2. +
The O.P.I. Brand
Internationally well-known nail care products brand
High quality, affordable and trendy nail care products and
polishes
Both professional and at home products, sold at drugstores,
department stores and nail salons worldwide
Annual sales of nearly $300 million
Current celebrity endorsers such as the Kardashian sisters and
Gwen Stefani
3. +
Target Audience
Women age 18-34
They come from all types of demographic and psychographic
backgrounds
They care about their appearance
They keep up with fashion and beauty trends
Some connect with the OPI brand at the nail salon due to their
higher income
Others connect with the OPI brand at the drug store or at home
due to their lower income
4. +
The Big Idea
OPI provides consumers with “everyday ease to put your best
hand forward.”- New tagline
Tagline will appear throughout entire digital campaign, and will
place emphasis on integrating OPI products as an everyday
part of an easy, breezy lifestyle that our target audience dreams
of
Main focus will be on Instagram
The “big idea” will increase interactions with consumers on
social media and will place OPI in the minds of our consumers
every day
5. +
Goals & Objectives
Main objective is to increase awareness of OPI nail polish lines
as, “everyday easy” products that will allow you to “put your
best hand forward”
Emphasis placed on the ease, affordability and high quality of OPI
nail polishes
Increase traffic to website
Generate more sales and profit
Increase downloads of mobile application
Re-energize social media accounts to increase interactions
with our audience
Place OPI in target market as, “everyday ease that will put your
best hand forward”
6. +
Social Media Tools & Tactics
Instagram Contest- “Put your Best Hand Forward”
Users post Instagram photo of themselves “putting their best hand
forward” while wearing OPI nail polish
Use hashtag #besthandforward
Entered into contest to win various prizes
Winners chosen based on highest number of likes they receive on their
OPI photo
This will create electronic word of mouth marketing, as not only
are the users getting involved, but so are their followers, family,
friends, etc. as they recruit them to like their photo in order to win
3 winners chosen in first month of campaign to win free OPI salon
manicures for one year
100 other winners to win various OPI nail polish color packages
Promote contest across all social media accounts, but winners are
only chosen through Instagram
7. +
Internet Marketing
Google AdWords keyword search campaigns
Keep OPI high in search results and in forefront of consumers mind
as the best nail care brand
Sponsored ad space on magazine and fashion websites and
blogs
Seventeen Magazine
“What Courtney Wore” blog
8. +
Mobile Strategy
Update mobile application to increase downloads and make the
app more useful for consumers
Currently, the app features all of the OPI nail colors that you
can “try out” on an animated hand
Update app to allow users to take pictures of their actual hand
within the app and then place the different colors on their nails
so they can compare colors to their specific skin tone and
hands
Integrate online promotion via app, using new tagline, “put
YOUR best hand forward,” as part of our new personalized
hand feature
9. +
Key Performance Indicators
Measure our success through Google Analytics
Track website traffic
Social media interactions
Downloads of our update mobile application
Measure keyword success by observing click through rates to
the OPI website
We will know this campaign was a success when we increase
website traffic by 25%, increase interactions on social media by
50% and have 25,000 participants in our Instagram, “Put your
Best Hand Forward” contest
10. +
Budget
Total Budget= $300,000
Mobile application refresh= $50,000
Social Media Management/Creation/Posting/Tracking= $7,500
per month
$45,000 for six months
Google AdWords= 20 keyword phrases= $5,000 per month
$30,00 for six months
Contest Prizes & Giveaways= $10,000
Supplementary Costs (New graphics, logos, Google Analytics,
etc.)= $100,000
