SLEEP FOR THE WEEK - YOUNG MARKETERS ELITE DEVELOPMENT SEASON 4
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15. LAUNCHING PLAN
OBJECTIVE
TARGET
CAMPAIGN
BIG IDEA
Attract 15,000,000 audience and
5,000,000 active users with Mocha –
Interest-based Chat App
Profile
16-25y.o., urban & sub-urban, digital
savvy, easy to adopt new tech
Geeking over specific interests (e.g.
popular manga series, new technologies,
etc.)
FIND YOUR TRIBE
16. LAUNCHING PLAN
Series of short videos:
- a musclebuilder is lifting heavy weight until
he sees his gay friend and can't help but
reveal his true way of communication
- a girl teen who is very girly and graceful at
school is slaying heads in a mobile game
with her friends
- a serious nicely dressed boy who can't help
but imitate gorrilas as a way to greet his
friend
CAMPAIGN IDEA: FIND YOUR TRIBE
Key
task
Key
hook
Channel Youtube true view, KOLs sharing, PR articles,
Facebook
PHASE 2 – ENGAGEMENT
(4 WEEKS)
Drive trial by promotion and direct product
introduction in merchants
Advisors in merchants
Digital, merchants, buildings, schools, etc.
PHASE 1 – AWARENESS
(3 WEEKS)
Trigger TA to find group of people having common
interests with them by dramatizing when people
find their tribe or the sense of belonging.
