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Similar to Sample Work - Lush "Hope Soap" advertising proposal (student project)
Sample Work - Lush "Hope Soap" advertising proposal (student project)
- 1. Fresh Handmade Cosmetics A Soap that brings Hope Nicole Chuan Evangeline Fan Olivia Guo Anne Ji
- 2. Contents 1 MarketReview 2 Market Situation Assessment 3 Communication Situation Analysis 4 Integrated Marketing Communication Plan 5 Integrate Promotional-mix Strategies
- 3. About LUSH MarketReview
- 4. • 1994: “CosmeticHouse Limited” •Strong values; •Individuality; •Originality; •Controversy: clear political stand; •Competition: “The Body Shop”; •Commercialized marketing vs. Individuality and value-preserving marketing Revolutionary: Solid products, Minimal and recyclable packaging ( 30% of products) No animal-testing, Minimal use of animal products(vegan) About LUSH
- 5. Hong Kong CosmeticMarket The Main Competitor Market Situation Assessment
- 6. HK Cosmetic Market •The imports reliance •Market Scale •Market Division •Consumers Appetite
- 7. LUSH vs.. THEBODY SHOP LUSH THE BODY SHOP Similarity Same Root: Similar Concept Ethical Practice Differences Private-owned Company L’Oreal Backed Plain Package/Grocery Style Fancy Package and Store Low-key ethic insistence Ambitious Promotion
- 8. LUSH vs.. THEBODY SHOP Market Share Gap Need for More Public Recognition
- 9. Campaign Brief TargetAudience Communication Objectives Communication Situation Analysis
- 10. Campaign Brief Sellinga cause Environmental awareness in HK Specific modern, radilz-evolving environment Positioning Products Target Audience “A Soap That Creates Hope!” 15-50 Local Females Importance of values such as responsibility. 100% naturally hand-manufactured soap with sandalwood extract
- 11. Target Audience TargetAudience 1.15-50 Local Females 2.Environmentally Concerned 3.Family Concern 4.Fashion/ Cosmetic Purchase 5.Decent education al and Income Level None-target
- 12. Communication Objectives •Create interest in the brand among 70% of target audience • Create positive feelings about the brand among 40% of the target audience • Obtain trial among 20% of the target audience •Create awareness among 90% of target audience • Develop and maintain regular user of LUSH soup among 5% of the target audience
- 13. Advertising Interactive Media Integrated Marketing communication plan
- 14. Brief Print Ad TVC ADVERTISING
- 15. Brief • Objective:Uphold image of LUSH and educated audience and inform them of the new soup “Hope” • Audience: Age15-50 Hong Kong Females • Time Span: April 10th – May 10th • Media: TV, Out-door
- 16.
- 17. Content Design •Naturalcolors •Eye-catching Design •Catchy Slogan •Emphasizing “Hope” •Sandalwood-shaped Soap •Improve brand image
- 18. •Media Planning Mainlocation of Print Ad Window Displays Other locations •MTR billboards • Side street billboards (e.g. Causeway bay, TST)
- 19. TVC Story Board •Lush’s store is apparent in the first shot so audiences’ who are Lush fans will immediately continue watching the commercial. •Lush’s store is apparent in the first shot so audiences’ who are Lush fans will immediately continue watching the commercial.
- 20. TVC Story Board •When the first tree is grown out in shot four, the audience will be struck in confusion which will enable them to finish the commercial in order to figure out the answer. •In shot ten, an explanation will be given out to the consumers so they know what the true meaning of the commercial is.
- 21. TVC Story Board •The last shot before the Lush logo gives a humorous appeal because it exaggerates the fact that the trees are grown so much to the degree it breaks the street light. •Since in the commercial, thousands of Hope Soaps are sold and thousands of trees are grown, this might be able to give the message: “Everyone is buying the Hope Soap, why not you?” This can improve sales.
- 22. News Channels Discovery Channels Environmental channels Youtube.com Buzz Online and Offline LUSH Homepage •Media Planning
- 23.
- 24. Brief • Objective:Generate audience interests towards the campaign, disseminate in-depth information about the product, branding, words-of-mouth • Audience: Heavy internet users among the campaign target audiences • Time Span: Before and After the campaign • Media: Homepage and Online Social Network
- 25.
- 26. Website – contentdesign Color Social Media Registration Information Homepage The Green Tone Red to Mark Price Link to Facebook, Twitter, Flicker: draw more traffic & increase the awareness “register and get a sample” module: encourage the audience to get involved brief introduction about the product, indicate relationship with the tree-protection scheme, encourage people to explore more
- 27. The interactive channel Media Research Media Planning Evaluation • Growing popularity of the internet • Target at the precise market segment • When: throughout the campaign •Where: under the Lush homepage, linked to environment protection NGOs & social networks Google Analytics
- 28. Campaign Time Line Integrated Promotional-mix Strategies Promotional Mix
- 29. Advertising Publicity/PR Integrative Media Campaign Timeline April 3 April 10 April 25 May 10 May 25 2013 ~ Campaign: April 10th – May 10th 2012 Liking/Preference/Adop tion/Action Pre: Awareness Post: Retention Frequent users
- 30. Evaluation • AudienceReading • Online Traffic Data • Buzz Monitoring • Sale Figure
- 31. Sources • MarketProfile for Skincare and Cosmetic Products in the Hong Kong Market New Zealand Trade & Enterprise • Cosmetics and Toiletries Market Overview American Consulate General Hong Kong • LUSH homepage http://www.lush.co.uk/ • 2007 Nielsen Ratings Audience Tracking Data • MTR Patronage Figures for September 2010 http://www.mtr.com.hk/chi/investrelation/patronage.php • TVB Ad Enquire http://www.tvb.com/tvbsales/ratecard/ratecard.htm • 2006 Population By-census http://www.bycensus2006.gov.hk/en/data/data2/index.htm
- 32. A Soap thatbrings Hope
Editor's Notes
- #18 Content Design: - The main colors used for the design are relatively mellow, which suggests “fresh” and “nature”. This would be more appealing to the potential female customers. - The theme “A soap that brings Hope” is clearly demonstrated by the “Tree” growing out of soil that is full of “Hope”. - Repetition of the word “Hope” to make a stronger impression for target audience. - The soap is designed in the shape of a sandalwood (main ingredient/fragrance of the soap) which makes it significantly linked to the campaign. - The Lush Logos are portrayed as leaves on the tree. This helps creates a positive brand image as audience may link “hope” with “Lush”.
- #19 Media Planning: As the target audience are 15-50 Hong Kong Females who are sensitive to fashion and environment issues, the main location to distribute this advertisement would be the window display outside Lush stores. The objective is to grab customers attention and they will enter the shop for more information about the product. Other possible locations (Official Lush Stores, Billboards on side streets in shopping areas, such as Causeway bay and TST, MTR billboards). These are locations where the print Ads would be most effective.