part two: the body shop - campaign development
DESCRIPTION
Following on from the brief set in Part One, the task also entailed a marketing campaign for the current product complete with a communication strategy. This document shows the specific trends in communication and marketing which influenced the campaign to make it timely for 2012/2013TRANSCRIPT
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N0251260 - FASH30071Negotiated Project Stage Two: Implementation
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For The Body Shop to launch Tri-Plicity as an inno-
vative product for 2013, the brand must
communicate the new approach to skincare to
the consumer. Recognising that The Body Shop
was once an interactive and personal brand
(Stage One: P18), the campaign for this launch will
need to develop a personal tone that relates to its
consumer.
To achieve this, a number of communication
trends were studied to inspire the campaign
launch. Addressing a target consumer as a strong
focus for the campaign, The Body Shop needs to
address a direct consumer and create a campaign
that will maximise coverage of the product and
brand.
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today’s consumerTri-Plicity’s Key Consumer Groups
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consumer
Currently, the skincare market relies on the use of
anti-aging products (Stage One: P24) and is over-
saturated with either anti-aging or teenage skin
products. This leaves a large gap of consumers
between the ages of 20-35, who subsequently are
more consistent beauty shoppers (Mintel Facial
Skincare 2011: Online). Additionally, it has been
shown that socio-economic groups ABC are more
likely to value quality in goods. This highlights a
key consumer to target.
The ‘mid-aged’ consumer appreciates quality
products and is willing to invest in products they
feel are of benefit.
As Tri-Plicity is a life-adapting skincare product, it
would target women at any age in their skin
cycle. Tri-Plicity will focus on three target con-
sumers aged 20-34: The Uplifting Enthusiast, The
Enhanced Visionary and The Refined Optimist.
“I prefer more upmarket products as I feel they are a lot bet-ter for your skin, and also make you feel better about your-self using and wearing them.”
16-24-year-old, ABC1 female
(Mintel Facial Skincare 2011: Online)
Introduction to Consumer
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today’s consumer:
Meet Sophie...
Age: 21 Occupation: Student + Part-Time Retail Assistant
Studying: Ba(Hons) Fashion DesignLocation: Birmingham
Accommodation: Lives with Parents
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today’s upliftingenthusiast
Figure Twenty-Six: ‘Today’s Uplifting Enthusiast, Sophie Rogers’, by Lucy Barrett
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today’s consumer:
Figure Twenty-Seven: ‘The Uplifting Enthusiast - Top Five Beauty Products’, by Lucy Barrett
9Figure Twenty-Eight: ‘The Uplifting Enthusiast - Top Three Priorities’, by Lucy Barrett
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today’s consumer:
Figure Twenty-Nine: ‘The Uplifting Enthusiast - asked ‘What five items represent you?’ , by Lucy Barrett
‘love to go out’
‘my degree’
‘animal lover’
‘love of fashion’
‘social life’
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a chat with Sophie...
(An interview with ‘The Uplifting Enthusiast - Sophie Rogers ‘ target consumer, by Lucy Barrett)
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tomorrow’s consumer:
Meet Holly...
Age: 26Occupation: Full-Time Designer
Location: HalesowenAccommodation: Just bought first house
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today’s enhancedvisionary
Figure Thirty: ‘Today’s Enhanced Visionary, Holly Longmore’, by Lucy Barrett
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tomorrow’s consumer:
Figure Thirty-One: ‘Today’s Enhanced Visionary, Top five beauty products ’, by Lucy Barrett
15Figure Thirty-Two: ‘Today’s Enhanced Visionary, Three Top Priorites’, by Lucy Barrett
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tomorrow’s consumer:
Figure Thirty-Three: ‘Today’s Enhanced Visionary, when asked What five items represent you?’, by Lucy Barrett
‘my fitness’
‘my work’
‘social life’
‘home comforts’
‘my creativity’
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a chat with Holly...
(An interview with ‘Today’s Enhanced Visionairy - Holly Longmore’ by Lucy Barrett )
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tomorrow’s consumer:
Meet Charlotte...
Age: 33Occupation: Sale Manager
Location: KidderminsterAccomadation: Owns House, lives with Husband and
Daughter
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today’s refinedoptimist
Figure Thirty-Four: ‘Today’s Refined Optimist - Charlotte Hacket’, by Lucy Barrett
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tomorrow’s consumer:
Figure Thirty-Five: ‘Today’s Refined Optimist - Top five beauty products’, by Lucy Barrett
21Figure Thirty-Six: ‘Today’s Refined Optimist - Top Three Priorites’, by Lucy Barrett
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tomorrow’s consumer:
Figure Thirty-Seven: ‘Today’s Refined Optimist - when asked What five items represent you?’, by Lucy Barrett
‘my little girl’
‘love to indulge’
‘dedication’
‘keeping fit’
‘my family life’
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a chat with Charlotte...
(An Interview with ‘The Refined Optimist - Charlottle Hackett’, by Lucy Barrett)
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Studying three key consumers has identified simi-
larities in the age groups; despite being at differ-
ent stages in their lives and having different
priorities, three of the underlying problems of
stress, hormones and weather affected all of their
skin.
They all showed similar attitudes to beauty
advertising, describing it as ‘fake’ (See Interview).
A need for ‘real’ advertisements was illustrated
and it was felt that a humorous and lighthearted
approach appealed most to the three groups.
The launch of Tri-Plicity will aim to target the
youngest of these consumer groups, ‘The Uplift-
ing Enthusiast’; but the product has been
developed so that it can stay with the consumer
through their life development.
today’s key consumer:
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tomorrow’s advertising:
Some of the most successful campaigns over the
past few years have been conducted through
social media marketing. As social media platforms
become more popular worldwide, brands have
had to increase their engagement.
“the role of social networking sites is encouraging
a greater degree of intimacy between consumer
and brand” ( Taylor, N 2012: WGSN Online)
The Body Shop stated the importance of using
social media in its future marketing, as it is both
cost effective and personal. By launching a prod-
uct that has a new USP to communicate, The Body
Shop needs to create a personal campaign that
can develop a relationship between consumer
and product. Social media is the most effective
way to do this, monitoring interactions and con-
versations directly with brands and the consumer.
Campaign Inspiration
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Figure Thirty-Nine: ‘Ben & Jerry’s Fair Tweets’ Social Media Camapign
Figure Thirty-Eight: ‘Pepsi Social Vending’ Campaign
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yesterday’s social media:
Many successful campaigns add incentives
to engage with the user. The success ofspe-
cific campaigns has shown that consumers
respond well when given incentives. This
creates a talking point and illustrates the
brands have a personality.
Three case studies includes ‘Pepsi’s
Social Vending’, involving more consumers
as a pass on effect (Pepsi Co 2011: Online).
Another example includes ‘Ben & Jerry ’s Fair
Tweets’, which promotes its Fair Trade Ice
Cream. Although they do not offer an actual
gift, something that the consumer can see
as a benefit is enough for them to gain
satisfaction (Digital Buzz 2012: Online).
Successful Social Media
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yesterday’s campaigns:
The final case study is the ‘Kotex Women’s
Inspiration Day’, giving personalised gifts
to targeted individuals. The return on this
small investment resulted in nearly 100% of
consumers using platforms to communicate
about the brand’s actions, spreading the
word and awareness, and creating positive
and successful perceptions to a larger
consumer base than anticipated.
After reviewing the communication of other
brands, The Body Shop would benefit from
more social media attention from the con-
sumer. While its current platforms create
interaction, more focused campaigns would
reach a wider audience. This would give the
consumer an incentive to interact with the
company, resulting in an increase in traffic.
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yesterday’s campaigns:
Figure Forty: ‘Kotex Women’s Inspriration Day’ Pinterest Campaign
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today’s for sharing:Consumer Trends in Photosharing
Figure Forty-One: Photo-Sharing Statistics (See Appendix for Source) By Lucy Barrett
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today’s for sharing:Since 2010, the amount of photo-sharing through
the use of social-media platforms has risen by
nearly 30% ( Visually 2012: Online). Most common-
ly shared through Facebook and Twitter, this trend
is dominated by a female consumer group.
Nevertheless, interacting through the
use of sharing activities, purchases and social life
has never been more popular, especially among
consumers between the ages of 25-30 ( WGSN
2012:Online). Brands capitalising on this trend
have seen benefits from consumers sharing prod-
ucts and interactions.
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1. FORD FIESTA ‘Fiestagram’ Social Media Campaign2. Instaprint - Instagram print out stations enhancing consumer
involvement3. First Fashion Shoot to be taken with Instagram 2012
today’s for sharing: today’s for sharingThe rise of Instagram
Figure Forty-two: ‘Instragram Moodboard Trends’, by Lucy Barrett
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today’s for sharing: today’s for sharing
The biggest player in this trend has been the rise
of Instagram. Recorded as the fastest growing
platform of social media, it continues to grow
rapidly. Another advantage of this platform is the
use of sharing though other networks; sharing on
a broader scale.
Brands have adopted this trend by creat-
ing purpose for consumer to share the things they
like and link to their social media platforms, such
as the launch of the new Ford Fiesta, who turned
every day ‘snaps’ into prizes.
Despite Instagram being criticized for its ‘easy’
approach to photography, consumers are quick
to adopt simple and enjoyable applications. The
launch of Instaprint meant users’ photographs
could be turned into objects, creating simple,
Polaroid-like images for friends to share, frame
and keep. Instagram has also found its way into
high fashion, with 2012 seeing the first fashion
photo-shoot carried out using the app by director
Nick Knight.
By The Body Shop embracing this trend,
photo-sharing could create ways of enjoyable
communication. Sharing is something that does
not alienate the consumer any more; young con-
sumers are willing to share their lifestyles daily
through frequent updates of Facebook and
Twitter and for social media success it is vital that
brands welcome this new culture and get
involved ( WGSN 2011:Online).
Figure Forty-Three: ‘Instagram Facts’ (See Appendix for Source), by Lucy Barrett
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today’s for sharing:
Another growth in social media trends has been
the global adoption of Pinterest. Unlike other
forms of sharing, Pinterest encourages users to
express their inspiration and personal taste. The
success has resulted in a mainly female, young
consumer using the website and it has been re-
corded that Pinterest has been shown to generate
the most traffic to other websites (Crook, J 2012:
Online). This is vital for brands to incorporate as
links on Pinterest can generate a vast amount of
web traffic directly to brands’
websites.
As Pinterest is still relatively young in the
market of social media, only a few brands have
incorporated the website as a way of connecting
with their consumer. But as Pinterest’s growth has
been phenomenal, further brands are expected to
become involved soon.
The rise of Pinterest
Figure Forty-Four: ‘Pinterest Fact Moodboard’ (See Appendix for Source), by Lucy Barrett
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today’s for sharing:
1. ASOS Rucksack Challenge - users took photos of their rucksack contents
2. Peugeot Jigsaw Competition - users had to guess the missing pin from boards
3. Harrods Jubilee Party - users had to pin what they would like to see in harrods window display
Existing brand involvement has
included ASOS, Peugeot and Harrods
using consumer interaction with their
brands. But Pinterest also shows an in-
valuable insight that brands can learn
from their consumers by being able to
observe their personal interests: such
as the KOTEX campaign mentioned
previously.
today’s love of sharing:
Figure Forty-Five: ‘Pinterest Campaign Moodboard’
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today’s real woman:Trend Prediction has identified that, in 2013,
real people will play a vital part in advertis-
ing ( WGSN 2012:Online). Consumer inter-
views have shown that while they do like to
see celebrities in advertisements, they also
feel it makes the products seem inaccessible
(Consumer Interview: See Appendix).
Nivea has continued to adopt this
trend by celebrating its 100th birthday.
The ‘Get a Little Closer ’ campaigns show real
people in real relationships and illustrate
playful affection. The campaign went around
the country and, by using everyday people in
its advertisements, increased the likelihood
that the consumer may know someone who
was involved, thus appealing to mass
audiences.
Figure Forty-Six: ‘Nivea ‘Get a Little Closer Campaign’ , images sourced by Lucy Barrett
Involving Real Women in Advertisting
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today’s real woman:
Figure Forty-Seven: ‘Nivea ‘Get a Little Closer Campaign Advert’ - Model Sophie Rogers ‘The Uplifting Enthusiast’ Target Consumer
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today’s real woman:
Figure Forty-Eight: ‘Real Women in Advertising Moodboard’, by Lucy Barrett
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With leaders Dove campaigning for real
beauty, by using real people in advertising,
consumers see products as demonstraing
better results. Other examples included in
Figure Forty-Eight, display the forward
movement of no longer using edited and
unrealistic beauty figures: getting consumers
involved in the advertisements is now seen
as a positive.
Brands Using Real Beauty
42 CASTING
tomorrow
’s beauty:
43CASTING
“women spend a lot of time analysing advertising and want to see more realistic campaigns”
(Costa, M 2012: Online)
For the launch of TRI-PLICITY skincare, casting the
right model is of vital importance. Consumers are
demanding ‘real’ beauty, so the choice of model
will be made with specific characteristic require-
ments. Additionally, The Body Shop’s
focus will be to create a relationship, so the model
chosen should appear to be a friendly, approach-
able character. Displaying positive emotions and a
playful attitude will best illustrate the focus of the
campaign and The Body Shop.
Choice of Casting
Figure Forty-Nine: ‘Casting Inspiration’ By Lucy Barrett
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meet today’s beauty...Choosing The Right Model
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meet today’s beauty...Choosing The Right Model
Figure Fifty: ‘Model Moodboard’ photoshoot by Lucy Barrett
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today’s a gift:
(Trend Briefing 2011: Online)
Random Acts of Kindness Campaigns
Figure Fifty-One: ‘Random Acts of Kindness Moodboard’ by Lucy Barrett
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Relating to Incentives and sharing trends,
RAK offers another way of consumer interac-
tion with the brand. Brands that have been
successful doing so are shown in Figure
Fifty-One.
As The Body Shop is known for its continual
acts of campaign and social activist attitude,
it would be fitting for the brand to give back
to its consumer, illustrating how it cares.
“ R.A.K. are just a fun and light-hearted demonstration of how brands can access some of this publicly available informa-tion to brighten consumers’ days “
(Trend Briefing 2011: Online)
Figure Fifty-Two: ‘Heinz Get Well Soon’ Personalised Campaign
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today’s responsible choice:Adopting Ethical Purchasing Dec
Figure Fifty-Three: Examples of Brands Refilling Goods, by Lucy Barrett
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today’s responsible choice:Adopting Ethical Purchasing Dec
Figure Fifty-Four: Marks & Spensers SHWOP Campaign Advert 2012
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By selecting key trends and case studies
that identify the importance of building a
relationship with a consumer, an approach
for the implementation strategy of The Body
Shop has been concluded. Highlighting the
success of brands that have engaged their
consumer effectively, demonstrates how
consumers are wanting more from brands.
Consumer demands for 2013 for ‘Truth’ and
‘Beauty’ are these advertising techniques
(See Stage One: P42) and to build a
relationship The Body Shop must convey
their genuine and caring approach to
skincare and Tri-Plicity.
Summary of Campaigns