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1、,Olay Total Effect,To recap,Aligned with the creative approach as well as top-line media idea presented.AdXplorer to further work on detailed media plan.Working budget is 390,000 HK$.AdXplorer to explore how campaign success can be measured.,Todays agenda,PART I:MediaPART II:How to measure success,P
2、ART I:Media,The Role of On-line Advertising,Role of On-line Advertising,On-line is not going to replace the off-line advertisement(at the present stage).In the digital era,On-line and off-line medium should work together in order to bring the great benefit to advertiser in long-run,because we believ
3、e.,The role of on-line and off-line medium in Digital Era,Integrated on-line and off-line mediummix is responsible todriven targetvisiting website,Suggested Creative Elements include,Olay conclusively beats Clinique in blind skincare tests,click here to find out the truth,“Anti-aging moisturizer”Ent
4、er your favorite brand to see the US test results,Estee LauderLancomeCliniqueNutrogena,How to look&feel beautifulin your wedding day,Olay conclusively beats Clinique in blind skincare tests,click here to find out the truth,Suggested Creative Elements,Mass portalsKeyword search banners/resultsBanners
5、Interactive buttonVertical portalsBannersInteractive buttonText-linkAdvertorialE-mail,Website Selection,Criteria for selecting Websites:,Recommended Websites,Mass PortalsRanking*Yahoo!HK1N5H6Vertical PortalsCN/AMN/AMN/A,Source:*Iamasia Sept-2000,We believe that it is important for us to talk with ou
6、r target at the right time and right movement on the internet.Thus,we would like to place our ad on the following channels:Targeted Filter is applied on Yahoo!HKWomenBeauty&FashionSkin CareEntertainment,Channel Selection,Recommended Websites and Channel Selection,Mass PortalsYahoo!HKTargeted FilterN
7、Womenity/EntertainmentHWomen/Entertainment/Love/MysticVertical PortalsCSkin Care/Skin Testing/WeddingMFashion&Beauty/Health&Fitness/Shopping/WeddingMBeauty/Smart Tips,Vertical Portal,Mass Portal,Yahoo!HKNetvigatorHongkongCWOW MiclubMarch8Key WordSearchBanner AdInteractiveButtonText-linkAdvertorialE-
8、mail,Recommended Website and Creative Usage,10 Key Words,10 Key Words for 4 Weeks(Est imps:10,000),Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,Yahoo!HK,Banner Ad(Targeted Filter)Personal Care&Cosmetic,Media Flowchart(Mass Portal),N,Banner AdEntertainment&Womenity,400,000,100,
9、000,100,000,100,000,100,000,Interactive ButtonEntertainment,1month(Est.Imps:2millions),110,000,2,000,000,H,Banner AdEntertainment,Love&Mystic,100,000,100,000,Interactive ButtonWomen,1month(Est.Imps:200,000),200,000,Advertorial(2 x)Women,2 Weeks,4 Weeks,2 Weeks,Text-link to Advertorial Home PageWomen
10、,1 week,1 week,1 week,2 Weeks,1 Weeks,10,000,110,000,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,CWOW.com,Banner Ad(ROS),Interactive ButtonFront Page of Home Page and Wedding Ch,1month(Est.imps:300,000),300,000,Media Flowchart(Vertical Portal)CWOW.com,50,000,12,500,12,500,12,
11、500,12,500,Tools Sponsorship on Skin Testingtext-link to Micro-site,1month,1 month,Advertorial(1 x)Beauty Bride,1month,1 month,Text-link to Advertorial Home Page of Wedding Ch,1 week,Text-link to Advertorial E-mail,20,000,20,000,1 week,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impress
12、ion,M,Banner Ad“Fashion&Beauty”,“Health&Fitness”,“Shopping”&“Wedding”,Interactive Button“Fashion&Beauty”,1month(Est.imps:500,000),500,000,200,000,50,000,50,000,50,000,50,000,Advertorial w/Text-link to micro-site“Fashion&Beauty”,1month,1 month,Media Flowchart(Vertical Portal)M,Text-link to Advertoria
13、l“Focus”and“Special Topic”,1month,1 month,Nov,6,13,20,27,1st Week,2nd Week,3rd Week,4th Week,Total Impression,M,Banner Ad(ROS),Interactive ButtonHome Page,1month(Est.imps:800,000),800,000,200,000,50,000,50,000,50,000,50,000,Advertorial w/Text-link to micro-siteBeauty,Smart Tips,1month,1 month,Media
14、Flowchart(Vertical Portal)M,Announcement AdE-mail,65,000,65,000,4,595,000,1,148,750,Average WeeklyImpression,Impression Split(Mass:Vertical)57:42,In order to fully utilize banner ad impressions,“Frequency Cap”is suggested.Each unique visitor will only be explored to our ad at a specified frequency r
15、ecommended frequency is 6 times(OTS at 6x).Beyond this,no banner ad will be served to them.,Further consideration,Media Cost to Client:HKD375,000*Net Reach(1+):75%Campaign CPM:HKD82Campaign Impression(Est.):4.6MBanner Ad Impression:1MAverage Weekly Imps.:1.2M,Remark:*1,000 free trial samples are nec
16、essary for M member,Dur/SizeEst.NetReadershipCPMCostF/25-34Universal(617,000)HKD000HKDTV30-sec2,000-324(CPRP)DailyApple DailyHP4C97,750191512ODNHP4C111,132233477MagazineNext MagazineFP4C34,40085405East WeekFP4C30,66056548ElleFP4C22,00054407Cosmo.FP4C22,00043511,CPM Comparison,Appendix,N,N,Chinese ma
17、ss postal of PCCWProvide information in wide ranging aspects,namely:news,finance,travel,entertainment,game,woman and etcEstablished since 1997Average page views:89,900,000 per month Membership:560,000Visitor ProfileAge:29%of its member is aged 30-40Gender split(Male:Female):60%:40%MPI:55%are over HK
18、D15,000Occupation:43%are professional and Managerial Grade,H,H,Leading Hongkong mass postal services in traditional Chinese and English.Providing local Hongkong content,including detailed information on sport,music,travel,jobs,education,celebrity,etc as well as free e-mail serviceEstablished since D
19、ecember,1998Average monthly page view:90,000,000Register Users:50,000Visitor ProfileAge:27%of its member is aged 26-35Gender split(Male:Female):68%:32%Education Level:47%are high School graduated or above,CWOW.com,CWOW.com,Premier life events site for global Chinese women,focusing on weddings,pregna
20、ncy and parenting.Five channels feature over 28 interactive applications including extensive planning and budgeting tools and an integrated community platform.Launched on June 29,2000Average monthly page view:1,900,000Register Users:20,000+Visitor ProfileAge:70%of its register is aged 26 or aboveGen
21、der split(Male:Female):22%:78%,M,M,M is a shopping,leisure website tailored for Honking women,providing latest information such as up-to-date discounts,fashion trend,make-up,cosmetic tipsIncluding product and shop information on a variety of categories such as fashion,make-up,lifestyle,health and ti
22、ps.Launched on April,2000Average monthly page view:2,000,000Register Users:62,000+Visitor ProfileAge:66%of its register is aged between 20 and 29Gender split(Male:Female):12%:88%Position:43%are Prof./Middle Mgt or aboveMPI:71%has HKD15,000 or above,M,M,Lifestyle website targeting to modern working l
23、adies of Hongkong and Korean.Providing 14 main channels such as Fashion&Beauty,Health&Fitness,Sex&Romance,Career Life for them to improve themselves on inter-personal skill.Launched on mid-April of 2000Average monthly page view:2,000,000Register Users:20,000+Visitor ProfileAge:55%of its register is
24、aged between 26 and 35Gender split(Male:Female):17%:83%MPI:65%of its MPI is HKD20,000 or above,PART II:How to measure success,How to measure success?,Our ultimate goal is to change consumer perception towards Olay Total Effect and make them try the product.Although the number of impressions and CTR
25、can be measured post campaign,more specific data is required to measure our successWhat are the key success:Brand awarenessMessage recallConsumer perception,Implication,We need quantitative data to identify success.We are recommending to conduct“Online research”,Online research,Objective:To identify
26、 brand awareness level and consumer perception towards Olay Total Effect among online consumer,before&after being exposed to online ads and Microsite.Online survey among 900 respondents.,Online research,#1 Group I:300 respondents-Controlled group prior to the launch#2 Group II:300 respondents-Expose
27、d to Total Effect online ad-2 weeks after launch.#3 Group III:300 respondents-Exposed to the Total Effect online ad and Microsite-4 weeks after launch.,Logistics,-Women related site-Mass portal,-Woman related site-Mass portal,Olay Total Effectbanner ad,Questionnaire,Olay Total Effectbanner ad,Group
28、I,Group II,Group III,Sample,Sample,Answer 4 questions for a chance to win a basket of HK$5,000 worth skincare product.1.Name the skincare brand that has anti-aging products(scroll down:Clinique,Estee lauder,Lancome,Nutrogena,Oil of Olay-specific details-TBD)2.Have you seen any online ads of these br
29、and?Yes/No 3.If yes,which one?4.Your perception towards those brands in terms of effectivenesse.g.Cliniquescroll down to rankExcellent,Very good,Good,Fair,Poor),Group I-ControlledObj:To check awareness&perception prior to online ad campaign launch.,Submit,Answer only 8 questions for a chance to win
30、a basket of HK$5,000 worth skincare product.1.Name the skincare brand that has anti-aging products(scroll down:Oil of Olay,Lancome,Estee lauder,Clinique,Nutrogena-specific details-TBD)2.Have you seen any online ads of these brand?Yes/No 3.If yes,which one?,Click hereto continue,Group II-After being
31、exposed to the ad.Group III-After being exposed to the ad&MicrositeObj:To check awareness&perception after online ad campaign launch.,Review this ad.5.Are you aware of this ad?Y/N6.What is the key message?(scroll down for choices-specific details,TBD)7.Do you want to try Olay Total Effect?Y/N If no,
32、why not?8.your perception towards Olay Total Effect in terms of effectiveness?(scroll down:Excellent,Very good,Good,Fair,Poor),Click hereto continue,Confirmation page,Thank you!You will have a chance to win a$5,000 worth of Olay product Please register your name,e-mail address&info.belowName_e-mail
33、address_Skincare brand currently used_ Click here if you wish to receive useful info or promotion message from us.,Summary of this plan,Tactical single minded communicationObjective of promoting the comparative research findings to increase confidence in Olay Total EffectsHolistic communications onl
34、ine:Full combination of online vehiclesBanners,buttons,search words,advertorial,promotions Frequency and impactFrequency Cap ad serving:to maximise reach to achieve our minimum target of 75%reach(women 25-35 on the internet)Mass and vertical portals:Reach,as well as more involved and targeted commun
35、ications Research elements to measure impactMeasure brand perception and estimate reachQualified click through and sampling,Cost implication,Media Cost for online research:HKD 18,000Targeted sample size:900Impression:90,000Targeted CTR:1%,Cost implication-HK only,Creative productionHK$Advertising 85
36、,000Banners x 4 versionsInteractive button x 1 version/5 sizesMicrosite(inclusive of hosting)-Research results,product info,questionnaire,friend to friend samplingOnline research 5,000Pop-up window(Gif format)OthersFlash movie2-40,000Chat room(cost/a student,2hrs/time,3 times/week)600PR-Advertorial
37、HTML-1 page(exclusive of write-up)5,000,Cost implication if both HK&Taiwan,Hong KongHK$Creative production90,000(Exclusive of flash movie,chat room,PR advertorial)Media 375,000Online research(pop-up window)18,000Total483,000Add-in TaiwanCreative production 40,000Media(Exclusive of online research fo
38、r Taiwan)350,000Total390,000,Campaign schedule,Align on the campaign elements&costOct.5Media plan presentation&approvalOct.20,-CB presentation&approvalOct.20-L/O,site ref.presentationOct.26-Revisions,if anyOct.30-Programming Oct.31-Nov.3-Final approvalNov.6-HostingNov.7-9-Pre-test ad&Microsite-quest
39、ionnaire page launch Nov.10,Phase 1:Pre-test:Nov.10,-Creative idea Oct.27-L/O presentationNov.1-Revisions,if anyNov.3-Programming Nov.6-9-Final approvalNov.10-Campaign testing Nov.10-16-Campaign launchNov.17,Phase 2:Ad campaign:Nov.17,Next steps,Align on the detailed media planOct.20Align on the creative elementsOct.20,
