PRS 320 – Strategic Media Relations

Full Communications/PR Plan

April 28, 2020
Madison Caruana
Easton Clary
 Introduction

​ algreens will be collaborating with make-up designers and influencers, Jeffree Star and Shane
W
Dawson. They will be launching a new eye-shadow palette exclusively to Walgreens.

Situational analysis (SWOT)

Strengths

-Jeffree Star and Shane Dawson have a collective following of over 40 million subscribers on
their YouTube channels.
-The two of them have had over a billion views on their videos.
-Jeffree Star is very knowledgeable on makeup and has created numerous pallets in the past, all
selling out within minutes.

Weaknesses

-Walgreens has been associated with “drugstore make-up” not many people feel as though they
will receive quality make-up if they purchase it from Walgreens.
-Shane Dawson has no prior experience with make-up.
-Walgreens sells other make-up products, competitors may feel threatened if we accommodate a
higher quality make-up product.

Opportunities

-Walgreens has an opportunity to expand on their make-up selection, increasing both traffic and
profits.
-Walgreens is also showing its inclusivity with having male make-up artists sell their pallets.
-Walgreens will set a trend for future large chains to be more inclusive.

Threats

-Large chains such as Sephora and Ulta beauty have a reputation for selling higher-class,
expensive make-up.
-There may be some backlash from people who do not understand that anyone can wear make-up
regardless of their gender.
 Research Summary

Walgreens is one of the most popular pharmacies in America, “More than 10 million
customers interact with Walgreens each day in communities across America. Walgreens operates
8,175 drugstores with a presence in all 50 states,” (Walgreens). Walgreens sells make-up at an
affordable price, offering over 10 different brands. Selling beauty products ranging from
eye-shadows, concealers, and lipstick. Jeffree Star and Shane Dawson have been collaborating
on an eye shadow pallet. Jeffree has a very successful make-up brand established. His make-up
has been deemed as great quality. Numerous celebrities confidently wear his products. During
the release of one of his previous eye-shadow pallets ​“One million total eyeshadow palettes sold
in roughly 30 minutes” (Weis). Jeffree is able to market to his followers through his social media
and Youtube channel. One of his YouTube videos averages 11.26 million views. Most of Jefrees
viewers are between the ages of 25-34, within that age demographic 20% are female and 22%
are male (​NoxInfluencer​)​. Shane Dawson has 23.3 million subscribers. His videos have an
average of 25.07 million views. Shane has the highest number of viewers in the same age range
as Jeffree, ages 25-34 a majority of which are women (NoxInfluencers). Although, Shane has not
yet been involved in the make-up industry. By pairing with Jeffree, Shane will become very
insightful. Having the two collaborate would create exciting conversations between the 40
million subscribers. Their platform is very powerful. This will be the first time Walgreens has
partnered with social media influencers, showing they are evolving with the digital age, all while
being inclusive.

Objectives
•Specific​:
Walgreens will be partnering with YouTube influencers, Shane Dawson and Jeffree Star, selling
their eye shadow pallet in all 8,175 locations across America. Walgreens hopes to expand their
options when it comes to purchasing make-up.
•Measurable​:
Walgreens will be actively involved in social media measuring the responses of the
collaboration. Ensuring that there are positive conversations happening about the launch.
•Achievable​: can be a stretch, but within the realm of the adjacent possible
All pallets should be sold out by the first three days, allowing us to re-stock and increase turn
over of consumers.
•Relevant​: related to the organization and the situation
In previous eye-shadow releases, Jeffree was able to sell his pallet out within minutes. Having
both Jeffree and Shane involved, and selling it in stores, it is not unrealistic to have the product
sold out within three days.
•Time-bound​: clear deadline for how the objective will be achieved
Our campaign will begin on August 1st, advertising through Youtube and in stores. The final
product will be available in stores on September 1st. Walgreens will then intend for the products
to be sold out within the first three days of the initial launch.

Target Audience
The target audience for the new eye-shadow pallet that will be offered at Walgreens will
be Americans between the ages of 25-34. The research summary supports that people within that
age group have a loyalty to both Shane and Jeffree. The target audience is inclusive of all
genders. The specific niche would be people between the ages of 25-34, especially those who
regularly watch YouTube videos. We can reach out to the following audience through Shane and
Jefrees YouTube channel, as well as paying for advertisements to be played before other
YouTube videos. The media may discuss the new collaboration, considering a large corporate
chain will be taking large steps to be inclusive and evolving with new media advancements.

Key Messages

Walgreens is the number one source for affordable beauty products.

There are currently little-to-no options for premium beauty products for a budget friendly price
in drugstores. All elements of this campaign will position Walgreens as the go-to drugstore in
this regard.

Shane Dawson will be delivering the key message to the target demographic because his voice is
credible in the LGBTQ+, beauty and lifestyle communities.

Walgreens is the go-to diversity praising destination for all your beauty product needs.
There are currently not many options for people of diverse backgrounds (i.e. race, gender, sexual
orientation, etc.) to shop for all their beauty product needs without discrimination. All elements
of this campaign will position Walgreens as the number one drugstore in this regard.

Jeffree Star will be delivering this key message because his voice is credible in the LGBTQ+,
beauty, lifestyle, and fashion communities.
 Strategies & Tactics
Strategy
● Develop brand-ambassador/partnership between social media influencers Shane Dawson
and Jeffree Star.

Tactic
● Contact social media influencers Shane Dawson and Jeffree Star by the following
Tuesday.
● Implement campaigns financial compensation for Dawson and Star by the following
Friday.

Strategy
● Promote Walgreens’ new palette through personalized pitches to 50 US-based beauty and
lifestyle bloggers/vloggers.

Tactic
● Add 50 US-based beauty and lifestyle bloggers to the PR package list by the following
Monday.
● Utilize bloggers endorsements on multiple social media platforms by the following
Thursday.

Timeline

Develop brand-ambassador/partnership between Shane Dawson and Jeffree Star to

encourage new customers to purchase the new Dawson Star Palette.

Item Whats is involved Price

Social media posts Hire a copywriter to curate 10 hours for the whole
four posts a day and mitigate project: $250
influencers social media for
the first week of the
campaign.

Agency Fees Have the project manager 10 hours of work:

assure that the copywriter is $250
appropriately engaging with
the target audience in an on
brand way; make checks and
 revisions on any posts.

Influencer compensation Pay endorsement Cost per social media post:

compensation to $5,000-$10,000
brand-ambassadors per social
media post.

Promote the Dawson Star palette through 50 US-based beauty/lifestyle bloggers to

encourage new customers on social media platforms to purchase the palette.

Item Whats is involved Price

Social media posts Hire a copywriter to curate 10 hours of work:

one post a day and mitigate $250
endorsed bloggers social
media for the first week of the
campaign.

PR packages Hire crew to send PR 15 hours of work:

packages to bloggers in the $500
hopes that they will promote
our product with a review.

Agency Fees Have the project manager 10 hours of work:

assure that the copywriter is $250
appropriately engaging with
the public in an on brand and
on message way; check and
revise any posts.

Evaluation Metrics Used to Measure Effectiveness of Campaign

● Brand mentions
○ Analysing our target audience by tracking the volume of mentions of our
company, brand, hashtag, etc.
● Engagement
○ Tracking the engagement around our content on social media by assessing the
number of likes, comments, and shares of our posts.
● Social media reach
 ○ Analysing what type of content sparks the most media engagement, when to
deliver it, and how many people have seen our posts.
● Website traffic
○ Analysing our website performance by assessing where potential buyers come
from.
● Email metrics
○ Reaching the target audience directly and assessing results of the campaign by
calculating each response, click-to-opens, and times the email has been
forwarded.
 Works Cited

“Jeffreestar YouTube Channel Analytics and Report.” ​NoxInfluencer,​

www.noxinfluencer.com/youtube/channel/UCkvK_5omS-42Ovgah8KRKtg?tab=subs.

“Walgreens Expands Beauty Offering with Addition of NYX Professional Makeup Products.”
Walgreens Expands Beauty Offering with Addition of NYX Professional Makeup Products |
Walgreens Newsroom​, 13 Apr. 2017,
news.walgreens.com/press-releases/general-news/walgreens-expands-beauty-offering-with-additi
on-of-nyx-professional-makeup-products.htm​.

Weiss, Geoff. “After Selling 1 Million Palettes In 30 Minutes, Jeffree Star And Shane Dawson
Announce 'Conspiracy Collection' Restock.” ​Tubefilter​, 5 Nov. 2019,
www.tubefilter.com/2019/11/05/jeffree-star-shane-dawson-conspiracy-collection-restock/.

Diversity: Social Responsibility. (n.d.). Retrieved from

https://www.walgreens.com/topic/sr/believes_diversity.jsp