ad pro elevit proposal

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Elevit: digital brand promotionJuly 2015


1. Goals

2. TA overview

3. Pre-purchase behavior in the Internet

4. Communication approach

5. Media tactics

Content


Goals

Business goal:

SALES

Increase brand awareness

Convey the brand USPs

Category actualization

Educate TA

• Clicks• Optimal CPC

• Build wide TA reach

• Provide an optimal CPR

Marketing goals: Communication goals: Media goals:


TA overview


Elevit TA core in the Internet: women 25-35, income ave+, married

18

-24

25

-35

36

-45

55

-65

Low

ave-

ave

ave+

hig

h

Marr

ied

Sin

gle

Pare

nts

(ch

ildre

...

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

213

163

89

40

10890 93

109

165

123

67

158

80

Elevit consumers in all Ukraine

% Aff

Source: TNS: 2014/4+2015/1, TA: Elevit consumers, live in the cities 50K+

18

-24

25

-35

26

-45

55

-65

Low

ave-

ave

ave+

hig

h

Marr

ied

Sin

gle

Pare

nts

(ch

ildre

...

No

0

10

20

30

40

50

60

70

80

90

0

50

100

150

200

250

233 225

104

9

143

10596

124

215

146

70

195

87

Elevit consumers in Internet

%

Aff


Conservatives

Socially responsible conservatives

Socially responsible

Socially responsible innovators

InnovatorsInnovators-individualists

Individualists

Conservatives-individualists

Middle

0

20

40

No Consume Elevit

Socially responsible innovators; family and healthy nutrition are very important

Personal AppearanceReadiness to risk

Collectivism

Independence

Rejection of advertising

Organized

Circumspection

Prestige

Aspiration to the orderTraditionalism

Self-confidence

Fatalism

Shopaholic

Egocentrism

Thrift

Energetic

Family

Healthy nutrition

-1

0

1

No Consume Elevit

Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users


15%

85%

TA, don’t use In-ternet

Internet TA consumes more vitamins

27%

73%

TA in the Internet

Source: TNS: 2014/4+2015/1, TA: F (25-35)


8 out of 10 TA representatives use Internet

2 mln. TA in Ukraine

83% use Internet

54% use Internet on daily basis

Source: TNS 2014/4+2015/1 TA: F 25-35


Searching information, communication and entertainment are the main goals of daily Internet usage*

58% 33%40% 22%53%

Searching information

Social network

Audio/VideoMail

services News&spor

t sites

Source: TNS 2014/4+2015/1 TA: F 25-35, Internet users

* Every day usage


7 out of 10 TA representatives make research online before vitamins and medicine purchase

Comparing choice online

Comparing products/price

s

Discovering relevant

brand

Looking for opinions, reviews

33%58% 22%68%

Source: https://www.consumerbarometer.com/en/ TA: F 25-34, Internet users, bought Vitamins & OTC Remedies


Pregnancy and birth of child are the best moments in life

86% (Aff 124)After baby’s birthday, parents duties become the most important in life

88% (Aff 125)The birth of baby is the most precious thing in life

76 % (Aff 102)It's not possible to have a completely satisfied life without having children



Demanding to nutrition

60% (Aff 134)Very careful read product ingredients

71% (Aff 135)TA try to eat only healthy food

84 % (Aff 138)TA avoid artificial food



TA prefers well known brands, even if they are more expensive

58% (Aff 110)Don’t mind paying extra money for well-known brand

70% (Aff 102)TA would choose brand/company that have heard of

65 % (Aff 124)TA never buy unknown brands, even if they are cheap



Purchase of drugs is a decisionthat matter a lot to TA and they make a decision by themselves based on facts

56 % (Aff 132)Bought OTC drug TA deciding based on facts

64% (Aff 160)TA representatives – the main persons in making purchase decision

65% (Aff 117)Buying OTC drug – it is a decision that matter a lot to TA

Source: TNS: 2014/4+2015/1, TA: F (25-35), Internet users, CCS 2014 TA: F 25-35, Internet users, plan to have a baby in 12 months


Communication

approach


Don’t have children, aren’t pregnant and

aren’t planning very soon to have a

baby, but sometimes thinking about it.

Potential Elevit TA Prospects

Interested in pregnancy and everything

connected with it, are preparing for

pregnancy or already are pregnant.

Divide TA on 2 different groups for achieving goals

Elevit

1,6 mln 320K

SOB



Catch interested audience, convey

Elevit advantages and USP’s

Divide communication approach according to the TA dividing for achieving goals

Involve into the category, educate,

convey the importance responsible

approach to the pregnancy planning.

Elevit


Potential Elevit TA

Pregnancy is a very important and

responsible phase in our life. And to

become a mother I have to be ready

in all senses of this word.

Prospects

I am going to be a mother. I want to do

everything possible to ensure a baby

health BUT information about vitamins

for pregnant is very contradictive.

Insight

Challenge


Educate TA that pregnancy has to be

planned. TA will know that in 1-2 months

they need to start taking Elevit and don’t

stop taking it till the baby birth as a part

of necessary routine, to be sure that their

baby will be healthy.

Challenge


Кликните, чтобы добавить изображение9-months CRUISE

Idea #2


Pregnancy is like a 9-months voyage on a liner.

During cruise it might be both rainy and sunny. One

might even have nausea(toxaemia).

The image of the ship looks bright and emotional,

what attracts our target audience.

The liner from the site will have four decks. The first

deck will be for those who are planning to have a

baby. Other three with cabins will associate with

trimesters of pregnancy.

Idea #2


We invite future moms to go on a cruise to associate

pregnancy with a voyage.

Salty seawater, four-deck liner, 9-month cruise and a

slight nausea(toxaemia) all that evokes direct

associations with the period of pregnancy.

On every deck of a sumptuous liner there will be useful

pieces of advice and recommendations, which

correspond certain stage of pregnancy. An important role

in that wonderful voyage of a woman Elevit plays, which:

- lowers the risk of fetal neural tube defects by 92%;

- lowers toxaemia by 54%

Idea #2


Huge and beautiful liner.

Bright image to draw attention.

The message: “Plan and go on a nine-month cruise”

From the landing page the woman goes on a

virtual cruise reading the pieces of advice

about planning and going through pregnancy.

Every woman has an opportunity to participate

in the activity and win a real cruise.

Landing page

Кликните, чтобы добавить изображение


We are on the deck. Each month of the

pregnancy has its own location on the

boat.

We see a pregnant woman and useful

information next to her. After each piece

of advice there will be an option to share

the post in social networks or to continue

reading.

There will be an option to choose the

month of pregnancy – to quickly

navigate and read the important piece of

advice for the specific period of

pregnancy.


Inner page:


To further involve, we offer a real online

trip on the ship for a couple.

To do this one will have to choose a free

cabin on the ship and to invite second half

via social network.

After all cabins are filled, the real draw of

the cruise will be held.


Page with selection of the cabin


Media tactics


Fix our goals and KPI’s for both audiences

KPI’s

Instruments

Goals • Category actualization

• GDN• Banner ads• Video ads• Branding

• TA reach• CPR

• Increasing brand awareness• Catching interested TA and

maximization conversion to the site

• Search context• GDN• Special project

• Clicks • СРС



Ecosystem

Banner ads Video ads PR articles

Search context

GDN

Special project

Mobile adsPromo-

site

Website

Teasers in SN

Promo posts

Instruments, that are already usedInstrument we propose to use in current budgetInstruments we propose to use over the current budget

Build maximal TA reach

Meeting current demand


We need both: Elevit website and promo-site

Audience, searching the information or

already know what they want redirect

them to the more informative site – Elevit

website

TA hasn’t make a decision, we have to convey information in interesting and interactive way redirect people to

promo-site

Potential Elevit TA

Prospects


Banner adsArgumentation of instrument and resources selection

Banner ads allow to:

• Build high TA reach with optimal CPR;

• Build accurate TA reach because of social-demographic

and behavior targeting;

• Involve TA to the site, because of visualization possibilities.

Argumentation of resources selection:

• Choose the most affinitive and reached resources with high

share of TA for building accurate reach: women, thematic

and medical resources, such as ok.ru, portal mail.ru, ua.ua,

likar.info, women and beauty&health packages from

Edipress and Admixer


All-rolls and content rolls are:• The most effective format from the point of

building image and knowledge about the brand;

• The most similar to the TV-ad according to the

impact level.

Argumentation of resources

selection:• Sites from packages AdMixer and AdVideo with

the highest concentration of TA and the low

CPR allow to build a wide reach of TA with the

best price.

Video adsArgumentation of format and resources selection


• Actualizes the problem in category and

educate the TA;

• Builds an awareness about category and

brand;

• Forms the positive brand perception;

• Functioning during a long time

PR articlesFormats and resources selection argumentation


• Targeting possibility for search requesting

and TA interests;

• Picture allows to attract TA attention;

• Interest targeting ability improves

conversion;

• Payment for click allows to reach interested

TA on effective frequency with optimal cost.

GDNArgumentation of format selection


• Allows to catch active audience, that are

already interested in category, or brand or

theme and satisfy their current demand in

favor of Elevit;

• Quantity and quality of conversion are high,

because of interested audience.

Search contextArgumentation of format selection


• The best targeting possibility for special app

users allow to catch the core of our TA;

• Payment for click allow to build wide TA reach

with optimal cost;

• Ads in mobile are more personalized than any

other ads

Mobile ads: recommended formatArgumentation of format selection


Relevant for TA forums with “health” thematic

# Resource URL # registered users quantity/monthly users

Women’s

1 Wwwomen http://wwwomen.com.ua/forum/ 66 438

2 Womantalk womantalk.com.ua 25 051

3 Womans.in.ua womans.in.ua/forum/ no data

4 Ivona http://ivona.bigmir.net/forum/ no data

5 Posydenki http://www.posydenky.com/ 35 582

Parents

6 Kroha http://kroha.dn.ua/index.php 38 712

7 UaUa http://www.uaua.info/mamforum/ 40 433

8 Ovulation http://ovulation.org.ua/forum/ 43 781

9 Pregnancy http://pregnancy.org.ua/forum/ 21 669

10 Tvoymalysh http://forum.tvoymalysh.com.ua/ 116 546

11 Infomama http://infomama.com.ua/forum/ no data

12 Mamaclub http://mamaclub.ua/questions/ no data Recols

13 Otzovik http://otzovik.com/ no data14 Otzyvua http://www.otzyvua.net/ no data

15 Irecomended http://irecommend.ru/ no data

16 Tabletochki http://www.tabletochki.com/ no data

17 Vse o medicine http://www.medcentre.com.ua/ no dataTotal 388 212

Other forums are well moderated. This is means that themes created in implicit marketing campaign could be

banned in 50% possibility.

If users get side of brand promotion with implicit marketing, it could be

negative wave for the brand

http://wwwomen.com.ua/forum/




http://ivona.bigmir.net/forum/

http://www.posydenky.com/

http://kroha.dn.ua/index.php

http://www.uaua.info/mamforum/

http://ovulation.org.ua/forum/

http://pregnancy.org.ua/forum/

http://forum.tvoymalysh.com.ua/

http://infomama.com.ua/forum/

http://mamaclub.ua/questions/

http://otzovik.com/

http://www.otzyvua.net/

http://irecommend.ru/

http://www.tabletochki.com/

http://www.medcentre.com.ua/


But amount of forums has decreased during compared with 2014

Cities forums

Common and profile thematic forums

Automobile

Women’s and parents’ forums

39+

24+

28+

18+

50+

12+

15+

12+

2014

2015

Category activities decreases;

Users visit forums that are similar to community with certain specific of story, information, long-term registration and loyal audience, situated on the big platforms (excluding cities and automobiles forums)


Some of forums input special paid branches, where brands can place their deployed materials. This format also provides more views, then payless themes, because of his

situation on the TOP pages.

Moderation has strengthened on the forums, as a result has increase % of banned themes with deployed comments about different brands;

Users discuss household themes with great pleasure. Themes related with health are leader by mentions

Forums attendance decreases in comparison with 2014 year;

Conclusion: we don’t recommend to use BUZZ for the brand promotion

1

2

3

4


Thank You!

ad pro elevit proposal

Marketing

dont use internet internet

internet source

ta representatives

elevit source

internet users

wide ta reach

elevit consumers

communication goals