Sayurbox Marketing Campaign

Prepared BY: YanuarRiski &Teams

CAMPAIGN OBJECTIVE:

1).Re Owning Farm To Table Markets and Wining Top Search.

2).Improve User/Loyalty Member Retentions.

3).Maintaining a Solid Presence Across Multiple Channels.

4).Re build framework marketing funnels.

TARGET AUDIENCE

Brand Analysis

Competitor Landscape

Competitor Landscape

Highest Engagement

KEYTAKE AWAY :

Quiz and give away, become the most highest engagements, both Sayurbox, Tanihub, and happyfresh. Happyfresh quite consistent with their brand guideline ( Orange & greens ), About the riding the update, happyfresh still on the top, they’re using Instagram guide feature to curated their highlight products.

CATCH OUR AUDIENCE ASPIRATIONS

Indonesians

Fresh Healthy

Food Consume

Reasons Why

User Buy Groceries Online

Health-Conscious

Indonesians on the Rise,

Growth of Healthy Fresh Products Expected.

KEYTAKE AWAY :

More and more people are relying on e-grocery platforms, but the more important thing is how to make it a permanent habit once the pandemic is over

CATCH OUR AUDIENCE ASPIRATIONS

The future is this one-click remote for everything in our life

We are in an age of impatient, we want everything right away when we interact with digital websites and products.

PROPOSED IDEAS:

IJO ON THE GO

TO PLAY ON THE PAIN POINTS OF “ PHYSICAL SHOPPING “ AND ALSO TO ENCOURAGE OUR AUDIENCE TO CONSUME MORE FRESH FRUITS & VEGETABLES.

THE METRICS

Objective Key Results

Maintaining brand relevance.

360 Marketing Activities.

Brand Share, leads,& Positive sentiments. ( TOP SEARCH )

Improve member acquisitions &

Tiering Level Programs & Retentions programs.

Increase Sum of monetary & Brands advocacy.

3000 new users

50% Active Users *Spend IDR

500.000-800.000 a month

Strengthen loyalty programs. Digital ecosystem.

Re build marketing Funnels.

Segmented Digital Framework.

LET’S ZIPPED UP OUR CAMPAIGNS

COMMUNICATION STRATEGY

COMMUNICATION ACTIONS

Maintaining brand relevance, and align our user needs towards sayur box.And build strong differentiation by communicating compelling message on sayur box advantages, thru online platforms (includee-commerce),websitessearch andengagingcontents

KPI : Winning in top search.

Reinforce the freshness of sayur box visualidentity&brandclaim in offline ( Kulkas Virtual ) & e commerce. and also put strong highlight on brand claim & put “Order Now” call to action in relevantdigitalassets

KPI : BHT Rate.

Give our user feel proud when theyuseproductsthatreflectour sayurboxbrandvisions. Provide platform & activities to showcase their healthy lifestyle andshareexperiences

KPI: HVM/Top Spender

Positive sentiments

PROPOSED PLATFORMS

ONLINE VIDEO

KEY PLATFORM

PUBLISHER/PR

ENGAGING CONTENTS

BIG KOL’S

SEM,SEO,& PAID ADS

COLLABORATIONS

ECOMMERCE

PUBLISHER/PR

PRODUCT SAMPLING

Reinforce the freshness of sayur boxvisualidentity&brandclaimin offline ( Kukas Virtual ) & e commerce. and also put strong highlight on brand claim & put “Buy Now” call to action in relevantdigitalassets

ACTIVATIONS

MICRO KOL’S

COMMUNITY

ONLINE

LOYAL USERS USER NON USER

Sayurbox active member, Top spender

The user who join Sayurbox but not active yet.

The audience who purchase from Sayurbox but not join yet.

Offering the right rewards, the benefits. privilege, and services.

Lack of urgency in optimizing the benefits of privileges, & services.

Extra Privilege ( trip, etc )

Membership anniversary, Early access for VIP events, Get extra Voucher after 1000 Sayur Points.

Exclusive Gift.

Gamification

Bundling programs

Extra Sayur Points After 2nd transactions.

Extra Sayur Points after referrals.

Personalized offers

Lack of awareness towards the benefits being sayur box user.

Gamification

Give away

Re targeted ads

Engaged content’s

CAMPAIGN ROLL OUT

PRE-LAUNCH LAUNCH SUSTAIN

To raise campaign awareness before the official release and make the target audience anticipate the launch. Also used to test various marketing channels and fine-tune product features and marketing messages in view of public response.

Introduce IJO ON THE GO campaign message with several activity and also to owning the top search in farm to table markets segments.To acquire more new member and increase loyalty programs sum of monetery.

Strengthen the campaign message, and offering our HVM and top spender with any privilege, benefits, & also to keep engage with the non user, and user audience.

PRE LAUNCH

PRE LAUNCH

Kickstartthecampaignbyposting Instagrammulti-gridseries, communicatingourkeymessage

metaphoricallyasdailycontext basedonouraudiencebackground.

"IJO ON THE GO”

LAUNCH

LAUNCH

Launchourcampaign bypostingInstagram gridcommunicatingthat wearenowreadyto rolltoshowuptheaudienceaboutourIJOON THEGOcampaignmessage.

LAUNCH

Giveaway And Or Referral

Key Note :

By offering physical gifts, credit, cashback, and other incentives for referring a customer, not only to reward existing users for their loyalty, but we can also encourage them to bring their peers on-board by spreading the good word aboutSayurBox.

LAUNCH

Brand collaborations

Key Note :

When two brands come together, the main objective is to offer unique and innovative productstocustomers,thiswill give them a competitive edge and advantage in the market, withtheincreasedmarketshare, both parties enjoy the higher return on investment and increase of revenue or brand share.

LAUNCH

Publications

Key Note :

PRcanbeusedtoprovideourusers with more in depth information about our. Through articles, Live instagram, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of sayur box brand claims.

LAUNCH

OUT OF HOME

Key Note :

To create more excitement and advocacy about new sayur box campaign, we can use free endorsement campaign that will supportUMKM’s,Homeindustryetc, duringthepandemicstorm..

We will ask them to register to sayurbox app, and tell sayurbox about their business and why sayur boxchoosethemasthewinner.

LAUNCH

INSTAGRAM STICKER

Key Note :

Furthermore,wearealsogoingtoutilizethe InstagramStorywherepeoplecanengagedwith usinafunway. Therefore,wecreatedInstagramStorytemplate orinstagramgif wherepeoplecanparticipateby answeringandrepostingittotheirown Instagram.

LAUNCH

OUT OF HOME

Key Note :

Build more awareness about sayur box social value, to help indonesian farmers, and create better agriculture ecosystem tothem.

We will build a billboard, that shown blurry image of indonesia farmers. we will ask our audience to get in this journey with post their photo and sayurboxpackaging.

The more audience join the campaign, thecleanerbillboardis.

As the final touch, sayur box will give amountcash,orfarmerequipmentafter thecampaignend.

LAUNCH

PAID MEDIA

Key Note :

TrueView reach ads run before, during, or after the video and work best for creating initial awareness of sayur box or recruiting new users. They feature a Skip button that allows users to skip the ad after 5 seconds.

LAUNCH

Key Note :

Podcasts are simple and inexpensive to create, publish,andstore.They’reapowerfulstory-tellingtool enabling sayurbox to engage with the audiences about appealing, and compelling brand state in a differentway.

Meet the founder of sayurbox

SUSTAIN

SUSTAIN

Elevate Sayur Box Loyalty Program as the top farm to table brand by providing credible scientific information, privileges, Benefits, activities andservicesthatwill help strengthen our audience brand advocacy.

New User Acquisitions Framework (Digital)

If Yes

Sayurbox Voucher

Acquisitions

Profile B

ADS

Awareness Considerations

Persona

Gamification

Conversions

If No

Retarget With Different Ads

Remarks : The Audience

We have to take meticulous journey action and get those visitors to return with the goal of converting acquisitions..

SUSTAIN

CONSUMER DATA ANALYSIS

SUSTAIN

Membership Anniversary

Key Note : Rewards can and do build customers’ loyalty as the loyalty life cycle plays out, loyal customers even become business builders: buying more, paying premium prices, and bringing in new customers through advocacy.

CREATIVE MATERIALS

CREATIVE MATERIALS

PERSONALIZED CAMPAIGN

#IJOONTHEGO

#IJOONTHEGO

CREATIVE MATERIALS

PERSONALIZED CAMPAIGN

CREATIVE MATERIALS

PERSONALIZED CAMPAIGN

CREATIVE MATERIALS

MEMBER ACQUISITIONS

CREATIVE MATERIALS

GAMIFICATION

CREATIVE MATERIALS

Connect and trade your sayur point

CREATIVE MATERIALS

POSM

Connect and trade your sayur point

THANKS!