Sattra portfolio

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Here is my portfolio for Digital Strategist position [Created in 2013]

Text of Sattra portfolio

  • SATTRA V. WORK PORTFOLIO
  • SATTRA JUHM VIRIYACHAROENTHAM My name is Sattra. I have a diverse experience in marketing field for years. My core responsibility is to create a well-established marketing strategy for responsible brand. Since I have experience from two sides, this provides me a clear picture on both brand and advertising agency perspective. EXPERIENCE Investor Internship 4 YRS Engineer 0.5 YR Account Executive 0.5 YR 1.2 YRS Digital Strategist 1 YR Engineering Student North Sydney English College EDUCATION Marketing
  • My Quote ABOUT ME Excellence is not a skill. It is an attitude My Characteristic My Books Proactive Self-starter Teamwork oriented Hands-on Systematic Dynamic Honest Skill Summary Strategic Marketing Planning Digital marketing Competitive analysis Account Management Product Management Demand forecasting Network sattra viriyacharoentham facebook.com/sattra.jumm
  • EXPERIENCED ACCOUNT KEY ACHEIVEMENT Digital Strategist Grew existing accounts revenue at 20%, versus Q3, 2012 5 new accounts acquisition Career achievement: Salary grew by 27% based on performance. Key account handling Account Executive Distributors sales grew at 30% (versus Nikes average growth of 15%) Tennis category grew at 44 % versus 2010. (highest among all categories) Received MIP Award (Most Improved Player) awarded by Southeast Asias Sales planning department
  • SOME OF MY WORKS
  • STRATEGIC PLANNING
  • Strategic Online Marketing 2013
  • STRATEGIC CONTENT 2013 Customers common interest and motivation Brand Association Emotional benefit Monthly Activity Consult Inspire Bond Relationship Outdoor experience Q&A Monthly Activity Verities/ Life style Specification Matching Event News Tips & Tricks Oct Nov Introduce New Product and technology Jan Feb Functional benefit Mar Apr May Jun Jul Aug Sep Dec
  • MEDIA PLAN THROUGH OUT THE YEAR 2013 1st Creative Banner Jan 2nd Creative Banner Feb Mar Apr May 3rd Creative Banner Jun Jul Aug Sep Oct Nov Dec PASSENGER CAR PASSENGER CAR PASSENGER CAR ADVAN SPORT UTILITY VEHICLE COMMERCIAL TYRE ADVAN ADVAN PASSENGER CAR COMMERCIAL TYRE ** Co-create with media team
  • Activity Highligh Creative ads design displayed at high-traffic site Objective 1. Band awareness 2. Brand engagement in emotional way 3. Create brand trust in digital space Strategic element Facebook Activity Yokohama Display Advertising Creative design Facebook activity Facebook: Ads &MA Seeding Period Banner display: JanMarch 2013 Activity period: 1417Jan 2013 Campaign result 2500 participant 5,000 Fan increase
  • THE ONLINE COMMUNICATION STRATEGY Mission: 1st Phase RV2 Create new product awareness in digital space Establish Ertiga community Create product reference in digital space Our target Male Age: 35-45 Family lover Value proposition Emotional benefit: Proud of being a leader Functional benefit: Distinctive USPs Mile stone Strategic Framework Draw people to community Create ERTIGA Community(Facebook) Total Fan page 40,000 Fans (6 months) Get audience involve with product value Key Priority Conceptual design Create Lead to the future content which reflects value proposition. Create communication tactic to broaden awareness Banner Ads: Highly targeted High-emotional involvement content Generate wave of interest and create source of trust by Seeding/Advertorial
  • Seeding Strategy Objectives Strategy Awareness Education Experience Create doubt to target audience(first launch) Generate wave of interest by seeding a cool activity, behind the scene, photo shooting as a headline Gain people attention by using social influencer Demonstrate product benefit to audience. Provide necessary info, promotion, product hi-light, service center Seeding Elements + + Celeb pics /lifestyle related to product info. Special events PR News + +etc. Comic manual Product utility Create a mysterious user to spread out a good experience(it could be an experience after test drive) Product review + Test drive experience /Product review Topic created by mysterious user
  • COMMUNICATION TACTIC Make a bridge Ertiga Page Create BIG STORY with well-established content between pages Influencer Page suzuki.ertiga.thailand Characteristic of influencers fan page 1.Family lover 2. Love kids Expected result: 10 percent of people who engaged content in influencer page will flow to Ertiga page Seeding Ertiga Page character 1. Family lovers 2. Leader
  • THE EXECUTION 1st & 2nd post Message: Join Ertiga page to see exclusive pics of Influencer 3nd post Message : Her father will be revealed at Ertiga page first time ever. Stay tune! A Peak of story : Influencers dad revealed on Ertiga page at first time
  • THE RESULT Quantitative Accumulative likes : 10,043 People Talking about: 19,250 Interaction Rate : 191% P Engagement by content : 563 Qualitative Emotional bond Long-term and permanent content in digital space Awareness of products utilities in entertain ways Right target audience Engage
  • AKI-KO Online Communication objective Enhance virality of Akiko Short film Create awareness of the product The Strategy & execution Select 20 Advocators who meet a selection criteria to endorse the product Encourage people to join a mini-activity Akikofacetival) Identify key message to trigger audience interest Establish strategic communication to reach out the audience Result More than 10,000 Views in YouTube. The campaign delivered 22,897,788 impression and reached 2,628,177 people. More than 1,000 People engage by content
  • Strategic Communication Message selection Campaign integration + Character + Key Message Intense chocolate Taste with us Key Message Play with our characters Every Day free movie ticket + + + Lets Tate Lets Play Advocator
  • AP- Live more(All Condo) Micro site: apthai.com MEDIA Display Ads Seeding SEM Audience Message appear on friend timeline + Receive message Put FB calendar Invitation Card/ Invite friend to join activity Registration
  • Invitation Card
  • Seed Distribution Property Webboard Investment Webboard Lifestyle Webboard 80% 15% 5% Promote AP condo Assist purchase decision New Project & Create trust towards AP All Condo product 40% 30% 30% 60 45 45 Seed units Seed units Seed units Simulate demand an drive people to event Promote Online activity
  • AP- I Love you more | Media plan
  • STRATEGIC ELEMENTS EPISODE 1 EPISODE 2 EPISODE 3 BANNER ADS FB PAGE POST GDN/GSN FACEBOOK ADS SEEDING VDO CLIP EPISODE 4 EPISODE 5
  • Piece of success EP1 Total views (Youtube) EP2 EP 3 320K 400K 370K On going project
  • ANALYTIC AND CONSULTING
  • COMPETITIVE ANALYSIS 2012 Social N/A Display Ads Awareness 2013 N/A N/A Fan 15,000+ Display Ads N/A Display Ads N/A Display Ads Display Ads N/A N/A Brand Engagement Monthly Activity
  • Competitive media usage COMPETITIVE ANALYSIS
  • SEARCH TREND General promotion Search Volume 165,000 60,500 33,100 18,100 9,900 3,600 2,400 1,900 1600 1,300 880 480 170 170 170 140 140 Competitor bridgestone dunlop dunlop dunlop lm703 dunlop bridgestone Search Volume 27100 14800 6600 1900 1900 1300 1000 720 590 Brand yokohama S.drive BluEarth AE01 neova ad08 ADVAN Sport Search Volume 9900 8100 880 320 210 91
  • DISCOVER OPPORTUNITY Social News Banner Mobile Ad Communication Entertainment Finance Banner Application Banner Banner Banner Banner Banner
  • COMPARISON MATRIX | DISPLAY ADS Competitor name VS VS VS VS Placement contribution Key findings Opportunity for scotch Scotch : - Scotch use general banner to convey message Brands : - Brands is a main sponsor for targeted website - Brand's use creative Ads and Rich Media to increase brands visibility - leverage awareness by using Social influencer related to target ex.Popular teenager Scotch : Mass Website 60% Targeted Website 20% News Website 20% Bran