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"Honest Moments" Campaign Proposal
- 1. Honest Moments Campaign Prepared for: The Honest Company & CAA Prepared by: Moshe Isaacian, Piers Brown, and Claire Parker
- 3. 70%Of all revenue comes from diaper sales Balance revenue stream Re-establish brand message Position as trustworthy leader in market
- 4. The Honest Company’s Current Position
- 5. SWOT Analysis STRENGTHS WEAKNESSES COMPETITORS Boutique Eco-Centric Angle Charitable Affordable Authenic Unpopular Influencers PR Crisis Untrustworthy Website Issues Johnson’s Baby P&G Products Amazon Gerber Baby
- 7. Instill a sense of trust with consumers by • Highlighting other Honest Company products through creative mediums • Tie products back to brand’s promise • Creating open dialogue around products & consumers
- 8. So what exactly is an “Honest Moment”?
- 9. It’s Realistic… It’s Raw… It’s Unassuming...
- 10. A Three Step Integrated Approach
- 12. Vision ● Happy, Dirty, Silly, & Unexpected Moments ● Situations tied to Honest Company with products ● Appeal to emotions of mothers towards children
- 13. ● Beginning ○ Display the four moments ○ Introduced by “For all the ____ Moments” ● Middle ○ Resolve each “situation” with the use of products ○ Each product represents a category on the site ■ Dirty→ Kid throwing food → Feeding ● End ○ Wrap up 4 moments and include other shots ○ End with “For all the Honest Moments” ○ Fade out to logo and hashtag
- 14. Website Rebrand
- 15. General Assessment • Cluttered & Busy Website → Confused Consumer • Messaging is not clear • Obtrusive dropdown menus • Not enough visuals • Blog Is barely noticeable
- 16. Recommendations • Highlight #HonestMoments Campaign • Large Image with tagline + Video Link • Arrange Middle Boxes Differently • Direct Click Menu = Less Clutter • Re-categorize the Tabs • Replace IG Feed with #HonestMoments
- 18. The Recycling Strategy • Partnership with recycling company • Recyclable packaging • Consumers collect 10 bottles of Honest products and turns them in to recycling company to receive 1 free honest Honest product to sample
- 19. The Endorsement Strategy • Carefully chosen celebrities endorse products on their social media profiles • Social Media sites such as Facebook, Twitter, Instagram, Pinterest, Tumblr
- 20. #HonestMoments: Community Engagement Encouraging people to share their moments on social media • Connect advert to online dialogue • Create emotional connection by focusing on consumer’s past & current moments • EX: Nostalgic photos or Honest product use
- 21. Nontraditional Media Use • Use of Live Video • Interviews with Staff & Customers • Behind the Scenes Content • Charitable Work • Snapchat • Product production BTS • Showcase special moments in life • Focus on charity work
- 22. Questions?
Editor's Notes
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- IMAGE NEEDED - HONEST COMPANY DIAPERS P
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- P Make “Balance revenue stream from diapers” transition to “Highlighting other honest company products through creative mediums” ….SAY - ”In aid of having them contribute more to the overall profit margins” Make “Re-establish brand message” transition to “Tie Products back to Brand’s Promise.” Make “Position as trustworthy leader in market” transition “Creating Open Dialogue Around Products & Consumers.”
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- C It’s explicit, truthful and sincere! Today we are drowning in variety, getting pulled in so many directions towards so many products; What do people really want? Rare moments of honesty from a company, one that gets what it takes to be a modern mum and tries it’s honest best to fulfil that need.
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- P The spot features four moments in a family - Happy, Dirty, Silly, and Unexpected, which represent an “Honest Moment”. Each Honest moment will be tied to a product, implying that Honest Company is there through the curcial moments in a child’s life produced to create an emotional connection. In short, we create an emotional connection between Honest Company’s products and mission to create a new trust between Honest Company and the consumer End Result: Building lifelong trust with consumers
- M Concerning charitable work - Something like, “for all their moments, for all their moments and for all their moments” (creates brand unity throughout the world ect…)
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- P IMAGE TO THE SIDE : http://allents.com/wp-content/uploads/2016/02/Frustrated-Computer-guy.jpg P The regularly updated blog is not getting the limelight it deserves and it’s a great tool for fostering a community.
- M PHOTO IN THIS LINK - http://www.referenceforbusiness.com/photos/organization-theory-106.jpg Tagline: For All Your Honest Moments New Arrivals, Bundles, & Blog Content ‘Bundles’ - ‘Personal Care’ (Dropdown to → Feeding, Cleaning, Vitamins included) - ‘Gear & More’ - ‘Gifts’. No comment Share the Honest Moments most important to your family
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- C IMAGES - KARDASHIAN ENDORSEMENTS
- M It doesn’t necessarily needs to be an adevrtisment all time, but even with the nostalgic moments we faciliate a conversation and a foster a culture that will be associated with Honest Company’s brand for years to come
- P What's more honest than Live video? Using a trustworthy medium for a trustworthy company to operate in.
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