My student presentation on a content strategy for digital content plan to increase visits to Mecca Cosmetica online store at Christmas.

1. Digital Engagment Plan
The Mecca Cosmetica Christmas campaign
Final project for Communications Council Australia November 2012
Designed and written by Nicole Dongara

2. CAMPAIGN BRIEF
Mecca Cosmetica is a boutique
beauty store offering cosmetic brands
curated from all over the globe. The
brief is to make Mecca Cosmetica
online store one of the top three
destinations for Christmas gifts in the
beauty category.
To be successful the campaign will increase online
traffic by thirty percent, and drive online
shoppers in-store to increase in-store shopping by
two thousand persons per week.
— $800,000 for media, creative and production
— $60,000 for PR

3. § Research insights

4. How can we choose media
outlets that will recruit the
right women to Mecca site?

5. SELECT MEDIA BY BEHAVIOURAL
TARGETING
In the beauty category, behaviours and attitudes towards cosmetics are so wide ranging
that reaching women who may be enticed by Mecca Cosmetica’s advertising is best done
by behaviourial targeting. Certainly, targeting by demographic can be effective to achieve
awareness and reach, but contextual and behavioural media mapping will ensure that the
beauty products advertised are relevant to what each woman desires to purchase.

6. TARGET THE POWEFUL PEACOCKS,
SEDUCTIVE FOXES, AND SOCIAL BUTTERFLIES
Research conducted globally by JWT in 2012, showed that there are five segments that can
be defined by their involvement in the beauty category. Two of the segments, ‘Graceful
Swans’ and ‘The Comfortable Cats ‘ do not invest financially or emotionally in make up or
personal care products. So, for the campaign, we can target three core types of women, and
for each of these archetypes, the strategy is to buy relevant media and show
relevant products in context where beauty is most meaningful.
−Powerful Peacocks associate beauty with career success and power
−Seductive Foxes associate beauty with romantic and sexual prowess
−Social Butterflies love the beauty conversation. They enjoy sharing tips with their
friends, being inspired by beautiful women, and the feeling that comes with looking
beautiful


8. What content strategy uniquely fits
Mecca brand purpose and will drive
visitors to the Mecca website?

9. The brand positioning ‘The Best in Global Beauty’ proved compelling in research
interviews. Most women responded that they would definitely shop at a store where the
best in beauty products from around the globe were on offer. However, no one associated
Mecca Cosmetica with the best in global beauty. This content strategy for this Christmas
campaign, would be to create a content plan that provides knowledge of trendy beauty
products from around the most fashionable and up and coming cities around the world.
CONTENT TAILORED TO ‘GLOBAL BEAUTY’
PROPOSITION

10. Beauty products are a non-negotiable part of spending, but with smaller barriers to more
frequent innovation in the category there are more brands and products to choose from them
every before. To distinguish Mecca we must provide content that is on trend or trendsetting.
There is a thirst for personal knowledge so we do not have to limit the amount of content if we
can provide sophisticated global perspective in a uplifting and personal way.
EDIT AND REFINE CONTENT TO ONLY WHAT
IS TRENDING

11. § Digital Campaign

12. The objective of the digital campaign is to
spread ‘The Best in Global Beauty’
proposition and create a sense of
privilege and style for Mecca Cosmetica
shoppers over the Christmas period.

13. Mecca goes above and beyond offering beauty
products, its mission is to uncover the best kept
secrets from the fashion capitals of the world.
During this campaign the message is simple,
“Go global for presents” During the campaign a
Mecca shopper will be able to scout beauty
secrets from around the world and enjoy the
privilege to shop like a trendsetter.
CHRISTMAS CAMPAIGN MESSAGE

14. OWNED AND SOCIAL ACTIVITY DURING THE
GO GLOBAL GIFTS CAMPAIGN
—Re-skin Mecca Cosmetic website and build out a trendspotter section
—Allow visitors to connect directly with stylists in any city and discover their beauty and
cosmetic secrets
—Build out the e-commerce section of the website to feature products by location to add
exotic appeal
—Facebook should become a hub of independent, going against the grain, influencers in
the fashion world
—Promote posts of user-generated content on Facebook and Twitter
—Instagram should focus on how women around the world use the upscale products
— Once there is sufficent content, banners (in media outlets recommended) should have a
simple message ‘Find Christmas presents from around the world at Mecca Cosmetica’
KPI
−Increase online visits by 30% percent

15. Mecca are giving three lucky winners the chance at a beauty and makeup travel
experience to New York, Tokyo, or Paris. To win consumers become a Beauty Loop
member and share their love for beauty on Mecca Australia Facebook page. Mecca will
select finalists that have the most followers. Once on tour, the ambassadors will upload
content of their journey. This content will be shared with Mecca fans and friends of Mecca
fans to encourage more people to like the Mecca page.
Objective
−Attract new customers
−Drive consideration for the Mecca brand
KPI
−Increase Mecca Australia Facebook fans by 20% −Increase online visits by 30% percent
GO GLOBAL CONSUMER PROMOTION

16. In the lead up to Christmas, when members purchase more than $100, they receive a $20
gift voucher.* The program will encourage additional basket value, and increase loyalty
members.
Objective
−Conversion to purchase
−Customer retention
KPI
−Increase in online revenue by 30%
−Increase in site visits from 60,000 to 80,000 *Utilize purchasing behaviour research to set
dollar amount for promotion.
REWARD WITH PURCHASE TO INCREASE
LOYALTY

17. To reinforce the brand positioning, “the best in global beauty”, Mecca will host
Global Trend Sessions in marquee stores. Girls and their friends, or Mums and
their daughters can go in-store to be greeted by a personal make up stylist and
discover trends of the city of their choice, with expert advice on the products best
for their skin, their hair, their nails, every inch of beautiful. To be part of the
experience you must be registered as a Beauty Loop member. After the event,
visitors will receive a “thank you for coming in to experience Mecca Tokyo, here
are some of the products that look on amazing on you...” The eDM has clear links
for the consumer to click through and purchase online.
Objective
−Brand awareness and brand equity −Customer retention
KPI
−In-store visits attributed to digital
GLOBAL BEAUTY SESSIONS IN-STORE

18. -De
Increase reach of campaign/promotion
Banners, Pre-roll, Promoted videos, Paid search
Recruit Mecca trendspotters
Vogue advertorial, PR, Banners, Facebook promoted posts
Award gift with purchase
Social, EDM
In-store event
In-store, point of sale, EDM
Mecca Australia
Facebook page
Mecca Australia e-commerce site
Oct Nov Nov-Dec Jan 1

19. CRO
Multivariate testing of user
experience of website to iden-
tify barriers to conversion for
purchase

MEASUREMENT & ANALYSIS
An iterative cycle of listening, and revising
Intelligence
Collection, organisation and analysis
of data from Mecca.com.au to devel-
op customer retention strategies
Attribution
UTM tagging for banners to deter-
mine return on investment from
media sources
2. Multivariate testing for banners to
improve effectiveness of creative
# direct browser visits, #new visits, # repeat visits, #referral vis-
its, % bounce rate landing page, #isubmissions # unique browsers, #
page likes, $ transaction, #transactions from paid search, #email clicks