CLIENT CREATIVE BRIEF

CREATIVE OVERVIEW

PROJECT TITLE Beardoholic

CLIENT NAME Set Wet

NAME Marico Ltd
PHONE (91-22) 6648 0480
EMAIL help@marico.com
CONTACT INFO
7th floor, Grande Palladium
MAILING 175, CST Road, Kalina, Santa Cruz (East)
ADDRESS
Mumbai

AMOUNT 50000 Rs.

FINANCE
Company revenue, Advertisement budget.
SOURCES

BUDGET Budget will be equally divided among top 2

advertisement medium according to market research
that effect customer purchase for your product. Those
NOTES
two top medium are website, social media and other
digital platforms. These two category together represent
approx. 60% of catchment.
 Creating and displaying ad for online platform is a
good way to penetrate the market and create brand
awareness.
Even research shows that digital ad segment and
online contributes to 59.6%* in overall ad segment.

PROJECT OVERVIEW Research findings are attached with the document for
further reference.

This campaign will be done in order to improve product

sales along with creating top of the mind recall for your
Target group in this product category.

The primary objective is to persuade the audience to

buy and use the product.
To develop a new ad campaign that will be able to
penetrate into the mind of target audience and make
PROJECT OBJECTIVES them aware of the product.
Desired goal include in revenue generation and growth
of the brand in the market
Minimum 35% increase in PPS and CPL is desired.
To expand the TG base.
Our ad campaign is targeted on specific medium that
are discussed above and also according to research,
consumers not using beard product because of factor
MARKETING GUIDELINES
other than "I dont have much beard on my face" can
be targeted by using a strong tag line that turn their
thoughts for your product.
 We will continuously replace the taglines with each
print banner and all the taglines will be in contrast with
Tag lines such as "The world is full of guys, be a man."
COPY "Give what your personality deserves"
"Stay calm, your beard is talking"
"Keep it firm and reflect style"

Ad will include a character with beard and graphical

transition from day to night so as to reflect the holding
PRINT ADS power and firmness of the product since according to
research "Holding power" is the strong criteria for beard-
care products.

This will include a small video ad for your advertisement

and for social media promotion that will have a person
MARKETING MATERIALS
DISPLAY ADS wearing suit and having beard. It will help us to target
those consumer who are not using the product but
have beard.

On your website there will be specific slot for this

WEBSITE product which will be used for various quotes on beard,
print ads, display banners, testimonials and blogs.

This will be an important medium that we will target to

reach the audience and we will be using FB, Twitter,
SOCIAL MEDIA Instagram, and various other social media.

Hashtag will be created for entire campaign reach and

it will be #Beard_love
 PRIMARY We will target men with age group 18-30 as this is
DEMOGRAPHIC approx. 94% of TG according to research.
TARGET AUDIENCE

SECONDARY They should be outgoing, socially active and

DEMOGRAPHIC fashionable.

The desired reaction of the target audience will be the

popularity of hashtag and brand awareness
CALL TO ACTION
Desired reaction will also include active users on your
website and blogs.

Campaign is more focused on digital media platform

and for this various personalities with beard will be used.

Each print ad will be displayed with different quotes

CAMPAIGN LOOK AND FEEL
and graphics.
It will have both day and night feel in order to pitch the
holding power of product which is the desired purchase
factor by target audience.
We will discuses the key benefits of the product in bullet
points in the corner of the ad.
CAMPAIGN MESSAGE
Ad will also have the value of the product highlighted.
Various taglines as discussed above will be used.
 As far as the competitive analysis is concerned there is
ustra and beardo(Indian brand) who are promoting
aggressively on the social media and their website. All
COMPETITIVE ANALYSIS other brands that are imported are using online selling
sources and is dependent only on website and word of
mouth for their brand awareness there is no ad
campaign as such done by those brands.
GRAPHICS Contrasting colours will be used in ad.
PHOTOGRAPHY Men with beard with day and night background.
IMAGE REQUIREMENTS
Men wearing suit and with beard addressing formal
MULTIMEDIA
gathering.
PROJECTED The project will go for a month and will be revised as
SCHEDULE
TIMELINE per the deliverables and outcomes.
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