Maggi Oyster - Relaunch - Draft Proposal (eBrand)
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Transcript of Maggi Oyster - Relaunch - Draft Proposal (eBrand)
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1. Project requirements
2. Issue definition
3. Solution addressed
4. Implementation
5. Ressult measurement (KPI)
6. Keys of success
7. Budget allocation
8. Appendix
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Marketing requirements• Create a platform for Maggi Oyster - relaunch
• Educate users about how to use Oyster sauce with the key message
"Frying dishes, Maggi Oyster"
• The target audience to communicate is the woman in family. The
campaign needs to maximize the touching point to communicate
with this central object.
• Consider between to plug into an existed website or to deploy a new
microsite
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Must be resolved by the proposal
The proposal is supposed to feature the details of:
•Site production (Sitemap, homepage & section pages, text tone…)
•Media online plan (teaser clips, banner, PR angles, social media…)
•Project team allocation
•KPI relying on the given budget (xxxMils VND)
•Timeline
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These information (recipes) are engaged with forums for females or websites for travellers
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thực đơn xào, 2,590,000
món xào 4.220.000 "món xào" 1.100.000
"món mặn" 345.000"món canh" 1.780.000
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The time of education
• The education process must be divided into phases
• A long storage of content for user's reference
The reach vs. the trend
The multimedia benefits
The demand matching in a dramatic story
The extensible features
Basics of the online channel
• Rich content to push/pulll , Interaction-based, CRM based, Trackable vs. Control-able, Self-growth discussion with given direction (like Social Development) - The trend
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4. Implementation
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• …
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3. Solution addressed
• Young mom & dad
• Young members of a family
• Appreciate the family relationship & the
humanities
• Online savies
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3. Solution addressed
• The woman of the family can know one more secret to
set a new highly standard on their Frying dishes - Oyster
& Maggi Oyster
• They can gain a collection of Frying dishes provided by
this website to surprise their sweetheart
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3. Solution addressed
• They have an opportunities to show up their happy
family with frying dishes recipe-ed by Maggi Oyster
• The man can surpise his lady up to the cloud 9...to show
his gratefulness from what she have done for the family
• A long term platform to engage Maggi with a happy
family's menu
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3. Solution addressed
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4. Implementation
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TeasingLaunch & Nào cùng
xào!
Bà xã anh No.1!
Đong yêu thương
thêm đầy
• The recipes collecting
• Books to reference
• The communication with members during
the campaign
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4. Implementation
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4. Implementation
• Oyster Sauce
• Maggi Oyster
– Basic frying dishes
• Maggi Oyster - The “song”
• Promotion info
• Testimonials
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4. Implementation
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4. Implementation
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4. Implementation
• Teasing page
• Bà xã anh No.1!
• Maggicall - Đong yêu thương thêm đầy!
• Guessing page
• Sharing page
• Register page
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4. Implementation
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Ông xã bạn có biểu hiện biếng ăn cơm nhà không?
• User register to receive special gifts
• User follow to reveal the secret to
cure his man “abnormal behaviors”
• User submit the sympathy
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4. Implementation
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4. Implementation
• TOP 20 frying dishes collection
• Upload page
• The Community page of activity
• Maggi Oyster the e-Book
• Regulation
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4. Implementation
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4. Implementation
Learn the recipes
Share the dish via photo
Voting from the
community
Win the No.1 Bà xã
– Miss Maggi Oyster
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4. Implementation
• The introduction page
• The community page of "Maggicall"
• The sharing page
• Regulation
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4. Implementation
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4. Implementation
Capture the
kitchen image
Record the calling
message (voice)
Submit to the
website
Win the big prizes
to surprise the lady
“Your lovely message will be heard by your “Bà xã”. She can feel your love and your appreciate and your relationship will be stronger with the support from Maggi Oyster”
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4. Implementation
• Website production
• Facebook synchronization
• Flash production
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4. Implementation
• Teasing
• Create the trend
• Targeted
• Extreme message
• Mesurable
• Viral-able
• Interactive banners
• Consistent with the theme– Visual
– Tone of discussion
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• PR
• FB ads
• Google Ads
• FB Fanpage
• Forum seeding
• Evangelists (influencers)
• Affiliate program with
forums/websites
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4. Implementation
4 Phases++
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4. Implementation
Phase to phase communication
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GĐ1: Teasing
• Encourage user to join and reveal a secret
• Concept: Ông Xã Biếng Ăn
GĐ2: Launch site
• Reveal the website and stick the Frying recipes with Maggi Oyster
GĐ3: Engage
• Encourage members to join and use the materials from the websites
• Sharing and apply it in real life
GD94: Finalize
• Create an activty to finalize the campaign where every member of the family enjoy the campaign
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4. Implementation
Objective:• The more followers, the better
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4. Implementation
Activity Description Channels
PR online Yes
GG ads Yes
FB ads Yes
Banner Ads Yes
Email Marketing Yes
Forum Seedings Yes
Video viral
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4. Implementation
Activity Description Channels
PR online Yes
GG ads Yes
FB ads Yes
Banner Ads Yes
Email Marketing Yes
Forum Seedings Yes The song of Maggi Oyster
Video viral
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4. Implementation
Activity Description Channels
PR online Yes
GG ads
FB ads Yes
Banner Ads Yes Bà xã anh No.1!
Maggicall
Email Marketing Yes
Forum Seedings Yes The song of Maggi Oyster
Video viral Yes
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4. Implementation
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4. Implementation
Mình và chàng, thường vào nhà hàng,
vào nhà hàng chàng thường dùng mì
xào, mà mì xào nhà hàng xào cùng gì
nào? Mà chàng cào cào mì xào, làm
mình làu bàu rồi chàng càu nhàu. " Bà
xào mì xào gì mà bèo nhèo, nhìn vào
còn thằng nào nhào vào
Chồng mình ngày ngày nằm ườn buồn
phiền làm mình thường buồn buồn .
Mình ngờ chồng mình “luồn tuồn”.
Mình cuồng cuồng cào người chồng.
Chồng làu bàu: “nàng nào mà nàng
nào, thằng này thèm đồ xào nhà hàng”.
Nào ngờ chồng ghiền dầu hào, ào ào
mình xào mà đồ xào tầm phào. Mình
tìm dầu hào xào xào. Đồ xào cùng dầu
hào rằng là tình.^^Hồi nào giờ toàn xài đồ xàm xàm làm
đồ dùng, mồm nhà mình toàn phàn
nàn là đồ xào tồi tàn. Giờ dùng dầu
hào, thằng nào nhà mình đều trầm trồ
đòi mình làm nhiều nhiều, vì đồ xào
mình làm giờ tài tình.
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4. Implementation
ừ hồi nào nhà dùng toàn dầu
mè, xào từ đồ bình thường : từ
bì , giò, bò, gà, hành .... Từ
ngày nhà mình ù , mình bèo
nhèo, chồng mình kì kèo mèo. Mình buồn ...hù hù
XÀO ĐỒ XÀO THÌ DÙNG CÙNG
DẦU HÀO
Tình hình là nhà mình xài dầu nành cùng đồ xào,
chồng làu bàu “xài dầu hào thèm dùng đồ xào,
xài dầu thường thường là chồng lờ đồ xào”.
Chồng làm mình bùn, mình liền tìm dầu hào và
ngày nào cũng xào đồ cùng dầu hào, chồng
ghiền chồng chiều, chồng “làm phiền” mình, mình
ghiền mình cuồng. Nhờ xài dầu hào, nhà mình
càng ngày càng tình.
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• Over 105.000 visits to the website and the Fanpage• Over 15.000 members (10.000 onsite, 5000 Fanpage)• Common channels online in Vietnam have been addressed• 2 activities with viral marketing materials created tightly with the brand
Urban online (30%) 9 mils
Online in 2 months(2/12):1.2 mil
Urban online target (80%) 7.2 mil
Expected traffic (45%)105.000
Total Expected members15,000
TNS, AC Nielsen, Cimigo
Vietnam Internet user (31%)
30 mils
Impressed in 2 months (20%)
240.000
No. Tools Traffic size Track
A Direct Visit 55.000
1 Web Banner 15.000 Google Analytics
2 Google Search Adwords 5,000 Google Analytics
5 Facebook Ads 5,000 Google Analytics
6 Email Marketing 5,000 Google Analytics
7 Seeding Forum, viral 25,000 Photo capture, Google Analytics
B In-direct Visit 20.000
1 Facebook Fan Page Photo capture, Google Analytics
C Returning Visit & WoM Visit 20.000
1 Microsite activities General Analytics Report
2 Others (WoM…) General Analytics Report
D Generic visit (Search Engines...) 10.000
1 Google, Bing Photo capture, Google Analytics
TOTAL 105.000 Added the Fanpage visits
No. Items KPIs
A Visits 105.000
1 Unique visits (90%) 94.500
2 Num of page views 245,000
5 Page view per visits 3.0
6 Bounce rate 20%
B Members 10,000
1 Full information filled 8,000
C Facebook Fanpages 5,000
1 Num of fans 5,000
• Technology
• Content Management
• User centric
• Team structure
• Experience
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• Account Manager: 01• Account Executive: 02• Marketing team:
• Marketer Executive: 02 • Content Management Executive: 02• Viral Marketing Executive: 04
• Development team: • Technical leader: 01• Web developers: 02•Designers: 02
“This is the in house core team allocation. This team will control the whole project.
Especially in viral phase, eBrand will add more 2 teams with the management of Marketing
team. All production items will be implemented in house and we will cooperate with talents
to create the multimedia content for viral campaign”
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• More integration with offline activities
• More interactive
• Grow the database
• Extend the concept towards the other types of recipes: Soup, brine
• Construct a long-term concept stick to a Happy Kitchen and recipes
• Cooperation with National Institue of Nutrition
• Engage with Ambassador
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