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
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Competitive Analysis – 2015 Market Share
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• 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
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