SUMMER 2013

Digital Marketing Campaign 08.10.13

COUTURE DE MINNIE

July – September, 2013

Social Media Marketing

Budget

PPC Advertising

CAMPAIGN OVERVIEW

1) Grow revenue by 3% in the third quarter

KEY PERFORMANCE INDICATOR

2) Increase new iPhone app downloads to 300/mon (July – September, 2013)

Buyer Persona I.

18 – 24

TARGET AUDIENCE (I)

•  Young and energetic college students who are fashion-conscious, driven, studious, and involved on campus.

•  Like to paint their nails to gain a sense of self-satisfaction.

•  Tend to share their fashion ideas and everyday outfits with theirs friends on Facebook and Twitter.

Buyer Persona II.

TARGET AUDIENCE (II)

•  Young professionals who are enthusiastic toward their first or second full-time job.

•  They want to look professional, fancy, and neat.

•  Painting nails is not only a part of their everyday outfit, but also is a way to look professional and always well-prepared.

25 – 34

BEFORE THE BIG IDEA

EVERYDAY vs. EVERYDAY ?

Girls change their hair style every day, wear

different tops every day, switch from one

bag to another every day, and even wear

different earrings every day.

Plenty of girls wear the same nail polish for days, wait until it finally chips, and change it to another kind of polish.

Girls, change your nail polish as how often you change

your jeans and purses!

OPI is now telling girls that nail polish is no different to any other part of

your everyday outfit!  

COMMUNICATION STRATEGY

1) In light of “Minnie's Closet,” we are communicating with the TA to add our product

to their “everyday summer outfits.“

2) All digital practices will relate to “everyday summer outfits,“ and online events will be

conducted to encourage the TA to share their summer outfits with OPI and their social clusters.

Your EVERYDAY

Summer Outfit

TACTICS & TOOLS

POST I:

Different nail styles created by Couture de Minnie

POST I:

POST III:

Recommendations and reviews by key influencers

POST II:

2013 trendy summer outfit, including nail styles

POST II: POST IV:

Promotion for online contests

FACEBOOK

V. Generate ~7 posts every day

I. Monitor related keywords

II. Respond and interact

III. Target right users by keywords & bio

IV. Hunt down new followers every week

TWITTER

OPI Pinterest Contest #OPIminnie2013

PINTERST

•  Fashion is a visually presented idea •  Style and fashion board is the third most popular category

#OPIminnie2013

INSTAGRAM

— STEP I — 7/1-7/15 keyword test

30 AdWords

— STEP II — 7/16 campaingn starts

15 AdWords

�OPI Minnie Mouse 2013 http://social.opi.com/minnies-closet/ Check out Minnie's runway now! summer limited nail polish set

�OPI summer nail polish http://social.opi.com/minnies-closet/ See OPI 2013 Minnie collection! voted as #1 best nail polish brand

Best Nail Polish 2013 http://social.opi.com/minnies-closet/ Try OPI Minnie Mouse summer set Your everyday summer fashion!

GOOGLE ADWORDS

� Comprehensive strategy � Hold contests � Generate posts � Weekly campaign updates � Monitor & manage social media accounts � Professional consultants (3hr/week)

total keywords (15) × cost per click ($1) × minimum clicks (100/day) = $1,500/ day

ESTIMATED BUDGET

1) Agency Service Charge: $5000/mon

2) Google AdWords : $45,000/mon

July – September, 2013

“INFORM” RATHER THAN “PERSUADE” •  Utilize existing social media accounts well

•  Continue enhancing brand image online

•  Always to inform customers “what’s new”

CAMPAIGN SUMMARY

As world's leading nail polish brand as well as the number one voted nail polish brand in the USA…