maggi oyster - relaunch - draft proposal (ebrand)

1. Project requirements

2. Issue definition

3. Solution addressed

4. Implementation

5. Ressult measurement (KPI)

6. Keys of success

7. Budget allocation

8. Appendix

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Marketing requirements• Create a platform for Maggi Oyster - relaunch

• Educate users about how to use Oyster sauce with the key message

"Frying dishes, Maggi Oyster"

• The target audience to communicate is the woman in family. The

campaign needs to maximize the touching point to communicate

with this central object.

• Consider between to plug into an existed website or to deploy a new

microsite

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Must be resolved by the proposal

The proposal is supposed to feature the details of:

•Site production (Sitemap, homepage & section pages, text tone…)

•Media online plan (teaser clips, banner, PR angles, social media…)

•Project team allocation

•KPI relying on the given budget (xxxMils VND)

•Timeline

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These information (recipes) are engaged with forums for females or websites for travellers

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thực đơn xào, 2,590,000

món xào 4.220.000 "món xào" 1.100.000

"món mặn" 345.000"món canh" 1.780.000

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The time of education

• The education process must be divided into phases

• A long storage of content for user's reference

The reach vs. the trend

The multimedia benefits

The demand matching in a dramatic story

The extensible features

Basics of the online channel

• Rich content to push/pulll , Interaction-based, CRM based, Trackable vs. Control-able, Self-growth discussion with given direction (like Social Development) - The trend

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4. Implementation

• …

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• Young mom & dad

• Young members of a family

• Appreciate the family relationship & the

humanities

• Online savies

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• The woman of the family can know one more secret to

set a new highly standard on their Frying dishes - Oyster

& Maggi Oyster

• They can gain a collection of Frying dishes provided by

this website to surprise their sweetheart

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• They have an opportunities to show up their happy

family with frying dishes recipe-ed by Maggi Oyster

• The man can surpise his lady up to the cloud 9...to show

his gratefulness from what she have done for the family

• A long term platform to engage Maggi with a happy

family's menu

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4. Implementation

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TeasingLaunch & Nào cùng

xào!

Bà xã anh No.1!

Đong yêu thương

thêm đầy

• The recipes collecting

• Books to reference

• The communication with members during

the campaign

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4. Implementation

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4. Implementation

• Oyster Sauce

• Maggi Oyster

– Basic frying dishes

• Maggi Oyster - The “song”

• Promotion info

• Testimonials

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4. Implementation

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4. Implementation

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4. Implementation

• Teasing page

• Bà xã anh No.1!

• Maggicall - Đong yêu thương thêm đầy!

• Guessing page

• Sharing page

• Register page

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4. Implementation

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Ông xã bạn có biểu hiện biếng ăn cơm nhà không?

• User register to receive special gifts

• User follow to reveal the secret to

cure his man “abnormal behaviors”

• User submit the sympathy

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4. Implementation

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4. Implementation

• TOP 20 frying dishes collection

• Upload page

• The Community page of activity

• Maggi Oyster the e-Book

• Regulation

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4. Implementation

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4. Implementation

Learn the recipes

Share the dish via photo

Voting from the

community

Win the No.1 Bà xã

– Miss Maggi Oyster

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4. Implementation

• The introduction page

• The community page of "Maggicall"

• The sharing page

• Regulation

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4. Implementation

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4. Implementation

Capture the

kitchen image

Record the calling

message (voice)

Submit to the

website

Win the big prizes

to surprise the lady

“Your lovely message will be heard by your “Bà xã”. She can feel your love and your appreciate and your relationship will be stronger with the support from Maggi Oyster”

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4. Implementation

• Website production

• Facebook synchronization

• Flash production

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4. Implementation

• Teasing

• Create the trend

• Targeted

• Extreme message

• Mesurable

• Viral-able

• Interactive banners

• Consistent with the theme– Visual

– Tone of discussion

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• PR

• FB ads

• Google Ads

• FB Fanpage

• Forum seeding

• Evangelists (influencers)

• Affiliate program with

forums/websites

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4. Implementation

4 Phases++

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4. Implementation

Phase to phase communication

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GĐ1: Teasing

• Encourage user to join and reveal a secret

• Concept: Ông Xã Biếng Ăn

GĐ2: Launch site

• Reveal the website and stick the Frying recipes with Maggi Oyster

GĐ3: Engage

• Encourage members to join and use the materials from the websites

• Sharing and apply it in real life

GD94: Finalize

• Create an activty to finalize the campaign where every member of the family enjoy the campaign

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4. Implementation

Objective:• The more followers, the better

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4. Implementation

Activity Description Channels

PR online Yes

GG ads Yes

FB ads Yes

Banner Ads Yes

Email Marketing Yes

Forum Seedings Yes

Video viral

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4. Implementation


PR online Yes

GG ads Yes

FB ads Yes

Banner Ads Yes

Email Marketing Yes

Forum Seedings Yes The song of Maggi Oyster

Video viral

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4. Implementation


PR online Yes

GG ads

FB ads Yes

Banner Ads Yes Bà xã anh No.1!

Maggicall

Email Marketing Yes

Forum Seedings Yes The song of Maggi Oyster

Video viral Yes

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4. Implementation

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4. Implementation

Mình và chàng, thường vào nhà hàng,

vào nhà hàng chàng thường dùng mì

xào, mà mì xào nhà hàng xào cùng gì

nào? Mà chàng cào cào mì xào, làm

mình làu bàu rồi chàng càu nhàu. " Bà

xào mì xào gì mà bèo nhèo, nhìn vào

còn thằng nào nhào vào

Chồng mình ngày ngày nằm ườn buồn

phiền làm mình thường buồn buồn .

Mình ngờ chồng mình “luồn tuồn”.

Mình cuồng cuồng cào người chồng.

Chồng làu bàu: “nàng nào mà nàng

nào, thằng này thèm đồ xào nhà hàng”.

Nào ngờ chồng ghiền dầu hào, ào ào

mình xào mà đồ xào tầm phào. Mình

tìm dầu hào xào xào. Đồ xào cùng dầu

hào rằng là tình.^^Hồi nào giờ toàn xài đồ xàm xàm làm

đồ dùng, mồm nhà mình toàn phàn

nàn là đồ xào tồi tàn. Giờ dùng dầu

hào, thằng nào nhà mình đều trầm trồ

đòi mình làm nhiều nhiều, vì đồ xào

mình làm giờ tài tình.

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4. Implementation

ừ hồi nào nhà dùng toàn dầu

mè, xào từ đồ bình thường : từ

bì , giò, bò, gà, hành .... Từ

ngày nhà mình ù , mình bèo

nhèo, chồng mình kì kèo mèo. Mình buồn ...hù hù

XÀO ĐỒ XÀO THÌ DÙNG CÙNG

DẦU HÀO

Tình hình là nhà mình xài dầu nành cùng đồ xào,

chồng làu bàu “xài dầu hào thèm dùng đồ xào,

xài dầu thường thường là chồng lờ đồ xào”.

Chồng làm mình bùn, mình liền tìm dầu hào và

ngày nào cũng xào đồ cùng dầu hào, chồng

ghiền chồng chiều, chồng “làm phiền” mình, mình

ghiền mình cuồng. Nhờ xài dầu hào, nhà mình

càng ngày càng tình.

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• Over 105.000 visits to the website and the Fanpage• Over 15.000 members (10.000 onsite, 5000 Fanpage)• Common channels online in Vietnam have been addressed• 2 activities with viral marketing materials created tightly with the brand

Urban online (30%) 9 mils

Online in 2 months(2/12):1.2 mil

Urban online target (80%) 7.2 mil

Expected traffic (45%)105.000

Total Expected members15,000

TNS, AC Nielsen, Cimigo

Vietnam Internet user (31%)

30 mils

Impressed in 2 months (20%)

240.000

No. Tools Traffic size Track

A Direct Visit 55.000

1 Web Banner 15.000 Google Analytics

2 Google Search Adwords 5,000 Google Analytics

5 Facebook Ads 5,000 Google Analytics

6 Email Marketing 5,000 Google Analytics

7 Seeding Forum, viral 25,000 Photo capture, Google Analytics

B In-direct Visit 20.000

1 Facebook Fan Page Photo capture, Google Analytics

C Returning Visit & WoM Visit 20.000

1 Microsite activities General Analytics Report

2 Others (WoM…) General Analytics Report

D Generic visit (Search Engines...) 10.000

1 Google, Bing Photo capture, Google Analytics

TOTAL 105.000 Added the Fanpage visits

No. Items KPIs

A Visits 105.000

1 Unique visits (90%) 94.500

2 Num of page views 245,000

5 Page view per visits 3.0

6 Bounce rate 20%

B Members 10,000

1 Full information filled 8,000

C Facebook Fanpages 5,000

1 Num of fans 5,000

• Technology

• Content Management

• User centric

• Team structure

• Experience

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• Account Manager: 01• Account Executive: 02• Marketing team:

• Marketer Executive: 02 • Content Management Executive: 02• Viral Marketing Executive: 04

• Development team: • Technical leader: 01• Web developers: 02•Designers: 02

“This is the in house core team allocation. This team will control the whole project.

Especially in viral phase, eBrand will add more 2 teams with the management of Marketing

team. All production items will be implemented in house and we will cooperate with talents

to create the multimedia content for viral campaign”

• More integration with offline activities

• More interactive

• Grow the database

• Extend the concept towards the other types of recipes: Soup, brine

• Construct a long-term concept stick to a Happy Kitchen and recipes

• Cooperation with National Institue of Nutrition

• Engage with Ambassador

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