LAUNCHING PLAN

OBJECTIVE

TARGET

CAMPAIGN

BIG IDEA

Attract 15,000,000 audience and

5,000,000 active users with Mocha –

Interest-based Chat App

Profile

16-25y.o., urban & sub-urban, digital

savvy, easy to adopt new tech

Geeking over specific interests (e.g.

popular manga series, new technologies,

etc.)

FIND YOUR TRIBE

LAUNCHING PLAN

Series of short videos:

- a musclebuilder is lifting heavy weight until

he sees his gay friend and can't help but

reveal his true way of communication

- a girl teen who is very girly and graceful at

school is slaying heads in a mobile game

with her friends

- a serious nicely dressed boy who can't help

but imitate gorrilas as a way to greet his

friend

CAMPAIGN IDEA: FIND YOUR TRIBE

Key

task

Key

hook

Channel Youtube true view, KOLs sharing, PR articles,

Facebook

PHASE 2 – ENGAGEMENT(4 WEEKS)

Drive trial by promotion and direct product

introduction in merchants

Advisors in merchants

Digital, merchants, buildings, schools, etc.

PHASE 1 – AWARENESS(3 WEEKS)

Trigger TA to find group of people having common

interests with them by dramatizing when people

find their tribe or the sense of belonging.

THANK YOU