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Transcript of Ad pro bayer
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
BAYER SMM SUPPORT
February 2015
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All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
1. Goals
2. Promotion strategy
3. Social media approach
4. Communication approach
5. SMM promotion: Elevit
6. SMM promotion: Bepanthen
7. SMM promotion: Kinder Biovital Vedmezhuyki
8. SMM promotion: Supradyn
Content
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Goals
Business goals:Sales
Increase the number of consumers
Build wide TA reach
Provide an optimal CPR
Increase the purchase
frequency
Increase loyalty and build
consumption culture
Provide TA involvement
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Goals
Business goals:Sales
Increase the purchase
frequency
Increase loyalty and build
consumption culture
Provide TA involvement
Increase the number of consumers
Build wide TA reach
Provide an optimal CPR
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Bayer Digital presence: Social networks
Integrate and Connect1
• Build reach and recruit fans• Create emotional connection• Educate TA, deliver USPs
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
Bayer Digital presence: Owned platforms
2• Longer contact with TA• Opportunity to provide useful info
and product advantages for the prospects
• Owned platform – doesn’t require on-going expences
Convince and convert
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
Social Networks
Owned Platforms
Connect the resourcesin long-term communication3
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Bayer Brand’s priorityin Social networks
1Provide target audience reach
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
2Involve target audience in communication with brand
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Bayer Brand’s priorityin Social networks
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Facebook is recommended network
Vkontakte
• Active audience, high interaction level
• Has tools to provide quality TA reach without necessity to recruit fans
• Passive audience, reluctantly interacts with content
• No effective tools to promote content• Only way to secure TA reach is to recruit
fans and publish posts several times a day
• The ban on medicines promo
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
Promotion strategy
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Problem: large number of fans don’t convert into effective reach indicators anymore
FB Brandcommunity
Brand’s fansin Facebook
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Facebook algorithms reduce organic community fans reach
Publication’s organic reach of fans:
under 6%
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Media solution: focus on paid reach
Shift the focus from increasing the amount of fans to building their reach and involvement
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Paid tools allow to reach current fans and TA, that isn’t subscribed on the brand’s community in Facebook yet
FB Brandcommunity
Brand’s fansin Facebook
Facebookusers, TA
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Media solution: quality content will provide TA’s interaction
Concentrate on content quality instead of content quantity The optimal amount - 10 publications per month
Create involving content
Promote content
among TA
Involve TA in brand’s
communication
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Approach to the fans' recruiting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Preparation
Immersion into the product
Preparation of the content for the community launch
Agency’s team training
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Approach to the fans' recruiting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Maximal push
Focus on fans’ recruiting
Provide maximal organic reach from the start
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Approach to the fans' recruiting
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Reach and involvement
Promo the quality content to TA
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Bayer’s brands* have a common TA by the age and gender in the Internet
F, 20-40, use Internet
Pregnant or planning to have a baby
Have children 0-2 y.o. Have children 3-12 y.o.
*Supradyn’s TA in Internet is wider – F 18-45
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Parallel communities’ promo reduces the effectiveness of advertising
F, 20-40
Promo Kinder Biovital
Promo Bepanthen
Promo Elevit
Promo Suprady
n
Competition for the audience’s attention
Increase of auction rates (CPM becomes more expensive)
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Th Fr St Sun Mon Tue Wed Th Fr St Sun Mon Tue Wed Th Fr St0
1
2
3
4
5
6
7F 20-40 no children F 20-40 children 0-2 F 20-40 children 3-11
Reach
, %
The analysis of the audience’s activity in Facebook showed that they are active at different days of week
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Promo campaigns won’t intersect and will be more effective, if they start at different week days
Mon Tue Wed Thu Fri Sat Sun
Evenly among the week
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Social media approach
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Social networks vectors 2015
1
2
3Organic Reach decreases due to content overflow. Therefore, priority is given to a balanced approach for the costs of the content and methods of promotion to TA
Content Marketing Will be Bigger Than Ever. SMM is the part of content marketing
Image-Centric Content Will Rule. The most popular are those of the communities who are talking about the atmosphere consumption of the product and habitual situations
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Facebook communication goals evolution
2006
2008 2012 2015
2010 2014
Facebook Launch
2004
Goal – new fans Goal – interactions
Goal – Reach
Fan engagement Loyalty building Brand Building
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What do global brands do?
Build bright brand identity
Use emotional communication
to drive rational
consumption
Build brand expert
positioning
Pharmaceuticals is not a saturated category (for law prohibits advertising of many players). Maximally active are
vitamins, analgesics, antipyretics)
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What do local brands do?
The cluster is not saturated, the communities are not active. Basically - the clinics.
NB: Drugs promo is prohibited. Direct communication is possible only with a note: "self-medication is dangerous to health"
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State of categories: related categories
NO bright brand identity
Use ONLY emotional
communication
No ratio benefits
Motherhood theme is widely used in communication of related products (baby food, children's health)
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State of categories: related categories
Use LifeStyle communication
Use emotional communication
“Active lifestyle” category is targeted on women and children via FMCG
Woman brand
Child brand
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Profile of our consumers in social networks
https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc
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Profile of our consumers in social networks
https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc
1Category of brand pages for mom & active women's " one of the most popular among TA
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Profile of our consumers in social networks
https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc
2Clutter of pages is very high. On average, one fan has 200 subscriptions
1Category of brand pages for mom & active women's " one of the most popular among TA
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Profile of our consumers in social networks
https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc
3 TA subscribes to brand pages with wide topics of communication
2013 2015
2Clutter of pages is very high. On average, one fan has 200 subscriptions
1Category of brand pages for mom & active women's " one of the most popular among TA
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Profile of our consumers in social networks
https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc
1
2
3 TA subscribes to brand pages with a wide topics for communication
Category of brand pages for mom & active women's " one of the most popular among TA
Clutter of pages is very high. On average, one fan has 200 subscriptions
2013 20152013 2015
Successful strategy must include a strong budget for the promotion of
branded content
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Communication
approach
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Content approach
BE VALUABLE
information assistancecommon experience
entertainment
…first of all
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Some hacks to be used
Personalized calls to action have a 42% higher conversion
rate*
Images that revel brand’s personality
typically have higher click-rates & virality av + 40%
Dynamic editor calendar which
includes post published on Sundays
have the greatest interactions per
post 2,72*
This messaging will deliver a glimpse into the brand’s personality, making it more than just the products it
provides
DRIVE BRAND EQUITY
*https://blog.bufferapp.com/social-media-stats-you-need-to-know
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Content categories
Product (40%)
Brand essence (30%)
100% Branded
Emotion(30%)
https://www.facebook.com/BeroccaIreland
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Content categories
Product (40%)
Brand essence (30%)
100% Branded
Emotion(30%)
https://www.facebook.com/BeroccaIreland
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Content categories
Product (40%)
Brand essence (30%)
100% Branded
Emotion(30%)
https://www.facebook.com/BeroccaIreland
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Content categories100%
Branded
UGC
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
SMM promotion: Elevit
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Internet TA is younger: women, 20-40, parents of children up to 16 years old
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
32
160
43
198
102 99
27
205
59
All Elevit consumers in Ukraine
% Aff
Source: TNS: 2014/2+3, TA: Elevit consumers, live in the cities 50K+
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
31
164
21
158
105
75
38
176
64
Elevit consumers in Internet
%
Aff
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Consumes vitamins, all TA
Internet TA consumes more vitamins
24%
Consumes vitamins, Internet TA
26%
Source: TNS: 2014/2+3, TA: women, 20-40, parents of children up to 16 years old, live in the cities 50K+
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Conservatives
Socially responsible conservatives
Socially responsible
Socially responsible innovators
InnovatorsInnovators-individualists
Individualists
Conservatives-individualists
Middle
0
20
40
Consume Elevit No
Socially responsible innovators; Energetic, aspire to the order, family and personal appearance are important
Personal AppearanceReadiness to risk
Collectivism
Independence
Rejection of advertising
Organized
Circumspection
Prestige
Aspiration to the orderTraditionalism
Self-confidence
Fatalism
Shopaholic
Egocentrism
Thrift
Energetic
Family
Healthy nutrition
-0.5
0
0.5
Consume Elevit No
Source: TNS: 2014/2+3, TA: Elevit consumers, live in the cities 50K+
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Pregnancy and birth of child are the best moments in life
63% (Aff 138)I’m ready to become a mother
94% (Aff 110)The birth of baby - is the most precious thing in life
Source: TNS 2014/2+3; TA: F, used Elevit or PregnavitCCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet
83 % (Aff 111)It's not possible to have a completely satisfied life without having children
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Demanding to nutrition
63% (Aff 125)I make sure I eat well-balanced meals
79% (Aff 111)I don't mind paying for quality
Source: TNS 2014/2+3; TA: F, used Elevit or PregnavitCCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet
71 % (Aff 107)I'm always on the look-out for healthier food/drink alternative
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TA are open for useful and interesting information about products
66% (Aff 119)I always read the articles about new products with a great interest
92% (Aff 108)When I need information, the first place I look is the Internet
Source: CCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet
70 % (Aff 107)I research things thoroughly before choosing or buying
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Purchase of drugs is a big decisionand need advice about health
55% (Aff 124)Seek advice about health from Word Of Mouth
67% (Aff 124)Purchase of OTC drugs is a big decision that mattered a lot to me
56 % (Aff 116)Purchase of OTC drugs is decided mostly on facts
Source: CCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet
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Would notice recommendations from:
31% (Aff 130)A Facebook group featuring it
50% (Aff 126)From а professional
35 % (Aff 105)A Brand/Company's own website
Source: CCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet
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I want to do everything possible to ensure a healthy baby.
But information about influence of vitamins for pregnant before and during pregnancy
is very contradictive so I better do not risk with them
Insight
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To convince women who are pregnant or going to be pregnant
to start thinking Elevit ensures a healthy baby
Challenge
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Solution: Correct communication platform
CommunicationPlatform
Ready to become a
mother
Open for useful information
Become more demanding
Would noticerecommendations
What
TA w
ant
an
d t
hin
k about
Bra
nd e
ssence
RTBs
Functionalbenefits
Emotional benefits
Integrate and Connect
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Idea Background
Every woman dreams of becoming a mother.
Pregnancy is an unforgettable process.
From the moment when woman begins to plan
the baby, she changes her values, goals and
desires. From that moment - the child and his
health are important. And as long as the mother
and
her child are closely related via either umbilical
cord, or the mother's milk, they will be
inseparable
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Idea Background
With Elevit process of
pregnancy passes easily and
mother to be can be sure that
she will give birth to a healthy
baby
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Elevit community is a place where the brand is becoming an indispensable tool in
mother’s development. Taking vitamins is as natural as visiting the gynecologist
to monitor health
Idea
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Communication platform
Waiting for the miracle. Mom Hacks
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Elevit_Product in focus
#ELEVITpregnancyProduct
Ensure dialogue with TA and deliver useful tips: how to prepare for pregnancy, how to take care of yourself and baby during and after
Idea
Ultrasound picture and image, of what can baby become, if he is healthy + Product Packaging
Format
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Elevit_Product in focus_Visualisation
#ELEVITвагітність Майбутній вчений, геній, космонавт… Правильна підготовка до вагітності може значно підвищити шанси, що саме ви станете мамою людини, яка змінить світ! А ви знаєте, коли потрібно починати готуватися? ;)
(відповідь у коментарях)
In comments: Якщо розпочати приймати за два-три місяці до запланованої вагітності вітамінний комплекс для майбутніх мам Елевіт Пронаталь, можна на 92% знизити ризик вродженої патології нервової системи у малюка. Доведено тисячами щасливих мам ;)
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Elevit_Brand_Territory
#ELEVITmomEssence
Elevit provides expert advice for moms and babiesIdea
Infographics in recognizable elements Elevit + TextFormat
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Elevit_Brand_Territory_Visualization
#ELEVITмама На кожному етапі вагітності є свої маленькі «незручності» і великі переваги ;) Чи не так?
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Elevit Related consumption situation
#ELEVIT_розмоваEssence
Create a dialogue with TA with general questions on the subject of pregnancyIdea
Non-promotional natural visual with recognizable elements Elevit + TextFormat
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Elevit Related consumption situation_Visualization
#ELEVITрозмова Вже з 32-го тижня вагітності плід здатний реагувати на тони музики. Найкраще він сприймає класику, народні пісні, старовинні романси та оперні арії.Знали про таке?
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Editorial Calendar (example)
• Publications on weekends increase TA involvement
• Since community launch, it is necessary to fill it with primary publications
• Use interesting dates for future moms (Real time content trend)
April 2015 Monday Tuesday Wednesd
ayThursday Friday Saturday Sunday
1 StartDayWelcome post (product)
2 3Brand essence
4 5 6 7 8 RealtimeDay
Brand Essense
increase post reach in promoactive fun growth
Greetings Woman!
9 10 11 12 13 14 15 Product increase post reach in promo
active fun growth Brand essence
16 17 18 19 20 21 22Emotional increase post reach in
promoactive fun growth
Product increase post reach in promo
active fun growth
Brand essence
23 24 25 26 27 28 29increase post reach in promo
active fun growth Emotional Product
30 31
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Types of activations
We collect insights by asking important questions. Reward those who pass our
quiz with right responses
Become a fan Like a photo quiz
Answer all the questions! Win a prize
•Increase engagement by viral activation and stimulate a dialogue
Engage and interest in
accumulating knowledge about
pregnancy
•We educate in fun and easy way. Education through interactive contests designed to increase knowledge on VMHS
Prove the efficacy of a product
•Motivating fans to long-term communication through interactive real-time communications.
Positive effect on brand perception
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Elevit Digital presence evolution
2015
Elevit Facebook community
Integrate and Connect
2016
elevit.com.ua+ Digest "Mother's
Book"
Convince and convert TA
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Digest "Mother's Book"
Background
Pregnancy for a mother-to-be is happiness and stress simultaneously!There are many questions, but no answers.
How to make organism ready? What is the right nutrition? What mom should and should not do?
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Digest "Mother's Book"
Idea
We want to create an interactive digest on the basis of existing web-site for pregnant women and those who are planning to become moms.
All product posts from facebook community will be structured and added to the book. This book will become a really helpful moms’ assistant.
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Digest "Mother's Book"
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Digest "Mother's Book"
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Digest "Mother's Book” / offline activity
Pregnancy Book Changes in Size with the Mother-to-be
After our interactive digest is completed, we are going to make an analogue book done in unusual and informative form
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
SMM promotion:
Bepanthen
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Internet TA is younger: women, 20-40, parents of children up to 16 years old
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
0
50
100
150
200
250
61
135
65
139125
99
76
154
82
All Bepanthen consumers in Ukraine
% Aff
Source: TNS: 2014/2+3, TA: Bepanthen consumers, live in the cities 50K+
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
0
50
100
150
200
250
62
135
63
127113
83
113
147
81
Bepanthen consumers in Internet
%
Aff
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All TA
Internet TA uses more wound healing preparations
24%
Internet TA
26%
Source: TNS: 2014/2+3, TA: Bepanthen consumers, live in the cities 50K+
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Conservatives
Socially responsible conservatives
Socially responsible
Socially responsible innovators
InnovatorsInnovators-individualists
Individualists
Conservatives-individualists
Middle
0
20
40
F, 20-40, children 0-2 F, 20-40
Socially responsible innovators; Family is a priority
Personal AppearanceReadiness to risk
Collectivism
Independence
Rejection of advertising
Organized
Circumspection
Prestige
Aspiration to the orderTraditionalism
Self-confidence
Fatalism
Shopaholic
Egocentrism
Thrift
Energetic
Family
Healthy nutrition
-0.5
0
0.5
F, 20-40, children 0-2 F, 20-40
Source: TNS: 2014/2+3, TA: F, 20-40, parents children 0-2 years old, use Internet live in the cities 50K+
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Children and family are the basic values
90% (Aff 110)My family comes before anything else
93% (Aff 107)Family should be more important than relationships with friends, colleagues and other people
90 % (Aff 106)Having a baby is one of the most important values in our life
Sours: TNS 2014/2+3; TA: woman 20-40 with children 2 yeas old and younger; internet users CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users
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TA is exacting and really appreciates a products quality
71% (Aff 108)I can make a lot of effort to find the brand I like
81% (Aff 103)I don't mind paying for quality
77 % (Aff 117)I prefer to hold product in my hands, feel its shape or smell before the purchase
Sours: TNS 2014/2+3; TA: woman 20-40 with children 2 yeas old and younger; internet users CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users
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Busy and feels responsible for the family
63% (Aff 132)I never seem to have enough free time
82% (Aff 106)I need to be sure I've considered all the options before I make a purchase decision
70 % (Aff 107)I believe a woman's role is to provide a happy home
Sours: CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users
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Recommendations are very important
60% (Aff 110)Other people's opinions and recommendations are important to me
77% (Aff 367)Look for advice about child care
via Word Of Mouth
64 % (Aff 112)I will change my mind about a product if I read/hear something positive about it
Sours: CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users
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First–time-mom wants baby’s bottom to be healthy, but she doesn’t see clear
difference between nappy rash products
Insight
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Moms to start thinking that
Bepanthen is the most effective and safe nappy rash ointment
Challenge
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Solution: Correct communication platform
CommunicationPlatform
Child and Family
Busy and feel responsible
Exacting
Would noticerecommendations
What
TA w
ant
an
d t
hin
k about
Bra
nd e
ssence
RTBs
Functionalbenefits
Emotional benefits
Integrate and Connect
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Idea Background
Babies bring new discoveries every day.
For mothers, it is important that the baby
is comfortable and happy. After all, the mood
of the baby depends on the mood of the
mother. Often mothers do not realize that
the problem is easy to solve just by taking
care of baby bottom
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Idea Background
Brand in this community
is one of the friends, who
always advise and support
to the development of the
baby
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Bepanthen was made not only to calm baby's skin, but also to calm the mother.
Relax, mommies, Stork will tell what to do
Idea
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Communication platform
Comfortable Motherhood
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Bepanthen_Product in focus
#Children's DreamsProduct
We’ll show the dreams of the calm baby and reveal the secret of his good sleep. Bepanthen ointment
Idea
Sleeping baby+ elements of «fairytale»and «miracles»+text+ProductFormat
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Bepanthen_Product in focus_Visualisation
Дитячий сон – щастя малюка та його батьків. Щоб ваш маленький принц бачив спокійні солодкі сні, захистіть його від пелюшкового дерматиту разом з #Бепантен Мазь, яку можна використовувати з перших днів життя!
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Bepanthen_Brand_Territory
Stork SaysEssence
Use the symbol of Bepanthen Ointment - Stork communications for advice from a brand that prevent many possible reasons of mothers worries
Idea
Stork as mandatory visual element + Text + ProductFormat
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Bepanthen_Brand_Territory_Visualization
Маленькі поради, щоб запобігти проблемі пелюшкового дерматиту:
- міняти пелюшки не менше 8-11 разів на день, а підгузки кожні 2-4 години; - під час кожної зміни підгузка наносити Бепантен Мазь, яка містить провітамін В5, надсучасну діючу речовину для лікування попрілостей;- слідкувати, щоб малюк перебував без підгузка якомога більше часу.
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Bepanthen Related consumption situation
Happy MomentsEssence
Moms enjoy sharing photos of their children, so we create for them a platform where they can show off their kids. We involve mothers in the future use UGC. As a result - anchoring association Moments of happiness = Bepanthen
Idea
Visual happy baby + Text (+ thematic task for moms to put in photos)Format
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Bepanthen Related consumption situation_Visualization
Помічали, скільки б у малюка не було іграшок, завжди є одна улюблена! А у вашого яка? Чекаємо на ваші фото у коментарях ;) #happy_moments
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Editorial Calendar (example)
• Publications on weekends increase TA involvement
• Since community launch, it is necessary to fill it with primary publications
• Use interesting dates for first-time-moms (Real time content trend)
Aplil 2015 Monday Tuesday Wednesd
ayThursday Friday Saturday Sunday
1
2 StartDay 3
4 Brand essence
5 6 7 8 RealtimeDay
Welcome post (product)
Brand Essense
increase post reach in promoactive fun growth
Greetings Woman!
9 10 11 12 13 14 15increase post reach in
promoactive fun growth
Product increase post reach in promoactive fun growth
Brand essence
16 17 18 19 20 21 22 Emotional increase post reach in
promoactive fun growth
Product increase post reach in promo
active fun growth 23 24 25 26 27 28 29Brand essence
increase post reach in promo
active fun growth
Emotional Product
30 31
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Types of activations
We collect UGC on a permanent basis, choosing every 2 weeks 1 boy-picture and 1 girl-picture to reward users and
showcase their babies. At the end of the month we choose 1 winner from each
side.
Become a fanSend photo and name of
your childGet published in community! Win a prize
•Increase engagement by viral activation and stimulate a dialogue
Build awareness of Bepanthen
Baby Ointment and its
differentiation
•We educate in fun and easy way.
•Education through interactive contests
Enhance product perception as
very effective one
•Motivating fans to long-term communication through interactive real-time communications.
Communicate safety
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Bepanthen Digital presence evolution
2015
BepanthenFacebook community
Integrate and Connect
2016
Bepanthenspecial project
Convince and convert TA
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"Bepanthen Super Protection Kit"
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"Bepanthen Super Protection Kit"
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
"Bepanthen Super Protection Kit"
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
SMM promotion:
Kinder Biovital Vedmezhuyki
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Internet TA: women, 20-40, parents of children up to 16 years old
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
46
148
64
139
179
69
46
248
40
All Kinder Biovital consumers in Ukraine
% Aff
Source: TNS: 2014/2+3, TA: Kinder Biovital buyers, live in the cities 50K+
Male
Fem
ale
16
-19
20
-29
30
-39
40
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
46
150
54
113
160
77
53
216
41
Kinder Biovital consumers in Internet
%
Aff
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All TA
Internet TA buys more vitamins for children
25%
Internet TA
27%
Source: TNS: 2014/2+3, TA: Kinder Biovital buyers, live in the cities 50K+
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Conservatives
Socially responsible conservatives
Socially responsible
Socially responsible innovators
InnovatorsInnovators-individualists
Individualists
Conservatives-individualists
Middle
0
20
40
F, 20-40, children 3-11 F, 20-40
Socially responsible; family and healthy nutrition are important, aspire to the order
Personal AppearanceReadiness to risk
Collectivism
Independence
Rejection of advertising
Organized
Circumspection
Prestige
Aspiration to the orderTraditionalism
Self-confidence
Fatalism
Shopaholic
Egocentrism
Thrift
Energetic
Family
Healthy nutrition
-0.5
0
0.5
F, 20-40, children 3-11 F, 20-40
Source: TNS: 2014/2+3, TA:use Internet live in the cities 50K+
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Children and family are the basic values
75% (Aff 119)I am very happy with my current relationship status
94% (Aff 108)Family should be more important than relationships with friends, colleagues and other people
81 % (Aff 110)It's not possible to have a completely satisfied life without having children
Sours: TNS 2014/2+3; TA: woman 20-40 with children 3-11 yeas old; vitamins buyers +internet users ; CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users
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Mobile and energetic
84% (Aff 116)I always try spend a lot of time with my family
67% (Aff 103)I believe a woman's role is to provide a happy home
84 % (Aff 115)I Enjoy planning holidays
Sours: TNS 2014/2+3; TA: woman 20-40 with children 3-11 yeas old; vitamins buyers +internet users ; CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users
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Healthy and quality foodis the main part of everyday ration
63% (Aff 113)I am prepared to pay more for organic food
70% (Aff 114)I'm always on the look-out for healthier food/drink alternatives
76 % (Aff 119)I don't mind paying for quality
Sours: CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users
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TA is exacting and really appreciates quality of products
64% (Aff 113)I always carefully read the product composition
79% (Aff 101)I need to be sure I've considered all the options before I make a purchase decision
70 % (Aff 102)I make sure I'm getting the best value for money
Sours: CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users
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Moms believe in the necessity of taking vitamins,
but think that vitamins should be taken seasonally
Insight
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Moms start thinking that
during demanding periods her child has higher need of vitamins
Challenge
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Solution: Correct communication platform
CommunicationPlatform
Child and Family
Mobile and energetic
Exacting
Healthy food
What
TA w
ant
an
d t
hin
k about
Bra
nd e
ssence
RTBs
Functionalbenefits
Emotional benefits
Integrate and Connect
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Idea Background
The child grows, and expands
scope of his interests. But mother
always remains the most
important protector and friend.
For mothers,
it is important all year round to
maintain the health and activity
of her child
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Idea Background
Community Vedmezhuyki
should delight and
motivate mothers
to be actively involved
in the growth and life
of their children
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Vedmezhuyki – is a lifestyle community for fidgets and their active moms
Idea
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Communication platform
Behind every great kid is a great mom
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Kinder_Biovital_Product in focus
#VedmezhuikyProduct
Stories about supermoms who always ready to help their superchildren be super active, delighting them every day with Vedmezhuyki!
Idea
Elements of children's drawings + consumption situation with the obligatory mention of the product
Format
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Kinder_Biovital_Product in focus_Visualization
Катя з Вовою іграють,І малюють, і стрибають,Кожен день ці невгамовніЗ #Ведмежуйки починають. А як починають свій день ваші бешкетники? ;)
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Kinder_Biovital_Brand_Territory
#best_friendsEssence
Show mothers how consumption of Vedmezhuiki helps to keep health and energy of their children
Idea
Joyful active children + Text + ProductFormat
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Kinder_Biovital_Brand_Territory_Visualization
Простий рецепт щастя:- беремо дітей, бажано кілька;- даємо їм смачні та корисні вітаміни #Ведмежуйки;- спокійно спостерігаємо, як вони перевертають світ! Повторювати кожен день
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Kinder_Biovital_ Related consumption situation
#true_storyEssence
Vedmezhuyki know that being a parent is sometimes difficult, sometimes pleasant, but most of all - fun. Funny observation of real life we have under the tag # znayoma_іstorіya. This will help the brand "to be his" dividing the range of interests TA
Idea
Funny stories + element color boards, on which he wrote the child to enhance the effect of "truthfulness" of the situation
Format
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Kinder_Biovital_ Related consumption situation_Visulization
Дитячу творчість не спинити! Згодні? ;) #знайома_історія
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Editorial Calendar (example)
• Publications on weekends increase TA involvement
• Since community launch, it is necessary to fill it with primary publications
• Use interesting dates for children (Real time content trend)
April 2015 Monday Tuesday Wednesd
ayThursday Friday Saturday Sunday
1
2 3 StartDay
4 5 Brand essence
6 7 8 RealtimeDay
Welcome post (product)
Brand Essense
increase post reach in promo
active fun growth
Greetings Woman!
9 10 11 12 13 14 15Brand Essense increase post reach in promo
active fun growth Product increase post reach in promo
active fun growth
16 17 RealtimeDay
18 19 20 21 22
Saint Patrick in search of clover (emotional)
increase post reach in promoactive fun growth
Product
23 24 25 RealtimeDay
26 27 28 29
Brand essence
Fairytale reading day (emotional)
Product increase post reach in promoactive fun growth
30 31
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Types of activations
We collect User Feedback by collecting most emotional memories of users.
Become a fanSend a
drawing of your child
Get published in community! Win a prize
•Increase engagement by viral activation and stimulate a dialogue
Build awareness that Kinder Biovital is the
most effective balanced complex of vitamins for kids in
tasty and funny forms of VMS
•We educate in fun and easy way.
•Education through interactive contests
Educate TA that Kinder Biovital is
the most effective balanced complex
of vitamins
•Motivating fans to long-term communication through interactive real-time communications.
Persuade to consume it on regular basis
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Vedmezhuyki Digital presence evolution
2015
Vedmezhuyki Facebook community
Integrate and Connect TA
2015-2016
promo.365rozvag.com.ua
Convince and convert TA
Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".
SMM promotion: Supradyn
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Internet TA: women, 18-45
Male
Fem
ale
18
-24
25
-34
35
-44
45
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
0
50
100
150
200
250
64
131
10598
105114
87
111101
All Supradyn consumers in Ukraine
% Aff
Source: TNS: 2014/2+3, TA: Supradyn comsumers, live in the cities 50K+
Male
Fem
ale
18
-24
25
-34
35
-44
45
-54
55
-65
Pare
nts
(..
.
No
0
10
20
30
40
50
60
70
80
0
50
100
150
200
250
67
130
95 100
123
91 85
105 106
Supradyn consumers in Internet
%
Aff
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All TA
Internet TA buys more vitamins
22%
Internet TA
25%
Source: TNS: 2014/2+3, TA: Supradyn comsumers, live in the cities 50K+
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Conservatives
Socially responsible conservatives
Socially responsible
Socially responsible innovators
InnovatorsInnovators-individualists
Individualists
Conservatives-individualists
Middle
0
20
40
F, 18-45, vitamins F, 18-45
Socially responsible innovators; Personal appearance and healthy nutrition are important
Personal AppearanceReadiness to risk
Collectivism
Independence
Rejection of advertising
Organized
Circumspection
Prestige
Aspiration to the orderTraditionalism
Self-confidence
Fatalism
Shopaholic
Egocentrism
Thrift
Energetic
Family
Healthy nutrition
-0.5
0
0.5
F, 18-45, vitamins F, 18-45
Source: TNS: 2014/2+3, TA: use Internet live in the cities 50K+
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Beauty and active lifestyle are very important part of their life
63% (Aff 126)I lead an active and healthy lifestyle
82% (Aff 109)To be fit I regularly go in for sport
65 % (Aff 115)For beautiful body I can sacrifice a lot
Sours: Source: TNS 2014/2+3; TA: F, 18-45, comsume vitamins, Internet users CCS, 2014; TA: women, 18-45, internet users
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Original and bright personalities
56% (Aff 116)I follow the trends and news in the fashion world
84% (Aff 103)It's very important to be an individual and not just part of the crowd
68 % (Aff 106)I like other people to approve of the brands I buy
Sours: Source: TNS 2014/2+3; TA: F, 18-45, comsume vitamins, Internet users CCS, 2014; TA: women, 18-45, internet users
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Healthy food one of way to be beautiful and happy
45% (Aff 120)I monitor the amount of calories in products
80% (Aff 112)I prefer feed healthy food
68 % (Aff 103)I'm always on the look-out for healthier food/drink alternatives]
Sours: Source: TNS 2014/2+3; TA: F, 18-45, comsume vitamins, Internet users CCS, 2014; TA: women, 18-45, internet users
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There are particular periods
I need an effective product to restore my energy
Insight
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TA to start thinking that
Supradyn is essential combination of vitamins and minerals to re-charge depleted energy
(throughout the demanding times in life)
Challenge
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Solution: Correct communication platform
CommunicationPlatform
Beauty
Active lifestyle
Bright personalities
Healthy food
What
TA w
ant
an
d t
hin
k about
Bra
nd e
ssence
RTBs
Functionalbenefits
Emotional benefits
Integrate and Connect
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Idea Background
Women at any age want to be
loved and active. And use their
capabilities by 200%
With Supradyn everything is
possible!
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Find your lifestyle with Supradyn!
Tablets – Business!
Soluble tablets – Active!
Energelly – Drive!
Or all three? What will you choose?
Idea
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Communication platform
Yes! Yellow energy
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Supradyn_Product in focus
Be EnergeticProduct
Stories showing Supradyn USPs and what form of product for is needed for whatIdea
Visual demonstration with useful elements / effect, which gives the product + max informative text
Format
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Supradyn_Product in focus_Visualization
Хочеться підкорити світ та… спати? Перше бажання зрозуміле, а ось друге може бути викликано звичайним авітамінозом. Весною це звичайна річ, але її можна смачно подолати, регулярно приймаючи вітаміни! У приємному на смак полівітамінному комплексі Супрадин зроблений акцент на вітамінах групи В. Саме вони є ключовим для вироблення енергії. Так що прокидаємося, світ сам собою змінюватися не буде ;)
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Supradyn_Brand_Territory
#Be MotivatedEssence
Show that those women who consume a lot of Supradyn energy live life to the fullestIdea
Laconic copyright + BrandingFormat
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Supradyn_Brand_Territory_Visualization
Золоте правило #Супрадин! Підтримуєте?
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Supradyn_ Related consumption situation
#Be Full Of LifeEmotion
Show that taking Supradyn – suits everyone with an active lifestyle and positionIdea
Situations active lifestyle + interior element in product color + BrandingFormat
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Supradyn_ Related consumption situation_Visuzlization
Гнучкість тіла та розуму – це і є краса. Баланс смаку та вітамінів – це і є Супрадин. А все інше – умовності ;)
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Editorial Calendar (example)
• Publications on weekends increase TA involvement
• Since community launch, it is necessary to fill it with primary publications
• Use interesting dates and events for active people (Real time content trend)
April 2015 Monday Tuesday Wednesd
ayThursday Friday Saturday Sunday
1 StartDayWelcome post (product)
2 3Brand essence
4 5 6 7 8 RealtimeDay
Brand Essense
increase post reach in promoactive fun growth
Greetings Woman!
9 10 11 12 13 14 15 Product increase post reach in promo
active fun growth Brand essence
16 17 18 19 20 21 22Emotional increase post reach in
promoactive fun growth
Product increase post reach in promo
active fun growth
Brand essence
23 24 25 26 27 28 29increase post reach in promo
active fun growth Emotional Product
30 31
All rights reserved. No part of these pages may be used for any purpose without written authorization of LLC “AdPro”
Types of activations
We engage users with bright and motivation stories.
Become a fan Like activation! Tell your story! Win a prize
•Increase engagement by viral activation and stimulate a dialogue
Aware consumers about new innovative and tasty
form of Vita-Supradyn Energelly
•We educate in fun and easy way.
•Education through interactive contests.
Educate target audience that Supradyn is the first choice multivitamin that
immediately and effectively recharges
energy to help coupe with demanding periods in life
•Motivating fans to long-term communication through interactive real-time communications.
Increase usage via demanding periods