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I worked with a group of 6 people to create and design an ad campaign for Vaseline Spray & Go. This deck was part of my pitch project at Hill Holliday.
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Agency STYX Lucy Ye, Devin Balkaran, Catherine Minahan, Emma Tosti, Henry Deadrick, Nick Post
Challenge
To raise awareness and inspire trial of Vaseline Spray & Go
Starting from scratch…
Field Research, June 2014
63% 37%63%
37%
Vaseline Spray & what? I’ve heard of it
We’re facing some steep competition.
Average prices summed using data from Google and Amazon. Competitors chosen based on list of best sub $10 lotions Total Beauty
Vaseline
Aveeno
St. Ives
Nivea $6.59
$7.59
$5.76
$6.49
Vaseline is priced similarly…
Meet Allison
Female | 35-44 years old | HHI: $50,000 - $75,000
Price Time It Takes To Apply Scent Lotion Feel Container Type
When choosing lotion, what’s important to her?
7% 10%20%
61%
2%
“The wet, sticky feeling that remains for several minutes afterwards is
often enough to dissuade me from bothering with it.”
!
-Jo-Lynne Shane | Musings of a Housewife
“The stuff takes an eternity to dry well enough to moisturize without
the mess.” !
-Shelley | Twin Possible
Insight
Vaseline Spray & Go provides comfort to our target
ComfortWeightless Let It Sink In
“Weightless”
There’s nothing worse than the greasy residue left behind after applying traditional lotion. Vaseline Spray & Go applies weightlessly, leaving my skin feeling fresh, clean and moisturized. The Lighter Lotion.
Sample Posts
“Let It Sink In”
The stress of having to repeat reminders to my husband and kids multiple times throughout the day, until they finally set in, can be frustrating. Thank goodness Vaseline Spray & Go absorbs in seconds leaving my skin moisturized and never greasy. If only everything absorbed in seconds…
Where will this live?
Television
Insight
Approach
Considered Partners
Drive broad awareness via top ranking networks and connect with our target more personally via specific networks/shows they’re watching.
50% of our target market prefers television advertisements. 85% of Gen X still prefer to watch their favorite shows on TV.
Insight
Approach
Considered Partners
Reach and connect with our target by placing ads in magazines with large readerships in our age group.
According to our research, 25% of women in our target audience prefer to be advertised to in print (MRI+ Index Score: 105).
Social
Insight
Approach
Considered Partners
Engage her via social channels where we know she’s already active.
95% of Gen X members have a Facebook profile and 25% of Gen X members actively post to Twitter. Women are 68% more likely to buy products advertised on social media.
Online
Insight
Approach
Considered Partners
68% of women spend a lot of their free time online. Our target is also influenced by key influencers. 55% of active social media moms make purchases because of recommendations from a personal review blog and 40% read blogs at least once per month.
Place banner ads on influential blogs that our target reads on a regular basis and implement sponsored posts.
Measurement
Increase Awareness
Drive Consideration
Drive PurchasesHas revenue increased during our campaign?
Is Vaseline Spray & Go in the consideration set?
Are people more aware of Vaseline Spray & Go?
Attitudinal Research Study
KPI: Units Sold
KPI: Unaided Awareness
Thank You!
Appendix
Network Rankings
RANK NET Imps Rtg1 USA 102 0.52 NAN 86 0.43 ADSM 78 0.44 NICK 74 0.44 TNT 74 0.46 HGTV 67 0.37 ID 66 0.38 A&E 64 0.39 TBS 63 0.310 FOOD 58 0.3
Simmons Report - PrintPublication General Audience Targeted Audience
Jet 105 268Ebony 110 240Globe 119 223
Essence 107 221Arthritis Today 114 219
Soap Opera Weekly 128 213The Source 106 196
O, The Oprah Magazine 136 193Working Mother 129 175
Inc. 103 175Black Enterprise 78 173
Martha Stewart Living 146 170Elle 138 164
Parents 121 159Real Simple 138 157
Midwest Living 118 156Entertainment Weekly 120 153
Marie Claire 130 152Redbook 139 150
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