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WEAKNESSES OF MEN EXPERT ● Low brand-awareness● Low involvement● Limited merchandising● The absence of a separate
website
GOALS:1. Build communication with high coverage and engagement;2. Attract new consumer to the brand Men Expert;3. Simulate future sales for products.
50%
WHY DO YOU NEED DIGITAL?
70%
of the Internet
users in Ukraine
are men
of users aged 16-25 y.o. are searching information about goods and services online
21.8 million
users cannot live a day without the Internet
1.8 million
devices with Internet connection
*Prodigy Digest Report UANET 2013
360 INTEGRATED MARKETING APPROACH
BrandStrategy
Creative Merchandising
Email Marketing
Web-Site
Online Ads
Content Marketing
Indoor ads Branded Product
Сommon superstition among men is that a BEARD gives the MANHOOD
IT IS NOT TRUE
BRAVE ACTIONS give more MANHOOD than BEARD can make
★ How to bring this idea to the men?
★ How to attract the new generation of Men Expert consumers?
PROBLEM & TASK
SHAVE AND BRAVEBecome #ExtremeExpert with L’oreal MEN EXPERT
3 mounth integrative marketing campaign oriented on Kiev, Odessa, Lviv
TARGET AUDIENCE & KEY FACTSLI
FEST
YLE
★ To be a real manliness ★ Constant self-expression ★ Personal and professional growth★ Innovators and creators
MEN★ 18-35 y.o
★ <Mid Income
★ Live in megapolises
★ Active and sportive
★ Have smartphone and 3G Access
★ Traveler-lover
POR
TRET
HOW TO INTEGRATE?
3. ONLINE ADV:- Social Media (FB,
YouTube,
OFFLINE
OFFLINE
ONLINE
ONLINE
1. MERCHANDISING:- Creative layout;- Stickers on products
2. WEB-SITE:- Online shop;- Product details;- Promo activations
4. INDOOR ADV:- Cinema
Instagram)
ADAPTIVE WEB-PAGE L’OREAL MEN EXPERT (UA)
Web-page with an opportunity to buy in L’oreal on-line shop or make up.ua
Promo Banner samples Web site sample for the main page
Communication channels
Authorization and vote
Share with friendsWebsite
Win prizeStimulation
by E-mail
All involved
OUR PROCESS IS EASY:
Authorization
Vote without a code 1 a week
Vote with a promo code
Every Week*50 certificates to the kite surfing, wakeboarding, hang gliders in Ukraine
Every Month*
25 Headphones| Sunglasses| Colums| FitnesTrekers
Main Prize*10 #ExrteamMen Adventurers
*The main idea of audience retention is that a participant wins a prize only if at the end of a specified period, it is the leading category
Every Day5 mini-sets L’oreal MEN EXPERT
USER ROAD
CREATIVE #EXTREME MEN MERCHANDISING
Target audience mainly buy shaving products
in hyper- and supermarkets and beauty
shops. We take 3 huge national chains and
one Kiev local supermarket that fit our idea.
Problem:It was hard to find MEN EXPERT on shelves or
several products for high price could not
compete and perform well.
Decision:Create supportive communication and engage
shoppers to try MEN EXPERT*Concept
INDOOR AD (CINEMAS in Kyiv) - 1 month
● Enjoy the video
● Choose your EXTREME now
● Share with friends
● Win the prize
KPI
➔ Market share increases by 5%➔ Increase conversation rate by
10% ➔ 5% of ROI
*3 minute spending on website* 2k of Facebook shares in a week
➔ Increase brand-awareness 20%➔ Reach 5M people➔ 500k of unique site visitors➔ Collect 200k of emails ➔ 150k of active voters
COMMUNICATIONAL: ECONOMIC:
any questions?We are SYNERGY TEAM | KNEU
Anna Konovodova [email protected] [email protected] [email protected]
Thanks!