook & Instagram via Fan Based Campaigns Target to new audiences on Facebook & Instagram Based on their interest and behavior Deploy Custom Audience campaigns on Facebook & Instagram
L E V E R A G I N G U N I C O R N C O N T E N T O N F A C E B O O K N E T W O R K T O P R O M O T E L O V E B E A U T Y A N D P L A N E T Content marketing on Social Media, it’s like a 98/2 rule. Only 2% of content performs well on social media and also achieve high conversion rates. Content Strategy - We can leverage Facebook Analytics and performance, and deep dive into historical statistics and spot overachieving content and repurpose them as a Facebook ad to promote Love Beauty and Planet products. Make it into an infographic and a video with promotions and offers. We can further test this content in various formats to the key audiences to make it work even harder. Targeting Strategy – Target to the audience that’s most likely to engage with the Unicorn Content by implementing targeting filters based on audience’s specific interest and behavior on Facebook & Instagram.
P O T E N T I A L T A R G E T A U D I E N C E O N F A C E B O O K N E T W O R K F O R L O V E B E A U T Y A N D P L A N E T Alongside chart is an overview of potential target audience available on Facebook Network, ideal for ‘Love Beauty and Planet’ product’s promotion. Tons of valuable information can be leveraged to understand Facebook followers. We can then use these data and get ultra-precise with layered targeting (aka “Narrow Further”) to learn how to target potential new followers and customers and meet marketing goals for the brand.
P L A C E M E N T T A R G E T I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T Analysis - Historical placement performance statistics could be analyzed to identify top performing placements on Facebook Network. Strategy - Granular ad sets based on the desired ‘Love Beauty and Planet Products’ with segmented ‘Placement Targeting Approach’ could be deployed for an optimized campaign’s result. For e.g. – Separate Feed ads on Facebook and Instagram could be tested for the desired Love Beauty and Planet Products. Similarly, separate Story Ad campaigns of Facebook & Instagram could be deployed to gauge campaigns performance and further optimization strategies could be implemented.
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C O N T E N T S T R A T E G Y O N Y O U T U B E F O R L O V E B E A U T Y A N D P L A N E T The main advice I give to brands when marketing beauty products like Love Beauty and Planet on YouTube, is to make what creators make. If we take a bird’s-eye view of the content produced by creators on YouTube, most of it falls into three main categories: • Inspirational videos - Inspirational content means telling stories and letting the consumer discover new products or looks. • Educational videos - Educational videos show how to apply products and share professional tips and recommendations. • Exclusive videos - Exclusive videos are behind-the- scenes, getting beauty fans to the places they would never visit or introducing to people they would never meet.
Y O U T U B E A D S F O R P R O D U C T A W A R E N E S S W I T H H I G H Q U A L I T Y E N G A G I N G V I D E O C O N T E N T With YouTube ads, reach potential customers and have them take action when they watch or search for videos on YouTube – and only pay when they show interest. Recommended Budget for YouTube Ads – INR 10Lac
Y O U T U B E A D S A P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T Leveraging Funnel-Specific YouTube Ad Strategy for Love Beauty and Planet product promotion. • Top of The Funnel Strategies For New & Cold Audiences • Middle of the Funnel YouTube Strategies for Warm Audiences • Lower Funnel Strategies for Hot Audiences
T O P O F T H E F U N N E L S T R A T E G I E S F O R N E W & C O L D A U D I E N C E S Top of the funnel strategies are designed to introduce your brand to new, cold audiences who aren’t familiar with you yet. Recommended Ad Type - • Using TrueView ads– Which play before relevant videos– could be a solid strategy. These ads are great choices for top of the funnel for this reason: You’re having content appear before videos your audience is interested in, and if you’re able to keep people engaged, they watch and you leave an impression. If they skip, they still might take away some brand awareness, and you don’t have to pay. • YouTube’s search and discover ads are also a great choice, because they allow you to utilize both targeting-based strategies or keywords. You can use the same in-market audiences for discover ads, and target strategic keywords for each video ad for search ads. Targeting - For TrueView ads, I recommend using • In-Market audiences • Custom intent audiences
M I D D L E O F T H E F U N N E L S T R A T E G I E S F O R W A R M A U D I E N C E S Middle-of-the-funnel, warmer audiences are typically in the research or consideration parts of the buyer’s journey, and can include the following: Recommended Ad Types - • TrueView Ads are a good choice again here for longer content that’s designed to appeal to pain points or emotional appeals, getting users closer to converting. • Bumper ads— which are only six seconds long and non-skippable– can also work well. Targeting – • Those who have visited Love Beauty and Planet website but haven’t converted • People who have watched Love Beauty and Planet brand videos designed to attract top of the funnel audiences. This keeps them moving through the funnel accordingly. • Audiences who have expressed interest in Love Beauty and Planet brand and maybe even added products to their cart but didn’t convert
L O W E R F U N N E L S T R A T E G I E S F O R H O T A U D I E N C E S Hot audiences are so valuable because they’re so close to converting. Recommended Ad Types - • TrueView for Action campaigns are similar to traditional TrueView campaigns, but they also come with clickable CTAs below the video, headline text overlays, and end screens to your ads. • TrueView Shopping Campaigns can also be extremely effective here, showing product feeds to a retargeted audience below the video’s description. Targeting – • We can include users who have subscribed to Love Beauty and Planet YouTube channel • Watched Love Beauty and Planet videos from earlier stages of the funnel, or even those who signed up for your email list. • Those who recently viewed specific Love Beauty and Planet product pages or added products to their cart can be included in this audience, too.
D I S P L AY A D S S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
L E V E R A G I N G D I S P L A Y A D V E R T I S I N G N E T W O R K S T O C R E A T E B R A N D R E S O N A N C E F O R L O V E B E A U T Y A N D P L A N E T Recommended Display Advertising Network to attract new customers from publisher websites leveraging display ad best practices Google AdSense (Including GDN) Facebook Audience Network Taboola
A D V A N T A G E S O F G O O G L E A D S E N S E • ADVANTAGES: SIZE, VERSATILITY, RECOGNITION • Google AdSense is one of the largest display ad networks in the world. It has nearly 2 million advertisers and billions of customers. It’s also incredibly effective at driving traffic to websites. • Recommended Budget for Google Display Ads – INR 5Lac
A D V A N T A G E S O F F A C E B O O K A U D I E N C E N E T W O R K A D S • ADVANTAGES: SIZE, VERSATILITY, RECOGNITION • With more than 1 billion worldwide users and millions of advertisers, Facebook also has a formidable display network known as the Audience Network. • Recommended Budget for Facebook Audience Network – INR 5Lac
A D V A N T A G E S O F T A B O O L A • ADVANTAGE: AFFILIATES • Taboola isn’t one of the most recognized names in the display advertising world — but its base of giant clients is enough to pull in new advertisers every day. • Taboola serves ads to publications like The Motley Fool, The Atlantic, and even Netflix. • Netflix alone is enough to attract any advertiser, from beginners to established corporations. • Recommended Budget for Taboola Native Ads – INR 5Lac
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R E T A R G E T I N G S T R A T E G Y Decision making always takes a while; the beauty industry is no exception. One of the ways to stimulate a purchase in beauty marketing is to use retargeting. With this, we can reach consumers that have already visited Love Beauty and Planet website and re-engage them with personalized ads. When creating a retargeting campaign on Google Display, YouTube, Facebook and Instagram, we can use: • CRM contact lists; • Website visitors or app users, captured with the Google Facebook pixel. This will allow you to create custom audiences and target them with tailored ads, for instance, to increase abandoned cart conversions. We can have the below approach for remarketing - DETERMINE WHICH PAGES TO TARGET SEGMENT REMARKETING CAMPAIGNS BASED ON USER ACTION ON THE LOVE BEAUTY AND PLANET WEBSITE CAPITALIZING ON SHOPPING CART AND ABANDONED CARTS OFFER COUPONS TO REPEAT VISITORS OR PRODUCT PAGE VIEWERS TESTING AND TWEAKING THE ADS FOR IMPROVED CONVERSION RATES.
E M A I L M A R K E T I N G S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
E M A I L M A R K E T I N G F O R L O V E B E A U T Y A N D P L A N E T Email marketing is still one of the best tools to upsell to your current customers and nurture leads. Listing down the email marketing approach for Love Beauty and Planet. • Make use of customer’s data to segment and personalize emails • Create Responsive, Well-Designed Emails that is Visually Appealing, Look Good on Mobile, Easy to Understand and Capture the Reader’s Interest • Send Promotional Sales Emails for All Subscribers • Use authentic and useful content; • A/b test email design/subject line/call to action for Email Marketing Campaigns • Send an Abandoned Cart Email Series • Send Notifications About Wishlist Items • Optimizing emails for mobile • Track results We can use email marketing to announce giveaways and seasonal promotions or give personal discounts on special dates. There are also educational emails and even step-by-step tutorials on how use the product.
T O S U M I T U P The first thing to think about when marketing beauty brand like Love Beauty and Planet is that your consumers are likely to discover, evaluate, and purchase beauty products online to offline. That’s why you should examine your consumers’ shopping behaviors and be present at the main touchpoints: • Invest in social media marketing, as Instagram influencers and third-party reviews are the two main research sources for any beauty shopper. • Make sure your website is mobile responsive and build an app that doesn’t only mirror the website experience but also brings something personalized and special. • Don’t forget about digital marketing channels like paid search and email marketing, as they will make your efforts 100% effective.
C O N TA C T I N F O : E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M M O B . - + 9 1 8 8 0 0 2 6 7 0 0 3 T H A N K Y O U

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Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A Unilever Conglomerate)

  • 1.
    D I GI T A L M A R K E T I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T P R E P A R E D B Y A B H I S H E K S I N H A D A T E - 5 T H A P R I L ’ 2 0 2 1 E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M | M O B I L E - + 9 1 8 8 0 0 2 6 7 0 0 3
  • 2.
    M A RK E T I N G O B J E C T I V E I M P R O V E B R A N D V I S I B I L I T Y A N D D R I V E O N L I N E S A L E F O R ‘ L O V E B E A U T Y A N D P L A N E T ’ P R O D U C T S
  • 3.
    C O NT E N T Understanding the Beauty Shopping Journey of the Connected Consumer How to choose the right channel for marketing Love Beauty and Planet Detailed Media Budget Planning for Love Beauty and Planet Strategy on Search Engine • Collaborate with micro-influencers • Encourage user-generated content • Facebook ads strategy Beauty marketing on Social Media YouTube Strategy Display Ads Strategy • Email marketing • Native Ads - Taboola Other channels to fuel up your beauty marketing Remarketing Strategy To sum it up
  • 4.
    U N DE R S T A N D I N G I N D I A N C O N S U M E R B E H A V I O R : H O W D O S H O P P E R S D I S C O V E R N E W B E A U T Y P R O D U C T S ? The beauty industry, once dominated by offline channels, is undergoing a period of disruption in terms of the ways in which people discover new trends, compare brands and buy products. While shoppers previously found and tried new products in person and in shops, they're now discovering and evaluating products online via platforms such as Instagram. And the rise of mobile means that people today are never offline. Especially among those aged 18-34, many are condensing the entire path to purchase into an online experience on their mobile and tablet devices. Brands are creating new ways for consumers to engage with products online and eliminating the need to physically go into the shop, with some offering mobile-friendly virtual application apps and how-to videos. Younger consumers between the ages of 18-34 are leading the shift to mobile to discover new products. We found that 64% of make-up consumers aged 18-34 and 68% of facial skin care consumers in the same age bracket have discovered on mobile.
  • 5.
    H O WD O I N D I A N M A K E - U P A N D F A C I A L S K I N C A R E S H O P P E R S D I S C O V E R O N L I N E ? Takeaway: Social media platforms also play a key role in the discovery of make-up and facial skincare products. We found that 71% of make-up shoppers and 68% of facial skin care shoppers use the Facebook family of apps to discover new products.
  • 6.
    H O WD O S H O P P E R S R E S E A R C H A N D E V A L U A T E B E A U T Y P R O D U C T S ? Online is the most common way that people research beauty products, with 68% of make-up and 69% of facial skin care shoppers evaluating products online. With online videos offering an alternative to in-store demos, shoppers can see the look and feel of a product from the comfort of their sofa. Our study found that 55% of make-up and 55% of facial skin care shoppers say that their mobile device plays a role in their decision to buy, and 32% of make-up buyers consider it to be the most important tool for evaluation.
  • 7.
    Make-up Consumer BehaviourFacial Skin care Consumer Behaviour T A P P I N G M A K E - U P & F A C I A L S K I N C A R E C O N S U M E R O N L I N E B E H A V I O U R
  • 8.
    U N DE R S T A N D I N G T H E M A K E - U P S H O P P I N G J O U R N E Y O F T O D A Y ’ S C O N N E C T E D C O N S U M E R I N I N D I A Rationale - *Females who purchased color cosmetic products (e.g. make-up) in the last 3 months **Facebook family of apps refers to Facebook, Facebook Messenger, Instagram and WhatsApp
  • 9.
    S O CI A L I N S I G H T : H O W M A N Y M A K E - U P A N D F A C I A L S K I N C A R E S H O P P E R S A G E D 1 8 - 3 4 U S E I N S T A G R A M A N D F A C E B O O K F O R B E A U T Y - R E L A T E D A C T I V I T I E S ?
  • 10.
    S E AR C H I N S I G H T : R O L E O F S E A R C H E N G I N E I N T H E C O N S U M E R J O U R N E Y O F B E A U T Y & P E R S O N A L C A R E Over half (58%) of beauty consumers prefer using online search for information or recommendations. Search is also used as a way to connect consumers with retailers, with 29% saying they visited a beauty retailer as a result of a search on Google, as well as a product recommendation platform, with 35% purchasing a beauty product after searching online.
  • 11.
    Y O UT U B E I N S I G H T : O N L I N E V I D E O I S T H E N E W B E A U T Y C O U N T E R Rather than making a trip to the department store, more people are using video reviews, tutorials, and online advice to inform their purchases — and 81% of consumers engage with at least one beauty influencer on YouTube.
  • 12.
    D I GI TA L S T R AT E G Y F O R L O V E B E A U T Y A N D P L A N E T
  • 13.
    L O VE B E A U T Y A N D P L A N E T : D I G I T A L F O O T P R I N T S Observation - ‘Love Beauty and Planet’ have digital presence on all key digital platforms, however, a more strategic approach to increasing follower base and engaging content on all key social platforms are required for increasing brand love and TOM brand recall. Instagram – 50k followers Facebook – 50k fans YouTube – 6.2k subscribe rs Twitter – 11.5k followers Pinterest – 214 followers
  • 14.
    H O WT O C H O O S E T H E R I G H T C H A N N E L F O R M A R K E T I N G L O V E B E A U T Y A N D P L A N E T P R O D U C T S • According to social and search insights, the beauty industry has been facing a great change in the way people discover, evaluate, and purchase makeup and skincare products. • Though most beauty shoppers all over the world still buy cosmetics in-store, more and more of them prefer to search and evaluate products from the comfort of their sofas. • Here are some key stats on the makeup consumer’s customer journey in the Indian market: Discovery Evaluation Purchase 46% discover new products online, 33% on mobile 36% assess new products online 41% purchase new products online 61% assess new products in-store 79% purchase new products in- store 36% assess new products via in-person conversations
  • 15.
    R E CO M M E N D E D M A R K E T I N G C H A N N E L S F O R D R I V I N G A W A R E N E S S A N D S A L E S F O R L O V E B E A U T Y A N D P L A N E T P R O D U C T S • Leveraging marketing funnels via different digital channels that appeal to users at different stages of the buyer’s journey. • Users who have never heard of your brand, for example, wouldn’t convert on an ad designed to upsell users on an upgrade who have been purchasing from you from years, and long-term customers don’t need to see the video equivalent of Your Brand 101. • For sales funnels to work, we must create specific content that resonates with– and is relevant to users at all stages of the digital sales funnel. Remarketing Referrals Email YouTube Social Media Search Engine
  • 16.
    R E CO M M E N D E D B U D G E T A L L O C A T I O N O N D I F F E R E N T M E D I A C H A N N E L S F O R L O V E B E A U T Y A N D P L A N E T
  • 17.
    D E TAI L E D M E D I A B U D G E T P L A N Target Channel Target Platform/Networ k Audienc e Type Objective Budget Ad Format Target Location *Estimated Impression s *Estimate d Clicks *Estimate d CPC/CPV *Estimate d Conversio n *Estimate d Value Per Conversio n *Estimated ROAS (Return on Ad Spend) Google Google Search New Visitors Sale ₹ 20,00,000.00 Text + Shopping *Top 20 NCCS A/A+ rating cities in India 57,14,286 2,85,714 ₹ 7.0 11,429 ₹ 1,000.00 ₹ 1,14,28,571.4 3 Google Display Brand Awareness ₹ 5,00,000.00 Banner 2,50,00,000 1,25,000 ₹ 4.0 625 ₹ 500.00 ₹ 3,12,500.00 Facebook Facebook Brand Awareness + Sale ₹ 15,00,000.00 Banner + Carousel + Catalogue 6,00,00,000 3,00,000 ₹ 5.0 4,500 ₹ 900.00 ₹ 40,50,000.00 Instagram ₹ 20,00,000.00 Banner + Carousel + Catalogue 6,66,66,667 3,33,333 ₹ 6.0 5,000 ₹ 1,000.00 ₹ 50,00,000.00 Facebook Audience Network Brand Awareness ₹ 5,00,000.00 Banner + Carousel + Catalogue 2,00,00,000 1,00,000 ₹ 5.0 1,000 ₹ 700.00 ₹ 7,00,000.00 YouTube YouTube Video Brand Awareness + Consideration ₹ 10,00,000.00 Video 3,33,33,333 3,33,333 ₹ 3.0 667 ₹ 500.00 ₹ 3,33,333.33 Taboola Publisher Network ₹ 5,00,000.00 Native Ads 2,00,00,000 1,00,000 ₹ 5.0 400 ₹ 500.00 ₹ 2,00,000.00 Remarketin g *RLSA, GDN, FB, IG & FAN Returning Visitors Sale ₹ 20,00,000.00 Dynamic Product Banners Pan India 2,60,00,000 4,00,000 ₹ 5.0 12,000 ₹ 1,250.00 ₹ 1,50,00,000.0 0 Total ₹ 1,00,00,000.00 25,67,14,28 6 19,77,381 ₹ 5.06 35,620 ₹ 1,039.42 ₹ 3,70,24,404.7 6 Rationale – • Budget allocation across different media channels are initial estimates based on the fitment of the target platforms for driving the desired results for Love Beauty and Planet. • Estimated value per conversion has been assumed differently, considering buyer intent and cart value on different platforms. Exact estimates on ROAS can be calculated if client can provide average sale value, historical conversion trend data on different platforms. • The above estimated metrics - impr., clicks, cpc , conversion are based on beauty industry benchmarks for brands. Actual figures for Love Beauty and Planet would vary based on its brand popularity, competition, budget, TG behaviour, product etc. An optimised performance can be delivered through a data driven strategy. • Estimated ROAS for the respective media is one time conversion value expected via the key digital channels suitable for driving awareness and sale for Love Beauty and Planet brand and do not factor in, the lifetime customer value. If we consider the lifetime customer value considering brand loyalty for Love Beauty and Planet and its product’s quality, the ROAS would be much higher. • SEO, Influencer marketing, SMO and email marketing would further help contribute to the brand’s WOM and improve the overall conversion and ROI. • Initial targeting geographies have been kept as Top 20 NCCS A/A+ rating cities in India i.e. Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Surat, Guwahati, Lucknow, Jaipur, Kanpur, Kandivali West, Agra, Nagpur, Patna, Bhopal, Ludhiana, Indore. Based on client’s input on historical conversion data, target geo can be re-
  • 18.
    S E AR C H E N G I N E S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 19.
    A P PR O A C H O N S E A R C H E N G I N E F O R P O S I T I O N I N G L O V E B E A U T Y A N D P L A N E T Search Engine SEO For increased visibility and ranking on Google SERP Paid Search Strategic keyword targeted paid ad campaigns for the coveted top spot in search to increase product consideration.
  • 20.
    S E OA P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T The SEO approach would start by creating buyer persona which can be a crucial step in beginning the SEO strategy for Love Beauty and Planet. Based on data and research, a buyer persona can help give brand an idea of who will be buying your product, and we can then create a semi-fictional representation, which will in turn aid in generating keywords and creating a strong content strategy. A buyer persona can be developed by conducting research to generate an ideal target market for your brand. Possible groups that your beauty brand could break your personas into could be: • Conscientious about price • Willing to spend more than the average person • The person who cares more about ingredients than price • Your ideal younger audience • Your ideal target for social media These are just a few ideas of who might be interested in your beauty brand. We can then begin to segment these groups further by age, income level, interests, etc. Once we create buyer persona, we will have a clear idea of how to approach each group with specific, SEO optimized content they will love.
  • 21.
    R E CO M M E N D E D C A M P I G N T Y P E O N G O O G L E S E R P Text Ad Campaign Recommended Budget - INR 6 Lac Shopping Campaign Recommended Budget - INR 12 Lac
  • 22.
    P A ID S E A R C H A P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T Advertising on search requires a very strategic approach to capture the top ad spot and drive maximum value for your buck. Therefore my paid search approach would focus on the following activities. Watching the resellers •One of the biggest challenges with beauty brands that sell directly from their website is competing with big beauty resellers. As a beauty brand, you love your resellers and the business they bring, yet from the perspective of the Search Engine Results Page (SERPs) they are also your competition. They have big marketing budgets and loyal shoppers, so they don’t mind driving up your brand cost per click by bidding on your brand terms. To help your ads stand out, be sure to include the phrase “Official Site” and trademark symbols in your ad copy. Focusing on brand terms first, then collections •When deciding what keywords to bid on, terms with ‘Love Beauty and Planet’ brand name should be the priority, especially since resellers will also be bidding on these terms and you want your brand to be in top position. The next priority should be any collections that have unique names. For example, Love Beauty and Planet body wash and body lotion products , keywords like – body wash with coconut water, tea tree body wash aroma, body lotion with muru muru butter, will be less competitive than the more generic term “body wash and body lotion.” In the competitive beauty marketplace, if your brand doesn’t show up in searches for your collection terms, your resellers and competitors will. Entice shoppers on Google Shopping with Merchant Center Promotions •Google Shopping allows shoppers to easily compare prices, but when advertisers offer the same products, it’s the extras that will sway a shopper to choose one retailer over another. We can highlight these offers — including gifts with purchase (GWP)– with Merchant Center Promotions. Merchant Center promotions have been shown to increase click- through rates from Google Shopping so if your brand doesn’t use them, you are missing a valuable traffic opportunity driving for Love Beauty and Planet. Use RLSA to bid on generic terms without racking up a giant paid search bill •When I want to bid on more generic terms I use Remarketing Lists for Search Ads (RLSA). That way, I can target shoppers who have been to my advertiser’s website. I can even get more granular and target shoppers who have been to the shower gel section of the website or shoppers who have abandoned their online shopping carts.
  • 23.
    M E TH O D O L O G Y F O R A S U C C E S S F U L S E A R C H C A M PA I G N KEEP TRACK OF CUSTOMER DEMAND SETUP CAMPAIGNS WITH A CLEAR GOAL WRITE FOR THE TARGET CUSTOMER ARE CLEAR WITH KEYWORD AND AUDIENCE TARGETING AND ITS BIDDING CREATE A STRONG SELLING PROPOSITION ARE AWARE OF WHAT COMPETITION IS UP TO
  • 24.
    L A UN C H P R O D U C T B A S E D C A M PA I G N S F O R L O V E B E A U T Y A N D P L A N E T Shower Gel Body Lotion Shampoo Conditioner Target Products – Deploy product specific campaigns with targeted brand and nonbrand keywords (along with their variations and combinations) and design well crafted ad copies highlighting Promotional Offers, Product USPs and Proper call to action for improved engagement.
  • 25.
    S O CI A L M E D I A S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 26.
    M A RK E T I N G A B E A U T Y B R A N D L O V E B E A U T Y A N D P L A N E T O N S O C I A L When marketing a beauty brand – LOVE BEAUTY AND PLANET, social media is as essential as mascara. But keep in mind that the most popular social media platforms among beauty enthusiasts are Instagram, Facebook, and YouTube. These platforms have lots of engaging visual content. That’s why images, stories, videos, and live streams speak louder than words. Source: Harvard Business School Research
  • 27.
    C O LL A B O R A T E W I T H M I C R O - I N F L U E N C E R S Social media influencers are bloggers or celebrities with certain expertise and a community of followers. Micro-influencers usually have between 1,000 and 100,000 fans and are experts in one or two specific niches and hence they’ve more potential for marketing beauty products. Consumers listen to influencers who look like them and have the same struggles they do. That’s why a non-professional YouTube video on how to conceal pigment spots featuring a person who actually have them will work better than a glossy “perfect skin” ad. Hence an upcoming beauty brand Love Beauty and Planet should have tie-ups with micro influencers which will drive user engagement and would eventually influence purchasing decisions. Approach for the Micro Influencer – When making a list of influencers for marketing beauty product brand – Love Beauty and Planet, we can pay attention to their relevance and engagement rates. This research can be done manually or with the help of automated influencer tracking tools such as HYPR, Upfluence, and Pitchbox.
  • 28.
    E N CO U R A G E U S E R - G E N E R AT E D C O N T E N T User-generated content or UGC can further help increase the WOM and work as brand advocates which would eventually boost sales for Love Beauty and Planet. Beauty shoppers, especially millennials, love to connect with brands and share their experience with the product. All you have to do is ask! UGC content can also acts as social proof. Olay calls its community the “Olay tribe” and broadcasts the latest Instagram posts under #olaytribe hashtag on their website. Olay sharing Instagram posts of their customers as social proof on their website
  • 29.
    I N ST A G R A M S H O P P I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T Instagram product tagging allows you to tag products in posts and link them to the website so users can make purchases with just a few clicks. Instagram shopping tags can be added to organic posts and stories of Love Beauty and Planet and can be featured in Search & Explore section of the Instagram. If consumers tap on the tag, they would be redirected to a product description page with the price and a link to the eCommerce site. Let’s look at how beauty brand - Sephora promotes its eye cream using Instagram Shopping. There is a hero image in this organic post, where the cream is labeled with a shopping tag. Tapping on it, you see an “In this photo” card, featuring the product. If there are more products and shopping tags in a post, you can choose the one you are interested in. Choosing the cream, you’ll be taken to a product description page with a link to the website. Shopping tags to facilitate purchases on Instagram
  • 30.
    P A ID F A C E B O O K A D S F O R M O R E R E A C H A N D A M P L I F I C A T I O N Facebook allows business to grow through Facebook advertising, including boosting a post or running ads on Facebook and Instagram. Recommended Budget on Facebook Network – INR 40Lac
  • 31.
    F A CE B O O K A D S T A R G E T I N G L O V E B E A U T Y A N D P L A N E T O P P O R T U N I T I E S Location •Target people based in specific locations such as counties, regions, cities or countries Demographics •Narrow your audience based on information such as age, gender and languages Interests •Reach people based on interests such as the apps they use, ads they click on and accounts they follow Behavior •Define your audience by activities they do on and off Instagram and Facebook Custom Audiences •Run ads to customers you already know based on their email addresses or phone numbers Lookalike Audiences •Find new people who are similar to your existing customers
  • 32.
    A D PL A C E M E N T S O N F A C E B O O K P L A T F O R M Feeds Stories In-streams Search In-Article Apps
  • 33.
    R E CO M M E N D E D TA R G E T E D F A C E B O O K A D S F O R L O V E B E A U T Y A N D P L A N E T Target Love Beauty and Planet Fans on Facebook & Instagram via Fan Based Campaigns Target to new audiences on Facebook & Instagram Based on their interest and behavior Deploy Custom Audience campaigns on Facebook & Instagram
  • 34.
    L E VE R A G I N G U N I C O R N C O N T E N T O N F A C E B O O K N E T W O R K T O P R O M O T E L O V E B E A U T Y A N D P L A N E T Content marketing on Social Media, it’s like a 98/2 rule. Only 2% of content performs well on social media and also achieve high conversion rates. Content Strategy - We can leverage Facebook Analytics and performance, and deep dive into historical statistics and spot overachieving content and repurpose them as a Facebook ad to promote Love Beauty and Planet products. Make it into an infographic and a video with promotions and offers. We can further test this content in various formats to the key audiences to make it work even harder. Targeting Strategy – Target to the audience that’s most likely to engage with the Unicorn Content by implementing targeting filters based on audience’s specific interest and behavior on Facebook & Instagram.
  • 35.
    P O TE N T I A L T A R G E T A U D I E N C E O N F A C E B O O K N E T W O R K F O R L O V E B E A U T Y A N D P L A N E T Alongside chart is an overview of potential target audience available on Facebook Network, ideal for ‘Love Beauty and Planet’ product’s promotion. Tons of valuable information can be leveraged to understand Facebook followers. We can then use these data and get ultra-precise with layered targeting (aka “Narrow Further”) to learn how to target potential new followers and customers and meet marketing goals for the brand.
  • 36.
    P L AC E M E N T T A R G E T I N G S T R A T E G Y F O R L O V E B E A U T Y A N D P L A N E T Analysis - Historical placement performance statistics could be analyzed to identify top performing placements on Facebook Network. Strategy - Granular ad sets based on the desired ‘Love Beauty and Planet Products’ with segmented ‘Placement Targeting Approach’ could be deployed for an optimized campaign’s result. For e.g. – Separate Feed ads on Facebook and Instagram could be tested for the desired Love Beauty and Planet Products. Similarly, separate Story Ad campaigns of Facebook & Instagram could be deployed to gauge campaigns performance and further optimization strategies could be implemented.
  • 37.
    Y O UT U B E S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 38.
    C O NT E N T S T R A T E G Y O N Y O U T U B E F O R L O V E B E A U T Y A N D P L A N E T The main advice I give to brands when marketing beauty products like Love Beauty and Planet on YouTube, is to make what creators make. If we take a bird’s-eye view of the content produced by creators on YouTube, most of it falls into three main categories: • Inspirational videos - Inspirational content means telling stories and letting the consumer discover new products or looks. • Educational videos - Educational videos show how to apply products and share professional tips and recommendations. • Exclusive videos - Exclusive videos are behind-the- scenes, getting beauty fans to the places they would never visit or introducing to people they would never meet.
  • 39.
    Y O UT U B E A D S F O R P R O D U C T A W A R E N E S S W I T H H I G H Q U A L I T Y E N G A G I N G V I D E O C O N T E N T With YouTube ads, reach potential customers and have them take action when they watch or search for videos on YouTube – and only pay when they show interest. Recommended Budget for YouTube Ads – INR 10Lac
  • 40.
    Y O UT U B E A D S A P P R O A C H F O R L O V E B E A U T Y A N D P L A N E T Leveraging Funnel-Specific YouTube Ad Strategy for Love Beauty and Planet product promotion. • Top of The Funnel Strategies For New & Cold Audiences • Middle of the Funnel YouTube Strategies for Warm Audiences • Lower Funnel Strategies for Hot Audiences
  • 41.
    T O PO F T H E F U N N E L S T R A T E G I E S F O R N E W & C O L D A U D I E N C E S Top of the funnel strategies are designed to introduce your brand to new, cold audiences who aren’t familiar with you yet. Recommended Ad Type - • Using TrueView ads– Which play before relevant videos– could be a solid strategy. These ads are great choices for top of the funnel for this reason: You’re having content appear before videos your audience is interested in, and if you’re able to keep people engaged, they watch and you leave an impression. If they skip, they still might take away some brand awareness, and you don’t have to pay. • YouTube’s search and discover ads are also a great choice, because they allow you to utilize both targeting-based strategies or keywords. You can use the same in-market audiences for discover ads, and target strategic keywords for each video ad for search ads. Targeting - For TrueView ads, I recommend using • In-Market audiences • Custom intent audiences
  • 42.
    M I DD L E O F T H E F U N N E L S T R A T E G I E S F O R W A R M A U D I E N C E S Middle-of-the-funnel, warmer audiences are typically in the research or consideration parts of the buyer’s journey, and can include the following: Recommended Ad Types - • TrueView Ads are a good choice again here for longer content that’s designed to appeal to pain points or emotional appeals, getting users closer to converting. • Bumper ads— which are only six seconds long and non-skippable– can also work well. Targeting – • Those who have visited Love Beauty and Planet website but haven’t converted • People who have watched Love Beauty and Planet brand videos designed to attract top of the funnel audiences. This keeps them moving through the funnel accordingly. • Audiences who have expressed interest in Love Beauty and Planet brand and maybe even added products to their cart but didn’t convert
  • 43.
    L O WE R F U N N E L S T R A T E G I E S F O R H O T A U D I E N C E S Hot audiences are so valuable because they’re so close to converting. Recommended Ad Types - • TrueView for Action campaigns are similar to traditional TrueView campaigns, but they also come with clickable CTAs below the video, headline text overlays, and end screens to your ads. • TrueView Shopping Campaigns can also be extremely effective here, showing product feeds to a retargeted audience below the video’s description. Targeting – • We can include users who have subscribed to Love Beauty and Planet YouTube channel • Watched Love Beauty and Planet videos from earlier stages of the funnel, or even those who signed up for your email list. • Those who recently viewed specific Love Beauty and Planet product pages or added products to their cart can be included in this audience, too.
  • 44.
    D I SP L AY A D S S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 45.
    L E VE R A G I N G D I S P L A Y A D V E R T I S I N G N E T W O R K S T O C R E A T E B R A N D R E S O N A N C E F O R L O V E B E A U T Y A N D P L A N E T Recommended Display Advertising Network to attract new customers from publisher websites leveraging display ad best practices Google AdSense (Including GDN) Facebook Audience Network Taboola
  • 46.
    A D VA N T A G E S O F G O O G L E A D S E N S E • ADVANTAGES: SIZE, VERSATILITY, RECOGNITION • Google AdSense is one of the largest display ad networks in the world. It has nearly 2 million advertisers and billions of customers. It’s also incredibly effective at driving traffic to websites. • Recommended Budget for Google Display Ads – INR 5Lac
  • 47.
    A D VA N T A G E S O F F A C E B O O K A U D I E N C E N E T W O R K A D S • ADVANTAGES: SIZE, VERSATILITY, RECOGNITION • With more than 1 billion worldwide users and millions of advertisers, Facebook also has a formidable display network known as the Audience Network. • Recommended Budget for Facebook Audience Network – INR 5Lac
  • 48.
    A D VA N T A G E S O F T A B O O L A • ADVANTAGE: AFFILIATES • Taboola isn’t one of the most recognized names in the display advertising world — but its base of giant clients is enough to pull in new advertisers every day. • Taboola serves ads to publications like The Motley Fool, The Atlantic, and even Netflix. • Netflix alone is enough to attract any advertiser, from beginners to established corporations. • Recommended Budget for Taboola Native Ads – INR 5Lac
  • 49.
    R E TAR G E T I N G A N D D Y N A M I C A D S S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 50.
    R E TA R G E T I N G S T R A T E G Y Decision making always takes a while; the beauty industry is no exception. One of the ways to stimulate a purchase in beauty marketing is to use retargeting. With this, we can reach consumers that have already visited Love Beauty and Planet website and re-engage them with personalized ads. When creating a retargeting campaign on Google Display, YouTube, Facebook and Instagram, we can use: • CRM contact lists; • Website visitors or app users, captured with the Google Facebook pixel. This will allow you to create custom audiences and target them with tailored ads, for instance, to increase abandoned cart conversions. We can have the below approach for remarketing - DETERMINE WHICH PAGES TO TARGET SEGMENT REMARKETING CAMPAIGNS BASED ON USER ACTION ON THE LOVE BEAUTY AND PLANET WEBSITE CAPITALIZING ON SHOPPING CART AND ABANDONED CARTS OFFER COUPONS TO REPEAT VISITORS OR PRODUCT PAGE VIEWERS TESTING AND TWEAKING THE ADS FOR IMPROVED CONVERSION RATES.
  • 51.
    E M AI L M A R K E T I N G S T R AT E G Y L O V E B E A U T Y A N D P L A N E T
  • 52.
    E M AI L M A R K E T I N G F O R L O V E B E A U T Y A N D P L A N E T Email marketing is still one of the best tools to upsell to your current customers and nurture leads. Listing down the email marketing approach for Love Beauty and Planet. • Make use of customer’s data to segment and personalize emails • Create Responsive, Well-Designed Emails that is Visually Appealing, Look Good on Mobile, Easy to Understand and Capture the Reader’s Interest • Send Promotional Sales Emails for All Subscribers • Use authentic and useful content; • A/b test email design/subject line/call to action for Email Marketing Campaigns • Send an Abandoned Cart Email Series • Send Notifications About Wishlist Items • Optimizing emails for mobile • Track results We can use email marketing to announce giveaways and seasonal promotions or give personal discounts on special dates. There are also educational emails and even step-by-step tutorials on how use the product.
  • 53.
    T O SU M I T U P The first thing to think about when marketing beauty brand like Love Beauty and Planet is that your consumers are likely to discover, evaluate, and purchase beauty products online to offline. That’s why you should examine your consumers’ shopping behaviors and be present at the main touchpoints: • Invest in social media marketing, as Instagram influencers and third-party reviews are the two main research sources for any beauty shopper. • Make sure your website is mobile responsive and build an app that doesn’t only mirror the website experience but also brings something personalized and special. • Don’t forget about digital marketing channels like paid search and email marketing, as they will make your efforts 100% effective.
  • 54.
    C O NTA C T I N F O : E M A I L I D – A B H I J I M 2 9 @ G M A I L . C O M M O B . - + 9 1 8 8 0 0 2 6 7 0 0 3 T H A N K Y O U