LuxAsia |
Prepared by:
Isabella Cordelia Chua Yong Yi | 9875 4974
Koh Jie Min | 9697 4472
Sofia Hafirda Bte Fairuzi | 9383 0655
Lucenara Maria Louisse Flores | 8366 4536
Toh Jia Ying Mavis | 9844 2886
Agenda
1. Executive Summary
2. Situation Analysis
3. Key Strategy
4. Creative Strategy
5. Activation Programme
6. Media Recommendations
7. Activity Plan – Chart Format
8. Campaign Evaluation
9. Summary of All Costs
Executive Summary
The Brief: Increase brand awareness and promote the purity made
simple product range
Campaign period: April 2019 (1 month)
Budget: $30K (ATL: $10,000 BTL: $20,000)
Deliverables: Digital advertising and activation in Sephora
Situational Analysis
Research
Research Objectives
Understand consumer behaviours and motivations when purchasing skincare products.
Ascertain the level of brand awareness amongst the target audience.
Determine philosophy’s brand position compared to
competitor brands.
Identify the preferred media contact points
of target audience.
Learn what type of promotions
appeal to target audience.
Methodology
Quantitative Research – Survey
Sample size: 250 – 50 per area of
collection
Qualifiers: female, 25-35 years old
Location: 5 major shopping malls with
high foot traffic and a Sephora outlet –
Westgate, Vivo City, Plaza Singapura,
ION, Suntec City
Research findings
Please indicate your age.
47% are 25-27 years old
18% are 28-29 years old
15% are 30-31 years old
11% are 32-33 years old
10% are 34-35 years old
Research findings
What is your occupation?
70%
of our target
audience are
PMEBTs
Research findings
What is your gross monthly income?
34%
of our target
audience earn an
average of
$2,000-$2,500
Research findings
On a typical day, which social media platforms do you use
the most?
52% use Instagram
42% use Facebook
22% use YouTube
Research findings
Why do you use skincare products?
54%
of respondents
use skincare to
improve general
health of their
skin
Research findings
How did you know about the current skincare brand
you’re using?
51% chose recommendations from their friends or family
37% chose brand advertisements on social media
Research findings
Did you know that this range is from the skincare brand 'philosophy'?
69%
did not know that the
purity range is from
philosophy
Research findings
What is your perception when you hear the brand
‘philosophy’?
simple 24%
no impression 21%
aesthetic 14%
wellness
luxurious 11%
13%
24%
clinical 9%
of respondents chose
inner beauty 8% 'simple' as their perception
of philosophy
others 1%
0%0.15100% 0%0.3100%
Research findings
How familiar are you with the following brands?
Respondents are
more familiar with
other brands like:
Kiehl’s (79%)
Clinique (67%) and
Fresh (58%)
Research findings
What form of product promotions appeal to you the most?
Free Product Samples 36%
36% of respondents
Price Discounts 22% chose free product
Influencer Reviews 17% samples
Promotion Packs 12%
22% chose price
Brand Events 7%
discounts
Partnerships 3%
Others 3% 17% chose
influencer reviews
0%0.2100% 0%0.4100%
Key Analysis
Motivations when purchasing skincare products are through
'family and friends’ and 'social media'
Low brand awareness
Competitor brands are more well known amongst target
audience
Positive perception of philosophy-'simple' and 'wellness'
Top social media platforms – YouTube, Instagram and
Facebook
Most appealing promotions: Free samples, price deals,
influencer reviews
Advertising Problem
Low brand awareness
Low brand preference
Advertising Opportunities
Work with influencers for reviews and organic
conversations
Utilise social media advertising
Promote free product samples and discounts
Leverage on 'simple'
Highlight multi-tasking and dermatologically
tested
Emphasise philosophy’s unique brand values of
wellness
SWOT Analysis
Strengths Weaknesses
Product and brand credibility in dermatology
The flagship ’Purity Made Simple Cleanser’ is the Low brand awareness in Singapore
leading, multi-tasking facial cleanser in America
with beauty awards from Allure
Weaker influencer engagement through
partnerships or reviews compared to competitors
Purity Made Simple range line products are multi- such as Fresh
tasking and dermatologically tested
Purity Made Simple range is suitable for all skin types
Affordable products
Opportunities Threats
Promote the multi-tasking aspect of purity line
Stiff competition with competitor brands such as
Promote purity line’s gentleness, suitability for all Kiehl's, Clinique, Fresh and Origins
skin types and dermatologically tested aspect
Active competitor brand activities and promotions
Position philosophy as a brand worth its price
such as discounts
Emphasise more on unique brand values and build In the Singapore market, products at lower price
credibility as a wellness brand points are available from asian brands such as
Innisfree
Competitor
Analysis
philosophy Fresh Origins Clinique Dr Jart+ Kiehl’s
Product purity made Soy face checks and 3-step (cleanse, Dermaclear, Ultra facial
simple line cleanser line balances frothy exfoliate, Ceramidin cleanser, cream
face wash moisturize) line cream
and toner
Price $28 - $50 $23 - $73 $40 - $70 $30 - $60 $46 - $70
$35 - $50
Place Sephora Sephora Sephora Sephora Sephora 13 stores
BHG
3 stores 3 stores T Galleria Metro
Robinsons Tangs
BHG Metro Robinsons
Robinsons Tangs
Metro Isetan
Isetan
Promotion Sampling Gift with Sampling Sampling Price Deals Sampling
Purchase
Gift with Gift with Price Deals Price Deals
Purchase Contests Purchase
Loyalty Contests
Contests Loyalty Programme
Programme
Strengths
&
Weaknesses
Key Strategy
Target
Audience
Demographics
Gender: Female
Age: 25-35 years old
Race: All Races (Chinese, Malay, Indian
and Eurasians)
Language Literacy: Primarily English
Education: Diploma or Degree and above
Occupation: Professionals, Managers
Executives, Business women, Technicians,
(PMEB/PMET)
Marital Status: Single and/or married
Psychographics
Busy lifestyle juggling work,
family and social obligations; no
time to waste in the mornings
Has a basic skincare routine
Tech-savvy millennials – use
social media daily
Cares deeply about appearance
'Look good, feel good’ mindset
Positioning Statement
To raise the perception of
philosophy in the minds of
the target audience as highly
effective and offers a high
ease of use in caring for skin
as compared to other brands.
Perceptual Map
Ease of Use vs Effectiveness
High Ease of Use
philosophy
Kiehl’s
Fresh
Clinique
Origins
Dr Jart+
Low philosophy High
Effectiveness Effectiveness
Low Ease of Use
Advertising Objectives
Increase brand awareness
Instil brand preference
Creative
Strategy
Message Strategy
with philosophy’s purity range, caring for
yourself and your skin is simple.
The Big Idea
self care can
be simple
Single-Minded Proposition:
simple
Brand Personality
calm
content
humble
self-assured
Meet Iris.
With her busy lifestyle, she
is motivated to live simply
yet effortlessly, presenting
the best version of herself.
she does this by caring for
her skin and taking the time
to recharge physically and
emotionally.
Campaign
Theme
The Concept of Simplification
Skincare, a form of self-care, can
be simple and effective
The purity made simple range
has products that are multi-
tasking and easy to use
As busy women, the target
audience will appreciate the
simplicity of the purity range
Tone
Inspirational Confident Simple Effortless
Creative
Execution
Instagram Story Sponsored Ads
Facebook Sponsored Ads
Instagram Story
Sponsored Ad
(mockup)
Instagram Story
Sponsored Ad
(mockup)
Facebook
Sponsored
Ad (mockup)
Facebook
Sponsored
Ad (mockup)
Video
Commercial
YouTube
Activation
Programme
Objectives
Encourage brand switching
Encourage trial purchases
Activation Programme
Price deals
Sampling
Activation Period
19 - 21 April 2019 - 3 days
11am - 8pm
Location
Sephora, ION
Activation Programme 1
Price Deal
Mechanics
All purity made simple line
products will have a 20% discount
When
Announced: 14 April 2019
Where
Sephora, ION
Instagram Story Sponsored Ad
to announce the 20% off promotion
Facebook Sponsored Ad
to announce 20% off promotion
Roll Up Banners
during activation in Sephora ION
Quiz and iPad Standee –
Making philosophy personal
iPad Standee
Activation Programme 2
Sampling
Mechanics
Samples (7ml) of the purity made
simple exfoliating clay mask will
be given out during the activation
When
19 April 2019
Where
Sephora, ION
Product Booth
Full Activation Mockup
Media
Recommendations
Media Objectives
The campaign’s media activities aim to
reach 30% of 25-35 year old females
with a frequency of 3 times
Main Competitors:
Kiehl’s, Fresh, Clinique, Dr jart+,
Origins
Geography:
Singapore
Scheduling Pattern:
Continuous (1 month; April 2019)
Media Selection
Instagram Facebook YouTube Google Ads
Media Rationale
Reach:
1.9 million users in Singapore
User Profile:
25 to 34 years old make up 36% of
Instagram users in Singapore
Media Environment:
Lifestyle, Entertainment
Ranking:
Amongst target audience: 1st
Instagram In Singapore: 3rd
Media Rationale
Most used social media amongst
philosophy’s target audience.
7% more females use Instagram
(55%) than Facebook (48%)
Users visit to learn more about
skin care products.
Instagram Paid on cost per click basis
Media Rationale
Reach:
4.8 million users in Singapore
User Profile:
Target audience make up the
majority of users on Facebook - 35%
out of 4.8 million users
Media Environment:
Lifestyle, Entertainment, News
Facebook Ranking:
Amongst target audience: 2nd
In Singapore: 2nd
Media Rationale
Majority of Facebook users match
philosophy’s target audience
Find out about beauty brands
and products with
Paid on cost per click basis
Facebook
Media Rationale
Reach:
Nearly 4 million users in Singapore
User Profile:
90% of Singaporeans aged 16 to 35
years old watch a video once a month
Media Environment:
Entertainment
YouTube Ranking:
⁃ Amongst target audience: 3rd
⁃ In Singapore: 1st
Media Rationale
3rd most used platform by
philosophy’s target audience.
3 out of 5 users find YouTube
useful in searching for products
41% are influenced by YouTube
on which brand to buy.
YouTube
Media Rationale
Reach:
More than 80% of Singaporeans are
internet users and have access to
google
User Profile:
Our target audience make up the
largest group of internet users in
Singapore
Google Ads – Media Environment:
Information
Keywords
Ranking:
Top visited site in Singapore
Media Rationale
60% of Singaporeans use google
search to get information on
products before deciding to buy.
Paid on cost per click basis
Google
(keywords: 'skincare', 'philosophy',
'cleanser', 'routine' and 'purity')
Google Ads –
Keywords
Social Media Influencers
Jaime Teo Min Poh Jessica Tham Tay Kewei
Facebook Instagram Instagram Instagram
4.5k followers 16k followers 102k followers 49.6k followers
The social media
influencers will be
engaged to raise brand
awareness amongst our
target audience
Send products to influencers
Get them to review, post
video and ask followers
“what’s your philosophy?”
Promote activation event too
Use influence to engage with
PMEBTs
Media Schedule
Media Budget Summary
20%
$3,000 27%
$4,000
Social Media Influencers
13% Instagram
$2,000
Facebook
13% 27% YouTube
$2,000 $4,000
Google
Activities Timeline
Ads
Campaign
Evaluation
Objectives
Measure the increase in brand awareness
Evaluate campaign reach
Determine ad frequency
Track sales during the campaign period
Methodology
Pre-campaign survey
Post-campaign survey
Social media reports
Google analytics reports
Sales generated from the promotions
Pre-campaign survey
Mall-intercept survey
The sample size was 250 in
total where females aged,
25-35 years old completed
the survey
Information will prove to
be useful for post-
campaign comparison as
historical data
Post-campaign survey
The target audience will be engaged
to complete the post-campaign
survey in the same format
Data will be compared with the pre-
campaign survey:
Measure increase in brand
awareness
Track brand preference
Garner feedback for the activation
at Sephora for points to improve
Social Media Report
Instagram, Facebook and YouTube
ads to use brand analytics sites like
socialbakers.com, facebook ads
manager and digimind.com for data
analysis
Some key metrics:
0.98% engagement rate/ post (IG)
98% positive online sentiments
30% increase in reach
1.16% click-through-rate (FB)
$1.81 cost-per-click (FB)
Audience retention rate (YouTube)
Difference in performance with historical
data
Google Analytics Report
Performance of google keyword
ads will be tracked.
Key metrics:
Number of organic/paid
searches
Click-through-rate
Record effective keywords for
future search engine marketing
(SEM) campaigns. philosophy can
look into buying longer or
shorter tail keywords.
Sales Generated from Promotions
The sales generated from
the promotions can be
calculated against the usual
sales garnered before the
campaign period.
Return of Investments of the
campaign can check if the
amount of budget spent was
effective in reaching 30% of
the target audience.
Evaluation Summary
Pre-campaign and post-campaign survey
a) Measure the level of brand awareness
Social media and Google analytics reports
a) Evaluate the campaign reach
b) Determine ad frequency
Sales generated from the promotions
a) Track sales during the campaign period
Cost Summary
Summary of All Costs
Media
All ad buys and social
media influencer rates
Activation
33% Activities for activation
in Sephora ION
51%
Production
Ad production costs
16%
Total Cost
$29,650
Conclusion
Our philosophy is self care
can be simple, what’s yours?
Thank You.
Costs
Estimated Activation
Activities Budget
Activities Item Quantity Budget Total
Staff Demonstration Staff 5 $2,000
Production 3 $2,000
Interactive
Personalised Quiz
Ipads & Ipad Standee 3 $1,500
$8,650
Roll up Banners 2 $650
Product and Brand Product Stands 4 $1,000
Display
Brand Display Board 1 $1,500
Total Campaign Production Cost
Media Production Cost
Graphic Design
- Main ads on Instagram and Facebook $2700
- Promo ads on Instagram and Facebook
Filming for YouTube video $2500
Products for Influencers $800
Total $6,000
