Ad pro elevit proposal
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Transcript of Ad pro elevit proposal
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Elevit: digital brand promotionJuly 2015
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1. Goals
2. TA overview
3. Pre-purchase behavior in the Internet
4. Communication approach
5. Media tactics
Content
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Goals
Business goal:
SALES
Increase brand awareness
Convey the brand USPs
Category actualization
Educate TA
• Clicks• Optimal CPC
• Build wide TA reach
• Provide an optimal CPR
Marketing goals: Communication goals: Media goals:
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TA overview
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Elevit TA core in the Internet: women 25-35, income ave+, married
18
-24
25
-35
36
-45
55
-65
Low
ave-
ave
ave+
hig
h
Marr
ied
Sin
gle
Pare
nts
(ch
ildre
...
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
213
163
89
40
10890 93
109
165
123
67
158
80
Elevit consumers in all Ukraine
% Aff
Source: TNS: 2014/4+2015/1, TA: Elevit consumers, live in the cities 50K+
18
-24
25
-35
26
-45
55
-65
Low
ave-
ave
ave+
hig
h
Marr
ied
Sin
gle
Pare
nts
(ch
ildre
...
No
0
10
20
30
40
50
60
70
80
90
0
50
100
150
200
250
233 225
104
9
143
10596
124
215
146
70
195
87
Elevit consumers in Internet
%
Aff
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Conservatives
Socially responsible conservatives
Socially responsible
Socially responsible innovators
InnovatorsInnovators-individualists
Individualists
Conservatives-individualists
Middle
0
20
40
No Consume Elevit
Socially responsible innovators; family and healthy nutrition are very 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
-1
0
1
No Consume Elevit
Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users
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15%
85%
TA, don’t use In-ternet
Internet TA consumes more vitamins
27%
73%
TA in the Internet
Source: TNS: 2014/4+2015/1, TA: F (25-35)
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8 out of 10 TA representatives use Internet
2 mln. TA in Ukraine
83% use Internet
54% use Internet on daily basis
Source: TNS 2014/4+2015/1 TA: F 25-35
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Searching information, communication and entertainment are the main goals of daily Internet usage*
58% 33%40% 22%53%
Searching information
Social network
Audio/VideoMail
services News&spor
t sites
Source: TNS 2014/4+2015/1 TA: F 25-35, Internet users
* Every day usage
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7 out of 10 TA representatives make research online before vitamins and medicine purchase
Comparing choice online
Comparing products/price
s
Discovering relevant
brand
Looking for opinions, reviews
33%58% 22%68%
Source: https://www.consumerbarometer.com/en/ TA: F 25-34, Internet users, bought Vitamins & OTC Remedies
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Pregnancy and birth of child are the best moments in life
86% (Aff 124)After baby’s birthday, parents duties become the most important in life
88% (Aff 125)The birth of baby is the most precious thing in life
76 % (Aff 102)It's not possible to have a completely satisfied life without having children
Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users
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Demanding to nutrition
60% (Aff 134)Very careful read product ingredients
71% (Aff 135)TA try to eat only healthy food
84 % (Aff 138)TA avoid artificial food
Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users
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TA prefers well known brands, even if they are more expensive
58% (Aff 110)Don’t mind paying extra money for well-known brand
70% (Aff 102)TA would choose brand/company that have heard of
65 % (Aff 124)TA never buy unknown brands, even if they are cheap
Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users
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Purchase of drugs is a decisionthat matter a lot to TA and they make a decision by themselves based on facts
56 % (Aff 132)Bought OTC drug TA deciding based on facts
64% (Aff 160)TA representatives – the main persons in making purchase decision
65% (Aff 117)Buying OTC drug – it is a decision that matter a lot to TA
Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users, CCS 2014 TA: F 25-35, Internet users, plan to have a baby in 12 months
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Communication
approach
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Don’t have children, aren’t pregnant and
aren’t planning very soon to have a
baby, but sometimes thinking about it.
Potential Elevit TA Prospects
Interested in pregnancy and everything
connected with it, are preparing for
pregnancy or already are pregnant.
Divide TA on 2 different groups for achieving goals
Elevit
1,6 mln 320K
SOB
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Potential Elevit TA Prospects
Catch interested audience, convey
Elevit advantages and USP’s
Divide communication approach according to the TA dividing for achieving goals
Involve into the category, educate,
convey the importance responsible
approach to the pregnancy planning.
Elevit
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Potential Elevit TA
Pregnancy is a very important and
responsible phase in our life. And to
become a mother I have to be ready
in all senses of this word.
Prospects
I am going to be a mother. I want to do
everything possible to ensure a baby
health BUT information about vitamins
for pregnant is very contradictive.
Insight
Challenge
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Educate TA that pregnancy has to be
planned. TA will know that in 1-2 months
they need to start taking Elevit and don’t
stop taking it till the baby birth as a part
of necessary routine, to be sure that their
baby will be healthy.
Challenge
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Кликните, чтобы добавить изображение9-months CRUISE
Idea #2
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Pregnancy is like a 9-months voyage on a liner.
During cruise it might be both rainy and sunny. One
might even have nausea(toxaemia).
The image of the ship looks bright and emotional,
what attracts our target audience.
The liner from the site will have four decks. The first
deck will be for those who are planning to have a
baby. Other three with cabins will associate with
trimesters of pregnancy.
Idea #2
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We invite future moms to go on a cruise to associate
pregnancy with a voyage.
Salty seawater, four-deck liner, 9-month cruise and a
slight nausea(toxaemia) all that evokes direct
associations with the period of pregnancy.
On every deck of a sumptuous liner there will be useful
pieces of advice and recommendations, which
correspond certain stage of pregnancy. An important role
in that wonderful voyage of a woman Elevit plays, which:
- lowers the risk of fetal neural tube defects by 92%;
- lowers toxaemia by 54%
Idea #2
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Huge and beautiful liner.
Bright image to draw attention.
The message: “Plan and go on a nine-month cruise”
From the landing page the woman goes on a
virtual cruise reading the pieces of advice
about planning and going through pregnancy.
Every woman has an opportunity to participate
in the activity and win a real cruise.
Landing page
Кликните, чтобы добавить изображение
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We are on the deck. Each month of the
pregnancy has its own location on the
boat.
We see a pregnant woman and useful
information next to her. After each piece
of advice there will be an option to share
the post in social networks or to continue
reading.
There will be an option to choose the
month of pregnancy – to quickly
navigate and read the important piece of
advice for the specific period of
pregnancy.
Кликните, чтобы добавить изображение
Inner page:
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To further involve, we offer a real online
trip on the ship for a couple.
To do this one will have to choose a free
cabin on the ship and to invite second half
via social network.
After all cabins are filled, the real draw of
the cruise will be held.
Кликните, чтобы добавить изображение
Page with selection of the cabin
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Media tactics
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Fix our goals and KPI’s for both audiences
KPI’s
Instruments
Goals • Category actualization
• GDN• Banner ads• Video ads• Branding
• TA reach• CPR
• Increasing brand awareness• Catching interested TA and
maximization conversion to the site
• Search context• GDN• Special project
• Clicks • СРС
Potential Elevit TA Prospects
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Ecosystem
Banner ads Video ads PR articles
Search context
GDN
Special project
Mobile adsPromo-
site
Website
Teasers in SN
Promo posts
Instruments, that are already usedInstrument we propose to use in current budgetInstruments we propose to use over the current budget
Build maximal TA reach
Meeting current demand
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We need both: Elevit website and promo-site
Audience, searching the information or
already know what they want redirect
them to the more informative site – Elevit
website
TA hasn’t make a decision, we have to convey information in interesting and interactive way redirect people to
promo-site
Potential Elevit TA
Prospects
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Banner adsArgumentation of instrument and resources selection
Banner ads allow to:
• Build high TA reach with optimal CPR;
• Build accurate TA reach because of social-demographic
and behavior targeting;
• Involve TA to the site, because of visualization possibilities.
Argumentation of resources selection:
• Choose the most affinitive and reached resources with high
share of TA for building accurate reach: women, thematic
and medical resources, such as ok.ru, portal mail.ru, ua.ua,
likar.info, women and beauty&health packages from
Edipress and Admixer
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All-rolls and content rolls are:• The most effective format from the point of
building image and knowledge about the brand;
• The most similar to the TV-ad according to the
impact level.
Argumentation of resources
selection:• Sites from packages AdMixer and AdVideo with
the highest concentration of TA and the low
CPR allow to build a wide reach of TA with the
best price.
Video adsArgumentation of format and resources selection
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• Actualizes the problem in category and
educate the TA;
• Builds an awareness about category and
brand;
• Forms the positive brand perception;
• Functioning during a long time
PR articlesFormats and resources selection argumentation
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• Targeting possibility for search requesting
and TA interests;
• Picture allows to attract TA attention;
• Interest targeting ability improves
conversion;
• Payment for click allows to reach interested
TA on effective frequency with optimal cost.
GDNArgumentation of format selection
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• Allows to catch active audience, that are
already interested in category, or brand or
theme and satisfy their current demand in
favor of Elevit;
• Quantity and quality of conversion are high,
because of interested audience.
Search contextArgumentation of format selection
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• The best targeting possibility for special app
users allow to catch the core of our TA;
• Payment for click allow to build wide TA reach
with optimal cost;
• Ads in mobile are more personalized than any
other ads
Mobile ads: recommended formatArgumentation of format selection
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Relevant for TA forums with “health” thematic
# Resource URL # registered users quantity/monthly users
Women’s
1 Wwwomen http://wwwomen.com.ua/forum/ 66 438
2 Womantalk womantalk.com.ua 25 051
3 Womans.in.ua womans.in.ua/forum/ no data
4 Ivona http://ivona.bigmir.net/forum/ no data
5 Posydenki http://www.posydenky.com/ 35 582
Parents
6 Kroha http://kroha.dn.ua/index.php 38 712
7 UaUa http://www.uaua.info/mamforum/ 40 433
8 Ovulation http://ovulation.org.ua/forum/ 43 781
9 Pregnancy http://pregnancy.org.ua/forum/ 21 669
10 Tvoymalysh http://forum.tvoymalysh.com.ua/ 116 546
11 Infomama http://infomama.com.ua/forum/ no data
12 Mamaclub http://mamaclub.ua/questions/ no data Recols
13 Otzovik http://otzovik.com/ no data14 Otzyvua http://www.otzyvua.net/ no data
15 Irecomended http://irecommend.ru/ no data
16 Tabletochki http://www.tabletochki.com/ no data
17 Vse o medicine http://www.medcentre.com.ua/ no dataTotal 388 212
Other forums are well moderated. This is means that themes created in implicit marketing campaign could be
banned in 50% possibility.
If users get side of brand promotion with implicit marketing, it could be
negative wave for the brand
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But amount of forums has decreased during compared with 2014
Cities forums
Common and profile thematic forums
Automobile
Women’s and parents’ forums
39+
24+
28+
18+
50+
12+
15+
12+
2014
2015
Category activities decreases;
Users visit forums that are similar to community with certain specific of story, information, long-term registration and loyal audience, situated on the big platforms (excluding cities and automobiles forums)
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Some of forums input special paid branches, where brands can place their deployed materials. This format also provides more views, then payless themes, because of his
situation on the TOP pages.
Moderation has strengthened on the forums, as a result has increase % of banned themes with deployed comments about different brands;
Users discuss household themes with great pleasure. Themes related with health are leader by mentions
Forums attendance decreases in comparison with 2014 year;
Conclusion: we don’t recommend to use BUZZ for the brand promotion
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