Interpreting the client brief (P2)

CeraVe Campaign:

It's campaign slogan is #ClearItUpLikeADerm. They said it will "educate consumers on preventing and treating one of the most common skin conditions around the globe – acne."

No.7 Skincare Campaign:

Their mission is as "the ally of unstoppable women everywhere, we're committed to helping you be the best version of 'you' you can be, every single day. If you're celebrating success we'll help you shine, and if you're struggling we'll help you through. It takes momentum and confidence and sometimes sheer wilfulness to live life on your own terms - and we should know, we've been ripping up the rulebook since 1935 - so you need allies you can rely on. We're here for your whole beautiful, messy story, and we can't wait to hear it."

Bulldog Skincare:

They say "No matter your skin type or grooming needs, Bulldog is here to help you look and feel your best." Bulldog use "Amazing Natural Origin Ingredients" to appeal to men who want to look good and become more environmentally friendly. Sustainability is one of their main selling points to appeal to men who want clear skin and to choose the right products for the planet.

Cetaphil Skincare:

Their slogan is "We do skin. You do you." They want to "make effective products accessible to everyone." Their mission is to improve sensitive skin innovation and are No.1 recommended in the UK for skin care.

Codes and Conventions of skincare brands:

• They all use their ingredients in their missions to try and prove that they're very scientific or environmentally sustainable.
• They're all about improving people's skin whether they're old, young, men or women.
• They are all diverse in gender, race and religion
• They are all dermatologist recommended

Explicit Requirements:

Make a campaign with 4 adverts; 2 online, 2 traditional. Evidence to back-up choices, clear brand identity and message. Ensuring there is a key message, call to action and campaign schedule with key milestones.

Implicit Requirements:

Work out the target audience and representation. Talk about the ingredients of the soap in the adverts.

Constraints:

Lack of time to complete. If a TV advert is done then limited to 20-30 seconds. Budget limitations for all choices as there has been no clear budget stated so I do not want to spend more than I should.

Open Requirements:

I have a wide range of ways on how I can present the soap and its effect on the environment.

USPs:

It is environmentally friendly and has natural ingredients.

SWOT Analysis:

Strengths - Environmentally friendly, not harmful for the person, sustainable, clear image of the company product, affordable price. Suitable for vegans too. Suitable for sensitive skin. Health benefits due to ingredients. Differentiation from other non-environmental brands.

Weaknesses - May not be able to get all the information onto some of the adverts. Budget and time are limited. High production costs. May be hard to distribute as the company is small.

Opportunities - This will cause more sales due to its minimal impact on the environment and people. Other brands may want to collaborate with KO due to how sustainable the soap is. Another opportunity is that KO could expand into other self care products which would improve reputation.

Threats - Soap and body care market is very competitive and may be hard to get the product out there. Due to economy inflating, people may buy cheaper not as environmentally friendly soap.

Blue Sky Thinking:

 Secondary Research:

The Little Goat Soap Company

It is relevant to my USP as it uses goat's milk which is both environmentally friendly - as they make the soap on a farm using natural ingredients. It is also very ethical as they only milk their goats once a day so they have time with their children unlike factories that use goats.

They mainly post on social media and they show their natural ingredients and natural environment. Using flowers and wood along with their soap to show that it is nice smelling and fresh. 

Mind Map:

Mood Board:

Summary:

I am going to create: a billboard advert, Spotify ad, magazine ad and a social media profile. I am focusing on the USP: It is environmentally friendly and has natural ingredients. My key message is "so good it feels like you're showering outside". My target audience is primarily adult men and women. My mood board shows a range of natural colours along with vibrant colours that suggest it smells good whilst using natural ingredients.