N0251260 - FASH30071 Negotiated Project Stage Two: Implementation
1
2
For The Body Shop to launch Tri-Plicity as an inno-
To achieve this, a number of communication
vative product for 2013, the brand must
trends were studied to inspire the campaign
communicate the new approach to skincare to
launch. Addressing a target consumer as a strong
the consumer. Recognising that The Body Shop
focus for the campaign, The Body Shop needs to
was once an interactive and personal brand
address a direct consumer and create a campaign
(Stage One: P18), the campaign for this launch will
that will maximise coverage of the product and
need to develop a personal tone that relates to its
brand.
consumer.
3
today’s
consumer Tri-Plicity’s Key Consumer Groups
4
“I prefer more upmarket products as I feel they are a lot better for your skin, and also make you feel better about yourself using and wearing them.” 16-24-year-old, ABC1 female (Mintel Facial Skincare 2011: Online)
Introduction to Consumer Currently, the skincare market relies on the use of
The ‘mid-aged’ consumer appreciates quality
anti-aging products (Stage One: P24) and is over-
products and is willing to invest in products they
saturated with either anti-aging or teenage skin
feel are of benefit.
products. This leaves a large gap of consumers between the ages of 20-35, who subsequently are
As Tri-Plicity is a life-adapting skincare product, it
more consistent beauty shoppers (Mintel Facial
would target women at any age in their skin
Skincare 2011: Online). Additionally, it has been
cycle. Tri-Plicity will focus on three target con-
shown that socio-economic groups ABC are more
sumers aged 20-34: The Uplifting Enthusiast, The
likely to value quality in goods. This highlights a
Enhanced Visionary and The Refined Optimist.
key consumer to target.
5
today’s consumer:
Meet Sophie... Age: 21 Occupation: Student + Part-Time Retail Assistant Studying: Ba(Hons) Fashion Design Location: Birmingham Accommodation: Lives with Parents
6
today’s
uplifting enthusiast
7 Figure Twenty-Six: ‘Today’s Uplifting Enthusiast, Sophie Rogers’, by Lucy Barrett
today’s consumer:
8
Figure Twenty-Seven: ‘The Uplifting Enthusiast - Top Five Beauty Products’, by Lucy Barrett
Figure Twenty-Eight: ‘The Uplifting Enthusiast - Top Three Priorities’, by Lucy Barrett
9
today’s consumer:
‘animal lover’
‘love of fashion’ ‘love to go out’
‘my degree’
‘social life’
Figure Twenty-Nine: ‘The Uplifting Enthusiast - asked ‘What five items represent you?’ , by Lucy Barrett 10
a chat with Sophie...
(An interview with ‘The Uplifting Enthusiast - Sophie Rogers ‘ target consumer, by Lucy Barrett) 11
tomorrow’s consumer:
Meet Holly... Age: 26 Occupation: Full-Time Designer Location: Halesowen Accommodation: Just bought first house
12
today’s
enhanced
visionary
Figure Thirty: ‘Today’s Enhanced Visionary, Holly Longmore’, by Lucy Barrett
13
tomorrow’s consumer:
14
Figure Thirty-One: ‘Today’s Enhanced Visionary, Top five beauty products ’, by Lucy Barrett
15 Figure Thirty-Two: ‘Today’s Enhanced Visionary, Three Top Priorites’, by Lucy Barrett
tomorrow’s consumer:
‘my fitness’
‘my work’
‘my creativity’
‘home comforts’
‘social life’
Figure Thirty-Three: ‘Today’s Enhanced Visionary, when asked What five items represent you?’, by Lucy Barrett 16
a chat with Holly...
(An interview with ‘Today’s Enhanced Visionairy - Holly Longmore’ by Lucy Barrett ) 17
tomorrow’s consumer:
Meet Charlotte... Age: 33 Occupation: Sale Manager Location: Kidderminster Accomadation: Owns House, lives with Husband and Daughter
18
today’s refined optimist
Figure Thirty-Four: ‘Today’s Refined Optimist - Charlotte Hacket’, by Lucy Barrett19
tomorrow’s consumer:
20
Figure Thirty-Five: ‘Today’s Refined Optimist - Top five beauty products’, by Lucy Barrett
21
Figure Thirty-Six: ‘Today’s Refined Optimist - Top Three Priorites’, by Lucy Barrett
tomorrow’s consumer:
‘my family life’
‘my little girl’
‘keeping fit’
‘love to indulge’
‘dedication’
Figure Thirty-Seven: ‘Today’s Refined Optimist - when asked What five items represent you?’, by Lucy Barrett 22
a chat with Charlotte...
(An Interview with ‘The Refined Optimist - Charlottle Hackett’, by Lucy Barrett) 23
today’s key consumer: Studying three key consumers has identified similarities in the age groups; despite being at different stages in their lives and having different priorities, three of the underlying problems of stress, hormones and weather affected all of their skin.
They all showed similar attitudes to beauty
advertising, describing it as ‘fake’ (See Interview).
The launch of Tri-Plicity will aim to target the
A need for ‘real’ advertisements was illustrated
youngest of these consumer groups, ‘ The Uplift-
and it was felt that a humorous and lighthearted
ing Enthusiast’; but the product has been
approach appealed most to the three groups.
developed so that it can stay with the consumer through their life development.
24
25
26
tomorrow’s advertising:
Campaign Inspiration Some of the most successful campaigns over the
The Body Shop stated the importance of using
past few years have been conducted through
social media in its future marketing, as it is both
social media marketing. As social media platforms
cost effective and personal. By launching a prod-
become more popular worldwide, brands have
uct that has a new USP to communicate, The Body
had to increase their engagement.
Shop needs to create a personal campaign that can develop a relationship between consumer
“the role of social networking sites is encouraging
and product. Social media is the most effective
a greater degree of intimacy between consumer
way to do this, monitoring interactions and con-
and brand� ( Taylor, N 2012: WGSN Online)
versations directly with brands and the consumer.
27
Figure Thirty-Eight: ‘Pepsi Social Vending’ Campaign
Figure Thirty-Nine: ‘Ben & Jerry’s Fair Tweets’ Social Media Camapign 28
yesterday’s social media:
Successful Social Media Many successful campaigns add incentives to engage with the user. The success ofspecific campaigns has shown that consumers
Another example includes ‘Ben & Jerry’s Fair
respond well when given incentives. This
Tweets’, which promotes its Fair Trade Ice
creates a talking point and illustrates the
Cream. Although they do not offer an actual
brands have a personality.
gift, something that the consumer can see
Three case studies includes ‘Pepsi’s
as a benefit is enough for them to gain
Social Vending’, involving more consumers
satisfaction (Digital Buzz 2012: Online).
as a pass on effect (Pepsi Co 2011: Online). 29
yesterday’s campaigns:
The final case study is the ‘Kotex Women’s
After reviewing the communication of other
Inspiration Day’, giving personalised gifts
brands, The Body Shop would benefit from
to targeted individuals. The return on this
more social media attention from the con-
small investment resulted in nearly 100% of
sumer. While its current platforms create
consumers using platforms to communicate
interaction, more focused campaigns would
about the brand’s actions, spreading the
reach a wider audience. This would give the
word and awareness, and creating positive
consumer an incentive to interact with the
and successful perceptions to a larger
company, resulting in an increase in traffic.
consumer base than anticipated. 30
Figure Forty: ‘Kotex Women’s Inspriration Day’ Pinterest Campaign
31
today’s for sharing: Consumer Trends in Photosharing
Figure Forty-One: Photo-Sharing Statistics (See Appendix for Source) By Lucy Barrett
32
Since 2010, the amount of photo-sharing through the use of social-media platforms has risen by nearly 30% ( Visually 2012: Online). Most commonly shared through Facebook and Twitter, this trend is dominated by a female consumer group.
Nevertheless, interacting through the
use of sharing activities, purchases and social life has never been more popular, especially among consumers between the ages of 25-30 ( WGSN 2012:Online). Brands capitalising on this trend have seen benefits from consumers sharing products and interactions.
33
The rise of Instagram
1. FORD FIESTA ‘Fiestagram’ Social Media Campaign 2. Instaprint - Instagram print out stations enhancing consumer involvement 3. First Fashion Shoot to be taken with Instagram 2012 34
Figure Forty-two: ‘Instragram Moodboard Trends’, by Lucy Barrett
today’s for sharing
today’s for sharing:
The biggest player in this trend has been the rise
Despite Instagram being criticized for its ‘easy’
of Instagram. Recorded as the fastest growing
approach to photography, consumers are quick
platform of social media, it continues to grow
to adopt simple and enjoyable applications. The
rapidly. Another advantage of this platform is the
launch of Instaprint meant users’ photographs
use of sharing though other networks; sharing on
could be turned into objects, creating simple,
a broader scale.
Polaroid-like images for friends to share, frame
Brands have adopted this trend by creat-
and keep. Instagram has also found its way into
ing purpose for consumer to share the things they
high fashion, with 2012 seeing the first fashion
like and link to their social media platforms, such
photo-shoot carried out using the app by director
as the launch of the new Ford Fiesta, who turned
Nick Knight.
every day ‘snaps’ into prizes.
By The Body Shop embracing this trend,
photo-sharing could create ways of enjoyable communication. Sharing is something that does not alienate the consumer any more; young consumers are willing to share their lifestyles daily through frequent updates of Facebook and Twitter and for social media success it is vital that brands welcome this new culture and get involved ( WGSN 2011:Online).
Figure Forty-Three: ‘Instagram Facts’ (See Appendix for Source), by Lucy Barrett
35
today’s for sharing:
The rise of Pinterest links on Pinterest can generate a vast amount of
Another growth in social media trends has been
36
the global adoption of Pinterest. Unlike other
web traffic directly to brands’
forms of sharing, Pinterest encourages users to
websites.
express their inspiration and personal taste. The
success has resulted in a mainly female, young
market of social media, only a few brands have
consumer using the website and it has been re-
incorporated the website as a way of connecting
corded that Pinterest has been shown to generate
with their consumer. But as Pinterest’s growth has
the most traffic to other websites (Crook, J 2012:
been phenomenal, further brands are expected to
Online). This is vital for brands to incorporate as
become involved soon.
As Pinterest is still relatively young in the
Figure Forty-Four: ‘Pinterest Fact Moodboard’ (See Appendix for Source), by Lucy Barrett
today’s love of sharing:
Existing brand involvement has included ASOS, Peugeot and Harrods using consumer interaction with their brands. But Pinterest also shows an invaluable insight that brands can learn from their consumers by being able to observe their personal interests: such as the KOTEX campaign mentioned previously.
1. ASOS Rucksack Challenge - users took photos of their rucksack contents 2. Peugeot Jigsaw Competition - users had to guess the missing pin from boards 3. Harrods Jubilee Party - users had to pin what they would like to see in harrods window display Figure Forty-Five: ‘Pinterest Campaign Moodboard’
37
today’s real woman: Involving Real Women in Advertisting
Trend Prediction has identified that, in 2013,
The ‘Get a Little Closer’ campaigns show real
real people will play a vital part in advertis-
people in real relationships and illustrate
ing ( WGSN 2012:Online). Consumer inter-
playful affection. The campaign went around
views have shown that while they do like to
the country and, by using everyday people in
see celebrities in advertisements, they also
its advertisements, increased the likelihood
feel it makes the products seem inaccessible
that the consumer may know someone who
(Consumer Interview: See Appendix).
was involved, thus appealing to mass
audiences.
Nivea has continued to adopt this
trend by celebrating its 100th birthday.
38
Figure Forty-Six: ‘Nivea ‘Get a Little Closer Campaign’ , images sourced by Lucy Barrett
Figure Forty-Seven: ‘Nivea ‘Get a Little Closer Campaign Advert’ - Model Sophie Rogers ‘The Uplifting Enthusiast’ Target Consumer 39
today’s real woman:
Figure Forty-Eight: ‘Real Women in Advertising Moodboard’, by Lucy Barrett
40
Brands Using Real Beauty With leaders Dove campaigning for real
movement of no longer using edited and
beauty, by using real people in advertising,
unrealistic beauty figures: getting consumers
consumers see products as demonstraing
involved in the advertisements is now seen
better results. Other examples included in
as a positive.
Figure Forty-Eight, display the forward 41
tomorrow’s beauty:
CASTING
42
G
“women spend a lot of time analysing advertising and want to see more realistic campaigns” (Costa, M 2012: Online)
Choice of Casting For the launch of TRI-PLICITY skincare, casting the right model is of vital importance. Consumers are demanding ‘real’ beauty, so the choice of model will be made with specific characteristic requirements. Additionally, The Body Shop’s focus will be to create a relationship, so the model chosen should appear to be a friendly, approachable character. Displaying positive emotions and a playful attitude will best illustrate the focus of the campaign and The Body Shop. Figure Forty-Nine: ‘Casting Inspiration’ By Lucy Barrett
43
meet today’s beauty... Choosing The Right Model
44
Figure Fifty: ‘Model Moodboard’ photoshoot by Lucy Barrett 45
today’s a gift:
Random Acts of Kindness Campaigns
(Trend Briefing 2011: Online) 46
Figure Fifty-One: ‘Random Acts of Kindness Moodboard’ by Lucy Barrett
Figure Fifty-Two: ‘Heinz Get Well Soon’ Personalised Campaign
Relating to Incentives and sharing trends,
As The Body Shop is known for its continual
RAK offers another way of consumer interac- acts of campaign and social activist attitude, tion with the brand. Brands that have been
it would be fitting for the brand to give back
successful doing so are shown in Figure
to its consumer, illustrating how it cares.
Fifty-One.
“ R.A.K. are just a fun and light-hearted demonstration of how brands can access some of this publicly available information to brighten consumers’ days “ (Trend Briefing 2011: Online) 47
today’s responsible choice: Adopting Ethical Purchasing Dec
Figure Fifty-Three: Examples of Brands Refilling Goods, by Lucy Barrett
48
Figure Fifty-Four: Marks & Spensers SHWOP Campaign Advert 2012
49
50
Summary of Campaigns By selecting key trends and case studies
consumers are wanting more from brands.
that identify the importance of building a
Consumer demands for 2013 for ‘ Truth’ and
relationship with a consumer, an approach
‘Beauty’ are these advertising techniques
for the implementation strategy of The Body
(See Stage One: P42) and to build a
Shop has been concluded. Highlighting the
relationship The Body Shop must convey
success of brands that have engaged their
their genuine and caring approach to
consumer effectively, demonstrates how
skincare and Tri-Plicity. 51