Yummy digital plan

AGENCY BRIEF
CREATE CONTENT MARKETING PLAN
FOR BOOSTING TRAFFIC & SALES.
SOCIAL MEDIA PLAN ALL YUMMY DAIRY PRODUCTS
FACEBOOK, INSTAGRAM, WEBSITE, & YOUTUBE.
COMMUNITY MANAGEMENT REPORT.
ONCE IN A MONTH.
DIGITAL MARKETPLACE STRATEGY
INCLUDE MEDIA BUYING & MAINTENANCE.

Age Range
25-35
Psychographic
Urban
Sub urban
Demographic
DIGITAL SAVVY MOM
FIRST JOBBER
EXECUTIVE
TARGET AUDIENCE

Tiktok
Being A new
rising star
most used
Social media Apps
among Indonesians.
INDONESIA DIGITAL INSIGHT

The majority active
social media users are
in range
25-34
years old.
INDONESIA DIGITAL INSIGHT

NLP ( Natural Language Processing ) keywords
“#yoghurtdrink,” “#selaluyummy,”
and “#yoghurtindonesia” are the top
keywords that should be utilized in
our further plannings.
The matrix besides is a several types of
keywords that are often used by each
account in yogurt & dairy product
category.
The convergence area in the middle
is the hashtag that is most often used
, whilst the bigger bubble is the
keyword that owned by the brand
account through campaigns and
activations.
yoghurtdrink
selaluyummy
yoghurt-
indonesia
manfaat
yoghurt
greenfieldsid
yoghurt
tanpa repot
(cimory)

COMPETITIVE PERFORMANCE
Last 28 day
When viewed from the table
on the left, we will see that
Cimory dominates the
growth and total ownership
of followers on the Instagram
channel. This significant
growth was possible due to
Cimory actively creating
activations and activities on
their accounts.
If we look at the data on the
right, we can see that the
Heavenly Blush is still the
brand that is most diligent in
posting content. However, for
the likes and comments,
Cimory is in the first place.
But if we talk about average
engagement, Yummy is in
the first rank

ER PERFORMANCE
the engagement rate is quite good, with a score of 0.40%, meaning that Yummy fans is driven by
organic evangelists. Cimory has the highest number of comments because it has the most fans
amount, Overall the performance of Yummy accounts is good enough, by optimizing Instagram as the
entry platform for the Yummy funneling system has the potential to boost sales in e-commerce

COMPETITIVE PERFORMANCE
Last 28 day
left, we see that none of the
brands experienced a
significant increase in
followers growth, the growth
tended to be flat, and the
majority experienced a
significant decline. And for
the most fans on Facebook
owned by Cimory
right, Heavenly Blush is the most
active account in posting on the
Facebook channel. however, the
Greenfields has the highest total
engagement. This cause for the
last 28 days, Greenfields has
been active in quiz activities and
in boosting their content on
Facebook

● Direct engagement
● Reach new market
● Strengthen the presence
● Own positioning In The Market
● Create personal touch
THE
OPPORTUNITIES
THE CAMPAIGN

Online food business have a tasty
opportunity during pandemic.
Market
Insights
*Since Instagram initiated
small business support in May, to date more
and more home-based food entrepreneurs have
launched the home baking label

Through the emerging of home baking labels,
we will use this phenomenon to become an
entry point to communicate and increase sales
opportunities for the entire line of yummy
dairy products.

in order to build a
massive yummy
ecosystem we
will start small
first,

BRAND
COLLABORATIONS
PROGRAMS.
When two brands come together with an
objective of Brand Collaboration, the main
objective is to share the expertise and offer the
unique and innovative product to the customers
that will help them gain the competitive edge
and advantage in the market increasing the
sales by manifolds. With the elevated market
share, both the parties enjoy the higher return
on investments and increased profits.
So we will create cooking/entrepreneur class in
the F&B markets that related with our target
audience. People can join our collaborations
platform by purchase of ANY yummy products.
Since we seen the quite big demand from small
F&B industry.

Main Scheme
E-commerce / Retail
Yummy Gourmet Academy
is a page that was initiated to
gather the entire target audience of
Yummy Dairy,
on this page visitors can redeem
loyalty points, recipe information,
cooking classes, merchandising,
entrepreneurship classes
accompanied by expert coach in
their field.
Drive traffic from :
● Social media asset ( FB & IG )
● Culinary community
( juragan kuliner, foodirectory, etc)
● Message
● partnership with YummyIDN / KokikuTV
● Micro targeting
● Ads
● E-commerce
Kelas Coaching :
strategi pasang
harga di bisnis
home baking
Kelas Coaching :
10 detik video
peningkat omzet
Kelas Coaching :
5 kue paling
gampang untuk
oven baru
For being able to enjoying premium
content, visitors must exchange
points by uploading purchase receipts
in e-commerce / retail
push
pull

PROPOSED
PROGRAMS.
click to visit
microsite
dummy..

LOYALTY
PROGRAMS
Implement a loyalty reward program that’s also
gain both awareness and sales.
If we really want a more sustainable marketing
strategy, we need to include our existing
customers into the picture through loyalty
marketing.
We proposed a gamification programs that trying
to convince an existing customer to buy any
yummy products again.

IMPLEMENTATIONS
SCHEME
PEOPLE
BUY PRODUCTS
FROM MARKETPLACE
WEBSITES.
REDEEM UNIQUE CODE &
COLLECTS THE POINTS TO
THE WEBSITES.
REDEEM
THE PRIZES

COMMUNICATION
STRATEGY
DID THEY KNOW ?
We all know that yogurt has many benefits. There are some interesting facts about
yogurt. Did they know that spoonable yogurt contains more beneficial probiotics
than RTD Yogurt ?
especially yummy yogurt with organic ingredients

COMMUNICATION
STRATEGY
Dairy milks could be the key to happiness: The surprising link between your
gut and your wellness. Research suggests the bacteria in yogurt may
help relieve anxiety and stress by reducing a specific brain activity

In any area, having a well-defined marketing strategy is
crucial for the business to grow and gain traction as
widely as possible. We need to attract more customers,
the first thing we need to do, obviously, is reaching
them. Thus, using online marketing to our advantage is
key.
To address the challenges and create the opportunities,
what if we make education content as a primary way to
raise awareness towards target audience.

Indonesian people are still lacks of informations about
consuming healthy food, Especially during pandemic &
quarantine.
Market
Insights

With the emergence of the pandemic,
we have awakened to one thing that is priority over all, Health
The LOHAS will be an important value in carrying out all
activities, therefore we emphasize education about a
sustainable healthy lifestyle through the content we raise.
*Lifestyles of Health and Sustainability (LOHAS)
https://www.wired.com/2011/09/the-psychology-of-yogurt/

Yummy product usage along the day.
CONSUME YOUFIT
DURING COMMUTE
CONSUME YUMMY
CHEESE AS BREAKFAST, LUNCH & DINNER
SNACK TIME

#MULAIDENGANYUMMY
YUMMY YOGHURT
PRESENT :
To own “Kickstart the day with yummy at home”. Therefore
encouraging people to consume fine dairy products when they
start their day happily & active.
With or without pandemic Outbreaks.
Creative
Communication
Strategy

CAMPAIGN CORE STRATEGY
ATTRACT ENGAGE SUSTAIN

CONTENT PILLARS
LIFESTYLE
Tips,
Tricks,
Recipe
MYTHBUSTER QUIZON GOING
PROMO
lead to
microsite
Wellness
Contents
IndulgenceLead Trivia

Publishers & News Media
Tik Tok
Instagram
Facebook
Community & Forum
Youtube
Articles,Blog
Product placement
Post /carousel , video, stories
Post, link to articles, video
Thread, infografis
Video
Channel Format Content Content Proportion
100 % INDULGENCE
40% WELLNESS60% INDULGENCE
CONTENT MANAGEMENTS
30% LEAD
25% LEAD 25% WELLNESS25% INDULGE 25% TRIVIA
50% INDULGENCE 50% WELLNESS
50% INDULGE 50% WELLNESS
30% INDULGE 40% WELLNESS
LIFESTYLE
Tips, Tricks,
Recipe
MYTHBUSTER QUIZON GOING
PROMO
NOTES

INSTAGRAM KEY VISUAL
YUMMY YOGHURT

ATTRACT
OBJECTIVE:
INTRODUCE #MULAIDENGANYUMMY UMBRELLA COMMUNICATION
TO MAKE THE MESSAGE RELEVANT FOR THE AUDIENCE
#MULAIDENGANYUMMY

ATTRACT
SAMPLE CAPTIONS :
Nggak sarapan karena takut berat badan naik?
Salah besar lho, Sahabat Yummy. Sarapan pagi
akan menghindarkan kita dari rasa lapar berlebih
dan ini akan membuat berat badan menjadi lebih
mudah dikontrol.
Namun, kita tetap harus mengisinya dengan
menu sehat agar nutrisi tubuh terpenuhi dan
mendapat energi lebih untuk beraktivitas
sepanjang hari.
Nah, selalu sediakan Yummy untuk jadi
pelengkap sarapan sehatmu ya! Agar tubuh lebih
sehat, berenergi, dan suasana hatimu menjadi
lebih baik :)

ATTRACT
SAMPLE CAPTION :
Ditengah kesibukan WFH dan kewajiban lainnya,
produktivitas meningkat dan kebutuhan menjaga
daya tahan tubuh juga bertambah.
Fun fact: Ternyata yogurt bukan hanya sumber
kalsium untuk tulang, lho! Yogurt itu adalah salah
satu boosters untuk imunitas kita!
Sahabat yummy jangan lupa untuk tetap
menjaga kesehatan dan tetap fit dengan yummy
ya!

ENGAGE
OBJECTIVE:
➔ INTRODUCING THE CAMPAIGNS
➔ ESTABLISH CONTENT PILLARS
#MULAIDENGANYUMMY

ENGAGE
SAMPLE CAPTIONS :
Sahabat Yummy pasti tidak asing lagi dengan kata
“stress”, kan?
Banyaknya kerjaan ataupun tugas yang harus
dikumpulkan sebelum deadline seringkali
membuat kita lupa menjaga diri. Tahukah kamu?
Stress itu artinya kita sangat peduli akan hal yang
kita kerjakan! Tapi jangan lupa untuk tetap peduli
akan kebutuhanmu ya!
Mengonsumsi yogurt bisa membantu menurunkan
rasa cemas kita. Ini karena yogurt mengandung
probiotik yang bisa meningkatkan mood kita
seperti instant serotonin boost!
Yuk #MulaiDenganYummy dari sekarang.

ENGAGE
SAMPLE CAPTIONS :
Sahabat Yummy sudah sarapan dengan yogurt
belum?
Sarapan itu penting untuk memulai hari dengan
energi yang cukup saat menjalani aktivitas sehari-
hari. Tidak hanya itu, mengawali hari dengan
sarapan juga akan membuat harimu menjadi
penuh semangat!
Seimbangkan menu sarapan dengan Yummy
agar tetap fokus disela-sela kesibukanmu ya!
Mulai beraktivitas? Mulai dengan Yummy.

ENGAGE
SAMPLE CAPTIONS :
Yofit jadi cara asik untuk menjaga daya tahan
tubuh kamu agar tetap fit dan aktif.
Menjaga kesehatan sistem pencernaan juga
berarti membantu tubuh dalam meningkatkan
sistem imunitas.
Oleh karena itu, selalu sediakan Yofit setiap hari
agar sistem pencernaan lancar dan semangat
beraktivitasmu jadi semakin berkobar!

SUSTAIN
OBJECTIVE:
➔ STRENGTHEN OUR PRESENCE
➔ KEEP ENGAGE WITH AUDIENCE
#MULAIDENGANYUMMY

SUSTAIN
Say it with yummy
The video will show a girl that found a crush to her own
neighbor, she’s quite love & adore him. But she shy to say
it clearly. Didn’t have a lot brave, yet.
Day by day she’s know that the man quite have a lot bad
habit, that lead him into unhealthy life.
So, she’s trying to get the guy to break his bad habits.
Help him change—without being a nag—for a more
healthy life.
YOUTUBE CONTENTS

SUSTAIN
The video will show a KOL that trying to
show off demonstrate His skills to create a
yoghurt recipe but in a funny way.
Not to forget, he will tell a lot narrations
about Yummy Dairy USP & start Their day
with yummy.
ie : Good for immunity, Good for
digestions, ETC.
For a better result we can make
challenge contents from this videos.
Video ref :
Yummy chef
TIK TOK CONTENTS

SUSTAIN
YOUTUBE CONTENTS
SMART MOMMY CHOOSE YUMMY
Being committed fully to entrepreneur and family
is an impossible task that moms which have
another business aIt can be exhausting and
thankless, being perceived as not fully present as
an entrepreneur or a mother.
The narrations will tell how a smart mom juggling
between being an entrepreneur and mom who
should nurture her son/daughter.
The video will show how yummy products help
family nutrition with a lot Yummy yoghurt USP.

INSTAGRAM SHOP
BUTTON
Lockdown life has been hard for
just about everyone, but small
businesses are particularly
vulnerable right now.
From forced closures to
company-wide layoffs, small-
and medium-sized businesses
around the world are facing *big*
challenges during the COVID-19
crisis.
If there was ever a time to
support these businesses and
business owners, it’s now. And
luckily, Instagram is making that
easier to do!
INSTAGRAM SHOP BUTTON

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

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
Interactive game

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
Filter instastory instastory quizzes

Monthly 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 /filter where people answer the
questions from our template and repost it to
their Instagram or any other fun
competitions that are related to the
products..
Those with best and creative answers will get
MAP Vouchers (e.g: 250K for 5 winners)
INSTAGRAM STORY
ENGAGEMENT

Then how do we give Yummy the right
direction. At DAKSA ADI DATA, we maximize 2
main B2C and B2B funnels, including:
● Organic Media
● Paid media
Because according to research, online
purchases are reflected in 3 factors: 40%
searched via Google, found 30% of
information products on social media, 30%
through exposure to ads. (source by DAD behavior
analysis Sep 2020)
Organic
funnel
60%
● The use of
information
media for reviews
/ testimonials
does not exist and
is widely used.
● They are still new
to activities in the
market place, so
there have not
been many
interactions and
exposures.
Paid funnel
40%
● Lack of
Database
management
& Data asset
management
● Lots of
product
information,
between re-
sellers and
brands. So
that the
trusted brand
level is low.
FUNNEL OPTIMIZATION

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LIST PRODUK
● Product Photos
● Product video
● Product
description
● Stock update
DEKORASI
TOKO
● Banner
Replacement
● Filling in the
Timeline Feeds
(mirroring social
media content).
PENILAIAN
TOKO
● Service store
● Admin
support
● Sales
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PAPARAN
IKLAN
● AON - Regular
● Thematic
(Adaptive)
● Product launch
● Giveaway
MARKETPLACE
OPTIMASI
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EXTRA
SERVICE
● Open New
channel
● Followers store
● Product views
● Product
testimony
Next: We are aware that in selecting products to sell, we must apply the Decoy effect strategy, the aim is to
make it easier for customers to purchase large parties, because currently only a single product exists.

WEBSITE
MAINTENANCE
Website
Optimize
● General
features
● E-
commerce
features
● Support
features
● Report
features
● Admin
support
Website
Decoration
Taktis/
Opsional
A quality website is very important because it will be your prospect's first point of contact. Moreover,
meeting the need for a website that can make buying and selling transactions is an important point.
Issue: Website limited to company profile only.
● Photo
product
● Product
description
● Banner
● Icon/
Logo/
Header/
Footer
● Mockup
web
● SEO
● SEM
● ARTIKEL
● live
consultati
on
Website Menu
● Pop Up Banner
(for registration)
● Sliding Banner (4
Max) - Campaign
theme
● Tone and manner
● Admin live
● Product focus
● Visibility store
online & outlet
● Socmed icon
● Logo & icon
(Header & footer)

MICRO
TARGETING
DAD has a Dashboard (Natural Language Processing) that can capture the ecosystem in digital conversations. The data is
then extracted in the form of micro-targeting (potential audiences) who have an interest in products and brand-related
profiles on Instagram, which are then used to penetrate Yummy marketing content in the form of organic and paid ads.
MICRO TARGET
The second stage: is the TA set
in the dashboard, which can
then be directly drawn in the
form of a chart, which has slices
of audience categories (B2C &
B2B)
TARGET AUDIENCE
The first stage is the determination of TA, which
includes:
● Audience, KOL followers who will be
used.
● General keywords: Yogurt, greek
yogurt, drinks, Food & Beverages,
Milk & Processed Fresh Milk & Yogurt.
● Follower competitors: greenfield,
cimory, heavenly blush, yoyic, KIN.
OUTPUT
The third stage: is that the output data that
comes out can be pulled in csv excel format.
Micro data consists of: name, email address,
telephone number.

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WHATSAPP BLAST EMAIL
IG
DIRECT MESSAGE
First, we will use WhatsApp
blast to reach a database that
comes from the followers of
our competitors and those
who share our interests.
In addition, we will take advantage of
personalized email, to reach the
database that has been collected from
Micro targeting
Finally, we will send promos via
Instagram direct messages with personas
to accounts that share the same interests
as us.
UNTUNG BERLIMPAH!!
Nikmati keuntungan dari setiappembelian 3 packs YUMMY
Yogurt dan kamu akan mendapatkan potongan harga
sebesar 30%!!
Lebih hemat kan? Ayo beli sekarang!
#YUMMYYogurt
#Saveupwithyummy
REMARKETING

OFFICIAL WHATSAPP
Admin support & Upgrade to
WhatsApp for business
Stanby to live answer the FAQ
from customer
Direct to another channel to
purchase buyer, and remarketing
campaign
Make a highlight description,
catalogue on wa (regularly) &
Update the etalase of product.
We Provide a WA bussines for
lead the potential customer
Key Activity

DATABASE MANAGEMENT
Key activity:
Activities undertaken include
creating Yummy asset data, to
resellers (third party partners),
including:
● Product photo / video
(tagging keyword)
● Product description
(include density to
SEO)
● E-catalog creation
● AON & Thematic
Promos information
● Loyalty rewards
suggestion
Objective:
● Algorithm friendly
● Uniformity of
communication
content
Tools:
Admin
Website
Hp
Data asset
Management
Key activity:
Activities undertaken
include selecting
customer data that has
entered Yummy assets,
such data include:
● Internal Data
● External Data
● Potential target
Objective:
Knowing potential leads,
in order to follow up on
the campaign program
offers.
Tools:
● Admin
● DAD dashboard
● Hp
Database
Management
DATA ASET MANAGEMENT (Re-seller)

Influencer campaigns may be all the rage amongst marketers
these days, but it’s easy to get them wrong. Now, more than
ever, an endorsement is what we’re looking for before we
make a purchase. If we’re thinking of investing time and
budgets into an influencer, we should to make sure the
campaign is going to succeed. It may look simple, but it’s not
as easy as finding someone with a good engagement to
boost the sales.
RIGHT STRATEGY, RIGHT INFLUENCER

KOL YUMMY INSIGHT
● Basic visual photo: Their face and
its product. It didn’t bring enough
engagement.
● Less excitement means less
interaction.
● KOLs seems like not connected
each other. This make the
campaign not sounds massive.
● KOL’s content not creative
enough to break the buzz.
DAD SUGGEST KOL CONTENT
● Several content’s output like
photo/video/IG Story using newly feature
from each platform.
● Using KOL which have loyal fans or
community to generate massive
exposure.
● KOL provides challenge/gimmick about
the campaign
● build interaction with their followers by
tapping into current hype
#onespoonyummychallenge Live Cooking Daily routineSo far what Yummy did to KOL / Influencer is only by
individual exposure not reflecting the community.

Kushandari (81k)
- Early 30s
- Healthy
Homemade Food
Packed with the use of
Yoghurt for family and
healthy lifestyle
PROPOSED KOL

PROPOSED KOL
Ibra (2.3 M) Tik Tok KOL.
- High engagement rate
- Creative persons.
Yoghurt for
any yoghurt cook recipes.

PROPOSED KOL
Alyssa Soebandono (18,6 M )
- Early 30s
- Healthy Homemade
Food
healthy lifestyle

PROPOSED KOL
Citra kirana (18,6 M )
- Early 30s
- Healthy Homemade
Food
healthy lifestyle

Okt - Dec 2020
ATTRACT
& ENGAGE
Bundling product
(Diskon, free ongkir, cashback)
HARBOLNAS
B2C
OCT
YY
YG
Y
YO
NOV
YY
YG
Y
YO
Exclusive Product/ Per Box
(Diskon, free ongkir, cashback)
DEC
YY
YG
Y
YO
Jan - Mar 2021
SUSTAINS
Christmas
Year End
JAN
YY
YG
Y
YO
FASE
OBJEKTIF
PRODUK
PROMO
ALWAYS ON/
(SEASONAL)
THEMATIC
CAMPAIGN
B2C
B2B
PERIODE/
FOKUS
PRODUK
New Season
FEB
YY
YG
Y
YO
Valentines day
MAR
YY
YG
Y
YO
PAID MEDIA
AKTIFITAS
DIGITAL
(PLATFORM)
PAID MEDIA
Reguler Promo
LOYALTY PROGRAM
B2B
ORGANIC
TIMELINE

PLATFORM FUNNEL (KPI)
ORGANIK
PAID
Kontribusi
Activity
DeliveryPlatform
20%
5%
35%
Remarks KPI.
1. * Pencapaian 3 bulan pertama 20jt
2. ** Pencapaian di 4-6 bulan berjalan > 20jt (tbc)
3. *** Pencapaian di 6-12 bulan berjalan > 40jt (tbc)
4. Disesuaikan dengan objektif yang akan dijalankan/ consumer promo (tactical)
5. Website berjalan di 2 bulan berikutnya.
● SEO & SEM - 1x (Thematic)
● KOL & Community - 1x (Thematic)
● Publisher - 1x (Thematic)
5%7 Paid Media(tactical
support):
● WA admin (Blast) - 2x (AON & Thematic)
● Email (Direct Message - newsletter) 2x (AON &
Thematic)
10%6 Remarketing
● B2C Content - 2x (AON & Thematic)
● B2B Content - 1x (Thematic)20%5 Social MediaAds:
● Shaping the audience (Crawling the data) - 2x
● Database Management - 4x5%4 Micro Targeting:
3 Market place (optimasi):
● Store Optimize - 1x
● Store Decoration - 2x
2 Website content
management:
● Web Optimize - 1x
● Web Decoration - 2x
1 Data Aset Management
(Re-seller)
● Foto/ video product (taging keyword) - 2x
● Deskripsi produk (include density to SEO) - 2x
● Pembuatan e-katalog - 1x
Harbolnas &
Loyalty
program
(2020 dan
Reguler
activation)
Diskon,
Promo, Free
ongkir,
digital
activation
Promo
Suggestion

We provide monitoring reports and evaluation of the effectiveness of digital assets, which are obtained from the
dashboard we use to monitor reports and running digital data. Evaluation is carried out at the beginning of the
following month and presented by in-person meeting or via virtual at the beginning of the month. The details
are as follows:
NLP & Ecosystem ReportTraffic Report
Campaign, Content and
Target Analysis
Monthly Report
Meeting & Update
MONITORING &
EVALUASI

LET’S DISCUSS
Plan & Proposed By :
Yanuar Risky
E : yanuarrisky@yahoo.com
P : 0856 9771 4240

Yummy digital plan

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