2. Summary and Overview
Table of Contents Executive Summary
OPI is a professional salon brand nail polish. Available at beauty stores and salons
2 Summary and Overview
alike, consumers often associate the upscale nail polish with special occasions. Our
3 Agency Brand Strategy
mission is to show and emphasize OPI as an elite nail polish that can be worn ev-
4 History of OPI
eryday because “every day is an occasion with OPI.” Therefore, users should always
5 Competitor Analysis
choose OPI when they change their nail color. OPI’s ability to make everyday tasks
6 SWOT Analysis
seem like an occasion boosts confidence and self-esteem in product users. Thus, it
7 Environmental Analysis
is imperative for consumers to view OPI as a lifestyle brand as long as they want to
8 Objectives and Budget
make every day an occasion.
9 Research
10 Brand Value Proposition
11 Target Market Over view
12 Campaign Strategy
13 Big Idea Anchor Advertising intends to position OPI as a nail polish that can be worn every
14 Creative Overview day. Our advertisements aim to capture our target of women 18 to 34 in their daily
15 Creative Executions lifestyle routines while wearing OPI nail polish. The tag line, “Every day is an occa-
19 Creative Testing sion with OPI,” will be used across all advertisements to emphasize that OPI is the
20 Media Objectives only nail polish that can make each day special. Our campaign will reach our target
21 Media Choices market via television commercials, print advertisements in magazines, billboards,
26 Media Schedule and Internet ads. With this approach, we hope to achieve our marketing goal of
27 Media Budget increasing sales by 7%, while also creating 85% awareness and 60% comprehension
28 Brand Activation in terms of advertising.
31 Evaluation
32 Creative Brief
33 Meet Our Team
2
3. Anchor Advertising
Agency Brand Strategy
Anchor Advertising is a full-service advertising agency fresh on the
market complete with unique ideas to share with clients. Made up of
six eager and extraordinary individuals who constantly strive to provide
clients with the best campaigns on the market, our team encompass-
es creativity, innovation, and enthusiasm. Our passion shines through
everything we create. Starting with a detailed research analysis, our
agency is then able to create accurate communication goals, campaign
strategies, media plans, and of course a captivating campaign that will
make your business stand out in the competitive market. We are dedi-
cated to providing the best of the best and forming relationships with
clients that will last a lifetime.
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4. History of OPI
OPI, originally named Odontorium Products Incorporated, was a small dental sup-
OPI founded ply company purchased by George Schaeffer in 1981. Interested in the steady stream
of women who paid full price for dental acrylics used to make fake teeth, Schaef-
1981
fer quickly realized the female buyers were trailblazers in the burgeoning nail industry.
George Schaeffer and Suzi Weiss-Fischmann partnered with a chemist to create
an acrylic nail system, which Schaeffer sold door-to-door to local nail salons. In
Reformulated 1985, Schaeffer willingly closed the dental supply company and renamed it OPI.
polishes
2007 Wanting his nail polish to become an essential fashion accessory,
Schaeffer created seasonal collections while launching then discon-
tinuing 24 shades a year. OPI also came up with geographic moni-
OPI is acquired by kers like Not So Bora-Bora-ing Pink and I’m Not Really a Waitress.
Coty Inc.
2010 Schaeffer’s main focus has always been about making OPI a brand used
by professionals. Thus, he created a chip-resistant “lacquer” which
OPI partnered with met nail professionals’ approvals. He went even further to design a
bottle with a weighted cap so it was easier to use. With his outsid-
Nicki Minaj to create er perspective, Schaeffer has redefined both his company and
2012 a nail polish line the nail industry, transforming OPI into a $105 million busi-
ness and the world’s largest professional nail care outlet.
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5. Competitor Analysis
All three competitors offer high quality nail polish.
Essie Revlon China
Glaze
STRENGTHS STRENGTHS STRENGTHS
- Thin formula provides long shelf life - Celebrity endorsements for makeup - Over 400 colors to choose from
- Sleek, simple advertisements carry over to polishes - Affordable price (ranging from
- Easily accessible to purchase - Efficient bottle size and shape $2.50 to $7.00)
- Emphasizes convenience in polish - Bottle is easy to open
lines (Top Speed™ Fast Dry - Themed colors and unique color
WEAKNESSES ColorStay™ Longwear) names
- Website is not sophisticated - Sophisticated and advanced website
- Price (about $7.50 per bottle)
- Bottle does not have a good grip WEAKNESSES
- No active Twitter or links to social WEAKNESSES - Website looks amateur
media - Not known for nail polish but rather - Takes a long time to dry on nails
makeup in general - Lacking strong social media
- No gradient on handle of bottle
5
7. Environmental Analysis
Sociocultural Forces Economic Forces
In our world today, women focus much of their attention and Shoppers try to find the highest quality beauty products for a rea-
money on beauty products. With OPI as the world leader of sonable price. Paul Bryson, Director of Research and Development
professional nail care, many women look up to and depend on at OPI, stated, “In terms of the recession, people do not give up
OPI’s high quality. OPI exceeds in determining color forecasting, alcohol, tobacco, and cosmetics. People can always afford a small
sense of style, and instinct for what women want. The profes- bottle of nail polish.” OPI offers nail polish ranging from $6.99 for
sional OPI nail lacquer is a long-lasting, chip-resistant formula normal nail lacquer to $23.99 for gel nail products. The original
available in over 200 fashion-forward colors. OPI also invents OPI nail polish can be found in beauty-focused venues, such as
clever names that customers eagerly look forward to. Also, with Sephora and Ulta, as well as beauty salons and select retailers.
the awareness of philanthropy rapidly rising, OPI is committed They own Nicole by OPI, inexpensive nail polish geared toward
to the concept of giving back. They founded the Schaeffer Fam- younger customers in their teens, which is sold in drugstores.
ily Foundation as well as donated millions of dollars to charities
worldwide. Many women are recently becoming more involved
with sustainability. OPI “strives to improve the environmental Legal/Regulatory Forces
quality of [their] products, packaging, and operations.” OPI sup-
OPI actively works with the EPA (Environmental Protection
ports the concept of sustainable development and ensures a bet-
Agency) and the Campaign for Safe Cosmetics to meet and
ter quality of life for everyone now and in future generations.
exceed safety standards. OPI has a dedicated team of scien-
tists who ensure product quality and safety. OPI was one of
Competitive Forces the first companies to remove toxic ingredients such as dibu-
tyl phthalate and toluene while maintaining the high prod-
The companies in competition with OPI include Essie, Rev- uct quality standards customers expect. OPI also promotes
lon, and China Glaze. OPI leads the professional beauty indus- salon sanitation to ensure that customers, as well as nail pro-
try by raising the standards in which the industry operates. fessionals, can enjoy the healthiest environment possible.
Unlike its competitors, OPI is active in numerous associations
within the industry that aim to ensure consumer safety is al-
ways preserved. Sold in 50 different countries, OPI is one
of the world leaders of the professional nail care industry.
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8. Objectives and Budget
Marketing and Advertising Objectives
This campaign will improve awareness of the elite OPI nail polish as an everyday product to wear. Our emphasis on lifestyle and a feel-good atti-
tude will help achieve our marketing goal of increasing overall sales by 7%. Anchor Advertising is targeting women between 18 and 34 years old.
By the end of the yearlong campaign, 85% of our target market will be aware of OPI nail polish and 60% of the target market will understand its
benefits. The effective reach for this campaign is 85 with an effective frequency of 5. To achieve our objectives, we must reach at least 85% of
our target market and reach each consumer at least 5 times.
Time Frame
The campaign will run for one year starting January 2013 and ending December 2013. Since we are advertising OPI as an everyday elite nail pol-
ish, we will run advertisements consistently throughout the year. We will also increase the number of ads at the beginning of every season, as
that is when our target market looks to purchase polish. This will increase comprehension and conviction within our target market.
Budget Summary
Anchor Advertising was given a budget of $15,000,000 to im- 8%
7%
plement an effective campaign. Any extra money not used on 27%
Television
purchasing media was added to production costs.
Magazines
27%
Television - $4,080,000 Billboard
Magazines - $4,642,945
Billboards - $4,030,080 31%
Internet
Internet - $975,000
Production Costs - $1,271,975 Produc=on
Costs
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9. Research
Research Objectives Secondary Research
- Determine consumer buying patterns and habits pertaining to nail polish At Anchor Advertising, we strove to get to know
- Find out target markets’ views of OPI as compared to its competitors OPI’s market by researching what women in the target
- Determine the target market’s media interests market like to wear, shop, read, and watch. To do so, we
utilized popular blogs on Tumblr and Blogger and the
trendy social media site, Pinterest. We were able to get
Primary Research insight into our customers’ personalities and their views
on OPI. We flipped through Vogue, Harper’s Bazaar, Van-
After distributing a long-form survey to women within our target market,
ity Fair, and Veranda, which are all popular to our target
Anchor Advertising gained insight about why women wear nail polish, how it makes
market. These magazines allowed us to identify the cur-
them feel, and their reasons for choosing (or not choosing) a certain brand of nail
rent trends in magazine advertising and editorial.
polish, including OPI. At the end of the survey, we asked that respondents attach
Using valid, current information in MRI+, we de-
photos of their nail polish collection and clothes closet as is. The visuals showed
termined the target market for our campaign is women
us ways in which they express themselves. We decided to collect qualitative data
between 18 and 34. We then utilized the MRI+ database
because we wanted personal responses and reasons rather than statistics. Qualita-
to figure out which magazines and television stations our
tive, long-form surveys with open responses allowed us to discover patterns and
target market reads and watches. We found they regu-
trends among our target market.
larly consume media concerning fashion, home decor
Contrary to our initial belief, respondents did not stress the price of the
and news. Among the magazines they read are Lucky,
polish as a primary reason for purchasing one brand over another. We found the
Cosmopolitan, and Harper’s Bazaar; among the television
majority of women we surveyed wear nail polish to feel put-together, as a form of
channels they watch are the Style Network, Bravo, and
self-expression, as well as for the actual experience of applying it. They choose one
E! Entertainment Network. According to MRI+, they also
brand of nail polish over another based on the brand’s variety of colors and the
regularly use websites such as Groupon and Overstock.
quality of its formula. Women associate the nail salon with special occasions, and
prefer painting their nails themselves on a regular basis. However, we also found
that they identify OPI as a high-quality salon brand. We could then infer that OPI
was also associated with special occasions. With this information, we decided to
focus our campaign on altering this perception.
9
10. Brand Value Proposition
Functional Benefits:
OPI’s product line provides an exceptionally wide variety of colors to choose from, including lines called Soft Shades by OPI and Brights by OPI.
Each bottle has an ergonomically designed handle for easy application, and consists of a natural formula that doesn’t wear easily on users’ nails.
Emotional Benefits:
Many respondents claimed that wearing nail polish makes them feel put-together, complete, and composed. It provides a sense of confidence for
the user, knowing their nails look presentable. Since OPI has a high-quality formula that lasts a long time both in the bottle and on one’s’ nails, this
feeling of confidence is especially high in OPI users.
Self-Expressive Benefits:
Nail polish is a form of self-expression. The colors women choose to wear reflect their personalities, style, fashion sense, and sometimes even how
they’re feeling. Women who buy OPI like to be seen as fashionable, elegant, and put-together. OPI’s color palette allows women to choose colors
that represent them or that match their unique styles.
10
11. Target Market
Our target market for this campaign is women between the ages of 18 and 34. These women generally have a yearly income of at least $75,000.
18-23 24-28 29-34
Meet Olivia. Meet Chloe. Meet Gabrielle.
She is an 18-year-old freshman at a pri- She is a 26-year-old working her first pro- She is a 32-year-old who lives in the sub-
vate institution in Washington D.C. She is fessional job in Boston. She enjoys going urbs outside of Charlotte, SC. She is kept
fashion conscious, driven, studious, and out with her girlfriends. She is a coffee ad- busy day-to-day being the Director of Sales
involved on campus. She loves to feel put dict and social media advocate. Whether at a Fortune 500 company. She is also the
together and painting her nails gives her she’s making coffee runs between meet- mother of two young kids. She wears pol-
that satisfied feeling. ings, shaking hands with other business ish that doesn’t chip so she can maintain
professionals, or giving a presentation, she her hectic lifestyle with poise.
makes sure to put her best hand forward.
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12. Campaign Strategy
The Challenge
OPI nail polish is currently recognized as an elite brand. Although it is available in select beauty stores and chain retailers, it is not purchased
regularly. People buy and wear OPI for special occasions. They currently believe that because OPI is elite, it is not for everyday wear but rather for
special events.
The Insight
Through qualitative interviews, we found that many women in our target market prefer to paint their own nails for everyday wear. They purchase
polishes at beauty stores and retailers as well as visit the salon on occasion. When their nails are painted, they feel good in their skin.
The Solution
While promoting the quality of OPI polish, we will position the polish as an elite brand for everyday wear. In our creative executions, we will incor-
porate the idea of feeling good in everyday tasks.
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14. Creative
Creative Strategy
Research suggests women in our target market feel confident while wearing nail polish. We are focusing our advertisements on making OPI an
everyday polish so our consumers can always feel good in what they are doing. All of our executions will showcase an average day of a woman.
Although minor tasks, the woman feels good doing them because she is wearing OPI.
Art Direction
The print advertisements will capture women in the essence of their lifestyles. Their polished nails will be featured in the shots to show that
it makes each woman feel complete and put together. The three executions include a day at the gym, a coffee break, and a day at the office. A
billboard and Internet banner will showcase other daily lifestyle activities in the same way. The television commercial consists of quick takes of
different women in different lifestyles, all feeling good in their skin because they are wearing OPI. On the Internet banner, phrases such as “coffee
break,” “meeting,” and “lunch date” will take turns flashing to get the same effect.
Copywriting
At the top of each print ad, the copy states, “It’s not just another” followed by an inserted, customized phrase. The customizable phrase is in a
font that looks like handwriting to suggest women can fill in their own lifestyle. At the bottom of the ad, the copy says, “Because every day is an
occasion with OPI.” This tag line implicitly suggests that OPI is the reason for feeling good in everything you do in your unique lifestyle.
14
18. Television Storyboard
The commercial will feature multiple women with different lifestyles getting ready for their day. Fast takes and cuts will be involved in the com-
mercial to depict their fast paced lifestyles. The camera will focus on their hands in everything they do.
Woman wakes up. The cam- Another woman opens closet A third girl gets dressed. Cam- Woman is putting on makeup.
era will pan to her nails while full of clothes. “I Look to You” era pans in to focus on her Nails will be visible. On make-
she stretches. No music is by Miami Horror plays as she bright nails as she puts on her up stand will be multiple bot-
playing – sounds peaceful. picks out her outfit. shoes, tights, and outfit. tles of OPI nail polish.
Begins walking to closet.
Woman is drinking her daily Woman is shown with brief The screen will go black and it The screen will switch to our
cup of coffee. Woman is also cases in her hand for work. will read, “It’s not just anoth- slogan and nail polish will
very relaxed and carefree. Another girl will be with er ___.” The blank space will look as if it was poured onto
friends, and yet another will rapidly change between ac- the screen. Once the screen is
be going to workout. tivities such as “day at work,” filled with a polish color, OPI
“workout,” “taxi ride.” will still be visible. Cut out.
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19. Creative Testing
Results of Creative Testing
In order to verify that our advertisements and the con-
cept within them are effective, we showed women in our tar-
get market the print advertisements, Internet banner, commer-
cial storyboard, and billboard sample. We asked them to tell us
what they took away from the ads. Our market immediately
identified with the idea to insert their lifestyle into the ad. Even
though they all didn’t associate with the models (for instance,
some don’t workout on an average day), they were still drawn
to the ads. They comprehended the message, adding they like
the idea of positioning OPI for everyday wear.
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20. Media
Objectives Strategies
Target Audience Continuity
Our target audience is educated women between ages 18 and 34. For The continuity for this campaign will be a pulsing schedule. We will im-
those who have already graduated college, they have stable careers plement billboards to increase the message weight at the beginning of
with an even more stable income starting at $75,000. They are inter- each season. Women purchase nail polish throughout the year as well
ested in fashion, cooking, and decorating their homes. Many balance as at the beginning of seasons. Fall and Spring both have fashion weeks
their career, small children, and a husband while still being able to in which fashionistas find out about new trends and colors. During the
present themselves nicely. Our ad campaign emphasizes this fact by summer, nail polish is popular since women’s toenails are also exposed
reminding them that every day is a special occasion and that OPI can the most during this season and women want to show off their bright
help complete their look in order to help them take on their day with nails. The winter is also a popular season as it is the season of giving
confidence. and nail polish is a great stocking stuffer. Therefore, the exposure of our
advertisements will be increased during the peak parts of each season
Message Weight in order to generate more awareness when consumers want nail polish
Since the women in our target market actively read magazines, watch the most.
television, and surf the Internet, our message will be about the same
weight through each medium. Due to our geographic goal to target Effective Reach: 85
those who live in metropolitan cities, our message on billboards will Effective Frequency: 5
be more densely exposed in these areas because of the larger popula-
tion and advertising availability. Dimensions
Geographic Scope of Placement
To initiate our campaign, our advertising will be both regional and
Television 30 second commercial
national. All commercials, print advertisements and internet adver- Magazines 1 full page with bleed
tisements will be placed in national media. Billboards will be placed Internet Wide skyscraper banner; 600 pixels x 160 pixels
regionally in metropolitan areas across the country in cities such as Billboard 48 feet x 14 feet
New York City, Chicago, Boston, Indianapolis, and Minneapolis.
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21. Media Choices
Television Choices
Keeping Up With the Kardashians Giuliana & Bill
E! Entertainment on Sundays at 9 PM Style Network on Tuesdays at 8 PM
Keeping Up With the Kardashians is the top rated show during Since we found that our target market for OPI watches The Style
Sunday prime time for the 18 to 49 demographic. Our target mar- Network frequently, we plan on placing ads during one of their
ket frequently watches the E! network, so placing an ad here will most popular shows, Giuliana & Bill. This reality show stars Gi-
give OPI a great deal of exposure. uliana and Bill Rancic, a fashionable young couple juggling work,
children, and relationship - much like our target audience.
The Last Word with Lawrence O’Donnell Modern Family
MSNBC on Mondays at 10 PM ABC on Wednesdays at 9 PM
Women in OPI’s demographic watch news and news specials very Modern Family is the highest rated scripted television show on
frequently. Since MSNBC is the highest rated cable news network network TV within the 18 to 49 demographic. The show also has
for women in our demographic, we will be placing ads during this an audience that generally spends more money, allowing us to
highly rated show. hit our target demographic of women who have higher incomes.
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22. Media Choices
Television Specials
Victoria’s Secret Fashion Show The 84th Academy Awards Barbara Walters’ 10 Most Fascinating
CBS, December TBA ABC on Sunday, February 24th at 7 PM People
ABC, December TBA
The annual Victoria’s Secret Fashion Show We plan on advertising during The Acade-
features world leading fashion icons and my Awards since our target market heavily The 10 Most Fascinating People is an annual
popular performers. An average of nine mil- watches award shows. Since The Academy special recognizing ten influential people
lion viewers tune in annually, chart-topping Awards are the most prestigious, and fre- for their work throughout the year. Women
the viewership every night it airs. The show quently the most watched, advertising dur- primarily tune in. Since women in our target
is about elegance, fashion and expression, all ing this award show will directly target our watch television specials, we can successful-
of which the women in our target live for. market. ly reach them by airing a commercial during
this special.
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23. Media Choices
Magazines
Lucky Magazine Harper’s Bazaar Magazine
Circulation: 1,109,757 Circulation: 734,504
The magazine features powerful women This magazine allows us to reach our target
on their covers with personal stories about market of women who are educated, high-
them that attract women of our target audi- income earners who are truly invested in
ence. It also features high-fashion and ways fashion and fashion news. The women who
to achieve that fashion on a budget. Since read Harper’s Bazaar are interested in keep-
our target audience reads Lucky the most, ing up with the latest trends.
we chose to purchase a 4th cover advertise-
ment.
InStyle Magazine People Magazine
Circulation: 1,767,248 Circulation: 3,563,035
InStyle magazine features stories on women, This weekly magazine specializes in human-
fashion, and relationships. The magazine interest stories. It features celebrity news,
dives into the private side of public faces The gossip, and current style trends. People has
famous women featured inform readers – the largest readership of any other American
and our target audience – on which fashions magazine.
and styles to choose whether they are going
to work, grabbing coffee, or getting ready for
a date.
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24. Media Choices
Internet
Amazon.com About.com
Amazon.com is the world’s largest online retailer. Since our target This website attracts the inquisitive and educated side of our tar-
market includes working women with busy schedules, this web- get audience curious about all things. Our target audience fre-
site allows them to shop from their home or on-the-go. quents this website.
Ticketmaster.com WebMD.com
Because our target market includes women with incomes over Women in our target audience visit WebMD often. This website
$75,000, they are able and willing to spend money on recreation- attracts the young mothers within our market as they regularly
al activities like concerts, sports games and other large events. visit the site to check their child’s symptoms.
Ticketmaster is the number one trustworthy source to do so.
LuckyMag.com
Lucky draws in dedicated readers of their print magazine to also
view content online. Young, fashionable professionals refer to the
online posts for more everyday fashion topics and tips.
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25. Media Choices
Billboards
We chose to advertise our billboards in large cities in the United States because the highest index on MRI+ was County Size A, which includes
the counties belonging to the 26 largest metropolitan areas in the country. According to MRI+, the regions of the United States with the highest
indexes were the Midwest and the Northeast. Therefore, we chose the following cities to place our billboards in:
1. New York City, New York - 8,244,910 residents
2. Chicago, Illinois - 2,707,120 residents
3. Indianapolis, Indiana - 827,609 residents
4. Boston, Massachusetts - 625,087 residents
5. Minneapolis, Minnesota - 387,753 residents
In New York City, we will advertise the billboard for once a month within each season for a total of four months. New York has the largest popula-
tion of people and will reach an abundance of women. Since Fashion Week occurs in both the Fall and the Spring, having a billboard during those
times will increase publicity for the brand.
In Chicago, we will advertise three months out of the year since Chicago has the second largest population from our chosen cities. These will be
spread out over the four seasons to ensure a greater amount of impressions. In Boston, Indianapolis, and Minneapolis we plan to advertise two
months out of the year, in the Summer and in the Winter.
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