SCHWARZKOPF
Digital Campaign Creative Direction DESN5240M
An MA Advertising & Design assignment by Ankit Saraf & Pratik Singla presented to the University of Leeds, School of Design September 2012
CONTENTS
{
01/
Analysis
02/
Audience
03/
Communication
04/
Creative
05/
Media
01
ANALYSIS Brief Market Brand Competitors
1.1
BRIEF
Schwarzkopf is a German hair care brand with retail and professional hair products and studio. The brand has a diverse range of products catering to different segments. Got2b is a stylist hair brand, inspired by American street styles launched in 2000. The brand is now available in 20 countries including Russia, Germany and France in the EU.
[ GOT2B RANGE ] Target Audience - Men & Women aged 16-25 | Time scale - 12 month | Budget - ÂŁ100,000
CHALLENGE Creating excitement about a hair gel with performance benefit.
A DIGITAL LAUNCH CAMPAIGN Schwarzkopf is launching Got2b in the UK market. The objective is to devise a digital campaign up to the launch of the product, that generates real buzz around the arrival of the firm hold hair styling range.
1.2
MARKET The hair styling category weighed in at £302 million in 2011 and is set to show more or less flat or no growth trajectory. The styling market saw a 4% in the same period whereas other hair care markets such as colorants, shampoo and conditioners show a positive growth pattern.
2011 £303 ml
Styling market forecast in 2016 to £297 ml
ENVIRONMENT
Styling market sector performance and competitive category view
The UK hair care market (comprising sham-
Although the market is stagnant with nega-
poo, conditioners, styling products and hair
tive growth prospect, the category has seen
sprays) was worth more than £1.16 bl. in 2011.
numerous product launches in the last 5
The market is growing at only 5% with hair
years. Most of these products are aiming
styling category under performing at a nega-
towards health and damage control perfor-
tive 4% growth rate.
mance benefits.
The research suggests that product prices in
Styling products still have relatively low pen-
the market are falling and sales promotion
etration - only 45 % of UK consumers current-
continues to be a leading marketing tool in
ly purchase styling products. This compares
the segment. This will further take its toll on
with 79 % who buy shampoo, suggesting
the categories future growth potential.
there is still plenty of opportunity.
Performance Colorants and styling products’ combined market sizes is ahead of the deodorants category and just behind soap, bath and shower products. Styling sector accounts 21% of hair care mar-
£1.16 b
Hair Care market Shampoo, Conditioners, Colorant, Styling and Treatment
ket. Hair sprays command the largest share of at 53%, which was up an impressive 8.7% from the previous year. This was followed next by gels at 27% (mostly male users).
53%
27% 12% 8 %
INTERNAL & EXTERNAL The main area of hair care where new product development can drive growth is styling. New launches have included Spritz from Fructis, with its spray-gel format, and mud and clay products from designer manufacturers. Hair styling market is although capable of capturing market with a revolutionary product such as hair spray which recreated the
• Product innovation • Hairstyles evolve quickly and in line with fashion. • Other hair care markets such as shampoo’s show successful performances. • Social acceptance of grooming is on rise due to challenging economic conditions. • Variety with frequent switching and short usage cycle
WEAKNESSES
STRENGTHS
market with its launch in the 90’s.
• Negative growth market. Sales promotional schemes limit future growth • Low penetration as compared to other grooming products. • Men resistant to the hair grooming categories. • Physical damage due to overuse. • Medical implications • Market Proliferation
1.3
BRAND Schwarzkopf & Henkel retails products include hair colorants, hair styling, hair care, toiletries, skin care, oral hygiene and fragrances.
PRODUCT RANGE & INNOVATION Schwarzkopf & Henkel offers a wide range of hair colorants and styling products in the UK. In the retail segment, the company’s brands include Schwarzkopf, Pro Styling and Supersoft.
Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies. Schwarzkopf & Henkel have customers in 125 countries worldwide. Cosmetics and toiletries business sector recorded sales £2.5 billion with an 8.6% increase on the prior year. German Company - Est. 1876
The Cosmetics/Toiletries reported a 5% sales growth in 2011
Schwarzkopf is driven with constant innovation in the hair care market and professional training and has many brands in professional and retail hair styling sector. It all started when Hans Schwarzkopf opened a small drugstore in Berlin with a popular perfume section. Henkel group acquired the brand in 1995 and since then identifies it as a strategic brand for the company. Most Trusted Consumer Brand 2009
82% 50%
Got2b gel range is an ultimate wind-tunnel tested gel that provides long lasting hair styles.
22% 17% 1%
The water-resistant got2b glued spiking glue delivers ultra long-lasting hold that lasts until next wash.
27%
TV
Press
Internet
Schwarzkopf adspend during 2010
1% Cosmetic Home Adhesive Corporate Care
Henkel sales by business sector
£ 4.3 m £ 1.2 b
[ RANGE ]
CHAOTIC
Got2b is Schwarzkopf’s most extreme brand yet. Inspired by street styles and designed by stylists, the range comprises a series of unique, styling products to create ‘attitude for hair’. Originating from the USA, got2b is the number four hair styling brand in America and a newly-extended range for the UK styling market with three levels of control- extra strong, extreme and ultimate hold - the range now comprises five products -Magnetik, Cha-
Long Moulding Lasting gum MAGNETIK
otic, Glued, Sparkling & Beach matt
The collection boasts super-strong
Got2b glued spiking glue – USA’s lead-
Got2b offers 5 unique products to cre-
hold levels and is perfect for creating
ing styling gel is got2b’s lead product
ate hair with attitude. Its innovative
high impact. From extreme Mohawks
in the UK. The water-resistant spiking
product offers world’s first pheromone-
and liberty spikes to messed-up, un-
glue is wind tunnel-tested to give ultra-
filled hair gel.
structured looks and funky styles,
strong, vertical hold. Ideal for styling
the got2b range is for young, fashion-
spikes, twists and dreads. All products
conscious men and women looking to
are priced at £3.95 and are available in
stand out from the crowd.
stockists including Boots and Tesco.
GLUED
Sparkling
Lead Sparkling Product Spray
Texturing Gum
Beach matt
1.4
Competitors
Competing benefits and attitudes The hair styling market is mostly lead by specialist brands such as Loreal and Unilever who capitalise on the rich brand heritage. There is also growing competition from the private labels such as Boots. The competitive environment is highly complex with brands providing various benefits such as performance, health, environment and style. Schwarzkopf has found a unique brand position in this market with brand recognition across various hair services and home styling products.
Styling brands Research The hair styling market broadly Shockwaves is the trendsetter, splits into two groups of brands, thanks to its focus on fashion
Tony & Guy
Kiehls
Supersoft
Fekki
the more diverse Wella Shock- and doing something different. waves, John Frieda Frizz-Ease It is also unique for its similar and L’OrÊal Elnett and the less scores across the gender divide;
Professional Hair Styling Products
diverse Brylcreem and Wella Sil- young people of both sexes see
Boots Expert
vikrin. Elnett leads the market, the brand in a similarly fashcatering to female audiences. It is clear that most brands are positioned in the safe zone of providing style and an edge. This proposition has been in the market since a long time and has lost
ionable light. Shockwaves has marked itself out as a contempo-
Private Hair Products
rary, young brand with attitude. Its
youth-focused
advertising
sets it apart from the more con-
L’oreal Elnett
ventional beauty brands Wella Silvikrin
its uniqueness. Shockwaves and Frizz-Ease are relatively young
John Frieda Frizzease Unilever Brylcreem
Garnier Fructics Wells Shockwaves
Retail Styling Products
brands that have worked hard to create brand personas, Shockwaves as messy haired rebel and
Most brands claim to provide long lasting and herb-
Frizz-Ease as a sleek haired so-
al benefits. The hair styling category has generated
phisticate.
Shockwave is the closest competitor brand in terms of personality and target audiences. However it lacks a focused digital strategy to communicate its vibrant young target audiences. It has a social media application which is sales promotion motivated. It is targeted to reduce the problem of having dull hair.
Most products in the market
less excitement in recent times, save for the intro-
claim to have a long lasting hold
duction of a handful of products claiming to deliver
performance benefit (Dark blue)
long-term results and visible media use.
02
AUDIENCE Demographics Segment Barriers Evaluation
2.1
DEMOGRAPHICS There are about 42 million young people in UK with a vibrant media use and high disposable incomes. This population is also extremely fashion conscious and techno savvy.
89% 44%
33%
33%
Men & Women age16 - 25 Mostly young students
Total UK Youth
Youth hair products
Population
users in UK
got2b target audience
While 16-24s are the most likely to undertake nearly all forms of internet activity, both on PCs and on mobiles, they are less likely than older consumers to watch as much television in any given day (two and half hours compared to the average of three hours and 45 minutes) and less likely to listen to the radio.
While using web-based email is the most popular done
More than half of young people in the UK are now
by 16-24s via their PCs or laptops, social networking
using Twitter and about 25% log in daily. Whereas
emerges as the most popular activity done online via mo-
Facebook there is a 97% Facebook penetration and
bile phones, with 38% of young people using it, compared
89% use it daily, according to the latest YAP (Young
to 35% using email.
Adult Power) Media Index.
2.2
Segmentation To effectively communicate a strategy in this cluttered market we identified a unique audience who can be targeted for the launch of this product.
ONLY 9% PREFER MAXIMUM HOLD PRODUCTS
Female usage of styling products is low compared to other day-to-day personal care products, such as shower gels and shampoo, and more fashion-oriented products, such as fragrance and make-up but higher than men. Fewer than three in ten men use hair styling products, which is well behind the shampoos category, which boasts penetration at close to 70%.
TARGET SEGMENT : YOUNG NON USERS of Hair products
CHARACTERISTICS Youths is a vibrant demographics and are extremely ambitious. They are multitasking. Students also are big consumers of fashion.
NEEDS Most 16- 25 year old are socially active and need the latest technology and information with ease. They are also trendy and seek adventure
Teenage boys, C1s (25%) and fulltime students (28%) are most likely to use fashion as a means of
ASPIRATIONS
boosting their attractiveness and
Young men find it important to
sex appeal. Nearly two thirds (64%)
look attractive and wish to be
of under-25 males believe that it is
noticed by the opposite sex.
important to be considered good
They also aspire to make the
looking by the opposite sex, com-
most of their youth life
pared to half (51%) of young women.
2.3
Barriers Hair styling marketers has to face various which present the market with various challenges to reach the young audiences.
Attitudes towards hair styling products
MEN
WOMEN
15% 43% 9% 32% 15% 23% 15% 23%
Problems HAIR DAMAGE
Have a usual set of products that I use daily Buy products designed specifically for my hair Stick to the same brand Use products occasionally
DONT CONSIDER Hair Styling an important part of grooming
Just over a third of women use other styling products, including
Social acceptance about male grooming
mousses and serums, generally two or three times a week. As for men, close to three in ten use hair styling products, with gels being the most popular format. Creams, clays and putties, however, are gaining steam and have seen penetration increase among styling product users of 7 percentage points between 2007 and 2011.
2.4
INSIGHTS
1.
16-25 MEN ARE HABITUAL SHOPPERS WHO USUALLY BUY PRODUCTS THAT HAVE HEARD OF OR ARE AVAILABLE
4.
MOST YOUNG MEN CONSIDER THEIR HAIR TO BE NORMAL
2.
MEN ARE SPENDING ON DEODORANT AND FACIAL CARE
5.
PERFORMANCE IS THE LEAST IMPORTANT FACTOR FOR PURCHASING
3.
ATTRACTION IS THE MOST IMPORTANT REASON FOR SELF GROOMING
6.
STYLING PRODUCTS WITH SOCIAL CLAIMS PICKING UP IN MARKET
03
COMMUNICATION Objectives Plan Message Strategy
3.1
Objectives Schwarzkopf Henkel wants to move to acquire foreign markets where hair products use is high. Being a strategic brand Henkel wants to take got2b global.
Got2b has performed well in the American market. With Schwarzkopfs presence in the European markets it was only natural to follow the success in these markets. Got2b was launched in other markets and after learning from other similar markets its ready for the British audiences.
Schwarzkopf will be deploying a traditional launch campaign during the end of the 12 month digital campaign. The campaign will focus on the availability of the range and its benefits and will be mainly above the line.
BRAND VISION
DIGITAL LAUNCH OBJECTIVE OBJECTIVE
Make got2b a leading
Create
real
buzz
Provide young peo-
home styling brand for
about got2b brand
ple with an innova-
young people.
online before the
tive and affordable
launch of the range.
range of styling products. Making home hair styling easy.
3.2
Message Male need for styling product is drafted. The message objective is to address this issue and learn from other markets to create an opportunity
YOUNG MEN
PRODUCT BENEFITS
Young men do not consider hair styling
Got2b offers a range of styling gel that
an important part of their grooming. Long
can offers long lasting firm styles. So
lasting styling products function isn’t seen
yung men and women can look edgy
relevant at the moment
and attractive to get noticed by the opposite sex.
Men’s need for styling products is drafted. We need to change entrenched male attitudes and give higher order functional benefits relevance and meaning for young guys. The problem with this gap is that men do not like to experiment with their hair and try something new. MESSAGE OBJECTIVE : CHANGE MEN’S ATTITUDE ABOUT TRYING SOMETHING NEW
TRY YOUR EXTREME SIDE PROPOSITION
TONE OF VOICE The communication will be friendly and have a personal dialogue with the audience. Being a social media campaign it is important to develop a credible and understanding image of the brand. The message should reflect the current trend and a core truth about the lives of young people and their passion.
3.3
Plan Following is the layout of the digital communication plan that will be adapted to create excitement about Got2b
FACEBOOK MICROSITE The microsite will be placed on Got2bs UK facebook page. It will be the first page that appears when a user logs on the page.
BLOGS & 3rd PARTY WEB
BANNERS Display banners ads will be used to direct people on the facebook microsite. These banner ads will be placed on popular youth websites and also on facebooks in built marketing tool that allows markets to target specific target audiences based on demographics.
During the course of the campaign Got2b will establish partnerships with well known blogs
and
websites
where young people seek information about hair cuts and different looks. Where paid blogs will be bought to increase awareness of the campaign.
Sharing ONLINE Users experiences will be shared by using the applications integration and the promotional items will be distributed each week. After using the microsite their experience will be shared on their personal timelines.
3.4
Strategy This digital strategy has been designed into 4 steps and recommendations on how they will work has been suggested alongside.
CREATE CONVERSATIONS
FACEBOOK MICROSITE
2
ENGAGING CONTENT
EXTREME TASKS
3
INSPIRE INFLUENCES
WEEKLY PRICES
Monitor GROWTH
SHARE THROUGH DIALOGUE
1
4
04
CREATIVE Idea development Website Banner
4.1 IDEA DEVELOPMENT HAIR STYLE Db
Distraction
Wild instincts
The first idea was to provide a
Attraction was the most obvious
Our insights reflected that men
website to users which would be
motivating factor to ask young
were reluctant in trying out hair
loosely based on IMDB. It would
men and women to style their
products as they were not ready
provide a database of all the fa-
hair. We developed various ideas
to experiment with their looks.
mous hair styles and a guide to
which reflected this insight. Dr.
Wild instincts highlighted this
how people could get them. The
Distraction was a fictional char-
and asked people to try some-
idea was based on the insight
acter that we devised that would
thing extreme. The concept was
that most young people Google
help men quickly stand out in
linked with Groupons offers of
hair styles and seek informa-
the crowd. This was to be ex-
extreme sports which reflected
tion about different styles and
ecuted in the form of a mobile
similar demographics. The prob-
trends. This idea was discount-
application and videos. The idea
lem with this idea was it wasn’t
ed on the issue of aligning the
was abandoned as most brands
accessible enough. But this con-
personality of the brand with its
were using this route to target
cept further helped us develop
communications.
audiences.
our final creative concept.
4.2
Website Just a little crazy is a microsite on facebook that lets people experience little crazy things that makes everyday special. This campaign will be live on Got2bs UK facebook page and all the content from the website will be integrated in facebooks normal timeline to further allow engagement.
1 The website will be based on user generated content. This is the welcome screen which introduces the user to the campaign. They will be asked to like the got2b facebook page before proceeding further.
2 It all starts with a small task every week. Users will be given a simple challenge where ever they are. From hugging strangers to giving someone a free compliment. The introduction page informs people about a chance to win free goodies every week for crazy little things.
3 Every week users will be introduced to a task. This page will announce the challenge which users can be involved in.
4 After knowing what the task is people can view a dynamic real time feed of all the current content shared by people everywhere. The hash tag will make it easy for anyone to follow the event. This responsive timeline will let users scroll to older challenges and view top content. They can also watch videos, photos & tweets from everyone doing the same task
5 After
watching
everyone
a shuffle will let you know about your task and let you become part of the little crazy world. All the user has to do is, complete the task and share his experience with everyone doing just a little crazy. Meanwhile the challenge is already posted on his/her personal timeline.
4.3 1
2
3
Banner The following interactive banners will be placed on leader board display banners across popular websites. These banners will display on homepage and other premium locations on the websites and direct users to the Just a little crazy microsite.
The rectangular banner will display 3 scroll wheels and ask users to scroll to watch crazy little things. The banner at this stage will be static with only the video thumbnail displaying different video samples.
Once a user scrolls over the banner, the opening text will replace 3 dials. The first dial is to select whom you want to see, the next one is what you want them to do and the last is where you would like them to be. Once a user selects all three the video will begin.
After the video is complete a message will appear asking people to follow the link to the just a little crazy website. Users also have a choice to continue watching other fun clips by using a shuffle button that randomly sets the dials or selecting them manually.
05
Media Selection Planning Budget
5.1
Selection UK youth use a diverse range of internet channels for various tasks online. The following is the websites will be used to drive traffic to - Just a little crazy facebook microsite.
The top activities young people do on their PCs is check web based emails, visit news websites, visit social networking websites, watch videos and play online games. The following media selection will be used to direct them to the facebook microsite using web banners.
WEB BASED EMAIL SERVICES
Yahoo mail provides banner space Like Yahoo, MSN also has leading after logging out from its account. It users of web mail. It has one of the is also in the top 5 most subscribed best youth demographic subscriber e-mail services in UK.
NEWS WEBSITES
base in the UK.
Online Mail is the leading web news service Sports are popular amongst youth. after BBC. As BBC does not permit They constantly seek information advertising on its website, Mail is the about current games. Sky sports is most preferred media vehicle.
the most visited web service in UK.
ONLINE VIDEOS
VIDEO 40% UK viewers are 16-24 years and MSN is the only popular video ser72% are males. This is an apt media vice after iplayer which is ad free. It channel for this product. Youtube has 1.2 % UK market which is male
PRICE COMPARE WEBSITES
also allows unique banner space.
oriented.
Although UK ebay has only 20% of Moneysupermarket sees 4 million youth audiences it sees the largest visitors on its website each month. amount of unique visitors as com- The website is popular with young pared to other e-commerce web- males and female alike. sites.
5.2
Planning UK youth use a diverse range of internet channels for various tasks online. The following is the websites will be used to drive traffic to - Just a little crazy facebook microsite.
MEdia Split Most traffic will on the - just a little
70%
crazy microsite will be generated through paid media channels using display banners, on the selected websites. 13% media will be acquired though the brands already existing infrastructure (company website, brand microsites and some existing production material).Being a facebook
PAID
campaign, there will be a consid-
OWNED
erable amount of earned media
EARNED
through Facebook shares and
targeted display media
5.3
Company website
Facebook shares
likes. This media will be measured through external third party tracking websites.
budget and estimated reacH To provide an idea of results to expect we have developed the following estimations. This is the estimated spend is for a month. After a week we will be able to paint a clearer picture of what is performing and amend delivery volumes accordingly. This could mean spend levels increasing or decreasing in real time. Initial investment will be 50% of final channel spend and then up weighted accordingly meaning that we will be focussing on driving traffic at the best possible CPA.
Media Projections
Estimated Impressions
Estimated Clicks
Estimated Arrivals
Estimated CPM
Estimated CPC
Estimated CPA
Estimated Investment
Website Promo Facebook Shares Targeted Display
2,400,000 430,890 12,098,872
2440 430 12,098
2040 366 10,284
n/a n/a £0.60
n/a n.a £0.58
n/a n/a £0.68
n/a n/a £7,017
14,929,762
14,930
12,960
£0.60
£0.58
£0.68
£7,017
Total