Shivani D 104

Astha K 99

Dheeraj L 107

Maitreyi D 117

Niharika B 124

Mohit G 119

Miloni D 109

Ritwika D 133

Ronak S 134

Sushant G 152

Vaibhav Z 162

Group 2

Phoenix

1

About the Agency Goals & Marketing Objectives

2 3

Category Analysis

4

Competitor Analysis

5

About L’oréal

Brand & Consumer Problem

Insight behind the Idea

87

Umbrella Idea

6

PHOENIX

About the Agency

Phoenix specialises in helping brands reinvent themselves in the minds of consumers. 

Phoenix as a given name comes from the mythological bird, said to live for a hugely long time before dying by fire, and rising from it's own ashes with renewed youth.

The agency was so named to emphasise the fact that it focuses on redevelopment of a brand, and it's expertise lies in understanding the nuances of the brands life cycle. 

Goal of the Campaign

To be Innovative and Responsive

To be daring and innovative in the digital space.

To create digital properties and use them as a research tool to gain consumer insights by talking and listening to fans, and then deliver customized content to them.

Ultimately aimed at increasing sales.

To place the consumer at the centre of all its activities, joining its marketing, customer relations management, and consumer services together.

Marketing Objectives

Pre Launch - Creating awareness about the campaign

During Launch- Generating interest in the minds of the TG

Post Launch - To drive the TG to make a transaction either online or offline

Category Analysis

Colour Cosmetics

79%

10%11%

EYEMAKEUPEyeLiner/Pencil EyeShadow Mascara

14%4%

82%

LIPPRODUCTLipGloss LipLiner/Pencil Lipstick

Colour cosmetics category registers current value growth of 24% in 2014, to reach INR44.3 billion

With the rising number of working women, the need to look good was very important, and the use of eye liner, foundation, blusher and lipstick became a part of the daily make-up ritual.

The primarily growth in the category is by mascara, eye liner/pencil, blusher and eye shadow, amongst others, which grew by 28%, 26%, 25% and 24% respectively in current value terms in 2014.

Total: 6181.7 mn Total: 25262.4 mn

Value-Wise

Competitor Analysis

3.3

22.6

5.3

11.1

4.3

0

5

10

15

20

25

L'orealParis

Lakme Revlon Maybelline Colorbar

BrandShareforcolorcosmetics(in%)

7

26.1

10.4

3.2 4.4

0

5

10

15

20

25

30BrandSharesofFacialMakeup:%value

BrandSharesofFacialMakeup:%value

3

34.5

2.4

5.26.9

BrandSharesofEye-makeup:%value

L'orealParisLakmeRevlonMaybellineColorbar

Competitor Analysis

Digital Scenario

Competitor Analysis

Digital Scenario

About L’Oréal

Brand Mission

Offering Beauty for All

Key Figures

1st cosmetic group worldwilde 22.98 billion euros of sales in 2013

130 countries 28 international brands

77,500 employees 624 patents registered in 2014

Brand & Consumer Problem

L'Oréal is perceived as an expensive brand by the TG when its compared to other brands in the segment.

The women that forms our TG

thinks that lipstick won’t suit them

and thus are apprehensive to use it as a daily

product.

People shy away from using make

up.

Insight Behind the Idea

Consumer TruthWhen it comes to looks, majority of

Indian women apply make up keeping in mind they want “the simple look”, a look

that justifies the word presentable.

They do not mind adding that little extra touch and color for special occasions.

This “fancier make up” is reserved only for special occasions.

Our TG is conscious of over doing make up, hence they shy away from applying it

or trying new shades and colours

They hold back cause they are extremely conscious and sensitive of how they may

come across to people around them.

Indian Women are busting all stereotypes and going places.

They are achieving things that seemed impossible a few decades back.

They work hard put in that extra strength to stand out in their respective fields.

BUT

Insight Behind the Idea

Consumer Insight

As a brand we want to change this behavior of shying away from make up.

We as a brand understand that whatever you do, you not hold back on giving it your best.

So don’t shy away from giving yourself that best look, which makes you stand out.

We want to convey “Don’t be shy” give yourself that extra touch of colour.

This campaign “Don’t be shy” revolves around the point of how Indian women don’t experiment with their looks.

We want them look beyond the mirror that they feel society out there, carrying around for them.

We want them to break this mental stigma and show them they can pull off any look they want, be it Matte or Gloss.

Umbrella Idea

#DontBeShy

Pre Cannes (March & April)

Underlying aim is to connect Indian youth with the L’Oréal Paris brand. Microsite – www.Lorealista.com is a focused attempt to create social network

environment. Tailor L’Oréal’s products around shareability and recommendations from a

bespoke circle of trusted reviewers.

Provide easy access to users’ profile pages, a live feed of reviews and photos, plus an add button to create wishlists for newly launched and other aspirational

products. Users can also get suggestions of people to follow based on their make-up

choices and likes, and can upload and merge their Facebook/Twitter/Instagram contacts.

A Microsite Enable users to : Look the way they've always wanted

Make great friends and create new relationships Experience new activities

Earn points for virtual and real-world rewards

Microsite

#DontBeShy

Path we would follow to make our TG aware about #DontBeShy is advocacy.

It would be mainly through the brand ambassadors, bloggers, actors who would discuss their struggles with making up their minds about make up.

They would start a dialogue around not shying away from trying new things

specifically to do with looks

Idea Launch

#DontBeShy

Product launch and press conference in a manner that is globally adaptable yet conducive to growth in the local market

Talk about these products in an in-depth manner ( how they will benefit you, scientific aspects etc.,). TV commercials however, must be minimalistic and elegant

Launch and communication idea on all platforms must remain constant. The details, however must be provided to interested stakeholders and bloggers to create a buzz

about the products

Product CommunicationExtraordinaire and Gel Intenza

Earned media Sales conversion Press coverage

Conversations and buzz around the campaigns of traditional media on social media

KPI’s:

The central theme of our campaign revolves around #DontBeShy which essentially encourages women to shed all their apprehensions and walk the talk.

We now want the women to post about their own versions of #DontBeShy. That could mean talking to a man they’ve always fancied or wear that bold colour of the jacket they’ve always

shied away from.

We encourage them to venture out of their comfort zone and share it with pictures on Instagram, Facebook, and Twitter.

We choose the best suited and creative story to feature on our official platform as well as invite them for a makeover and a photoshoot.

Share your #DontBeShy Story

Earned media Sales conversion Press coverage

Conversations and buzz around the campaigns of traditional media on social media

KPI’s:

Organize a high tea event for all the prominent social media influencers.

Encourage them to try out our new range of Makeup and blog about the same Grand unveiling and Cannes launch.

Organize a Red-carpet like ambience for the event

Meet the SM Influencers

Positive response via blogging and traction to these blogs

KPI

Create a collection of looks to suit different genres of customers and their sensibilities alike.

LookBook is a symphony of hairstyles, makeup and ensemble presented in 5 exquisite themes and 15 distinct

looks for the three Brand Ambassadors.

The thoughtfully crafted collection will include looks that can be worn on multiple occasions and will be exclusively

available at Salons and Selective counters across India.

The five themes brought alive will be : Vintage, Glam, Traditional, Sculpt and Natural.

Stylists and Beauty advisors will give customers a chance to achieve the perfect look.

Look BooksSalons and MT Outlets

We plan to install reflective surfaces in metros, airports, bus stops and washrooms.

So as they step down from a metro or bus, they encounter a mirror-like reflective surface on a pillar or wall.

The reflective surface would contain the #CannesDoIt which would push the TG to try the Cannes looks.

The reflective surfaces would carry feel good messages Washrooms (pre installed mirrors) of malls and airports would also contain a

similar setting.

Installations

Metro Stations and Airports

During Cannes (May)

A peek through the looking glass  behind the spangles and glamour. Capture the ambassadors walking the camera-lined stretch to the palais

de festivals.

From pre-party pampering to the red carpet, no moment will go uncaptured.

The Stars will make few interesting #DontBeShy revelations about themselves.

Proving that the festival is not all glamour, the ambassadors will share a couple of photos of themselves doing things outside of their comfort

zone.

Ambassadors will take to tweeting out their experience at the cannes, allowing their fans a glimpse into their experience.

Follow the Stars

Behind the Scenes

Every look worn on the red carpet, especially the ones by the brand ambassadors, will be put up on the microsite.

Each look will be broken down for the microsite community by giving out details of the shade, the colour code of the lipstick and the other elements of the makeup.

There will also be a short DIY video on how to replicate the look yourself

Decode the Look

This campaign will be run during the launch period

Data shows significant increase on keywords during the Cannes Film Festival.

Hence, during the launch, we will be bidding heavily on these keywords, so that

whenever a user searches for these keywords, L'Oréal is at the top of the search results.

KPI : CPM, CTR, number of unique clicks

Search Marketing

RETARGETING

Target the customer with banner and display ads on various sites and apps

if the user came on site by clicking on the bided keywords of the brand

ambassador.

KPI: CTR, CPA

DISPLAY

On the sites, that the TG regular visits, there will be banner ads that will give live updates with respect to the brand ambassadors actions and the look that

they are carrying, to garner more attention.

KPI: CPM, CTR, CPA

Display & Retargeting

Post Cannes (June & July)

The much trending hashtag #tbt or #ThrowbackThursday can be used extensively to our advantage every Thursday.

In this campaign we encourage the customers to post pictures (with the tag #TBTCannes) of the time when they were at their glamorous best.

These pictures should be of the previous weeks when they rediscovered their penchant for cosmetics and desire to boost confidence and enhance their beauty.

This will keep the conversation about the Cannes series going and we shall offer them a special feature/mention on our social media site.

We will also look back to Cannes exclusive moments via our official handle.

Throwback to CannesEvery Thursday

Shares for #tbt that share their own glam moment Traffic diversion to the Insta page

Reposts/ retweets/ shares

KPI’s:

The idea is to replace a persistent beauty advisor and give the shopper a choice to pick and experiment with makeup.

These kiosks will be put up in modern trade outlets. They will let you pick a look that the celebrity was wearing on the red-carpet.

The BA will help you replicate it and the digital kiosk will click a picture and let you share it on Facebook, twitter and Instagram.

The kiosk will also serve the customer with a variety of other options to design a unique look for herself, which she can then ask the advisor to replicate with L'Oréal products.

Digital Kiosks at MT Outlets

Get what you want..and a little extra! Choose three iconic products from the Cannes collection and get a freebie.

Items in a Customer’s microsite wishlist can be bought at discounted prices in the form of a ‘Make-A-Wish’ Kit from partner beauty

commerce websites.

E-Commerce Integration and Customised Kit Sales

Bigg Boss is has one of the highest TRPs. Season 9 has already completed 12 episodes.

Bigg Boss show often sees actors come onto the sets for the promotion of their movies. Then why not brands?

L’Oréal Paris could sponsor a nail bar in the house to create visibility via product placement on the show.

The show celebrates Diwali with pomp and vigour. L’Oréal Paris ambassadors to associate with the show for a Diwali special

episode to talk about how the contestants shed their inhibitions.

Also, the contestants dress up for the Diwali special episode using the L’Oréal Paris products gifted to them in their Diwali Kits.

Reality show IntegrationBig Boss

Femina Women’s Awards

The awards recognise and honour women who have been continuously and

selflessly striving to make this world a better place.

  These awards would showcase the

testimonials of women of worth who did something new or embraced change and

went on to accomplish great things.

Leverage Social Media Platforms

Build lasting awareness and tell our brand's story with engaging video, photo and link advertisements.

Choosing our Audience Reach audiences who should see our Ads before they have to search for us. Target ads to our

audience by location, age, gender, interests and more.

Boosting Posts to Reach More People Show our Page posts to more of the people who like our Page and new audiences.

Tracking Customer Actions on our Website Measure the effectiveness of our ad and see how many people come to our website.

Remarketing to Website Visitors When people visit our website, we can reach them again and remind them of our business.

Budget

thank you.