Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
TikTok Marketing: The Next Biggest Social Media PlatformMelvyn Tan
TikTok, the social media app that has taken the world by storm has about 800M monthly active users. Since its merger with Musical.ly, the social media platform has grown to become the world's 6th biggest social media platform.
Here are some interesting statistics about TikTok, especially if you are looking to use it as a marketing platform:
– Average daily time on TikTok estimated at 45 minutes
– Android users spent 68 billion hours using TikTok in 2019
– Total downloads over 1.5 billion
– The seventh-most downloaded app of the 2010s
In this one-day course, learners will understand the TikTok ecosystem and learn how to set-up, create content, and leverage the platform to market your brand. They will also learn tips and strategies on how to find and ride on trending challenges on TikTok. By the end of this course, they will be able to formulate their content and marketing strategy on TikTok.
PS: As of this writing, brands are unable to target users in Singapore when running ads on TikTok. Which means, the success of your marketing efforts on TikTok are highly dependent on your content strategy.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
Omnicom Creative has been named Company of the Year and DDB Worldwide Network of the Year. Somesuch, USA won this year’s Palme d’Or while Apple secured the Creative Brand of the Year.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This social media strategy presentation will:
- Review the fundamental areas of social media
- Help you find out about the core areas of social media strategy - considering audiences, channels and tactics
- Help you learn how to prepare a social media strategy
- Discuss the most common issues and barriers to successful social media adoption
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
TikTok Marketing: The Next Biggest Social Media PlatformMelvyn Tan
TikTok, the social media app that has taken the world by storm has about 800M monthly active users. Since its merger with Musical.ly, the social media platform has grown to become the world's 6th biggest social media platform.
Here are some interesting statistics about TikTok, especially if you are looking to use it as a marketing platform:
– Average daily time on TikTok estimated at 45 minutes
– Android users spent 68 billion hours using TikTok in 2019
– Total downloads over 1.5 billion
– The seventh-most downloaded app of the 2010s
In this one-day course, learners will understand the TikTok ecosystem and learn how to set-up, create content, and leverage the platform to market your brand. They will also learn tips and strategies on how to find and ride on trending challenges on TikTok. By the end of this course, they will be able to formulate their content and marketing strategy on TikTok.
PS: As of this writing, brands are unable to target users in Singapore when running ads on TikTok. Which means, the success of your marketing efforts on TikTok are highly dependent on your content strategy.
A free and in-depth planner for your social media strategy in 2020
Establish Goals
Social Media Audit
Establish Your Target Audience
Competitive Analysis
Establish Brand Voice & Tone
Build Your Social Media Content Strategy
Social Media Marketing Measurement
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
Omnicom Creative has been named Company of the Year and DDB Worldwide Network of the Year. Somesuch, USA won this year’s Palme d’Or while Apple secured the Creative Brand of the Year.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
This social media strategy presentation will:
- Review the fundamental areas of social media
- Help you find out about the core areas of social media strategy - considering audiences, channels and tactics
- Help you learn how to prepare a social media strategy
- Discuss the most common issues and barriers to successful social media adoption
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Megan Encarnacion, Associate Director Social Media & Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA); Ramaa Mosley, CEO Adolescent Content/Youthtellers & Serenity Griffin, Community Manager & Michelle Castillo, Youthteller Consultant &Jola Adeoye, Youthteller Consultant & Sophie Wieters, Youthteller Consultant & Rea Sweets, Youthteller Consultant & Nathalie Alvarez, Youthteller Consultant & Jacob Thompson, Youthteller Consultant § Jadon Velasquez, Youthteller Consultant § Maya Minhas, Youthteller Consultant & Khrystina Warnstadt, Youthteller Consultant, Adolescent Content (USA); Alex Casanovas, Digital Director. Atrevia (ES); Natalie Chaney, Social Strategist, Barrett (USA); Seyi Alawode, Founder & Head of Strategy, CHL (NGA / UK); Eli Williams, Sr. Creative Strategist, Day One Agency (USA); Francesca Trevisan, Strategist, Different (IT); Jide Agbana, Global Product Marketing Manager, Enterfive (US / UK / NGA); Olivia Hussey, Junior Planner, The Hallway (AUS); James Hebbert, Managing Director, Hylink UK (CH / UK); Laura Marzec, Content Strategy at Imagination, part of The Mx Group (USA); Valentina Lagos, Social Media Manager & Felipe "Peluche" León, Digital Director & Mundy Álvarez, Planning Director & Pancho González, CCO, Inbrax (CH); Oana Oprea, Head of Digital Planning, Jam Session Agency (RO); Alix Le Bourgeois, Lead Strategist, JIN (UK/FR); Leigh Tayler, Integrated Strategy Director, Joe Public (SA); Amy Bottrill, Social Account Director, Launch (UK); Gaby Arriaga, Founder of Leonardo1452, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Digital Planning Lead, Medulla (IN); Maira Genovese, Founder and President, MG Empower (UK); Aryana Noorbakhsh, Senior Digital Marketing Executive, Osaka Labs (UK); Timotée Louise Gbaguidi, Digital Communications Director, PIABO (DE); Alexandre Ouairy, Founder and Director, PLTFRM (CN); Daffi Ranandi, Junior Insights Manager, Radarr (SGP); Hannah Nickels, Head Paid & Owned Media Thinker, Thinkerbell (AUS); Allison Lee, Social Team Co-Lead, UltraSuperNew (JP)
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
Digital Marketing Strategies by Rachit Dayal at InCosmetics Asia, Bangkok 2013Rachit Dayal
Digital Marketing Strategies by Rachit Dayal at InCosmetics Asia, Bangkok 2013. Covers Search, Social Media and Mobile Marketing Case Studies from Dove, Klik & Ben/Jerrys. For more, head down to www.HappyMarketer.com
A short market which is about:
- Luxury market overview in Asia,
- Luxury brands in China: in the path of e-commerce, social media and mobile,
- Marketing: where is influence?
- Luxury Brands: how do they perform on social media & Influence?
Social Media Marketing Strategy in B2B services company majorly in ER&D t addresses critical needs in key sectors – infrastructure, construction, defense, hydrocarbon, heavy engineering, power, ship-building, aerospace, electrical & automation, mining and metallurgy.
Trends and Developments of Social Media MonitoringGregor Hopf
I recently gave a talk on current trends and likely future developments in social media monitoring. I promised to upload the slides. So here there are.
The presentation outlines how social media monitoring moves from social listening to social insights and further to social intelligence. After a short introduction with reference to all the main trends, the presentation puts spotlights on the in my view essential developments along the way.
Social Media Strategy: A Digital Strategy for SuccessHigh Five Media
Basic digital marketing strategy using social media platform Facebook, Yelp and Google Business Page for the Fourth Plain International District in Vancouver, Washington.
Which visual social media channels are most fit for beauty brands? Which channel do you pick for what kind of content? Check out these examples of beauty brands on social media!
Social Media Strategy Framework and Tools for SMEs and NGOsRocel Ann Junio
Most businesses and organizations think that being on social media is a must-do, but not everyone does it right and can do it well. Here's a framework to guide you in crafting your strategy and some free tools that can help you jumpstart your efforts.
The Indie and Direct-to-Consumers Brands Playbook - Beauty and Fashion Disrup...Octoly
The marketing world is changing, and the problem is that brands have lost control of their messaging due to a highly fragmented audience. Brands have to reconnect with their consumers turn them into ambassadors eg. micro-influencers.
The Direct-to-Consumer revolution is reaching all industries and we offer you this playbook, helping you identify the best practices in the industry.
Head over https://go.octoly.com/resources for more resources to help you take your influencer marketing strategy to the next level.
We can help. Contact us at success@octoly.com
ColourPop - The Budget-Friendly and High Quality Brand Everyone LovesOctoly
The ColourPop brand is very different from the traditional industry, where you’ll see top-down campaigns. Instead of massive companies that plan and concept their launches a year or more ahead of time, John and Laura Nelson, founders of Seed Beauty and ColourPop have 20-something staffers on social media asking the brand's consumers what they want; then roll it out as soon as it's ready.
Beautiful Convergence: Exploring the changing face of beauty retailDalziel and Pow
At Dalziel and Pow we love talking about design, brands and stores, and right now the female beauty market has captured our imaginations. As old aesthetic ideals are overturned and new modes of selling emerge, we’ve identified three key insights where brands can tap into a beautiful convergence of fashion, wellbeing, fitness and lifestyle.
We’d love to hear your thoughts and discuss how these insights can be applied to your brand. Email us at beauty@dalziel-pow.com to start the conversation.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
A copywriting college assignment where I created a modern social media based campaign for forest essentials using consumer insights and digital trends.
Brand Identity vs Brand Image of Lakme in IndiaRohan Bharaj
This presentation describes the Brand Identity vs Brand Image of Lakme in India.
It also highlights the marketing strategies undertaken by Lakme to differentiate itself from its competitors in India.
I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
2. 2
1. Who We Are
2. Challenge
3. Competition Mapping
4. Trends & Insights
5. Strategy
6. Creative Routes
7. How We Do It
8. Costs
9. Annexure
Today
3. MSLGROUP
Global reach
3
The largest agency
in Greater China,
India and Europe
100+ Offices
26 Countries
3,000+ Staff
MSLGROUP Office
Affiliate Office
4. Art + Code + Copy
100 people
4 cities
SOCIAL MEDIA STRATEGY /
RICH CONTENT / COMMUNITIES /
design / APPS / activations /
INFLUENCER ENGAGEMENT /
PROPRIETARY TOOLS
PAY PER PERFORMANCE MEDIA
WEBSITE
ADWORDS
SOCIAL
SEARCH
LISTENING
CAMPAIGNS ADVERTISING
5. The Challenge
How do we build a strong story online for
Faces to break the clutter and stand out?
7. Our story right now
While the brand wants to talk about a ‘different kind of beauty’which is radiant, strong and individualistic,
the bigger brand promise is missing. The current digital story of Faces on does not have a strong
overarching narrative.
The mission to inspire women of today to stay gorgeous does not come through. On social while beauty
tips, DIYs, quotes are being shared, simply talking about product benefits does not resonate with the
audience.
The brand needs to stay close & connected through fresh & thoughtful content through the year
8. What other brands are saying…
• Maybelline is an American makeup brand sold
worldwide in affordable prices.
• Their tagline is ‘Maybe she’s born with it, maybe its
Maybelline’
• Their content focuses on their products, Make up
tutorials, latest fashion trend, Make up by the mood,
Deals etc.
• Followers: Facebook(3.6 M) & Instagram(49.2k)
9. • L’oreal is a French cosmetics and beauty company,
engages in the manufacture and sale of beauty and
hair products
• Their tagline is ‘Because You’re worth it’
• Their content focuses on their products, Make up
tutorials, testimonials, deals, and beauty diaries of
bloggers.
• Followers: Facebook(3 M) & Instagram(62.1k)
What other brands are saying…
10. • Revlon is an American cosmetic for skin care,
fragrance, and Personal Care. Pricing is done for the
mid-level consumers as it neither too high nor too low
priced. The company owns approximately 20-25 % of
the domestic cosmetic market share.
• Along with product promotions, the page has a lot of
generic content
• Followers: Facebook(1.5 M) & Instagram(538k)
What other brands are saying…
11. • Lakmé is owned by Unilever. This brand also sponsors the
Lakme Fashion Week (LFW) twice a year. Also operates
Lakme beauty salons across India.
• DIY videos- has it’s own studio of style which talks about
various trendy looks and how to get them.
• Followers: Facebook(2.5 M) & Instagram(39.2k)
What other brands are saying…
12. Trends & Insights
Who is the Great Indian Beauty?
Audience Segmentation
Key Industry Facts
13. The Great Indian Beauty!
Brand trust matters a
lot to her
Values authenticity
and needs products
that take care of her
skin!
Needs guidance to
use advanced make-
up products and a
trend seeker
Loves experimenting
with her look, but likes
her comfort as well!
craves
testimonials from
experts !
14. 14
WORKING MOTHERS
Their shopping depends upon the comfort and time
availability. Does not like to experiment much with their
looks. Not so internet savvy, like to get good deals at an
affordable price. Working mothers are in the age group
of 28-40 years are in Sec A & Sec B cities
Audience size- There are 6.5 million users in the age
15. 15
COLLEGE GOERS
Aspirational consumer who recently have started
using mobile internet and mostly depends on
parents for pocket-money. They are the trend
setters and look upto celebrities & influencers for
beauty tips. They are largely influenced by their
peers, a need to maintain their status quo. The age
bracket is 16-22 years & are in Sec A & Sec B cities
‘VALUE FOR MONEY’ & ‘VERSATILITY’ are key
factors for purchase.
Audience size- There are 15 million users in the age
16. 16
FIRST TIME MAKE-UP USERS
Women who are new to the world of make up and are
willing to experiment with their looks. They are looking
to seek attention and look good at the same time.
Wants to try new things in the market which match her
style. Will check all pros and cons before using any
product. Women in age bracket of 18-26 years fall in
this category & are in Sec A & Sec B cities
Audience size- There are 19 million users in the age
17. Women are spending
more on cosmetics as
they are actively
earning and spending
money on grooming
themselves
Cosmetics and personal
care is the biggest
category capturing 35
per cent share, followed
by wellness products
and household goods.
Color cosmetics registered
strong growth primarily
driven by mascara(28%),
eye liner(26%),
blusher(25%) and eye
shadow(24%) in current
value terms in 2014
According to ASSOCHAM
the size of India's
cosmetics market will rise
by almost a half to 1.4
billion dollars in the next
two-three years
Internet retailing in India is
expected to register the strongest
growth in terms of retail value
sales, sales of beauty and
personal care products via this
channel will also increase.
19. Key Cultural Insight
Women of today want to capture attention with her looks yet she is independent,
fierce and ambitious
20. Key industry Insight
They are spending more on cosmetics as they are actively earning and spending
money on grooming themselves.
21. Key Brand Insight
Faces is a brand that respects individuality, spontaneity and freedom. They want
women to feel gorgeous inside & out .
22. Key industry Insight
They are spending more on
cosmetics as they are actively
earning and spending money on
grooming themselves
Key Cultural Insight
Women of today want to capture
attention with her looks yet she is
independent, fierce and
ambitious
The STRATEGY
At faces, beauty has a bigger purpose. It
means so much more than just a few
dabs & strokes of a brush. We celebrates
womanhood. We remind you that,
#YOUAREBEAUTIFUL
Key brand insight
Faces is a brand that respects
individuality, spontaneity and
freedom. They want women to
feel gorgeous inside & out
24. The New Brand Voice
‘You Are Beautiful’
“Celebrate the journey of womanhood, through triumphs & defeats, through laughter & tears
because being beautiful is just who you are..
It's about loving yourself
It's about taking risks & emerging victorious .
Because Being Beautiful is being yourself”
25. Narrative
A woman progresses through various stages in her life. She evolves from being a protected
daughter to an independent and confident woman. She overcomes all self-doubts about
herself and grows to become comfortable in her own skin. Her roles are ever changing,
dynamic & demanding. Her perspective on things change with time.
The woman of today looks up to herself. She finds inspiration within.
For FACES to make some space in her world, she needs to be proud of her flaws. She isn’t
looking for something that’ll transform her into a princess. She’s just looking for something
that’ll make her feel gorgeous from within, more than just making her look gorgeous.
30. 30
our voice Youarebeautiful
The great Indian
beauty
NATIVE CONTENT
Partnerships
NATIVE ADVERTISING
PAID INFLUENCER BOOSTS
DISPLAY ADS
Beauty communities
SEARCH
Beauty & lifestyle
bloggers/influencer
s
DIRECT
Re-Shaping The Communication Ecosystem
website
SOCIAL
ACTIVATIONS & EVENTS
33. #TOUCH UP FOR SELFIE
What do you do before clicking a selfie to get
the perfect picture?
We ask people to write down what they do, on a
placard before clicking a picture like putting an
eyeliner, changing a shirt etc.
They click a picture with that placard and post it
on their Instagram handles. This can be
amplified on all social media platforms.
Platforms:
talk
OUTCOME
AWAreness
34. talk
COLLABORATIONS:
34
Collaborate with BuzzFeed, ScoopWoop, Popxo for articles on fashion and lifestyle.
This will bring in a lot of traffic to or social platforms and also showcase authenticity.
OUTCOME
AWAreness
36. 36
Every day you make tons of faces, ‘The Work face’, ‘The Cook
Face’, ‘The Face of Honesty’.
Picking women achievers who stand out in male dominated
stereotypes such as the Army, Video Gaming, and Drivers etc. and
create a video of them talking about the various faces they make
every day and throughout their life.
On our social assets, users can submit their photographs and share
their stories.
Most inspiring stories will be made into videos which can be shared
on our youtube channel
Platforms:
#MY FACESignite
OUTCOME
interest
37. 37
WEDDING BONANZA
Our brand ambassador/ celebrity will take a tour in
different cities where she will surprise a bride from
each city.
During the time where the bride prepares for her
wedding, she visits her to give her health and beauty
tips and give her a Faces product which the bride
applies on her wedding. A video series on weddings
will be made.
Platform:
On-ground
ignite
OUTCOME
interest
39. #LOOKS IN VOGUE
39
Position ourselves as the master of fashion & beauty by giving the perfect look to people for
all the occasions.
Share make-up tips for the right occasion & build a series of small videos that people can
watch and share.
The Office Look, The Night Out Look, The Summer Brunch Look, The Holiday Look and The
Celebration Look.
Ask people to share pictures of their look for various occasions explaining their look with tips
for others to follow. The best ones win goodies.
Platform:
ENGAGE
OUTCOME
PURCHASE
40. #BEAUTIFUL FACES PROJECT
40
Make a look-book where the
models are common people. Girls
like us, simple and beautiful in
their own way.
Invite people to send in their
entries and we feature them in a
curated look-book with different
make-ups
Platform:
ENGAGE
OUTCOME
PURCHASE
Phase I
41. #BEAUTIFUL FACES PROJECT
41
Participants from the look book campaign will be
used as brand champs through a fashion show.
Collaborate with the fashion brands such as
Bhane, and Koovs and host the fashion show
where the focus lies on beautiful women in real
life.
While Koovs targets college goers, Bhane caters
to a more matured audience.
On social we invite our consumers to share their
best ensemble to stand a chance to be a part of
the fashion show
ENGAGE
OUTCOME
PURCHASE
Phase ii
42. 42
#COUPLING OVER FACES
People who appreciate your real beauty are the ones you stay with.
Participate in contests, bond with your loved one and win exciting
hampers from Faces.
Example:
Coupling with your boyfriend: Make a video where your boyfriend
applies make up on your face. Share the results on other social media
platforms and the most beautiful ones win exciting prizes from faces.
Taking the help of Instagram influencers- Sherry Shroff and Vaibhav
Talwar, we can influence masses to participate.
Platforms:
Microsite
ENGAGE
OUTCOME
PURCHASE
43. #FIT IN A BIT
43
To take a front foot and inculcate fitness habits in women because
real beauty rests in a healthy mind.
Write to Faces, to share their Fit In A Bit hacks and produce a small
video with a strong call to action asking women to fight for overall
fitness and not just beauty.
A 30 day challenge on Instagram and 15-seconds long
inspirational videos from ‘crash and burn’ workouts. And
amplification on other platforms
Regular posts about how to stay healthy, fit and happy!
Platform:
ENGAGE
OUTCOME
PURCHASE
44. #FacesDubs
44
Get people to engage using video as a medium that is easy to share.
Dubsmash videos are casual close up videos made on mobile phones. Asking
people to dress up their best, with their best make up on and share close up video
of their favorite movie dialogues.
The most interesting entry will win Faces goodies. This can be done across social
media channels
Platforms:
ENGAGE
OUTCOME
PURCHASE
45. 45
Hold sessions about :
1. Top products for the coming quarter (online trunk shows)
2. Trends forecast
3. Q&A
4. Best make up tutorials
5. Style Guide
Team up with social commentators, beauty editors – Vogue, Elle, Cosmopolitan, etc. to host a monthly
tips and tricks session.
The Google Hangouts can be recorded in HD and syndicated with help of native advertising tools. This
content can also be repurposed to produce a quarter/annual round up for new fans and followers.
Offline – Galaxy Hangout at Faces HQ with five top experts of the year. Invite top beauty bloggers for a
short beauty summit.
ENGAGE
OUTCOME
PURCHASE
#HANGOUT WITH FACES
47. #A MILLION FACES:
47
Commission a photo-lead street style beauty project to an expert photo
blogger like Manou or Roycin D'souza in Mumbai
A twenty day project where they capture the city’s Beauty Quotient
through a camera lens
Each day three stylish city dwellers get featured on the official
Facebook page and Twitter handle
Create a virtual album of the most stylish real people, branded and
owned by Faces
What do we aim to achieve?
Bank of unique images that can be shared online to further generate
conversation
Conversation online and in traditional media
evangelize
OUTCOME
Brand love
48. #RECCOS FROM USERS
48
Let woman share their tales/ experience of using a
product and how it helped them
They can share videos, before and after pictures etc.
To keep it ongoing, we share different topics every
month
We gratify them with a beauty kit and share their
testimonial on social assets
Platform:
evangelize
OUTCOME
Brand love
49. #GORGEOUS EVERY DAY, EVERY WAY!
49
Every woman of any age is always curious to know about their
appearance and dislikes one or the other feature in their body or
face.
Create a microsite and ask the women to fill up a form about
their appearance. With the answers about what they dislike
about their appearance, we send them personalized gifts,
discounts, vouchers and compliments related to the feedback
as a surprise.
Platforms:
Microsite
evangelize
OUTCOME
Brand love
63. How do we do it?
+ Content Framework
+ Measurement Framework
+ The first 90 days
+ Team Structure
64. We Think & Act Like a Publisher
64
#YouareBeautiful
THEMES THEMES THEMES
STORY
STORY
STORY
STORY
STORY
STORY
STORY
STORY
STORY
COMMUNITY ENGAGEMENT
Our Content
Strategy
66. TALK EXCITE ENGAGE EMPOWER
OBJECTIVES AWARENESS INTEREST PURCHASE ADVOCACY
PAID Interaction Rate Cost Per Lead Cost Per Conversion Affiliate Leads
OWNED Leads/Traffic Leads/Uniques Organic Conversion Published Testimonials
EARNED
SERPs / Traffic to landing
pages
Message delivery
Increase in opportunities
to see a key message
No of applications Stories driven from in-app
shares
Measurement Framework
70. Popular Beauty Communities:
Lifestyle Blogs and Instagrammers
Platforms like POP XO are very popular amongst the youth.
Beauty and style bloggers have a good following on instagram
71. Popular Beauty Communities:
Beauty and Style Bloggers and Youtubers
Beauty and style blog have now become youtubers to make the experience of style
more visual and real.
Srishti from Style fashion etc. is a popular Beauty and style influencer.
73. Fashion at Big Bazaar
Case study
73
Strong content strategy to drive business
—
Big Bazaar is India's leading super market having over 200 stores across
India. The clothing arm of Big Bazaar is called Fashion at Big Bazaar (FBB).
To engage with customers and drive footfalls to stores, our team, focused on
creating youth oriented content strategy. This was approach was then
combined with digital activations, showcases and properties.
We enabled the FBB India website to uniquely showcase collections through
videos - designed to autoplay on scroll.
The team also strategized and ran The Big Denim festival, a crowd-sourced
activation of the best moments in jeans linked to store coupons. A series of
engagement activities - both in-store and offline - to change the image of the
brand and make it more youth friendly were created.
On social media, the brand was recognised as the most engaged fashion
brand on Facebook.
74. Rock N Shop
Case study
74
Reaching out to the fashion crème de la crème
—
Rock N Shop is an ultra luxury e-commerce portal for fashion. The brand
asked us to manage their digital launch and subsequent social media
engagement.
Our team created programs and used influencers to reach a very niche digital
audience. This was done through a series of contests and visually rich
content. Rock N Shop consistently tells the story of its eternal love affair with
fashion and all things stylish.
Since their creation in December 2013, the multiple Rock N Shop social
properties have a fan base of approximately 4500 people interested in buying
ultra luxury fashion in India
75. The Love Affair – Rock n Shop
Case study
75
Narrating a story for a brand through key influencers
—
For Rock n Shop, we launched The Love Affair campaign which focused on
highlighting how the love for fashion is eternal and undying. The campaign
focused on using influencer videos.
We created 5 videos with influencers as they expressed their love of fashion.
Subsequently we also produced a mashup using these videos to keep people
guessing about the true love story.
The story of Rock N Shop was narrated through the #LoveAffair series of
videos. We generated over 10,000 views for these videos leading to traffic on
the E-Commerce site at launch.
76. Pearl Academy
Case study
76
Making an educational institute interesting
—
Pearl Academy is a private higher education institute in India, offering
undergraduate, postgraduate and diploma courses in design, fashion and
business.
Our aim was to create an engaging digital platform with students, alumni and
prospects.
We used a combination of annual properties, real time content from
campuses and thought-leadership initiatives to achieve increased
engagement and intake.
A clear content strategy covering three pillars of thought leadership, course
content and student / alumni activities have driven the social engagement for
Pearl academy including the highly successful launch of a new campus in
Mumbai.
In addition, we created strategic activations which are now annual properties
like My School Rocks, My Super Teacher and the Peoples Choice awards;
each with a unique insight and direct impact on the academies image and
admissions.
77. eBay India
Case study
77
Making eBay India's Preferred e-Commerce Brand
—
eBay Inc. is an e-commerce company, providing consumer to consumer &
business to consumer sales services via Internet.
MSLGROUP was briefed with the objective of making eBay the preferred
ecommerce brand in India. Following research on Indian household
purchasing habits, our strategy was to substantially increase engagement
with women on its Facebook page and look to mimic the Indian-style
shopping experience of personal attention and good customer service
through social media.
The campaign resulted in eBay gaining more than 500,000 followers in 6
months.
eBay India's Facebook page is the second largest driver of online traffic to the
eBay.in page thereby achieving hard business results.
You can watch the video here.
78. eBay India
Case study
78
Engaging with audiences on a personal level
—
For eBay we created a campaign for the festival of Rasha Bandhan, a festival
that celebrates the brother-sister bond.
For this, we invited people to share stories of their sibling fights using
#siblingdishoom. As people shared their favourite stories, #siblingdishoom
trended on twitter.
Audiences found the campaign quirky and fun. We engaged existing
followers and the twitterati, resulting in being the No. 1 Twitter trend in India.
It also made the top 30 Global Trends. We received mentions from over 10
brands likes Star Plus, PETA , London Olympics generating 500k+
impressions, reaching an audience of nearly 400k.