GHOSTBUSTERS AGENCY
Campaign Framework
01
Key Visual
Rationale
To align with Kiehl’s aesthetics, the visual must consist of three elements: technological icons, serif fonts, models with fair complexion, and purple as the main hue. The visual is also informative and minimalistic, as the TA prefers this art style (Decode M 2022). The visual also conveys the idea that utilizing Kiehl's products is safe for your skin and that your skin age can differ from your actual age.
Execution
The tagline and the design would appear consistently throughout the campaign.
02
Video Ad 1: 30 Women Guess How Old Their Skin Is
Rationale
To raise the issue of skin age in the most authentic way possible, we would incorporate authentic interviews so the target audience can relate the problem back to themselves easier. Then, Kiehl’s micro-dose retinol will be introduced as a solution to allow the audience to make an association between the two variables.
Channel
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Tiktok, Instagram Reels, and Facebook Reels
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Interactive Facebook and Instagram stories
Execution
The video ad would be released at the beginning of phase 1 to announce the big idea of the campaign. It would be posted on Reels and Tiktok to utilize these channels’ unique algorithms, thus ensuring better impressions and engagement.
03
Video Ad 2: 30 Women Guess How Old Their Skin Is After Kiehl's Micro-Dose Retinol
Rationale
This is to demonstrate authentically how the retinol can not only rewind skin age but also leaves minimized side effects. The target audience can also see for themselves how the product’s USP works across all skin types.
Channel
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Tiktok, Instagram Reels, and Facebook Reels
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Interactive Facebook and Instagram stories
Execution
The video ad would act as the second part of video ad 1 and initiate the second phase of the campaign.
04
Interactive Stories
Rationale
Most of the tactics would be repurposed or expanded to not only save money but also to ensure a consistent presence on the target’s news feed, thus reminding them of the product.
Channel: Facebook story and Instagram story
Execution
More details can be viewed in the social content calendar above.
05
Landing Page
Rationale
The landing page would act as our digital hubspot. Since it is the final destination for all communication tactics, it would include the Micro-Dose product page, the How Old Is Your Skin Test, the reviews extracted from Lazada, and channels to purchase.
Channel: Kiehl’s webpage
Execution
In all of our ads and tactics, they must lead the target to the landing page. This is to ensure consistency. Since the campaign only lasts for two months, it would confuse the target if we lead them to too many different sites within such a short period of time.
06
Always-On Social Posts
Rationale
Most of the tactics would be repurposed or expanded to not only save money but also to ensure a consistent presence on the target’s news feed, thus reminding them of the product.
Channel: Tiktok, Facebook, and Instagram
Execution
More details can be viewed in the social content calendar above.
07
"How Old Is Your Skin" AI-Powered Test
Rationale
The filter plays a key role in engaging with the TA in a helpful and educational way while aligning with Kiehl’s direction of AI technology. Once the TA has learned about the importance of skin age in phase 1, they would feel compelled to study their own face.
Channel: Landing page
Execution
The test would be placed on the landing page. The target audience could earn Micro Dose samples after finishing the test. They would also need to input their email address to view the results and recommendations. This is to build a database to conduct email marketing in phase 3, thus ensuring that the TA can reach the final stage of their consumer journey.
08
Micro-Influencers
Rationale
Since retinol is such a high-involvement product, more so than other basic skincare products, the target seeks to learn objective information from trustworthy sources. Not just 15 seconds of scripted praising. Also, the TA trusts Micro influencers better (Nguyen 2021). They are those with under 100 000 followers (Ismali 2018).
Channel: Facebook and Instagram Reels, Tiktok
Execution
We would opt for skincare-oriented KOLs and KOCs, who are known for their reliable recommendations and truthful reviews. For example, phuonghuynh9292, tranngocdiep.94, phannganbeauty, and thaomeoz beauty. They would try out the test to trigger the need for retinol and encourage people to try for samples. They would also review the product with emphasis on the USP, which would be the consistent hook throughout all reviews. Visually, they are expected to feature themselves applying the retinol, provide photos of daily usage, and emphasize the link in bio leading to the landing page (T.Van 2019).
09
Informative Short Videos Series
Rationale
This aligns with the curiosity of Active Learning Users and improves brand’s visibility on social media search engines. The series is able to answer immediately the concerns the TA has once they have learned about the product in phase 1.
Channel: Tiktok, Instagram Reels, and Facebook Reels
Execution
Four weekly 1 minute videos would be posted to Tiktok and Reels answering common questions about retinol side effects. They would incorporate #LearnOnTiktok to gain momentum. Key content angles include: "Debunking retinol side effects horror stories. Does retinol always leave side effects?"; "Justify why Kiehl's Micro-Dose retinol leaves minimized side effects"; “How to use Kiehl's Micro-Dose retinol safely to minimize side effects"; "Should beginners' sensitive skin use retinol? Would that cause uncontrollable redness, peeling, and itching?"
10
Social Seeding
Rationale
Since social seeding does not incur promotion costs, this could act as a supporting tactic to amplify the campaign’s reach. Moreover, the TA trusts opinions from community groups (Nguyen 2021).
Channel: Facebook skincare/beauty community groups
Execution
We would mainly target beauty and skincare community groups on Facebook. The seeding strategy is as follows:
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Reactive: Empathize with the “horror stories” of side effects after using retinol. → Wonder if each retinol product is able to leave minimized side effects → Recommend Kiehl’s Micro-Dose ⇒ Trigger more recommendations for Micro-Dose.
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Proactive: Found out about the issue of skin age online and is stressed → Tried out a random skin age test online → Worried that skin age is older than she thought → Asks for solutions → Recommend Kiehl’s Micro-Dose ⇒ Trigger more recommendations for Micro-Dose.
11
Vouchers
Rationale
For the final phase, we would use vouchers to motivate advocacy for Kiehl’s Micro-Dose. This would also build a foundation of testimonials for future campaigns.
Execution
The voucher announcement would be posted on all of Kiehl’s social media profiles and distributed via email marketing. The viewers would only need to send a message of proof to receive a discount code. The reviews can be left on Lazmall, Kiehl’s online store, or their personal profile.
12
E-Mail Marketing
Rationale
We would conduct email marketing using the database derived from the AI test to ensure that all the test-takers can be reminded and reach the final stage of their consumer journey.
Execution
The email would contain two main angles:
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For those who have not purchased: Remind them with a CTA
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For those who have purchased: Encourage them to leave a review for a voucher.
Reference
Decode M (n.d.) Millennials love Minimalism. But Gen Z takes It to the MAX, Decode M website, accessed 27 August 2022. https://www.decode-m.com/insights/genz-to-the-max
Ismail K (2018) Social Media Influencers: Mega, Macro, Micro or Nano, CMSWIRE website, accessed 27 August 2022. https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/
Nguyen TH (2021) Điem cham đe doanh nghiep tiep can Millennials Family trong dịp tet, BrandsVietNam website, accessed 27 August 2022. https://www.brandsvietnam.com/congdong/topic/28977-Diem-cham-de-doanh-nghiep-tiep-can-Millennials-Family-trong-dip-tet
T.Van (18 December 2019) 'Among Vietnam’s youth, online influencers are the equals of any other media: research', Vietnamnet, accessed 27 August 2022. https://vietnamnet.vn/en/among-vietnams-youth-online-influencers-are-the-equals-of-any-other-media-research-601345.html