Murphy’s Naturals Mini Campaign
About
At Murphy’s we want everyone to be able to get outside and enjoy the great outdoors with a few issues as possible. We want to put you and the environment first, so the repellants, candles, balms, and incense that we sell are 100% all natural so that they don’t negatively affect your body or the environment when you use them. All our candles are paraben-free and phthalate-free. And every candle is poured in our North Carolina-based workshop.
Our passion for the environment is also evident in our sourcing, volunteer work and our giving back initiative. One percent of all our sales help fund environmental organizations another one percent of our revenue goes to goodwill organizations that share our values. We also want to give back to the environment in and around our community, so we are dedicated to giving at least 4 days a year to company wide volunteer work that provides for the environment and our community.
Target Audience
The target audience for our brand and product are environmentally conscious 18–35-year old’s who enjoy time spent outdoors. Most of the target audience would fall under the middle class, so price concerns would not be a major issue for our target market. A portion of our target audience can also fall under mothers of young children who do not want their children to use bug repellants that contain potentially harmful chemicals.
Target Persona
Mabel is a recent college graduate from Appalachian State University. She loves hiking and the outdoors. She loves going on day hikes along the Blue Ridge Parkway on the weekends and her day off. She is very environmentally conscious of what she buys and how she affects the environment. She wants to avoid using chemicals at all costs and feel at one with nature and her environment.
Relevant Data to the Market
The desire for more natural products is clearly on the rise as many consumers are becoming more aware of the products they use. The cosmetics industry has possibly seen the greatest measurable impact to date from growing consumer preference for natural products. The natural and organic beauty care market was estimated to be worth $11 billion globally and is expected to grow at 8–10%. Knowing that there is a predicted growth in a consumer desire for natural products, especially ones that come into direct contact with the consumer, there should be a growth of consumers that would be in the market for natural insect repellant.
The insect repellant market alone is a large and competitive market comprised of chemically based and natural repellants. In the graphs below it can be observed that there are large amounts of consumers that purchase insect repellant with an estimated 198.8 million insect repellant users in the United States alone. These numbers are estimated to increase over the coming years and that opens the opportunity for more potential customers who value more natural and environmentally friendly products.
The types of repellants most used are important to be aware of in order to move forward appropriately when considering any new product launches and to make sure that the current products are in a market that can expect reasonable sized target audience. In a survey 2497 respondents said that their preferred method of insect repellant was spray-on containing DEET, followed by citronella candles with 2233 and spray-on natural repellents. Even though DEET repellents are still number one, it’s obvious that many consumers prefer citronella and naturally based repellents. It should also be noted that from this survey, over 2/3 of the respondents were female and 49.6% were in the age range of 18–37 which fits into our intended target market age.
Purpose
The goal of this campaign is to increase brand awareness through community involvement and social media outreach.
SMART Goal: This campaign is focused on the increase of the brands awareness among the target market and increase positive interaction on multiple social media platforms (Instagram, Facebook, TikTok) to lead to a 30% increase in Tiktok and Instagram followers and a 10% increase in website visits.
Plan
The main planning aspect of this campaign is to work with the best TikTok influencers and micro influencers to spread awareness of our brand that will then lead to more interaction on our own Instagram and TikTok page.
Produce- What content do I create
Most of this campaign will use social media to promote brand awareness and promote interaction with consumers. It can be difficult to grow a brand page on TikTok without engaging content. The use of pre-established influencers on TikTok is how we plan to best reach out to our target market. Sending our product to these influencers, along with an agreed amount of payment, they can review the products we send them, or they can visibly use our products in their video to create interest among their viewers.
The videos that these influencers create will be posted on their page as well as ours to increase our outreach. And from that outreach we will use own social media pages to sponsor a giveaway for those that interact with our posts (depending on the level of interaction with the influencer posts the requirement for the giveaway may need to be for those that purchase a product). The giveaway would be a combination of high-end camping gear and a sponsorship for this individual to go on a 1 week hiking trip with all supplies paid for. This allows for us to have even further interaction with individuals that fit within our target market.
Whoever the winner of the giveaway is, we will post content about them and ask that they take pictures and videos along their hike for us to use on our Instagram and TikTok for more content.
Content examples
On our Instagram we will need to have content that relates to the outdoor spirit, but a majority of our content will come through influencers. But the influencers style and image should reasonably match our products intended brand image. But the content we post and that the influencers will post will reflect a sense of adventure and exploration in the beauty of nature. Allowing our target market to best associate us with things they enjoy.
Promote
Our message and content will be able to reach our intended audience because the influencers we use will already be connected to individuals that reflect out target market.Also our giveaway will allow others to share and like more of our posts leading to further outreach of our page
Results
The best way for us to track our success is by the number of likes and shares of our Instagram, TikTok and Facebook posts following the influencer posts. We would also use promo codes that the influencers could use in their videos that would get customers a 10% discount when they checkout online. We could see how many customers used this code at checkout and if the sales on the site increase by around 10% then it would definitely be a success
*Note: This article is a class assignment for BUS 462 — integrated brand promotion and advertising at NCSU Poole College of Management.
https://gyazo.com/a3d32e89c6e9a83ce35400876d675785
https://www.futuremarketinsights.com/reports/natural-ingredient-insect-repellent-market
https://www.futuremarketinsights.com/reports/herbal-beauty-products-market
http://npic.orst.edu/factsheets/DEETgen.html#body
https://www.alliedmarketresearch.com/mosquito-repellent-market
