Soap and Glory campaign proposal

EXECUTIVE SUMMARY:

YAZ PR is known for being a forward-thinking agency, easily adapting and adding our own personal touch for a variety of companies. Our combination of innovative philosophy and creativity ensures that we deliver results, best suited to our clients demands and needs.

YAZ PR has an established network of contacts within the beauty and lifestyle industry and therefore has the ability to help rebrand and broaden the audiences of existing brands.

We understand the importance of focusing on emerging trends. This allows us to consistently create powerful and engaging campaigns to uplift our clients marketing position.

We are a talented team of public relation specialists who have over 15 years of experience in the media industries. Our goal is to provide existing brands with innovative ideas and support to continue to stay relevant and at the top of the market. YAZ PR is an intimate business consisting of 10 of the best public relation officers, who collectively serve clients in multiple countries across the world.

YAZ PR has won several awards for past campaigns. We make it our priority to provide our clients with the best service possible and are not afraid to take risks in aiming to break records and boundaries in everything we do. Due to our small staff cabinet and being in high demand, we selectively choose companies that we perceive of having the greatest opportunities for growth and development.

GET THE GLOSS:

Origin à Founded by Marcia Kilgore in 2006. Creation was inspired by a personal experience of Marcia Kilgore when she was made to feel ashamed and bad about her skin in a spa. In that moment, Kilgore wanted all women to feel empowered and good about themselves. She had an interest in the idea of British tabloids and affordable cosmetics, this created the land of Soap and Glory. Kilgore decided she wanted each female to have the “best bang for her beauty budget”.

Inclusive à As a brand, Soap and Glory is inclusive in the sense that products are cruelty free, internationally sold and target most women. Soap and Glory products are sold in Canada, USA, Norway, Germany, Austria, Ireland, United Kingdom, Gulf, Australia, Malaysia, Singapore and Thailand. The key target audience includes women with ages ranging from 16-30. This is due to their quirky, youthful image and quality and their affordable products.

Target audience à Although the target audience for S&G is very inclusive of most women. Their products seem to unintentionally exclude a large portion of other females. For example: young girls, older women outside the 16-30 age bracket and multi-cultured women. The brand lacks diversity in their facial, makeup and hair care products. However, teenagers, students and young women are still included and this can be down to the youthful and quirky image of the brand. Their distinctive packaging and products help for S&G to stand out/ be unique. This means that customers of all ages have a strong idea of what the brand stand for. However, the brand is very similar to Benefit Cosmetics. This competitor is more experienced and have similar targets for customers/ products.

Brand’s mascot à Soap and Glory have a pink rubber duck called ‘Puck’ as their mascot. Previously, he has been used for promotions and competitions. For example, November 19th 2015 saw the introduction of ‘Puck the duck is all grown up’. This was a campaign where they had planted several large “puck’s” in a variety of locations in the UK. They also used the hashtag ‘#chrismtassquackers” alongside the campaign to spark awareness and conversation. This would have drawn current and potential customers to S&G’s social media platforms and website, perhaps increasing sales around the Christmas period.

Social media à Facebook is Soap and Glory’s most popular social media platform which has gained 1.1 million likes. Their Instagram page has a following of 580 thousand, whilst their Twitter has 113 thousand followers. S&G understand the importance of customer interaction and use these platforms for competitions and exclusive online offers. Recently, they released an online mini game where customers would shoot as many bath bombs into the bath as possible in an allotted time. Customers had the chance to win discounts for these new bath bomb products. This is an effective promotional technique for their Christmas releases.

Situational analysis:

By conducting a series of secondary researches, we can conclude that S&G’s company is committed to empowering women with quality products for a respected high-street price. Soap and Glory offers a variety of beauty cosmetics with trendy products ranging from hair, skincare and makeup to bath and body. These affordable products are supplied by only one store in the UK (Boots). However, they are also stocked internationally in 11 other countries.

Soap and Glory have established a strong social media presence online across the four prominent platforms. They have collected 1.1 million likes on Facebook, 580 thousand followers on Instagram, 113 thousand followers on twitter and 6000 subscribers on YouTube. This significant following allows for content output to be widely received and spread quickly.

Although Soap and Glory have been internationally implemented, we feel as though the vast majority of their products primarily focus and are aimed towards British and Caucasian customers due to their traditional, retro advertising and packaging. We see this as an opportunity to bring the international communities of women together and bring diversity to the brand.

SWOT ANALYSIS:

Here is an analysis of Soap & Glory’s current situation through investigating their present strengths, weaknesses, opportunities and threats. This allows me to obtain an understanding of the wider background context for the company and begin to develop a strategy for this campaign.

The main strengths of S&G currently include:

• strong digital presence,

• prominent vintage/retro branding,

• entertaining puns for products,

• cruelty free/vegan,

• and decent customer engagement.

We feel as though the distinct packaging/ branding and their understanding of importance for customer engagement are the key features that make S&G a strong brand. The unique packaging enables the brand to be easily recognised by customers in store and online. S&G are marvellous at juxtaposing this vintage image to their contemporary target audience by using tongue-in-cheek product puns and exclusive online competitions. This innovative method of reaching the audience means that the customers are always feeling inclusive of the progression of the company through the exciting opportunities they are given because of competitions.

The main weaknesses of S&G include:

• Them not being a top vendor in the beauty and lifestyle market,

• and their products are only available in Boots (based on UK sales only),

• Very little advertisement – unaware population unfamiliar with the brand,

• No celebrity endorsements,

• Competitors have more experience/ products,

• YouTube has very small following (6,048).

The fact that Soap and Glory have restricted their sales to only one store in the UK greatly limits their audience reach. This is a noteworthy weakness as it links to them perhaps not being a top vendor in the market and industry. They have some top competition from similar brands such as Avon, L’Oréal and Benefit which have more experience and two of which are in the top 5 vendors for this market. They are also sold in Boots, stirring up a stronger sense of competition.

This leads on to the opportunities for S&G:

• Approaching the older/ minority markets,

• New potential customers,

• Expansion, sold in more stores and outlets,

• Celebrity endorsements,

• new products e.g. teeth whitening or hair conditioners,

• Increase online presence.

The opportunity for appealing to the older and minority market is one that not many beauty brands have taken. S&G are already very inclusive of a large target audience (women 16-30), however, their tagline of wanting to give “every girl their best bang for her beauty budget” can be stretched even further with either the introduction of a new product or fine tuning of a current product. Soap and Glory are a young company so by expanding on the current target audience rather than rebranding, S&G can continue staying true to their roots but gain greater recognition through a wider audience.

The main threats for S&G include:

• Customers already loyal to other competitive brands,

• Restriction to one retailer does not give S&G the widespread advertisement necessary,

• Market is saturated with competitors offering similar products.

The key threat for Soap and Glory involves the abundance of competitors. They have more experience with similar products and customers as they’ve been in the industry for longer than S&G. This creates issues as customers may already be loyal/ have favourite brands and do not see a need to try Soap and Glory products. As an agency, we appreciate the need for S&G to be unique from the other brands and persuade potential customers to find trust in the brand.

PEST ANALYSIS:

Political:

• VAT regulations à applied to all products sold in the UK

• Brexit negotiations have been ongoing for past year à led to uncertain trading environment and decline of sterling value

• Next general election in 2022 à conservative govt for the next five years à sales to continue growing as S&G traditional British beauty company.

• No legislative changes for proceeding years.

Economic:

• Disposable income à increasing steadily, £26,300 (2016), £600 more than the previous year. (according to ONS).

• Current situation à Growth has slowed a Rising inflation leads to an increase of production prices which would depress consumer spending/ purchasing.

• Post Brexit has caused shifts in the international market. Consequently, the sterling has fallen markedly against the US dollar and Euro. à Shipping prices to increase to insure profits are still made.

• UK unemployment (March –August 2017) has decreased to 4.2% (according to ONS).

Socio-cultural:

• Job trends à graduates struggle to get jobs

• Automation à access to technology, cuts cost and saves time

• Decline in freelance à more demand on skilled permanent employees

• Social media platforms allow for large audience to be reached à S&G use Twitter, FB, Instagram and YouTube.

Technological:

• Apps à virtual dermatologists

• YouTube à influencers à Google found 66% of beauty product buyers had been persuaded by influencers/ bloggers

• Exclusive launches and competitions

• MAC cosmetics used 17 influencers to launch limited edition lip kits

• AVON (5th largest beauty business) à enlisted 3 popular YouTube influencers for ‘make up your own mind’ campaign.

• Free and efficient online advertisement through social media platforms

• Threats from hackers and online blackmailers sourcing private business information

STAKEHOLDING MAPPING:

A stakeholder is someone who has an interest in the business. They can equally affect or be affected by the organisation itself or its actions. For example, customers, suppliers and employees are all key stakeholders. We have identified and categorised stakeholders for Soap and Glory below.

• Shareholders,

• Directors,

• Government,

• Regulators,

• Suppliers,

• Consumers,

• Employees,

• Distributers,

• Retailers,

• Competitors,

• News organisations,

• Bloggers/ influencers,

• Pressure groups

COMMUNICATION AUDIT:

Soap and glory has several communication channels that they use to reach their stakeholders, more specifically, their consumers. The client has an online website where all of their products are available to be purchased and where customers can find the blog and store locations.

As a communication channel, the blog acts as a pathway which connect customers to Soap and Glory’s current collaborations and competitions. The blog also makes links between social media platforms and encourages their audience to try new products through the use of quirky and relevant makeup tutorials. For example, this October, S&G released a blog post featuring three trendy makeup looks, using entirely Soap and Glory products, some of which were “coming soon”. We understand that this is a very effective method of getting customers to engage with the new products and ideas. It also sparks conversation and interest with potential customers that see these makeup looks (either in person by people who have attempted the tutorials or online on the blog) over the course of the Halloween period.

The client also links their social media platforms to their blog. Twitter, Facebook and Instagram are S&G’s most commonly used communication channels with their audience. The large online following that Soap and Glory maintain, means that customers that are heavily invested in the use of social media, can easily keep up to date with the brand. Twitter, Facebook and Instagram are all platforms where S&G can post content daily and introduce competitions and exclusive online offers.

All of these channels deliver the client’s key messages efficiently and in a way that is easy for consumers and potential customers to understand. Due to the high level of engagement in social media, I feel it would be most effective to use this communication channel and the blog to broadcast and spread information amid the campaign.

ATTITUDES AND PERCEPTION AUDIT:

Soap and Glory currently appeal to their target audience of women aged 16-30. As an agency, we found it is important to conduct primary research to see whether women outside of this age range also purchased their products.

Following our primary research, we found that 30% of 20 respondents are aged 30+ (outside the target audience age bracket) and are also customers of Soap and Glory. We also found that 24% of our 20 respondents started buying soap and glory products aged 36 and older. This proves that there is an older audience of potential customers for Soap and Glory.

Subsequently, the company should not restrict their target audience to such a small age bracket. YAZ PR concluded that although Soap and Glory’s audience is a vast majority of 16-20 year olds, women who are 31+ still purchase and enjoy using their products. We perceive this as a great market opportunity for Soap and Glory to widen their target audience and focus on an older set of consumers as this would also help to eliminate several threats from similar competitor brands.

Competitor analysis

It is important to conduct a competitor analysis to help form marketing PR strategies. This analysis enables the studying of trends as well as determining our competitors’ weaknesses and strengths, thus benefitting our client. We have conducted a SWOT analysis of two established competitors for Soap and Glory: Benefit Cosmetics and No7.

Benefit Cosmetics

Benefit Cosmetics was founded 41 years ago in 1976 by two sisters Jean and Jane Ford. They specialised in ‘quick-fix’ products. They had the slogan “Who says makeup has to be serious to be good?” and their first release was the cheek and lip tint “benetint”. Benefit Cosmetics have a similar but wider target audience than S&G of women aged 20-50. They also offer a similar experience and brand image; however, Benefit has a more high-end price range for their products. They are known for being a prestige cosmetic brand selling both makeup and skincare products. The brand is now sold in over 35 countries.

• Sell an entire range of products, however, the brand excludes body care items. (Only sell body tanning bronzer). Customers can also pay at beauty counters in Boots stores to get their makeup done for special occasions, for example: graduations, weddings, etc.

• Products are targeted towards middle-class audience as they’re priced at mid-range. Prices range from £9 – £30.

• Benefits Cosmetics are available in France, Germany, UK, USA and the Channel Islands. They are also sold online by ASOS, Feel Unique and Look Fantastic.

Benefit’s SWOT analysis

Strengths:

• High quality product for mid-level price mark. Some products are high-end, appealing to both an affordable and upper market audience.

• Quirky and unique packaging with fun product puns à memorable items.

• Easily recognisable by customers in the beauty community due to its distinct style.

• Sold widely in the international market, in over 35 countries. This includes: South Africa, North & South America, Asia Pacific, Europe and the Middle East.

• Sold in multiple UK retailers, no limitations

Weaknesses:

• High prices, not as affordable for all women like Soap and Glory is.

• Very similar to Soap and Glory with less appealing prices.

• Easy to duplicate, many YouTubers and bloggers have found cheaper alternatives to their products à “dupes”.

Opportunities:

• YouTubers, bloggers and influencers sponsored to promote products online.

• Celebrity endorsements

• Customer reviews and competitions

• New products and services

Threats:

• High-end beauty brand competitors with quality products

• Customers switching to Soap and Glory for similar products but better price ranges.

L’Oréal

L’Oréal is a French company that was founded in 1909 by a French chemist called Schueller. The company is almost 110 years old and is known as the world’s largest cosmetics company. Similarly to Soap and Glory, L’Oréal offer skin care, hair care, and makeup. Contrastingly, they also have products for sun protection, perfumes and hair colour. L’Oréal have a similar price range to Soap and Glory and is also sold in Boots. They began with the slogan “Because I’m worth it”, then changed to “Because your worth it” in mid 2000s, and finally changed to “Because we’re worth it” in late 2009. This created a stronger sense of consumer connection in L’Oréal’s philosophy.

• Have an abundance of experience in a vast amount of areas

• Widely varied target audience (aged 20+, both male and female)

• Age perfect campaign in 2015, Age of Affluence- “When being 70 is the new sexy”

SWOT Analysis

Strengths:

• Large engagement with celebrities on campaigns

• High quality/ luxury products for similar price to Soap and Glory

• 5 charity programmes, including L’Oreal and UNESCO Hairdressers Against AIDS

• Challenged common perceptions with the Helen Mirren Age Perfect campaign.

• Targets a wide audience of men, women, and all ages.

• Largest beauty cosmetics company in the world, widespread distribution of 130 countries

• Natural and organic products,

• Developments in dermatology and strong scientific evidence for products

Weaknesses:

• Allow products to be tested on animals in China

• Preconception that the brand is slow in nature due to having such a wide variety of sub divisions,

• Low profit margins due to the high investments in scientific investigations and dermatology

Opportunities:

• Can take advantage of market openings due to their advantage of science and being ahead of other companies in dermatology developments,

• Expansion and introduction of new products due to large varied audience,

• Demand for organic cosmetics from pressure groups such as PETA

Threats:

• Rising competition from similar brands, consumers may want to begin experimenting and try something new

• Poor economy falling Brexit, little funding for beauty technology and science

PROPOSAL:

As an agency, we believe that it would be in Soap and Glory’s best interest to contrivance a new product in order to appeal to a wider and inclusive, female audience. With the current large target audience appeal, this could be seen challenging to surpass. However, by successfully executing this strategy, the brand can significantly improve its target audience diversity.

Within the female beauty market, we feel that the necessity and demand of culturally diverse products is growing drastically. Therefore, we should make this our primary focus.

We are also confident that there is potential in attracting an elder audience whilst maintaining the younger customers. We understand the similarities between the two groups. For example, both groups need a simple and efficient beauty care routine as it is difficult to prioritise it during the busy stages in a women’s life. We hope to allow ALL women to feel beautiful and cared for with the greatest ease possible.

As the media industry rapidly expands to make room for the popular world of social media, it is vital for us to consider the impacts of social media on our potential customers. Fine tuning of content output for each social media site is essential for appealing to new potential customers. A larger emphasis and focus on Facebook with slight adaptations to content is necessary to theoretically reach our elder customers and perhaps parents of the younger targeted customers. Continuing to follow current trends on other sites such as Twitter and Instagram will be crucial for maintaining interest in the current target audience of women aged 16-30. In our contemporary society, social media sites such as Twitter, make it easy and comfortable for people to start conversations and debates whilst effortlessly spreading information. Soap and Glory should aim to use these platforms to inform and persuade new and existing customers; resulting in an increase of popularity and interest for the organisation.

We confidently know that we will have no issues with furthering Soap and Glory’s relevance and recognition in the beauty market. The main aim is to maintain the care and attentiveness for women, but to pursue improving the beauty regimes of all women around the world.

The Porefect Primer:

YAZPR has come up with the idea of introducing a new primer to Soap and Glory’s make-up collection. The reason for this is because S&G currently only offer one type of skin primer to be applied before make-up. YAZ PR believes that one does not fit all. Soap and Glory do however offer moisturises that minimise the appearance of pores and one that erases wrinkles. The issue with these is that they’ve been designed and promoted as moisturises and have not been advertised to a more mature market. This new primer product idea will be aimed towards a more mature and minority audience, without excluding the current consumers.

The ‘Porefector’ will be the first of its kind for Soap and Glory. It will:

• Erase pores,

• Blurs the appearance of wrinkles and smile lines,

• Eliminate oils/ matte finish,

• Help make-up to adhere for up to 12 hours,

• Moisturise/ lightly hydrate,

• SPF 15,

• Unique formula with self-adjusting molecules to match all skin tones,

• Organic/ cruelty free.

The campaign will be headed with the slogan “What’s pore number?”. Number refers to both the skin tone code for foundations and the age of our customers. This is an inclusive slogan that reaches a wider target audience without discouraging the younger customers.

OBJECTIVES:

Objective one: Expand existing market audience of Soap and Glory cosmetics using social media platforms. For example, using YouTube influencers to vlog and post about the new product.

YAZ PR feel that this is a significant objective which will encourage the success of overall campaign and the launch of the new product. This is due to the growing market of potential customers that Soap and Glory are unaware of. Additionally, this will enable the brand to work with popular YouTube beauty influencers who are relevant to the campaign. This media coverage will gain publicity and in turn, potential followers on the social media platforms in anticipation for the product release. Therefore, the awareness of the brand has been introduced to a new potential market group and theoretically will increase and attract new customers.

The key YouTubers that we are interested in working with in this campaign include:

• Patricia Bright is 31 years old and is a fashion and beauty blogger. She has 1.7 million subscribers on YouTube and has 679 thousand followers on Instagram.

• Samantha Maria is is 28 years old and is a beauty and lifestyle vlogger. She has 1.8 million subscribers on YouTube and has 597 thousand followers on Instagram.

• Samantha Chapman (pixiwoo) is aged 40 and is a makeup artist. She has 2.1 million subscribers on YouTube and 522 thousand followers on Instagram.

By sending these YouTubers the free product, it allows them to post a pure and honest review of the product. This will give us the recognition that is needed to kick start the campaign to target older women. The YouTubers will not be able to airbrush or retouch live video recording so this will prove the quality of the product and gain trust from the customers.

Objective two: Get 5,000 people using the hashtag #whatsporenumber and mentioning the campaign in posts via social media.

It is imperative to get the world of social media talking about the new product leading up to the campaign so that some sort of excitement is being built for the brand. This hashtag does not give a lot of information about what the campaign or new product is. Therefore, people will have to actively engage with social media posts and hashtags to ensure they understand what it is all about. This is important as we do not want potential customers to be passively skimming past the campaign, we want to grasp and maintain attention. This objective can be measured in several ways:

• Gather data on how many people have engaged with the post (twitter shows this as a default now)

• Measure consumer behaviour through an online feedback poll,

• Search the hashtag itself and see how many people are using it/ talking about it

Objective three: Aim to increase media coverage to being featured in at least 6 beauty magazines for the duration of three months prior to the launch event.

Media coverage is an essential part to any public relations campaign as it targets potential audiences to get involved. We aim to maintain campaign coverage throughout the three months prior to the event to ensure that excitement is built amongst new consumers. We plan to achieve this by sending out regular press packages that keep the beauty magazines informed throughout the campaign and to ensure they are up to date with competitions and campaign content.

Objective four: Have more women aged 30+ purchasing Soap and Glory products increase by 20%.

By conducting primary research, YAZPR found that on average, 30% of the respondents that were S&G’s customers were also aged 30+. We would like this to increase by 20% to give Soap and Glory a balanced and varied customer market. This will be made more possible through the introduction of this new product as it appeals to all ages. We understand it is important to maintain the current target audience of 16-30, therefore, this product will be tailored to be inclusive of all women. The increase in purchases can be measured through another online survey. A comparison can be drawn between this and the initial survey to calculate an accurate increase.

STRATEGY:

By setting out several objectives, we hope these will be enhance our success of the campaign. Our plan of action involves getting a variety of consumers and press to attend the launch event. This will be done by creating the social media campaign and competitions to involve current and potential customers; allowing them to have a changed perception on the brand.

GET

Current and potential customers

TO

Form new perception of S&G

BY

Creating social media campaign focusing on a new product launch.

We want the audience to be shocked and impressed with the launch event and product. This should influence the audience’s behaviour to change towards the client. We hope that the new and current customers view Soap and Glory as an inclusive brand that sells products designed and suited for them as an individual. We want all women to look at Soap and Glory and feel their products have been tailored to them.

Campaign: The social media campaign “What’s pore number?” will essentially help achieve our first three objectives. This is because the increase in online engagement will produce an influx of discussion and interaction with new and current followers. The advert on Heart radio will also progress the change in audience behaviour.

The product launch event: The launch event will be the introduction of the new product for the client. We plan on using this to further the success of all our objectives. The event will see the press, beauty influencers and select customers invited along to try the new product for free. There will also be food and drink provided by the venue to ensure comfort for the guests.

TACTICS:

YAZPR plan on using a variety of innovative tactics to help achieve the objectives for Soap and Glory which were mentioned earlier in the proposal. We have produced a meticulous list of specific tactics that will be used to successfully reach the company’s goal.

The media outreach for this campaign in general, will be the prominent tactic that is used throughout. Particularly, social media and the blog will be used to target the client’s current and potential audience of women in the UK. YAZPR plan to use popular influencers and bloggers who have a similar demographic to Soap and Glory to help encourage engagement and conversation leading up to and during the campaign. The specific influencers YAZPR plan to work with includes:

The beauty influencers listed above will be in contract with Soap and Glory for a time of three months prior to the product launch. They will also be invited along to attend the launch event and invited to a beauty tutorial tour post event.

Additionally, we plan to target several news outlets:

Press releases: YAZ PR plan to send a series of 6 press releases to the selected media outlets throughout the three-month pre-event period. These will be monthly press releases, starting from January- two sent every two weeks.

The press releases will include information about the competition, the launch event, the product and the beauty influencers makeover and master class tour.

Promotions: We plan on having radio mentions on heart radio and also a radio advert made. The radio ad will be played for fifteen days leading up the launch event. We feel this is just as significant as using social media as it reaches the new target audience we plan to aim for.

There will also be several competitions taking place throughout the months of the campaign. The initial competition will be prior to the event and will be used to spark interest and excitement amongst the public. The winners will be invited to the exclusive launch event where they will also receive a goody bag and meet the beauty influencers.

The second competition will be introduced after the event and the tour. This will be an online exclusive for fans to have a final chance in winning the new product.

Visuals: During the event in March, a videographer and photographer will both be present to shoot some visual aids for the campaign. The video will be used as an introduction of the product and campaign for the audience who haven’t already figured out what’s going on. The video will clear up any mysteries amid the campaign and will be published to the client’s blog and social media. Any photos that the photographer captures will be edited and uploaded everywhere. Copies will also be sent to the press media outlets for them to include in post-event coverage.

International social day: By holding the event on international women’s day we hope to gain social awareness from those outside the usual target audience. This will be useful in spreading awareness of the new product as it supports the empowerment to women, linking to this special day.

CAMPAIGN OVERVIEW:

YAZ PR have decided upon several campaign ideas that will develop and unfold over a series of six months. The plan is for the campaign to begin in December and officially finish in May 2018. As an agency, we understand the significance of all campaign aspects including before, during and after the launch event. This ensures we can optimise our outcomes.

Pre-event: In the months leading up to the product launch event, YAZ PR plan to:

The client’s blog on their website will be updated with a new campaign introduction by their mascot Puck the rubber duck. He will reveal that he has a secret about something new and exciting coming to the brand. This mystery and anticipation will be further stirred with the advertisements of the launch event out on Heart radio and social media. These will just be teasers as we want discussions to form on social media amid the hashtag “what’s pore number?” as it will certainly spark questions and interests.

#What’sporenumber respectively is a play on words and has a combination of meanings. It refers to the age which reflects the concept that all women of all ages are included in this campaign and new product release. It also refers to the skin tone reference number women use to match with their make-up products. This links back to the initial idea of the founder of Soap and Glory- that all women should feel empowered and beautiful.

A competition will also be introduced by Puck the Duck through the blog on the website. This will be for existing customers to make guesses at what the new product may be and what quirky name they would give to it. Those who participate and are following the beauty influencers and our client’s social media account, will have several winners chosen at random. This will enhance the opportunities at achieving our objectives.

The reason we have chosen to advertise on Heart radio is since their main listeners have an age ranging from 25 to 44. The majority of these listeners (58%) are also women. This will be essential in attempting to reach a larger audience than the client already has.

YAZ PR will also use these months to use our relevant media contacts and invite them along to the launch event. This will induce conversation upon their platforms such as the influencers building excitement on their social media channels and the press maintaining this through their media outlets. The three YouTubers we have decided to go into partnership with also reflect the new target audience- multi-cultured and of a more mature age.

Event: The event itself will take place on 8th March which also marks International Women’s day. The choice of this date links back to the idea of empowerment and celebrating women.

The event will last for a minimum of four hours where food and drink will be provided. The aim of the event is to have the new product revealed for the first time to both the press and the fans.

The event will be live streamed on the client’s social media platforms where fans at home can see what is going on. It’s a great opportunity for fans to finally understand what all the excitement was about. The beauty influencers will also be vlogging their experience at the event to post onto their social media platforms post-event to keep their fans updated. This aims to target objectives one and three as everyone will be encouraging the use of the hashtag in conversations online while the event is happening.

The new product ‘The Porefector’ will be given to everyone who attends the event in the goody bag so that they can try it out for free. The beauty influencers and press will therefore be encouraged to give reviews, further spreading the news post-event.

The idea of having a photo booth at the event will be a fun way to encourage guests to take photos and upload them onto their social media. This keeps everyone interacting with one another, celebrating the new product and women’s empowerment.

Post-event: After the event, we plan on taking all feedback and any critiques from the press, fans and beauty influencers about the new product. Any constructive criticism that is received will be used to improve the product before it is formally introduced online and in-stores.

We also plan in releasing a video and photos from the event to further push interest in the new product. These both will be uploaded onto the client’s blog on their online website and onto their social media platforms.

By the beginning of April, we plan to have the finished product available for sales online and in-store. The beauty influencers will attend ten select boots stores across England in main cities. There they will put on a beauty masterclass and make overs using the new product and other Soap and Glory products. This is a great opportunity for fans of both the client and the beauty influencers to come along and try the new product for themselves. The press will also be invited along to these store mini masterclasses after receiving another press release.

Finally, there will be one final online-exclusive competition for followers to win the new product if they have missed out on all other opportunities. This will be the final push for sales and awareness of the client and the new product.

EVALUATION PLAN:

YAZ PR understand that there is great importance in the ability to evaluate the success of a product launch. This allows us to see the overall impact that the campaign has had on Soap and Glory cosmetics in the market. To get a gauge on our success, we will evaluate our objectives and strategies that were executed to achieve our set goals. There are several key methods that can help make the evaluation clearer. This includes the Macnamara model and the Barcelona principles.

The Macnamara model evaluates the inputs, outputs and outcomes. Inputs refers to the primary and secondary audience research that we conducted at the very beginning of the campaign which gave us context and background information. This enabled us to build on our media content analysis and company statistics (the outputs). From this we could see how the message was exposed to and received by the audience. This leads to our outcomes. They are identified in three ways: behaviour change, attitude change and awareness raised amid the client’s brand. This can be done through quantitative and qualitative feedback surveys, observable results or simply the number of attendees to the event.

In relation to the proposed campaign, we plan to conduct a series of feedback surveys to gather information on consumer behaviour and attitude changes. This will be to measure our third objective of having women aged 30 years old and over to engage with the brand and its new product. This will allow us to draw comparisons between the sales and audience from before and after the campaign has taken place. We can also identify if those invited to the event all attended and look at the hashtags and trends on twitter to measure engagement and raise awareness. The ways in which we will establish our success is by counting the web statistics through an increased following on social media and an increase in engagement of a wider audience.

Additionally, we will focus on the Barcelona principles. These are seven principles which outline effective public relations and communication measurement. In relation to this campaign, we will proceed to evaluate using both quantitative and qualitative methods that are integral and ethical. It is also essential to consider other media communications to social media. Although social media will play a large part of this campaign, other media channels will be used such as:

We will need to look intently at the impact of social media coverage in comparison to the coverage on the other media channels. This is to measure the overall impact as well as the success of reaching audience through other essential communication channels.

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