This is a digital marketing launch plan for a bottled water, which have minerals into it. Positing is bit tricky because it's something more than normal drinking water but not an energy drink.

1. Water +
Digital Launch Plan

2. ‘Water +’ = Everytime Health Drink
o Projected image of ‘Water +’ will be a ‘Everytime health drink’, combination of water, energy, natural. Something
more than normal Water
o Base Message - It’s natural with added benefits, which can be drank to keep the body hydrated and energized.
It’s not artificial but natural. It will keep a check on health. Drinking water can be more than healthy. Sports drink
can’t be a everyday regular drink.
o For whom – Health conscious, regular or non regular gym goers. People who are looking for shortcuts for health
Overview
Objective
o Create an environment to maximize product trials
o Informed and educated audience
o Minimize overlaps with sports drinks or bottled water
Target Audience
o 18-30 years old (30% are using social media)
o Top 8 metros (47+25/2=36% people are using social media) 180 mil internet user
o Professional individuals who are health conscious and don’t equate ‘sports’ to exercise. They are active
people who take breaks to rejuvenate themselves.
2JD

3. 3
Content Strategy Timeline
Month 3
(Week 3 & 4)
Month 3
(Week 1 & 2)
Month 2
(Week 3 & 4)
Month 2
(Week 1 & 2)
Month 1
(Week 3 & 4)
Month 1
(Week 1 & 2)
What we need is water
Why ‘Water +’ is better than sports drinks
Water only can keep us healthy
Content based on social listening
How water can keep us healthy? Answer will be the salt and minerals
Effectiveness of Minerals
Social Launch of ‘Water +’. ‘Water +’ = Everytime health drink
How ‘Water +’ can keep you healthy
Contest & Prizes (where prizes will be the trials)
Learn Informed Advocate
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4. o Journey based content per audience (Journey – Informed – Advocate)
o Every long content / video will have snakable version and full version back links
o Content will have 2 piece, one piece will go with predefined timeline defined theme. Other will be decided as per
social listening. Split will be 50-50
o Every interact with people will happen in a more personal and customized manner.
o All audience conversation will be real-time
o Users will be face lifted depending upon their content
o Each piece of content which is going out will have an echo factor with theme
o Every content will have an action point to increase the conversation going and measure the social effect
o Earned content and meaningful interactions will be used as content
o Will be agile in terms of content identification
o Social listening will have an and decisive role in content selection
o Along with influencers will utilize fitness geeks(as share experience) and doctors, nutritionists as specialist
4
Content Strategy ..Contd.
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5. 5
Channel Strategy
Month 3
(Week 3 & 4)
Month 3
(Week 1 & 2)
Month 2
(Week 3 & 4)
Month 2
(Week 1 & 2)
Month 1
(Week 3 & 4)
Month 1
(Week 1 & 2)
Twitter, Facebook Groups & Page (Organic), YouTube channel(Organic), Instagram
o Base information source - Microsite
o Information outreach & Conversation – Blog, Twitter, Facebook Page & Group (organic), YouTube Channel
(Organic), Instagram, snapchat
o Advocacy & follower / content creation – Crowdchat, YouTube Live sessions, Hashtag chats
o Demand Creation – SEO and SEM listing
o Retargeting & Conversation - Facebook paid advertising, YouTube paid advertising, Mobile App
Microsite
SEM Listing
Crowdchat, YouTube Live sessions, Hashtag Tweet Chat
Activity based retargeting through Facebook, Mobile App, YouTube
& Profile based targeting through programmatic
Tune & Tweak SEO as per week’s messaging theme
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6. 6
Microsite
o All content should have a presence here
o Colorful design keeping in mind the age group of target market
o This site will be back-linked with twitter and Facebook
o Product listing will be here
o SEM will reroute traffic to this page
o This page will have blogs, snip videos (short video of the YouTube videos)
o Keep a live feed about what people are saying in different social media channels
o Social media tiles for every visitors
o Will have 1 blog per week written by product specialists, health specialists, fitness specialists
o Will keep a beckon to read ip’s, profile of visitors. This will be the backbone of retargeting profiling
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7. 7
SEO & SEM Strategy
o Dynamic SEO optimization as per the content getting delivered
o Total number of keywords will be static
o Market / Brand Keywords will be same overall 3 months
o Customer centric keyword will vary bi-weekly as per the outgoing content intent
o Product centric keyword will vary depending upon which criteria of product is getting highlighted that week
o Will analyze user generated data to define 2-3 custom keyword
o Product listing should appear when someone is searching with given keywords
o Microsite backlink will be the main landing, but depending upon the keyword they might land into social
media channels or blog directly
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8. 8
Crowd Chat Strategy
o Will host 2 Crowd chat session with product specialist / doctors / fitness related influencers where they can
discuss on different topics
o 1 topic of the month will be predefined and 1 session will be question answer with users along with a semi
topic on the basis of social listening
o Every session will have give away s to the attendees i.e. trials
Snapchat, Instagram Strategy
o Snapchat and Instagram will be driven mainly by users
o Our control will be only to decide the hashtags
o Will be competitions, shares for which prize will be trial
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9. 9
YouTube Strategy
o Create a channel
o 1 new content publish per week
o Will have product related video
o Will have health related videos which end up
showing why water
o Will host 2 YouTube Live session with fitness
related influencers where they can come and
answer users questions
o Will share related videos
o Will have more personal conversation with users
o Get Fitness influencers (fitness vloggers, gurus) speak
about ‘Water +’
o Let them recommend while they are vlogging
o Use them to share specific links from where users
can get their trials
o Target users who are following health related
channels through paid YouTube ads
o Paid YouTube ads will be for channel subscription
(video ads) for first one month then will introduce
text ads for trial
o List the product below all the every YouTube health
related and sports related vlogging video
o Will use profile based retargeting with 2 ad per
person per day threshold
Organic Paid
JD

10. 10
Facebook Strategy
o Create a product page and then group
o One new post and topic post per day. Sharing
and reply activities are extra
o Will have product related information's (backlink
microsite) video (backlink YouTube)
o Will have health related contents which are
related to water
o Will share related videos
o Will have more personal conversation with users
o Promote live sessions
o Get Fitness influencers (fitness gurus) speak about
‘Water +’ along with tagging the page and let them
join into group
o Let them recommend while they are posting
o Use them to share specific links from where users
can get their trials
o Target users who are following health related
groups or pages through paid Facebook ads
o Paid Facebook ads will be trials only and start only
in the 4 week earlier
o Will use profile based retargeting with 2 ad per
person per day threshold
Organic Paid
JD

11. 11
Twitter Strategy
o Create a product page
o 4 tweets per day. Retweet and conversations are
extra
o Will have product related information's (backlink
microsite) video (backlink YouTube)
o Will have health related contents which are
related to water
o Will have more personal conversation with users
o Will give user a facelift as per earned content
o Will be polls, competitions, shares for which
prize will be trial (e.g. first 5 retweet’er will get
free trial, first 5 tweet with #tweettotrial etc.)
o 2 Hashtag chats per month led by influencers
o Get Fitness influencers (fitness gurus) tweet
about ‘Water +’ along with tagging the main
handle
o Let them recommend while they are posting
o Use them to share specific links from where users
can get their trials
o Target users who are following health related
groups or pages through paid Facebook ads
o Paid Facebook ads will be trials only and start only
in the 4 week earlier
o Will use profile based retargeting with 2 ad per
person per day threshold
Organic Paid
JD

12. 12
Programmatic Media Buy
o Will invest only on the profile based targeting and cookie based retargeting
o Profile will include geo, age, interest and intent.
o This profile will keep on changing after analyzing social media follower profiles
o Advertised product will be only trial
o Media buy will start from 2’nd month
o Channel for profile based media buy will use mobile based apps as channel. Example – entertainment apps
(e.g. hotstar, sony live), payment (e.g. paytm, mobikwik), news apps(e.g. ndtv), misc. apps (e.g. trucaller)
o Cookie based retargeting will use YouTube, Facebook, twitter as a channel. This will address visitors who didn’t
opt for trial
o Contents will be of dynamic and customized on the basis of audience profiling
o Interactive banners which will online quiz or selection based
o Colorful banners keeping in mind the age group of target market
o We will use 2 ad impression per person per day threshold, to make sure we are not over pouring any audience
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13. Thank You
- Joyjeet Dan