SUMMARY The current trend of using green environmentally friendly products is no longer strange to us When it comes to skin care products, there are still many people who are not really interested in[.]
SUMMARY: The current trend of using green-environmentally friendly products is no longer strange to us When it comes to skin care products, there are still many people who are not really interested in organic cosmetics That's why we want through this campaign to share products made from natural ingredients closer to everyone In order to best convey information, we provide customers with detailed product images, brand messages, Facebook posts as well as videos and media publications This campaign aims to help users have a more intuitive view of organic skin care products and promote the need for more self-care INTRODUCTION: Make With Love is a cosmetics company from Malaysia They offer products such as skin care, hair oils, moisturizers, and anti-aging products In particular, the products are made from ingredients that are beneficial to the skin and hair such as Turmeric, Azadirachta indica, Beta vulgaris, Solanum Tuberosum, and some ingredients extracted from fruits Most of these ingredients help brighten and youthful skin from within and overcome environmental damage such as acne, dark spots, etc It also provides vitamins, and antioxidant activities and has a mild exfoliating effect Make With Love uses organic ingredients, so it is suitable for all skin types, including sensitive skin In 2021, Make With Love will make adjustments to their business and ramp up their social media marketing strategy to improve revenue during the Covid-19 pandemic CAMPAIGN OBJECTIVE: Make With Love is a new organic cosmetic brand from Malaysia As planned, we intend to build relationships with customers through the brand's Fanpage Make With Love's goal is to get closer to customers, help them better understand organic cosmetics and encourage them to choose products To establish a close customer network, we will directly chat and consult skin care with customers using Messenger, and manage sales in parallel Customers will easily see ads with brand messages and can directly buy Make With Love products through Messenger People will also be provided with full product information as well as selling prices Ending the campaign: Make With Love will achieve: • 15% increase in Online sales (compared to the period when the campaign was not deployed • Triple the number of new conversations in Messenger • Double the number of consumers aware of the organic cosmetics brand Make With Love TARGET AUDIENCES: Target audience refers to the consumers who have an interest in your product or service, and therefore, the group of people who should see your advertising campaigns To define the target audience needs to be based on segmentations: • Based on Demographic: It refers to segmenting the audience based on observable, person-based differences It includes age, gender, marital status, family size, occupation, education level, income, race, nationality, and religion Make With Love relies on Demographics to target specific target audiences Products can be used by both men and women, aged from 15 to 40 years old, this is an age group that has awareness and concern about appearance care such as skin care, care and improvement skin condition Want to look young, dynamic and confident The company targets middle-class, middle to high income customers, office workers, teacher, students, freelancers or retirees Living in big cities, densely populated areas, because these are customer groups with modern trends, interest and high consumption rate of organic cosmetic lines • Based on Psychographic: Psychographic categories audience and customers by factors that relate to their personalities and characteristics It deals with characteristics that are more mental and emotional Make With Love chooses to focus on customers who focus and care about appearance, customers who love nature and products with eco-friendly attributes, love beauty and have the confident, they want to use cosmetics to support skin care Customers who are self-deprecating because experiencing skin conditions such as acne, dry skin, oily skin, inflammation, aging skin who are prone to skin irritation by chemical ingredients in cosmetics, want to use organic cosmetics to care and improve the skin • Based on Behavioral: Behavioral segmentation focuses on how the customer acts, it requires you to know about customer actions Segmenting your audience based on the behaviors they display allows you to craft messages that cater to those behaviors Some types of behavior to consider include: spending habits, online shopping habits, brand interactions… Make With Love Company offers organic cosmetic lines aimed at customers with preferences, interested, learn about using organic cosmetics to improve skin, customers have a habit of buying and using organic cosmetic lines for a long time We collect this data through various sources including cookies placed on your website, the purchase data in your customer relationship management (CRM) software and thirdparty datasets •Based on Geographic: Segmenting the market by location is important if you need to target your ads to people in a specific area You can also identify consumers based on the characteristics of the area they live in, such as climate, population density Make With Love focuses on promoting product advertising to customers living in states, large cities and densely populated areas because this is an area with a large concentration of middle to high income people, have high knowledge and demand for organic cosmetics People who are often busy, often exposed to air conditioning, or the sun, damage their skin CREATIVE STRATEGY When implementing a creative strategy for Make With Love, it is important to focus on how to give customers brand recognition Because this is a new brand, it takes time to achieve the complaint objective outlined above a) Key message First, we carry out the message transmission along with introducing some types of brand products - Key massage: “Make With Love’ love yourself! “ Speaking of this message, we want to bring to our customers the value of loving yourself For cosmetics not only to beautify but also to create respect for the beauty Moreover, in the message, the mission of Make With Love is to love yourself together with everyone Make With Love is always ready to accompany to create the most favorable conditions for customers to access the best products for themselves b) Creative planning: For Make With Love's organic product lines, we needed to create an advertising strategy to convey the message and how to deliver it The first step is to build an idea advertising for the product when it meets the fresh, unique, and appreciated ideas by using different communication methods Next step Creating a Brand Image by using media (channel) in the smartest and most effective way c) Implementation and Evaluation Appeals & Ad Execution Techniques For this step, we will convey the message by creating two videos to attract customers Video used the method of attracting attention through attracting the attention of consumers Types of video are rational appeals, video uses are emotional appeals + Video 1: ENJOY SPOTLIGHT WITH FLEXIBLE FLOWER SKIN https://www.facebook.com/watch/?v=4568171323238848 Figure Internet Video uses the rational appeals feature to talk about the effectiveness of the product objectively Because the product in the video is AMRITA_ NIGHT CREAM, which acts as an urgent remedy for acne-prone skin, darkened and affected by adverse environmental influences Based on analytical data, the execution techniques used to deliver the message are combinations The first technique is a dramatization to create busy stories of models, office workers In addition, to increase trust for viewers, the use of scientific techniques by using the researcher's image of the product From the above analysis, it shows that the transmission of the message will become more attractive + Video 2: EQUIP YOURSELF WITH THE BEST SKIN EVER https://fb.watch/9ig-yHVNNr/ Figure Internet To make a difference in the Make With Love branding process, we created a video with Appeal to influence consumer feelings towards a product The use of this way of conveying aims to convey the message through the viewer's emotions to leave a deep impression on the brand That's why the ad execution techniques used in this video are combinations The first is to use stories from many different subjects in society and summarize the highlight of each person's beauty Also, use Slice of life to dramatize and tell a part of life From there, it makes a difference when people watch the video and comment on the product's meaning RECOMMENDED COMPAIN: Make With Love designed promotional videos for of its featured products, ANIDRA ice cream and ABHAYA cream, using key messages like "Whoever you are, love and take care of yourself and believe in yourself" to convey to customers For promotional videos, we run them on the main page of Make With Love We will use the brochure to summarize the general information about the types of Make With Love skin care products We will be posting brochures with content marketing on Make With Love's Facebook page In addition, we use email marketing to send advertising messages, attached with brochures to customers who have been and are interested in the trend of using organic cosmetics We use the most popular advertising platform on Facebook For advertising on Facebook, Make With Love builds a separate fan page, we promote the creation of content, with content that attracts customers, product information, promotional videos and comes with incentives when buying Make With Love products At the same time, use the tool to run ads on Facebook, an extremely useful feature for Fanpage Customers who don't follow or know you before can still see your pages, posts, or products As a result, we can reach a large number of customers and the product will receive more purchases At the same time, our posts must always be in public mode so that users can like, share and comment, this helps fanpage increase interaction with customers more CONCLUSION: There is fierce competition among brands in the facial care product segment In fact, skin care is no longer a story of its own Whether male or female, self-beautification is always necessary That's why we want to convey to our customers the message "Let's Make With Love love you" with the desire that we all love ourselves more The core goal of Make With Love in the communication campaign is to create a healthy beauty trend from products derived from organic ingredients, helping modern users to be more confident with what nature created gift, no matter what stage of life they are in Besides, the campaign also helps to increase brand value and create positive motivation for people to take care of their skin