Social Media Campaign Deck [PDF]

Citation preview

the



SOCIAL MEDIA



PLAN



CAMPAIGN



: Special Back To School (15 Juli)



CAMPAIGN TRIGGER



: Akhir Masa Liburan 2019



CLIENT : Transmart Carrefour TITLE



: “Being Smart With Transmart”



back to school is the period in which students and their parents purchase school supplies and apparel for the upcoming school year. traditional supplies such as paper, pens, pencils and binders will often be marked at steep discounts, often as loss leaders to entice shoppers to buy other items in the store.



2017 back-to-school survey



US $ 15,0B US $ 6,1B US $ 3,6B



Clothing and Accessories



School Supplies



Electronic Gadget



US $ 3,1B



Computers and Hardware



2017 back-to-school survey



More than half of annual school-related spending happens during the back-to-school shopping season.



$ 27,8



$ 519



Projected Spending



Average Back-To-School Spend Per Child



Billion



IT MEANS THAT : BACK TO SCHOOL PERIOD is simply



PROFITABLE



So That We RUN :



“being SMART with TRANSMART” “MaudySaysDiscount”



the OBJECTIVES being SMART with TRANSMART is a campaign of buying school-related items form Transmart.. being SMART with TRANSMART



the items can be bought over the discount given by following Transmart’s KOL social media clues --> MaudySaysDiscount it has been an effort to increase the selling index of ‘back to school’ period, and giving a positive economical impact for retail environment



What Is : Maudy Says Discount The campaign is about the certain number of discounts given for some marked items bought in Transmart. Discounts will be given based on the clue told by the KOL Maudy Ayunda those are widely mirrored spread out over the Transmart’s facebook, instagram, twitter and also youtube (or we call it discounted post).. The cashier will ask the buyer something which is related to that same day discounted posts. When the buyer correctly answer the discounted question, (s)he then immediately get the discount for the items one discounted question for one item The more the buyer putting his/her attention to every single discounted post on Transmart’s social media profile, the more discount he will get



KOL overview Maudy Ayunda is a symbol of educated person over her Stanford University. She has been well-known by his educational passion and has being the role model for Indonesian smart youngster



Maudy Ayunda



The Campaign : Maudy Says Discount Gameplay 1.



DISCOUNTED POST --> Maudy will always give a



Rules 1.



“venomous school-related advice” at the end of each mirrored cross-platform social media posts 2.



Audiences have to carefully listen to that words



3.



DISCOUNTED QUESTION --> When they are visiting Transmart, the cashier will ask them one Maudy Says. If they’re follow all post, then they will be able to correctly answer the question



4.



They correctly answer one DISCOUNTED POST, they get discount for one item.



It’s mean they have to follow the Transmart’s official social media accounts



2.



Posts that are containing quiz are mirroring post across all social media platform



The Campaign :



Maudy Says Discount



●



KOL (Maudy Ayunda)



●



Facebook Post & Ads



●



Twitter Post & Ads



●



Instagram Post & Ads



●



Challenge / GA



●



Youtube Video Teaser



Campaign Delivery



the OBJECTIVES



● Awareness ●



Audience Interaction in social media



● Engage New Unique Audiences



● Increase Youtube View ● General Benchmark



Communication Plan



Discounted Post Ads Banner Story



Discounted Post Paid Post Story GA



Discounted Post Motivational Tweets GA



Omni-channel Mirrored Contents



Discounted Video Tips/Tutorial Video Thematic Short Video



Gimmicks



Contest/Giveaways



Key Opinion Leader



Campaign Behavior TONE AND COLOR



Corporate + Educational Related



BEHAVIOR



Optimistic + Cheers



STYLE



Casual Educated



SEGMENTATIONS



All Students Aged Teen to Young Adults



Editorial Plan



11 - 14 Juli 2019 FB Ads



FB Post (img/vid)



FB Story



hard selling regular



infographic hard selling



12/07



giveaways



13/07 14/07



11/07



generic



IG Ads



IG Post (img/vid)



IG Story



hard selling regular



promo info



generic combo



infographic giveaways



giveaways



infographic giveaways



generic combo



video referral



infographic hard selling



tips



promo info



generic combo



video referral



infographic hard selling



video referral



giveaways announcmn t



giveaways announcmn t



generic



Youtube Vid



KOL FB, IG, youtube



FB, IG, youtube



Content Samples



Instagram Post Regular Promo / Hard Selling



Instagram Post Thematic (tips, info, quote, etc.)



Instagram VIDEO POST : video : Promo video youtube captions : Informasi tentang konten video, promo dan hard-selling promo transmart



Facebook IMAGE POST : image : Berupa gambar dengan text copy yang santai, trigger audience untuk membaca.



Facebook image post



caption : Berupa kalimat informatif yang mendukung gambar, ditambah info diskon yang sedang diadakan oleh Transmart, dengan menyertakan hastag dan kalimat soft selling



Facebook VIDEO : video : trailer / promo untuk full video yang ada di youtube caption : informasi dengan kalimat persuasif yang disertai dengan link referral yang mengarah ke URL youtube video



Video Content : - berupa greeting dan narasi inspiratif serta tips dari KOL tentang pendidikan - Q&A seputar pengalaman tentang pendidikan - conclusion dan gimmick Format : - video simple dengan mengambil lokasi di satu set - spontan dan terkesan full improve



● ● ● ●



Omni-channel Mirroring Contents User Generated Contest/GA/Quiz



MENANGKAN HADIAH BERUPA 1 BUAH SMARTPHONE BARU! Sambil Memeriahkan Moment Masuk Sekolah Bersama Transmart Caranya gampang : Upload fotomu yang bertema sekolah, kemudian sertakan hashtag #BeingSmartBersamaTransmart dan tag akun @transmartcarrefour



Content Delivery omni-channel social media mirroring contents supports the achievement of KPI index facebook and instagram’s promo, giveaways and referral post will be describe in youtube video, then it will bounce back to the platforms by a triggering points.



General Benchmark



KPI INDEX more than ± 15m organic facebook, instagram and youtube users (accumulatives) will be noticed about the campaign



± 45% of them will be involved in those



2500k+ FB users, 5m+ IG users, 2k+ youtube viewers will be involved in GA * tagged by friend will be included



post about promo will generate ± conversion rate



social media activities : 3m facebook comments, 4m likes, 3m shares, 2m click on in-post links (accumulative) 4m instagram like, 3,5m comment, 2m click on in-post link 250k+ youtube views, 2k comments, 1k video link share



20%



people will be persuaded by promo activity described by post as well as KOL



THANK YOU



Proudly Composed By :



Dede WK Twitter : @dede_wk