1. The campaign targets young women ages 15-25 through a social media sweepstakes promoting a new Herbal Essences product. Participants upload selfies with the product on Instagram to win a Cosmopolitan photoshoot or product bundles. 2. Popular beauty YouTubers Bethany Mota, Kandee Johnson, and Ingrid Nilsen will create promotional videos for the product and sweepstakes that will spread the hashtags virally to their collective 14.5 million subscribers. 3. The campaign aims to build an engaged community around the Herbal Essences brand through social media interactions, trust-building content, and an ongoing presence on platforms even after the initial campaign. This

1. Dana Silvestri
PART I
Target Audience: Our target audience is young women, ages 15-25. They are the right target
audience for our product because Herbal Essences exhibits a playful, girly, and exciting brand.
This product is inexpensive, therefore it is easily accessible to this specific target audience.
PART II
Campaign Execution:
1. To launch our social media campaign, we first want to create a sweepstakes that will
encourage social media users and youtube subscribers to buy our brand new product.
Our sweepstakes winner will receive and all-expenses-paid trip to appear in their own
spread, featuring Herbal Essences products. Their photoshoot will appear in
Cosmopolitan Magazine, shot by Annie Leibovitz. In order to win, you must upload a
“selfie” via Instagram holding our new product, hashtagging “#HerbalEssencesLaunch”
and “#CosmoMeetsHerbal.” The contest will last for 30 days, from June 1st, 2015
through July 1st, 2015. A first place winner will be randomly selected, with 2 additional
winners receiving an Herbal Essences product bundle.
2. We will create Twitter, Instagram, and Facebook accounts that display our brand logo
and name in the icon, and our background picture will display our sweepstakes
instructions, along with a photo of the product.
3. From our Twitter, Instagram, and Facebook, we will connect with popular youtube
beauty gurus, such as Bethany Mota, Kandee Johnson, Ingrid Nilsen, who may be
interested in using our new product. We will create two universal hashtags
(#HerbalEssencesLaunch and #CosmoMeetsHerbal) that connects all twitter, instagram,
and facebook users to our twitter page and brand.
4. After connecting with the beauty gurus, we will send them our product before the launch.
If the gurus would recommend this product, they will participate in the launch of a
sweepstakes for their fans and followers.
5. Each beauty guru will make a video using our product and reciting important attributes.
At the end of the videos, our hashtag will be mentioned and directions on how to enter
will be given.
6. Throughout this process, all of our accounts will show various participants pictures that
have been hashtagged, advertisements for the new product, motivational/relatable
pictures and quotes pertaining to beauty and hair care--all including the hashtags we
have provided at the launch of the sweepstakes/product.
PART III
How will your campaign reach your target audience and build awareness? Bethany, Ingrid,
and Kandee are some of the most popular beauty and lifestyle gurus on YouTube. They

2. collectively have 14.5 million YouTube subscribers and 3.45 million Twitter followers. With each
guru varying in ages between 19 and 36, they appeal to several different audiences. Bethany
has an appeal to a teenage audience, while Ingrid and Kandee appeal to an audience of young
adults and adults. All three of these women have prominent positions in social media that will
allow for our hashtag and awareness of the contest to spread virally. Along with spreading
awareness of the sweepstakes, each guru will review our product honestly and give details of
product attributes. Positive reviews will result in higher sales of Herbal Essences shampoo. In
addition to these three beauty gurus, Cosmopolitan Magazine will be tweeting out to their 1.26
million followers about the launch and sweepstakes as well.
Establish clear communication goals: Our main goal throughout the launch of Herbal
Essences is engagement with our potential consumers. By holding a contest that encourages
girls and women to take a “selfie” with our product, we are able to get personal with the
consumers. We will be responding to tweets and instagrams posts as well as retweeting and
reposting. Cosmopolitan is also a publication that allows women to freely express themselves
through health, fashion, makeup, and sex. Nothing is off limits when it comes to being
comfortable in your own skin. Our partnership with Cosmopolitan really allows our consumers’
confidence and trust in Herbal Essences to grow.
Brand positioning and brand strategy: For women who enjoy healthy, clean, and full-of-shine
hair, Herbal Essences is a brand providing consumers with a reliable, strong, and dependable
product. Herbal Essences is a product made for women who want to feel strong and confident in
their own skin. We aim to build a trusting and engaging relationship with our customers because
they are more than just consumers. Herbal Essences believes in a movement for women to
enhance their inner beauty while feeling beautiful on the outside. Our brand positioning and
brand strategy is not only to provide a great product and service, but to also invite consumers to
feel engaged, informed, and revitalized by our latest products.
Social media as a vehicle in the campaign and other media channels: In order to attract our
target audience, it is important to stay in touch with trends. Social media is a powerful force, as
one in four people use social networks. With that being said, a great way to promote a product
and sweepstakes would be through social media to spread the word in hopes of the campaign
going viral. Connectivity is an important part of society, and by implementing our advertisements
on these social media vehicles, we would be reaching our target audience and beyond. Content,
community, and communication are all part of the process of launching a social media
campaign, with great focus on what is being promoted, who is promoting it, and how well the
audience receives the brand. With our brand, we are using celebrities/influencers that our target
audience is familiar with, ease of participation by hashtagging and uploading pictures that
anyone on social media can use, and timing to regulate the contest and the new product. By
using multiple networks, we are coming to all of our customers, exactly where they are. In
addition, commercials will promote our product, as well as advertisements in magazines such as
Seventeen, Allure, US Weekly, People, Elle, and of course, Cosmopolitan. Our sweepstakes will
have people talking, especially with the introduction of world-renowned Annie Leibovitz, the
photographer that will exhibit one lucky winner in Cosmopolitan’s spread. Engaging our

3. audience in an interactive campaign is what will bring our customers to trying our new product.
Additional media channels are also important, in order to engage consumers all over, and to
also keep consumers engaged on every type of media. Reinforcement will continually remind
consumers about our campaign, sweepstakes, and overall, our brand and product. Flipping
through a magazine or watching television will promote our product to its fullest potential, with
various channels and outlets representing our brand.
PART IV
How does your campaign generate increased sales? Our campaign generates increased
sales because we are mostly profiting through earned media. Instead of paying for initial
advertisement, we are engaging with our consumers and creating a charismatic and inviting
environment and brand. As people begin to enter the contest, they are freely advertising for us,
in which their followers, other social network followers, and anyone clicking the hashtag will see
and be encouraged to participate.
How does your campaign create ongoing community engagement after the initial
campaign to maximize ROI? After the initial campaign, our brand will continue to advertise in
the same magazines, keep up with an Instagram account, Twitter account, and Facebook page
by uploading pictures of products and brand related items. Our brand will still appear in new
commercials as new products are created, though social media will be more apparent than TV
spots once the contest is over. The social media posts will show the process of the photoshoot
with Annie Lebovitz, and will also feature the selected winner, along with other fun and
interactive posts, where the social media expert behind the accounts will reply to followers to
keep the audience engaged. This campaign will also strengthen our ties with the bloggers we
have recruited, as well as Annie Leibovitz. Followers of Annie Leibovitz will also gain knowledge
about our products, which will invite an even larger audience to learn about our products. In
turn, we will gain loyal consumers who trust and believe in our brand, and feel comfortable
passing our product on to a friend.
Creative Visuals: