IMC Plan Made by You 2014 : AIS BrandAge Award
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IMC Plan Made by You 2014 : AIS BrandAge Award
- 1. 00:01 Saturday, November 15 Knock the Judges’ Socks off ! Smile and Surprise them 15/11/14 BBA THAMMASAT The Scamper is Ready st
- 2. COMMUNICATION OBJECTIVES : • Create awareness of product features through digital and social media platform • Encourage consumer target to register PROSPECTIVE TARGET : Digitally Connected Lifestyle BUDGET : 3 Million Baht PERIOD : Jan 2015 – Dec 2015 ( Year Plan ) RECAP BRIEF
- 3. WHAT KIND OF THE COMMUNICATION MESSAGE IS THE MOST EFFECTIVE?
- 5. “INDEPENDENT” Follow their own rule More time for their interests Time Independent:Life Independent: TARGETS’ WANTS
- 6. MADE BY YOU WILL BETARGET’S NEED More than your mobile service, but the key unlocking you to the world of freedom LIBERATING KEY THAT OFFER THE CUSTOMIZATION TO PLEASE YOUR UNIQUE LIFESTYLE THE LIBERATION FROM EXISTING PRE-SET PRODUCTS IN A NUTSHELL
- 7. COMMUNICATION CONCEPT “MADE BY YOU อิสระของคนยุคใหม่ ที่ใครๆก็ออกแบบได้” COMMUNICATION CONCEPT 6 concept เน้นย้ำ USP
- 9. DIGITAL STRATEGY 1 Provoke and trigger consumers for product trials by tying the product feature with customer’s digital lifestyle (Product Benefit Level)
- 10. DIGITAL STRATEGY 2 To create the brand identity through digital platform by association with the customers’ online behaviors (Brand Level)
- 12. AWARENE SS
- 13. ONLINE BANNER
- 14. KOL PROMOTE POST Idea: use consumer’s Page following behavior to provide the awareness with our information and to attract the innovator and early adopters to use the product. JayTheRabbit คนอะไรเป็นแฟนหมี Contrast
- 15. VIDEO CONTENT Thai Belief: ผู้ชำยดีๆมีแต่ในนิยำย Product Feature: Customizability ทำไมต้องรอ ออกแบบเองดีกว่ำ ควำมแตกต่ำงระหว่ำงเจ้ำหญิง Disney ยุคแรกกับยุคนี้ VS Idea: Video Idea – Rap Battle
- 16. EDUCATE
- 17. BLOGGER REVIEW Idea: use consumer’s ZMOT search behavior to provide the search engine with our information and to attract the innovator and early adopters to use the product.
- 18. FACEBOOK CONTENT: EDUCATE Idea: use consumer’s lifestyle problem to create a content that emphasis on solutions Made By You can provide. หมดปัญหำมนุษย์ป้ ำ
- 19. ENGAGEMEN T
- 20. Insight SPIN by You WEB SCHEME: SPIN BY YOU
- 21. PROMOTED BY: Made by You Free-trial coupon WEB SCHEME: SPIN BY YOU
- 22. Pay Play Post Press to Start Voice Data Price 300 3GB 399Play Exit Accept Decline Press to start Voice Data Price ??? ??? 399 Choose your pricing option 399 599 799 999 1 2 Press the button to start Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month WEB SCHEME: SPIN BY YOU
- 23. Pay Play Post Press to Start Voice Data Price 300 3GB 399Play Exit Accept Decline Choose your pricing option 399 599 799 999 1 Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month WEB SCHEME: SPIN BY YOU
- 24. Pay Play Post Press to Start Voice Data Price 300 3GB 399Play Exit Accept Decline Press to start Voice Data Price ??? ??? 399 2 Press the button to start Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month WEB SCHEME: SPIN BY YOU
- 25. Pay Play Post Press to Start Voice Data Price 300 3GB 399Play Exit Accept Decline Press to start Voice Data Price 400 2GB 399 2 Press the button to start Note: Accepted package will be validated for the period of 1 month after the confirmation The right can be redeemed once a month WEB SCHEME: SPIN BY YOU
- 26. SUSTAIN
- 27. ADVOCACY AND WOM CUSTOMER JOURNEY After Log In Referral Code and URL pop up Post it on FB Friend Click and direct link to the Made by you website Register and Pay You will Receive [Per Friend Register] a. Free Internet 50MB b. Free Call time of 15 minutes c. Free 10 SMS Your Friend will Receive a) 10% discount of the next payment b) Become an invite sender Idea: Use the customer’s FB wall as word of mouth Generator. By posting on their wall, the link would appear on their friend’s news feed, thus creating conversation among friends ร่วมเข้ำกิจกรรม เล่ำให้เพื่อนรู้และรับของรำงวัลมำกมำยโดย Post Link นี้บน Wall แล้วชวนให้เพื่อนมำใช้ ------------------------------------- Example of Unique Landing Page Kyle Brown ซิมใหม่ ใช้ดีโคตร! ใครอยากใช้กดลิ้งนี้เลยย http://ais-made-by-you.co.th/register/refcode=123456 มาทดลองใช้ Made By You SIM ใหม่ที่ให้ อิสระในการออกแบบแก่คุณ เพื่อ โปรโมชั่นที่ดีที่สุด เพราะคุณสร้างเอง รับสิทธิพิเศษมากมาย http://ais-made-by-you.co.th/register/refcode=123456 User Friend http://madebyyou.com/register/refcode=123456
- 28. WEB SCHEME: SUPER SPIN BY YOU Super Spin by You Press to start Voice Data Price ??? ??? FREE
- 29. BRANDING
- 30. FACEBOOK CURATED CONTENT AND CO-CREATION Idea: Digitally Connected lifestyle need things to be fast and simple. By making the Made By You Page as the hub of Life hacks, it will be perceived as a page that truly understand its target.
- 31. CONTENT CO-CREATION JOURNEY Idea: the brand could even ask its followers to co-create the life-hack tips of which the brand would use their tips and post them in their Facebook page and Instagram. User MadeByYouAis Xseries_Design วิธีจัดเครื่องปรุงให้ง่ายขึ้นโดยใช้กล่อง Tic Tac จากเพื่อนทาง บ้าน #lifehackbyYou Send it their Life-hacks Page Create and Post
- 32. INSTAGRAM & FACEBOOK CAMPAIGN KOL POST USER POST LIKES ON BOTH PLATFORM #BeYouByYou Idea: Cosplaying is a way to express yourself, it symbolizes individuality, creativity and self-love. By using your finger as the cosplay canvas, also symbolizes the texting behavior and the easiness of the brand usage. The campaign would receive IG and FB awareness. Win an iPhone 6
- 33. MEDIA & BUDGET
- 34. GOOGLE SEARCH NETWORK Google AdWords' structure and keywords for each ad group Example of the ads
- 35. GOOGLE DISPLAY NETWORK Ads placement (Website)
- 36. GOOGLE DISPLAY NETWORK Example of GDN ads
- 37. FACEBOOK ADVERTISING Example of Facebook ads Newsfeed Ads Right hand column Ads
- 38. Classifying Media: 3 Types PAID MEDIA • Facebook Ad • Google Display Network • Google Search Network • Blogger • KOL OWNED MEDIA • Made-By-You by AIS Facebook page • Made-By-You by AIS Instagram • Made-By- You by AIS YouTube Channel EARNED MEDIA User Generated • Join and share • Word of mouth WOM And Social sharing Spread out content And leverage material Content hub and AIS community MEDIA PLANNING
- 39. BUDGET ALLOCATION List of Expenditure Total Baht/Month Paid Search 192,000.00THB 16,000 GDN 576,000.00THB 48,000 FacebookAds 192,000.00THB 16,000 KeyOpinion Leader [KOL] 300,000.00THB The One Video 500,000.00THB Blogger 90,000.00THB Branded Content 60,000.00THB ENGAGEMENT Web Scheme 450,000.00THB Friend getFriend 25,000.00THB Web Scheme -THB Minor Tweak KeyOpinion Leader [KOL] 80,000.00THB Prize:iPhone 6 16GB(2 units) 49,800.00THB Curate Content 270,000.00THB 45,000 Creative Festive Content 9,000.00THB Total 2,793,800.00THB AWARENESS BRANDING EDUCATE SUSTAIN
- 40. Jan GOOGLE ADWORDS SPIN BY YOU FB CRM (Friend get Friend) BLOGGER REVIEW FB ADS + VIDEO FACEBOOK CONTENT KOL FACEBOOK CONTENT: LIFEHACK IG: FINGER COSPLAY CONTENT CO- CREATION Feb Ma r Apr Ma y Jun Jul Au g Sep Oct No v De c CAMPAIGN AWARENESSEDUCATESUSTAINBRANDIDENTITY ENG AGE MENT SUPER SPIN BY YOU DIGITAL COMMUNICATION TIMELINE
- 41. PRODUCT FEATURES HELP YOUR DAILY LIFESTYLE PRODUCT EFFICACY Customizability + Simplicity ชีวิตออกแบบได้ด้วยปลำยนิ้ว AWARENESS Made By You อิสระของคนยุคใหม่ ที่ใครๆก็ออกแบบได้ EDUCATE KEY MESSAGE CAMPAIGN WEB SCHEME FOR TRIAL: SPIN BY YOU GOOGLE ADWORDS SUSTAIN FB CRM (Friend get Friend) BLOGGER REVIEW FB ADS + Video FACEBOOK CONTENT KOL Quicker ways to accomplish your tasks BRAND IDENTITY Customizability + Simplicity FACEBOOK CONTENT: LIFEHACK IG: FINGER COSPLAY ชีวิตออกแบบได้ด้วย ปลำยนิ้ว ENGAGEMENT CAMPAIGN NO1 : Product Benefit Level CAMPAIGN NO2 : Brand Level PRODUCT EFFICACY CONTENT Co-Creation WEB SCHEME: SUPER SPIN BY YOU FB IG WEB DIGITAL TASK
- 42. Phatcharin Sriwattanangkoon 4th Year Finance Student BBA THAMMASAT Natlada Kanjanalekha 4th Year Marketing Student BBA THAMMASAT Bodin Boonsiriphant 4th Year Marketing Student BBA THAMMASAT /BodinBoonsiriphant Pannathat Lowthammatus 4th Year Marketing Student BBA THAMMASAT /PannathatLowthamatus MEMBERS THANK YOU
- 43. BACK UP
- 44. Facebook User Facebook Post Instagram User Instagram Post Instagram Growth Social Media Integration Google Search Network Google Display Network Facebook Advertising Media Budget KOL Information And Target ZMOT BACK UP SUMMARY IMPRESSION AND CLICK DATA
- 50. SOCIAL MEDIA INTEGRATION < BACK
- 51. SOCIAL MEDIA INTEGRATION < BACK
- 52. POSITION OF THE ADS IN GOOGLE SEARCH RESULT PAGE Expected Impression: 100,000 impression / month Expected Click: 2,000 click / month CPC Method: Cost per Click or CPC which means that the cost will only be charged if people clicks on our ads. GOOGLE SEARCH NETWORK < BACK
- 53. keywords Google Search Result Page GOOGLE SEARCH NETWORK < BACK
- 54. KEYWORD PLANNER: AIS We select those keywords that have average monthly searches above 1000 t GOOGLE SEARCH NETWORK < BACK
- 55. KEYWORD PLANNER: DTAC We select those keywords that have average monthly searches above 1000 times, except mydtac. GOOGLE SEARCH NETWORK < BACK
- 56. KEYWORD PLANNER: TRUEMOVE We select those keywords that have average monthly searches above 1000 t GOOGLE SEARCH NETWORK < BACK
- 57. Expected Impression: 8,000,000 impression / month Expected Click: 8,000 click / month GOOGLE DISPLAY NETWORK < BACK
- 58. In addition, the team will also set additional contextual keywords, which refer to the appearance of the ads in a particular website which contain specific keywords, to make the ads appear even more on the website which we might miss off from the list above. The following are the keywords which we think that it could potentially benefit us and get to the target customers: 1. AIS, เอไอเอส 2. DTAC, ดีแทค 3. True-Move, True-Move H, ทรูมูฟ, ทรูมูฟ เฮช 4. E-services, อี-เซอร์วิส 5. I-services, ไอ-เซอร์วิส CONTEXTUAL KEYWORDS GOOGLE DISPLAY NETWORK < BACK
- 59. FACEBOOK ADVERTISING Expected Impression: 6,400,000 impression / month Expected Click: 3,200 click / month < BACK
- 60. ESTIMATION OF TARGET AUDIENCES ON FACEBOOK FACEBOOK ADVERTISING < BACK
- 61. CTR = Click x100 Impression Click (CPC) = Budget CPC Impression (CPM) = Budget x1000 CPM MEDIA BUDGET & EXPECTATION < BACK MEDIA PLACEMENT GROSS RATE (CPC) - THB Budget (THB) Impression CTR Booking Click GOOGLE KEYWORD SEARCH 8.00THB 16,000THB 100,000 2.00% 2,000 GOOGLE GDN 6.00THB 48,000THB 8,000,000 0.10% 8,000 Facebook RHS 5.00THB 12,000THB 6,000,000 0.04% 2,400 Facebook New feeds 5.00THB 4,000THB 400,000 0.20% 800
- 62. Channel Weight Budget Facebook 20% 16,000.00THB GDN 60% 48,000.00THB Search 20% 16,000.00THB Total 100% 80,000.00THB MEDIA BUDGET & EXPECTATION < BACK
- 63. Lifestyle Blogger • Lifestyle and Social content FB Page: www.facebook.com/jaytherabbitofficial Facebook fan: 568,157 fans IG: Jaytherabbitofficial IG follower: 184,000 likes Target: Office Worker [ Esp. Women] KOL INFORMATION AND TARGET < BACK
- 64. Lifestyle Blogger • Lifestyle and Social content FB Page: www.facebook.com/คนอะไรเป็นแฟนหมี Facebook fan: 986,996 fans Target: Couples KOL INFORMATION AND TARGET < BACK
- 65. Lifestyle Blogger • Lifestyle and Social content FB Page: https://www.facebook.com/ContrastTH Facebook fan: 190,534 fans Target: Mass KOL INFORMATION AND TARGET < BACK
- 66. Lifestyle Blogger • Cosplay FB Page: https://www.facebook.com/Lowcostcosplay Facebook fan: 191,598 fans Target: Novelty seeker KOL INFORMATION AND TARGET < BACK
- 67. Lifestyle Blogger • Art and Lifestyle content FB Page: https://www.facebook.com/Maebanmeenuad Facebook fan: 584,250 fans Target: คนติทๆ KOL INFORMATION AND TARGET < BACK
- 68. Technology Blogger • Review Mobile and App content FB Page: https://www.facebook.com/droidsans Facebook fan: 584,250 fans Target: Android Lover KOL INFORMATION AND TARGET < BACK
- 69. Technology Blogger • Review Mobile and App content FB Page: https://www.facebook.com/TechXcite Facebook fan: 104,905 fans Target: IT lover KOL INFORMATION AND TARGET < BACK
- 70. Technology Blogger • Review Mobile and App content FB Page: https://www.facebook.com/iPhonemod Facebook fan: 731,826 fans Target: Apple Lover KOL INFORMATION AND TARGET < BACK
- 71. < BACK JOURNEY IN CUSTOMER PURCHASING DECISION PROCESS
Hinweis der Redaktion
- A digital native is a person who was born during or after the general introduction of digital technologies and through interacting with digital technology from an early age, has a greater comfort level using it. The opposite of digital native is digital immigrant, an individual who was born before the existence of digital technology and adopted it to some extent later in life.
- Service ปัจจุบัน เหมือนเป็นตัวรั้ง ชีวิตให้เดินช้าลง/ไม่เป็นไปตามที่ต้องการ - ต้องการ การปลดปล่อย
- Service ปัจจุบัน เหมือนเป็นตัวรั้ง ชีวิตให้เดินช้าลง/ไม่เป็นไปตามที่ต้องการ - ต้องการ การปลดปล่อย
- Objective: Increase the usage of Made By You Sim Card What: Friend gets friend Platform: Facebook and Made by you Website How: Share a unique landing page (comprised of referral code)* which will direct other users to the website on Facebook (For example, http://ais-made-by-you.co.th/register/refcode=123456) Receive one of the following bonus** for that particular month once a friend clicks on the link and complete the registration*** Free Internet 50MB Free Call time of 15 minutes Free 10 SMS **Every customers will receive a unique landing page once the registration is completed. *The maximum invitation to receive a bonus per month is 10 friends. ***Registration process includes shipping a free Made By You sim card to a customer, providing that user chooses the customized package and completes the payment at the end of registration.
- KOLs such as LowcostCosplay and แม่บ้านมี หนวด, who are renowned for their creativity and originality, will be the first to do the finger cosplay with a set theme of “ ชีวิตออกแบบได้ด้วยปลายนิ้ว“ and promote them on their social media to create a buzz for the campaign with a hashtag #MadeByYou. All participants take a picture of their cosplayed finger and post in on their Instagram and Facebook All participants must use the #MadeByYou on their pictures to be able to enter the contest. The picture will be judged on their originality, creativity and uniqueness Based on Likes on combine Platform.