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The Pretty and Picky Campaign DI
GITA
L CA
MPA
IGN
PROP
OSALSOCIAL MEDIA
CONTENT
Deliver the Message
Social Media
DIGI
TAL
CAM
PAIG
N PR
OPOS
AL
Platform Role
DIGI
TAL
CAM
PAIG
N PR
OPOS
AL
Main ChannelSupport ChannelKOL, Buzzers, native contentPaid Media
Interactions
Fast Respons
Regular Post
Owned Channel
SOCIAL MEDIAFRAMEWORK
DIGI
TAL
CAM
PAIG
N PR
OPOS
AL
Persona Tone
PurposeLanguage
GirlyBesties Oriented
BeautifulKorean Style
Fun & EnergeticFlirtatious
Entertaining
EducateInfluencingEncourage
SimpleEdgy
Modern
ContentMessage
This is the method we want to use to our target audience to personify the social media’s brand voice
SM Regular ContentContent Pillar
Objective
User Motivation
Content Pillars
Inform, educate and persuade the digital audience about the simple ways they can start to live & maintain a healthier lifestyle through healthy food content.
To set up the trend and be the first who tell the stories.
- Recipe Video (30%): healthy is easy, get a healthy food everyday only on 5-10 minutes- Healthy beauty Tips (25%): beauty is healthy, we will giving tips for the target audience
about how to get a healthy skin- Fun Fact (20%): interesting intriguing facts about healthy skin, shocking, and healthy
food- Beauty and Lifestyle (25%): Healthy living is a critical part of beauty and lifestyle.
Healthy living is also what “everyone is doing”
DIGI
TAL
CAM
PAIG
N PR
OPOS
AL
DIGI
TAL
CAM
PAIG
N PR
OPOS
AL
Social MediaRegular Post Frequency
Quantity: Low Volume & High Value
Post Type● News & Event,
Image, Video, Activation (Teaser & Invitation), link to website
Amount● 2 Post
Regular/week● 1 Post
Recipe/week● 1 News/week● 1 Post ads/
week
Quantity: High Volume & Low Value
Post Type● News&Event,
Image, Video, Greetings, Activation (Teaser & Invitation)
Amount● Unlimited
post/week● 1 Post ads/
Bemonthly
Quantity: Low Volume & High Value
Post Type● Image, Video,
Activation (Teaser & Invitation)
Amount● 2 Post
Regular/week● 1 Post Video
Recipes/week● 1 Post ads/
weekly
Quantity: Low Volume &High Value
Post Type: Campaign Video & Recipes video
Amount● 12 recipes
video/campaign
● 1 main video/campaign
● 3 video to game show/campaign
● 1 Post ads/ Bemonthly
Quantity: High Volume & Low Value
Post Type: News & Event, Image, Video, Activation (Teaser & Invitation), link to website
Amount● 2 Post/week
(Regular)● 1 News/week● 1 Post ads/
week
Social Engagement SOP
Description Example Public Response Internal Action
Green Light
Conversation between users that do not involve SSS team
Useful banget info-info dari Gain di #Tanyasamaperut Thanks Gain!
Simple response, such as:“Thank You! ” N/A
Yellow Light
Questions regarding productknowledge
Hello, kami dari palang merah remaja jakarta. mau nanya lebih lanjut mengenai Gain dong, ada
yang mau kami diskusikan, Thanks :)
Responding quickly, max 2 hours in a day and work hours.
“Hallo juga, Boleh minta contact yang bisa kami hubungi? Biar bisa diskusi lebih detil mengenai pertanyaan
kamu :)”
Raise issueto
Nutritionist
Red Light
Clearly negative or critical post that definitely requires a
response both publicly and individually.
Junk food brand sued or complaint us for defamation
Responding quickly and carefully, max 4 hours in a day and work hours.
If not resolved in social media, issue will be resolved by SSS team.
Raise issueto
Nutritionist
Spam Irrelevant or misleading links posted by fans.
Mau beli perlengkapan sekolah yang berkualitas? Follow aja IG
kami di @bestcoll :)Delete N/A DI
GITA
L CA
MPA
IGN
PROP
OSAL
