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Digital Marketing Plan for a FMCG


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A brief idea on how to strategize digital marketing campaign for a FMCG company.

Published in: Marketing
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Digital Marketing Plan for a FMCG

  1. 1. Actualization 1 Ideation Growth
  2. 2. 2Agenda & Process Tree
  3. 3. 3 Research For Campaign Target Audience | Product Offering | Online Medium
  4. 4. 4 Campaign will be focused to target audience who are children below 16 years of age. We will focus on “Healthy Smile” through relevant online campaigns.
  5. 5. 5 Facebook App will be the “Online Medium” to launch the contest Other social media will be used to create “buzz” We will convert Social media “Buzz into Buck$!” With “Target Audience”
  6. 6. 6 Strategically Planning Objectives | Idea | Results
  7. 7. 7 Poor oral health is a significant issue, particularly among the disadvantaged. While Colgate has a well-established, behind-the-scenes oral health program, “Selfie for Change” is designed to strengthen the emotional bond to the Colgate brand. Objective
  8. 8. 8 Colgate ‘Selfie for Change’ Facebook app brings together children and smiles with the bold objective to get every child in India smiling. By uploading a photo of a smiling child, users were not only sharing smiles but helping brighten the lives of disadvantaged children with a donation to XYZ NGO. This will not only allow Colgate to engage with the powerful ‘mummy bloggers’ but also drive a corporate responsibility and product messages. Idea There is no success without a fulfilling “community”
  9. 9. 9 Page likes is expected to grew from 0 to over 15,000 likes in its launch month, resulting in a reach of just under 1 million people, well on the way to reach its $100,000 target for XYZ NGO by year end. In addition, the Facebook community has provided a springboard and active audience for ongoing Colgate initiatives relating to Selfie for Change and general oral care. Results
  10. 10. 10 Tactics For Campaign Facebook App | Marketing Plan
  11. 11. 11 “Donate a Smile” Feature Will Encourage People to Participate in CSR Activity Where they can also Win Price & Explore “NGO Donation” Feature Will make things transparent and CSR activities will be supported by everyone
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  13. 13. 13 Corporate Social Responsibility From Society To Society
  14. 14. 14 USP Your “Smile” Will Serve hundreds of Other “Smiles”
  15. 15. 15 Evaluation Process Facebook Performance |Results Declaration
  16. 16. 16 Performance tracking can be done easily due to single medium of running campaign that is “Facebook Application”
  17. 17. 17 Judging Parameters 1. Time your users spent on the page 2. The location they are viewing your page from 3. Traffic sources
  18. 18. Sample Video Marketing 18
  19. 19. Judging round Entries close Judging date Week 1 28 September 2014 30 September 2014 Week 2 5 October 2014 7 October 2014 Week 3 12 October 2014 14 October 2014 Week 4 19 October 2014 21 October 2014 Week 5 26 October 2014 28 October 2014 Week 6 2 November 2014 4 November 2014 Week 7 9 November 2014 11 November 2014 19 There will be seven (7) judging rounds. Judging will take place at 11.00 IST on the dates listed in the table below at right. Entries will be judged by a panel of judges from Colgate-Palmolive Pty Limited. Nov 2015 All entries will be judged individually on their merits based on the overall creativity and styling of the photograph. The best entry each week, as determined by the judges, will each receive a prize. There are seven (7) prizes to be won. Prizes will be awarded to the entrant who uploaded the photograph. The judges’ decision is final and binding - no correspondence will be entered into. Guidelines
  20. 20. 20 Measuring Success Engagement Ratio |Brand Awareness | Conversions
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