The Body Shop - Digital Marketing strategy campigh for the brand The Body Shop. PDF

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Summary

Digital Marketing strategy campigh for the brand The Body Shop....

Description

Digital Marketing Strategy& Campaign Planning (MKT42290)

Table of Contents Sr. No

Topic

1

Business Overview

2

Current Performance and Key Competitors

3

Targeting & Strategy

4

Key Objectives

5

AdWords Strategy

6

Key Outcomes

7

Indicative Budget

Page No

1. Business Overview

The Body Shop was founded by Dame Anita Roddick in Brighton, England in 1976. The company was previously owned by French cosmetics giant L'Oréal between 2006 and 2017. In June 2017, L'Oréal sold the brand to Brazilian cosmetics maker Natura for £880 million. The Body Shop offers a massive range of products for the body, face, hair and home. The Body Shop claims its products are "inspired by nature" and they feature ingredients such as marula oil and sesame seed oil.

The key products of The Body Shop include: ❖ Body Butters (including Moringa, Satsuma, Strawberry, Olive, Shea, Mango and Coconut) ❖ Body products such as body scrub, body butter and bath lilies ❖ Makeup (including mascara, lipstick, lip gloss, eye shadow and cotton rounds) ❖ Full skin care ranges (including Tea tree, Vitamin C, Vitamin E, Aloe vera and Seaweed) ❖ Men's skin care (Including maca root and white musk) ❖ Hair care (including their famous Banana shampoo and Banana conditioner) ❖ Bath products including shower gels and solid soaps

2. Current Performance of The Body Shop & Key Competitors in Search and Display (i) The Body Shop The Brighton, England based company The Body Shop is giving a tough competition to its competitors. The brand currently holds a traffic of 5,000 view for its organic search. On the other hand it has no presence in display advertising. The company is performing way better when it comes to backlinks than its competitors.

The below image reflects the organic keyword currently used by The Body Shop and the volume and Cost Per Click(CPC) for each keyword.

(ii) Lush The current organic keyword search performance of the cosmetic retailer brand Lush is slightly higher than The Body Shop. However, The Body Shop is performing way better when the Backlinks are compared. Currently, Lush has no paid search and display advertising.

The below image reflects the organic keyword currently used by Lush and the volume and Cost Per Click(CPC) for each keyword.

(iii) L’oreal The French cosmetics company is performing the worst compared to its competitors having a traffic of only 266 organic search. The brand has no paid search and display advertising campaign and currently has a total of 799 backlinks.

The below image reflects the organic keyword currently used by L'oreal and the volume and Cost Per Click(CPC) for each keyword.

Current Digital Presence of The Body Shop & it’s Competitors

The Body Shop and its competitors has an active Digital Presence in terms of its website and the digital channels but there is room for improvement. The table below highlights their Website performance and displays their presence on Facebook, Twitter, Instagram and YouTube.

The Body Shop

Lush

L’oreal

Website

Website scored Good i.e. 77/100 on website grader. The website possesses a strong URL but below average performance. The average time of loading a page is also slow. The website does not offer an option to purchase products online.

Website scored Good i.e. 77/100 on website grader just like Body Shop. Though the performance and speed of the website is great overall along with strong and easy URL, website lacks in SEO practices and becomes difficult for search engines and users to identify.

The company boasts of a strong website scoring 86/100 on Website grader. The website has a great visual appeal and user experience but with heavy file sizes becomes a tad bit slow to load some pages hindering the overall performance.

Facebook

7,225,127 Facebook Likes, rated 4.4 stars from 258 reviews. Posts high amount

383,120 Facebook Likes, rated 4.6 stars from 2,577 reviews. Continuously posts

32,831,385 Facebook Likes. Posts content regularly on make up

of content on a daily basis. Very active in terms of supporting other initiatives.

events it is holding and good content for promotion. Very responsive in replying to messages.

tips and new products. Heavily dependent on influencers for promotions.

12,318 followers and 3,003 tweets. Good amount of post engagements done but needs to improve to compete with its competitors.

190,133 followers with 66,442 tweets. Less activity done on the page which results in less engagements in each of its posts.

93,117 followers and 17,609 tweets. Posts being sent out regularly about products but can have more posts that engage customers more rather than giving general information.

Instagram 10,00,000 followers and 2,682 posts. Currently running a campaign against animal testing which has garnered massive support.

409,000 followers with 709 posts. Super active on Instagram with a great amount of post engagements.

4,000,000 followers and 5,192 posts. Has multiple Instagram pages for its different product categories but the Instagram link on the website redirects to only the make-up page in Instagram.

YouTube

17,778 subscribers. Not many videos being uploaded regularly to engage customers to the company’s page.

152,315 subscribers. On an average 2-12 videos uploaded every week with a decent number of engagements.

1,476 subscribers. Good quality videos with great engagement on each video.

Pinterest

2,235 followers. Less content being posted on the page and no customer engagement as compared to its competitors.

28,050 followers. Good quality images. Comparatively less number of engagements to the number of subscribers.

41,503 followers. Less content posted on the page and nearly no customer engagements.

Twitter

SWOT Analysis of The Body Shop

3.

Targeting and Strategy

In order to reach the right audience it was important to study the product ranges that are offered by The Body Shop. The Body Shop offers a wide range of products from Skin Care to Body Care to Cosmetics. Taking this into consideration we have carried out Keyword Research, developed a Paid Search campaign and have created a Display solution. The campaigns will use mixed keyword groups - Broad, phrase and exact match. The strategy will be location specific and will be carried out in Ireland only. 3.1 Buyers Persona It is also important to understand the customer buyer behavior in relation to these varying products and their reason for buying. The two types of personas we are going to target are mentioned below:

Persona 1

Persona 2

4. Key Objectives for campaigns As the website of The Body Shop doesn’t have a call to action/ purchase product button, the key objective for the brand will be to drive more traffic on the website and increase in sales at the stores. Based on the analysis of current presence and performance below given are approximate figures for obtaining the key objective of the campaign. Objective

Measurement

Current

Quarterly Goal

1.

Increase Digital Brand awareness

Hike in website visits per month

5,000 views

€7,000

2.

Increase On-Floor Sales

In-Shop Turnover per month

€500,000

€700,000

5. AdWords Strategy As, The Body Shop currently has no Keyword search (PPC) and Display advertising

campaign, we have prepared one to drive more traffic and increase views on their website. Since the brand has no purchase option on the website, our main aim will be to create more brand awareness of the products. For the purpose of this report we will be focusing on the below mentioned two categories for the Keyword and Display and Keyword strategy: - Hair Care - Face Care

(i) Keyword Research Strategy Each of the two categories will have their own campaign in AdWords Search Network, with their own specific set of ad groups and keywords. Each campaign is customized to specific business objectives and target personas. All campaigns are enabled for both mobile and desktop.

Campaign Mapping - Google Keyword Search Campaign

Example - 1 : Face-Care Campaign – Moisturiser Ad Group (Search Campaign) Ad Group

Keywords

Face Moisturiser

Broad Match

Phrase Match

+face +moisturiser +sensitive +skin "organic moisturiser" "face moisturiser"

+vitaminc +moisturiser Buyer Persona Persona 1

+bodyshop +vitamin c +moisturiser +face +moisturiser +dry +skin

Persona 2

+moisturiser +dry +face

Exact Match

+bodyshop +moisturiser +combination +skin

[womens moisturiser]

Negative Keywords

+moisturiser +dry +sensitive +skin

[vitamin c moisturiser]

"moisturiser for body"

+day +moisturiser +spf

[best hydrating moisturiser] [bodyshop face moisturiser]

"body cream" [body moisturiser]

Ad Example 1

Ad Example 2

Example - 2 : Face Care Campaign – Sun Protection Ad Group (Search Campaign) Ad Group Sun Protection Campaign

Keywords Broadmatch +sunscreen +tanning

Exact Match [sunscreen lotion]

+suntan

Personas Persona 1 Persona 2 Negative Keywords sun protection spray suntan salon tanning salon sun protection suit sun protection glasses eye sun protection

Phrase Match "sunscreen lotion" "suntan lotion" "sun body lotion" "sun protection" "sunscreen tanning lotion"

[suntan lotion] [sun body lotion] [sun protection lotion] [sun protection cream] [sunscreen tanning lotion]

Ad Example 1

Ad Example 2

Example - 3 : Face-Care Campaign – Lip Care Ad Group (Search Campaign) Ad Group Lip Care

Buyer Persona

Keywords Broad Match

Phrase Match

+organic +lip+balm

"lip balm"

+lip +balm

"lip gloss"

+tinted +lip +balm

"lip moisturizer"

Persona 1

+dry +lips +treatment

Persona 2

+lipbalm +spf

Exact Match

+lip +cream

[lip balm] [organic lip balm]

Negative Keywords

[lip care]

[lip job] +lip +surgery +lip +treatment

Ad Example 1

Ad Example 2

Example - 4 : Hair-Care Campaign (Search Campaign) Ad Group Keywords Hair Care - Shampoo & Conditioner Campaign Broadmatch Exact Match +dandruff +shampoo [dandruff shampoo] +shampoo +conditioner [shampoo for grey hair] Personas +anti dandruff +shampoo [hair growth shampoo] Persona 1 +organic +shampoo [shampoo conditioner] Persona 2 +natural +shampoo [hair products] [anti dandruff shampoo] Negative Keywords Phrase Match [organic shampoo]

"hair care salon" "hair care tips" [hair care transplant] [hair care implant]

"dandruff shampoo" "shampoo and conditioner" "shampoo for grey hair" "shampoo for greasy hair" "dry shampoo" "hair growth shampoo" "hair products" "hair care"

[natural shampoo] [hair conditioner] [hair care]

Ad Example 1

Ad Example 2

(ii) Display Advertising Display ads will benefit The Body Shop by reaching more people of the target audience and in a more impactful manner. In addition to standard targeting capabilities, display advertising also allows for retargeting.

Campaign Mapping - Google Display Network

Example - 1 : Face Care Campaign – Moisturiser Ad Group (Display Campaign)

Face Care Campaign Ad Group Moisturiser Ad Group Personas Personas 1,2 Max Bid (Cost per Click) EUR 1.5 Ad Group - Face Care Moisturisers Targeting Methods Keywords Negative Keywords skin moisturiser body moisturiser Keywords moisturiser dry skin skin treatment

natural face moisturiser best face lotion night cream cream for dry skin moisturizing cream face moisturiser organic moisturiser vitamin c moisturiser

Interests

Placements

body cream skin diseases face masks

Interests skin care day cream sensitive skin night cream dryness skin glow moisturiser organic hydration Websites http://www.independent.ie/ https://www.irishtimes.com/ https://mccabespharmacy.com/ http://www.thejournal.ie/ http://www.tesco.ie/ http://www.skinspecialist.ie/

Ad Example 1

Ad Example 2

Ad Example 3

Example - 2 : Face Care Campaign – Sun Protection Ad Group (Display Campaign) Face Care Campaign Ad Group Sun Protection Ad Group Personas Personsas 1, 2 Max Bid (Cost per Click) EUR 1.5 Ad Group - Sun Protection Targeting Methods Keywords Negative Keywords Keywords sunscreen tanning suntan salon suntan lotion tanning salon bronzing lotion sun protection suit sun protection spray sun protection glasses

best sun tan sun body lotion sunscreen lotion best suntan spary best rated suntan lotion sunscreen tanning lotion sun lotion offers

Interests

Placements

eye sun protection

Interests UV protection hot and dry weather tan protecttion beach skin care sun burn outdoor sports sunbath Websites http://www.boots.ie/ http://www.boards.ie/ http://www.inishpharmacy.com/ https://www.irishtimes.com/ https://www.cancer.ie/ https://www.loveholidays.ie/ http://www.tesco.ie/

Ad Example 1

Ad Example 2

Ad Example 3

Example - 3 : Face Care Campaign – Lip Care Ad Group (Display Campaign)

Face Care Campaign Ad Group Lip Care Ad Group Personas Personsas 1, 2 Max Bid (Cost per Click) EUR 1.5 Ad Group - Lip Care Targeting Methods Keywords Negative Keywords Keywords lip balm lip job lip moisturiser lip treatment organic lip balm lip surgery natural lip balm Lip stick

dry lips treatment lip care products lip balm for dry lips best lip balm lip care

Interests

Placements

lip gloss

Interests winter beauty dryness hydration fashion romantic Websites http://www.tesco.ie/ http://www.thejournal.ie/ http://www.boards.ie/ http://www.boots.ie/ https://www.irishtimes.com/ https://colourpop.com/

Ad Example 1

Ad Example 2

Ad Example 3

Example - 4 : Hair Care Campaign – Shampoo & Conditioner Ad Group (Display Campaign) Hair Care Campaign Ad Group Shampoo & Conditioner Ad Group Personas Personas 1, 2 Max Bid (Cost per Click) EUR 1.5 Ad Group - Shampoo and Conditioners Targeting Methods Keywords Negative Keywords Keywords curly hair shampoo hair transplant smooth silky hair hair extension hair care brands hair colour styling hair products hair cut

Interests

Placements

organic conditioner hair colour shampoo and conditioner hair removal hair product brands natural shampoo Interests Dandruff grey hair dryness fragrance hairloss hair style hair growth hair care greasy hair silky hair Websites http://www.boots.ie/ https://www.irishtimes.com/ http://www.tesco.ie/ http://www.boards.ie/ http://www.thejournal.ie/ http://www.stylecraze.com/

Ad Example 1

Ad Example 2

Ad Example 3

Example - 5 : Hair Care Campaign – Hair Oil Ad Group (Display Campaign)

Ad Group Personas Max Bid (Cost per Click) Targeting Methods Keywords

Hair Care Campaign Hair Oil Ad Group Personsas 1, 2 EUR 1.5 Ad Group - Hair Oil Keywords Negative Keywords hair oil hair cut hair massage hair transplant hair care hair extension hair growth hair colour

hair strengthening grey hair hair remedy hair breakage split ends Interests

Placements

hair shampoo hair conditioner hair style

Interests hair strengthening split ends hair breakage Websites www.vanillahair.ie https://www.irishtimes.com/ https://www.hrbr.ie/ http://www.thejournal.ie/ http://www.boards.ie/ http://www.boots.ie/ hairloss hair growth hair care

Ad Example 1

Ad Example 2

Ad Example 3

These are some examples of banner ads: Figure 1: Wide Skyscraper Figure 2: Skyscraper Figure 3: Billboard Figure 4: Leaderboard

Figure 1

Figure 2

Figure 3

Figure 4

(iii) Remarketing Campaign Remarketing is a cost-effective tool that comes with many benefits like brand exposure, high conversion rates, better ROI, tailored audience targeting and flexible budget. With retargeting, The Body Shop will put their ad in front of people who have previously visited the landing page of respective ad group products. Through the use of cookies, Google will track the audience and show current marketing ads to relevant visitors. This is a way to reach out to people who have expressed interest in The Body Shop, and who could still be considering purchasing products from the brand. The re-targeted audience will be taken off the retargeting list after a duration of one month. Remarketing Ad Examples - Hair Care Ad Example 1

Ad Example 2

Ad Example 3

Remarketing Ad Examples - Face Care Ad Example 1

Ad Example 2

Ad Example 3

Ad Example 4

(iv) Display Network Strategy for Gmail Ads Advertising on Gmail is popular on all device and it ensures a high view ability, offers multiple creative options and provides interesting and efficient targeting options. Below given are few promotion ad samples for the The Body Shop on Gmail. Ad example 1: Shampoo & Conditioner

Ad example 2: Moisturisers

6. Key Outcomes The Keyword Search, Display Advertising and Gmail Display Strategy campaign will help the brand to gain more attraction on its websites and give a surge in sales. The below mentioned figures will be an approximate outcome for the strategies that will be conducted for The Body Shop. Metrics - Adwords Search Campaign Key Performance Indicator

Quarterly Objective

Measurement Tool

Click Through Rate (CTR)

>2%

Google Adwords/ Analytics

Quality Score

>7

Google Adwords/ Analytics

Cost Per Click

Average at €1.50

Google Adwords/ Analytics

Bounce Rate

1%

Conversion Tracking

Metrics - Adwords Search Campaign

7. Indicative Budget Below given are the budget allocation for our search, display and retargeting advertising strategies. The budget is made with aim to increase maximum views on websites and share more knowledge of the products to the audience.

Type

Nature

% of Budget

Average Monthly Budget

Search Advertising

- Extremely Targeted - Quick to Execute - Flexibility to Optimize - Cost Effective - Measurable Results

40%

€ 1050

Display Advertising

- Converts Leads - Brand awareness

26%

€ 700

34%

€ 900

Retargeting Advertising - Lower Cost Per Clicks - Higher Conversion Rates - Specific Site Selection Total Budget

€ 2650

Works Cited Wylick, M.V., 2017. Semtics. [Online] Available at: https://ww...