Weleda campaign recap_final

Honestly Natural Truly Beautiful Tour Recap

Presented By:

Table of Contents

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I. Promotional Overview

II. Tour Objectives

III. Partnerships

IV. Production Elements

V. Microsite & Online Promotional Support

VI. Consumer Engagement

VII.Tour Location Summaries & Results

VIII. Estimated Impressions

IX. Key Learnings & Recommendations

X. Next Steps

I. Promotional Overview

Promotional Overview

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To build brand awareness, incite drive‐to‐retail and position the Weleda product line as the most trusted among natural skin care products, TH collaborated with Safari Sundays to create the Honestly Natural Truly Beautiful mobile tour.

The tour kicked off in New York City on September 23rd and visited five (5) other markets during the 2-month campaign: Toronto, Chicago, Vancouver, San Francisco and Los Angeles. Each city stop targeted high traffic locations, key retail partners (e.g. Whole Foods) and other iconic city venues throughout the country.

Consumers had the opportunity to interact with Weleda products via Brand Ambassador education (iPad Quiz), personal esthetician treatments and consultation (Massage Stations), product sampling as well as collateral/coupon distribution. The experiential tour and all elements traveled from market to market in a biodiesel glass truck, which provided valuable “over the road” impressions as well as the opportunity for all passersby to view consumer treatments taking place inside the truck during each event day.

II. Tour Objectives

Tour Objectives

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The objectives for the campaign included:

• Driving sales of Weleda product, primarily from key retailer Whole Foods Market

• Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and Sustainability (LOHAS)

• Reach potential new customers through experiential and educational marketing

• “Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.

• Deliver and bring to life the promise and values to which Weleda is based

• Establish a platform for significant PR value, word‐of‐mouth generation and social‐media activation

III. Partnerships

The Campaign for Safe Cosmetics

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Prior to the start of the tour, Weleda became a proud signer of the Campaign for Safe Cosmetics.

Weleda joined the Campaign in their efforts to ensure the products you buy are safe for you and your family. On average, consumers can use between 10 and 20 personal-care products every day. Each of those products can contain dozen of chemicals, some of which are possibly linked to cancer and other serious health impacts.

The Campaign for Safe Cosmetics is calling on the cosmetics industry to stop using potentially harmful chemicals in everyday products. They are working with hundreds of responsible companies (like Weleda) that have agreed to create safer products. They also advocate for smarter laws to protect your health, like the Safe Cosmetics Act of 2010. But there's more work to be done to make sure cosmetics are safe for everyone.

Soleil Moon Frye

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Weleda partnered with Soleil Moon Frye to advocate brand messaging and cultivate new consumers to educate them on Weleda’s all natural products. Soleil attended the kickoff event in New York and made an appearance at the tours final stop in Los Angeles, where she conducted interviews with a variety of media:

C & G:  What does natural personally mean to you?

“To me natural means that “what goes on you, goes in you.”  I am a busy mom, and I feel the most beautiful when I am natural and just being myself. Even when I have my messy mom moments, I still feel beautiful because I know that I am being authentic to myself. I know this is cliché, but natural beauty comes from within. It is about being comfortable with yourself on good days and bad days.”

Green Mountain Energy – Carbon Offset

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Green Mountain is the nation’s leading competitive retail provider of cleaner energy and carbon offset solutions. Since its inception, Green Mountain customers have collectively helped avoid over 11.3 billion pounds of CO2 emissions and helped spur the development of over 40 renewable energy facilities across the nation.

As a way to offset Weleda’s carbon footprint of the tour, carbon offset “credits” were purchased through Green Mountain Energy. While using a biodiesel truck as the tour vehicle greatly limited the amount of pollutants released into the air, the partnership benefitted Weleda from a PR and messaging standpoint and ensured that the tour was as environment friendly as possible.

In addition to all vehicle driving miles, the credits also covered all air travel for both Weleda and TH employees (all markets).

IV. Production Elements

Weleda’s Biodiesel Glass Truck

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Front, Back and Side View – Biodiesel Glass Truck

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Weleda’s Biodiesel Glass Truck

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Exterior Set-Up

Exterior Set-Up (cont’d)

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Interior Set-Up

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Interior Set-Up (cont’d)

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Interior Set-Up – All Natural Supplies

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Interior Set-Up – Facial Station

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Interior Set-Up – Hand Massage Station

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Interior Set-Up – Neck Massage Station

V. Microsite & Online Promotional Support

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HonestlyNatural.Weleda.com

Dedicated Microsite Home Page:

www.honestlynatural.weleda.com

The hub of the Honestly Natural Truly Beautiful campaign was the dedicated tour microsite.

The site served as a key resource for consumers to interact with the brand online, follow the tour, watch and share videos from each market, enter sweepstakes promotions and engage in other social media applications.

To compliment the on-site experience, consumers had the opportunity to record their own video testimonials, which were then uploaded to the microsite for Facebook and Twitter sharing.

Weleda Homepage – Banner & Button

HonestlyNatural.Weleda.com

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HonestlyNatural.Weleda.com

Tour Schedule & Locations Page

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HonestlyNatural.Weleda.com

Video Gallery – Facebook Share & Tweet Option

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HonestlyNatural.Weleda.com

Weleda Grand & Local Prizes

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HonestlyNatural.Weleda.com

Campaign for Safe Cosmetics Page

HonestlyNatural.Weleda.com

Facebook Fan Page & Photo Gallery

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iPad Quiz & Video Upload Results Summary

New York- iPad Quiz Total: 571- Video Upload Total: 147

Toronto- iPad Quiz Total: 300- Video Upload Total: 45

Chicago- iPad Quiz Total: 352- Video Upload Total: 49

Vancouver- iPad Quiz Total: 254- Video Upload Total: 26

San Francisco- iPad Quiz Total: 428- Video Upload Total: 115

Los Angeles- iPad Quiz Total: 528- Video Upload Total: 58

Total iPad Quizzes: 2,433Total Video Uploads: 440

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Page View & Opt-In Results SummaryPage Views

- Microsite Homepage:  6,137- Video Gallery:  14,121- Prizes:  1,034- Locations:  3,331- Campaign for Safe Cosmetics: 

367- Video Searches:  667

Opt Ins

- We Magazine:  596- Bloom Newsletter:  546- Supporters for Save Cosmetics

Act:  1,658- Safe Cosmetics Email:  346

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Quiz Question Statistics Summary

VI. Consumer Engagement

Weleda Brand Ambassadors

A dedicated tour manager was accompanied by a team of brand ambassadors and production assistants in each tour market.

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Estheticians

Estheticians were hired in each market to provide services using Weleda products at

various treatment stations.

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The Consumer Engagement Process

The Concept

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Behind every successful promotion, there is a great concept.

Step 1: Honestly Natural Beauty Quiz

Brand Ambassadors engaged and educated consumers on Weleda products via a custom iPad Quiz. Each participant also had the opportunity to

sign the Campaign for Safe Cosmetics pledge, receive a dollars-off coupon, and opt-in to receive information about other Weleda promotions and

collateral.

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Step 2: Weleda Signature Spa Treatment

Estheticians provided complimentary hand massages, neck massages and mini-facials to

consumers throughout each event day.

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Step 3: Weleda Product Sampling

Brand Ambassadors provided samples to all consumers who participated in either the iPad Quiz or one of the treatment stations available inside the

truck. Flowers that represented the all natural ingredients found in each Weleda product were also

distributed with the sample.

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What does natural mean to you? What do you love about Weleda? Why is natural beautiful?

Step 4: Video Testimonial

After taking the iPad Quiz, receiving a treatment inside the truck and getting a free sample, consumers were asked to provide a quick testimonial to describe their experience with Weleda products. After one of the above questions was answered, their video was immediately uploaded to Weleda’s dedicated microsite and a link was emailed directly to each consumer. The site hosted a video gallery, a Facebook sharing application, a video “like” component and other social media applications.

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Consumer Education & Distribution

Weleda Informational Brochure

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A print collateral brochure was distributed to all consumers, containing tour details, product information and other Weleda partners (e.g. Whole Foods, CFSC).

Drive to Retail - $2 Off Coupon

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A dollars-off coupon (redeemable at Whole Foods Market and ULTA Beauty) was distributed to all consumers who participated in any of the Weleda experiences.

Product & Flower Distribution

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Flower: Rose

Products: Wild Rose Moisture CreamWild Rose Body Oil

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Flower: Gerbera Daisy

Products: Calendula Diaper CreamCalendula Shampoo & Body Wash

Product & Flower Distribution

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Flower: Sunflower

Product: Skin Food

Product & Flower Distribution

VII. Tour Location Summaries & Results

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New York Thursday, September 23 – Upper West SideFriday, September 24 – Union SquareSaturday, September 25 – Lower East Side

Toronto Friday, October 1 – St. Lawrence MarketSaturday, October 2 – Bloor Street

Chicago Friday, October 8 – Pioneer PlazaSaturday, October 9 – Old Orchard Mall

Vancouver Friday, October 15 – Pacific CentreSaturday, October 16 – Pacific Centre

San Francisco Friday, October 22 – Justin Herman PlazaSaturday, October 23 – Union SquareSunday, October 24 – Noe Valley

Los Angeles Friday, November 5 – Hollywood & HighlandSaturday, November 6 – Third Street PromenadeSunday, November 7 – Third Street Promenade

Tour Schedule & Locations

NEW YORK CITY, NY

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New York City – Upper West Side

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New York City – Upper West Side

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New York City – Union Square

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New York City – Lower East Side

Toronto, ON

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Toronto – St. Lawrence Market

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Toronto – St. Lawrence Market

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Toronto – St. Lawrence Market

Chicago, IL

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Chicago – Pioneer Plaza

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Chicago – Pioneer Plaza

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Chicago – Pioneer Plaza

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Chicago – Old Orchard Mall

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Chicago – Old Orchard Mall

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Chicago – Old Orchard Mall

Vancouver, BC

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Vancouver – Pacific Centre

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Vancouver – Pacific Centre

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Vancouver – Pacific Centre

San Francisco, CA

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San Francisco – Justin Herman Plaza

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San Francisco – Justin Herman Plaza

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San Francisco – Union Square

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San Francisco – Union Square

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San Francisco – Noe Valley

Los Angeles, CA

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Los Angeles – Hollywood & Highland

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Los Angeles – Hollywood & Highland

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Los Angeles – Third Street Promenade

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Los Angeles – Third Street Promenade

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Los Angeles – Third Street Promenade

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Results Summary – Sample Distribution

NEW YORK - 9/23, 9/24 & 9/25 Total Quantity Day 1 Day 2 Day 3Skin Food Travel Size 2,199 733 733 733Calendula Diaper Care Travel Size 681 227 227 227WR Moisture Cream - OLD Travel Size 399 133 133 133WR Body Oil Travel Size 600 200 200 200Sea Buckthorn Body Wash 801 267 267 267Calendula Shampoo & Body Wash 600 200 200 200

TORONTO - 10/1 & 10/2 Total Quantity Day 1 Day 2Skin Food Travel Size 1,466 733 733Calendula Diaper Care Travel Size 454 227 227WR Moisture Cream - OLD Travel Size 266 133 133WR Body Oil Travel Size 400 200 200Sea Buckthorn Body Wash 534 267 267Calendula Shampoo & Body Wash 400 200 200

CHICAGO - 10/8 & 10/9 Total Quantity Day 1 Day 2Skin Food Travel Size 1,466 733 733Calendula Diaper Care Travel Size 454 227 227WR Moisture Cream - OLD Travel Size 266 133 133WR Body Oil Travel Size 400 200 200Sea Buckthorn Body Wash 534 267 267Calendula Shampoo & Body Wash 400 200 200

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Results Summary – Sample Distribution

SAN FRANCISCO - 10/21, 10/22 & 10/23 Total Quantity Day 1 Day 2 Day 3Skin Food Travel Size 2,199 733 733 733Calendula Diaper Care Travel Size 681 227 227 227WR Moisture Cream - OLD Travel Size 399 133 133 133WR Body Oil Travel Size 600 200 200 200Sea Buckthorn Body Wash 801 267 267 267Calendula Shampoo & Body Wash 600 200 200 200

VANCOUVER - 10/15 & 10/16 Total Quantity Day 1 Day 2Skin Food Travel Size 1,466 733 733Calendula Diaper Care Travel Size 454 227 227WR Moisture Cream - OLD Travel Size 266 133 133WR Body Oil Travel Size 400 200 200Sea Buckthorn Body Wash 534 267 267Calendula Shampoo & Body Wash 400 200 200

LOS ANGELES - 11/5, 11/6 & 11/7 Total Quantity Day 1 Day 2 Day 3Skin Food Travel Size 2,199 733 733 733Calendula Diaper Care Travel Size 681 227 227 227WR Moisture Cream - OLD Travel Size 399 133 133 133WR Body Oil Travel Size 600 200 200 200Sea Buckthorn Body Wash 801 267 267 267Calendula Shampoo & Body Wash 600 200 200 200

Total Samples Distributed: 25,000+

VIII. Estimated Impressions

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Estimated Impressions

New York, NY Toronto, ON Chicago, IL Vancouver, BC San Fran, CALos Angeles,

CA

Total Quantity Pass Through RateEstimated # of

Impressions

Skin Food Travel Size Samples 2,199 1,466 1,466 1,466 2,199 2,199 10,995 10.00 109,950

Calendula Diaper Care Travel Size Samples 681 454 454 454 681 681 3,405 10.00 34,050

WR Moisture Cream - OLD Travel Size Samples 399 266 266 266 399 399 1,995 10.00 19,950

WR Body Oil Travel Size Samples 600 400 400 400 600 600 3,000 10.00 30,000

Sea Buckthorn Body Wash Samples 801 534 534 534 801 801 4,005 10.00 40,050

Calendula Shampoo & Body Wash Samples 600 400 400 400 600 600 3,000 10.00 30,000

Estimated Foot Traffic - Upper West Side 50,000 - - - - - 50,000 0.50 25,000

Estimated Foot Traffic - Union Square 100,000 - - - - - 100,000 0.30 30,000

Estimated Foot Traffic - Lower East Side 50,000 - - - - - 50,000 0.50 25,000

Estimated Foot Traffic - St. Lawrence Market - 10,000 - - - - 10,000 0.50 5,000

Estimated Foot Traffic - Bloor Street - 20,000 - - - - 20,000 0.50 10,000

Estimated Foot Traffic - Pioneer Plaza - - 90,000 - - - 90,000 0.30 27,000

Estimated Foot Traffic - Old Orchard Mall - - 45,000 - - - 45,000 0.50 22,500

Estimated Foot Traffic - Pacific Centre - - - 112,000 - - 112,000 0.50 56,000

Estimated Foot Traffic - Justin Herman Plaza - - - - 20,000 - 20,000 0.50 10,000

Estimated Foot Traffic - Union Square - - - - 35,000 - 35,000 0.30 10,500

Estimated Foot Traffic - Noe Valley - - - - 10,000 - 10,000 0.25 2,500

Estimated Foot Traffic - Hollywood & Highland - - - - - 80,000 80,000 0.30 24,000

Estimated Foot Traffic - Third Street Promenade - - - - - 80,000 80,000 0.50 40,000

Over The Road Impressions (Miles) 1,600 550 675 2,300 1,250 2,000 8,375 475.00 3,978,125

Microsite Home Page Views - - - - - - 6,137 1.00 6,137

Video Gallery Page Visitors - - - - - - 14,121 1.00 14,121

Prize Page Views - - - - - - 1,034 1.00 1,034

Location Page Views - - - - - - 3,331 1.00 3,331

Campaign for Safe Cosmetics Page Views - - - - - - 367 1.00 367

Total Number of Video Searches - - - - - - 667 1.00 667

WE Magazine Opt-In - - - - - - 596 1.00 596

Bloom Newsletter - - - - - - 546 1.00 546

Supporters of Campaign for Safe Cosmetics Act - - - - - - 1,658 1.00 1,658

Campaign for Safe Cosmetics Email Opt-In - - - - - - 346 1.00 346

WE Magazine Distribution 400 270 270 270 390 400 2,000 5.00 10,000

Print Collateral Distribution 3,990 2,660 2,710 2,660 3,990 3,990 20,000 5.00 100,000

Coupon Distribution 4,800 3,450 3,700 3,450 4,800 4,800 25,000 1.00 25,000

Branded Code Cards 600 300 400 300 600 600 2,800 1.00 2,800

Facebook Impressions - - - - - - - - -

Twitter Impressions - - - - - - - - -

Campaign for Safe Cosmetics Partnership - - - - - - - - -

Soleil Moon Frye Partnership - - - - - - - - -

PR Impressions (Print, Online, etc.) - - - - - - - - -

TOTAL ESTIMATED IMPRESSIONS: 4,696,228

Note: Facebook and Twitter impressions are not included in overall impressions. PR impressions to be provided by Current and Elevator.

Online Media Exposure

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Online Media Exposure

OK! Magazine

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Online Media Exposure

Second City Style - Chicago

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Online Media Exposure

Daily Candy – Los Angeles

I’m The It Girl Beauty.com

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Online Media Exposure

San Francisco Examiner

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Online Media Exposure

www.organic-market.info

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Online Media Exposure

Blogs & Other

IX. Key Learnings & Recommendations

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Key Learnings & Recommendations

TH recommends the following considerations for future mobile tour experiences:

- Allow ample time during the planning and execution process (8-10 weeks)

- While selecting and permitting each location was successful, additional time during the

planning phase will allow for a more effective approach for each market (e.g. having first selection of dates and availability – The Grove)

• Look into new venues for 2011 that are representative of the brand – include high traffic locations and retail extensions, but other venues such as The Grove should be considered

- Include a more formal training session for all Brand Ambassadors prior to event kick-off (live or via conference call) and in each market prior to the first event day

- Consider utilizing the vehicle during “down time” within each market – for example, executing brand ambassador sampling at key retail locations, high traffic areas, etc.• Potential for a “scan to win” component inside the retail store (will help

drive traffic from the parking lot into the store = conversion on coupon redemption = sales)

• Reach out to each individual store managers (e.g. Whole Foods) prior to each event to discuss in-store pre-promotion or cross-promotional opportunities

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Key Learnings & Recommendations

- Product sampling outside of the truck footprint proved to be extremely successful in the latter markets – discuss having events teams within a 1-2 block radius of the event to help drive additional foot traffic

- Do not rely upon Facebook if video votes count towards prizing – collect votes on microsite backend and determine how to push Facebook updates (from microsite to FB)

- Spend more time on the upfront metrics for the microsite to better provide requested data

- Consider not requiring full Facebook access to each users account in order to interact with the brand online (e.g. allow users to take the quiz without granting Weleda full access to their profile)

- Better communicate sweepstakes promotion via Brand Ambassadors to get voting numbers up

- Voting counts were low due to Facebook log in requirement

X. Next Steps

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Next Steps

- Receive client feedback on the overall execution and success of the campaign

- Discuss key learnings and recommendations

- Determine goals, objectives and direction for 2011

- TH & SS to provide 2011 proposal and budget as directed by Weleda

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