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Premium Online Campaign for Pampers Premium Care
- 1. PREMIUM CARE ONLINE CAMPAIGN http://www.wildfusions.com
- 2. PAMPERS PREMIUM CARE Online Media Campaign http://www.wildfusions.com
- 3. 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 .
- 5. Nigerian Internet Population 2010 http://www.wildfusions.com
- 10. http://www.wildfusions.com ∙ Brand strategy at a glance. Landing page traffic
- 15. Another example
- 16. 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.
- 21. Google ads at a glance
- 23. 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
- 26. THE FACEBOOK MAIN PAGE
- 27. THE MOTHERCARE CENTRAL PAGE
- 37. Measurement and Evaluation http://www.wildfusions.com
- 38. CAMPAIGN MEASUREMENT SCHEMATIC Campaign Measurement Google Analytics Facebook Insights
- 43. NOW LETS GET YOU STARTED.
- 44. Thanks for your time.
Editor's Notes
- 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.