Tupperware Petite Blossom Campaign
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Transcript of Tupperware Petite Blossom Campaign
D I G I T A L A C T I V A T I O N S T R A T E G Y
TABLE OF CONTENT
Background & Objective
Insight
Digital Plan & Strategy
Timeline
Budget
BACKGROUND & OBJECTIVE
BACKGROUND
Petite Blossom Collection product launching to generate incremental sales.Blossom Collection contributes 67% to the serving category which contributes 9.5% to total business
Blossom Collection was meant for big events, so Petite Blossom Collection will be meant for daily use
OBJECTIVE
Create awareness for the new product launching - Petite Blossom by creating the newness approach to enhance this category
Build emotional approach through thematic campaign "Petite Blossom bring the family closer”
Tap into melamine and other plastic serving line users to start using Tupperware Blossom Collection (Current Users and New Users)
To grow the serving category by 20% at the end of 2016.
INSIGHT
BRAND INSIGHT
SurprisingTupperware bring a sense of wonder and delight to every day
RadiantTupperware is colorful, bright energetic and vibrant
HelpfulTupperware empower women to be their best selves, every day and in so many ways
RealGenuine relationships are the soul of our company, and we have a sense of authenticity that comes with a history steeped in confidence and celebration
AUDIENCE INSIGHT
Many Indonesian mothers miss the moment of having mealtime together. They also tends to attract the family members to have meal at home through several unique ways.
Prahasti Awungu, 44 ThnHousewife
“I have two daughters and a son. My son is currently studying in college at Jatinangor. I miss the moment we used to share to eat together at home when he was around.
“My childrens are having a week carnaval day off. They said they’re bored with standard home dish. I don’t want them to eat out, so I invite them to create new dish together.
Tiar, 30 ThnHousewife
INDUSTRYINSIGHT
Most netizens mentioned about the cleanliness of their cutlery. They are quite wary of breeding germs
through food.
For the keyword "plastics", many netizens to discuss the dangers of chemicals from plastic to pregnant
women.
17% 6
%
78%
Alat Makan
Menjaga ke-bersihan alat makan
Aneka alat makan
Penyakit/kuman lewat alat makan
44%56%
Plastik
Plastik sekarang bayar
Bahaya ibu hamil yang tercemar zat BPA pada wadah plas-tik
Source: SONAR
COMPETITORINSIGHT
Lock & Lock
Claris
Lion Star
Tupperware
2%
2%
3%
94%
Top of Mind Brand
Tupperware proves to have the biggest buzz throughout all digital media channels. This may conclude
that Tupperware has successfully became netizens top of mind in household supplies industry.
Mostly netizens compare Tupperware to Lock & Lock, Lion Star and Claris. From all competitors,
only Lock & Lock that has an engaging activity on its digital assets.
Most of Lock & Lock social media posts talk about tumbler called vacuum bottles that made from
ceramics, rather than its melamine box products. This also explained that on Instagram, the #locknlocktumbler hashtag is in the first place for the most mentioned among other Lock
& Lockhashtags, e.g. #locknlock, #locknlockindonesia.
Source: SONAR
COMPETITORINSIGHTTupperware
20Comments
829Likes
55Share
#BekalItuBaik#TupperwareBawaBekal
Kuis, #TupperwareTGIF & poin
Resep masakanArtikel di website
Info produk & koleksiInfo pembelian & promoPengenalan mobile apps
#TuesdayTips
35%25%
13%8%
7%5%
3%2%2%
Most Interacted Post
COMPETITORINSIGHTLock & Lock
5Comments
35Likes
0Share
Most Interacted Post
Product & Collection Info
Buying & Promotion Info
Games
Pengenalan mobile apps
Event
58%
21%
11%
5%
5%
Info produk & koleksi
Greetings
Tips n Trick
Promo
74%
14%
9%
3%COMPETITORINSIGHTLion Star
0Comments
16Likes
3Share
Most Interacted Post
COMPETITORINSIGHTClaris
0Comments
26Likes
2Share
Most Interacted Post
#CLARISromance
#askClaris
#CLARISlifestyle
#ClarisGrebekPasar
Greetings
Info produk & koleksi
#PlasticEducation
#CLARISquotes
#CLARIScreative
22%
17%
17%
11%
11%
6%
6%
6%
6%
DIGITAL PLAN& STRATEGY
BIG IDEA
Giving the unforgettable experience for mothers all over Indonesia. Through the new product of Tupperware; Petite
Blossom, we would like encourage them to serve warm surprises every day by creating the moment of full team family mealtime.
B . L . O . S . S . O . MB r i n g L o v e O u t & S e r v e S u r p r i s e s O n M e a l t i m e
STRATEGYECOSYSTEM ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
DIGITALACTIVITY OUR BLOSSOM STORY
Inviting Tuppy Lovers to share their touching story about the family member who rarely attends daily family mealtime and also share the unique idea about ‘how to trigger all family member come and join at mealtime everyday’. Through ‘Our Blossom Story’, we’d like to help mothers to bring into reality the warmth of full team family mealtime at home.
ACTIVITYPHASE
TEASER
16 May 2016 – 22 May 2016
In this phase, we will
softly direct people’s mind towards family
mealtime and the importance of the
moment with teaser video.
INVITATION & SUBMISSION
23 May 2016 – 24 June 2016
We will promote the activity through
several channels and invite people
to submit their story.
WINNER SELECTION
27 June 2016 – 1 July 2016
After the activity ends, we will suggest the
winner and the official winners will be selected by Tupperware.
11 July 2016 – 17 July 2016
The winner will be granted a family dinner
moment where this will be a
surprise to the family member
who rarely attend the moment.
SURPRISINGMOMENT
29 July 2016
The surprising moment will be
documented in a social
experiment format and published
afterwards.
SOCIAL EXPERIMEN
T VIDEO
TEASER
V I D E O S T O RY L I N EA mother is happily preparing meal for her family. Her cooking process is so happy and optimistic. However, when she’s done cooking and prepare the meal on Petite Blossom Collection, her face turns unhappy. But why?
Create a 15 second video that appoints a mother’s emotional side who prepares dinner for her family. In this video, we will make people curious with what happened next by showing sudden emotional shift from a happy and cheerful expression to a sad tone.
INVITATION
Create invitation creative image and video which ask the audience to participate in ‘Our Blossom Story’ activity and submit their own story.
V I D E O S T O RY L I N E(Continued from teaser) Her face looks sad because she looks to the prepared plate of a family member and doubt that her older son will be home and have dinner together. Dad and younger son come home happily and they start the dinner shortly. After finishing dinner, the mother thought to herself when can she have a warm full team family mealtime moment, and she write the unique idea to trigger all family member come and join at mealtime everyday.C R E AT I V E I M A G EThe creative images will be the still image of the video with text and creative design on the image.
SUBMISSIONUSER JOURNEY WATCH
VIDEO
People watch teaser and
invitation videos or see invitation images on social media and ads.
The, they will be directed to microsite.
WRITE STORY
People join the competition by
writing their own story of the
family member who rarely have family mealtime
together.
SOCIALMEDIALOGI
NAfter finishing
their story writing, they
have to login to their social
media account to be able to submit
the story.
SUBMIT& SHARE
After logging in, they can submit their story and it will automatically be shared to their logged in social media account.
SITEMAPMICROSITE
MICROSITE
VIDEO INTRO
HOME
PETITE BLOSSOM
PRIZE
PRIVACY POLICY
TERMS & CONDITIONS
CONTEST FORM LOGIN
BLOSSOM STORY
SUBMISSIONMICROSITE MOCK-UP
INTRO - VIDEO
SUBMISSIONMICROSITE MOCK-UP
INTRO – VIDEO PLAYING
SUBMISSIONMICROSITE MOCK-UP
HOME
SUBMISSIONMICROSITE MOCK-UP
HOME - CONTEST
SUBMISSIONMICROSITE MOCK-UP
CONTEST - FORM
SUBMISSIONMICROSITE MOCK-UP
CONTEST - LOGIN
SUBMISSIONMICROSITE MOCK-UP
PETITE BLOSSOM - PRODUCT
SUBMISSIONMICROSITE MOCK-UP
BLOSSOM STORY - ARTICLE
SUBMISSIONMOBILE MOCK-UP
SUBMISSIONSOCIAL MEDIA SHARE
Kegiatan makan bersama keluarga setiap hari itu memang sering kita tunggu ya Tuppy Lovers! Tapi setiap hari pasti ada kan yang tidak bisa hadir? Siapa sih yang susah diajak makan bersama? Ada ide buat bikin dia makan bersama di rumah? Share yuk di bit.ly/blossomstory
Tuppy Lovers, menyajikan menu favorit keluarga bisa jadi salah satu cara untuk melengkapi acara makan malammu bersama keluarga loh! Tuppy Lovers punya ide lain tentang cara mengajak semua anggota keluarga makan di rumah? Share yuk di bit.ly/blossomstory
SURPRISINGMOMENT
Participant with the most creative and engaging story will be granted the prize of Petite Blossom Collection and the lucky one will be give the experience of surprise dinner moment. Hopefully, this prize will bring love out to the winner’s family and bring them closer.
The winner of Our Blossom Story will be given the complete package of the newly launched Petite Blossom Collection that they can use for daily meal servings.
PETITE BLOSSOM
One lucky winner will be granted the surprising dinner moment. We will gather all the family member and surprise the one who rarely attend family mealtime to have full team family member dinner together. Dinner Idea will be taken from the winner idea.
SURPRISE FAMILY DINNER
SOCIALEXPERIMENTVIDEO
From the surprising dinner moment, we will create a social experimental video that tells about the surprise itself. This video will highlight the story of the person who rarely attend family mealtime and the mother hope of bringing all the family member together everyday.
Interview the member of family who rarely attend family mealtime. We will cover the main objective of the interview, but we will ask family related questions
INTERVIEW
At the same time, the mother prepares for dinner using Petite Blossom without the person knowing.
SERVING
The mother and other family members come to the interview place to surprise the person with prepared meal.
GIVING
They eat dinner together using Petite Blossom with the complete and full team family members. Dinner Idea will take from the winner idea.
DINNER
STRATEGYECOSYSTEM ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
SOCIALMEDIAROLE
E-Magazine
Visual Gallery
Realtime Engagement
YOUTUBE
Audio Visual Gallery
SOCIAL MEDIACONTENTSTRATEGY
Planned
Always-On
Unplanned
Campaign
Editorial Plan
Product Launch
& Activity
Admin Support
What’s Trending
SOCIAL MEDIACONTENTPILLAR
Emotional Experienc
e
Petite Blossom
Home & Women Related
Fact
Tips & Trick
SOCIAL MEDIACONTENTSAMPLE
Tuppy Lovers, siapkan makanan dengan nutrisi yang lengkap untuk memberikan momen spesial bersama keluarga. Sajikan makananmu dengan Petite Blossom untuk waktu makan yang lebih bermakna.
Tuppy Lovers, ternyata momen istimewa bisa diciptakan melalui makan bersama. Buatlah hidangan berkualitas dengan makanan favorit keluarga untuk mempererat dan menjaga hubungan harmonis bersama keluarga. Gunakan petite blossom untuk setiap hidangan berkualitas
SOCIAL MEDIACONTENTSAMPLE
Tuppy Lovers, menata makanan itu penting, selain mempercantik makanan, juga bisa membangkitkan selera makan keluargamu lho! Yuk percantik hidangan di meja makan dengan petite blossom dari Tupperware.
Waktu makan lebih berkualitas dan praktis dengan petite blossom yang memiliki fungsi 3in1, yaitu sebagai tempat penyimpanan, penyajian, dan penghangatan berulang.
STRATEGYECOSYSTEM ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
FORUMGUERRILLA
Mothers, who are our target audience, love to share. One of the platform they use to share any information related to home and women is online women forum. We may get into their conversation through this forum by communicating unbranded message towards the users.
Women RelatedWe will create threads about women especially mothers daily activity and softly direct the conversation towards Tupperware product.
Home RelatedWe will create threads about home and living and softly direct the conversation towards Tupperware product.
TOPICS
STRATEGYECOSYSTEM ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
In the sponsored articles, we can inject our brand message directly and link viewers to our assets. We will also promote Our Blossom Story with interesting prizes through the articles.
MEDIAPARTNERSHIP
In order to boost our digital campaign, we may want to reach greater audience through several online news portal that has been proven to have matching readership with our target audience. By having several branded/sponsored articles in these websites, we are guaranteed to have high number of views.
Brand & Activity Related
Women & Home RelatedOther than branded contents, the article should also still act like an information source for the readers. Therefore, we can smoothly lead people to branded message by first serving informational contents.
TOPICS
STRATEGYECOSYSTEM ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
KOLBUZZER
Promote Our Blossom Story through blog posts or social media posts of the KOL whose profile match our target audience.
Through the buzz of people with similar personality as our target audience, we can get not only awareness spread but also real engagement from our target audience.
Brand & Activity Related
Women & Home RelatedPromote the emotional side of Our Blossom Story activity through contents related to women, home and living to generate real engagement from our target audience.
TOPICS
KOLBUZZER
Andra AloditaInstagram:www.instagram.com/aloditaBlog:www.alodita.com
KOLBUZZER
Cinta RuhamaInstagram:www.instagram.com/mamaofsnowBlog:http://www.cintaruhamaamelz.com/
STRATEGYECOSYSTEM
ADS
SMARTKITCHENMICROSIT
ESOCIAL MEDIA
FORUMGUERRILL
A
MEDIAPARTNERSHI
P
KOLBUZZER
DIGITALACTIVATION
ADSSince we need to generate high number of visits to our activity microsite, we need to tap into peoples daily search with related keywords. So that the conversion number will also be higher.
Other way to spread the word about Our Blossom Story is through paid media. We may utilize these ads in order to gain higher reach and engagement, thus generate more participation of the activity.
Google Ads
Youtube AdsWe may need to spread our video productions through Youtube Ads since it is the top video content platform which potentially has our target audience.
CHANNELS
Facebook, Twitter & Instagram AdsSocial ads through Facebook, Twitter & instagram might significantly help Our Blossom Story digital awareness when targeted to the right people. Aside from growing our social media assets, these ads can help us elevate the number of activity participation as well.
CAMPAIGN SUMMARY& BUDGET
CAMPAIGN SUMMARY
B.L.O.S.S.O.MBig Idea
Phase
Period
Paid Support
Activity• Social media
teaser video• Social media
editorial plan• Forum threads
• Social media invitation
• Forum threads
Social Media & Forum
Regular content posting to maintain & increase awareness & engagement
Our Blossom StoryDigital Activity
Teaser Invitation & Submission Winner Surprise Video
16 May – 22 May
23 May – 24 June 27 June – 1 July 11 July – 17 July 29 July
KOL, Ads & Media Pertnership
• Social media & microsite winner announcement
• Give surprise to one winner and shoot the moment
• Video upload & promotion
KOL, Media Partnership & Youtube Ads
THANKYOU