Lovelyn Odike

Confidential XYZ Soap Launch Campaign|2022 By Lovelyn Odike Contents Background Proposed Initiatives Definitions 360-degree campaign launch • Business objectives • Campaign • Traditional media • Digital/social media copies • Awareness drive • Digital communication objectives/imperatives • Target audience • Brand proposition statement platforms • Customers insight 2 3 Background 3 Background XYZ Soap was launched in November 2021, under the beauty segment within the Personal Care Category as a Beauty Soap, offering natural ingredients with its 2 in 1 essential benefits to consumers. It was designed to gently reveal one’s natural skin color and it comes in attractive packaging with a beautiful contour oval shape. XYZ Soap perfectly meets the requirement of today’s adorable women because it has multi-functional benefits with its superior formulation (natural ingredients) to make their skin glow naturally. It comes in 2 sizes (150g * 48pcs & 65g *72pcs) and available in 6 exciting variants (Milk & Papaya, Milk & Apricot, Milk & Coconut, Turmeric & Sandalwood, Honey & Lemon, Cucumber & Coconut). 4 5 Definitions 5 Business Objective Gain 15% market share 12months from launch 6 Campaign Objectives/Imperatives ❖ Achieve 70% total awareness for the XYZ Soap by months after launch ❖ Achieve 20% TOMA for XYZ Soap six months after launch ❖ Drive brand affinity and preference for XYZ Soap through differentiated communication ❖ Induce brand trial and ultimately, switch from another brand 7 Target Audience Aspiring young-looking female aged 18-35 years in the C1C2D SEC who lives in urban and semi-urban areas. They have the following features; ❖ Beauty-conscious enthusiasts who want maximum freshness and healthy skin. ❖ Seeks an ideal bathing solution with natural ingredients to make their skin feel radiant and brighter every day. ❖ Appreciates value for money. ❖ Outgoing, sociable and fashionable. 8 Brand proposition statement XYZ Soap is a brand that will help to reveal a woman’s natural skin color, making it look radiant and brighter every day. Why this product? ❖ With Natural Ingredients. ❖ 2 in 1 Formula ❖ Moisturizes your skin, leaving it soft, smooth, and radiant 9 Customers Insight ❖ Gives a clearer and a brighter skin color ❖ Glows the skin ❖ It has Good Fragrances ❖ It Foams Well ❖ It is Gentle and Mild on the skin ❖ Affordable ❖ Accessibility: Easy to get within the neighborhood store 10 11 Proposed Initiatives 11 Proposed Initiatives Traditional media Digital communication platforms Digital/Social media copies Awareness drive 12 Traditional Media A. Newspaper Advert (Ad) A More Radiant Version of your Skin XYZ Soap is formulated to take your skincare game to A-level, bringing out the natural radiance of your skin. It is specially created for today’s adorable woman. With XYZ Soap, glowing won’t just be achieved by what you eat. Visit xyzsoap.co to learn more. 13 Traditional Media B. Sponsored Article You deserve a result-oriented skincare product. And now, you have it! Recently, the number of women who have skincare routines has increased more than ever. You are looked on as an unserious young adult if you don’t have a thriving skincare routine, worst, if you don’t practice skincare at all. When asked why they don’t have a skincare routine, these young women complain of not finding the right product for their skin. And so, they resort to not practicing skincare instead of using bleaching cream. Everyone wants the best for their skin. A large chunk of these statistics are women who will give anything to achieve naturally glowing skin. This is why the XYZ Soap was created. This soap delivers real results, can easily be used and it’s perfect for dry and damaged skin. It is enriched with Vitamin E to restore the skin’s natural moisture levels and contains a variety of natural ingredients that helps to remove dead skin cells and nourish your skin. It is completely free from chemicals or preservatives that may irritate your skin, making it safe for daily use. 14 Traditional Media B. Sponsored Article (Contd.) How do you feel when all you’ve ever wanted is right before your eyes and you can’t get over the excitement of the moment? This describes how we feel about this product, and we know this feeling will be mutual by the time you feel the softness and smell the freshness of this wonder we created. We cannot wait for you to experience the amazingness that is our XYZ Soap. You will enjoy every rub as though you’re transported to the stylish resorts by the sea when your only thought is of luxury. Created with the finest ingredients that nature has to offer, XYZ Soap will assist you with cleansing and repair. With proper treatment and care, your skin will improve its tone and texture from each use. If you are looking to replenish your skin, the XYZ Soap is the right product. Suitable for all skin types especially for women who desire to achieve radiant skin. 15 Traditional Media C. Email Newsletter Subject: A Peaceful Glow Dear Sara, Welcome to XYZ Soap! Thank you for signing up for our newsletter! You know a good deal when you see it. We're so excited to have you. As a welcome gift, we will be sending you a free soap variant of your choice. Your product will be on the way soon, and we can't wait to hear what you think. XYZ soap is a natural skincare company that specializes in natural glow soaps. We use high-quality ingredients and essential oils that nourish your skin. We have carefully sourced the best natural products out there and combined them with old-fashioned cold process methods to create a luxurious soap that delivers results. Our goal is for our customers to experience ultimate relaxation and pampering while using our products. Soap-making is an art form, not only because it takes a lot of skill to create something beautiful but also because every batch can produce variations in color, texture, and scent. Every bar of soap is unique just like you are, so we hope you enjoy the products as much as we enjoyed making them for you. We take great pride in our business, and we strive to provide quality at an affordable price. We promise to remain transparent about what goes into our products and how they are made. Our goal is to help people live healthier lives by using products that are safe for them. Warm Regards, XYZ Glow Team. 16 Traditional Media D. Video Commercial (Upbeat soundtrack playing in background) Scene 1: The scene opens with a wide screenshot of a room. In its centre are a cushion and a table. There’s a ringing phone on the cushion. On the table is different types of skincare products (nameless). The camera pans to a young lady in her early 20s walking into the room. The lady picks up the phone to answer and reaches for one of the products as the camera zooms to her face. The screen divides to show the caller. The following conversation ensued between the lady and a friend. Lady: Hi girl (almost sulking). Friend: Hey ‘whatsup’? Are you ready for tomorrow’s hangout? Lady: I told you I can’t make it. I have errands to run. Friend: It’s so unlike you to miss any hangout. You missed last month’s hangout too. Hope everything is okay. Anyway, I’ll come around on my way home to see you, takeca… Lady: (Cuts her off ) No no no no! The camera zooms to her face again while she stares at the phone that went off, to the skincare products on the table. She shakes her head and walks out. 17 Traditional Media D. Video Commercial (Contd.) Scene 2: This scene opens with the lady and her friend sitting on her couch. The lady is happy to see her friend but less confident about the situation of her skin. She quickly shows her the reason why she couldn’t make it to the hangout. The friend was all smiling. Lady: I’m confused. Why are you smiling? (showing a worried face) Friend: I have a solution. (She brings out the XYZ Soap from her bag and the camera zooms into it) VO: The XYZ Soap is all you need 18 Traditional Media D. Video Commercial (Contd.) Scene 3: VO & Text: Get your glow back with our Natural Glow Soap. Scene 4: The scene shows the lady and her friends in a hangout. The camera pans to the lady taking a selfie and being confident To learn more, visit our website on www.xyzsoap.co or follow us on social media. 19 Digital/Social Media Copies A. Digital Copy (For graphics) Go beyond regular. Glow! DOUBLE YOUR GLOW GAME. Our 100% beauty soap fortified with natural ingredients is specially designed to gently reveal one’s natural skin colour bringing it to a premium glow. The 2 in 1 XYZ Soap is all the revamp your skin needs to look radiant and bright. B. Social Media Copy (For a post) New: Natural Glow Soap An all-natural glow soap, created to reveal your skin’s natural color. Mild on the skin, Natural glow soap is perfect for all skin types for a brighter and more radiant look. To celebrate our launch, we’ll be giving out a free soap to the first 5 orders we receive. Shop now: bit.ly/6Gh9Yb 20 Digital Requirements A. How to Drive Awareness in the Digital Space. ❖ Influencer marketing (Micro or macro) ❖ Paid Ads (Should be cost-effective) ❖ Giveaways ❖ Insta story take-over ❖ Post user reviews on social media ❖ Ask users to post videos of them using the glow soap. B. Effective Digital Platforms to Consider. ❖ Instagram ❖ TikTok ❖ Twitter 21 22