raw & raw promotional plan
Dive into our world the feel good fragrance that smells even better
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contents
it’s nice to see you here
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introduction curious minds don’t think alike.
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RAW and raw
....................................................................... in which we have a conversation about the building of our brand
context
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5 four members close to home 6 but who the hell even are we?
8 maybe we need to learn a thing or two 10 pest and swot diagrams
the big idea
creative concept
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19 how we planned to bring 11 it all started with a bang our idea to life 13 we all need to find ourselves 20 not the edible kind unfortunately once in a while 16 sorry grandpa, we didn’t think 21 this’ll make us the big bucks you’d like this one 17 a day in the life of our target consumer
execution
appendix
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23 this is what you really came to see isn’t it? 28 because everyone needs a bit of help 31 what exciting things will we be doing ?
35 “knowledge is power” 38 just the little things in life...
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fig. 1 Raw & Raw 2015
contributors
introduction
four members close to home
but who the hell even are we?
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Helena Duesbury
Elle Rostant
Charlotte Momber
Isabella Francis
....................................................................... Who’s Helena? That’s me! The writer and all round creator of this plan. I’m a little bit of a perfectionist (to put it in a positive way). But me, I’m all about the visuals as you can probably tell, which is why I try and hide my poor writing skills with humour and wit, which is no different to my personality. However this does mean I’m always there if you need a laugh!
Move out of the way, here comes Charlotte! Glamour girl Charlotte spends her days lusting after the newest fashion pieces, but that’s why she knows every trend and every event going! We couldn’t have produced such an aesthetically spectaculer (if I do say so myself ) project if it weren’t for her! But don’t mistake her beauty, she’s always here if you need her.
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Powering through life is our next Raw and Raw girl Elle. She’s either at the gym, cheerleading, working or partying! You’ll never catch this girl lazing around. She’s the member of the group who keeps us all ticking. Motivation and organisation is her forte, but if we’re not all good girls this does mean that she has to put us in our places. Elle is the mother hen of the group!
Isabella Francis, remember that name, you’ll soon be seeing it in lights! Her passion is video editing and boy is she good. Although she may be quiet, she is mighty. You’re likely to see her hiding away at the back, always at work. But it’s projects like these that introduce you to new people, and without this I wouldn’t have got to see her true, bubbly self.
Welcome, make yourself a cup of tea, grab yourself a few of those choccie biscuits and get ready to dive into the world of Raw and Raw. Figuratively of course, no one likes soggy biscuits. Here at Raw and Raw, we like to think we’re the company that’ll really make a difference. Now I’m sure you’ve heard it all before, but c’mon, humour me at least for a bit and let me try my best to persuade you. Well what are we doing, I hear you ask! (Roll with it…) Our fragrances will make you not only smell amazing, but make you feel it too, by backing a brand with real values, one that’s made for you, protects you, and works to make the future better. Don’t worry, we know we’re a solid brie on the cheesy scale. How are we going to achieve this, I hear you cheer! (And again…) Raw and Raw is a company built on 4 core values: being naturally sourced, personalised, focused on feminism, and all whilst keeping our advertising as direct as possible. We create some pretty great fragrances that abide by these rules, and we want to let everyone know that we’re the next big thing! So carry on reading as I talk through the building of our brand, the launch, and the first six months promotional activity that we have planned.
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context maybe we need to learn a thing or two
....................................................... But where did we even get our idea? Where did we start? Creating something great always starts at understanding your consumer, and understanding what it is they want. We knew we wanted to create fragrances, but we needed to know how to make it something special. Looking into macro trends was what worked for us, where we thought about what was already big, or what could be a future trend. From social media, to recycling, to 3D printing, we thought about it all. But what really caught our eye was the recent news of the change of Facebooks privacy settings, along with the banning of revenge porn. With 1415 million active users, Facebook surpasses all other social networks worldwide, and effects an extremely large proportion of the population. (Anonymous. ‘Global social networks ranked by number of users 2015’. N.p., 2015. Web. 16 May. 2015.) This led us to look into just how much people trust these social networking sites, as these days you can find out almost anything about a person at the click of the button. It became obvious, after doing a survey with a wide range of the public, that not only do they not trust these sites with their information, but they don’t believe what they read on them either. This is quite a big issue for many companies, as it means that their online marketing is becoming less and less effective. Another macro trend that has been all over social media at the moment is animal abuse, and has been particularly boosted by celebrities such as Ricky Gervais taking action and speaking up. This has a lot to do with the fragrance industry, as many of the biggest fragrance brands such as DIESEL, Viktor & Rolf and Dolce & Gabbana, either test on animals, or are owned by companies that do, which is starting to slightly lower sales. (Anonymous. ‘List of Companies That DO Test on Animals’. N.p., 2015. Web. 16 May. 2015.) It’s important to think to the future and work around this instead of hiding it, which we can do by focussing on using natural ingredients. Brands such as Lush have done this with great success, but it is yet to be introduced successfully into the luxury market. The use of natural ingredients is important to humans as well of animals, as over 60% of what you put on your skin, the bodies largest organ, gets absorbed into your blood stream. Unlike your kidneys and liver that act as your body’s filter, the skin is all on its own. Synthetic ingredients can trigger allergic reactions, migraines, asthma attacks, nausea, eczema, and a whole host of other sensitivities. To protect trade secrets, companies are permitted by the FDA to withhold fragrance ingredients, so consumers can’t rely on labels to know what hazards may lurk inside their bottle of perfume. That gives companies the freedom to load some fragrances with secret chemicals, sensitisers, potential hormone disruptors and chemicals not assessed for safety. (Anonymous. ‘Natural Perfume vs. Synthetic Perfume’. N.p., 2015. Web. 17 May. 2015.) 7
fig. 2 Ricky Gervais 1961-Present
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weaknesses
.......................................................................... “On Tuesday 30th September 2014 the unthinkable happened: feminism entered the realm of high fashion.”
strengths
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Establishing our self as a good quality, trusted brand could be difficult, as it’s often something that comes in time.
Working alongside celebrities that have the same morals as us, and want a better future. Feminists and animal welfare activists may be interested.
We have something different to talk about, we want to celebrate this difference and we want to make a difference. We are not sheep.
political
Feminism has been a major movement in the past couple of years, and has been heavily endorsed by many celebrities such as Beyoncé and John Legend. It came into full swing when Emma Watson was named a U.N. Women Goodwill Ambassador and made her legendary speech that would launch the HeForShe Campaign. This informed the public on what feminism actually is, and why it’s important, and ever since it’s only gotten bigger and bigger. On Tuesday 30th September 2014 the unthinkable happened: feminism entered the realm of high fashion. In the finale to the most anticipated show of Paris fashion week, Chanel models strutted down the catwalk brandishing placards demanding women’s rights. (Alexandra Topping. ‘Chanel’s Karl Lagerfeld Cheered and Jeered for ‘Feminist’ Fashion Statement’. N.p., 2014. Web. 17 May. 2015.) Now it has hit fashion, how long is it until fragrance feels the wrath? With brands like Tom Ford who sexualise women like it’s going out of fashion getting lots of backfire, and brands such as Jo Malone getting praised for their softer campaigns, it doesn’t seem like long. It’s important for more fragrance brands
feminism
fig. 3 Feminism Logo 2015
natural ingredients
fig. 4 Natural Ingredients 2015
Primary research is important when personalising your brand because you can get the specific answers you need. We spoke to a range of women, from fragrance counter employees to the general public to find out their opinions. “Higher end fragrances are the most popular ones because they’re well-known brands, and have been around for a long time. Customers like an old product that has been updated, but is a unique niche perfume” – Laura Simpson, John Lewis. Relating the questions to our research, we found out that 75% of people said they cared about the ingredients of their perfumes, 100% of people have bought perfumes based on what their friends say, and 18/20 people we spoke too would be interested in having a personal scent, as “being unique is difficult, so if you can find a way to be unique then yeah, that’s a good idea”, as said by Eleanor Broatch, a shopper in Boots.
straight forward advertising 9
swot
personalisation fig. 5 Personalisation 2015
economical We are coming out of a recession at the moment, and therefore people have more money to spend on luxuries such as fragrances.
key swot insights:
threats There are thousands of new fragrances introduced to the market every year, we need to make sure that we stand out, and don't get pushed aside.
With there having recently been an election, regulations could change, and talk of leaving the EU could change trade and tariffs causing higher prices.
to jump on this trend, and realise that it is the future.
opportunities
pest
socio-cultural Certain macro trends have meant that public opinion and social attitudes are changing on movements such as feminism and animal welfare.
There are so many companies already out there already doing the same thing that we need to embrace the threats and turn them into positives. We need to find our niche and what makes us special without excluding any markets in the process like some brands are currently doing. We need to find new ways of doing things such as celebrity endorsement, making it different. 10
technological Emerging technologies are causing losses of jobs due to everything being done electronically. More jobs need to be created in different sectors.
key pest insights: Even though we are no longer in a recession, people are always conscious with their spending, especially on new products and brands. This could get worse if we potentially leave the EU, as disposable income decreases due to rises in the prices of necessities. The current socio-cultural trends may be positive for our brand however due to our brand values.
the big idea it all started with a bang
........................................ So what is our big idea? Well keeping it short and sweet, we’re the “No Nonsense” brand. We took the biggest macro trends, and turned them into a product, in the hopes that we can create an honest and trusted relationship with our consumer. As mentioned before, our 4 core values are being naturally sourced, personalised, focused on feminism, and all whilst keeping our advertising as direct as possible.
fig. 6 Natural Ingredients 2015
The first 2 points focus on the product itself, where we will use as many natural ingredients as possible, whilst also allowing the fragrance to adapt to each wearer, and give them their own unique scent. This proved to be a desired aspect when it comes down to fragrance, as we saw in our primary research, where 80% of the people we asked were interested in having a personal scent. There are fragrances slightly similar to this in the market, however none of them are both naturally sourced and personalised. Popular fragrance molecule 01 smells different on each person, however is made purely of the chemical Iso E Super, which is often found in bleaches, deodorant sticks, soaps, shampoos and laundry detergents. (Elena Vosnaki. ‘Iso E Super, its merits, its faults, Geza Schoen and Jean Claude Ellena’. N.p., 2009. Web. 19 May. 2015.) It doesn’t sound so appealing when you put it that way!
Becoming a trusted brand is important to us, as the most popular fragrances come from brands that have been around for years, and have earned their reputation. On the other hand, we have to work our way up from the bottom, finding new ways to breakthrough. One thing we do know is that people are trusting the marketing of brands less and less due to the products either just not delivering, or brands having obviously over the top, pointless advertising. Therefore, this is something we need to steer clear from with confidence.
The last 2 points focus on the advertising of the fragrance. When it comes to feminism, we hope to portray this by not sexualising the women in our adverts, and to be direct, we will let everyone know exactly what ingredients are used, as we want the consumer to trust us, and feel like they know what they’re getting without being conned in any way. It seems as if there are naked women here, there and everywhere when it comes to fragrance adverts, but we want to make women desirable to themselves, not to men. We’re the brand for women, and we want to show our support. 11
Even though there’s the odd natural fragrance product out there such as Indah perfume bars, Living Libations Petal Perfumes and Forest Colognes, and Lush, none have successfully made it to the mainstream luxury sector, which is what we want to achieve. We want to make it normal to have morals like ours; be natural, don’t sexualise women, etc. It seems so far that the other brands are content with their niche markets, but not Raw and Raw, we’re heading for the big time! 12
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positioning maps we all need to find ourselves once in a while
....................................................................... Simplicity of the product
High Quantity of Natural Ingredients
+ Jo Malone + Chloe
+ D&G Raw & Raw
Raw & Raw
+ Lacoste + Jo Malone
+ Burberry
+ Tom Ford
+ Lush
+ Dior Expensive Price
Cheap Price + Lancôme
Expensive Price
Cheap Price
+ Paco Robane
+ Gucci
+ Katy Perry + Vera Wang
+ Lancôme + Lacoste + Chloe + Dior + D&G + Burberry + Vera Wang + Tom Ford + Gucci + Marc Jacobs + Katy Perry + Paco Robane
+ Marc Jacobs Complexity of the product
Low Quantity of Natural Ingredients
High Levels of Personalisation Within Scent
High Levels of Nudity Within The Campaign + Tom Ford + Marc Jacobs
Raw & Raw
key insights:
Positioning maps are great when deciding how to build up your brand and knowing where there’s space to fit into the market, without being overshadowed by other brands. Here I looked into 4 factors that are important to our brand, simplicity, natural ingredients, personalisation and nudity. We tend to be on the extreme ends of the scale in each map, and not only are there often not many brands surrounding us, but there are no brands that are similar to us in all 4. This is how we know we have a fresh product that has a chance to be the next big thing!
+ Burberry Expensive Price
Cheap Price
+ Katy Perry
Expensive Price
+ Lacoste + Dior + Paco Robane + D&G + Lancôme + Gucci
+ Jo Malone + D&G + Lacoste + Chloe + Dior + Vera Wang + Lancôme + Tom Ford + Marc Jacobs + Katy Perry + Gucci + Paco Robane Low Levels of Personalisation Within Scent 13
+ Chloe
+ Burberry + Vera Wang
+ Jo Malone Raw & Raw Low Levels of Nudity Within The Campaign 14
Cheap Price
25-30
target consumer sorry grandpa, we didn’t think you’d like this one
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30-35
Our main target consumer is the 25-30 year old trendsetting, working girl. She thrives off the little things in life with nothing beating a coffee and a good book. She leads a busy life and is always off on adventures with friends, but that doesn’t mean she can’t do it in style. She likes to keep her products as natural as possible, but looks for new ways to do it as she hasn’t got a lot of free time, and doesn’t want to turn her house into a recycling centre! Personalisation and being unique is key, as she still want’s people to notice when she’s walked into the room on a daily basis. However, we also have our secondary target consumer, which is the 30-35 year old working mum. She’s still young in her mind, and wants to feel glamourous, even if it is just with a sprits of perfume. But now, the natural side of product becomes important to her, especially around her children. We hope our primary target consumer will stay loyal as the years go on, which continues into her 30’s, and therefore turning into our secondary target consumer. Raw and Raw got in touch with Yorkshire lass Jenna Anderson and asked her to keep a media diary for the day so we could know exactly what she gets up to for marketing purposes. Jenna is 26 years old, and constantly balances her hectic life between her 2 jobs, her dog, her friends and herself! We like to think she’s the epitome of a Raw and Raw girl! So what does Jenna really think of Raw and Raw? Is it right up her street or were we completely wrong?! We sure hope not...
fig. 7, 8 Collage 2015 15
“To me? Raw and Raw sounds perfect! I love the mix between having a natural product, but it also being luxurious, I’m not going to lie, I didn’t think it was possible... The personalised side really attracts me, as I’m always on the hunt for ‘my’ scent. Oh and I can’t forget the total girl power going on in your advertising, obsessed!”
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media diary
22/05/2015
a day in the life of our target consumer
-Phone alarm woke me up, checked apps - WhatSapp, Instagram & Snapchat -Ate breakfast, turned on the TV, watched the news & checked emails on my phone -Walked the dog & checked my phone - Facebook -Drove to work, listened to my local radio station and passed numerous billboards & cars with advertisements -Got to work, used the internet for work purposes -Had lunch, went to a cafe, saw leaflets for local businesses & events, used mobile to make a call, then used WhatSapp, Snapchat & Facebook -Got back to the office, used the computer for personal use - shopping & banking -Left work, checked phone again - WhatSapp, Instagram & Snapchat -Went to a shopping centre - advertisements in shops, restaurant windows & large screen in the food court -Drove home, got in & put the TV on, watched soaps, Sky on demand for a box set & then watched a film on Netflix on the PlayStation -Used phone regularly throughout the night - Facebook, Twitter, WhatSapp, Snapchat, internet -Went to bed
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who’s that girl?
Jenna Anderson
fig. 9, 10, 11, 12, 13, 14 Jenna Anderson Instagram 2015
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brand onion not the edible kind unfortunately
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re ce
se
ral tu ents a n di re ing
no adv sexual erti sing
ative t s de
mo
feminism
lm
m a aff ke o rd pric a bl es e
g
ha r d w orkin
develop more base scents
innov
interact & engage w ith consume rs
ambitiou s
neat
ful
brand core
ca
y th he r o st w t s rt us acro ne site o t
st
trust
But being the world’s classiest models may not necessarily attract our trend setting target consumer, and therefore we will be mixing up the Parisian style by edging it up, throwing leather jackets and trainers into the mix. This will show that we can keep up with the trends, and even though we use natural ingredients and we celebrate feminism, we’re showing that these factors aren’t just something your Grandma Gladys cares about, but also the younger demographic can too.
global expansion
sin
Brand Essence
tr ho ust & n est y
We have 4 fragrances in our collection, Raw Rosie, Raw Ready, Raw Roma and Raw Rustic. The first fragrance we will be releasing is Raw Rosie, and therefore we have to relate the advert to this. Being a floral fragrance, we need a way to incorporate a floral theme amongst the feminist features. Wanting to keep the advert classy, due to us aiming for the luxury market, it seemed fitting that we styled the models in something feminine, yet not too sexualised. This led us to decide on going for Parisian styling, which is also a big trend at the moment. After all, what’s classier than a gorgeous, beige, trench coat, fur stoles and flowers wrapped in brown paper? What we were aiming for was to celebrate modern femininity, and just because we don’t want to sexualise women, doesn’t mean we’ll cover them up head to toe.
ne
ght strai rd a forw
It is key that we design our campaigns with our target consumers in mind to make them successful. With feminism taking priority in our advertisements, what we needed to discover was a way to make it desirable. To prevent the theme from becoming too over whelming and taking attention away from the fragrance, we knew we needed to make the feminism features subtle, and make it seem more like girl power, which is something our consumers are more likely to connect to.
ho
tive
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ll i
n
Brand Personality
in sell tive ova s inn tique bou
how we planned to bring our idea to life
crea
creative concept
sh high op e s nd
Brand In Action
fig. 15 Brand Onion 2015 19
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our products this’ll make us the big bucks
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Our most recent release, Raw Rosie, for Spring/Summer 15
fig. 16, 17, 18, 19, 20 Raw & Raw 2015 21
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fig. 22, 23, 24 Raw & Raw 2015
execution this is what you really came to see isn’t it?
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As a new brand, the most important thing to do is to draw attention to yourself. But more importantly, it’s drawing the right attention from the right people - your target consumer. There are hundreds of ways to do this, but the few I will be focussing on include print, TV, guerrilla marketing, digital media, sale displays online and in store, creative blogs and product placement. Print advertising will include the usual magazine advertisements, as this is a viewing station for many potential consumers, especially if you get into the right magazine for your target consumer. As Raw and Raw wants to hit the mainstream, we will want to be advertising in magazines such as Vogue and Cosmopolitan, but because of our niche morals, advertising in more selective magazines such as Oh Comely may be just as successful. Other methods of print we may use include billboard advertisements and posters in places such as the underground, which are both seen by a less specific, but much wider market. The typical TV video advertisements tend to be very effective, as they grab your attention for a much longer period of time, and it is likely that our consumer watches TV more frequently than reads magazines, and will therefore be reminded of the brand again and again. It may be harder to direct it at a concise target consumer, however it is still possible by choosing to advertise in the breaks for appropriate programs. Soaps tend to have large female viewing statistics, so it may be suitable to show our advert in the breaks of either Coronation Street or Hollyoaks.
fig. 21 Social Media 2015 23
Here are images of our advertising in use: Instagram on mobile, Facebook online, and our magazine print. 24
.......................................................................... “YouTube has become the 2nd largest search engine, making it bigger than Bing, Yahoo, Ask & AOL combined”
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Guerrilla advertising can be extremely effective, however it is very short term, and therefore it is important to get as big of a reaction as possible. When experiencing it first hand, it seems that interactive options usually work the best, such as photo booths in city centres, and interactive billboards (for example Revlon have a screen in Times Square, New York, that has a kiss cam to promote their ‘Love Is On’ campaign). (Deanna Utroske. ‘Revlon Rebrands with a Global Tagline and Comprehensive Marketing Campaign’. N.p., 2014. Web. 20 May. 2015.) However, there’s no point copying other brands, innovation is key. For example, an idea that could be used is the photo booth, but we could have perfume bottle props inside ready for use, and when the user goes to collect the image, the computer has edited stains all over the skin and clothes to suggest the amount of bad chemicals you’re putting on your skin. By doing this is a cartoon style for example, it would shock, but make the user laugh, leading them to want to share it on social media, which would in turn create more buzz. This word of mouth style advertising is known to be very effective.
Not only is it important to have a budding brand website, but a lot of online sales come from the use of social media sites – Facebook, Twitter, Instagram, Tumblr and Pinterest just to name a few. Social media advertising can be brought, but it’s so popular due to it not only being free for the consumer to view, but also the seller to promote. We as a brand would be likely to use all of these to create as big of an online presence as possible. Another form of promotion that has become very popular in recent years is sending your product to popular bloggers/YouTubers/Instagramers for them to show off and review. This is so popular due to its authenticity, as viewers feel that they’re getting a more genuine review of the product, meaning that a purchase may be more likely. YouTube has become the 2nd largest search engine, making it bigger than Bing, Yahoo, Ask & AOL combined, (Anonymous. ‘Search Engine Optimization Stats’. N.p., 2015. Web. 21 May. 2015.) meaning people may search specifically for products and reviews before even looking on the brands website. For Raw and Raw, 28 year old blogger and YouTuber Lily Pebbles may be a suitable person to advertise our brand, as not only does she have a lot of followers, but she matches our target consumer extremely well, meaning that she may promote to potential buyers. It’s also important to work with people who would genuinely like your product, as you can’t control what is said on the internet, and a bad review in early promotion could be severely damaging to a brand.
Digital media is becoming more important by the day, which is shown as in 2014, 196.6 million U.S. citizens were online shoppers and had browsed products, compared prices or brought merchandise online at least once, and it is predicted that online sales will soon surpass in store sales. (Anonymous. ‘Number of Digital Shoppers in the United States from 2010 to 2018 (in Millions)’. N.p., 2015. Web. 20 May. 2015.) (Katie Holliday. ‘New Top Choice for Shoppers: Online Overtakes Brick-and-Mortar’. N.p., 2013. Web. 21 May. 2015.) 25
fig. 25 Revlon Love Is On 2015
.......................................................................... “The Sale Funnel is Dead, Welcome to the Brand Loop.”
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fig. 27 Loyalty Loop 2015
fig. 26 Sales Funnel 2015
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inspiration because everyone needs a bit of help
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“OK, let’s get this out of the way. There is no such thing as originality.”
fig. 28 Advertising Moodboard 2015
“The value of an idea is in how it draws its inspiration from the world around us and then reinterprets it in a way we haven’t seen before.” - Sir John Hegarty, Hegarty On Creativity: There Are No Rules
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28
raw & raw raw rosie
fig. 29 Raw & Raw 2015
August is where we steal the show. We need everybody to know about Raw and Raw, and what better way than through guerrilla advertising? We want to show our light-hearted and fun nature, so look out for photo booths ‘with a twist’ and your chance to get your own personalised Raw and Raw fragrance for free! Stick around to find out how...
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July 2015 will see the release of our first fragrance Raw Rosie, exciting stuff! Within this month we will be holding press releases and be inviting a selection of journalists, bloggers and small time celebrities to join us in Raw and Raw HQ. It’s all about building your brand step by step, and this is the start of a big journey!
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2015
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august 2015
july
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october 2015 Now we’ve got the ball rolling, October will be the month we introduce our celebrity front of the brand... Miranda Kerr! Miranda is a Raw and Raw girl through and through, as not only is she a proud feminist, but she is also majorly involved in animal welfare. Last month she made a hefty $100,000 donation to an elephant hospital in Thailand. Fun Fact: The model, who became famous as an angel with Victoria’s Secret, also runs her own vegan/crueltyfree skin care line.
2015
................................................ The first 6 months of a brand can be either make or break, and one way to generate attention is through having a competition! We plan to hold a ‘be the face of Raw and Raw’ competition, where the lucky winner receives a yearlong modelling contract with us, and will have her face advertised all over the world! Making contestants apply through social media sites will allow it to be seen and shared with all of their friends, creating a wide viewing station.
december
what exciting things will we be doing ?
november
2015
timeline
5 months from now will see the release of our second fragrance, Raw Roma. Now that we have got our name out there, and with the buzz from announcing our celebrity endorser back in October, we expect sales of this fragrance to do much better than Raw Rosie. If so, this is when we plan the release of Raw Ready in the spring!
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september
2015
In September you will be seeing our names in flashing lights! Well, not quite, but you will definitely be seeing our adverts on billboards near you... and maybe in the underground and on your TV’s... September is the month that we will really be focussing on getting our name out there to the public, even if they’re not our target consumers. We want to become a household name so that we can build up a trustworthy relationship with our consumers. Believe me, by the end of this month there is no getting rid of us! 31
fig. 30 Press Release 2015 fig. 31 Miranda Kerr 2013 fig. 32 Photobooth photos 2015
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fig. 33 Raw Roma 2015 fig. 34 Raw Advertising 2015 fig. 35 Raw Model 2015
final thoughts my not so famous last words
....................................................................... Well I hope you have enjoyed learning about the wonders of Raw and Raw and haven’t scoffed too many of those choccie biscuits in the meantime (I’ll take full responsibility for that of course). I also hope that by this point you now understand our brand, what we stand for and why, because without your support, yes you right there, we can’t continue to try and make the fragrance world a better place, and believe me, it really is needed. We set out into the world with our 4 brand values, and these are really something we’re going to stick to. Our promise to you is that we will never sell ourselves out for expansion and higher profits, you can trust that. So goodbye for now, but know for sure that this will not be the last you hear from Raw and Raw. We’ll make sure of that!
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fig. 36 Raw & Raw 2015
appendix “knowledge is power”
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Illustrations
Illustrations
References
Anderson, J. (2015). Date Night. [image] Available at: https://instagram. com/p/2f91HUoF79/?takenby=miss.j.anderson [Accessed 17 May 2015]. Anderson, J. (2015). Dog Walking. [image] Available at: https://instagram.com/p/zFKh9IF3w/?taken-by=miss.j.anderson [Accessed 17 May 2015]. Anderson, J. (2015). Eyelash Collection. [image] Available at: https://instagram. com/p/1BS9QuoF3e/?takenby=miss.j.anderson [Accessed 17 May 2015]. Anderson, J. (2015). Liverpool. [image] Available at: https://instagram. com/p/2Eby8XoF1S/?takenby=miss.j.anderson [Accessed 17 May 2015]. Anderson, J. (2015). Road Trip. [image] Available at: https:// instagram.com/p/z2M6k_ IF5_/?taken-by=miss.j.anderson [Accessed 17 May 2015]. Duesbury, H. (2015). Advert Moodboard. [image]. Duesbury, H. (2015). Brand Onion. Duesbury, H. (2015). Consent Form. [image] Available at: http://www. oasisportfolio.org/tag/film-releaseform-template [Accessed 21 May 2015]. Duesbury, H. (2015). Consent Form. [image] Available at: http://www. oasisportfolio.org/tag/film-releaseform-template [Accessed 21 May 2015]. Duesbury, H. (2015). Raw and Raw Advert. [Photography]. Duesbury, H. (2015). Raw and Raw Advertising. [Photography]. Duesbury, H. (2015). Raw and Raw Advertising. [Photography]. Duesbury, H. (2015). Raw and Raw Advertsing. [Photography]. Duesbury, H. (2015). 25-30 Moodboard. Duesbury, H. (2015). 30-35 Moodboard.
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consent forms just the little things in life...
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fig. 37 Raw & Raw 2015
fig. 38, 39 Consent Forms 2015
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curiosity killed the cat, but you are a human and curiosity is beautiful
helena duesbury n0587778 fashion communication & promotion : fash10106 creative networks