Campaign Goals Campaign Targeting Get LSM 6+ women aged LSM 6+ consumers, 18+to switch to Vaseline primarily women who Lotions by generating shop in supermarkets & trial & awareness. large groceries.
THE BIG IDEA“ Keeping skin amazing for 24 Hours”
What Does that mean to the ladies…NO MORE CRUSTY ELBOWS RADIANT SKIN MY SKIN WILL LOOK GOOD ALL DAY LONG NO MORE SCALEY FEET MOISTRIZED HANDS
STRATEGYConnection with the Audience Does your Big Idea have some sort of connection with your target audience?What digital channel should we use? Promotional tactics Creative approach Offers
The ConnectionConnect the “Big Idea” Majority ofbehind the Vaseline the people inlotions with the your targetpopular TV series “24” audience can relate to “24” the TV series.
Key Elements of Vaseline’s Digital StrategyChannel Asset ActionsFacebook Facebook Fanpage •Landing Page for (Earned Media) ongoing Vaseline Promotion. •Engagement platform with Fans.Facebook Facebook ads (Bought •Paid for ads to Direct media) traffic to Facebook Fan Page,Twitter Vaselinekenya profile •Engagement with consumers and potential consumers.
OFFICIAL VASELINE KENYA FANPAGEEngagement with Target audience above and beyondthe brand- (Skin care tips, information about the differentbrands and the importance of the key ingredients)Awareness campaign about the ongoing Vaselinepromotion. ( Branded landing page with key visuals)Support of BTL activities. 24 calendar ( in storeactivations schedule ). 24 weekend- Real time Vaselinegiveaways.)Picture/Video entry competition. (How do you keepyour skin looking amazing for 24 hours)Nominate a person in your life who has a busy day andwould do with Vaseline freebies.Create a buzz around trip to Paris. (Make people wantto visit Paris)
BOUGHT MEDIA- Facebook ad Direct traffic to the Fan Page Campaign awareness Easier way to increase numbers (Like ad) VASELINE TWITTER PROFILEDaily updates about skin care. (Remindersto drink water)24 Real time freebie alerts.The life of the 24 chick/ 24 guy.Create a buzz about the trip to ParisCompetition. (Posts on Paris)
In the End.• Vaseline gets access to contact info on highly targeted customers which will definitely come in handy during future youth centric campaigns• Vaseline owns the entire Vaseline Kenya ‘fan-base’ which will come in handy during future campaigns• This digital campaign will allow ROI on actual marketing spends• Unbiased insights on target audiences reviews, opinions and feedback on Vaseline in Kenya