erase. invisible imperfections
Fashion Marketing Major Project . Pollyanna Arnold. 200916962. Image 1
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erase. [Verb] / I’reiz / • To rub out or remove • To remove all traces of; destroy or obliterate.
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Contents Business Overview 04
Mission Statement
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Who are we?
08
Our Story
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Our Philosophy
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Our Values
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Brand Identity
14
Business Model
18-month timeline 26
Timeline
Campaign Two 52
Objectives and Strategy
54
The Customer
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The Game
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Timeline
62
Cost and Measurement
Campaign Four 80
Objectives and Strategy
82
The Customer
84
Hidden Eggs
85
About the Game and Marketing
86 90
Timeline Cost and Measurement
Target Consumer The Consumer
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Psychographics
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Behavioural
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Demographics
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Campaign One Objectives and Strategy
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The Customer
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Our Face Range
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Our Face Kits
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Timeline
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Cost and Measurement
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Campaign Three Objectives and Strategy
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The Customer
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Kit Contents and Marketing
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Timeline
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Cost and Measurement
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Reference Lists Finishing Statement
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Text References
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Image References
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We are remov surrounding me products, by empowered, m where men can skin confiden uncomplicated, effective face 4
ving the stigma en using beauty creating an male community enjoy everyday nce through natural and care products. 5
Image 2 6
Who are we? ÂŁ
WWW. erase. is a new online mens functional beauty brand that brings guys everyday confidence through five simple, affordable and effective products.
Forget the stigmas, men can use beauty products too. At erase. we are maleforward and aim to build a community of empowered men who embrace their use of functional beauty products and reject feminine stereotypes.
We use only the highest quality ingredients to give you the best products for less than competitors. We skip out on retailers and gimmicks to keep costs low, with one price that suits all.
Simple . Honest . Fair
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Our Story
We’re making the stigma surrounding mens use of beauty products smaller, so your confidence can be bigger.
It started with a single question:
Why is it weird for ‘manly’ men to use beauty products? Image 3
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Our Story
The Problem Female-centric shops, confusing names and overpricing often keeps men from easily and comfortably shopping for functional beauty products. All you have to do is walk into a department store and see walls of pink and female sales assistants that are not trained in male beauty.
The Lightbulb Fed up of the lack of accessible male beauty brands, an idea was hatched. Affordable, effective and natural beauty products specifically tailored for men that target everyday imperfections.
Why are men’s choices so limited and dull? Do we have to sacrifice price for quality?
erase. focuses on bringing men everyday face confidence for a fraction of the price of competitors, featuring just five essential products to keep your skin looking great no matter what life throws at you.
We said no....
Simple. Honest. Effective.
Male Forward Beauty companies have always been created with women in mind which may explain why men are still experiencing controversy and having their sexuality questioned due to their use of beauty products. Men shouldn’t be an afterthought in the beauty category. They deserve to have great looking skin everyday too and no, they shouldn’t have to hide it. We’re here to make a daily routine a little simpler and a lot more affordable.
Join Us We spent years making the erase. dream a reality, making sure that each of our products has a real purpose. Our face kits are perfect for an easy daily routine and will not only make you look great but is great to your skin too. Come and join us if you want to enjoy the perfect complexion everyday, for a small price that is delivered straight to your doorstep on demand. Because you deserve it, man.
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Our Philosophy
Practical Each of our five products are high quality and effective in targeteting everyday imperfections: making your daily face routine speedy and low maintenance. Our products require just minutes to use, with no timewasting steps or gimmicks.
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Affordable Why does mens face care have to be so expensive? Well it shouldn’t. Our products are more affordable, so you don’t have to burn a hole in your pocket to look good everyday.
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Natural We don’t use those chemicals you can’t pronounce, which harm your face or buy from suppliers who test on animals. Our products are kind to men’s skin and also to the environment. Our products are crueltyfree and our tubes are made from 100% biodegradable sugarcane.
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1 2 3
1 2 3
Our Values
Quality We believe in the endless quest for self-confidence, pushing ourselves to provide the best products that produce the best results to help men overcome anxiety surrounding their skin health.
Honesty We believe in honesty and integrity, using non-toxic ingredients that are cruelty free, to make your skin not only look amazing but feel amazing as well.
Innovation We believe in living for the future; constantly innovating to bring our customers the easiest and most rewarding online shopping experience possible.
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primary logo
erase. colour palette
design elements
FONT 1
biko bold abcdefghijklmnop qrstuvwxyz
FONT 2
futura medium abcdefghijklmnop qrstuvwxyz
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identity board
Bold
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Tounge ‘n’ Cheek
Zit Happens! Image 9
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Modern
Male Driven
e.
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Product Design
Manufacturing
Customer Reviews
Word of Mouth
Market and Consumer Research
24 Hour After Sales Care
Delivered Straight to Your Door
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Business Model
Products sent to Warehouse
Engagement
Fast Shipping From Warehouse
Marketing Communications
Purchase Repeat Purchase
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Made in the UK All of our products are made here in-house in Manchester, to provide the best quality products possible.
Easy Shopping To buy any products or face kits there is a simple 3-step process, which can be completed in under 5 minutes. As well as this, customers can sign up to automatically re-send their kit whenever suits them.
National Shipping If customers spend over £20 they get free delivery, but if they wish to get next day delivery it is £4.99. Standard delivery is 2-3 working days and is delivered straight to your door, with no fuss.
Fast Delivery If customers spend over £20 they get free delivery, but if they wish to get next day delivery it is £4.99. Standard delivery is 2-3 working days and is delivered straight to your door, with no fuss.
Free Returns Don’t like what you receive? All our products come with a free returns label. We offer a 30-day money back guarantee on all products from the time of purchase.
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target customer
Well Groomed
Masculine
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Image Conscious
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Experimental Fashionable
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erase. targets the modern, everyday man who has an interest in grooming and wants to look his best everyday. He is conscious about his image and feels more confident when his skin looks clear and youthful. He prefers to use a small, practical group of products in the morning to simplify the routine due to his fast-paced lifestyle. He is stylish, independent and successful.
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Minimalistic 19
Psychographics The erase consumer follows a problem-solution mindset and does not stand still when something makes him feel under confident (Yee, 2017). He enjoys staying fit and healthy, which reflects in his sensitivity around his skin. He feels pressure to present himself in a certain way, and so is interested in fashion and taking are of himself. He is open minded, adventurous and less wedded to traditional masculine ideals. He is uneducated about beauty products, but is interested in using them as a boost of confidence (Yee, 2017), “for every James Charles or Patrick Starr, there’s the average guy who doesn’t even moisturize let alone would know what foundation was” (Barrett, 2017). The Internet is his main source of information and shopping, due to its speed and convenience. He looks for simplicity, effectiveness and quality in products and in life, always striving to be a better version of himself (Fergerson, 2017). He is time poor and lives in the digital age, absorbing advertisements from across various social media platforms and apps. As a result, he does not want to shop about and looks for the first workable product (Zorzini, 2017).
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The erase. Customer
Figure 51
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Behavioural According to industry insights, 40% of men ages 1834, “would ideally buy everything online”, while 86% of male teens said they buy online (Yee, 2017). The erase consumer uses his smartphone to make purchases, only when the need is immediate and normally stops after finding the first workable product (Zorzini, 2017). He prefers shopping online as it removes uncomfort experienced when purchasing products at femalecentered beauty counters. Sometimes he steals makeup from his other half or family members as he is too embarrassed to buy the products himself, or if he buys beauty products in store he pretends they are not for him (OFlyng, 2016). The conscious male consumer requires speed and convenience when purchasing products, searches for integrity and simplicity in brands and is likely to research products before purchasing (Thornton, 2017). He buys less in quantity than women, preferring a limited, selected range of grooming solutions (Yee, 2017). As well as this, he buys less frequently than women, only purchasing products every 6-12 months (Hotchkiss, 2017). The ‘conscious male’ consumer adopts a ‘simple luxury’ mindset, believing that quality does not have to come at a high price (Walker et al, 2017).
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The erase. Customer
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Figure 54
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Demographics The target erase consumer spans across generations. It includes teenagers who experience acne and discomfort, as well as adults who have bad skin or have low confidence regarding their appearance. Further, it targets the everyday man, who likes to stay well-groomed and wants to look their best self everyday, no matter what life throws at them. According to statistics, Millenials and Gen X’ers (20-40) spend nearly 50% as much time shopping online each week than their older counterparts (Fry et al, 2018). Further to this, Gen Z consumers celebrate individuality and autonomy, embracing gender that is less prescribed (WGSN, 2016). As a result, Gen Z and Millennial’s will be the most active consumers for erase. However, erase. will also appeal to men of all backgrounds and socio-economic status, who are looking for solutions to problems and wish to purchase functional beauty products in a maledriven environment, rather than the current femalecentered brands that dominate the marketplace.
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The erase. Customer
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18 month
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timeline
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p r o d u c t development
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Objective To sell 500 units in the first three months of launch through increased desire and awareness.
Strategy Make the product range desirable through highlighting the main product attributes.
Tactics Nordic aesthetic, minimalist design. High quality, effective and affordable. Fun,relatable imagery. Sales promotion and competitions (Desire). Influencer promotion (Awareness).
Channels erase. Website, Paid Social Media posts, Organic Social Media Ads, Influencer Promotion, Digital Magazines.
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Modern Simple Effective Affordable
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the customer
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He Seeks.... Quality Affordability Minimalism Convenience Performance Simple Branding
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The erase. product range targets a man who is conscious about his appearance and likes to keep well-groomed. He uses a problem-solution when purchasing products. He looks for clear, effective beauty products that come in a small collection to keep his morning routine simple. He enjoys using functional beauty products to hide imperfections, but still upholds his masculinity and does not like to be associated with feminine beautification.
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Our Face Range Five everyday essentials for great looking skin.
boss balm
spot saviour
daily moisturiser
intense lip hydrater
effective spot eraser
more info
more info
more info
face champion
matt dust
bro-ws
anti-shine face powder
eyebrow toolkit
more info
more info
All of our five products were specially designed for men, to keep your skin looking amazing day in, day out. Beauty products are not just for girls, men have the right to look just as good too. Each product is made with all natural ingredients, that do not irritate the skin, but instead work with it to hydrate and hide imperfections. Fed up of the confusing, overchoice of products in the market, there are just five essential products in the face range, which can be bought seperately or together without burning a whole in your pocket. We are simplifying the morning routine, with easy-to-apply products that can stay in your bathroom or be taken on the go in our travel bag. Our products are designed so that no matter where you are you can look your best when it means the most. Whether it is a big date, a business meeting or just wanting to look great for that promotion, we have you covered.
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L
M
D
Face Champion
Spot Saviour
A soothing, hydrating and effective facial moisturiser that leaves your face feeling fresh all day long.
A very light-weight, matte and effective spot eraser for invisible spots throughout the day, that no one will even notice. Because zit happens!
Shop - £12.00
Shop - £9.00
Boss Balm A nourishing, powerful lip balm that keeps your lips hydrated through all weathers... and dates.
Shop - £10.00
L
M
D
Matt Dust
A practical, anti-shine face powder to give your face a matte look. It’s so light it will look like you’re not wearing anything. You’re welcome.
Shop - £10.00
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Bro-ws
‘The Shy Guy’ Face Kit
A handy little eyebrow kit for one. Complete with a set of tweezers and brush, to give you some nice manly, but tamed eyebrows.
This kit is perfect for covering those pesky spots, in a very subtle and powerful way. Say goodbye to spots and hello to confidence.
Shop - £8.00
Shop - £25.00
‘The Lot’ Face Kit
‘The Traveller’ Face Kit
Treat yourself to all five of our products with this face kit. It comes with everything you need to have the perfect looking skin everyday, no matter what life throws at you.
Grab this kit if you are looking for some everyday face care essentials for the road. Complete with a travel bag, this will keep your face looking and feeling fresh always.
Shop - £39.00
Shop - £20.-00
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All of our products have no... Parabens . PEGs . sulfates (SLS/ SLES) . GMOs . mineral oils . petrolatum . synthetic colours . animal testing
How do I use it?
Whats in it?
Apply a small amount of the face cream on your palm and generously apply it to clean skin in the evening. If using in the morning, also wear sun protection, to protect your skin from signs of ageing.
Water: Solvent Sage: Anti-inflammatory Chamomile: Healing Green Tea: Anti-oxidant Rosemary Oil: Anti-ageing Shea-butter: Repairing Avocado oil: Restoring Mango butter: Soothing
face champion daily moisturiser 50mL?07fl.oz
boss balm
How do I use it?
Whats in it?
Squeeze a small amount of the boss balm onto your finger and rub into your lips evenly to soothe and moisturise chapped lips, so you’re ready for anything....or anyone.
Beeswax: Consistency Shea-butter: Repairing Sweet Almond Oil: Softening Vitamin E: Preventing Jajoba Oil: Protecting Avocado Oil: Restoring Calendula Oil: Calming SPF 15: Protecting
intense lip hydrater 0.5 fl oz / 15 ml
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How do I use it?
Whats in it?
Gently pick up some of the dust with the face brush and blow on it to get rid of the excess. In circles, apply the dust to your most oily areas, the t-zone, your chin, cheeks and nose.
Talc: Absorbing Dimethicone: Smoothing Organic pigments: Colourant Vitamin E: Nourishing Kaolin Clay: Softening Plant Oils: Moisturising
matt dust anti-shine face powder 0.25 oz / 7.2 g
How do I use it?
Whats in it?
With your finger scoop a small amount of the spot saviour and dab lightly on any spots on your face. Lightly tap until the spot is covered and suitably invisible to the naked eye.
Beeswax: Consistency Microcrystalline Wax: Elastic Avocado Oil: Nourishing Jajoba Oil: Preventing Cocoa Butter: Suppleness Mineral Pigments: Adapting
How do I use it?
Whats in it?
Use the tweezers first to pluck out that manly monobrow, and shape your eyebrows to however you want: slug, scuplted, bushy its your pick. Then brush your brows up and shape to your liking.
SA-I Stainless Anti-Magnetic High Precision Metal Chrome-plated brass ferrules Vegan synthetic bristles
spot saviour effective spot eraser 0.17 oz / 5 ml
bro-ws eyebrow toolkit 3.12 g / 0.11 oz
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Introducing.... The Sugarcane Tube
100% Biodegradable. Flexible. Just like plastic. (You can’t eat it though...sadly) Image 34
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From picking to production an ethical love story...
Raw Materials Sugarcane captures CO2
Extraction Sugarcane is harvested and processed to extract its starches.
Refining Starches are processed further in bio-refineries. Sugar juice is fermented to produce ethanol, which is then dehydrated to create Ethylene and
Manufacturing Our manufacturers use granules of the compounds to make the flexi-tube.
Disposal The flexitube is 100% biodegradable, meaning our consumers can place it in an organic waste collection bin.
Compost and Renewal The organic waste of the flexi-tube will return to the earth as mulch, to help
Adapted from ecostore (2018)
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Our Face Kits From 100% dry to oily, spot prone skin (and everything inbetween) We’ve got a face care kit for you. Every product is custom built for men, made exclusively by erase. and chosen just for you to keep your skin looking great, always. Simply pick a box and have it delivered straight to your door however often you like.
How it works
2.
3. erase.
1.
Choose Your Kit
Pick Your Frequency
We Deliver
Choose one of our three face kits or let us help you build your own! From a single product to a whole bundle.
Pick how often you would like to recieve your erase box whether it is every 1, 3 or 6 months, we have you covered.
We deliver your kit straight to your door in under 5 working days. So you can spend less time shopping and more time with those who matter.
Get Started
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Packaged to perfection (well...almost)
All of our products are packaged from 100% recyclable cardboard, so it not only looks good but it is good to the environment too. With our pledge to the environment, we try to reduce our carbon footprint as much as possible, so once you’re done unwrapping our amazing products, simply take it to a recycling bin for a lovely new home.
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ten month
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timeline
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Cost Design Costs Research and Development
£5,000
Product Shape Design
£3,000
Label Design
£2,000
Packaging Design
£1,000
Patents/Trademarks
£2,000
Focus Groups
£500
Website development and Photography
£10,000
Total Design Costs
£23,500
Production Costs Product Development Formula Development Testing Labelling
£20,000
Mass Manufacturing
£1,500
Packaging Manufacturing
£1,250
Warehouse Storage (P/A)
£600
Total Production Costs
£ 23,350
Design & Production Costs
Expectation With an initial manufacturing of 500 products at £2-3 per product, the expected income is £8,500 from an estimated average order value of £17. This will be a key performance indicator and will highlight whether customers are buying the whole kit or just a singular product. As a start-up business, it will operate on a loss for the first year, depending on secured investment, due to the large cost of developing and manufacturing the products.
£46,850
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Measurement 1. Brand Engagement In order to measure how successful the products actually are, brand engagement will be a large informant. Measurements of comments, likes and shares on organic and paid social media posts will be reviewed as well as sending customer surveys to customers after a purchase has been made and reviews/testiomonials. If the engagement is high and the consumer feedback is positive surrounding the quality of the products, then it will have been successful.
2. Repeat Purchase Despite brand engagement being a large indicator of success for the product range, one of the most important measures will be repeat purchase. If customers sign up to the subscription service available, it shows loyalty and a desire for the products. Therefore, the higher repeat purchases the higher the success of the products. This measurement will be long-term, to indicate if it desire increases or decreases.
3. Demand As well as measuring the volume of subscriptions, demand will be a large indicator of success. For the initial launch 500 boxes have been mass manufactured to meet the demand. However, if these sell out faster than expected and the increase in order volume increases, it will
Surveys
Reviews
Subscriptions
Demand
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face fix facebook competition
Tick Tock..00:37 51
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Objective To capture 200 emails from game participants and 2 million impressions.
Strategy Make the game desirable and create a buzz to play it, through sponsored media posts.
Tactics Release teasers before the game, prizes every friday for the top 3 on the leaderboard, embedded erase products within the game for customers to learn about their use.
Channels Facebook and Instagram sponsored posts, Facebook and Instagram organic activity.
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Data Capture Engagement Impressions Leads
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the customer
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He is.... Sociable Fashionable Adventurous Young Digital Image Conscious
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For this campaign we are targetting the younger consumer, who spends a lot of time on their smartphone, shopping and browsing social media channels. He is fashionable, image conscious and less wedded to traditional masculine ideals. He is a student or in the creative industry and is passionate about what he does. He spends a small amount on beauty products and looks for value for money. He likes to build strong relationships with brands through engagement.
Image 41
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erase.
face fix
face fix
Before you run wild... We need to grab your name and email so we can add you to our leadership board and get you winning some awesome free stuff!!
Erase the imperfections in the fastest time to get on the leaderboard and win win win....
Name Email address
Aim of the game: Remove the chapped lips, spots and untamed eyebrows as fast as you can as the guy moves from side to side to get a spot on the leader board. The top 3 players every week will be announced and recieve some great prizes.
Slide to start
Rules:
face fix
face fix
You smashed it! Here is your final time...
1:38secs See leaders board Make sure to check out our socials for results!
Tick Tock..00:37 Tock..00:37 Tick
Players can play just one time per week over the 4 week period, however if they want an extra life to score extra points they can share the game on facebook and tag a friend. The timer will keep running until all of the imperfections have been removed with the right tools.
Tools: Players are given a choice of 3 tools to use to get rid of each imperfection. The tools are all erase. products. Only the use of the correct tool will allow players to get erase the imperfection effectively. Therefore, players subconciously learn about our brand, increasing brand awareness and exposure.
Bro-ws
Boss Balm
Spot Saviour Image 42
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Marketing Channels
Tick Tock..00:37
Tick Tock..00:37
Tick Tock..00:37
sponsored posts
organic posts
Tick Tock..00:37
sponsored posts
organic posts
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Image 43-46
face fix erase.
Face Fix Face clean up game by Erase . 10 thousand players
Tick Tock..00:37 face fix
You smashed it! Here is your final time...
1:38secs Tick Tock..00:37
See leaders board Make sure to check out our socials for results!
ABOUT FACE FIX
Start playing face fix today- many lucky players have won great prizes already! Use the erase products to successfully clean up the guys face while he is moving in the fastest time in order to get on the leaderboard. Get that friday feeling when your quick thinking and smart moves are rewarded with a top place on the leadership board.
erase face fix
erase. While we crank up the gears... We need to grab your name and email so we can add you to our leadership board and get you winning some awesome free stuff!!
Name Email address Loading
Face Fix Forum | FAQ | Face Fix Leader Board | Privacy Policy | Terms of Service | 2019 erase.com Ltd
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face fix erase.
Face Fix Face clean up game by Erase . 10 thousand players
Tick Tock..00:37 face fix
You smashed it! Here is your final time...
1:38secs See leaders board Make sure to check out our socials for results!
ABOUT FACE FIX
Start playing face fix today- many lucky players have won great prizes already!
Tick Tock..00:37
Use the erase products to successfully clean up the guys face while he is moving in the fastest time in order to get on the leaderboard. Get that friday feeling when your quick thinking and smart moves are rewarded with a top place on the leadership board.
Tweet #facefixgame
erase face fix
face fix
face fix it! Here You smashed erase.
Face Fixis your final time ...
1:38secs
Face clean up game by Erase . 10 thousand players
If you think you have what it takes to beat that score, share the game now to win an Tick Tock..00:37 extra life. More turns means more chances of winning!! face fix
You smashed it! Here is your final time...
1:38secs
Share now
See leaders board
Make sure to check out our socials for results!
ABOUT FACE FIX
Start playing face fix today- many lucky players have won great prizes already! Use the erase products to successfully clean up the guys face while he is moving in the fastest time in order to get on the leaderboard. Get that friday feeling when quick thinking and smart moves arePolicy rewarded a | 2019 erase.com Ltd Face your Fix Forum | FAQ | Face Fix Leader Board | Privacy | Termswith of Service top place on the leadership board.
Image 47-48
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eight week
60
timeline
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Cost Marketing Costs Marketing Strategy (20 hours)
£1,000
Asset Design (Images)
£300
Content Calender
£300
Audience Set-up
£200
Execution of Paid and Organic Activity (12 hours)
£600
Total Marketing Costs
£2,400
Paid Media Costs Post 1
£300
Post 2
£200
Post 3
£200
Post 4
£300
Total Paid Media Costs
£1,000
Total Campaign Cost
£3,400
Expectation This marketing strategy has been created with three major objectives: awareness, engagement and data capture. Therefore, the expectations from the campaign will be as follows: • 2,000 engagements (Cost per engagement 50p) • 50p cost per 1,000 impressions (2million impressions) • Emails captured 200 with an average conversion rate of 20% and cost per conversion of £5
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Measurement 1. Brand Engagement As this marketing campaign is all about a social media game, the amount of engagement is very important. This will be measured by the amount of likes, comments and shares each post receives. If the target is reached, the campaign will be seemed a success.
2. Impressions As well as reviewing the amount of likes, comments and shares the posts recieve, it is also important how many people see the advertisements and are exposed to our brand. Therefore, the higher number of impressions, the more awareness our brand gets, which could lead to sales.
3. Data Captured One of the main objectives of this campaign is to capture as much data as possible from those who play the game. One of the measures of sucess will be if we reach our target of 200 emails. The more emails collected, the more successful the campaign and useful it will be in allowing our marketing team to re-target consumers with emails to convert into sales.
4. Value of Leads With an expected 200 emails collected from this marketing campaign, the value of leads will be an important part in determining the success. From the emails collected, a series of re-targeted adverts will be sent, in the hope of converting them to sales. The value of leads will be the percentage of people who purchase produts due to the re-targeted emails. The higher the percentage, the more successful the campaign as the target customer will become more refined.
ÂŁ
1 No. likes, shares and comments
Impressions
No. Emails Collected
Sales
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3 64
'Pal'entines Day 2020 Limited edition male spa face kit
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Objective Achieve a conversion rate of 10%, producing a sales target of ÂŁ9,995.
Strategy Increase desire for the product through a limited edition box.
Tactics Release teasers before the product comes out, targeted adverts, influencer promotion to generate desire, customers featured on our instagram feed.
Channels erase.com, Facebook and Instagram sponsored posts, Facebook and Instagram organic activity.
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Engagement Impressions Sales Repeat Purchases
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the customer
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He is.... Creative Well groomed Single Sociable Experimental Ambitious
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The palentines day limited edition male face spa kit targets the average single guy who needs a bit of TLC on valentines day. He likes to spend valentines day with his pals, with some good food, beer and TV. He is sporty, fashionable and image conscious. He doesn’t take himself too seriously but likes to keep well groomed. He has recently become interested in male functional beauty products and loves experimenting with them.
Image 54
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Male Face Spa Kit The perfect face kit for a chilled night in with your pal this valentines day.
£39.99
1x face champion daily moisturiser more info
1x boss balm intense lip hydrater more info
era eras se. e. M Mud M ud Mas as k k
Hyd ratin Hy dra remo g and b lac ti ving face kheadremo ng a mask vin nd g f blac ace kh ma ead sk 15g
2x mud mask
1x bro-ws
hydrating face mask
eyebrow toolkit
more info
more info
The palentines day limited edition male face spa kit has been developed for a perfect night in with a friend or to get guys ready for that special date on valentines day or ‘palentines day’ as we call it! The kit includes a new product, the erase ‘mud mask’ that sooths and hydrates the skin, available exclusively with this offer. The marketing campaign will run on the idea of ‘who needs women when you have a good pal, a beer and a mud mask?’. It is a tounge ‘n’ cheek campaign, which plays on the romantic nature of valentines day in a lighthearted way. By marketing the mud mask as limited edition it will create more desire as the product will not be available anywhere else on the website, helping reach the sales target.
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Instagram influencer promotion
Facebook sponsored posts
Paid Social Activity Instagram sponsored posts
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Image 55-58
two week
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timeline
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two week timeline
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Cost Product Development Costs Research and Development
£500
Product Design
£250
Production
£500
Total Product Development Cost
£1,250
Marketing Strategy Costs Marketing Strategy (10 hours)
£500
Asset Design (Images & Video)
£1,000
Content Calender
£300
Audience Set-up
£300
Execution of Paid and Organic Activity (12 hours)
£200
Influencer Outreach
£200
Total Marketing Strategy Cost
£2,500
Paid Media Costs Facebook Sponsored Posts
£200
Youtube Sponsored
£100
Influencer Payment
£200
Total Paid Media Cost
£500
Total Campaign Cost
£4,250
Expectation This marketing strategy has been created with three major objectives: awareness, engagement and sales. Therefore, the expectations from the campaign will be as follows: • 1,000 engagements (Cost per engagement 50p) • 50p cost per 1,000 impressions (1million impressions) • Sales generated 10p per click (5,000 clicks) of which 10% will convert producing a sales target of £9,995 (£19.99 RRP).
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Measurement 1. Brand Engagement Due to the limited edition nature of this campaign, the amount of engagement will be a good indicator as to how much buzz it created, which then led onto sales. This will be measured by the amount of likes, comments and shares each post receives. If the target is reached, the campaign will be seemed a success.
2. Impressions Again, as well as reviewing the amount of likes, comments and shares the posts recieve, it is also important how many people see the advertisements and are exposed to our brand. The higher the amount of impressions, the more chance there is of getting conversions and sales.
3. Sales One of the main objectives of this campaign is to increase sales for the brand. Therefore, one of the measurements will be whether the sales target was hit. As this is a limited edition face kit, desire should be increased as consumers have a smaller chance of getting their hands on the items.
4. Repeat Purchases One of the most important measures will be repeat purchase. Once the limited edition box is removed from the product line, if customers sign up to the subscription service available, it shows loyalty and a desire for the products. This could be either a direct sale or a new customer through word of mouth. Therefore, the higher repeat purchases the higher the success of the products.
1 No. likes, shares and comments
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Impressions
Sales
Subscriptions
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4 78
Website Easter Egg Hunt
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Objective Get 4,000 customers to the website with 10% converting to sales (400).
Strategy Make the game desirable and engaging to keep customers on the website longer.
Tactics Make some eggs easier to find then others. Blog posts to give clues to players. Product discount for each egg found.
Channels erase.co.uk, facebook and instagram organic and paid activity.
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Traffic Awareness Exposure Sales
81
the customer
Image 61
Image 60 Image 62
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He/She is.... Digital Experimental Creative Image Conscious Fashionable A Bargain Hunter
Image 63
The easter egg hunt targets the digital consumer who seeks good relationships with brands. The consumer could be a male who is shopping for himself or a women who is trying to get a prize for her other half, family member or friend. They like value for money and enjoy receiving discounts for their favourite brands. They spend a lot of time on social media and love playing games during commutes and down time.
Image 64
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Eggs Hidden On The Website Image 65-66
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The Game The easter egg campaign has been designed in order to increase traffic to the website, which could convert into sales. The five eggs will be released at various times throughout the easter week, with the designs being featured on organic and paid social media posts so players know what to look out for. The more eggs the players collect, the more discount and prizes they will receive. Each egg has a different discount between 1040% off products on the website. Once an egg has been found the code will only be useful for 2 weeks and you can only play once. The code can be used to buy a gift for someone or for themselves. By spending time on the website looking for the eggs, they will subconsciously learn about the brand values and our products, therefore have more brand awareness by the end of the game.
Wahey! You Found Me
You’ve collected 2/5 eggs Claim Prize
Winner Screen Pop-up
Organic/Paid Posts
Blog Post Clues
Image 67-70
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two week
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timeline
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two week timeline
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Image 71
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Cost Design Costs Development Design
£250
Design Maintenance
£500
Total Design Costs
£750
Marketing Strategy Costs Marketing Strategy (10 hours)
£500
Asset Design (Images)
£250
Content Calender
£250
Audience Set-up
£200
Execution of Paid and Organic Activity (12 hours)
£600
Total Marketing Strategy Costs
£1,300
Paid Media Costs
Expectation This marketing strategy has been created with three major objectives: traffic, salest and brand experience. Therefore, the expectations from the campaign will be as follows:
Post 1
£200
- Traffic (25p cost per click) 4000 traffic of which 10% convert
Post 2
£200
- 400 sales based on the above conversion rate
Post 3
£200
Post 4
£200
Post 5
£200
Total Paid Media Costs
£1,000
- 50p per 1,000 impressions = 2million impressions
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Measurement 1. Traffic The main objective of this marketing campaign is to drive traffic to the website, so consumers subconsciously learn about the brand whilst looking for the hidden easter eggs. Therefore, an important measure of the success would be to look at how much traffic has been driven to through website through the paid media links.
2.Sales As the rewards for findings the eggs are promotional discounts between 1040%, the aim is for the consumer to stay on the page and purchase some of our products. This will be measured by how many clicks converted into sales using the promotional discount. If we reach our sales target, the marketing campaign will be deemed financially successful.
3. Brand Exposure As well as being financially successful, brand exposure will ensure the marketing campaign was successful for increasing brand awareness. This can be seen through media coverage such as features in magazines, online articles and other forms such as influencer promotion, consumer interactions and brand engagement. This will be measure by the number of features and the amount of likes, comments, shares and hashtags surrounding the campaign.
1 Website Traffic
No.likes, comments and shares
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Promocode Sales
Media Coverage
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Erase Imperfe Embrace Confide 92
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Image 46: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
Image 68: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
Image 47: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
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Image 48: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
Image 70: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
Image 49: Arnold, P. 2018. Photograph taken for Erase. [Image]. At:
Image 71: Arnold, P. 2018. Photograph taken for Erase. [Image]. At: Leeds: Leeds University Design School.
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