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onHair Care
Social Campaign Recommendations to Increase Product Relevance and Use in UK Market
RANGE
Goals
Gain new consumers
onHair
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Distribute samples.
and market share.
The Target Market
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Females
Age group: 25 - 55
The Target Market Profile
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She values inner beauty and well being.
She is willing to invest more to meet her high expectations.
She enjoys making new discoveries and sharing knowledge with her friends.
She feels like she hasn’t got the time to take care of herself due to the pressures of every day life.
Location
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Existing Channels
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Recommended Channels
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Pre-Launch
Recommended Channels
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Pre-Launch
Recommended Channels
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Pre-Launch
Recommended Channels
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Post Launch
Content
Point of Emphasis = The Product
Selling Points?
Natural Ingredients
Sensorial Overload
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Content
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Video
Written
Content
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Photography
User Generated
YouTube
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HOW TO
HOW IT’S MADE
USER GENERATED CONTENT
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onHair CareHealth and Beauty
Wall
Photos
Hair Spa Day
onHair CareWhat’s the absolute worst part of your hair care regime?
onHair CareStore driving activity – Offer or Competition.
Joan BloggsJust got the new onHair Care conditioner and it’s awesome!
AboutAll natural, chemical free hair products.
onHair
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onHair
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onHair Care@onHairAll natural, chemical free products because we care about #hair #conditionOnhair.co.uk
Facebookwww.facebook...
YouTubewww.youtube...
onHairNew Facebook App announcement
onHairShared new video
onHairShared style article
onHairShared web inspiration [PHOTO]
onHair
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onHair
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onHair Care
@onHairAll natural, chemical free products because we care about #hair #conditionOnhair.co.uk
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Hair Care Tips Natural DIY Spa Treats
Additional Content Ideas
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Video
Mini series: The Beauty Regime
Mini series: The Hair Care Experience
Mini series: 100% Natural, How our products are made
Quick tips: 5 Minute spa treatments and rejeveunation tips
Mini Series: The Hair Police (how you’re damaging your hair)
Additional Content Ideas
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Written
How To: hairstyles and tips
How To: Hair care routines and regimes
Competition guidelines
Blogs (via outreach programmes)
Informational
Additional Content Ideas
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Photography
User Generated
Competition related
Product and usage photography
Interesting video content
Products, ingredients and processes
How To supporting images
Support
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Areas of Support
Blogger outreach
In store
Mobile
Website
SEO
Press
Cross promotion
Email marketing
Targeted online advertisingonHair
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Implementing Support
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Website support – Fully socially integrated website with community built by awarding points for activities like purchasing, sharing, recommending . Incentives: discounted hair therapies and specified membership perks… points tie in to all activities on social.
Mobile support via app – The Hair Experience: log-in to share style tips, watch videos, receive style inspiration and submit your own as well as exclusive access to timed sales. App activity feeds back to website community.
Offline support point – Post out post cards with samples and QR codes , which lead to discounts and freebies, prizes by signing up to mailing list in-store.
Offline support point – in store/ sales point – exclusive pre-launch e vents and post launch events, that are invitation only for web community members.
Promotion
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YouTube
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USER UPLOAD COMPETITION: Tell us your worst hair day story.
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Shampoo face
Photos
Hair Spa Day
AboutAll natural, chemical free hair products.
Share your hair care routine with us to win a spot for you and a friend at our Hair boot camp.
onHair
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onHair Care@onHairAll natural, chemical free products because we care about #hair #conditionOnhair.co.uk
Facebookwww.facebook...
YouTubewww.youtube...
onHairAsk your biggest post-dye #hair treatment questions between 2 and 5pm today on Twitter.
onHairGo to Facebook to win a free spa Hair day bit.ly
onHairIt’s time for another #badhairday story! [VIDEO]
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Additional Promotion Ideas
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Foursquare - mayorship privileges.
Video series – the product journey.
Interactive video – uncover special content to reveal private videos.
Limited edition sign up – to test and review products.
Mothers’ Day – Submit a message for your mum and we’ll deliver her a special edition customised shampoo and conditioner. 50 chances to win.
Send us your best hair day photos – for our wall of awesome hair
Video series: Hair emergency.
Hair spa day: tell us a bad hair day story and win one hair spa day.
Facebook questions: What do you do to rejuvenate your hair?
Cross Promotion
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Main NetworksFacebookYouTube
Store
Communication DevicesFacebookYouTubeTwitterEmail
Content HostsFacebookWebsiteYouTubeTwitter
AppPinterest
Sharing DriversFacebookYouTubeTwitter
AppPinterest
Management Considerations
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Community management recommendations/ guidelines
PR integration and management
Sample tracking and blogger outreach programmes
Project management issues
Responsibilities of teams and areas
Emergency guidelines
Measurement
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Areas To Measure
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Blogs, forums and mentions
Website traffic
Click-through ratesTwitter
Subscribers
Search results
Video embeds
Conversations
YouTube
Email sign-ups
Social Networks
Customer Reactions
Customer Base
Search
Measurement: When and What
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Promotional Activity
Promotional Activity
Promotional Activity
Weekly Weekly Weekly
Monthly Monthly Monthly
New FollowersMentionsClick through ratesSharing
PressBlogsGrowthClick through ratesSharing
New FollowersMentionsClick through ratesSharing PressBlogs
Budget
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Budget Concerns
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Video creation
App building
Photo stock building
Writer to create copy (tips, how tos etc)
Potential prizes
Samples
Blogger outreach
Prospective Budget Allocation
onHair
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Budget Allocation
Video Creation
App Building
Prizes
Copy Writer
Photo stock
Samples
Blogger outreach
