SOCIAL MEDIA

STRATEGY A Dede Wahyudi Challenge Project

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CLIENT BRIEF

GOALS: Recruit FIRST-TIME USERS (14-20 yo.)

• Drive trials among the target audience • Motivate them to switch to MNY

Prepare MNY to become the PREFERRED MAKE-UP BRAND among young female adults (20+ yo.)

• Establish “color authority” with Maybelline Color Show products

Develop an overall SOCIAL COMMUNICATION STRATEGY (based on the product’s brief given)

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THE STRATEGY

• Encourage ‘IT GIRL’ potentials to show themselves off through ‘Maybelline Girl Search’ campaign. • Empowering digital assets to strengthen brand awareness through #MOTDbyMNY (general hashtag), #MOTDquiz (challenge), tutorial content of #MNYTips and user’s blog review.

• Creating sustainable emotional bound between users and brand using web content’s composition, giving feedback and response. • Recruiting FIRST TIME USER by using buzzed viral issue towards the brand. • Ensure YOUNG FEMALE ADULTS to have Maybelline as their ‘Color Authority’

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REASONS BEHIND STRATEGY

• There are so many Indonesian ‘IT GIRL’ potentials who want to show themselves off throughout the social media and getting many ‘LIKE’. Furthermore, the teen-aged female use to be actively react and follow the social movement. The campaign of ‘Maybelline Girl Search’ with the hashtag ‘#MNYGirlSearch’ can “provoke” them to be actively involved due to those ‘LIKE’ – their involvement then become the buzz for the campaign itself. • Both teen-aged and young adult female use to easly involve themselve in viral issue, so, another campaign such as #MOTDbyMNY (general hashtag), #MOTDquiz (persuative challenge) and #MNYtips (tutorials) can be held throughout all-integrated social assets. This campaign, which is consist of: facebook, twitter and instagram activity will strongly persuade new-user both teen-aged and young female adult to drive the product trials. The solution of indonesian female’s problem over make up business should be fixed by the tips offered. • The adult’s brand awareness can be strengthen by the inspirational content (such as: tutorials by MNY official make up artist, refference, essay, video, etc.) posted on website. It can also be reinforced by user’s blog review. Dede Wahyudi - Challange 4

REASONS BEHIND STRATEGY

• Twitter posts optimization can be taken by using the relevant major twitter account (selebtweet) to buzz the campaign. Both teen-aged and woman ‘IT GIRL’ use to strongly follow their own favorite trusted account. Besides, the optimization of each challenge can be reach by tagging the specified challenge account, such as: @infokuis, @kuisgratis, @serbakuis. This can improve the brand reputation.

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ABOUT CAMPAIGN

CAMPAIGN #1 NAME: IT GIRL Audition - #MNYGirlSearch CAMPAIGN TYPE: Challenge - Audition CAMPAIGN SYSTEM: Facebook Like INCENTIVE: Contract Free Make Up TIME PERIOD: 30 Oct to 22 Nov 2014

CAMPAIGN #2 NAME: #MOTDQuiz CAMPAIGN TYPE: Challenge - Instagram Follow & Blog Review CAMPAIGN SYSTEM: Tweetpic & Review INCENTIVE: Free Voucher TIME PERIOD: 1st week of November 2014

CAMPAIGN GENERAL NAME: #MOTDbyMNY

CAMPAIGN #3 NAME: #MNYTips CAMPAIGN TYPE: Non-challenge - Tips CAMPAIGN SYSTEM: Tutorial TIME PERIOD: Undefined

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FACEBOOK

• Post the persuative #MNYGirlSearch challenge – along with the description of the criteria, so the fans can participate and unconsciously they spread it to their tagged refference • Persuative #MNYTips invites the fans to try using the mentioned MNY product • Bound the fans’ mind through interactive post • Web content sharing as the facebook post

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FACEBOOK #MNYGirlSearch

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FACEBOOK #MNYTips

Make up tutorial for experimental by MNY official make up artist shared via facebook

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FACEBOOK INTERACTIVE POST

Answering fans’ question will comfort the fan over the brand

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WEB CONTENT AS FACEBOOK POST

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TWITTER

• Regular persuative post with hashtag spread • Hashtag used to reach attract fans • Instagram-integrated quiz given along the hashtag #MOTDbyMNY & #MOTDQuiz • Encourage the followers to give direct reactions (retweets and mentions) • Major account buzz

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REGULAR PERSUATIVE POST

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TWITTER #MOTDQuiz

Tweet towards the instagram quiz

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MAJOR TWITTER BUZZ

Major twitter users buzzes the @MaybellineINA’s

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INSTAGRAM

• Using hashtag to attract follower • Collect followers’ like and do a quiz/challenge • POSM photo post along with hashtag

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INSTAGRAM #MOTDbyMNY

Introducing the #colorshow, #freshlook and products’ POSM

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INSTAGRAM #MOTDQuiz

The #MOTDbyMNY #MOTDQuiz challenge which is shared throughout the twitter

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RESULTS

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• The number unique users interacted with Maybelline Indonesia Facebook, Twitter and Instagram account • The number of new Twitter Follower • The number of mentions and Retweet on Twitter • The Number of the Twitter’s reach • The number of new Facebook Page fans • The number of the Facebook impression • The number of total Interaction • The number of Maybelline’s website traffic improvement

The Indicators - During the Campaign Period