Problematic : How to develop Kiehl’s France Brand Awareness

Manifestation of the problem: Mispronunciation of the brand’s name Small followers base on social media:

• Facebook: 1 736 372• Twitter:1121 followers• Youtube: 29 followers • Instagram : 10 400 followers

What has been done before: Partnership with the Festival du Cinema Americain Partnership with We Love Green Music Festival

Why is it a problem? Gaining trust and customer loyalty Limit the efficiency of the marketing efforts

⇒ limit the sales growth of the company

Visual ImplementationFacsimile of the report with test results

Free Products

1

2

After work Skin test

Patches Interrogatory room

Visual Implementation

12

3

4

5

LEGEND1 El Urbano, Rue Oberkampf (11th arr.)2 1K Paris - La Mezcaleria, Le Marais (3rd arr.)3 Le Mad Maker Pub, Odéon-Saint Germain (5th arr.)4 La Demesure, Grands Boulevards (9th arr.)5 Café Oz Blanche, Pigalle (9th arr.)

Day 3 1 h

Day 5 1 h

Day 4 1 h

Day 2 1 h

Day 1 1 h

STARTING DATE END DATE

Monday 15th of May 2017

Friday 19th of May 2017

MAXIMUM AMOUNT OF WOMEN INVOLVED:

25

OUR SOLUTION

Social Media ImplementationPLAN DURING THE EVENT PLAN POST EVENT

• 1 POST per day on Kiehl’s official page: caption + one picture

• Post example: «Kiehl’s is waiting for you at Café Oz Blanche! Come and let us surprise you!»

• PICTURES of the event will be post from the 20th of May till Tuesday 23rd May

• Release of the VIDEO of the all event on Wednesday 24th May

• 1 picture per day with clues (e.g. a picture with a policeman, a picture with an interrogatory room)

• A LIVE STORY during the last day of the event

• 1 or 2 PICTURES per day related to the previous days

• SHORT VIDEOS related to the event

• 1 POST per day on Kiehl’s official page /

/ • Release of the VIDEO of the all event on Wednesday 24th May

GOALS: Build a stronger awareness in order to increase a stronger loyalty and acquire new clients

OBJECTIVES:1. Improve our presence on the social medias

2. Increase our Band Recognition and Brand Recall

GOALS AND OBJECTIVES

Measurement: MetricsWHAT TO MEASURE METRICS

BRAND AWARENESS (BUZZ)• LEVEL OF POPULARITY WITHIN THE MEDIA

(newspapers, tv, radio, blogs)• LEVEL OF ONLINE VIRALITY (e.g. share of

online articles)

ENGAGEMENT

• ENGAGEMENT RATE• AVERAGE ENGEGAEMENT RATE• DAILY INTERACTIONS (likes + comments +

share)• NUMBER OF SPONTANEOUS POSTS

FOLLOWERS • WEEKLY INCREASE OF FOLLOWERS (users who have liked Kiehl’s social media pages)

WEBSITE BRAND AWARENESS• NUMBER OF VISITS TO THE SITE• TRAFFIC• CONVERSIONS IN VISITS ON KIEHL’S OFFICIAL

WEBSITESALES • CONVERSIONS IN ONLINE PURCHASES

Timeline15/03 Apply to occupy public land

14/04 Recruit a video maker

02/05 Contact a temporary agency to recruit workers, make arrangements with a van rental agency

08/05 Teach Kiehl’s employee to play the role of the policeman

15/05 1° event: El Urbano, Rue Oberkampf (11th arr.)

16/06 2° event: 1K Paris - La Mezcaleria, Le Marais (3rd arr.)

17/05 3° event: Le Mad Maker Pub, Odéon-Saint Germain (5th arr.)

18/05 4° event: La Demesure, Grands Boulevards (9th arr.)

19/05 5° event: Café Oz Blanche, Pigalle (9th arr.)

22/05 Performance measurement after one week

29/05 Performance measurement after two weeks

15/06 Performance measurement after one month

15/07 Performance measurement after two months

Budget 8000€Estimated costs

Material to built a temporary «police office»: 1200€

Workers to assemble the «police office»: 1200€

Rent a van: 400€

Skincare products to dole out during the events: 600€ - 1550€

Video making and editing: 2500€

Fee to occupy public land: 650€

THANK YOU FOR YOUR ATTENTION !

ANY QUESTIONS ?