This case study shows how Beeby Clark+Meyler successfully launched a new product line into the very crowded beauty and pregnancy markets. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

1. !
Beauté de Maman!
New Product Launch!

2. BeebyClarkMeyler.com | @GoBCM!
•
Launch a new product line into the crowded beauty and pregnancy
markets, keeping in mind:"
•
Beauté de Maman has little to no awareness in the market"
•
New and expecting mothers are highly critical of advertising"
•
Competition is fierce in both the beauty and pregnancy categories"
""

3. BeebyClarkMeyler.com | @GoBCM!
•
Develop and test various creative solutions in order to determine the most
effective approach
"
•
Touch an emotional chord in new and expecting mothers to catch their
attention, and then communicate the core benefits of the products
"
•
Based on consumer insights and research, two distinct approaches were
taken in order to identify the brand positioning that would resonate best:
Emotional Essence versus Confidence"
"

4. BeebyClarkMeyler.com | @GoBCM!
•
Focus group respondents were asked to evaluate the brand positioning
statements and design themes"
Advertisement #1 !
Pregnancy Silhouette!
Positioning Statement 1"
Advertisement #2 !
“Green Box”!
Positioning Statement 1"
Positioning Statement 2"
Positioning Statement 2"

5. BeebyClarkMeyler.com | @GoBCM!
•
•
•
Both brand identities performed well, with over 85% responding favorably"
The Confidence approach scored stronger across the board, making it
the preferred positioning statement"
A rich emotional association with the silhouette design theme led to its
selection"

6. BeebyClarkMeyler.com | @GoBCM!
•
•
The final creative solution was produced based on additional insights from
the focus groups along with the selection of the highly resonant brand
identity and the preferred design theme"
Our media tactics presented the messaging in a highly effective way in a
multichannel launch effort spanning print, mobile, display and social"
Full Page Print Ad"
Half Page Print Ad"
Desktop Display Banner Ad "
Mobile Display Banner Ad"
Facebook Post-Mobile Ad"
Mobile-Optimized
Campaign Landing Page"

7. BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media. "
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales. "
For more information, contact Stuart Meyler, Principal"
smeyler@beebyclarkmeyler.com, 203.653.7950"
!
Visit: BeebyClarkMeyler.com!
Follow: @gobcm"