Module 3Squarelle Tonacity

Digital Multi-Channel PlanMike Butler

• Squarelle Tonacity is a revolutionary hair dye concept and applicator that combines the convenience of a home dye kit with the professional, multi-tonal look previously only achievable at salons

• Traditionally only advertising on TV and print - our aim is to successfully launch the brand in a multi-screen, digital world through a truly integrated communication strategy

• This will be achieved by driving brand awareness, trust and confidence in the product and providing the building blocks for online communities and consumer advocacy

• In turn driving footfall in-store, purchases online and generating new trialists

Launching Tonacity:

Campaign Objectives Include:• Driving 3 million incremental UVs to the Tonacity website (by week 9)• Achieve 50% spontaneous brand recall and 70% prompted by the end of proposed TV activity (focus groups in

May)• Build a positive online presence and review community for Tonacity

• Drive at least 15k incremental social mentions (by EOC)• Uplift in sentiment by 20% (by EOC)

• Deliver 20k new trialists by the end of August @ CPT £7.50• Increase footfall in stores to drive 20,000 new sales in department store by the end Q3 2013

• Our biggest task will be creating change in consumer behaviours and really challenging their current view on home hair dye products

• The need to build consumer confidence and trust before being willing to experience Tonacity for themselves• Effectively conveying the ethos of Tonacity online (without physical interaction/ examples)• Differentiating Tonacity from existing home hair colouring products

Challenges to our success:

Target Audience Persona: Susanna Crawford “I have been dying my hair for years, so far I am yet to find a home hair dye kit that can reproduce a salon quality finish”

Age: 36Education: BScOccupation: PR Director

Susanna has always cared about her appearance. After experimenting with various colours throughout her twenties she has now settled for a professional multi-tonal look and needs to go to a salon at least once every six weeks to maintain this.

Having lived in the city of London for many years she recently moved out to the suburbs with her husband when their second child was born. She commutes via the overground & the tube every day and works as a director for a busy PR agency in the heart of Soho.

Being a busy mum of two, working full -time, having an active social life and commuting really means Susanna’s time is more precious than ever. She enjoys going to the salon but does think of it as a guilty pleasure because of the overall cost and finds it very frustrating she has to book so far in advance to get an appointment at her local salon, especially over the busy weekend periods when she would much rather be running in the park or spending quality time with her children.

Having dyed her hair for many years she does consider herself somewhat of a hair dye guru. Despite testing out a range of products her friends and colleagues have suggested she has yet to find a home hair dye kit that can consistently produce the same multi-tonal look and quality she gets from a salon visit. She is willing try out new products if she feels they are from a brand she can trust and would make sure she did her research thoroughly before tampering with her look.

ReferrerHer female colleagues at work

Key WordsMulti tonal, salon feel hair dye, quality highlights, best hair dye

Entry PointsVideo on demand pre-roll on ‘Downton Abbey’

QuestionsIs Tonacity salon quality?How do I apply it properly?How often will I need to home dye?

InfluencersStrength of BrandEnd resultsProduct peer review/ trustabilityEducation on how to applyStrong brand ambassador

Websites she visitsTimeOut, Stylist, LookFantastic, FeelUnique, John Lewis (home ware), Selfridges

Frustrations and pain points-Difficulty in booking salon appointment & cost -Unable to achieve salon quality look from home dye kits in the past

GoalsSave time and money by home dyingAchieve the same salon quality, multi-tonal look

Touch Points: A day in the life of Susanna

Susanna wakes up at 06:30am and gets ready for the day ahead, checking her emails over her morning

porridge.

She starts her commute on the overground and watches the latest episode of Downton Abbey on

She then gets on the underground, glancing at the (digital e on her way out of the station.

She get into work @ 8.30 and puts on (Absoult (the office favourite) and doesn’t stop until lunch.

She then goes to the gym for a 30 minute session during her lunch break, a spinning class at

before picking up her usual salad from (Vital) before going back to the office.

After a busy afternoon of meetings, she gets through the last of her day listening to her favourites

channel on Y outube) and spends a few minutes planning her weekend activities by looking at

Leaving work later she picks up a copy of for the journey home. She collects her two children

from the child minder and gets home to make dinner. She then has an hour or so down-time so pours herself a

glass of Sauvignon Blanc and watches NCIS on sky any while browsing the latest fashion & beauty products

on her before going up to bed.

Drive large scale brand awareness through extensive TV & print campaigns. Online supporting activity with home page take overs on portals, rich media ads and pre-rolls on both YouTube and VOD services. Synergistic affects of touch points across multiple channels. Consistent use of celebrity endorsement.

Awareness

Research

InterestIntent

Looking to buy

Advocacy/Recommend

sSearch activity positioned to tap into initial interest driven through mass media. Rich Media and mini-site sitting within YouTube to really get the message across that Tonacity is unlike any other hair dye and engage users. Start to build confidence in customers. Reviews and discussion from brand advocates encountered. Driving users to more technical pages on the Tonacity site, how to use the product.

Consumers are looking for the product and where to buy. PPC activity to target these keywords, location extensions highlighting the nearest stores stocking Tonacity. Email marketing and retargeting to ensure we maximise our conversion rate here for repeat purchases.

ZMOT. Further investigation of product. Maintaining online presence, messaging focused on encouraging user to increase involvement. Become a registered user on site or signing up for a trial and stockists.

The Consumer Journey – Our Approach

Messaging including a strong call to action through both display and PPC to increase likelihood of conversion in store or online.

Actively promote online community and conversation. Engage with brand champions and advertorial. Utilise Review extensions in PPC activity for impartial 3rd parties.

Tactics – Integrated Display Activity

Branding (Direct Site buys on premium sites)

• Integrated broadcast strategy to increase campaign touch points

• Volume achieved through buying on exchanges @ >£1.20 CPM

• Premium sites to build trust and brand recognition

• Impactful placements/Home page take overs employed during TV launch

• Rich Media formats drive long dwell times and engagement

• Driving to mini site with exclusive video content with Tess Daily e.g. ‘The Making of Tonacity Ad’ / Tess

Daily actually using the product

Direct Response (RTB & GDN)

• Utilise banners with a strong call to action

• Sign up for trial, drive to online store

• Increase level of targeting but bought through exchanges for cost efficiency

• Appearing on contextually relevant sites

• Behavioural targeting – targeting the most engaged user through cookie data

• Semantic targeting on long-tail sites

• Sequential Retargeting used to maximise conversion rates on site

Tactics – Display formats Creating multiple sets of creative and optimising towards the best performing will be key to driving results. As well as using the IAB standard formats particular messaging/ formats will be used achieve specific goals.

1. Home Page Take Overs employed to run in conjunction with the TV launch weekend to drive home the Tonacity message to our audience en mass. Will contribute to brand recall and legitimacy.

2. More innovative formats such as the Filmstrip will also be used during the TV campaign with the focused on driving engaged users. Essentially 5 rich media ads in one – each interactive banner will have messaging designed to engage with any user, no matter their current position within the consumer journey.

3. Continuity across platforms will be achieved through responsive site design. A combination of landing pages will be used as well as driving users to a number of micro sites with different copy & images for those researching, shown intent or already looking to buy – maximising engagement. Also run during TV launch to increase likelihood of dual screening

4. Incorporating creative with a strong call to action to ensure we convert initial awareness and interest into trials & drive users to the Tonacity website or in store.

Overarching PPC Strategy • Bidding on relevant keywords at all stages of the customer journey• Casting the net wide and refining over the 3 month campaign period• Keywords down to a very granular level to ensure refined optimisations• Initial aggressive bidding strategy to take advantage of ‘honeymoon period’ and improve long term prospects of account• Ensuring a good landing page experience and relevant ad copy to push quality scores up• Specific misspell ad groups as well as multiple word orders on keywords within Phrase and Exact match ad groups• Running Search Query reports to mine for new keywords

Branding• Following up on interest driven through the TV campaign• Developing trust and engagement through increase number of touch points• Cost effective brand keywords driving through to homepage• Also drive through to mini site & YouTube channel with shortened copy and exclusive content

Research• Site Extensions to the more technical pages on the website• Link to YouTube Channel showing Brand advocates and the results they have achieved• Tutorials on how to user the applicator and best practices• Utilise review extensions from any 3rd parties (AdWords Beta starting soon)• Once Brand recognition built up make use of PLAs (Product Listing Ads)

Competitors• Targeting well know and independent salons – looking to take market share• Effective way to increase share of voice and position Tonacity within the market• Need to highlight Tonacity’s strengths: salon quality but better value and in your own home• Not targeting cheaper home dye competitors – not in the same price category and inefficient use of budget due to high average CPCs

Direct Response Messaging• Copy to include a strong call to action• A/B testing a number of unique landing pages • Driving users to the Tonacity site/shop depending on keyword searched• This include campaigns with location extensions & mobile bid multipliers

Tactics – Integrated PPC Activity

TonacityTop Level Account

Brand

Campaign

TonacitySquarelle

Adgroups

TonacitySquarelle

Broad/ Phrase/ Match

Keywords

Competitors

Campaign

SalonsPremium Home Dye

Salons Regional

Adgroups

Tony & GuyVidal SasoonHeadmasters

Aveda

Independents

Colour WowBroad/Phrase/Match

Keywords

Hair ColouringGeneric

Campaign

Hair ColoursTones

Quality Hair ColourColouring Advice

Adgroups

Blonde Hair ColourMulti tonal colour

Quality red hair colour

Keywords

Hair DyeGeneric

Campaign

Hair Dye ColoursDye Tones

Quality Hair DyeDying Advice

Adgroups

Blonde Hair DyeMulti tone dye

Quality hair dye

keywords

Research Phase

Campaign

Best Hair ColourBest Hair Dye

Recommended DyeTonacity Reviews

Adgroups

Best Hair Dye?Top recommended

dyesRecommended

blonde

Keywords

Top Performing keywords

Campaign

Tonacity LondonBuy Tonacity

Tonacity VideoSquarelle Review

Adgroups

Tonacity in LondonTess Daily Tonacity

Tonacity video reviewTonacity Trial

Keywords

Buying Stage

Campaign

Buy TonacityTonacity in storeStore Location

Pre-order Tonacity

Adgroups

Tonacity (mobile bid multiplier)

Where to buy Tonacity

Keywords

Example PPC Account Structure

YouTube & VOD• Additional touch points through pre-roll have a synergistic with TV during launch phase

increasing brand recall • Tutorial videos to build consumer confidence in dying at home • Consistent messaging using a cut-down TV spots with celebrity endorsement • Target audience need to trust brand before home trial – video content from brand

advocates will show results that can be achieved• Target audience regularly uses YouTube to listen to music• Maintenance budget and curation included in campaign budget

Advocacy and Review• Challenging consumers existing view of home hair dye through consumer reviews• Creating an active online community to develop online ‘trust signals’ during their

research phase • Responsive to consumer queries & concerns of consumer through social media

- However a long term approach required with social media, campaign budget focused on channels used regularly by our target audience

• Developing discussions and believability of Tonacity to negate an scepticism of revolutionary product

• Online advertorial in forums and niche blogs to improve SEO & long tail coverage

Other Online Channels & earned media

• Budget weighted towards launch weekend to maximise share of voice

• Consistent PPC spend throughout the campaign to connect with users who have a high propensity to convert

• Additional budget allocated for mobile CPC bids & location extensions to drive footfall to stores stocking Tonacity

• Significant budget set aside for impactful take-overs during the first 3 weeks of campaign shown as ‘brand display’

• Standard display running in conjunction with TV activity, both branding and direct response focused creative

• Pre-Roll on catch up platforms in drive brand message home on multiple platform at the same time

• Long tail approach through YouTube channel and email remarketing to ensure customer retention and foster online advocacy

and reviews

Proposed Media Schedule:

Channel Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12

TV £250,000 £150,000 £125,000 £125,000 £100,000 £100,000 £50,000 £50,000 £50,000

Posters £40,000 £40,000 £30,000 £30,000 £30,000 £30,000

Print Ads, Editorial & PR £65,000 £55,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000 £40,000

PPC £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000

Mobile PPC £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500 £1,500

Brand Display £20,000 £15,000 £15,000

Display £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000

Video On Demand £20,000 £20,000 £10,000

YouTube Channel £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000 £1,000

Review Promotion, Building online community, Email Remarketing, CRM

£5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000

June

Digital

April May

• Heavily weighted activity during the first 3 weeks will really launch Tonacity as a trusted brand• We will create product knowledge and give consumers the confidence and the ability to achieve a

salon quality look; at home and at a reasonable price – Tonacitiy’s core message

• Optimisation of online activity will be key to drive the best results possible• Weekly reporting on all online activity will focus on the following metrics:

• Branding: Traffic driven to the Tonacity website, CTRs, dwell times• DR: Cost per trialist, CTR, Cost per sale• Search: Avg CPC, Cost per trialist, CPA, Quality score, CTRs• YouTube: completed views, CTRs, new users driven to landing pages/HP, mini site interaction• Advocay: Positive online reviews, social mentions, sentiment

• A truly integrated communications strategy across channels and platforms will drive the best results while launching Tonacity

• In the long term this should see a shift in consumer behaviour encouraged by creating positive brand sentiment and brand advocacy

• A successful campaign will establishing Tonacity as the leading premium brand for home hair dying in the UK

Results and Outcomes

Appendices

Susanna (36) Jess (23)

“Booking my highlights appointments for the weekend can be really difficult. Added to this trying to balance work, social life and the kids means I rarely find the time. I would love to find a product that gave me a salon quality tones but with the convenience of a home hair dye kit”

- Gets a full head of highlights at her local salon up to once a month

- Director at a PR agency, works 40+ hours a week

- Busy social life, Enjoys fine wine and dining out- Two children who are looked after by a child

minder- Lives in the suburbs, long commute- Always tries to squeeze the most out her days as

her time is precious- Willing to pay over the odds for good quality- Loyal to her favourite brands- Reads the Guardian every morning and active

online

“Although I like to experiment with my hair colour tones it has to look professional. I would love to be able to afford to go to the salon regularly but it may be a couple of years yet! If only there was a home dye kit that was offered me the same look as an expensive salon!”

- Likes to be adventurous with her hair colour

- Interns at a well know fashion brand

- Single, with an active social life- Her appearance is important to her- Not in the financial position to go to a salon every

month- Online savvy, with footloose purchasing patterns- Enjoy shopping, Selfridges once a month- Active in the social media space- Owns a table, mobile and watches some TV

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Competitorshttp://charlesworthington.com/http://toniandguy.com/http://www.loreal-paris.co.uk/http://www.garnier.co.uk/_en/_gb/home.aspxhttp://www.timeout.com/london/shopping/londons-best-hairdressers

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