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Brand Guide to RedSTRAT
Exploiting social media for the Brand YO!
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Back ground
YO! The yoghurt drink brand , another quality product from Nutricimahas been in the Nigerian market for 3yrs and counting.
She intends to grow market share by increasing sales vis a visawareness levels (Mind share).
Apart from the use of conventional media( TV, Radio and outdoor),
YO! she is willing to tap into what is called new media especially intothe consumers social network brain.
By exploiting this, the brand intends to communicate and be
rewarded by instant feedbacks , the evidence of building a personalrelationship with consumers.
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Yoghurt is often consumed 2-
3times a week. Its most taken for
routine or basic refreshment and
accompanies food.
Consumers (Market drivers)
Market
Map
What?
Where?
Why?Who?
When?
Male and Female,
Modern but alsotraditional, taste
conscious,knowledgeable
and functional
food buyers. kidsas well healthy
digestion.
The 5W is used to explain the consumer behaviour which clearly shows the market drivers
Yoghurt
Consumers are disposed to buyingyoghurt in bottles and sachets-
Key purchase
drivers includetaste , nutritional
value andaffordability.
Breakfast, on-the-go,
during breaks,watching TV, while
working etc
In-home but
mostly out-of-home
NBHC-Market trends
How?
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Yoghurt
expert
Active, Healthy living,proactive
Lively, authoritative, caring, outgoing
Formulated by experts at Nutricima.
Continously introducing new ways to enjoy the yoghurtbenefits.
Meets my need for healthy refreshment.Makes me feel better
EssenceThe soul of the brand a holistic expression
DifferentiatorThe 1 most compelling reason why I would choose this brand
Values What does the brand believe in?
Personality How does it behave?
Benefits What does it do for me?How does it make me feel?
Reasons to believeWhy should I believe what you say?
Yo!Brand Pyramid
human
side
of brand
job
of
brand
Variety of yoghurt
based product
meeting
refreshment &health needs.
User Imagery: 18-40yrs old
Core target: 25-40yrs old
SE:C1,C2
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Consumer Profile
Male and female
(More of a female bias)
C1, C2 - educated
urban/semi urban
Age 25 - 40
Managers, Young entrepreneurs.
Trendy and leads an active life.
Ambitious, Competitive.
Addressable market: 35million*mediareach factbook
Works hard - Image is key.Adventurous but health conscious.
Would love to consume much better options if better informed
Always on the look out for ways to improve their lifestyle
BRAND WORLD: COMEDY & MUSIC
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Consumer media habits
Watch TV regularly
Drama, soaps, comedy and game shows.
Sports catches their attention on this medium.
Have digital satellite TV in their homes.
Listen to Radio.
News (Mornings, Midday and evenings)
All genre of Music is an attraction
Listening periods are heavy during Morning/Evening drive time as well asweekends.
Press
Newspaper reading focussing on politics, sports , news , current affairs
and business. Also read a lot of Magazines.
Social media addicts.
Source: MediaReach OMD
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The Social Media Campaign brief
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Objectives
1. Drive brand image
2. Create/build a brand personality
3. Use the social media platform for product information e.g. newproduct introduction and claims
4. Build a relationship with targeted consumers by engaging in
conversations that elucidate their preferred imagery.5. Consumers to have a better understanding of my brand presence
where they can buy the product.
6. The target audience should be influenced by this media to try theproduct , remain loyal and ultimately become ambassadors.
7. Increase awareness level ; make the YO! brand top of mind forYoghurt.
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Channels
Primary
Facebook as a lead campaign.
Secondary
Links to popular Nigerian blogs with cultfollowership by our target group ( seeconsumer profile).
NB: Your professional views would be welcomed.
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Language
1. Keep it conversational
2. Ask questions
3. Friendly tone
4. No foul languages
5. Slangs to be used discreetly
6. Solicit opinions
7. Add real Knowledge to conversation- dontwant to look stupid.
Define Yo! As the Yoghurt with an attitude.
When you think of yoghurt , then make YO!your preferred choice
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Benchmark metrics
1. Make atleast one comment per week.
2. Drive fan base to atleast 10,000 acrossNigeria at the end of May December 2011.
3. Monthly reminders that YO! Yoghurt brandis from Nutricima.
4. Bi-weekly reminder campaign on allsecondary platforms.
5. The Use of Comedy(& Music) as a vehicleto convey messages.
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Next steps
1.Redstrat to come up with a strategy document
April 14, 2011
2. Nutricima to give graphics and content as
guided by Redstrat
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