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LuxAsia |

Prepared by:
Isabella Cordelia Chua Yong Yi | 9875 4974
Koh Jie Min | 9697 4472
Sofia Hafirda Bte Fairuzi | 9383 0655
Lucenara Maria Louisse Flores | 8366 4536
Toh Jia Ying Mavis | 9844 2886
Agenda
1. Executive Summary

2. Situation Analysis

3. Key Strategy

4. Creative Strategy

5. Activation Programme

6. Media Recommendations

7. Activity Plan – Chart Format

8. Campaign Evaluation

9. Summary of All Costs


Executive Summary
The Brief: Increase brand awareness and promote the purity made
simple product range

Campaign period: April 2019 (1 month)

Budget: $30K (ATL: $10,000 BTL: $20,000)

Deliverables: Digital advertising and activation in Sephora


Situational Analysis
Research
Research Objectives
Understand consumer behaviours and motivations when purchasing skincare products.

Ascertain the level of brand awareness amongst the target audience.

Determine philosophy’s brand position compared to


competitor brands.

Identify the preferred media contact points


of target audience.

Learn what type of promotions


appeal to target audience.
Methodology

Quantitative Research – Survey

Sample size: 250 – 50 per area of


collection

Qualifiers: female, 25-35 years old

Location: 5 major shopping malls with


high foot traffic and a Sephora outlet –
Westgate, Vivo City, Plaza Singapura,
ION, Suntec City
Research findings
Please indicate your age.

47% are 25-27 years old


18% are 28-29 years old
15% are 30-31 years old
11% are 32-33 years old
10% are 34-35 years old
Research findings
What is your occupation?

70%
of our target
audience are
PMEBTs
Research findings
What is your gross monthly income?

34%
of our target
audience earn an
average of
$2,000-$2,500
Research findings
On a typical day, which social media platforms do you use
the most?

52% use Instagram


42% use Facebook
22% use YouTube
Research findings
Why do you use skincare products?

54%
of respondents
use skincare to
improve general
health of their
skin
Research findings
How did you know about the current skincare brand
you’re using?

51% chose recommendations from their friends or family


37% chose brand advertisements on social media
Research findings
Did you know that this range is from the skincare brand 'philosophy'?

69%
did not know that the
purity range is from
philosophy
Research findings
What is your perception when you hear the brand
‘philosophy’?

simple 24%

no impression 21%

aesthetic 14%

wellness

luxurious 11%
13%
24%
clinical 9%
of respondents chose
inner beauty 8% 'simple' as their perception
of philosophy
others 1%

0%0.15100% 0%0.3100%
Research findings
How familiar are you with the following brands?

Respondents are
more familiar with
other brands like:

Kiehl’s (79%)
Clinique (67%) and
Fresh (58%)
Research findings
What form of product promotions appeal to you the most?

Free Product Samples 36%


36% of respondents
Price Discounts 22% chose free product
Influencer Reviews 17% samples
Promotion Packs 12%
22% chose price
Brand Events 7%
discounts
Partnerships 3%

Others 3% 17% chose


influencer reviews

0%0.2100% 0%0.4100%
Key Analysis
Motivations when purchasing skincare products are through
'family and friends’ and 'social media'

Low brand awareness

Competitor brands are more well known amongst target


audience

Positive perception of philosophy-'simple' and 'wellness'

Top social media platforms – YouTube, Instagram and


Facebook

Most appealing promotions: Free samples, price deals,


influencer reviews
Advertising Problem

Low brand awareness

Low brand preference


Advertising Opportunities

Work with influencers for reviews and organic


conversations

Utilise social media advertising

Promote free product samples and discounts

Leverage on 'simple'

Highlight multi-tasking and dermatologically


tested

Emphasise philosophy’s unique brand values of


wellness 


SWOT Analysis
Strengths Weaknesses
Product and brand credibility in dermatology 


The flagship ’Purity Made Simple Cleanser’ is the Low brand awareness in Singapore

leading, multi-tasking facial cleanser in America
with beauty awards from Allure
 Weaker influencer engagement through
partnerships or reviews compared to competitors
Purity Made Simple range line products are multi- such as Fresh

tasking and dermatologically tested 


Purity Made Simple range is suitable for all skin types

Affordable products


Opportunities Threats
Promote the multi-tasking aspect of purity line

Stiff competition with competitor brands such as
Promote purity line’s gentleness, suitability for all Kiehl's, Clinique, Fresh and Origins

skin types and dermatologically tested aspect

Active competitor brand activities and promotions
Position philosophy as a brand worth its price
 such as discounts


Emphasise more on unique brand values and build In the Singapore market, products at lower price
credibility as a wellness brand points are available from asian brands such as
Innisfree
Competitor
Analysis
philosophy Fresh Origins Clinique Dr Jart+ Kiehl’s
Product purity made Soy face checks and 3-step (cleanse, Dermaclear, Ultra facial
simple line cleanser line balances frothy exfoliate, Ceramidin cleanser, cream
face wash moisturize) line cream
 and toner

Price $28 - $50 $23 - $73 $40 - $70 $30 - $60 $46 - $70
 $35 - $50

Place Sephora Sephora Sephora Sephora Sephora 13 stores


BHG
3 stores 3 stores T Galleria Metro
Robinsons Tangs
BHG Metro Robinsons
Robinsons Tangs
Metro Isetan
Isetan
Promotion Sampling Gift with Sampling Sampling Price Deals Sampling
Purchase
Gift with Gift with Price Deals Price Deals
Purchase Contests Purchase
Loyalty Contests
Contests Loyalty Programme
Programme
Strengths
&
Weaknesses
Key Strategy
Target
Audience
Demographics
Gender: Female

Age: 25-35 years old

Race: All Races (Chinese, Malay, Indian


and Eurasians)

Language Literacy: Primarily English

Education: Diploma or Degree and above

Occupation: Professionals, Managers


Executives, Business women, Technicians,
(PMEB/PMET)

Marital Status: Single and/or married


Psychographics

Busy lifestyle juggling work,


family and social obligations; no
time to waste in the mornings

Has a basic skincare routine


Tech-savvy millennials – use


social media daily


Cares deeply about appearance

'Look good, feel good’ mindset


Positioning Statement

To raise the perception of


philosophy in the minds of
the target audience as highly
effective and offers a high
ease of use in caring for skin
as compared to other brands.
Perceptual Map
Ease of Use vs Effectiveness
High Ease of Use

philosophy
Kiehl’s
Fresh
Clinique
Origins
Dr Jart+
Low philosophy High
Effectiveness Effectiveness

Low Ease of Use


Advertising Objectives

Increase brand awareness


Instil brand preference



Creative
Strategy
Message Strategy
with philosophy’s purity range, caring for
yourself and your skin is simple.
The Big Idea

self care can


be simple
Single-Minded Proposition:
simple
Brand Personality

calm

content

humble

self-assured
Meet Iris.
With her busy lifestyle, she
is motivated to live simply
yet effortlessly, presenting
the best version of herself.
she does this by caring for
her skin and taking the time
to recharge physically and
emotionally.
Campaign
Theme
The Concept of Simplification

Skincare, a form of self-care, can


be simple and effective

The purity made simple range


has products that are multi-
tasking and easy to use

As busy women, the target


audience will appreciate the
simplicity of the purity range
Tone

Inspirational Confident Simple Effortless


Creative
Execution
Instagram Story Sponsored Ads
Facebook Sponsored Ads
Instagram Story
Sponsored Ad
(mockup)
Instagram Story
Sponsored Ad
(mockup)
Facebook
Sponsored
Ad (mockup)
Facebook
Sponsored
Ad (mockup)
Video
Commercial
YouTube
Activation
Programme
Objectives

Encourage brand switching


Encourage trial purchases

Activation Programme
Price deals
Sampling


Activation Period
19 - 21 April 2019 - 3 days
11am - 8pm

Location
Sephora, ION
Activation Programme 1
Price Deal

Mechanics
All purity made simple line
products will have a 20% discount

When
Announced: 14 April 2019

Where
Sephora, ION
Instagram Story Sponsored Ad
to announce the 20% off promotion
Facebook Sponsored Ad
to announce 20% off promotion
Roll Up Banners
during activation in Sephora ION
Quiz and iPad Standee –
Making philosophy personal

iPad Standee
Activation Programme 2
Sampling

Mechanics
Samples (7ml) of the purity made
simple exfoliating clay mask will
be given out during the activation

When
19 April 2019

Where
Sephora, ION
Product Booth
Full Activation Mockup
Media
Recommendations
Media Objectives

The campaign’s media activities aim to


reach 30% of 25-35 year old females
with a frequency of 3 times
Main Competitors:
Kiehl’s, Fresh, Clinique, Dr jart+,
Origins

Geography:
Singapore

Scheduling Pattern:
Continuous (1 month; April 2019)
Media Selection

Instagram Facebook YouTube Google Ads


Media Rationale
Reach:
1.9 million users in Singapore

User Profile:
25 to 34 years old make up 36% of
Instagram users in Singapore

Media Environment:
Lifestyle, Entertainment

Ranking:
Amongst target audience: 1st

Instagram In Singapore: 3rd

Media Rationale
Most used social media amongst
philosophy’s target audience. 


7% more females use Instagram


(55%) than Facebook (48%)

Users visit to learn more about


skin care products.

Instagram Paid on cost per click basis



Media Rationale
Reach:
4.8 million users in Singapore

User Profile:
Target audience make up the
majority of users on Facebook - 35%
out of 4.8 million users

Media Environment:
Lifestyle, Entertainment, News

Facebook Ranking:
Amongst target audience: 2nd

In Singapore: 2nd
Media Rationale

Majority of Facebook users match


philosophy’s target audience

Find out about beauty brands


and products with

Paid on cost per click basis

Facebook
Media Rationale
Reach:
Nearly 4 million users in Singapore

User Profile:
90% of Singaporeans aged 16 to 35
years old watch a video once a month

Media Environment:
Entertainment
YouTube Ranking:
⁃ Amongst target audience: 3rd
⁃ In Singapore: 1st
Media Rationale

3rd most used platform by


philosophy’s target audience.

3 out of 5 users find YouTube


useful in searching for products

41% are influenced by YouTube


on which brand to buy.
YouTube
Media Rationale
Reach:
More than 80% of Singaporeans are
internet users and have access to
google

User Profile:
Our target audience make up the
largest group of internet users in
Singapore

Google Ads – Media Environment:


Information
Keywords
Ranking:
Top visited site in Singapore
Media Rationale
60% of Singaporeans use google
search to get information on
products before deciding to buy.

Paid on cost per click basis

Google

(keywords: 'skincare', 'philosophy',
'cleanser', 'routine' and 'purity')

Google Ads –
Keywords
Social Media Influencers

Jaime Teo Min Poh Jessica Tham Tay Kewei


Facebook Instagram Instagram Instagram
4.5k followers 16k followers 102k followers 49.6k followers
The social media
influencers will be
engaged to raise brand
awareness amongst our
target audience

Send products to influencers

Get them to review, post


video and ask followers
“what’s your philosophy?”

Promote activation event too

Use influence to engage with


PMEBTs
Media Schedule
Media Budget Summary
20%
$3,000 27%
$4,000

Social Media Influencers

13% Instagram
$2,000
Facebook

13% 27% YouTube


$2,000 $4,000
Google
Activities Timeline
Ads
Campaign
Evaluation
Objectives

Measure the increase in brand awareness


Evaluate campaign reach
Determine ad frequency
Track sales during the campaign period
Methodology

Pre-campaign survey

Post-campaign survey

Social media reports

Google analytics reports

Sales generated from the promotions


Pre-campaign survey

Mall-intercept survey

The sample size was 250 in


total where females aged,
25-35 years old completed
the survey

Information will prove to


be useful for post-
campaign comparison as
historical data
Post-campaign survey

The target audience will be engaged


to complete the post-campaign
survey in the same format

Data will be compared with the pre-


campaign survey:

Measure increase in brand


awareness
Track brand preference
Garner feedback for the activation
at Sephora for points to improve
Social Media Report

Instagram, Facebook and YouTube


ads to use brand analytics sites like
socialbakers.com, facebook ads
manager and digimind.com for data
analysis

Some key metrics:

0.98% engagement rate/ post (IG)


98% positive online sentiments
30% increase in reach
1.16% click-through-rate (FB)
$1.81 cost-per-click (FB)
Audience retention rate (YouTube)
Difference in performance with historical
data
Google Analytics Report

Performance of google keyword


ads will be tracked.
Key metrics:
Number of organic/paid
searches
Click-through-rate


Record effective keywords for


future search engine marketing
(SEM) campaigns. philosophy can
look into buying longer or
shorter tail keywords.
Sales Generated from Promotions

The sales generated from


the promotions can be
calculated against the usual
sales garnered before the
campaign period.

Return of Investments of the


campaign can check if the
amount of budget spent was
effective in reaching 30% of
the target audience.
Evaluation Summary

Pre-campaign and post-campaign survey


a) Measure the level of brand awareness

Social media and Google analytics reports


a) Evaluate the campaign reach
b) Determine ad frequency

Sales generated from the promotions


a) Track sales during the campaign period
Cost Summary
Summary of All Costs
Media
All ad buys and social
media influencer rates

Activation
33% Activities for activation
in Sephora ION
51%
Production
Ad production costs
16%
Total Cost

$29,650
Conclusion

Our philosophy is self care


can be simple, what’s yours?
Thank You.
Costs
Estimated Activation
Activities Budget
Activities Item Quantity Budget Total

Staff Demonstration Staff 5 $2,000

Production 3 $2,000
Interactive
Personalised Quiz
Ipads & Ipad Standee 3 $1,500

$8,650
Roll up Banners 2 $650

Product and Brand Product Stands 4 $1,000


Display

Brand Display Board 1 $1,500


Total Campaign Production Cost

Media Production Cost

Graphic Design

- Main ads on Instagram and Facebook $2700


- Promo ads on Instagram and Facebook

Filming for YouTube video $2500

Products for Influencers $800

Total $6,000