Digital Brief

Brand Name Date

Olivia 03-04-2021

Job To Be Done Measureable Marketing Objectives

Ideas to make people familiar with a wider Create awareness about the Olivia as brand
range of Hair colors being offered by Olivia in Hair color category.
and how this elevate their personality. Attract maximum TA to use the product and
let them bring in trial phase.

Overview
Olivia has launched its hair color range which offers natural and fancy colors. The brand is
putting efforts to reach maximum audience by taking brand in consideration phase. The
communication goes like, “The Look you have always desired”. The aim is to create a buzz
about the product through digital platforms and to engage audience with through social
media posts, competitions and challenges.

Market Insight
Hair color is a penetrating category around the world so as in Pakistan, with increasing social
interactions people consider looking better and with social media platforms same applies.
Olivia is an old brand with a significant recall in personal care category, but the competition is
fierce in hair color segment with some renowned names like Samsol, Kala Kola and other in
local and Garnier, Ravlon, Keune in imported ones.

Target Audience

Targeted to women of age 16 onwards but these categories are further divided based on
choice of colors.

Consumer Insights
1.  What do they think and do now?
They know about the hair color and are acquainted with many brands.
They use different brands and can give consideration to Olivia based on benefits
offered.
2. What would we like them to think and do in response to the communication?
We want them to feel special about themselves when using our products as the
communication goes, something you have ever desired of and consider using our

Sensitivity: Public
 product.
3. What is the single most important point to communicate?

Competitor Analysis

Main Competition: Samsol, Garnier, KalaKola, Kuene, PolyColor, etc

Perception/Tone/Guidelines
Olivia hair color is designed for the young ladies who are autonomous about their decisions
and enjoy the life being their selves. With having this product, they can have a different look
and are appealing to all. A jingle of desire to added.

Deliverables Required
A direct and digital plan for this campaign to be derived based on insights.
Social Media Posts Content
Social Media Activities *(competitions, Challenges)
Celebrity Endorsements Needs
Email Marketing Content

Other Information
 

Sensitivity: Public