2. MINIMA 2
OVERVIEW
Founded by a badass woman with a
purpose, The Get In Touch Foundation is a
non-profit focused on providing free and
accessible information about self-exams,
empowering women to think about breast
health.
Now, that information is available in the
form of The Daisy Wheel App — in 9
languages — making it more accessible, to
more women, than ever before.
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3. Achieve 500K unique
downloads for the
app within the first
year
THE TASK
Cultivate a new
generation of
young adults into
the Get In Touch
brand
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5. Self-care is at the center of the cultural
conversation for Millennial Women.
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6. THE TARGET
37.5M strong
44% minority
they’re at the front of a
$4.2 trillion
global wellness market
and they spend an average of $1,320
per year on non-essential self-care.
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MILLENNIAL WOMEN
7. But what is self-care, really?
Self-care originated as a
movement to take care of
our mind, body and soul.
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11. MEET TAYLOR
She’s 28 years old. She loves
taking care of herself in mind,
body, and soul. Treating herself to
a bath, trying a new face mask, or
even grabbing drinks with friends.
But, like 33% of millennials,
Taylor doesn’t consider checking
her physical health to be a part of
self-care.
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12. HOW DOES TAYLOR VIEW HEALTH?
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COMPLACENT
Taylor, like 82%of
Millennial Women, puts off
preventive care.
ANXIOUS
Even amongst those who complete
preventive care, 66% would
rather wait it out than make a
doctor’s appointment when they
notice symptoms.
13. Millennial Women don’t view holistic,
long-term health as a part of self-care.
THE INSIGHT
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14. Position Get In Touch as part of the self-care
industry.
Empower women to incorporate self-checks
into their self-care routine.
THE OPPORTUNITY
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17. FEELING MYSELF
THE VISION
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Empower Millennial Women to
be proactive about breast health
by downloading the Daisy
Wheel App.
Incorporate physical health
into the modern definition of
self-care.
19. MINIMA 19
INSTAGRAM
Remember Taylor?
Partner with beauty
influencers she follows
that regularly discuss
self-care. We’ll reach out
to 4 beauty influencers.
Bring in the Daisy Wheel
App into their self-care
routine.
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bodmonzaid My new self-care routine is up on IGTV!
I recently partnered with The Get In Touch Foundation
to spread awareness about breast health and start
#FEELINGMYSELF #knowyournormal
120K(3%)
conversion
4M
EXPECTED
REACH
20. MIRROR DECAL
Remind Taylor during
her retail therapy that
she can spare 5 minutes
for a self-exam.
It could be at Rumble,
Madewell, or in the
bathroom at the gym --
there’s always time for
self-care when we’re
treating ourselves.
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100K
stickers for fitting
rooms in 4 major
cities
21. LUSH
Bath bombs are a staple of
Taylor’s self-care routine.
Engage with, and educate,
her where she’s already
thinking about self-care:
in a nice, hot, bubble bath.
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1MLush bathbombs soldper month
22. FACEBOOK
THE FACEBOOK SPIRAL
Ever spent 2 hours
watching Tasty videos?
Partner with Tasty to
promote self-care by creating
an unbranded “Grandma’s
Soul Food” mini-series.
When the food is cooking,
a quick scroll through the
Daisy Wheel App with a
feature of the QR code will
drive downloads of the app.
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3M
avg.
views
on Facebook
278K
average conversion
23. COMMS PLAN
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Problem People don’t see self-examinations as part of their self-care.
Primary Task:
500k app downloads
in 12 months
Comms
Strategy
Execution
Goals
Re-define self-care & show up in spaces where it’s already top of mind.
IG Influencers:
Integrate into viewers
self-care routine through
confident, body positive
millennial accounts.
Lush Bath Bomb:
What’s another five minutes
in the bath? Tell them how
easy it is with The Daisy
Wheel App.
#KnowYourNormal
Mirror Decal:
Talk about the ease of breast
self-exams when they’re
“feeling themselves” already.
Facebook Partnership: Take
advantage of Tasy’s
dedicated following who are
looking for recipes that
make them feel good.
Big Idea Feeling Myself
Comms
Barriers
Breast Self-Exams aren’t seen as
relevant to our consumer.
Breast Self-Exams are not a part
of their self-care routine.
24. ROLLOUT PLAN
July August September October November December January February March April May June July
2019 2020
Lush x GIT
Take advantage of
New Year’s
self-care spike.
Mirror Decals
Beauty Influencers
Phase 1
Energize
the Base
Beauty Influencers Phase 2
Reinforce Daisy
Wheel’s place in
self-care routine.
Launch with strong
awareness using
self-care champions.
Show up where
our audience is,
consistently.
Reinforce
Presence
Recruit
Advocates
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Facebook x Tasty
Launch in
September which
is self-care
month through
holiday season
25. Today’s self-care culture doesn’t completely
encompass what self-care really means.
PROBLEM
Millennial Women don’t view holistic, long-term health as a part of
self-care.
INSIGHT
Position Get In Touch as part of the self-care industry & empower women
to incorporate self-checks into their self-care routine.
OPPORTUNITY
RECLAIM SELF-CARESTRATEGY
FEELING MYSELFTHE BIG CAMPAIGN
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