blaise stim rimmel strategic media plan
TRANSCRIPT
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VLAD DOVGAN JOSHUA GORDON REBECCA ROSSMAN BLAISE STIM
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Agenda
Target Audience
Objectives
Budget Allocation
Timeline
Media Plan
Questions
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Target: Female Millennial 18-34
“I would be willing to receive ads on my cell phone in exchange for lower costs monthly.” [135]
“I love keeping up with celebrity news/gossip.” [141]
“I enjoy looking for new products.” [125]
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Geographic Target
Key cities: Los Angeles [130] San Diego Austin San Antonio Phoenix
Hispanic or Spanish origin [137]
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Objectives
• Re-engage current consumers
• Capture new consumers
Increase reach
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Target Audience Media Consumption
Total TV Desktop Online Video Mobile Magazine0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Monthly Consumption
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Media Budget Allocation
Mobile35%
Television 30%
Magazines15%
Digital12%
OOH8%
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Timeline
January February March
• Mobile • Television • Magazine
• Mobile• Television• Magazine• Digital
• Mobile• Television• Magazine• Digital• OOH
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Television
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Television
[163] [150] [127] [134]
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Magazines
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Magazines
[235] [197] [344] [249] [226]
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Digital
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Digital
[206]
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Mobile
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Mobile
Utilize social media platforms that deliver a visual experience
I love uploading pictures from the weekend with my friends to social media
[173]
I’m constantly talking to my friends so I always have my phone on me
[133]
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Mobile: Instagram, Snapchat, Twitter and Facebook
15 second ads
Ambassador Takeovers
Humorous Hashtags / Themes
Giveaways
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Mobile: YouTube
Endorse brand through YouTube Beauty Vloggers
• Zoella - 11,359,656 subscribers• NikkieTutorials - 5,860,375
subscribers• Huda Kattan - 1,563,846 subscribers
15 and 30 second ads
I am drawn to products endorsed by the CELEBRITIES I like [170]
YouTube Vlogger with Rimmel London Products
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Mobile: Rimmel App
Increase awareness through the social media ads
Provide discounts to top voted crownholders
Promote contest through app
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OOH
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OOH: Sponsored Concert
Partner with Condé Nast
Host concert in Los Angeles
Display Rimmel name and logo throughout venue
ScandalEyes Concert
Provide contest winners with free tickets
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Questions?
Thank you for your time!