Date post: | 17-Jan-2017 |
Category: |
Business |
Upload: | maya-parnell |
View: | 278 times |
Download: | 1 times |
My Beautiful Journey
by Maya Parnell
My Beautiful Journey - Overview
Our ad campaign is consistent with the concept of women, at any age or place in life, becoming the best
and most beautiful version of themselves through embracing
truth and overcoming challenges in everyday life; they are who they are meant to be and that who they are
is beautiful. The Olay brand supports all women on their journey and wants to follow them every step of the way. Olay won’t be solely a
brand but also an online community for women.
Our Objectives
The Olay brand has potential to increase brand awareness, enhance of the brand’s online presence, and increase consumer sales by implementing a detailed digital strategy.
(Harvard Business Review, The Female Economy, 2009)
Our Target
Women aged 16-65
Women active in the online community (social networks, etc.)
Women who present online buying behavior (e-commerce)
Women that are knowledgeable of mobile media
Women that are concerned about personal care (beauty, body products, etc.)
Our Digital Strategy
Social Networking/Media Platforms: Facebook, Twitter, Instagram, YouTube and Pinterest
E-mail Marketing
Interactive mobile-site
Entrepreneur, Women Dominate Every Social Media Network -- Except One , 2014)
Our Digital Strategy (cont’d…)We will introduce the #mybeautifuljourney and #mybestbeautiful hashtag to all of the Olay social media platforms, blogs, and product reviews (Olay main site). This will carry our campaign’s identity throughout our online strategy.
We will introduce an Olay online blogging community to the main site.
The hashtag and blogging community will be integrated with the mobile-site interface.
Banner Ads will be added to Youtube, Facebook, and Instagram (will require use of cookies)
(wersm,How Effective Are Hashtags on Social Media?, 2015)
Our Digital Strategy (cont’d…)E-mail Marketing
Blog on Olay site (inbound content)
Our Digital Strategy (cont’d…)Mobile-site Interface - to be updated and revamped for engagement of users
Will be well-aligned with desktop interface
Will allow user interaction on blogs
Will be linked to other social media platforms
Will allow for e-commerce
“Online consumers prefer convenience and ease of using a mobile interface when interacting with other users, finding information and shopping.”
Budget Allocation
Twitter Facebook Instagram YouTube PinterestEmail
MarketingBlog
Impressions (CPC, Click-
Rate,etc)
$0.66 CPM
$0.26 CPC
$30 CPM**Managed
on Olay main site
Banner Ads
$4,000 (per month) $450,000
$0.30 per view
$150,ooo (per month/
board)
Distribution $10 (cost per
miles - 250,000 emails
Hashtag (Promoted
Trend)
$200,000 (per day)
Costs: $224,000 $1,000 $450,000 $1,500 $901,000 $80 $0
Olay Six-month campaign = $1,577,580
P&G Advertising Budget ~ $10 billion
Metrics
To assess the effectiveness of the “My Beautiful Journey” we will analyze:
impression ratings
post-click engagement
sales from e-commerce generated from the mobile-site
engagement ratings (based on online blog posts)
use of the “#mybeautifuljourney”, “#mybestbeautiful” hashtags.
We will use the campaign over a duration of six months and analyze the finding from results of this data.