COMMUNICATION PLAN FOR

REPACKAGING CAMPAIGN

PREPARED BY Helena Blasco, Maialen Cano, Stheysy Espinosa, Sara Esteban, Cristina
González and Berta Gómez
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Index
1.Research
a. About the company
b. Mission, vision and values
c. Target market
d. Image and reputation
e. Social Media of the Brand
f. SWOT and PESTEL analysis
g. Competitors

2.Analysis of the campaign

a. Objectives
b. Strategy
c. Tactics
d. Target Audience
e. Message Definition
f. Resources
g. Budget

3. Communication
a. Promotion and Communication Channels
b. Communication Strategies
c. Action plan

4. Evaluation method - KPIs

Research
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1.a. About us
#KrashRules

Krash Kosmetics, created by Alvaro

Kruse in 2018, is the first Spanish
cosmetics line without gender, without
ethnicity, without size, cruelty-free and
vegan. The Spanish Youtuber released
its line at KrashKosmetics.com and
Primor Perfumeries. It started with its
successful powder illuminators and We can observe this diversity in casting
continues to add more products to its for their first campaign, in which there
line today. are curvy people, drag queens and
people of all races. The brand has
From a young age, Alvaro Kruse
managed to take it a step further in the
became interested in any kind of art
freedom of the use of makeup.
that would let him express himself. He
became interested in makeup and
Krash Kosmetics's philosophy is the
decided to open a Youtube channel at creation of vegan products without
the age of fifteen. For him make-up
labels, diverse and fun, that accept
was an action that had no gender,
everyone and are environmentally
however, he did not find in stores a
friendly, as well as not using animals to
brand with which he could identify.
try them. The brand has three simple
With the thought of "makeup is an art,
things: quality, diversity and a different
and as an art, it cannot have a gender",
way of communicating. It is a brand that
the idea of Krash Kosmetics was born.
most people can identify with.

The brand is so-called because the

Packaging is also one of its strengths.
onomatopoeia "Krash'' represents
Each product comes in a box with a gift
the break with the rules of the
case that prevents breakage, and a
cosmetic industry.
collection of stickers.
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1.b. Mission, vision and values

01 MISSION

Its mission is to create the first Spanish brand that is not gender
centred and cruelty-free that creates quality makeup.

02 VALUES

The values of the company stand on the creation of makeup with

the use of vegan products, avoiding the use of animals and their
suffering. They also seek a world without rules, no gendered and no
size. Everyone has its space inside the brand.

03 VISION

They want to achieve a market in which it does not matter which

gender or size we are. They want to achieve a completely cruelty-
free brand that is sustainable.
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1.c. Target market

The target of the brand would be people,

between 16 and 30 years old, with a medium
socioeconomic level, who love makeup, they
can be makeup artists or simply passionate
about it. They are also people who share the
brand's values: equality, non-discrimination
and sustainability. Since the brand is
cruelty-free and most of its products are
vegan, some of our customers will not
consume meat or fish. Finally, our consumers
are mainly based in Spain and we can
deduce that they are regular users of social
networks such as Instagram or Twitter.

16 - 30
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1.c. Image and Reputation

LOGOTYPE CORPORATE COLOURS PHILOSOPHY

Although the values of Krash Kosmetics are related to non-discrimination by gender

or race, and tries to be as inclusive as possible, always avoiding using animal products,
defining itself as the leading brand in make-up "no size", "no gender", "no rules" and
cruelty-free and vegan, in the latest advertising campaign, which promoted the
latest collection of the brand "Sugar daddy".
Although the message was originally "be your own sugar daddy", it was eventually
shortened to "sugar daddy" during the social media campaign, as this is the name of
the collection. FACUA demanded the withdrawal of the collection and for this
reason, they made headlines in all the national media. For example, they were
accused of laundering prostitution (20Minutos, 2021), or reinforcing gender roles
(laSexta.com, 2021).

As we already know, Krash Kosmetics sells its

products in the Primor perfumery chain, and
when the controversy broke out, this
perfumery, instead of apologising and
following the same strategy as our brand,
chose to block FACUA on Twitter, which made
the situation worse, especially considering
that the only comments it made on social
networks were downplaying the importance of
the facts.
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Meanwhile, Krash Kosmetics released a statement on social media apologising for

the message launched with the campaign of the new collection, stating that it had
never been their intention to whitewash prostitution and that they apologised for it.
They also proceeded to immediately withdraw the product.

Therefore, we could affirm that the brand's reputation had been impeccable up to
that point, but that a bad advertising message has caused the brand's image to be
degraded by the media. However, since from our point of view this crisis did not go
viral on social networks, we have surveyed to see how people see our brand.

In terms of reputation among the public, we observed that although the majority of
respondents of the survey have never purchased any product from the brand, they
still see the brand as inclusive, non-gender, cruelty-free and cheap. Many of these
people know the products we produce and even the name of many of the palettes,
which is due to the brand's presence on social media. In terms of values, none of
them believes that make-up is only and exclusively for women and when asked the
question "What do you think about having a genderless make-up line? "The vast
majority said that they agreed and that it was about time that this sector was de-
gendered, but there was one comment that caught our attention, stating that
although the brand considered itself "gender-free", it would still be associated with
women and that this statement only reinforced gender stereotypes, as it is assumed
that the rest of the make-up lines, as they do not specify it, are focused only on
women and that it is simply a marketing strategy. Although it is only one person who
has this perception of the brand, it is particularly worrying as we believe that all
brands should be gender-free but unfortunately, many brands continue to focus on
women without giving visibility to men who work in the sector as professionals or
who simply like to wear make-up.
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1.d. Social Media of the Brand

The brand has official accounts on Twitter, Instagram, Tik Tok and Facebook.

Starting with Instagram, which is their biggest platform and through which they
achieve the most brand awareness. It is easy to see that they take care of the feed
on this social network, perfectly reflecting the brand's image and philosophy. They
currently have the following figures: more than 140k followers, 1,500 posts, an
average number of likes per post of 1,775 and an engagement rate of 2%.

The next largest social network that the brand has is the recent TikTok. The
company's profile on this network was created relatively recently, with only 47
videos and 19k followers. Nevertheless, it has a lot of potentials and, like the
Instagram profile, it perfectly reflects the brand's values.

The next platform we found was Twitter, where they interact in a much closer way
with consumers, establishing an almost friendly relationship. On this platform, they
have more than 8,000 followers and have been active since 2018.

Finally, we have Facebook, the platform they use the least and, therefore, the one
they have the least followers on. Since this platform is made up of older people, an
average of about 40 years old, it is not relevant for us, since our target market is up to
30 years old.
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1.e. SWOT and PESTEL analysis

STRENGTHS WEAKNESSES
Good price for the quality Our main target is young people that do not

Spanish brand have high income

Cruelty-free and vegan More focused on people with prior knowledge

Very versatile, inclusive range of tones for in makeup

every skin type Small enterprise with not much budget for I+D

OPPORTUNITIES
We use more eyeshadow bc of the mask
Not other spanish brands with this style
Makeup trends that fit with our brand and
products
THREATS
A lot of other makeup brands, competition
Almost all the sales depend on an external
retailer (Primor)

POLITICAL

As for the political section of the analysis, we count on governmental stability in

Spain, given that it is a developed country, belonging to the European Union and
with a moderately stable political situation.
In terms of fiscal policy and trade agreements, we have many positive aspects,
considering that they affect positively, mainly due to the free trade agreements of the
European Union.

ECONOMIC

As for the economic dimension, we are always aware and watching how the
economy is going up or down, as it affects us mainly. We also pay attention to GDP
per capita, as it directly affects the purchasing power of the population, and since
cosmetics are not a basic necessity, a fall in GDP means a drastic reduction in
consumption. On the other hand, economic uncertainty and the unemployment
rate are a threat to the brand. Our brand is economically accessible, so we stay in the
perfect margin of the quality price.
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SOCIAL

If we talk about the socio-cultural section, we consider that we are in a very

favourable position today. We can affirm that we have a positive influence on the
consumption of cosmetic products, although it is strictly necessary to adapt the
products to the changing preferences of consumers. In terms of lifestyle and
educational level, we are in a stable position since the consumption or non-
consumption of this type of products is a personal choice. Although in these times,
personal image plays an increasingly important role in our daily life, there are
sectors of society that are in favour of a more natural image and less importance is
given to physical appearance in all senses. Besides, our brand and our image are very
focused on all types of audiences, so everyone can feel represented with our brand
values.

TECHNOLOGICAL
As for the technology section, a large part of our budget is based on social media
campaigns and influencers, so we tend to have great advantages in that area.

ENVIRONMENTAL
We have valued very positively factors such as environmental policy and recycling.
They positively affect Krash Cosmetics that it is a company that tries to produce in
the most sustainable way and respecting nature, creating biodegradable products
or those that generate the least amount of waste possible. In addition, all products
are vegan and not tested on animals. Finally, both factors are considered a huge
opportunity for the brand.

LEGAL
The variables of this dimension, health laws and labour regulations, have been
considered neither beneficial nor harmful to the Company. In the case of health laws,
they are mandatory and, in most cases, are standardized and applied in the rest of
the countries.
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1.f. Our competitors

The first division we find are the national make-up brands. In this section we have :

ETNIA COSMETICS

A brand with a much more mature and serious

image. Their cosmetics are natural, cruelty-free and
mostly vegan, but they have a corporate image
focused on middle-aged women. Also, all their
products are in neutral tones. As for the price of the
products, we can establish that they are part of the
mid-range, with an average price of 10-20€.

The brand has a participation rate of 0,18% on Instagram.

Twitter: @EtniaCosmetics, 1854 Followers.
Youtube: Etnia Cosmetics, 2330 Subscribers
Facebook: @EtniaCosmetics, 20.161 Likes and 20.420 Followers
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3INA

A Spanish brand like Krash is our direct competitor, as

the values that this brand stands for are identical to
ours (inclusion and diversity, cruelty-free and vegan).
Besides, the target market is also made up of young
people who like make-up; they don't have to be
experts as the products are "user friendly". As for the
image of the brand, it advocates the most natural
make-up, although they have a wide variety of vibrant
shades. The average price of their products is between
10-20€, so it is close to our price range.

The brand has a participation rate of 0,73% on Instagram.

Tik Tok: @3ina, 14.6K Followers, 247.6K Likes
Facebook: @3INAmakeup, 194.524 Likes and 195.264 Followers
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LOLA BARCELONA

This brand is the one that is most distant from our

philosophy, as they define themselves as "make-up
for women", so they do not take into account men
who apply make-up. Finally, this is the least known
brand of the three, and although they are in the
same sector, neither their target market nor their
company philosophy can offer much competition.
They specialise in lipstick and nail polish and are
the most expensive of the three brands, with an
average price of €20.

The brand has a participation rate of 0,18% on Instagram.

Twitter: @lolabcncosmetic, 1.112 Followers
Facebook: @lolabarcelonacosmetics, 16.760 Likes and 16.824 Followers.
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Having talked about the Spanish brands, we can look at other brands considered to be
competitors, such as the following:

JEFFREE STAR COSMETICS

Like our brand is founded by an influencer, in this

case, an American influencer, who gave the brand its
name. Although it is a brand that advocates for the
inclusion of men and women and its cruelty-free and
vegan products, it has recently been splashed by the
controversy of its CEO. Jeffree Star has been accused
of racism and its brand has been affected, to the point
where many middlemen have taken huge markdowns
to get rid of the product. This notwithstanding, the
brand makes very colourful but higher-priced make-
up, with their eye palettes, for example, costing
between €50-60.

The brand has a participation rate of 0,33% on Instagram.

Twitter: @JSC_family, 4886 Followers
Tik Tok: @jeffreestar, 2M Followers and 7.5M Likes
Facebook: @JeffreeStar, 2.980.070 Likes and 3.044.611 Followers
Youtube: jeffreestar, 16,5 M Subscribers
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COLOURPOP

This Californian firm has taken over a large part of

the cosmetics market because not only are their
products of the highest quality and at a very low
price, but also because their company policy is
based on the inclusion of any race, regardless of
gender, and also because all their products are
cruelty-free and vegan. The only drawback is that
getting them from Spain is very complicated.

The brand has a participation rate of 0,25% on Instagram.

Twitter: @ColourPopCo, 1.300.00 Followers
Tik Tok: @colourpopco, 811.7K Followers and 13.1M Likes
Facebook: @ColourPopCosmetics, 2.181.737 Likes and 2 266 856 Followers
Youtube: colourpopcosmetics, 205.000 Subscribers
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MAKEUP REVOLUTION

Is a British brand that is very present in most Spanish

perfumeries. It is cruelty-free and some of its products
are vegan but there are no other similar philosophies
between the two brands. Their products are generally
imitations of high-end products. Their prices are
quite cheap but the brand lacks personality.

The brand has a participation rate of 0,26% on Instagram

Twitter: @MakeupRVLTN, 80.700 Followers
TikTok: @makeuprevolution, 265.8K Followers and, 4.9M Likes
Facebook: @revolutionmakeupes, 24 929 Likes and 25 865 followers

Having talked about the Spanish brands, we can look at other brands considered to
be aforementioned are our most direct competitors, the most similar would be 3ina,
but what sets us apart is our strategy. We have the best national influencers as
collaborators, as well as the personality of our brand, as this is what characterises us
most.
Analysis
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2.a. Objectives

The objectives proposed for this communication plan is one of the most
important parts because the effectiveness of the communication plan will depend
on a correct definition of the objectives to be achieved. We have established four
communication objectives.

To increase brand´s philosophy awareness

by 30 % through social media in 5 months.

To achieve 200k followers on Instagram

and an engagement rate of 3% in 5 months.

To achieve 60k followers on TikTok and

upload a total of 100 videos in 5 months.

Increase sales through our website by 20%

in 5 months.
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2.g. Strategies

Create a campaign to publicize our ecological differentiation (through new

product packaging) and the values that define us: gender free, vegan and
cruelty free.
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2.e. Tactics
To develop the tactics we will follow the RACE model (Reach, act, converse and
engage) in Inbound Marketing:

In the first place, we are going to start attracting and reaching the audience
through the expansion of the brand where we will carry out an online and
offline advertising campaign at the same time, in which we will have
numerous national influencers.

Second, we will enter the action phase to convince people interested in

trying our products, that they know the philosophy and values of the
company and, above all, the also quite important objective is to achieve a
quality interaction with the public target to continue with the third step. In
order to interact with our clients, we will carry out numerous raffles and we
will set up a showroom in a local in Madrid, so that they can try our products
with the best makeup artists for a few days.

The third phase specifically focuses on converting those people into

customers, since now that people are leaders, it is time to convert them into
buyers and make the sale. Thanks to the awareness campaign and the
opportunity that customers have been given to try our products, we will
launch special offers to attract customers to our website and finally buy some
of the products.

The last phase is about engage, after all the above, the objective is to achieve
customer loyalty to establish a lasting relationship. To get those customers
to become loyal, after buying a product, we will send an email with a € 5
discount for their next purchase, which will not expire in 5 months, in this
way they can use the voucher to give birthday gifts, for the mother's day, or
just for another product of your own.
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2.d. Target Audience

The target audience of this campaign will include all the
brand´s target market as the main objective of this
communication plan is to reinforce the values of the
brand. So the target for this campaign and its actions will
be:

People, between 16 and 30 years old, with a medium

socioeconomic level, who loves makeup, can be makeup
artists or simply passionate about it. They are also people
who share the brand's values: equality, non-discrimination
and sustainability. They also live in Spain, and for some
actions, the geographical division will be reduced from the
whole country to just Madrid,

16 - 30
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2.e. Message Definition

“Our truly compromise with the environment

begins with the change of our packaging”

With this message, we want to demonstrate our real commitment to the

environment, that these are not just words and that we take the matter very
seriously despite the fact that we are a young and fun company. We deliver this
message to our public in a way that is committed, conscious, real, honest, close,
young and aligned with our personality as a brand.

This message is formal and serious enough to be used in traditional media such as
digital press or mupis but at the same time, it is engaging enough to be used with
influencers, our target and in social networks.

REAL COMMITMENT WITH THE

ENVIRONMENT

CONSCIOUS

TRANSPARENT

CLOSE

YOUNG
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2.f. Resources

It is necessary to know the resources available to us, both material and non-
material, and how we have to obtain them to define the destination of each of
them in order to achieve the objectives set out in the communication plan.

As we already know we are a small company, with a team of no more than 20

people, thanks to the use of social networks and the use of influencers, we will
only dedicate a quarter of the staff to implement this plan, we consider that
they are enough.

Along with the company's staff, we will count on the following influencers and
CEO:

Ambassadors:
Álvaro Kruse - CEO (@alvarokruse) 63,1k followers on IG
Goty makeup (@gotymakeup3) 158k followers on IG, 55k on TikTok.
Oto Vans (@otovans) 396k followers on IG, 65.4K on TikTok.
Inés Chumillas (@ines.chumillas) 47.7K on IG, 469K on TikTok.

Micro-influencer:
Sergio Chamorro (@beautybyscc) 2K on IG, 170 on TikTok.
Selena Milán (@selmilan) 228 K on IG
Marta Kornelski (@martakornelski)12.6 k on IG
Anna Yorinde (@annaayorinde) 93.3K on IG
Cocoa (@its.cocolatte) 3254 on Ig
Albert Capllonch (@albertcapllonch) 41.3 K on IG
Ariel Rec (@ariel_rec) 18.2K on IG
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2.g. Budget

We have a total amount of 84.964€ for

all the campaign and its actions.
Communication
 PAGE 24

3. a. Promotion and Communication Channels

Communication channels are the key element of any campaign as we believe it is

how the world moves, with communication. We decided to focus on online
communication channels, as our target are digital natives, of which the great
majority are users of any social network. Even so, we will use some offline channels
for creating a higher impact on the target.

The online channels we will diffuse the campaign will be mainly our web and social
networks. Focusing on social networks, we will work mainly on three of them.

The first one, and the one we will invest in the most will be Instagram. Instagram is
the platform where we believe we will cause more impact as our target is constantly
checking the social network. Our objective is to share our campaign in different
posts and videos, where we will launch new products that will create a big impact
on our main target.

The campaign will count on an ambassador and some top and micro-influencers for
the sharing of the content. The content will also be created by some of them for the
platform in stories and posts format.

Our ambassadors will be Goty makeup (@gotymakeup3). The influencer, which

counts with 158K followers on Instagram and a 31% engagement rate, has
collaborated with the brand before, even launched a makeup line with Krash. The
makeup artist will be the image of the campaign, as we believe it has a big
engagement on the social network. She will upload the campaign through posts and
try the products with the new packaging on stories in a period of 1 month. Later, she
will make a giveaway with some products as highlighter and palettes between others
with a duration of two weeks.
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The other two ambassadors are Oto Vans (@otovans), who is a close friend of
Alvaro Kruse and has worked before with the brand. He has 396K followers on
Instagram, with a 14% of Engagement Rate. He has a great community and is one
of the most known influencers of Spain.

The last ambassador is Inés Chumillas (@ines.chumillas), the TikToker has 469k
followers on TikTok, and instead of uploading posts to Instagram, she will upload
videos to her TikTok account. She has recently worked with the brand and has the
fastest growth rate of all the influencers of the campaign.

One micro-influencer will be Sergio Chamorro (@beautybybscc). The makeup

artist counts with 2K followers on Instagram and a 25% of engagement rate. We
wanted to give the opportunity to small influencers to launch their talent.

Some other content creators we will collaborate with will be some top and micro-
influencers. Selena Milán (@selmilan) counts 228K followers on Instagram and a
17,5% engagement rate. Anna Yorinde (@annaayorinde) has 93,3K followers and a
42,2% of interaction rate with its followers. Then, some medium influencers as
Albert Capllonch (@albertcapllonch) count with 41,1K followers on the platform and
a 19,4% engagement rate. And finally, Ariel Rec (@ariel_rec) has 18,2K on Instagram
and a 10,4% engagement rate.
 PAGE 26

The second social network we will launch our campaign will be Twitter. Twitter is the
debate forum where the campaign will be discussed. On Twitter, we will give the
chance to our target to give their opinion about the campaign, which latterly will be
taken into consideration to give feedback and make the evaluation of the
communication strategy. For this platform we will not count on any influencer, we
will use the account of Krash Kosmetics.

Our web page will be an important role as our sales will mainly be made through it.
The campaign will focus on the sharing of the importance of sustainability and
taking care of the world. The diffusion will take part mainly on the sales of our target
purchase.

When talking about offline communication channels, we will use two strategies of
communication, a showroom and mupis in the centre of Madrid. Beginning with the
showroom, it will be located in "Nuevos Ministerios", 25th Avenue Warehouse. In
here, people can get a makeover for free, and try our products. They will have to
register on an attendance form, and they will have an hour for the appointment.

The other offline communication strategy will be mupis all over the centre of
Madrid promoting the new packaging. We have chosen this action as our target
moves with public transport, and it will be on the street, so everybody can see it.
 PAGE 27

3. b. Communication Strategies

Our communication strategy is focused on creating a new campaign for relaunching

our products with sustainable and ecological packaging. The packaging will be
100% no plastics.

The main objective of the campaign is to go reinforce our values, such as being
gender-free, cruelty-free and vegan products. “Our truly compromise with the
environment begins with the change of our packaging”. The message of this
campaign is a definition of reinforcing our brand's values and taking care of our
environment starting from the outside. Here we will include one new strategy which
will be improving sustainability.

The campaign will mainly be focused on creating content on social networks, as

our main target uses them daily. We have chosen 3 social platforms Instagram, Twitter
and TikTok.

Instagram is the platform where we believe we will cause more impact as our target
is constantly checking the social network. The content we will share on Instagram will
be different posts and stories where the main colours will be the corporate pink
and different tones of green for transmitting the sustainable image. The posts
will be more focused on the message of the change of the packaging on our most
sold products. The stories will be created by the ambassador and other influencers of
the campaign showing the new packaging and trying the product for showing we
have changed the outside but the inside is the same as before.

The second social network will be Twitter. The platform is one of the most used for
our target where they express their opinion and share content they like. We will
share the campaign through tweets giving the chance of participating with their
opinion. For creating impact, we will create a hashtag where the message is visible
and people can share the new packaging and their respective opinion about the
same. The hashtag is “#Wehavekrashed” as we believe it will attract people to see
what is it about and then interact if wanted.
 PAGE 28

The third and last platform will be TikTok. We have seen the platform is used by
many users inside our main customers. Furthermore, we are looking forward to
catching the attention of potential customers that also are users of the platform, as a
lower range of age may be a new market where we can focus on. On TikTok, we will
create content through some big and small influencers on the app where they show
the new packaging and give their opinion about the experience of it. Also, we will
use it for demonstrating we have changed the packaging, but not it is content.

Then, on our web, we will launch some special offers for attracting the customers to
our web for buying some products they may have tried before or they wanted to try.
The special offer will be the opportunity of buying some of our most sold products for
a lower price than usual. For the buying of any product, we will send an email with
5€ for the next purchase. This discount will be redeemable for 5 months, giving
them the chance of buying another product with the voucher.

Besides, we have also wanted to focus on offline channels, for the trying of the
product and people to have the opportunity of having the real Krash Cosmetics
Experience. Therefore, we will facilitate the 25th Avenue Warehouse in Madrid the
space for developing it. The customer will be able to choose the products they want
from the hand of some professional makeup artists. Also, it will be an opportunity to
make known our new packaging to our customers and convince them to buy the
product they tried.

The last offline strategy is the mupis, that as said before, will be all over the centre of
Madrid. In them, we will show a pink background and in white the message of the
campaign, at the left bottom, there will be placed the logo of Krash; next to the logo,
it is important to mention our social media and the hashtag of the campaign. As our
target normally uses public transport daily, they will be in contact with our brand
and products every day.
 PAGE 29

3.c. Calendar and Action Plan

We have separated the calendar in a
visual and practical way, so our action
plan will be divided into:
- Before the campaign
- During the campaign

Before the campaign - After the campaign

We will start contacting the influencers to inform them about the brand and what we want
to achieve with them.
We have given ourselves a maximum of two weeks to negotiate and present our
proposals.
Sign contracts (5 working days)
Start sending out the PR packages so that the influencers become familiar with the
products in order to know how to promote them correctly (11 days)
We will give them some time to prepare the posts and we will evaluate them later.
 PAGE 30

3.c. Calendar and Action Plan

During the campaign

The campaign on the new relaunches will start at the beginning of March and will last
until April. The exact dates are detailed below.
Influencers will receive their packages gradually, so we expect them to promote us
through stories during March.
The following weeks of March we expect them to promote our new packaging and
the benefits it has for the environment.
Throughout March and April, we will be paying our best makeup artists for stories and
occasional posts using our products.
We will have two giveaways in March, the first one on the 14th with our ambassador
and the second one on the 28th.
In addition, during the week of March 21 to 28, we will have mupis with our advertising
all over Madrid.
Finally, we will have a showroom with our make-up artists and our products from
Thursday 31 to Saturday 2.
As a final point, the week of April 4th we will have some flash offers on our website,
which will give us more benefits and more traffic to the website.
 PAGE 31

3.c. Calendar and Action Plan

 PAGE 32

3.c. Calendar and Action Plan

After the campaign

By mid-April, we will be able to see the results of the posts, the giveaways and the
benefits we have obtained thanks to our influencers. Then we will start doing a final
analysis of the campaign.
We will end April with the elaboration of the final report.
Evaluation
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4. Evaluation method - KPIs

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively
a company is achieving key business objectives

The KPI we want to achieve after finishing the campaign will be the following ones:

1. Number of mentions on Instagram: 20000.

2. Number of followers gained on Instagram: +10000 followers.
3. Number of followers gained on TikTok: Double the followers, 40000.
4. Number of comments on Instagram: 20000 comments.
5. Number of shares on Instagram: 2000 shares.
6. The transit on the web will increase by %30.
7. The number of sales will increase by a %20.