DIRECTION FANPAGE BIORE
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (2.22 MB, 45 trang )
Bioré facebook fan page
AGENDA
Brief
recap
Objective
Target
audience
Fan
Page
Concept
Content
Direction
Manage
KPI &
Cost
BRIEF RECAP
•
•
•
Build new Bioré fanpage and make it become a connection between all media
activities
The fanpage should be attractive, suitable and attract TA to join and take
actions when they follow through rich contents and activities
Make the differentiation of Biore vs competitors through its superior benefits
and insight to consumer
BRIEF RECAP
•
•
•
Communication message must be clearly and consistent to the master
activities of all brand in 2013
Drive fans from Nụ hôn Eskimo Ngọt ngào fanpage to new brand’s fanpage
Starting from the end of March, 2013
OBJECTIVE
Build a strong community to interact with consumer and
leverage it to organize all brand activities
Position Bioré as women’s companion who always stay beside to encourage
them to be confident and face anything in their life
TARGET AUDIENCE
Target segment of Biore product
The first jobber from 22 – 25 years old
TARGET AUDIENCE
Target segment of Biore Fan page
The first jobber
from 22 – 25yrs
Student from 18
– 22yrs
THE INSIGHT
All women are interesting in taking care of their beauty, specially their skin
They need a place where they can find useful tips about beauty care
and share with others their own tips/experience
THE INSIGHT
Young women want to explore the world but almost of them do not have enough
confidence to face all the situations in their daily life due to lack of experience
They need a place where they can meet, share with and being advised by
expertise and people who are in the same situation to complete their confidence
THE INSIGHT
55% of Vietnamese Netizen believe that Internet help them a lot
to improve their SELF-CONFIDENCE (source: We Are Social 2013)
THE TOUCH POINT
Woman communities: Webtretho, Lamchame
Woman Brand Fan page
Pose
Woman are more independent, proactively create a unique identity group to get
association with. They are shifting more to the virtual life via social networking channels
or smart applications to stay connected
THE TOUCH POINT
What they seek for?
Look for and share experiences,
tips to take care of their beauty
Interact with Brand, update
information of product
Make friends, gossip, spend time
for entertainment…
Relax with game/contest, easy to
get prizes
FAN PAGE CONCEPT
Khám phá thế giới đầy sức sống
Làn da sáng mịn giúp bạn tự tin khám phá thế giới tràn đầy sức sống
TONE & MOOD
Beauty
Lively
Enjoy life
Using 4 colors of Biore to highlight
“Sáng mịn”
Feminine
Lively
Enjoy life
ROLE OF FAN PAGE
Product Function: Fan Page provide the way to have finely bright beauty,
introduce and highlight the product function, make the trust that Biore can help
them to well take care their skin, make it smooth and bright
Emotion Function: Biore fan page is a friend/BBF who always stay beside to
help women face anything, encourage them to be confident about themselves,
and remind them to appreciate every little beauty in their life
COMPARE WITH COMPETITORS
Feminine
Gentle
Confident
Lively
Aggressive
Modern
The world of love,
women emotion
The world of young
confident women
The world of modern
and mature women
The world of young confident woman
The world of beauty where woman can share, update tips, experiences… to take care your
beauty, specially your face skin, make woman more confident
The world of young confident woman
With the confident beauty, woman ready to face anything – embracing challenge
CONTENT DIRECTION
Content 1: Face Skin & Beauty: How to take care your Face skin & Beauty?
Content 2: Confident Woman: How to encourage and make woman more
confident?
Content 3: Confident Life: Exploring confident woman life
CONTENT DIRECTION
Biore
Vietnam
Skin world
Beauty
world
Branded Content
Confident
Woman
50/50
Confident
Life
Biore
World
Unbranded Content
CONTENT DIRECTION
Skin world
Sharing all about how to take care your skin, such as: washing your face, protect your
skin in the sun, make up remover…
• Admin share information and invite user to discuss
• Encourage user to share their tips, experiences…
• Guide user to share their problem on Fan Page and admin or other users can help
them to solve it
CONTENT DIRECTION
Beauty world
Other sharing about how to take care your beauty (except take care skin):
• Make over – Make up – Dress up
• Trend of fashion
• Food and beverage
• …
Like Skin world, encourage user to share their tips, experiences, help others user to
solve their problem
CONTENT DIRECTION
Confident Woman
Encourage woman to make them more confident:
• Confident Woman: Introduce some confident and successful women
• Tips, experience to make you pass the challenge, dare to face anything
CONTENT DIRECTION
Confident Woman
“Mách nhỏ”
Những bí kíp riêng biệt giúp bạn tự
tin hơn trong những lúc khó khăn như
làm sao để tự tin ngày đầu đi làm, làm
sao để tự tin thổ lộ tình cảm, làm sao
để tự tin thể hiện bản thân trước đám
đông…
CONTENT DIRECTION
Confident Woman
“Bí kíp Quân sư”
Những tình huống khó xử nhất của bạn phải
làm sao đây? Y ên tâm chia sẻ cùng Bí kíp
Quân sư, các Quân sư đầy kinh nghiệm sẽ
giúp bạn
