branded campaign urban decay shapeshifter palette...content marketing opportunity urban decay...

Branded Campaign

Urban Decay Shapeshifter Palette

Victoria Huntley

Content Marketing OpportunityUrban Decay Shapeshifter Contouring Palette

Build consumer awareness in order to boost

Urban Decay sales by 4.7% over the course

of a five month intensive marketing

campaign reaching out to a comprehensive

slate of paid, owned and earned media

outlets.

Target Customer

Urban Decay targets a consumer lifestyle

instead of an age or demographic such

as where they live or whether they are a

professional or artistic type for instance.

Their focus is on customers who see

themselves as at least a little bit edgy and

who are interested in the companies

innovative fashion statements, fresh

products and creative packaging

including interesting names for their colors

and products.

Urban

Individualist

Colorful

Edgy

Trendsetter

Objectives

Business Objective

Business objective, in line with the cosmetics market, goal is to increase revenue by 4.7% from current $140 million by providing an upscale, high quality beauty product to fill a relatively new and growing market for contouring products.

Marketing Objective

Establish the Naked Skin Shapeshifter contour palette as the leading contour product in the market for consumers seeking high quality cosmetics with an urban edge by building awareness of the product and placing it as a premier product for Urban Decay.

Content Promotion

Content promotion utilizing trendy, modern promotional venues that target the upscale, urban professional woman. Utilize a combination of paid, earned and owned media to introduce and build brand awareness of Urban Decay Shapeshifter Naked Palette over the course of an intensive five month campaign. Boost websites engagement by 12% Increase social media engagement by 15% and paid influences, advertisements and media buys to reach sales goal of $6.5 million.

URBAN DECAY SHAPESHIFTER PALETTE – CONTENT PROMOTION PLAN

Editorial Calendar - Urban Decay Naked Shapeshifter

MonthBlog/Vlogger

PostsSocial Media

Urban Decay Videos

Magazine Ads Interviews Website EventsBrand

Ambassadors

July

how to get the look

of celebrities using

contouring

(Michele Phan)

Daily Posts -

various contouring

looks

YouTube how to

contour video

Naked

Shapeshifter intro

Brand Experience

– Wende Zomnir

How to contour

videosMedia Intro event

DJs, celebrities

with an edge

Intro Brand

Ambassador

Celebrity

Co-product with

contour brush

Times Square

Pop-up Store

Ambassador photo

shoots

August

creative and

beautiful looks

(AnnMarie Tender)

Vegan, not animal

tested campaign

Contouring for

various ethnic

groups

Naked

Shapeshifter intro

Makeup artist -

Meredith Haymen

Product sales

placement

London & Paris

Pop-Up Stores College

AmbassadorsUnconventional

looks (Lilith Moon)Contour Natural

Celebrity

Contouring

Naked

Shapeshifter urban

edge

Back to school

looks

Media

Ambassador Event

September

Contouring 101

(The Beauty

Department)

Nighttime looks

Contouring for a

glamourous effect

Naked

Shapeshifter glam

Urban Decay

Counter Manager -

Jackee Breta

Fall looksFeature in fashion

week Club Ambassadors

Contouring for

African American

Women (NikkiMae)

Contour Glam Urban CampusHigh fashion

makeover event

Ambassador

events - clubs

October

Daytime makeup

(Pixiwoo)Asia Photos

Daytime

contouringNaked

Shapeshifter

couture looks

Ambassador

interviewsHalloween Theme

Trick or Treat

Urban Edge Media

EventInternational

AmbassadorsGetting Ready

(Elle an Blair)Europe Photos Vlogger Mis

Singapore Pop-up

Store

November

Step by step

contouring (Love

Meagan)

Holiday Makeup Edgy looks

Naked

Shapeshifter

holiday looks

Makeup Artist

Special buys

(coproduct)

Holiday Pop-up

Store Ambassador

interviews, picturesHoliday Specials

Holiday Makeover

event

How the

Promotional

Content Supports

the

Goals

Goals include increasing sales by 4.7% or $6.5 million dollar during the five month intensive promotional campaign.

The content, an Instagram story, is

content that is trendy, current and

modern. The promotion targets and

appeals to the stylish, upscale, urban

professional women who are a key part

of the target audience. Using an Instagram story with a brand

ambassador who represents that edgy,

urban style will establish the Naked Skin

Shapeshifter contour palette as the

leading contour product in the market

for consumers seeking high quality

cosmetics with an urban edge.

Content – Instagram Story

Brand Ambassador – Dani Deahl

Panel 1: Urban Decay Shapeshifter Ambassador

Picture of Dani Deahl DJ in Club

Urban Decay Naked logo foreground

Panel 2: Video of Dani Deahl performing

Fade Urban Decay Shapeshifter logo over video content

Intro: Dani Deahl. DJ and Beauty Ambassador for Urban Decay’s new Naked Shapeshifter contouring

https://www.youtube.co

m/watch?v=qWl470_SRjM

Panel 3: Introduction of Dani Deahl as Ambassador

https://www.youtube.com/watch?v=qWl470_SRjM

Content – Instagram Story

Brand Ambassador – Dani Deahl

Dani Deahl dj, music producer, blogger, writer and fan of Urban Decay Naked Shapeshifter

Dani Deahl picture fully made up with strong contour with contouring palette colors

"Urban Decay believes in supporting individuality and personal self-expression — and that’s what I love about the Shapeshifter palette. You can express yourself and create your own individual look.”

Panel 4: Profile Dani Deahl Panel 5: Profile Dani Deahl Panel 6: Quote Dani Deahl

Marketing Measurement Tools

Radian 6An online listening that will provide a multi-dashboard perspective to show number of interactions (key influencers, share of voice, volume of mentions, and key online destinations)

Interaction StudioCampaign management software that will provide data on all paths consumers take on my owned channels including engagement, voice, exploration, event awareness and ability to listen to customers.

ChartbeatWill provide key information like volume of readers, social share activities, traffic sources, and top performing content as well as assess how long a reader has spent consuming content.

Google Analytics Klout AlterianTo analyze where traffic is coming from all social media and other digital traffic such as YouTube and blogs. Info on what visitors are doing once they get to the site.

To identify trends and suggest content adjustment that my audience likes. Help with tips to increase my posts’ readability and

impact as well as tracks the impact my content has on social media.

An automated tool that will decipher sarcasm, sentiment, and context within social media, blog, influencer conversations.

Owned Media Measurement Tool

Website – Post Dani Deahl brand ambassador videos and interviews from Instagram story in entirety, influencer comments on campaign

Page views, time on site, crawl rate, bounce rate, inbound links

Radian 6, Chartbeat, Interaction Studio, Google Analytics, Klout, Alterian

Blog Site - Post makeover images

and interviews of Dani Deahl brand ambassador from Instagram story

Reach (unique, views, time spent),

Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, Participation, month over month growth

Radian 6, Chartbeat, Interaction

Studio, Google Analytics, Klout, Alterian

YouTube - Post Dani Deahl

performance video with Urban Shapeshifter logo; Post Dani Deahl Shapeshifter interview both from Instagram story

Subscriber increase, engagement

(comments, likes, shares), Reach, month over month growth

Radian 6, Chartbeat, Interaction

Studio, Google Analytics, Klout, Alterian

Instagram – Post Shapeshifter story with brand ambassador Dani Deahl, repost weekly for three week Twitter – post images and quotes from Dani Deahl Instagram story with a goal to encourage retweets

Reach (unique, views, time spent), Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, Participation, month over month growth


Earned Media Measurement Tools

Twitter Exposure Buzz (trending topics, blog mentions, influencers. Engagement (shares, likes, retweets), Sales increase, participation, month over month

growth


Instagram Engagement - Post makeover images and interviews of Dani Deahl brand ambassador from Instagram story

Buzz (trending topics, blog mentions, influencers, engagement (shares, likes), sales increase, participation, monthly

viewer growth


Reviews by industry vloggers/bloggers and industry news channels

Qualitative data – number of engagements, quality of engagements, tone of engagements

Radian 6, Chartbeat, Interaction Studio, Google Analytics, Alterian

Influencers Mentions, comments, shares, likes, number of influencers engaged


Owned Media Measurement Tools

Paid Influencers/Vloggers –contract with vloggers/bloggers to promote the brand ambassador campaign and the Shapeshifter palette including

Reach (unique, views, time spent), buzz (trending of topic, follow on blog mentions. engagement (shares, likes, retweets), sales increase, participation, context


Paid media buy – banner ads on Facebook, Google, Instagram, Snapchat, Twitter

Clicks, analyze where traffic is coming from, what visitors are doing once they get to the site.

Radian 6, Chartbeat, Interaction Studio, Google Analytics

Paid keyword buys on Google –makeup, contour

Clicks, analyze where traffic is coming from, what visitors are doing once they get to the site, sales increase.

Radian 6, Chartbeat, Interaction StudioKlout

Paid magazine ads with talent ambassadors

Sales increase, buzz - mentions Radian 6, Chartbeat, Interaction Studio

Partner marketing – Ulta, Sephora

Sales increase, buzz - mentions Radian 6, Chartbeat, Interaction Studio, Klout

Why This Campaign Will Work for

Urban Decay

The campaign is the right campaign for the introduction of

the new contouring product for Urban Decay because it is

ideally suited to target the largest portion of the customer

base – a trendy, urban, individualist. The ad campaign

creates buzz through the use of an edgy, colorful, vibrant

trend setter that fits very well with the brand. An added

benefit is that it provides multiple opportunities to reuse the

interviews, photo’s, and live video on other mediums to

reinforce the campaign.

branded campaign urban decay shapeshifter palette...content marketing opportunity urban decay...

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