BRANDS & COMMUNITIES May, 2014

This Scope of Work was created for the pilot CRM program of Timisoreana, Ursus Breweries Romania. Design a digital strategy proposal that can be actionable both short

term & long term with the objective of growing a valuable community around HappyTour’s Facebook Page HAPPYsor, one that can also increase the sales volume of the HappyTour company.

THE BRIEF

COMPETITION RESEARCH

The travel category is one of the most dynamic markets in Romania, one that has been growing with an average of 10% per year. The competition’s digital footprint is more or less spread on Pinterest, Instagram, Twitter & YouTube, with a greater focus on Facebook & the brand’s owned assets such as their websites who have all a clear & well defined scope: sell. On social media, visual storytelling is one of the most common practices and everyday’s a bet on who will upload the most interesting & dreamy pictures. Yet, content remains the main problem with which brand pages are struggling, from competition to HappyTour’s affiliate agencies.

COMPETITION RESEACH CONCLUSIONS

WHO IS HAPPYSOR

HAPPYsor is the personification of the HappyTour brand, both in the digital medium and offline, the mascot being the center face for all communications.

WHO IS HAPPYSOR

Am colindat lumea întreagă în călătoriile mele şi m-am decis să îmi împart poveştile cu voi. Vrei să ştii unde-i musai să mergi când pleci la drum? Eu ştiu tot! Şi toată ziua sunt pus pe şotii. Hi Hi :) :) :) …. Bună, sunt Happyşor şi m-am născut în Bucureşti. De mic mi-a plăcut să descopăr locuri noi, aşa că am ajuns uşor un călători înrăit. Am văzut urşi panda în China, m-am pozat cu pinguini, cel mai bun cafegiu din Istanbul îmi e prieten. Vreau să îmi împart poveştile cu prietenii mei, să ştie unde să meargă în călătoriile lor.

The format of the Facebook page is a travel journal meant to enhance the brand’s area of expertize, yet its positioning makes it more of a personal expression than a community reflection.

WHO IS HAPPYSOR

It is my proposal today not to invest time & money in Facebook Zero, but in our owned asset - Happysor.ro – thus using Facebook as an amplification tool among the actual and potential members of the community, and not as a hub.

BEST COMMUNITIES ARE BUILT ON OWNED PLATFORMS.

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THE COMMUNITY DNA

A community grows around something very specific. Community members share the same values.

1. Rethink the role of an existing asset - Happysor.ro within the larger business ecosystem.

THE STRATEGIC APPROACH

1. Rethink the role of an existing asset - Happysor.ro within the larger business ecosystem. 2. Build a platform of shared values that allows communities to grow around your agents’ travel experiences.

THE STRATEGIC APPROACH

1. Rethink the role of an existing asset - Happysor.ro within the larger business ecosystem. 2. Build a platform of shared values that allows communities to grow around your agents’ travel experiences. 3. Make use of your people’s passion for travel by allowing them to sell here what they love most.

THE STRATEGIC APPROACH

1. Rethink the role of an existing asset - Happysor.ro within the larger business ecosystem. 2. Build a platform of shared values that allows communities to grow around your agents’ travel experiences. 3. Make use of your people’s passion for travel by allowing them to sell here what they love most. 4. Use Facebook as a tool of amplification & support, and not hub.

THE STRATEGIC APPROACH

STRATEGIC SOLUTION

Design a hybrid buying funnel in the digital environment by using existing resources & technology. Humans Technology

TRAVEL MAKES US HAPPY a collective platform in which your agents are content generators

& communities grow around the promoted values.

THE CREATIVE IDEA

THANK YOU