new media advertising 1216707 Kwon Ji hyun

CONTENTS

Brand’s Slogan

. . .

Diverse and large scale of events(reviews, games…)

Simple communication

2013 2013

~742

Simple communication

~136

d

news

d

news

2013 2013

~286 43~

d

recommendation

d

recommendation

This kind of posts is not related with brand’s images. So fans are wondering why these posts are came up. That is, posts not related to brand images cannot attract fans’ attention.

Fans are responsive to celebrities’ recommendation of brand’s product. People know ‘ok ju hyun’ very well, so they feel friendly about her recommendation. Her recommendation is related to brand’s specific product, so this relation leads to consumer’s reaction and also affects to product’s sales

2013 2013

~332 160~

d

promotion

d

promotion

It is difficult to call attention to off-line promotion which location is limited to specific space. It cannot increase fans’ participation.

This post is top-ranking which attracts a large number of fan’s attention. People pay attention to this tag event. They tags their friends to receive this lucky box. This kind of promotion makes people participate and be happy.

2013 2013

~3196 81~

d

Competitors – naturalism cosmetic brand

d

Competitors – naturalism cosmetic brand

d

Competitors – naturalism cosmetic brand

Number of ‘Likes’

Number of ‘people talking’

(In October 9, 2013)

(In October 9, 2013)

d

Competitors – naturalism cosmetic brand

Primera provides various event with fanpage. Events are including participation, experience, creation. For example, people enjoyed experiencing event which includes funny video.

d

Compared with Competitors

d

Advertisement using owned media, earned media is important. Also differentiating own brand compared with other brands. Then events have to include brand’s philosophy. People likes participation so we need communication with them.

So,

SWOT Analysis

• People has positive feeling with brand. • Has strong assistant because of parent company(LG health care)

• Appearance of naturalism brand • Saturation market of cosmetic brand

• Low awareness compared with other brands • They invests little money to paid media.(brand philosophy)

S W O T

d

Proposal

d

Proposal-social media content

d

Proposal

d

Proposal-social media content

d

Proposal-social media content

Thank you