Digital Communication Plan for IMPORTED BEER

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Digital Communication Plan for IMPORTED PREMIUM BEERS Yotsawat Charoensakwatana Email: [email protected]

description

This presentation is just an assignment that I received when I was interview for a Digital Strategic Planning position at Digital Agency in Thailand.

Transcript of Digital Communication Plan for IMPORTED BEER

Page 1: Digital Communication Plan for IMPORTED BEER

Digital Communication Plan for IMPORTED PREMIUM BEERS

Yotsawat Charoensakwatana Email: [email protected]

Page 2: Digital Communication Plan for IMPORTED BEER

Current Situation

Target consumers are highly aware of imported beers especially Stella Artois, Hoegaarden, and Leffe

Superior taste of imported beers is established in consumers mindset

However, the popularity of these premium beers seems to decline among target consumers.

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The PRODUCTS – Imported Beers

Imported premium beers such as Leffe, Stella, Hoegaarden just to name a few ,contain several similar aspects that brands what consumers to perceive

Perfection | Better drinking experience | Story rich

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Target Consumer

IDEAL CONSUMER

• Well educated male and female• University students, Frist-

jobbers, White Collar• Value their friends and enjoy

spending time with them• Seeks for happy and

memorable moment

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Understanding target

WHY DO PEOPLE DRINK BEER?

Socialize

Complement food Relax

Enjoy sportMost of activities mentioned are done with friends

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Consumer Insight

• Consumers don’t usually recall the taste or care much about the beverage they drink but they often remember there moments with friends and more likely the conversation they had.

• Drink not often for the taste but to relax and enjoy their moment with friends

Key takeaway: People takes imported beers as a great complement to there great moment with friends

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Digital Communication Plan

OBJECTIVES• Stir up the popularity of imported beers back among targeted

consumers• Stimulate interest and curiosity• Encourage repeat purchase

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Digital Communication Plan

We emphasize that the great moment with friends would need something such as the

perfect taste of beers to create the perfection moment that they all cherish.

TO ACHIEVE THE OBJECTIVE

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Digital Communication Plan

Imported beers like Stella Artois/ Hoegaarden / Leffe are known for its perfect taste, better drinking experience, story rich.

People drink beer as a complement to there great time with friends or best one. They are living in the moment.

“BREW YOUR PERFECT MOMENT.”

KEY MESSAGE

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Digital Communication Plan

“Brew your perfect moment.”

Concept

Whether it’s a match between Man Utd and Chelsea, hangout with old friends from high school, or chill on Friday night after working week long.

The moment couldn’t be any better when your friends are there. A great conversation will make you forget the bad taste of the foods or how annoying your next table is, or even the fact that your favorite team is losing.

Yet, it sounds great. But it is not perfect, not until there are these premium beers that are made to perfection to brew your perfect moment.

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Digital Communication Plan

HOW DO WE COMMUNICATE THE KEY MESSAGE TO CONSUMERS?

• A video clip with length approx. 3 minutes

• The clip will be presented in first person pov, like it is recorded by video

• 3 situations from 3 groups of people at different places

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Digital Communication Plan

HOW DO WE COMMUNICATE THE KEY MESSAGE TO CONSUMERS?

• By the end of the clip, viewers will be with a URL to Facebook page

• Vote for the one that viewers think will have perfect moment

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Digital Communication Plan

ADVOCACY

BREW YOUR PERFECT MOMENT

VIDEO CLIP

SERIES OF CLIPS

BREWIT PAGE

ACTION ENGAGEMENT (Experience)

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Main Platforms to Communicate

FB: BrewthePerfectMoment YouTube: BrewthePerfectMoment

• Focus on generating and encouraging people to talk about there own ‘perfect moment’

• Try to tie in the ‘perfect beer’ into those moments or activities through conversation, infographic, internet meme, polls

• Introduces new places where they can ‘brew there perfect moment’ with friends

• Continue to launch video contents

• Record and compile series of interview at diferent location, and upload

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Digital Tools

Facebook Ad

Influential Marketing

Twitter

Google AdWord

Target to people who likes page about beers and related topics

By using people with a lot of followers on social networks to help drive traffic to video and page

Use twitter’s search to find who mention or talk about imported beer or there moment with friends, and mention to them about our video or page

Use PPC ad to target to those who perform search about chill place, or import beers to help drive traffic

BannersDisplay banners to website with context related to beers, friends, hangout, etc