cetaphil ppt

2016 Media Campaign

Chen Liao, Liz Li, Mana Ito, Kelsea Li

Agenda

● Campaign Objectives● Target● Media Consumption● Flow Chart● Budget Break Out● Media Plan

TV

Radio

Email

Sponsorship

Magazine

Newspaper

OOH

Search

Digital

Social Media

Campaign Objectives

● Timeline: 1 year (Jan, 2016 - Dec, 2016) ● Budget: $16,000,000

● Business Objectives ○ Grow business by 1.6% by the end of 2016○ Increase gross sales by 10% by the end of 2016

● Overall Media Objectives ○ Increase brand awareness ○ 73.6 reach (national media will focus on reach)○ 1,108,770 new trials (regional media will focus on sales and trials)○ 49,660 new users○ CPC - $322

Target

“Professional Mom”

★ White middle-aged (35-45) woman ★ White collar★ Upper middle income ($40,000-$60,000)★ Presently married with one child. ★ Like to be “informed” with latest news/trend ★ Care about environment

Meet Wendy Name Wendy

Age 35

Ethnicity White

Marital Status Married (One child)

Educational Level Bachelor Degree

Income $55,000

Occupation High School Teacher

Hometown: Philadelphia

Hobbies Shopping, movie, TV shows

A Day in Wendy’s life

Media Consumption

Budget Break Out

Digital ● Banner $.7MM● Social Media $.4MM● Video $.6MM● Mobile $.5MM

Online ● Branded $.6MM● Unbranded $.5MM

Television ● National Network

$3.5MM● Cable TV $4MM

Radio ● National $1MM ● Local $.5MM

Magazine ● 1 Page,⅔

Page $1MM

Newspaper ● Local $.6MM

OOH● Kiosk, bus

display, taxi tops $1.5MM

Email ● DM $.

6MM

Seasonality Cetaphil is a year round product however, could be used and advertised heavily during the extreme seasons- Summer and Winter.

Moisturizer with SPF

Long-lasting Moisturizer

Flowchart

TV

Objective

● Drive brand awareness and frequency● Deliver mass reach

Strategy

● Utilize National Network & Cable TV to deliver brand awareness

● Align with shows reaching our core target

TV- National Network

Rationale

● Offer ability to target niche market based on programming ● Provide great frequency ● low out-of-pocket investment● Target’s main source of entertainment

TV- National Network

● ABC, CBS, NBC, OTHER STATIONS● Bought as upfront (full-year)● Dayparts: Early morning, early fringe, prime time, late

fringe, weekend. (See Appendix-Network dayparts)

Buying Strategy

Flighting Strategy

● Feb. Mar. (Spring season) Oct. Nov.(Fall season) Dec.- high frequency

● Jun. Jul.(Summer season)- Pulsated

Cable TV

Rationale

● Provide the highest reach level● Uniform coverage in most markets ● Target’s main source of entertainment

Cable TV

● MTV, BRAVO, FOOD NETWORK, HGTV (HOME & GARDEN TELEVISION) ● Bought as upfront (full-year)● Dayparts-Weekend

○ Sat 9am-10 am○ Sun 10am-1pm; 7pm-11pm

● Jan. Feb. Mar. (Q1) Oct. Nov. Dec (Q4)- High frequency● Apr. Sept.- Pulsated

Buying Strategy

Flighting Strategy

Online Search-- branded vs unbranded

● Branded search: include the brand keywords →sales

● Unbranded search: include broad match/phrase match keywords such as ‘gentle cleanser’, ‘sensitive skin lotion” etc. → increasing awareness

Objectives

Rationale

● Cost efficient, low Cost Per Lead● increasingly popular

Online Search

● Both SEM and SEO● More Bidding for SEM, especially

during the Periods of National and Cable TV

● Increase quality score such as refining the keywords, increase the quality of the cetaphil landing page etc.

Tactics & Buying Strategy

Digital -- Banners

● Generate impressions, leads and eventually sales

Objectives

Rationale

● Trackable● Large number of impressions● targetability and relatively cost-

efficient

Digital -- Banners

● Affiliates network-- Based on CPA, high volume of leads, cost efficient

● Contextual Targeting-- highly targeted audience. Lifestyle/parenting/beauty sections of news websites (Buzzfeed), and Mommy blogs-- Topmommyblogs.com

● Proper landing page and retargeting● Programmatic buying -- Effective

impression, clicks.

Tactics & Buying Strategy

Digital (Social Media)

● Increase brand awareness and customer engagement on social media channels.

Objectives

● Low cost● large user groups● Specific target audience eg.

Pinterest for Women

Rationale

Social Media

● Facebook page, twitter account, youtube channel, instagram, Pinterest

● Social media campaign-- Joyphil, Thankphil, Wonderphil..

● Daily customer interaction-- posts, retweet, #s

● More updates, social media ads, during the events, key seasons

Tactics & Buying Strategy

Digital (mobile & video)

● Increase awareness● give special offers, links to official website

or e-commerce to motivate sales

Objectives

Rationale

● The 4 screens engagement● laptop, cell, Tablet● “Youtube reaches more 18-49 year-olds

than cable network in the U.S”● “More than half of YouTube views come

from mobile devices

● Pop-up ads in Apps with most women audience

● Video Pre-rolls on video websites. eg. YouTube, Hulu etc;

● content and channel types: beauty, lifestyle, fashion etc.

● Align with the TV flighting

Tactics & Buying Strategy

Digital (mobile & video)

Print Ads: Magazine

● Increase brand recognition ● Improve and solidify the brand image

Objectives

Rationale

● High involvement ● Long life● Pass along readers● Fine color reproduction and strong visual● Magazine readers take actions

Print Ads: Magazine

● Monthly advertising throughout the whole year

● Select magazines that our target audience reads

● Place the URL on the corner of the ad.

Tactics

Buying Strategy

● Monthly Magazines: Allure(beauty), SHAPE(Fitness magazine), and ALL YOU, and InStyle

(Celebrity, Human Interest, News), Good Housekeeping(Women’s Interest)

● Weekly Magazines: In Touch(Celebrity), OK!(Celebrity), PEOPLE(Celebrity, Human Interest, News),

Star(Celebrity), and Us Weekly (Celebrity)

● Bi-Weekly: New York Magazine (General Interest)

Print Ads: Local Newspaper

● Increase the reach and sales

local newspaper

Strategies

choose the city Wendy lives

Objectives

Rationale

● Highly targeted● Readers often actively look for advertising in newspapers to search for

deals and coupons● Builds reach within one day● Short lead times -- daily or weekly

Print Ads: Local Newspaper

● Advertise in heavy months; January, May, June, July, November, December

Tactics

Buying Strategy

● Use free standing inserts into local newspaper such as Philadelphia Inquirer on Sundays

● Newspaper supplements in a tabloid, Philadelphia Daily News

OOH

Objectives

● Increase awareness ● Reach more target audience

Rationales

● Efficient CPMs ● High Frequency and repeat exposure ● Large impression and impact ● Creative formats ● Broad reach

OOHTactics & Buying

strategy

Bus Displays on King and queen exteriors, tails and headlights

Digital Taxi Tops

OOHTactics & Buying

strategy

Gas Pumps Mall

URL, Social Media Information in the corner of the ads such as #cetaphil, @cetaphil

Radio Objectives

Rationale

● Target customers - Heavy radio listeners ● Cost effective ● Build frequency (especially for National Radio) ● High loyalty to customers’ favorite stations● Complement to other media

● Increase reach and brand awareness (National & Local Radio)● Increase Sales (Local Radio)● Reach clients (Local Radio)

● Tie to local markets ● Promotional and creative opportunities

(align with local events/news)

Radio

● Purchase by formats (full year)● Dayparts

○ AM and PM Drive Time○ Weekends: 10am - 3pm

● 14-20 spots per station per week based on seasonality and holiday offers

● Formats○ National: News, Sports○ Local: News, Classical, Jazz, Country, Sports

Buying Strategy

Local Radio

Buying Strategy

● Give aways / free samples● Event/Concert sponsorships (provide sun

protection products for outdoor activities in summer)

Promotion Strategy

Email

Objectives

Rationale

● Target customers - heavy email users● Target customers - easily be tempted by promotions ● Track Consumer Path Experience - better customize future promotional

emails based on customers’ (purchasing) behaviors● Highly targetable and cost effective

● Increase sales● Create a database - Better manage CRM

Redeem Code: 2345 In-store or Online

Email

● Buy a list from a list broker (credit card company) ● Select a segment by customers’ purchase records

(skin care product)

Buying Strategy

● Offer options to test customers’ preferences (in-store/online; 3 different products; different discounts)

● Customized content/offers● Promote different products based on seasonality● One per week

Promotion Strategy

Sponsorships

Rationale

● Resonate with audience’s emotions and values● Social responsibilities/impact● Create buzz on social media

Objectives

● Increase exposure on media ● Increase awareness of importance of skin protection● Tense connection between Cetaphil and skin health● Enhance brand perception - Gentle Power

Rationale

Make-A-Wish Foundation Cetaphil FundraisingDisneyland Night Tour for Children Who Suffer from Xeroderma Pigmentosum

Goal

Visits

Awareness

Fundraising

Create Buzz

Interaction

Social Impact

● Higher Exposure ● Emotional Connection

Make-A-Wish Foundation Cetaphil Fundraising (Cont.)Disneyland Night Tour for Children Who Suffer from Xeroderma Pigmentosum

● Cannot exposed to UV from sunlight

● Very dangerous disease, which causes

discomfort, pain, cancer, or death,

especially in infancy or early childhood

● Appeal to audience’s emotion

Why Make-A-Wish?Why XP?

1. Establish partnership with Disneyland 2. Establish Customized Make-A-Wish Foundation

Cetaphil Fundraising Page3. Raise Money for Disneyland Night Tour to cover

expenses, such as special lighting technology and other special infrastructure for medical care

4. Hire professional physician volunteers5. Take children to Disneyland to help realize their

Disney dream 6. Film a documentary about the tour and their lives 7. Post the documentary on social media (FaceBook,

Twitter, Youtube) to create a buzz

Make-A-Wish Foundation Cetaphil FundraisingDisneyland Night Tour for Children Who Suffer from Xeroderma Pigmentosum

Tactics & Steps

Sponsorships for Freedom From Free

● Increase awareness of the relationship between skin condition and mental health

● Raise money for FFF’s further study on the subject

● A national non-profit mental illness advocacy organization ● Mission: to impact, in a positive way, the lives of all those

affected by anxiety, depression, and related disorders through advocacy, education, research and community support

● Reveal close relationship between skin condition and mental health/illness, such as self-confidence, self-esteem, anxiety, and depression

ConfidenceSelf-Esteem

Career Relationships

Who is FFF? & Why Sponsor FFF?

Goal

Sponsorships for Freedom From Free

● Publish articles about its partnership with FFF on Cetaphil official website and social media - along with FFF Donate site

● Launch an interactive conversation on Twitter - “#are you confident today?” “# did you know your skin affects your self-esteem ” along with FFF Donate site

● With the proof of donation, pick-up free samples in customers’ nearest site

Tactics