Berocca aims to create a three-point social media strategy to reinforce its brand objectives. The plan includes being more agile with always-on content, creating "hero content" or tentpole campaigns, and expanding its social media channels. It will differentiate its Focus and Alertness products by targeting morning users and those experiencing afternoon slumps, respectively. The presentation proposes using real-time marketing, developing planned, watchlist, opportunistic, and everyday content approaches. It introduces ideas for "hero content" including a competition using a fictional "Fizz-O-Tron" machine that dispenses Berocca, rewarding alert users. The concept would extend to a mobile game challenging friends.

1. Berocca Social Media
Pitch Presentation
8th
December 2015

2. A SOCIAL MEDIA STRATEGY WHICH
REINFORCES OUR BRAND OBJECTIVES
Hangover
Occasional
Brand Awareness
Health & wellness
More often
Brand consideration
PERCEPTION
USAGE
MARKETING

3. OUR THREE POINT PLAN
1Be more agile with
our always-on
2Create hero
content
3Channel
expansion

4. DIFFERENT PRODUCTS WITH DIFFERENT NEEDS
‘Focus’
“Big days start with Berocca”
Morning
Targets multi-vitamins
‘Alertness’
“A little kick when you need it”
Afternoon slump (3pm)
Targets stimulants (coffee, energy drinks)

5. Be more agile with
our always-on
Building on an already successful
social media strategy
1

6. RATIONAL
Promote Berocca
product benefits
CAMPAIGN
Support Berocca
campaign activity &
messaging
USAGE OCCASIONS
Create and enable more
occasions for more
people to take more
Berocca more often
Our current approach to content

7. Rational Campaign Usage Occasions
BEROCCA
PERFORMANCE
Answers in the Tube
Big Day
Promotions
Mondays
Tactical / NPD
BEROCCA
BOOST
Brain Boosters
Little Kick
Promotions
3PM Slump
Tactical / NPD
Our current approach to content

10. 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Big Days Mondays Little
Kicks
Brain
Booster
3pm
An approach that works
1.28%
Industry average
Source: Social Bakers, Industry
Social Marketing Report
October 2015

11. #OWNTHEMOMENT
A fancy way of saying
Real-Time Marketing

13. Our approach to real-time marketing
PLANNED
Predictable events
planned months in
advance
PROBLEM
TOO MUCH
MARKETING NOISE
Every other brand is doing
the exact same thing

15. Our new approach to real-time marketing
PLANNED
Predictable events
planned months in
advance
WATCHLIST
Event is likely to
happen, just don’t
know the where,
when and how
OPPORTUNISTIC
Don’t know
something is going
to happen, but you
sense something will
EVERYDAY
Unpredictable &
unknown trends
Less More

16. What is the difference?

17. What is the difference?
Congrats @Kelly_Nash on her first day of work.
Proof that sometimes you just need to take
opportunities head on #BeroccaBigDay
#SelfieForNash

18. Innovation is in the process
PLANNED
Predictable events
planned months in
advance
WATCHLIST
Event is likely to
happen, just don’t
know the where,
when and how
OPPORTUNISTIC
Don’t know
something is going
to happen, but you
sense something will
EVERYDAY
Unpredictable &
unknown trends
MONTHLY WEEKLY DAILY

19. Innovation is in the process
MONTHLY WEEKLY DAILY
• Weekly roundups of
nascent trends found via
social listening, Google
Trends, Reddit trends etc
• Circulated between all
agencies and Bayer
• Creative recommendations,
if any, in real-time
• If there is a strong synergy between the event
and the brand it will be written into the
monthly content calendar
• If it is a ‘watchlist’ item we will make it tentative
in the calendar but only creatively execute closer
to the time (if it is deemed relevant)
• Approval process operates BAU
• Daily (morning) trend scan
as well as trend alerts to pick
up on real-time trends
• Ad-hoc recommendation
to Bayer and media agency
with relevant creative
• Fast turn around process
to be defined

20. Process considerations
It’s not just a marketing
decision!
We should prime all parties in
the execution of this process
MULTI-TEAM INTEGRATION
There should be
reciprocal commitments
for approval from Bayer
and Orchard
TIME BOXED PROCESS

21. Our recommended approach to content
Rational Campaign Usage Occasions Real-Time
BEROCCA
PERFORMANCE
Answers in
the Tube
Big Day
Promotions
Mondays
NPD
Ad hoc
BEROCCA
BOOST
Brain Boosters
Little Kick
Promotions
3PM Slump
NPD
Ad hoc

22. Create hero content
Building ‘tent pole’
activity into our always on strategy
2

23. WHAT IS HERO CONTENT?
MY REALITY
ASPIRATIONAL

24. WHAT IS HERO CONTENT?
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Hero Content
(Social Campaigns)

25. TARGET AUDIENCE
Bubbly enthusiasts who want to enjoy their active and healthy lifestyle to the full
30-44 yrs Active go-
getters
University
educated
Occasional
Berocca users
Positive
outlook
Progressive &
proactive

26. • The world’s most detailed syndicated research into online consumer behaviours
• Panel-based survey questioning 170,000 internet users across 4 waves of research each year
• Profiles consumers in 32 countries and represents 89% of the worldwide internet audience
Audience Profile
Australians, unisex 30-44 , employed, university
educated and co-habiting with a partner
Base n= 292
Introducing GWI

27. They are achievement oriented, especially
amongst their peers
Question: “To what extent do you agree/disagree with the statements on your perception of yourself?
0% 10% 20% 30% 40% 50% 60% 70% 80%
I would rather spend money on a unique experience than a status brand
I like to be surrounded by different people, cultures, ideas and lifestyles
I prefer to be anonymous when using the internet
I am interested in international events
I always like to try new products
It is important for me to feel respected by my peers
I like to challenge myself to be the best I can be in life
I always strive to achieve more inlife
I like to explore the world around me
I think we should all strive for equality
I am interested in other cultures and countries

28. 0% 10% 20% 30% 40% 50% 60%
To research / find products to buy
To make sure I don't miss out on anything
To share details of my daily life
To find funny or entertaining content
To stay up to date with news and current events
Because a lot of my friends are on them
General networking with other people
To fill up spare time
To share photos or videos with others
To stay intouch with what my friends are doing
Friendships are their main motivation for
engaging on social media
Question: “What are your main reasons for using social networking services?”

29. But when they do interact with brands they
want it to be about them
Question: “Which of these things do you most want your favorite brands to do/provide?”
0% 5% 10% 15% 20% 25% 30% 35%
Keep you up-to-date with the latest news and products from the brand
Provice entertaining content
Provide services and products that help you to organize your daily life
Allow you to contribute ideas for the design of new products
Give you the chance to customize/personalize products
Provide innovative new products and ideas
Improve your knoweldge and skills
Make you feel like a valued customer

30. OUR CREATIVE CHALLENGE
How can we help our audience be mentally and
physically on top of their game through social
brand interactions which are…
PERSONALISED WITH FRIENDS

31. © Orchard 2015
Idea 1

32. © Orchard 2015
Insight
We need people to be alert not alarmed

33. © Orchard 2015
The Idea
Let's create a marketing platform
that rewards people for being alert
in the morning and the afternoon
• By revealing content to them
that can only be seen at that time
• Or by challenging them and
celebrating those who were most alert

34. © Orchard 2015
Start Smart
Activation

35. across locations

36. © Orchard 2015
Introducing…
We are going to create 10-20
of these limited-edition beauties
Run a competition for fans
to win one
But only if they are alert, ready and
the first off the mark!

37. across locations

38. © Orchard 2015
Teaser video to seed the competition idea
The Makers
We
feature
cut-­‐away
clips
of
the
makers
crafting
the
Fizz-­‐O-­‐Tron
The pre-alarm machine starts
Creates
the
perfect
Berocca to
go
with
your
wake-­‐up
alarm
The
Fizz-­‐O-­‐Tron kicks
into
action
60
seconds
before
the
alarm
goes
off
It
starts
by
dispatching
a
Berocca from
its
pack
We give the Fizz-O-Tron to media personalities andfilm an alarm going off
in the morning. The film contains clues about who the media personality is,
but stops at the point that they pick up the glass of Berocca, without
revealing their identity

39. © Orchard 2015
Teaser video to seed the competition idea
Cut-­‐away
to
a
carpenter
crafting
a
component
of
the
Fizz-­‐O-­‐Tron
The tablet delivery system
We
see
the
tablet
make
its
way
though
the
Fizz-­‐O-­‐Tron
as
the
chilled
&
filtered
water
is
delivered
to
the
glass.
We
see
subtle
clues
to
the
celebrity’s
identity
in
and
around
the
Fizz-­‐O-­‐
Tron.

40. © Orchard 2015
Teaser video to seed the competition idea
Cut
to
DJ
mixing
the
bespoke
audio
for
the
alarm
sound. Tablet & glass meet
The
tablet
and
glass
meet
at
the
bottom
of
the
Fizz-­‐O-­‐Tron at
the
perfect
time,
moments
before
the
alarm
goes
off

41. © Orchard 2015
Teaser video to seed the competition idea
Set up the competition mechanic

42. © Orchard 2015
Teaser video to seed the competition idea
Reveal
a
little
more
of
the
celeb
as
they
reach
for
their
glass
of
Berocca.

43. © Orchard 2015
Teaser video to seed the competition idea
Reveal
a
little
more
of
the
celeb
as
they
reach
for
their
glass
of
Berocca
Call
to
action
and
drive
to
social
site
to
take
part

44. © Orchard 2015
Start Smart
Social Competition

45. © Orchard 2015
The Social Destination
The
live
feed
for
the
day
is
only
visible
from
5:59am
–6am
So
participants
have
to
be
up
at
the
right
time.
The
1st to
guess
correctly
is
the
winner.
This
could
be
a
daily
or
weekly
competition.

46. © Orchard 2015
2:30pm Boost post, announcing who was “Starting Smart” that morning
This
short
60
second
video
post
will
reveal
to
all
who
the
celebrity
is.
They
will
talk
about
the
effect
“Starting
smart”
has
had
on
them
this
week.

47. © Orchard 2015
Start Smart
Extending the idea

48. © Orchard 2015
The Start Smart mobile social game
Let’s take the notion of alert not alarmed and turn it into
a mobile game where friends can challenge each other
• The Start Smart game pits two Facebook friends against each other
• It contacts both players at the same time with an unexpected alarm
• Once they answer the alarm, they are both served the same quiz, a
mental brain teaser or mobile game
• The first to complete the task wins and progresses to the next day to
challenge another friend
• It’s a straight knock-out situation
• The player with the most wins in the shortest time is the overall
winner
• Would run for a mid-length campaign period to extend “Start Smart”
after the Fizz-O-Tron activation

49. © Orchard 2015
The Start Smart mobile social game
How it works

50. © Orchard 2015
Idea 2

51. © Orchard 2015
Insight
Socially we are seeing a groundswell
around the #lifegoal meme.
This is because it's human nature to look for
affirmation when you’re trying to affectchange
in your life.

52. © Orchard 2015
Insight
#LifeGoals
In the current meme,
people are recycling user-
generated content …

53. © Orchard 2015
The Idea
Let’s subvert the #LifeGoal meme, making it relevant to Berocca, and allow people to
express their own #LifeGulps on our own unique canvas

54. © Orchard 2015

55. © Orchard 2015
The Idea
Our own unique canvas
We will create a machine that allows us to print
or etch bespoke, on-demand messages for our fans

56. © Orchard 2015
Some on-demand printing examples that have been used

57. © Orchard 2015
#LifeGulps
Activation

58. © Orchard 2015
Key Influencer – Margaret Zhang
Margaret
Zhang
Photographer
•
Writer
•
Stylist
•
margaret__zhang
659k followers

59. © Orchard 2015
The Influencer Strategy – Margaret Zhang
The #LifeGulps will be
personalised to Margaret

60. © Orchard 2015
The Influencer Strategy – Margaret Zhang
Margaret
creates
one
of
her
famous
fashion
flat
layouts
featuring
her
personalised
#LifeGulps and
seeds
it
via
her
Instagram,
Facebook
&
Twitter
channels
The
image
description
drives
towards
our
Facebook
promotion
page
This
allows
us
to
have
a
presence
on
other
social
media
channels,
without
having
to
have
our
own
channel
to
monitor
and
create
content
for
We
would
then
pull
this
curated
content
through
the
hashtag,
to
our
Facebook
page

61. © Orchard 2015
#LifeGulps
Campaign Platform

62. © Orchard 2015
The Social Platform
Once you have created
your tweet or selected from the
range of pre-made #LifeGulps
Your payment is made with a tweet
The #LifeGulps are then made
and delivered to you
Examples or pre-made:
• Starting a new job
• Birthday
• Wedding day
• Quotes from inspirational people
• Anything you can imagine!

63. © Orchard 2015
A Social Object
Along with every #LifeGulp created the system creates a
virtual image that can be used to socialise

64. © Orchard 2015
#LifeGulps
Extending The Campaign

65. © Orchard 2015
The Virtual Version
Once the physical object campaign has run its course, the
virtual #LifeGulp generator will remain accessible

66. © Orchard 2015
Idea 3

67. © Orchard 2015
Insight
It takes the average person 30 days of repetitive activity to
change a habit or create a new behaviour

68. © Orchard 2015
Insight
There is nothing average about Berocca people.
They can do it in half the time.

69. © Orchard 2015
The Idea
Luckily there are 15 pills per pack ;-)
Let's create a social platform that
helps people make a life change, or
learn something new in 15 days.
We, in turn, help them every day with
product, content and inspiration to
give them the best chance of making
that change a permanent feature
in their lives

70. © Orchard 2015
15 Days Of Do
Activation

71. © Orchard 2015
The Activation
++ = Success!
George Gregan Flamenco Guitar
Celebrity 15 Day-er
We
will
mobilisea
handful
of
celebrity
advocates
and
use
their
daily
activities
as
content
to
drive
people
to
our
social
destination

72. © Orchard 2015
The Activation
1 Minute Updates
One
minute
daily
updates
from
our
featured
celebrity
that
chart
the
highs
and
lows
of
their
progress

73. © Orchard 2015
15 Days Of Do
Campaign Platform

74. © Orchard 2015
The Social Destination
The Pledge
Participants
select
their
15
Days
Of
Do Subject
from
our
pre-­‐selected
topics:
• Learn
to
play
guitar
• Get
fit
• Become
better
at
time
management
• Learn
to
cook
healthy
food
They
then,
after
some
basic
data
capture, get
sent
a
Berocca sample
pack
to
help
them
achieve
their
goal

75. © Orchard 2015
15 Days Of Social Nudges
AM PM

76. © Orchard 2015
Potential Competition Angle
#15DOD #healthycooking
We can layer a competition mechanic onto this idea.
If participants socialise their“Daily Do” they qualify for the
prize draw.

77. © Orchard 2015
15 Days Of Do
Campaign Extensions

78. © Orchard 2015
Co-branded Products
+
When “15 days” picks up momentum let’s look at a range
of co-branded products that help people get the most
out of the experience, and their day

79. © Orchard 2015
Co-branded Products
+
When “15 days” picks up momentum let’s look at a range
of co-branded products that help people get the most
out of the experience and their day

80. Idea checklist
❑ ‘Mentally and physically on top of their game’
❑ Supports both brands
❑ Social-by-design
❑ Value exchange (why should I care, why would I share?)
❑ Adaptable to promotions
‘✔
‘✔
‘✔
‘✔
‘✔

81. Creating efficiencies not silos
BIGDAYS
SAMPLING
SPONSORSHIP
EXPERIENTIAL
HERO CONTENT / SOCIAL CAMPAIGNS
HERO CONTENT / SOCIAL CAMPAIGNS
HERO CONTENT / SOCIAL CAMPAIGNS

82. Channel expansion
What Berocca beyond
Facebook could look like
3

83. Active channel usage
Question: :”Which of the following services have you used or contributed to in the past month using any type of device? “
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Facebook None of
the Above
YouTube WhatsApp Twitter Google+ LinkedIn Instagram Pinterest Tumblr
Index:108
73
99
178
123
126
162
115
107
103

84. Viable options
PROS
Open platform
Influencer marketing
Real-time
Uncontested space
Very visual
Brand building
CONS Labour intensive Limited Creative appeal
Cost intensive
Strict brand guidelines

85. Viable options
PROS
Open platform
Influencer marketing
Real-time
Uncontested space
Very visual
Brand building
CONS Labour intensive Limited Creative appeal
Cost intensive
Strict brand guidelines

86. Considering Twitter
Launch with a
social campaign
Repurpose
Facebook Content
Automate
activity

87. © Orchard 2015
Berocca
Twitter
Bot
Moderated
Auto tracking / Engaging with a Twitter Bot
1,
Searching 2,
Tracking 3,
Responding

88. But, if we were to make a recommendation it would be to
NOT LAUNCH A
NEW CHANNEL

89. A quick look at costs
$

90. Cost Description
Planned
content
$117,000
Content planning, copywriting & creative, twice daily monitoring, monthly
reporting, AE reporting, account & project management
Realtime
content
$25,000
Weekly roundups of trends through social listening, circulation between
agencies & Bayer, copywriting & creative, account & project management
(allows for 10 posts per year)
TOTAL $142,000
“ALWAYS-ON” CONTENT

91. Cost Description
Start Smart $260,000 - $410,000
Design & build of 10 Fizz-a-tron alarm clocks ($70k-$120k)
Mobile game app ($30k - $80k)
Identity, hype reel, celebrity videos, Facebook app ($160k - $210k)
Life Gulps $70,000 - $140,000
Identity, hype reel, 3 page Facebook app, 10 promo Facebook posts
Note: Printing on tablets has not been costed as needs further discussion with Bayer
15 Days
of Do
$92,000 - $130,000
4 page website ($35k-$45k)
Hype reel ($17k- $25k)
Identity, research, PM, leads ($40k-$60k)
Note: Co-branded deals have not been costed
“HERO” CONTENT

92. Cost Description
Twitter $30,000 - $50,000
Content planning, copywriting & creative, twice daily monitoring, monthly
reporting, AE reporting, account & project management
Note: A launch campaign and Tweet Bot have not been costed
ADDITIONAL CHANNEL – TWITTER

93. So, in conclusion
With some final thoughts…

94. OUR THREE POINT PLAN
1Be more agile with
our always on
2Create hero
content
3Channel
expansion

95. Thank you!
FB us, tweet us, gram us (or email or call)… we
would love to hear what you thought.