The document proposes using social media to better integrate and sustain Soleus' existing offline marketing activities. It recommends identifying "Friends of Soleus" influencers from sponsored run events and affiliate partners to generate engaging content through video interviews and photos on social media platforms. A "Go Strapless" campaign would extend current print ads by featuring fitness instructors in online video tutorials. Location-based check-ins and augmented reality would promote the brand at events without a booth. The goal is to drive awareness, highlight value and convert more purchases through sustained online content that supports offline publicity.

1. Social Media Proposal
By
Magdalene Tan

2. Social Media Promotion Objectives
Drive Brand
Awareness
Highlight
Value
Proposition
Convert
Purchasing
Behaviour
Stronger conversion
to sales
Build up word-of-
mouth dispersion –
get our consumers
emotionally
engaged.
“My first GPS watch”
(price point suitable for
entry-level)
“My first wearable tech
product”
Consumers to look
specifically for Soleus
watches at our POS,
rather than just
“come across” it.

3. Types of Social Media Platforms
Content Driven
Visual Driven
Event Driven

4. Our Existing Channels
SoleusRunningSG
Number of Followers: 3,278
Engagement is higher for profile
stories & product reviews; reach is
higher for event stories.

5. Our Existing Channels
SoleusRunningSG
Number of Followers: 422
Engagement is higher
for visually compelling
product shots.

6. What We Hope To Achieve
• Multiply the platforms of potential Social Media Engagement
that feed content with one another:
o Core Social Media Channels: Facebook & Instagram
o Peripheral Social Media Channels: Twitter, Pinterest,
YouTube, Google+, Flickr
• Increased following and engagement on Core Social Media
Channels.
• Use Social Media to sustain and reinforce publicity from
offline media.

7. Current Marketing Activities
Existing offline marketing activities are operating
independently
Ads and
Editorial
reviews in
offline and
online fitness
publications
Official Timer
of big running
events
-
HometeamNS
Real Run
- Run 350
- SCS-Singtel
Race Against
Cancer
- SAFRA Bay
Run & Army
Half-Marathon
- Vertical
Marathon
POS Visual
Merchandising
at Soleus retail
outlets
Product
Launches/
Press
Conferences
Roadshows at
race kit
collections,
watch sales at
departmental
stores
Marketing
Affiliate
Partnerships
- SAFRA Run
Clinics
- Physical
Abuse
- The Yoga Co
- 100 Plus
- HPB
Engagement of
brand
influencers -
Personal
Trainers,
Fitness
instructors,
Avid Runners,
Running Clubs
Editorials/
PR
Sponsorship
of
run events
POS/ Visual
Merchandising
Press
Conferences
Roadshows Affiliates Friends of
Soleus

8. Where we are right now
• POS include departmental stores
and specialty watch retailers where
direct competitors (Fitbit, Garmin,
Polar) do not retail.
• Approx 70% of purchases are low-
to-medium involvement purchases
(where entry-level price point &
attractiveness of design draws
consumers);
• Need to increase high involvement
purchases (where consumers
specifically looks for the brand,
rather than just comes across it).
Respectable network of
25 POS in Singapore
Wide range of offline
marketing activities
• Largely reactive and unintegrated;
• We are official time keeper of
prominent runs with clock display,
but there is no “human face” to the
brand’
• Need more sustainable profiling of
key messages online to support the
offline.

9. What we plan to do
• Identify “man-in-the-street”
runners/athletes taking part
in the runs we sponsor.
• Profiling of “Friends” in offline
channels
(magazines/newspapers,
POS/ organisers’ websites);
• Video interviews & profiling
of “Friends” on both Soleus
and run organisers’ Social
Media channels.
Better sustainability
in publicity
“Friends of Soleus”
Programme
“Go Strapless”
Campaign
• So far, we have been
profiling Soleus in fitness
magazines (RUN, Men’s
Health, SHAPE), but
continued sustainability in-
between articles is lacking;
• Content sustainability to be
enhanced on Soleus’ social
media platforms;
• Ensure all offline and online
content are integrated for
better top-of-mind recall.
• Current Soleus print ad
“Go Strapless” campaign
on offline channels
(magazine ads, POS)
• Teaser video campaign –
“Show us how you go
strapless” interviews with
runners – on Social
Media channels for
sustainability to offline
publicity.

10. Current Assets
Sponsorship of Prominent Run Events
– Soleus is official timer of 5 prominent run events with existing
following bases that has social media activation;
– Launch and execute “Friends of Soleus” for each run event

11. Current Assets
Affiliate Tie-Ups
– Soleus has affiliate marketing partnerships with sports clubs that have a
loyal following, but these partnerships are not being maximised;
– Launch and execute “Friends of Soleus” for each affiliate programme.
Boutique Gym
– Physical Abuse
Boutique Yoga Studio
– The Yoga Co

12. Current Assets
“Go Strapless” Advertisement Campaign
– Mildly provocative ads but yet understandable and humourous;
– Catchy phrase that can be executed creatively in photography
and videography;
– Need to be extended beyond the advertisement, to the localised
context on Social Media.

13. Social Media to Integrate
Marketing Activities

14. Steps to INTEGRATION via Social Media
Social media to fill in the “gaps” between the marketing
activities to enable integration and sustain publicity
INFORMATION
FEEDERS
Run Events Sharing updates
on Soleus Social
Media
ACTION
“Friends of Soleus”
- Identify influencers
from these events for
video/pictorial
profiling in Soleus
Social Media
Passive
Content
Generation
Proactive
Content
Generation
REVERBERATE/
REPLICATE
POS/ Visual
Merchandising
at retailers &
roadshows
Sharing updates
on organisers’
Social Media

15. Steps to INTEGRATION via Social Media
INFORMATION
FEEDERS
Affiliate
Partnerships
Sharing updates
on Soleus Social
Media
ACTION
“Friends of Soleus”
- Identify influencers
who are members of
these affiliates for
video/pictorial
profiling in Soleus
Social Media
Passive
Content
Generation
Proactive
Content
Generation
REVERBERATE/
REPLICATE
POS/ Visual
Merchandising
at retailers &
roadshows
Sharing updates
on affiliates’
Social Media

16. Steps to INTEGRATION via Social Media
INFORMATION
FEEDERS
Editorials in fitness
media Sharing articles
on Soleus Social
Media
ACTION
Elaborate on
content
featured in
editorial
Passive
Content
Generation
Proactive
Content
Generation
REVERBERATE/
REPLICATE
POS/ Visual
Merchandising
“Friends of Soleus”
- Pitch influencers for
profiling to fitness media,
which in turn are profiled
in Soleus Social Media

17. Content Driven Social Media
Programmes

18. Engaging Content Generation on Social Media
• Profiling of “Friends of Soleus” in an engaging way to attain
higher reach/views;
• Boosting of selected posts during on race days and key fitness
dates, e.g. World Yoga Day, Global Running Day.
Video features & interviews with “Friends”

19. Current “Friends of Soleus”
Mohammad Shariff Abdullah(Singapore Blade
Runner), participant at Vertical Marathon
• First disabled athlete to participate in a vertical
marathon
David Shum, participant at SAFRA Bay Run
• Running Coach
• Speaker for Sponsored Soleus talks and
Running Clinics
Gale Ng, participant at Race Against Cancer
• Breast cancer survivor and part of SCS’ Charity
Athlete Programme
Sally Lim, participant at Race Against Cancer
• Nose cancer survivor and part of SCS’ Charity
Athlete Programme

20. What we need to do
• Expand our range of “Friends of Soleus” influencers
– Identify more “Friends” and invite members of the public (via
our Social Media) to pitch their fitness stories for a chance to
get on the programme:
• Incentives: Free run event passes, free Soleus GPS watch.
– On-site photography and video interviews before and after run
events (similar to mobile TV reporting).
Video features & interviews with “Friends”
Photo features
of “Friends” at
our run events

21. Identify candidates amongst “Friends” for
“Go Strapless”
“Go Strapless” indicates a more glamourous campaign
Candidates need to be more telegenic and photogenic, as well as
“gungho” in beauty poses, e.g. fitness trainers from affiliate clubs.
Jacqui Heng,
spinning instructor
Sandra Riley Tang,
Yoga instructor
Ng U-Jin, Crossfit
instructor

22. “Go Strapless” video tutorials
• Currently we have video tutorials on YouTube from Soleus
US that feature the watches with US instructors.
• “Go Strapless” ambassadors to be our “faces” for new
series of video tutorials for Singaporean consumers on
Soleus Singapore’s Facebook, Instagram and YouTube.
To produce new series of Soleus tutorials featuring “Go Strapless” glamour fitness trainers

23. Event Driven Social Media
Programmes

24. Photos/ Video interviews of participants at run events posing
with Soleus cut-outs. Get them to follow Soleus Social Media
pages using hashtags (#soleusrunningsg) to win Soleus
watches or get a Soleus shoebag.
Run Events

25. Location-based Services
• Incentivise consumers to register their locations
(FourSquare, Facebook, Instagram – using GPS) at Soleus
roadshow booths during running/fitness events, to booster
association of Soleus with fitness & sports.
Utilise location-based GPS services on Social Media (getting customers to “check-
in” on their mobile phones when they visit Soleus booths) to booster Soleus’ online
brand association with fitness & sporting activities and venues.

26. Soleus Roadshows
At roadshows, get consumers to follow Soleus Social Media
pages (Facebook, Instagram, Google+, Linkedin) and post
pictures of Soleus watches with #soleusrunningsg hashtag to
obtain additional discount on Soleus watches.
Enhance customer engagement by getting them to “like”
or put up Soleus posts on their own Social Media pages
to obtain additional discounts at roadshows.

27. Virtual Stores
Incorporate Virtual Stores (with QR Codes connected to our
online e-shop, www.timepieceatelier.com) at run events where
we do not have POS presence on outdoor banners.
Put up a virtual store of Soleus
products on an outdoor banner.

28. Augmented Reality
Incorporate Augmented Reality at run events where we do not
have POS presence on outdoor banners. Get consumers to
“Check-in”/“Like” our Social Media pages before they can try
out the watches virtually.
Enable augmented reality on outdoor banners/ POS materials at
events where we do not have a booth.

29. Visual Driven Social Media
Programmes

30. Public Participation on Social Media – Online
• Tap on global high traffic
hashtags (e.g. #fit #run
#furtherfasterstronger) with
beauty shots / inspirational
quotes on Soleus Social Media;
• Online photography contest:
Activate consumers to take
beauty shots of their Soleus
watches & share on their
personal Instagram/Facebook
pages
– Best beauty shots to be featured on
Soleus Social Media and win prizes.
Creative beauty
shots of Soleus
watches with high
traffic hashtags.

31. Replicate Visuals on Peripheral Channels
• Replicate the popular and attractive beauty shots of Soleus
watches from Instagram on other visual-based Social
Media channels to enhance reach.

32. Affiliate Marketing
• Tap on the larger Instagram followers of affiliate marketing
partners and brand influencers with co-branded photos.

33. Social media activation
cards/brochures
Points-of-Sales
• “Go Strapless” video tutorials with the new Soleus Friends on
small TVs displayed at POS outlets at retailers and
departmental stores;
• Social Media Activation brochures to be displayed prominently;
Advertise Soleus YouTube
channel on TV display at
POS outlet

34. Conclusion

35. Conclusion
• Key takeaways from new Social Media strategy for Soleus are:
o Publicity has expanded beyond media owner engagement:
- Not only do we need to continue engaging media owners, but also extend
this engagement to consumers to widen media touch-points.
o Traditional media is here to stay – the power of traditional media
lies in the trust it has built up with consumers:
- Social media will function to reinforce and sustain, not overtake.
- Capitalise on traditional media to point consumers to our Social Media
channels – requires Social Media activation to be incorporated in
traditional media outlets.
o Social Media functions to widen POS
- Social media opens up new sales channels to enhance existing offline POS.

36. The End