Micro-Moments Strategy for SXSW

June 2016

HEAD & SHOULDERS Project Aphrodite Advanced Analytics and Insights

PROJECT APHRODITE 1.O SUCCESS

Awareness

Influencers in her social graph are beauty/hair care

experts, moms, and lifestyle gurus

In 14.15, our initial conversation audit revealed a large conversation about dandruff and related conditions, mostly fueled by confusion in the category. H&S took the role as a “trusted advisor” to these consumers by actively engaging in their conversations in order to clear up the confusion and solve the business problem. As a result, the brand’s SOV and net sentiment grew to a leadership position for both men and women. Our approach was effective. Our latest audit found significantly less confusion in the conversation. At the same time, we’ve seen positive brand conversation increase tremendously. And, there is a direct correlation between this decline in confusion and H&S conversation growth. Head & Shoulders has been solving the problem we originally identified! Our new audit reveals deeper insights, including trial barriers and micro-moments, offering even more strategic opportunities to engage and convince consumers to try, buy and love H&S.

THE CURRENT LANDSCAPE Our Impact on the Hair Care Conversation

Awareness



Dove Men + Care

Selsun Blue

Axe (Armor)

Clear Scalp

Men’s Shampoo Brand Conversa;on Landscape, OND 2014

H&S is unrivaled in the men’s category, dominating the larger shampoo conversation. Dove Men+Care, the closest competitor, has held in second place for 6+ months, while other brands remained mostly stagnant. Opportunity Expand leadership position, continue to seize greater SOV and increase positive sentiment.

SALES UP 7% YOY SINCE LAUNCH

Men’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2016

H&S Men

Dove Men + Care

Selsun Blue

Clear Scalp Old Spice

Axe (Armor) Denorex T Gel Nizoral

Organix L’Oreal American Crew

H&S Men

90

80

70

60

50

40

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20

10 0

-‐2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%

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20 0

-‐20

-‐5% 0% 5% 10% 15% 20%

NET SENTIMENT

AVG. DAILY M

ENTIO

NS

Women’s mentions more than tripled year-over-year. Women also feel more positive about H&S than any other brand in the category and it is the third most talked about brand in the competitive set (following Garnier and Pantene).

Opportunity Grow conversation volume and maintain positive sentiment to overtake Garnier and Pantene.

Women’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2016

MOST POPULAR AMONGST WOMEN

Women’s Shampoo Brand Conversa;on Landscape, JAS-‐OND 2014

Pantene

Suave Garnier Herbal Essences

Tresemme

H&S Clear Scalp Solu;ons

Suave Scalp Solu;ons

Dove L’Oreal

Clear Scalp Solu;ons

Suave Scalp Solu;ons

Tresemme

Dove L’Oreal

Suave H&S

Garnier

Organix

Organix

Pantene

Herbal Essences

AVG. DAILY M

ENTIO

NS

NET SENTIMENT

DEEP DIVE Informing Our Approach Through Data & Insights

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Awareness

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Men and women have different purchase drivers

and barriers.

Men place the greatest significance on product performance, quick delivery of results and whether they believe in the product’s claims when making purchase

decisions.

Women are more influenced by recommendations from friends and dermatologists and tend to stay with dandruff shampoo they currently use. They wonder which shampoo

is the best, and if a dandruff shampoo can replace their regular shampoo.

Create gender-specific strategies to improve

message effectiveness.

Insight Opportunity

Women need to hear from dermatologists,

influencers, friends and other voices she trusts that the product can meet her needs in

order to switch brands.

Ensure performance and product proof

points are prominently woven throughout all social and earned content targeted to men.

KEY FINDINGS

Male and female conversation early in the consumer

journey is tinged with fear, apprehension and annoyance. Post-purchase, emotional language shifts to joy and

confidence.

Meeting the consumer with language that mirrors and acknowledges their emotional state will drive them to trial, purchase and

advocacy.

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8

Awareness

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Men’s choice of dandruff shampoo is driven by search,

advertisements, and WOM from friends, ratings & reviews and social media. Women are primarily motivated by social

media, ads and ratings and reviews.

People choose to switch dandruff shampoos in specific moments that are identifiable through intent signals in

search and social.

Search and social data reveals many other moments that

correlate to the topic of dandruff.

Aligning messaging with relevant questions

from search and social media will ensure that H&S can win the relevant moments on the

platforms consumers use and trust.

Insight Opportunity

Addressing barriers through the lens of the

moment provides highly-relevant, value-added content to the consumer that is highly

persuasive.

H&S should intercept these moments with specific content to acquire new consumers

and retain current consumers.

KEY FINDINGS

The dandruff shampoo conversation is dispersed across multiple social channels, including forums and ratings &

review sites. 8

Start to implement listening and response on Instagram and other platforms where

the discussions are happening.

In fact, there is a correlation between

H&S conversation growth and dandruff conversation decline, especially amongst

women.

Dandruff sufferers have four need states: Get Rid of Dandruff;

Lifestyle; Self; and Life .

The way into his/her life is through content he/she cares about:

parenting tips, shopping, career, and

self-preservation



Insights Trial barriers in the dandruff conversation have evolved since our last analysis. Men and women are placing greater importance on product proof points (efficacy, believable claims, provides clean hair, etc.), whether they need to go to a derm first, and cost. There are gender differences in barriers, which are more apparent in subsequent slides. Opportunities Develop multi-platform content and sampling opportunities that address the barriers at each step along the path to advocacy.

Dandruff Shampoo Path to Advocacy, Men vs. Women

Research Comparison Purchase Trial Advocacy

OVERCOME MALE/FEMALE BARRIERS

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Awareness



women.

Insights Men need to believe that H&S delivers on claims. They wonder if the competition is better and are concerned that they aren’t seeing results fast enough. Opportunities Leverage voices that men respect to prove that H&S is the #1 in the world for a reason. Give them a reason to believe by educating about proper technical usage for optimal performance (i.e. daily use of shampoo + conditioner as a system), its fast-acting nature, and other benefits that prove efficacy.

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Barriers to Trial of Dandruff Shampoo Among Men (6 Months of Social Media Data) Complacency Familiarity Performance Believability

PERFORMANCE & BELIEVABILITY MOTIVATE MEN

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Awareness



women.

Insights Women tend to get recommendations from dermatologists and ratings and reviews, and tend to stick with their dandruff shampoo as long as they feel it is working. Opportunities Create content to overcome these barriers:

•  Complacent about H&S: Leverage their brand love by encouraging them to use the H&S conditioner, increase frequency, and/or try different skus. Develop them into advocates to convert their friends and social circles.

•  Complacent about other brands: Focus on key moments when consumers are likely to switch to turn complacency into curiosity with relevant content, including unbiased reviews from influencers and peers.

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It's not a simple enough solu;on

I heard it wasn't that safe to use

I'll s;ck with what my derm

recommends

I don't believe it will do what it

says

Is it made from natural ingredients

My shampoo works well on my kind of hair

Is this good to use with a condi;oner

I always use the highly

rated brands

Does this work if I skip a treatment

Isn't it more expensive than my brand

I just switched brands and I'm happy with it

I heard it's not that

effec;ve as my current shampoo

There's nothing

becer than my shampoo

I don't think the scent is that good

Barriers to Trial for Dandruff Shampoo Among Women (6 Months of Online Social Media Data) Complacency Familiarity Performance Believability

WOMEN ARE COMPLACENT BUT INFLUENCABLE

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Awareness



Insights For men, dandruff shampoo use is driven primarily by online search, followed by advertising (the SOG spot is successfully reaching men), and then WOM (through friends, ratings and reviews, and social media). Opportunities Reach men by creating relevant content from top search terms and social queries and circulate the content through WOM channels. Continue with breakthrough “Shoulders of Greatness” campaign across channels.

SEARCH, ADS & OPINIONS DRIVE MALE PURCHASE

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Awareness



Insights Women are primarily motived by social media, online search, ratings and reviews, ads and YouTube. Opportunities Continue to leverage female advocates to discuss the product more frequently on social and via YouTube (via programs like Octoly). This will be highly influential, as women are more naturally drawn to advocate for their favorite brands. All content (including traditional earned) should take top search terms into account.

SOCIAL MEDIA & ONLINE SEARCH PERSUADE WOMEN

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Awareness



women.





self-preservation

Insight Emotions in the conversation for both men and women are highly fueled by fear, apprehension and annoyance early in the consumer journey. Post-purchase, emotional language shifts to joy and confidence. Opportunities Use emotion mapping to optimize voice and tailor content according to consumer location along path to advocacy, with the intention to drive an emotional shift. For example, match their fear and apprehension with confidence and reassurance early on in the path, and their joy with excitement and appreciation towards the end.

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100%

Problem Recogni;on

Informa;on Search

Comparison of Compe;;ve Set Purchase Post-‐Purchase

Emo2onal Shi8s Along the Dandruff Shampoo Path to Advocacy Fear Apprehension Confidence Trust Surprise

Annoyance Anger An;cipa;on Joy

EMOTIONS SHIFT ALONG CONSUMER JOURNEY

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Awareness



women.





self-preservation



Insights The dandruff conversation occurs across multiple platforms. Opportunities Expand real-time engagement across multiple platforms where these conversations are happening (include Instagram (data not available), YouTube, Forums, etc.) Incorporate ratings and reviews into engagement and amplification strategy via robust new programs that create messaging to overcome barriers.

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Women 2014

Women 2015

Men 2014

Men 2015

Share of Dandruff Shampoo Conversa;on Channels, Men vs. Women

Facebook Twicer Blogs Forums Forum Replies Ra;ngs/Reviews Videos Images

CONVERSATION PLATFORMS

MOMENTS THAT MATTER Dandruff and Beyond

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Awareness

Insights The most common rationales for both men and women to switch their dandruff shampoo are tied to performance (e.g., dandruff came back), followed by price. Opportunities Closely monitor relevant switching moments within listening dashboards so that we can intercept with the right content. Target H&S consumers that mention reasons for switching to another brand with content that reiterates efficacy or shows them the right way to use the products in order to solve their performance-related problems. Consequently, incite a desire to switch to H&S from another brand with content centered around the performance of H&S. Show up organically in search with earned and influencer content as much as possible when a consumer is expressing these problems.

Men Women Dandruff came back 181 177 Effec;veness 171 154 S;ll itchy hair 144 148 Price 140 121 Long-‐las;ng bocle/package 138 109 Brand I trust 133 139 Scent 122 127 Recommended to me 121 129 Extra volume 117 130 Thicken my hair 114 98 Dry Scalp 114 129 Natural ingredients 114 120 Healthier scalp 109 119 Long-‐las;ng scent 109 114 Damaged hair 109 127 Slow ac;ng 101 109 No tears 101 99 Sohens becer 98 104 Milder formula 98 109

Reasons for Switching Dandruff Shampoo (Indexed Against Average Volume)

Note: Green is most likely in the conversa;on; red is least likely

Real-Time Social Content Canned content that hits

against this (i.e.“Sorry to hear! How are you using the

product? Use H&S Shampoo + conditioner daily for optimal performance that you’ll see

instantly”)

Earned Content “What to do When Dandruff

Comes Back”

“How to Keep Dandruff Away For Good”

“Itchy Scalp? You May be Using

the Wrong Shampoo”

KEY MOMENTS WHEN PEOPLE SWITCH DANDRUFF SHAMPOOS

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Awareness

Insights Top moments where H&S can authentically engage with dandruff sufferers are centered around when it is most critical to make a good first impression (dating, job interview etc.), lifestyle needs (parenting, hair style advice), and self-needs (relaxation, healthy eating, stress relief). Opportunities Engage within the most relevant moments that matter, with encouraging content from relevant influencers that will satisfy the moment and instill confidence, bringing it to life in a way that isn’t invasive. Examples:

•  Dating: First Date Hair: Dos and Don’ts •  Parenting: What to do When Your Teen has Dandruff for the First Time •  Stress Relief: Is There a Link Between Stress and Scalp Health?

Self-needs (relaxation,

exercise, stress relief,

health)

Lifestyle needs (fashion,

makeup, hme décor)

Macro Needs of Dandruff Sufferers

100 110 120 130 140 150 160 170 180

Shopping

Paren;ng

Hairstyle Ideas

Entertaining/Par;es

Fitness

Healthy Ea;ng

Beauty ;ps

Pets

Sex

Healthy living

Home organiza;on/hacks

Home Décor

Time Management

Food shopping

Crea;ve Projects

Celebrity Gossip

Key Conversa;ons

MOMENTS THAT MATTER BEYOND DANDRUFF

Awareness

Insights Top Google search terms reveal the most commonly used phrases and keywords consumers are using when seeking a solution. Those that bubble to to the top, or are searched most frequently, are about what causes dandruff, how to get rid of it, and what are the best treatment options. Opportunities Incorporate these terms within earned and social messaging to match consumer queries and show up strong in organic search results.



health)

MOMENTS THAT MATTER IN SEARCH: DANDRUFF-RELATED

Dandruff Dandruff build up

Dandruff contagious Dandruff patches

Different types of dandruff Best shampoo and condi;oner for

dandruff Best thing for dandruff

Can stress cause dandruff? Head and Shoulders color safe

Does dandruff make your head itch? Shampoo for scalp Is dandruff bad?

How to know if you have dandruff

Pregnancy dandruff How do I get rid of dandruff? What is good for dandruff? Why do you get dandruff? How do u get dandruff?

How to get dandruff out of your hair fast? Symptoms of dandruff How to hide dandruff

How to get rid of flaky scalp How to get rid of dandruff permanently

Good dandruff shampoo Dandruff symptoms I have dandruff

Growing dandruff

Top Dandruff-Related Google Search Terms

Awareness



health)

NON-DANDRUFF RELATED MOMENTS FROM SEARCH DATA

In-market audiences Share Index Relevance

Dating Services

36.6%

1.5x

Mobile Phones

21.0%

1.3x

Apparel & Accessories

28.5%

1.1x

Beauty Products & Services

19.4%

1.3x

Shoes

14.5%

1.4x

Consumer Electronics

25.3%

1.0x

Insights Google provided topics that people who search for dandruff-related terms also search for. Interestingly, dating, clothing, and beauty also appear in the social conversation moments analysis. They should be moments that we should feel confident entering with relevant, value-added content.

HEAD & SHOULDERS Integrated Engagement & Amplification Strategy

STRATEGIC APPROACH

Awareness



Our analysis has shown that there are specific barriers that are differentiated by gender, and moments that will be more effective to encourage switching from competitive brands and during which we can provide relevant value-added content that will drive sales, frequency and advocacy. We will use insights from the social conversation analysis and Google data to focus our Sprinklr dashboards to discover people in key micro-moments where they might be willing to switch dandruff shampoos to get them to try or stick with H&S. We will also engage in other moments when dandruff suffers express the barrier sentiments, especially in the key moments that matter. These keywords and barriers will also impact our earned and influencer strategies to improve H&S’ organic search rankings for these terms and provide additional content that can be amplified through native advertising and paid social.

WINNING THE MICRO-MOMENT

Awareness



To win in these micro-moments, we will create compelling content that overcomes key consumer

barriers and fits into moments that matter, with messages delivered by influencers (s)he trusts on platforms (s)he regularly

uses.

Or,

(Barrier + Moment + Influencer) = Content / Platform

BARRIER CATEGORIES

Awareness

In order to think about our content approach, we grouped the the barriers into categories (examples below).

Dandruff Expertise •  How to get rid of dandruff (skews F) •  How to prevent dandruff (skews M) •  Do I need to go to a derm first? •  Does [insert DIY solution] really work?

Product Comparison •  Best products for treating dandruff •  Which shampoo brand is best?

Value Concerns •  H&S is expensive •  H&S vs. White label brands

Beauty Concerns •  Will this replace my regular shampoo •  Does H&S clean my hair as well as

other shampoos •  Does this work for [x type] of hair?

Performance Concerns •  It doesn’t work fast enough •  My dandruff came back in a week •  Doesn’t work as well as other brands

Claim Disbelief •  I don’t believe it will do what it says •  Is H&S really #1 in the World?

KEY MOMENTS THAT MATTER

Awareness

We can be hyper-relevant by entering the conversation at moments that matter and addressing each barrier through the lens of that moment. Moments include:

Owning Relevant Micro-Moments

Dating

Parenting/ Pregnancy

Stress

Exercise/ Healthy Eating/

Wellness

Beauty Products & Tips/

Hairstyle Ideas

Career/ Job

Interview

Fashion/ Clothing

First Impressions

THE RIGHT INFLUENCER FOR THE RIGHT MOMENT

Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:

Dating

Beauty Products & Tips

Healthy Eating/Exercise

Job Interview/Career

THE RIGHT INFLUENCER FOR THE RIGHT MOMENT CONT.

Hyper-relevant value-added content delivered by an authoritative voice in the space is welcomed by consumers and highly persuasive to overcome barriers. Possible influencers and media outlets include:

Pregnancy/Parenting Hairstyle Ideas

WINNING THE MOMENT How it all comes together

BRINGING IT ALL TOGETHER

We have listed the moments that are relevant to each barrier and developed relevant ways-in that will be welcomed by consumers in real-time, search, and other relevant platforms. For example:

Category

Dandruff Expertise

Barrier How to Get Rid of Dandruff

Moment Dating

Content Idea Making a Great First Impression on Your First

Date

Influencer Nelly Steinberg of Elite Daily

Channels Elite Daily (amplified by native advertising),

Instagram, Twitter, Tinder

Male/Female

Consumer “My dandruff came back in a week. H&S isn’t working for

me”

Response Use H&S regularly and you’ll

never see your dandruff again, @consumer. Check out how it

works below.

BRINGING IT ALL TOGETHER



women.

Female

Consumer “I hate the scent”

Response @SofiaVergara: You’ll love the relaxing lavender scent of H&S Nourishing Care, @consumer. It makes my hair look and smell

beautiful. DM @HeadShoulders to try!

Male

Consumer “Going on a first date and need

to feel my best”

Response We’ve got you covered,

@consumer. Here’s some tips from @EliteDaily on how to look

your best for your first date.

Embed influencer earned coverage on how to make a

great first impression, including H&S messaging.

MOMENTS MATRIX EXAMPLE: DANDRUFF EXPERTISE



Ques2on/Barrier Gender Relevance Moments that MaJer Content Ideas Content Types Delivered by

How to get rid of dandruff skews F General Get rid of dandruff with H&S, tes;monials blog posts, video Dermatologist, Consumers

Da;ng Make a great first impression on your first date, how scent acracts you to someone

editorial, blog post, instagram video, Tinder ad, Tinder premium-‐based messaging, Podcast (Living Proof)

Influen;al da;ng expert, da;ng sites that have blogs, personal branding expert

Job Interview / Career Make a great first impression in interviews / business mee;ngs editorial, blog posts

Career Expert, i.e. Nicole Williams, personal branding expert, Miss Career Girl, HR experts of Vogue, Allure, Google

Paren;ng kids over 13 can use H&S, 50% of America has dandruff and if you have two kids, one of them likely has/will get mom blogs

Mom influencer, influen;al parents, other derms that are moms, Dr. Leoowicz is a mom, scary mommy, fatherly

How do you prevent dandruff skews M General Quora, Facebook live

Stress SOG-‐ too much to worry about, don't need to worry about dandruff Refinery29 content series, ThirdMetric

Exercise odell stops bad plays he also stops dandruff streaming from fitness classes/integra;on Athleisurely (fitness lifestyle influencer)

Beauty day-‐of beauty/blow out appointments fors someone complaining about dandruff/hair dreamdry blow outs rachel zoe (dreamdry), glamsquad

How did I get dandruff skews F General why do people get dandruff Quora, podcasts like how stuff works, lifehacker

Pregnancy I know how I got pregnant, not sure how I got dandruff and I didn't realize that H&S was safe for me and my baby Video, blog Real Pregnant Woman

Do I need to go to a derm first both General Try OTC products like H&S first video, blog Dermatologist

Is my dandruff shampoo (H&S) safe F General Safety First Ask a Derm Content Series

Blog posts, Ask a Derm Sahy related, targeted webMD ads Dermatologist

Paren;ng H&S is safe for children above the age of 13

Paren;ng blogs, peditrician forums, have derms write FB posts, re-‐target them Dermatologist, Pediatrcian, Mom Blogger

Pregnancy H&S is safe for pregnant women

Moms that are also OB/GYN share their stories of safety and its ok to use H&S because… OB/GYN, Mom

Does my derm recommend H&S?

F General More derms recommend H&S

Creden;al this on H&S FB page in and share/boost/target this content to the key demo Dermatologist

CURRENT CONTENT

Awareness Influencers in her social graph are beauty/hair care


We did an analysis of content that already exists, and while there is content that addresses many of these barriers, they will not help us with real-time moment-based communication. •  They are too heavily branded: Our own Project Aphrodite test & learn showed us that lightly branded

content outperforms heavily branded content. •  They are over-produced for the medium: According to Google/YouTube, less produced videos where the

speaker faces the camera outperform highly produced videos because they feel more authentic. •  They are not moment-specific: We should tailor the influencer the specific target audience, barriers, and

moments, as we have discussed.

EXTEND REACH VIA AGILE AMPLIFICATION

Awareness



We are working with Hearts & Science to update the Project Aphrodite amplification plan to accommodate the needs of PA 2.0. This should include:

•  Paid Twitter amplification •  Paid Instagram amplification •  Native advertising (e.g., Sharethrough) •  Influencer partnerships •  Other platforms (e.g., Tinder or Kiip)

We also believe that the moments defined in this strategy can inform other aspects of the paid strategy.

NEXT STEPS

NEXT STEPS

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Awareness

Optimized VisID, update Sprinklr dashboards for PA 2.0 and complete barrier/moment matrix: 7/8 Work with Hearts & Science to develop PA 2.0 Amplification strategy, including impact of moments data on paid strategy: w/o 7/11 Begin execution of Aphrodite 2.0: w/o 7/11 (we will create planned and real-time content throughout the period in accordance with the barrier/moment matrix) Influencer & Editorial Outreach: Ongoing. We will select influencers for the defined moments and create content that overcomes barriers for use in real-time, search, and paid amplification.

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THANK YOU!

Marketing

Micro-Moments Strategy for SXSW