Digital marketing plan for studying L'Oréal, Study Guides, Projects, Research of Digital Marketing

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DIGITAL MARKETING PLAN

Group Members: Bandong, Jervie Lyle Bosita, Justin Joseph Bueno, Alyssa Samantha Casapao, Jelian M3A Mr. Alan C. Pagsuyuin 2021

Table of Contents pg I. Planning the Platform ……………………………………………. Brand Purpose ……………………………………………. 01 Background Information ……………………………………………. 01 Target Audience ……………………………………………. Consumer Profile …………………………………………… General Behavior from Target Audience ……………………………………………. Objectives ……………………………………………. Key Performance Indicators ……………………………………………. II. Creating the Platform ……………………………………………. Platform Value Proposition ……………………………………………. Optimal Channel Mix …………………………………………… Customer Journey Map ……………………………………………. Content Plan ……………………………………………. III. Publicizing the Platform ……………………………………………. Additional Implementation Details ……………………………………………. IV. Analysis and Optimization …………………………………………….

sense, platforms that showcase the profile of the young professional are heavily preferred either for personal or business affairs. Name Primary Target Customer Noemi delos Reyes is a 24-year-old young professional who works as an Influencer/Content creator for a living. She is interested in make-up and especially likes trying different kinds of lipsticks. In regards to her other interests, she also loves traveling and documenting it through taking and uploading photos and videos, creating vlogs, and publishing it afterwards to share it on the internet. Age Noemi delos Reyes: 24 years old Appearance Noemi is a tall, fit woman who has tan skin and long brown hair. Occupation Noemi: Influencer/Content creator Salary Noemi: Annual salary ranges from Php 1,500,000 - Php 3,000, Civil/Marital Status Noemi: Single Likes/Interests Noemi’s likes/interests:

• trying new make-up, specifically different kinds of lipsticks
• traveling locally and internationally
• taking aesthetic photos and videos
• posting photos and videos on Facebook and Instagram from which she took from traveling
• documenting travels from around the world by creating vlogs
• publishing her vlogs on YouTube Emotional Needs Noemi needs to:
• cope with anxiety
• deal with the fear of missing out (FOMO)
• gain self-confidence without the approval of others Core Desires Noemi’s core desires are:
• to excel in her job by providing customers the best service possible
• to provide for her family by doing the best in her job
• to support her family’s needs and wants Digital Lifestyle Noemi uses the internet to:
• upload photos and videos she took from traveling

• creating vlogs as a way to document her travels
• publishing vlogs regarding her travels As far as technographics classification is concerned, the primary target market falls under the Creator group since the customer persona mostly uses the internet to upload photos and videos as well as creating and publishing vlogs. General Behavior from Target Audience

1. The target audience is a heavy user of social media platforms such as Facebook and Instagram in their day-to-day lives. This would be an opportunity for them to be tapped by companies in terms of promoting and reviewing their products. A highly- engaging interaction between the company and the target audience could solicit others (fans and followers) to try and test the product as well
2. The target audience utilizes the YouTube platform to either post or consume content. The behavior would greatly increase the chances of random advertisements getting picked up by the audience or have the option to expand a product’s reach
3. The target audience takes the time to visit websites, in particular, those in the beauty industry as a way of browsing new products, colors, textures, etc. that is needed as to create the concept of “variety in appearance”
4. The target audience constantly access emails as one of the ways to be notified of promotions, new product offerings, and limited-time/exclusive discounts and access
5. The target audience is fond of looking for product reviews posted by other people as a way to measure if the product is enticing enough to be purchased
6. The target audience looks forward to events that could potentially increase her knowledge on products, gain a benefit from, and have a sense of being part of the brand that the audience could use to spread the reach of the product and, at the same time, the audience itself Overall Objectives

Channel Details EMAIL L'Oréal effectively utilizes e-mail marketing campaigns in circumstances such as: (1) welcoming new subscribers, (2) promoting new product offerings, (3) notifying on exclusive or limited-time promotions, (4) re- engaging with inactive customers, and (5) invitation on checking out different media channels of L'Oréal. BLOGS L'Oréal continues to connect with its customer base through bringing out new content on a frequent basis. By generating new content that are likely to gain interest of L'Oréal’s target customer, it would focus on blogs about tips/advice on using L'Oréal products, customer care, and generally contents on how L'Oréal strongly resonates with its consumers SOCIAL NETWORK With the abundant availability of social networks, L'Oréal leverages social platforms such as Facebook and Instagram in order to effectively distribute advertisements and reach its target audience. As the majority of the target market is utilizing these social networks, the implementation of marketing strategies (content marketing) on these networks would enable L'Oréal to be more engaged. OTHER CHANNEL MEDIA YouTube is one of the most used media channels of L'Oréal's primary target market considering that they are mostly influencers/content creators. This gives the brand all the more reason to utilize this channel so as to produce content that will further build and enhance its image to the market and increase sales volume by having this strategy to acquire new customers and retain existing ones. COMPANY WEBSITE L'Oréal’s company website is designed in such a way that is not only visually pleasing and enticing for website visitors, but also maintains a good UX and user-friendly website UI that is accessible, easy to navigate, interactive, reflects the essence of the brand, a hub for other L'Oréal channels and content, and ultimately, provides value that would convert leads to customers/consumers

EVENTS (^) Conducting events that would feature well-known influencers would enable L'Oréal to maximize its exposure in the market. With L'Oréal being in the beauty industry, it would resonate strongly with campaigns that showcase and invite influencers - whether to hold a virtual meet and greet with their fans provided that the brand would feature in the said event. Consequently, the collaboration between the influencers and the brand would generate awareness and thus lead to fans’ curiosity. This, then, would allow the brand to not only establish a connection and relationship with these influencers as their primary target market but as well as with their fans in conveying L'Oréal’s purpose and value to the mass majority, most especially its target market through collaborative efforts. Customer Journey Map

Barriers (^) - Not trusting of others’ opinions

• Not trusting from referrals - Lack of positive reviews - Product Cost - Lack of care instructions in product packaging - Product does no effect after using Content Plan The company will both utilize Offline and Online/digital strategies so as to achieve the target objectives. Specifically, the content plan for email marketing is as follows: Content Purpose Frequency Promotions To positively influence the buying behavior of L'Oréal’s target audience through promotion of new product offerings and limited-time offers. Furthermore, email as a marketing medium, would be beneficial to gain new subscribers and to re-engage with inactive customers since the majority of them are utilizing this as a communication system– prospects are mainly part of young professionals. Promotions will be very efficient with the help of Email Marketing as a way of triggering Fear of Missing Out (FOMO) among L'Oréal’s target audience since some of them are dealing with that. This will also allow customers to keep-an-eye-on different media channels of L'Oréal after being notified with the promotional email resulting in revenue growth, customer loyalty and retention. Twice a month (2x/month) Events invitation To have an opportunity for L'Oréal to collaborate with well-known influencers as well as sending event invitations with the motive of holding virtual meet Weekly

and greets that would create excitement and attract the target audience. Events invitation via email will stimulate the curiosity of its prospects, specifically the customers who are part of young professionals. This would not only help to share the brand’s purpose which is to celebrate all expressions of beauty through campaigns but more importantly, this will improve customer traffic on digital platforms, increase response rate and brand awareness. Subscription deals To convert visitors into new email subscribers by offering membership deals to the target audience. This content will make way for utilizing email marketing campaigns effectively such as engaging them to be the first one to receive exclusive offers, rewards and discounts. For this reason, this will be a win-win situation for the brand and its customers. The target audience of L'Oréal are predominantly experiencing emotional needs like identifying how to gain self-confidence and also on how to cope up with anxiety. In line with this, the brand puts an emphasis in creating emotional connection with its customers to the extent of creating beauty products that would positively impact their well-being and self-confidence. Membership deals via email would also increase sales offtake and improve UX in customer site visits. Weekly Content Plan for Youtube Content Purpose Frequency Video Advertising To run a successful video ad campaign for the brand to be able to engage with L'Oréal’s valuable audiences on the world’s biggest platform. A way of advertising the brand’s video content on Weekly

IGTV series would be very effective to attract L'Oréal’s audiences since most of them are young professionals who love to try different kinds of lipstick. UGC (user-generated content) Campaigns Pushing the creative norm through UGC strategy in a way of having a monthly contest that encourage users to post photos with the #StandOutWithL'Oréal hashtag, for the chance to win a full box of L'Oréal’s different kinds of lipstick and not only that, the 10 winners will be receiving exclusive discount codes as well. Creating UGC campaigns will allow L'Oréal to increase its brand value, provide a richer image to the customers’ eyes, increase customer traffic and lastly, improve brand awareness. Once a month Content Plan for Facebook Content Purpose Frequency Promotions To drive traffic from existing target audience and as well as to let new prospects discover L'Oréal’s facebook where promotions or special deals are posted and featured. Additionally, this can also trigger shares among users/consumers online. Thus, leading to an increase in public awareness, product purchase and sales. With the utilization of facebook as a way of offering promotions, consumers could be made aware of the products that L'Oréal is currently offering in promos, sales, discounts and the likes. Continuous engagement and look-out of consumers will be highly present as they secure their purchases with the on-going promotions that L'Oréal is showcasing. Twice a month (2x/month) Events invitation To drive interest in consumers about the up-to-date events of L'Oréal and as well as direct customers to the brand’s owned medias such as website, blogs and social networking sites using interactive Weekly

elements in facebook like mentions, hashtags, polls, stickers and facebook chat bots sign up and join in the events that they are invited to. Event invitations via facebook offers a more personalized approach to targeted audiences and with the availability of interactive elements, consumers can easily respond to these event invitations that are being offered to them, especially those who spend time in facebook/social networking sites in their leisure time. Reviews/sharing To alleviate L'Oréal’s brand reach, strengthen online presence and most importantly enhance its brand image to consumers. Highlighting reviews/sharing facebook, L'Oréal’s products can be easily marketed to existing consumers, targeted audience and prospects into purchasing them because a positive feedback or even a click of share can highly impact buying decisions of users online. In addition, reviews/sharing can contribute to L'Oréal’s brand visibility and stand out among its competitors in the market. At least thrice a week (3x/week) Content Plan for Twitter Content Purpose Frequency L'Oréal’s own twitter promoted hashtag for promotions To guide consumers and prospects in sorting out L'Oréal’s promotions, what deals are available, what product favorites are on sale, what outlet they can get it and how long are the promotions gonna last. This is all sorted out in L'Oréal’s very own promoted hashtag that will be listed in trending hashtags in the social networking site, Twitter. New prospects, existing consumers and users online can have easy access to Twice a month (2x/month)

○ Automated Messages ○ Bell notification sent ● Short Message Services Notifications Owned ● L'Oréal’s Company Website ● Social Networking Sites ○ Facebook ○ Twitter ○ Instagram ○ Youtube ● L'Oréal’s Beauty Blogs ● L'Oréal’s Youtube Channel Earned ● Consumer Reviews ● Social Networking Shares/Engagement ○ Facebook Likes/Comments/Shares/Tags ○ Instagram Hearts/Shares/Mention/Tags ○ Twitter Tweets/Mentions/Hearts/Hashtags/Retw eets ○ Youtube Likes/Comments/Shares/Hashtags ● Social Media Influencers ● Beauty Gurus Vlogs/Blogs ● Media Coverages Paid ● Social Media Ads ○ Facebook Ads ○ Messenger Lead Generation ○ Promoted Tweets ○ Instagram Boosted Posts ○ Youtube Video Advertising ● Collaborations ○ Influencers, Beauty Gurus, Celebrities ● Pay-per-click ● Search Engines ● Advertisement Displays on Websites Shared ● Social Forums ● Live Streams ● Live Chats ● Social Media Networking Sites

● Community posts Additional Implementation details ● Negotiation with selected shopping malls should be done so as to allow the employee to get individual emails of customers. ● Subscription to L'Oréal’s clique is given to customers when:

• Registering names and email addresses online
• Visiting events initiated by the company and L'Oréal’s clique ● Subscription entitlements (L'Oréal’s clique)
• Discount promos
• Rebates/rewards points
• Tie ups with other cosmetic companies
• Participation in L'Oréal’s clique activities
• Free posting/publishing of videos and photos ● First line of virtual makeup for social media and video calling apps (L'Oréal's AR filters) ● Webinar interviews from the natural beauty industry (including micro- influencers) ANALYSIS AND OPTIMIZATION SALES FUNNEL

Opened (20%) 1, Conversion rate (10%) 160 Net Income (assuming P300 per person x 4 weeks x 12 months)

Instagram Ads Reached 50, User generated Participation (40%) 20, Click-through rate (20%) 4, Conversion rate (10%) 400 Net Income (assuming P300 per person x 4 weeks x 12 months)

Twitter Promoted Tweets & Hashtags Reached

Click-through rate (30%) 12, Engagement (15%) 1, Conversion rate (10%) 180 Net Income (assuming P300 per person x 4 weeks x 12 months)

Marketing Budget for 12 months/1 year Email software 300, Promo collaterals 800, Social Media Campaigns 1,500, Promoted Tweets 150, Promoted Hashtags 200,

Youtube Ads Placement 500, Instagram Ads 300, Facebook Ads 500, L'Oréal’s clique expenses 500, Free sample products 300, Creative/Design Software 200, Social Media Scheduling Tools 50, Recruitment 2,500, Brand Ambassadors, Celebrities, Influencers 6,000, TOTAL COSTS Php 13,800, ROI Computation Total Net Profit (Net Income - Cost of Investment) Php 2,904, Total Costs Php 13,800, Return of Investment (%) 21.04%