NIVEA Social Strategy
Strategy Setup
BRAND OBJECTIVE
Here is where you are right now
@NIVEA 妮维雅官方Fans : 653,435738,838 (2014.Jun)Analyst tool: yeezhao
Lifestyle Sharable ContentBrand ContentInteractive ContentHot topic Social ContentKOL Amplification5 Angles Of Daily Maintenance
KOL amplificationBrand contentLifestylesharablecontentInteractive content Hot topic socialcontentNot expressing the brand personality through different aspects of daily sharingLow level of social listening and active engagementLow connection of hot topic social with other big accounts Not actively connected to promote campaign Low exposure of the brand concept, product benefitStrategic Overview
Let’s see what our competitors did
Advantage ·Interact with celebrities, KOL巩俐，范冰冰，李宇春@lorealparisFans : 1,032,3951,658,780 (2014.Jun)Disadvantage·Boring Content ·Integrating with other resources 欧莱雅彩妆大师 & 欧莱雅男士
Advantage·Clear brand image Focus on women’s skin care @OLAYFans :1,583,2672,037,286(2014.Jun) Disadvantage·No interact with KOL·Do not track on hot topics·Various contentsFashion , Health , Stars and Relationship
HOW WE CREATE AN UNIQUE ROLE FOR NIVEA ON SOCIAL?
THE NIVEA BRAND ROLE IN DIGITAL…inspires me with every interaction…cares about me and my needs…supports and guides me as my skin care needs evolve…helps me make choices I can feel good aboutNIVEA is my skincare companion for life
TONALITY OF SOCIAL PLATFORM•亲切 (Kindly)• 温和 (Mild)• 女性化 (Feminine)• 小清新 (Pure and Fresh)We speak like a real person who is caring about not only fans’ skin and body, but also their feeling and mood. They can always get benefits from NIVEA.
WHAT WE NEED TO DOActivationPersonalityUseful messageOptimizationIncreasing fan base and keep loyal fans remainRich contentMaximization KOL viralFans and their friends viral
Lifestyle Sharable ContentBrand ContentInteractive ContentHot topic Social ContentKOL Amplification5 Angles Of Daily Maintenance
BRAND CONTENTDifferent types of brand contents will be created on 2 social platforms.•Combine the brand content or big announcement with small activities to make it easily sharing on Weibo•To create the deeper introduction of brand and products on WechatEvery time when we create the brand contents, make sure the picture quality is good.
BRAND CONTENT
LIFESTYLE SHARABLE CONTENTBrandProductLifestyleLifestyle content should be biggest part of all.
LIFESTYLE SHARABLE CONTENT
INTERACTIVE/ ACTIVITY CONTENTActivities can keep fans alive, create more engagements and also keep fans number growing.•Regularly activity can engage fans and maintain good relationship•Weibo activity co-op with other relevant brands to achieve double win result •Activity mechanic also important, good activities can bring out brand message and be fun at the same time
INTERACTIVE CONTENT
HOT TOPIC SOCIAL CONTENT•Closely to the up-to date topics to generate conversations•Stron...
