Fa social media strategy nectarin

Project by NECTARIN March 2014

FA SOCIAL MEDIA STRATEGY 2014

Project team

Kristina Kurs

Alexei Gertsik

Svetlana Mudrik

Nikita Chernov

Project team for each client

Client Group

Strategic Planning Department Media Planning Department

Petr Troitsky

Julia Ljvova

Account manager

Head of Strategic Planning Department Head of Media Planning Department

SMM

Head of SMM

SMM-copyrighter

Evgeniy Rusinov0

Social media specialist

Yulia Ratnikova

SMM-designer

Alexandra Breus

Strategic planning specialist

Fa brand objectives: 1. Build brand attributes and Increase brand loyalty 2. Media support of the main launches of the year: Deodarant Floral Protect & Shower Gel Fa Vitamins and Energy 3. Trade promo support

Fa objectives in social media: 1. Create a unique communication idea and its own brand territory 2. Social media strategy evaluation to support the main launches 2. Content idea proposal for better communication of brand attributes and new SKUs

Why are we here?

Source: Client brief

Special Projects Media tactics

Content strategy

Platforms selection

Budgets and KPI

Brand analysis in Social Media

Digital profiles of the

Audience

Online activities of competitors

Agency Technology

Competitive Analysis

Concept idea: «Real beauty» Findings • Almost all posts are branded • High number of different engaging mechanics: contests, discussions and applications • The branded application ‘Gift for Chance’ and music content are actively used • Cross-posting is actively used

The brand group concept is not realized in content.

Avg. Number of «Likes»:

Medium

Engagement Rate

Low

Source: Nectarin SMM Positioning Technology

Talk about: 375 644

73 285

20 млн.


Concept idea: «Do more!» Findings • Community with motivating content “Do more” doesn’t facilitate communication • All content is branded • The branded application ‘Calendar of Desires’ and music content are actively used • The unique content is used in VK and FB

The group content is fully linked with the brand concept idea, but it doesn’t facilitate communication.



Medium

Engagement Rate

Low

Talk about: 243 595

41 161

7,9 млн.


Concept idea: «Smile! Love! Kiss!» Findings • The brand wrote about relationships and emotions • Special video posts for groups are used • Two branded applications are integrated in the group. One is about rewarding for social action. The second creates your own Nivea lipstick design. • An open group wall create an affect of chaos • On Youtube channel – branded interactive video

A lot of non-branded content in the group. The brand actively uses very popular special projects.


High

Engagement Rate

Above avr.


909

682 037


285 430

Concept idea: «Perfumery school Camay!» Findings • A lot of visual content • Almost all posts are branded • The branded application «Perfumery school» creates one’s own virtual fragrance, package and name .The loyalty program is used in the application.

The community is interesting due to the large amount of beautiful content in the same concept. The content is very shareable.



High

Engagement Rate

Avr.


Concept idea: «Axe Anarchy» Findings • Content with male humor • There are two brand advocates who lead conversation • Content is branded • Different engaging mechanics and special projects (viral video)

Brand actively uses engaging mechanics and instruments to drive conversation. The AXE community is very popular.


High

Avr

Engagement Rate

310 263

625

60 801

1 880

1 960 Обсуждают: 1 981



8 589

Concept idea: «Beauty from Nature» Findings • There’s a wide variety of content. • Different engaging mechanics and special projects

There’s a wide variety of content in the group. The brand group concept is not realized in content.


Medium

Engagement Rate

Low




37 028

20млн.

73 285 41 161

7,9млн.

682 037

909

310 263

625

60 801

1 880

1 960

20 170

285 430 8 589

Competitive Analysis - Summary

37 028

Concept idea: «Moments for You» Findings: • Interactive menu • Contest mechanics • Branded posts • A lot of information about diets, fitness and healthy food

The approved group concept idea is not implement well enough. There are a lot of different themes for discussion which don’t fit the concept.

The main brand communication «Faнтастическое наслаждение» is not aligned with the content.


Low

Engagement Rate

Low

Fa Activities review

Resource: Nectarin SMM Positioning Technology

AVERAGES: «Likes»: 7 Comments: 0,1 Shares: 0,9

As we can see, the most popular posts are inspirational, visually appealing posts and posts which motivate users to

do something.

The most popular content Inspirational, visually

appealing posts Inspirational, visually

appealing posts Celebrity

quotations Engaging, motivational

posts

«Likes»: 21 Comments: 0 Shares: 3





Source: Client brief

Fa woman: Women 20-50 y.o., core 25-40 y.o. Young, loving mother, good friend Energetic, spontaneous, self-confident, enjoys her life, loves adventures

Who is this audience in social media?

Brand Fa Audience

While focusing on our content plan, we should keep in consideration that the core of our group is regional women aged 15-29.

Moscow, St. Petersburg

20,1%


Fa Community Audience

94,8%

5,2%

85,8%

Regions

79,9%

Source Nectarin SMM Segmentation Technology

YOUNG WOMEN

Women, 15-25 y.o. Income: A, B

WIVES AND MOTHERS

Women, 25-45 y.o. Income: A, B

Young and active girls and women, who can study in University. They are searching for a relationship or already have one. Active users of the Internet. Suggested type of content: beauty, fun, posts about relationships

Women who have families. They are responsible for the purchasing process, can buy products for their husband. Active users of social media. Suggested type of content: product posts, contests, advice

The content in social media will be based on audience preferences.

Audience segmentation in social

Findings And Recommendation

Competitors actively use engaging posts, special projects and mechanics. To drive

engagement and communication,

include them in the content plan

Competitors are communicating in a

similar way. It’s import for Fa to

create content which is unique and linked to the brand idea in

order to differentiate from competitors. Use branded and

product posts to link community with the

brand.

Visually appealing posts are the most

popular post mechanics. We

recommend to use these posts actively.

Unique brand territory

Visually appealing posts

Engaging mechanics

Communication Idea 1

Life moves at such a fast pace. It seems to pass me by before I can really enjoy it.

Insight

Let’s rebel against a hectic lifestyle and pause for a moment to enjoy life. It doesn’t have to be this way. Let’s catch the moments and enjoy them in full.

Manifesto

Idea #1

Fa. Enjoy every moment

Enjoy the moments with

Gel, using emotional

communication


Consumer Take Away

Pause in the moment with

Deo, using active communication

Morning harmony

Innovation Fa

Promo support

Enjoying content

Inspiration

Motivation

Enjoyment is..

Humor

Quotations

Discussions

Polls

Activations

20% of content 50% of content 30% of content


Content Matrix

Entertaining content Engaging content Product content

Так хочется остановить время, когда ты наслаждаешься яркими моментами жизни. #fa_inspiration

Цените каждый момент наслаждения! #fa_motivation

Inspiration

Content examples


Motivation

Наслаждение это… Запах весны #fa_enjoyment

Чувствуй острее моменты наслаждения! Кликай по картинкам и листай прекрасные мгновения. #fa_inspiration

Enjoyment


Inspiration

Content examples

Какую музыку вы слушаете, когда принимаете душ? – Классическая – Рок – Поп – Инди – Альтернативная – Джаз – Блюз – Кантри – Сам пою! – Другой вариант (напиши в комментариях) + Аудиозапись The Beatles – Love Is All You Need

Продлите моменты наслаждения любимым кино! Подставьте Fa в название фильма. Присылайте варианты в комментарии.

Polls


Activations

Content examples

Новый антиперспирант от Fa Men – экстремальная защита для настоящий мужчин. #fa_product

Парфюмерная революция в дезодорантах! Fa FLORAL protect – надежная део-защита и раскрытие чистого цветочного аромата в течение всего дня. #fa_product

Product


Product

Content examples

Group branding


Communication Idea 2

In the pursuit of success I don’t notice the fantastic world around me. I don’t feel it. And what is the goal of

success if can’t enjoy it in full? .

Insight

Open for yourself the fantastic world of enjoyment. The world of Fa Away.

A world of possibilities to break the routine and to became a part of the fantastic world of Fa.

Manifesto

Idea #2

The Fantastic world of enjoyment

Morning harmony

Innovation Fa

Promo support

Fa Away

Liberty Want… - Game of

words

Humor

Discussions

Polls

Activations

20% of content 50% of content 30% of content

Fantastic world of enjoyment

Content Matrix

Entertaining content Engaging content Product content

Откройте для себя Faнтастический и пленительный мир наслаждений. #fantastic

Иногда так хочется закрыть глаза и на миг оказаться совсем в другом мире. Там, где спокойно и Faнтастически красиво. #fa_away


Content examples

Fantastic Fa Away

Вершина наслаждения! J #fa_fun

Бросить все и убежать далеко-далеко. Туда, где ты сможешь ощутить всю прелесть Fантастического мира. #fa_away


Content examples

Humor Fa Away

А что вы слушаете, когда окунаетесь в Fантастический мир наслаждений? Присылайте треки в комментарии.

Что вы хотите прямо сейчас? Да, вот прямо в эту секунду? Faнтастическая игра. Пишите в комментарии, что хотите прямо сейчас, следующий участник выкладывает соответствующую фотографию, и так далее. Поехали! J


Content examples

Humor Want…/game

Ныряй в море свежести! С 15 апреля по 15 июня покупай Fa с промо стикером, регистрируй коды на www.promo.fa.ru.com и выиграй Fантастические призы.

Just Enjoy It Now! J #fa_fun

Promo Humor


Content examples

Group branding


Contest examples

Fa Floral. Catch in 48 hours

We’ll create a competition, with each stage lasting 48 hours. Mechanics: Quest. Users will perform tasks to gain points. To take part in the competition, users have to do the task and write about it in comments. The points they receive will depend on the comments posted to their account within the 48 hours. Task examples: Buy flowers and send your photo Meet the sunset and send us a photo

Contest examples

Fa Floral. Floral look

We’ll create a photo competition. Mechanics: Create the look of a flower and send your photo to the contest. At the end of the competition we will create a «flower gallery» with the most popular photos.

Contest examples

Fa Away enjoyment

We’ll create a photo competition. Mechanics: Users will share photos of their moments and will share stories of their feelings of enjoyment. Use hashtag #fa_away

Activity focus April May June July August September October November December

Marketing plans

Promo support

Fa Floral Protect

Fa Vitamins and Energy

Social Media support

Contest

Group promotion

Content creation and moderation

Activities plan

44

3 Brand-created posts

Per Work DAY

2 Brand-created posts

Per DAY OFF

Moderation within

1 hour* *(from 9 am to 8 pm)

Tactical realization

Post Frequency

Moderation

According to Russian time zones, the first post should be at 9 am and the evening post at 7 pm

Group promotion


Unilever Brands

80% - TGB 20% - Special offers

Nivea Brand

Cross-posting

Offers targeted by

sex, age and

interests

High quality

Sharable content

Contests

Engaging mechanics

Posting in popular

communities

14% of budget 37% of budget 49% of budget

Promotional instruments

Group promotion

Social Media Management Cross-posting Special formats

Format: Post sharing in Vk.com Placement for 50-55 min as the main post, then will be replaced with a new message. After 1 day, it will be removed. Objectives: Covering, engagement Selection of Communities: Awareness building/ thematic communities Example: Young moms club - https://vk.com/public35232329

Cross-posting in popular communities

Special formats are effective instruments in vk.com. Format: “Offers” is an official instruments in Vk.com. Users get points of Vk.com after brand task is realized. Placement: All VK pages Applications Targeting: Geography Sex, age, interests

Special formats

Budget & KPIs

Total Budget, RUB* Budget,%

SMM

Vk.com: copyright and re-right for publications

Vk.com: design and group branding

Vk.com: moderation Vk.com: contests

Promotion

Vk.com: group promotion (special formats ) – 20%

Vk.com: cross-posting in popular communities – 80%

Project Management (3%)

Total

Budget

No VAT included

KPIs

KPI

Fa Group followers EOY 70 000*

Avg Engagement rate 0,08

* We could make the KPI if the limits for offers mechanics are removed. With current budget KPI is 54 000 participants

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Fa social media strategy nectarin

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