“Making digital campaigns personal, caring and engaging: Measure ...
Transcript of “Making digital campaigns personal, caring and engaging: Measure ...
“Making digital campaigns personal, caring and engaging: Measure and entice the target group το keep it coming back !”
Elias Katsoulakos, Mktg Mgr Personal Care, Unilever Adda Kirkilli, General Mgr, Reprise Media
IT’S ALL ABOUT beauty
… and their hair
Source: GMI, MAT Dec 2012
VOLUME
Unilever strengthens its position as No1 in Volume
24.0%
27.7%
9,0%
4,8%
3,1% 2,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%-0.4%
+1.0%
0.0%
0.0%
-0.1%
-0.1%
GLOBAL MARKET SHARES HAIR CARE
DEMANDING CONSUMERS ARE LOOKING FOR NEW PRODUCTS
Source: Datamonitor , Global data
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
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9.000
10.000
Hair care Colourants Hand&bodycare
Facial care OTC Healthcare Oral hygiene Male toiletries Fragrances
2007
2008
2009
2010
Hair is the category with the biggest number of innovations
# o
f n
ew p
rod
uct
(SK
Us)
*Source: Google
CONSUMERS CONTINUOUSLY SEARCH FOR INFORMATION ABOUT HAIR CARE
2 premium launches
Keratinology by Sunsilk
Toni & Guy
Sunsilk Keratinology Case Campaign Objectives
INTRODUCE “KERATIN”, create word of mouth and
ANTICIPATION
LAUNCH “Keratinology by Sunsilk” Educate consumers,
demonstrate expertise and ENCOURAGE TRIAL.
Have “quality fans” ENGAGING with the brand
TV, ONLINE, PRINT, SAMPLING,
ENDORSEMENT (EXPERT)
Digital objectives:
• Reach 75% of Target audience* during launch
• 35% Increase of Fan Base
• Encourage Trial
* Internet Female Users 18-34
Research Phase: Consumer Data Insights SEARCH Keywords
Keratinology, Αναδόμηση, Θρέψη, χτένισμα, κερατίνη, υγρή κερατίνη, Μαλλιά, ίσια Περιποίηση μαλλιών Hairstyle & tips, curly
Consumer Insights: Try & Share the experience
Celebrities Beauty Editors Fashion Bloggers
Every Day Women
Consumer Insights:
Inspirational +
+ Functional
Data, Insights & Experiences Our Campaign’s Output Display
13
Mechanical Flower
«τα νέα χτενίσματα της σεζόν»
Tips χρήσης & Inspiration
Digital & Cross-media Content
156 PRODUCT TRIALS towards TESTIMONIALS
Reach 85% of Target audience
50% uplift in Facebook Fans
In first 16 days 750Κ FB Unique Users
20% Post campaign PTA
CASUAL CLASSIC
GLAMOUR CREATIVE
1,2 M FB Unique Users
in 17 days number
Gamified Contest
Audience Data
Remarketing
HOW ARE WE TRACKING EARNED MEDIA?
A PROPIETARY TOOL THAT COLLECTS
ALL EARNED MEDIA INTERACTIONS
AND TURNS THEM INTO VALUES BY
USING YOUR BRAND’S CURRENT
PAID MEDIA COSTS AS A
COMPARATIVE
INTRODUCING: THE AGGREGATOR
WHAT ARE THE OUTCOMES?
EARNED MEDIA TRACKING & SAVINGS
THE BENEFITS OF INVESTING IN FANPAGES
What those Earned activities were worth in money
A summary of all Earned activities in a given month
BRAND
SPREAD THE NEWS & ENJOY! #ToniandGuyGreece