“Direct users in interactive communication to build recall”
Approach:to tap into the mind space of its consumers and attain thought leadership.
Commercials for Campaign1 (Fan page Launch) is very high but it is justifiable
Digital Media Plan_LPQ
Le Pain Quotidien India – Digital Plan
IDENTIFYING INNOVATIONS & SOULTIONS
Mapping Competition (In terms of brands having a dedicated page for India)
Hard Rock Cafe
Google+ (followers) YouTube Pinterest LinkedIn
Social Media Platform to be targeted
about the offers
• New product
• Collect & broadcast
• On ground and CSR
Category / Industry
• Health Tips
• Q&A updates about
• Food & Drinks : Facts
• Highlight cultural
• Celebrations /
• Memes & Trivia
• Food art
• Puzzles, Polls &
Science behind content posts
Use content that attracts & nurtures prospects
Take benefit of F&B industry – Always use attractive visuals
Striking caption will lead to likes
Incorporate logo in all the photo updates as it help in recall
Segregate topics & have regular album posts because this will enhance the
Social Reach of the page. To compliment the Facebook timeline, highlight
the albums posts.
Update your page at least twice a day
(Learn when does your post get maximum Reach & Engagement; accordingly schedule it)
For eg: Schedule your second update at 5:30 pm if this gets the best traffic
Sample updates behind
Taste the yumminess of your favorite ingredient in every bite
of this little muffin. Can you unscramble and guess which is
Attack the most important component of Virality: Shares & Comments
On basis of conjecture - such updates will get more comments . Even shares as it is visually
So what if a cake is too much to take! A pastry will
always suffice for your sweet-tooth. Come celebrate
this Diwali by gorging at Le Pain Quotidien
Update this during Pre-Diwali preparation. At this phase, post more about desserts.
Frequently post contextually relevant content as this will get a deeper connectivity
with it’s TG
Avoid spillover & acquire the right audience on the fan page
For Franchise create promoted posts targeted to specific locations
Shoot ads that is targeted to:
o Upper class & Upper middle class
(we can also mention fans who like pages Mercedes benz, Taj, Hyaat , Economic
o Interest based targeting for travel, food & dine etc.
o Fans who are Apple iOS owners
o Target prospects in Mumbai, esp. Bandra , Colaba, Charni road, Nariman Point,
o Also down the line target metros where we want to set the future market
Applications/ Tabs for Facebook
Locate Us Tab with Google map
Feedback / Review Tab
Tweets to page tab
Book an appointment tab
• Campaign idea1: LPQ’s Facebook page launch
Because this is very NEW, out of the box… something that has never
Since LPQ has no dedicated page for India, let’s unveil this fan page with
Chance to acquire real customers/clientele as (organic) fans
• Campaign idea2: Make a difference this Christmas!
A Twitter contest
Why a CSR activity?
Because this will aid in acquiring deeper connect with it’s TG than
anything else. Rather earning something, this festive let’s give out
something to the needy
Concept Note: To witness the launch of our Facebook page, encourage
traffic from offline media , direct marketing & Twitter
Send mailers to all customers & clients associated with LPQ
Attract Twitter users through ATS’s & direct tweets to join us on this event
Name: Unveil Facebook presence / LPQ’s Facebook page launch
Requirement: Create a unique online menu. Also, we need to build a
Responsive site (OPS i.e compatible for desktop, mobile & an iPad app)
Why will users be motivated to come for this event? Because..
At this event users are free to pay for what they want!
To build a hype over it we suggest to invite a celeb for this launch. It could
be Abbay Deol/ Farhan Akthar because both can be liked by LPQ’s niche TG
In the interest of the brand, press releases for the same can be issued
Campaign1: Post Event
Publish event pictures as album post on Facebook, Pinterest &
To broadcast event related articles, host a media desk app on
Upload video content (interviews with guest) of this event on
With supporting of this content create a Wikipedia page to
enhance the visibility of Digital platforms
Campaign idea 2 - CSR activity:
Make a difference this Christmas!
“The simplest acts of kindness are by far more powerful then a
thousand heads bowing in prayer.”
― Mahatma Gandhi
Part of LPQ’s CSR activity: need to tie up with NGO . Where every mentions
on Twitter by the users will help the user to contribute a bread/meal
towards the NGO
Break the Clutter, by encourage Users Involvement emotionally
Stimulate first user experience
Increase the Engagement Index on Twitter
Garner testimonials / influence users to become advocates
Cross promote this on Facebook. Divert some Facebook traffic to
Users need to Mention his/her friend in the tweet
Expectation: The more the users tweet (@mentions), the more we donate
Name: Make a difference this Christmas!
Campaign Idea2: calendar plan
Before initiating #MakeADifference moment, have filler content
(quotes about sharing, charity etc.)
A week prior start with Teaser Updates & Tweets
Can you guess what’s coming up soon? Hint – Sharing is _________
During the phase, Tweet regularly about the countdown
Cross promote it on Facebook, to pull traffic from Facebook to
Sample: #MakeADifference moment is starting soon on Twitter. Stay
tuned to our twitter handle @LPQ_India to know more about this and
to participate, click here: bit.ly/13zky2
Motivate LPQ chefs and experts to write guest posts on food
& lifestyle blogs with back links to LPQ Facebook, Google+,
YouTube (behind the scenes video) and Twitter.
To create a strong presence over digital, blog daily
Integrate this with Facebook page & website
Upload all behind the scene video by chefs/ video of baking a
bread (use them on Facebook as well)
Use relevant keywords in Titles & descriptions. Have multiple
tags and incorporate annotations
Upload interviews with celeb (during launch) & experts
To get more subscribers upload generic content i.e. How to
video’s. Upload videos like how to deliecious muffins for
Regularly upload video’s & change cover page frequently
Repost pictures that are uploaded by followers on Instagram
Most liked insta pic would be posted on LPQ’s Instagram profile
and showcase them as brand ambassdor.
Pics can be encoraged with following hastags:
#LPQ Dessert&Foodthat Ilove
Integrate with FB & Twitter
Regular pins with catchy captions & attractive board names
Repin pictures posted by customers
Create menu boards & seasonal boards
Create customer’s voice board – Pins by customers
Through Google + page we need integrate all accounts in .
Under About section, incorporate URL’s of website, Facebook,
Twitter, YouTube, Pinterest etc.
Use a attractive cover page
Apt use of circles – segment your audience
Join contextual relevant communities
Product pages, blog post pages, website and other relevant
landing pages need to have an easy to click G +1 button
Need to promote local updates targeting loyal customers &
locations around – to reach the right audience at right time
Encourage Foursquare special deals – esp. for Foursquare
Foursquare special offers
On weekends checkin with your friends & family and then
stand a chance to get featured on LPQ’s social networks
Ask people to write tips about LPQ on foursquare and most
liked tips get coupons
1] Retweet & Follow:
FLOW: A simple contest where participants stand a chance of
winning by following and Retweeting the brand’s tweets.
PRIZE: After the duration of the contest is over, the winners can be
chosen on a lucky draw basis / the one who has maximum
interaction with the brand
2] Photo Upload Contest:
FLOW: In this contest, users need to send in a photo of theirs and
associate it with the designated hashtag #DedicateADessert
Users get an opportunity to strike on interesting conversations with
PRIZE: The best or most popular picture can become an ambassador
on Social Media.
To have decent SERP presence bookmark the website URL on sites like
stumble upom, Digg, Delicious, Reddit etc
• List both the outlets of listing sites like suleka, yellow pages,
just Dial, ask me, ask laila etc.
• Encorage more & more reviews on Zomato, yelp, burrp, mouthsut,
Trip advisor, gourmet India etc.
Create back links for YouTube, Google plus page & Google places.
OPS - Responsive site:
A one page responsive site will be very useful.
These days it is a must because the attention span of users is
very limited. Therefore, an interactive site is a MUST!
A new online menu which is proposed can be integrated on the
Develop an interactive mobile app that will appeal our TG
Target certain keywords and optimize the SERP presence
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.