Post on 19-Jan-2015
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Himalayan Mineral Water Social Media Ideas
Competitor AnalysisEVIAN BOTTLED WATER
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Competitor AnalysisEVIAN BOTTLED WATER
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Competitor AnalysisEVIAN BOTTLED WATER
Strengths
Evian is targeting the 24-40 age group by a campaign called Live Young. In this regard they are promoting healthy lifestyles, tapping on the aspirational value of unfulfilled needs. They are present on FB, Tw & YT, the major social networks.They are using children as the basic spread mechanism for the campaign
Weaknesses
Their content strategy needs a bit of a boost as their language does not reflect what their campaign is about What they need is to get people involved and engage users to share their unfulfilled wishes with them
Opportunities
An opportunity exists in offline events, primarily activation of flash mobs as they are a current rage around the world on YT
Threats
The major threat is rivalry from competitors.
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Competitor AnalysisNestle Pure Life
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Competitor AnalysisNestle Pure Life
Strengths
Nestle Pure Life runs a movement on FB to get people to switch from sugared beverages to waterThey are playing on the sentiments of the US public by promoting health awareness Run regular small quizzes and contests to keep engagement high
Weaknesses
The idea is done to death in India and beyond a certain point loses relevance.Too much of a product push & content talks only about water as a way to a healthy lifestyle. They can bring other elements in as well They are not doing anything on TW and YT
Opportunities
An opportunity exists to tie up with fitness centers and promote the brand as an energy juice .Should get into the mobile app space and come up with apps for fitness enthusiasts
Threats
The major threat is that in the long run the idea loses value and may not be sustainable.
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SWOT AnalysisHimalayan Mineral Water
Strengths
One of India’s few regional mineral water brands
Good perception in the market about quality of water and trust of the Tata name.
Weaknesses
Currently lacking proper advertising and branding.
No presence online on social media & purely boasts of a dull website
Himalayan bottled water is exquisitely priced and has virtually no communication to support the cost.
Opportunities
Huge opportunity in reaching out to the TG through social media and mobile
Can get out of the conventional live healthy drink mineral water ideology and enter with a more out of the box communication proposal .
Threats
Competition from larger players like Bisleri and Aquafina which are relatively less expensive and which have larger advertising spends.
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The Big Campaign IdeaBRING THE YETI BACK
Commonly associated with the Himalaya’s.
Idea is to strengthen association of the myth with Himalayan Bottled Water
“The Yeti or Abominable Snowman is a mythical ape-like cryptid said to inhabit the Himalayan region of Nepal, and Tibet.” 8
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How do we do it?
Build buzz around the
Yeti.
Increase engagement
and conversation through a FB community
page
Introduce YT videos and
reveal product (Himalayan
Water) through a contest
Manage traffic on the page through
regular interactions
Offline activation through
events and mobile apps
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Share photos of Yet sightings. Make it viral through circulation
with friends. Use 10 to 20 user profiles to
spread message
Use fake and real existing FB and Twitter profiles to spread fake edited images of Iceman sightings around the Himalayas.
You can use some online PR support and forums as well to spread the news.
Use of social bookmarking sites like Digg and Delicious to build buzz.
Estimated time: 1-2 weeks
Build buzz around the Yeti.
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Create a community page for the Iceman on Face book and Twitter. We could also include a micro site.
Use that page to propagate more sightings of the Iceman.
Stage a ploy to show some FB users who are missing in the regions of the Himalayas where Yeti has been spotted.
Estimated time: 1.5 weeks
Increase engagement and conversation through a FB community page
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Activate YT brand channel page with random video sightings of the ICEMAN where his voice is heard saying something.
This is a clue which on being solved will tell us what the YETI is upset about.
On solving the clue of what the YETI is saying, which is “thirsty thirsty” in a growling tone, increase engagement by inviting people to solve this clue on Twitter.
Estimated time: 1 week
Introduce YT videos and reveal product (Himalayan Water) through a contest
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Introduce YT videos and reveal product (Himalayan Water) through a contest
We spread the contest to Twitter where the product will finally be revealed through a puzzle.
On following the Twitter page of the Iceman we will post picture tweets every day which are a part of a huge puzzle.
Within a week, the first person to tweet the solved picture, reveals the product(Himalayan Bottled Water) and wins a prize. Estimated time: 1 week 13
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The next stage is to integrate Himalayan Bottled water into the respective social pages.
This can be achieved through releasing YT videos of the missing men with the Iceman, the perception of which we plan to change from being an angry beast to a fun, nice, cool beast. These videos will reflect that thought.
The micro site can be revamped from a place of random sightings to a place where the Yeti will respond to users based on the tweets they post. Tweets will be categorized into positive, negative or neutral and the Yeti will respond on the micro site when the user posts a tweet.
Estimated time: 1 month
Manage traffic on the page through regular interactions
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A Face book contest where users have to submit their Yeti impression and upload it on the FB page. The users with the most votes will win prizes
Estimated Time: 1 month
Offline activation through events and mobile apps . (Engagement Strategy)
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Offline activation through events and mobile apps . (Engagement Strategy)
Offline activations like an Augmented Reality event where users can see a transparent body on the screen and when they stand on a marker and drink a bottle of water. The water gets poured into the transparent man up to the chest post which the man/woman turns slowly into an Iceman.
These pictures can be uploaded onto our social networks
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Offline activation through events and mobile apps . (Engagement Strategy)
Mobile apps like IcebreakerIts an app which provides you with daily pick up lines and conversation starters so you can use it to break the ice with your prospect
Thirsty (The App) An app which can be used while gymming/ jogging and which tells you to replenish yourself with water when you lose liquid through cardio.
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Thank You
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