This is a document, detailing the online media brand communication strategy being proposed for the product PAMPERS PREMIUM CARE. The strategy is proposed by wild fusion limited.
Nigeria is the 10 th largest country by number of internet users. Over 43 million Nigerians online. It is the also the largest internet user country in Africa.
Nigeria has over 90 million active phone lines, making her the country with the largest mobile subscribers in Africa.
From the brief, we have outlined the core objectives for the entire campaign, and stratified them into six main objectives. These objectives will serve as the key performance indicators of the online campaign performance.
The product fan page creates an online destination for the target audience. The design entices subscription of fans to the page. The ads provide traffic to the fan page, reaching the target audience in the three platforms critical to the audience. Targeting options allows us to hone in to our desired audience, based on the audience demographic, lifestyle. and interest. Fan discussions provide the necessary engagement needed to provide online word of mouth communication amongst fans.
Our target audience are mothers, between the ages of 24-45,in the upper middle class or above, fashionable, love western products, Travels often and know quite a lot of people..
The ads from the three platforms are directed to the facebook page. The facebook page is built and maintained with DESIGN and ENGAGEMENT in mind. The design deals with the beauty of the page, the brand messaging, and the brand to consumer information. The engagement deals with the CSR initiatives, discussion forums and fan contests, to drive engagement, and drive consumer interest towards the product. The campaign will also drive traffic to the pampers.com page.
Google is the most visited website in the world, the second most visited website in Nigeria, and the world’s greatest search engine. Over 3.1 million unique searches are entered each day in Nigeria.
With Google search, ads are only served in relation to a user’s search terms. Users enter a search term and the ads are displayed, alongside the products. This ensures that users with relevant search needs are served with the ads. When buyers see ads highly relevant to their search terms, they are more likely to convert.
You can see that the ads are served to people searching for items related to the product being advertised. The search targeting system, along with the location targeting (Nigeria), gives us high quality leads more likely to convert.
For this campaign, we will register a list of over 80 keywords or phrases that our target group searches for online. We will run creative testing processes, by running several ads, scaling down unproductive images and copy, and reinforcing successful ads We will highly target our market demographics by age, location and behaviour, to provide highly qualified traffic to the page.
Google, with its display network, reaches over 70 percent of the world’s websites. You can place ads on millions of websites, catering to a wide range of interests and demographic audiences. You can manually target websites visited to place creative image ads. You can target websites, specific pages within websites, or specific content within pages of websites.
You can also serve ads to specific content on the site, this option is called contextual targeting. Reach content within websites that your target group consume online, with ads tailor-suited for that specific content.
Banner ads are a great winner with the target group. Placed in credible Nigerian websites. Placed next to unbiased, compelling, uncontroversial, brand worthy content.
Over 30 websites will be targeted for our display ads during this campaign. It will cover virtually all online destination areas for our target audience. The websites will be targeted manually, and ads will be placed on the sites.
The ads from both the search network (user search queries) and the display network (image ads on various websites) will direct traffic to the facebook page
Facebook is the second most visited site in the world Is the most visited website in Nigeria. The average Nigerian spends at least 55 minutes on facebook.
These are the facebook user/gender statistics as of may 2011.
Active single unit ads are self serve ads (can be done without supervision) meant to promote brands on a viral scale.
Facebook also offers premium engagement ads, It is for brands that want as much exposure and web space as possible, and are willing to pay for it.
The main facebook fan page is built around the three main priorities: the baby ,the mother and the world (CSR). The design is implemented to attract traffic and create an aesthetic appeal to prospective fans of the product.
This page centers on motherhood, Is meant to provide a discussion and information forum for mothers.
Outlined in this slide are some of the key engagement activities aimed at promoting engagement and 2- way brand interaction.
This program, although tentative, is meant to create a social responsible image of the brand online. People who join will feel a need to share with their friends. It will drive a viral consumer interest in the product. It will position the brand as socially responsible.
This program is meant to bring baby/mother health issues to light for information and open discussions. A renowned pediatrician will be online to answer baby health questions.
This is an interactive quiz open to fans of the group. Aimed at keeping fans on the page for as much time as possible.
Pampers baby of the month is a baby photo contest. Mothers upload their baby pictures and the picture with the most ‘likes’ wins. This is meant to drive viral interest, by appealing to the motherly instincts of the target group.
A newsletter will be sent to fans of the page on a quarterly basis, to an opt in email list of fans. The aim is to reinforce brand messaging, and promote good PR communication. It will serve as a solid base for future product lauches.
Engaging discussions will be posted on the page regularly, to encourage comments from fans, and ultimately promote word of mouth advertising online. It is instrumental to getting feedback from fans about the product/campaign.
This is a blueprint of the theme plan for the year, outlining discussion themes and lead engagement activities.
An outline of the 12 month engagement plan. The discussions and status updates will be built around the weekly themes. Every month has a ‘special’ engagement activity, external of the weekly themes.
Measurement is key to making corrections to the campaign, on the fly. We will get realtime reports on engagement, traffic, ad efficiency amongst other key metrics, and make decisions appropriately. We will measure this campaign with two online evaluation system platforms Google analytics and facebook insights.
Analytics allows you to measure success in the following metrics: Traffic to the page Conversion rate Activities on the page.
Facebook insights is focused on measuring the success of a campaign realtime, based on one major metric:ENGAGEMENT
Mobile advertising is here to stay. 60 percent of all internet activities in Nigeria comes from mobile phones, making it a very viable advertising targeting platform.
Advertising on the mobile platform has three major advantages : Reach - 60 percent of internet activities are from mobile devices Relevance - ads can be targeted in relevance to users online search or internet activity. Reporting - You can generate real-time reports on a number of key campaign metrics, and make the appropriate decisions.
Pampers Premium care presentation
PREMIUM CARE ONLINE CAMPAIGN http://www.wildfusions.com
PAMPERS PREMIUM CARE Online Media Campaign http://www.wildfusions.com
Confidentiality Clause This proposal, including its attachments (if any) is the confidential property of WILD FUSION . The recipient agrees that no part of the information shall be disclosed to any external third party without the prior written consent of the firm or used for purposes other than the proposed projects. The recipient and WILD FUSION each agree to keep confidential and not to disclose to any third party any information relating to the business or trade secrets of the other (“Confidential Information”), or to make use of any such Confidential Information for any purpose other than in connection with this proposed Project by WILD FUSION .
About Us <ul><li>Wild Fusion is a digital marketing company located at No19 Oba Elegushi former club road, Ikoyi Lagos. We specialise in Digital Marketing, Social Media, Online media sales, Mobile marketing and Web analytics service. </li></ul>http://www.wildfusions.com We are the exclusive representatives for Facebook .com, LinkedIn.com and BBC.com in Nigeria and also the first Google certified Adwords partner in the region.
Nigerian Internet Population 2010 http://www.wildfusions.com
Online media campaign Objectives <ul><li>Grow the Pampers premium care brand equity, positioning it as the gold standard in the disposable diaper business. </li></ul><ul><li>Drive consumer interest on a viral scale. </li></ul><ul><li>Accelerate the premium care business in Nigeria. </li></ul><ul><li>Grow the premium care’s market share. </li></ul><ul><li>Increase fan base. </li></ul><ul><li>Increase fan interaction with the brand. </li></ul>
Online campaign Strategy <ul><li>Create an engaging and dynamic Facebook fan page for the product. This page will serve as the primary online presence page for the brand in Nigeria, create a platform for interaction between the audience and the brand and communicate the brand credentials. </li></ul><ul><li>Use compelling media creatives to communicate the premium standard of the brand. </li></ul><ul><li>Create brand awareness and drive traffic to the facebook page, as well as the pampers.com website , using three specific advertising platforms ( Google, Facebook, and Mobile ). </li></ul><ul><li>Use specific demographic, geographic or psychographic targeting features on these platforms ,to hone in on this particular audience (Age 25- 45 Females) . </li></ul><ul><li>Use engaging status updates and social media contests to engage the fans on the page, increasing fan base and promoting word of mouth engagement by fans. </li></ul>
Target Audience <ul><li>(ABC1) Mothers. </li></ul><ul><li>Aged 25-45. </li></ul><ul><li>Loves to purchase imported and status symbol products. </li></ul><ul><li>Fashionable and loves to socialize. </li></ul><ul><li>Widely travelled. </li></ul><ul><li>Loves efficient products, irrespective of cost. </li></ul><ul><li>Socially and professionally networked. </li></ul>
http://www.wildfusions.com ∙ Brand strategy at a glance. Landing page traffic
<ul><li>Google ads: The search and display network </li></ul>
THE GOOGLE SEARCH NETWORK <ul><li>Advertising on Google search gives the brand the opportunity to reach potential mothers who are actively searching online for related products. </li></ul><ul><li>Once a user types in related keywords such as ‘ crèche in Lekki ’ or ‘ baby accessories’ etc, the Pampers Ad is triggered to display on the page, along with the search results. </li></ul><ul><li>Second most visited website in Nigeria </li></ul><ul><li>3.1 million daily unique page views </li></ul>
ADVERTISING ON THE GOOGLE SEARCH NETWORK If you search for “maternity hospitals in lekki" on Google, you'll see Pampers premium care ads next to the search results. <ul><ul><ul><li>Ads are targeted based on a user's search terms. </li></ul></ul></ul>
The Google display network reaches 70% of Global internet users, making it the world's #1 ad network. The targeting possibilities on the Google network, will enable the brand reach its targeted audience.
TARGETED WEBSITES ON THE DISPLAY NETWORK ADVERTISING www.Bellanaija.com www.fashion.net www.lindaikeji.blogspot.com www.pregnancy.about.com <ul><ul><li>www.babycenter.com </li></ul></ul>AMONGST OTHER TARGET SPECFIC WEBSITES Over 30 websites
THE FACEBOOK PLATFORM <ul><li>Facebook is the most visited website by Nigerians according to alexa.com </li></ul><ul><li>With more than 3,146,540 active users. </li></ul>
Nigerian Facebook Statistics (May, 2011) http://www.wildfusions.com Female Audience Statistics on Facebook Total Number of Users Male Female Penetration of Population 3, 146, 540 2,109,500 1,014,060 2.07% Female 25-45 Female 25-45 (Single) Female 25-45 (Married) Female 25-45 (Engaged) 702,880 112,180 103,820 22,300
(ASU) MARKETPLACE ADS <ul><li>On this platform, y ou can Serve ads to your targeted audience using various targeting options such as (gender, age, interest etc). </li></ul><ul><li>It is a viral form of advertising. </li></ul>
BUILD CONNECTIONS WITH FACEBOOK ENGAGEMENT ADS <ul><li>No competitor ads alongside your ads. </li></ul><ul><li>Larger block capacity for increased brand message </li></ul><ul><li>Interactive user participation options. </li></ul><ul><li>Placed on the home page of your target audience. </li></ul>
P.A.C.T –Pamper A Child Today <ul><li>It is an entirely facebook driven initiative. </li></ul><ul><li>For every mom that likes the page, 10 naira will be donated to orphaned babies. </li></ul><ul><li>It will be donated to any charities winning in the polls, conducted, on the fan page. </li></ul><ul><li>It will attract proper attention from target audience. </li></ul><ul><li>It will enhance the brand’s CSR image. </li></ul>
MEET THE PEDIATRICIAN <ul><li>An expert pediatrician will be online for open consultation. </li></ul><ul><li>It will be scheduled bi-weekly, and will last for 2 months. </li></ul><ul><li>Open to all fans of the group. </li></ul><ul><li>Relevant mother/baby topics will be addressed. </li></ul>
Who wants to be a MUM-O-NAIRE? <ul><li>An interactive quiz on the page </li></ul><ul><li>Will focus on mother and parenting questions. </li></ul><ul><li>Open to all fans of the page </li></ul><ul><li>The fan with the highest score will be tagged </li></ul><ul><li>“ Pampers super mom” </li></ul><ul><li>The award remains until the score is exceeded by another fan. </li></ul><ul><li>The winner will receive exclusive PR events invitations. </li></ul>
Pampers baby of the month <ul><li>A baby photo contest </li></ul><ul><li>The baby with the most fan ‘likes’ wins. </li></ul><ul><li>The winning baby will be named the PAMPERS BABY OF THE MONTH, and will receive a large pack of the product, amongst other prizes. </li></ul><ul><li>Open to all fans of the page. </li></ul>
QUARTERLY NEWSLETTERS <ul><li>To reinforce brand messaging and launch newer products . </li></ul><ul><li>Open to an opt-in email database of fans. </li></ul><ul><li>Very graphic, Design layout similar to that of a high end magazine. </li></ul><ul><li>Useful for future promotions, PR ,and CSR initiatives. </li></ul>
Engaging discussions <ul><li>Engaging and stimulating discussions. </li></ul><ul><li>Moderated and managed in house. </li></ul><ul><li>Encourage participation from fans by asking real life questions. </li></ul><ul><li>Use of polls, videos, and pictures to encourage 2 way conversations. </li></ul><ul><li>Open to all fans of the page. </li></ul>
http://www.wildfusions.com 12 Months MOTHER CARE CENTRAL Facebook Engagement Theme Plan <ul><li>Engaging status updates and discussions will be built round the weekly themes </li></ul>Month JULY AUGUST SEPTEMBER OCTOBER NOVEMBER ENGAGEMENT ACTIVITES MOTHERCARE CENTRAL PAMPER A CHILD TODAY PAMPERS BABY OF THE MONTH MEET THE PAEDIATRICIAN MEET THE PAEDIATRICIAN Week 1 PREPARING FOR THE BABY CLOTHING YOUR BABY HEALTH AND EXERCISE TIPS YOUR BABY’S HEALTH YOUR BABY’S HEALTH Week 2 BABY CARE ESSENTIALS PAMPERS BABY CARE ESSENTIALS FASHION FOR MOMS IMMUNIZATION PAMPERS AND YOUR BABY Week 3 THE FAMILY DOCTOR IMMUNIZATION PREGNANCY TIPS BABY NUTRITION BABY NUTRITION Week 4 DIAPER NEEDS THE P.A.C.T INITATIVE GETTING HELP WITH BABY CARE COMMON BABY AILMENTS,CAUSE AND CURE DIAPER NEEDS
http://www.wildfusions.com 12 Months Facebook Engagement Theme Plan (Contd.) <ul><li>Engaging status updates and discussions will be built round the weekly themes </li></ul>MONTH DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE ENGAGEMENT ACTIVITIES WHO WANTS TO BE A MUM-O-NAIRE MOTHERCARE CENTRAL THE SUPERMOM CHALLENGE PAMPERS BABY OF THE MONTH PAMPER A CHILD TODAY WHO WANTS TO BE A MUM-O-NAIRE PAMPERS BABY OF THE YEAR Week 1 BREASTFEEDING BASICS PROPER BABY DIETING BONDING WITH YOUR BABY HEALTH TIPS FOR NEW MOMS BABY ACCESSORIES BRESTFEEDING BASICS TODDLER DIETING Week 2 BABY SAFETY SLEEPING WITH YOUR BABY GOING TO WORK AFTER PUTTING TO BED POST PARTUM DEPRESSION DEALING WTH TWINS PAMPERS BABY CARE ESSENTIALS BABY NAPPING TIPS Week 3 BABY HYGIENE BABY SLEEPING PROBLEMS TRAVELLING WITH A BABY BABY SUN PROTECTION DISPOSABLE DIAPERS P.A.C.T INITATIVE FINGER AND NAIL BITING Week 4 BUYING BABY FURNITURE HICCUPS IN BABIES BABY REACTIONS PREMATURE BABY NEEDS AUTHISM IN BABIES BABY COT SAFETY BABY SKIN CARE
Measurement and Evaluation http://www.wildfusions.com
CAMPAIGN MEASUREMENT SCHEMATIC Campaign Measurement Google Analytics Facebook Insights
http://www.wildfusions.com <ul><li>Analytics allows you to: </li></ul><ul><li>Evaluate traffic sources by Nigerian cities to your landing page. </li></ul><ul><li>Measure activities on site by users </li></ul><ul><li>Measure time spent on site by users </li></ul><ul><li>Measure and monitor your campaign performance </li></ul><ul><li>It helps make informed decisions for offline activities </li></ul>Campaign Measurement with GOOGLE ANALYTICS
Campaign Measurement with FACEBOOK INSIGHTS http://www.wildfusions.com <ul><li>Monitor user interaction with Facebook Insights </li></ul><ul><li>You can pull detailed reports, covering demographic profile insights on your page such as the most active age demographic, gender and weekly interactions by age bracket. </li></ul><ul><li>We would be able to measure the person-to-person impact of your social media campaign </li></ul>
Answer <ul><li>Mobile internet is fast becoming a way of life. </li></ul><ul><li>60% of all internet activities coming from Mobile Phones. </li></ul>MOBILE ADVERTISING
MOBILE ADS <ul><li>Drive traffic to the Facebook page </li></ul><ul><li>Promote Facebook application and social media contest on various mobile sites. </li></ul><ul><li>Advertise directly to targeted audience on the move. </li></ul><ul><li>Track the progress of the Campaign with real time, online reporting </li></ul>