SKIP AUTO LIQUID DETERGENT
Contents
Research Target Market Concept Campaign Budget
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
Brief requirements
Primary Objectives: - Drive trial/purchase of Skip Liquid Detergent - Convince consumers that Skip is the laundry expert - Increase likeability and overall brand affinity through 1-on-1 communication Secondary objectives: - Gather consumer contact information for future communication - Educate consumers regarding laundry
B rief R esear c h Target Market Concep t Cam pa i gn Bu d ge t
research
WASHING POWDER
DETERGENT LIQUID
- Classic format
- New technology
- Dated
- Advanced
- Less powerful
- Powerful
- Removes stains at fiber level
- Penetrates deep into the heart of the fibers
B r ie f R esear c h Ta rget Market Concep t Cam pa i gn Bu d ge t
target market who they are and what they are about
Gender: Women Race: All cultures Age: 24+ LSM: 7-10 Location: South Africa (national)
B rief R esear c h Target Market Campaig n Bu d ge t
introducing the... ONE SMALL CAP campaign [Capture Your Attention]
- Drive sales - Laundry expert - Increase brand awareness and affinity - Increase 1-on-1 communication - Consumer information for future contact - Educate and inform
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
Activation - National Campaign - The Press-mess
Digital - Social Media Engagement - Mobile Phone App
building a Community
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t NATIONAL CAMPAIGN: • • • •
The Experience
25 washing machines 1 900ml bottle of Skip Auto Liquid Detergent 1 unbranded 2.5kg bag of powder 4 malls in each major province
Includes: • Promotion - Liquid Sachets and an infographic sheet on the product and laundry • Targeting specific (high-end) brands such as Samsung (looking at sponsorships/trade exchanges) • Incentives: purchase 2 or more Skip Liquid Detergents and receive 20% off • Prize giveaways: Simply fill in your details and stand a chance to win a shopping voucher or a washing machine • Social media coverage of the activation and the consumers experience Objectives: - Educate - Encourage purchase decision - Brand awareness and recall - Memorable
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t PRESS-MESS
The Media Hype
“ Words, Onc e th e y a r e p r i n t e d, t h e y h av e a l i f e o f t he ir ow n” - Ca r ol B u r n e t t Press Strategy • Local event • Targeted press and fashion stylists will be invited to the Skip experience • Each attendee will receive a mess-kit Objectives: - Create the Skip experience amongst editors, fashion bloggers, fashion journalist’s to gain positive and consistent coverage - To build brand definition (competitive advantage)
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
Digital - Social Media Engagement - Mobile Phone App
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t DIGITAL CAMPAIGN:
The Engagement & communication
Social Media • Create a 2-way conversation through a campaign titled: What stain is your bane? • This includes asking Skip followers to tell their story about a stain they could not get out and what their solution was • Help us to eradicate all stains • Personal and tailored engagement and interaction with Skip followers to influence greater brand differentiation, trust and credibility • Educating followers such as incorporating did you know facts about detergents, or garments as well as tips and tricks • Tailored posts (young adults, mothers) • To further encourage engagement and interaction, prize giveaways and vouchers will be included
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
The App • Resource tool • Easy to use free application, which informs users on on how to best wash their garments • “Skip wants to capture your favourite outfit and help you look after them... because Skip loves what you’re wearing!” • Roadmap to the perfect wash through an Interactive and engaging platform What the App includes: - Type of garment - Type of stain - Type of washing machine - Type of fabric - Advised method of washing (single product or combination)
With Skip, washing has never been easier!
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
Budget
R3 million R1,050,000.00 (All provinces) National Campaign
R200,000.00 (Development & Maintenance)
App
Skip Auto Liquid Detergent
Press-mess
Social Media
R500,000.00 (Prizes & Giveaways)
R400,000.00 (All provinces)
R50,000.00 (Estimate contingency)
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
summary Campaign Roll-out: Major provinces of South Africa (The Eastern and Western Cape, Gauteng. KwaZulu-Natal and Freestate)
National Campaign
Taget Market: Women App
Skip Auto Liquid Detergent
Social Media
Press-mess
Proposed Time Period • October - December (2 months) Strategically aligned to: • Educate • Advise • Build brand awareness • Enrich • Deliver a consistent message • Build relationships
B r ie f R esear c h Target Market Concept Cam pa i gn Bu d ge t
Thank you