A Strategic Social Media Propsal for Mentos Nigeria

1. Social Media
Strategy

2. ©
Please note that all ideas and materials contained in this document remain
confidential

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

4. 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

5. Where we are now

6. Not enough
Nigerian content
Situational Analysis
12, 585, 764
people like this

7. Low Engagement
on
Twitter
Situational Analysis

8. .
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

9. 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

10. 3
2
4
5
1
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

11. • Target Audience:
Primary Audience:
18 – 24 years
Secondary: 25 -34
• Males: 38%
• Females: 30%
• 78%Mobile
audience
excluding 7%
Tablets
Target Audience Definition

12. ▪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

13. 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 price
Low-Medium Purchasing Power
Source: Personal Surveys and Observation

14. 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

15. Every one’s brand
Mentos 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

16. Break the ice
1. 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

17. Action Plan
Break the ice
Creative Content Media
Social Media
Activations
Event
Sponsorships

18. Content Strategy
Social Media Conversational Calendar
Date Day Content Pillars Guidance Copy
TwitterFacebook
Image text Caption Hashtags
Reviewers
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.
#breaktheice
withmentos
#doitafraid
***
Make a
start.
Wherever
or however
you start is
just fine

19. 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

20. Content Strategy
Media channels: Facebook, Twitter, Instagram
The Approach:
Adopt the Storytelling approach to emphasize the
essence of making meaningful starts and social
conversations
Emphasize how Mentos the inspiring the t.a to break
the ice.
The Goal:
Increased consumer engagement with the brands
content on Social Media platforms

21. 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.a
Brand Awareness and visibility
Brand talkability

22. Social Media Activations
How creative can you be with your
Mentos?
The Approach:
Consumers make creative designs with the Mentos
candy
Upload a picture on the brand’s social media
platforms
Participants with the highest likes get to win gifts
The Goal:
Drive Social Media engagement
Lead to brand trial and sales
Brand awareness and visibility

23. 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

24. Measurement
• Reach and Visibility
• Engagement (Shares, Retweets,
Comments and Likes)
• Brand Mentions
Key Performance Indicators

25. Analysis
• Google Trends
• Google Analytics
• Facebook Insights

26. Thank you