BRAND INTRODUCTION TO MASS MEDIA

STARTING POINT

PRODUCT

Semilac – Hybrid varnishes

COMPETITION

Fragmented category, with marketing activities targeted mainly at committed category users

TARGET

Building awarness among category users – both wide (nail polishes) and narrow (hybrid varnishes)

KPIs

Building awareness: Top Of Mind in the category
Creating a coherent image

STRATEGIC CONCEPT

 

REACH

Concentration on media that allow in a short time to reach the widest part of the media target group and generate high numbers of contacts in order to strengthen the message

THE ENVIRONMENT OF THE ADVERTISING

Wide use of contexts and their surroundings

MESSAGE

An aspirational message in image advertising formats

 

MEDIA IMPLEMENTATION

VIDEO: Main advertising format

Play

TELEVISION: Focus on a strong spot campaign (high reach and number of contacts)

VOD: Extension of reach among TV light viewers, contextual targeting (woman, beauty)

CINEMA: Presence only by women’s films

BUILDING KNOWLEDGE: The fashion and beauty context

INTERNET: Display and performance activities on women’s websites

PRESS: Large, image formats

NONSTANDARDS: Escaping advertising cluttre

TELEVISION: Product placement in breakfast and entertainment programs

RADIO: Special action online

CINEMA: Plasma, Infotixes

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RESULT

 

AWARNESS

Hybrid varnishes nr 1 in Poland*

IMAGE

Development of consistent Semilac positioning

 

 

*Kantar Millward Brown 11.2017: 67% of hybrid varnishes users choose Semilac

Creative: Grandes Kochonos Digital