Hi everyone good look!
Hi
We'd like to know a bit more about how the wider Hair Minimising campaign has gone so far? Was a specific problem identified in that awareness wasn't converting to sales, which gave rise to this brief?
Have you communicated any of the statistics you have about the product yet (e.g. 74% of women said it left them stubble free for longer)?
Does the available budget cover all strategy and production costs, or is it just to develop the overarching idea and initial visuals, with further budget available for production?
Would we be able to see examples of the existing digital work that you have done on the brand (mentioned in the brief) - e.g. online partnerships, blog seeding... what has been done already?
Many thanks
Claire
We'd like to know a bit more about how the wider Hair Minimising campaign has gone so far? Was a specific problem identified in that awareness wasn't converting to sales, which gave rise to this brief?
Have you communicated any of the statistics you have about the product yet (e.g. 74% of women said it left them stubble free for longer)?
Does the available budget cover all strategy and production costs, or is it just to develop the overarching idea and initial visuals, with further budget available for production?
Would we be able to see examples of the existing digital work that you have done on the brand (mentioned in the brief) - e.g. online partnerships, blog seeding... what has been done already?
Many thanks
Claire
Re: More questions!
21.07.09 11:26 GMT
Dear Claire,
Sorry for the delay on the answer.
In terms of the current campaign you can find lots of example on the internet of advertorial, partnership, Dove website or blogs.
As said in the brief, the reason why this target has not bought the product yet is because they have already been burnt by other products in the past and are still dubious about the product.
In terms of using the data, we have not done it globally. It is possible that some countries might have used it locally.
In terms of budget, the budget here covers the overarching idea (and initial visuals) and allows us only to buy the idea.
Sorry for the delay on the answer.
In terms of the current campaign you can find lots of example on the internet of advertorial, partnership, Dove website or blogs.
As said in the brief, the reason why this target has not bought the product yet is because they have already been burnt by other products in the past and are still dubious about the product.
In terms of using the data, we have not done it globally. It is possible that some countries might have used it locally.
In terms of budget, the budget here covers the overarching idea (and initial visuals) and allows us only to buy the idea.
Hi Marco,
I've mailed you before, about not seeing the attachments with my solutions. We worked hard on presenting the solutions in a PDF, but now I'm afraid they didn't make it through. Please get back to me to make sure they make it to the client.
I've mailed you before, about not seeing the attachments with my solutions. We worked hard on presenting the solutions in a PDF, but now I'm afraid they didn't make it through. Please get back to me to make sure they make it to the client.
Re: attachments
15.07.09 09:34 GMT
Dear renevanderhoofd, you have another chance to publish your Creative Solution. Please, follow carefully instructions to attach a file to your Solution and don't forget to click 'Attach". Should you need help, please, write to info@BootB.com.
Hello,
We are interested to get more information on two aspects:
1) Would brand/corporate guidelines play a major role in the definition of the strategy? For example, in terms of content who not to be associated with or channels not to be taken into consideration;
2) To which extent would the allocated media budget for the campaign impact on the strategy rather than vice versa (i.e., whether the scope of the campaign would be limited by the budget made available);
3) As it is mentioned that the campaign may go global, could you provide a list of potential markets?
Please feel free to consider only questions that you think are relevant, many thanks in advance.
BR,
Marco Corsaro
We are interested to get more information on two aspects:
1) Would brand/corporate guidelines play a major role in the definition of the strategy? For example, in terms of content who not to be associated with or channels not to be taken into consideration;
2) To which extent would the allocated media budget for the campaign impact on the strategy rather than vice versa (i.e., whether the scope of the campaign would be limited by the budget made available);
3) As it is mentioned that the campaign may go global, could you provide a list of potential markets?
Please feel free to consider only questions that you think are relevant, many thanks in advance.
BR,
Marco Corsaro
Re: Further questions
02.07.09 13:13 GMT
Dear Marco,
Please find below the answers to your questions:
1) Yes, the brand plays an important role in the way you communicate to consumers. You would need to make sure that you keep a Dove like tone of voice. This affects the content, to whom we can be associated and in some ways channels ( you would not put a Dove banner on a FHM website).
2) Our budgets are not unlimited. Countries will have a certain amount of budget to spend in this campaign which is a year 2 communication.
3) The campaign should have a global intent, key countries are: UK, US and Argentina. The potential markets would be whole of EU, whole of LA and NA.
Please find below the answers to your questions:
1) Yes, the brand plays an important role in the way you communicate to consumers. You would need to make sure that you keep a Dove like tone of voice. This affects the content, to whom we can be associated and in some ways channels ( you would not put a Dove banner on a FHM website).
2) Our budgets are not unlimited. Countries will have a certain amount of budget to spend in this campaign which is a year 2 communication.
3) The campaign should have a global intent, key countries are: UK, US and Argentina. The potential markets would be whole of EU, whole of LA and NA.
Would you like to see visual solutions or written copy strategy and media planning?
Re: info about the brief
30.06.09 17:35 GMT
We would like to see a short written description of the idea and visuals always help a better understanding of the idea/mechanism/strat egy
