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Consumer Marketing Committee Consumer Marketing – 2019 Program Activity and Budget

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Consumer Marketing Committee Consumer Marketing – 2019 Program Activity and Budget CONSUMER MARKETING COMMITTEE CONSUMER MARKETING – 2019 PROGRAM ACTIVITY AND BUDGET STRATEGIC OBJECTIVE: Use advertising, public relations, strategic alliances to build consumer demand and trade awareness for cotton and cotton products as well as use market intelligence to assess opportunities and threats for cotton, influence corporate strategy efforts and leverage program metrics to evaluate and improve tactics for fulfilling Cotton Incorporated’s mission - $32,886,000 TACTIC PROGRAM ACTIVITY ANTICIPATED DELIVERABLES CURRENT STATUS 1. Advertising: Consumer Media, • Run short and long form video • Build a national audience for a new • Life is Uncomfortable (LIU) TV/TV Streaming content on broadcast and cable advertising campaign campaign and specifically First television networks as well as • Estimated 12 month reach and Day ran during key weeks (2019: $8,500,000) streaming services such as FOX, frequency among Women 18-49, 76%, throughout the year. CW, ABC, Roku, Hulu, MTV, BET, 9.5 times and Men 18-49, 65%, 6.6 • Reach and frequency among Freeform, VH1, Bravo, CMT, E!, times (subject to change as media has target audience, women 18-49: TBS, and Food Channel yet to be planned) 74%, 11.5 times; and men 18-49: • Use benchmarks established in 2019 to 66%, 7.7 times. measure campaign effectiveness • Roku helped extend TV messages with younger TV viewers: To date, the streaming video buy delivered 5,719,833 W18-34 impressions; and is projected to deliver 6,926,613 impressions by the end of the year. • Hold for Q4 Ad Tracker (mid- Dec) 2. Advertising: Consumer Media, • Place Cotton commercials as pre- • Estimated 12 month pre-roll video reach • Digital impressions among target Digital roll during video content through and frequency among target audience, audience women 18-34 video networks and digital media Women 18-34, 70%, 8 times and Men 18- (adjusted digital target during (2019: $9,462,000) placements. 34, 69%, 8 times (subject to change as planning): 333MM impressions. • Drive traffic to media has yet to be planned). • Digital & TV combined reach and TheFabricOfOurLives.com • Estimated 1-1.5MM clicks to frequency among adults 18-49, featuring Shop Cotton through TheFabricOfOurLives.com. Approximately 89%, 10.3 times, 1.2B search, social, display banners, 800 million digital media impressions will impressions. and video advertising. be served (subject to change as media • Overall digital campaign has • Develop a series of custom and website measurement plan has yet to delivered 338MM impressions content features through media be planned). and 1.5MM clicks. partnerships including video, • Place branded content on contextually • Implemented Kantar Millward social, editorial, and influencer relevant sites to generate awareness and Brown digital brand lift study networks. engagement for Cotton. and negotiated several added Consumer Marketing Committee | Page 1 value brand lift studies on social Advertising: Consumer Media, campaigns to measure and Digital cont’d. understand cotton awareness and intent to purchase. • Google and Bing Search Engine Marketing (paid search) campaigns drove 2.5MM clicks to TFOL.com; 599K directly to Shop Cotton resulting in 71K clicks on products. • 31.8MM video views have been delivered for the brand digitally across Health & Wellness and LIU video assets. Health & Wellness delivered a video completion rate of 97% and LIU at 88%. • The Bustle and Urban Daddy “Check The Label” collaboration launched mid-September. So far, the program has generated more than 200K page views across all content with users spending on average 47 seconds across all content. • Cotton ran five paid social campaigns in 2019 (Blue Jeans Go Green, Know Your Clothes, Health & Wellness, SA Amazon and Denim – currently running) across Instagram, Facebook,Twitter, Pinterest and Reddit. To date, they delivered: 308MM impressions, almost 39MM Video Views and 313MM engagements (engagement metrics include: post reactions, comments, shares, saves, and likes.). 242,398 site visits to Consumer Marketing Committee | Page 2 TFOL.com and 29,170 site visits to BJGG.org as of 10/20. • Denim Campaign is currently still in market until 11/10, Female Farmers will be launching in mid Nov. • Shop Cotton drove 84K clicks to cotton-rich products on ecommerce sites, exceeding benchmark by 86%. Estimated total retail value of items clicked: $7.7MM. • Shop Cotton drove the most items clicks to these top 5 retailers YTD: Target, Madewell, Urban Outfitters, Cuddel Down and Free People. 3. Advertising: • Run print, digital, and social ads • Place approximately 25 print pages in • Placed 11 print ads, Trade Media in domestic and international publications such as AATCC, Textile complemented with digital ads, publications and websites World, China Textile Leader, and that delivered over 5MM (2019: $450,000) promoting a range of relevant EcoTextile News. Digital properties may impressions and drove 40K industry topics from Cotton include: WWD.com, SourcingJournal, clicking to multiple Cotton Incorporated resources, EcoTextileNews, and LinkedIn. online pages including sustainability, innovations, www.cottoninc.com, technologies, and the Lifestyle www.cottonworks.com Monitor™ publication. • This year three Trade campaigns are running on LinkedIn. Phase I campaign delivered 1.3MM impressions, 1,049 engagements and 245K Video Views. Top performing creative included carousels driving to Lifestyle Monitor info and video pertaining to Cotton Economics. • LinkedIn Lead Gen and Video/Carousel Phase II launching Nov. • Placed 33 nonwovens print ads, complemented with digital ads Consumer Marketing Committee | Page 3 that delivered 531,882 impressions and drove 2,857 clicks to www.cottoninc.com/nonwovens. • Placed 43 cottonseed print ads, complemented with digital ads that delivered 337,724 impressions and drove 563 clicks to www.wholecottonseed.com. • Placed 6 Cotton LEADS℠ print ads complemented with digital ads that delivered over 2.4MM impressions and drove 17K clicks to http://www.cottonleads.org • Paid search for Cotton Today delivered 127,314 impressions and drove 11,872 clicks to www.CottonToday.com 4. Advertising: • DDB NY (creative agency) Year- • Content and advertising exploration, • Agencies delivered on 2019 Agency Fees long assistance in developing, development, and production scope of work. producing, and executing • On-going project management including • Contract discussions planned in (2019: $3,298,000) strategic consumer and trade weekly status reports Q4 for 2020. facing programs. Responsibilities • On-going social strategy and website not limited to: project oversight including monthly web and management, research social analytics reports (qualitative and quantitative), • Management of influencer programs production: TV commercials, • Management of commercial/video online video, social strategy and talent and residual negotiations and playbook, website management payments and analytics, influencer • Development of TV, digital, and social programs, talent negotiations media plans and contracts, print ads, digital • On-going media campaign optimizations banners, and out of and reporting home/experiential marketing. • Weekly status reports • Mindshare NY (media agency) • Digital campaign planning and Year-long assistance in management for custom programs developing, negotiating and executing strategic media plans Consumer Marketing Committee | Page 4 for consumer and trade. • TV Upfront planning presentation and Responsibilities include but are presentation of final plan not limited to: placing ads on • Search Engine Optimization for network and cable TV, online and www.TheFabricOfOurLives.com in print; management of custom • End of the year campaign results content partnerships; and presentation planning and oversight of paid search (Google and Bing) and social campaigns (Facebook, Twitter, Instagram, LinkedIn, Pinterest and Youtube). 5. Advertising: Production • Development of video content • New video content for TV and online, • Production was completed on (TV/online) including talent and consumer website upkeep and various campaigns – Do You (2019: $2,400,000) residuals, production of trade optimizations including new banner ads, Know Your Clothes social print and digital, collateral, and website and social media content animations (video), Health and web management and assets. development, new trade print/digital ads. Wellness (video, digital banners • Use brand ambassadors to drive • Continuation of influencer programs. and social content), Denim awareness of cotton through • Youth programs to be determined. (video); as well as other LIU campaign alignment honing in on complementary assets (display style and benefits messaging. banners, rich media units, etc) • Development of a youth • TheFabricOfOurLives.com marketing initiative intended to website was updated educate consumers on cotton throughout the year using benefits and or sustainability. search optimization insights to increase site performance and searchability and to promote partner programs like Revolve, buybuy Baby, and Amazon. SEO – from January to mid-October, Organic Search Traffic has seen a 10% YoY increase and Item Clicks have seen a 43% YoY increase as a result of ongoing content and page-level optimizations. • Updates to the social media strategy, community and crisis management plan is on-going. • On-going development of social and digital content (videos, Consumer Marketing Committee | Page 5 animations, social cards) including weekly posts for Facebook, Instagram,
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