The document outlines O.P.I.'s digital strategy to promote its nail polish products. The strategy focuses on Instagram and uses the tagline "everyday ease to put your best hand forward." It will feature a photo contest asking users to post photos of themselves with OPI polish using #besthandforward. The strategy also aims to update OPI's mobile app to allow virtual nail polish try-ons using users' own photos and drive traffic to the website through search ads. Key goals include increasing social media interactions, app downloads, and website traffic by 25-50% over six months with a $300,000 budget.

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O.P.I. Digital Strategy
By Abbie Lennox

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The O.P.I. Brand
 Internationally well-known nail care products brand
 High quality, affordable and trendy nail care products and
polishes
 Both professional and at home products, sold at drugstores,
department stores and nail salons worldwide
 Annual sales of nearly $300 million
 Current celebrity endorsers such as the Kardashian sisters and
Gwen Stefani

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Target Audience
 Women age 18-34
 They come from all types of demographic and psychographic
backgrounds
 They care about their appearance
 They keep up with fashion and beauty trends
 Some connect with the OPI brand at the nail salon due to their
higher income
 Others connect with the OPI brand at the drug store or at home
due to their lower income

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The Big Idea
 OPI provides consumers with “everyday ease to put your best
hand forward.”- New tagline
 Tagline will appear throughout entire digital campaign, and will
place emphasis on integrating OPI products as an everyday
part of an easy, breezy lifestyle that our target audience dreams
of
 Main focus will be on Instagram
 The “big idea” will increase interactions with consumers on
social media and will place OPI in the minds of our consumers
every day

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Goals & Objectives
 Main objective is to increase awareness of OPI nail polish lines
as, “everyday easy” products that will allow you to “put your
best hand forward”
 Emphasis placed on the ease, affordability and high quality of OPI
nail polishes
 Increase traffic to website
 Generate more sales and profit
 Increase downloads of mobile application
 Re-energize social media accounts to increase interactions
with our audience
 Place OPI in target market as, “everyday ease that will put your
best hand forward”

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Social Media Tools & Tactics
 Instagram Contest- “Put your Best Hand Forward”
 Users post Instagram photo of themselves “putting their best hand
forward” while wearing OPI nail polish
 Use hashtag #besthandforward
 Entered into contest to win various prizes
 Winners chosen based on highest number of likes they receive on their
OPI photo
 This will create electronic word of mouth marketing, as not only
are the users getting involved, but so are their followers, family,
friends, etc. as they recruit them to like their photo in order to win
 3 winners chosen in first month of campaign to win free OPI salon
manicures for one year
 100 other winners to win various OPI nail polish color packages
 Promote contest across all social media accounts, but winners are
only chosen through Instagram

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Internet Marketing
 Google AdWords keyword search campaigns
 Keep OPI high in search results and in forefront of consumers mind
as the best nail care brand
 Sponsored ad space on magazine and fashion websites and
blogs
 Seventeen Magazine
 “What Courtney Wore” blog

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Mobile Strategy
 Update mobile application to increase downloads and make the
app more useful for consumers
 Currently, the app features all of the OPI nail colors that you
can “try out” on an animated hand
 Update app to allow users to take pictures of their actual hand
within the app and then place the different colors on their nails
so they can compare colors to their specific skin tone and
hands
 Integrate online promotion via app, using new tagline, “put
YOUR best hand forward,” as part of our new personalized
hand feature

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Key Performance Indicators
 Measure our success through Google Analytics
 Track website traffic
 Social media interactions
 Downloads of our update mobile application
 Measure keyword success by observing click through rates to
the OPI website
 We will know this campaign was a success when we increase
website traffic by 25%, increase interactions on social media by
50% and have 25,000 participants in our Instagram, “Put your
Best Hand Forward” contest

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Budget
 Total Budget= $300,000
 Mobile application refresh= $50,000
 Social Media Management/Creation/Posting/Tracking= $7,500
per month
 $45,000 for six months
 Google AdWords= 20 keyword phrases= $5,000 per month
 $30,00 for six months
 Contest Prizes & Giveaways= $10,000
 Supplementary Costs (New graphics, logos, Google Analytics,
etc.)= $100,000