cetaphil ppt
TRANSCRIPT
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
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
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
● 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
