Skincare should be easy. - PowerPoint Presentation

Skincare should be easy.

「 KraveBeauty provides consumers with a "functional skin care" range, and aims to disrupt the beauty industry by breaking the unnecessarily complex skincare and lifestyle routines promoted as the norm by industry giants . 」

Chloé is a full-time university student currently in her final year. She has been working as a weekend retail assistant i n Manhattan for the past two years, and has also been working as a paralegal at a nearby law firm in the last six months. Juggling full-time study with her two jobs is quite stressful, so she enjoys the occasional retail therapy in the form of splurging on cosmetics at Sephora its proximity to her workplaces. As a result of her heavy workload as well as a recent breakup, Chloé has developed a penchant for eating unhealthy foods. Stress and a poor eating diet has caused her normal skin type to transition to oily and acne-prone. This has become a source of even more stress – many of her extended family members are quite image-conscious and often give her well-intentioned but misguided advice on how to treat her skin. Recently, she has decided to see a dermatologist, who has recommended her many chemically complex products containing harsh ingredient s such as benzyl peroxide to cut out the oil – as a result, her skin these days often feels overly sensitive and dehydrated. They are also quite expensive and have taken a toll on her budget. Chloé has never had to worry about skincare before, focusing only on makeup. Thus she at a loss as to what products can alleviate her skin concerns. Many of her friends are well-versed in the recommendations of beauty bloggers, and have hence pushed many skincare brand names and products her way. She is often confused by the sheer amount of choices available. The Customer. 「 C HAOTIC C HLOÉ. 」 F | 23 | Oily-combo dehydrated “My skin feels congested and clogged, and I want to regain the youthful glow that I’ve lost. ” Influences: Image conscious . Out of answers. Overwhelmed .

The Solution.

The Solution. THE SUPPLEMENT (Exfoliator) THE CORE (Cleanser) Use paired… …or separately. Matcha. Hemp seeds. Oats. Almonds. Vitamin B3. Sodium PCA. Kale. Spinach. Parsley. Glycolic acid (AHA). Aloe. Hyaluronic acid. Vitamin B5. Allantoin .

Set objectives Define KPIs Design Tactics Execute Campaign Measure Outcomes Optimize Results OBJECTIVE FIRST FRAMEWORK .

The Problem. 「 Short session durations and high bounce rates. 」 「 Lack of brand awareness among potential consumers outside of the founder’s social media followers. 」 「 Significant drop in site traffic after site launch date. 」 「 Current customer engagement does not necessarily drive purchase behaviour. 」 98.13% Tr : When are the new products coming out? T_T

「 Heighten product and brand awareness through i ncreasing the conversion rate by 10% within the next three months before the launch of new products. 」 Marketing Objective.

「 Heighten product and brand awareness through i ncreasing the conversion rate by 10% within the next three months before the launch of new products. 」 Marketing Objective. 2.5%

「 Heighten product and brand awareness through i ncreasing the conversion rate by 10% within the next three months before the launch of new products. 」 Marketing Objective. Primary KPIs . 「 New versus returning customers. 」 「 Bounce rates. 」 New Returning 45.54%

「 Track social interactions – primary channels of focus: Facebook + Instagram. 」 Metrics. 「 Track click-through rate of newsletter campaigns . 」 「 Track shopping cart abandonment rate. 」

「 Streamlined social engagement – direct visitors to blog landing page and generate discussion on social media channels. 」 Tactics. 「 Clearer call-to-action within newsletters. 」 「 Retargeting customer drop-offs with Facebook tracking pixel. 」

Outcomes.

The Blog.

Social 56% Email 25%

Despite the spike in social engagement, and generation of traffic, the bounce rate is still very high. However, we can infer that the blog-related campaigns still help drive brand awareness – conversion rate of organic search was at an all time high that day Not every blog post contains a clear call-to-action button leading back to the relevant product pages – this may account for the high bounce rates.

Blog Call-To-Action Example.

Re-post and Remind.

Shopping Cart Abandonment. 「 “/checkout” URLs only make up 5.73% of total exits. 」 「 Of these, more than half exit before they leave contact information or process payment. 」

Facebook Retargeting Ad.

Thank You.