air optics color media plan

RECCOMENDATION

AIR OPTIX COLOR CONTACTS

Agenda • Strategy • Consumer Profiles • Paris Fashion Week • Media Recommendation • Digital • TV • Appendix

Campaign Overview • Objective Grow color contact lens segment Drive Consumer brand request and trial

• Strategy Pose Air Optix Colors as the first and only breathable contact lens combined with color to create a beautiful, natural-looking eyes with consistent comfort throughout the wearing period

• Competitive FreshLook

• Budget 20MM

40MM consumers are “extremely or very interested”

75% of interested consumers have never tried color contact lenses

Almost 90% of patients who try color contact lenses will

buy them

In the cosmetic market SC L only

have 3% market share

• SWOT Analysis

Strategy Pose Air Optix Colors as the first and only breathable contact lens combined with color to create a beautiful, natural-looking eyes with consistent comfort throughout the wearing period

Consumer Profile

o  Fashion Forward (87%) o  Trendsetter (52%) o  Socializing (72%)

o  18-24 o  Make-up

o  Mascara (81%) o  Eye Liner (76%) o  Eye Shadow (64%)

Young Millennials

Digital: Heavy

Print: Heavy

TV: Light

Mobile: Heavy

Radio: Average

TV 19 hours/week

Digital 19 hours/week

Magazine 10 issues read/month

Newspaper 5 issues read/month

Radio 13.5 hours/week

OOH 141 miles driven/week

Finding the Perfect Mix Our target is highly focused on digital content and television.

By highlighting these essential mediums in specific networks, websites, and apps it will target women18-24 who regularly wear make up and have a beauty routine

Newspaper 30% more likely to be medium

newspaper consumers than the average population

Magazine 16% more likely to be heavy

magazine consumers than the average population

Radio 19% more likely to be medium

radio consumers than the average population

TV 46% more likely to be light TV consumers than the average

population

Internet 50% more likely to be heavy internet consumers than the

average population

Outdoor 20% more likely to be heavy consumers than the average

population

Paris Fashion Week

o  Feature Giuliana Rancic taking photos on the carpet with guest on a tablet upon arrival

o  On the tablet guest can swipe and see their photo with different colored contacts

Sponsorship

o  Giuliana will get feedback about Air Optix Color from relevant celebrities for the target audience

o  Kendall Kardashian o  Taylor Swift o  Emma Watson o  Ariana Grande

Total Spend: $1,000,000

September 30 - October 7, 2015

Total Spend: $500,000

Search

August 2014 – September 2014 o  Teen Choice Awards

o  Nina Dobrev (Vampire Diaries)

4Q’15 o  Flighting throughout entire quarter o  Heavy During Paris Fashion Week

Aug/Sept ‘14 Google Trends

Digital Recommendation

SiteAudienceReach (000)

ValueAudienceComp Value Score

Content Relevancy Score

Targeting Capability Score

Total S core Comments

Score Weighting 8% 17% 100%CPM

Hearst Corporation 9,541 3 6% 4 $8.09 3 5 5 3.6 Lowest pricing and largest audience reach Time Inc. 10,517 4 5% 2 $15.46 1 4 3 2.3 Loses to Hearst Corporation due to pricing and lower target demo composition Pandora 11,042 5 11% 5 $7.22 3 5 5 4.2 Strong relevancy, targeting and reach

Conde Nast 8,680 3 6% 4 $14.36 2 5 3 2.8 Loses to Heart Corporation due to reach and pricingRocketFuel 6,798 2 6% 4 $2.60 5 5 5 4.1 High CTR on 2014 AOC campaign

Specific Media 3,550 1 6% 4 $2.50 5 4 4 3.8 Loses to Rocketfuel due to lower reach and targeting capabilitiesFacebook 16,546 5 6% 4 $6.00 3 4 5 4.1 Strong targeting and effcient pricing Twitter 10,768 4 7% 5 $16.00 1 3 3 2.8 Loses to Facebook due to lower reach and higher pricing

Instagram 11,843 5 10% 5 $18.00 1 5 4 3.4 Strong audience composition and large reach

W 18-‐24

PricingEfficiency

20% 20% 35%

Lifestyle/Entertainment

Networks

Social

AOC SCORECARD

Price model: Rank of 1: High CPM/CPC/CPA Rank of 5: Low CPM/CPC/CPA

Pricing (35%)

Reach against target audience: Rank of 1: Low audience reach Rank of 5: High audience reach

Audience Reach (20%)

How well does target engage with suggested sites: Rank of 1: Low audience comp. index Rank of 5: High audience comp. index

Audience Composition (20%)

How relevant are the offerings and programs: Rank of 1: Minimal targeting & content not relevant to brand Rank of 5: Granular targeting & safety verification in place

Content and Targeting Capabilities (25%)

35%

20%

20%

25%

Starcom examines quantitative factors within a scorecard based on a number of criteria and balances it with qualitative factors such as quality of sites and content, ad units, and past partnership experience

Scorecard evaluation criteria:

Which Partners To Select?

Hearst Corporation o  Strong reach focused on fashion forward young millennials

Almost 12 minutes spent per visitor o  Includes:

Display & Custom Units (Desktop & Mobile) Video Rich Media Unit (Mobile)

o  Investment: $500,000 o  Impressions: 86,133,333 o  Rate: $8.09 CPM

Pandora o  61% of women 18-34 in the US listen to Pandora

o  Average 2 hours a day listening o  Precision targeting is used to reach 22 million women 18-34

o  Beauty Enthusiasts consist of 18M monthly unique listeners who used brand named cosmetics and products

o  Fashion Enthusiasts consist of 15.4M monthly unique listeners who purchase fashion apparel and follow trends

o  Drives efficiency with audio o  Drives engagement with display o  Sponsored customized playlist

Investment: $500,000 Impressions: 69,287,403 Rate: $7.22 CPM

Rocketfuel o  Reach Audiences when & where they are most receptive

o  Engage prospects using immersive, entertaining and informative experiences

o  Audience insights, campaign reporting & analytics

o  Includes: Display Mobile Interactive In-Stream Rich Media In Banner Video Smart Maps Carousels Coupons

Investment: $500,000 Impressions: 109,843,532 Rate: $2.6 CPM

Instagram o  60% of young millennials use Instagram everyday

o  Average 10 visits a day o  Carousel Unit

o  4 images, 1 link (learn more button), & 1 caption o  Optimization: reach & frequency o  Retarget on Facebook

Investment: $500,000 Impressions: 27,777,778 Rate: $18 CPM

Facebook o  Targeting Strategies

o  Video targeting enhancements that allows AOC to retarget people that viewed a specific video through paid or organic distribution in the last 30 days with another ad

o  Actionable Insights Overview

o  Build lookalikes of AOC owners to reach people that are likely to adopt to the brand

o  Measurement Strategy Studies o  Measure lift in awareness & purchase intent o  randomize groups, deliver ads, run brand polls, analyze lift

Investment: $500,000 Impressions: 536,666,667 Rate: $6 CPM

TV Recommendation

TV Overview

GOAL NET SPEND: 6MM

NET $ GRPsCABLE DAY 500,000 80

CABLE PRIME 3,150,000 322 BROADCAST

PRIME 1,350,000 43

OLV 1,000,000 ₋

TOTAL 6,000,000 444

PURCHASED

NET SPEND CABLE DAY

CABLE PRIME

BROADCAST PRIME

OLV

GRPs

GOAL GRPs: 440

America’s Next Top Model

Air Optix Color Contact Integration on ANTM o  Cycle 22 (September 5th- November 13th)

o  16th season o  Wednesdays 8/7c

o  Makeover Episode

o  Have Tyra change their eye color for the season o  Photoshoot Theme: “Enhancing your Eyes”

Cable Day & Broadcast Prime

Investment: $150,000 GRP’s: 20.5




CABLE DAY TOTAL : $500,000

Investment: $1,350,000 GRP’s: 42.5

BROADCAST PRIME TOTAL : $1,350,000

Cable Prime




Investment: $200,000 GRP’s:14.6



Cont.

Cable Prime




Investment: $500,000 GRP’s: 63


Online Video

Investment: $250,000





Appendix o  Budget Breakdown o  Flowchart o  TV Allocations o  Com Score Pull ( Digital Vendors) o  Rocket Full Sample Insights

Budget Breakdown & Flowchart

Television Digital Search OOH

Total 10000000

Television 6000000Cable Prime 3150000

Cable Day 500000

Broadcast Prime 1350000

OLV 1000000

Digital 2500000

Search 500000

OOH 1000000

28-‐Sep 5-‐Oct 12-‐Oct 19-‐Oct 26-‐Oct 2-‐Nov 9-‐Nov 16-‐Nov 23-‐Nov 30-‐Nov 7-‐Dec 14-‐Dec 21-‐DecTelevisionDigital Search OOH

4Q'15October November December

Prime 15/16 Gross $ W18-34 CPM W18-34 (000) W1834 Rtgs

ABC $0.00 0 0.0CBS $220.84 0 0.0CW $1,350,000 $93.88 14,379 42.5NBC 0 0.0Total $1,350,000 $93.88 14,379 42.5Goal $0 0Difference $1,350,000 42.5

Cable Day 15/16 Gross $ W18-34 CPM W18-34 (000) W1834 Rtgs

A&E $150,000 $21.92 6,843 20.2Animal Planet $0 $22.18 0 0.0CNN $0 0 0.0ION $0 0 0.0Cooking $0 $30.58 0 0.0E! $150,000 $21.60 6,944 20.5Food 0 0.0GSN $0 $25.69 0 0.0Hallmark $0 $31.29 0 0.0Hallmark Movies/Mysteries 0 0.0HGTV $32.31 0 0.0HLN $0 $41.65 0 0.0ID $0 $19.19 0 0.0Lifetime $0 0 0.0TBS $100,000 $11.26 8,881 26.3TNT $0 $24.21 0 0.0USA $100,000 $22.46 4,452 13.2Weather $0 $85.71 0 0.0Weather Sponsorship $0 $103.09 0 0.0Total $500,000 $18.44 27,121 80.2Goal $0 0.0Difference $500,000 80.2

4Q

AO COLORS

4Q Cable Prime 15/16 Gross $ W18-34 CPM W18-34 (000) W1834 Rtgs

A&E $0 $34.06 0 0.0ABC Family $500,000 $23.47 21,304 63.0ABC Family Premium $0 $63.97 0 0.0Animal Planet $0 $33.05 0 0.0BET $0 $27.99CNN $0 $68.40 0 0.0FYI $0 0 0.0Cooking $0 $46.88 0 0.0E! $250,000 $51.55 4,850 14.3Food $250,000 $53.72 4,654 13.8Fox News $0 $186.08 0 0.0GSN $0 $28.05 0 0.0Hallmark $0 $53.71 0 0.0Hallmark Movies/MysteriesHGTV $0 $66.27 0 0.0HLN $0 $47.86 0 0.0History $0 $76.12 0 0.0ID $0 $46.97 0 0.0Ion $0 $41.35 0 0.0Lifetime $300,000 $34.53 8,688 25.7MTV $300,000 $35.38 8,479 25.1Nick-at-Nite $500,000 $19.66 25,432 75.2Oxygen $350,000 $30.96 11,305 33.4Reelz $0 $41.79 0 0.0SyFy $0 $40.68 0 0.0TBS $0 $50.10 0 0.0TBS Premium $0 $100.93 0 0.0TLC $0 $30.17 0 0.0TNT $0 $74.43 0 0.0TNT Premium $0 $201.91 0 0.0Travel Channel $0 0 0.0TVLand $0 0 0.0USA $200,000 $40.47 4,942 14.6USA Premium $0 $97.69 0 0.0VH1 $500,000 $26.06 19,186 56.7WE $0 $30.70 0 0.0Weather $0 $81.08 0 0.0Weather Sponsorship $0 $86.73 0 0.0

0 0.0Total $3,150,000 $28.94 108,840 321.7Goal $0 0.0Difference $3,150,000 321.7

Overall 15/16 Gross $ W18-34 CPM W18-34 (000) W1834 Rtgs

Total $5,000,000 444.4

Goal $0 0.0Difference $5,000,000 444.4

4Q

4Q

air optics color media plan

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