Digital Marketing Proposal

Isobel Tetchner

16/03/15

Agenda1. Company Background2. Natural Cosmetics &

Beauty Industry3. Competitors4. Strategy5. Objectives6. Initiatives7. Measurement8. References

Company Background

• UK based manufacturer of natural & organic personal care products

• Founded 40 years ago by Rivka Rose

• Employs over 50 staff• Export products to 25

countries• Hair & body care, baby

care, home care & pet care

• Over 100 products across all lines

• Ingredients are vegan, ethical, organic & cruelty free

• 2% market share in natural cosmetics industry (Langworth, 2012)

• Plans to grow 20% & enter new markets (Roue,2015)

Company Background

• UK Cosmetics and Fragrance market worth £7bn (Aidin, 2014)

• Consumer trend towards healthier lifestyles has driven growth in natural cosmetics (Euromonitor, 2015)

• Baby care sector impacted by natural ingredients (Euromonitor, 2015)

• Natural products market predicted to grow 4.6% between 2012 – 2016 (Key Note, 2012)

Industry Analysis

Indirect• L’Oreal, Estee Lauder

and Calvin Klein (Key Note, 2013)

• Kiehl’s, Neal’s Yard, Lush, The Body Shop

Direct• Green People and

Dr. Organic

Competitors

SEO Online PR Online partnerships Interactive ads Opt-in-email Social media

(source: Chaffey and Ellis-Chadwick, 2000)

Existing Digital Marketing

SEO

Online PR

Facebook: 7K LikesTwitter: 2K FollowersYouTube: 8 Subscribers

Social Media

• To increase brand awareness through social media

• To retain brand loyalty through social media

• Faith in Nature should grow their existing Social media platforms, Facebook, Twitter and YouTube as

• Adopt 6 second video sharing platform, Vine

Outline of Strategy

• Social media can be used to promote new products (Kahar et al, 2012) and affect people’s purchase intention (Razak, 2012)

• A social media strategy can increase brand loyalty with existing customers (Erdogmus et al, 2012) and create a buzz around new products

• Social media can generate more business and increase website traffic (Schaupp and Belanger, 2014)

Why Social Media?

1. To gain substantial fan base on Facebook, Twitter, YouTube and Vine in 1 Year

2. To increase traffic to Faith in Nature website

3. To create electronic word-of-mouth (eWOM) or “buzz” around Faith in Nature brand and products

4. Improve customer loyalty through relationships on social media

Objectives

1. Upload Professionally Generated Content (PGC) to YouTube

2. Encourage User Generated Content (UGC) on Vine

Digital Marketing Initiatives

• Video Marketing gaining popularity (Trimble, 2014)

• Rise in popularity of “Vloggers” (Zoella etc)

• YouTube and Vine have easy integration on Facebook and Twitter which drives brand loyalty (Erdogmus, 2012)

• Allows Faith in Nature to showcase detailed information about their products

• Vine: People who use social media through their mobile phone are twice as active as non-mobile users (Schaupp and Belanger, 2014)

• Faith in Nature competitors are using YouTube

• Faith in Nature can be a first mover on Vine

Why video?

• Upload 1 video a week to YouTube for the next year

• Product demonstrations• Personal care tips &

tricks• Content should be

seasonal• Links back to website• Videos shared on

Facebook & Twitter

1. PGC: YouTube

No link to Faith in Nature website

No reply to potential customer

• Hashtag: #ChooseNature• Encourage users to share short

videos explaining why they choose to use natural products

• Campaign will last 1 week of every month for a year

• Most creative Vine wins a hamper – an incentive will encourage engagement (Erdogmus, 2012)

• Each month can have a theme and be seasonal

• Vines shared on Facebook & Twitter

1. UGC: Vine

• Use Google Analytics to measure website traffic - 20% increase by end of 1 year

• Use Hootsuite analytics to measure engagement on social media (Chaffey and Ellis-Chadwick, 2000)

• Track bit.ly links

Measurement

• Measure follower growth for 1 year

• 18,000 followers on Twitter (15% month by month)

• 37,000 likes on Facebook (20% month by month)

• 17,920 subscribers on YouTube (doubled month by month)

• Benchmarked between direct and indirect competitors

Measurement

References• Aidin, B. (2014) “Business Face of UK Beauty” Raconteur [Online] <http://raconteur.net/business/business-face-of-uk-beauty>

[accessed 23 January 2015] • Chaffey, D. and Ellis-Chadwick, F. (2000) Digital Marketing Strategy, Implementation and Practice Fifth Edition• Erdogmus, I.E., Cicek, M. (2012) “The impact of social media marketing on brand loyalty” Social and Behavioural Sciences 58,

1353-1360• Euromonitor (2015) [Online] <http://www.euromonitor.com> [accessed 15 March 2015]• Jobber, D. and Ellis-Chadwick, F. (2013) Principles and Practice of Marketing (Seventh Edition)• Kahar, R., Yamimi, F., Bunari, G., Habil, H., (2012) “Trusting the Social Media in Small Business” Social and Behavioural Sciences

66, 564-570• Key Note (2013) “Cosmetics and Fragrances Come Up Smelling of Roses” [Online]

<https://www.keynote.co.uk/media-centre/in-the-news/display/cosmetics-and-fragrances-come-up-smelling-of-roses/?articleId=1151> [accessed 23 January 2015]

• Langworth, H. (2012) “Inside an Industry: sitting pretty” The Gateway [Online] <http://thegatewayonline.com/commercial-awareness/business-analysis/inside-an-industry-sitting-pretty>[accessed 23 January 2015]

• Razak, N.S.A. and Marimuthu M. (2012) “The Relationship between Co-Creation Value and Facebook Shopping” Procedia – Social and Behavioural Sciences 65, 768-774

• Roue, L. (2015) “Faith aims for 20 percent growth” Manchester Evening News [Online] <http://www.manchestereveningnews.co.uk/business/faith-aims-20-per-cent-8617309#ICID=sharebar_twitter> [accessed 15 February 2015]

• Schaupp, L.C., Belanger, F., (2014) “The Value of Social Media for Small Businesses” Journal of Information Systems 28, 187-207• Trimble, C. (2014) “Why online video is the future of content marketing” The Guardian [Online]

<http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online> [accessed 14 February 2015]

Thank You