Social Media Doc

8/6/2019 Social Media Doc

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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

Documents

Social Media Doc