"Honest Moments" Campaign Proposal
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Transcript of "Honest Moments" Campaign Proposal
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?