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Pampers Premium care presentation

A presentation for one of our clients,procter and gamble,for the release of their new premium product,Pampers premium care

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Pampers Premium care presentation

  1. 1. PREMIUM CARE ONLINE CAMPAIGN http://www.wildfusions.com
  2. 2. PAMPERS PREMIUM CARE Online Media Campaign http://www.wildfusions.com
  3. 3. Confidentiality Clause   This proposal, including its attachments (if any) is the confidential property of WILD FUSION . The recipient agrees that no part of the information shall be disclosed to any external third party without the prior written consent of the firm or used for purposes other than the proposed projects. The recipient and WILD FUSION each agree to keep confidential and not to disclose to any third party any information relating to the business or trade secrets of the other (“Confidential Information”), or to make use of any such Confidential Information for any purpose other than in connection with this proposed Project by WILD FUSION .  
  4. 4. About Us <ul><li>Wild Fusion is a digital marketing company located at No19 Oba Elegushi former club road, Ikoyi Lagos. We specialise in Digital Marketing, Social Media, Online media sales, Mobile marketing and Web analytics service. </li></ul>http://www.wildfusions.com We are the exclusive representatives for Facebook .com, LinkedIn.com and BBC.com in Nigeria and also the first Google certified Adwords partner in the region.
  5. 5. Nigerian Internet Population 2010 http://www.wildfusions.com
  6. 7. Online media campaign Objectives <ul><li>Grow the Pampers premium care brand equity, positioning it as the gold standard in the disposable diaper business. </li></ul><ul><li>Drive consumer interest on a viral scale. </li></ul><ul><li>Accelerate the premium care business in Nigeria. </li></ul><ul><li>Grow the premium care’s market share. </li></ul><ul><li>Increase fan base. </li></ul><ul><li>Increase fan interaction with the brand. </li></ul>
  7. 8. Online campaign Strategy <ul><li>Create an engaging and dynamic Facebook fan page for the product. This page will serve as the primary online presence page for the brand in Nigeria, create a platform for interaction between the audience and the brand and communicate the brand credentials. </li></ul><ul><li>Use compelling media creatives to communicate the premium standard of the brand. </li></ul><ul><li>Create brand awareness and drive traffic to the facebook page, as well as the pampers.com website , using three specific advertising platforms ( Google, Facebook, and Mobile ). </li></ul><ul><li>Use specific demographic, geographic or psychographic targeting features on these platforms ,to hone in on this particular audience (Age 25- 45 Females) . </li></ul><ul><li>Use engaging status updates and social media contests to engage the fans on the page, increasing fan base and promoting word of mouth engagement by fans. </li></ul>
  8. 9. Target Audience <ul><li>(ABC1) Mothers. </li></ul><ul><li>Aged 25-45. </li></ul><ul><li>Loves to purchase imported and status symbol products. </li></ul><ul><li>Fashionable and loves to socialize. </li></ul><ul><li>Widely travelled. </li></ul><ul><li>Loves efficient products, irrespective of cost. </li></ul><ul><li>Socially and professionally networked. </li></ul>
  9. 10. http://www.wildfusions.com ∙ Brand strategy at a glance. Landing page traffic
  10. 11. <ul><li>Google ads: The search and display network </li></ul>
  11. 12. THE GOOGLE SEARCH NETWORK <ul><li>Advertising on Google search gives the brand the opportunity to reach potential mothers who are actively searching online for related products. </li></ul><ul><li>Once a user types in related keywords such as ‘ crèche in Lekki ’ or ‘ baby accessories’ etc, the Pampers Ad is triggered to display on the page, along with the search results. </li></ul><ul><li>Second most visited website in Nigeria </li></ul><ul><li>3.1 million daily unique page views </li></ul>
  12. 13. ADVERTISING ON THE GOOGLE SEARCH NETWORK If you search for “maternity hospitals in lekki&quot; on Google, you'll see Pampers premium care ads next to the search results. <ul><ul><ul><li>Ads are targeted based on a user's search terms. </li></ul></ul></ul>
  13. 14. Search advertising
  14. 15. Another example
  15. 16. The Google display network reaches 70% of Global internet users, making it the world's #1 ad network. The targeting possibilities on the Google network, will enable the brand reach its targeted audience.
  16. 20. TARGETED WEBSITES ON THE DISPLAY NETWORK ADVERTISING www.Bellanaija.com www.fashion.net www.lindaikeji.blogspot.com www.pregnancy.about.com <ul><ul><li>www.babycenter.com </li></ul></ul>AMONGST OTHER TARGET SPECFIC WEBSITES Over 30 websites
  17. 21. Google ads at a glance
  18. 22. THE FACEBOOK PLATFORM <ul><li>Facebook is the most visited website by Nigerians according to alexa.com </li></ul><ul><li>With more than 3,146,540 active users. </li></ul>
  19. 23. Nigerian Facebook Statistics (May, 2011) http://www.wildfusions.com Female Audience Statistics on Facebook Total Number of Users Male Female Penetration of Population 3, 146, 540 2,109,500 1,014,060 2.07% Female 25-45 Female 25-45 (Single) Female 25-45 (Married) Female 25-45 (Engaged) 702,880 112,180 103,820 22,300
  20. 24. (ASU) MARKETPLACE ADS <ul><li>On this platform, y ou can Serve ads to your targeted audience using various targeting options such as (gender, age, interest etc). </li></ul><ul><li>It is a viral form of advertising. </li></ul>
  21. 25. BUILD CONNECTIONS WITH FACEBOOK ENGAGEMENT ADS <ul><li>No competitor ads alongside your ads. </li></ul><ul><li>Larger block capacity for increased brand message </li></ul><ul><li>Interactive user participation options. </li></ul><ul><li>Placed on the home page of your target audience. </li></ul>
  22. 26. THE FACEBOOK MAIN PAGE
  23. 27. THE MOTHERCARE CENTRAL PAGE
  24. 28. Facebook Engagement Plan
  25. 29. P.A.C.T –Pamper A Child Today <ul><li>It is an entirely facebook driven initiative. </li></ul><ul><li>For every mom that likes the page, 10 naira will be donated to orphaned babies. </li></ul><ul><li>It will be donated to any charities winning in the polls, conducted, on the fan page. </li></ul><ul><li>It will attract proper attention from target audience. </li></ul><ul><li>It will enhance the brand’s CSR image. </li></ul>
  26. 30. MEET THE PEDIATRICIAN <ul><li>An expert pediatrician will be online for open consultation. </li></ul><ul><li>It will be scheduled bi-weekly, and will last for 2 months. </li></ul><ul><li>Open to all fans of the group. </li></ul><ul><li>Relevant mother/baby topics will be addressed. </li></ul>
  27. 31. Who wants to be a MUM-O-NAIRE? <ul><li>An interactive quiz on the page </li></ul><ul><li>Will focus on mother and parenting questions. </li></ul><ul><li>Open to all fans of the page </li></ul><ul><li>The fan with the highest score will be tagged </li></ul><ul><li>“ Pampers super mom” </li></ul><ul><li>The award remains until the score is exceeded by another fan. </li></ul><ul><li>The winner will receive exclusive PR events invitations. </li></ul>
  28. 32. Pampers baby of the month <ul><li>A baby photo contest </li></ul><ul><li>The baby with the most fan ‘likes’ wins. </li></ul><ul><li>The winning baby will be named the PAMPERS BABY OF THE MONTH, and will receive a large pack of the product, amongst other prizes. </li></ul><ul><li>Open to all fans of the page. </li></ul>
  29. 33. QUARTERLY NEWSLETTERS <ul><li>To reinforce brand messaging and launch newer products . </li></ul><ul><li>Open to an opt-in email database of fans. </li></ul><ul><li>Very graphic, Design layout similar to that of a high end magazine. </li></ul><ul><li>Useful for future promotions, PR ,and CSR initiatives. </li></ul>
  30. 34. Engaging discussions <ul><li>Engaging and stimulating discussions. </li></ul><ul><li>Moderated and managed in house. </li></ul><ul><li>Encourage participation from fans by asking real life questions. </li></ul><ul><li>Use of polls, videos, and pictures to encourage 2 way conversations. </li></ul><ul><li>Open to all fans of the page. </li></ul>
  31. 35. http://www.wildfusions.com 12 Months MOTHER CARE CENTRAL Facebook Engagement Theme Plan <ul><li>Engaging status updates and discussions will be built round the weekly themes </li></ul>Month JULY AUGUST SEPTEMBER OCTOBER NOVEMBER ENGAGEMENT ACTIVITES MOTHERCARE CENTRAL PAMPER A CHILD TODAY PAMPERS BABY OF THE MONTH MEET THE PAEDIATRICIAN MEET THE PAEDIATRICIAN Week 1 PREPARING FOR THE BABY CLOTHING YOUR BABY HEALTH AND EXERCISE TIPS YOUR BABY’S HEALTH YOUR BABY’S HEALTH Week 2 BABY CARE ESSENTIALS PAMPERS BABY CARE ESSENTIALS FASHION FOR MOMS IMMUNIZATION PAMPERS AND YOUR BABY Week 3 THE FAMILY DOCTOR IMMUNIZATION PREGNANCY TIPS BABY NUTRITION BABY NUTRITION Week 4 DIAPER NEEDS THE P.A.C.T INITATIVE GETTING HELP WITH BABY CARE COMMON BABY AILMENTS,CAUSE AND CURE DIAPER NEEDS
  32. 36. http://www.wildfusions.com 12 Months Facebook Engagement Theme Plan (Contd.) <ul><li>Engaging status updates and discussions will be built round the weekly themes </li></ul>MONTH DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE ENGAGEMENT ACTIVITIES WHO WANTS TO BE A MUM-O-NAIRE MOTHERCARE CENTRAL THE SUPERMOM CHALLENGE PAMPERS BABY OF THE MONTH PAMPER A CHILD TODAY WHO WANTS TO BE A MUM-O-NAIRE PAMPERS BABY OF THE YEAR Week 1 BREASTFEEDING BASICS PROPER BABY DIETING BONDING WITH YOUR BABY HEALTH TIPS FOR NEW MOMS BABY ACCESSORIES BRESTFEEDING BASICS TODDLER DIETING Week 2 BABY SAFETY SLEEPING WITH YOUR BABY GOING TO WORK AFTER PUTTING TO BED POST PARTUM DEPRESSION DEALING WTH TWINS PAMPERS BABY CARE ESSENTIALS BABY NAPPING TIPS Week 3 BABY HYGIENE BABY SLEEPING PROBLEMS TRAVELLING WITH A BABY BABY SUN PROTECTION DISPOSABLE DIAPERS P.A.C.T INITATIVE FINGER AND NAIL BITING Week 4 BUYING BABY FURNITURE HICCUPS IN BABIES BABY REACTIONS PREMATURE BABY NEEDS AUTHISM IN BABIES BABY COT SAFETY BABY SKIN CARE
  33. 37. Measurement and Evaluation http://www.wildfusions.com
  34. 38. CAMPAIGN MEASUREMENT SCHEMATIC Campaign Measurement Google Analytics Facebook Insights
  35. 39. http://www.wildfusions.com <ul><li>Analytics allows you to: </li></ul><ul><li>Evaluate traffic sources by Nigerian cities to your landing page. </li></ul><ul><li>Measure activities on site by users </li></ul><ul><li>Measure time spent on site by users </li></ul><ul><li>Measure and monitor your campaign performance </li></ul><ul><li>It helps make informed decisions for offline activities </li></ul>Campaign Measurement with GOOGLE ANALYTICS
  36. 40. Campaign Measurement with FACEBOOK INSIGHTS http://www.wildfusions.com <ul><li>Monitor user interaction with Facebook Insights </li></ul><ul><li>You can pull detailed reports, covering demographic profile insights on your page such as the most active age demographic, gender and weekly interactions by age bracket. </li></ul><ul><li>We would be able to measure the person-to-person impact of your social media campaign </li></ul>
  37. 41. Answer <ul><li>Mobile internet is fast becoming a way of life. </li></ul><ul><li>60% of all internet activities coming from Mobile Phones. </li></ul>MOBILE ADVERTISING
  38. 42. MOBILE ADS <ul><li>Drive traffic to the Facebook page </li></ul><ul><li>Promote Facebook application and social media contest on various mobile sites. </li></ul><ul><li>Advertise directly to targeted audience on the move. </li></ul><ul><li>Track the progress of the Campaign with real time, online reporting </li></ul>
  39. 43. NOW LETS GET YOU STARTED.
  40. 44. Thanks for your time.

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