A social media marketing campaign for Disney Southeast Asia, as part of a final-year college project. I worked on the design and structure of the slide deck, which served as an accompaniment to our marketing pitch. [Note: All copyright belongs to Disney. All icons are from thenounproject.com] Credits: Andric Tham Eunice Toh Mark Ho Nicholas Neo

2. 1
OUR GOALS
Relevant, Interactive, Unique

3. 1
OUR GOALS
Brand awareness + brand loyalty

4. 1
OUR GOALS
Increase sales

5. 1
OUR GOALS
Stronger presence

6. 2
OUR OBJECTIVES
60k

7. 2
OUR OBJECTIVES
100k

8. 2
OUR OBJECTIVES
80%
2013

9. 2
OUR OBJECTIVES
20%
2013

10. 2
OUR OBJECTIVES
30%
2013

11. ADMISSIONS

12. ?

14. 3
TARGET AUDIENCE
Youth
Parents
Children

15. CURRICULUM

16. 1
1
OUR MISSION
style

17. 1
OUR MISSION
brand
personality

18. 1
OUR MISSION
campaign
tone

19. 1
OUR MISSION
localised

20. 2
OUR VISION
To make Monsters
University the most
engaging academic
experience for monsters

21. HERE’S WHAT WE SUGGEST

22. TIMETABLE

23. 1 – 4
Takeover
APRIL
Know Your Monsters
The Yearbook
4 APRIL –
Get Your B(oo!)ks On
END MAY
Monsters U Life
1 JUNE –
Monster in the Closet
END SEPTEMBER
Ask Mike and Sulley
Fraternity Building
1 OCTOBER –
Finals
END DECEMBER

24. THE CAMPUS

27. ACADEMIC CALENDAR

28. FIRST SEMESTER

29. 1
THE TAKEOVER
1-4
APRIL
• The Disney SEA page will be “taken over” by the Monsters University,
and the FB page - from their posts, their pictures, their pro"le pictures -
will have a Monster’s theme.
• Capitalise on the tradition of pranking people on April’s Fools Day.
• Revealed that it was a "nal year project for the Southeast Asian branch of
MU, and will lead users to the new page.

30. 2
GET YOUR B(OO!)KS ON
4 APRIL –
END MAY
• A series of online quizzes conducted on Facebook in the form of a #ash
application that can be accessed on the Facebook page.
• The topic and questions of the quizzes will be based on the di"erent
disciplines and subjects already available on the Monster’s University
website.
• With the completion of each quiz, the user will gain 5 credits if he/she
gets a full score, allowing the user discounts with our cinema partner.

31. 3
KNOW YOUR MONSTERS
4 APRIL
ONWARDS
• In the two months leading up to the movie’s release, we will release a
short 200 word biographical pro#le of a new character in the movie
weekly.
• It will contain information like their background, their school course, their
interests, motivations, and any relevant information to the movie, along
with a picture of the character.

32. 4
THE MONSTERS UNIVERSITY YEARBOOK
4 APRIL –
END MAY
• Fans will be invited to post pictures of themselves with their friends.
• The fan should also ‘tag’ the people in the picture.
• The entry with the most number of likes will get free tickets to Monsters
University, with the number of tickets one can win equal to the number of
faces tagged in the photo.
• To vote for their friends, users will have to like the Facebook page.

33. ADS

34. SECOND SEMESTER

35. 1
THERE’S A MONSTER IN THE CLOSET
1 JUNE –
END SEP
• 20 stickers of “monsters” will be placed at various iconic locations in
Southeast Asia, such as the Esplanade and the KL twin towers.
• Users will have to go down to these locations, and check in at the
locations with a picture on facebook to get the free merchandise.
• Completing the 20 stickers will help to complete a “module”. The
completion of 5 modules will result in the unlocking of exclusive
content like scenes and trailers.

36. 2
REGULAR UPDATES

37. 3
ASK MIKE AND SULLEY
1 JUNE – 30 mins, 2x
END SEP
per week
• Allocate a particular timing for our followers to ask informal questions
on twitter to two of the main characters, Mike and Sulley.
• The Q & A session will be in the format of a live talk, where followers can
tweet and ask the characters funny questions about life in Monster’s
University.
• Users will have to use the hashtag #MonstersUniversity, and hashtag the
character’s name (#Mike or #Sulley).

38. 4
MONSTERS UNIVERSITY LIFE
1 JUNE
ONWARDS
• Apart from the activities, we will also post regular casual and informal
updates about life in Monster’s University, through the use of pictures,
questions, and links.

39. FINALS

40. 1
FRATERNITY BRANDING
1 OCT–
END DEC
• For this sweepstakes activity, slips of papers containing the logo of the
fraternities from the movie will be packaged in Monsters’ Inc DVDs in
Southeast Asia.
• Each slip will be branded with a particular number code, and to
participate, users will have to take a creative photo of the hashtag
#monstersuniversity and post it on Twitter.
• We will choose one winner from each “fraternity”, who will win discount
vouchers at their local Disney stores and movie premiums.

41. 2
UNIVERSITY FINALS
1 OCT–
END DEC
• We will post an online picture of an “exam paper” on FB. The paper will
have questions that are about the Monster’s universe.
• There will be a time limit for this competition like a real exam, which
would end in a day. 10 questions, requiring 1000 people to get the correct
answer for each question in order for the activity to progress.
• Once the quota is met, users will get exclusive content like behind the
scenes and deleted scenes footage from the movies.

42. SCHOOL FEES

43. 1
COMPETITORS’ PRICING
• Virtual Social Media (by packages)
o $500, $1000, $1500 and $3000.
o O$ers optimization activities for Facebook, Twitter, and on Linkedin.
• Ker Communications
o Price varies, by ballpark only
o Facebook page: $400, Youtube Channel: $250, Twitter: $200.
• Content Factory
o Twitter page + maintenance for a month: $1000-$2500
Facebook page + maintenance for a month: $4500 minimum
o Social media strategy: $4000-7000 a month for consultation
o $5k/mth plan

44. 2
PROPOSED CAMPAIGN BUDGET
Consultation and Production:
o Research, copywriting, design: $2000
o Development: $5000
o Execution and maintenance: $5,000
o Post-campaign maintenance: $500/month
Variable Costs:
o Paid advertisements: $1,000 (CPM)
o Manpower: $20/hr
TOTAL ESTIMATED COST: $14,300

45. GRADING

46. CAMPAIGN EVALUATION STRATEGY
DATA
SURVEY
CONTENT ANALYSIS

47. 1
DATA
Data (paid ads)

48. 1
DATA
Data (website)

49. 2
SURVEY
40% NPS

50. 2
SURVEY
More Awareness

51. 2
SURVEY
Attitudes, Opinions & Perceptions

52. 3
CONTENT ANALYSIS
Assessing Coverage in Online Media

53. 3
CONTENT ANALYSIS
Assessing Coverage in Print Media

54. 3
CONTENT ANALYSIS
Assessing Coverage in Broadcast Media

55. THANK YOU
ANY QUESTIONS?