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Keep In Touch @sleepandshine

Welcome “A brand is a voice and a product is a souvenir.” - lisa gansky This is a promotional plan for a new fragrance brand; Sleep and Shine. The purpose of this report is to show a detailed understanding of Sleep and Shine as a brand, including visualisations of the brand’s ethos, aesthetic identity and brand message. Throughout this report, we have devised an effective promotional strategy, whilst plotting the brand’s journey across the upcoming retail seasons. Exploration of the consumer will determine the most efficient route when connecting with Sleep and Shine’s target market, whilst allowing us to explore potential upcoming promotional tactics within the market. Gemma Benjafield, N0678005, Fashion Communication and Promotion, Creative Networks, FASH10106

Context Our Brand Identity

Creative Concept


The Introduction


22 Brand Onion






What We’re About

SWOT Analysis


The Print Ad



Our Scents

Perceptual Map

The Summer Edition 12 Months Promotional Timeline



Our Consumers


The App

Media Channels







The Winter Campaign

Social Media: Blogger Alliance

36 Consumer Behaviour

The Video

What's this all about?

What we're about “the keys to brand success are self-definition, transparency, authenticity and accountability. - simon mainwaring


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“smell is a potent wizard that transports us across thousands of miles and all the years you have lived.” -helen keller Sleep and Shine is a new specialist aromatherapy brand, specialising in natural fragrance oils in order to promote therapeutic health benefits. Our primary objective is to focus on targeting specific problems, we hope to establish a brand that focuses on mindfulness aromatherapy, combined with technology, in order to develop a product which will take you on a sensory journey to enhance your wellbeing.

personal to every consumer. The app lead aromatherapy, allows you to diffuse chosen essential oil based scents at personalised times depending on your circadian rhythm, which is uniquely adaptable to every consumer at the touch of app. We believe that sleep is a choice and whatever your lifestyle, a good night’s sleep is something that you choose to engage in, not just something that happens. However, we also recognise that a good night’s sleep can be rare, which is why we have developed our innovation. Our diffuser utilises a slow release, activated system to provide relaxation to drift you to sleep, aided sleep support throughout the night and wakefulness in the morning.

We have created an intelligent targeted solution which optimises energy performance 24hours a day. Based solely around the body clock, it improves both sleep quality and daytime wakefulness, allowing your natural radiance and energy to shine through.

Our passion for natural essential oils stems With conjunction to smart technology, from the understanding that they have we have created a bespoke, adaptable therapeutic benefits that promise to deliver aromatherapy product, which is uniquely without using unnecessary chemicals..


Context “loyalty is not won by being first. it is won by being the best.� - stefan persson


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During the start-up of our initial research for our solution, we began identifying and analysing current trends within the fragrance, beauty and aromatherapy industry. Five key macro trends caught our attention, which we felt had potential within the fragrance industry to be used to create an innovative and on-trend concept. Ingredients: Ingredients are a particular interest area due to the high proportion of people taking a greater interest in and using fragrances containing natural ingredients. 62% of millennial women, read and reread products’ ingredient labels before making a purchase, in order to steer clear of certain “nasty” ingredients (Kinonen, 2016). Brands may benefit from highlighting natural and botanical ingredients in air fresheners as well as offering other advantages to using air care products, such as aromatherapy (Mintel, 2016). Aromatherapy: Mintel’s analyst insight showed increasing evidence behind the 2016 mindfulness trend. Research has suggested that the meditational technique mindfulness could be a more effective way of treating chronic types of pain compared to traditional medicinal approaches. Mindfulness has become something of a buzzword in recent years, as an increasing proportion of adults have turned to the technique to help manage their stress (Mintel, 2016). Sleep: Gwyneth Paltrow has declared that sleep is as important to health and beauty as a good diet, predicting that “clean sleeping” will become one of the biggest health trends of 2017, paving the way for health and beauty brands to tap into people’s bedtime rituals in order to help improve sleep quality (Mintel, 2017). Technology: Smartphones have been widely adopted by the general public, there has been increasing interest among the public in using apps to improve health and fitness, and as a result, the number of apps focused on these issues has grown exponentially (Sience Direct, 2016). A survey ran by the sleep foundation showed that amongst users that get less than 6 hours sleep per night, 32% think that technology would help them be healthier (Sleep Foundation, 2015). Personalisation: Customisation is moving mainstream which suggests a drive in value. Consumers, particularly Millennials, are coming to expect personalisation as part of the experience as they look for products that reflect their sense of individuality (Moeglin, 2016). Research shows that consumers are hungry for a personalised experience.


Brand Identity “your brand identity is the icon of your company and product. it is the badge that represents the brand and the relationship with the consumer - the russo group To support our idea development, we composed a survey targeting our demographic in order to ensure our decisions aligned with their preferences. After analysing our feedback, we believe that our consumers will find our brand identity and concept compelling. A brand’s logo is the most defining feature to a brand’s identity, thus we wanted to create a logo which reflected our values. The act of looking at a certain font face can involuntarily stir up powerful emotions or in still a sense of nostalgia (Gendelman, 2015). Therefore, our chosen ‘signature’ is a simplistic, calligraphy style font which embodies the elegance and sophistication of our specialist brand. By replacing letters with closed eye lids and a sun, we are able to reflect our personality and brand essence of targeting sleep and the consumer can instantly recognize our brand and what we are about. The minimal use of lavender shade of purple has been used on the eye lids as the colour lavender takes awareness to a higher level of thought, even into the realms of spiritual values. It is highly introvertive and encourages deep contemplation, or meditation. It has associations with royalty and usually communicates the finest possible quality (Colour Affects, 2017). Duck egg blue has also been used as it is often associated with the coolness of the sea and sky. It has been shown to calm the senses and lower blood pressure. It may stimulate feelings of trust, security, order, and cleanliness (Gillet, 2014), which ties in with our brand essence.


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Swot Analysis: S t r e n g t h s






Consumer adaptabilty

Very niche concept

No other armoatherapy brand combined with technology

Challenger brands

Sleep and shine postioning = attractive to broad audience

o p p o r t u n i t i e s


Line extensions e.g different scents, product types etc










bigger, well funded brands could launch product combined with technology

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fun specialist to innovate the frangrance and aromatherapy market

personal create a functional specialist product


playful to promote theraputic benefits without medication or harsh chemicals


to inteograte technology into the consumer’s lifestyle


to enhance the consumers health and well being hollistically through scent




passionative A CHOICE of essential oil based fragrances

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Brand Onion: 19

Perceptual Map “Branding is not just about being seen as better than the competition. it’s about being seen as the only solution to your audience’s problem.” - john morgan As shown, we identified a gap in the market for a luxury, specialist product, as there is little completion in the market sector, with only one other brand fulfilling both of these criteria’s. We aim to sit in the market amongst competitors such as ‘This Works’, being affordable and good value, as well as ‘Aromatherapy Associates’ which is a luxury specialist brand, therefore by competing between the two, we are offering an affordable specialist product, which is a gap in the market which appeals to our consumers’ needs and preferences that the consumers want.





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Creative Concept “design is the silent ambassador of your brand.� - paul rand





Ingredient based

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The Print Advert:

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Through the use of our bespoke app, the consumer is able to programme the diffuser in correlation to their sleeping hours, allowing the consumer to personally choose and decide what essential oil based scents they want diffused, and when, by programming the cycle hourly and daily. This adaptability acknowledges when the consumer wants the fragrance to change throughout their sleeping cycle, in order to diffuse different scents to drift them to sleep, aid sleep support throughout the night and encourage wakefulness in the morning in order to boost productivity. The consumer’s music can also be connected to the alarm in order to play music in conjunction to diffused scents at specific times. Through the use of a database, the app can skilfully suggest recommendations music which compliments certain scents.






6am drift me to sleep

my scents


my sounds


The App: Fig 11


The Video Alongside our print advertisements, we also created a video campaign in keeping with our initial concept. The video elaborates upon the print advertisement, by creating an ingredient story in order to communicate the message and product concept to the consumer. The video focuses on our ingredients, representing to the consumer which scents they start with within our ‘drift me to sleep’, ‘mid sleep’ and ‘rise and shine’. The cheerful music and doodles correspond to our print advertisement, which embodies our brand personality and voice.


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Sleep and Shine will launch two seasonal campaigns timed to coincide with summer and winter. Whilst ensuring that our brand identity remains consistent, we plan to rejuvenate and become more relevant in the summer season by introducing a summer range of essential oils. This limited edition range will make Sleep and Shine a more exciting choice when fulfilling the consumer’s home fragrance needs in order to create a summer ambiance. Pure essential oils of; coconut, wild lemongrass, grapefruit, watermelon, pineapple, eucalyptus, and bergamot will be included within the summer edition range. Our campaign will correspond with the consumer’s sleeping adjustment when the clocks spring forward for daylight saving time.





Again, we plan to rejuvenate and become more relevant in the winter season by introducing a Christmas range of essential oils. Fragrances of; cinnamon, apple, orange, peppermint, nutmeg and ginger. This Christmas edition range of scents will help to fulfil the consumer’s desires to create a Christmas ambiance to wake up to. Our campaign will correspond to the countdown to Christmas, with a social media advent calendar campaign.


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Our Consumer “A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.� - Scott Cook



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Our ideal ‘student’ consumer would be Sophie; she is 20 years old and lives in Nottingham. Sophie is currently in her final year at University, studying Criminology and Psychology, as well as working part time in John lewis. With high aspirations for her degree, she is ambitious and career driven, she is eager to get where she wants to be in life, subsequently wanting the best for her health, especially during her exam period. As a millennial, Sophie is highly invested in technology, spending each spare minute keeping up to date with her friends and favourite brands on social media – eager to get her hands on the newest gadget. Sophie shops at Zara, Topshop and H&M, but aspires to wear designer brands. Her latest brand obsessions are Benefit, The Body Shop and Frank, she cares a lot about the packaging and reputation of the brand.


the working woman

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Our ideal ‘working woman’ consumer is Kate. She is 28 years old and lives in South Kensington, London, where she works weekdays, nine till five as a managing director. Her iPhone calendar is jam packed with business meetings, to social gatherings and fine dining with her friends, family and work colleagues. In her spare time and lunch breaks, she is she often found in three locations; browsing the isles of Selfridges&Co, Starbucks or the gym. Kate strives for the best in life, in terms of career, to designer brands and a good beauty regime.


The parent

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Our ideal ‘parent’ consumer is Helen; she is 36 years old and lives in Buckinghamshire, where she lives with her husband, two children and golden retriever. Her two children are currently both in primary and pre-school. Despite being constantly rushed off her feet with her two children, alongside holding down a part time job, Helen loves to cook and is often found re-creating recipes from Gino D’acampo’s cook book. On her days off, she likes to watch This Morning and go out for lunch with elderly mother, whilst shopping. Her current favourite shops are John Lewis and Next for clothing and homeware and remains faithful to beauty brands such as Chanel, Liz Earle and YSL. Helen takes pride in her home and you will always find a vase of fresh flowers, a burning candle and her current novel on her bedside table.


Consumer Behaviour “when you focus on the consumer, the consumer responds.” - alexander wang








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Promotional strategies are put in place to try and generate awareness of Sleep and Shine








consumer advocacy



The consumer becomes aware of Sleep and Shine as a brand through outside media adertising & social media

Once interest is generated, the consumer will explore Sleep and Shine through internet searching

The exploration of Sleep and Shine creates desire and the consumer takes action by making a purchase

Post purchase enjoyment leaves the consumer feeling satisfied and they come loyal to the brand

Media Channels Fig 20

The primary channel used to promote Sleep and Shine will be through our online presence. Based on how many hours people spend on the Internet each day, advertising is finding its way onto most people’s computer screens and smartphones. Internet advertising can reach a larger audience at a much lower cost than traditional advertising options (Sam, Ashe- Edmunds, 2017). Our promotional campaigns will be publicised on our website, as well as web banners, along with video promotions and social media campaigns, therefore reaching all of our consumer categories. Earned media such as coverage from third part influencers like bloggers is also essential in providing credible reviews and creating a trustworthy brand reputation (Posner, 2015).


In addition, by airing our video campaign on television, film advertising allows us to tell our brand story, as well as being able to reach national and local audiences. Scheduling is an import factor which we have considered when it comes to broadcasting our video advert on television. Scheduling is used to deliver programmes to audiences at times when they are most likely to want to watch them. In the case of commercial television, they aim to deliver audiences to advertisers where their advertising is most likely to be effective (WJEC, 2017). We plan to broadcast our advert with ITV where we plan to follow the scheduling techniques of; stripping – by airing our advert within Coronation Street, we are targeting loyal viewers of the soap whom like the regularity of the scheduling, thus are more likely to watch the programme when it is scheduled rather than on catch up. Not only does this target loyal viewers, we are also targeting prime time television (between 7pm-9:30pm) which optimistically will capture our target consumers, as these are the hours when many people finish work and are thought to be unwinding from their day before heading to bed. Therefore, by targeting our consumers within these hours, they will be conscious and mindful of relaxing from their long day and needing to go to sleep.

adverts will be placed in areas that coincide with the consumer’s daily routine such as bus stops, trains and on the underground. By placing our adverts within these locations, we are targeting the consumer when they are on their way to and from work. Thus capturing the consumer prior to starting their day, when they are needing to be vitalised and productive, as well as finishing their day, when they are most likely to be tired and wanting to go home and relax. We will also publish our advertisements traditionally in publications that are regularly read in order for the consumer to become aware of our brand. Once awareness is generated, the consumer will advance to the consideration phase of the purchasing process, in which they will be directed to our online recourses to start searching doe more information themselves (Posner, 2015). Finally, to a certain extent, we will rely on impulse buys which shall be prompted by in-store merchandising, sales promotions and customer service techniques within both our physical suppliers such as John Lewis, as well as our television retailers such as QVC. The opportunity for a sales assistant to explain our concept and benefits of our product, will encourage the consumer to take purchasing action and result to pushing sales and create brand awareness.

Print advertisements and traditional billboards will attract valuable attention to the brand. Our

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Media Channels Collaboration is a marketing tool that we intend to fully utilise in the promotion of Sleep and Shine, as its ability to reach out to the consumer is a paramount importance when securing our target market. We will be collaborating with the coffee chain; Costa, by supplying them with patterned, branded disposable cups, which will incorporate a code that can be used as an online discount when purchasing a Sleep and Shine diffuser. Costa Coffee currently has 1,200 outlets in Britain, attracting nearly 4million customers a week (Bowers, 2012). Therefore, by associating our brand with a chain like Costa, Sleep and Shine can access a range of consumers of all ages. Many people rely on a cup of freshly ground coffee in the morning, caffeine is a stimulant and 20 minutes after drinking a coffee you can start to feel more alert, with increased concentration, and are less likely to make mistakes (Quinn, 2015). Thus, by targeting coffee drinkers, we are also connecting to consumers who feel the need to have a prompt of fuel in order to help wake them up and kick-start their day. Costa’s 1,200 outlets furthermore project high traffic points for our target consumer, with regular locations such as train stations, shopping districts and university campuses, therefore this collaboration will easily attract the potential Sleep and Shine consumer. We anticipate that the aesthetic element of our collaborative cups will encourage consumers to take to social media in the same way they do to the reaction to Costa’s yearly seasonal designed cups, therefore generating free advertising and accelerated brand awareness (Posner, 2015). Additionally, Sleep and Shine’s natural holistic approach accords well with Costa’s ethical values of recyclable paper cups made of sustainable wood pulp from forests in northern Europe (Costa, 2017), which makes Costa the perfect brand for a collaboration.

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“people do not buy goods and services. they buy relations, stories and magic.� - seth godin

90% of consumers say that a free gift with purchase increases brand loyalty (Lora, 2012). Commonly, many people turn to sleeping masks in order to help them block out all incoming light and to help induce a state of pure darkness to help them sleep. With conjunction to the Sleep and Shine diffuser, we have created a collaboration with one of our retailers; John Lewis, to provide free silk sleeping masks with each product purchased

with them in store. The advantage of a promotion such as this is twofold; it should help to improve sales for both Sleep and Shine and John Lewis, this offer may consequently prompt customers to purchase online and to sign up to one of their loyalty schemes. Sales can be maximised if the offer is accompanied by clear signage and eye-catching displays (Posner, 2015) Alongside social media coverage promoting the collaboration.

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Social Media and Blogger Alliance

“google only loves you when everyone else loves you first.� - wendy piersall

As a new brand, it is essential that we use PR to get our message out there. Social media falls under the process category of the 7p marketing mix, which takes consumer experience into consideration to develop brand loyalty, furthermore establishing a competitive advantage (Posner, 2015). As an alternative to our large scale marketing strategies, a strong social media campaign and third-party relationships will contribute towards an interactive platform that will help to build a community around Sleep and Shine as a brand. We acknowledge the power of third-party influencers in order to build relationships and to gain traction as when a third-party influencer speaks positively about your product or service, it validates it within the consumer marketplace (A. Olguin, 2017).


Fig 24

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In order to establish worthy third-party relationships, we intend to host a country retreat blogger event at The FoxHill Manor private house hotel in Costwolds, where we will focus on getting our brand message across, promoting our product and building noble relationships. We will be inviting key bloggers and youtubers such as; Fluer De Force, (Josie) Fashion Mumblr, Lydia Elise Millen, SunBeamJess and (Meg) MegSays. We believe that given each of these individual’s personal online presence and persona, they are the perfect candidates in order for us to build relationships and help us gain validation within the consumer market. MegSays is a particularly valuable influencer for Sleep and Shine due to her suffering of Chronic Fatigue Syndrome, therefore, we will be obtaining desirable opinions of our brand and product with someone whom is heavily affected by a medical condition, by struggling with sleep and physical exhaustion on a daily basis. Consumers choose to listen to bloggers and influencers online who they have, or aspire to have, things in common with, and who they trust to give honest and valid opinions (, 2017). Thus, these influencers are exceptionally valuable and suitable to our brand within our marketing mix. In addition to top-tier media connections, many third-party experts also have large social media followings. Therefore, when you develop a relationship with these individuals, you can potentially also gain

access to the consumers who follow their insights and advice on their blog, Twitter account, or Facebook page (A. Olguin, 2017) . The event will take place over the course of an evening’s stay at the country retreat where an itinerary will be in place as follows; Day one – Afternoon tea, presentation and talk regarding our brand message and product, use of the house spa at Dormy House including treatments such as; skin rejuvenating facials, full body massage, foot ritual with lavender infusion and a marvellous manicure, three course dinner, movie night and cocktails. Day two – Yoga, pilates followed by breakfast. During their overnight stay, a Sleep and Shine diffuser shall be in each individual’s room in order for them to test the product overnight. Generated hashtags shall be present on various activities throughout the itinerary in order to promote social tags online. Liaison with FoxHill Manor on decorations throughout our guests stay will allow us to promote our natural ingredients, e.g. lavender tied within serviette’s presented at dinner. We hope that this influence alliance will help us build credibility and relationships whilst validating our product and achieve broad exposure in the market and furthermore reach our target consumer.

Fig 26


Fig 27


Timeline of Promotional Events Trade, public relations and press launch for opinion formers such as youtubers, bloggers, journalists and PR agencies.

Product Launch Product Available to purchase: Consumer advertising Collaboration with Costa: gain awarness, market share and discounts


Launch Winter edition campaign Meausre consumer success


july Begin advertising the product as ‘Coming Soon’ and releasing social media teasers. FoxHill Manor influencers event


sep Promotional pricing strategies to promote Sleep and Shine as a new product Third party evaluation

nov Public relations for winter edition

Launch Winter edition for purchase

Collaboration with John Lewis

Launch countdown to Christmas social media campaign

Promote promotional stratgies


Launch Summer edition for purchase Key influencers reviews air and magazine features are published


jan Product apperance on TV from: ITV’S This Morning



may Third party evaluation

Luanch Summer edition advertising campaign Send Summer edition to third-party influencers such as youtubers and bloggers to encourage reviews

Limited edtion social media campaign teasers

Fig 28

References Appendix References A. Olguin, M. (2017). The Power of Third-Party Influencers. [online] Available at: https:/ [Accessed 29 May 2017]. (2016). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: [Accessed 17 May 2017]. (2016). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: [Accessed 17 May 2017]. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: [Accessed 20 May 2017]. Bowers, S. (2012). Costa Coffee attracts nearly 4m customers a week. [online] The Guardian. Available at: [Accessed 20 May 2017]. (2017). Psychological Properties Of Colours - Colour Affects. [online] Available at: [Accessed 29 May 2017]. Costa. (2017). Environmental Responsibility. [online] Available at:, [Accessed 26 May 2017]. Gendelman, V. (2015). Font Psychology: How Typefaces Hack Our Brains. [online] Company Folders. Available at: [Accessed 29 May 2017]. Gillet, R. (2014). What Your Logo’s Color Says About Your Company (Infographic). [online] FastCompany. Available at: [Accessed 23 May 2017]. (2017). The Power of the Blogosphere and Online Word of Mouth. [online] Available at: [Accessed 29 May 2017]. Kinonen, S. (2016). Survey: Millennials Want Cleaner Beauty Products. [online] Allure. Available at: [Accessed 18 May 2017]. Lora, F. (2012). 90% Of Consumers Say Free Gift With Purchase Increases Brand Loyalty. [online] Available at: [Accessed 25 May 2017]. Lyth, G. (2017). Essential Oils For Insomnia. [online] Quinessence. Available at: http://www. [Accessed 29 May 2017]. Moeglin, E. (2016). Can diagnostics freshen up the fragrance market? | [online] Available at: [Accessed 29 May 2017]. Posner, H. (2015). Marketing fashion. 1st ed. Laurence King Publishing LTD. Quinn, S. (2015). How a cup of coffee affects your body from the first sip. [online] The Telegraph. Available at: [Accessed 29 May 2017]. Sam Ashe-Edmunds, S. (2017). Different Advertising Platforms. [online] chron. Available at: [Accessed 29 May 2017]. (2016). Overview of smartphone applications for sleep analysis. [online] Available at: [Accessed 29 May 2017]. (2015). Consumer Awareness and Perceptions of Sleep Technology. [online] Available at: [Accessed 27 May 2017]. WJEC. (2017). GCSE Media Studies. [online] Available at: wp-content/uploads/2015/10/TV-Crime-Drama-Revision-Booklet-2014-Exam-Topic.pdf. [Accessed 24 May 2017].

References illustrations Cover: Logo & illustrations, My own work (2107) Fig 1: Campaign image, team work (2017) Fig 2: Campaign image, team work (2017) Fig 3:Campaign image, team work (2017) Fig 4: Campaign image, team work (2017) Fig 5: Sleep and Shine bag mockup, my own work (2017) Fig 6: Swot Analysis, my own work (2017) Fig 7: Brand Onion, my own work (2017) Fig 8: Perceptual map, my own work (2017) Fig 9: Creative concept moodboard, my own work (2017) Fig 10: Print campaign, my own work (2017) Fig 11: Sleep and Shine app visualisation mockup, my own work (2017) Fig 12: Campaign video, my own work (2017) Fig 13: Summer edition moodboard, my own work (2017) Fig 14: Winter edition moodboard, my own work (2017) Fig 15: Student consumer moodboard, my own work (2017) individual illustrations available at: Fig 16: Working woman consumer moodboard, my own work (2017) individual illustrations available at: Fig 17: The parent consumer moodboard, my own work (2017) individual illustrations available at: Fig 18: Loyalty Loop, my own work (2017), image doctored from General Assembly Blog’s model by Emily Pope. Fig 19: Marketing Flunnel, my own work (2017), image doctored from Dave Chaffey’s RACE Model Fig 20: Print advert at bus stop visualisation mockup, my own work (2017) Fig 21: Print advert in magazine visualisation mockup, my own work (2017) Fig 22: Sleep and Shine coffee cup mockup, my own work (2017) Fig 23: Sleep mask mockup, own work (2017) Fig 24: MegSays youtube video example. avilable at: Fig 25: Fashion Mumblr youtube video exmple, available at: UCCmfa729dnJCi_bK7fSNbpw/videos Fig 26: FoxHill Manor room, available at: Fig 27: FoxHill Manor grounds, available at: Fig 28: Timeline of promotional events, my own work (2017)

Gemma Benjafield, N0678005 Fashion Communication and Promotion Creative Networks FASH10106

Sleep and Shine Promotional Plan  

Fragrance Project FCP Brand promotional plan

Sleep and Shine Promotional Plan  

Fragrance Project FCP Brand promotional plan