final digital strategic plan for chow tai fook

CHOW TAI FOOKDIGITAL MARKETING STRATEGY

KEY MESSAGE•Precious jewelry pieces •Outstanding quality •Product can last from generation to generation

TARGET AUDIENCESWho CTF currently targets:• The high-income class especially women who are successful in their career. • Couples in stable relationship or ready to get engaged/married. •Middle-class people

TARGET AUDIENCES (RECOMMENDED)Who CTF should also

target :•Men pursuing career or a quality life•Successful men

THE BIG IDEA• In order to reach more target audiences especially in the US market, digital marketing need to be focused on strategies

- to utilize the social media - to improve the effectiveness of their mobile app - to optimize Search Engine Marketing.

STRATEGIES AND RECOMMENDATIONS

• Social Media In addition to the social media platforms that CTF actively performs, they should also get on Instagram and Pinterest.-Use photos and videos to advertise.-Coupon award via email if CTF gets mentioned(@) on Instagram.

STRATEGIES AND RECOMMENDATIONS• Mobile App

- Available download for both iPhone and Android - Three individual apps for jewelry, wedding collections and watches collections (hard to offer full service as one app) - Recommendations: MERGE the three apps together as one app

STRATEGIES AND RECOMMENDATIONS• SEM

- Keywords: "fine jewelry", "Hong Kong jeweler", "jewelry from Hong Kong”, etc. - Landing page - E.g.: ad page >>> if click >>> landing page >>> keyword links on the pageKeyword links: "CTF Home", "CTF eShop",

"CTF Collections" and "Sale"

BUDGET• Social media: followers

on Instagram/Pinterest, numbers of like, numbers of mention and numbers of hashtag.• Mobile app: numbers of

download, ranking on Apple App Store, related comments on their Facebook page.• SEM/Landing Page: CPC

KPIS• Instagram - $0• Pinterest - $0• SEM – up to $5 every

time a user clicks on CTF’s ad.

SUMMARY• The brand is successful with a large customer base internationally.

• It will not be hard to grow the US market.• Its key message delivered tells customers the true value of the brandIt is not just about the products, but also it is about the

culture of the brand: sincerity and eternity.

Thank You!