Kat Von D comes to Debenhams – PR

Campaign Proposal

ClientKat Von D is a American tattoo artist, TV personality and model. She is mainly known for appearing on TV Shows such as Miami Ink and LA Ink.In 2008, she brought out a make-up line with Sephora, which is a massive make up store situated in America and Canada. The line was hugely successful which has allowed her to expand her range over the years.Due to the huge success she has now been able to expand her brand by bringing it over to the UK. Millions of her fans were extremely excited when finding out she was bringing her line to the UK. His meant it was a lot cheaper for her fans to now by her products as previously they were spending a huge amount of money on just shipping for the products.

During an interview with Glamour Magazine, Kat Von D said:

“I wanted to bring the range to the UK since I first launched... It took us so long to really find the right partner but now we're with

Debenhams it's been so exciting because I feel like I have definitely found my match for the UK so now we can launch here”

Through this we can see exactly how much it means to her and how excited she is to bring her line over to the UK. This amount of enthusiasm also helps us to get a feel of her characteristics and passion that she shares with the line.

Her make-up range is certainly exciting and adventurous. Within her line she thrives upon things such as:• “Quality over Quantity”• “Less is more”• Vegan products - #VeganAlert• Project Chimps • Animal testing We will ensure that these elements are expressed clearly throughout our campaign.

Her rangeKat Von D has a wide variety of products in her range including: • Lipsticks• Primers• Foundation• Mascara• Eye shadows• Eye liners• Tools and more…

Before coming up with a campaign idea, we believed that it was important for us to be able to understand who Kat Von D is and what her make up range is all about. This allowed us to be able to explore different ideas and expand on them in more detail. It also allowed us to see what gaps there were in the market. One way to which we did this was through SWOT analysis.

SWOT analysis of the company

Strengths• She has a huge fan base. 1.9 million

followers on Twitter and 2.4 on her make up range Instagram and 5.1 million followers on her personal Instagram.• The make-up is full coverage which

can be extremely hard to find.• The make-up is animal cruelty free

making it a perfect product for vegans and vegetarians.

Weaknesses• Although she has a huge fan base, a

number of people are still unsure of who she is, what she does and how she became famous. Especially people within the UK.• Not many people know her make-up is

animal cruelty free• It is expensive. • It is currently only available in London

stores.

SWOT analysis of the company

Opportunities• For Kat Von D to become more well

known in the UK and extend her brand.• To expand its audience.• Opportunity for vegans to try out

new products.• New and exciting opportunities for

the public with campaigns that will be going on.

Threats• There are a number of huge make-

up ranges such as MAC Cosmetics, NARS and Charlotte Tilbury which are more popular and well-known. This means that more people will more then likely go to these brands rather then Kat Von D’s.

This is something we want to stop!!

IdeasThere is a variety of different ways that we can go about building a successful yet creative PR campaign. We want to ensure you that we are giving you all we can with our ideas and proposals. For us to successfully do so, we sat down and came up with a variety of ideas yet narrowed them down one by one. This was due to things not making sense, things affording to much and ideas not fully coming together. We carefully sat down and came up with two main ideas. The following slide is a brief example of our brainstorm of the final two ideas.

Campaign Ideas – a few ideas!

Campaign Ideas

Focus on the fact the makeup is full coverage.

Expand on the PR campaign that has already been done.

Ordinary people with tattoos or skin conditions cover themselves in make up. They then go to their families and friends to see whether they are recognisable and what they think about it.

Focus on Vegans

Express the fact that the make up is animal cruelty free by doing things such as posters, pop up shops, hashtags and discounts

Use YouTubers/Bloggers to help promote the brand.

Examples

For us to expand on the ideas for our campaign we thought it would be best to look at some beauty and lifestyle campaigns that have already been done. This allowed us to get a better and clearer understanding about what it is we needed to do, what type of messages we needed to get across to our audience and how to successfully do so. It also allowed us to expand on the ideas which we have previously proposed.

Examples – Vegan Sell Out List

The ‘Vegan Sell Out List’ was a website which was set up by vegan activists to shame ex-vegans. They gave details out of people names, what they do and what state they live in. The website proved to be extremely popular. However it caused a lot of anger and controversy between members of the website and the public. Although this was not a direct PR stunt or campaign, it shows the extent and commitment vegans have towards their beliefs. We need to ensure that we understand them in order for us to deliver their needs correctly and informatively.

Examples - DOVEIn the early 2000’s Dove set up a PR campaign based around women. They investigated how many women thought that they were beautiful and the results that they received were not what they expected because a number of women didn’t believe they were. This allowed them to understand women a little more and decided to see what they could do to make them feel beautiful. From this research Dove created a number of different products like shower cream and liquidated soap. Their main campaign point however was to photograph a number of different women from all ages, ethnicities, shapes and sizes. They did this to show people that everyone is beautiful no matter what they look like or their colour of their skin. This campaign was hugely successful and is one of the most well-known beauty campaigns.

We can use this campaign to give us ideas and suggestions. It allows us to ask ourselves questions like how can we get our campaign as successful as this? What can we do that is similar however different?

Extended ResearchIn order for us to get the best out of our campaign it is important for us to conduct further research. Especially around the audience and the brand. This will allow us to see where the brand is at the moment and how we can improve it.We will do things such as:• Questionnaires which will be able to be done both online and offline. The questions

we would ask would be things such as have you heard of the brand before? Have you used the makeup previously? And do you know who Kat Von D is?

• Conduct online research. What are other people saying about it? Bloggers? Youtubers?

• See what the media has already said about both Kat Von D and the range. • Perception audits. This will allow us to find out more about the target audience,

ensuring that people are informed and it will allow information to be gathered.

Online Reviews – Social MediaSocial media plays a huge part in not only peoples day to day life but it helps things such as people get noticed, artists to share their music and brands get noticed. As part of the extended research I look on Twitter to see what people were saying about the make up line and their views.

The views were extremely mixed some people loved it, some said they preferred other products and some didn’t even realise the brand had come over to the UK and Ireland. We can use this research to help expand our knowledge on the brand and we can ask ourselves questions such as why don’t they know it over in the UK? What can we do to ensure more people know about? What can we do for people who would prefer not spend so much money? The questions could go on and on.

Online research support

Target Audience as a wholeThere are a number of different target audiences to which the company can focus on. These include:• Teenagers• Young women aged 16 to 24• Vegans• Her fans• Make-up Gurus including bloggers, professionals and students.

As previously pointed out one of the main ideas for target audience were vegans but also young women.

Target Audience –Who are we looking at?We will be looking to focus on vegans as our main target audience. This is because we believe there is a huge gap in the market for a brand new animal cruelty free make up range. Many people are unsure whether or not the make up they are using is suitable to vegans and we want to ensure people are aware of this.We are also doing this because the idea of being a vegan has become extremely popular over the past couple of years. More people are changing their diets and becoming aware of the lifestyle changes. However, although focusing on vegans is a good idea as it is allowing us to open the range to a brand new audience, there are only a small percentage of female vegans in the UK. It is a very niche market to only focus on them. In order for us to achieve our objectives and aims that we are going to propose to you, we need to focus on another target audience as well as vegans. So we decided to focus upon females around the ages of 16 to 24 and who are students. This is because we believe that this age group and gender will have more of an impact and interest in make-up. People who are not vegan also like to ensure that the make-up they use is animal cruelty free. This is because over a number of years it has come out that certain beauty products test their products on animals.

Key MessagesThe main messages to which we want to get across to our audience include: • The make-up is animal cruelty free.• It is full coverage and great quality.• It is successful.We will do these by ensuring:• That the messages are clear. • There is a symbol which shows that the range is animal cruelty free.• That we are telling the truth.• It is different as it is something that has not been done before.• That the campaign is fun for everyone and is exciting. We do not want it to be dull and

dark.

Stakeholders

Key

Stak

ehol

ders

Customers and clients

People with dietary requirements

Vegans

16 to 24 year olds.Women

Investors

Suppliers

Consumers

Staff

This is an example of a stakeholder map. This has been designed to show you who will be effected by the range and who will be interested upon it. We believe it is important for you to understand this to help you get a better understanding of your brand and our proposal.

BriefAs we want to aim the campaign at vegans, we want to ensure that everything that is done is in their best interest and do what we believe will excite and inform them about the make-up range. So what is it that we want to do?We want to create a variety of different things including:• Having a car driving around the UK advertising the brand. It will be going to different Debenham stores. People can

follow the car online to see where it is going and when it will be at the stores. When the car is at the store there will be a one of chance for people to get the make up from there rather then online. Also people will be able to get discounts online if people can prove that they have the app and they have tracked the car. Hashtags will also be set to help support this, #KatVonDCar. We will also have professional make-up artists there so people can have there make up done for free. This will allow people to try out the make-up for themselves and allow them to build their own opinion in it.

• We will create posters and billboards with animals and people together, showing the love and the commitment between animals and humanity.

• We will expand on Kat Vond D’s #VeganAlert. This will be included on posters and billboards.• There will be pop up shops around the UK. These can be at events such as Clothes Show Live, university events and

stores.• Discounts at Vegan events. We will go to the vegan events all around the country to showcase the make up. This

will allow vegans to know more information about the make up range and what it is.

Objective

In order for us to understand our objectives in more detail we decided to do some SMART analysis. This allowed us to see whether or not our campaign is achievable, measurable, realistic and that we have enough

time to achieve all of our objectives.

Objective – SMART Analysis

Specific:Our main objective include:• Boosting sales by 15 to 20 percent.• Bringing in a new audience. In our example,

vegans.• Allow people to know where they can buy it from.

Online and in store at Debenhams.• To make people more aware of the make up range

and the fact that it is animal cruelty free. We will have a logo put on the packaging of the products so it stands out and allows you to be 100% sure it animal cruelty free.

• To build up Kat Von D’s profile within the UK.

Measurable:We can measure these objectives by:• Following the app. We can see how many people

are using it/downloading it.• See how many people are using the hashtags on

social media sites. Twitter, Facebook etc. • Find out how many people are accessing the

website.• Find out how many people are collecting and

using discounts provided.• How many people are coming to the stores when

the car is there and having their make-up done.

Objective –SMART Analysis

Achievable: Is our campaign achievable?• Yes. We believe that by the number of things we are

doing you wont be able to miss out on anything. We believe we will achieve our aim successfully.

• However, we may struggle to make such a big number in sales. That is why we have only said around 15 to 20 percent.

• Also there is only a small percentage of female vegans in the country so it may prove slightly difficult to aim the campaign entirely on them. Due to this we will also need to ensure that we are doing enough for the rest of the general public and ensuring them that the make-up has great coverage and quality. This is where the car can come into play.

Realistic:Is it realistic?• Yes it is. This is because the platforms we are

using are very popular and people rely on them a lot. The platforms include apps, social media accounts and websites. They are extremely popular and we believe they are the right things to use. However we will need to ensure that we do some offline media like press releases.

• However it may be hard to measure the platforms successfully. For example there may be a number of followings on the social media sites however how many of those are real and how many of them are actually following the car?

Objectives – SMART Analysis

ThreatsEvery company and campaign will have its threats. These threats can include:• Making it big? How do we do it without

offending anyone or any other company. For example, some people say that MAC is tested by animals. Will they think we are slating them?

• Other apps and discounts going on. Will they over power ours and make less people interested in it?

• Social media is a huge platform.

OverallOverall our objectives are ensuring that there is an increase in sales, that people are more aware of the brand and what it stands for as well as allowing more people information about the make up and where to find it.

StrategyHow are we going to achieve the objectives?• Discounts: these will allow us to see whether or not the discounts are increasing the sales. We will be

giving them out during events.• Free make-up tutorials: they will allow us to see how many people will be coming in and out of the

stores, finding out their opinions as well as seeing if sales are increasing.• Questionnaires and research: we can se this to see whether or not people have seen an increase in

the range. Have people noticed it more?• Has there been people with vegan lifestyles talking about the range? We can see how many people

have been using the hashtag and see whether people have been talking about it online. This goes for other audiences too.

• We will keep assessing our objectives and campaign to ensure that the audience/customers are getting the best out of what we are doing and offering them.

• We will remain active within the campaign. Always on the go.• We will constantly remind ourselves of the objectives and ensure that we keep on top of everything.

Tactics We will achieve these strategies by ensuring that the messages we are producing are clear and noticeable. We are going to do this by creating a logo with ensures that the make up is animal cruelty free. This logo will be shown on the products packaging and its advertisement.We will also set up things such as an app where you can follow the car and get new updates. We then will create things such as a website, social media pages like Instagram and Twitter to help support the campaign and the app.In order for the campaign to be successful we want to get everyone involved with it including:• The public• The audience• Management teams• Debenhams• Kat Von D herself• Charities

Schedule• We want the campaign to run between June and December 2017. This is because the main

vegan events that are run throughout the country happen between June and October. We want to ensure that we are able to attend as many of these events as possible.

• We will continue the campaign throughout November and December as we believe that with Christmas coming up and the campaign running for the previous 5 months, more people will have knowledge or an idea about the brand. We are also hoping that people will use their discounts through this time.

• The Debenhams car will run between October to December. Black Friday also takes place in November so that will also be a good opportunity for the brand to expand and get a few more sales.

• The pop up shops will run through June to October alongside the vegan events.• We will produce the posters and billboards straight away and they will be used throughout

the whole campaign.

Schedule

Here is a brief design of the schedule. You can see that we have briefly categorised everything and put them into what month we will be doing each thing.

ScheduleThe previous slide showed you a brief example of the schedule. This was a quick outline to show you when we will be doing parts of the campaign. However we believed it was best to give you a more detailed version. This was so you could see when exactly we are doing parts of the campaign, when we are booking things out and designing things. We want to ensure that you are as part of this campaign as ourselves and the audience are.

Day to day schedule

1st: Book Photographer. Needed in order to create posters and billboards. 1st & 2nd: Vegan event in London 5th: Vegan event in Bradford 2nd: Vegan event in Yorkshire1st: Find a car and a company which will allow us to put our own design on it. 3rd: Website designed 12th: Vegan event in Liverpool 16th: Vegan event in London2nd: Find an app designer and give a brief of what we are looking for. Get strated on it. 7th & 9th: Vegan event in Nottingham 17th: Launch of app 25th to 29th: University discounts. Freshers week.2nd: Scount for models and find animals for photoshoot. 15th: Vegan event in Swansea 26th: Vegan event in Bolton 29th: Release press releases. Give media more information.6th: Set up social media accounts. Twitter, Facebook, Instagram and Facebook 22nd: Vegan event in Cardiff10th: Vegan Events in Newcastle 24th: Launch of website12th: Photoshoot fro posters and billboards. 27th: Vegan event in Cardiff17th: Vegan event in Leeds19th: Edit photographs for billboard and posters24th: Vegan event in Bradford27th: Billboards and poster distributed.

2nd to 10th: Car travels around the country to different Debenham stores. This will be a surprise. 6th to 15th: Car Trevel around the UK once more. 4th to 9th: Car trevels for the final time.5th: Release Press Releases once more. 24th: Black Friday.9th to 15th: University discount days.

SCHEDULE SEPTEMBER

OCTOBER NOVEMBER DECEMBER

JULY AUGUSTJUNE

Financing

So how much will this all cost?

We have broken up the financing into sections. We have done this to show you what we will be spending money on, how much it will cost

and how many days or people we will need.

Financing What? How Much? NotesPhotographer £450 £75 per hour. Needed for the shoot

with models and animals which will be used for the billboards and posters.

Photography Studio £85 Needed for one day only.Models £5,400 We will need 6 models and each is

paid £150 an hour.

Animals £200 They will be participating in the photographs.

Billboards £6,000 £1,000 per week. This will go on for 6 weeks minimum. Pricing may vary.

Fuel £300 Rough estimate.Pop up shops £1,000 10 pop up shops. £100 per day.Discount cards £639 Discount cards produced and to be

given out at events.

FinancingWhat? How Much? NotesApp £45,000 App created so that people can

have updates on the make-up range and track the car.

Web Designer £1,500

Our Fee £18,900 £350 a day

Makeup Artists £6,000 3 make-up artists need for 20 days.

Total: £85,474

FinancingThe financing may prove expensive however due to us wanting to do a number of different things in order to make people more aware of the makeup range and show how good the product is we need to ensure that we are getting the best quality assistance and support. We have

searched for things and people we believe that can bring new ideas and insights into the campaign.

Media ReleasesIt is important that we distribute the campaign in order to allow people to initially find out about what’s going on and when the events will be taking place.It is important that we do this for both online and offline media content. This is so we can branch out to different audiences, different media organisations and overall get coverage!

Media Releases

Online• Social Media: Twitter, Facebook, Instagram,

Snapchat.• Websites, created by us and the public.• Email bloggers to discuss the range so they can

write about it.• Podcasts discussing the range and events.• YouTube tutorials, these link to the makeup

tutorials that will be done in store.• Emails. We will distribute press releases via

email as well as posting them online. This will allow us to get in contact with media organisations directly.

Offline• Print media coverage. Things such as

newspapers and magazines. Once again we will distribute press releases and contact them directly. We hope to get content written about us.

• Billboards and posters. As part of our campaign we will be doing this.

• Instore events. Once again we will be doing this throughout our campaign as we will be holding events at the Debenham stores.

• Outside events (Vegan events and pop up shops).

Distribution – we will distribute to people such as…• Cosmopolitan UK• Zoella• Tanya Burr• The Beauty Store• Debenhams• GVC UK• British Vouge• NOW

• Pop Beauty UK• PixiWoo• Beauty Crush• And many many more…

OverviewIt may seem that there is a lot going on within the campaign. However we wanted to ensure that you are getting the best possible income, profit and most importantly that you are getting noticed.We have said that there will be a number of discounts happening which you may believe wont help you make any profit. However, not everyone uses them but at the same time everyone loves them. We wanted to make these discounts as a way of customers having a sort of trial yet still paying for the products. If people fall in love with the brand, which I am pretty sure they will, they will come back to purchase more.As for the car we are hoping that this will provide marketing throughout the country as people will be talking about it and seeing it on their travels. As well as this, Kat Von D make up is currently only available in London stores. When the car comes to different Debenhams stores across the country, there will be a one off moment where at that store you can get the make-up. There will also be make up trials for people to try it out and see what they think about it.The Vegan events will allow us to connect better with our main target audience and allow them to be interactive with us. As well as the logo and posters mainly aiming at them. We hope that they notice the brand and find a connection with it.We are going to ensure that we are successful, interactive and positive throughout this campaign and look forward to working with the company!

References • http://www.glamourmagazine.co.uk/beauty/beauty-features/2016/0

9/kat-von-d-beauty-uk-launch-date-interview-products• http://nypost.com/2013/07/01/vegan-extremists-launch-web-site-to-

name-and-shame-ex-vegans/• http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-camp

aign-turns-10_n_4575940.html• http://vegfest.co.uk/2017-uk-vegan-fairs• http://www.business2community.com/leadership/what-are-some-pra

ctical-steps-to-help-you-achieve-your-objectives-0281311#fLxX8qjf0kAmkHkp.97

• https://perak.uitm.edu.my/v2/index.php/objective-customers-charter-tresurer

• http://www.clipartkid.com/key-to-success-cliparts/