Social Media Pitch - Signature brand


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Social Media Pitch - Signature brand

  1. 1. Facebook Strategy<br />2011<br />Presented By<br />
  2. 2. Outline<br />Objective & Status Check<br />Competitive Analysis<br />Facebook Profile Creation<br /><ul><li> Implementation Timeline
  3. 3. Sample Content
  4. 4. Sample App and Contest</li></li></ul><li>Campaign Objectives<br />Creating Brand Identity on facebook<br />Brand Awareness on Facebook<br />Buzz around the brand<br />Promotion of events sponsored by Signature <br />
  5. 5. Status Check-Signature<br />Signature Fashion tour is not extensively covered on facebook<br />
  6. 6. Competitor Analysis<br />
  7. 7. Analysis<br />
  8. 8.
  9. 9. Analysis<br />
  10. 10.
  11. 11. Summary<br /><ul><li> Bacardi stands as the leader in creating buzz around its brand in social media platforms
  12. 12. Bacardi runs contests from time to time in order to engage consumers and dissolve an image of an alcohol brand. Instead it has positioned itself as an indispensable product for parties. Hence a cool, funky brand
  13. 13. Social Media Presence of Blender’s pride revolves around the fashion tour it conducts on a year to year basis
  14. 14. Blender’s pride has created an image of an expert on fashion and attracts users based on this proposition</li></li></ul><li>Target Segment<br />Male & Female- 25 and above<br />SEC A,B<br />Brand Loyalists<br />Quality conscious <br />Metropolitan cities<br />Highly social – very image conscious<br />Interest:<br /><ul><li>Music
  15. 15. High end sports
  16. 16. High end fashion
  17. 17. Luxury products</li></li></ul><li>FacebookProfile Creation <br />Objectives and metrics – Why we are using facebook and how we will assess its value<br />Channel proposition and management How we will populate and use the channel<br />Promotional plan – How we will promote our presence on facebook to maximize value<br />
  18. 18. Campaign Objectives & Measures<br />
  19. 19. Channel Proposition and Management(1/2)<br />Positioning and Profile- <br />Facebook-The name of the page is “Signature” which will be portrayed as a stylish brand catering to core customers as well as people with such tastes<br />Youtube- TVC of the brand or any official videos will be shared online through official You tube channel of Signature McDowell’s. It will also be used to upload videos for the app or game as proposed<br />
  20. 20. Channel Proposition and Management(2/2)<br />Content Principles-<br />Tone of voice- The tone of voice will be that of an “Stylish Brand” for target audience<br />Varied and Current- The platform will cover a variety of content type to retain interest levels<br />Frequency<br /><ul><li>Facebook- 3-4 updates a day
  21. 21. You tube- Videos to be uploaded atleast twice a month. Plus videos will be uploaded timely if they are related to a game</li></li></ul><li>Promotion<br />Social ads( in house) on Facebook<br />Contests , game applications and activities in order to engage existing fans and promote the brand<br />Cross linking official youtube channel and facebook page<br />
  22. 22. Facebook(Implementation Timeline) <br />Facebook Activation<br />Changing tabs and overall look of page<br />Launch Signature Analysis App<br />Launch Future Fashion Hunt Contest<br />Celeb spotting<br />Hott or nott<br />Various Quizzes and generic content<br />JAN<br />DEC<br />FEB<br />
  23. 23. Sample Facebook Page<br />Sneak Peak Your Signature Analysis! Future Fashion Hunt Signature Fans<br />Suggested – Signature Fans tab should have content for downloading wallpapers, ringtone of ad, screensavers etc<br />Sneak peak (Instead of events) – For exclusive preview into fashion tours, upcoming polo/golf/derby event<br />Your Signature Analysis (App)<br />Future Fashion Funt(Contest)<br />
  24. 24. Sample Content-Facebook(1/2)<br />Your opinion poll- What’s your dream attire?<br />Signature Quiz- Who brought the sport of Polo in India?<br />So you think you are the Bold and Beautiful? Tell us why<br />Best of Suits- Saville Row suits never go out of class<br />A good set of leather shoes can make or break a man’s look- Agree or Disagree?<br />What’s your “Signature” line?<br />
  25. 25. Facebook Activity<br /><ul><li>Celeb Spotting-Organize a contest in which we take a slightly morphed image of a celebrity wearing a nice watch, suit, dress etc and ask people to recognize him/her
  26. 26. Hott or Nott- Upload an image (related to fashion products) daily and ask users to comment it is hot or not. Also, ask them to tag themselves to the image if they like it</li></ul>Hey Guys, tag yourself to your favorite holiday destination and tell us who would you like to take with yourself<br />Submit your photo to contest for Signature Icon of the month and get featured in online ad of Signature (Facebook Specific)<br />
  27. 27. Facebook App<br />Signature Analyzer- A fun app which will let users enter their signature and get a free analysis of it in terms of how successful they will be, what sort of clothes suit them, what sort of watch they should wear etc.<br /> As users will enter their name and date of birth , it will create a database of ready audience for sending mailers, newsletters , event promotions etc<br />
  28. 28. Sample Signature Analyzer<br />
  29. 29. Facebook Contest<br />“Future Fashion” Hunt- A contest where the users have to find out the look for the year 2050 (for females and males). The user has to go from Mumbai to Tokyo, Paris and New York , decoding clues on the way, collecting articles for completing the look and finally finishing the look in stipulated time<br />Clues will be given in video format (Mostly) so users will be directed to official YouTube channel every time they play the game<br />It will be like a virtual treasure hunt contest<br />
  30. 30.
  31. 31. Virtual Paris <br />How user will move in the city to decode clues<br />
  32. 32. Virtual Tokyo <br />Virtual NewYork<br />
  33. 33. The <br />Beginning<br /><br />