horlicks digital plan pitch (strategy) 2013

DIGITAL PLAN 2013

OUTLINE

• How Can Social Media Help your brands? • Social Media Analytics. • Horlicks on Social.• Horlicks Competitors.• Horlicks Collaborates with Big BeeHive.• Horlicks branding strategy on Digital

Media.• Horlicks brand portfolio strategy &

management.

• Every day the world spends around 1330 years in time just on facebook.

• Things have come to a pass where 78% consumers trust peer recommendations on SNS and only 12% trusts TV ads.

• The network is growing bigger by the day so are the opportunities.

• It is consumer generated information that is the driving force behind the biggest brands. More than 30 billion pieces of information is shared each month on facebook alone.

HOW SOCIAL MEDIA CAN HELP

INNOVATIONFlexibility in social media helps us to innovate.

CONSUMERS

People wanting to be the part of flow of information.

As its not about YOU its about THEM.

WHAT MAKES SOCIAL MEDIA ATTRACTIVE

• Instant low cost communication. • Traditional media is ‘one to many’

while social media is ‘many to many’.

• No distinction between media producers & consumers.

• User generated content. • Free borrowing and sharing of

content.• Rich user interaction.

3 M’’’S OF SOCIAL MEDIA

The 3 M’s that constitute to the success of social media.

Existence on social networks where the social media is not

monitored, managed and maintained is like having no social media

presence at all.

HOW CAN WE HELP?

• Strategizing your social presence.• Managing your social media accounts with researched daily updates, apt photo and video uploads.• Conceptualize and execute campaigns.• Develop customized pages.• Developing dedicated facebook applications.• Develop innovative digital tool.• Presiding over reputation building debates and discussions.• Blogging.• Managing your YouTube channels (viral videos).• Conceptualizing innovative contests and games to increase customer engagement.• Online reputation management.• Web PRship.

Why Digital?Marketing is most effective on digital and now we have moved from medium to content, from information to conversation and from products to ideas.

Why Social?To create a meaningful relationship with your customers and turn them into an army of marketers for your brand. Social is about emotion, the emotion of a brand and that of the customers towards a brand.

WE BRINGS Horlicks TO THE FOREFRONT

“How a brand uses digital media can strongly influence its brand perception”

• Target consumers in a way that does not push the brand but involves

them.

• Recruit, Engage and Excite users by interacting on Social.

What is the Facebook page

about?

Keep fans in the Facebook zone

Be super creative

Integrate and Grow

DIGITAL OBJECTIVES

YouTube is ranked 4th most popular

website in Pakistan

Facebook is the most popular

website in Pakistan

SOCIAL MEDIA ANALYTICS

Twitter is ranked 11th most popular

website in Pakistan

Pinterest is ranked 33rd most popular

website in Pakistan

SOCIAL MEDIA ANALYTICS

HORLICKS ON SOCIAL

NO engagement with fans.

NO regular posts to engage fans.

COMPETITORS

COMPETITORS

Horlicks COLLABORATES WITH US

UNDERSTANDING THE TG

• 8-10 yr old, extend to 6-12 yr old• Inquisitive and imaginative • Discovering the world with endless imagination• Enjoy collective exploratory play• Get little amount of pocket money; allows them

to make their own purchase decisions including snack purchase at schools

The Kids Of Today

• Have access to electronic devices such as computers, cellphones, gaming gadgets and TV at school and homes

• Spend about 7-8 hours on these electronic devices

• 8-12 years old watch TV regularly: mostly in evenings and their watching span is 4-5 hours daily

• Advertisements play an influential role leading children to imitate and demand similar products

• Teachers and parents can help children to decide what they should watch on TV and how to spend time online.

BRAND IDEOLOGY

• For a perfectly nutritional & Rich experience.

• Perfect for adding nutritious ingredients - everyday

indulgence for kids.• World’s most nutritious drink.

The Big Idea

Create excitement around Horlicks and help establish Horlick as a nutritious drink for kids

APPLAUSE

AMPLIFICATION

CONVERSATIONS

3R’s: Review, Revise & RetainCall to Action with

Contests and giveawaysConvert HORLICKS fans

into brand loyal customers.

Build brand identity

STRATEGY

Variety of methods to encourage fans to interact on the facebook page:

Polls Contests Q&A

Apps Videos

CONTENT ANALYSIS

Promote Brand image through refined community management, photo and video uploads.

Tabs for YouTube, Pinterest and Twitter to redirect traffic to these social medias.

Place Facebook ads to drive traffic to Facebook applications , in turn directing the traffic to the page as well as website.

Promotion of ground activities through facebook events.

COVER PHOTOS AND Profile pictures

STATUS UPDATES & POLLS

FAN OF THE WEEK

application

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NUTRITION

Fans can view Horlicks nutritional facts information in an interactive/unique way.

application

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RECIPES

Fans can view Horlicks recipes and also get delicious recipes to

cook through e-catalogue.

Application & contest

PROUD MOM MOMENT

MECHANICS:• Like us to enter the picture contest.• Upload photo and write two lines

that describes the proud mom moment.

• Share post option to generate votes

• Vote button in gallery to vote for winner.

• The contestant with the highest number of votes wins the contest.

DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.

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FAVORITE KID QUOTE

MECHANICS:• Like us to enter the Contest.• Fans will have to select background,

font style, font size and font color.• Fans can write their quotes and submit

to entre the contest.• Share post option to generate votes• Vote button in gallery to vote for

winner.• The contestant with the highest number

of votes wins the contest.• Cover Photo will be shared of the

winner, on Horlicks Pakistan Facebook Page.

DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.

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Application & contest

FUTURE AUTHORS(Is your kid a future author?)

MECHANICS:• Like us to enter the application.• Fans will be provided with 3 options.

• Write a different ending to a favourite book.

• Envision a sequel. Where can the story go next?

• Write your own story.• Fas will have to submit there stories to

entre a lucky draw to win prizes.• Vote button in gallery to vote for winner.• The contestant with the highest number

of votes wins the contest.

DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest.

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Application & contest

A YouTube channel of Horlicks, where archive of TVCs, event coverage of Horlicks can be accessed.

All the print ads, viral branded photos/videos and brand related pictures will be uploaded as pins on pin boards and these pins will

be shared on the Horlicks Facebook page as well.

HORLICKS KIDS CLUBFans can Pin pictures of their kids in the Board categories and the picture with

the highest number of Re-pins wins the contest.

Big BeeHive (info@bigbeehive.com)

CONTEST

What can be done:

• Make a Twitter account for Horlicks.• Design twitter page. • Customer Service.

• Develop conversations and build trust.

• Advertise ongoing campaigns & promote new deals.

MICROSITE

HORLICKS MICROSITE

• Animation on the main page.• Buttons for Horlicks

videos/Games/Horlicks Map (school activities) and Horlicks Nutritional facts.

• Fans will have to login and register to get their name on the top of the score board.

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CASUAL GAMES:• Include in the local relevance in

terms of themes, challenges and background.

• Multiplayer games– Multiplayer games which allow

two or more players to join a lobby and play against each other or in a co-operative mode.

• Single person play– Single player games played

for points.

DRAW SOMETHING

HORLICKS PUZZLE

MICROSITE

MICROSITE

• Complete a jigsaw puzzle based on Horlicks print ads, in the given time• The more you play and complete in time, more chances of yours to win

• Each week a different jigsaw• Weekly winners

HORLICKS PUZZLE

MICROSITE

An application which will allow kids to send out exciting E-cards on special occasions like Eid, 14th August, Mothers Day, New Years etc to their friends.

HORLICKS E-CARDS

An application where Horlicks would be sharing tips to its fans related to community, environment, studies,

good habits etc.

HORLICKS MESSAGE BOARD

MICROSITE

HORLICKS PROMISE

An application which will allow kids to post their promise on earth day, new year’s resolutions, promise to mother on Mother’s Day or on occasions like Eid, 14th August, etc to share with their friends and be able to see the promises of their network on Horlicks webpage.

SEO

What can be done:

SEO (by searching Horlicks through Google, top results

should show Horlicks website or micro site and

social pages).

Big BeeHive (info@bigbeehive.com)

BLOGS

BLOGS

Integrating Digital With School Activation

• On-ground activation POIs will feature, informing participants on how they can download the games on mobile

• The branding and exposure factors will be multiplied. Mobile games will last much longer than the campaign itself or the website games.

• Mobile games will be branded just like all the other games on the mini-site etc

On-Ground Activation & Digital

• Website address & Fan Page Link will be published on– Flyers– Standees– Posters and Banners

• School – Cafeteria– Libraries

• Books, Stationary& Uniform Store

THANK YOU