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

1. Digital Communication Plan for
IMPORTED PREMIUM BEERS
Yotsawat Charoensakwatana Email: charoensakwatana.y@gmail.com

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. 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. 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. Understanding target
WHY DO PEOPLE DRINK BEER?
Most of activities mentioned are done with friends
Socialize
Complement food
Enjoy sport
Relax

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. Digital Communication Plan
OBJECTIVES
• Stir up the popularity of imported beers back among targeted
consumers
• Stimulate interest and curiosity
• Encourage repeat purchase

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. 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. 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. 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. 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. Digital Communication Plan
ACTION
ENGAGEMENT (Experience)
SERIES OF CLIPS
VIDEO CLIP
BREWIT PAGE
ADVOCACY

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. 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