SAATCHI & SAATCHI SAATCHI & SAATCHI Digital Marketing Specialists SAATCHI & SAATCHI Online Marketing Ideas For TRIATOP October 2000 SAATCHI & SAATCHI Increasing Trial of Triatop 2% SAATCHI & SAATCHI Objectives Tactical Build awareness and trial for Triatop Generate a database for one-on-one loyalty marketing. Long Term Build Caile as the preferred anti dandruff solution in China SAATCHI & SAATCHI Who Are Our Target Audience? Dandruff suffers age 20 and above. Have used anti dandruff shampoos before. Dissatisfied with anti dandruff shampoo because dandruff returns. Not accustomed to buying dandruff product from drugstore (does not know product exist??) Concern about side effects – harshness. SAATCHI & SAATCHI Mindset of Dandruff Suffers The AD shampoo users: “I tried all kinds of shampoo but none seems to work because when I stop using the shampoo, my dandruff comes back!” SAATCHI & SAATCHI Consumer Mindset Why would one buy Triatop? Tried all kinds of anti- dandruff shampoo but dandruff keeps coming back! Image conscious. Dandruff will spoil my good dress sense Health Conscious. Personal hygiene and scalp health is important Confidence. Dandruff affects confidence on daily lives – business meetings, interview, dates … SAATCHI & SAATCHI AD Shampoo users Mindset: I have tried all kind of anti dandruff shampoo, but my dandruff keeps coming back. How can I get rid of it?! SAATCHI & SAATCHI Image Conscious Mindset: I like the latest fashions, but whatever I wear, I will not look good if I have dandruff. Winter’s coming so dark coloured fashions will be the in thing… how can I survive winter if I have dandruff? SAATCHI & SAATCHI Confidence Mindset: With no dandruff, I can face the world with confidence! SAATCHI & SAATCHI Online Media goals Build high coverage in order to generate fast awareness and familiarity Aggressively surround and interact with our audience in most relevant online environments to build awareness and database for Triatop Identify and implement data points that are readable and actionable Evolve campaign based on key response drivers for maximium effectiveness. Visibility Action Measure Optimise SAATCHI & SAATCHI Media Objectives Recommended sites can be broken down into driving 2 key objectives: @ To inform and enhance interactivity and generate action with the target audience. To collect and profile a database of quality customers in order to nurture and sustain dialogue.