- 1. STATEMENT - Physiomer suffers from a lack of reputation on
digital networksbabies and kids products - In fact, we can identify
a strong presence & power of digital mums on - We focus our
work on the those networks- Moreover, by targeting babies and kids
we can grab them for alife time value
2. MAIN TARGET : DIGITAL MUM WHO ? 8,7 millions people in
France. 17 % of +15yo women 64% of +50yo housewifes See herself as
anexpert consumer. Represents 75,8% of global social network
audience. Data : KR Media59% 32% 3. DIGITAL MUM ACTIVITY LOOKING
FOR contents & rich media advices tips & help on daily
lifeLIKES TOsee and share rich media such as movies, graphics,
pictures. express on the internet, to share experiences and to
being part of consumer communities.30K msg/day on Marie Claire 4. A
GLOBAL TREND : SELFMEDICATION 68% of 14-64yo selfmedicate & 82
% trust in non prescripted medicines Selfmedication markets grew up
by3,2% in 201214% in Belgium, 12,5% in UK & 26% in Poland It
represents 5. GOALS1 2AWARENESS & CONSIDERATIONCOMMUNITY
CREATION & MANAGEMENT- Being the leader - Increase corporate
knowing of the brand - Launch a digital and living ecosystem-
Activate the community - Start a multi-directional communication -
Boost the community by a buzz campaign - Initiate a brand culture
6. UNIQUE SELLING PROPOSITION Physiomer gives you, as a mother, the
capacities of taking care, daily and by yourself, of your child
health by cleaning his nasal system.FROM AVERAGE MOTHER TO HEALTH
EXPERT 7. CATCH PHRASES You are the best person for taking care of
your child. Who knows better than you how to take care of your
child ? Your child health is your issue more than anyone else.
Physiomer makes you the personal doctor of your child. Thanks to
Physiomer, I increase my mother skills. I dont need a doctor
anymore. 8. A GLOBAL STRATEGY AWARENESS & CONSIDERATION
INCREASE REPUTATIONINITIATE A DIGITAL ECOSYSTEMSTARTING THE
CONVERSATION PRESS RELATION CAMPAIGN 50 major french women
issuesLive chat with Physiomer experts Broadcasting contents
Pictures contests Expert QuizzDIGITAL PARTNERSHIPS& INVOLVING
MOTHERSDoctissimo, AufemininA blog on mothers, by mothers, for
mothers A recycling programGENERATE WEB TRAFICBOOST THE
COMMUNITYGoogle Adwords campaignViral campaign 9. 1.AWARENESS &
CONSIDERATION 10. INCREASE REPUTATION WITH A PRESS RELATION
CAMPAIGN 49,5% of women buy a magazine for health issues - 50 of
major french women press issues& WITH DIGITAL PARTNERSHIPS Most
used websites for health issues - Aufeminin.org : a global network
- Doctissimo : a major health websiteKPI:PRESS
ARTICLES5EXPECTED:KPI: ARTICLES15 EXPECTED: 11. A RESPONSIVE
WEBSITE Accessible on all devices, mobile or not Social Network
sharing buttons The center of the new digital strategy 12.
AUFEMININ : A GLOBAL NETWORK FRANCE 2013 8 millions unique visitors
103 millions viewed pages1 message on forums each 3 seconds 13.
GENERATE WEB TRAFIC WITH GOOGLE ADWORDSKPI:Promotion of corporate
website, blog and social networks Increase awareness and
consideration of the brand Up web trafic Adaptable on various
seasons : flu, allergia, pollen, etc.% OFREDIRECTIONS2EXPECTED: 14.
GENERATE WEB TRAFIC WITH GOOGLE ADWORDS Standard Campaign :
Broadcasted on all devices in France Budget : 15 330 euros Schedule
: 42euros/day during january to december. Key Words : Physiomer,
rhume, enfant, bb, nourrisson, hygine nasale, eau de mer, nez
bouch, enrhum, nez, mucosit, sinusite, saint malo, isotonique,
automdication, mdicaments enfants, mdicaments bbs, Pulvrisateur
nasal, soins naturels. Title : Physiomer Description line 1 : Spray
nasal et solutions 100% Eau de mer destins aux bbs, enfants et
adultes. Description line 2 : Physiomer vous permet en tant que
maman de prendre soin de la sant de votre enfant au quotidien en
nettoyant son systme nasal. URL : www.physiomer.com 15. INITIATE A
DIGITAL ECOSYSTEM Physiomer KIDS France & Internationals
Facebook pagesPhysiomer ChannelMother dedicated blogPinterest
account 16. YOUTUBE CHANNEL 17. PINTEREST CONTESTS 18. 2.COMMUNITY
CREATION & MANAGEMENT 19. STARTING THE CONVERSATION TO EMPOWER
MUMS EXPERTISEOn Physiomer KIDS France & Internationals
Facebook pages - Livechat with Physiomer experts each first
wednesday of the month - Broadcasting of existants contents :
tutorials, pictures, etc. 1 per week - Experts quizz 1 each 2
weeksKPI:- Baby pictures contests 1 per monthPER POSTAnd linked it
with PinterestEXPECTED:- To increase the impact of pictures
contestsCOMMENTS150 20. BOOST THIS CONVERSATION BY SPONSORED PAGES
On Physiomer KIDS France & Internationals Facebook pages
Precise targeting : #Enfant #Sant #Child #Childcare Total audience
: 18 200 000 people. Budget per country : 280 euros/month x 4 = 1
120 euros. Total : 16 800 euros.KPI: LIKESEXPECTED:40K 21.
INVOLVING MOTHERS BY GIVING MOTHERS A VOICE A blog on mothers, made
by mothers, for mothers - TOPICS : Mother testimony Experts &
Mothers meeting IRL Facebook and Pinterest contests Tips &
tricksKPI: VISITS PER DAYEXPECTED:4K 22. BOOST COMMUNITY BY A VIRAL
CAMPAIGN A short movie showing the morning of a mother waking up
with a sick child. By clicking on a Physiomer iPhone app, it sends
at her home, under 30 minutes, a Physiomer expert with several
products. Finally she manages to take care of her child and go to
work on time.WITH DIFFERENT GOALS - Viral broadcasting on social
networks, press and partners - Empower the brand reputation -
Eventually detect a marketing needKPI:YOUTUBEVIEWSEXPECTED:15K 23.
GIVE ADVANTAGES TO COMMUNITY BY GIVING FREE PRODUCTS In exchange to
a collaboration to products are given to consumer.Physiomer
Recycling Program,After sending an amount of used medicines
packagings, consumer can download a voucher usable in
pharmacies.recycling program 24. SCHEDULE
JANUARYFEBRUARYMARCHAPRILMAYJUNEJULYAWARENESS PRINT PR DIGITAL PR
FB & PINTEREST LAUNCHINGYOUTUBE LAUNCHING BLOG LAUNCHING
ADWORDSCOMMUNITY FACEBOOK BLOG BUZZ VIDEO RECYCLING
PROGRAMAUGUSTSEPTEMBEROCTOBERNOVEMBERDECEMBER 25. CREATION BUDGET
REPUTATION 5 000 EUROSCOMMUNITY 41 500 EUROS- Press campaign : 5
000 euros- Community manager for one year : 24 000 euros - Buzz
video production : 10 000 euros - Blog : 2 500 euros - Physiomer
Recycling Campaign : 5 000 euros 26. ADVERTISING SPACES BUDGET
REPUTATION 7 940 EUROSCOMMUNITY 21 000 EUROS- Sponsoring Bb
Doctissimo Newsletter : 3 500 euros- FB sponsoring : 16 800 euros-
10 sec Pr Roll Doctissimo : 240 euros - Adwords : 15 330 euros- FB
posts sponsoring : 4 200 euros 27. TO SUMMARIZE BEFOREAFTER-
Uncontroled website visits- Ruled & managed website visits- No
Facebook strength- Market leader on Facebook- Niche reputation-
Mass reputation- Top to bottom communication- Interaction between
brand & consumers- A brand who sells products- A brand who
spreads a culture 28. EXPECTED AN AVERAGE OF AN AVERAGE OF5152%
GOOGLE ADWORDS150 COMMENTSPER POSTON FBREDIRECTIONSON
WEBSITEPUREPLAYER ARTICLESPRESSARTICLES3140K LIKES ON FACEBOOK FAN
PAGES4K VISITS ON THE BLOG PER DAY15K YOUTUBEVIEWS
