Gucci Guilty Advertising & Marketing Campaign

DIGITAL ART - Pofessional Powerpoint Template 2014 ®

DIGITAL ART - Pofessional Powerpoint Template 2014 ® 2
Research
# Analysis of current strategy

What's being said?
Attitudes towards Gucci Guilty

What do Males and Females associate with Gucci?
4
Consumer Perception #1
9% - 35% 26% - 54%
Females associate Gucci for
being a cool brand – (Wave
Metrics)
Females associate Gucci for
being elegant and beautiful-
(WaveMetrics)
MalesassociateGucciforbeing
acoolbrand–(WaveMetrics)
Males associate Gucci with
elegance and beauty – (Wave
Metrics)
35%
9% 26%
54%

Gucci Guilty. Who responds?
5
Consumer Perception #2
• A recent study by Wave Metrics shows 61% of all
Male discussion on Gucci Facebook pages are
related to Gucci Guilty.
• The same study reveals Females on discuss Gucci
Guilty on Gucci’s Facebook page 15% of the time
SOCIAL MEDIA RESPONSES
61
%
15
%
15% FEMALE GUCCI GUILTY DISCUSSION
61% MALE GUCCI GUILTY DISCUSSION

Why are the Male demographic responding so well? – Print
Advertisement
Remember what was touched upon at the beginning of the
presentation. The target male consumer associates Gucci as a
‘cool’ brand. This is executed well through current print
advertisement
Male Demographic Association
CHANGE WITH YOUR IMAGE
SHE WANTS HIM
DOSENT
ACKNOWLEDGE
HERE
HES COOL!!

Lets have a look!
7
Why are the male demographic reacting so well –TV Adverts
✓He’s attracting female attention
✓She’s a hot hot girl.
✓The female chases down the male actor in both adverts.
✓Little to no effort to attract the opposite sex.
✓Unconventional setting similar to a superhero movie.
SUCCESSFUL EXECUTION

Why are the Female demographic responding so poorly? – Print
Advertisement
Remember what was touched upon at the beginning of the
presentation. The target female consumer associates Gucci as an
elegant and beautiful brand. Is there any evidence of elegancy
within these adverts? She is committing adultery!
Female Demographic Association
NO REMORSE NO ELEGANCE
DO FEMALES
THINK SHES
BEAUTIFUL?

Lets have a look!
9
Why are the female demographic reacting so poorly –TV Adverts
✓She’s easy?
✓She chases him in both adverts (she’s more attracted?)
✓Elegance ?
✓Unromantic setting
✓Committing adultery
UNSUCCESSFUL EXECUTION

Stakeholders
#Who needs to know what?

Our Key Stakeholders and Consumers
11
GENERATION Y
BRAND AWARENESS
ABOUT US
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam. Lorem ipsum dolor
sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam.
• 43% have liked more than 20 brands on
Facebook.
• 65% report researching the next model
for their current product, immediately
after making a purchase (Mr Y)
• 71% report having liked a brand on
Facebook just to receive an offer
• 58% use Twitter “all the time” (Mr Y)
• 40% visit Facebook more than 10 times
per day
• 76% spend over an hour on Facebook
every day (Mr Y)
Thenextweb.com (2012)
WHAT APPEALS TO GENERATION Y?
• 60% - The Brand fits who I am, what I
like & how I do things
• 23% - Advertised/Endorsed by someone
I like
BRAND PERSONALITY?
EMOTIONAL NEEDS?
• 58% - Brand makes life better/easier
ADVERTISE! DONT INTERUPT
• 52% - Clear that brand understands who
its advertising to (meet their wants)
• 48% - Advert is fun/entertaining
• 46% - Adverts that create mental
experiences beyond advertising

Who are they, what do we want them to know?
12
MALE CONSUMER STAKEHOLDER
Matthew
Digital Marketing Specialist
INTEREST POWER MATRIX
Who is Matthew? Generation: Y
Age: 24
Matthew is a single male living in an
apartment in Deansgate, Manchester.
He regularly visits clubs and bars on the
weekend . Matthew aspires to be the
male actor in the advertisement and
picture himself wearing Gucci ‘Guilty’ re-
enacting the advert. He understands his
chances of attracting a girl like the actor
in the advert are slim, but if Gucci ‘Guilty’
can help then why not dare to dream?

13
FEMALE CONSUMER STAKEHOLDER
Giuila
Fashion Designer
Who is Giulia? Generation: Y
Age: 28
Giulia is in a relationship (not married)
with no children. She likes to meet with
friends twice a month for cocktails in
town. Giulia does not like the adultery
element to the adverts as they it’s not
something she would ever consider
doing when in a relationship. Giulia is
aware of the product but does not
associate it with what she perceives as
the brands image

14
RETAILERS ENGINEERS
SELFRIDGES DEBENHAMS
AMAZON HARRODS

MARKET ANALYSIS
# Competitors and the external market

What are we up against?
16
GLOBAL MARKET SHARE
MARKET LEADERS
Joh. A. Benckiser GmbH – 11.7% (MarketLine 2014)01
L'Oreal S.A. – 8.6% (MarketLine 2014)02
LVMH Moet Hennessy Louis Vuitton SA – 7.1%
(MarketLine 2014)03
Procter & Gamble Company – 6.3% (MarketLine 2014)04

What are our competitors best selling products
17
COMPETITOR BEST SELLERS
L'Oreal S.A.
Procter & Gamble
Company
LVMH Moet
Hennessy Louis
Vuitton SA
Joh. A. Benckiser
GmbH

Market position
18
PERCEPTUAL MAP - POUR DE HOMME
High Advertisement Focus on Female Attraction
Low Advertisement Focus on Female Attraction
HighSexualActivity
LowSexualActivity

Market position
19
PERCEPTUAL MAP - POUR DE HOMME
High Advertisement Focus on Female Attraction
Low Advertisement Focus on Female Attraction
HighSexualActivity
LowSexualActivity

Points of interest from international markets
20
BCG MATRIX & PRODUCT LIFE CYCLE
PRODUCT LIFECYCLE | SELECTED MARKETS BCG MATRIX | SELECTED MARKETS

OBJECTIVES
# What are we aiming to achieve?

CAMPAIGN OBJECTIVES
1
2
During length of advertising campaign, alter female perception of the product range by 50% removing
the focus of ‘Guilt’ and ‘adultery’ within our marketing communications.
3
During length of advertising campaign attract 20,000 consumers to download the Gucci Guilty
application on mobile devices with focus on Gucci Guilty holiday competition
During length of advertising campaign, increase search engine traffic towards Gucci Guilty by 20% on
retailer websites who stock our product
5
During the length of advertising campaign, increase social media discussion regarding Gucci Guilty by
35% through the use of Gucci Guilty Holiday competition
4
During length of advertising campaign, increase trial and usage of Gucci Guilty in high street retailers
by 15% using long term drip advertising tactics to keep the product fresh in consumer mind
6
During length of advertising campaign improve female satisfaction of core product by 30% focusing on
opposite sex attraction in a more laid reserved manner

OBJECTIVES - SOCIAL MEDIA
SOCIAL MEDIA
FACEBOOK
TWITTER
RETWEETING FAVIROTES
SHARE COMMENTS
SUCCESS

THE CREATIVE
# Presenting Our Mock Ups

What do we have?
25
MOCK-UPS BILLBOARDS
WIDTH 6096 (mm) , HEIGHT 3048 (mm), WIDTH 240, (INCH) HEIGHT 120
(INCH)48s
WIDTH 8128 (mm) , HEIGHT 3048 (mm), WIDTH 320, (INCH) HEIGHT 120
(INCH)64s
WIDTH 12192 (mm) , HEIGHT 3048 (mm), WIDTH 480, (INCH) HEIGHT
120 (INCH)96s

What do we have?
26
MOCK-UPS MOBILE APP
CHANGE WITH
YOUR IMAGE
CHANGE WITH
YOUR IMAGE
CHANGE WITH
YOUR IMAGE
CHANGE WITH
YOUR IMAGE
✓WIN A CHANCE TO LIVE THE GUCCI GUILTY DREAM
✓SCAN QR CODE ON MAGAZINE OR BILLBAORD ADVERTS
✓FLY OFF TO LOCATIONS WHERE ADVERT WAS FILMED
✓ALL EXPENSES PAID FOR YOU AND 3 FREINDS
✓MORE SCANS MORE CHANCES OF WINNING
✓ALL QR CODES INDIVIDUAL

What do we have?
27
MOCK-UPS TABLET APP
✓SEE WHERE ADVERTS WERE SHOT VIA MAPS
✓QR SCANNER
✓VIRIGIN HOLIDAYS HAVE PARTNERED WITH THE APP SO
YOU CAN BOOK HOLIDAYS TO THE CITIES WHERE THE
VIDEOS WERE SHOT
✓TV ADVERT AVAILABLE TO WATCH
CHANGE WITH YOUR
IMAGE
CHANGE WITH YOUR
IMAGE
CHANGE WITH YOUR
IMAGE

What do we have?
28
MOCK-UPS PULIC TRANSPORT BILLBOARDS
SCAN QR CODE FOR COMPETITION1
CALL TO ACTION #GUILTYHOLIDAY2
PROUCT PLACEMENT3

What do we have?
29
SEMANTIC ADVERTISING MOCK-UPS DIGITAL ADVERT #1
01
BANNER 468 x 60 /
SUPERBANNER 728
x 90
02MPU 300 x 250

What do we have?
30
SEMANTIC ADVERTISING MOCK-UPS DIGITAL ADVERT #2
03TOWER 120 x 600
04VIDEO PRE ROLL
CHANGE WITH YOUR
IMAGE
CHANGE WITH YOUR
IMAGE

What do we have?
MOCK-UPS MAGAZINE
01Page 265 x 200

What do we have?
MOCK-UPS TV/YOUTUBE

MEDIA PLAN
# What's the schedule?

Reasoning and who?
34
Magazine Advertising & Cost
• GQ – ABC1 20-44 Males (BRADNET, 2015)
• Vogue – ABC1 20-44 Females (BRADNET, 2015)
• Men’s Health – ABC1 25-44 Males (BRADNET, 2015)
• Cosmopolitan - Young, upmarket females and independent readership. Median age 28 (BRADNET, 2015)
• Esquire - Upmarket men - predominantly 25-45 (BRADNET, 2015)
• Glamour -ABC1C2 women aged 18-34 (BRADNET, 2015)
Target Audience
Magazine Circulation
• GQ – 938,359 (Wikipedia)
• Vogue - 1,259,826 (Wikipedia)
• Men’s Health - 1,918,387 (Wikipedia)
• Cosmopolitan - 3,032,211 (Wikipedia)
• Esquire - 721,399 (Wikipedia)
• Glamour - 2,300,854 (Wikipedia)
Magazine Prices
• GQ – £14,700 (BRADNET, 2015), $22,111.65 (XE, 2015), €20,604.47 (XE, 2015) $28,453.23 (XE, 2015)
• Vogue - £27,200 (BRADNET, 2015) $40,920.33 (XE, 2015), €38,121.77 (XE, 2015) $52,635.70 (XE, 2015)
• Men’s Health – £10,572 (BRADNET, 2015) $15,905.69 (XE, 2015), €14,816.89 (XE, 2015) $20,459.90 (XE, 2015)
• Cosmopolitan –£13,031 (BRADNET, 2015) $19,603.61 (XE, 2015), €18,261.96 (XE, 2015) $25,223.56 (XE, 2015)
• Esquire - £12,607 (BRADNET, 2015) $18,965.74 (XE, 2015), €17,667.09 (XE, 2015), $24,407.94 (XE, 2015)
• Glamour - £25,414.00 (BRADNET, 2015) $38,234.47 (XE, 2015), €35,624.99 (XE, 2015) $49,213.90
6 Month - £621,114

Reasoning and who?
35
Website Advertising
• GQ Digital – Average age 30, 97% male, 85% ABC1, (BRADNET, 2015)
• Vogue – Age range 18-44, average age 28. 93% female, 67% work full time. 83% ABC1 (BRADNET, 2015)
• Men’s Health – Professional AB men. Aged 25-44 (BRADNET, 2015)
• Cosmopolitan - Intelligent and independent women. 22-30 years old. ABC1 (BRADNET, 2015)
• Esquire - Up-market men, 81% ABC1, average age 36. (BRADNET, 2015)
• Glamour - Age range 18-34, average age 23. 85% single, 83% ABC1 (BRADNET, 2015)
Target Audience
Digital Prices (Per Day)
• GQ – MPU £45, Leader board £30, Skyscraper £95
• Vogue - MPU £19, Leader board £32, Skyscraper £53
• Men’s Health – MPU £45, Leader board £30, Skyscraper £95
• Cosmopolitan –MPU £30, Leader board £22
• Esquire - MPU £50, Leader board £40,
• Glamour - MPU £45, Leader board £30, Skyscraper £95
6 Month - £132,132

Drip Advertising
36
TV Advertising
televisioncampaign.co.uk (2015)

Early Peak Time
37
TV Advertising
• ITV2– Weekly Reach 32.8%
• Sky Atlantic – Weekly Reach 6.84%
• Sky Sport 1 – Weekly Reach 10.84%
• Sky Sport News – Weekly Reach 9.57%
• MTV – Weekly Reach 4.79%
TV Weekly Reach
• ITV2 – £9,500 Early Peak
• Sky Atlantic – £6,000 Early Peak
• Sky Sport 1 – £6250
• Sky Sports News – £5500
• MTV - £2000
6 Month - £5,323,500
GRP (Per Week 7 Ads)
• ITV2 – 229.59%
• Sky Atlantic – 47.87%
• Sky Sport 1 – 75.88%
• Sky Sports News – 66.99%
• MTV - 33.53%
Cost (Per Advert/Early Peak)

EVALUATION & CONTROL
# What are we aiming to achieve?

How are we going to evaluate the campaign
3
9
EVALUATION/CONTROL
Establish checkpoints to
determine whether our
timelines or implementation
plans should be modified
OBJECTIVES REACHED?
Step-1: Determine where we are
now
Step-2: Identify the problems that
need to be addressed
Step-3: Determine the requirements
to solve each problem
Step-4: Determine the possible
barriers to your proposed solutions
Step-5: Take action
CONSTANT EVALUATION
Conduct market research every month
to evaluate whether consumer
mentalities are changing
CONDUCT MARKET RESEARCH

Gucci Guilty Advertising & Marketing Campaign

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Editor's Notes