Ipsy Interactive Media Plan
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1 Ipsy Interactive Media Plan Carly McGinley Advertising, Account Management Assistant Professor Kathy Mueller Interactive Media & Advertising Temple University
2 Overview History Current Situation Analysis Competitors Target Audience Personas Parameters Media Objectives & Goals Media Strategies Media Tactics Media Selection Media Rationale Media Breakdown Flowchart
3 History 2007 Before the launch of Ipsy, Ipsy s founder Michelle Phan became a YouTube celebrity from sharing videos of beauty and style tips Michelle Phan s videos featured affordable to high end makeup reviews and celebrity makeup tutorials that featured pop stars like Lady Gaga & Rihanna
4 History 2011 MyGlam was introduced MyGlam is a monthly beauty subscription service filled with various beauty products that are associated with the tutorials on the website. For $10 each month subscribers of MyGlam receive 4-5 deluxe samples and full size beauty products based off of a personalized beauty quiz
5 History 2012 Michelle Phan gained over 2 million subscribers on YouTube #1 Beauty Guru on YouTube Launch of ipsy.com
6 Current Situation Analysis $1.5+ million a month in sales Over 1 million registered members 150,000+ Glam Bag subscribers Current exposure: Strong social media presence on YouTube, Facebook, Instagram, Pinterest, Blogging and Public Relations Only available in the United States Cosmetic Industry worth $55 billion worldwide Featured brands: Benefit, Urban Decay, Ole Henriksen, NYX, Josie Maran, Sexy Hair, City Color, Too Faced and more!
7 Competitors Birchbox Main competitor Same concept ($10/month, 4-5 beauty items) Focuses more on body and skincare Men s option United States Beauty Army $12/month, 6 beauty items You choose the items United States except Alaska and Hawaii
8 Target Audience Women Demographics years old Living in the United States Salary: Less then $35,000 Education: high school degree, some college or bachelor s degree Psychographics Wears makeup regularly Follows fashion and beauty trends Health conscious and works out regularly Enjoys shopping and keeps a look out for sales Very active on social media Ipsy s target audience are make up and beauty enthusiasts who may be financially limited to explore and enjoy trying new trends which is where Ipsy fills that gap
9 Personas Stephanie Social media allows me to keep up with the latest beauty trends which allows me to experiment different looks! Age: 20 Occupation: College student at Penn State University and works at the campus bookstore Income: Relies on parent s income and uses personal income (less then $5,000 a year) on makeup, clothes and going out Shopping Habits: Shops mostly online at Forever21, Urban Outfitters and Tobi Makeup Usage: Wears makeup often. Buys from drug stores (Rite Aid, CVS) in store and Ulta online Media Usage: Very active social media user. Uses Instagram, Facebook and Pinterest daily. Occasionally uses YouTube and Twitter. Watches TV shows on her tablet through network apps. Listens to Pandora radio.
10 Personas Allison Between my busy work schedule and being conscious about my spending habits it is hard to keep up with beauty trends and deals. Age: 32 Occupation: Marketing Manager Income: $30,000 Shopping Habits: Shops online and in stores at The Loft, Express and J Crew Makeup Usage: Wears makeup occasionally. Buys from department store (Nordstrom, Macy s, Bloomingdale s) makeup counters Media Usage: Mostly uses social media to keep in touch with friends on Facebook and Instagram. Sometimes uses Pinterest and YouTube. Watches broadcast and cable TV shows. Reads Cosmopolitan and Allure Magazines. Listens to local FM radio when traveling to work and Pandora at home.
11 Parameters Target: Women years old This target is very media savvy and is very beauty focused Timing Seasonality: Yearly Makeup is worn daily and trends are always changing Geography: Nationally (United States) Ipsy s Glam Bag subscribers are limited to the United States Focus: Digital Media Ipsy s services and community are all online and digitally
12 Media Objectives & Goals Increase Ipsy s Glam Bag Subscriptions By increasing Glam Bag subscribers it will increase Ipsy s revenue & profits Increase Ipsy s Members By increasing Ipsy s members it builds a stronger and more engaging online beauty community through users creating, uploading and sharing beauty tutorials and reviews
13 Media Strategies Increase Ipsy s Glam Bag Subscriptions Creating a media mix that advertisers the affordable cost of receiving multiple beauty products each month Increase Ipsy s Members Positioning itself to be the #1 online source and community for users of all styles and makeup usage by focusing on the interactive and inspiring experience
14 Media Tactics Increase Ipsy s Glam Bag Subscriptions Advertising on desktop and mobile sites Advertising in mobile apps Advertising on internet radio Using Paid Search and Search Engine Marketing (SEM) Increase Ipsy s Members Strong social media presence by advertising on Facebook, Instagram, Pinterest and YouTube Including branded hashtags
15 Media Selection Desktop Mobile Internet Radio Paid Search/SEM Social Media
16 Desktop Vertical Sites cosmopolitan.com glamour.com elle.com style.com shape.com realsimple.com allure.com marieclaire.com
17 Desktop Ad Networks Targeting through women s lifestyle trends: Makeup Fashion Interior Design Health Food/Cooking
18 Desktop Banner Advertisements Leaderboard Skyscraper Join IPSY Square Leaderboard - Size (728x90) Full Banner Size (468x60) Square Size (336x280) Skyscraper Size (160x600) * Example advertisements are not drawn to scale Success Metrics: Impressions, Clicks, CTR, Landings, Conversions
19 Desktop Rich Media Expandable (click to expand) (close expanded) Size: 970x250 (example is not true to scale) Video Format: True Streaming Video Duration: 15 seconds max for auto-initiated video. Extended Play available Success Metrics: Impressions, Cost per Interactions
20 Desktop Rich Media Video Login Size: 1440x1024 Video Format: Plays on User s Click Success Metrics: Impression, Total Engagements, Engagement Rate, Number of Video Views
21 Mobile In App and Mobile Web Full Scree n Banner Large Panel Interstitials Targeted by Online Behavioral Advertising (gender, age, interests, etc.) Success Metrics: Impressions, Clicks, CTR, Number of App Downloads, etc.
22 Internet Radio Pandora Branded Radio Animated Overlay Targeted by user segments Demographics: age, gender, location, etc. Psychographics: interests, specific music, etc. Success Metrics: Number of Listeners, Impressions, Clicks,
23 Paid Search & Search Engine Marketing Desktop and Mobile Keyword List: makeup, beauty, makeup deals, monthly subscriptions, ipsy, glam bag, birchbox, beauty army, urban decay, ulta, sephora, make up tutorials Success Metrics: Clicks, Landings, Conversions
24 Social Media Facebook Sponsored Advertisements Desktop and Mobile Targeted by user segments Demographics: age, gender, location, etc. Psychographics: interests, specific music, etc.
25 Social Media Instagram Sponsored Advertisements Targeted by user segments Demographics: age, gender, location, etc. Psychographics: interests, specific music, etc.
26 Social Media YouTube Advertisements Overlay in-video Ads Display Ads Targeted by user segments Demographics: age, gender, location, etc. Psychographics: interests, specific music, etc.
27 Social Media Incorporating Hashtags Allows desktop, mobile, internet radio and social media advertising to cross platforms & build brand awareness #ipsy10 #ipsyglambag #iloveipsy #ipsydeals #inmyglambag #ipsybeauty
28 Rationale Vertical Sites - Great for High Impact Placements - Great for placing ads in content relevant to a specific category Ad Networks - Great for reach - Lower CPMs - Ability to target by vertical - Can use advanced targeting techniques Desktop Banners - High Impact - Forced Impression Rich Media - Allows users to engage with the brand without having to leave the site they are on - Advanced functionality that allows brands to get more insight into their campaigns
29 Rationale Mobile - Usage for mobile is increasing very rapidly - Banner replacements are great for branding - CPMs are very efficient currently - Target Audience is actively using mobile devices throughout the entire day
30 Rationale Internet Radio - Pandora - 2 nd Best Selling Mobile App - 1 st Best Selling Mobile Radio App - Incorporates audio, visual and video - 100% registered users allows for specific targeting
31 Rationale Paid Search/Search Engine Marketing - Great for immediacy - Best for direct response but may be used for branding - Text link search results appears as part of user s answer
32 Rationale Social Media - Great for branding - Great for creating viral buzz - Allows for advertisers to interact with users
33 Media Breakdown Radio 10% Paid Search/SE M 10% Social Media 30% Desktop 20% Mobile 30%
34 Flowchart Jan Feb Mar Apr May Jun Jul Au g Sep Nov Dec Desktop Mobile Internet Radio SEM Social Media
35 Thank You! For questions, comments and concerns Carly McGinley at
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