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ANNA KONOVODOVA ZEKIE IRIKH ALINA ASTAPENKO

Loreal Digital Game_Final_SYNERGY team

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ANNA KONOVODOVAZEKIE IRIKHALINA ASTAPENKO

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

PROMO-PAGE #EXTREME EXPERT CONCEPT

SHARE INDIVIDUALIZED POSTAND ADVERTISING SAMPLE

Depend on Choice and Vote

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!