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 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) TOẢ SÁNG NẮNG HÈ Skin World & Beauty World Protect your face in the sunshine Take care your skin in the summer How to choose swimming wear Update summer fashion trends Introduce Biore UV product TOẢ SÁNG NẮNG HÈ Confident Woman & Life Picnic, hang out with your friends Travelling Take photo Sport in summer TOẢ SÁNG NẮNG HÈ Photo contest “Da sáng nắng xinh” Shooting photo in the sunlight is beautiful, but some girl scare that their skin is burned by sunlight Biore’s UV Care will help girls be confident to take photo in sunlight Mechanism: • Upload the photo which take in the sunlight • Organizer collect in a photo album • User click Like to vote Prize: A full Biore UV product TOẢ SÁNG NẮNG HÈ BIẾN HOÁ VẺ ĐẸP CỦA BẠN Skin World & Beauty World Make up tips, experiences… Take care skin face Make up style, trends… Make up remover Biore make up remover & porepack BIẾN HOÁ VẺ ĐẸP CỦA BẠN Confident Woman & Life • • • • All about for officer: How to make a good relationship with boss, coworker… Prepare for successful working day Experience at work … BIẾN HOÁ VẺ ĐẸP CỦA BẠN Bí kẻ mắt bạn gì? SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG Skin World & Beauty World Choosing dress for party How to make you more beautiful in winter Take care skin face in the winter (moisture, remove wrinkles…) Biore product SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG Confident Woman & Life Make your holiday happier Sport for woman Experience to shine in the party Yoga All about Christmas, Tet holiday… SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG Contest “So tài bí kíp” There are a lot of ways to take care your skin Most of woman has a/a lot private tips Mechanism: • Contestant share the way (tip, experience…) to take care their skin (share photo or write text), such as how to make the face mask, how to solve some skin problem… • Organizer visualize all of tip/experience and collect in a photo album • User click Like to vote Prize: A full Biore product CONTENT MANAGEMENT Content Direction (Bee Branding) Upload – Comment – Manage (Bee Branding) Approach (Kao) Approach (Kao) Weekly content detail (Bee Branding) RECRUITMENT FAN Old Fan page Share Fan Promote post FB Ads HOW TO DRIVE USER FROM OLD FAN PAGE Share and introduce new Fan Page Share some useful post, contest via new Fan page The fan page was not updated very long time so the interaction, reach is very low KPI & COST Cost Concept & Content fee Duration 1.000 12 months 12.000 12 months Contest Management 3.000 12 months Promote Fan Page 4.000 12 months Management fee Contest prizes TOTAL TBC 20.000 KPI & COST No KPI Fan Increase Reach Game Contestant 80.000 20% 3.000 [...]... CONTENT DIRECTION Confident Life Confident to explore your life, enjoy every moment and make your life more useful, happier • Introduce some healthy activities, such as dance sport, yoga… • Explore woman trends • Explore all about joy activities of woman • … CONTENT DIRECTION Biore world The content for all about Biore brand, including: • Introduce Biore product • Activity to interact with Biore brand... 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... build the strong community where users can develop Fan Page together, build relationship and make Fan Page to the hub which gather all of confident woman BIORE KEY ACTIVITY IN 2013 Biore UV Start from Mid of March Biore Make up Remover Start from July BIORE FAN PAGE DEPLOYMENT PLAN Toả sáng nắng hè 03 – 06.2013 Biến hoá vẻ đẹp của bạn 07 – 10.2013 All about summer Confident Woman at work Sáng mịn làn... 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... 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... CONTENT DIRECTION Biore world The content for all about Biore brand, including: • Introduce Biore product • Activity to interact with Biore brand • Organize other marketing campaign • … CONTENT DIRECTION We don’t build Biore Fan Page by one-way communication The content of Fan Page will be contribute by admin and users User can update information from admin, share their tips, experiences, raise your problem... • 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... swimming wear Update summer fashion trends Introduce Biore UV product TOẢ SÁNG NẮNG HÈ Confident Woman & Life Picnic, hang out with your friends Travelling Take photo Sport in summer TOẢ SÁNG NẮNG HÈ Photo contest “Da sáng dưới nắng càng xinh” Shooting photo in the sunlight is beautiful, but some girl scare that their skin is burned by sunlight Biore s UV Care will help girls be confident to take photo... Upload the photo which take in the sunlight • Organizer collect in a photo album • User click Like to vote Prize: A full Biore UV product TOẢ SÁNG NẮNG HÈ BIẾN HOÁ VẺ ĐẸP CỦA BẠN Skin World & Beauty World Make up tips, experiences… Take care skin face Make up style, trends… Make up remover Biore make up remover & porepack BIẾN HOÁ VẺ ĐẸP CỦA BẠN Confident Woman & Life • • • • All about for officer: How to