Pikopi Digital Plan
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An integrated digital marketing for FMCG.
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Pikopi Digital Plan
- 1. DIGITAL PLAN 2020 PROPOSED BY : YANUAR RISKY
- 2. BRIEF TASK
- 3. BRIEF TASKS Create #jadiJago as campaign message through digital activation. Build awareness, growth, and leads toward pikopi social media. Build Fun activity through Digital campaign. Get the conversations value from target audience. The Campaign will be run in 3 platform : Instagram, Website, And Youtube.
- 5. 18-24 TARGET AUDIENCE Psychographic Urban – Sub Urban Demographic Coffee lovers Ie : First jobber, student, etc.
- 7. The majority active social media users are in range 25-34 years old Statista, 2019. INDONESIA DIGITAL INSIGHT
- 8. Statista, 2019. Facebook and Instagram are on the top 5 most active social media platforms INDONESIA DIGITAL INSIGHT
- 9. MARKET MAP
- 10. MINTEL, 2016. INSTANT COFFEE MARKET MAP Asian countries are now making the progression from ‘first wave’ to ‘second wave’.
- 11. Nielsen,2018. INSTANT COFFEE MARKET MAP Kapal Api considered as the king in instant coffee market share.
- 12. THE CAMPAIGN
- 13. ● Increase digital exposure . ● Create integrated communication strategy through one umbrella idea expression. “ Semua bisa jadi jago bareng pikopi. ● Establish top-of-mind mindset for our audience to associate with campaign platform, when it comes to instan coffee. CAMPAIGN OBJECTIVE THE CAMPAIGN
- 14. Instants coffee market are quite tight, Kapal Api considered as major player. No social media campaign from pikopi ever executed before. Lack Of Digital Exposure. WHERE ARE WE NOW THE CAMPAIGN
- 15. Coffee lovers prefer to buy in coffee shop instead of instant cofee when it comes to me time. How to gain their trust to switch into our instans coffee rom their habit? People concern about original coffee taste of instant coffee , especially in ready to drink coffee. ( the market pretty segmented) CREATIVE COMMUNICATION STRATEGY CHALLENGE
- 16. ● Direct engagement ● Reach new market ● Strengthen the presence ● Own positioning In The Market ● Create personal touch THE OPPORTUNITIES THE CAMPAIGN
- 17. THE STRATEGY
- 18. To address the challenges and create the opportunities, what if we make emotional connection and stay relevant as a way to raise awareness while we exposure our Product to the target audiences CREATIVE COMMUNICATION STRATEGY
- 19. Indonesian, especially urban audience are progressing and powering the economy. They are now dreamer than ever generations. Most of them prefer being a doer than a watcher. CREATIVE COMMUNICATION STRATEGY AUDIENCE INSIGHT
- 20. A mother is an office worker, freelancer, and master of a house within a day. Jadi jago versi gue, bisa bekerja multiple scope. And Let my life going LIVE. CREATIVE COMMUNICATION STRATEGY
- 21. With these situations, they ‘re create JadiJago By their own versions. CREATIVE COMMUNICATION STRATEGY
- 22. Did the other have their OWN Jadi Jago Versions ? By their own Value ? By their own reason ? By their own purpose ? CREATIVE COMMUNICATION STRATEGY
- 23. A communication strategy to encourage Indonesians to become their jadI jago by their own versions. Pikopi PRESENT
- 24. ROLL OUT #JADIJAGO CAMPAIGN IN THREE PHASES PRE-LAUNCH LAUNCH SUSTAIN
- 25. PRE-LAUNCH OBJECTIVE: ➔ TO OWN #JADIJAGO AS ONE UMBRELLA COMMUNICATION ➔ TO MAKE THE MESSAGE RELEVANT FOR THE AUDIENCE #JADIJAGO
- 26. #JADIJAGO We will kickstart the campaign by posting Instagram multi-grid series, communicating our key message “ JADI JAGO VERSI LO " metaphorically as daily context based on our audience behavior. The narrative will sound like a social campaign rather than it's all about selling product. PRE-LAUNCH PHASE
- 27. #JADIJAGO PRE-LAUNCH PHASE What we will communicate is keep dream and passions and any aspect in life to be piled up that is relevant to our audience. For instance, keep low cost to saving money. It works as a metaphor that linked back to Jadi Jago as campaign message. Caption : Menyisihkan Uang memang bukan perkara mudah. Bahkan tak sedikit orang yang mengaku bahwa menyisihkan uang itu sulit dilakukan. Tapi Banyak cara biar jadi jago nabung,, Swipe Right yuk, buat pengetahuan !
- 28. After our asset start the campaign, we will have KOL orchestration that narrates "JADI JAGO VERSI LO " is a movement that encourage you keep dreams in you. They will post a picture of before and after (when they kept their “ Jadi Jago passions) and ask their audience to join the movement and the activation. strasysty strasysty Aku ngga suka banget makan sembarangan, makan junk food, yg bikin metabolisme badan rusak. Akhirnya niat belajar hidup sehat Rutin bangun pagi, banyak air putih, jogging, gym dan lain sebagainya. Akhirnya sekarang jadi jago hidup sehat setelah berusaha keras . strasysty Strasysty : Aku ngga suka banget makan sembarangan, makan junk food, yg bikin metabolisme badan rusak. Akhirnya niat belajar hidup sehat Rutin bangun pagi, banyak air putih, jogging, gym dan lain sebagainya. Akhirnya sekarang jadi jago hidup sehat setelah berusaha keras . PRE-LAUNCH PHASE
- 29. ekaaannash Setrikaan numpuk emang bikin ngga enak banget diliatnya. Karena gue tipe orang yang gasuka numpukin sesuatu, gue cicil dikit2 biar cepet kelar, jadi baju pun rapih dan enak diliat dengan #JanganBiarinNumpuk! PRE-LAUNCH PHASE We will invite the audience to join our movement in the form of social media activity. We will ask them to upload a post showcasing their story about their jadijago on their own versions. Scheme : Download frame from website pikopi, Put their picture with their achievement #JadiJago In their Versions,and upload to insta story highlight. We will reward them with MAP voucher, travel related stuff, and other interesting prizes. ekaaannash Setrikaan numpuk emang bikin ngga enak banget diliatnya. Karena gue tipe orang yang gasuka numpukin sesuatu, gue cicil dikit2 biar cepet kelar, jadi baju pun rapih dan enak diliat dengan #JanganBiarinNumpuk! TEMPLATE BY : @PIKOPI TEMPLATE BY : @PIKOPI
- 30. LAUNCH OBJECTIVE: ➔ INTRODUCING THE CAMPAIGN ➔ ESTABLISH CONTENT PILLARS #JADI JAGO
- 31. We will launch our campaign by posting Instagram grid communicating that we are now ready to roll to empowering the audience about the product, & variant applying #JadiJago as campaign’s anchor. LAUNCH PHASE
- 33. #JADIJAGO VERSI LO This content will talk about our daily life that has the context about #Jadi JagoVersiLo which we will encourage our audience to kept relevance with our campaign messages. CONTENT PILLAR
- 34. This content will talk about the daily lifestyle that can help our audience what will get if they consume coffee..or secret recipe that they can get by brought pikopi products. CONTENT PILLAR TIPS
- 35. This content will serve as a myth buster that Indonesians have been wonderingng for a long time about coffee history and that gives us the opportunity to educate the audience about coffee. CONTENT PILLAR MYTH BUSTER
- 36. This content will work as engagement tools which we will implement the quiz with constipation topic related weekly. CONTENT PILLAR QUIZ
- 37. YOUTUBE SERIES We will make youtube series that show people with different background ie : muisician, youtuber, barista, illustrator, etc. The story telling will show how they describe JADIJAGO in their own versions. And also to encourage target audience to keep their passion and become JADIJAGO in their own versions. LAUNCH PHASE
- 38. We will utilize Instagram as our main campaign channel, while partially we will extend our digital presence to website and youtube.
- 39. As community & article based content, Facebook will lead the audience to pikopi.co.id. FACEBOOK POST
- 40. Website button pop up. At the website, we will have native banner to direct audience to purchase on official online store.
- 41. SUSTAIN OBJECTIVE: ➔ STRENGTHEN OUR PRESENCE ➔ KEEP ENGAGE WITH AUDIENCE #JADIJAGO
- 42. Seasonal In order to keep our audience engaged, we’re going to make seasonal posts. Example: Lebaran./Christmas/New year,etc. Visualizing christmas vibe with family time where coffee product is needed to connect with #JadiJago versi lo idea. SEASONAL GREETINGS Kopi kental Di malam natal
- 43. Instagram Story Engagement Furthermore, we are also going to utilize the Instagram Story where people can engaged with us in a fun way. Therefore, we created Instagram Story template where people can participate by answering and reposting it to their own Instagram. INSTAGRAM STORY ENGAGEMENT
- 44. Instagram Story Engagement Furthermore, we are also going to utilize the Instagram Story where people can engaged with us in a fun way. Therefore, we created Instagram Story template where people can participate by answering and reposting it to their own Instagram. INSTAGRAM STORY ENGAGEMENT
- 45. Instagram Story Engagement Furthermore, we are also going to utilize the Instagram Story where people can engaged with us in a fun way. Therefore, we created Instagram Story template where people can participate by answering and reposting it to their own Instagram. INSTAGRAM STORY ENGAGEMENT Branded instagram sticker.
- 46. ekaaannash Setrikaan numpuk emang bikin ngga enak banget diliatnya. Karena gue tipe orang yang gasuka numpukin sesuatu, gue cicil dikit2 biar cepet kelar, jadi baju pun rapih dan enak diliat dengan #JanganBiarinNumpuk! Weekly Competition Not just creating seasonal posts and Instagram Story engagement, we also want to create weekly competition that leads to a two way communication. The weekly competition will rely on a template where people answer the questions from our template and repost it to their Instagram. Those with best and creative answers will get MAP Vouchers (e.g: 250K for 5 winners) INSTAGRAM STORY ENGAGEMENT The winner is : TEMPLATE BY : @PIKOPI
- 48. YOUTUBE SERIES Mikael Fransiskus Coffee art winner Baskara Putra Musician Darbotz Illustrator Azizah Hanum News Anchor Focused exclusively on YouTube series stats for a few reasons. Most importantly, the data is public and easily accessible. The featured brands also typically embedded their YouTube videos on microsites and social media campaigns, making YouTube the primary source. Talent will describe and give a tips what jadi jago in their versions, and also for methaphor #JadiJago as campaign’s anchor.
- 49. KOL ORCHESTRATION Yulia Baltschun @yuliabaltschun 480K Followers A mom, lifestyle, fitness, and diet influencer. She was Top 3 of Masterchef Indonesia 4. Muhamad Putra Setia @mputrasetia 150K Followers A Dad and a lifestyle influencer.
- 50. NANO KOL Nano influencers with followers 10K - 35K Sifa Nurhasanah @hanahsifa 31.6K Followers Sarah Alqadrie @sarahgadrie 30.7K Followers Diaz Lestari @diazlestarii 16.5K Followers Samantha Wijaya @sjwijaya 13.6K Followers Inka Angela @inkangela 26.7K Followers Terang Wicaksono @terangwicaksono 25K Followers Ibellry Arios @ibellryarios 13.8K Followers Ridho Rinaldi @ridhornld 10.4K Followers Rizky Boncell @rizkyboncell 17.8K Followers Raymond Muaya @strasysty 18.2K Followers
- 51. Summary PRE-LAUNCH LAUNCH SUSTAIN OBJECTIVE: ➔ INTRODUCING THE CAMAPIGN ➔ ESTABLISH CONTENT PILLARS ➔ ENGAGE WITH THE AUDIENCE OBJECTIVE: ➔ TO OWN JADI JAGO ➔ TO BUILD MESSAGE JADI JAGO AS MESSAGE CONTEXT ➔ TO MAKE MESSAGE CONTEXT RELEVANCE TO AUDIENCE OBJECTIVE: ➔ STRENGTHEN OUR PRESENCE ➔ KEEP ENGAGE WITH THE AUDIENCE CONTENTS : IInstagram multi-grid series Instagram Activity KOL Activation CONTENTS : Instagram multi-grid series Activate the Content Pillar Weekly quiz Boost ads Youtube Series CONTENTS : Seasonal greetings Instagram competition Weekly Competition KOL Activations Youtube Series “JADI JAGO”
- 52.