#BePixelReady Social Media Marketing Proposal for an action camera retail start-up(The Pixel Store) with limited funds. Started off as a college brief but was eventually executed in real-life and increased social media presence for The Pixel Store. All images are used for presentation purposes and they belong to their respective owners.

2. BACKGROUND
ABOUT
PIXELSTORE

3. Started in
OCTOBER 2013
BACKGROUND

4. as a business selling GoPro
camera accessories.
BACKGROUND

5. BACKGROUND
on

6. BACKGROUND
and have since grown to be a trustworthy brand selling camera
accessories and action cameras in Singapore.

7. COMPETITORS
COMPETITORS

8. COMPETITORS
Only Gopro Singapore Buy in Box Singapore

9. CURRENT
SITUATION OF
SOCIAL MEDIA
PIXELSTORE

10. CURRENT
SITUATION
FACEBOOK
COMPARISON

11. FACEBOOK
FAN BASE
PIXELSTORE
361
BUY IN BOX SINGAPORE
518
ONLY GOPRO SINGAPORE
5,206

12. CURRENT
SITUATION
CAROUSELL
COMPARISON

13. CAROUSELL
FOLLOWERS
PIXELSTORE
1,665 FOLLOWERS
ONLY GOPRO SINGAPORE
1,009 FOLLOWERS

14. CAROUSELL
REVIEWS
PIXELSTORE
12 REVIEWS
(11 POSITIVE, 1 NEUTRAL)
ONLY GOPRO SINGAPORE
35 REVIEWS
(34 POSITIVE, 1 NEUTRAL)
0 5 10 15 20 25 30 35

15. CURRENT
SITUATION
PIXELSTORE
(no shopping cart)
Only Gopro Singapore
(with shopping cart)

16. S.W.O.T
ANALYSIS
S.W.O.T
ANALYSIS

17. STRENGTH
LARGER BASE OF FOLLOWERS IN
CAROUSELL
S.W.O.T
ANALYSIS

18. WEAKNESS
• LOWEST ENGAGEMENT RATE
• LOWEST LIKES IN FACEBOOK
S.W.O.T
ANALYSIS

19. OPPORTUNITIES
• TARGET AUDIENCE ARE USING OTHER
SOCIAL MEDIA PLATFORMS
• TARGET AUDIENCE MORE RECEPTIVE TO
NATIVE CONTENT
S.W.O.T
ANALYSIS

20. THREATS
• TARGET AUDIENCES ARE HAVING
MORE ONLINE OPTIONS
• COMPETITORS GAINING MORE
ENGAGEMENT RATE
S.W.O.T
ANALYSIS

21. OBJECTIVES
OBJECTIVES

22. FACEBOOK INCREASE TO
800LIKES
OBJECTIVES

23. INSTAGRAM INCREASE TO
500FOLLOWERS
OBJECTIVES

24. CAROUSELL INCREASE TO
2,200FOLLOWERS
OBJECTIVES

25. CORPORATE WEBSITE INCREASE NEW
USERS TO 50PER MONTH
OBJECTIVES

26. TARGET
AUDIENCE
TARGET
AUDIENCE

27. GENDER:MALE
AGE:18-44
LIFESTYLE:ADVENTUROUS, YOUNG, TRAVELLERS
TARGET
AUDIENCE

28. CAMPAIGN
TONALITY
CAMPAIGN
TONALITY

29. ADVENTUROUS

30. SPORTS
ENTHUSIASTS

31. IN SHORT, THE
CAMPAIGN
TONALITY

32. YOU

33. YOU
ONLY

34. YOU
ONLY
LIVE

35. YOU
ONLY
LIVE
ONCE
ATTITUDE

36. CAMPAIGN
STRATEGY
CAMPAIGN
STRATEGY

37. TIMELINE:
3MONTHS
(JAN 2016 – MAR 2016)
CAMPAIGN
STRATEGY

38. BUDGET:
S$6,000
CAMPAIGN
STRATEGY

39. SOCIAL MEDIA PLATFORM USED:
• CAROUSELL
• FACEBOOK
• INSTAGRAM
• CORPORATE WEBSITE
CAMPAIGN
STRATEGY

40. WEEKLY UPDATES ON SOCIAL MEDIA
• LOCALISED NATIVE
NON-NATIVE CONTENT
• GIVEAWAYS AND
PARTICIPATION EVENTS
CAMPAIGN
STRATEGY

41. THE CAMPAIGN
TIMELINE
CAMPAIGN
STRATEGY

42. CAMPAIGN
TIMELINE
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11 WEEK 12
JANUARY 2016 FEBRUARY 2016 MARCH 2016
WEEKLY
POSTS
1 NATIVE,
1 NON-NATIVE
ON AVERAGE
CONTRIBUTORS’
EVENT
HASHTAG
EVENT
SEM
FACEBOOK
SPONSORED POSTS
EFFECTIVENESS
ASSESSMENT
CHINESE NEW
YEAR EVENT
GIVEAWAYS
AUCTIONS

43. MAIN FOCUS
1.RAISE
AWARENESS
THROUGH IMPACTFUL 3 MONTHS
SOCIAL MEDIA MARKETING CAMPAIGN
CAMPAIGN
STRATEGY

44. MAIN FOCUS
2. ENGAGE ONLINE
COMMUNITY
BUILD BRAND
LOYALTY
CAMPAIGN
STRATEGY

45. SOCIAL MEDIA
PLATFORMS USAGE
CONTENT
CAMPAIGN
STRATEGY

46. #BEPIXELREADY#BEPIXELREADY

47. CAROUSELL
• EXISTING PLATFORM
• NATIVE CONTENT (20%)
- CONTEST FOR “LIKES”
- AUCTION
- CROSS-LINKING WITH FACEBOOK
CAMPAIGN
STRATEGY

48. FACEBOOK
• EXISTING PLATFORM
• NATIVE CONTENT (80%)
- AUCTION
- LIFESTYLE TIPS
- FEATURED LOCALISED PHOTOGRAPHS
VIDEO CLIPS (E.G. 360° VIDEO)
CAMPAIGN
STRATEGY

49. CAMPAIGN
STRATEGY

50. FACEBOOK
• NON-NATIVE CONTENT (20%)
- SEASONAL/HOLIDAY PROMOTIONS
- PRODUCT HIGHLIGHTS
- PRODUCT EXPERIMENTAL CLIPS
- SPONSORED POSTS
CAMPAIGN
STRATEGY

51. CAMPAIGN
STRATEGY

52. INSTAGRAM
• NEW PLATFORM
• NATIVE CONTENT (80%)
• SEASONAL/HOLIDAY PROMOTIONS
• PHOTOGRAPH/VIDEO CLIPS SHOT USING THE PRODUCTS
- FUN EXTREME ACTIONS
- ARTISTIC 2 X 2 GRID PHOTOGRAPHS
CAMPAIGN
STRATEGY

53. CAMPAIGN
STRATEGY

54. INSTAGRAM
• HASH-TAGS = ATTITUDE
- #BEPIXELREADY
• PHOTOGRAPH CONTESTS GAMES
• SPONSOR PRODUCT TO POTENTIAL
INFLUENCERS
– E.G. BACKPACKERS, WAKEBOARDERS, CYCLISTS, ETC.
CAMPAIGN
STRATEGY

55. CAMPAIGN
STRATEGY

56. CNY
CAMPAIGN
• CREATIVE PHOTO CONTEST
- CONTEST TO ENGAGE CONSUMERS
- SEASONAL PROMOTION
- GIVEAWAY TO ENTICE PEOPLE TO
JOIN AND SHARE WITH THEIR FRIENDS
CHINESE NEW
YEAR CAMPAIGN

57. CORPORATE
WEBSITE
• SEM
- RELEVANT WORD MATCH
(GOPRO, ACTION, CAMERA
SELFIE, SPORTS, EXTREME,
SINGAPORE, DIVING, HIKING)
- IMPROVE DISPLAY URL
- ADD SITE LINKS
• OWN DOMAIN NAME
• E-COMMERCE
• MOBILE-FRIENDLY
• LANDING PAGE
• CROSS LINKING AMONG SOCIAL
MEDIA PLATFORMS
CAMPAIGN
STRATEGY

58. CAMPAIGN
STRATEGY

59. CAMPAIGN
BUDGET
CAMPAIGN
BUDGET

60. BUDGET: S$6,000
SEM: S$ 1,820
(= S$ 20 * 91 DAYS)
FACEBOOK SPONSORED POSTS: S$ 637
(= S$ 7 * 91 DAYS)
WEEKLY EVENT PRIZES: S$ 1,200
(= S$ 100 * 12 WEEKS)
CNY ANG POW EVENT: S$ 1,000
CORPORATE WEBSITE REVAMPING: S$ 1,200
ESTIMATED TOTAL COST: S$ 5,857
CAMPAIGN
BUDGET

61. WHAT’S NEXT?
PHASE 2 OF CAMPAIGN …..
PHASE 2

62. • STRENGTHEN
BUSINESS RELATIONSHIP WITH
CUSTOMERS
• INCREASE
NUMBER OF GOOD REVIEWS
• INCREASE
MARKET SHARE
• INCREASE
ONLINE SALES
• IMPROVE
PROFITABILITY
VISION
PHASE 2

63. STRATEGIES FOR
PHASE 2
•CARRY OUT
SURVEY TO LEARN CUSTOMERS’
NEEDS AND ASPIRATIONS
•ENHANCE
AFTER SALES SERVICE TO CUSTOMERS
•ORGANISE
WORKSHOPS FOR INTEREST GROUPS
•DEVELOP
MOBILE APP
IN LINE WITH LIFESTYLE TRENDS
•TRY
TO BUILD STRATEGIC PARTNERSHIP
WITH GOPRO
PHASE 2

64. PIXELSTORE
#BEPIXELREADY

65. PIXELSTORE
THANK YOU