Cuticura产品公关方案竞标PresentationbyCloudCommu

The#cuticuriouscampaignAgenda1.TheTeam2.ResearchResults3.Publics4.Goals,ObjectivesandStrategies5.Tactics6.Timeline7.Evaluation8.BudgetWhoarewe?TheTeamSophieMausolfSeniorAccountManagerCarolineKarpielHeadofMediaRelationsDanPopescuManagingDirectorMengyingZhuHeadofInsightandCreativityLucyVollborthSeniorAccountManagerTheSpiritofCloudCommsHowdidwestart?TheBrief•Handsanitizermarketsharedecreasedby6%•Handwashmarketshareincreasedby6.2%mothersPrice-sensitiveLowemotionalengagementFormativeResearchCasualResearchSecondaryResearchPrimaryResearch•reviews,peer-checking,self-testing•Basicallypositivefeedback•theaudienceisnotexclusivelyfemaleCasualResearchInternalEnvironment•‘Busyhandsmakelifework’•Clean,ProtectandDefend•Cuticurasteadygrowthin2012•8hrProtectionHandSerumSecondaryResearchOnlineAuditAmountofFacebookfollowerisdeclining:4.445fansattheendofFebruary,Around100peoplefollowingCuticuraonTwitter.Only2peoplesubscribedtotheCuticuraYouTubechannel.4.409fansatthemiddleofMarch.SecondaryResearchExternalEnvironmentPESTELPESTELSecondaryResearchCompetitorAnalysisPerception/CompetitormappingforhandsanitizerSecondaryResearchCompetitorAnalysisPerception/CompetitionmappingforhandwashSecondaryResearchCompetitorAnalysisbyM.SecondaryResearchResearchDesignWhodidweask?•Studentquestionnaires:50•Mothersquestionnaires:69Wheredidtheresearchtakeplace?•BournemouthUniversity•BournemouthTownCentre•Mumsnet.comPrimaryResearchCuticuravs.CarexPrimaryResearchConnectiontoCuticuraPrimaryResearchBrandAwarenessPrimaryResearchPreferencesPrimaryResearchPurchaseCriteriaPrimaryResearchFrequencyofUsePrimaryResearchImportanceofHandHygienePrimaryResearchOccasionsofUse8070605040302010PrimaryResearchSWOTAnalysisStrengthsandOpportunities8hrprotectionserumFestivals,outdoors,publictransport,useofmobiledevices“MadeinUK”PriceandfragranceWeaknessesandOpportunitiesSensitivehands–highlighthandmoisturisersIncreasevisibility–partnershipsPublicitystuntStorytellingStengthsandThreatsUseofsurvivalkitstohighlightproductuse–notareplacementforhandwashOvercomeimmunesystemandovercleanlinessfearPartnershipsWeaknessesandThreatsProductperceptiontochangeRaiseconsumerawarenessHighlightbrandvalueIncreasesocialmediaactivity='pullPR'EducatepublicsSWOTforProjectPlanPrimaryResearchSWOTWhodowetargetbasedonthis?TargetaudiencesTargetaudiencesStudentsWomeningeneralMenMothersWheredowewanttogo?Opportunitystatement„“ToestablishtheCuticurabrandasconsumers‘firstchoiceinthehandhygienemarket.“GoalTocultivatetheuseofCuticuraproductsonahabitualbasis.ObjectivesansStrategiesObjective1:Tocreateanemotionalconnectionamongstsocialmediausersinadditiontoensuringaloyalcustomerbaseof10,000inayearObjective2:ToincreaseCuricura‘sbrandvisibilityamongstUKfamiliesby50%byMay2014Objective3:ToeducatethetargetgroupsregardingthehealthbenefitsandnecessityofusingCuticuraproductsStrategy1:IncreasesocialmediaengagementStrategy2:UseapublicitystunttoincreasemediacoverageStrategy3:InformtargetpublicsHowdowebringthistolife?Tactic3:What‘sinyourbag?TACTICSTactic2:PublicityStuntTactic4:SocialMediaTactic5:Partner-shipsOverviewofTacticsTactic1:Webisodes#cuticuriousTactic1:WebisodesWelcometotheWilsonsTactic2:PublicityStuntThemysteriousflatinthemiddleofthetowncenter(London,Birmingham,ManchesterandBrighton)Tactic2:PublicityStuntYouareinvited!Tactic3:What‘sinyourbag?Tactic3:What‘sinyourbag?Tactic4:SocialMedia20%InformTactic4:SocialMedia20%EntertainTactic4:SocialMedia40%InteractTactic4:SocialMedia20%ConverttoBusinessTactic5:PartnershipsFestivalsCuticura‘sCorporateBlogUniversitiesTactic5:PartnershipsTactic5:PartnershipsHowdowecoordinateallofthis?TimelineHowmuchisitworth?BudgetPublicitystunt,£55,100,50%WIYB,£9,050,8%InteractiveVideo,25,000,23%Festival,£10,500,9%UniversityRoadshow,£10,750,10%Howdofindoutifitworks?Evaluation•Awarenessobjectives–messageexposureandmediacoverage•Acceptanceobjectives–audiencefeedback•Publicitystunt–9,600peopleand50presscuttings•Interactivewebisodes–1millionviewsand50sharings•‘What’sinyourbagcampaign?’–500participantsand#cuticuriousused1000times•Universities–20,000people•Festivals–30,0000to50,000people•Pre-andpost-campaignsurveysSo,arewedonenow?Conclusion•Allthetacticshelptoachievethedescribedobjectives:–createanemotionalconnection–increasevisibility–educate•Thecampaignisexpandable:–e.g.smartphoneapplication–e.g.socialmediacompetitionAnyquestions?