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ADV275 Final
- 1. ITS A B T. AD 275 JE BO S, A D LI , JE M U C & VE CA MO LUSH
- 2. Executive Summary Who We Are Unique in Design Individual in Creation Represent holiday cheer Financial Summary Expect an ROI of 9% Asking for $5,225,000.00 Target Market Women Young Professional Objectives Concept of Holiday Gift-Giving Increase sales by 7% Increase market share by 5% Competition Bath & Body Works The Body Shop Aubrey Organics Campaign Dates Nov. 20, 2018 to Dec. 30, 2018
- 3. W A S A H B? Packed ingredients that effervesce when wet Disperse essential oils, scents, bubbles and color Add sensational, audible fizz Make basic hygiene fun and relaxing!
- 4. Background of LUSH Cosmetics Founded in Britain in the early 1980s by Mark Constantine Opened a mail-order cosmetic company, Cosmetics-To-Go Famous for hair, face and body products Retentive stage of the lifecycle Previous campaign: Starry Christmas
- 5. LUSHs Holiday Bath Bomb Campaign LUSH LUSH ITS A BO GI . Overview Winter 2018 Colorful, inclusive holiday Affordably priced, quality gift Its a Bomb Gift.
- 6. Advertising Objectives Increase sales by 7%* Increase market share by 5%* * In comparison to last years statistics
- 7. Target Audience Segmenting: Women in the United States Targeting: Women ages 18-35; associated with a healthy lifestyle; want to give a thoughtful gift to a loved one Positioning: The target audience is middle to upper class women ages 18-35 in the United States seeking to give a cheap, festive gift to a loved one, allowing LUSH to be the perfectly affordable present that is festive yet religiously inclusive. Angela Perez 21-years-old College student Female White Elephant next week in her friend group Works part-time
- 8. Bath & Body Works Competition The Body Shop Aubrey Organics
- 9. Situation Analysis Strengths Brand reputation and identity is known to the market E.g. against animal testing and the products are 100% vegetarian Opportunities Creative design for holiday themed bath bombs Perfect gift for a family member, close friend or acquaintance Weaknesses Bath bombs recreated by competing companies Bath bombs are a luxury item, not a necessity Threats Competing companies (Bath and Body Works, and The Body Shop) are making similar holiday skin care products
- 11. Visual Brand Guide Color scheme Celebrational galaxy Inclusive rainbow Cheerful, bright Text Fonts Logo and headers Ad copy and text LUSH AD Y A P ! Marine Galaxy Cosmic Life Purple Enchantment
- 12. Logo Recognizable Simple, effective Festive, inclusive ITS A B T. LUSH Tagline Punny Promotes gift-giving
- 13. Creative Campaign - Traditional Media LUSH logo and tagline Image of a product Return address for purchases 30 second run time Poses relatability with three scenarios Creates desire to purchase product as a gift Product is special and accented with red TELEVISION DIRECT MAIL
- 14. Creative Campaign - New Media Double-tap to Change Visual appeal Preview of product Audience involvement Boomerangs/GIFs Visual appeal Preview of product Motion, sensory entertainment Twitter Sweepstakes Audience involvement / promotes product Incorporates same hashtag as in Instagram promo TWITTER INSTAGRAM
- 15. Media Campaign Media Platforms Television Direct Mail Social Media TARGETING Target Audience Women Ages 18-35 Middle-Upper Class
- 16. Media Campaign - Traditional Media Keeping up with the Kardashians Life of Kylie Pretty Little Liars Switched at Birth The Bachelor Dancing with the Stars A reminder to consumers Personal and recognized Print quality TELEVISION DIRECT MAIL
- 17. Media Campaign - New Media TWITTER Quick communication Informative updates Interactivity INSTAGRAM Celebrity Influence Showcase products aesthetics Interactivity
- 18. MEASURING SUCCESS - KPI Top 10 trending hashtags At least 10 comments, 20 retweets and 300 likes 15% Twitter following (approx. 40,000 followers) TWITTER INSTAGRAM earning at least 60,000 likes on each post gaining 4% Instagram following (approx. 156,000 followers)
- 19. October November December Total Television E! ABC Freeform $0, Prep $0, Prep $0, Prep $550,000 $600,000 $550,000 $750,000 $800,000 $750,000 $4,000,000 Direct Mail $0, Prep $25,000 $100,000 $125,000 Twitter $0, Prep $50,000 $50,000 $1,200,000 Instagram Paid Ads Talent $0, Prep $0, Prep $275,000 $125,000 $550,000 $250,000 $1,000,000 Total Media Cost $0 $2,425,000 $3,900,000 $5,225,000 Budget: Television is the dominating media mix, occupying 76% of our advertising ROI: 9% = $470,250 MEDIA PLAN
- 20. WRAP UP You should invest in this campaign We are targeting middle to upper class women ages 18-35 in the United States; associated with a healthy lifestyle; want to give a thoughtful gift to a loved one We are asking for $5,225,000.00 Return on Investment 9% Key Performance Indicators Increase followings on Instagram by 4% & followings on Twitter by 15% LU
- 21. HAVE A BOMB DAY!