o.p.i. digital marketing campaign - narduzzi
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Digital Marketing Campaign
Arianna Narduzzi; New Media Driver’s License, Spring 2013
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Project Objectives
Increase profit
Increase brand awareness
Track customers
Traffic to O.P.I. website
Reach a broad audience
Expand social media ✔
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Target Audience
Teenage and adult women in the United States
Target on sites that are repeatedly visited by women of various ages
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Key Performance Indicators
Google Analytics Track new and returning
customers Success = increased profits
and website visitors Grab and HOLD attention
Google Adwords Keywords and clicks
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BIG IDEA
Emails to online customers “You’re important to us,
here’s something to make you keep buying our product.”
Simple, to the point Informative of deals, new
collections (left), lacquer of the day, and promotions.
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App “Facelift”
Update the O.P.I. smartphone and iPhone app with a “click-to-buy” function
Having an option to buy right on the app after you see the color on a hand will lead to an increase in sales
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Social Media
EVERYONE is on some form of social media
Having O.P.I. products displayed on their own Instagram and Pinterest would increase brand awareness and attract customers
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Project Budget
O.P.I. annual revenue is $300 million
Budget: Additional features: $30,000 8% profit: $24M Total budget: around
$25M
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Expected Results
Hold the attention of potential and current customers
Keep O.P.I. on the minds of buyers
Maximize profits
Direct customers to the O.P.I. website to purchase polishes
Increased brand awareness
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In Summary…
Spending around $25 we plan to target women of varying ages across the country.
Using simple tools we will track O.P.I. website visitors.
Online buyers will receive emails to keep their attention and remind them of O.P.I.
Use social media to display the latest polishes.
Add onto O.P.I. app to ease in-app purchasing.
All these parts together will form a campaign destined for success!
O.P.I. O.P.I. O.P.I.