AN INTERGRATED MARKETING CAMPAIGN STRATEGY
SOAP AND GLORY’S AIM: “WE RECOMMEND APPLYING PRODUCTS WITH HAPPINESS AND ABANDON, BECAUSE AT SOAP AT GLORY WE BELIEVE THAT WHILE BEAUTY ABSOLUTELY MATTERS, IT DOESN’T MATTER ABSOLUTELY.”
PRIMARY RESEARCH
QUESTIONNAIRE This was a quantitive piece of primary research we did to find out whether people bought Soap&Glory as a gift or for themselves. When doing the research, we found that a lot of people were not buying Soap and Glory at all: 80% of the people who did not buy Soap & Glory were under the age of 26: 53% were aged between 15-19 26.6% aged between 20-26 20.4% aged 27+
INTERVIEW: Farihah, 21, Student Key Insights and Findings: - Products are not expensive, even the make-up is affordable and high quality like brand suggests, especially in comparison to other brands like Nars. - Products target a younger audience, but everyone could buy it. + “smells amazing” + “really affordable” + “always have offers” + “variety of products to choose from” + “cute packaging” + “has everything you need” + “cheaper... still good quality”
SO WHAT? These quotes back up the larger consumer we feel the brand already has, as she says that everyone could buy it. However, by calling the packaging cute and affordable, suggests that it is also aesthetically aimed at a younger audience.
FOCUS GROUP: - Instagram, Snapchat and YouTube are the key social media outlets for that age group. - No one was buying the Soap&Glory make-up apart from one girl who only had one product. Even then, this product was not a holy grail item. -More interested in buying the products if the people promoting them were relateable. When showing a video of micro-influencers Sophia and Cinzia, this was the response: + “I think they were really relateable” + “I thought that they were really funny... they weren’t focused on the camera” + “I like that there was two of them”
SO WHAT? Using micro-influencers as a way to promote the products to a younger audience does work, as it makes it more believeable and individuals find them more relatable when they are not a massive blogging name.
Consumer profile for this age range: same style of trainers
5 girls, aged 15-16
RESEARCH FINDINGS AND THE CONSUMER - From our research, we found that people who were either buying as a gift, not for themselves or not at all, were aged between 15-19. Because of this factor, we have decided to make this our target consumer as it is a market that could easily be reached through simple changes to factors like their content and social media channels. We decided to create our consumer profile as an instagram page as this was this age groups’ most used social media application. .
YOU’RE FUN, FABULOUS & FLIRTY... Female, 15-19. Generation Z. Currently studying A-Levels/First year of University. Academic but prefers and excels in creative subjects such as Textiles and Graphics. Spends time socialising with friends, improving her Snap-score or taking Insta worthy selfies. She spends her small disposable income she has from her part time job in Topshop, either online shopping at Missguided or ASOS, or in town on a girly shopping trip buying the latest make-up featured on Lauren Elizabeth’s recent YouTube video in her local Boots. Inspired by the likes of Kylie Jenner, YouTubers and micro-influences such as Lissy Roddy or Sophia and Cinzia. This makes her an early majority, as she needs to see trends on influencers first, before she dares them herself. Getting ready for a girl’s night out or first date, the UK Top 50 Chart will be playing in the background whilst she sings along to her favourite artist’s - Little Mix, Ed Sheeran and Zara Larsson. Heels? Not really, but her black high Converse and white Adidas Stan Smith’s will always come on top. Paired with a statement skinny jean and choker.
AIMS: To create a buzz around Soap & Glory’s make-up products and make them as recognisable as their bath and body range.
1
Create a loyal customer base
OBJECTIVES:
2
Engage with a younger audience
3
Improve quality of social media
BIG IDEA: Through the use of collaborations with micro-influencers, build up a relationship with a younger audience who are currently not Soap&Glory consumers through a fun and engaging video.
Through research we found the brands’ engagement levels were really low, and because of this, this is something we wanted to change. Their instagram engagement rating is 0.008%, and Facebook is 0.0003%. Whereas, brands such as NYX and Benefit’s is far higher. This is also shown through the difference in following each platform has. As one of our objectives, we want to increase the rating through promotional content. This brand map highlights where we feel the brand is sitting now compared to its’ competitiors and also where we feel that they could be if they make their social media more professional.
SOPHIA AND CINZIA
Best friend duo, Sophia and Cinzia are youtubers that are on the rise with nearly 80,000 followers. Their following is quickly growing and we see them as micro influencers. We wanted to invite them to star in our short film as, from our primary research, it is the best way to connect to our target consumer. They are of similar age, fun to watch and enthusiastic about beauty products, exactly what the Soap and Glory consumer can connect with. As they were between management at the time of our enquiry, we contacted them through their professional email account. We had a response almost immediately and built our professional relationship from there.
VISUAL INSPIRATION IDEA GENERATION
COMMUNICATION PLAN 4 MONTH STRAGEY
MAY
JUNE
#SLAYMAY
#PROMPARTY
Launch of the campaign featuring Sophia and Cinzia. Start with a ‘get ready with me’ style video. Promoted through the Soap & Glory YouTube channel and Instagram.
Competition to win a Prom party with Sophia and Cinzia, where they come and do your make-up for Prom. As well as this they will release Prom make-up tutorial videos on their YouTube channel.
JULY
AUGUST
#SUNOFABEACH
#SECRETSOAPANDGLORY
Limited edition gift sets, which include 3 full size products which would be essentials on a summer holiday.
Collaborative pop-up store at V-Festival. Through Snapchat there will be a limited edition filter and the opportunity to win Soap&Glory prizes.
CONTENT: Our concept is based on ‘how to slay the day’- creating a short video that features Soap&Glory products being used to create an everyday make-up look.
WEBSITE MOCK-UP
May is the launch of our campaign using the micro-influencers Sophia and Cinzia. One of the main media channels that we feel would help the brand grow is the Soap&Glory’s YouTube, as it is a method that our target market use daily.
YOUTUBE MOCK-UP
MAY #SLAYMAY
The hashtag which we are using throughout May is ‘SlayMay’, by encorporating Soap&Glory’s tone of voice through puns, it sticks to the brand identity. But is also catchy and clear to understand what the campaign is about.
SOPHIA&CINZIA JOINT INSTAGRAM MOCK-UP
The campaign will start on 1st May 2017. We are choosing to start every bit of content for the campaign at the beginning of every month, as each content tag will last for the duration of the month.
HOW?
- Sophia and Cinzia post on their joint Instagram account about the collaboration with Soap&Glory. Use this as a teaser by posting screenshots from the film, and products that they like to use.
06 MAY
01 MAY
Sophia and Cinzia’s Instagrams engagement is 14%, which is a lot higher than Soap&Glory’s at 0.08, therefore we will start by posting about the new video through screenshots on the girls Instagram, a link to the Soap&Glory’s YouTube video, and the Instagram page through being tagged in the post.
- Video posted on YouTube - Sophia and Cinzia post again about the video on their Instagram account. At the bottom of each video in the description bar on their own personal YouTube account will be a link to the video and a brief description about what the film is about.
SOAP&GLORY INSTAGRAM MOCK-UP
WHEN?
#PROMPARTY JUNE Throughout the duration of June, there is going to be a chance to win a ‘Prom Party’ for the winner and up to 9 friends, where Sophia and Cinzia will come along also to help the winners get ready for their prom. Through speaking to make-up artists, we found that bookings d §ramatically go up around times like these, therefore we wanted to provide a service and content for our consumers who do not have access to somebody doing their make-up, and instead, give them the confidence to be able to do their own. CONTENT: To get our audience to engage with Soap&Glory, we are going to use YouTube again throughout June as one of the main touch points for our consumers. The content for June will feature two seperate step by step tutorials where Sophia will sport a much more dramatic and glamourous prom look; and Cinzia will give a more natural and subtle prom look.
WHEN? The competition will begin on the 1st June. The first video will also be put up onto the YouTube channel on this date, with the second exactly one week later.
HOW?
- Video two posted on YouTube - Cinzia personal account: screenshot and link to her YouTube video on how to do a natural prom look.
23 JUNE
-Video one posted on YouTube - Competition launch - Sophia and Cinzia joint Instagram account: post a screenshot of the competiton content on their Instagram with details on how to enter and the link to enter. - Sophia personal account: screenshot and link to her YouTube video on how to do a glam prom look.
07 JUNE
01 JUNE
You can enter the competition through links that will be posted on all social media content. You do not need to repost anything, instead just follow Soap&Glory on Instagram, and enter your e-mail address into the box through the online webpage that you will get redirected too when you click the link .
-Winner of competition is announced and contacted via e-mail.
JULY #SUNOFABEACH This month is the launch of a limited edition gift set containing three different full size products which the brand feel are an essential for a Summer holiday. These products include a mascara, a bold lipstick and a body spray. The packaging of the products is going to be classic Soap&Glory style, in the shape of a suitcase. This is appropriate to the content of the products and month this gift set is coming out. WHERE? This gift set will be available to buy online and instore from Boots, and directly from the Soap&Glory website. The gift set will be available to purchase for ÂŁ10, or free when you spend over ÂŁ14 on Soap&Glory make-up products.
01 JULY
HOW? By creating a limited edition gift set creates a buzz of exclusivity, but also increases footfall back into the store and around the make-up counter.
- Gift set becomes available to purchase
EXCLUSIVE SNAPCHAT FILTER AVAILABLE WITHIN POP-UP TENT
#SECRETSOAPANDGLORY AUGUST The month of August is a build up to the collaborative pop-up shop and events surrounding V-Festival. There will a pop-up tent at V-Festival, during Saturday 19th August at Hylands Park, Chelmsford and then Sunday 20th August at Weston Park, Staffordshire. Inside the tent will be a place to refresh and top-up using products like the new ‘Rushower Dry Shampoo’, ‘Hand-Maid Hand Sanitizer’ and “One Heck of a Blot Powder’. However, to enter the tent to get access to these products, you need to have added Soap&Glory on SnapChat via the Snapcode that will be around the festival in various other tents and on-screen between acts. This is relevant, as there will clues as to where the tent is on the Soap&Glory’s snapchat story. As an incentive to add S&G on Snapchat, you will recieve a free waterproof poncho - an item that is an essential at a festival. Sophia and Cinzia will also be at the festival on the same day the pop-up store is. Sophia and Cinzia will be giving out a ‘token’ to anyone who spots them and knows who they are. This token enables you to redeem a free full size product of your choice. To claim the product, you need to go online, sign-up and get the coupon code to redeem in a Boots store. By doing it in this way allows the amount of people how actually do it decrease, but still makes the person aware of the brand and potentially making them go into store to buy further products.
S&G PORTALOO S&G WATERPROOF PONCHO
- Will be released that S&G are going to be at V-Festival with a pop-up store. - Seperate posts on Sophia and Cinzia accounts announcing that they are going to be at V-Festival with S&G.
09 AUGUST
- Teasers about the ‘secret’ tent at a festival begins. Posts will be put on Instagram, YouTube and Snapchat via S&G’s account and Sophia and Cinzias.
07 AUGUST
01 AUGUST
S&G PORTALOO
- Posts explaining about what S&G are going to be doing at V-Festival. E.g. - ‘find our hidden tent to recieve exclusive gifts next weekend at V-Fest’
19-20 AUGUST
S&G BEAUTY BAR
- S&G pop-up tent at V-Festival
Lana Caven, Hannah Cole, Chloe Ferdinand, Emily Hamblyn, Abi Homer, Jessica Forgie