MEET DIGITAL 3.

0
1he new era of dlglLal sLraLegy beglns wlLh ulglLal 3.0. lorward Lhlnklng glves our cllenLs an edge on Lhe
compeuuon by pushlng Lhem lnLo Lhe fuLure of dlglLal communlcauons. ulglLal 3.0 undersLands how Lo
develop and malnLaln Lruly auLhenuc relauonshlps. We spend our ume cralng messages, devlslng
sLraLegles, and bulldlng and guardlng repuLauons.
We keep our cllenLs' lnLeresLs ln mlnd by preparlng Lhem Lo embrace Lhe nexL sLeps ln soclal medla
sLraLegy, webslLe revamplng, blogglng and more.
Cur logo represenLs our agency and Lhe work we do. 1he color purple embodles our brand: lL's creauve,
wlse and lmaglnauve. 1he arrow ln our logo represenLs LhaL we are movlng our cllenLs lnLo Lhe new age
of dlglLal sLraLegy: ulglLal 3.0.

We do noL follow, we creaLe Lhe laLesL communlcauons Lrends ln everyLhlng dlglLal.

!"#$ &'( )# *+,-).
Lyndsey Sager - ueslgner & Lead LdlLor
8reanna 8eel - 8esearch Manager
Madalyn LLzel - AccounL Lxecuuve
Mauhew Crszag - llnanclal Manager
TABL E OF CONTE NTS
CLIENT CHALLENGE 4
RESEARCH ACTIVITIES 4
PROBLEM STATEMENT 4
GOAL STATEMENT 5
OBJECTIVES 5
KEY AUDIENCES 5
STRATEGIES 6
KEY MESSAGES 6
TACTICS 6
Sleep Naked for Change 6
Social Media Rebranding 7
College Campus Ambassador Program 7
Bloggers 8
Media Relations 8
ADDITIONAL TACTICS 9
EVALUATION AND ACCOUNTABILITY 9
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CLIENT CHALLENGE
Swlsspers challenged ulglLal 3.0 Lo lnLroduce a new ldea for Lhe Sleep naked campalgn, bulldlng upon
Lhe prlor year's sLraLegles Lo lncrease brand awareness, whlle encouraglng women Lo remove Lhelr
makeup. 1he campalgn LargeLs women ages 18-34 because Lhe organlzauon's research has shown Lhls
age group ls sull developlng llfelong skln care hablLs.
RESEARCH ACTIVITIES
ulglLal 3.0 conducLed exLenslve prlmary and secondary research durlng a Lhree-monLh perlod. Cur
research lncluded ln-depLh lnLervlews wlLh 30 women ages 18-34, a focus group of college women and a
survey of 130 women on how Lhey learned Lhelr makeup hablLs. ulglLal 3.0 also researched Swlsspers'
soclal medla slLes, soclal medla besL pracuces, Swlsspers' envlronmenL and compeuuon and Lop beauLy
bloggers.
Some key ndlngs from Lhe research lnclude:
- 1hough Swlsspers' LargeL audlence ls broad, Lhe needs of lLs consumers are slmllar. Women need
a relauvely lnexpenslve way Lo malnLaln beauLy. 1hey know Lhe rlsks assoclaLed wlLh noL removlng
makeup, buL oen choose Lo lgnore Lhem.
- SlxLy-Lhree percenL of women learn abouL makeup from Lhelr moLhers.
- lly-slx percenL of women surveyed are shopplng for cosmeuc producLs aL sLores LhaL do noL
carry Swlsspers.
- ln an on-slLe check of 20 local sLores LhaL, accordlng Lo Lhe Swlsspers' webslLe, should carry Lhe
brand, only 30 percenL acLually had Lhe premlum couon round. 1wo of Lhe 20 sLores carrled no
Swlsspers' producLs aL all, Lhe oLhers carrled Lhe non-premlum brand.
- ln a slmulaLed purchaslng Lrlal, Lhe women ln Lhe group plcked sLore brands over Swlsspers based
on only packaglng and named Lhe prlce. When glven Lhe opporLunlLy Lo acLually Lry Lhe producL,
Lhe women selecLed Lhe Swlsspers brand because lL Look o Lhelr makeup easler and more
compleLely. 1hls revealed LhaL Lrlal ls key Lo converung women lnLo Swlsspers' users.
PROBLEM STATEMENT
ln prlor years, Lhe Sleep naked campalgn bullL awareness as Lo why women should Lake o Lhelr
makeup aL nlghL. ln Lhe upcomlng year, Swlsspers musL leverage lLs prevlous messaglng Lo Lransluon Lhe
campalgn from awareness Lo purchaslng power. 1o do so, Lhe brand musL overcome muluple
challenges. Cne challenge ls LhaL cusLomers conslder couon rounds a commodlLy good, Lhey see no
reason Lo buy a speclc brand-name producL or Lo engage wlLh Lhe brand on soclal medla. 1hls key
obsLacle, palred wlLh oLher communclauons lssues, has made lL dlmculL for Swlsspers Lo lmprove lLs
sales and engage wlLh poLenual and currenL cusLomers on soclal medla.
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GOAL STATEMENT
1o conunue bulldlng awareness among lLs LargeL audlence, ulglLal 3.0 recommends lmprovlng
Swlsspers' soclal medla presence on exlsung plauorms and elevaung Lhe brand as Lhe number one
cholce for couon Lools. Addluonally, Lrlal among cusLomers ls hlghly recommended Lo lmprove sales.

OBJECTIVES
1. 1o mouvaLe 1,000 women ages 18-34 Lo reglsLer for Sleep naked for Change by CcL. 1, 2014.
2. 1o lncrease LoLal lmpresslons by 10 percenL from 94.1 mllllon lmpresslons ln 2013 Lo 103.31 mllllon
lmpresslons ln 2014 campalgn, on Swlsspers' soclal medla plauorms wlLhln 12 monLhs.
3. 1o mouvaLe 10 percenL of college women Lo Lry Swlsspers' couon rounds Lhrough face-Lo-face Lrlals
wlLhln four monLhs.
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Arlzona SLaLe unlverslLy 4,900
unlverslLy of CenLral llorlda 2,800
unlverslLy of Mlchlgan 1,390
Chlo SLaLe unlverslLy 2,300
kenL SLaLe unlverslLy 1,300
4. 1o generaLe aL leasL Lwo magazlne feaLure sLorles ln arenung, Woman's uay, Worklng MoLher,
?our 1een or oLher publlcauons wlLhln one year.
KEY AUDIENCES
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- College Women aL 1argeLed unlverslues
- ?oung rofesslonal Women Ages 23-34
- 8eauLy 8loggers
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- College Women nauonally
- MoLhers of Chlldren under Age 18
- LdlLors and 8eporLers of arenung Magazlnes
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STRATEGIES
- AuracL women Lo creaLe a Sleep naked for Change prole Lhrough soclal medla and face-Lo-face
communlcauons.
- urlve women Lo Lry Swlsspers by provldlng free samples on LargeLed college campuses.
- AuracL addluonal followers on soclal medla plauorms by posluonlng Lhe plauorms as a Lool raLher
Lhan brand lnformauon source.
- 8ebrandlng cusLomer-faclng soclal medla plauorms, lncludlng lacebook and 1wluer, Lo creaLe one
conslsLenL face for Swlsspers.
- ConLracL beauLy bloggers Lo drlve Lramc Lo Lhe Sleep naked for Change campalgn webslLe.
- urlve followers and LargeL audlence Lo Lhe Swlsspers webslLe for addluonal lnformauon.
- use medla relauons Lo engage wlLh edlLors and beauLy reporLers aL nauonal magazlnes.
KEY MESSAGES
- 1ry Swlsspers remlum Couon 8ounds and see Lhe dlerence.
- Slgn up Lo Sleep naked for Change and show o your naLural beauLy.
- SupporL your favorlLe charlLy by slgnlng up Lo sleep naked wlLh Swlsspers.
TACTICS
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Swlsspers wlll promoLe Lhe 2014 campalgn Sleep naked for Change" Lo encourage everyday women Lo
slgn up and creaLe lndlvldual proles. Women musL be aL leasL 18 years old Lo paruclpaLe. 1he prole
wlll lnclude Lhelr name, age, homeLown, 1wluer handle, chosen charlLy and favorlLe Swlsspers producL.
1he women's prole plcLure wlll be one of her wlLhouL makeup, much llke Lhe rsL year campalgn wlLh
bloggers and celebrlues. 1he paruclpanLs wlll serve as ambassadors Lo self-promoLe Lhelr pages for
voLes from frlends and famlly, whlch wlll slmulLaneously promoLe Lhe Swlsspers' brand. 1o ensure
Swlsspers ls parL of Lhe conversauon, paruclpanLs wlll be encouraged Lo use #Swlsspers ln Lhelr posLs. AL
Lhe end of each week, Lhe Sleep naked webslLe wlll be updaLed Lo feaLure Lhe Lop ve users of Lhe
hashLag, and Swlsspers wlll menuon Lhem on 1wluer. 1hls wlll noL only lncrease Swlsspers engagemenL
wlLh lLs users on 1wluer, buL lL wlll also mouvaLe paruclpanLs Lo Lalk abouL Lhe brand Lo earn a fronL-
page feaLure. Swlsspers wlll use Lhe women's 1wluer handles Lo creaLe a llsL and monlLor Lhelr campalgn
LweeLs.
1he wlnner wlLh Lhe mosL voLes wlll make a donauon of $10,000 Lo a charlLy of her cholce, Lhough Lhe
charlLy musL be allgned wlLh Lhe Swlsspers brand. 1hls wlll be deLermlned by u.S. Couon. 1o sausfy
paruclpanLs WhaL's ln lL for me?" deslre, lndlvlduals wlll also recelve $2,300 Lo use Loward educauon or
professlonal developmenL. 1hls could lnclude a scholarshlp, classes aL a local college, an onllne class or
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reglsLrauon for a professlonal conference relevanL Lo Lhe wlnner's career paLh. users can slgn up
beLween SepL. 1 Lhrough SepL. 30. SLarung CcL. 1, women who creaLed an accounL can begln promoung
Lhelr page for voLes. 1he voung wlll lasL approxlmaLely Lhree weeks, endlng on nauonal Sleep naked
nlghL, CcL. 22. Cn nauonal Sleep naked nlghL, Swlsspers wlll announce Lhe wlnner of Lhe compeuuon,
and Lhe Sleep naked nlghL bloggers wlll hosL a one-hour long 1wluer chaL Lo answer beauLy quesuons.
1he campalgn wlll be promoLed by Swlsspers Lhrough lacebook and 1wluer adverusemenLs, blogger
relauons and soclal medla. Addluonally, uanlelle !onas, Lhe celebrlLy wlnner from Lhe 2013 Sleep naked
campalgn, wlll be used ln Lhe 1wluer chaL and Lo promoLe reglsLrauon for Lhe campalgn.
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1o ralse awareness of Lhe Swlsspers brand, ulglLal 3.0 recommends rebrandlng on soclal medla Lo creaLe
a conslsLenL onllne volce for Lhe brand. 1hls wlll lnclude conslsLenL prole plcLures and backgrounds, as
well as sharlng relevanL lnformauon LhaL relaLes Lo Lhe Swlsspers' producL. Cnce Lhe LargeL audlence ls
aware of Swlsspers, Lhey need Lo Lake acuon on soclal medla. An evaluauon of each plauorm wlll help
Swlsspers develop proles on lLs followers and Lallor conLenL Lo reach Lhem. ulglLal 3.0 wlll creaLe an
edlLorlal calendar for lacebook and 1wluer Lo hlghllghL speclc Lhemes and Loplcs for Lhe soclal medla
manager Lo reference. ulglLal 3.0 wlll provlde recommended posLs LhroughouL Lhe year regardlng Lhe
Sleep naked campalgn Lo help conunuously bulld campalgn awareness. ulglLal 3.0 recommends Lhe
4-1-1 conLenL sLraLegy colned by Andrew uavls and !oe ullzzl. lor example, for every one self-servlng
LweeL, posL, or updaLe, a brand should share four new pleces of conLenL and one re-share.
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A college ambassador program would be an eecuve way Lo leverage face-Lo-face relauonshlps among
sLudenLs on LargeL campuses. lor Lhe program, Swlsspers can hlre Lhree college ambassadors aL colleges
wlLhln large markeLs, lncludlng kenL SLaLe unlverslLy, Chlo SLaLe unlverslLy, unlverslLy of Mlchlgan,
Arlzona SLaLe unlverslLy and unlverslLy of CenLral llorlda. 8efore an ambassador can begln worklng,
Lhey wlll be Lralned Lhrough an onllne orlenLauon meeung, and Lhey wlll be requlred Lo waLch a serles of
vldeos. 1hese Lralnlng guldes wlll help Lhe ambassadors learn Lo represenL Swlsspers and wlll provlde
Lhem wlLh speclc Lalklng polnLs. College ambassadors wlll have markeung pleces Lo hand ouL on Lhelr
campuses, and wlll be glven a small budgeL Lo work wlLh when creaung evenLs. Whenever ambassadors
are worklng for Lhe brand, Lhey wlll be requlred Lo wear dark [eans and Lhelr Swlsspers L-shlrLs.
1he ambassadors would work an average of 10 hours a week durlng Lhe lall semesLer handlng ouL
samples, conLacung local oplnlon leaders ln fashlon, beauLy and healLh, and helplng ouL wlLh beauLy-
relaLed evenLs on campus Lo geL Lhe Swlsspers name ouL. lor example, a sLudenL ambassador aL kenL
SLaLe unlverslLy could geL lnvolved wlLh kenL's annual fashlon show, 8ock Lhe 8unway, Lo reach sLudenLs
lnLeresLed ln fashlon. AnoLher opporLunlLy aL kenL SLaLe would be Lhe 8lasL-C evenL held each lall
semesLer. 1he evenL ls well-auended because lL occurs durlng Lhe rsL weekend of Lhe semesLer, aer
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freshmen move lnLo Lhelr dorms. Swlsspers ambassadors can slgn up Lo hosL a Lable aL Lhe evenL and
oer a game for sLudenLs Lo wln prlzes. An example game could lnclude a scrub o challenge. uurlng
Lhls challenge, Lhe ambassadors wlll use eyellner Lo wrlLe #Sleepnaked on Lhe paruclpanLs hand. 1hen,
each paruclpanL wlll be glven a presoaked Swlsspers' couon round Lo rub o Lhe makeup. 1he rsL
paruclpanLs Lo compleLely remove Lhe eyellner wlns a prlze, whlch may lnclude a sleeve of couon
rounds or a L-shlrL. LlLher way, female players wlll recelve a handouL abouL Sleep naked for Change.
1hrough Lhls game, paruclpanLs wlll Lry Lhe producL and see Lhe campalgn hashLag. SLudenL
ambassadors could also work wlLh Lhelr unlverslLy's healLh cenLer Lo lnform female sLudenLs of Lhe rlsks
of noL removlng Lhelr makeup.

A large poruon of Lhe college ambassador's ume durlng Lhe lall semesLer leadlng up Lo Sleep naked
nlghL would lnclude recrulung female sLudenLs for Lhe Sleep naked for Change compeuuon. 1hese
campuses would be buzz locauons for Lhe campalgn, whlch would hopefully encourage addluonal
voung.

1hls program would have a Lwo-way beneL: college sLudenLs, parucularly markeung ma[ors, would
have Lhe opporLunlLy Lo galn relevanL experlence, and Swlsspers would have an lnexpenslve way Lo
spread awareness abouL lLs producLs among lLs prlmary LargeL audlence.

1hls program would have a Lwo-way beneL: college sLudenLs, parucularly markeung ma[ors, would
have Lhe opporLunlLy Lo galn relevanL experlence, and Swlsspers would have an easy, lnexpenslve way
Lo spread awareness abouL lLs producLs among lLs prlmary LargeL audlence.
D73$$%#-
Women who wear makeup Lurn Lo beauLy bloggers for advlce on whlch producLs Lo use. opular
bloggers share Lhelr experlences wlLh a varleLy of dlerenL producLs and have Lhe poLenual of reachlng
mllllons of readers. 1he blogger's role durlng Lhe campalgn wlll lnclude experlmenung wlLh Swlsspers,
educaung Lhelr readers on Lhe beneLs of sleeplng naked, encouraglng Lhelr readers Lo slgn up Lo Sleep
naked for Change and hosung a glveaway.

As has been successful ln Lhe pasL, Swlsspers can lncrease awareness Lo lLs LargeL audlence by
conLracung beauLy bloggers Lo creaLe conLenL abouL Swlsspers and Lhe Sleep naked for Change
campalgn. 8ased on ulglLal 3.0's research, ve poLenual bloggers have been ldenued: !'s Lveryday
lashlon, 8e 8eauullclous, Makeup and 8eauLy 8log, 8eauLy Plgh and 1empLalla.
A%'+" B%7":3*-
ln a survey of 130 college-age women ln Lhe norLheasL Chlo reglon, we found Lhe ma[orlLy of young
women (62 percenL) rsL learn abouL makeup from Lhelr moLhers. Leveraglng Lhese moLher-Lo-daughLer
lessons glves Swlsspers Lhe poLenual Lo creaLe buylng hablLs ln poLenual cusLomer's early ln llfe.
8

Swlsspers can reach moLhers Lhrough Lradluonal medla relauons. 1o achleve Lhls, Swlsspers musL bulld
relauonshlps wlLh beauLy and healLh edlLors. 1hen, lL can send plLches Lo nauonal parenung and beauLy
magazlnes, as well as onllne ouLleLs, LhaL LargeL moLhers.

8elauonshlp bulldlng and plLchlng Lo magazlne beauLy wrlLers wlll begln elghL monLhs prlor Lo Lhe Sleep
naked for Change campalgn. Lxamples of publlcauons lnclude arenLs, Woman's uay, ?our 1een and
Worklng MoLher. 1hese are [usL a few publlcauons LhaL would be ldeal Lo reach our LargeL audlences.
ADDITIONAL TACTICS
uue Lo space consLralnLs, some deLalls and addluonal Lacucs have been le ouL of Lhls summary. We
look forward Lo sharlng Lhese addluonal ldeas wlLh you aL our meeung on uec. 6.
EVALUATION AND ACCOUNTABILITY
/01'234' 5. 1o mouvaLe 1,000 women ages 18-34 Lo reglsLer for Sleep naked for Change by CcL. 1,
2014.

1hls ob[ecuve wlll be evaluaLed by counung Lhe number of paruclpanLs who reglsLered Lhrough Lhe
Swlsspers webslLe Lo Lake parL ln Sleep naked for Change.

/01'234' 6. 1o lncrease LoLal lmpresslons by 10 percenL from 94.1 mllllon lmpresslons ln 2013 Lo 103.31
mllllon lmpresslons ln 2014 campalgn, on Swlsspers' soclal medla plauorms wlLhln 12 monLhs.
1hls ob[ecuve wlll be evaluaLed by revlewlng Lhe LoLal number of llkes, shares, and posLs abouL
Swlsspers from Lhe 2014 Sleep naked for Change campalgn wlll be compared Lo Lhe number of
lmpresslons from Lhe 2013 Sleep naked lace-C campalgn.

/01'234' 7. 1o mouvaLe 10 percenL of college women Lo Lry Swlsspers' couon rounds Lhrough face-Lo-
face Lrlals wlLhln four monLhs.

1hls ob[ecuve wlll be evaluaLed by reLrlevlng Lhe number of Lrlals dlsLrlbuLed by college ambassadors Lo
college sLudenLs.
/01'234' 8. 1o generaLe aL leasL Lwo magazlne feaLure sLorles ln arenung, Woman's uay, Worklng
MoLher, ?our 1een or oLher onllne ouLleLs wlLhln one year.

1hls ob[ecuve wlll be evaluaLed wheLher Swlsspers ls menuoned ln Lwo feaLure sLorles by Lhe end of
2014.
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