Maggi Oyster - Relaunch - Draft Proposal (eBrand)

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Create a platform for Maggi Oyster - relaunch • Educate users about how to use Oyster sauce with the key message "Frying dishes, Maggi Oyster" • The target audience to communicate is the woman in family. The campaign needs to maximize the touching point to communicate with this central object. • Consider between to plug into an existed website or to deploy a new microsite

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Maggi Oyster - Relaunch - Draft Proposal (eBrand)

  1. 1. 1
  2. 2. 1. Project requirements 2. Issue definition 3. Solution addressed 4. Implementation 5. Ressult measurement (KPI) 6. Keys of success 7. Budget allocation 8. Appendix 2
  3. 3. Marketing requirements • Create a platform for Maggi Oyster - relaunch • Educate users about how to use Oyster sauce with the key message "Frying dishes, Maggi Oyster" • The target audience to communicate is the woman in family. The campaign needs to maximize the touching point to communicate with this central object. • Consider between to plug into an existed website or to deploy a new microsite 3
  4. 4. Must be resolved by the proposal The proposal is supposed to feature the details of: •Site production (Sitemap, homepage & section pages, text tone…) •Media online plan (teaser clips, banner, PR angles, social media…) •Project team allocation •KPI relying on the given budget (xxxMils VND) •Timeline 4
  5. 5. 5 These information (recipes) are engaged with forums for females or websites for travellers
  6. 6. 6 thực đơn xào, 2,590,000 món xào 4.220.000 "món xào" 1.100.000 "món mặn" 345.000 "món canh" 1.780.000
  7. 7. 7 The time of education • The education process must be divided into phases • A long storage of content for user's reference The reach vs. the trend The multimedia benefits The demand matching in a dramatic story The extensible features Basics of the online channel • Rich content to push/pulll , Interaction-based, CRM based, Trackable vs. Control-able, Self-growth discussion with given direction (like Social Development) - The trend
  8. 8. 8 4. Implementation
  9. 9. 9
  10. 10. • … 10 3. Solution addressed
  11. 11. • Young mom & dad • Young members of a family • Appreciate the family relationship & the humanities • Online savies 11 3. Solution addressed
  12. 12. • The woman of the family can know one more secret to set a new highly standard on their Frying dishes - Oyster & Maggi Oyster • They can gain a collection of Frying dishes provided by this website to surprise their sweetheart 12 3. Solution addressed
  13. 13. • They have an opportunities to show up their happy family with frying dishes recipe-ed by Maggi Oyster • The man can surpise his lady up to the cloud 9...to show his gratefulness from what she have done for the family • A long term platform to engage Maggi with a happy family's menu 13 3. Solution addressed
  14. 14. 14
  15. 15. 15 4. Implementation
  16. 16. 16 Teasing Launch & Nào cùng xào! Bà xã anh No.1! Đong yêu thương thêm đầy
  17. 17. • The recipes collecting • Books to reference • The communication with members during the campaign 17 4. Implementation
  18. 18. 18 4. Implementation
  19. 19. • Oyster Sauce • Maggi Oyster – Basic frying dishes • Maggi Oyster - The “song” • Promotion info • Testimonials 19 4. Implementation
  20. 20. 20 4. Implementation
  21. 21. 21 4. Implementation • Teasing page • Bà xã anh No.1! • Maggicall - Đong yêu thương thêm đầy!
  22. 22. • Guessing page • Sharing page • Register page 22 4. Implementation
  23. 23. 23 Ông xã bạn có biểu hiện biếng ăn cơm nhà không?
  24. 24. • User register to receive special gifts • User follow to reveal the secret to cure his man “abnormal behaviors” • User submit the sympathy 24 4. Implementation
  25. 25. 25 4. Implementation • TOP 20 frying dishes collection • Upload page • The Community page of activity • Maggi Oyster the e-Book • Regulation
  26. 26. 26 4. Implementation
  27. 27. 27 4. Implementation Learn the recipes Share the dish via photo Voting from the communit y Win the No.1 Bà xã – Miss Maggi Oyster
  28. 28. 28 4. Implementation • The introduction page • The community page of "Maggicall" • The sharing page • Regulation
  29. 29. 29 4. Implementation
  30. 30. 30 4. Implementation Capture the kitchen image Record the calling message (voice) Submit to the website Win the big prizes to surprise the lady “Your lovely message will be heard by your “Bà xã”. She can feel your love and your appreciate and your relationship will be stronger with the support from Maggi Oyster”
  31. 31. 31 4. Implementation
  32. 32. • Website production • Facebook synchronization • Flash production 32 4. Implementation
  33. 33. • Teasing • Create the trend • Targeted • Extreme message • Mesurable • Viral-able • Interactive banners • Consistent with the theme – Visual – Tone of discussion 33
  34. 34. • PR • FB ads • Google Ads • FB Fanpage • Forum seeding • Evangelists (influencers) • Affiliate program with forums/websites 34 4. Implementation
  35. 35. 4 Phases++ 35 4. Implementation
  36. 36. Phase to phase communication 36 GĐ1: Teasing • Encourage user to join and reveal a secret • Concept: Ông Xã Biếng Ăn GĐ2: Launch site • Reveal the website and stick the Frying recipes with Maggi Oyster GĐ3: Engage • Encourage members to join and use the materials from the websites • Sharing and apply it in real life GD94: Finalize • Create an activty to finalize the campaign where every member of the family enjoy the campaign
  37. 37. 37 4. Implementation Objective: • The more followers, the better
  38. 38. 38 4. Implementation Activity Description Channels PR online Yes GG ads Yes FB ads Yes Banner Ads Yes Email Marketing Yes Forum Seedings Yes Video viral
  39. 39. 39 4. Implementation Activity Description Channels PR online Yes GG ads Yes FB ads Yes Banner Ads Yes Email Marketing Yes Forum Seedings Yes The song of Maggi Oyster Video viral
  40. 40. 40 4. Implementation Activity Description Channels PR online Yes GG ads FB ads Yes Banner Ads Yes Bà xã anh No.1! Maggicall Email Marketing Yes Forum Seedings Yes The song of Maggi Oyster Video viral Yes
  41. 41. 41 4. Implementation
  42. 42. 42 4. Implementation Mình và chàng, thường vào nhà hàng, vào nhà hàng chàng thường dùng mì xào, mà mì xào nhà hàng xào cùng gì nào? Mà chàng cào cào mì xào, làm mình làu bàu rồi chàng càu nhàu. " Bà xào mì xào gì mà bèo nhèo, nhìn vào còn thằng nào nhào vào Chồng mình ngày ngày nằm ườn buồn phiền làm mình thường buồn buồn . Mình ngờ chồng mình “luồn tuồn”. Mình cuồng cuồng cào người chồng. Chồng làu bàu: “nàng nào mà nàng nào, thằng này thèm đồ xào nhà hàng”. Nào ngờ chồng ghiền dầu hào, ào ào mình xào mà đồ xào tầm phào. Mình tìm dầu hào xào xào. Đồ xào cùng dầu hào rằng là tình.^^ Hồi nào giờ toàn xài đồ xàm xàm làm đồ dùng, mồm nhà mình toàn phàn nàn là đồ xào tồi tàn. Giờ dùng dầu hào, thằng nào nhà mình đều trầm trồ đòi mình làm nhiều nhiều, vì đồ xào mình làm giờ tài tình.
  43. 43. 43 4. Implementation ừ hồi nào nhà dùng toàn dầu mè, xào từ đồ bình thường : từ bì , giò, bò, gà, hành .... Từ ngày nhà mình ù , mình bèo nhèo, chồng mình kì kèo mèo. Mình buồn ...hù hù XÀO ĐỒ XÀO THÌ DÙNG CÙNG DẦU HÀO Tình hình là nhà mình xài dầu nành cùng đồ xào, chồng làu bàu “xài dầu hào thèm dùng đồ xào, xài dầu thường thường là chồng lờ đồ xào”. Chồng làm mình bùn, mình liền tìm dầu hào và ngày nào cũng xào đồ cùng dầu hào, chồng ghiền chồng chiều, chồng “làm phiền” mình, mình ghiền mình cuồng. Nhờ xài dầu hào, nhà mình càng ngày càng tình.
  44. 44. 44 • Over 105.000 visits to the website and the Fanpage • Over 15.000 members (10.000 onsite, 5000 Fanpage) • Common channels online in Vietnam have been addressed • 2 activities with viral marketing materials created tightly with the brand
  45. 45. Urban online (30%) 9 mils Online in 2 months (2/12): 1.2 mil Urban online target (80%) 7.2 mil Expected traffic (45%) 105.000 Total Expected members 15,000 TNS, AC Nielsen, Cimigo Vietnam Internet user (31%) 30 mils Impressed in 2 months (20%) 240.000
  46. 46. No. Tools Traffic size Track A Direct Visit 55.000 1 Web Banner 15.000 Google Analytics 2 Google Search Adwords 5,000 Google Analytics 5 Facebook Ads 5,000 Google Analytics 6 Email Marketing 5,000 Google Analytics 7 Seeding Forum, viral 25,000 Photo capture, Google Analytics B In-direct Visit 20.000 1 Facebook Fan Page Photo capture, Google Analytics C Returning Visit & WoM Visit 20.000 1 Microsite activities General Analytics Report 2 Others (WoM…) General Analytics Report D Generic visit (Search Engines...) 10.000 1 Google, Bing Photo capture, Google Analytics TOTAL 105.000 Added the Fanpage visits
  47. 47. No. Items KPIs A Visits 105.000 1 Unique visits (90%) 94.500 2 Num of page views 245,000 5 Page view per visits 3.0 6 Bounce rate 20% B Members 10,000 1 Full information filled 8,000 C Facebook Fanpages 5,000 1 Num of fans 5,000
  48. 48. • Technology • Content Management • User centric • Team structure • Experience 49
  49. 49. 50 • Account Manager: 01 • Account Executive: 02 • Marketing team: • Marketer Executive: 02 • Content Management Executive: 02 • Viral Marketing Executive: 04 • Development team: • Technical leader: 01 • Web developers: 02 •Designers: 02 “This is the in house core team allocation. This team will control the whole project. Especially in viral phase, eBrand will add more 2 teams with the management of Marketing team. All production items will be implemented in house and we will cooperate with talents to create the multimedia content for viral campaign”
  50. 50. 51
  51. 51. 52
  52. 52. 53
  53. 53. • More integration with offline activities • More interactive • Grow the database • Extend the concept towards the other types of recipes: Soup, brine • Construct a long-term concept stick to a Happy Kitchen and recipes • Cooperation with National Institue of Nutrition • Engage with Ambassador 54

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