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A digital plan pitch presentation, entailing some of the core identified strategy solutions. FY2013
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DIGITAL PLAN 2013
OUTLINE
• How Can Social Media Help your brands? • Social Media Analytics. • Horlicks on Social.• Horlicks Competitors.• Horlicks Collaborates with Big BeeHive.• Horlicks branding strategy on Digital
Media.• Horlicks brand portfolio strategy &
management.
• Every day the world spends around 1330 years in time just on facebook.
• Things have come to a pass where 78% consumers trust peer recommendations on SNS and only 12% trusts TV ads.
• The network is growing bigger by the day so are the opportunities.
• It is consumer generated information that is the driving force behind the biggest brands. More than 30 billion pieces of information is shared each month on facebook alone.
HOW SOCIAL MEDIA CAN HELP
INNOVATIONFlexibility in social media helps us to innovate.
CONSUMERS
People wanting to be the part of flow of information.
As its not about YOU its about THEM.
WHAT MAKES SOCIAL MEDIA ATTRACTIVE
• Instant low cost communication. • Traditional media is ‘one to many’
while social media is ‘many to many’.
• No distinction between media producers & consumers.
• User generated content. • Free borrowing and sharing of
content.• Rich user interaction.
3 M’’’S OF SOCIAL MEDIA
The 3 M’s that constitute to the success of social media.
Existence on social networks where the social media is not
monitored, managed and maintained is like having no social media
presence at all.
HOW CAN WE HELP?
• Strategizing your social presence.• Managing your social media accounts with researched daily updates, apt photo and video uploads.• Conceptualize and execute campaigns.• Develop customized pages.• Developing dedicated facebook applications.• Develop innovative digital tool.• Presiding over reputation building debates and discussions.• Blogging.• Managing your YouTube channels (viral videos).• Conceptualizing innovative contests and games to increase customer engagement.• Online reputation management.• Web PRship.
Why Digital?Marketing is most effective on digital and now we have moved from medium to content, from information to conversation and from products to ideas.
Why Social?To create a meaningful relationship with your customers and turn them into an army of marketers for your brand. Social is about emotion, the emotion of a brand and that of the customers towards a brand.
WE BRINGS Horlicks TO THE FOREFRONT
“How a brand uses digital media can strongly influence its brand perception”
• Target consumers in a way that does not push the brand but involves
them.
• Recruit, Engage and Excite users by interacting on Social.
What is the Facebook page
about?
Keep fans in the Facebook zone
Be super creative
Integrate and Grow
DIGITAL OBJECTIVES
YouTube is ranked 4th most popular
website in Pakistan
Facebook is the most popular
website in Pakistan
SOCIAL MEDIA ANALYTICS
Twitter is ranked 11th most popular
website in Pakistan
Pinterest is ranked 33rd most popular
website in Pakistan
SOCIAL MEDIA ANALYTICS
HORLICKS ON SOCIAL
NO engagement with fans.
NO regular posts to engage fans.
COMPETITORS
COMPETITORS
Horlicks COLLABORATES WITH US
UNDERSTANDING THE TG
• 8-10 yr old, extend to 6-12 yr old• Inquisitive and imaginative • Discovering the world with endless imagination• Enjoy collective exploratory play• Get little amount of pocket money; allows them
to make their own purchase decisions including snack purchase at schools
The Kids Of Today
• Have access to electronic devices such as computers, cellphones, gaming gadgets and TV at school and homes
• Spend about 7-8 hours on these electronic devices
• 8-12 years old watch TV regularly: mostly in evenings and their watching span is 4-5 hours daily
• Advertisements play an influential role leading children to imitate and demand similar products
• Teachers and parents can help children to decide what they should watch on TV and how to spend time online.
BRAND IDEOLOGY
• For a perfectly nutritional & Rich experience.
• Perfect for adding nutritious ingredients - everyday
indulgence for kids.• World’s most nutritious drink.
The Big Idea
Create excitement around Horlicks and help establish Horlick as a nutritious drink for kids
APPLAUSE
AMPLIFICATION
CONVERSATIONS
3R’s: Review, Revise & RetainCall to Action with
Contests and giveawaysConvert HORLICKS fans
into brand loyal customers.
Build brand identity
STRATEGY
Variety of methods to encourage fans to interact on the facebook page:
Polls Contests Q&A
Apps Videos
CONTENT ANALYSIS
Promote Brand image through refined community management, photo and video uploads.
Tabs for YouTube, Pinterest and Twitter to redirect traffic to these social medias.
Place Facebook ads to drive traffic to Facebook applications , in turn directing the traffic to the page as well as website.
Promotion of ground activities through facebook events.
COVER PHOTOS AND Profile pictures
STATUS UPDATES & POLLS
FAN OF THE WEEK
application
Su
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th
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MED
IA
BU
YIN
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NUTRITION
Fans can view Horlicks nutritional facts information in an interactive/unique way.
application
Su
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th
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MED
IA
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RECIPES
Fans can view Horlicks recipes and also get delicious recipes to
cook through e-catalogue.
Application & contest
PROUD MOM MOMENT
MECHANICS:• Like us to enter the picture contest.• Upload photo and write two lines
that describes the proud mom moment.
• Share post option to generate votes
• Vote button in gallery to vote for winner.
• The contestant with the highest number of votes wins the contest.
DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.
Su
pp
orte
d th
rou
gh
MED
IA
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FAVORITE KID QUOTE
MECHANICS:• Like us to enter the Contest.• Fans will have to select background,
font style, font size and font color.• Fans can write their quotes and submit
to entre the contest.• Share post option to generate votes• Vote button in gallery to vote for
winner.• The contestant with the highest number
of votes wins the contest.• Cover Photo will be shared of the
winner, on Horlicks Pakistan Facebook Page.
DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.
Su
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orte
d th
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Application & contest
FUTURE AUTHORS(Is your kid a future author?)
MECHANICS:• Like us to enter the application.• Fans will be provided with 3 options.
• Write a different ending to a favourite book.
• Envision a sequel. Where can the story go next?
• Write your own story.• Fas will have to submit there stories to
entre a lucky draw to win prizes.• Vote button in gallery to vote for winner.• The contestant with the highest number
of votes wins the contest.
DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.
Su
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orte
d th
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Application & contest
A YouTube channel of Horlicks, where archive of TVCs, event coverage of Horlicks can be accessed.
All the print ads, viral branded photos/videos and brand related pictures will be uploaded as pins on pin boards and these pins will
be shared on the Horlicks Facebook page as well.
HORLICKS KIDS CLUBFans can Pin pictures of their kids in the Board categories and the picture with
the highest number of Re-pins wins the contest.
Big BeeHive ([email protected])
CONTEST
What can be done:
• Make a Twitter account for Horlicks.• Design twitter page. • Customer Service.
• Develop conversations and build trust.
• Advertise ongoing campaigns & promote new deals.
MICROSITE
HORLICKS MICROSITE
• Animation on the main page.• Buttons for Horlicks
videos/Games/Horlicks Map (school activities) and Horlicks Nutritional facts.
• Fans will have to login and register to get their name on the top of the score board.
.
CASUAL GAMES:• Include in the local relevance in
terms of themes, challenges and background.
• Multiplayer games– Multiplayer games which allow
two or more players to join a lobby and play against each other or in a co-operative mode.
• Single person play– Single player games played
for points.
DRAW SOMETHING
HORLICKS PUZZLE
MICROSITE
MICROSITE
• Complete a jigsaw puzzle based on Horlicks print ads, in the given time• The more you play and complete in time, more chances of yours to win
• Each week a different jigsaw• Weekly winners
HORLICKS PUZZLE
MICROSITE
An application which will allow kids to send out exciting E-cards on special occasions like Eid, 14th August, Mothers Day, New Years etc to their friends.
HORLICKS E-CARDS
An application where Horlicks would be sharing tips to its fans related to community, environment, studies,
good habits etc.
HORLICKS MESSAGE BOARD
MICROSITE
HORLICKS PROMISE
An application which will allow kids to post their promise on earth day, new year’s resolutions, promise to mother on Mother’s Day or on occasions like Eid, 14th August, etc to share with their friends and be able to see the promises of their network on Horlicks webpage.
SEO
What can be done:
SEO (by searching Horlicks through Google, top results
should show Horlicks website or micro site and
social pages).
Big BeeHive ([email protected])
BLOGS
BLOGS
Integrating Digital With School Activation
• On-ground activation POIs will feature, informing participants on how they can download the games on mobile
• The branding and exposure factors will be multiplied. Mobile games will last much longer than the campaign itself or the website games.
• Mobile games will be branded just like all the other games on the mini-site etc
On-Ground Activation & Digital
• Website address & Fan Page Link will be published on– Flyers– Standees– Posters and Banners
• School – Cafeteria– Libraries
• Books, Stationary& Uniform Store
THANK YOU