In view of the task ahead of us, we decided to divide our target
audience and devise successful strategies for each.
Top Funnel– To increase brand awareness and introduce the brand, we focused on creating ads that introduced the products and brand values. For each of the SKU’s, we developed online video content that were well defined and based on informing the consumers about the ingredients, textures, and benefits of the Invisible, Matte & Fluid sunscreens.
Middle Funnel– In order to initiate purchases and build trust our focal point was the usage and differential properties of the products. Hence our strategy was to create advertisements that comprised User Generated Content, Result oriented content & consumer testimonials. This helped in increasing transparency and convincing consumers to try the products.
Bottom Funnel– Our strategy for this division of the target audience was centralised on customer retention and customer loyalty. Our advertisements included sale offers and product bundles. In this case, our strategy was to make the customers believe that the brand was focused on delivering them the best products and services at the same time.