Tupperware Petite Blossom Campaign

D I G I T A L A C T I V A T I O N S T R A T E G Y

TABLE OF CONTENT

Background & Objective

Insight

Digital Plan & Strategy

Timeline

Budget

BACKGROUND & OBJECTIVE

BACKGROUND

Petite Blossom Collection product launching to generate incremental sales.Blossom Collection contributes 67% to the serving category which contributes 9.5% to total business

Blossom Collection was meant for big events, so Petite Blossom Collection will be meant for daily use

OBJECTIVE

Create awareness for the new product launching - Petite Blossom by creating the newness approach to enhance this category

Build emotional approach through thematic campaign "Petite Blossom bring the family closer”

Tap into melamine and other plastic serving line users to start using Tupperware Blossom Collection (Current Users and New Users)

To grow the serving category by 20% at the end of 2016.

INSIGHT

BRAND INSIGHT

SurprisingTupperware bring a sense of wonder and delight to every day

RadiantTupperware is colorful, bright energetic and vibrant

HelpfulTupperware empower women to be their best selves, every day and in so many ways

RealGenuine relationships are the soul of our company, and we have a sense of authenticity that comes with a history steeped in confidence and celebration

AUDIENCE INSIGHT

Many Indonesian mothers miss the moment of having mealtime together. They also tends to attract the family members to have meal at home through several unique ways.

Prahasti Awungu, 44 ThnHousewife

“I have two daughters and a son. My son is currently studying in college at Jatinangor. I miss the moment we used to share to eat together at home when he was around.

“My childrens are having a week carnaval day off. They said they’re bored with standard home dish. I don’t want them to eat out, so I invite them to create new dish together.

Tiar, 30 ThnHousewife

INDUSTRYINSIGHT

Most netizens mentioned about the cleanliness of their cutlery. They are quite wary of breeding germs

through food.

For the keyword "plastics", many netizens to discuss the dangers of chemicals from plastic to pregnant

women.

17% 6

%

78%

Alat Makan

Menjaga ke-bersihan alat makan

Aneka alat makan

Penyakit/kuman lewat alat makan

44%56%

Plastik

Plastik sekarang bayar

Bahaya ibu hamil yang tercemar zat BPA pada wadah plas-tik

Source: SONAR

COMPETITORINSIGHT

Lock & Lock

Claris

Lion Star

Tupperware

2%

2%

3%

94%

Top of Mind Brand

Tupperware proves to have the biggest buzz throughout all digital media channels. This may conclude

that Tupperware has successfully became netizens top of mind in household supplies industry.

Mostly netizens compare Tupperware to Lock & Lock, Lion Star and Claris. From all competitors,

only Lock & Lock that has an engaging activity on its digital assets.

Most of Lock & Lock social media posts talk about tumbler called vacuum bottles that made from

ceramics, rather than its melamine box products. This also explained that on Instagram, the #locknlocktumbler hashtag is in the first place for the most mentioned among other Lock

& Lockhashtags, e.g. #locknlock, #locknlockindonesia.

Source: SONAR

COMPETITORINSIGHTTupperware

20Comments

829Likes

55Share

#BekalItuBaik#TupperwareBawaBekal

Kuis, #TupperwareTGIF & poin

Resep masakanArtikel di website

Info produk & koleksiInfo pembelian & promoPengenalan mobile apps

#TuesdayTips

35%25%

13%8%

7%5%

3%2%2%

Most Interacted Post

COMPETITORINSIGHTLock & Lock

5Comments

35Likes

0Share


Product & Collection Info

Buying & Promotion Info

Games

Pengenalan mobile apps

Event

58%

21%

11%

5%

5%

Info produk & koleksi

Greetings

Tips n Trick

Promo

74%

14%

9%

3%COMPETITORINSIGHTLion Star

0Comments

16Likes

3Share


COMPETITORINSIGHTClaris

0Comments

26Likes

2Share


#CLARISromance

#askClaris

#CLARISlifestyle

#ClarisGrebekPasar

Greetings

Info produk & koleksi

#PlasticEducation

#CLARISquotes

#CLARIScreative

22%

17%

17%

11%

11%

6%

6%

6%

6%

DIGITAL PLAN& STRATEGY

BIG IDEA

Giving the unforgettable experience for mothers all over Indonesia. Through the new product of Tupperware; Petite

Blossom, we would like encourage them to serve warm surprises every day by creating the moment of full team family mealtime.

B . L . O . S . S . O . MB r i n g L o v e O u t & S e r v e S u r p r i s e s O n M e a l t i m e

STRATEGYECOSYSTEM ADS

SMARTKITCHENMICROSIT

ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

DIGITALACTIVITY OUR BLOSSOM STORY

Inviting Tuppy Lovers to share their touching story about the family member who rarely attends daily family mealtime and also share the unique idea about ‘how to trigger all family member come and join at mealtime everyday’. Through ‘Our Blossom Story’, we’d like to help mothers to bring into reality the warmth of full team family mealtime at home.

ACTIVITYPHASE

TEASER

16 May 2016 – 22 May 2016

In this phase, we will

softly direct people’s mind towards family

mealtime and the importance of the

moment with teaser video.

INVITATION & SUBMISSION

23 May 2016 – 24 June 2016

We will promote the activity through

several channels and invite people

to submit their story.

WINNER SELECTION

27 June 2016 – 1 July 2016

After the activity ends, we will suggest the

winner and the official winners will be selected by Tupperware.

11 July 2016 – 17 July 2016

The winner will be granted a family dinner

moment where this will be a

surprise to the family member

who rarely attend the moment.

SURPRISINGMOMENT

29 July 2016

The surprising moment will be

documented in a social

experiment format and published

afterwards.

SOCIAL EXPERIMEN

T VIDEO

TEASER

V I D E O S T O RY L I N EA mother is happily preparing meal for her family. Her cooking process is so happy and optimistic. However, when she’s done cooking and prepare the meal on Petite Blossom Collection, her face turns unhappy. But why?

Create a 15 second video that appoints a mother’s emotional side who prepares dinner for her family. In this video, we will make people curious with what happened next by showing sudden emotional shift from a happy and cheerful expression to a sad tone.

INVITATION

Create invitation creative image and video which ask the audience to participate in ‘Our Blossom Story’ activity and submit their own story.

V I D E O S T O RY L I N E(Continued from teaser) Her face looks sad because she looks to the prepared plate of a family member and doubt that her older son will be home and have dinner together. Dad and younger son come home happily and they start the dinner shortly. After finishing dinner, the mother thought to herself when can she have a warm full team family mealtime moment, and she write the unique idea to trigger all family member come and join at mealtime everyday.C R E AT I V E I M A G EThe creative images will be the still image of the video with text and creative design on the image.

SUBMISSIONUSER JOURNEY WATCH

VIDEO

People watch teaser and

invitation videos or see invitation images on social media and ads.

The, they will be directed to microsite.

WRITE STORY

People join the competition by

writing their own story of the

family member who rarely have family mealtime

together.

SOCIALMEDIALOGI

NAfter finishing

their story writing, they

have to login to their social

media account to be able to submit

the story.

SUBMIT& SHARE

After logging in, they can submit their story and it will automatically be shared to their logged in social media account.

SITEMAPMICROSITE

MICROSITE

VIDEO INTRO

HOME

PETITE BLOSSOM

PRIZE

PRIVACY POLICY

TERMS & CONDITIONS

CONTEST FORM LOGIN

BLOSSOM STORY

SUBMISSIONMICROSITE MOCK-UP

INTRO - VIDEO


INTRO – VIDEO PLAYING


HOME


HOME - CONTEST


CONTEST - FORM


CONTEST - LOGIN


PETITE BLOSSOM - PRODUCT


BLOSSOM STORY - ARTICLE

SUBMISSIONMOBILE MOCK-UP

SUBMISSIONSOCIAL MEDIA SHARE

Kegiatan makan bersama keluarga setiap hari itu memang sering kita tunggu ya Tuppy Lovers! Tapi setiap hari pasti ada kan yang tidak bisa hadir? Siapa sih yang susah diajak makan bersama? Ada ide buat bikin dia makan bersama di rumah? Share yuk di bit.ly/blossomstory

Tuppy Lovers, menyajikan menu favorit keluarga bisa jadi salah satu cara untuk melengkapi acara makan malammu bersama keluarga loh! Tuppy Lovers punya ide lain tentang cara mengajak semua anggota keluarga makan di rumah? Share yuk di bit.ly/blossomstory

SURPRISINGMOMENT

Participant with the most creative and engaging story will be granted the prize of Petite Blossom Collection and the lucky one will be give the experience of surprise dinner moment. Hopefully, this prize will bring love out to the winner’s family and bring them closer.

The winner of Our Blossom Story will be given the complete package of the newly launched Petite Blossom Collection that they can use for daily meal servings.

PETITE BLOSSOM

One lucky winner will be granted the surprising dinner moment. We will gather all the family member and surprise the one who rarely attend family mealtime to have full team family member dinner together. Dinner Idea will be taken from the winner idea.

SURPRISE FAMILY DINNER

SOCIALEXPERIMENTVIDEO

From the surprising dinner moment, we will create a social experimental video that tells about the surprise itself. This video will highlight the story of the person who rarely attend family mealtime and the mother hope of bringing all the family member together everyday.

Interview the member of family who rarely attend family mealtime. We will cover the main objective of the interview, but we will ask family related questions

INTERVIEW

At the same time, the mother prepares for dinner using Petite Blossom without the person knowing.

SERVING

The mother and other family members come to the interview place to surprise the person with prepared meal.

GIVING

They eat dinner together using Petite Blossom with the complete and full team family members. Dinner Idea will take from the winner idea.

DINNER



ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

SOCIALMEDIAROLE

FACEBOOK

E-Magazine

INSTAGRAM

Visual Gallery

TWITTER

Realtime Engagement

YOUTUBE

Audio Visual Gallery

SOCIAL MEDIACONTENTSTRATEGY

Planned

Always-On

Unplanned

Campaign

Editorial Plan

Product Launch

& Activity

Admin Support

What’s Trending

SOCIAL MEDIACONTENTPILLAR

Emotional Experienc

e

Petite Blossom

Home & Women Related

Fact

Tips & Trick

SOCIAL MEDIACONTENTSAMPLE

Tuppy Lovers, siapkan makanan dengan nutrisi yang lengkap untuk memberikan momen spesial bersama keluarga. Sajikan makananmu dengan Petite Blossom untuk waktu makan yang lebih bermakna.

Tuppy Lovers, ternyata momen istimewa bisa diciptakan melalui makan bersama. Buatlah hidangan berkualitas dengan makanan favorit keluarga untuk mempererat dan menjaga hubungan harmonis bersama keluarga. Gunakan petite blossom untuk setiap hidangan berkualitas

SOCIAL MEDIACONTENTSAMPLE

Tuppy Lovers, menata makanan itu penting, selain mempercantik makanan, juga bisa membangkitkan selera makan keluargamu lho! Yuk percantik hidangan di meja makan dengan petite blossom dari Tupperware.

Waktu makan lebih berkualitas dan praktis dengan petite blossom yang memiliki fungsi 3in1, yaitu sebagai tempat penyimpanan, penyajian, dan penghangatan berulang.



ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

FORUMGUERRILLA

Mothers, who are our target audience, love to share. One of the platform they use to share any information related to home and women is online women forum. We may get into their conversation through this forum by communicating unbranded message towards the users.

Women RelatedWe will create threads about women especially mothers daily activity and softly direct the conversation towards Tupperware product.

Home RelatedWe will create threads about home and living and softly direct the conversation towards Tupperware product.

TOPICS



ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

In the sponsored articles, we can inject our brand message directly and link viewers to our assets. We will also promote Our Blossom Story with interesting prizes through the articles.

MEDIAPARTNERSHIP

In order to boost our digital campaign, we may want to reach greater audience through several online news portal that has been proven to have matching readership with our target audience. By having several branded/sponsored articles in these websites, we are guaranteed to have high number of views.

Brand & Activity Related

Women & Home RelatedOther than branded contents, the article should also still act like an information source for the readers. Therefore, we can smoothly lead people to branded message by first serving informational contents.

TOPICS



ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

KOLBUZZER

Promote Our Blossom Story through blog posts or social media posts of the KOL whose profile match our target audience.

Through the buzz of people with similar personality as our target audience, we can get not only awareness spread but also real engagement from our target audience.

Brand & Activity Related

Women & Home RelatedPromote the emotional side of Our Blossom Story activity through contents related to women, home and living to generate real engagement from our target audience.

TOPICS

KOLBUZZER

Andra AloditaInstagram:www.instagram.com/aloditaBlog:www.alodita.com

KOLBUZZER

Cinta RuhamaInstagram:www.instagram.com/mamaofsnowBlog:http://www.cintaruhamaamelz.com/

STRATEGYECOSYSTEM

ADS


ESOCIAL MEDIA

FORUMGUERRILL

A

MEDIAPARTNERSHI

P

KOLBUZZER

DIGITALACTIVATION

ADSSince we need to generate high number of visits to our activity microsite, we need to tap into peoples daily search with related keywords. So that the conversion number will also be higher.

Other way to spread the word about Our Blossom Story is through paid media. We may utilize these ads in order to gain higher reach and engagement, thus generate more participation of the activity.

Google Ads

Youtube AdsWe may need to spread our video productions through Youtube Ads since it is the top video content platform which potentially has our target audience.

CHANNELS

Facebook, Twitter & Instagram AdsSocial ads through Facebook, Twitter & instagram might significantly help Our Blossom Story digital awareness when targeted to the right people. Aside from growing our social media assets, these ads can help us elevate the number of activity participation as well.

CAMPAIGN SUMMARY& BUDGET

CAMPAIGN SUMMARY

B.L.O.S.S.O.MBig Idea

Phase

Period

Paid Support

Activity• Social media

teaser video• Social media

editorial plan• Forum threads

• Social media invitation

• Forum threads

Social Media & Forum

Regular content posting to maintain & increase awareness & engagement

Our Blossom StoryDigital Activity

Teaser Invitation & Submission Winner Surprise Video

16 May – 22 May

23 May – 24 June 27 June – 1 July 11 July – 17 July 29 July

KOL, Ads & Media Pertnership

• Social media & microsite winner announcement

• Give surprise to one winner and shoot the moment

• Video upload & promotion

KOL, Media Partnership & Youtube Ads

THANKYOU

Marketing

Tupperware Petite Blossom Campaign