Agency STYX Lucy Ye, Devin Balkaran, Catherine Minahan, Emma Tosti, Henry Deadrick, Nick Post

Challenge

To raise awareness and inspire trial of Vaseline Spray & Go

Starting from scratch…

Field Research, June 2014

63% 37%63%

37%

Vaseline Spray & what? I’ve heard of it

We’re facing some steep competition.

Average prices summed using data from Google and Amazon. Competitors chosen based on list of best sub $10 lotions Total Beauty

Vaseline

Aveeno

St. Ives

Nivea $6.59

$7.59

$5.76

$6.49

Vaseline is priced similarly…

Meet Allison

Female | 35-44 years old | HHI: $50,000 - $75,000

Price Time It Takes To Apply Scent Lotion Feel Container Type

When choosing lotion, what’s important to her?

7% 10%20%

61%

2%

“The wet, sticky feeling that remains for several minutes afterwards is

often enough to dissuade me from bothering with it.”

!

-Jo-Lynne Shane | Musings of a Housewife

“The stuff takes an eternity to dry well enough to moisturize without

the mess.”  !

-Shelley | Twin Possible

Insight

Vaseline Spray & Go provides comfort to our target

ComfortWeightless Let It Sink In

“Weightless”

There’s nothing worse than the greasy residue left behind after applying traditional lotion. Vaseline Spray & Go applies weightlessly, leaving my skin feeling fresh, clean and moisturized. The Lighter Lotion.

Sample Posts

“Let It Sink In”

The stress of having to repeat reminders to my husband and kids multiple times throughout the day, until they finally set in, can be frustrating. Thank goodness Vaseline Spray & Go absorbs in seconds leaving my skin moisturized and never greasy.  If only everything absorbed in seconds…

Where will this live?

Television

Insight

Approach

Considered Partners

Drive broad awareness via top ranking networks and connect with our target more personally via specific networks/shows they’re watching.

50% of our target market prefers television advertisements. 85% of Gen X still prefer to watch their favorite shows on TV.

Print

Insight

Approach

Considered Partners

Reach and connect with our target by placing ads in magazines with large readerships in our age group.

According to our research, 25% of women in our target audience prefer to be advertised to in print (MRI+ Index Score: 105).

Social

Insight

Approach

Considered Partners

Engage her via social channels where we know she’s already active.

95% of Gen X members have a Facebook profile and 25% of Gen X members actively post to Twitter. Women are 68% more likely to buy products advertised on social media.

Online

Insight

Approach

Considered Partners

68% of women spend a lot of their free time online. Our target is also influenced by key influencers. 55% of active social media moms make purchases because of recommendations from a personal review blog and 40% read blogs at least once per month.

Place banner ads on influential blogs that our target reads on a regular basis and implement sponsored posts.

Measurement

Increase Awareness

Drive Consideration

Drive PurchasesHas revenue increased during our campaign?

Is Vaseline Spray & Go in the consideration set?

Are people more aware of Vaseline Spray & Go?

Attitudinal Research Study

KPI: Units Sold

KPI: Unaided Awareness

Thank You!

Appendix

Network Rankings

RANK NET Imps Rtg1 USA 102 0.52 NAN 86 0.43 ADSM 78 0.44 NICK 74 0.44 TNT 74 0.46 HGTV 67 0.37 ID 66 0.38 A&E 64 0.39 TBS 63 0.310 FOOD 58 0.3

Simmons Report - PrintPublication General Audience Targeted Audience

Jet 105 268Ebony 110 240Globe 119 223

Essence 107 221Arthritis Today 114 219

Soap Opera Weekly 128 213The Source 106 196

O, The Oprah Magazine 136 193Working Mother 129 175

Inc. 103 175Black Enterprise 78 173

Martha Stewart Living 146 170Elle 138 164

Parents 121 159Real Simple 138 157

Midwest Living 118 156Entertainment Weekly 120 153

Marie Claire 130 152Redbook 139 150