BROCK COLLECTION BROCK BABE Eau De Par fum
Presentation Hadley Schmueser Winter 2019 Senior Por tfolio
Contents Target Consumers Final Packaging and Scent Distribution Plan Launch Plan
Product Assortment
Eau De Parfum 50 ml 115 USD
*
Eau De Parfum 100 ml 140 USD
Prices are set based on key category competitors
Brock Candle 7.7 0z. 80 USD
Primary Packaging Inspiration
Secondary Packaging Inspiration Sources
Final Packaging
Final Packaging
Final Packaging
Final Packaging
Final Packaging
Final Packaging
Branding and Color Pallette Fragrance Title
BROCK BABE Eau De Parfum
Brand Logo
Font: Sukhumvit Set
Scent Direction Top Citrus Facet: Lemon, Bergamont, orange, yuzu.........20% Fresh Facet: Dihydromyrecenol, Myrcenol...............5%
Heart Fresh Floral: Lily of the Valley, Lilac, Freesia, Magnolia...........35% Marine: Calone, Helional......................................................10%
Base Woody: Cedarwood,Sandlewood, Vetiver, Oakmoss.......................25% Fougere: lavander, Geranium,coumarin......................................5%
Olfactive Map Distribution Plan
Olfactive Opportunitu: Marine Floral Floral Woody Citrus Floral
Launch Timeline On ground launch month: April 2020 Online launch month: April 2020 Brock Consumer Marketing Moment: Fashion Week, spring brings events Millenial Marketing Moment: Spring Fever, Tax Returns
April
Initial Launch On Ground Online
May
Seed posts on social media
June
Second Rollout On Ground Online
Initial Rollout
Second Rollout
360 Degree Marketing Plan In store: GWP, Visual Display, sampling
Digital/Social:
Social Media Strategy Website Landing Fashion Week preview Inuencer
E-Commerce: Landing Page
CRM: Email Blast
Education:
People Incentives
In Store Strategy
Gift With Purchase When: During the initial Launch What: Customers who purchase a 100 ml
BROCK BABE fragrance will recieve a free chiffon scarf in BROCK COLLECTION print
Purpose: To provide a purchasing incentive
for the customer and to stimulate sales
Education
People Incentives
$20 Bonus
E-Commerce
Customer Relationship Management
Email Blast
New Arrival When: During the initial Launch BROCK BABE Eau De Parfum
What: Customers who purchase BROCK
COLLECTION at any of the chosen retailers will recieve an email announcing the new product line
Purpose: To announce the arrival of the
new product launch and increase trafďŹ c to stores
LIMITED EDITION Gift With Purchase
Shop Now
Digital & Social Media Strategy
Influencer Picks
I’ve never been more excited about a fragrance babes! @brockcollection just released my new favorite fragrance, and I bet it will be yours too if your into florals and feeling sexy. #BROCKBABE
Inuencer Lineup
Jessi Malay Los Angeles, CA 476k followers
Alyssa lynch Los Angeles, CA 511k followers
Olivia Jeanette New York, NY 178k followers
Jenny Cipolettie New York, NY 452k followers
Social Media Plan
1.7 M Followers
5% Average Influencer Conversion Rate
$100 Average Basket
= 8.6 M Source: hubspot.net
Expected Sales
Fashion Week Feature W h e n : New York Fashion Week 2020 W h a t : Models on the BROCK COLLECTION runway will carry the new fragrance
Engagement: Guests at the fashion show
will recieve 1 deluxe fragrance sample
Purpose: To generate buzz and awareness of the new fragrance that will launch next month and social media content Budget Allocation: 5%
Marketing Execution: Strategic Overview buzz about Objective: Attract Attractand andcreate provide info about new fragrance launch scad beauty program
Attract
Engage
Tactics: !- Product Post Workshop Videos sneak peaks !- Product Boomerang GIFsproduct video customersHigh and Audience(s): Existing SCAD Freshman stories Boomerangs aspirational MidWest , Asia. - Product School Student. East Cost,millenials !-Launch BeautyEvent QuotesContent ! 5 second lessoned learned Desired Outcome: Freshmen Follow, Like Attract Posts, Switch Drive traffic to in store, online, product trial, and drive engagement in social Major, Share, Traffic. Objective: Engage consumers in new product line with compelling fragrance story Audience(s): Existing customers and
aspirational millenials
Desired Outcome: Drive traffic to in store, online, product trial, and maintain engagement
Objective: Convert consumer to buy online or in store
Convert
Audience(s): Existing customers and aspirational millenials
Desired Outcome:
Buy new fragrance line online or in store
Tactics: ! Post Student Profiles (Interest - Laura and Brock Major) “Fragrance Talks� clips ! Story Takeover or highlight (Class) campaign ! -Ad Story Beauty Routine (Passion for -Fragrance facetcompanies) spotlights Product tagging
Messages:
Calling all BROCK Babes
Messages
Your fragrance is here
-Master Perfumer video clips -Influencer repost
Messages: Tactics: ! PR (Glamour magazine ad, Elle - Story Polling Article, Manor Articles) Learn More -Swipe up to shop ! Story Polling Shop Now -GWP post ! Direct Message Events Swipe Up ! Request Messages or submission (contesting) ! Eventing (SCAD Day, Townhall,
Social Media Content Calender March FOCUS
Pre seed fragrance content/ create buzz
TARGET
Brock consumer/ aspirational customers
MKTG Moment
New Brock Collection Launch
CONTENT
May
Product Launch
Pre-seed for second rollout
Brock consumer/ aspirational customers
June
July
August
Second Rollout
Laura Brock Fragrance Spotlight
Product Promotion
Brock consumer/ aspirational customers
New Product Launch/ New season
Spring events
Summer Break
*4x Month product spotlight *3xM Product GIF 2X week Launch party content
*4x month product feature 4x month influencer story takeover *2x month launch event content
*4x month product boomerang on story *2x a month product GIF
E
4x week ad campaign content on feed and story 4x month influencer repost 2x month “Fragrance talks with the Brocks
*1xw fragrance facet spotlights *1xM Story influencer takeover
*1xM Spring floral feature *4xM Influencer feature
*4xM campaign content *1xM Story fragrance harvesting in Grasse, France 4X month customer repost
*4xM campaign content *1xM Story fragrance harvesting in Grasse, France 4X month customer repost
C
3x a week swipe up to shop story posts 1x story polling 1x week GWP posts 2x week shoppable posts
3x a week swipe up to shop story posts 1x story polling 1x week GWP posts 2x week shoppable posts
3x a week swipe up to shop story posts 1x story polling 2x week shoppable posts
3x a week swipe up to shop story posts 1x story polling 2x week shoppable posts
3x a week swipe up to shop story posts 1x story polling 2x shoppable posts
Traffic +30% Follows +10% Swipes + 20%
Traffic +20% Follows +8% Swipes + 10%
Traffic +10% Follows +10% Swipes + 10%
Traffic +5% Follows +10% Swipes +5%
A
KPI
April
*1x week Product sneak peak shots
Traffic +20% Follows +10%
Traffic +40% Follows +5% Swipes + 30%
Summer Break *2x month Laura Brock short video talking about fragrance *4 times a month Customer vanity shots
Labor Day
*3x month product feature *4 x month cozy candle feature
Thank You