Moore digital communication proposal 16 june 2015
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DIGITAL RPOPOSAL
Campaign: Poor Dad, Rich Dad
Duration: 3 Months
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
DIGITAL BRIEF
PRODUCT
LUX BRANDED, SLIM ELECTRONIC
OBJECTIVE
SUSTAIN IN NORTH & CENTRAL
INCREASE BRAND AWARENESS IN
SOUTH
HCM 70%, HN/DN 30%
PLATFORM
VIRAL CLIP
MICROSITE
COMMUNICATION STRATEGY
COMFORT ALWAYS ON
DURATION
3 Months
BUDGET
120,000$
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CAMPAIGN ACHITECTURE
6. CREATIVE
7. MEDIA SUPPORT
8. SOCIAL MEDIA SUPPORT
9. TIMELINE
10.BUDGET& KPI
TARGET AUDIENCE
A YOUNG HOUSE OWNER
AND A DADY SPECILIST
Male, 30-45 Yrs.
Mature & careful.
ABC class at key cities.
Skewed to male.
bull-eye: 33.
Strong & healthy.
6
WHERE THEY ARE ONLINE
WHAT THEY DO ONLINE
WHAT THEIR ROLE IN FAMILY
MAN OF FAMILY , A GOOD FATHER!
A MAN MAKE FAMILY EVERYDAY COMFORT
EMPOWERING SON TO FULLY ENJOY PRECIOUS
MOMENTS AT HOME DAY AFTER DAY
KEEP FAMILY EXTRA DURABILITY AND EXTRA
COMFOR (SAFE, HEATHY, ENERGY)
WHO INSPIRE HIM
A MAN OF FAMILY, A GOOD FATHER
EVERMAN WAS BORN AND RASE UP BY A
FATHER BY LOVE AND COMPORT ALWAYS
DURING MANY GENERATION THIS COMFORT
ALWAYS ON IS STILL EXIST NO MATTER TIMES
POOR DAD ON THE PAST, RICH DAD ON THE
PRESENT
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
EMOTIONAL TOUCH
WE RE-MIND THEM
THE TIME CAN CHANGE
BUT THE LOVING WITH COMFORT ALWAYS ON STILL
THE SAME AS THE FATHER TIMES
NO MATTER POOR OR RICH
IDEA CONCEPT
Concept Typography
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
COMMUNICATION FREAMWORK
TEASER
OBJECTIVE
ACTIVITIES
MATERIAL
CHANNEL
TIMELINE
AMPLIFY
Brand Awareness
Brand Engagement
Brand Virality
Remind Poor Dad, Rich
Kick Of Poor Dad, Rich
Kick Of Poor Dad, Rich
Dad
Dad
Dad
Microsite
KOL
Viral Clip
Viral Photo
TASK
ENGAGEMENT
Drive for views
Drive for impression
Drive for Clicks
Delivery
CONTACT
Product Purchase
Collect Database
SMS
Remind users buy Ariston
Product
24h
Hot Profile
Youtube Ads
SEM
Hot Fanpage
FB Ads
GDN
FB Ads
SMS
Admicro
Mobile Ad
Nov 2015
Dec 2015
Oct 2015
During Dec 2015
CAMPAIGN ARCHITECTURE
CAMPAIGN IDEA
POOR DAD , RICH DAD
MEDIA CHANNEL
DURATIONT SITE
VIRAL CLIP + VIRAL PHOTO
ADNETWORK
SEM
ARISTON YOUTUBE
FANPAGE
MICROSITE
GDN
FB AD
ARISTON FANPAGE
MOBILE AD
SHOP DEALER
KOL
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
VIRAL CLIP IDEA
Interview KOL to sharing about their
Dad Stories and they are now
Concept Typography
VIRAL PHOTO IDEA
POOR DAD, RICH DAY STORIES WILL TELL ON SOCIAL MEDIA AS FB
Concept Typography
MICROSITE TRUCTURES
Concept Typography
www.poordad-richdad.com
HOME PAGE
TERM CONDITION
THE MOMENT
JOIN
POLICY
STORY UPLOADED
PRIZE
ARISTON NEW
PRODUCT AS
PRIZES
WINNER
CONTACT
MICROSITE IDEA
ENGAGE USE TO JOIN POOR DAY, RICH COMMUNITY AS A PHOTO CONTEST
Concept Typography
PHOTO GENERATOR CONTEST
Concept Typography
BANNER IDEA
Concept Typography
Desktop Ad
Mobile Ad
MEDIA RUN TO ATTACT USE TO POOR DAD, RICH DAD MICROSITE
DEMO
Concept Typography
TABLE OF CONTENT
1. MARKETING STITUATION
2. TARGET INSIGHT
3. HOW TO APPROACH
4. COMMUNICATION FRAMEWORK
5. CREATIVE
6. MEDIA SUPPORT
7. SOCIAL MEDIA SUPPORT
8. TIMELINE
9. BUDGET& KPI
