2. A SOCIAL MEDIA STRATEGY WHICH
REINFORCES OUR BRAND OBJECTIVES
Hangover
Occasional
Brand Awareness
Health & wellness
More often
Brand consideration
PERCEPTION
USAGE
MARKETING
3. OUR THREE POINT PLAN
1Be more agile with
our always-on
2Create hero
content
3Channel
expansion
4. DIFFERENT PRODUCTS WITH DIFFERENT NEEDS
‘Focus’
“Big days start with Berocca”
Morning
Targets multi-vitamins
‘Alertness’
“A little kick when you need it”
Afternoon slump (3pm)
Targets stimulants (coffee, energy drinks)
5. Be more agile with
our always-on
Building on an already successful
social media strategy
1
7. Rational Campaign Usage Occasions
BEROCCA
PERFORMANCE
Answers in the Tube
Big Day
Promotions
Mondays
Tactical / NPD
BEROCCA
BOOST
Brain Boosters
Little Kick
Promotions
3PM Slump
Tactical / NPD
Our current approach to content
13. Our approach to real-time marketing
PLANNED
Predictable events
planned months in
advance
PROBLEM
TOO MUCH
MARKETING NOISE
Every other brand is doing
the exact same thing
14.
15. Our new approach to real-time marketing
PLANNED
Predictable events
planned months in
advance
WATCHLIST
Event is likely to
happen, just don’t
know the where,
when and how
OPPORTUNISTIC
Don’t know
something is going
to happen, but you
sense something will
EVERYDAY
Unpredictable &
unknown trends
Less More
17. What is the difference?
Congrats @Kelly_Nash on her first day of work.
Proof that sometimes you just need to take
opportunities head on #BeroccaBigDay
#SelfieForNash
18. Innovation is in the process
PLANNED
Predictable events
planned months in
advance
WATCHLIST
Event is likely to
happen, just don’t
know the where,
when and how
OPPORTUNISTIC
Don’t know
something is going
to happen, but you
sense something will
EVERYDAY
Unpredictable &
unknown trends
MONTHLY WEEKLY DAILY
19. Innovation is in the process
MONTHLY WEEKLY DAILY
• Weekly roundups of
nascent trends found via
social listening, Google
Trends, Reddit trends etc
• Circulated between all
agencies and Bayer
• Creative recommendations,
if any, in real-time
• If there is a strong synergy between the event
and the brand it will be written into the
monthly content calendar
• If it is a ‘watchlist’ item we will make it tentative
in the calendar but only creatively execute closer
to the time (if it is deemed relevant)
• Approval process operates BAU
• Daily (morning) trend scan
as well as trend alerts to pick
up on real-time trends
• Ad-hoc recommendation
to Bayer and media agency
with relevant creative
• Fast turn around process
to be defined
20. Process considerations
It’s not just a marketing
decision!
We should prime all parties in
the execution of this process
MULTI-TEAM INTEGRATION
There should be
reciprocal commitments
for approval from Bayer
and Orchard
TIME BOXED PROCESS
21. Our recommended approach to content
Rational Campaign Usage Occasions Real-Time
BEROCCA
PERFORMANCE
Answers in
the Tube
Big Day
Promotions
Mondays
NPD
Ad hoc
BEROCCA
BOOST
Brain Boosters
Little Kick
Promotions
3PM Slump
NPD
Ad hoc
24. WHAT IS HERO CONTENT?
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Hero Content
(Social Campaigns)
25. TARGET AUDIENCE
Bubbly enthusiasts who want to enjoy their active and healthy lifestyle to the full
30-44 yrs Active go-
getters
University
educated
Occasional
Berocca users
Positive
outlook
Progressive &
proactive
26. • The world’s most detailed syndicated research into online consumer behaviours
• Panel-based survey questioning 170,000 internet users across 4 waves of research each year
• Profiles consumers in 32 countries and represents 89% of the worldwide internet audience
Audience Profile
Australians, unisex 30-44 , employed, university
educated and co-habiting with a partner
Base n= 292
Introducing GWI
27. They are achievement oriented, especially
amongst their peers
Question: “To what extent do you agree/disagree with the statements on your perception of yourself?
0% 10% 20% 30% 40% 50% 60% 70% 80%
I would rather spend money on a unique experience than a status brand
I like to be surrounded by different people, cultures, ideas and lifestyles
I prefer to be anonymous when using the internet
I am interested in international events
I always like to try new products
It is important for me to feel respected by my peers
I like to challenge myself to be the best I can be in life
I always strive to achieve more inlife
I like to explore the world around me
I think we should all strive for equality
I am interested in other cultures and countries
28. 0% 10% 20% 30% 40% 50% 60%
To research / find products to buy
To make sure I don't miss out on anything
To share details of my daily life
To find funny or entertaining content
To stay up to date with news and current events
Because a lot of my friends are on them
General networking with other people
To fill up spare time
To share photos or videos with others
To stay intouch with what my friends are doing
Friendships are their main motivation for
engaging on social media
Question: “What are your main reasons for using social networking services?”
29. But when they do interact with brands they
want it to be about them
Question: “Which of these things do you most want your favorite brands to do/provide?”
0% 5% 10% 15% 20% 25% 30% 35%
Keep you up-to-date with the latest news and products from the brand
Provice entertaining content
Provide services and products that help you to organize your daily life
Allow you to contribute ideas for the design of new products
Give you the chance to customize/personalize products
Provide innovative new products and ideas
Improve your knoweldge and skills
Make you feel like a valued customer
30. OUR CREATIVE CHALLENGE
How can we help our audience be mentally and
physically on top of their game through social
brand interactions which are…
PERSONALISED WITH FRIENDS
80. Idea checklist
❑ ‘Mentally and physically on top of their game’
❑ Supports both brands
❑ Social-by-design
❑ Value exchange (why should I care, why would I share?)
❑ Adaptable to promotions
‘✔
‘✔
‘✔
‘✔
‘✔
81. Creating efficiencies not silos
BIGDAYS
SAMPLING
SPONSORSHIP
EXPERIENTIAL
HERO CONTENT / SOCIAL CAMPAIGNS
HERO CONTENT / SOCIAL CAMPAIGNS
HERO CONTENT / SOCIAL CAMPAIGNS
83. Active channel usage
Question: :”Which of the following services have you used or contributed to in the past month using any type of device? “
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Facebook None of
the Above
YouTube WhatsApp Twitter Google+ LinkedIn Instagram Pinterest Tumblr
Index:108
73
99
178
123
126
162
115
107
103
84. Viable options
PROS
Open platform
Influencer marketing
Real-time
Uncontested space
Very visual
Brand building
CONS Labour intensive Limited Creative appeal
Cost intensive
Strict brand guidelines
85. Viable options
PROS
Open platform
Influencer marketing
Real-time
Uncontested space
Very visual
Brand building
CONS Labour intensive Limited Creative appeal
Cost intensive
Strict brand guidelines