gucci guilty advertising & marketing campaign

DIGITAL ART - Pofessional Powerpoint Template 2014 ®

DIGITAL ART - Pofessional Powerpoint Template 2014 ® 2

Research

# Analysis of current strategy


What's being said?

Attitudes towards Gucci Guilty


What do Males and Females associate with Gucci?

4

Consumer Perception #1

9% - 35% 26% - 54%

Females associate Gucci for

being a cool brand – (Wave

Metrics)

Females associate Gucci for

being elegant and beautiful-

(WaveMetrics)

MalesassociateGucci forbeing

acoolbrand–(WaveMetrics)

Males associate Gucci with

elegance and beauty – (Wave

Metrics)

35%

9% 26%

54%


Gucci Guilty. Who responds?

5

Consumer Perception #2

• A recent study by Wave Metrics shows 61% of all

Male discussion on Gucci Facebook pages are

related to Gucci Guilty.

• The same study reveals Females on discuss Gucci

Guilty on Gucci’s Facebook page 15% of the time

SOCIAL MEDIA RESPONSES

61%

15%

15% FEMALE GUCCI GUILTY DISCUSSION

61% MALE GUCCI GUILTY DISCUSSION


Why are the Male demographic responding so well? – Print

Advertisement

Remember what was touched upon at the beginning of the

presentation. The target male consumer associates Gucci as a

‘cool’ brand. This is executed well through current print

advertisement

Male Demographic Association

CHANGE WITH YOUR IMAGE

SHE WANTS HIM

DOSENT

ACKNOWLEDGE

HERE

HES COOL!!


Lets have a look!

7

Why are the male demographic reacting so well –TV Adverts

✓He’s attracting female attention

✓She’s a hot hot girl.

✓The female chases down the male actor in both adverts.

✓Little to no effort to attract the opposite sex.

✓Unconventional setting similar to a superhero movie.

SUCCESSFUL EXECUTION


Why are the Female demographic responding so poorly? – Print

Advertisement

Remember what was touched upon at the beginning of the

presentation. The target female consumer associates Gucci as an

elegant and beautiful brand. Is there any evidence of elegancy

within these adverts? She is committing adultery!

Female Demographic Association


NO REMORSE NO ELEGANCE

DO FEMALES

THINK SHES

BEAUTIFUL?


Lets have a look!

9

Why are the female demographic reacting so poorly –TV Adverts

✓She’s easy?

✓She chases him in both adverts (she’s more attracted?)

✓Elegance ?

✓Unromantic setting

✓Committing adultery

UNSUCCESSFUL EXECUTION


Stakeholders #Who needs to know what?


Our Key Stakeholders and Consumers

11

GENERATION Y

BRAND AWARENESS

ABOUT US

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam

erat volutpat. Ut wisi enim ad minim veniam. Lorem ipsum dolor

sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam.

• 43% have liked more than 20 brands on

Facebook.

• 65% report researching the next model

for their current product, immediately

after making a purchase (Mr Y)

• 71% report having liked a brand on

Facebook just to receive an offer

• 58% use Twitter “all the time” (Mr Y)

• 40% visit Facebook more than 10 times

per day

• 76% spend over an hour on Facebook

every day (Mr Y)

Thenextweb.com (2012)

WHAT APPEALS TO GENERATION Y?

• 60% - The Brand fits who I am, what I

like & how I do things

• 23% - Advertised/Endorsed by someone

I like

BRAND PERSONALITY?

EMOTIONAL NEEDS?

• 58% - Brand makes life better/easier

ADVERTISE! DONT INTERUPT

• 52% - Clear that brand understands who

its advertising to (meet their wants)

• 48% - Advert is fun/entertaining

• 46% - Adverts that create mental

experiences beyond advertising


Who are they, what do we want them to know?

12

MALE CONSUMER STAKEHOLDER

MatthewDigital Marketing Specialist

INTEREST POWER MATRIX

Who is Matthew? Generation: Y

Age: 24

Matthew is a single male living in an

apartment in Deansgate, Manchester.

He regularly visits clubs and bars on the

weekend . Matthew aspires to be the

male actor in the advertisement and

picture himself wearing Gucci ‘Guilty’ re-

enacting the advert. He understands his

chances of attracting a girl like the actor

in the advert are slim, but if Gucci ‘Guilty’

can help then why not dare to dream?



13

FEMALE CONSUMER STAKEHOLDER

GiuilaFashion Designer


Who is Giulia? Generation: Y

Age: 28

Giulia is in a relationship (not married)

with no children. She likes to meet with

friends twice a month for cocktails in

town. Giulia does not like the adultery

element to the adverts as they it’s not

something she would ever consider

doing when in a relationship. Giulia is

aware of the product but does not

associate it with what she perceives as

the brands image



14

RETAILERS ENGINEERS

SELFRIDGES DEBENHAMS

AMAZON HARRODS



MARKET ANALYSIS

# Competitors and the external market


What are we up against?

16

GLOBAL MARKET SHARE

MARKET LEADERS

Joh. A. Benckiser GmbH – 11.7% (MarketLine 2014)01

L'Oreal S.A. – 8.6% (MarketLine 2014)02

LVMH Moet Hennessy Louis Vuitton SA – 7.1%

(MarketLine 2014)03

Procter & Gamble Company – 6.3% (MarketLine 2014)04


What are our competitors best selling products

17

COMPETITOR BEST SELLERS

L'Oreal S.A.

Procter & Gamble

Company

LVMH Moet

Hennessy Louis

Vuitton SA

Joh. A. Benckiser

GmbH


Market position

18

PERCEPTUAL MAP - POUR DE HOMME

High Advertisement Focus on Female Attraction

Low Advertisement Focus on Female Attraction

Hig

h S

exu

al A

ctiv

ityLo

w S

exu

al A

ctivity


Market position

19

PERCEPTUAL MAP - POUR DE HOMME

High Advertisement Focus on Female Attraction

Low Advertisement Focus on Female Attraction

Hig

h S

exu

al A

ctiv

ityLo

w S

exu

al A

ctivity


Points of interest from international markets

20

BCG MATRIX & PRODUCT LIFE CYCLE

PRODUCT LIFECYCLE | SELECTED MARKETS BCG MATRIX | SELECTED MARKETS


OBJECTIVES

# What are we aiming to achieve?


CAMPAIGN OBJECTIVES

1

2

During length of advertising campaign, alter female perception of the product range by 50% removing

the focus of ‘Guilt’ and ‘adultery’ within our marketing communications.

3

During length of advertising campaign attract 20,000 consumers to download the Gucci Guilty

application on mobile devices with focus on Gucci Guilty holiday competition

During length of advertising campaign, increase search engine traffic towards Gucci Guilty by 20% on

retailer websites who stock our product

5

During the length of advertising campaign, increase social media discussion regarding Gucci Guilty by

35% through the use of Gucci Guilty Holiday competition

4

During length of advertising campaign, increase trial and usage of Gucci Guilty in high street retailers

by 15% using long term drip advertising tactics to keep the product fresh in consumer mind

6During length of advertising campaign improve female satisfaction of core product by 30% focusing on

opposite sex attraction in a more laid reserved manner


OBJECTIVES - SOCIAL MEDIA

SOCIAL MEDIA

FACEBOOK

TWITTER

RETWEETING FAVIROTES

SHARE COMMENTS

SUCCESS


THE CREATIVE

# Presenting Our Mock Ups


What do we have?

25

MOCK-UPS BILLBOARDS

WIDTH 6096 (mm) , HEIGHT 3048 (mm), WIDTH 240, (INCH) HEIGHT 120

(INCH)48s

WIDTH 8128 (mm) , HEIGHT 3048 (mm), WIDTH 320, (INCH) HEIGHT 120

(INCH)64s

WIDTH 12192 (mm) , HEIGHT 3048 (mm), WIDTH 480, (INCH) HEIGHT

120 (INCH)96s


What do we have?

26

MOCK-UPS MOBILE APP

CHANGE WITH

YOUR IMAGE

CHANGE WITH

YOUR IMAGE

CHANGE WITH

YOUR IMAGE

CHANGE WITH

YOUR IMAGE

✓WIN A CHANCE TO LIVE THE GUCCI GUILTY DREAM

✓SCAN QR CODE ON MAGAZINE OR BILLBAORD ADVERTS

✓FLY OFF TO LOCATIONS WHERE ADVERT WAS FILMED

✓ALL EXPENSES PAID FOR YOU AND 3 FREINDS

✓MORE SCANS MORE CHANCES OF WINNING

✓ALL QR CODES INDIVIDUAL


What do we have?

27

MOCK-UPS TABLET APP

✓SEE WHERE ADVERTS WERE SHOT VIA MAPS

✓QR SCANNER

✓VIRIGIN HOLIDAYS HAVE PARTNERED WITH THE APP SO

YOU CAN BOOK HOLIDAYS TO THE CITIES WHERE THE

VIDEOS WERE SHOT

✓TV ADVERT AVAILABLE TO WATCH

CHANGE WITH YOUR

IMAGE

CHANGE WITH YOUR

IMAGE

CHANGE WITH YOUR

IMAGE


What do we have?

28

MOCK-UPS PULIC TRANSPORT BILLBOARDS

SCAN QR CODE FOR COMPETITION1

CALL TO ACTION #GUILTYHOLIDAY2

PROUCT PLACEMENT3


What do we have?

29

SEMANTIC ADVERTISING MOCK-UPS DIGITAL ADVERT #1

01BANNER 468 x 60 /

SUPERBANNER 728

x 90

02MPU 300 x 250



What do we have?

30

SEMANTIC ADVERTISING MOCK-UPS DIGITAL ADVERT #2

03TOWER 120 x 600

04VIDEO PRE ROLL

CHANGE WITH YOUR

IMAGE

CHANGE WITH YOUR

IMAGE


What do we have?

MOCK-UPS MAGAZINE

01Page 265 x 200


What do we have?

MOCK-UPS TV/YOUTUBE


MEDIA PLAN

# What's the schedule?


Reasoning and who?

34

Magazine Advertising & Cost

• GQ – ABC1 20-44 Males (BRADNET, 2015)

• Vogue – ABC1 20-44 Females (BRADNET, 2015)

• Men’s Health – ABC1 25-44 Males (BRADNET, 2015)

• Cosmopolitan - Young, upmarket females and independent readership. Median age 28 (BRADNET, 2015)

• Esquire - Upmarket men - predominantly 25-45 (BRADNET, 2015)

• Glamour -ABC1C2 women aged 18-34 (BRADNET, 2015)

Target Audience

Magazine Circulation

• GQ – 938,359 (Wikipedia)

• Vogue - 1,259,826 (Wikipedia)

• Men’s Health - 1,918,387 (Wikipedia)

• Cosmopolitan - 3,032,211 (Wikipedia)

• Esquire - 721,399 (Wikipedia)

• Glamour - 2,300,854 (Wikipedia)

Magazine Prices

• GQ – £14,700 (BRADNET, 2015), $22,111.65 (XE, 2015), €20,604.47 (XE, 2015) $28,453.23 (XE, 2015)

• Vogue - £27,200 (BRADNET, 2015) $40,920.33 (XE, 2015), €38,121.77 (XE, 2015) $52,635.70 (XE, 2015)

• Men’s Health – £10,572 (BRADNET, 2015) $15,905.69 (XE, 2015), €14,816.89 (XE, 2015) $20,459.90 (XE, 2015)

• Cosmopolitan –£13,031 (BRADNET, 2015) $19,603.61 (XE, 2015), €18,261.96 (XE, 2015) $25,223.56 (XE, 2015)

• Esquire - £12,607 (BRADNET, 2015) $18,965.74 (XE, 2015), €17,667.09 (XE, 2015), $24,407.94 (XE, 2015)

• Glamour - £25,414.00 (BRADNET, 2015) $38,234.47 (XE, 2015), €35,624.99 (XE, 2015) $49,213.90

6 Month - £621,114


Reasoning and who?

35

Website Advertising

• GQ Digital – Average age 30, 97% male, 85% ABC1, (BRADNET, 2015)

• Vogue – Age range 18-44, average age 28. 93% female, 67% work full time. 83% ABC1 (BRADNET, 2015)

• Men’s Health – Professional AB men. Aged 25-44 (BRADNET, 2015)

• Cosmopolitan - Intelligent and independent women. 22-30 years old. ABC1 (BRADNET, 2015)

• Esquire - Up-market men, 81% ABC1, average age 36. (BRADNET, 2015)

• Glamour - Age range 18-34, average age 23. 85% single, 83% ABC1 (BRADNET, 2015)

Target Audience

Digital Prices (Per Day)

• GQ – MPU £45, Leader board £30, Skyscraper £95

• Vogue - MPU £19, Leader board £32, Skyscraper £53

• Men’s Health – MPU £45, Leader board £30, Skyscraper £95

• Cosmopolitan –MPU £30, Leader board £22

• Esquire - MPU £50, Leader board £40,

• Glamour - MPU £45, Leader board £30, Skyscraper £95

6 Month - £132,132


Drip Advertising

36

TV Advertising

televisioncampaign.co.uk (2015)


Early Peak Time

37

TV Advertising

• ITV2– Weekly Reach 32.8%

• Sky Atlantic – Weekly Reach 6.84%

• Sky Sport 1 – Weekly Reach 10.84%

• Sky Sport News – Weekly Reach 9.57%

• MTV – Weekly Reach 4.79%

TV Weekly Reach

• ITV2 – £9,500 Early Peak

• Sky Atlantic – £6,000 Early Peak

• Sky Sport 1 – £6250

• Sky Sports News – £5500

• MTV - £2000

6 Month - £5,323,500

GRP (Per Week 7 Ads)

• ITV2 – 229.59%

• Sky Atlantic – 47.87%

• Sky Sport 1 – 75.88%

• Sky Sports News – 66.99%

• MTV - 33.53%

Cost (Per Advert/Early Peak)


EVALUATION & CONTROL

# What are we aiming to achieve?


How are we going to evaluate the campaign

3

9

EVALUATION/CONTROL

Establish checkpoints to

determine whether our

timelines or implementation

plans should be modified

OBJECTIVES REACHED?

Step-1: Determine where we are

now

Step-2: Identify the problems that

need to be addressed

Step-3: Determine the requirements

to solve each problem

Step-4: Determine the possible

barriers to your proposed solutions

Step-5: Take action

CONSTANT EVALUATION

Conduct market research every month

to evaluate whether consumer

mentalities are changing

CONDUCT MARKET RESEARCH

gucci guilty advertising & marketing campaign

Marketing

female gucci guilty

gucci facebook pages

male discussion

female chases

female attentionshes

beautiful brand

male actor

shes beautiful