Digital campaign for SUN (ENG)

Transcript

1. Red Keds Moscow, Russia,, 2014 21 april 2014 DIGITAL CAMPAIGN FOR SUN To make it all clear
2. 1 2 3 4 SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Success Criteria 1. Mentions in Social Media 2. Brand site visitor rate 3. E-commerce orders Deliverables — Creative idea — Activation mechanics — Timing & production cost Communication Objectives Build brand awareness & consideration through digital communication. Agency Task Develop a digital campaign for SUN dishwasher detergent summer communication plan. Introduction
3. 1 2 3 4 SUN Digital-campaign | Red Keds Moscow, Russia, 2014 The creative brief — Takeouts, summarized in a single creative brief for creatives. — Recommended touchpoints The culture — What are the audience cultural insights? — What are the trends, linked to their needs? The audience — Who is the audience we are talking to? — What are their hopes & fears? Red Keds strategic approach The market — What are the main competitors? — How does the local digital market look? — How does the international digital market look?
4. 1 Part 1 SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Strategy
5. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Market
6. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 3in1, 7in1 tablets Is more comfortable, for you don’t have to keep all the ingredients alone. Standalone components Using standalone components (salt, washing fluid, powder etc.) Is more efficient and cheap. Standalone reagents & Combo’s
7. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Technology Brand-mapping Natural Professional Affordable
8. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Finish is focused on teaching their housewives several aspects of housecleaning. Mostly focused on choosing the proper type of finish detergent & proper dishwashing machine. The weakness is it’s unemotional approach and poorly presented content. finishinfo.ru “Finish” is about teaching
9. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 An interesting fact is, that Finish uses paid context ad in Yandex, as a tool for “Choose a detergent for a dishwashing machine”. “Finish” is about teaching As well, as in Google Ads
10. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 International finish is focused more on video-content, using opinion leaders. Finish even has a channel in YouTube http://www.youtube.com/watch?v=YZKiwJbI4gA&list=UUdhTMN4QNOp04bCeyStFR7g
11. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Finish + Siemens Co-Promo http://www.youtube.com/watch?v=2tGNMOB6XUE
12. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 “Fairy” has the best SM in Russia Over 74000 users in a living VKontakte. group. The social media group is driven with a CRM program via VKontakte “Votes” (internal money).
13. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 SUN presence in Ru-Net — A site sundish.ru, made with Tumblr. — Context AD
14. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Audience
15. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 New russian contradictory city mom (or those, who wanna be) — She is very socialised in VKontakte, Odnoklassniki and listens to all friends opinions. Yet she is very suspicious due to overwhelming ads and prefers to test everything herself. — She would like to work in an international and she is ok to move out of Russia. Yet she is planning the future for her children with the local context. — She tries to run away from the image of a housemaid and a cook. Yet she always explores all the detergents first. — She can move from one house to another ± twice a year. Yet she would like to find a home. — She still believes to find a trusty husband. Yet she is feasible to do anything a man can do. City (wanna-be) moms
16. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Cooking, of course Using recipes, looking for new options for cooking is a huge theme for them. Still shopping For most moms e-commerce is becoming a huge trend in Russia, where they can order anything: from home appliances to clothing. Emotional sharing They are children-photo- addicted and food-photo- addicted. They are really fans of sharing any result (in Instagram, for example), they achieved during their home life. Family safety No wonder, that modern moms use large baby communities (like babyblog.ru) to discuss any family matter and seek for rational recommendations. What is the context of their digital needs? Career Many of them are interested in building further career.
17. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Social context: passing their home duties The audience is passing their home duties more oſten, using cleaning services, nannies. Still, they prefer to give recommendations to all of them, using the digital services.
18. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Not to forget Mostly, the women in Russia still don’t use the dishwashing machines! So, sometimes they need even some basic recommendations.
19. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 People talking about dishwashing Мне нравится, когда на упаковке расписан подробный состав средства, который моет мою посуду, а не просто красочная упаковка. Это я про домашнюю химию говорю. я как-то задалась вопросом, что надо стирать детское белье детским порошком, мыть детскую посуду, а еще лучше всю посуду, специальным средством, без химии, щадящим, экологичным. вот так я повелась на средство для посуды «Ушастый нянь», а потом не поленилась и прочла состав! все там ровно такое же, что и в других гелях для мытья посуды, вот только название и марка обманчиво манит мам к покупке. я в шоке! Ради денег производитель ничем не поступится, тем более здоровьем наших детей(( Когда ребенок на кухне, стараюсь ничего не чистить, чтобы он этим не дышал Иногда грязную посуду легче выкинуть, чем начать мыть.
20. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 E-commerce recommendation videos Several E-commerce shops even use video instructions.
21. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Other dedicated resources pyaten.Net: Biggest home chemicals site saniks.ru blesknadom.ru
22. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Popular home stuff hopping resources Utkonos.Ru: the most popular shopping resource in Moscow 7cont.ru
23. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Trends
24. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Culture context: tasty food (нямки) The russian moms are still focused on a full of mayonnaise, meat & eggs meals. There is even a term, called “Nyamki”, which defines the overwhelming artistic food result, made by them.
25. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Social context: the water In most cities, the water itself is a huge problem for most of the moms. As they discuss in many topics, according to detergent “the water is hard”, and needs to be soſtened. One of the strongest drivers in the category of dishwashing machines in Russia is the quality of water, that affects your hands.
26. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Global trend: live, run, eat fresh Most of the moms, that have dishwashing machines live in big cities (800k+), therefore they are under a strong influence of the global eco-city trend. They seek for opportunities to bring more natural fresh products into their live, run on the streets and follow so-called “ЗОЖ” (Healthy Style of Living) concept.
27. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 This is why the russian context has a unique shade of the “natural” term. Eating a lot of food, leaving enzyms on the dishes — is ok, because using a lot of products is healthy an natural in the opinion of the mass-market. Eco-tasty? Tasty culture Takeout: russian paradox Eco-friendly trend
28. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Message (in Digital): Sun explains, that russian natural food can be safely cleaned only with concentrated natural ingredients, like lemon. Red Logic Naked truth (A) Shiſt (B) I’m not familiar with all the automatic dishwashing culture, therefore I have no opinion on that matter. Still, the fact of using any chemicals scares me (due to influence on my children). Insight (Cultural): I love to cook tasty food, full of meat, mayonnaise, stuffed with cheese and potatoes, for my family truly loves such food. Using strong natural components is the only way of safe dish cleaning.
29. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 In-Line with BCI We’re still in-line with BCI, but integrate russian culture context to drive natural RTB and find a free niche in the communication clutter.
30. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Touchpoints
31. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Yulianka1981 — opinion leader example Recommendation videos & videoblogging at all is a very popular format in RU-net. People trust each other, even if the person is not a celebrity. http://www.youtube.com/user/YuLianka1981/
32. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Communication should be driven through opinion leaders with different themes & channels. Trial YouTube videos City moms UX touchpoints Opinion leaders SEO + Context E-commerce (baby stuff, ingredients, household stuff) Recipes resources Baby blogs & forums Household resources Awareness Consideration In-Trade?
33. 1 Part 2 SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Idea and activation mechanics
34. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Manifesto: Each woman tries to prepare a meal not just delicious, but also very beautiful. The dishes so beautiful at the beginning of the meal at the end of it look like horrible monsters and you feel despare cause you need to fight them. Thoughts about these terrible changes could spoil the mood of any culinary hostess.
35. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Lemon Dishmonster Liquidation Big Idea
36. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Idea "Nyamki", which girls love to cook so much, leave dire consequences on the plates. We systematized those effects and created a gallery of Dishmonsters, to show how easy natural lemon juice of Sun can liquidate them.
37. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Pre-rolls on recipes vlogs Pre-rolls Activation architecture Special project Dishmonster liquidation social media (Vkontakte) contest Beatiful looking dishes contest Vlogs on Youtube.com SUN instruction manual from popular vlogers
38. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 We demonsrate pre-rolls in vlogs, dedicated to cooking and recipies. From each plate one of Dishmonsters composed of remnants of food on the plate smirks at spectator. Pre-roll leads user to special project. Pre-roll
39. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 A manifesto on the main page says: «Each dish we want to prepare not just delicious, but also beautiful looking. But, the dishes so good- looking at the beginning of the meal and at the end of it look like horrible monsters – you feel desparate to fight them. Natural lemon juice SUN destroys all the dishmonsters, so that you can experiment without fear and give joy to your dearest people with tasty and beatiful looking dishes». We offer users to take part in online conest in social media (Vkontakte) and to buy SUN in one of online stores Special projest. Manifesto
40. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 We create a special project on one of the most popular source. The choise depends on quantity and quality settings of audience. Special projest. Dishmonster liquidation Lemon dishmonster liquidation Dishmonster gallery Manifesto Link to photo contest in social media (Vkontakte) Link instruction manual on Youtube vlogs Link to online store with SUN Dishmonsters liquidation animation
41. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Each Dishmonster is dedicated to one popular "nyamka": meat with vegetables, spaghetti, soup, casserole, etc. When you press monster's portrait a small stopmotion movie starts where Dishmonster growls, makes faces and in the end is vanquished with lemon juice. Under each of the portraits there's an advice on how to use dishwasher and a link to a video blog where vlogger explains exactly how to use the SUN in the dishwasher. Special project. Dishmoster gallery
42. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Vlogs on Youtube From the special project page user goes to the popular vloggers videos. They explain exactly how SUN lemon juice makes the plates clean and how to use the SUN in the dishwasher. Yulianka 1981/ 66 251 followers Blablablabla2008/ 33 093 followers FlyLady/ 16 991 followers
43. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 In VK cooking-group «povarenok» (290 485 followers) we hold a contest of the beatiful looking dishes. Each week we define the topic of the dish. Girls make their masterpieces, and in the end of the week we reward the authors of the best looking "nyamka" with SUN, so that her kitchen would be definitely dishmonster-free. Vkontakte contest
44. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Communication chanels Social media Beatiful looking dishes photo contest Special projest «Lemon dishmonsters liquidation» blesknadom.ru Vlogs Youtube krasivo-vkusno.ru/ povarenok.ru/ belonika.ru Pre-rolls Sun purchase UN instruction manual Vvdeo Special project sharing
45. 1 Part 3 SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Realisation
46. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Vkontakte photo contest BOUGHT MEDIA OWNED MEDIA EARNED MEDIA June Communication plan July August Context @ Yandex / Google SUN Special Project at receipt portal SUN testimonial videos SUN preroll videos
47. SUN Digital-campaign | Red Keds Moscow, Russia, 2014 Engagement (The share of people who have done action / came into contact with the message) Reach (The share of people who have seen the message) Loyalty (The share of people who have gone through all the mechanics) Kpi CPC, CPA @ relevant resources # Context Ads @ Yandex, Google # pass to Special Project # preroll views Bought media effect Earned media effect # special project shared # pass to Vkontakte contest # pass to e-commerce blesknadom.ru # pass to SUN testimonials video views # Vkontakte contest sharing # participation in contest # contest winners
48. Red Keds Moscow, Russia, 2014 Your manager Anna Yan ya@redkeds.com +7 964 504 02 91 Thank you