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Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas
Endless Euphoria
Agenda
Objective
& Strategy
Trial
The
Target
Awareness
BudgetFlighting ROISummary
2
Follow Target
Engagement
#HowAreYouEnd...
Objective
Drive sales during key gift-giving holidays and capture
new customers to establish relevance and aspiration
for ...
Driving Trial
“In-store sampling is 6x
more effective at driving
purchase than visual
communication alone”
“When women wer...
Strategy
Drive trial by following our target consumer throughout the
purchasing process, creating awareness and engaging t...
The Target: Women 18-34
Optimistic
6#HowAreYouEndless
Creating Awareness To Drive Trial
7
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
In-store
Trial
Purchase
8
To Drive TrialAwareness
#HowAreYouEndless
• Enjoys
movies
• Engages
brands via
social media
• Streams
online
content
• W...
Primetime
[223]
[201]
[199]
[156]
[136]
[133]
[122]
9
Highly Viewed and Relevant TVAwareness
#HowAreYouEndless
February 16...
Discrete Targeting in a Growing Market
Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows.
D...
Through Endorsement of Euphoria Lifestyle
9.5MM Subscribers
Beauty, Fashion & Lifestyle
Frequently does endorsements
Youth...
Through Aspiration
Promoted Ads
#HowAreYouEndless
12
Awareness
#HowAreYouEndless
With Relevancy
Air commercials for Snapchat followers on Discover categories
13
Awareness
#HowAreYouEndless
During the Valentine’s Day Season
Source: 2015 BoxOfficeMojo
February 12, 2016 February 5, 2016
14
Awareness
#HowAreYouEnd...
Initial Trial
15
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
In-store
Trial
Purchase
Critical in the Fragrance Buying Process
16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right ...
In Magazines Read by our Target Through Scent Strips
[173]
[151]
[138]
[230]
17
Initial Trial
Source: 2015 GfK Mediamark R...
Interactive Advertisement- OOH
18
Step 1: Approach
Step 2: Insert Hand
Result: 200K+
Activations in 5 weeks
Initial Trial
...
Follow Target Consumer To
Store
19
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
In-store
Trial
Purchase
Target Fashion Cities
New York, NY
Los Angeles, CA
San Francisco, CA
Dallas, TX
Miami, FL
Source: March 2015 LifeStyleMirr...
21
Source: 2013 American Community Survey
Follow Target
Density of our
target market in
Manhattan
Where is our
Customer?
#...
22
Follow Target
Stores in
Manhattan that
sell Endless
Euphoria
Where can they
get our
product?
#HowAreYouEndlessSource: 2...
23
Follow Target
Subway lines in
Manhattan
How Will they
get there?
#HowAreYouEndlessSource: 2013 American Community Survey
24
Follow Target
Highly indexed
areas lines our
target will use
to get to the
stores
Our Key Areas
#HowAreYouEndlessSource...
25
Follow Target
#HowAreYouEndlessSource: 2013 American Community Survey
Follo
26
For Auto-Centric CitiesFollow Target
#HowAreYouEndless
In Malls: Close to Point of Purchase
27
Follow Target
#HowAreYouEndless
Engage Consumer Before They
Enter The Store
28
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
Purchase
In-store
Tri...
Pre-Store Engagement
29
Engage
#HowAreYouEndless
Customer
Approaches
Store
Push
Notification
Ad Engages
Customer
Customer
...
30#HowAreYouEndless
ROI
ROI
Source: 2015 Verve Mobile
Flighting
31
Flighting
#HowAreYouEndless
32
Summary
33
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
Purchase
In-Store
Trial
TV
Online
Video
Social Media
Cine...
Thank You!
~
Questions?
34
Appendix
35
2015 GfK Mediamark Research & Intelligence LLC
Appendix
36
2015 GfK Mediamark Research & Intelligence LLC
37
Appendix
38
Appendix
39
Appendix
40
Appendix
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Strategic Media Planning- Endless Euphoria

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Sponsored by ZenithOptimedia: Created a media plan using digital, OOH, mobile, social and print for Calvin Klein’s "Endless Euphoria" fragrance

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Strategic Media Planning- Endless Euphoria

  1. 1. Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas Endless Euphoria
  2. 2. Agenda Objective & Strategy Trial The Target Awareness BudgetFlighting ROISummary 2 Follow Target Engagement #HowAreYouEndless
  3. 3. Objective Drive sales during key gift-giving holidays and capture new customers to establish relevance and aspiration for Calvin Klein’s Endless Euphoria. 3#HowAreYouEndless
  4. 4. Driving Trial “In-store sampling is 6x more effective at driving purchase than visual communication alone” “When women were asked how they chose and purchased fragrances, scent strips and in-store trials were the key drivers” "The best way to have women buy fragrance is to have them smell it… The most efficient way is through magazine scent strips." 4#HowAreYouEndless Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age
  5. 5. Strategy Drive trial by following our target consumer throughout the purchasing process, creating awareness and engaging them from early decision-making, through in-store trial, to purchase. 5#HowAreYouEndless
  6. 6. The Target: Women 18-34 Optimistic 6#HowAreYouEndless
  7. 7. Creating Awareness To Drive Trial 7 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
  8. 8. 8 To Drive TrialAwareness #HowAreYouEndless • Enjoys movies • Engages brands via social media • Streams online content • Watches Primetime TV . .. Awareness
  9. 9. Primetime [223] [201] [199] [156] [136] [133] [122] 9 Highly Viewed and Relevant TVAwareness #HowAreYouEndless February 16, 2016 December 2016 Sources: 2015 GfK Mediamark Research & Intelligence LLC 2015 Billboard 2014 Prime Media Productions Network Information & Demographics
  10. 10. Discrete Targeting in a Growing Market Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows. Dec 2014. Adweek - Hulu: Align Your Brand with Premium Content. April 2015. :30 Video Video Skin 10 Awareness #HowAreYouEndless
  11. 11. Through Endorsement of Euphoria Lifestyle 9.5MM Subscribers Beauty, Fashion & Lifestyle Frequently does endorsements Youthful, flirty, elegant, light hearted and optimistic 11 Awareness Strategically Placed Video Ads: Ingredient storytelling #HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec
  12. 12. Through Aspiration Promoted Ads #HowAreYouEndless 12 Awareness #HowAreYouEndless
  13. 13. With Relevancy Air commercials for Snapchat followers on Discover categories 13 Awareness #HowAreYouEndless
  14. 14. During the Valentine’s Day Season Source: 2015 BoxOfficeMojo February 12, 2016 February 5, 2016 14 Awareness #HowAreYouEndless
  15. 15. Initial Trial 15 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
  16. 16. Critical in the Fragrance Buying Process 16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume Initial Trial #HowAreYouEndless
  17. 17. In Magazines Read by our Target Through Scent Strips [173] [151] [138] [230] 17 Initial Trial Source: 2015 GfK Mediamark Research & Intelligence LLC
  18. 18. Interactive Advertisement- OOH 18 Step 1: Approach Step 2: Insert Hand Result: 200K+ Activations in 5 weeks Initial Trial #HowAreYouEndlessSource: Dec. 2013 JCDecauxna.com Step 3: Experience Brand & Scent
  19. 19. Follow Target Consumer To Store 19 Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase
  20. 20. Target Fashion Cities New York, NY Los Angeles, CA San Francisco, CA Dallas, TX Miami, FL Source: March 2015 LifeStyleMirror 20 Follow Target #HowAreYouEndless
  21. 21. 21 Source: 2013 American Community Survey Follow Target Density of our target market in Manhattan Where is our Customer? #HowAreYouEndless
  22. 22. 22 Follow Target Stores in Manhattan that sell Endless Euphoria Where can they get our product? #HowAreYouEndlessSource: 2013 American Community Survey
  23. 23. 23 Follow Target Subway lines in Manhattan How Will they get there? #HowAreYouEndlessSource: 2013 American Community Survey
  24. 24. 24 Follow Target Highly indexed areas lines our target will use to get to the stores Our Key Areas #HowAreYouEndlessSource: 2013 American Community Survey
  25. 25. 25 Follow Target #HowAreYouEndlessSource: 2013 American Community Survey
  26. 26. Follo 26 For Auto-Centric CitiesFollow Target #HowAreYouEndless
  27. 27. In Malls: Close to Point of Purchase 27 Follow Target #HowAreYouEndless
  28. 28. Engage Consumer Before They Enter The Store 28 Awareness Initial Trial Follow Target Engage Consumer Purchase In-store Trial
  29. 29. Pre-Store Engagement 29 Engage #HowAreYouEndless Customer Approaches Store Push Notification Ad Engages Customer Customer Driven to Trial Foot Traffic Lift + 147% Visit Frequency Lift + 215% Source: 2015 Verve Mobile
  30. 30. 30#HowAreYouEndless ROI ROI Source: 2015 Verve Mobile
  31. 31. Flighting 31 Flighting #HowAreYouEndless
  32. 32. 32
  33. 33. Summary 33 Awareness Initial Trial Follow Target Engage Consumer Purchase In-Store Trial TV Online Video Social Media Cinema Print Interactive Billboard Geographic Segmentation Out-of-Home #HowAreYouEndless
  34. 34. Thank You! ~ Questions? 34
  35. 35. Appendix 35 2015 GfK Mediamark Research & Intelligence LLC
  36. 36. Appendix 36 2015 GfK Mediamark Research & Intelligence LLC
  37. 37. 37 Appendix
  38. 38. 38 Appendix
  39. 39. 39 Appendix
  40. 40. 40 Appendix

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