Digital Communication Plan for
IMPORTED PREMIUM BEERS

Yotsawat Charoensakwatana Email: charoensakwatana.y@gmail.com
Current Situation
Target consumers are highly aware of imported beers
especially Stella Artois, Hoegaarden, and Leffe
Supe...
The PRODUCTS – Imported Beers

Perfection | Better drinking experience | Story rich

Imported premium beers such as Leffe,...
Target Consumer

IDEAL CONSUMER
• Well educated male and female
• University students, Fristjobbers, White Collar
• Value ...
Understanding target
WHY DO PEOPLE DRINK BEER?

Most of activities mentioned are done with friends
Socialize

Complement f...
Consumer Insight

• Consumers don‟t usually recall the taste or care much
about the beverage they drink but they often
rem...
Digital Communication Plan

OBJECTIVES
• Stir up the popularity of imported beers back among targeted
consumers
• Stimulat...
Digital Communication Plan

TO ACHIEVE THE
OBJECTIVE
We emphasize that the great moment with
friends would need something ...
Digital Communication Plan
KEY MESSAGE
Imported beers like Stella Artois/ Hoegaarden
/ Leffe are known for its perfect tas...
Digital Communication Plan
“Brew your perfect moment.”

Whether it‟s a match between Man Utd and
Chelsea, hangout with old...
Digital Communication Plan

HOW DO WE COMMUNICATE THE KEY
MESSAGE TO CONSUMERS?
• A video clip with length
approx. 3 minut...
Digital Communication Plan

HOW DO WE COMMUNICATE THE KEY
MESSAGE TO CONSUMERS?
• By the end of the
clip, viewers will be
...
Digital Communication Plan

ACTION

ENGAGEMENT (Experience)

SERIES OF CLIPS

VIDEO CLIP
BREWIT PAGE

ADVOCACY
Main Platforms to Communicate
FB: BrewthePerfectMoment
• Focus on generating and
encouraging people to talk about
there ow...
Digital Tools
Facebook Ad

Influential Marketing

Target to people who likes page
about beers and related topics

By using...
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Digital Communication Plan for IMPORTED BEER

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This presentation is just an assignment that I received when I was interview for a Digital Strategic Planning position at Digital Agency in Thailand.

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Digital Communication Plan for IMPORTED BEER

  1. 1. Digital Communication Plan for IMPORTED PREMIUM BEERS Yotsawat Charoensakwatana Email: charoensakwatana.y@gmail.com
  2. 2. Current Situation Target consumers are highly aware of imported beers especially Stella Artois, Hoegaarden, and Leffe Superior taste of imported beers is established in consumers mindset However, the popularity of these premium beers seems to decline among target consumers.
  3. 3. The PRODUCTS – Imported Beers Perfection | Better drinking experience | Story rich Imported premium beers such as Leffe, Stella, Hoegaarden just to name a few ,contain several similar aspects that brands what consumers to perceive
  4. 4. Target Consumer IDEAL CONSUMER • Well educated male and female • University students, Fristjobbers, White Collar • Value their friends and enjoy spending time with them • Seeks for happy and memorable moment
  5. 5. Understanding target WHY DO PEOPLE DRINK BEER? Most of activities mentioned are done with friends Socialize Complement food Enjoy sport Relax
  6. 6. Consumer Insight • Consumers don‟t usually recall the taste or care much about the beverage they drink but they often remember there moments with friends and more likely the conversation they had. • Drink not often for the taste but to relax and enjoy their moment with friends Key takeaway: People takes imported beers as a great complement to there great moment with friends
  7. 7. Digital Communication Plan OBJECTIVES • Stir up the popularity of imported beers back among targeted consumers • Stimulate interest and curiosity • Encourage repeat purchase
  8. 8. Digital Communication Plan TO ACHIEVE THE OBJECTIVE We emphasize that the great moment with friends would need something such as the perfect taste of beers to create the perfection moment that they all cherish.
  9. 9. Digital Communication Plan KEY MESSAGE Imported beers like Stella Artois/ Hoegaarden / Leffe are known for its perfect taste, better drinking experience, story rich. People drink beer as a complement to there great time with friends or best one. They are living in the moment. “BREW YOUR PERFECT MOMENT.”
  10. 10. Digital Communication Plan “Brew your perfect moment.” Whether it‟s a match between Man Utd and Chelsea, hangout with old friends from high school, or chill on Friday night after working week long. The moment couldn‟t be any better when your friends are there. A great conversation will make you forget the bad taste of the foods or how annoying your next table is, or even the fact that your favorite team is losing. Yet, it sounds great. But it is not perfect, not until there are these premium beers that are made to perfection to brew your perfect moment. Concept
  11. 11. Digital Communication Plan HOW DO WE COMMUNICATE THE KEY MESSAGE TO CONSUMERS? • A video clip with length approx. 3 minutes • The clip will be presented in first person pov, like it is recorded by video • 3 situations from 3 groups of people at different places
  12. 12. Digital Communication Plan HOW DO WE COMMUNICATE THE KEY MESSAGE TO CONSUMERS? • By the end of the clip, viewers will be with a URL to Facebook page • Vote for the one that viewers think will have perfect moment
  13. 13. Digital Communication Plan ACTION ENGAGEMENT (Experience) SERIES OF CLIPS VIDEO CLIP BREWIT PAGE ADVOCACY
  14. 14. Main Platforms to Communicate FB: BrewthePerfectMoment • Focus on generating and encouraging people to talk about there own „perfect moment‟ • Try to tie in the „perfect beer‟ into those moments or activities through conversation, infographic, internet meme, polls • Introduces new places where they can „brew there perfect moment‟ with friends YouTube: BrewthePerfectMoment • Continue to launch video contents • Record and compile series of interview at diferent location, and upload
  15. 15. Digital Tools Facebook Ad Influential Marketing Target to people who likes page about beers and related topics By using people with a lot of followers on social networks to help drive traffic to video and page Twitter Use twitter‟s search to find who mention or talk about imported beer or there moment with friends, and mention to them about our video or page Google AdWord Use PPC ad to target to those who perform search about chill place, or import beers to help drive traffic Banners Display banners to website with context related to beers, friends, hangout, etc
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