Kleur

Group 2 Digital Marketing Proposal

 

TONACITY

#ToneACityLDN

TONACITY delivers an odour-free home colouring experience, takes just 30 minutes to apply and develop, and achieves a beautiful multi-tonal effect, previously only attainable in salons.

Developed by experienced colour experts, Tonacity is suitable for all shades and tones and is designed to satisfy a number of different markets, including:

Women who are experimenting with their hair colour for the first time and want a product they can trust.

Women who are experienced home hair colour kit users who need a more professional looking solution.

Women who are beginning to notice grey hairs and need a colour that mimics the natural tone of their hair while providing flawless coverage. As KLEUR are already a well established brand, we will build on this reputation, gradually migrating the focus toward digital while complimenting the existing TV and Print channels.

Focusing primarily on women in the London area as our test demographic we will adopt a fully integrated omni-channel approach, giving customers a seamless and shareable experience within their city that will boost brand awareness and ultimately drive sales via nominated retailers shops and ecommerce sites. Using Samantha and Judith to represent our target markets we will demonstrate two potential customer journeys experienced by Tonacity buyers through the successful execution of our digital strategy.

Introduction

Executive Summary

We plan to evolve our budget to Digital being 50% of total spend (across a wide range of digital channels) to reflect the shift in customer’s media preferences, centering around #ToneACityLDN. Our phased rollout, starting with London, will allow greater focus and budget efficiency as well as data gathering to inform future go-to-market strategy. A series of metrics are proposed for each stage of the customer journey in order to learn, refine and optimise our strategy to drive awareness, preference and sales.

TV Print

YouTube Facebook

Twitter Pinterest

Brand Celebrity

Expert Friend WOM

Journalist

Needs and Goals •  I want a professional looking result •  The products have to be safe, I am still breast feeding •  I have to be able to do it by myself without complicated tools •  It has to be fast, I can only spare an hour to apply, wash and

dry while the kids are in bed.

Key Personas

Samantha, an IT Manager working for a large retail chain, lives in North London with her husband Jerry and her 2 small children George (2yrs) and Ilona (7 months). Although she is a very busy mum she likes to look after herself and socialise with her friends.

“I like to try out new colours, but the result has to look professional!”

TV Print

YouTube Facebook

Twitter Pinterest

Channel & Media Preferences Influencer Preferences

Brand Celebrity

Expert Friend WOM

Journalist

Judith, a global accounts director of a multinational, lives with husband Harry in an affluent part of Surrey. Judith frequently takes out clients and is therefore very conscious about her appearance. She is sociable and always keeps her Facebook page up-to-date.

“I like the flexibility of colouring my hair (at home) when it needs it”

Channel & Media Preferences Influencer Preferences

Samantha (31) Cricklewood, London Judith (52) Cobham, Surrey

Attributes – Habits – Motivations •  I don’t mind spending money on “quality” beauty products •  Hair products must be free from harmful chemicals •  I like to maintain healthy, good looking hair •  I like to try new products, I always consult with my friends •  I like online fashion magazines and browsing beauty websites

Attributes – Habits – Motivations •  My hair is getting thin and needs a lot of help to look good •  I never find time for appointments, I’d rather do it at home •  I prefer quality brand products •  I like shopping at John Lewis and Debenhams on- and offline •  I tweet a lot and like reading interior designer blogs

Needs and Goals •  I need to colour my hair regularly to maintain my appearance •  I want a salon result without all the sitting around. •  The colour needs to take well to cover my grey roots •  The tone has to match my natural colour perfectly •  I can’t afford not to look perfect

Top Beauty Brands: Top Beauty Brands:

Customer Persona & Preferences

SMART Aims & Objectives – By April 2016 •  Achieve 20% return on media investment •  Gain 10% market share of the high end retailers that we are operating within to maintain and grow share of shelf •  Obtain 50,000 number of new users of the product, with a 60% loyalty rate •  Reach 100,000 app downloads, engage users with push notifications to promote regular use •  Roll out in other major UK cities after 12 months, initiating 3 at a time

Strategy Approach •  Multi channel approach to sales and marketing of Tonacity to provide an integrated seamless customer experience

across online and offline channels, to drive sales, profit and advocacy launch 01 May 2015 •  To create digital brand awareness via incorporating digital marketing with the current range of media,

TV, Print ads, PR, digital billboard’s & posters •  Energise the trial with a view to generating sales on and off line. •  Immediate attention to focus on the London area to provide statistics proving sales and new users

generated and customer base increased, roll out UK-wide later in the year

STRENGTHS ▪  Established brand with

profitable sales offline ▪  Less damaging to hair ▪  Convenient to time poor

professional ladies ▪  Allergen Free

WEAKNESSES ▪  No digital track record ▪  Untested product ▪  Low brand awareness ▪  No customer reviews

OPPORTUNITIES ▪  Cheaper than salon & less

time consuming - still achieves salon results.

▪  Gap in the market for a exclusive hair colour

▪  Exclusive to luxury department stores on and offline

▪  PPC campaigns/ social media

THREATS ▪  Competitive market ▪  Relationship with existing

stylist ▪  Competitors produce a

similar product ▪  Changes in customer

behaviour and the ability to react

Objectives, Strategy & Investment

Redistributing spend by channel is key in order to achieve the right media mix. TV/Print still acts as main offline awareness driver, but due to regional focus, budgets can be decreased to accommodate for increased digital presence.

Overarching Digital Strategy - #ToneACityLDN

#  Phasing transition between offline and online through targeted campaigns in specific cities #  Initial focus on London, blend offline and online media channels to increase awareness

and drive consideration for an innovative new product. #  Focus all creative on the hashtag:

Offline Media

#  Negotiate with current print titles to only run ads in ‘London Editions’

#  Focus TV buys specifically on London region to drive efficiency

#  Use hashtag and London imagery in creative to capture audience attention

Online Media PR / OOH

#  PR stunts at major rail destinations across London serving wealthy areas

#  Digital OOH display boards with social feed and all giveaway materials with QR code and hashtag present

#  Increase social presence around stunt location (promoted tweets etc)

#  Strategic PPC campaigns harvesting demand and aggressively gaining share of ‘salon’ related keywords

#  Geotargeted and contextually targeted display ads across multiple devices

#  Paid social ads across Twitter and Facebook targeting core demographic range

STIMULUS ZMOT FMOT SMOT UMOT

Metrics

•  Reach & frequency

•  CTR % •  Searches on

branded terms •  Social media

following Increase

Metrics

•  Website Traffic •  Page visits •  CPC •  Blogger

enrolment •  YouTube

channel views •  Organic search

rankings •  Reviews logged

on 3rd parties

Metrics

•  Sales (£) offline & online

•  ‘click to reseller’ button

•  Dwell time •  YouTube views •  Conversion rate •  CPA (£) •  App downloads •  Voucher codes

generated & used

Metrics

•  Analytics data •  YouTube channel

interactions (views & uploads)

•  Hits on FAQ (‘was this helpful?’ button)

•  QR code scans •  Customer service

contact •  In app usage

Metrics

•  Net promoter score

•  Review to gain discount %

•  Sentiment analysis

•  Social media analytics

•  Review score

Customer Journey – channels and metrics

Display (Paid) Banner ads and rich media bought as added value on offline titles

Pre-rolls on YouTube bought against key demographics to drive traffic to the brand’s channel focussing on “how to” videos

PPC (Paid) Target women ABC1 in London

Affinity searches using keywords such as grey hair, hairdressers, hair salon, based on Google Trends analysis

Increase bids on summer months when search volumes are higher

Creative to focus on product USP (salon hair at home)

Social Media (Paid) Paid ads in Facebook and Twitter driving #ToneACityLDN hashtag and to the FB page and Twitter feed

Leveraging content from in-store live demos and promoting it on social media channels

Above the line (Paid) TV ads in London linking to #ToneACityLDN and “search for” in end frame

Interactive digital billboards near POS where customers can upload their photos with simulation of Tonacity in real time and upload to social media

Print ads with QR codes and hashtag in key women’s titles driving traffic to tonacity.co.uk and social sites

STIMULUS – build brand awareness amongst target audience

Unaware

Samantha passed a Tonacity pop up stand on her way home from work and searched for the #ToneACityLDN hashtag on her mobile phone. Later, she was at home in North London watching TV with a glass of wine, when the Tonacity ad was played which triggered her to talk to her husband about the pop-up stand she’d seen on her way home.

Judith was in John Lewis, in between appointments with clients, when a new brand caught her eye Tonacity. When she got home, over an espresso, she Googled the brand and was intrigued to investigate further about the promise of salon results at home.

ZMOT – drive consideration by leveraging social discovery

Unsure

Review sites (Earned) Actively encourage customer reviews on Trustpilot and owned social media

Quickly react to negative reviews and engage with dissatisfied customers

PPC & SEO (Paid/Owned) Target women ABC1 in London

Affinity and Category searches including competitor brands

Creative to focus on product USP (salon hair at home) and price point

Organic search – optimise keywords based on PPC learnings

Social Media (Owned, Earned) FB page / Twitter feed / Instagram leveraging and promoting UGC and customer reviews in social channels

Bloggers (Earned, Paid) Promote the product in top UK blogs relevant to our audience and drive them to our website: Lisa Eldridge, Liberty London Girl, The Beauty Shortlist, London Beauty Queen, Who’s the Mummy and Brit Mums (see Cision top 50 UK blogs)

YouTube (Paid) Pre-rolls specifically targeting beauty and hair care/colour content

Focus on product demos as well as ‘how to’ videos

Web & mobile site (Owned) Landing pages on own site – mobile first to cater for busy audience on the go

Ensure PPC and organic search results link to most relevant content (e.g. blonde hair)

Social / Trustpilot widgets to capitalise on positive customer reviews

Whilst enjoying reading her favourite interior designer blog, Judith spots an advert for Tonacity. She wants to learn more so she joins the conversation on Twitter using #ToneACityLDN. Intrigued by how the application of the product works, she searches on YouTube and watches several product demonstrations.

Samantha begins searching for reviews of this new product she’s seen a lot of hype around. Her searches lead her to click on several well-known bloggers posts where they are discussing the quality of Tonacity. She then sees several reviews posted by product users which specifically address the concerns she had around product safety. She is inspired to visit the site for more information.

Display re- and geotargeting (Paid) Retargeting tonacity.co.uk visitors with discount vouchers

A/B testing of different creative for strand test ordering and discount vouchers

Geotarget customers near POS (Selfridges, House of fraser) with discount voucher on brand’s mobile site

PPC & SEO (Paid/Owned) Branded searches including competitor brands

Creative to focus on price point and offering special discount voucher to drive conversion

Social Media (Earned) Leverage and promote UGC and customer reviews in social channels

Retailers (Paid) Negotiate premium position (e.g. New In) and top banners in beauty sections of retailers websites

Offer specific colours (e.g. ombre) as ‘exclusive’ to Selfridges to drive premium positioning

FMOT – drive brand preference and conversion

   In Store (Paid) Pop-up shops with live demos in Selfridges and Harvey Nichols – customers can post pictures on their Instagram/Facebook/Twitter driving WOM using #ToneACityLDN hashtag

Film the event to create content for the brand’s YouTube channel

Web & mobile site (Owned) Order strand demo kits with free home delivery

Issue e-voucher with unique ID (email address) and special intro discount – limited time and quantity offer for maximum redemption and allow to track online impact on offline sales

Sections on ‘where to buy’ with links to retailers sites and nearest store location

Undecided

When Judith visits Debenhams to pick up a gift in her lunch hour she is impressed by the Tonacity POS display and is tempted to buy the product, then realises she has left her purse in the office. She takes a leaflet from the shelf and when she gets home that evening, uses her iPad to go onto Debenhams online and purchases her first Tonacity product.

Having spotted a few of the Tonacity ads while surfing the web, Samantha is considering purchasing the product. Being very digitally savvy, Samantha is surprised she can’t complete a purchase on the site, but instead researches in-store locations and sets a reminder in her phone for her shopping trip at the weekend. When in Selfridges, Samantha sees the POS and purchases her first Tonacity product.

Customer Services (Owned) To deal with issues of complaints, usage and general info Short survey using the net promoter score (NPS) system asking ‘would you recommend tonacity?’

Packaging (Owned) Includes instructions, contact information. QR code to connect to online mediums such as Facebook, Twitter, YouTube and website Check analytics to see source of traffic

YouTube channel (Owned) ‘How to’ videos to inform customer on how to use Tonacity Encourage them to video or photograph their experience to share with others Usage of hashtag to share experience Number of views

SMOT – drive brand loyalty

Mobile App (Owned) QR code can lead them here. Users find an interactive step by step guide on how to use Tonacity Within the app, users can take a ‘before’ selfie and the app will generate what the ‘after’ result would look like, then shareable on social media 6 weekly ‘time to re-colour’ reminders feature

Web & mobile site (Owned) FAQ on product usage, faulty or damaged items and after sales support Ask them to follow on Twitter or like on Facebook for additional support and services Number of likes and follows. Reduction on call centre calls. After each question ask ‘was this helpful?’

High Expectations

Not believing she can get salon results at home, Judith takes pictures before and after dying her hair. Not wanting people to know initially that she didn’t go to an exclusive salon, she shares pictures of her results on Twitter, cheekily captioned ‘love my new stylist’. She is inundated with people asking which new salon she went to and reluctantly shares her secret, Tonacity.

Samantha scans the QR code on the packaging and downloads the Tonacity App. She scrolls through the how-to videos and re-reads the product FAQs as there is still some hesitancy about using the home kit. During the first use, Samantha checks over the content on site to guide her through the process and is ultimately incredibly pleased with the result and her experience of Tonacity.

Review sites (Earned) Actively encourage Trustpilot reviews with special 10% discount vouchers Respond to quickly and constructively to negative reviews Social Media (Earned, Paid)

Like, retweet, share, favourite positive posts about Tonacity Advertise selected positive posts.

Social Media (Owned) Encourage users to write reviews for 10% off their next purchase Number of reviews and average rating. Number of likes and followers Post their selfies of their new #ToneACityLDN hair. Tag friends to post. Competition, selfie of the week

YouTube (Earned) Share experiences and give feedback on the product

UMOT – building advocacy and positive word of mouth

Brand Lover

Website (Owned) Running stats on what % of people would recommend Tonacity

So impressed by her results, Judith searches on Google for Tonacity and lands on the website. Instantly she is asked if she wants to take part in a survey and duly confirms she would definitely recommend the product to a friend. After filling in a few personal details, she is given a discount voucher off her next Tonacity purchase.

Being an active participant on social media, Samantha tweets her successful colour photos out to her followers and the official Tonacity account retweets her comment. In order to secure 10% off her next purchase, Samantha reviews the product and again shares socially to achieve a further discount.

Budgets, Timings & Conclusions

April 2015

April 2016

July 2015

October 2015

January 2016

Development of digital assets (site, app, creative and social

media channels)

Book offline media for first city launch in

London (2 months prior to launch)

Launch of OOH, TV and PRESS

combined with PR Stunt

PPC, display, mobile and social campaigns launch targeted London

Review analytics and offline sales

data to spot trends

Development of digital assets (site, app, creative and

social media channels) for 2nd city

Launch second city alongside tactical

relaunch of London activity (1st December)

Use combined learnings to identify audience trends and execute always on

activity nationwide

Conclusions Budget Split by Media

Build Social communities on Facebook/Twitter/Instagram/YouTube and engage actively with users.

Budget split: digital to grow to 50% of total spend in order to reflect the shift in customer’s media habits

Strategy to focus on #ToneACityLDN as a central theme to generate mass awareness of the product amongst the key demographic.

Phased rollout approach starting with London to allow for greater focus and budget efficiency as well as data gathering to Learn, Refine and Optimise a future go-to-market strategy.

Use of a wide range of digital channels in order to reach various touch points across the customer journey, based on a clearly defined persona.

A series of metrics is proposed for each stage of the customer journey in order to Learn, Refine and Optimise our strategy to drive awareness, preference and sales.

Slide 1 - Cover We have chosen bright and bold branding for Tonacity, contrasting black and purple to appeal to a female market and reflect the vibrant colours women are able to achieve from using the product. The #ToneACityLDN hashtag introduced later on slide 5 plays a vital role in linking all the above-the-line and digital activity to provide an all-encompassing strategy. As such, we felt it was only right to include it on the cover image alongside the product logo. Slide 2 - Intro Here we wanted to give a clear overview of what the product was about, what makes it so marketable, and the thought process behind our strategy. As our initial plan focuses on women only in the London area we picked two women from different demographics who live in and around the capital city to represent our target market. Samantha and Judith who are introduced in the next slide are at different stages in life and although their attributes, habits and motivations are slightly different, both ultimately have the common desire to achieve a salon result at home. By slightly adapting our strategy to target these differing personas, we can successfully win the loyalty of both markets. Slide 3- Key Personas We opted to develop 2 key personas covering opposite ends of the age spectrum and broader range of digital behaviours. Samantha represents the segment of affluent professional young mums with small children, recently married, socially very active and fully embracing the digital life. Samantha uses social media daily to stay in touch with friends and family. She prefers Facebook, Pinterest and YouTube to consume and share media. She is proficient in juggling multiple mobile devices, managing personal and professional communication and timekeeping. Samantha likes trying out new hair products in search of a professional looking result; she often discovers beauty brands while browsing Instagram on her commute to work. She is very health conscious, favouring products free from harmful chemicals. Judith represents the more mature segment of women; she is a successful high powered executive. Judith’s children have left home but her busy work schedule and active social life leave her little time to spend in hair salons. Judith needs to dye her hair regularly to keep grey roots from showing. She is looking for a perfect finish that can be achieved at home without her peers knowing it is a DIY job. Judith trusts established brands and her favourites are Estee Lauder and

Lancome. She likes shopping in department stores and meeting friends for coffee to catch up on gossip. Judith prefers Facebook to stay in touch with far-flung friends and family, and is an avid Twitter user, tweeting nearly daily about work and everyday life. Slide 4 - Objectives, Strategy and Investment Currently the media spend is split 70/30 between TV and Print, but we propose a redistribution which allows 50% of the budget to be focused on digital activities with the remaining 50% divided between TV, Print and OOH. Digital advertising in the UK forecast at £8.0bn for 2015, OOH £910m, TV 3.8bn, Print £2.5bn. Driven by mobile, social media, video will account of 50% of mobile traffic, 83% (98% adults 25-34) of adults use online. Gain 5% market share of the high end retailers we are operating within. 2013, 10m women in the UK used hair colour products; aim to obtain 1m new users. Acquire 100,000 downloads of the Tonacity App, containing a voucher to be redeemed in store, customers download as free, for future use, or curiosity, so some fall off. Important to have an app as by 2017 app downloads are expected to reach 268.7b (Globally) to educate/convince/nurture. Mobile technology enables notification of location of nearest store to customers. Overall the UK market was estimated to be worth £327m, slight decrease on 2013. Opportunities: Cheaper than salons, untapped market, exclusive product, PPC campaigns, social media Strengths: established offline brand, less damaging, convenience, allergy free. Weakness: Persuading ladies to try new product, low brand awareness, no customer reviews Threats: Competitive market place, existing relationship with stylist, prefer what they know, the ability as an organisation to react to increased online presence. Slide 5 - Overarching Strategy In order to phase the transition between offline and online, we chose to recommend a focused approach in order to make the best use of the funds available. The overarching strategy employs offline and online tactics to target the city of London specifically under the strapline #ToneACityLDN. We felt that as digital is unknown territory for Kleur they would be more likely to back an initially localised campaign for Tonacity, with the resulting success informing the UK-wide strategy in the future. London’s influence will be a strong asset in future city rollouts, so the initial investment will be made in order to drive brand preference and consideration within this key market. Slide 6 - The Customer Journey

We know that the customer journey is not linear and that consumers will touch on different parts of the journey at different times depending on their social media habits, individual consumer behaviour and reaction to stimuli. The progression from stimulus to UMOT on this slide represents the potential touchpoints within an ideal journey but allows for the consumer to seamlessly dip in and out of the journey, even skipping out some elements entirely, but still reaching successful conversion at the end. A range of metrics for each stage of the customer journey is proposed, measured through the following platforms and tools:

Stimulus ZMOT FMOT SMOT UMOT

1. GRPs 2. DoubleClick

for Advertisers (DFA)

3. Adwords 4. Socialbaker

s

1. Google Analytics

2. Google Analytics

3. DFA 4. Google

Analytics (referrer URLS)

5. YouTube Analytics

6. Google Analytics

7. ReviewPush

1. Sales Figures 2. DFA 3. Google

Analytics 4. YouTube

Analytics 5. DFA 6. DFA 7. App Store

Analytics 8. App Usage

Stats

1. Google Analytics

2. YouTube Analytics

3. Google Analytics

4. Google Analytics (referral URL)

5. Call Centre Logs

6. App Usage Stats

1. SurveyMonkey

2. DFA 3. Synthesio 4. Social

Media Analytics

5. ReviewPush

Slide 7 - Stimulus Above the line: Although TV and print will play a key role in building awareness, part of the budget will be shifted from above-the-line to digital, mirroring the media choices of our TA. The primary role of offline activity will shift from purely building awareness to driving customers to our social channels, YouTube and website. Therefore all offline elements will promote the hashtag to drive customers onto our digital channels further along the user journey. Search: As case studies from leading cosmetic brands indicate, affinity searches at the early stages of the customer journey can have a positive impact to ensure our brand is relevant and positioned as a trusted partner. Using PPC at the stimulus stage will also allow us to build deeper user insights that will in turn help shape our above the line messages and our content strategy.

Display & content: Google’s Customer Journey tool reveal that in the UK beauty industry, display is one of the most prominent elements at the early stages of the journey. We will negotiate with key print titles to buy online inventory as added value and ensure our brand is relevant by featuring prominently in. Targeted YouTube pre-rolls (extended version of our TV ad) will allow us to maximise reach whilst providing clear CTA to drive conversion rates. Social Media: As our audience is very active on social channels, we will complement other activity with paid ads on FB/Twitter/Instagram, to drive interaction with the #ToneacityLDN idea and also capture second-screen activity Slide 8 - ZMOT During the ZMOT stage we will leverage social discovery by using a range of relevant owned and earned channels to reassure customers of our product superiority and drive brand preference. Bloggers: Using Cision’s top 50 blog rank, we have identified key bloggers who we will target via an outreach strategy, aiming to forge longer term relationships with those who would act as ambassadors for the brand. All photography/literature provided will include our hashtag. We will leverage blogger endorsements in our social media channels. Review sites: As one of the leading review sites, Trustpilot will be a key pillar of our strategy. We will actively encourage and reward customers who write reviews for our brand and our site will also include a Trustpilot widget to give high visibility to customer reviews and increase conversion. Positive reviews will also be promoted in our social channels. Search: The focus at ZMOT will be primarily on category searches but also include a comprehensive range of keywords to reach all potential customers. PPC will help drive consideration and inform our SEO strategy. Our landing pages will be customised based on the relevant search terms – e.g. a customer searching for blonde hair will be taken to the section of the site with relevant ‘blonde hair’ content. YouTube: We will focus on ‘how to/product demo’ videos and other relevant content (e.g. tips for big occasions) in order to position the brand as a trusted partner in hair care. Slide 9 - FMOT

The product will be positioned in premium places in-store as negotiated with the retailers. ‘Exclusivity’ will be pushed in store regarding the bespoke applicator and multi-tonal colours only available with Tonacity. To help with the decision making process, free strand colour kits will be provided through the website and landing page which will capture their name, address, email and contact number. They will receive a time limited discount upon ordering the strand colour kit. A voucher with a unique code will appear via SMS on their phone that they can redeem online. A PPC campaign will emphasise the objectives that we have identified in the persona, notably having a quick convenient hair colour kit that produces salon style hair. The advert will take them to a landing page that shows a demonstration of ease of use and quality of result. An FAQ will focus on the concerns regarding health and safety. Due to it being a brand new product it will take time to build product confidence but eventually the landing page will display the number of people who would recommend the product using the NPS. Typing in a postcode will bring up a list of the nearest places to purchase with links to their sites. Product photos will show users what they can expect to find inside a box of Tonacity. Stockists will provide floor space for in-store pop-up salons for live demos to take place, these can be filmed to create content for online media. Slide 10 - SMOT Everything mentioned at the Stimulus, ZMOT and FMOT stage must be brought to life and meet the expectations set out. Part of this is giving complete product support. The packaging will have a QR code that once scanned, shows the user the owned mediums such as the website, YouTube channel, social pages and mobile app. The YouTube channel will display ‘how to’ videos for using the product. Users will be encouraged to video and share their own Tonacity experiences. The website will contain an FAQ which includes links to tutorials and customer service contacts. Each answer on the FAQ will ask the user whether the answer was helpful. There will also be health and safety information on the website that advises users to do an allergy safety test before applying which can be sent out free of charge. A free reusable branded ‘colour cape’ will be given to early adopters who input their barcode on a time-limited landing page, creating a fan-base, adding value and capturing data.

The mobile app will allow the user to preview the effect of the hair colour. The user takes a selfie and selects the colour they intend to use. The app applies the chosen colour to their selfie and encourages them to share it. By scanning the QR code in-app, the user keeps a record of their colour ID and can set up a 6 week reminder to purchase again. Slide 11 - UMOT Harnessing the positive experiences that customers have enjoyed using the product is key here. In the SMOT stage of the customer journey, users were encouraged to video and then share their experience of using the product and the subsequent result. They can then upload their video onto YouTube and Facebook as well as posting a selfie of their Tonacity dyed hair on the brand’s Facebook page. Writing a review (positive or negative) and submitting onto the Tonacity Facebook page would result in a 10% discount on their next purchase. They can also submit their review through the mobile app. The app allows users to take a picture of themselves or friends, customise their hair colour with a Tonacity dye, and then share the results via Whatsapp, Facebook, email or any other social networking tool. Equally important is to respond to negative comments and reviews on whichever platform they are posted. No negative comment or review will be left unreplied to (unless its a troll). Sentiment analysis is to be carried out on the hashtag #ToneACityLDN along with anything else related to the brand. A running counter on the website based on the NPS (net promoter score) gained from both the app and customer service calls is shown on the website to display what % would recommend to a friend. Slide 12 - Budget, Timings and Conclusions We propose a number of key dates within the next 12 months illustrated within the timeline. April 2015 will see the launch of the #ToneACityLDN campaign, while the April 2016 will see this strategy expanding to other parts of the UK based on learnings. A series of metrics is proposed for each stage of the customer journey in order to Learn, Refine and Optimise our strategy. References: We researched many different areas for our project to include UK and worldwide app usage, typical product fears, beauty and grooming habits of UK females, analytics and metrics tools, app functionalities, competitor brand loyalty statistics, working mum behaviour patterns, review sites and digital marketing strategies. There were too many to fit onto any one slide but we found a wealth of useful articles to inform our presentation.

1. http://www.styleicons.com.au/2015/03/18/the-new-10-minute-express-hair-colour/

2. http://www.socialmediatoday.com/content/understand-mom-behavior-engage-her-social-media

3. http://www.realitymine.com/how-do-working-moms-consume-media/ 4. http://www.digitalstrategyconsulting.com/intelligence/2013/09/uk_mum

s_flock_to_social_networks_and_not_just_facebook.php 5. http://www.iab.net/media/file/2015%20State%20of%20Modern%20Mothe

rhood%20IAB%20ALM_Final.pdf 6. http://mashable.com/2011/12/29/marketing-to-moms/ 7. http://mashable.com/2012/06/20/sephora-15-days/ 8. http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/adults

-2014/2014_Adults_report.pdf 9. http://justdoitmarketing.blogspot.co.uk/2015/03/different-personalities.h

tml 10. http://www.independent.co.uk/life-style/fashion/features/colour-to-dye-

for-what-do-we-know-about-the-risks-involved-with-colouring-your-hair-9958103.html

11. http://www.iab.net/media/file/2015%20State%20of%20Modern%20Motherhood%20IAB%20ALM_Final.pdf

12. http://www.realitymine.com/how-do-working-moms-consume-media/ 13. http://www.smartinsights.com/wp-content/uploads/2013/06/Mobile-co

mmerce-statistics-2014-research.jpg