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Endless Euphoria Media Strategy

Josh Kotler, Todd Gerstenhaber, Gabriela Montoya, Valentine Casey

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Agenda• Introduction: Objective & Insights• Point of Sale Media Strategy• Media Mix• OOH Plan• Budget Allocation & Timeline• Conclusion & Appendix

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Objective• Drive Endless Euphoria sales through a media campaign during the Holiday season

& Valentine’s Day• Increase awareness and create positive brand image through TV, Print, and Digital

media campaign

Target Considerations Budget Allocation

Timing Strategy Potential Assets

Target Demographic: Women (18-34)

Most effective (18-29) Target Location:

Point of Sale

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2 Main Senses Contrubuting to Purchase

Olfactory: (Smell) Women aren’t going to wear it if it does not smell good

Visual: Women visually engaged through advertisement

*Sight and Smell drive perfume purchases*

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Female Fragrance Customer

• 44% of women buy their usual scent• Repeat Purchases Habitual

• 1st time Endless Euphoria User• Existing Endless Euphoria Consumers

Target Consumer

• Women (18-34)• Primary Target (18-29)

Target Demographic

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Purchasing Process

*Women Control 100% of the Perfume Purchasing Process*

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Points of Sale

In-Store: Women want to smell and try the perfume before purchasing

VS

Online: Women know exactly what they want and are repeat purchasing online

*Almost All 1st Time Perfume Purchases Occur In-store*

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Point of Sale Strategy

Point of Sale Strategy:

-Reaching women at the point of sale and directly before in order to drive Endless Euphoria sales

-Appeal to the Sight and Smell of Women during holiday season

*The most important factor for perfume purchase by women is to be able to smell it on their skin prior to purchase*

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Total Monthly Budget Allocation

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%

5%

10%

15%

20%

25%

OOH Digital TV Print

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Print Plan

Advertise in magazines with

relevant editorial content

Integrate into the perfume purchasing

process

Drive Endless Euphoria exposure

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Print Recommendation• Young• Fashion-Oriented• Relevant Editorial Content• Significant Brand Footprint

“I often read ads in magazines just out of curiosity” (138)“I enjoy reading ads in magazines” (141)“I cannot resist buying magazines” (143)“I often visit websites of magazines I read” (170)

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Magazine Profile

Readership: 8.6MMDigital Audience: 29MMSocial Audience: 7.9MM

Content: Jan, Feb, Oct, Nov, Dec

Readership: 1.4MMDigital Audience: 2MMSocial Audience: 120K

Content:Oct/Fall

Readership: 4.4MMDigital Audience: 8.6MMSocial Audience: 8.1MM

Content:Oct & Nov

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Scent Strips

*Allows women to try Endless Euphoria on their skin, in their home*

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Magazine Media in the Endless Euphoria Purchasing Process

1) Generate awareness of

Endless Euphoria

2) Connects to content relating

to product

3) View OOH advertisements

4) Visits retailers

5) Purchase Endless Euphoria

6) Influences Future Endless

Euphoria Purchasers

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Digital Plan

Focus on digital relevant to

demographic

Snapchat & Instagram

Generate brand recall and

recognition

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Instagram and Snapchat vs. Facebook

Snapchat Users

Instagram Users

Facebook Users

45%

23%

16%

26%

26%

22%

13%

19%

19%

10%

15%

18%

6%

12%

15%

1%

4%

10%

18-2425-3435-4445-5455-6465+

Age Distribution At The Top Social Networks

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Digital: Snapchat

I AM LIKELY TO PURCHASE PRODUCTS I SEE ADVERTISED ON MY CELL PHONE…

199

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Digital: Instagram

I AM MORE LIKELY TO PURCHASE

PRODUCTS I SEE ADVERTISED ON A SOCIAL SHARING/ NETWORKING

WEBSITE…229

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Instagram Lifting Brand Recall

• Burt’s Bees ran a campaign targeting 18-24 yr. old women

• Generated 16 point lift in brand recall

• Promoted image Ads to females 18-49• Brand awareness with target audience,

including 7-point lift in recommendations & 14-point lift in ad recall

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Television Plan

Focus on networks with similar target

markets

BET, ABC Family, & E!

Drive Endless Euphoria

exposure during Holiday season

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Television Networks

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OOH Plan

Tactically placing advertisements

to generate sales

Point of Sale: In-store & Escalator

Increase brand exposure around

key holidays

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OOH Plan: In-Store

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OOH Plan: Prior to Sale

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#CKEndlessEuphoria

Traditional Photo Booth VS InstaPrint

OOH: InstaPrint

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#CKEndlessEuphoria

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#CKEndlessEuphoria

Calvin KleinEndless Euphoria

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Timeline Strategy

January February October November December

Target: Holiday shoppersOOH: In-store displaysDigital: SnapchatTV: E!Print: Cosmopolitan

Target: Holiday shoppersOOH: In-store displaysDigital: Snapchat & InstagramPrint: Cosmopolitan Latina, Cosmopolitan, & Glamour

Target: Gift card recipients Digital: InstagramPrint: Cosmopolitan

Target: Holiday shoppersOOH: Escalator wraps, in-store displaysPrint: Cosmopolitan Latina, Cosmopolitan, Glamour TV: BET, E! & ABCFamily

Target: Valentine’s Day shoppers OOH: InstaPrint Digital: InstagramPrint: Cosmopolitan

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Endless Euphoria Allocation

OOH Digital TV Print Radio0%

5%

10%

15%

20%

25%

30%

35%

40%

Percent Budget Allocation

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SummaryDrive

Endless Euphoria

Sales

Point of Sale

Strategy

OOH In-store, TV,

Digital, and Print

Drive Trial and

Purchase

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Questions?

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Appendix: Gift Card Redemption: Women 18-34

GFK University Reporter. 2014-Spring

*Majority of women redeem their gift cards in 1 month*

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Video: Television

89.5MM 97.5 MM 96.8 MM

2014 Network Information & Demographics

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#EuphoriaForMoms

• Previous Calvin Klein Euphoria OOH Campaign in Herald Square NYC

• Engaging and Memorable

• Sharable on Social Media

• *Event by InstaPrint*

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Print ReadershipPrint Universe Total % 18-34 Total 18-34

16,969,000 51% 8,603,283

2,725,000 50% 1,362,500

12,161,000 36% 4,377,960

Total 31,855,000 45% 14,343,743

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Digital Partnerships

Digital Audience: 30 MillionSocial Audience: 8 Million

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Relevant Editorial Content

January: The New You October: Fall Fashion October/Fall: Fall Fashion Issue

February: Valentine's Day November: Technology Issue

October: Fall Accessories

November: Careers

December: Holiday Gift Guide“I want to get to the very top in my career” – 189“I try to keep abreast of changes in styles & fashions” – 162“I am usually the first among my friends to try new clothing styles” – 204“I’m good at convincing others to try new things” – 169“My cell phone is an expression of who I am” - 234