2. Project team
Kristina Kurs
Alexei Gertsik
Svetlana Mudrik
Nikita Chernov
Project team for each client
Client Group
Strategic Planning
Department
Media Planning Department
Petr Troitsky
Julia Ljvova
Account manager
Head of Strategic Planning Department Head of Media Planning Department
SMM
Head of SMM
SMM-
copyrighter
Evgeniy Rusinov0
Social media specialist
Yulia Ratnikova
SMM-
designer
Alexandra Breus
Strategic planning specialist
3. Fa brand objectives:
1. Build brand attributes and Increase brand loyalty
2. Media support of the main launches of the year: Deodarant
Floral Protect & Shower Gel Fa Vitamins and Energy
3. Trade promo support
Fa objectives in social media:
1. Create a unique communication idea and its own brand
territory
2. Social media strategy evaluation to support the main launches
2. Content idea proposal for better communication of brand
attributes and new SKUs
Why are we here?
Source: Client brief
6. Concept idea: «Real beauty»
Findings
• Almost all posts are branded
• High number of different engaging mechanics: contests,
discussions and applications
• The branded application ‘Gift for Chance’ and music
content are actively used
• Cross-posting is actively used
The brand group concept is not realized in content.
Avg. Number of «Likes»:
Medium
Engagement Rate
Low
Source: Nectarin SMM Positioning Technology
Talk about: 375 644
73 285
20 млн.
Competitive Analysis
7. Concept idea: «Do more!»
Findings
• Community with motivating content “Do more” doesn’t
facilitate communication
• All content is branded
• The branded application ‘Calendar of Desires’ and music
content are actively used
• The unique content is used in VK and FB
The group content is fully linked with the brand concept idea, but it doesn’t facilitate
communication.
Source: Nectarin SMM Positioning Technology
Avg. Number of «Likes»:
Medium
Engagement Rate
Low
Talk about: 243 595
41 161
7,9 млн.
Competitive Analysis
8. Concept idea: «Smile! Love! Kiss!»
Findings
• The brand wrote about relationships and emotions
• Special video posts for groups are used
• Two branded applications are integrated in the group.
One is about rewarding for social action. The second
creates your own Nivea lipstick design.
• An open group wall create an affect of chaos
• On Youtube channel – branded interactive video
A lot of non-branded content in the group. The brand actively uses very popular special projects.
Avg. Number of «Likes»:
High
Engagement Rate
Above avr.
Source: Nectarin SMM Positioning Technology
909
682 037
Competitive Analysis
9. 285 430
Concept idea: «Perfumery school
Camay!»
Findings
• A lot of visual content
• Almost all posts are branded
• The branded application «Perfumery school» creates
one’s own virtual fragrance, package and name .The
loyalty program is used in the application.
The community is interesting due to the large amount of beautiful content in the same concept.
The content is very shareable.
Source: Nectarin SMM Positioning Technology
Avg. Number of «Likes»:
High
Engagement Rate
Avr.
Competitive Analysis
10. Concept idea: «Axe Anarchy»
Findings
• Content with male humor
• There are two brand advocates who lead
conversation
• Content is branded
• Different engaging mechanics and special projects
(viral video)
Brand actively uses engaging mechanics and instruments to drive conversation.
The AXE community is very popular.
Avg. Number of «Likes»:
High
Avr
Engagement Rate
310 263
625
60 801
1 880
1 960
Обсуждают: 1 981
Source: Nectarin SMM Positioning Technology
Competitive Analysis
11. 8 589
Concept idea: «Beauty from Nature»
Findings
• There’s a wide variety of content.
• Different engaging mechanics and special projects
There’s a wide variety of content in the group.
The brand group concept is not realized in content.
Avg. Number of «Likes»:
Medium
Engagement Rate
Low
Source: Nectarin SMM Positioning Technology
Competitive Analysis
13. 37 028
Concept idea: «Moments for You»
Findings:
• Interactive menu
• Contest mechanics
• Branded posts
• A lot of information about diets, fitness and healthy food
The approved group concept idea is not implement well enough. There are a lot of different themes
for discussion which don’t fit the concept.
The main brand communication «Faнтастическое наслаждение» is not aligned with the content.
Avg. Number of «Likes»:
Low
Engagement Rate
Low
Fa Activities review
Resource: Nectarin SMM Positioning Technology
14. AVERAGES:
«Likes»: 7
Comments: 0,1
Shares: 0,9
As we can see, the most popular posts are inspirational,
visually appealing posts and posts which motivate users to
do something.
The most popular content
Inspirational, visually
appealing posts
Inspirational, visually
appealing posts
Celebrity
quotations
Engaging, motivational
posts
«Likes»: 21
Comments: 0
Shares: 3
«Likes»: 17
Comments: 0
Shares: 2
«Likes»: 15
Comments: 0
Shares: 2
«Likes»: 14
Comments: 0
Shares: 1
Source: Nectarin SMM Positioning Technology
15. Source: Client brief
Fa woman:
Women 20-50 y.o., core 25-40 y.o.
Young, loving mother, good friend
Energetic, spontaneous, self-confident,
enjoys her life, loves adventures
Who is this audience in
social media?
Brand Fa Audience
16. While focusing on our content plan, we should keep in consideration that the core of our
group is regional women aged 15-29.
Moscow, St. Petersburg
20,1%
Source: Nectarin SMM Positioning Technology
Fa Community Audience
94,8%
5,2%
85,8%
Regions
79,9%
17. Source Nectarin SMM Segmentation Technology
YOUNG WOMEN
Women,
15-25 y.o.
Income: A, B
WIVES AND MOTHERS
Women,
25-45 y.o.
Income: A, B
Young and active girls and women,
who can study in University.
They are searching for a relationship
or already have one. Active users of
the Internet.
Suggested type of content:
beauty, fun, posts about relationships
Women who have families. They are
responsible for the purchasing
process, can buy products for their
husband. Active users of social
media.
Suggested type of content:
product posts, contests, advice
The content in social media will be based on audience preferences.
Audience segmentation in social
18. Findings And Recommendation
Competitors actively
use engaging posts,
special projects and
mechanics. To drive
engagement and
communication,
include them in the
content plan
Competitors are
communicating in a
similar way.
It’s import for Fa to
create content which
is unique and linked
to the brand idea in
order to differentiate
from competitors.
Use branded and
product posts to link
community with the
brand.
Visually appealing
posts are the most
popular post
mechanics. We
recommend to use
these posts actively.
Unique brand
territory
Visually appealing
posts
Engaging
mechanics
20. Life moves at such a fast pace.
It seems to pass me by before I can really enjoy it.
Insight
21. Let’s rebel against a hectic lifestyle and pause for a
moment to enjoy life.
It doesn’t have to be this way.
Let’s catch the moments and enjoy them in full.
Manifesto
23. Enjoy the
moments with
Gel, using
emotional
communication
Fa. Enjoy every moment
Consumer Take Away
Pause in the
moment with
Deo, using active
communication
24. Morning harmony
Innovation Fa
Promo support
Enjoying content
Inspiration
Motivation
Enjoyment is..
Humor
Quotations
Discussions
Polls
Activations
20% of content50% of content 30% of content
Fa. Enjoy every moment
Content Matrix
Entertaining content Engaging content Product content
25. Так хочется остановить время, когда ты
наслаждаешься яркими моментами
жизни.
#fa_inspiration
Цените каждый момент наслаждения!
#fa_motivation
Inspiration
Content examples
Fa. Enjoy every moment
Motivation
26. Наслаждение это…
Запах весны
#fa_enjoyment
Чувствуй острее моменты наслаждения!
Кликай по картинкам и листай
прекрасные мгновения.
#fa_inspiration
Enjoyment
Fa. Enjoy every moment
Inspiration
Content examples
27. Какую музыку вы слушаете, когда
принимаете душ?
– Классическая
– Рок
– Поп
– Инди
– Альтернативная
– Джаз
– Блюз
– Кантри
– Сам пою!
– Другой вариант (напиши в
комментариях)
+ Аудиозапись The Beatles – Love Is
All You Need
Продлите моменты наслаждения
любимым кино! Подставьте Fa в название
фильма. Присылайте варианты в
комментарии.
Polls
Fa. Enjoy every moment
Activations
Content examples
28. Новый антиперспирант от Fa Men –
экстремальная защита для настоящий
мужчин.
#fa_product
Парфюмерная революция в
дезодорантах!
Fa FLORAL protect – надежная део-
защита и раскрытие чистого цветочного
аромата в течение всего дня.
#fa_product
Product
Fa. Enjoy every moment
Product
Content examples
31. In the pursuit of success I don’t notice the fantastic
world around me. I don’t feel it. And what is the goal of
success if can’t enjoy it in full?
.
Insight
32. Open for yourself the fantastic world of enjoyment.
The world of Fa Away.
A world of possibilities to break the routine and to
became a part of the fantastic world of Fa.
Manifesto
34. Morning harmony
Innovation Fa
Promo support
Fa Away
Liberty
Want… - Game of
words
Humor
Discussions
Polls
Activations
20% of content50% of content 30% of content
Fantastic world of enjoyment
Content Matrix
Entertaining content Engaging content Product content
35. Откройте для себя Faнтастический и
пленительный мир наслаждений.
#fantastic
Иногда так хочется закрыть глаза и на миг
оказаться совсем в другом мире. Там, где
спокойно и Faнтастически красиво.
#fa_away
Fantastic world of enjoyment
Content examples
Fantastic Fa Away
36. Вершина наслаждения! J
#fa_fun
Бросить все и убежать далеко-далеко.
Туда, где ты сможешь ощутить всю
прелесть Fантастического мира.
#fa_away
Fantastic world of enjoyment
Content examples
Humor Fa Away
37. А что вы слушаете, когда окунаетесь в
Fантастический мир наслаждений?
Присылайте треки в комментарии.
Что вы хотите прямо сейчас? Да, вот
прямо в эту секунду? Faнтастическая
игра.
Пишите в комментарии, что хотите прямо
сейчас, следующий участник
выкладывает соответствующую
фотографию, и так далее.
Поехали! J
Fantastic world of enjoyment
Content examples
Humor Want…/game
38. Ныряй в море свежести! С 15 апреля по
15 июня покупай Fa с промо стикером,
регистрируй коды на www.promo.fa.ru.com
и выиграй Fантастические призы.
Just Enjoy It Now! J
#fa_fun
Promo Humor
Fantastic world of enjoyment
Content examples
40. Contest examples
Fa Floral. Catch in 48 hours
We’ll create a competition, with each
stage lasting 48 hours.
Mechanics: Quest. Users will perform
tasks to gain points. To take part in the
competition, users have to do the task
and write about it in comments. The
points they receive will depend on the
comments posted to their account within
the 48 hours.
Task examples:
Buy flowers and send your photo
Meet the sunset and send us a photo
41. Contest examples
Fa Floral. Floral look
We’ll create a photo competition.
Mechanics: Create the look of a flower
and send your photo to the contest.
At the end of the competition we will
create a «flower gallery» with the most
popular photos.
42. Contest examples
Fa Away enjoyment
We’ll create a photo competition.
Mechanics: Users will share photos of
their moments and will share stories of
their feelings of enjoyment.
Use hashtag #fa_away
43. Activity focus April May June July August September October November December
Marketing plans
Promo support
Fa Floral Protect
Fa Vitamins and
Energy
Social Media support
Contest
Group promotion
Content creation
and moderation
Activities plan
44. 44
3
Brand-created posts
Per Work DAY
2
Brand-created posts
Per DAY OFF
Moderation within
1 hour*
*(from 9 am to 8 pm)
Tactical realization
Post Frequency
Moderation
According to Russian time zones, the first post should be
at 9 am and the evening post at 7 pm
47. Offers targeted by
sex, age and
interests
High quality
Sharable content
Contests
Engaging mechanics
Posting in popular
communities
14% of budget37% of budget 49% of budget
Promotional instruments
Group promotion
Social Media
Management
Cross-posting
Special formats
48. Format:
Post sharing in Vk.com
Placement for 50-55 min as the main post, then
will be replaced with a new message. After 1
day, it will be removed.
Objectives:
Covering, engagement
Selection of Communities:
Awareness building/ thematic communities
Example:
Young moms club -
https://vk.com/public35232329
Cross-posting in
popular communities
49. Special formats are effective instruments
in vk.com.
Format:
“Offers” is an official instruments in
Vk.com.
Users get points of Vk.com after brand
task is realized.
Placement:
All VK pages
Applications
Targeting:
Geography
Sex, age, interests
Special formats
51. Total
Budget, RUB* Budget,%
SMM
Vk.com: copyright and re-right for
publications
Vk.com: design and group
branding
Vk.com: moderation
Vk.com: contests
Promotion
Vk.com: group promotion
(special formats ) – 20%
Vk.com: cross-posting in popular
communities – 80%
Project Management (3%)
Total
Budget
No VAT included
52. KPIs
KPI
Fa Group followers EOY 70 000*
Avg Engagement rate 0,08
* We could make the KPI if the limits for offers mechanics are removed. With current
budget KPI is 54 000 participants
