Exec Summary

• UK Hair Colouring market is the largest in Europe.

• Target Consumer is cash rich and time poor.

• Digital provides a platform to allow target market to locate and engage with Tonacity without disrupting their hectic lifestyles.

• Digital content has a longer shelf-life than print.

• The User Journey consists of multiple channels and purchase stages. Digital should play a key role in helping to guide the user through their journey.

• The strategy will utilise Earned, Owned and Paid Media tactics to help influence the user of the value of Tonacity.

• Digital allows us to engage with users post purchase with the intention of creating brand advocates who will become repeat customers and create awareness of Tonacity within their peer group.

• Measurement of the campaign with an attribution model will allow us to understand how our customers engage with different digital channels and modify our strategy to ensure budget is being assigned to the channels which influence the purchase process.

Research & Target MarketResearch• 82% visited the salon at least every eight weeks, expecting to shell out around £100 for every visit.• Valued at £349 million in 2013, the hair colourants market has grown by 4.5% since 2012 • In Europe, the UK remains the largest hair colourants market, with an estimated $550 million in sales in 2012

Target Market• Our target consumer is the woman who has it all and juggles everything. • Likely to be a working mother with a busy family life and an active social life. • Cares about her appearance, likes to look good and cares about quality. • Has disposable income and is willing to pay above the average for a product she trusts. • Doesn’t have time to regularly visit her stylist to have her roots done or grey hair covered. • Values a product that allows her to maintain that salon look at home She should be comparing Tonacity to salon

prices, rather than other home colouring kits, and look on it as a saving. • She trusts and has confidence in well-known names and established brands. • Her retail time is limited due to her busy schedule and she tends to prefer the convenience of online shopping,

using destinations such as net-a-porter.com, thewhitecompany.com, ocado.com, marksandspencer.com, anthropologie.eu, made.com, whistles.co.uk, and achica.com.

Why digital

• Former relationships at print publications will provide an excellent base to secure editorial on the magazines’ websites

• Busy women are most likely to search and buy online using their smart phones whilst on the go, or browsing on their lunch break at work

• Creating relationships with potential customers via social media can help maintain relationships and increase likelihood of ‘re-buying’

• Content marketing stays archived online ‘forever’ compared to magazine’s which once read are thrown away

• Customer’s like to read reviews and research online prior to purchasing• Newspaper & Magazine readership is in decline

IN STORE

ONLINE OUT OF STORE

Department Store

DisplayConsultation POS

Blogger Events

Online CTAs

TV Campaign

Print Media

Lifestyle Magazine Adverts

Website

Live ChatMobile

App

Social

Content Hub

How To Videos

Rachel Weisz

User Generated

Content

Newsletter

Before & After Gallery

Guides & Advice

Social Feeds

Twitter Q&A

Social Listening

Feature Placements

Online Magazines

Online PR

Community Influencers

Blogger Challenges

Competitions

Search Engines

Multichannel Journey

ExploringDreaming

Locating

Creative Content

Earned Media

• Online PR• Online women's lifestyle, fashion, health and beauty

publications, national & regional press• Feature placement• Products• Event launch• Guides & Advice

• Social• Instagram, Pinterest, Facebook, Twitter and YouTube

• Creating a buzz around the brand (with unique

# tag)• How to videos (professional/UGC)• Competitions/surveys (including hosted on

retailers social profiles)• Facebook review app• Twitter Q&A with expert/Rachel Weiss• Social listening – intercepting conversations

• Blogger outreach• Luxury blogger gift box – to entice them to

try the product and talk about the brand• Blogger event • Competitions• Blogger ‘before & after’ challenge –

comparing home kits and salon to Tonacity.

• Reviews

• Creative Content PR• Promotion of Tonacity map to marketing

publications, bloggers and via social channels

Owned Media• Responsive website with a blog for:

• Guides and advice articles• Press clippings• UGC gallery – ‘before and after’ photos and

videos• Social feeds (embedded)• Rachel Q&A/interviews• Rachel TV ads – embedded YouTube videos• ‘How to’ embedded YouTube videos

(demonstrate ease of using multi-tonal application)

• Newsletter sign up• Live Chat

• Mobile app• Upload photos and test different hair colours

(“try before you dye”)

• Social channels e.g. Facebook page, Pinterest boards, YouTube channel and Twitter profile • To host competitions, surveys, promotions,

event details etc

• Creative Content PR• Tonacity map and associated content to be

hosted on the site’s blog

Paid Media• Search (direct response, research and minor branding)

• Largely direct response aided by attribution modelling for any upper funnel effects

• Can promote research especially through other website organic results

• Can promote reviews• Display (branding and upper funnel)

• Increase brand exposure for target audience, targeting sites such as (and similar sites):

• net-a-porter.com• thewhitecompany.com• ocado.com• marksandspencer.com• anthropologie.eu• made.com• whistles.co.uk• achica.com

• Video promotion to tie in with other channels through Youtube and other display networks

• Paid Social Promotion (research, and retention)• Improve the reach of reviews• Help promote community engagement

• Remarketing (improve LTV and new customer conversion rate and for targeted display activity if a deal with alternative sites can be reached)• Improve conversion rates by retargeting customers who have

shown interest yet not purchased• Remarket separately to current customers when it is time to

renew, helps improve life time value• Use offline marketing relationships with other magazines/blogs

to get remarketing code added to their sites. Can then target their customers with offers. This can be improved by specific interactions on a given site such as hair care products or reviews of the kleur product.

• Affiliates (direct response)• Content affiliates help promote brand and product• Low risk providing the proposition is enticing enough to get

affiliates on board

• TV Campaign – not digital, but important to tie in TV and other above the line activity with online performance. In particular brand traffic can be used for modelling the effects.

• Signage within retailer stores –• Ensure digital channels are promoted, including site and social

channel details

Creative Idea – Tonacity Hair Map

To promote our idea and build trust among consumers we have decided to use a portion of the marketing budget to design and build a Tonacity hair map

Consumers who have used the product are incentivised to take a photo of their results and upload to Facebook with a Tonacity tag. This will then be automatically pulled into a world map with the consumers location (using Google Maps technology and Facebook OpenGraph)

This will allow those thinking about using the product to look on the map using the zoom in / out function , find their location and the people who are advocating the product near them

To incentivise consumers we will enter them into a prize draw each quarter with the chance to win £250 to spend at Harvey Nichols

Budget

This will cost in the region of £7000 for the Tonancity map to be designed and developed. We will also need to factor in the ongoing prize draw fund and website maintenence hosting costs per annum

How to measure successLife Time ValueVital to measure success and setting KPIs. Without calculating average lifetime values it is impossible to work out how much you should be paying to acquire a new customer.

Retention RatesIt is vital to keep acquired customers for as long as possible. Increasing the average customer lifetime value will allow you to pay more for new acquisitions (or improve your overall profit from the current costs of a acquiring a new customer)

Single Metric KPI TargetEach channel will provided different levels of new and returning customers. To fairly compare all channels a single metric would be required (i.e. assigning different values to new and returning customers based on how valuable each are)Important Tracking Tools• Google Analytics (Universal Analytics can then be fed offline data) or

similar with improved modelling capabilities (dc storm, coremetircs etc.)

• CMS Systems• Actual sales data (and data modelling to tie up in store activity with

online)• Call tracking (response tap, infinity etc.)• In store tracking (http://www.walkbase.com/)

Attribution modelling (including offline touch point attribution)To fairly attribute advertising spend it is vital to use an attribution model.Create a model to cover a three main attribution issues:1. Online to Offline

• Use available data to model online-offline effects. Create online offers redeemable in store to generate data.

• Third party vendors such as http://www.walkbase.com/ offer interesting data possibilities

2. Cross Device Attribution• Logged in users can be tracked using analytics packages

(similar to universal analytics). Will be beneficial to encourage users to login to obtain as much data as possible.

• Adwords contains estimates for cross device conversions

3. Digital channel attribution (including within a channel, such as non brand search traffic driving brand)• Research a model that fairly gives credit to different touch

points (First, last and middle).• Model TV campaign effects on brand traffic (and other above

the line activity)• Include display impression data in model

Appendix• Social:

• http://wallblog.co.uk/2013/05/21/a-demographic-portrait-of-twitter-tumblr-pinterest-instagram-and-facebook-users/ - those with higher income, and women are particularly likely to use Pinterest. It is equally popular among those 18-29 and 30-49 (19%). Women are about five times as likely to be on the site as men.

• http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics-2014 - The largest demographic on Facebook remains the 25-34 year olds, with just under 26% of all users falling into this age bracket. Facebook is now unarguably “mainstream”, with effectively half the UK population having an account.

• http://www.google.co.uk/think/products/youtube-demographics.html - Reach 55% of all women ages 18-54 are on YouTube.• Devices:

• http://blog.cloudspotting.co.uk/2013/09/17/mobile-trends-2013/ - eMarketer projects that by 2014, two out of three mobile phone users and 53.7% of the UK population will use smartphones. 62% of AB socioeconomic demographic used smart phones – Nov 2012.

• http://www.emarketer.com/Article/UK-Women-Take-Lead-on-Tablets/1010010 - Adults ages 25 to 54 will be the core of the UK tablet population in 2013 and beyond.

• eMarketer estimates that there will be 9.95 million female and 9.75 million male tablet users in the UK in 2013—equivalent to 50.5% and 49.5% of tablet users, respectively.

• http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956 - By 2017, smartphone user penetration among mobile phone users ages 12 to 44 will be between 94% and 98%.

• http://wearesocial.net/blog/2013/03/comscore-2013-uk-digital-future-focus/• Industry:

• Valued at £349 million in 2013, the hair colourants market has grown by 4.5% since 2012 (http://store.mintel.com/hair-colourants-and-home-perms-uk-november-2013)

• In Europe, the UK remains the largest hair colourants market, with an estimated $550 million in sales in 2012. (http://www.mintel.com/press-centre/beauty-and-personal-care/global-hair-colourant-market-trends)