Tonacityby KLEUR

Pres

ente

d by

Gro

up

17

More than 8 million women home colour

High End Home-Colouring System Achieves Professional Salon Results

The first home-hair colouring range to give a truly multi-

tonal result, designed by

industry leading colour technicians.  A unique concept in hair colouring which targets time poor,

income rich women.

A unique product that sits between quality hair salons and existing home

colouring kits. It has its own

market niche with no direct

competition.

Tonacity offers a wide range of colours with a

bespoke application tool that allows women to apply

multiple colours with ease.

Your colour. Your choice.

In your time.

This product is not a budget home-

colouring kit with budget results.

At £24.99 you get the salon finish

but without the salon price tag.

    

Innovative One of Kind

A Truly Personal Experienc

e

Refreshingly Priced

Who Do We Target?Kate (38) – Cash Rich, Time Poor

Shauna (22) – Lives With ParentsShauna has just left university and started her first job in PR as an assistant. The new job may seem glamorous, but  it's not great pay, so she lives at home. She has a passion for fashion, shopping and going out with her friends. They follow the latest trends in beauty, fashion and music, as well as celebrity gossip and style icons. Shauna lives her life through her mobile, life would be meaningless without it. How else would she be able to keep in touch 24/7, organise her social life, shop and look for the latest trends and gossip!!

 

Kate loves her job, which is creative and fun but demanding. She enjoys keeping fit, yoga, fashion, celebrity styles and has precious little family time. So she is time poor for her personal beauty regime, but spends money on high-quality beauty products in order to take care of her appearance. Shopping behaviourDue to Kate’s busy lifestyle she prefers to shop on premium retailer sites for ease and convenience. Kate’s is attached to her smartphone and tablet for both work and downtime.

She is a full-time exec at media agency, £40K p/a and first time mother to son Harry who has to juggle work and childcare.

Shopping behaviourShauna is a multi-screen user, using mobile for on the move research and trawling social media. She’s happy and confident to make purchases online and regular purchases on her mobile.

Stimulus

ZMOT

FMOTSMOT

UMOT

LoyaltyAdvocacy Awareness

Consideration

Purchase

Experience

Influence Loop

Evaluation

RE:NEW.ALL | Spring 2016

A NEW LOOKAffordable, salon-quality, easy to apply multi-tonal hair colouring system by KLEUR >

Making the Ap

p

• Emotional• Episodic storytelling – take

control of your hair• Inspirational

• Before and after photos in time-lapse video

• Celebrity before and afters• Rational

• App and website’s interactive colour picker

HERO• Instagram/Facebook/Twitter/YouTube• Product updates• Hashtag campaigns• Before and after shots• Competition to post your own

before and afters• Pop-up shops in selected retailers:

• live stream of demos on Facebook streaming or Periscope

HUB

• Educational• ‘How to’ videos• Ask the expert on

FB/Twitter• Customer videos• Tips on how to keep your

hair colour longer• Customer home-remedy

tips• Rational

• Tonacity App: What colour suits me best? HYGIENE

Content Strategy

BEFORE & AFTER BEFORE & AFTER

SIMPLY CREATIVE COLOURS

#mycolour

#m

yhai

r #

myc

hoic

e

#m

ytim

e

#go

odha

irda

y

Content Strategy continued

• Advertisements on or in:• TV• Paid search• Display• Magazines

(both online and print)• OOH• Banner ads on online

shopping sites• YouTube sponsorship• Programatic advertising

PAID

• Tonacity website• Tonacity app

• Try a hair colour• Links to ‘how to’ videos

• Email newsletter featuring product updates, latest news and endorsements

• Official YouTube channel featuring online videos

• Facebook/Twitter/Instagram• App notifications

OWNED

• Customer reviews• Brand ambassador

recommendations• User generated ‘how to’

content• Uploads of before and

after pics through social media as well as the Tonacity app

EARNED

Traditional Marketing Channels

Digital Marketing Channels

Creating the App

CreativeRoute One

Luxury Colours at Salon Quality

Creative Route Two

Simply Creative Colours

Traditional & Digital Media Planand Budget SplitPlan Week BudgetTraditional Pre-

launchWeek

1Week

2Week

3Week

4Week

5Week

6 Ongoing Budget Split*

TV 64%Press 4%OOH Print & Digital 10%PR & Digital 3% Experiential Event – Top Stores Only? POS To All Stores

4%

Digital Pre-launch

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6 Ongoing

VOD 3%Search AdsDisplay Ads (Programmatic)

3%

Female Partnership 2%YouTube Partnership 2%Social Media/Loyalty 1%Website & App 4%

* Bu

dget includ

es both prod

uctio

n & media costs

Measuring SuccessChannel Measurement KPI

TV/ Print/ VOD 

TVRsGoogle Analytics – searches at advert timesSocial media visibility/reach Brandwatch 

Brand awareness

Display  Integrated survey lift toolsViewability – impressions CTR

Brand awarenessBuild reach  

Search  Integrated survey lift toolsViewability – impressions CTR

Brand awareness

Social Media 

SharesInstagram uploads and sharesEntries into competition 

Brand awarenessBuild social community 

Store Sales/coupon redemptionsTrafficConversion

Increase sales

Channel Measurement KPI

Website & App

Google Analytics App downloadsreviews

Brand awarenessBuild reach 

Experiential  FootfallVoucher redemptions

Build reach Build social community Sales

PR Press coverageSocial media – visibilityBrandwatch

Brand awarenessBuild social community 

Youtube partnerships

Views/ shares/ engagement Brand awarenessIncrease sales

Celebrity endorsement

PR coverage Brand awarenessIncrease sales