CAMPAIGN OVERVIEW
The main purpose for this campaign is to increase online or media activeness through micro-influencers as the medium to reach target audiences. The media platforms typically revolve around digital and new media such as social media channels, official websites and online streaming media like Youtube. The goals our agency has in mind and in sync with client’s expectations would be increasing revenues for the business while raising awareness with promotional strategy. It also acts as a reminder advertising after the MCO restrictions for COVID-19 global pandemic to the customers, most likely returning customers. In order to achieve the goals, the agency has dedicated to promote Kotak Malaysia through a micro-influencer campaign, those who are popular and with sufficient amount of followers (estimation of roughly 3 to 5k followers).
Presentation Board of the campaign
CONCEPT OVERVIEW
For influencers, our agency will search for 5 Malay local influencers which are all subjected to the client’s approval. There will be a total of 2 video contents and multiple story, feed and image postings to support the promotional efforts. It will be based on low budget and consistent uploads onto the social media channels. The main idea is to increase user’s participation, activeness and engagement.
CAMPAIGN DURATION
10
September
2020
Meeting clients and initiate discussion
11
September
2020
Campaign and concept confirmation By Client
15
September
2020
Proposal signature by Client
25-30
September
2020
Drafting for two video commercials & 3 social media posts
1-10
October
2020
Confirmation on a list of micro-influencers candidates filtered by Client
10-11
October
2020
Start of the campaign
Influencers initiate timely social media postings schedule
12
October
2020
Analyse the campaign results and finalize data/ report
CAMPAIGN TIMELINE
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Problem Statement
During the economic uncertainty caused by the COVID-19 global pandemic, most of the F&B business activities came to a halt in terms of seeing lower revenues and financial cut-backs. These dramatic changes request businesses to be highly adaptive and flexible to adjust the operations while keeping the customers safe. Additionally, it also causes a high usage of digital marketing and food delivery to add onto the menu (due to the restrictions).
CAMPAIGN OBJECTIVE
Growth in social media audiences as much as 8% and boost online traffic by 10%
To increase revenue by 5 % of the Restaurant
Achieve a profit margin of 1 – 1.5% by end of the year.
To increase customer engagement and attract potential customers
Goals
Growth in social media audiences as much as 8% and boost online traffic by 10%
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Have more active followers for the Instagram and Facebook page
Gain values for the audiences
Strategy & Tactics
To make spiciness the food trait of kotak
Increase Engagement
Build brand Awareness
Social Media Influencers endorsement
Redesign the Food Packaging
BUDGET
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