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Kleur Tonacity: Discover the latest in hair colour technologywww.kleur.co.uk/tonacity/discoverThe first home hair colour to give truly multi-tonal results - no need to spend time in the salon!

All adverts to link to relevant landing pages.

Retargeted display advertising to pull customers back to website

PPC to include some ‘disruptive’ keyword searches such as ‘hair salons in my area’.

Social media campaigns include a focus on Pinterest, as a platform with a strong female audience. Competition for best ‘before & after’ photos to be uploaded and shared. Also a competition to nominate ‘the wonder woman in your life’ to win a celeb-style makeover - a competition with good motives that will appeal to the kind side of our target market.

Slides Notes

1. The way she does it The objective of this project is to develop a marketing proposal for the launch of a new exclusive female beauty product ­ Kleur Tonacity ­ which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.

2. Executive Summary We have identified Kleur Tonacity's target market and created: ‘Wynn: The professional ‘Wonder Woman.’ Busy, tech savvy and fashionable, she is short on time but needs to look fantastic. Wynn, will be inspired by our role model who she will be introduced to both online and off including high end celebrity endorsements on TV, and in high end magazines. The offline presence will be reinforced by driving Wynn to digital channels to discover more about Tonacity’s positioning as a premium, lifestyle choice home use colour aimed at the busy professional who wants high street results but which need to be achieved at home in her time. Blog forums and how to videos will all ‘demystify’ and reassure Wynn that the results will be dazzling, safe and consistent. Outstanding results will encourage Wynn to become an online ambassador for the product.

3. Objectives

Context Kleur Tonacity is a high­end hair colouring product, which has all the usual Kleur guarantees: it gives good quality, lasting colour and is odourless and ammonia free. Research shows that women are concerned about the ability of a wash in/wash out home hair colouring product to deliver a reliable multi­tonal effect. Kleur Tonacity comes with a bespoke application tool designed by a team of engineers, which allows women to apply multiple colours with ease, creating a multi­tonal salon effect at home. Each pack comes with three colour toners, carefully selected to work together and create a salon quality look.

USP Kleur Tonacity is the first home hair colouring range to give a truly multi­tonal result, so there's no need for a trip to the salon.

Our smart objectives are ambitious. With a unique product like Tonacity, supported by all the existing brand associations of Kleur, there should be no problem in achieving these aims given the right marketing strategy. Our conversion rate objective is based on common conversion rates with the aim of having better than average targeting. (Source for common conversion rates: Smart Insights Ecommerce Conversion Rates, April 2015 www.smartinsights.com/ecommerce/ecommerce­analytics/ecommerce­conversion­rates/ ) 4. Our proposal: marketing strategy and resources

The importance of engaging with our audience online cannot be overstated. Particularly when it comes to encouraging sharing and recommendations: “Top of the list of the factors influencing women to purchase a product (at 84%) was a recommendation from family, friends or peers.” Marketing Magazine, April 2015. http://www.marketingmagazine.co.uk/article/1344184/eight­key­marketing­women­trends­m2w­conference

In the same article we learn that “On average women research 10 sources of information before buying a product (versus two for men). Brands need to give women an opportunity to learn more about them and give them the tools to try, share and recommend.” Our ‘how to’ videos and other features will be a strong educational point and allow for sharing too. Real Business Source: http://realbusiness.co.uk/article/29079­uk­women­spending­460m­per­week­online

4. Market and Competitor Analysis UK hair colour market is crowded and competitive whilst in the last year market has shown a slight decline but the temporary hair colour market is growing fast thanks to the crazy coiffures of Katy Perry, Nicki Minaj and other celebrities. The market full of different hair colours but there is none which gives you salon results at home. Home hair colour kits costs anywhere between £3.49 to £8.49 and Salon prices start from £40 onwards. Kleur Tonacity sits in the middle between home hair colour kits & salons. There is a gap in the market and need for a luxury, high end product, delivering salon quality colour at the comfort of your home.

5. Target Audience She is “Wonder Woman” (a Wynn), a busy woman balancing between work and life. She is focused on efficiency. Despite of her busy style life, she wants to look fantastic, but sitting in a salon is “waste of time” to her. Instead of sitting in a salon she wants to do something more valuable like spending more quality time with family and friends.

She is technologically savvy and follows what's new and trendy tough different digital channels and apps usually on the go. She also seeks new digital services that can help her master her busy life. She is active on Facebook, YouTube, Twitter, and Pinterest. She buys or she is subscribed to fashion magazines, watch celebrities programmes on TV and she is aware of trends and celebrities. She shops online always when possible. Quality and service are her key motivators when shopping in­store or a boutique. Key profile: Wynn is a 30­50 year old busy professional, may have children, earns a reasonable ­ high salary , drives a land rover or a sports car, is very stylish and doesn’t have time to visit the salon as often as she’d like.

6. Customer Journey and Touchpoints We identified many touch points in the customer journey and moments of truth. These are a combination of offline and online channels, combined by online and offline influencers. The campaign has been designed and developed to take the client from the initial ‘stimulus’ through the zero, first, second and ultimate moments of truth by which stage the customer will be a firm advocate and ambassador for the product.

7. Campaign Main Pillars The campaign has three main pillars: 1­ Competition for a Celebrity Stylist appointment We consider that the key in launching a new consumer product is physical trial that give an extra value to the high profile prospect that we have. We want to motivate them to participate on a social media contest to get a place with a celebrity stylist that advice them about what’s the best hairstyle for them, of course using Kleur Tonacity. 2­ How To’s videos and posts We refer to how to’s as ways to explain how to use the product, how to innovate and look fantastic with them. As the slogan of the campaign is “The Way She Does It” we want to connect with the target market showing them how to use the product, how easy is to look fantastic… showing different ways of how she does it to look splendid. In order to do that, we would use mainly Youtube, Pinterest and Facebook as well as bloggers. All these materials will be reflected on the website in order to be found easily on search.

Examples: https://www.youtube.com/watch?v=qQrvG_iz1Sk http://www.clairolpro.com/VideoGallery https://www.youtube.com/watch?v=ckwbEV­Adng http://www.lorealparisusa.com/en/beauty­library/videos/hair­color­application­video­excellence.aspx 3­ Key Fashion Bloggers Organize a selective evening for 5­10 key fashion and beauty bloggers and let them try the product. The idea is to create a blogger co­operation with http://www.vogue.com/beauty/hair/ and likewise sites as well as contact best beauty bloggers like: http://www.blowltd.com/magazine/magazine/27­most­powerful­uk­beauty­bloggers­weve­crunched­the­numbers.html

8. Paid Advertising Paid advertising will extend the reach, in particular to reach the zero moment of truth, mainly paid per click, display ads, youtube ads, twitter ads and Facebook ads. Online advertising on Display Doubleclick selecting the right categories. Include mobile advertising. Pay per click:

keywords/key phrases that leads to the brand site, where one can find more info on the product and on where to buy. Search also super important together with the trial road­show.

Big Display ads (pc,mobile, tablet): Google display network select sites that has a wide audience. A short but massive campaign (3 days). Strong visual image and direction to web site, re­targeting to those who visited the Tonacity web page.

Embedded display ads with video content on few selective media sites (Vogue)

YouTube pre­rolls. contextual targeting Facebook Campaign CPC, Twitter lead generation cards with videos, etc.. Important to ensure landing pages for each ad are relevant and consistent

with advert with clear call to action Keyword search phrases­ Generic

Hair Colouring at home Best at home hair dye Luxury at home hair dye Salon style colouring at home How to make home hair colour look professional Salon style hair in minutes

As Tonacity could be considered a ‘disruptive’ product to hair salons, we also suggest that we target the following phrases (as an example), mostly linked to location, for Google Adwords:

Hair salons near me Professional hairdressers near me Mobile hairdressers in my area

9. Content Strategy, Artwork and Copy As the product is aimed at a more mature market than teens & early twenties, our brand identity and use of models should reflect this. Content/SEO strategy: The key search terms we have identified will appear in strategic places including headings and page titles. However, our copywriters will ensure that content is interesting, targeted and with a good mix of images and videos before anything else. Rich, sticky content will increase our ranking and deter a high bounce rate. Targeted landing pages will also assist with this. Our content will focus on a good coverage of the content marketing mix. Educational will include ‘how to’ videos and blog posts, and the use of celebrity and vlogger endorsements will help convince and inspire. Social Media content will include lots of fun, sharable content such as Buzzfeed­type lists with GIFs or images ­ e.g. '17 ways to know it's time to treat yourself', which will entertain.

10. PPC, Display Advertising and Social Media To include retargeted ads, Google Adwords and a huge push across Social Media, particularly Pinterest

11. Measurement The KPIs are explained in the slide, but we would measure the online awareness we generate for the product. On the website we would understand the frequency and length of visits the number of return and new visits. Another key metric would be understanding the engagement across social channels this would be evaluated by following e mail sign ups, and Youtube channel views. The increased number of likes and follows through social channels would be a KPI. We will measure different things depending on the channel:

Facebook: Facebook insights and power editor will be used to measure the below social activities on the channel Organic and paid: Social sentiment (ratio of positive to negative comments)| number of comments, likes, and shares (change in engagement rate)| total reach and reach per publication/post | number of video views| number of new fans. Paid: CTR, relevance score, average cost per action (clicks, impressions, video views, conversions, clicks­to­website), total cost, and number of impressions. Twitter: Organic and paid: number of tweets, retweets, mentions, favorites, and new followers. Paid: cost per follower and cost per tweet. Youtube: Number of of total views, number of views per video, engagement rate (comments, likes, dislikes, and shares), number of channel subscribers. Google Adwords Average cost per action (click, impression, conversion, etc.) Click through rate Total cost Google Analytics (synched to webmaster tools): Number of visitors, page views, and new sessions on website and landing pages. Traffic coming to the website and landing pages through social media channels (Facebook, Twitter, and Youtube) Traffic coming to the website and landing pages through organic search. Traffic coming to the website and landing pages through paid search Traffic coming to the website and landing pages through display ads. Number of conversions on landing pages and website. Conversions in that case means any response to a CTA, it could be buy now or have a try. Time spent on website pages, subpages, and landing pages. Bounce rate on the website and landing pages.