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BAYER SMM SUPPORT

February 2015

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1. Goals

2. Promotion strategy

3. Social media approach

4. Communication approach

5. SMM promotion: Elevit

6. SMM promotion: Bepanthen

7. SMM promotion: Kinder Biovital Vedmezhuyki

8. SMM promotion: Supradyn

Content


Goals

Business goals:Sales

Increase the number of consumers

Build wide TA reach

Provide an optimal CPR

Increase the purchase

frequency

Increase loyalty and build

consumption culture

Provide TA involvement


Goals

Business goals:Sales

Increase the purchase

frequency

Increase loyalty and build

consumption culture

Provide TA involvement

Increase the number of consumers

Build wide TA reach

Provide an optimal CPR


Bayer Digital presence: Social networks

Integrate and Connect1

• Build reach and recruit fans• Create emotional connection• Educate TA, deliver USPs


Bayer Digital presence: Owned platforms

2• Longer contact with TA• Opportunity to provide useful info

and product advantages for the prospects

• Owned platform – doesn’t require on-going expences

Convince and convert


Social Networks

Owned Platforms

Connect the resourcesin long-term communication3


Bayer Brand’s priorityin Social networks

1Provide target audience reach


2Involve target audience in communication with brand

Кликните, чтобы добавить изображение

Bayer Brand’s priorityin Social networks


Facebook is recommended network

Vkontakte

• Active audience, high interaction level

• Has tools to provide quality TA reach without necessity to recruit fans

• Passive audience, reluctantly interacts with content

• No effective tools to promote content• Only way to secure TA reach is to recruit

fans and publish posts several times a day

• The ban on medicines promo

Facebook


Promotion strategy


Problem: large number of fans don’t convert into effective reach indicators anymore

FB Brandcommunity

Brand’s fansin Facebook


Facebook algorithms reduce organic community fans reach

Publication’s organic reach of fans:

under 6%


Media solution: focus on paid reach

Shift the focus from increasing the amount of fans to building their reach and involvement


Paid tools allow to reach current fans and TA, that isn’t subscribed on the brand’s community in Facebook yet

FB Brandcommunity

Brand’s fansin Facebook

Facebookusers, TA


Media solution: quality content will provide TA’s interaction

Concentrate on content quality instead of content quantity The optimal amount - 10 publications per month

Create involving content

Promote content

among TA

Involve TA in brand’s

communication


Approach to the fans' recruiting

Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Preparation

Immersion into the product

Preparation of the content for the community launch

Agency’s team training




Maximal push

Focus on fans’ recruiting

Provide maximal organic reach from the start




Reach and involvement

Promo the quality content to TA


Bayer’s brands* have a common TA by the age and gender in the Internet

F, 20-40, use Internet

Pregnant or planning to have a baby

Have children 0-2 y.o. Have children 3-12 y.o.

*Supradyn’s TA in Internet is wider – F 18-45


Parallel communities’ promo reduces the effectiveness of advertising

F, 20-40

Promo Kinder Biovital

Promo Bepanthen

Promo Elevit

Promo Suprady

n

Competition for the audience’s attention

Increase of auction rates (CPM becomes more expensive)


Th Fr St Sun Mon Tue Wed Th Fr St Sun Mon Tue Wed Th Fr St0

1

2

3

4

5

6

7F 20-40 no children F 20-40 children 0-2 F 20-40 children 3-11

Reach

, %

The analysis of the audience’s activity in Facebook showed that they are active at different days of week


Promo campaigns won’t intersect and will be more effective, if they start at different week days

Mon Tue Wed Thu Fri Sat Sun

Evenly among the week


Social media approach


Social networks vectors 2015

1

2

3Organic Reach decreases due to content overflow. Therefore, priority is given to a balanced approach for the costs of the content and methods of promotion to TA

Content Marketing Will be Bigger Than Ever. SMM is the part of content marketing

Image-Centric Content Will Rule. The most popular are those of the communities who are talking about the atmosphere consumption of the product and habitual situations


Facebook communication goals evolution

2006

2008 2012 2015

2010 2014

Facebook Launch

2004

Goal – new fans Goal – interactions

Goal – Reach

Fan engagement Loyalty building Brand Building


What do global brands do?

Build bright brand identity

Use emotional communication

to drive rational

consumption

Build brand expert

positioning

Pharmaceuticals is not a saturated category (for law prohibits advertising of many players). Maximally active are

vitamins, analgesics, antipyretics)


What do local brands do?

The cluster is not saturated, the communities are not active. Basically - the clinics.

NB: Drugs promo is prohibited. Direct communication is possible only with a note: "self-medication is dangerous to health"


State of categories: related categories

NO bright brand identity

Use ONLY emotional

communication

No ratio benefits

Motherhood theme is widely used in communication of related products (baby food, children's health)


State of categories: related categories

Use LifeStyle communication

Use emotional communication

“Active lifestyle” category is targeted on women and children via FMCG

Woman brand

Child brand


Profile of our consumers in social networks

https://www.facebook.com/ekaterina.boiko.5/likes?pnref=lhc





1Category of brand pages for mom & active women's " one of the most popular among TA





2Clutter of pages is very high. On average, one fan has 200 subscriptions






3 TA subscribes to brand pages with wide topics of communication

2013 2015

2Clutter of pages is very high. On average, one fan has 200 subscriptions






1

2

3 TA subscribes to brand pages with a wide topics for communication

Category of brand pages for mom & active women's " one of the most popular among TA

Clutter of pages is very high. On average, one fan has 200 subscriptions

2013 20152013 2015

Successful strategy must include a strong budget for the promotion of

branded content



Communication

approach


Content approach

BE VALUABLE

information assistancecommon experience

entertainment

…first of all


Some hacks to be used

Personalized calls to action have a 42% higher conversion

rate*

Images that revel brand’s personality

typically have higher click-rates & virality av + 40%

Dynamic editor calendar which

includes post published on Sundays

have the greatest interactions per

post 2,72*

This messaging will deliver a glimpse into the brand’s personality, making it more than just the products it

provides

DRIVE BRAND EQUITY

*https://blog.bufferapp.com/social-media-stats-you-need-to-know

https://blog.bufferapp.com/social-media-stats-you-need-to-know


Content categories

Product (40%)

Brand essence (30%)

100% Branded

Emotion(30%)

https://www.facebook.com/BeroccaIreland

https://www.facebook.com/BeroccaIreland


Content categories100%

Branded

UGC


SMM promotion: Elevit


Internet TA is younger: women, 20-40, parents of children up to 16 years old

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

32

160

43

198

102 99

27

205

59

All Elevit consumers in Ukraine

% Aff

Source: TNS: 2014/2+3, TA: Elevit consumers, live in the cities 50K+

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

31

164

21

158

105

75

38

176

64

Elevit consumers in Internet

%

Aff


Consumes vitamins, all TA

Internet TA consumes more vitamins

24%

Consumes vitamins, Internet TA

26%

Source: TNS: 2014/2+3, TA: women, 20-40, parents of children up to 16 years old, live in the cities 50K+


Conservatives

Socially responsible conservatives

Socially responsible

Socially responsible innovators

InnovatorsInnovators-individualists

Individualists

Conservatives-individualists

Middle

0

20

40

Consume Elevit No

Socially responsible innovators; Energetic, aspire to the order, family and personal appearance are important

Personal AppearanceReadiness to risk

Collectivism

Independence

Rejection of advertising

Organized

Circumspection

Prestige

Aspiration to the orderTraditionalism

Self-confidence

Fatalism

Shopaholic

Egocentrism

Thrift

Energetic

Family

Healthy nutrition

-0.5

0

0.5

Consume Elevit No

Source: TNS: 2014/2+3, TA: Elevit consumers, live in the cities 50K+


Pregnancy and birth of child are the best moments in life

63% (Aff 138)I’m ready to become a mother

94% (Aff 110)The birth of baby - is the most precious thing in life

Source: TNS 2014/2+3; TA: F, used Elevit or PregnavitCCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet

83 % (Aff 111)It's not possible to have a completely satisfied life without having children


Demanding to nutrition

63% (Aff 125)I make sure I eat well-balanced meals

79% (Aff 111)I don't mind paying for quality

Source: TNS 2014/2+3; TA: F, used Elevit or PregnavitCCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet

71 % (Aff 107)I'm always on the look-out for healthier food/drink alternative


TA are open for useful and interesting information about products

66% (Aff 119)I always read the articles about new products with a great interest

92% (Aff 108)When I need information, the first place I look is the Internet

Source: CCS, 2014; TA: women, 20-40, Plan to do next 12 mths have a baby, use Internet

70 % (Aff 107)I research things thoroughly before choosing or buying


Purchase of drugs is a big decisionand need advice about health

55% (Aff 124)Seek advice about health from Word Of Mouth

67% (Aff 124)Purchase of OTC drugs is a big decision that mattered a lot to me

56 % (Aff 116)Purchase of OTC drugs is decided mostly on facts



Would notice recommendations from:

31% (Aff 130)A Facebook group featuring it

50% (Aff 126)From а professional

35 % (Aff 105)A Brand/Company's own website



I want to do everything possible to ensure a healthy baby.

But information about influence of vitamins for pregnant before and during pregnancy

is very contradictive so I better do not risk with them

Insight


To convince women who are pregnant or going to be pregnant

to start thinking Elevit ensures a healthy baby

Challenge


Solution: Correct communication platform

CommunicationPlatform

Ready to become a

mother

Open for useful information

Become more demanding

Would noticerecommendations

What

TA w

ant

an

d t

hin

k about

Bra

nd e

ssence

RTBs

Functionalbenefits

Emotional benefits

Integrate and Connect


Idea Background

Every woman dreams of becoming a mother.

Pregnancy is an unforgettable process.

From the moment when woman begins to plan

the baby, she changes her values, goals and

desires. From that moment - the child and his

health are important. And as long as the mother

and

her child are closely related via either umbilical

cord, or the mother's milk, they will be

inseparable


Idea Background

With Elevit process of

pregnancy passes easily and

mother to be can be sure that

she will give birth to a healthy

baby


Elevit community is a place where the brand is becoming an indispensable tool in

mother’s development. Taking vitamins is as natural as visiting the gynecologist

to monitor health

Idea


Communication platform

Waiting for the miracle. Mom Hacks


Elevit_Product in focus

#ELEVITpregnancyProduct

Ensure dialogue with TA and deliver useful tips: how to prepare for pregnancy, how to take care of yourself and baby during and after

Idea

Ultrasound picture and image, of what can baby become, if he is healthy + Product Packaging

Format


Elevit_Product in focus_Visualisation

#ELEVITвагітність Майбутній вчений, геній, космонавт… Правильна підготовка до вагітності може значно підвищити шанси, що саме ви станете мамою людини, яка змінить світ! А ви знаєте, коли потрібно починати готуватися? ;)

(відповідь у коментарях)

In comments: Якщо розпочати приймати за два-три місяці до запланованої вагітності вітамінний комплекс для майбутніх мам Елевіт Пронаталь, можна на 92% знизити ризик вродженої патології нервової системи у малюка. Доведено тисячами щасливих мам ;)


Elevit_Brand_Territory

#ELEVITmomEssence

Elevit provides expert advice for moms and babiesIdea

Infographics in recognizable elements Elevit + TextFormat


Elevit_Brand_Territory_Visualization

#ELEVITмама На кожному етапі вагітності є свої маленькі «незручності» і великі переваги ;) Чи не так?


Elevit Related consumption situation

#ELEVIT_розмоваEssence

Create a dialogue with TA with general questions on the subject of pregnancyIdea

Non-promotional natural visual with recognizable elements Elevit + TextFormat


Elevit Related consumption situation_Visualization

#ELEVITрозмова Вже з 32-го тижня вагітності плід здатний реагувати на тони музики. Найкраще він сприймає класику, народні пісні, старовинні романси та оперні арії.Знали про таке?


Editorial Calendar (example)

• Publications on weekends increase TA involvement

• Since community launch, it is necessary to fill it with primary publications

• Use interesting dates for future moms (Real time content trend)

April 2015 Monday Tuesday Wednesd

ayThursday Friday Saturday Sunday

1 StartDayWelcome post (product)

2 3Brand essence

4 5 6 7 8 RealtimeDay

Brand Essense

increase post reach in promoactive fun growth

Greetings Woman!

9 10 11 12 13 14 15 Product increase post reach in promo

active fun growth Brand essence

16 17 18 19 20 21 22Emotional increase post reach in

promoactive fun growth

Product increase post reach in promo

active fun growth

Brand essence

23 24 25 26 27 28 29increase post reach in promo

active fun growth Emotional Product

30 31


Types of activations

We collect insights by asking important questions. Reward those who pass our

quiz with right responses

Become a fan Like a photo quiz

Answer all the questions! Win a prize

•Increase engagement by viral activation and stimulate a dialogue

Engage and interest in

accumulating knowledge about

pregnancy

•We educate in fun and easy way. Education through interactive contests designed to increase knowledge on VMHS

Prove the efficacy of a product

•Motivating fans to long-term communication through interactive real-time communications.

Positive effect on brand perception


Elevit Digital presence evolution

2015

Elevit Facebook community


2016

elevit.com.ua+ Digest "Mother's

Book"

Convince and convert TA


Digest "Mother's Book"

Background

Pregnancy for a mother-to-be is happiness and stress simultaneously!There are many questions, but no answers.

How to make organism ready? What is the right nutrition? What mom should and should not do?



Idea

We want to create an interactive digest on the basis of existing web-site for pregnant women and those who are planning to become moms.

All product posts from facebook community will be structured and added to the book. This book will become a really helpful moms’ assistant.


Digest "Mother's Book” / offline activity

Pregnancy Book Changes in Size with the Mother-to-be

After our interactive digest is completed, we are going to make an analogue book done in unusual and informative form


SMM promotion:

Bepanthen


Internet TA is younger: women, 20-40, parents of children up to 16 years old

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

0

50

100

150

200

250

61

135

65

139125

99

76

154

82

All Bepanthen consumers in Ukraine

% Aff

Source: TNS: 2014/2+3, TA: Bepanthen consumers, live in the cities 50K+

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

0

50

100

150

200

250

62

135

63

127113

83

113

147

81

Bepanthen consumers in Internet

%

Aff


All TA

Internet TA uses more wound healing preparations

24%

Internet TA

26%

Source: TNS: 2014/2+3, TA: Bepanthen consumers, live in the cities 50K+


Conservatives





Individualists


Middle

0

20

40

F, 20-40, children 0-2 F, 20-40

Socially responsible innovators; Family is a priority


Collectivism

Independence


Organized

Circumspection

Prestige


Self-confidence

Fatalism

Shopaholic

Egocentrism

Thrift

Energetic

Family

Healthy nutrition

-0.5

0

0.5

F, 20-40, children 0-2 F, 20-40

Source: TNS: 2014/2+3, TA: F, 20-40, parents children 0-2 years old, use Internet live in the cities 50K+


Children and family are the basic values

90% (Aff 110)My family comes before anything else

93% (Aff 107)Family should be more important than relationships with friends, colleagues and other people

90 % (Aff 106)Having a baby is one of the most important values in our life

Sours: TNS 2014/2+3; TA: woman 20-40 with children 2 yeas old and younger; internet users CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users


TA is exacting and really appreciates a products quality

71% (Aff 108)I can make a lot of effort to find the brand I like

81% (Aff 103)I don't mind paying for quality

77 % (Aff 117)I prefer to hold product in my hands, feel its shape or smell before the purchase

Sours: TNS 2014/2+3; TA: woman 20-40 with children 2 yeas old and younger; internet users CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users


Busy and feels responsible for the family

63% (Aff 132)I never seem to have enough free time

82% (Aff 106)I need to be sure I've considered all the options before I make a purchase decision

70 % (Aff 107)I believe a woman's role is to provide a happy home

Sours: CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users


Recommendations are very important

60% (Aff 110)Other people's opinions and recommendations are important to me

77% (Aff 367)Look for advice about child care

via Word Of Mouth

64 % (Aff 112)I will change my mind about a product if I read/hear something positive about it

Sours: CCS, 2014; TA: women, 20-40, with children 2 yeas old and younger; internet users


First–time-mom wants baby’s bottom to be healthy, but she doesn’t see clear

difference between nappy rash products

Insight


Moms to start thinking that

Bepanthen is the most effective and safe nappy rash ointment

Challenge




Child and Family

Busy and feel responsible

Exacting

Would noticerecommendations

What

TA w

ant

an

d t

hin

k about

Bra

nd e

ssence

RTBs

Functionalbenefits

Emotional benefits



Idea Background

Babies bring new discoveries every day.

For mothers, it is important that the baby

is comfortable and happy. After all, the mood

of the baby depends on the mood of the

mother. Often mothers do not realize that

the problem is easy to solve just by taking

care of baby bottom


Idea Background

Brand in this community

is one of the friends, who

always advise and support

to the development of the

baby


Bepanthen was made not only to calm baby's skin, but also to calm the mother.

Relax, mommies, Stork will tell what to do

Idea



Comfortable Motherhood


Bepanthen_Product in focus

#Children's DreamsProduct

We’ll show the dreams of the calm baby and reveal the secret of his good sleep. Bepanthen ointment

Idea

Sleeping baby+ elements of «fairytale»and «miracles»+text+ProductFormat


Bepanthen_Product in focus_Visualisation

Дитячий сон – щастя малюка та його батьків. Щоб ваш маленький принц бачив спокійні солодкі сні, захистіть його від пелюшкового дерматиту разом з #Бепантен Мазь, яку можна використовувати з перших днів життя!


Bepanthen_Brand_Territory

Stork SaysEssence

Use the symbol of Bepanthen Ointment - Stork communications for advice from a brand that prevent many possible reasons of mothers worries

Idea

Stork as mandatory visual element + Text + ProductFormat


Bepanthen_Brand_Territory_Visualization

Маленькі поради, щоб запобігти проблемі пелюшкового дерматиту:

- міняти пелюшки не менше 8-11 разів на день, а підгузки кожні 2-4 години; - під час кожної зміни підгузка наносити Бепантен Мазь, яка містить провітамін В5, надсучасну діючу речовину для лікування попрілостей;- слідкувати, щоб малюк перебував без підгузка якомога більше часу.


Bepanthen Related consumption situation

Happy MomentsEssence

Moms enjoy sharing photos of their children, so we create for them a platform where they can show off their kids. We involve mothers in the future use UGC. As a result - anchoring association Moments of happiness = Bepanthen

Idea

Visual happy baby + Text (+ thematic task for moms to put in photos)Format


Bepanthen Related consumption situation_Visualization

Помічали, скільки б у малюка не було іграшок, завжди є одна улюблена! А у вашого яка? Чекаємо на ваші фото у коментарях ;) #happy_moments





• Use interesting dates for first-time-moms (Real time content trend)

Aplil 2015 Monday Tuesday Wednesd


1

2 StartDay 3

4 Brand essence

5 6 7 8 RealtimeDay

Welcome post (product)

Brand Essense


Greetings Woman!

9 10 11 12 13 14 15increase post reach in


Product increase post reach in promoactive fun growth

Brand essence

16 17 18 19 20 21 22 Emotional increase post reach in



active fun growth 23 24 25 26 27 28 29Brand essence

increase post reach in promo

active fun growth

Emotional Product

30 31



We collect UGC on a permanent basis, choosing every 2 weeks 1 boy-picture and 1 girl-picture to reward users and

showcase their babies. At the end of the month we choose 1 winner from each

side.

Become a fanSend photo and name of

your childGet published in community! Win a prize


Build awareness of Bepanthen

Baby Ointment and its

differentiation

•We educate in fun and easy way.

•Education through interactive contests

Enhance product perception as

very effective one


Communicate safety


Bepanthen Digital presence evolution

2015

BepanthenFacebook community


2016

Bepanthenspecial project



"Bepanthen Super Protection Kit"


SMM promotion:

Kinder Biovital Vedmezhuyki


Internet TA: women, 20-40, parents of children up to 16 years old

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

46

148

64

139

179

69

46

248

40

All Kinder Biovital consumers in Ukraine

% Aff

Source: TNS: 2014/2+3, TA: Kinder Biovital buyers, live in the cities 50K+

Male

Fem

ale

16

-19

20

-29

30

-39

40

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

46

150

54

113

160

77

53

216

41

Kinder Biovital consumers in Internet

%

Aff


All TA

Internet TA buys more vitamins for children

25%

Internet TA

27%

Source: TNS: 2014/2+3, TA: Kinder Biovital buyers, live in the cities 50K+


Conservatives





Individualists


Middle

0

20

40

F, 20-40, children 3-11 F, 20-40

Socially responsible; family and healthy nutrition are important, aspire to the order


Collectivism

Independence


Organized

Circumspection

Prestige


Self-confidence

Fatalism

Shopaholic

Egocentrism

Thrift

Energetic

Family

Healthy nutrition

-0.5

0

0.5

F, 20-40, children 3-11 F, 20-40

Source: TNS: 2014/2+3, TA:use Internet live in the cities 50K+


Children and family are the basic values

75% (Aff 119)I am very happy with my current relationship status

94% (Aff 108)Family should be more important than relationships with friends, colleagues and other people

81 % (Aff 110)It's not possible to have a completely satisfied life without having children

Sours: TNS 2014/2+3; TA: woman 20-40 with children 3-11 yeas old; vitamins buyers +internet users ; CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users


Mobile and energetic

84% (Aff 116)I always try spend a lot of time with my family

67% (Aff 103)I believe a woman's role is to provide a happy home

84 % (Aff 115)I Enjoy planning holidays

Sours: TNS 2014/2+3; TA: woman 20-40 with children 3-11 yeas old; vitamins buyers +internet users ; CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users


Healthy and quality foodis the main part of everyday ration

63% (Aff 113)I am prepared to pay more for organic food

70% (Aff 114)I'm always on the look-out for healthier food/drink alternatives

76 % (Aff 119)I don't mind paying for quality

Sours: CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users


TA is exacting and really appreciates quality of products

64% (Aff 113)I always carefully read the product composition

79% (Aff 101)I need to be sure I've considered all the options before I make a purchase decision

70 % (Aff 102)I make sure I'm getting the best value for money

Sours: CCS, 2014; TA: women, 20-40, with children 3-11 yeas old; internet users


Moms believe in the necessity of taking vitamins,

but think that vitamins should be taken seasonally

Insight


Moms start thinking that

during demanding periods her child has higher need of vitamins

Challenge




Child and Family

Mobile and energetic

Exacting

Healthy food

What

TA w

ant

an

d t

hin

k about

Bra

nd e

ssence

RTBs

Functionalbenefits

Emotional benefits



Idea Background

The child grows, and expands

scope of his interests. But mother

always remains the most

important protector and friend.

For mothers,

it is important all year round to

maintain the health and activity

of her child


Idea Background

Community Vedmezhuyki

should delight and

motivate mothers

to be actively involved

in the growth and life

of their children


Vedmezhuyki – is a lifestyle community for fidgets and their active moms

Idea



Behind every great kid is a great mom


Kinder_Biovital_Product in focus

#VedmezhuikyProduct

Stories about supermoms who always ready to help their superchildren be super active, delighting them every day with Vedmezhuyki!

Idea

Elements of children's drawings + consumption situation with the obligatory mention of the product

Format


Kinder_Biovital_Product in focus_Visualization

Катя з Вовою іграють,І малюють, і стрибають,Кожен день ці невгамовніЗ #Ведмежуйки починають. А як починають свій день ваші бешкетники? ;)


Kinder_Biovital_Brand_Territory

#best_friendsEssence

Show mothers how consumption of Vedmezhuiki helps to keep health and energy of their children

Idea

Joyful active children + Text + ProductFormat


Kinder_Biovital_Brand_Territory_Visualization

Простий рецепт щастя:- беремо дітей, бажано кілька;- даємо їм смачні та корисні вітаміни #Ведмежуйки;- спокійно спостерігаємо, як вони перевертають світ! Повторювати кожен день


Kinder_Biovital_ Related consumption situation

#true_storyEssence

Vedmezhuyki know that being a parent is sometimes difficult, sometimes pleasant, but most of all - fun. Funny observation of real life we have under the tag # znayoma_іstorіya. This will help the brand "to be his" dividing the range of interests TA

Idea

Funny stories + element color boards, on which he wrote the child to enhance the effect of "truthfulness" of the situation

Format


Kinder_Biovital_ Related consumption situation_Visulization

Дитячу творчість не спинити! Згодні? ;) #знайома_історія





• Use interesting dates for children (Real time content trend)



1

2 3 StartDay

4 5 Brand essence

6 7 8 RealtimeDay

Welcome post (product)

Brand Essense

increase post reach in promo

active fun growth

Greetings Woman!

9 10 11 12 13 14 15Brand Essense increase post reach in promo

active fun growth Product increase post reach in promo

active fun growth

16 17 RealtimeDay

18 19 20 21 22

Saint Patrick in search of clover (emotional)


Product

23 24 25 RealtimeDay

26 27 28 29

Brand essence

Fairytale reading day (emotional)

Product increase post reach in promoactive fun growth

30 31



We collect User Feedback by collecting most emotional memories of users.

Become a fanSend a

drawing of your child

Get published in community! Win a prize


Build awareness that Kinder Biovital is the

most effective balanced complex of vitamins for kids in

tasty and funny forms of VMS


•Education through interactive contests

Educate TA that Kinder Biovital is

the most effective balanced complex

of vitamins


Persuade to consume it on regular basis


Vedmezhuyki Digital presence evolution

2015

Vedmezhuyki Facebook community

Integrate and Connect TA

2015-2016

promo.365rozvag.com.ua



SMM promotion: Supradyn


Internet TA: women, 18-45

Male

Fem

ale

18

-24

25

-34

35

-44

45

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

0

50

100

150

200

250

64

131

10598

105114

87

111101

All Supradyn consumers in Ukraine

% Aff

Source: TNS: 2014/2+3, TA: Supradyn comsumers, live in the cities 50K+

Male

Fem

ale

18

-24

25

-34

35

-44

45

-54

55

-65

Pare

nts

(..

.

No

0

10

20

30

40

50

60

70

80

0

50

100

150

200

250

67

130

95 100

123

91 85

105 106

Supradyn consumers in Internet

%

Aff


All TA

Internet TA buys more vitamins

22%

Internet TA

25%

Source: TNS: 2014/2+3, TA: Supradyn comsumers, live in the cities 50K+


Conservatives





Individualists


Middle

0

20

40

F, 18-45, vitamins F, 18-45

Socially responsible innovators; Personal appearance and healthy nutrition are important


Collectivism

Independence


Organized

Circumspection

Prestige


Self-confidence

Fatalism

Shopaholic

Egocentrism

Thrift

Energetic

Family

Healthy nutrition

-0.5

0

0.5

F, 18-45, vitamins F, 18-45

Source: TNS: 2014/2+3, TA: use Internet live in the cities 50K+


Beauty and active lifestyle are very important part of their life

63% (Aff 126)I lead an active and healthy lifestyle

82% (Aff 109)To be fit I regularly go in for sport

65 % (Aff 115)For beautiful body I can sacrifice a lot

Sours: Source: TNS 2014/2+3; TA: F, 18-45, comsume vitamins, Internet users CCS, 2014; TA: women, 18-45, internet users


Original and bright personalities

56% (Aff 116)I follow the trends and news in the fashion world

84% (Aff 103)It's very important to be an individual and not just part of the crowd

68 % (Aff 106)I like other people to approve of the brands I buy



Healthy food one of way to be beautiful and happy

45% (Aff 120)I monitor the amount of calories in products

80% (Aff 112)I prefer feed healthy food

68 % (Aff 103)I'm always on the look-out for healthier food/drink alternatives]



There are particular periods

I need an effective product to restore my energy

Insight


TA to start thinking that

Supradyn is essential combination of vitamins and minerals to re-charge depleted energy

(throughout the demanding times in life)

Challenge




Beauty

Active lifestyle

Bright personalities

Healthy food

What

TA w

ant

an

d t

hin

k about

Bra

nd e

ssence

RTBs

Functionalbenefits

Emotional benefits



Idea Background

Women at any age want to be

loved and active. And use their

capabilities by 200%

With Supradyn everything is

possible!


Find your lifestyle with Supradyn!

Tablets – Business!

Soluble tablets – Active!

Energelly – Drive!

Or all three? What will you choose?

Idea



Yes! Yellow energy


Supradyn_Product in focus

Be EnergeticProduct

Stories showing Supradyn USPs and what form of product for is needed for whatIdea

Visual demonstration with useful elements / effect, which gives the product + max informative text

Format


Supradyn_Product in focus_Visualization

Хочеться підкорити світ та… спати? Перше бажання зрозуміле, а ось друге може бути викликано звичайним авітамінозом. Весною це звичайна річ, але її можна смачно подолати, регулярно приймаючи вітаміни! У приємному на смак полівітамінному комплексі Супрадин зроблений акцент на вітамінах групи В. Саме вони є ключовим для вироблення енергії. Так що прокидаємося, світ сам собою змінюватися не буде ;)


Supradyn_Brand_Territory

#Be MotivatedEssence

Show that those women who consume a lot of Supradyn energy live life to the fullestIdea

Laconic copyright + BrandingFormat


Supradyn_Brand_Territory_Visualization

Золоте правило #Супрадин! Підтримуєте?


Supradyn_ Related consumption situation

#Be Full Of LifeEmotion

Show that taking Supradyn – suits everyone with an active lifestyle and positionIdea

Situations active lifestyle + interior element in product color + BrandingFormat


Supradyn_ Related consumption situation_Visuzlization

Гнучкість тіла та розуму – це і є краса. Баланс смаку та вітамінів – це і є Супрадин. А все інше – умовності ;)





• Use interesting dates and events for active people (Real time content trend)



1 StartDayWelcome post (product)

2 3Brand essence

4 5 6 7 8 RealtimeDay

Brand Essense


Greetings Woman!

9 10 11 12 13 14 15 Product increase post reach in promo

active fun growth Brand essence

16 17 18 19 20 21 22Emotional increase post reach in



active fun growth

Brand essence

23 24 25 26 27 28 29increase post reach in promo

active fun growth Emotional Product

30 31



We engage users with bright and motivation stories.

Become a fan Like activation! Tell your story! Win a prize


Aware consumers about new innovative and tasty

form of Vita-Supradyn Energelly


•Education through interactive contests.

Educate target audience that Supradyn is the first choice multivitamin that

immediately and effectively recharges

energy to help coupe with demanding periods in life


Increase usage via demanding periods

Ready to start?

Alexandra NechaevaNew Business [email protected], 067 656 16 65