Digital Marketing Campaign

Arianna Narduzzi; New Media Driver’s License, Spring 2013

Project Objectives

Increase profit

Increase brand awareness

Track customers

Traffic to O.P.I. website

Reach a broad audience

Expand social media ✔

Target Audience

Teenage and adult women in the United States

Target on sites that are repeatedly visited by women of various ages

Key Performance Indicators

Google Analytics Track new and returning

customers Success = increased profits

and website visitors Grab and HOLD attention

Google Adwords Keywords and clicks

BIG IDEA

Emails to online customers “You’re important to us,

here’s something to make you keep buying our product.”

Simple, to the point Informative of deals, new

collections (left), lacquer of the day, and promotions.

App “Facelift”

Update the O.P.I. smartphone and iPhone app with a “click-to-buy” function

Having an option to buy right on the app after you see the color on a hand will lead to an increase in sales

Social Media

EVERYONE is on some form of social media

Having O.P.I. products displayed on their own Instagram and Pinterest would increase brand awareness and attract customers

Project Budget

O.P.I. annual revenue is $300 million

Budget: Additional features: $30,000 8% profit: $24M Total budget: around

$25M

Expected Results

Hold the attention of potential and current customers

Keep O.P.I. on the minds of buyers

Maximize profits

Direct customers to the O.P.I. website to purchase polishes

Increased brand awareness

In Summary…

Spending around $25 we plan to target women of varying ages across the country.

Using simple tools we will track O.P.I. website visitors.

Online buyers will receive emails to keep their attention and remind them of O.P.I.

Use social media to display the latest polishes.

Add onto O.P.I. app to ease in-app purchasing.

All these parts together will form a campaign destined for success!

O.P.I. O.P.I. O.P.I.