MEDIA

RECOMMENDATION 2019
  Brief Overview
 Competitive Review
WHAT  Consumer Brand Insight
ARE WE 

Key Takeout
Campaign Idea
GOING  Budget
TALK 

360 Media Recommendation
Timeline
ABOUT
Client Brief :

 Objective: Awareness, Launching

product of basic shades
 Period: 3 months
 Budget: Rp 2 billion
 TA: 25-35 UM1
 Consumer Insight: Career woman,
housewife who likes social gathering
 Barriers : Damage to hair, not long
lasting, not suit with skin tone
 Competitor: Nyu, Miranda, Sasha,
Top Lady
CATEGORY REVIEW
Category Review

● The Hair Care market in Indonesia is Reasons Why Women Dye Their
forecasted to grow at a CAGR of 10.7% Hair

during 2015-2020 in value terms

Gray
● Hair colorant category is forecasted to Hair
40%
have the fastest value growth among all
Trendy
hair care category during 2015 - 2020 60%

But there are concerns about how the new

hair color will not suit them

Source: Makarizo (2014), Ken Research (2016), L’Oreal (2016)

BRAND REVIEW
• Enriched with super fruit
extracts such as apple, kiwi, and
strawberry to protect hair when
• Has 3 natural oils coloring, Vitamin oil
(Olive oil, Almond oil, • Natural color selection: Blue Black,
and Avocado oil), Natural Black, Burgundy.
conditioner, and vitamins Caramel, Natural Brown
• Has 5 natural shades Coppery Brown
(Black, Brown, Red Burgundy,
Dark Brown, Light Brown) • No ammonia smell
• No ammonia smell • Rp 15.000 – Rp 18.000

More color variants, not only natural color • Cheap price (started from Rp 9.500)
Cheap price (started from Rp 9.000) • New Top Lady Hair Color
• Top Lady Hair Dye Shampoo
• Top Lady Cream Hair Dye Shampoo
MEDIA REVIEW SOE 2016 - 2018
2016 : 128,706,600.00 IDR
80% 69% 2017 : 193,745,300.00 IDR
56% 52% 2018 : 184,364,400.00 IDR
60%
35% 39% Source : Fusion, Jan-Oct, 2016-2018*
40%
14% • Garnier Hair Color Naturals as
20% 6% 6% 6% 6% a top spender in 2016-2018*
0% • Top Lady and Nyu were only
2016 2017 2018 increasing its spending by the year of
2017, and is decreasing its spending
GARNIER COLOR NATURALS NYU TOP LADY MIRANDA by 2018

SOV 2016 - 2018

•
Garnier hair color had the biggest share
of voice year by year, from 2016 to 2018.
80% 69% 2016 : 5025.59
2017 : 6278.18
• This graph is comparable with spending
54% data in SOE graph.
60% 41% 46% 42% 2018 : 4524.8
• Garnier simultaneously led the SOV
40% to increase as well.
20% 11% • Top Lady’s SOV, however, is increasing
5% 4% 6% 7%
by 2 percent.
0%
2016 2017 2018
Source : Arianna, Jan-Oct, 2016-2018*
GARNIER COLOR NATURALS NYU TOP LADY MIRANDA TA ( F 25-35 UM1)
MEDIA REVIEW
Media Spending 2016 – 2018
100% 100% 100%
92%
100% GARNIER COLOR
73%
57% 53% NATURALS
36% 7%
50% 40% NYU
14% 7%
6% 7% 8%
TOP LADY
0% • The only brand who remain
TV

MAGAZINE
PRESS

TV

TV
RADIO

RADIO
using press is Miranda and
MIRANDA
using magazine is Garnier for
only in 2016.
2016 2017 2018 • 2018 using TV is the most
chosen media type
Year Media Grand Total • Source: Fusion 2016-2018*
TV 128,594,100.00
PRESS 59,400.00
2016
MAGAZINE 16,500.00
RADIO 36,600.00
2017 TV 193,545,400.00
RADIO 199,900.00
2018 TV 184,364,400.00
What Woman Hair Color Category
did on TV?

The most used TV Channel for Hair Color 2016-2018*

(Source: Arianna TA (F 25-35 UM1), Jan-Oct 2016-2018*
The most genres to be used: Series, Movie,
Entertainment, Information, Children
In 2018 Hair Color Product Product mostly
aired the ads on Non Prime Time (78%)
In line with the most used genre in 2018:
Children
Digital Assets

Instagram Followers Post Engagement Youtube Subscribers Videos Views per

Video
Rate
GarnierID 139K 533 0,82% GarnierID 19K 193 527K

Miranda 17 19 181
Miranda 4.9K 275 0,13%
NYU 963 21 273K
NYU 11K 175 0,37%

Toplady 29 8 0,30% Twitter Followers ER% Tweets

GarnierID 41.8K 0.0087% 20.6K

Facebook Fans Likes Engagemen
t Rate
GarnierID 2.0M 16M 2,10% • Garnier Color Natural social media is
Miranda 62K 62K 0,02% integrated with all Garnier Products
• Garnier has better digital presence and
NYU 601K 600K 1,40%
engagement

Source: Fanpage Karma 2018

 Social Media Activity
- Post about garnier natural
color is less
- Garnier has no quiz posts in
social media
- Campaign about the product
knowledge is less

Garnier NYU Top Lady Miranda

Facebook Photos Event paris trip Photos
Video Video Quiz
Use #Hellohairgoals Local influencer - Bundling Promo
event Global influencer
Linked post
Instagram Weekly post Carousel posts Product Video
Highlight stories video Global influencer Global Influencer
Local influencer Tutorial post Video Photos
Product Healthy post Momentum post Quiz
Product Promo
Quiz

Source: Independent
 Website Overview
• Garnier is topping the
website ranking
• Only Garnier used paid
search
• Miranda is the top direct
search of the website

Source: Similarweb.com (2018)

Key Take Out

● Leading brand in SOE and SOV

● Similar product attributes with
Competitor (NYU)
● Brands mostly spend in TV
● Better digital Asset than competitors
CONSUMER INSIGHT
 1. Awareness
Deliver 360 campaign to promote new colors of
Garnier Color Natural

2.
Interest
#KataAku challenge, utilize KOL to participate, and inform
consumers about the benefits of Garnier Color Natural

3. Action
Launching event with free sampling of
Garnier Color Natural product

Loyalty
4. Consumers keep using Garnier Color Natural
and recommend it to their peers
ABOUT How Awareness Among
WOMAN Woman is Built?
 TV is one of the
Slightly less loyal
prominent sources
Value-driven of information and
awareness,
Product shifting has frequently accessed
still been enormous by women to stay
updated on products
Rely on recommendation  The increase of
from closest people digital media
Prefer to verify information promotions and
recommendation in
Difficult to be loyal creating great
because they tend awareness among
to follow the trend them.
Product value,
e.g ingredients; is a must
Women are more active advocates,
both offline and via online media.
Source: MarkPlus Insight: research was based
In a survey including 5,728 female respondents
across 18 major cities in Indonesia.
 Target Audience
Behavior Passionate about music (47.5%),
travelling (50%), film (30%)
and friends gathering (32.5%)
More likely to choose
Natural Color (82.5%
The Social Media that people
always using Instagram (71.8%),
Coloring the hair to change Facebook (20.5%) and
appearance (42.5%), Twitter (7.7%)
to look fashionable,
to increase self confidence
(12.5%) Transportation that people
always using: private
vehicle (72,5%)
Consideration factor in
Online Transportation (35%),
choosing a good quality product (50%),
Public Transportation
No hair damage (37.5%)
(Commuter Line) (30%)
and easily discovered (47.5%)

To find out the information Venue that people always

about a product from TV visiting in weekend or
(52.5%), public holiday is Mall (42%)
recommendation from a friend
(35%),
Social Media (12.5%)
Source: Independent Survey, 2018 (110 reps)
Keys Take Out
“Women rely more on recommendation
of their closest people, and they are
willing to advocate their favourite
products.”
CAMPAIGN IDEA
 “Kata Aku”
Based on Garnier’s “Viral Policy” Marketing Strategy, previous
#KataWulan campaign, and our Consumer Insight, we would
like Garnier Hair Color to be a product of friend’s
recommendation, highlighting the uniqueness of every
individual’s experience, and also trustworthy.
360 Media Recommendation
#KataAku
BUDGET ALLOCATION

Activation Press /
12% Magazine
1%
Radio
3%

OOH
8%
Total Budget
Digital
6% Rp 2 billion

TV
70%
TV RECOMMENDATION
•GRPs Planning : 750 Grps
•Timeline : Jan-Mar 2019
•TVC (Spot), Filler (Post Activation)
They’re 4 top channel that suits our TA
(F 25-35 UM1) on Jan-Mar (Arianna 2018)
Month GRP Plan Genre : Series, Entertainment, Movie

Jan 250

Feb 250

Mar 250
RADIO
Pre-Event Activation Post-Event
● February - March 2019 (#KataAku (Product Ad &
● Main Radio: 90.4 Cosmopolitan FM Challenge & Activation
Jakarta Invite to Report)
Activation)
○ Leading female-targeted radio
in Jakarta Adlibs Create Adlibs
○ Target Audience: F 28 - 38 UM, activation
career woman and housewife (provide MC,
○ Digital asset: Website, mobile Quizzes, etc)
application, social media Spot Live report Spot
● Spots will also be aired in other big
cities radio under Media Network Website, Mobile Documentation Website, Mobile
Indonesia Apps, Social Apps, Social
Media Media (After
● KPI : 150.000+ listeners
(Instagram, movie, articles,
Facebook, etc)
Twitter)
MAGAZINE
● Placed in various female magazine
○ 1/9 Page Banner on February
○ 2/9 Page Banner on March
● Explaining about our new product
colors and benefits
● KPI: 200.000 readers
OOH
Hand Grip KRL
Jabodetabek
1.001.438 users /
day
Source : databox.id (2018)
Pt.kcj.id (2017)
GRAND LAUNCHING
● Atrium Kota Kasablanka

WHY? Central location, easy access by public transports

Large visitors on weekend (70.000 on weekdays,
100.000 on weekends)

● Saturday 2 March 2019

● KPI : 5.000 visitors

#KataAku
  Creative Photobooth
 Free product sampling
 Full hair salon experience (hair health check,
blow dry, express hair dyeing with Garnier
Color Natural)
 Launching warna baru Garnier Color Natural
with Brand Ambassador Mikha Tambayong &
Wulan Guritno
 #KataAku contest winner announcement → Get
Spa Getaway in Bali
 Award to Best Influencer
 Music performances by Lalahuta / RAN / Maliq
and D’Essentials

#KataAku
 DIGITAL
RECOMMENDATION
Programmatic

Programmatic
● Demo Targeting: Age & Gender

● Contextual Targeting: Website’s Content

● Behavioral Targeting: Web-browsing

behavior

Publishers (Beautynesia, Detik Wolipop)

● Creative Banner
Google Adword

SEO Keyword: Cat rambut, warna

rambut, tren rambut, rambut natural,
tutup uban

Google Sponsored Ads

Reach Strategy:

● Targeted People
● Targeted Device
● Google Display Network reach
80% internet user
Social Media

Youtube
Bumper Ads (5s) & Instagram Facebook
Banner KOL, Sponsored Sponsored Post
Post
Key Opinion Leaders Recommendation

Suhay Salim (ER 5,24%) Tasya Farasya (ER 5,79%) Tyna Kanna Mirdad (ER 5,29%) Molita Lin (ER 6,74%)

Vinna Gracia (ER 7,43%) Astrid Satwika (ER 4,5%) Acha Sinaga (ER 3,85%) Tanya Larasati (ER 1,58%)
Detail #KataAku Challenge

 KOL receive hampers from Garnier Color Naturals

 KOL post unboxing videos with #KataAku
 KOL post picture with their friends about the experience
of using Garnier Color Naturals and inviting
their followers to post picture with #KataAku recommendation.
 Participant posting picture with content #KataAku recommendation
and tagging their friends and the KOL who recommend it.
 The most creative content will be the winner
 The most tagged KOL will be awarded with best influencer
 The prize is full spa get away to Bali and invited to
the grand launching of Garnier Color Naturals
TIMELINE
TIMELINE

KPI
1. TV : 750 GRPs
2. Digital : - Banner Publisher 10.000 Impression
- Youtube 120.000 Impression
- Instagram 200.000 likes/KOL
- Instagram Sponsorship 20.000 Impression
- Facebook 100.000 Impression
- Google Adword Reach 80% Internet users
3. OOH : 10.000 commuter line women users (with approx. users of KRL is
1 million a day in 6 tracks)
5. Radio : 150.000 listeners
6. Activation: 5.000 visitors / products sampled
SUMMARY

Awareness

#KataAku
THANK YOU
Appendix
Channel Mix 2016 -
2018
SOV 2016 - 2018

Genre Mix 2016 - 2018

SOV 2016 - 2018
● Garnier hair color almost
use all national tv channel
for TVC.
● In 2018, Trans7 had
become the biggest
placement tv channel than
the other brands
Series and News Genre has been favourite
genre in terms of advertising placement
compared to the rest of the brand.
 Genre Mix 2016 - 2017
80%
75% 74% 73%
80% 66% 63%
69%
70% 59% 61% 62%
54% 53% 52% 54% 56%
60% 43% 45% 44%
50% 40% 39% 36%
40% 30% 31% 32% 29%
30% 17% 15% 14% 16% 16% 17% 20%
20% 4% 4% 4% 3% 6% 6%5% 9% 8% 8%
2% 6%
10% 1% 1%
0%

Entertainment

Entertainment

Entertainment
Movie

Children

Movie

Children

Movie

Children
Series

Information

Series

Information

Series

Information
2016 2017 2018

GARNIER COLOR NATURALS NYU TOP LADY MIRANDA

Genre 2016 2017 2018

Series 2123.92 1981.66 1477.38 Series and Information has been top 2
favourite genre in terms of advertising
Movie 852.44 1241.15 767.33
placement compared to the rest of the
Entertainment 712.59 1027.75 930.06
brand.
Information 516.15 810.13 534.09
Children 486.05 746.59 455.98
 Channel Mix 2016 - 2018
Channel 2016 2017 2018
90% 75% 76%
80%
75% ANTV 1227.98 1207.33 820.6
80% 67% 67% 68%
70% 60% 61% 61% 64%
58%
MNCTV 966.61 718.92 595
55%
60% 45% 48% RCTI 899.98 955.82 827.48
43%
50% 39% 39% 39% 36% IVM 887.68 1373.46 655.05
33% 33% 32%
40% 27%
25%
31%
26% 25% 26%
30% 20% SCTV 373.2
14% 14% 16%
20% 10% 11% TRANS7 717.27
10% TRANS 547.95
0%

ANTV
TRANS7
ANTV

ANTV
IVM

IVM

IVM
SCTV

MNCTV
MNCTV
RCTI

MNCTV
RCTI

RCTI

TRANS
2016 2017 2018

GARNIER COLOR NATURALS NYU TOP LADY MIRANDA

Digital Budget

Type Total Price

Youtube 3.000.000

Facebook 1.000.000

Instagram 2.400.000

Key Opinion Leader 80.000.000

Publisher 39.000.000

Total 125.400.000
TV Budget

TV SPENDING

No Channel GRPs target CPRP Total

1 RCTI

2 MNC
IDR
750 IDR 1.350.000.000
5.000.000
3 TRANS 7

4 ANTV
OOH Budget

Type Total Price

Hand Grip KRL (2 Woman Carriages) IDR 165.000.000

Total IDR 165.000.000

Radio Budget

Type Total Price

Adlibs & Spot IDR 35.000.000

Social Media IDR 35.000.000

Live Report IDR 2.500.000

Documentation IDR 2.500.000

Total IDR 75.000.000

Magazine Budget

Type Total Price

1/9 Page Banner IDR 6.150.000

2/9 Page Banner IDR 8.700.000

Total IDR 14.850.000

Activation Budget

Type Total Price

Atrium Kota Kasablanka IDR 75.000.000

Photo Booth IDR 5.000.000

Hair Salon Experience IDR 80.000.000

Contest Prize IDR 15.000.000

Music Performance IDR 50.000.000

Total IDR 225.000.000