This document outlines Neutrogena's integrated marketing strategy for 2016. The objectives are to grow the Neutrogena face care business by 19.1% and recruit 5% of women aged 19-35 in the Middle East by switching them from bar soap to Neutrogena facial cleansers. The framework establishes two key consumer archetypes and barriers. It also reviews competitive insights and lessons learned from 2015 media investments. Finally, it proposes content pillars, themes, and an ongoing content approach to address consumer mindsets and drive the brand objectives.
This document outlines Neutrogena's 2016 integrated marketing communications strategy. It begins with an agenda and timeline of key meetings and briefings. It then reviews Neutrogena's business goals, objectives for key campaigns, and progress in 2015. The framework establishes the brand's optimistic explorer consumer archetype and challenges in driving education and awareness. A deep dive examines the competitive landscape in facial care, digital investments, and social media presence in 2015. The strategy aims to disrupt consumers' mindsets about cleansing and establish Neutrogena as a gentle, effective daily beauty routine product. It will focus on the Deep Clean and Visibly Clear ranges through education and driving trial.
This creative brief outlines an annual climate activism campaign called #CodeRed4Climate that is designed to unite the beauty and wellness industry. The campaign brings individuals and brands together to advocate for specific climate legislation by calling local governments. The brief provides goals of educating a wide audience about climate change through the beauty world, generating calls to governments, and showing community engagement and impact. The strategy involves designating September 21st annually as #CodeRed4Climate Day with a unified call to action across participating brands. It also encourages celebrity and influencer participation. The brief identifies the target audience and compelling ideas, selling points, and calls to action for the campaign, which has a genuine, intelligent, and community-building personality.
This marketing plan aims to increase Clinique's market share by targeting millennials through social media marketing and changing its image to appear less "OLD". The plan identifies opportunities in the growing $190.6 billion cosmetics industry and outlines strategies to position Clinique as a trusted brand that caters to different skin types through dermatologist-created products. Key tactics include launching an advertising campaign called "Creating Unique Beauty", promoting new collections on social media platforms like Instagram and YouTube, and emphasizing Clinique's commitment to ethical and environmentally-friendly practices.
The document provides an overview and table of contents for a marketing campaign plan created by a student team. It includes sections on research, competitor analysis, creative concepts, tactics for the website, Google display network, social media (Twitter, Facebook, YouTube, Pinterest, Instagram), print advertising, Spotify, partnerships, earned media strategy, media buying calendar, budget, and evaluation. It also lists the team members and their areas of focus for account management, creative, social media, public relations, non-traditional media/promotions, media buying, and research.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
This marketing plan document discusses Nivea For Men's approach to expanding its market share in the UK. It provides background on Nivea's brand history dating back to 1911. It then analyzes competitors like Dove Men+Care, L'Oreal, and Gillette who have established male skin care lines. The document identifies Nivea For Men's target audience of 18-45 year old males and 25-45 year old females. It acknowledges the challenge of competing in a crowded market and sets objectives to increase its market share by 15% in 12 months by launching a new marketing approach.
This document provides a situation analysis and marketing plan overview for Mary Kay's target market of females ages 18-25. It finds that while brand awareness is low in this group, Mary Kay has strong brand equity. Through research, three consumer segments were identified within the target market. The proposed $10 million marketing plan aims to increase awareness, perception, and purchase consideration of Mary Kay products and the business opportunity among these young women. Tactics will target each segment using relevant messaging across traditional and digital media.
Nivea Men - Millward Brown / Marketing InitiativesChen Yang Lim
Growing a mature brand in saturated markets isn't easy but is certainly an interesting challenge. We built a business case for Nivea Men's global growth, recommend action plans and insights based marketing strategy to tread the volatile business arena.
Created as part of a master's programme in Market Research & Consumer Behaviour
This document outlines Neutrogena's 2016 integrated marketing communications strategy. It begins with an agenda and timeline of key meetings and briefings. It then reviews Neutrogena's business goals, objectives for key campaigns, and progress in 2015. The framework establishes the brand's optimistic explorer consumer archetype and challenges in driving education and awareness. A deep dive examines the competitive landscape in facial care, digital investments, and social media presence in 2015. The strategy aims to disrupt consumers' mindsets about cleansing and establish Neutrogena as a gentle, effective daily beauty routine product. It will focus on the Deep Clean and Visibly Clear ranges through education and driving trial.
This creative brief outlines an annual climate activism campaign called #CodeRed4Climate that is designed to unite the beauty and wellness industry. The campaign brings individuals and brands together to advocate for specific climate legislation by calling local governments. The brief provides goals of educating a wide audience about climate change through the beauty world, generating calls to governments, and showing community engagement and impact. The strategy involves designating September 21st annually as #CodeRed4Climate Day with a unified call to action across participating brands. It also encourages celebrity and influencer participation. The brief identifies the target audience and compelling ideas, selling points, and calls to action for the campaign, which has a genuine, intelligent, and community-building personality.
This marketing plan aims to increase Clinique's market share by targeting millennials through social media marketing and changing its image to appear less "OLD". The plan identifies opportunities in the growing $190.6 billion cosmetics industry and outlines strategies to position Clinique as a trusted brand that caters to different skin types through dermatologist-created products. Key tactics include launching an advertising campaign called "Creating Unique Beauty", promoting new collections on social media platforms like Instagram and YouTube, and emphasizing Clinique's commitment to ethical and environmentally-friendly practices.
The document provides an overview and table of contents for a marketing campaign plan created by a student team. It includes sections on research, competitor analysis, creative concepts, tactics for the website, Google display network, social media (Twitter, Facebook, YouTube, Pinterest, Instagram), print advertising, Spotify, partnerships, earned media strategy, media buying calendar, budget, and evaluation. It also lists the team members and their areas of focus for account management, creative, social media, public relations, non-traditional media/promotions, media buying, and research.
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
This marketing plan document discusses Nivea For Men's approach to expanding its market share in the UK. It provides background on Nivea's brand history dating back to 1911. It then analyzes competitors like Dove Men+Care, L'Oreal, and Gillette who have established male skin care lines. The document identifies Nivea For Men's target audience of 18-45 year old males and 25-45 year old females. It acknowledges the challenge of competing in a crowded market and sets objectives to increase its market share by 15% in 12 months by launching a new marketing approach.
This document provides a situation analysis and marketing plan overview for Mary Kay's target market of females ages 18-25. It finds that while brand awareness is low in this group, Mary Kay has strong brand equity. Through research, three consumer segments were identified within the target market. The proposed $10 million marketing plan aims to increase awareness, perception, and purchase consideration of Mary Kay products and the business opportunity among these young women. Tactics will target each segment using relevant messaging across traditional and digital media.
Nivea Men - Millward Brown / Marketing InitiativesChen Yang Lim
Growing a mature brand in saturated markets isn't easy but is certainly an interesting challenge. We built a business case for Nivea Men's global growth, recommend action plans and insights based marketing strategy to tread the volatile business arena.
Created as part of a master's programme in Market Research & Consumer Behaviour
This document provides an overview and summary of the mid-2017 influencer marketing landscape and Ogilvy's influencer marketing process. Some key points:
- Influencer marketing continues to grow in importance as traditional media declines and audiences engage differently. Brands are increasing investment.
- Micro-influencers with 30,000 or fewer followers are gaining prominence with higher engagement rates. Influencers are also becoming content creators.
- Ogilvy's process involves identifying the right influencers based on relevance, reach, and resonance; mapping them into tiers; and aligning objectives and measurement plans.
- Recent examples show the success of Glossier in engaging organic fans and Sperry in tapping
CaseHow The Beauty Co. reached 4.8M people with a barter influencer campaign ...Winkl
The Beauty Co. wanted to promote its new chocolate coffee skincare product range using influencer marketing on Instagram. It used Winkl's campaign manager tool to shortlist 175 influencers and send them product samples. The influencers posted about the products to their followers, reaching 4.8 million people and generating over 148k engagements. This barter campaign was successful in raising awareness of the new range without costing the company money. The Beauty Co. was pleased with the professional execution and support from Winkl.
Nykaa is an Indian e-commerce company that sells cosmetics, skincare, and other wellness products. It has a strong online and physical retail presence in India. Nykaa has over 2.2 million Instagram followers and uses social media effectively for marketing. The summary analyzes Nykaa's social media strategy, including its presence and engagement on platforms like Instagram, Facebook, YouTube and Pinterest. It also discusses Nykaa's content strategy, targeting of audiences like women aged 18-45, and metrics to track the success of its social media campaigns.
This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
This document provides information about the World Beauty Innovation Summit taking place in Vienna on June 9-10, 2016. It will be an exclusive gathering of around 100 senior marketing and innovation executives from leading beauty companies. The summit will feature presentations from executives of companies like Amorepacific, Unilever, and Amway on topics related to beauty innovation, including diversity, disruptive innovation, augmented reality, and expanding into Asian markets. It will also include networking activities and discussions. Registration information is provided at the end.
Nehbelle Cosmetics - New Generation Beauty StartupNency Makadia
Creative Beauty Brand with SkinSafe cosmetics and Brand Story, Marketing Methods adoption at Nehbelle Cosmetics and IMC- Integrated Marketing Strategy of Nehbelle Brand as a Startup. Best example of IMC Tools learning for Marketing/ MBA Students
Nivea developed a marketing plan to relaunch its Nivea For Men brand in the UK. The plan involved conducting a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. Objectives were set to increase market share and sales. Strategies included developing new products based on consumer research, and promoting the brand through above-the-line advertising and below-the-line activities like sports sponsorships. The plan was evaluated using key performance indicators like increased market share, sales growth, and brand image ratings, showing it met its targets.
The document discusses the beverage industry and various soft drink brands' digital marketing strategies. It provides information on revenue and consumption of the soft drinks segment in India. It also contains data on social media followers, posts, and videos of brands like Coca-Cola, Pepsi, Sprite, Mountain Dew, and Thums Up. Finally, it summarizes some of the major digital campaigns run by these brands, with Coca-Cola cited as the best digital marketer due to its partnerships, social media presence, engagement, and campaigns.
Nivea is a large global skin and body care brand owned by German company Beiersdorf. In 2008, Nivea re-launched its Nivea for Men range and developed a marketing plan using past performance data and sales forecasts. The plan focused on product development to meet consumer needs, experiential marketing to build emotional connections, and promotions to attract new customers. Key performance indicators like market share, sales, and brand ratings were used to assess the relaunch's success.
Nivea Visage Young is a skin care product launched in 2005 targeted at teenage girls. It aims to provide a non-medicated skin care routine to keep skin healthy and beautiful. The skin care market in India has grown significantly, especially among youth and women. Nivea uses market research to understand customers and develop products like Nivea Visage Young that meet the needs of specific demographic segments without focusing on skin problems. The marketing strategy for Nivea Visage Young includes competitive pricing, wide distribution, and engaging promotion techniques like product samples.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Advertising Fundamentals and Media
Basics of Advertising: Concept and Features, Significance, Classification of Advertising, Integrated Marketing Communication (IMC) - Elements, Behavioural Model (E. K. Strong AIDA), DAGMAR Model (Russell Colley), Heirarchy of Effects (Lavidge and Steiners).
Ad Agency: Various Functional Department, Types, Measures for gaining and reasons for losing clients, Evaluation Criteria for Selecting an Advertising Agency.
Media: New Media Options, Forms of Digital Media, Media Objectives, Criteria for Selecting Suitable Media, Methods of Setting Advertising Budget
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
Clearasil and L'Oreal plan to launch a new line of makeup specifically formulated for acne-prone skin. They will target females aged 25-35. The new brand "Beloved" will provide effective cosmetics that cover acne without clogging pores. It will position itself as the only brand that both treats and covers acne. Extensive marketing plans include online promotions, makeup contests on social media, and sales through drugstores and the companies' websites. Financial projections estimate the new line will break even within 3 years and grow significantly through expanding its target market and distribution channels.
ITC Interrobang season 8 marketing case competition 2018 docBhargava Ram
Dermafique is a premium skincare brand targeting 18-40 year old women in metropolitan and tier 1 cities who are conscious about their beauty. After research, the target group was segmented into 'Solution seekers' looking for specific condition care and 'Everyday care seekers' wanting regular maintenance.
Marketing strategies were developed for each group. 'Everyday care seekers' were addressed through a "3-minute skin care expert" campaign while 'Solution seekers' were targeted through messages of trust. Integrated communications including influencer marketing and assisted skincare were used.
To sustain growth, new products including lip, eye and body care were proposed. The 5-year plan forecasts sales of Rs
About Beverage industry, comparison of competitors of website grader, comparison on different social media platforms, about their campaigns and conclusion.
Johnson's Baby held a planning meeting on October 20th, 2015 to discuss their 2016 marketing approach. Their objectives include growing the bath time category, driving sales through new products and rituals, and recruiting and retaining mothers. The meeting covered successes from 2015 including a user-generated content campaign. Key planning principles were discussed like maintaining relevance and demonstrating their commitment to mothers. The proposed 2016 approach includes umbrella campaigns focused on bath time, bed time, refreshing time, and exploring time to educate mothers on rituals and drive sales of related products. TV advertising will focus on discovery while digital efforts will emphasize community and engagement.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
CT3 is developing a strategic approach for 2021-2022 to acquire new business, grow existing accounts, increase brand perception, and develop tentpole campaigns. The strategic recommendations include utilizing storytelling and thought leadership to showcase CT3's work in anti-racism and position its internal experts. The objectives are to build trust, acquire and retain customers, strengthen CT3's unique value proposition, and develop thought leadership in the education category.
This document provides an overview and summary of the mid-2017 influencer marketing landscape and Ogilvy's influencer marketing process. Some key points:
- Influencer marketing continues to grow in importance as traditional media declines and audiences engage differently. Brands are increasing investment.
- Micro-influencers with 30,000 or fewer followers are gaining prominence with higher engagement rates. Influencers are also becoming content creators.
- Ogilvy's process involves identifying the right influencers based on relevance, reach, and resonance; mapping them into tiers; and aligning objectives and measurement plans.
- Recent examples show the success of Glossier in engaging organic fans and Sperry in tapping
CaseHow The Beauty Co. reached 4.8M people with a barter influencer campaign ...Winkl
The Beauty Co. wanted to promote its new chocolate coffee skincare product range using influencer marketing on Instagram. It used Winkl's campaign manager tool to shortlist 175 influencers and send them product samples. The influencers posted about the products to their followers, reaching 4.8 million people and generating over 148k engagements. This barter campaign was successful in raising awareness of the new range without costing the company money. The Beauty Co. was pleased with the professional execution and support from Winkl.
Nykaa is an Indian e-commerce company that sells cosmetics, skincare, and other wellness products. It has a strong online and physical retail presence in India. Nykaa has over 2.2 million Instagram followers and uses social media effectively for marketing. The summary analyzes Nykaa's social media strategy, including its presence and engagement on platforms like Instagram, Facebook, YouTube and Pinterest. It also discusses Nykaa's content strategy, targeting of audiences like women aged 18-45, and metrics to track the success of its social media campaigns.
This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
This document provides information about the World Beauty Innovation Summit taking place in Vienna on June 9-10, 2016. It will be an exclusive gathering of around 100 senior marketing and innovation executives from leading beauty companies. The summit will feature presentations from executives of companies like Amorepacific, Unilever, and Amway on topics related to beauty innovation, including diversity, disruptive innovation, augmented reality, and expanding into Asian markets. It will also include networking activities and discussions. Registration information is provided at the end.
Nehbelle Cosmetics - New Generation Beauty StartupNency Makadia
Creative Beauty Brand with SkinSafe cosmetics and Brand Story, Marketing Methods adoption at Nehbelle Cosmetics and IMC- Integrated Marketing Strategy of Nehbelle Brand as a Startup. Best example of IMC Tools learning for Marketing/ MBA Students
Nivea developed a marketing plan to relaunch its Nivea For Men brand in the UK. The plan involved conducting a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. Objectives were set to increase market share and sales. Strategies included developing new products based on consumer research, and promoting the brand through above-the-line advertising and below-the-line activities like sports sponsorships. The plan was evaluated using key performance indicators like increased market share, sales growth, and brand image ratings, showing it met its targets.
The document discusses the beverage industry and various soft drink brands' digital marketing strategies. It provides information on revenue and consumption of the soft drinks segment in India. It also contains data on social media followers, posts, and videos of brands like Coca-Cola, Pepsi, Sprite, Mountain Dew, and Thums Up. Finally, it summarizes some of the major digital campaigns run by these brands, with Coca-Cola cited as the best digital marketer due to its partnerships, social media presence, engagement, and campaigns.
Nivea is a large global skin and body care brand owned by German company Beiersdorf. In 2008, Nivea re-launched its Nivea for Men range and developed a marketing plan using past performance data and sales forecasts. The plan focused on product development to meet consumer needs, experiential marketing to build emotional connections, and promotions to attract new customers. Key performance indicators like market share, sales, and brand ratings were used to assess the relaunch's success.
Nivea Visage Young is a skin care product launched in 2005 targeted at teenage girls. It aims to provide a non-medicated skin care routine to keep skin healthy and beautiful. The skin care market in India has grown significantly, especially among youth and women. Nivea uses market research to understand customers and develop products like Nivea Visage Young that meet the needs of specific demographic segments without focusing on skin problems. The marketing strategy for Nivea Visage Young includes competitive pricing, wide distribution, and engaging promotion techniques like product samples.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Advertising Fundamentals and Media
Basics of Advertising: Concept and Features, Significance, Classification of Advertising, Integrated Marketing Communication (IMC) - Elements, Behavioural Model (E. K. Strong AIDA), DAGMAR Model (Russell Colley), Heirarchy of Effects (Lavidge and Steiners).
Ad Agency: Various Functional Department, Types, Measures for gaining and reasons for losing clients, Evaluation Criteria for Selecting an Advertising Agency.
Media: New Media Options, Forms of Digital Media, Media Objectives, Criteria for Selecting Suitable Media, Methods of Setting Advertising Budget
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
Clearasil and L'Oreal plan to launch a new line of makeup specifically formulated for acne-prone skin. They will target females aged 25-35. The new brand "Beloved" will provide effective cosmetics that cover acne without clogging pores. It will position itself as the only brand that both treats and covers acne. Extensive marketing plans include online promotions, makeup contests on social media, and sales through drugstores and the companies' websites. Financial projections estimate the new line will break even within 3 years and grow significantly through expanding its target market and distribution channels.
ITC Interrobang season 8 marketing case competition 2018 docBhargava Ram
Dermafique is a premium skincare brand targeting 18-40 year old women in metropolitan and tier 1 cities who are conscious about their beauty. After research, the target group was segmented into 'Solution seekers' looking for specific condition care and 'Everyday care seekers' wanting regular maintenance.
Marketing strategies were developed for each group. 'Everyday care seekers' were addressed through a "3-minute skin care expert" campaign while 'Solution seekers' were targeted through messages of trust. Integrated communications including influencer marketing and assisted skincare were used.
To sustain growth, new products including lip, eye and body care were proposed. The 5-year plan forecasts sales of Rs
About Beverage industry, comparison of competitors of website grader, comparison on different social media platforms, about their campaigns and conclusion.
Johnson's Baby held a planning meeting on October 20th, 2015 to discuss their 2016 marketing approach. Their objectives include growing the bath time category, driving sales through new products and rituals, and recruiting and retaining mothers. The meeting covered successes from 2015 including a user-generated content campaign. Key planning principles were discussed like maintaining relevance and demonstrating their commitment to mothers. The proposed 2016 approach includes umbrella campaigns focused on bath time, bed time, refreshing time, and exploring time to educate mothers on rituals and drive sales of related products. TV advertising will focus on discovery while digital efforts will emphasize community and engagement.
The document discusses strategies for Lavazza, an Italian coffee brand, to evolve its creative communication platform and build brand awareness among its target consumers in the US. It emphasizes elevating a conversation around individuality, self-expression, and attainable luxuries. The pandemic has accelerated consumers' desire for elevated experiences and willingness to spend more on brands that complement their lifestyles.
CT3 is developing a strategic approach for 2021-2022 to acquire new business, grow existing accounts, increase brand perception, and develop tentpole campaigns. The strategic recommendations include utilizing storytelling and thought leadership to showcase CT3's work in anti-racism and position its internal experts. The objectives are to build trust, acquire and retain customers, strengthen CT3's unique value proposition, and develop thought leadership in the education category.
Lifewise open enrollment plan client reivew 9.7.20Sky Downing
This document outlines LifeWise's open enrollment plan for September 2020. It discusses goals of retaining customers and acquiring new ones. It analyzes the individual health insurance market and consumer behaviors. The document notes challenges like product differentiation, increased competition, and consumer confusion. It outlines LifeWise's brand platform of empowerment and the strategic territories of "Hero", "Wiser", and "Support". It proposes tactics like personalized communications, digital content, and emphasizing existing doctors/rates. Creative concepts and a tactical plan are proposed to target key consumer segments through multiple channels including email, direct mail, paid media and more. The goal is to stand out from competitors and support customers through their health care decisions.
This document outlines a social media content strategy for a brand called Promise PE that aims to help parents manage picky eating in children. It discusses competitor analysis, consumer insights on mothers and picky eaters, and proposes several content pillars or themes to address the key concerns of uncertainty, negotiation and acceptance around picky eating. These include assessing if a child is picky, providing nutritional education, giving no-fuss feeding tips, sharing picky eater approved recipes, and more. The strategy also provides ideas for bringing these content pillars to life through articles, illustrations, quizzes and games on the brand's website and social media channels.
CareVoz is a healthcare CRM platform that aims to increase consideration and awareness amongst medical organizations. It faces challenges in competing against larger players with more resources and developing an evolving content strategy. The document provides insights on CareVoz's strengths as a transparent brand with a consultative approach and monthly subscription model. It also analyzes weaknesses in analytics tracking and opportunities in thought leadership. Key competitors are reviewed along with trends of medical organizations adopting CRM tools for patient data management and engagement. Younger consumers are more open to online reviews, scheduling, and messaging providers directly. Positioning strategies focus on customization and the view of doctors as a wellness resource rather than just sickness.
The document is a social media proposal from MQS & MEC for Maqintosh's Quality Street. It outlines a campaign called "The Moment Collectors" to recognize and create magical everyday moments on social media. The campaign will have 4 pillars - The Captured (sharing present moments), The Cherished (remembering past moments), The Aspirational (future moments), and The New (first time moments). It details objectives, roles for platforms like Facebook, Instagram and Twitter, and sample content and activations for each pillar throughout the year. The goal is to engage moms by highlighting the importance of everyday moments over just holidays and events.
This document summarizes Timberland's F17 media plan presented by media agency Assembly. It includes an overview of Assembly and their approach to using data and analytics to inform media strategies. It then reviews Timberland's current business situation and key learnings from previous media campaigns. The proposed F17 strategy focuses media spending on SensorFlex, Aerocore and supporting Foot Locker, with details on digital, social, print and other tactics for each. The goal is to efficiently drive awareness, engagement and sales across channels.
The document provides a plan for internal communications with store managers for a conference in 2017-2018. It aims to increase application adoption rates and in-app engagement. The plan includes creating relevant content for store managers and measuring engagement. It recommends launching the conference application earlier, pairing push notifications with calls to action, and using an in-app reward system. It also recommends focus groups, in-app polling, and surveys to gather feedback and guide content delivery. The overall goal is to make the conference application the main communication hub and drive advocacy.
The social influencer proposal outlines objectives to increase Vida Hotel's brand awareness and online presence through influencer marketing. It proposes inviting 15-20 influencers per month from travel, luxury and lifestyle genres to explore the hotel. The proposal details a six step process: 1) Choosing influencers, 2) Profiling influencers, 3) Personal outreach, 4) Sending invitations, 5) Following up on experiences, and 6) Tracking mentions. It provides profiles of eight influencers from the UAE and examples of their social reach and past work. The influencers will be encouraged to share their experiences at Vida Hotel.
Gywnnie Bee Social and Digital StrategySky Downing
This document outlines Gwynnie Bee's social and digital strategy. It discusses establishing brand objectives and reviewing where the company currently stands. It proposes an integrated approach across creative, media, and PR channels to implement the strategy. It also discusses developing messaging strategies tailored to different customer phases from awareness to advocacy. Additionally, it proposes developing social media content pillars around style, authority, freedom, and sense of community. Specific content topics and formats are suggested to engage customers and drive subscriptions through owned, earned, and paid social media channels like Instagram, Facebook, and YouTube.
HERE Digital Content and Strategic ApproachSky Downing
HERE is a leading global provider of location data and platform services. It delivers maps for over 200 countries and territories. HERE's main competitors are Google and Apple, who are leaders in digital maps and driverless car technologies. The document discusses HERE's strategic objectives to increase adoption rates, encourage trial usage, and create a stronger content ecosystem to feature HERE employees. It also analyzes HERE's competitive strengths and weaknesses compared to its main competitors.
1) Google Cloud Platform contributes 3.95% to the cloud market share and saw 44% revenue growth in 2017, however it still trails Amazon AWS and Microsoft Azure in overall market share.
2) Competition in the cloud space is focusing on artificial intelligence and machine learning capabilities to differentiate their offerings.
3) Key considerations for Google Cloud include increasing adoption rates, creating engaging content, and showcasing success stories to guide users and inspire trial usage.
Vice aims to increase brand awareness among 18-26 year olds in North America over the next year. The plan is to target universities with arts programs and hold music festivals on their campuses, allowing local musicians to audition. Vice will promote the events heavily on social media and work with student unions and bloggers to spread the word. Key performance indicators will track website traffic and visibility goals. The budget is estimated to generate over 40,000 visits, supporting the return on investment.
PayPal aims to strengthen its position as an omni-channel payment solution for both online and offline merchants. It has made several acquisitions totaling over $2 billion to enhance its payment processing capabilities globally. However, PayPal faces competition from established digital wallets like Apple Pay and Google Pay, as well as payment platforms like Square that are well-known to small businesses. To better serve small businesses, PayPal needs to improve merchant education and highlight its security, flexibility, and value compared to alternatives in the evolving digital payments landscape.
The document outlines Johnson's Baby's social media strategy and objectives. It aims to strengthen the emotional bond between Johnson's and mothers by providing helpful content for different stages of child development. The strategy has three components: create social value by building trust and reassurance for mothers, own the newsfeed by producing engaging mother-centric content, and measure performance through key metrics like fan growth and engagement.
GE, Moving, Caring, Powering, and Building: Analysis Sky Downing
GE's LinkedIn campaign successfully attracted over 2,000 followers. Posts about healthcare and renewable energy received the highest engagement. Product recommendations were also an important traffic driver for each of GE's business pillars. Moving forward, GE plans to leverage its followers through increased updates and targeting, engage followers in groups to amplify its message, and analyze metrics to refine its strategy. The campaign showed that GE's social media presence positively increased its reach across different platforms and generated positive sentiment about the company.
The document outlines GE's plan for establishing a presence on LinkedIn in the Middle East. It discusses setting up a GE company page to share information and act as an initial contact point. It then recommends launching an enhanced GE group page within 10-15 days of the company page to facilitate member-driven conversations. The group page will allow targeted advertising to different industry professionals. Custom audience segments and various types of paid ads will be used at different stages to promote the pages and drive engagement.
The document provides a communication plan for NIDO's "Back to School" campaign. It details metrics from a previous "I Love Mama" campaign that showed positive results, including increased engagement on Facebook and new followers on Twitter. The current plan's objectives are to drive contest entries, increase online engagement, and strengthen NIDO's brand connection with mothers. It recommends a multi-phase social media approach beginning with inviting mothers to participate by sharing advice for their children when they turn 18. Subsequent phases will select winners and reward them. Paid social strategies aim to acquire new users and boost engagement. Other tactics include search marketing and display ads to direct traffic to the website.
1) Google Cloud currently contributes 3.95% to the overall cloud market share and grew revenues 44% in 2017, though it remains in 4th place behind Amazon, Microsoft, and IBM.
2) Key considerations for Google Cloud include increasing adoption rates by 5% in the next year and using partnerships and social media to increase awareness of cloud capabilities beyond sales.
3) Major competitors like Amazon, Microsoft, and IBM are differentiating themselves through artificial intelligence, machine learning, and positioning themselves as holistic data and analytics platforms.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
2. Agenda
• The Neutrogena Journey
• Framework
• Strategy
• Social & Influencer Deep Dive
• Recap
• Next Steps
3. 2015 BH Neutrogena
Media Implementation
July 29th
2016 IMC Kick Off
November19th
• Detailed layout of
implementation
through creative,
media and PR
channels for the BH
(Deep Clean)
Established/Objectives
Where we are today
• Recap of differences
between NTG and C&C
• NTG brand business
growth goal
• NTG brand objectives
• 2016 key campaigns
• IMC Update
• Integrated approach
for 2016
• Deep dive on social
Where we are in Neutrogena’s Journey…….
2016 Neutrogena
Integrated Strategy
December 9th
Q2 – Q4 tactical plans
February 24th (Tentative )
• Tactical plan review
for Q2 to Q4 2016
(to include
learnings for Q4
media)
Q1 detailed plans with
feedback and KPIs
January 6th
• Tactical plan review
that accounts for all
feedback
• KPI review – holistic
and per channel
2016 Face Care Strategy
Briefing
September 30th
• Global toolkit update
• Brainstorming on
implementation of
IMC locally
• Brand in-going media
plan
4. Wins in 2015
Moved to a publisher
model
Created new to market
beauty badge
Efficient utilization of limited
resources with 100% digital activity
1 2 3 4
Created partnership with
leading beauty publisher to
create series of videos that
conveyed our key messaging
with how-to’s
Worked with the leading
magazines to create new to
the market credentialing
executions
Brought Cosmo loves
program to the region
Extended our partnership
with DM to obtain greater
learnings for digital outside
of the traditional CTR
First beauty brand to adopt
measurement
Reframed media to be more
strategic based on our
target and budgets. For the
first time adopted only
digital to support VC and
reach our 18%
Continued to lead with testing better
digital measurement
6. 2016 inputs that guided our approach
Competitive
insights
Identify higher order
priority barriers
Guide planning
strategies based on
competitive activity
from the past year
Account for content
that inspires
connection
2016 Planning inputs
Fundamental planning considerations
IMC & Content
Approach Recap
Business review
Consumer inspired
business challenges
Understand state of
affairs to ensure
correct focal areas in
upcoming fiscal
Media learnings from
2015
Help guide choices
based on past
activities
1 2 3 4 5
7. State of the business
Business1
Business Marketing Communications
Grow Neutrogena Face Care
business to $22.4M (+19.1%)
Recruit 5% of women in Middle East aged 19-35
by switching her from bar soap into NTG liquid
cleanser. Increase purchase intent by driving
purchase of 1.5 products a year irrespective of
her skin type (acne or normal skin) by showing
her ‘what’s possible’ for her skin and her life
Deep Clean:
• Disrupt OEs mindset by taking cleansing
from a basic hygiene perspective and
elevating the role of cleansing into their
beauty rituals
• Showcase NTG as a gentle and effective to
use product in our OEs daily morning beauty
routine
Visibly Clear:
• Educate the OE on the NTG acne range
showing there’s a right product for her
based on her skin type
• Neutrogena’s equity currently exists in the facial cleansing category at the moment with 18.5% of the market share
• Within the category, the brand comes in second in terms of sales volume
• Penetration levels of facial cleanser in KSA is at 18%
• The brand is starting to support its make up removal range through media with an packaging upgrade. The brand wants to own the face care category with the Deep Clean facial cleansing
range winning with an established morning beauty routine and Deep Clean make-up removal range for Night Routine
• Launch of Global IMC for 2016 with the platform ‘See What’s Possible’ in May
• Ranking high on Brand Power, dermatologists are seen as part of a slightly bigger driver in KSA (Adult skincare mega brand study 2013)
• Key markets continue to be KSA, UAE, and Kuwait (in priority order)
Source: NTG 2016 Media brief
Media
Deep Clean:
• Drive education on the importance of using
a facial cleanser vs. soap bars
• Drive awareness on range for normal skin
Visibly Clear:
• Grow category by driving trial through
awareness
Brand Objectives
8. Optimistic Explorer Architype
23 years old (18-34 Arab Female)
Lives in Jeddah
Just graduated from university
Is an optimistic explorer
Constitutes 5% of women in KSA
Facial
Beauty
Is important
Influenced
by people
around her
Beauty
Starts with
Moisture
Consumer Challenges2
9. Driving education and awareness for a beauty junkie barricaded by soap usage
Consumer Challenges2
Brand Brand Desired Behavior
Deep Clean Facial
Cleanser
Get the optimistic explorer to switch from bar soaps to facial cleansers for
a healthier morning beauty routine (not part of beauty routine)
Deep Clean Make-up
Removal Range
Get the optimistic explorer to switch from her current routine (includes
soaps) to try Neutrogena’s make-up removal range as part of their night
routine (not part of beauty routine)
Visibly Clear Facial
Cleanser Range
Get our problem prone optimistic explorer to see the Visibly Clear range
as the more than a treatment solution but can help in the prevention of
her skin issues (change frequency)
Translation
RELEVANCY: Address the
deeper trial root barrier of
lifestyle and performance
thru IO based
content/product needs (treat
the problem not the system)
RELEVANCY - LIFESTYLE
CHANGE
RELEVANCY –
PERFORMANCE/SUPERIORITY
10. Pulse on the local competitive scene in 2015
Face care level of investment Digital Investments
Megabrands increased their spend across all categories in 2015 vs. 2014 such as:
Dabur, F&L, Olay, Garnier, Pond’s and Nivea
Facial cleansing overthrew face fairness in 2015, to rank as the #1 most invested in
Segment gaining 61% of the SOE. Increase driven by Dabur, Himalaya and F&L
Fair & Lovely launched their new facial cleansing range, with
minimal support for face fairness
Nivea remains the only brand to support makeup removal
‘ Double Effect’. Increased the makeup remover and wipes
segment’s share up to 6% vs. 4% last year
Implication: Facial cleansing media investment has grown by 178% in 2015
creating a need for Neutrogena to be more aggressive with its media support to out
shout competition
Garnier, Fair & Lovely and Nivea were the main players from our competitive set
in digital investment for 2015
Garnier supports their BB cream on digital through
YouTube only, mirroring their TV activity and driving further
incremental reach.
Fair & Lovely provided no support for their facial cleansing
range. Instead, focused on face fairness with minimal support
on YouTube. Video promoted was created with a dermatologist
and specifically created for digital distribution
Nivea supports ‘Double Effect’ only on digital. Mainly
supporting their Makeup Series with Asma Lotah on YouTube.
Activity was heightened in November to support beauty week.
Implication: Facial cleansing brands in the digital sphere are currently targeting a
younger audience with their creative messaging while supporting offline activity for a
higher reach calling for aggressive Neutrogena online presence
Competitive Insights3
Source: Statex & OOX monitor 2015 (Data from competitive shared on 16/11/2015)
11. Creative outlook on competition 2015
Competitive Insights3
Source: Statex Adview 2015
Product: :DermoViva Facial Cleansers
Channel: TVC ads + bumpers
Market: Pan Arab
Claim:
• Balanced skin tone
• Radiant complexion
• Gives you back your natural beauty
Product: :Himalay Facial Wash
Channel: TVC ads + bumpers
Market: Pan Arab
Claim:
• With Tumeric
12. Facebook
Nivea 1.3M
L’Oreal 531K
Garnier 437K
Himalaya 388K
Olay 284K
NTG 270K
Pond’s 215K
Fair & Lovely 198K
Twitter
Himalaya 5.7K
Pond’s 3.3K
Olay 855
Fair & Lovely 56
Garnier 43
Nivea 3
NTG -
L’Oreal -
Instagram
Garnier 7K
Himalaya 2.4K
Ponds 2.3K
NTG -
Fair & Lovely -
Olay -
Nivea -
L’Oreal -
YouTube
L’Oreal 18.2M
Nivea 18M
Olay 14.7M
Garnier 10.2M
Fair & Lovely 6.5M
NTG 5.6M
Ponds 5.6M
Himalaya 853K
Social competitive presence
Competitive Insights3
Driving social chatter
Garnier announced on Nov 18th their skincare ambassador; the Kuwaiti actress Haya Abd Al Salam. Garnier teased their audience, then announced their
partnership with Haya creating social buzz around it.
Fair & Lovely remains inactive across social with few posts and videos posted every few months. Further proving that F&L is still more focused on the traditi
onal thinking across media.
Nivea’s activity on Facebook focused on their makeup removal range with a web series featuring the makeup artist Hamda Lota. Tone of voice: friendly
Implication: Social platforms remains key when launching and announcing new news, emphasizing key partnerships, and creating an ecosystem for the
brand . Offline and online campaigns served as an social activation model for so many of the brands, which looped back to creating an holistic
campaign approach.
Source: Desktop research – December 2015
13. Looking ahead by observing global beauty brand behavior Competitive Insights3
Top Talent
e.g. celebrities, influencers, it girls
Own product evaluations destinations
featuring how-to’s and tips
e.g. I love Makeup by Estee Lauder
From runway to pop-culture relevant
e.g. Star Wars makeup line by COVERGIRL and Charlotte
Olympia X MAC Cosmetics
Technology
e.g. L'Oréal Paris makeup and color genius and Modiface –
Sephora and COVERGIRL
Usage of gatekeeping credentials
e.g. I love Makeup by Estee Lauder
And hairstyle.com by L’Oreal USA
Equity
e.g. Glamour Women of Worth by L'Oréal Paris and MAKERS by
Simple
Source: WWD, L’Oreal.com, iloveup.com, covergirl.com, simple.co.UK, Adage, L2
14. MOMENT
BRAND OBJECTIVES
Putting my plan into action --- Preparing for 1st impressions in the adult world Building my Personal Brand – putting my best self forward
PRODUCT SUPPORT
Visibly Clear Range (medicated wash) Deep Clean Range (wash and makeup remover)
Recruit 5% of women in Middle East aged 19-35 to switch from bar soap into NTG liquid cleanser and buy 1.5 products a year
LOCAL BUSINESS OBJECTIVES
IMC principals for 2016
IMC/Content4
BARRIER
Inexperience, lack of stimulus, lack of knowledge/understanding Lack of category relevance and category noise and product confusion
KEY INFLUENCERS TOUCHPOINTS
Online vides, mobile, social media, vlogger partnerships, in-store, samples, magazines,
reviews and seals
Online video, TV (e.g. Style and Entertainment tonight), mobile, display, social media,
vlogger partnerships, magazines (e.g. advertorials)
Connect with her emotionally by helping her put her best face forward so they can achieve their dreams
Recruit new user by elevating the importance of cleansing as the 1st step in beauty by
leveraging our expertise – in the AM and PM
Drive frequency with medicated users for everyday usage by showing our superiority that we do
really deliver results
HANDOUT
15. Content Opportunity
Be part of content that she cares about to generate
conversations about the brand. Be the brand that allows her to
BE the expert in beauty.
Content Consumer Mindset
Heavily invested in the beauty category. She has no compromise
and knows what she wants. She looks for content that fuel her
expertise and give her something to say. As a beauty expert, she
is always up to date with the latest trends.
Our Content Interaction
Provide a strong and inspiring point of view about beauty that
speaks directly to her. Build a stronger link that we are THE beauty
experts. We never compromise (AND not the OR).
Content Strategy:
Provide content that drives relevancy to step-change her current perceptions while also fueling her beauty badge status
See What’s Possible
Summary of our on-going content approach
Putting my plan into action (VC)
Preparing for 1st impressions in the adult world
Building my personal brand (DC)
Putting my best self forward
Smart is beautiful
What we provide
Beauty tools that don’t comprise
Big day occasions
(e.g. first day at university)
Inspirational, utility, lifestage
Translation in
path to purchase Passive (inspirational) Trigger (lifestage) Active/purchase (utility)
Content themes
Content Pillars
IMC/Content4
Transition occasions
(e.g. university to working woman)
HANDOUT
16. Media learnings6
Learnings from 2015 media
TV Content Digital Social
• Creative messaging using short
5” disruptive edits for the first
time with Neutrogena
increasing reach
• Mix of edits along with tapping
into frequency building
channels
• Heavy sponsorships seen by
competitive brands across
popular shows such as Kalaam
Nawaem, Morning Show and
Reality Shows
• High engagement and
viewership along with an
increase of followers + fans
seen with the seeding of tailor
made video content
• Content with high production
value performed better in
terms of # of views
• Positive feedback seen with
subtle integration of product
as opposed to when product
was brought to the forefront
• Viewers were eager to take
part in social conversations
during the release of the
videos
• An increase of 200% in # of
followers on YouTube with paid
support coming from in-stream
and in-display ads
• Shahid Ramadan campaign
turned heads with a CTR of
1.23% against a 0.10%
benchmark due to innovative
creative
• High CTR of 1.8% noted on
disruptive 5” for Deep Clean
bumper ads due to its
disruptive messaging
• Increase in metrics of brand
recall (7.6%) and favorability
(7 out of 10 aware of NTG)
seen with investment on digital
display with engaging
creatives
• A significant amount of unique
actions/engagements were due
to the brand’s Blogger How To
Video promotions March – July
•
• UAE costs nearly double the
amount per engagement, as
the remainder of the GCC.
• This is the case across all
digital channels, as the UAE has
a varied audience (keeping in
mind large expat populations)
• Posts such as the 17th of
August, had the highest
engagement rate (for a non-
video post), as it encouraged
re-engagement from the social
users (6.45%)
17. Media learnings6
Implications moving forward from 2015 media
TV Content Digital Social
• Creative rotation of ad copies
is necessary in order to ensure
TOM and interest of the viewer
in the brand message
• Opportunity to own genre of TV
shows via sponsorships as
currently no brand has made a
mark on TV
• Given the content hungry
nature of our OE, it is
necessary for Neutrogena to
continue creating content and
be seen as partner in the OE’s
beauty journey
• Ensuring quality in production
value to captivate viewer
interest
• Neutrogena should steer away
from excessive branding in
videos as our audience isn’t
very receptive to it
• Establish YouTube as a regular
content created to keep the
platform alive and engaged
with viewers
• Creation of further innovative
ads such as Shahid to educate
consumers through
entertainment
• Using short edits on VOD
platforms to capitalizing on
viewer attention span and
garner intrigue
• Always on digital presence
with enhanced creative
rotation required in order to
create relevance as a beauty
brand with the OE
• Recommendation based on the
evolvement of content and the
needed expansion of
Neutrogena’s audience, a 85
(engagement)/15 (acquisition)
percentage split is
recommended at least within
the first quarter
• With continuous optimizations
of the split between
acquisition and engagement
thereafter
• Creation of mixed format
content, blogger work as it’s
own pillar, and larger emphasis
on non-branded content that
can still relate back to the
brand.
18. Recap of the 2016 inputs that guided our approach
Competitive
insights
Need to establish on
Neutrogena as a relevant
beauty brand for our OE
as part of her lifestyle,
ultimately driving
performance
Face Care brands focusing
on facial cleansing as an
investment category
High relevance being placed
on branded social
newsfeeds + mass portals
to reach audience
Women empowerment a hot
topic with brands such as
L’Oreal
Creation of Global platform
‘See What’s Possible’ to be
launched in May 2015
Capitalizing on moments of
‘Putting my plan into action’
& ‘Building my personal
brand’ in a timely localized
manner
2016 Planning inputs
Fundamental planning considerations
IMC RecapBusiness review
Consumer inspired
business challenges
Neutrogena’s equity
currently exists in the
facial cleansing category
with an established brand
power at the moment with
18.5% of the market
share. This gives the
brand an opportunity to
increase penetration in
the market through trial
and sampling
Media learnings from
2015
Creative rotation of ad
copies on all media is
necessary to keep the
consumer interested
Content needs to created
specifically for the OE,
keeping in mind her
perception of Neutrogena
and her receptiveness to
branding
Always on digital presence
with substantial investment
1 2 3 4 5
20. Creating a world where smart is beautiful
Neutrogena’s Brand Promise
We bring clever, compromise-
free, asterisk-free solutions
for healthy, beautiful skin
that respect a woman’s face,
body and mind.
Neutrogena’s Vision
We bring clever, compromise-
free, asterisk-free solutions for
healthy, beautiful skin that
respects a woman’s face, body
and mind. At Neutrogena, our
job is to help everyone woman
put her best face forward as
she pursues her dreams.
21. Our role is to inspire our audience to see what’s possible via
content tailored storytelling
22. Our guiding mantras for 2016 across all channels…..
Act like a beauty brand Trendsetter
Inspire
Inspiration
To provide To bring the higher linkage of beauty and
Neutrogena
To be the innovator that she craves for and
fuel her persona
To be the facilitator of her
aspirations
23. How will we bring these principles to life across channels?
01
02 Bringing the latest trends and giving her something to talk about
• Interacting with her through cutting edge tech innovations to kick start conversations and
drive engagement
03
To be the first thought when she is asked about beauty
• Be present and building partnerships within THE most coveted beauty destinations
• Build strong ties with THE beauty influencers across the region
• Carefully choosing premium placements that elevate our exposure
Be the brand that enables her to defy the odds
• Provide her with the right platforms to awaken the sleeping desire within her to achieve
self accomplishment
24. There are three challenges that we need to overcome
Playing a new game Playing to a tough crowdPlaying with less resources
25. And this translates across our whole digital ecosystem
Smart use of data sources
to target moments and
deliver sequential
messaging to her across
platforms
Own the first
three seconds of her time,
whenever and wherever
she is
Media effectiveness through
data-led buying and
viewable impressions
Authority through content,
buying strategy and search
Hyper targeted Attention grabbingMake every impression count Authoritative
26. Owned Earned: Mentions,
conversation &
sharing
Paid
Shared:
Co-created
content
Optimistic
Explorer
Contextual, timely
& relevant (data)
Devices
CONTENT
And these principles are brought to life through the POES model
27. Hypertargeting is the intellectual way to make us beautiful
Embrace mobile targeting as
part of our marketing mix
Programmatic allows us to
target moments and tell
stories
Retarget across channels
through programmatic
Effective keyword planning
in SEO and PPC
28. Own the first three seconds
Social video catering to the
first three/thirty seconds
OLV fully optimized for
platform and device Engaging rich media
Effective Search targeting
and copyViewability Digital innovation
30. Neutrogena’s 2016 Umbrella
See What’s Possible
Deep Clean
Building my personal brand (DC)
Putting my best self forward
Visibly Clear
Putting my plan into action (VC)
Preparing for 1st impressions in the adult world
Neutrogena’s 2016 Brand Focus
TV Print Display Online
Video Mobile Content
Creation Research Influencer Social
Owned Properties:
Media:
*Note: Johnson’s shower gel and soaps to be supported via social
Communication objectives:
Connect with her emotionally by helping her put her best face forward so they can achieve their dreams
Recruit via relevance in her lifestyle to choose face wash vs. soap in key timings - AM or PM ( deep clean)
Drive frequency via performance on superiority to use to treat and prevent (Visibly Clear range)
Website: Brand knowledge bank
YouTube: Engaging community tool
Facebook: Conversation starter and facilitator
Instagram: Real-time visual inspiration aggregator
33. Brand
Objective
Recruit new user by elevating the
importance of cleansing as the 1st step in
beauty by leveraging our expertise – in
the AM and PM
Connect with her emotionally by helping her put her best face forward so they can achieve their dreams
Visibly Clears: Drive frequency with medicated users for everyday usage by showing our superiority that we do really deliver results
Imperatives RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance) RELEVANCY ( Lifestyle & Performance)
Channels
TV/Print/Display/Mobile/OLV/
Content Partnership
+Social & Search
TV/Display/Mobile/OLV/
Content Partnership
+Social & Search
Display/Mobile/OLV/
Content Partnership
+Social & Search
TV/Display/Mobile/OLV/
Content Partnership
+Social & Search
Placement
Approach
• Contextually relevant
• Connection with purchase
opportunities + promotions (beauty
week)
• Build community driving advocacy
• Capitalize on innovation pushing
product superiority
• Contextually relevant
• Connection with purchase
opportunities + promotions (beauty
week)
• Build community driving advocacy
• Capitalize on content partnership +
innovation
• Contextually relevant
• Connection with purchase
opportunities
• Build community driving advocacy
• Capitalize on content partnership +
innovation
• Contextually relevant
• Connection with purchase
opportunities + promotions (beauty
week)
• Build community driving advocacy
• Capitalize on content partnership +
innovation
2016 Media Architecture
Q1 Q2 Q3 Q4
HANDOUT
34. D
We will measure our campaign using the DEEP method of KPI setting
Audience Verification
Viewability
Reach / Frequency
Duplicated Reach
Ad Views
Click-Thru Rates
Completion Rates
Site Visits
Social Actions
Ad Recall
Brand Perceptions
Purchase Intent
Regular Converseon Reports
Brand Health Trackers
Social Competitive Audits
Sales
Purchase
Behaviours
Monthly market share
Campaign sales figures
In-store promotion reports
E E P
ENGAGEMENTSDELIVERY EQUITY PURCHASES
Working together to understand our performance for our vision
36. Brand promise… Become A Source Of
Information That Empowers Women To Be
Their Best Selves. As Well As Provide The
Inspiration To Take Over Their World, One
Step At A Time!
Therefore…
Mission… Encourage Young Women To Enable A Routine
That Enhances Their Beauty Both Inside And Out By
Providing Experiences That Continually Allow Them To Be
Awesome.
Social Media Mission Statement
38. PROS:
Every tweet goes to your followers. On Facebook, each post you make
only goes out to some of your fans because of Facebook’s algorithm.
CONS:
Twitter is not ideal for visual content. Twitter is mostly text based.
(Even so, tweets that include a link to a photo have t wice the
engagement of tweets without a photo.)
IS IT RIGHT FOR THE BRAND?
NO, Many brands within the region use it to not only have open
conversations with social users but also as an extension if their
customer service. This something the brand would need to explore
before going that route.
PROS:
Snapchat ads are perfectly suited for digital natives who prefer
instant engagement. It’s also an opt-in platform, which means it must
be entertaining and engaging enough for users to want to receive it,
CONS:
Unless the brand offers something appealing, users won't likely care
for 'push' marketing. When Snapchat ad formats roll out, they will
offer little-to-zero data-driven targeting capabilities due to the
posting and quick deleting of users short form video snippets.
Instagram our latest addition to acting like a beauty brand
IS IT RIGHT FOR THE BRAND?
YES, However, it is important to keep in mind Instagram is not for the use
stock photos. Creating original content would be avenue the brand would have
to thoroughly explore and require a separate posting strategy and creative
direction from both the brand and it’s agency partner.
.
IS IT RIGHT FOR THE BRAND?
No, Snapchat allows for creative freedom on both a brand and personal level.
If factors such as adverse events, creative factors, and freedom of speech are
concerns, then this is not a channel worth exploring. It also important to keep
in mind that just like Instagram original content for the platform would have
to be continually created.
PROS:
Images and videos encourage users to like, comment and share
their own content. Limited advertising. Only big brands can afford
Instagram advertisements. Created specifically for mobile devices.
Consumers now spend 39% of their time on the Internet via
smartphones.
CONS:
Limited advertising. Only big brands can afford Instagram
advertisements. Limited integration capabilities with other social
media networks.
39. To achieve our objectives, the social media plan has been translated into three
components:
40. Strategic Components Guiding Us
Encourage Young Women To
Enable A Routine That Enhances
Their Beauty Both Inside And Out
By Providing Experiences That
Continually Allow Them To Be
Awesome.
Increase Reach by XX New Fans Acquired
for 2016 XX
Increase Engagement Rate to
5% - 6%KPI’s
Create A Social Sentiment For Neutrogena Pages As
The Go To For Beauty Routine Best Practices.
Increase Fan Acquisition And
Increase Engagement Around The
Neutrogena’s Moments That
Matter.
Create Social Value
Create Content For Young Women Within The
Newsfeed
Listen And Measure
41. January February March April May June July August September October November December
Power Periods In THE BRAND Always On Facebook Activity:
• Represents An Increase In Investments Mainly Witnessed In May, July, And August For The App And Bath Time Song
Other Months Of The Year Include:
• Always On Activity Focusing Mainly On Maintain Consistent Engagement Rates And Fan Growth.
• Recent Amendment In Facebook Paid Media Strategy From April Onwards Focuses Mainly On Reach And Engagement Via The Brand’s
55%/45% Split.
Increase in fan base
on the page by 78% Up to 558, 562 unique
engagements through
Facebook for Pure Protect
Cost per click for PPA
in July & August of
$0.18 compared to
$0.70 in April
CPV of $0.01 – $0.03
lower than the target
CPV of $0.04.
Always On Activity In 2015 Resulted In:
Learning's On The The Brand’s Social Activity
43. Social Value Proposition
Build a sentiment for mom has re-
assurance and gudiance that she is
taking care of her toddler or baby the
right way. And that mom’s life enriched,
and she is raising a well developed
baby or toddler.
Strengthening the emotional bond
between Johnson's and mom
Content that edutains mothers on baby
and toddler care the importance of
rituals, and that the well being of mom
means the well being of baby or
toddler.
Social Media Mission
Statement
Understanding
Their Needs
Social Value Proposition
Value Exchange Is Fueled By:
§ Engagement And Two Conversation Neutrogena and Young Women
§ Optimization Of High Performing Content Based Paid Media Learning’s
44. Influencer Strategic Approach:
driving media, influencer and consumer engagement
to create impact for the new brand campaign See What’s Possible
Media Relations
An ongoing events calendar
under the InnerCircle
umbrella, engaging regularly
with blogger and local media,
influencers and supporters of
the brand
Influencer
Campaign
Bloggers Engagement via
InnerCircle
Engagement with local role
models /inspiring women to
give voice to the See What’s
Possible campaign
Neutrogena
Collaborations
Monthly editorial calendar
press releases to keep the
brand top of mind and
generate product placements
Explore collaborations with
media partners to enhance
brand awareness and
positioning
45. And partnering with a beauty influencer who incarnates brand promise
A journalist who had already opened a radio station over
the internet on which she interviews women to discuss
everyday issues. After her success, she started a blog
publishing news about world celebrities. Through her
experience, she was a step closer to realising her dream
of becoming a journalist
A Kuwaiti, lifestyle & beauty vlogger . She has
recently started her own YouTube channel where she
shares with her followers tips and tutorials on makeup,
skincare, fashion,
food, lifestyle and everything she is passionate about.
Her Instagram followers have exceeded 970k in 2 years.
Architect & beauty social personality - recognized for her
distinct beauty, She combines simplicity & complexity at
the same time to give her face and makeup a differing
touch than the usual trend in Kuwait
TAIMFALASI
DALALALDOUB
FATIMAALMOMMEN
Note: Talent and filming costs are not included in agency budget
46. Bringing Product Superiority to the forefront with an always on Vlogger Program
Taim Al Falasi Dalal Al Doub Ola Farahat Sondos AlQattan
Creating a Vlogger Program using a mix of our most popular vloggers in the beauty realm and Neutrogena’s Inner Circle to
push on product superiority in moment of 1st impressions that matter
Pore &
Shine
Spot
Stress
Contro
Oil
Free
Acne
Pink
Grape
fruit
Vloggers: Reach based (priority
KSA, UAE, Kuwait)
Inner Circle: Frequency based
8 videos (estimated)
- 4 integration (How to’s)
- 4 thematic (lifestyle)
Usage rights for minimum 1 year to use across our owned properties
Short form content for social
created by additional
Inner Circle members
Note: # of videos and social elements estimated as formal brief has not been shared with supplier
47. Bloggers Program
Events calendar
Inner Circle Overview
A longer term engagement initiative targeted at beauty bloggers and social
influencers
Recommended in order to build and cultivate closer relationships that would benefit
the brand
Kick off Dec 13, 2015 with Ola Farahat
Implementation
An active events calendar, hosting regular, small scale events that could be:
- timed around key product launches (e.g. Deep Clean Make up removal)
- offer tactical support for existing ranges (the visibly clear range)
- focus on skin education
- create excitement and test new products (e.g. hydroboost)
Outcome:
Creates positive experiences, fosters favorable relationship with the bloggers; builds a platform that can be leveraged by the brand in the long term
Clear, Radiant Skin for the
Summer (May 2016)
Host an event dedicated to summer skin:
how to beat acne, oil, blackheads and
enlarged pores with participation from 4
bloggers who battling such skin issues
themselves
Send summer kits to 10 regional blogger
for reviews
HydroBoost pre-launch (Nov
2016)
Introduce the hydroboost range to a
handpicked group of local media and
bloggers via a small scale event
and individual drop offs to 5 key regional
vbloggers
New Year New Skin
Resolutions (Jan 2016)
Engage with 8 UAE and KSA based
bloggers to run a new year resolution
campaign, offering product giveaways
as incentives
Deep Clean (Feb 2016)
Host an event dedicated to the Deep
Clean Make Up Removal range,
targeting top 20 makeup artists
(working in print and TV) and bloggers
48. Amplifying Vlogger Program with paid digital support to reach the right audience
at the right time
Targeting our OE while she is consuming her
much loved beauty content with in-display ads
Further tapping into her most searched
keywords for an optimized SEO base
Retargeting viewers of our videos to ensure
they don’t miss out on our latest content
YT cards and companion banners will also run
with our videos to drive further education of
each of the variant
Editing our long form videos to short 30” & 15”
social friendly edits for promotion
Additionally creating content specifically privy
to the Vlogger Program, based on our other
Inner Circle members
Posts & Vines created by the Inner Circle
members, targeting our younger Visibly Clear
audience
Mobile and display campaigns targeting our
beauty junkies
Using interactive interstitials playing out our
short video edits to capture audience interest
Click through the product info on site to
educate our consumer on the product variant
49. Vlogger Program
Jan
Recap of Visibly Clear 2016
Note: Timelines are subject to change based on approvals
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VOD Support
Search Support
Display/Mobile Amplification Display/Mobile Amplification
Vlogger Program
VOD Support
Social Amplification (Inner Circle)
51. Social Brand Persona
The Social Brand Persona should be the embodiment of Neutrogena’s brand essence, and place
content for young woman are at the center. This will reflect the target audience Neutrogena is
trying to reach with our communication.
Tone of voice
THOUGHT PROVOKING AND
PERSONAL
We want young women to feel
they are being handled by a
friendly and personable
individual, and not a robot, while
always maintaining a sober and
professional tone.
Engagement style
FRIENDLY AND PROACTIVE
All interactions are handled with the
ambition of being the world’s best
service provider in mind, and we
proactively engage with and deliver
content to people when the
opportunity arises.
Key Words
Radiate, Routine, Experiment,
Adventure, Explorer, First Times,
First Impression, How To,
Fashionista
52. Our Personality & Imagery
Needs to note the purpose behind the
imagery, and how it aligns with the persona
of the optimistic explorer.
The more natural it looks,
the more natural it feels.
53. Neutrogena's Three Content Pillars
How To’s? Lifestyle Routine
PRODUCT
CENTRIC
Topics fall under the following buckets
ContentPillarsContentTopics
PUTTING MY BEST SELF FORWARD
Deep Clean & Hydroboost
PREPARING FOR 1ST IMPRESSIONS
IN THE WORLD
Visibly Clear
Love It Or
Scrub It
The Front Row
A Look We Like
What’s In
My Bad
The WanderLust
Tech Hacks
For Her
54. The style is very light, motivational, positive and very airy. She’s mature and knows how to get what she wants and it shows.
Facebook
56. We don’t have any posing, looking directly at the camera, studio
photography. We also don’t cover activities that require a lot of
time. She’s a go getter and all about life.
57. The Three Content Pillars Will
Guide And Inspire Content
Creation…
As Well As Continually Remind Us That
Content Is King!
59. We want to target bloggers who we will include in our
inner circle where each time it’s a different girl, showing
us a glimpse into what she packs for the day, be it for an
event, for a night out or for an adventure. This can grow
where we ask the fans to show us what’s in their bag
and tag us.
Instagram idea - What’s in your bag? Reference style
60. The Neutrogena girl is a go getter who is always on the
lookout for new things, experimenting and eating
healthy. This will be a section where there will be quick
15 minute recipes which doesn’t involve cooking, it’s raw
ingredients. This can grow by asking the fans to send in
their snack recipe.
Instagram idea – Bite size tips
Reference style
61. The Neutrogena girl is an adventurous one who
loves to experience, see and do more with her
life. She is very active and we can ask fans
what their adventure is and tag a friend for a
chance to be sent on one.
Instagram idea – Taking life by the horns Reference style
62. Instagram is a platform that is built on users posting
artistic-looking photos of their life through this format.
We want Neutrogena to be that girl who wants to share
with the world her whereabouts, her passions, her food,
her interests & her routines.
The photography on Instagram is more from the eyes of
the Neutrogena girl rather than Facebook where it’s
purely brand.
Instagram
67. -
1,180
980
500
1,500
400
0 0 0
900
1,500
900
613
0 0 1,999
933
0 0
1,691
976
2,869
0 0
935
3,297 1,970
1,826
475
0 0
2,650
0 0 0 0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Neutrogena Nivea Fair & Lovely
Burst 1 Burst 2 Burst3
Continue to drive trial for Deep Clean Maximize awareness and
achieve high impact
Drive switching and loyalty
EOY Body Moisture #4 Overall Face
care
EOY 2016 GRPs: 7,860 EOY 2016 Budget: $1,419,600
Maximizing our impact by airing at key strategic times while taking a hiatus between each burst
68. EOY Cleansing #1
Jan – Mar Reach: 70%
TV 2016 Approach
Q1:Jan :
• Taking a month of air to avoid creative fatigue.
Feb:
• Heightening exposure in the first 2 weeks of Feb for beauty week
• Maintaining sufficient levels of GRPs per week in the remaining weeks
Mar:
• Lowering GRPs in March while still maintaining an effective presence Jan – Mar GRPs: 2,160
0 0 0 0
400 400
380 380
0
300 300
Jan - wk1 Jan - wk2 Jan - wk3 Jan - wk4 Feb - wk1 Feb - wk2 Feb - wk3 Feb - wk4 Mar - wk1 Mar - wk2 Mar - wk3 Mar - wk4
Neutrogena
Jan – Mar Budget:
$456,300
DC
Expand our presence throughout Q1 with aggressive communication launch coinciding with
beauty week
69. TV
Jan
Recap of Deep Clean Q1 2016
Note: Timelines are subject to change based on approvals
Mar
Print
Search Support
VOD
Social Amplification (Paid & Owned)
Display/Mobile
Mar
TV
Print
Deep Clean Cleanser Deep Clean MUR
In-Store (Labs)
71. In 2016 Neutrogena is looking to further its marketing efforts in order to support its business objectives (increase market share in the wash-
off category), and also shake up its communications with the roll out of a new global campaign, ‘See What’s Possible’.
The key product platforms for the brand in 2016 are:
- Deep Clean: the range for increasing the brand penetration; Q1 2016, IMC April - Dec
- Visibly Clear: the range for driving frequency of usage of medicated cleansers; ongoing
- Hydroboost: Q4 2016, pre-seed for 2017 launch
The key communications priorities for the brand in 2016 are to:
- Re-Introduce Neutrogena to consumers, media and influencers as a global beauty brand
- Carry out ‘See What’s Possible’
- Establish Neutrogena as a key innovator in skincare
- Build on brand superiority
Outlook and Communications Priorities for 2016
72. Content Primary KPIs Secondary KPIs
TV GRPs
VOD Views CTR
Content Partnership Reach % watched
Display Engagement Rate Reach
Mobile Rich media Engagement Rate Reach
Paid Social Reach Engagement/Actions
Search Site Visits Impressions Share
FB/LinkedIn Innovation CTR # of jobs applied for
In-Store Tech Engagement # of samples distributed
How will success be measured?
Note: Benchmarks to be provided on finalization of media plans and ideas
73. Following best practice - have a mix of channels in order to
capture a wider audience and further extend our reach
Channel Selection
TVC duration recommended based on the messaging and creative
MBC 1
Rotana Cinema
Zee Aflam &
Zee Alwan
Rotana
Khaleejyah
Crucial presence in the main hub of the most
popular talk shows, Turkish and Gulf Series
Being present in female and cultural
oriented programs and series (specifically
KSA catered)
Capturing the traditional and always
trending interest in the Arabic genre
movies
Including top Bollywood channels to capture
the diverse taste of our audience
DC - 20”
SWP – 30”
DC campaign in 2016 is a continuation of 2015
campaign. We recommend 20” for various
reasons:
• Audience has been exposed before to the
messaging and are well aware of it
• 20” will gives justice to the complete brand
story. 20” will ensure sufficient exposure of
the product, yet avoid creative fatigue
• 20” allows us to preview AD more
frequently and further build our frequency
levels
• Provides sufficient time to build brand story
• Ensures higher recall of the messaging
Unit Mix
Our planning guide to achieving our competitive KPIs for TV
74. …and complemented through online video
YouTube Pre-Roll will drive scale and value.
Shahid will complement TV to reach the catch up TV audience
In order to align video to our full storytelling approach,
some of our YouTube pre roll will be bought
programmatically. We will then retarget users who have seen
the YouTube ad across our display partners
75. Large formats through programmatic and also
through traditional buying
Users will be served a different creative message
based on their user journey (i.e. if they have seen
the YouTube ad or not).
Plugged in to different data sources. Users served
acne ads if they have been buying facecare
products (coming in Q1)
Alignment between video and display formats through sequential messaging
76. • She has a set magazine routine which includes checking her selected titles and
indulging in the content
• Create a visually appealing advertorial which will
leave a trace in her memory
• She trusts the editorial content since it’s coming from the experts in the
industry
• The credibility and heritage of our chosen magazines
will not only help us maximize our reach, but also
establish a favorable brand trust image
• It’s a given that a beauty junkie diary includes flipping through her favorite
magazines for everything beauty
• Cater the messaging to our target audience through
titles she loves
Presence across print titles resonating with out Optimistic Explorer
1 Full Page
advertorial
insertion in
each title
78. Vlogger Program
Jan
Recap of Neutrogena 2016
Note: Timelines are subject to change based on approvals
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
VOD Support
Search Support
Display/Mobile Amplification Display/Mobile Amplification
Vlogger Program
VOD Support
Social Amplification (Paid & Owned)
TV
VOD
Display/Mobile
Print
In-Store
(Labs)
See What’s Possible (TBC)
Visibly Clear Deep Clean See What’s Possible Always OnKEY:
HANDOUT
79. Next Steps 2016
• J&J to provide feedback on deck
• Agencies to revert back on J&J feedback
• J&J to provide final approval on Q1 tacticals
• J3 to share final media plans + KPIs
• DDB to share creative assets
• Campaign kick off
• Reports
• Post Campaign Evaluation
15th Dec 2015
20th Dec 2015
23rd Dec 2015
6th Jan 2016
20th Jan 2016
1st Feb 2016
Bi – weekly digital reports from start of campaign
May 2016