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Social media For Housewives By Jacqueline El Boghdadi
Communications Manager
Procter & Gamble NearEast
Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012
Housewives?
Our Target is not only Housewives …. We need to connect with mothers with diapering Babies
Who they Are?
• They are between the age of 24- 40
• There are 2,000,000 Moms of Diapering
babies in Egypt
• 200,000 of which are AB mother
WHERE TO FOCUS
PAMPERS LINE-UP (TIERING)
Brand Trial Barriers
• Aware : Moms don’t know about Pampers premium Care
• Compare : The Benefits are not clear and they don’t see the difference
Would Social media work for them?
• Regional target tools assumes a brand needs to reach 10% of Prime prospects in 2 Years
• Equivalent to 20,000 Moms = not worth the investment
More than 10.6 MILLION Egyptians are on Facebook
That’s 13% penetration among total population!!!
20% are women between 24 & 64 years old
More than 1 Million accounts were created in the P3M.
Source: SocialBakers.com
BUT!
SEARCH
3 Million monthly searches are run on the word ”طفل“ on Google Egypt.
BUT!
RECOMMENDATION
Play online but Play BIG
RECOMMENDATION
CREATORS Use social media to publish
COLLECTORS Organize & aggregate
JOINERS Participate in Social Networks
SPECTATORS Consume content
INACTIVES Don’t participate
CRITICS React to content
How People globally Participate in Social Engagement
RECOMMENDATION
How People globally Participate in Social Engagement
CREATORS Use social media to publish
COLLECTORS Organize & aggregate
JOINERS Participate in Social Networks
SPECTATORS Consume content
INACTIVES Don’t participate
CRITICS React to content
Key Prime Prospects
Key Influencers
Where To Play
Priority 1 Priority 2
MANDATORIES: •Put the Right investment
•Give moms what they look for and not what we want them to know
•Spark the launch with a BIG IDEA
•Target to reach 25% of Prime prospects
•Integrate On-line with offline through 360 degree exploitation
SM influencer
• PARTNERSHIP
WHAT
• Mother & Child fanpage has a 180,000 AB Moms who are already Fans
• www.mother-and-child.net with 20M unique users per month
• The Mother & Child Magazines with 10,000 quarterly reach
HOW
• 1 year partnership which allows us to have:
• An ongoing tab on their fanpage that takes fans to PPC fanpage
• Logo on their website for a year-long
• Their community manager to post twice every week a Pampers Post + Link to our page
• Free PR coverage on print
E-INFLUENCERS
E-INFLUENCERS
SM influencer
• Dr. Mohamed Refaat
WHAT
• He had a 44M 1/1+ PPs who are already Fans
• And a group of 34M members
HOW
• All questions directed to mohamed Refaat on his pages will be directed to PPC page with a note to all fans that they can follow the answers on PPC Page Hence increase fan base for PPC
• Make Refaat access exclusive through Pampers page
E-INFLUENCERS
E-INFLUENCERS
Pampers Premium Care
Fanpage
The Right content
The Right Hook
Launch with a strong hook “ Pampers StarBaby” Competition
Ensure the right i-media
support
Integrate offline media
Pampers Star Baby Holistic Exploitation
Direct To Consumer
Radio PR Influencer Marketing
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT CONTENT Insight: Moms are always looking for information related to how to take care of their babies… their
sources are doctors, friends, parents, and internet sites
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT CONTENT Content Strategy: Pampers page will provide moms with: - Short tips on topics they would choose - Exclusive Tips from their Key influencers - Educate on Pampers performance and address trial barriers
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT CONTENT
Pampers Premium Care LAUNCH CASE STUDY
Yearlong Conversational Calendar Capturing: 1- Activations 2- Theme per month 3- Apps Development needed 4- Frequency of posts
consumer Insight Babies become the core focus of a family at the time they are born. They get all the
attention, care, money, like a STAR... They are the STAR of the families
“And Every Star deserves a
5-Star Pampers Protection”
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT Hook
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT Hook
ACTIVATION:
Consumers has the option to participate through uploading their baby picture on the application on Facebook
VOTING:
Takes place throughout the month of activation and winners are announced last week of June
Consumers need to share their baby picture with their friends who have to like Pampers page to vote
GIFTS:
1st winner : Family Trip To Euro Disney
2nd Winner : Room Renovation from MC
3 winners : Full year supply of Pampers
Pampers Premium Care LAUNCH CASE STUDY
THE RIGHT Hook
Pampers Premium Care LAUNCH CASE STUDY
The Right i-media Support
•Mothers platforms not Everywhere (Hi Mama, Yahoo Maktoob Helwa, Wasfa Sahla …etc)
•Awareness vs. Fan Acquisition
Pampers Premium Care LAUNCH CASE STUDY
The Right i-media Support
•Facebook targetting:
•Moms as priority one
•Expand to female 24-40
78% are actual prime prospects
Mohamed Refaat Skin Care Education + Announce
Contest + Produce Educational edits
Photography Starts + Contest Activation+ Produce Edits
around the New Pampers Star Contest
Produce Edits to announce winners and cover overall
activation
INTEGRATION WITH OFFLINE MEDIUMS
Pampers Premium Care LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS
Pampers Premium Care LAUNCH CASE STUDY
An
no
un
cem
en
t
Announcing the DTC Events announcement through channel promos
Announcement of the LIVE Show each Friday
Live
Co
vera
ge
1- Reminders during weekdays
about the DTC events and online contest– Total 180 Spots
2- Programs promos to build awareness about the Live Show (5/ day)
3- Airing the show on Friday for one hour from the DTC event of Pampers & Direct audience to Facebook
4, 11,18, 25 May- 1, 8, 15, 22 June 27 April-
4 May
INTEGRATION WITH OFFLINE MEDIUMS
Pampers Premium Care LAUNCH CASE STUDY
JUNE JULY MAY
Wav
e I -
May
Announce FACEBOOK CONTEST & Provide Skin Care protection
Link Refaat to the page
Wav
e II
- Ju
ne
DTC events details and coverage
PPC Social Media contest details and mechanics
Wav
e II
I- J
uly
Mom’s experiences, and Dr. Mohamed
Refaat’s tips gathered from all road shows on Skin Care
Pampers Premium Care LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS
JUNE JULY MAY
Wav
e I -
May
DTC / Contest
announcements
5 Star Skin Education
Interview with Dr. Mohamed Refaat
Wav
e II
- Ju
ne
DTC events details and coverage
PPC Social Media contest details and mechanics
Wav
e II
I- J
uly
Mom’s experiences, and Dr. Mohamed
Refaat’s tips gathered from all road shows on Skin Care
Pampers Premium Care LAUNCH CASE STUDY
Pampers Premium Care LAUNCH CASE STUDY
89% fan increased during the competition
7,952 fans participated in the competition
Total Impressions 99,299,153
(The number of impressions seen of any content associated with the Page)
Reached in One Month 32% of Total prime
prospects= INDEX 128 vs. annual target
RADIO Impressions :76,992,000
PRINT Impression :1,400,278
TOTAL OFFLINE = 78,392,278 IMPRESSIONS
Pampers Premium Care LAUNCH CASE STUDY
Pampers Premium Care LEARNINGS
CONTEST & APPS
-Terms and Conditions : VERY IMPORTANT (WHY) -Cheating : Technical Moderation
-Language : Arabic
Pampers Premium Care LEARNINGS
Content & Engagement
-Polls has highest Reach
-Pictures gets the Best engagement
-Short Tips come right after
-Long Articles are not Recommended
-Integrate influencers only if there’s a long term vision and role on the page
2615 2838
2800
8870
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Posts releatedto competition
Tips/Articles Photos Poll
Average Reach
Average Reach
63 90
1276
225
0200400600800
100012001400
Average Engaged users
Average Engagedusers
•Smart choices of I-media tools
•Awareness vs. Fan Acquisition
•Agility of changing the Plan based on fed Results
I-Media Planning
Pampers Premium Care LEARNINGS
THANK YOU
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