Campaign message

Actions :

Visit our blog

Try our product

Buy our product

Message :

Visit our blog because you will get lots of lifestyle information !

Try out our product because it'll keep you fears away.

Buy our product because it'll help you stay confident.

Campaign theme :

Lifestyle articles about how to dress for important meetings, how to eat well and feel good at work...

Street marketing : in business centers like La Défense, in the big cities of France. We will give out free samples and ask people : "Have you already been afraid of taking off your jacket?"

We will also give people the opportunity to ask for free simples via our blog.

Video promoting our product : 2 people use to speaking in public. One is sweating and looking very nervous and self-conscious. The other one is confident, cool, relaxed. He is a model of success.

Brainstorming - Communication

First, the brand will be on social networks as our targets are registered on it.

	Core target : Business man	Second target : Housewives	Reach	Impact	Cost
Facebook	X	X	1 billion of  users	To communicate and share update about the brand	Creation of page : 0 If we add “Facebook Ads” : Budget of 15 000€ for the launch of our product
Twitter	X		555 millions of users	To communicate and answer to our users	No charge, except our community management team
LinkedIn	X		150 millions of users	To communicate with our core target about the values and product within our official group on LinkedIn	No charge, except our community management team
Viadeo	X		40 millions of users	To communicate with our core target about the values and product	No charge, except our community management team
Pinterest		X	12 millions of users	To increase our brand image « fresh » « business man who succeed his presentation »	No charge, except our community management team
YouTube	X	X	800 millions of unique users	Through YouTube, we can communicate with our commercials, we can upload users experience with our product.	No charge, except our community management team
Lifestyle websites Elle.fr Cosmopolitan.fr Marieclaire.fr		X	Most women in our target between 25 and 35 read these magazines, and either have applications on their smartphones or follow their online websites.	We will post adverts about our product on them, but also have articles done promoting our product. We would also like to give the possibility to give to there readers free samples to try our product	We will need a budget for our free samples

Influencers 

Influencers	Channel	Communication strategy
Lifestyle press	M   - Corporate  Blogs specialised in beauty and health	Housewives are interested about health and beauty, and bloggers have a lot of impact as most of the time, they try the product. Plus, we could publish our ads on lifestyle magazine.
Bloggers	Personnal bloging François : ohmyhomme.fr Ben Citizenben.fr Alexis nouvelhomme.fr	These blogs talk about beauty fashion and lifestyle for men. They all like new products and they are active and about 30 years old, so our targets can identify to them.
Bloggers	Personnal bloging Atoutfemme.com 30ansenbeaute.com carolinedaily.com	These blogs talk about fashion and beauty for women. As for the men blogs this would be a great way to get our targets interested in our product.

Product Differentiation

Price positioning :

Since we are new on the market and that for the moment we don't have any direct competition, we want to do attractive prices so that our customers try are product, and that the price isn't a barrier.
For the moment we'll be selling our product in 3 different sizes :

• Small Pack of 10 patches (discovery pack) : 2,99€
• Medium Pack of 50 patches : 12,99€
• Family Pack of 100 patches : 22,99€

We will of course adjust our prices once other competitors launch their own version.

During the first stage of our campaign we will also do bundles such as buy a pack and get 50% of the second one.

Why is our product better than the others ?

The main arguments that we are going to put forwards so that customers buy our products :

• The products we use are bio (our main target is sensitive to environmental issues) and it is biodegradable. By buying this product you are acting responsible
• It is made in France, helping local economy and giving you the security of a quality product
• It is non carcinogenic, responding to a health and security problematics
• For each product bought, 1€ is given to UNICEF to help children around the world. People don't always have the time to do charity work, but by this way, you can still be of help. Also, we think it's a cause that our main target will be sensitive to, since they will be in age of having children and starting a family

Our target market

As our product aims mainly customers, we are planning a B2C target market strategy.

1st target :
Business men, 30-45 years old, who are used to speak in public, for example during business presentations or professional meetings (once a week).
Thus, his attitude and physical presentation needs to be accurate and impeccable.

Businessman personal interests are economy, well-being, sports like golf, jogging and sail.
Businessman beliefs are self confidence, self esteem, professional mastery and sociable.

Regarding shopping, our core target is not a compulsory buyer.
Businessman only buys essential goods as food and daily products. When he is married, most of the time, it is his wife who does the weekly shopping.
If he does shopping, he is loyal to brands he usually likes and sometimes tries new products.

Our lifestyle product will be commercialized in retail.

To attract our target, our music commercial needs to be catchy.

"U can't touch this" from MC Hammer is the perfect song, as the song is know by our target, plus it reflects businessman dynamism.

2 nd target :
Businessmen wives are our second target.
She enjoys to please her family. Her interests are fitness, well-being, education if she has childrens and home management.
Her beliefs are security, serenity and health.
Wives are not only housewives, it could be also active wives who have a full time job, but still managed to care about house living.

She is a frequent buyer and is attracted to try new products more often than men. She cares about quality products and price as she needs to provide good quality to her family.

Reviewing of the objectifs

After seeing what our competitors do on the blogs/facebook pages, we would like to add to our objectives for this campaign :

- create a community of 10 000 followers, giving them the opportunity to talk about our products, but also exchange their tricks or talk about their problems.

- increase of 20% the number of visitors of our blog

- to have 20 to 30 comments per post

Analysis of Dove's facebook page

Dove's facebook page is liked by over 10 million people, and over 300 thousand are talking about it.

There is very little about sales on it, it is mainly about building the Dove community, and talking about events that Dove organizes. There are lots of posts asking open questions to the community so that people get talking (example : Le Père Noël nous a gâté, nous avons la plus belle des communautés sur Facebook ! Et vous, quels étaient les cadeaux au pied du sapin ?)
There are from time to time posts so that people can get some special offers.

Their facebook page is all about getting people to feel involved and talking in between themselves. But, they never answer directly to people (there aren't any community managers to answer people's questions).
There are very few negative comments, which does seem quite suspicious, and as said before, they never answer people as for example this negative comment : "When will you be commited to stop animal testing on your products? I'm really wondering why do you use dove as your logo...maybe, cause they're most tested animals for yours products?"

The page inspires a lot of trust, because it is all about you feeling well and being happy, and is in adequacy with Dove's image. As it says at the beginning 'Dove is committed to help all women realise their personal beauty potential by creating products that deliver genuine improvement to the condition of your skin and hair'.

I think that their facebook page is good, but does lack a community manager to answer peoples questions or negative comments.

Analysis of Nivea's facebook page

Nivea doens't own a blog however its social presence through social networks like Facebook is impressive.
Indeed Nivea gathers more than 6 000 000 fans, as Nivea has created a page for each country where Nivea sales products.

Through their official website and Facebook pages, Nivea is caring about customers needs and feedbacks. On Facebook, Nivea has dedicated a "rating and reviews" tab where customers can give a rating and a comment to any Nivea products.
Nivea mostly communicates about skincare products (creams), thus deodorants are put on a second plan.

Regarding the community management, there is a community manager on Nivea Facebook page (USA for example where there is a community of 900 000 fans).
The community manager provides answers and helps customers directly; however there are 50 to 100 comments to every Nivea post, thus sometimes fans are answering directly to each other, and at that moment the community manager only manages the discussions without participation.