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