Shupette The Kitty~Meow
Shu Uemura featuring Karl Lagerfeld's sweetheart Choupette
1. Understanding the target audience : 21-35
-Population pyramid used to understand the population 21-35 year old people stand-
Clearly, the 21-35 year olds are the highest population age group in Malaysia, with an estimated number of 8,701,096
With approximately 4,352,582 are women and about 4,348,514 men.
According to :
http://www.worldometers.info/world-population/malaysia-population/
The median age in Malaysia is 28.1 years.
There are more Malays & indigenous people in comparison of the other races like Chinese and Indian. The “bumiputera” stands 68.6% of the 28.4 million people of Malaysian citizens
The target audiences could also be non-malaysians, however because of them being a minority of the Malaysian population, Malaysian citizens could be the more favourable target audience.
“a highly uneven distribution with over 80% of the population residing on the Malay Peninsula” - CIA factbook
As for understanding the population distribution, we can know the better location to hold these campaigns at, thus attracting our target audience more.
https://www.dosm.gov.my/v1/index.php?r=column/ctheme&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09&bul_id=OWlxdEVoYlJCS0hUZzJyRUcvZEYxZz09
By understanding the education levels of people, we can further investigate ways to make the campaign more successful as to how to make everyone understand what our message is.
These are informations about the media usage of all the Malaysians.
From the data above, it is clear that there are a lot of internet users as well as mobile phone users, with that, we can promote our campaign further by using these platforms.
With the article above, we can use the data to see how much a person is willing to pay or the ways of how far they will go to get goods.
I can assume that this is not as widely known as it should be, considering a lot of people I know are not aware of this new launch.
As well as Shu Uemura’s own official Malaysian website not having any products that is related to choupette
However, with the star and elle magazine writing a feature for it, it may gain more recognition.
2. Planning
Strategic plans (Long term achievements; eg. Less road accidents due drunk driving & texting)
Women in Malaysia, in the age range of 21-35 will hopefully stick with this beauty line as their daily makeup look.
The products will be known throughout whole of Malaysia.
The product and beauty line will be used by well-known people in Malaysia.
Product gained the acknowledgement of Malaysians and beauty gurus in Malaysia.
Make the people who are using it to feel more confident. Make them feel as if they are as beautiful as the person from the commercial.
People will see it as a classy and sophisticated makeup product
Tactical plans (Short term achievements; eg. 5000 youths signature pledge to NOT drink and drive and text and drive)
Advertise it as a lifestyle instead of a product. Showing how the product changed someone's life and set the impression of “This is the key of beauty.”
Going around shopping malls having promotional events, creating awareness of this product.
Promoting product on social media.
Creating campaign on this product.
Find people who doesn’t do any make up and do make up for them for a week. Find out how do they find putting on make up for a week.
Use the positive feedbacks and make it into a short and fun documentary to use it as an advertisement.
Use cats as a strategy to promote the product, attracting cat lovers to buy the product.
MBO (Manage & measure tactics to achieve results; eg. Youtube views and thumbs- up; FB responses-measure likes; signature drive)
Daily post on social media. It will keep the social media account more active. People will be more aware of the existence of the product and may create an interest to the product.
Get ambassador like YouTube famous people to promote the product.
3. Communication
What are your key messages? Come up with 3 key messages.
The first key message will be Fantasy does come true. The launch of this product focuses on Choupette the cat itself - Shupette as the brand’s new launch title. To the people who fantasize over atypical and sophisticated new look,this product absolutely suits them. Bringing fantasy into reality, letting them realize that it is possible to have a certain look/style, in this case, to be able to achieve it.
The second key message enhances on the Beauty of feline qualities. Cats generally have a lot in common with humans regarding personalities. In a way, it showcases the beauty of cats and indicate that humans can look as chic.
The third key message shows that how cat resemblance make-up line is not going out of style. One of the example would be the famous cat-winged eyeliner. This eyeliner style had been going on for ages and it is still fashionable.
The 5 social media platforms will be :
Instagram, Twitter, Snapchat, Youtube and Facebook
Instagram : post insta stories and make interactive posts with the help of the new multiple photo feature. Also, maintain the account’s feed following a specific theme and style.
Twitter : post creative and relatable tweets for the 21-35 year old users to allow them to retweet and like it.
Snapchat : create stories, and the new advertisement feature where an ad will pop out after you finish viewing someone’s story.
Youtube : create short advertisements that will promote the campaign with a short sweet message that is catchy at the same time as well.
Facebook : create competitions or giveaways that can allow more people to interact with the post that will gain more views, comments, likes and shares.
The grand plan?
Besides media, another way to reach out to the public is through physical appearance. A way to leave a longer impact on people will always be having to come in contact face to face with one another.
Shu Uemura can launch a voluntary project to the public where it requires owners volunteering themselves and their cats for a roadshow targeting at different areas. Volunteers will have a makeover with their cat by Shu Uemura following the new cat makeup line, doll up the cats with makeup and dress them up in outfits with the brand’s title printed on it.
Also, using the same concept, run a runway project focusing on the makeup line. With models and cats literally doing ‘catwalk’ together. Spread it out to a week, so it reaches out to more people.
Will it work ?
-Having the owners and cats walking around the area will catch a lot of attention as it is something unusual, because how often do people see cats in makeup?
-The public likes to experience new things.
4. Evaluation
We will let the cosmetic channel social media celebrity help us to advertise our products in our campaign. That is because they have the special skills in the cosmetic domain. People are and will be looking for their teaching material. We will allow them to test our products in the venue-held campaigns, as most people enjoy to test something new before they make the decision to buy it and open the live sessions or live feed. That is because most people learn different ways of applying makeup through following makeup steps of celebrities or bloggers. When bloggers and celebrities use our products, consumers and audience will tend to get influenced and want to get the products as well.
Not only that, we will also be giving out them some discount vouchers and discounted items for if they were to buy the products on the spot.
We will distribute the product in every Sephora stores of Malaysia, mainly in Kuala Lumpur as it is the most densely populated state of Malaysia.
For the benchmarks, our target customers will bee females who are between the age of 21 and 35 years old. So, we hope our sales of products will be able to increase. Since our campaign will be using social medias to spread the great news about our campaign, so our goal of amount to reach the people on social medias are 75 - 80% of the social media users.
Goals:
Facebook shares, comments, likes :
20,000 until 35,000 People 44% is female
Twitter retweets, likes :
10,000 People
Youtube viewers :
200,000 People
Instagram Hashtag, likes, views :
50% of the females aged 21 until 35 years old in Malaysia
Snapchat viewers:
50% from 37% people using snapchat in Malaysia
The result I have to prove effectiveness of our campaign is the total sales for our cosmetic products in this months will increase in 25%.
Conclusion:
PR campaigns can bring big positive impacts to everyone from producers to consumers. For instance it promotes a big understanding between a business and its stakeholders. A company can be highly dependent on their stakeholders so this is very important. On the other hand, the company can build goodwill with their clients and this goodwill may bring the company to greater heights. Lastly, this campaigns can help raise awareness to the brand and it can be more benificial if this can be coincided with advertising campaigns with similar objectives. Public relations can be part of the creation of influencing the masses and likewise, all the methods mentioned could make a change to the company.
References :
Facebook user in Malaysia:
https://writehanded.co/5-key-statistics-malaysian-facebook-users-2016/
Instagram user in Malaysia:
https://napoleoncat.com/blog/en/instagram-user-demographics-in-malaysia-april-2017/
http://www.marketingmagazine.com.my/breaking-news/breaking-news/daily-fresh-news/5-insights-on-malaysian-snapchat-users
https://www.techinasia.com/heres-data-malaysias-twitter-population-tweet-follow-infographic
Snapchat and Instagram user in Malaysia: https://www.malaysianwireless.com/2016/10/instagram-snapchat-kantar-tns-study/
https://www.slideshare.net/wearesocialsg/digital-in-2017-southeast-asia
(pg66)
https://www.populationpyramid.net/malaysia/2017/
https://www.dosm.gov.my/v1/index.php?r=column/ctheme&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09&bul_id=OWlxdEVoYlJCS0hUZzJyRUcvZEYxZz09
https://www.cia.gov/library/publications/the-world-factbook/geos/my.html