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Honestly Natural Truly Beautiful Tour Recap,[object Object],Presented By:,[object Object]
Table of Contents,[object Object],Promotional Overview,[object Object],Tour Objectives,[object Object],Partnerships,[object Object],Production Elements,[object Object],Microsite & Online Promotional Support,[object Object],Consumer Engagement,[object Object],Tour Location Summaries & Results,[object Object],Estimated Impressions,[object Object], Key Learnings & Recommendations ,[object Object],Next Steps,[object Object],2,[object Object]
I. Promotional Overview,[object Object]
PromotionalOverview,[object Object],To build brand awareness, incite drive‐to‐retail and position the Weleda product line as the most trusted among natural skin care products, TH collaborated with Safari Sundays to create the Honestly Natural Truly Beautiful mobile tour.,[object Object],The tour kicked off in New York City on September 23rd and visited five (5) other markets during the 2-month campaign: Toronto, Chicago, Vancouver, San Francisco and Los Angeles.  Each city stop targeted high traffic locations, key retail partners (e.g. Whole Foods) and other iconic city venues throughout the country.,[object Object],Consumers had the opportunity to interact with Weleda products via Brand Ambassador education (iPad Quiz), personal esthetician treatments and consultation (Massage Stations), product sampling as well as collateral/coupon distribution.  The experiential tour and all elements traveled from market to market in a biodiesel glass truck, which provided valuable “over the road” impressions as well as the opportunity for all passersby to view consumer treatments taking place inside the truck during each event day.,[object Object],4,[object Object]
II. Tour Objectives,[object Object]
Tour Objectives,[object Object],The objectives for the campaign included:,[object Object],[object Object]
Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and Sustainability (LOHAS)
Reach potential new customers through experiential and educational marketing
“Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.
Deliver and bring to life the promise and values to which Weleda is based
Establish a platform for significant PR value, word‐of‐mouth generation and social‐media activation6,[object Object]
III. Partnerships,[object Object]
The Campaign for Safe Cosmetics,[object Object],Prior to the start of the tour, Weleda became a proud signer of the Campaign for Safe Cosmetics.,[object Object],Weleda joined the Campaign in their efforts to ensure the products you buy are safe for you and your family.  On average, consumers can use between 10 and 20 personal-care products every day. Each of those products can contain dozen of chemicals, some of which are possibly linked to cancer and other serious health impacts. ,[object Object],The Campaign for Safe Cosmetics is calling on the cosmetics industry to stop using potentially harmful chemicals in everyday products. They are working with hundreds of responsible companies (like Weleda) that have agreed to create safer products. They also advocate for smarter laws to protect your health, like the Safe Cosmetics Act of 2010. But there's more work to be done to make sure cosmetics are safe for everyone. ,[object Object],8,[object Object]
Soleil Moon Frye,[object Object],Weleda partnered with Soleil Moon Frye to advocate brand messaging and cultivate new consumers to educate them on Weleda’s all natural products.  Soleil attended the kickoff event in New York and made an appearance at the tours final stop in Los Angeles, where she conducted interviews with a variety of media:,[object Object],C & G:  What does natural personally mean to you?“To me natural means that “what goes on you, goes in you.”  I am a busy mom, and I feel the most beautiful when I am natural and just being myself. Even when I have my messy mom moments, I still feel beautiful because I know that I am being authentic to myself. I know this is cliché, but natural beauty comes from within. It is about being comfortable with yourself on good days and bad days.”,[object Object],9,[object Object]
Green Mountain Energy – Carbon Offset,[object Object],Green Mountain is the nation’s leading competitive retail provider of cleaner energy and carbon offset solutions. Since its inception, Green Mountain customers have collectively helped avoid over 11.3 billion pounds of CO2 emissions and helped spur the development of over 40 renewable energy facilities across the nation.,[object Object],As a way to offset Weleda’s carbon footprint of the tour, carbon offset “credits” were purchased through Green Mountain Energy.  While using a biodiesel truck as the tour vehicle greatly limited the amount of pollutants released into the air, the partnership benefitted Weleda from a PR and messaging standpoint and ensured that the tour was as environment friendly as possible.,[object Object],In addition to all vehicle driving miles, the credits also covered all air travel for both Weleda and TH employees (all markets).,[object Object],10,[object Object]
IV. Production Elements ,[object Object]
Weleda’s Biodiesel Glass Truck,[object Object],Front, Back and Side View – Biodiesel Glass Truck ,[object Object],12,[object Object]
Weleda’s Biodiesel Glass Truck,[object Object],13,[object Object]
Exterior Set-Up,[object Object],14,[object Object]
Exterior Set-Up (cont’d),[object Object],15,[object Object]
Interior Set-Up ,[object Object],16,[object Object]
Interior Set-Up (cont’d),[object Object],17,[object Object]
Interior Set-Up – All Natural Supplies,[object Object],18,[object Object]
Interior Set-Up – Facial Station,[object Object],19,[object Object]
Interior Set-Up – Hand Massage Station,[object Object],20,[object Object]
Interior Set-Up – Neck Massage Station,[object Object],21,[object Object]
V. Microsite & Online Promotional Support,[object Object]
HonestlyNatural.Weleda.com,[object Object],The hub of the Honestly Natural Truly Beautiful campaign  was the dedicated tour microsite.,[object Object],The site served as a key resource for consumers to interact with the brand online, follow the tour, watch and share videos from each market,  enter sweepstakes promotions and engage in other social media applications.,[object Object],To compliment the on-site experience, consumers had the opportunity to record their own video testimonials, which were then uploaded to the microsite for Facebook and Twitter sharing.,[object Object],Dedicated Microsite Home Page: www.honestlynatural.weleda.com,[object Object],23,[object Object]
HonestlyNatural.Weleda.com,[object Object],Weleda Homepage – Banner & Button,[object Object],24,[object Object]
HonestlyNatural.Weleda.com,[object Object],Tour Schedule & Locations Page,[object Object],25,[object Object]
HonestlyNatural.Weleda.com,[object Object],Video Gallery – Facebook Share & Tweet Option,[object Object],26,[object Object]
HonestlyNatural.Weleda.com,[object Object],Weleda Grand & Local Prizes,[object Object],27,[object Object]
HonestlyNatural.Weleda.com,[object Object],Campaign for Safe Cosmetics Page,[object Object],28,[object Object]
HonestlyNatural.Weleda.com,[object Object],Facebook Fan Page & Photo Gallery,[object Object],29,[object Object]
iPad Quiz & Video Upload Results Summary,[object Object],New York,[object Object],[object Object]
Video Upload Total: 147			Toronto,[object Object],[object Object]
Video Upload Total: 45Chicago,[object Object],[object Object]
Video Upload Total: 49Vancouver,[object Object],[object Object]
Video Upload Total: 26San Francisco,[object Object],[object Object]
Video Upload Total: 115Los Angeles,[object Object],[object Object]
Video Upload Total: 58Total iPad Quizzes: 2,433,[object Object],Total Video Uploads: 440,[object Object],30,[object Object]
Page View & Opt-In Results Summary,[object Object],Page Views,[object Object],[object Object]
Video Gallery:  14,121
Prizes:  1,034
Locations:  3,331
Campaign for Safe Cosmetics:  367
Video Searches:  667Opt Ins,[object Object],[object Object]
Bloom Newsletter:  546
Supporters for Save Cosmetics Act:  1,658
Safe Cosmetics Email:  346 ,[object Object],31,[object Object]
Quiz Question Statistics Summary,[object Object],32,[object Object]
VI. Consumer Engagement,[object Object]
Weleda Brand Ambassadors,[object Object],A dedicated tour manager was accompanied by a team of brand ambassadors and production assistants in each tour market.,[object Object],34,[object Object]
Estheticians,[object Object],Estheticians were hired in each market to provide services using Weleda products at various treatment stations.,[object Object],35,[object Object]
The Consumer Engagement Process,[object Object]
The Concept,[object Object],Behind every successful promotion, there is a great concept.,[object Object],37,[object Object]
Step 1: Honestly Natural Beauty Quiz,[object Object],Brand Ambassadors engaged and educated consumers on Weleda products via a custom iPad Quiz.  Each participant also had the opportunity to sign the Campaign for Safe Cosmetics pledge, receive a dollars-off coupon, and opt-in to receive information about other Weleda promotions and collateral.,[object Object],38,[object Object]
Step 2: Weleda Signature Spa Treatment,[object Object],Estheticians provided complimentary hand massages, neck massages and mini-facials to consumers throughout each event day.,[object Object],39,[object Object]
Step 3: Weleda Product Sampling,[object Object],Brand Ambassadors provided samples to all consumers who participated in either the iPad Quiz or one of the treatment stations available inside the truck.  Flowers that represented the all natural ingredients found in each Weleda product were also distributed with the sample.,[object Object],40,[object Object]
Step 4: Video Testimonial,[object Object],What does natural mean to you?,[object Object], ,[object Object],What do you love about Weleda?,[object Object], ,[object Object],Why is natural beautiful? ,[object Object],After taking the iPad Quiz, receiving a treatment inside the truck and getting a free sample, consumers were asked to provide a quick testimonial to describe their experience with Weleda products.  After one of the above questions was answered, their video was immediately uploaded to Weleda’s dedicated microsite and a link was emailed directly to each consumer.  The site hosted a video gallery, a Facebook sharing application, a video “like” component and other social media applications.,[object Object],41,[object Object]
Consumer Education & Distribution,[object Object]
Weleda Informational  Brochure,[object Object],A print collateral brochure was distributed to all consumers, containing tour details, product information and other Weleda partners (e.g. Whole Foods, CFSC).,[object Object],43,[object Object]
Drive to Retail - $2 Off Coupon,[object Object],A dollars-off coupon (redeemable at Whole Foods Market and ULTA Beauty) was distributed to all consumers who participated in any of the Weleda experiences.,[object Object],44,[object Object]
Product & Flower Distribution,[object Object],Flower: 		Rose,[object Object],Products: 	Wild Rose Moisture Cream,[object Object],	Wild Rose Body Oil,[object Object],45,[object Object]
Product & Flower Distribution,[object Object],Flower: 		Gerbera Daisy,[object Object],Products: 	Calendula Diaper Cream,[object Object],	Calendula Shampoo & Body Wash,[object Object],46,[object Object]
Product & Flower Distribution,[object Object],Flower: 		Sunflower,[object Object],Product: 	Skin Food,[object Object],47,[object Object]
VII. Tour Location Summaries & Results,[object Object]
Tour Schedule & Locations,[object Object],New York		Thursday, September 23 – Upper West Side,[object Object],	Friday, September 24 – Union Square,[object Object],		Saturday, September 25 – Lower East Side,[object Object],Toronto		Friday, October 1 – St. Lawrence Market,[object Object],	Saturday, October 2 – Bloor Street,[object Object],Chicago		Friday, October 8 – Pioneer Plaza,[object Object],	Saturday, October 9 – Old Orchard Mall,[object Object],Vancouver		Friday, October 15 – Pacific Centre,[object Object],		Saturday, October 16 – Pacific Centre,[object Object],San Francisco	Friday, October 22 – Justin Herman Plaza,[object Object],	Saturday, October 23 – Union Square,[object Object],		Sunday, October 24 – Noe Valley ,[object Object],Los Angeles	Friday, November 5 – Hollywood & Highland,[object Object],	Saturday, November 6 – Third Street Promenade,[object Object],	Sunday, November 7 – Third Street Promenade,[object Object],49,[object Object]
NEW YORK CITY, NY,[object Object]
New York City – Upper West Side,[object Object],51,[object Object]
New York City – Upper West Side,[object Object],52,[object Object]
New York City – Union Square,[object Object],53,[object Object]
New York City – Lower East Side,[object Object],54,[object Object]
Toronto, ON,[object Object]
Toronto – St. Lawrence Market,[object Object],56,[object Object]
Toronto – St. Lawrence Market,[object Object],57,[object Object]
58,[object Object],Toronto – St. Lawrence Market,[object Object]
Chicago, IL,[object Object]
Chicago – Pioneer Plaza,[object Object],60,[object Object]
Chicago – Pioneer Plaza,[object Object],61,[object Object]
Chicago – Pioneer Plaza,[object Object],62,[object Object]
Chicago – Old Orchard Mall,[object Object],63,[object Object]
Chicago – Old Orchard Mall,[object Object],64,[object Object]
Chicago – Old Orchard Mall,[object Object],65,[object Object]
Vancouver, BC,[object Object]
Vancouver – Pacific Centre,[object Object],67,[object Object]
Vancouver – Pacific Centre,[object Object],68,[object Object]
Vancouver – Pacific Centre,[object Object],69,[object Object]
San Francisco, CA,[object Object]
San Francisco – Justin Herman Plaza,[object Object],71,[object Object]
San Francisco – Justin Herman Plaza,[object Object],72,[object Object]
San Francisco – Union Square,[object Object],73,[object Object]
San Francisco – Union Square,[object Object],74,[object Object]
San Francisco – Noe Valley,[object Object],75,[object Object]
Los Angeles, CA,[object Object]
Los Angeles – Hollywood & Highland,[object Object],77,[object Object]
Los Angeles – Hollywood & Highland,[object Object],78,[object Object]

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Weleda campaign recap_final

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  • 7. Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and Sustainability (LOHAS)
  • 8. Reach potential new customers through experiential and educational marketing
  • 9. “Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.
  • 10. Deliver and bring to life the promise and values to which Weleda is based
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  • 46. Campaign for Safe Cosmetics:  367
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  • 49. Supporters for Save Cosmetics Act:  1,658
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  • 115. Include a more formal training session for all Brand Ambassadors prior to event kick-off (live or via conference call) and in each market prior to the first event day
  • 116. Consider utilizing the vehicle during “down time” within each market – for example, executing brand ambassador sampling at key retail locations, high traffic areas, etc.
  • 117. Potential for a “scan to win” component inside the retail store (will help drive traffic from the parking lot into the store = conversion on coupon redemption = sales)
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  • 120. Do not rely upon Facebook if video votes count towards prizing – collect votes on microsite backend and determine how to push Facebook updates (from microsite to FB)
  • 121. Spend more time on the upfront metrics for the microsite to better provide requested data
  • 122. Consider not requiring full Facebook access to each users account in order to interact with the brand online (e.g. allow users to take the quiz without granting Weleda full access to their profile)
  • 123. Better communicate sweepstakes promotion via Brand Ambassadors to get voting numbers up
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  • 127. Discuss key learnings and recommendations
  • 128. Determine goals, objectives and direction for 2011
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