The#cuticurious

campaignAgendaTheTeamResearchResultsPublicsGoals,ObjectivesandStrategiesTacticsTimelineEvaluationBudgetWhoarewe?TheTeamSophieMausolfSeniorAccountManager

CarolineKarpielHeadofMediaRelationsDanPopescuManagingDirectorMengyingZhuHeadofInsightandCreativityLucyVollborthSeniorAccountManagerTheSpiritofCloudCommsHowdidwestart?TheBriefHandsanitizermarketsharedecreasedby6%Handwashmarketshareincreasedby6.2%mothersPrice-sensitiveLowemotionalengagementFormativeResearchCasualResearch

SecondaryResearch

PrimaryResearchreviews,peer-checking,

self-testingBasicallypositivefeedbacktheaudienceisnotexclusivelyfemaleCasualResearchInternalEnvironment‘Busyhandsmakelifework’Clean,ProtectandDefendCuticurasteadygrowthin20128hrProtectionHandSerum

SecondaryResearchOnlineAuditAmountofFacebookfollowerisdeclining:4.445fansattheendofFebruary,Around100peoplefollowingCuticuraonTwitter.Only2peoplesubscribedtotheCuticuraYouTubechannel.4.409fansatthemiddleofMarch.SecondaryResearchExternalEnvironmentPESTELPESTELSecondaryResearchCompetitorAnalysisPerception/CompetitormappingforhandsanitizerSecondaryResearchCompetitorAnalysisPerception/CompetitionmappingforhandwashSecondaryResearchCompetitorAnalysisbyM.SecondaryResearchResearchDesignWhodidweask?Studentquestionnaires:50Mothersquestionnaires:69Wheredidtheresearchtakeplace?BournemouthUniversityBournemouthTownCentreMPrimaryResearchCuticuravs.CarexPrimaryResearchConnectiontoCuticuraPrimaryResearchBrandAwarenessPrimaryResearchPreferencesPrimaryResearchPurchaseCriteriaPrimaryResearchFrequencyofUsePrimaryResearchImportanceofHandHygienePrimaryResearchOccasionsofUse8070605040302010PrimaryResearchSWOTAnalysisSWOTforProjectPlanStrengthsandOpportunities8hrprotectionserumFestivals,outdoors,publictransport,useofmobiledevices“MadeinUK”PriceandfragranceWeaknessesandOpportunitiesSensitivehands–>highlighthandmoisturisersIncreasevisibility–>partnershipsPublicitystuntStorytellingStengthsandThreatsUseof"survival"kitstohighlightproductuse–notareplacementforhandwashOvercomeimmunesystemandovercleanlinessfearPartnershipsWeaknessesandThreatsProductperceptiontochangeRaiseconsumerawarenessHighlightbrandvalueIncreasesocialmediaactivity='pullPR'EducatepublicsPrimaryResearchSWOTWhodowetargetbasedonthis?TargetaudiencesTargetaudiencesStudentsWomen

ingeneralMenMothersWheredowewanttogo?Opportunitystatement?“ToestablishtheCuticurabrandasconsumers‘firstchoiceinthehandhygienemarket.“GoalTocultivatetheuseofCuticuraproductsonahabitualbasis.ObjectivesansStrategiesObjective1:Tocreateanemotionalconnectionamongstsocialmediausersinadditiontoensuringaloyalcustomerbaseof10,000inayearObjective2:ToincreaseCuricura‘‘sbrandvisibilityamongstUKfamiliesby50%byMay2014Objective3:ToeducatethetargetgroupsregardingthehealthbenefitsandnecessityofusingCuticuraproductsStrategy1:IncreasesocialmediaengagementStrategy2:UseapublicitystunttoincreasemediacoverageStrategy3:InformtargetpublicsHowdowebringthistolife?Tactic3:What‘sinyourbag?Tactic2:PublicityStuntTactic4:SocialMediaTactic5:Partner-shipsOverviewofTacticsTactic1:Webisodes#cuticuriousTactic1:WebisodesWelcometotheWilsonsTactic2:PublicityStuntThemysteriousflatinthemiddleofthetowncenter(London,Birmingham,ManchesterandBrighton)Tactic2:PublicityStuntYouareinvited!Tactic3:What‘sinyourbag?Tactic3:What‘sinyourbag?Tactic4:SocialMedia20%InformTactic4:SocialMedia20%EntertainTactic4:SocialMedia40%InteractTactic4:SocialMedia20%ConverttoBusinessTactic5:PartnershipsFestivalsCuticura‘sCorporateBlogUniversitiesTactic5:PartnershipsTactic5:PartnershipsHowdowecoordinateallofthis?TimelineHowmuchisitworth?BudgetHowdofindoutifitworks?EvaluationAwarenessobjectives––messageexposureandmediacoverageAcceptanceobjectives–audiencefeedbackPublicitystunt––9,600peopleand50presscuttingsInteractivewebisodes–1millionviewsand50sharings‘What’’sinyourbagcampaign?’––500participantsand#cuticuriousused1000timesUniversities–20,000peopleFestivals––30,0000to50,000peoplePre-andpost-campaignsurveysSo,arewedo