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00:01Saturday, November 15
Knock the Judges’ Socks off !
Smile and Surprise them
15/11/14
BBA THAMMASAT
The Scamper is Ready
st
COMMUNICATION OBJECTIVES :
• Create awareness of product
features through digital and
social media platform
• Encourage consumer target to
register
PROSPECTIVE TARGET : Digitally Connected Lifestyle
BUDGET :3 Million Baht
PERIOD :Jan 2015 – Dec 2015 ( Year Plan )
RECAP BRIEF
WHAT KIND OF THE
COMMUNICATION MESSAGE IS THE MOST EFFECTIVE?
DIGITALLY CONNECTED
PROSPECT TARGET
“INDEPENDENT”
Follow their own rule More time for their interests
Time Independent: Life Independent:
TARGETS’ WANTS
MADE BY YOU WILL BETARGET’S NEED
More than your mobile service, but the key
unlocking you to the world of freedom
LIBERATING KEY THAT
OFFER THE
CUSTOMIZATION TO PLEASE YOUR
UNIQUE
LIFESTYLE
THE
LIBERATION FROM EXISTING
PRE-SET
PRODUCTS
IN A NUTSHELL
COMMUNICATION CONCEPT
“MADE BY YOU อสระของคนยคใหม ทใครๆกออกแบบได”
COMMUNICATION CONCEPT
6 concept
เนนย ำ USP
DIGITAL STRATEGIES
DIGITAL STRATEGY 1
Provoke and trigger consumers for
product trials by tying the product feature with
customer’s digital lifestyle (Product Benefit Level)
DIGITAL STRATEGY 2
To create the brand identity through
digital platform by association with the
customers’ online behaviors (Brand Level)
MECHANICS
Awareness
Educate
Engagement
Branding
Sustain
AWARENESS
ONLINE BANNER
KOL PROMOTE POST
Idea: use consumer’s Page following behavior to provide the awareness with our information and to attract the
innovator and early adopters to use the product.
JayTheRabbit คนอะไรเปนแฟนหม Contrast
VIDEO CONTENT
Thai Belief: ผชำยดๆมแตในนยำย
Product Feature: Customizability
ท ำไมตองรอ ออกแบบเองดกวำ
ควำมแตกตำงระหวำงเจำหญง Disney ยคแรกกบยคน
VS
Idea: Video Idea – Rap Battle
EDUCATE
BLOGGER REVIEW
Idea: use consumer’s ZMOT search behavior to provide the search engine with our information and to attract the
innovator and early adopters to use the product.
FACEBOOK CONTENT: EDUCATE
Idea: use consumer’s lifestyle problem to create a content that emphasis on solutions Made By You can provide.
หมดปญหำมนษยปำ
ENGAGEMENT
Insight
SPIN by You
WEB SCHEME: SPIN BY YOU
PROMOTED BY:
Made by You
Free-trial coupon
WEB SCHEME: SPIN BY YOU
Pay Play Post
Press to Start
Voice Data Price
300 3GB 399Play
Exit
Accept
Decline
Press to start
Voice Data Price
??? ??? 399
Choose your pricing option
399 599
799 999
1 2 Press the button to start
Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month
WEB SCHEME: SPIN BY YOU
Pay Play Post
Press to Start
Voice Data Price
300 3GB 399Play
Exit
Accept
Decline
Choose your pricing option
399 599
799 999
1
Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month
WEB SCHEME: SPIN BY YOU
Pay Play Post
Press to Start
Voice Data Price
300 3GB 399Play
Exit
Accept
Decline
Press to start
Voice Data Price
??? ??? 399
2 Press the button to start
Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month
WEB SCHEME: SPIN BY YOU
Pay Play Post
Press to Start
Voice Data Price
300 3GB 399Play
Exit
Accept
Decline
Press to start
Voice Data Price
400 2GB 399
2 Press the button to start
Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month
WEB SCHEME: SPIN BY YOU
SUSTAIN
ADVOCACY AND WOM CUSTOMER JOURNEY
After Log InReferral Code and URL
pop upPost it on FB
Friend Click and direct link to the Made by you website
Register and Pay
You will Receive [Per Friend Register]
a. Free Internet 50MB
b. Free Call time of 15 minutes
c. Free 10 SMS
Your Friend will Receive
a) 10% discount of the next paymentb) Become an invite sender
Idea: Use the customer’s FB wall as word of mouth Generator. By posting on their wall, the link would appear on
their friend’s news feed, thus creating conversation among friends
รวมเขำกจกรรม เลำใหเพอนรและรบของรำงวลมำกมำยโดย Post
Link นบน Wall แลวชวนใหเพอนมำใช-------------------------------------
Example of Unique Landing Page
Kyle Brown
ซมใหม ใชดโคตร! ใครอยากใชกดลงนเลยยhttp://ais-made-by-you.co.th/register/refcode=123456
มาทดลองใช Made By You SIM ใหมทใหอสระในการออกแบบแกคณ เพอ โปรโมชนทดทสดเพราะคณสรางเอง รบสทธพเศษมากมาย
http://ais-made-by-you.co.th/register/refcode=123456
UserFriend
http://madebyyou.com/register/refcode=123456
WEB SCHEME: SUPER SPIN BY YOU
Super Spin
by You
Press to start
Voice Data Price
??? ??? FREE
BRANDING
FACEBOOK CURATED CONTENT AND CO-CREATION
Idea: Digitally Connected lifestyle need things to be fast and simple. By making the Made By You Page as
the hub of Life hacks, it will be perceived as a page that truly understand its target.
CONTENT CO-CREATION JOURNEY
Idea: the brand could even ask its followers to co-create the life-hack tips of which the brand would use
their tips and post them in their Facebook page and Instagram.
User
MadeByYouAis
Xseries_Design
วธจดเครองปรงใหงายขนโดยใชกลอง Tic Tac จากเพอนทางบาน #lifehackbyYou
Send it their
Life-hacks
Page Create and Post
INSTAGRAM & FACEBOOK CAMPAIGN
KOL POST USER POST LIKES ON BOTH PLATFORM
#BeYouByYou
Idea: Cosplaying is a way to express yourself, it symbolizes individuality, creativity and self-love. By using your
finger as the cosplay canvas, also symbolizes the texting behavior and the easiness of the brand usage. The
campaign would receive IG and FB awareness.
Win an iPhone 6
MEDIA & BUDGET
GOOGLE SEARCH NETWORK
Google AdWords' structure and keywords for each ad group
Example of the ads
GOOGLE DISPLAY NETWORK
Ads placement (Website)
GOOGLE DISPLAY NETWORK
Example of GDN ads
FACEBOOK ADVERTISING
Example of Facebook ads
Newsfeed Ads Right hand column Ads
Classifying Media: 3 Types
PAID MEDIA
• Facebook Ad• Google Display Network
• Google Search Network• Blogger
• KOL
OWNED MEDIA
• Made-By-You by AIS
Facebook page
• Made-By-You by AIS
• Made-By- You by AIS
YouTube Channel
EARNED MEDIA
User Generated• Join and share
• Word of mouth
WOM
And Social
sharing
Spread out content
And leverage material
Content hub
and AIS
community
MEDIA PLANNING
BUDGET ALLOCATION
List of Expenditure Total Baht/MonthPaid Search 192,000.00THB 16,000
GDN 576,000.00THB 48,000
Facebook Ads 192,000.00THB 16,000
Key Opinion Leader [KOL] 300,000.00THB
The One Video 500,000.00THB
Blogger 90,000.00THB
Branded Content 60,000.00THB
ENGAGEMENT Web Scheme 450,000.00THB
Friend get Friend 25,000.00THB
Web Scheme -THB Minor Tweak
Key Opinion Leader [KOL] 80,000.00THB
Prize: iPhone 6 16GB (2 units) 49,800.00THB
Curate Content 270,000.00THB 45,000
Creative Festive Content 9,000.00THB
Total 2,793,800.00THB
AWARENESS
BRANDING
EDUCATE
SUSTAIN
Jan
GOOGLE ADWORDS
SPIN BY YOU
FB CRM
(Friend get Friend)
BLOGGER REVIEW
FB ADS + VIDEO
FACEBOOK CONTENT
KOL
FACEBOOK CONTENT:
LIFEHACK
IG:
FINGER COSPLAY
CONTENT CO-
CREATION
FebMar
AprMay
Jun JulAug
Sep OctNov
Dec
CAMPAIGN
AW
AR
EN
ESS
ED
UC
ATE
SU
STA
INB
RA
ND
ID
EN
TITY
EN
GA
GE
MEN
T
SUPER SPIN BY YOU
DIGITAL COMMUNICATION TIMELINE
PRODUCT FEATURES HELP YOUR DAILY
LIFESTYLE
PRODUCT EFFICACY
Customizability +
Simplicity
ชวตออกแบบไดดวยปลำยนว
AWARENESS
Made By You อสระของคนยคใหม ทใครๆกออกแบบได
EDUCATE
KEY
MESSA
GE
CA
MPA
IGN WEB SCHEME
FOR TRIAL: SPIN BY YOU
GOOGLE ADWORDS
SUSTAIN
FB CRM (Friend get Friend)
BLOGGER REVIEW
FB ADS + Video
FACEBOOK CONTENT
KOL
Quicker ways to
accomplish your tasks
BRAND IDENTITY
Customizability +
Simplicity
FACEBOOK CONTENT:
LIFEHACK
IG: FINGER COSPLAY
ชวตออกแบบไดดวยปลำยนว
ENGAGEMENT
CAMPAIGN NO1 : Product Benefit Level CAMPAIGN NO2 : Brand Level
PRODUCT EFFICACY
CONTENT Co-Creation
WEB SCHEME: SUPER SPIN BY YOU
FB IG WEB
DIGITAL TASK
Phatcharin
Sriwattanangkoon
4th Year Finance Student
BBA THAMMASAT
Natlada
Kanjanalekha
4th Year Marketing Student
BBA THAMMASAT
Bodin
Boonsiriphant
4th Year Marketing Student
BBA THAMMASAT
/BodinBoonsiriphant
Pannathat
Lowthammatus
4th Year Marketing Student
BBA THAMMASAT
/PannathatLowthamatus
MEMBERS
THANK YOU
BACK UP
Facebook User
Facebook Post
Instagram User
Instagram Post
Instagram Growth
Social Media Integration
Google Search Network
Google Display Network
Facebook Advertising
Media Budget
KOL Information And Target
ZMOT
BACK UP SUMMARY
IMPRESSION AND CLICK
DATA
FACEBOOK USER
< BACK
FACEBOOK POST
< BACK
INSTAGRAM USER
< BACK
FACEBOOK POST
< BACK
FACEBOOK GROWTH
< BACK
SOCIAL MEDIA INTEGRATION
< BACK
SOCIAL MEDIA INTEGRATION
< BACK
POSITION OF THE ADS IN GOOGLE SEARCH RESULT PAGE
Expected Impression:
100,000 impression / month
Expected Click:
2,000 click / month
CPC Method: Cost per Click or CPC which means that the cost will only be charged if people clicks on our ads.
GOOGLE SEARCH NETWORK
< BACK
keywords
Google Search Result Page
GOOGLE SEARCH NETWORK
< BACK
KEYWORD PLANNER: AIS
We select those keywords that have average monthly searches above 1000 times
GOOGLE SEARCH NETWORK
< BACK
KEYWORD PLANNER: DTAC
We select those keywords that have average monthly searches above 1000 times, except mydtac.
GOOGLE SEARCH NETWORK
< BACK
KEYWORD PLANNER: TRUEMOVE
We select those keywords that have average monthly searches above 1000 times
GOOGLE SEARCH NETWORK
< BACK
Expected Impression:
8,000,000 impression / month
Expected Click:
8,000 click / month
GOOGLE DISPLAY NETWORK
< BACK
In addition, the team will also set additional contextual keywords, which refer to the appearance of the ads in a particular
website which contain specific keywords, to make the ads appear even more on the website which we might miss off from the list above. The following are the keywords which we think that it could potentially benefit us and get to the target customers:
1. AIS, เอไอเอส
2. DTAC, ดแทค
3. True-Move, True-Move H, ทรมฟ, ทรมฟ เฮช
4. E-services, อ-เซอรวส
5. I-services, ไอ-เซอรวส
CONTEXTUAL KEYWORDS
GOOGLE DISPLAY NETWORK
< BACK
FACEBOOK ADVERTISING
Expected Impression:
6,400,000 impression / month
Expected Click:
3,200 click / month
< BACK
ESTIMATION OF TARGET AUDIENCES ON FACEBOOK
FACEBOOK ADVERTISING
< BACK
CTR = Click x100
Impression
Click (CPC) = Budget
CPC
Impression (CPM) = Budget x1000
CPM
MEDIA BUDGET & EXPECTATION
< BACK
MEDIA PLACEMENT GROSS RATE
(CPC) - THB Budget (THB) Impression CTR
Booking
Click
GOOGLE KEYWORD SEARCH 8.00THB 16,000THB 100,000 2.00% 2,000
GOOGLE GDN 6.00THB 48,000THB 8,000,000 0.10% 8,000
Facebook RHS 5.00THB 12,000THB 6,000,000 0.04% 2,400
Facebook New feeds 5.00THB 4,000THB 400,000 0.20% 800
Channel Weight Budget
Facebook 20% 16,000.00THB
GDN 60% 48,000.00THB
Search 20% 16,000.00THB
Total 100% 80,000.00THB
MEDIA BUDGET & EXPECTATION
< BACK
Lifestyle Blogger• Lifestyle and Social content
FB Page: www.facebook.com/jaytherabbitofficial
Facebook fan: 568,157 fans
IG: JaytherabbitofficialIG follower: 184,000 likes
Target: Office Worker [ Esp. Women]
KOL INFORMATION AND TARGET
< BACK
Lifestyle Blogger• Lifestyle and Social content
FB Page: www.facebook.com/คนอะไรเปนแฟนหมFacebook fan: 986,996 fans
Target: Couples
KOL INFORMATION AND TARGET
< BACK
Lifestyle Blogger• Lifestyle and Social content
FB Page: https://www.facebook.com/ContrastTH
Facebook fan: 190,534 fans
Target: Mass
KOL INFORMATION AND TARGET
< BACK
Lifestyle Blogger• Cosplay
FB Page: https://www.facebook.com/Lowcostcosplay
Facebook fan: 191,598 fans
Target: Novelty seeker
KOL INFORMATION AND TARGET
< BACK
Lifestyle Blogger• Art and Lifestyle content
FB Page: https://www.facebook.com/Maebanmeenuad
Facebook fan: 584,250 fans
Target: คนตทๆ
KOL INFORMATION AND TARGET
< BACK
Technology Blogger• Review Mobile and App content
FB Page: https://www.facebook.com/droidsans
Facebook fan: 584,250 fans
Target: Android Lover
KOL INFORMATION AND TARGET
< BACK
Technology Blogger• Review Mobile and App content
FB Page: https://www.facebook.com/TechXcite
Facebook fan: 104,905 fans
Target: IT lover
KOL INFORMATION AND TARGET
< BACK
Technology Blogger• Review Mobile and App content
FB Page: https://www.facebook.com/iPhonemod
Facebook fan: 731,826 fans
Target: Apple Lover
KOL INFORMATION AND TARGET
< BACK
< BACK
JOURNEY IN CUSTOMER PURCHASING DECISION PROCESS