Social Media Strategy

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confidential

Introduction

This document presents a proposed social media plan to be deployed across the brand’s social media platforms

About Mentos

• An exceptionally fresh chewy mint that comes in a great variety of exciting mint and fruit flavours. Its unique round shape combines taste, freshness and functionality

• Its product concepts, packaging and flavours make it PVM’s most innovative, unconventional brand

Where we are now

Not enough Nigerian content

Situational Analysis

12, 585, 764 people like this

Low Engagement on

Twitter

Situational Analysis

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Competitive Analysis – 2015 Market Share

178 people like this

• Leading company in the sugar confectionery is Sweet Co Foods Ltd

• With a 39% value share in 2015

• Milkose brand is the leading in the category

Source: EuroMonitor Country Report http://www.euromonitor.com/sugar-confectionery-in-nigeria/report

Competitive Analysis In the Gum confectionery category, Wrigley’s DoubleMint, Orbit and PK have the highest share value of 47%.

No activity on Social Media

Source: Euro Monitor, Confectionery Report in Nigeria

• Fans on Social Media Page• No exclusive social media

page for Nigerians, like Mentos.

Competitive Analysis

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Campaign Objectives

1. Consumer Engagement on Social Media

2. Revenue Generation• Contribute 30% of the

overall business

3. Increase brand awareness that ultimately lead to trial and sales

4. Increase brand recognition across the brand’s social media platforms

5. Increase brand visibility and talkability

• Target Audience:

Primary Audience: 18 – 24 years

Secondary: 25 -34

• Males: 38%

• Females: 30%

• 78%Mobile audience excluding 7% Tablets

Target Audience Definition

▪ Seek for information ▪ For fun ▪ For inspiration ▪ Purchase and shopping decisions -▪ Social Network ▪ Watch Videos e.g Comedy, TV

shows, Music, Sports

Online Behaviour

Source: Consumer Barometer

Consumer Insights and Motivation

• Tech Savvy, upwardly mobile• Constantly on their mobile phones• Familiar with Social Networks – Facebook,

Twitter, Instagram, Youtube

Passion Points: Music, Entertainment, Fashion, Politics, Sports (Football), Business, etc.

• Creative• Resilient• Opinionated

Gradually getting alienated to the art of making one-on-one and social conversations

• Humorous• Spend spare time

watching/creating videos, memes, etc.

Price conscious but value quality over priceLow-Medium Purchasing Power

Source: Personal Surveys and Observation

Meet Titi, 24 years

• Copy writer

• Single

• Interests: Music, Entertainment, Fashion.

• Hard to reach but can be reached via Social Media Platforms; Facebook, Twitter, Instagram.

• Constantly on her Smartphone.

• Likes to take mints/candy/gum to relieve boredom; prefers a sugar free gum to help freshen her breath and prevent tooth decay.

Audience Persona

Every one’s brandMentos is the fresh, chewy confectionery that inspires every Nigerian to be more…(creative, humorous, etc. )

Mentos offers a cool, minty and icy feeling with exciting flavours.

An exceptionally fresh chewy candy that comes in a great variety of exciting mint and fruit flavours.

The Mentos Brand Value Proposition

Break the ice1. To make a start.2. To relax a tense or unduly formal atmosphere or social situation.

Rationale : Our target audience are humorous, they are creative, they are aspirational, to them, every day is another day to tick a “to-do list”Our target audience are fearless, fierce, resilient, brave …..However, sometimes they could be afraid to make some big steps such as making starting a one-on-one conversation.

The big idea, break the ice is proposed to inspire the t.a to make a start, to break the ice, whatever the ice could be.

The Big Idea

#breaktheicewithmentos #whosaysnotomentos

Action Plan

Break the ice

Creative Content MediaSocial Media Activations

Event Sponsorships

Content Strategy

Social Media Conversational Calendar

Date Day Content Pillars Guidance Copy

TwitterFacebook

Image text Caption HashtagsReviewers Comments Copy

Reviewers Comment

Friday Relevant

Increase engagement on the need for starting social interactions and making meaningful starts

Make a start. Wherever or however you start is just fine.

#breaktheicewithmentos

#doitafraid

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Make a start. Wherever or however you start is just fine

Media Strategy

Social Media Promoted Posts

Media channels: Facebook, Twitter, Instagram

The Approach:Media will be used to drive visibility of posts on these channels for maximum visibility

The Goal:Increased consumer engagement with the brands content on Social Media platforms

Content Strategy

Media channels: Facebook, Twitter, Instagram

The Approach:Adopt the Storytelling approach to emphasize the essence of making meaningful starts and social conversationsEmphasize how Mentos the inspiring the t.a to break the ice.

The Goal:Increased consumer engagement with the brands content on Social Media platforms

Content Strategy

Media channels: Facebook, Twitter, Instagram

The Approach:Consumers will be requested to post any creative piece, short film, picture, etc.

The Goal:Project Mentos as an enabling brand that inspires creativity in the t.aBrand Awareness and visibilityBrand talkability

Social Media Activations

How creative can you be with your Mentos?

The Approach:Consumers make creative designs with the Mentos candyUpload a picture on the brand’s social media platformsParticipants with the highest likes get to win gifts

The Goal:Drive Social Media engagement Lead to brand trial and salesBrand awareness and visibility

Sponsor Twitter Premier League

TPL has grown to become the biggest social media driven, semi-professional football tournament the State of Lagos has ever seen.Has a lot of Twitter users/audience in attendance. Gives the brand an avenue to connect with its online audience, offline.

The Approach:A branded leather ball that changes to different Mentos Flavours

The Goal:Increased Brand awareness and talkability

Sponsorships

Measurement

• Reach and Visibility

• Engagement (Shares, Retweets, Comments and Likes)

• Brand Mentions

Key Performance Indicators

Analysis

• Google Trends

• Google Analytics

• Facebook Insights

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