Digital Campaign

Brief History

Mecca Cosmetica prides itself on “helping you look and feel your best”. With 25 stores across Australia and New Zealand their retail proposition focuses on two core drivers:

1 > choice - the world’s best cosmetic brands in one retail destination. 2 > service – Make up artists and Skincare specialists that consult customers to ensure they get and see the desired results.

Of the two core drivers, choice lends itself to digital. Service is very much a sensory experience to be had within Cosmetica stores.

Target Market

Women, 23 -40 yearsThe Main target market is 23-40 years females in the upper middle class nationally, primarily living in the major CBDs in every state.

They’re always on the lookout for new ideas to enhance their image, whether it is from friends, online or magazines. They’re happy to pay that little bit more for quality, although like to shop smart

Brand Objectives

• Strong brand awareness within demographic

• Providing the largest range of high quality, prestiege and innovative beauty product

under same roof

• Excellent customer service through highly trained staff.

Rationale

• Christmas is the busiest times of the year

• Delivering the same customer service and the experience in shop to online user.

• Introduce the new product “Botanicals” at the same time delivering the other

campaign objectives

Marketing Objectives

1. In-store TrafficThe objective for all upcoming marketing activity is to increase store traffic by 12,000 people by the end of the calendar year. If the marketing is digital, the store traffic needs to be attributed to the digital activity.

2. MeccaCosmetica.com.auAn additional objective for all upcoming marketing is to increase visitation to the Mecca Cosmetica website form the current 60,000 to 80,000 visitors and maintain 80,000 visitors until the end of the calendar year. 3. DatabaseThe objective for any marketing done for Mecca Cosmetica is to grow the current database from 40,000 subscribers to 50,000 subscribers by the end of the calendar year. 4. Online RevenueThe objective for all upcoming marketing activity is to increase online revenue by 30% by the end of the calendar year.

Digital Approach

• Majority of Australians are online (around 90%)

• Consumer can access internet virtually anywhere (no geographical boundaries)

• Easier to reach specific demographics

• Lower cost

• Can be measured specifically

Planning Process

• Traditional channel need to work cooperatively with Digital channel.

• Deploy an event to promote the digital site

• Setup a digital channel to absorb & amplified the traffic.

Campaign Idea

Campaign Idea

Campaign Idea

Campaign Idea

Campaign Idea

Campaign Idea

Campaign Idea

Campaign Idea

KPI

Addressing the KPI'sIncrease in visitation to MeccaCosmetica.com.au from 60,000 to 80,000 per monthCustomers will be driven to the website to use the microsite, additionally the traffic will be amplified by the social media function, because the targeted users may share their profile, which are our main campaign to their friends Increase in store traffic (attributed to digital) by 2,000 per weekWith real user testing and complete product information in every profile, customers will browse through the catalogue more frequent Growth of email database from 40,000 to 50,000Customers will supply their email address when they submit their profile at location or when they vote on a user profile. Increase in online revenue by 30% for the periodAttributed to every individual testing and result by campaign's participants, customers can see the real result of the product and their site user experiences will greatly enhanced by the easiness of accessing product directly from their preferred participant or the top 10 voted users profile. The sales will be driven up in revenue.

Budget

Total Budget: $800,000Digital production: $90,000 Display Advertising: $280,000On site installation: $240,000 SEM and Facebook ads: $30,000Database purchase: $100,000 Traditional Advertising: $60,000

The eDM launch in mid-November to drive people online and get to know of the event (Beauty Bus).

Display, Facebook and Search advertising will be running for the whole of the campaign’s duration – from mid-November until Christmas.

Blogger activity and editorial coverage will run throughout the campaign period.

Possible Extension