To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.

1. An introduction
WHAT IS TONACITY?
• A high quality hair dye product by Kleur that delivers
a multi-tonal salon effect at home - saving time and money
• Bespoke application tool allowing women to apply multiple
colours with ease
• Lasting colour, odourless, ammonia free, easy to use
• Unique in the market place
• Available to purchase instore for £24.99 at selected high
end retailers and online via the retailer websites
WHAT ARE THE OPPORTUNITIES?
• Promote and sell Tonacity in the digital space
• Use the high profile of Rachel Weisz as our ambassador
to increase sales
• To be recognised as a competitive alternative to a
trip to a hair salon
• Create brand awareness and raise profile
• Fast growing UK hair care market segment, 7% growth
in 2011, with further growth expectations thanks to recession
ends (£350 million market)
Executive summary
To develop a marketing strategy for the launch of Tonacity that drives awareness, evaluation, sales and builds loyalty and advocacy.
Our integrated launch campaign will be implemented in-store, out of store and on-line. We will complement Tonacitys traditional
marketing with digital channels such as a dedicated website, an iphone / android app and social media platforms.
The first hair
colouring range
to give a truly
multi-tonal result so
there’s no need for
a trip to the salon
‘
OUR CHALLENGES
§ To overcome previous poor experience
with hair colouring kits
§ To convince women to color their hair by
themselves at home
§ To complement traditional with digital
marketing
§ To build a digital marketing plan
§ To remain unique in the market place
§ To compete with well established hair
salons
COMMUNICATION OBJECTIVES
UNTIL CAMPAIGN END:
§ 95% reach
§ 10% share of voice within hair dye
§ 8% unprompted brand awareness
§ 4 000 landing page visits/day,
13 000 page views/day
§ 4% e-commerce conversion rate
Tonacity
packaging
1

2. Denise C – 32 years old, lives
in London. Financial Director
at ITV. Married and a mother
to 2 year old Zack
Personality
driven
ambitious
confident
Influencers
Our Audience
Appearance, pain points
• Attractive and takes pride in her
appearance
• Well presented and dresses well
• Shopping at Whistles and
Anthropologie
• Her hair is well maintained and is one of
her most important features, but she
gets frustrated when she does not have
time to visit the hair salon regularly
Lifestyle
• Time poor juggling motherhood and
a senior management position
• Husband also has a high powered job
• Relaxes with holidays in exotic locations
• Enjoys spending time with family and
friends
• Wants natural hair dye products that
are easy to use, give professional results
without wasting her precious time
Her goals
• Quality
• Ease of use
• Quick
• Convenience
• Results guaranteed
Technology - expertise level
IT and internet
Using mobile and tablet
Using social networks
App usage
intelligent
passionate
open minded
friends
family
Pinterest
fashion
colleagues
bloggers
2

3. We recommend investing towards a 60/40% offline to online split over 2 years
Year 1 - Why invest 40% Online?
• Online advertising has
overtaken TV to be the
biggest channel
• Tonacity consumers over
index online (Assignment
Brief)Online is cost effective
– Average CPV $.07
• 40% savings in comparison
to offline channels
Year 2 50% Online 50% Offline
• Build online presence as the Tonacity community grows
• Use offline spend to implement experiential campaigns instore
• Use instore events to increase brand awareness and convert
footfalls into sales
Why is Offline media still important?
• TV is still the most influential media for brand value
• Need a premium print presence to retain existing consumers
• Online can be used to enhance traditional media presence
CASE STUDY
Similar campaign
from L’oreal
Ombres
2013 invested
£130k online
£1.2m offline
TV was their
biggest offline
cost
3
Marketing investment model

4. Grab Attention
Visibility of the brand
advertised in traditional
media
Download app, like on
Facebook, view website
See how it looks on real
models
Grow Awareness
Brand recognition
Overcome barriers
Trust home colours
Engage Digitally
Try new colours digitally
using the the digital
hair trial tool
Learn how it works
digitally and why its as
good as a salon by
watching YouTube
videos, reading blogs
and reviews
Quality experience
Best home colour
Premium Product
Ultimate Packaging is
easy to open, feels
premium.
Easy to use with simple
instructions and online
help as well as using
Augmented reality on
packaging leading
customer to tutorials
Best results for DIY hair
dye, gives salon quality
Brand awareness
Brandengagement
Convert from fan
To first time buy
Path to purchase
Stand out packaging
Education about
product at point of
purchase
Experiential in store
Free trial while shopping
Advice from in-store
experts
iBeacon discount links
digital to trial
Share experience
Like us on Facebook
Follow us on twitter
Share photos on
Pinterest and Instagram
to get exclusive offers
Invite friends to try,
download or join
and we will give rewards
Community of super
fans, experts advice
Online advocate
Share and engage
PRE-TRIGGER
ZMOT
FMOT
SMOT
UMOT
Stimulus
First moment
of truth (shelf)
Second moment
of truth (experience)
Ultimate moment
of truth (share)
Zero moment of
truth
Our consumer shopper journey
4

5. Advocacy
Loyalty
Co-ordinated and
seamless across
all digital and non
digital touch
points to reinforce
branding
messages and
enhance sales
5
online
experiential
online
Sales
online
experiential
Evaluation
online
experiential
Awareness
online
offline
www.tonacity.co.uk
www.tonacity.co.uk
Photo
uploads
Tonacity
promotions
How to videos,
advertorials
Augmented reality
Mobile salon
www.tonacity.co.uk
online
create
share
Google, Bing,
Yahoo adwords
interactive
Store front
Posters
Reviews
shares
UGC
Likes
Tags
Retweets
Followers
Repins
Posts
Instore demos
G+
Subscriptions
Engage consumers across all touch points
www.tonacity.co.uk
instore

6. Experiential
ATLTVandPrint
DriveTrafficOnline
Interactive retailer
window display
Matches hair colour with
skin, eyes season trends
Choose your colour then
book appointment inside
Maintain presence in
premium magazines to
retain existing consumers
Offer rewards for signing up
digitally to link offline and
online campaigns
Pop up demos in our
retailers across UK
Consultants guide
consumers live in store
Instagram, social media
Rachel Weisz live
appearances integrated
Train station and bus station
ads target busy commuting
consumer
Augmented reality bus
station ad to try hair colours
virtually
Call to action: get App
Rachel Weisz live in-store for
experiential marketing
Rachel Weisz Google
hangout to create digital
content
Rachel Weisz Instagram
Youtube feeds
Street pop up and mobile
beauty trucks offering a
complimentary one hour hair
makeover
Create awareness and trial
Experts promote online
competitions and Youtube
tutorials
Use existing retailers CRM
to focus on “cross
shop”and allows
propensity modeling.
Target shoppers who also
bought other premium
brands e.g. Chanel, Mulberry
etc.
Take Control
of your hair
Take control
of your time
Take control
of your money
Ask consumers to engage
with social media
“What do you want to take
control of today?”
#takecontrol
Create stories “take control
of hair time”
Street Traffic
Pop Up Demo
Experiential
Print and TV
Outdoor Media
CRM and DM
Take Control ATL
Rachel Weisz
#takecontrol
OFFLINE strategy - Increase brand awareness and drive traffic online
6

7. Tonacity web page, app
The Tonacity website will include landing pages with a responsive design optimized for
desktop, mobile and tablets. It would feature top tips from Rachel Weisz, articles on
hair trends, videos, reviews and a list of where you can purchase Tonacity. An
additional option would be to have a guest hair stylist blogger contribute to the
website. This will provide current information and be a useful way of improving SEO.
The website acts as a focal point for the other social media platforms and provides a
place to host content. Following the launch of the website a mobile application would
provide information to customers on the move around hair style, colouring, tips and
trends, “What Suits You” feature to increase engagement.
Google Keywords Targeting (Google Search
and Partners)
This will involve mapping out important keywords that users search for based on
broad phrases and exact search keyword terms. In addition, we will also identify
‘negative’ keywords to avoid unrelated terms. This can be achieved by
brainstorming and analyzing competitors’ keywords and related keywords to
determine how users search for the items of interests such as hair colouring, hair
colouring tips, hair colouring alternatives, salon hair dyeing and hair colouring kits.
We will use this to identify successful keywords to refine / focus bidding strategies
ensuring the highest possible conversion rates to drive sales to online web store.
The keywords will need to be continually updated to reflect new keywords for long
term maintenance / optimization.
Display / Content Network
This strategy can be applied to associated hair related keywords on the web. Google
has a network where we are able to reach out to the public and gain exposure via
almost all the square, rectangular and skyscraper banner advertisements on the web.
Interest Category / Topic targeting
By selectively targeting users who are already browsing relevant hair content related
forums and websites - such as beauty, fitness, entertainment, shopping and leisure.
Website placements targeting
This will include the careful selection of relevant websites and forums by choosing the
ones that have potential to drive the most clicks and sales through our conversion
tracking.
ONLINE strategy – Google Adwords, Social Media, Digital brand content
Powerful Remarketing Strategy
The other keyword strategies will be followed up with a remarketing strategy. Our target
group has a busy hectic lifestyle, gets distracted by phone calls, multiple browser
windows at work, or even numerous appointments that delays the product research
process and purchasing decision. Therefore, if a user has been on a hair-colour related
website or has clicked articles on hair dyeing, we will have ads positioned on websites
with Google remarketing ads for when they are next online. The ads will provide a strong
call to action encouraging the customer to finish their research and purchase.
Video, Pre roll, Post roll Portal takeovers
We will target video advertisements (pre-rolls and post rolls before content is displayed)
as well as associated YouTube related video categories. We will also explore potential
website portal page takeovers to brand the front-page of a website with our ads to
amplify our presence and strengthen awareness of the product. An example would be
the blog of an Influential hair stylist.
Consistent Campaign Targeting refinements
(+ Mobile Ad Targeting Strategy)
With all of the above, consistent revisions of online conversions and conversion rates will
assist dramatically in evaluating results and metrics. In addition, continuous keyword and
trend analysis will be performed based on data insights from Google Analytics to help
revise our campaigns further. Extra targeting refinements will be made on several
additional factors, such as demographics on age, gender, geographical location,
mobile targeting and A/B split testing experimentation.
Social media platforms: Facebook, Twitter, Google+, Instagram,
Pinterest, Tumblr @kleurtonacity ♯takecontrol
We will use social media to generate brand awareness by encouraging the sharing of
information and discussions around taking control, colouring, product usage, before
after photos, for spreading endorsements and to integrate offline promotions and events.
The Facebook advertising function will be used to target specific demographics, Google
Maps will show purchase points and Google+ will provide Hangout sessions for followers,
allowing us to segment customers and to increase SEO value. Furthermore, YouTube
videos will be used to share how to videos to reduce the inexperience barriers of our
target market.
The brand ambassador Rachel Weisz will be asked to provide tips, endorse the product,
and help in usage application.
Audience Target
Bid Strategy
Keyword Strategy
Targeted Ad Copy
8

8. 8
Tonacity #Take Control
HAIR
Our audience are busy, time poor successful women, and therefore the need to be able to feel in control is
paramount to these women. Tonacity has focused on three core aspects around control – time, money and their hair.
To a lot of women, their hair truly is
their crown and glory. Too many
times a women has experienced
unsatisfactory results from a salon.
With Tonacitys expertly engineered
application tool, woman are finally
able to Take Control in the comfort of
their own home.
Our app allows the user to input
their details to easily find the
best colour specifically suited to
them, alongside the interactive
window display.
Every woman would love to be able
to know that their money spent at a
salon would be guaranteed with a
satisfactory result. Too often this is not
the case. Women can Take Control
knowing that Tonacity only uses high
quality ingredients that are 100% free
of ammonia and are odorless.
Our before and after shots from
our pop up store and our
mobile beauty trucks visualise
via our Instagram page, the
successful results from hundreds
of women.
Our audience are time poor, juggling
a career, family life and the pressures
of daily life to fit it all in. Trips to the
salon are time consuming, and often
scheduled late in the evenings, and
sometimes seen as a chore. With
Tonacity, women are able to reclaim
their time and Take Control with salon
results in less than an hour.
Our Youtube tutorials give clear
step by step instructions,
alongside our Google+ page
endorsed by trusted beauty
bloggers.
#Take
Control
HAIR
MONEY
TIME
Women are invited to share with
Tonacity what elements in their life
they want to take control of using our
hashtag #Takecontrol across Twitter and
Instagram, with our Facebook page and
website promoting the best of the day
entries. Creating an engaging dialogue
with Tonacity and their audience, as well
as within our audience.
To incentivise our audience all submissions
go in the draw to win a selection of prizes
that further reflect Tonacitys two core USPs
time and money. Tonacity will pay the bill
you would otherwise have spent at the salon
and reward you with bonus time you
otherwise would have spent at a salon by
offering a user voted prize from 5 themes ...
Travel – Hotel Accommodation for two
Dining – Dinner for two
Household – One months free cleaning
Retail – Voucher to spend at our
participating distributors
Beauty – Mobile massage brought to you.
WHAT DO YOU WANT TO TAKE
CONTROL OF TODAY?
The take
control
model
The take control
online campaign

9. R Downloads, new users
R Sessions, length
R Active users
R Loyalty retention rates
R CTR to/from website/retailers
R Photo uploads/shares
R QR/2D scans
R Demographic analysis
R Offer CTA rate
All data will be utilized to continuously
monitor the effectiveness of the
campaign in terms of revenue/brand
awareness and to determine any
strategy improvements.
Prompted/Unprompted brand awareness
R Brand characteristics awareness,
R Share of voice/ Share of spending
R Pre condition state engagement index-
Future behaviour index
R NPS score
R Purchase funnel
R Customer retention rates
R Sales revenue and margin
R Incremental sales by channel
R Cost per lead
R ROI
Social media
R Views, likes, unlikes. followers,
tweets, +1’s, repins, uploads,
comments, reviews, photos coupons
downloaded, competitions entered,
tags, posts, shares
R Links to Kleur website/App
R Sentiment analysis
Online and offline measurements and KPIs
9
Efficiency related metrics:
R SEO Page ranking, unique visits, page views
R Keyword performance/CTR
R Adwords campaign analytics/CTR
R Abandonment rate, GCP
R Referral websites
R Frequency length of return visits
R Bounce rate
R Impression share
Engagement metrics:
R Subscribers=CTA ratio
R Email marketing engagement score
R Videos watched/shared
R Coupon downloads
R Conversion rates, days to conversion
R CTR to retailers online store
Website
Traditional media
R Efficiency related metrics: Reach,
Frequency, OTS, GRP, GI,
R Cost related metrics: CPRP, CPT,
Cost per GRP
App
The marketing campaign timeline
july
nov
mar
may
sept
jul
Brand Launch
Online – Facebook banners,
digital banners, Google ad
words,
Offline – Rachel Weisz adverts
and outdoor media
sept
jan 2015
Creative online campaign
#Take Control
TAKE CONTROL OF YOUR HAIR
TAKE CONTROL OF YOUR TIME
TAKE CONTROL OF YOUR MONEY
Experiential Campaigns
Interactive window display at retailers, where the window in
effect tells woman what the best hair colour is for them based on
the season, their skin and eyebrow colour
Mobile roadshow with beauty trucks offering a complimentary
one hour hair makeover are positioned across the UK.
Website – Styled like a glossy mag, with
top tips from Rachel Weisz, articles on
hair trends
App – Interactive, playful function
whereby users can upload their image
and play around with different hair
shade colours available. Drives mobile
sales, and enable push notifications.
Digital Launch
Youtube, Facebook, Twitter - Collaborate with
content providers who have an audience of busy,
active women.
Prompt reviews, offer free trial, Engage with
competitions and promotions
Build Tonacity community
Revenue
Strategic insights

10. Marketing Strategy
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http://www.prnewswire.com/news-releases/marketing-executives-digital-media-spend-will-overtake-traditional-by-2016-256210291.html
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http://www.emarketer.com/Article/Online-Takes-Greater-Share-of-Retail-Sales-UK/1009762
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%20craiggeo=GBdate=1%2F2013%2013mcmpt=q
https://www.youtube.com/watch?v=EyTn_DgfcFE
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Market Research
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http://www.companiesandmarkets.com/News/Consumer-Goods/UK-hair-care-market-to-increase-by-a-CAGR-of-1/NI4137
https://www.google.it/trends/explore#q=hair%20colouring%2C%20grey%20hair%2C%20rachel%20weisz%2C%20daniel
%20craiggeo=GBdate=1%2F2013%2013mcmpt=q
http://www.maadigital.co.uk/?a=1#/wella-koleston
http://www.selfridges.com/en/Beauty/Categories/Shop-Hair/Hair-colour/?ic=19466llc=snppp=min
https://www.wahanda.com/hair-offers/
http://www.hapticgeneration.com.au/sephora-mobile-a-retail-case-study/
http://prsmith.org/sostac/
http://www.psfk.com/2014/04/fashion-rating-storefront.html utm_source=Sailthruutm_medium=emailutm_term=dailyutm_campaign=Daily
%202014-04-15#!Fy0AB
http://aveda.co.uk/
www.alexa.com
http://www.theguardian.com/media/2013/nov/25/uk-advertising-spend-hit-pre-crash-high
http://www.thinkwithgoogle.com/products/google-display-network.html
Appendix
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