Objective
Informational objective: To build awareness for the brand
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Advertise skin care line
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Natural ingredients. Organic, cruelty free, ethically traded, sustainaably produced, family owned & operated.
Motivational objective: To strengthen the already established perceptions of the brand.
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Hair products widely known and favored by consumers.
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Motivate brand loyalty by advertising the benefits of the skin care line.
Creative Brief
Required Elements
The four elements below are required to be included within each advertisement created for Shea Moisture. The brand takes pride in it's values, and wants to attract an audience who appreciates their humane efforts. Shea Moisture is cruelty free, ethically traded, a certified corporation and family owned & operated. Displaying these icons in the ads establishes credibility that Shea Moisture is a trustworthy brand and worthy of customer loyalty.
Target Market
Women ages 18 - 35, middle to upper class, urban areas, bigger cities, college educated, few kids or no kids, health and environmentally conscious.
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Purpose
Increase awareness of the skin care line, inform the audience of what sets Shea Moisture a part from its competitors.
Dimensions
Featured, one page ad 8 x 11 inches
Print Ad
Placement
This ad will be featured in Cosmopolitan Magazine because the readers of this magazine align with my target audience (young women, upper/middle class, health conscious). Cosmopolitan features beauty, style, celebrity, dating, and exercise articles, tips, and ads which is why it would be a perfect placement for the Shea Moisture skin care ad.
Time Frame
This ad will run in the April edition of Cosmopolitan. This month will be most successful because it's spring time and people are more inclined to buy natural products with the emergence of plants and trees growing back. Also summer is right around the corner, Cosmopolitan readers might be picking up a copy for the latest exercise tips, weight loss ads, new beauty trends etc.
After analyzing how well the ad did on this platform, it will be decided if the ad will be featured in the next month's issue.
Television Ad
Strategy
This ad will run on E! Network with an informational objective. This ad provides a brief brand history, what they do, why they do it. Create a personality for the brand through compelling visuals while also stating how we are better than our competitors.
Key Messages
Herbal remedy recipes passed down from generations since 1912, now more modern and effective than ever. We’ve had x amount of time to perfect these remedies. Reiterating that it's:
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Natural/organic, herbal ingredients
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Cruelty free
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Over 100 years
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No brainer, why wouldn't you?
Time Frame
Day - Part: Early Fringe, Prime access, and Prime time
I choose these times because I assume my target audience is upper to middle class and either will see these commercials before work, when they get home, perhaps cooking dinner, or surfing the web. I believe these will be the most effective times to reach my target.
I plan on leaving this ad run these three times a day on the E! Network until the beginning of June. This TV ad serves as a good “spring” launch commercial with the emphasis on the outdoors and use of hibiscus flowers.
Outdoor Ad
Time Frame
This ad will run in the lobby of Mall of America, outside the Sephora store.
Strategy
This outdoor kiosk offers an interactive quiz, where consumers are asked a series of three questions:
“Allow us to be your personal herbal healer”
1.“I want…” (choose)
Glowing skin, Clearer skin, Youthful skin
2. “What's your skin type?”
Sensitive, Oily, Dry
3. “Word to best describe me is…”
Energetic, Reserved, Sweet
After generating the result, the user is able to print a receipt of the product they matched with including a 25% off coupon for any Shea Moisture skin care product. The user is able to have a physical copy of the discounted product to give to those looking for ideas!
Location
November 2019 - March 2020
Assuming this ad will be expensive to create, I want to keep the ad running through the holiday season, when people are looking for gift ideas.
Also, when young girls have extra spending money after Christmas, they go to the mall and splurge on things for themselves, I am guilty of this too! Having this kiosk in the mall will result in many girls indulging in a new face mask or skin care product, especially when they know its a product selected for them.
Dimensions
4 ft x 2 ft
Strategy
The featured skin care collection will appear at the top of the Target.com and Ultabeauty.com websites. In this case, the African Black Soap Collection is featured. This herbal recipe aims to clean and refresh your skin. When the user hovers on a product over the ad it highlights the product. If the user clicks on the product it takes them directly to where the product is sold on Target.com or Ultabeauty.com.
The website will auto generate a 25% off promo code at checkout for anyone who bought an item by clicking through the ad.Since my outdoor ad was outside of Sephora, I would like to market at all places that sell Shea Moisture so it gets maximum awareness. The ad will run on both Target.com and Ultabeauty.com.
Digital Ad
Dimensions
Standard interactive banner
468 px x 60 px
Time Frame
May 2019 - July 2019: The ad will run on the websites for two months to let it get exposure and hopefully get new people to try the product. Since Target and Ulta both have a popular online market, I think the ad will be well worth the investment. We can’t afford the 25% off deal forever, so we will end the ad after two months of the promotion.
Client Presentation
