Honest Moments Campaign

Prepared for: The Honest Company & CAAPrepared by: Moshe Isaacian, Piers Brown,

and Claire Parker

The Challenge

70%

Of all revenue comes from diaper sales

Balance revenue stream

Re-establish brand message

Position as trustworthy leader in market

The Honest Company’s

Current Position

SWOT AnalysisSTRENGTHS WEAKNESSES COMPETITORS

Boutique Eco-Centric Angle

Charitable Affordable Authenic

Unpopular InfluencersPR Crisis

UntrustworthyWebsite Issues

Johnson’s Baby P&G Products

AmazonGerber Baby

Introducing Honest Moments

Instill a sense of trust with consumers by

• Highlighting other Honest Company products through creative mediums

• Tie products back to brand’s promise• Creating open dialogue around products

& consumers

So what exactly is an

“Honest Moment”?

It’s Realistic…

It’s Raw…

It’s Unassuming...

A Three Step Integrated Approach

Honest Moments:The Commercial

Vision● Happy, Dirty, Silly, & Unexpected Moments● Situations tied to Honest Company with

products● Appeal to emotions of mothers towards

children

● Beginning○ Display the four moments ○ Introduced by “For all the ____ Moments”

● Middle○ Resolve each “situation” with the use of

products○ Each product represents a category on the site

■ Dirty→ Kid throwing food → Feeding● End

○ Wrap up 4 moments and include other shots○ End with “For all the Honest Moments”○ Fade out to logo and hashtag

Website Rebrand

General Assessment• Cluttered & Busy Website → Confused Consumer

• Messaging is not clear• Obtrusive dropdown menus

• Not enough visuals• Blog Is barely noticeable

Recommendations• Highlight #HonestMoments Campaign

• Large Image with tagline + Video Link• Arrange Middle Boxes Differently• Direct Click Menu = Less Clutter• Re-categorize the Tabs

• Replace IG Feed with #HonestMoments

Promotional Campaigns and

Marketing Strategies

The Recycling Strategy• Partnership with recycling company

• Recyclable packaging

• Consumers collect 10 bottles of Honest products and turns them in to recycling company to receive 1 free honest Honest product to sample

The Endorsement Strategy• Carefully chosen

celebrities endorse products on their social media profiles

• Social Media sites such as Facebook, Twitter, Instagram, Pinterest, Tumblr

#HonestMoments:Community Engagement

Encouraging people to share their moments on social media

• Connect advert to online dialogue • Create emotional connection by focusing on

consumer’s past & current moments• EX: Nostalgic photos or Honest product

use

Nontraditional Media Use• Use of Live Video

• Interviews with Staff & Customers• Behind the Scenes Content• Charitable Work

• Snapchat• Product production BTS• Showcase special moments in life• Focus on charity work

Questions?