split cane march 2016

a n d T H E W O L F P A C K S O U T H A F R I C A

MARCH 2016

O R G A N I C V S I N O R G A N I C B R A N D I N F L U E N C E M A R K E T I N G

T h e a c t i v a t i o n o f K e y I n fl u e n c e r s / A m b a s s a d o r s t h a t r e p r e s e n t a n d s e l l a B r a n d f o r a n e x t e n d e d p e r i o d o f t i m e a t n o e x t e n d e d e x p e n s e t o t h a t B r a n d . T h e s e K I ’ s a r e s o u r c e d i n c o m p l e t e l y a l t e r n a t e c h a n n e l s o f o p p o r t u n i t y – o f t e n u n e x p l o r e d b y a B r a n d – t h a t c o n t a i n a c o n c e n t r a t i o n o f t h a t B r a n d ’ s p r i m e p r o s p e c t t a r g e t m a r k e t .

O R G A N I C B R A N D I N F L U E N C E M A R K E T I N G

I N O R G A N I C B R A N D I N F L U E N C E M A R K E T I N G

I s t h e a c t i v a t i o n o f 3 r d p a r t y r e p r e s e n t a t i v e B r a n d A m b a s s a d o r s a n d m a r k e t i n g m e d i a t o r e p r e s e n t , d e t a i l , e d u c a t e a n d d r i v e s a l e s d i r e c t t o

t h e b r a n d ’ s e n d c o n s u m e r .

W i t h o v e r 2 4 y e a r s o f t r a d i t i o n a l B r a n d A c t i v a t i o n e x p e r i e n c e – t h e t e a m a t S p l i t C a n e h a v e s u c c e s s f u l l y t a k e n t h e w o r l d o f B r a n d A c t i v a t i o n t o a c o m p l e t e l y n e w l e v e l . T h e f o c u s f o r B r a n d s n o w l i e s i n o n 2 k e y a r e a s o f i m p l e m e n t a t i o n w i t h e a c h B r a n d C h a l l e n g e b e i n g a d d r e s s e d a t a h o l i s t i c o p p o r t u n i t y l e v e l :


P l a c e s a b r a n d i n t h e h a n d s o f a K e y I n fl u e n c e r / A m b a s s a d o r f o r a n e x t e n d e d p e r i o d o f t i m e a t n o e x t e n d e d e x p e n s e t o t h e B r a n d

Retail B.I.M© Media

Universe of 2500+

National Unique

Consumer Reach of

375,000/retail

group/month

Party Venues B.I.M© Media Universe 0f 350+ National Unique Consumer Reach of 98,000/week

Crèche & Day Care Facilities B.I.M© Media Universe of 3,500+ National Unique

Consumer Reach of 105,000/month

Clinics & Health Care Facilities B.I.M© Media

Universe of 500+ National Unique Consumer Reach of

1,000,000/month

Campaign - Equal Sweetener – targeting increasing Diabetic TM through 300

Clinics & 200 000 ConsumersCampaign – Mars Chocs Minis– targeting Moms at kids parties - 250 Clinics & 22

000 Mom Consumers

Campaign – Pampers Active Baby – targeting Moms at Crèches - 2500 Crèches

education & sampling to 100 000 Moms with link to retail


Ethnic & Non-Ethnic

Hair Salons B.I.M© Media

Universe of 5000+ National Unique

Consumer Reach of

1,350,000/month

Informal Meal

Vendors & Trade Stores B.I.M© Media

Universe of 1000+ National Unique

Consumer Reach of

50,000/day

Campaign – Sunsilk Ethnic Launch – targeting 5000 salons – 25 000 Key Influencer Stylists and DTC detailing with 1 500 000 consumers at these salons over a 12 month period

Campaign – Royco Packet Soup – brief to drive trail – targeted 500 Informal Meal Vendors serving over 20 000 meals per day – menu planning,

sample supply, branding, collect-a-packet incentive competitions, links to

local retail & Spaza – push pull initiative – rewards based program

based on both Meal Vendor and Consumer Sales

H&S

Average of 18.90 products sold per day at a competitor switch and conversion ratio of 38.83%

Oral B Paste Launch

BTL only support – Retail BA’s detailing, educating and selling Oral B Regimen over 2680 in-store promo days. Average of 12.50 x 75ml tubes sold per day at a conversion ratio of 20.70% & 2.7 Power Brushes sold per day.RSP ROI = 195%

Royco New Wholesaler Activation

Trader & Stokvel Loyalty Rewards Program Activation. Average Trader sales per reach 4.7 Royco products per basket with a 27% switch achieved within 6 months of launch

I n - S t o r e D T C a c t i v a t i o n y i e l d s t h e h i g h e s t R O I a s w e d i r e c t l y e n g a g e a n d s e l l t o e n d c o n s u m e r s


I n o r g a n i c B r a n d I n fl u e n c e M a r k e t i n g i s t h e a c t i v a t i o n o f 3 r d p a r t y B r a n d A m b a s s a d o r s a n d m a r k e t i n g m e d i a t o r e p r e s e n t , e d u c a t e a n d d r i v e s a l e s

d i r e c t t o t h e b r a n d ’ s e n d c o n s u m e r .

S p l i t C a n e I n - S t o r e D T C i s u n i q u e … .


B r a n d A m b a s s a d o r B a l a n c e S c o r e C a r d s & S a l e s I n c e n t i v e / R a n k i n g s P r o g r a m s

M o b i l e U S S DR e p o r t i n g & R e a l T i m e

O u t b o u n d C o m m u n i c a t i o n s P r o g r a m s

R e t a i l M a n a g e m e n tC S I ( C u s t o m e r S a t i s f a c t i o n

I n d e x ) P r o g r a m s

S U R V E W A Y R e p o r t i n g – r e a l t i m e a u t o m a t e d t h r o u g h a d y n a m i c b a c k e n d U R L b a s e d p l a t f o r m

t h a t C l i e n t h a s a c c e s s t o – g e n e r a t i n g i n f o r m a t i o n ,

k n o w l e d g e & i n s i g h t s

G u i n n e s s W o r l d R e c o r d

Sunsilk Ethnic achieved 27% market share in 9 months and

Number 2 in category in 30 months with 1.1m relaxers

sold DTC

M A S S R E A C H – B T L & A T L

Campaign Brief – Consumer Launch for Sunsilk Ethnic – Exploitation = 5000 Salons + 12 525 in-store promo days across both Retail & Speciality Cosmetic Wholesale supported with various CTA initiatives over a 24 month period reaching 1 650 000 consumers culminating in a Guinness World record success of washing 4000 heads

of hair in 6 hours with live feeds to eTV with multiple Celebrity involvement – leveraging brand presence & arrival vs existing category leaders

S T A T I C C O N S U M E R C T A

I n t e g r a t i o n - O n P a c k & O n W e bR e t a i l C o n s u m e r C a l l t o A c t i o n

C o n s u m e r L o y a l t y & R e w a r d s P r o g r a m s

M a l l C o u r t s a n d a c t i v a t i o n g i v e s a b r a n d m a x i m u m e x p o s u r e i n t o t h e i r t a r g e t m a r k e t w i t h t h e p o t e n t i a l l i n k t o p u r c h a s e f o r y o u r e n d c o n s u m e r

A C C E L E R A T E D M A S S R E A C H

Head & Shoulders – Concept to exploit The Best of Both Worlds

Pantene Full Spectrum Shine – Concept to highlight “shine”

Jungle – Energy to Play Equal – Highlight Efficacy – Diabetes Checks at Malls

Duracell – Concept: Take to School

O u t d o o r B r a n d E v e n t i n g – a p o i n t o f u n i q u e d e p a r t u r e - p l a c e s a b r a n d i n t h e l i f e s t y l e & s o c i a l e n v i r o n m e n t o f t h e i r e n d

c o n s u m e r s

B R A N D E V E N T I N G

G o o d F o o d & W i n e S h o wO B S c o n n e c t i n g w i t h T M

F A T T I ’ s & M O N I ’ s – T h e C a r b o L o a d i n g C h a m p i o n - a c t i v a t e d a t C o m r a d e s E X P O -

W i n n e r o f G o l d A w a r d

B a b y E x p o – P a m p e r s - 3 c o n s e c u t i v e y e a r s – 1 2 x E X P O S r e a c h i n g 4 0 0 0 0 0 M o m s

E X P O E X P L O I T A T I O N

E X P O E X P L O I T A T I O N

B R A N D R E S E A R C H I N H O M E & O U T O F H O M E

B R A N D L A U N C H E S

M A I N M A R K E T B R A N D A C T I V A T I O N

O U R V A L U E D C L I E N T B R A N D S

T H A N K Y O U

T e l l : 0 1 1 7 0 4 7 8 8 8

B U I L D I N G 3 , H O R S E C H E S T N U T N O R T H L A N D S B U S I N E S S P A R K

N E W M A R K E T R O A D N O R T H R I D I N G

J O H A N N E S B U R G

split cane march 2016

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