Integrated Digital Marketing Plan for G-Shock Indonesia

1. 2019 Q 1 DIGITAL PLAN
PROPOSED BY : YANUAR RISKY

2. Campaign Objectives
To increase market share through campaign
To increase customer demand for a product category
Tap into new markets segments
Create touch point with potential customers
Strengthen digital brand presence

3. Situation Analysis
Website Revamp
Whether G-Shock wants to produce digital thought leadership in their existing market, or expand to new audiences after a market shift, the website can help they win
and maintain authority. The key is owning content marketing around topics in specific market, then pushing to relevant audiences. FYI : Both gen z and millennial are
more visual people than other generations.
G-Shock website looks seems for millennial & order target audience. Sure, this hard to connect them in to our ways.
Lack of Digital exposure
It will be more important than ever to stay on top of SEO and SEM in order to stand out from the competition By The Way : Generation Z, those born between 1996
and 2015, never experienced a world before the internet. Gen Z consumers to be internet reliant, with high expectations of what online services should deliver for
them.
Most of seo and sem have been monopolized by our competitors ie : fossil, swatch, & other local player
Optimize For Every Platform
Generation Z is a multi-platform and multi-screen generation, and they won't stand for content that doesn't display well wherever they are. While millennials became
famous for using up to three screens at once, meanwhile G-shock didn’t make their platform lively as their competitor.
It's worth the effort to revise and repurpose G-shock content for every platform they're sharing it on.
Aiming At Right Target
Generation Z, those born between 1996 and 2015, never experienced a world before the internet. In fact, to them, there is no ―internet‖ or ―online‖ – the digital
experience is their human experience and, as such, they require a distinct approach when it comes to selling them products and services.
G-shock seems doesn’t consider to reach their target, meanwhile their competitor stay focused to dealing with their consumer behavior to choose media channels

4. Target Audience
15-25
Years Old
Urban –
Sub urban
Student –
First Jobber

5. Key Audience Insights
Indonesian gen z & millenials characteristic

6. Key Audience Insights
PERCENT OF CONSUMERS
WHO COMPLETELY
OR SOMEWHAT TRUST
ADVERTISING
FORMAT BY GENERATION.
Source : AC Nielsen, Global Trust Advertising.
Gen Z & millenials are highly skeptical of sponsored content, and they will
quickly dismiss it if it does not suit their needs and preferences. They are
also unlikely to share branded content if they do not see a truly compelling
reason to do so. If we want to engage Gen Z, we must focus on creating
content that relate with them.

7. Key Audience Insights

8. Key Audience Insights

9. Key Audience Insights
INTERNET CONSUMPTION
Per – day
By Gen z & Millennial.

10. Key Audience Insights
Most Online Entertainment Accessed and Downloaded
From the time of their birth, the internet and cell phones (for the most
part) were commonplace. Gen Z wants instant gratification and they
it’s easily accessible know if that if they need information,.
Because being connected makes communication virtually limitless, it’s
not uncommon for members of Gen Z to have friends all over the
world. For many, communicating with someone halfway around the
world may be easier than communicating with older relatives at the
dinner table during a holiday meal.

11. Brand Map / Positioning
HIGH
QUALITY
HIGH
PRICE
LOW
PRICE
LOW
QUALITY
Local Player

12. Campaign Ideas
G – GENERATION
Talking to Z generation & millenials breaks down the barriers
And re – evaluate what Time means.

13. Campaign Programs
G – MUSIC
Don’t sell to them ( Gen Z ) . Rather, make them feel like a part of a community.
Selling our product only is selling ourself short to Gen z. they’re crave experiences. They capture them and share
them. How can our brand foster an experience worthy of their fanfare online and off? How can we invite our
customers to star in our communications ?
When our consumer can relate to our content in an authentic way—in this case and honest look into the brand
experience—our brand message goes a lot farther.
Build an intimate concert / school to school / campus to campus / with their favorite band/singer. Nielsen says that
most of Gen Z choose music as their primary online entertainment beside movie.

14. Campaign Programs
Traditional contents doesn’t work for Gen Z. we need to embrace technology and new ways of storytelling
Entrepreneurial, need to be hear dude, and tech-savvy are three Generation Z characteristics.
They tend to show interest in becoming part of brand movement. Brands that enable them to become part of
the process succeed in building relationships with fueling their self-expression and forging relationships.
They kind love to talk about politic, entrepreneur, Technolgy, edgy thingy, art, etc. build a medium platform for
them is the key.
G – TALKS

15. Campaign Programs
Gen Z is still young and developing. The oldest of the Gen Z generation is just about to enter the workforce –
that means late teens/early 20s.
Gen Z seems to be a notably independent generation, they like to be part of the product creation process, and
are much more willing to share feedback and product improvement suggestions with brands.
This is one of the biggest differentiators of Gen Z from millennials, notes the NRF, as the former ―want brands
to cater to them, and expect purchases to reflect their personalities and values.‖
Create Special packaging/design/edition that could engage them. We can use their favorite
designer/illustrator/figure /moviewhich adored by them.
IE ; GOT x G-shock, Netflix x G shock, Umbrella academy x G-shock, HBO X Gshock
G – THRONE

16. Campaign Mechanism
JOIN G- THRONE
MECHANISM :
• Download photo frame from casio website.
• Put your photo with your fav G-shock
watches in to the frame & Tell us your Fav
GOT Characters
• Post it into your instagram,facebook, and
Twitter, mention and tag G-shock official
account,
• Use hashtag #Gthrone #Ggenerations
#GshockXGOT
• Tell us your Fav GOT Characters
• The winner will win special watches from G-
Shock X HBO.
Key objective : To drive website traffic and
build Communities through campaigns.

17. Campaign Channels
THINGS
TO CONSIDER
The aim of every advertising effort is to carry on the ad message to the prospects cost/budget and effectively.
Digital channel characteristics differ widely and these differences have deep bearing on the choice of media
vehicle.
To get the best results for the budget spent and the efforts put in, should consider all the our consumer
insight factors that govern selection of a medium or media and media vehicle.

18. Campaign Channels
Podcast advertising achieves something
that few ad formats do. a podcast ad can
foster a highly personal connection between
listener and advertiser.
Reason of choice :
Spotify has the most youthful user base of
the three platforms, with over half of users
aged 34 or under, compared with 40% of
Apple and 39% of Pandora users.
Reason of choice :
For brands looking to engage Gen Z
consumers, instagram such a good platform
who continue to tune out many forms of
advertising,
Reason of choice :
Twitch has become not just a platform to
chat about games, it is a place where Gen
Z builds online communities.
Reason of choice :
According to a recent survey by Visual
Objects, YouTube is the most-visited
website by people age 18 to 24, referred to
as ―Generation Z.‖
Reason of choice :
Gen Z has different etiquette for different
social media. Snapchat is used for the right
now. In face to face conversations, people
say something once and then it’s gone. If g-
Shock brand wants to reach Gen Z,
Snapchat is the place to be.
Reason of choice :
Twitch has become not just a platform
to chat about games, it is a place
where Gen Z builds online communities.
Reason of choice :
Gen Z consumes more mobile and
digital media than others, if only by
modest margins. Gen Z should (in
theory) be more positively inclined
toward digital ads, less interested in
traditional media.
Reason of choice :
In many ways, Instagram influencers
are the voice of Generation Z. They use
storytelling and microblogging to
capture the values held by the
demographic. Marketers can tap into
this culture by working with influencers
Reason of choice :

19. Activation Strategy
Attract Engage Celebrate
Create Awareness
About G-shock Campaign ie :
Teaser,Article, Paid Ads. ETC
Encourage
Audience to joins
The Campaigns
Build the Post Campaign
Hype Exposure
+ + +

20. Campaign Timeline
PRE CAMPAIGN
CO - PARTNERSHIP CONTENTS
SOCIAL MEDIA ADS
TEASER
CHALLANGE
DIGITAL ads ( Google display,
Remarketing ads, SEM, )
OWN MEDIA
INFLUENCER BUZZ
CAMPAIGN
MEDIA ARTICLE
MEDIA RELEASE
OWN MEDIA
SOCIAL MEDIA
DIGITAL ADS
LIVE DOCUMENTATION
( TWITCH, IG, YT, etc )
POST CAMPAIGN
CO - PARTNERSHIP CONTENTS
SOCIAL MEDIA ADS
MEDIA RELEASE
OWN MEDIA
DOCUMENTATION
GIVEAWAY ANNOUNCEMENT
INFLUENCER BUZZ

21. Campaign Summary
• Quartz analogue watches remained by far the largest of the three main watches categories in Indonesia in 2018, as well as the most
dynamic in volume growth terms. The category continued to benefit from strong demand for leading brands such as Casio, Guess and
Swatch, which have been popular among Indonesian consumers for decades and regularly update their collections with new models.
• While internet retailing continued to play a relatively minor role in watches distribution in 2018, the channel’s value share in this category
did increase substantially over the review period. Value share gains were partly due to the success of promotions run by major e-
commerce platforms like Shopee, Lazada and Tokopedia, which partnered with local banks to offer 0% interest installment plans for
consumers buying mid-to-high-priced watches.
• Watches in Indonesia is highly fragmented, with both local and international brands offering many different product types at multiple price
points. This variety will help to sustain the positive development of the category over the forecast period, as will the fact that Indonesians
are increasingly wearing watches not only to check the time, but also as fashion accessories.
• With Generation Z, the old style of marketing -- where big companies reach out to large conglomerations of consumers at once -- is a thing
of the past. Gen-Zers want to feel that you're talking to them directly, and that our content is customized for them personally. They
prefer marketing that features "real people";

22. THANKYOU
LETS DICUSSS

DON’T HESITATE TO
CONTACT ME :
E : Yanuarrisky3@gmail.com
P : +62 856 9771 4240
Yanuar Risky