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BIORÉ FACEBOOK FAN PAGE

AGENDA

Fan
Brief Target Content KPI &
Objective Page Manage
recap audience Direction Cost
Concept
BRIEF RECAP
• Build new Bioré fanpage and make it become a connection between all media
activities
• The fanpage should be attractive, suitable and attract TA to join and take
actions when they follow through rich contents and activities
• Make the differentiation of Biore vs competitors through its superior benefits
and insight to consumer
BRIEF RECAP
• Communication message must be clearly and consistent to the master
activities of all brand in 2013
• Drive fans from Nụ hôn Eskimo Ngọt ngào fanpage to new brand’s fanpage
• Starting from the end of March, 2013
OBJECTIVE

Build a strong community to interact with consumer and


leverage it to organize all brand activities

Position Bioré as women’s companion who always stay beside to encourage


them to be confident and face anything in their life
TARGET AUDIENCE
Target segment of Biore product

The first jobber from 22 – 25 years old


TARGET AUDIENCE
Target segment of Biore Fan page
The first jobber
from 22 – 25yrs

Student from 18
– 22yrs
THE INSIGHT
All women are interesting in taking care of their beauty, specially their skin

They need a place where they can find useful tips about beauty care
and share with others their own tips/experience
THE INSIGHT
Young women want to explore the world but almost of them do not have enough
confidence to face all the situations in their daily life due to lack of experience

They need a place where they can meet, share with and being advised by
expertise and people who are in the same situation to complete their confidence
THE INSIGHT

55% of Vietnamese Netizen believe that Internet help them a lot


to improve their SELF-CONFIDENCE (source: We Are Social 2013)
THE TOUCH POINT

Woman communities: Webtretho, Lamchame


Woman Brand Fan page

Pinterest Pose

Woman are more independent, proactively create a unique identity group to


get association with. They are shifting more to the virtual life via social
networking channels or smart applications to stay connected
THE TOUCH POINT
What they seek for?

Look for and share


Interact with Brand, update
experiences, tips to take care
information of product
of their beauty

Make friends, gossip, spend Relax with game/contest,


time for entertainment… easy to get prizes
FAN PAGE CONCEPT

Khám phá thế giới đầy sức sống


Làn da sáng mịn giúp bạn tự tin khám phá thế giới tràn đầy sức sống
TONE & MOOD
Beauty Lively Enjoy life

Using 4 colors of Biore to highlight

“Sáng mịn”

Feminine
Lively

Enjoy life
ROLE OF FAN PAGE
Product Function: Fan Page provide the way to have finely bright beauty,
introduce and highlight the product function, make the trust that Biore
can help them to well take care their skin, make it smooth and bright

Emotion Function: Biore fan page is a friend/BBF who always stay


beside to help women face anything, encourage them to be confident
about themselves, and remind them to appreciate every little beauty in
their life
COMPARE WITH COMPETITORS

Feminine Confident Aggressive


Gentle Lively Modern

The world of
The world of love, The world of young
modern and mature
women emotion confident women
women
The world of young confident woman

The world of beauty where woman can share, update tips, experiences… to
take care your beauty, specially your face skin, make woman more confident
The world of young confident woman

With the confident beauty, woman ready to face anything – embracing


challenge
CONTENT DIRECTION

Content 1: Face Skin & Beauty: How to take care your Face skin & Beauty?

Content 2: Confident Woman: How to encourage and make woman more


confident?

Content 3: Confident Life: Exploring confident woman life


CONTENT DIRECTION

Biore
Vietnam
Skin Beauty Confident Confident Biore
world world Woman Life World

Branded Content 50/50 Unbranded Content


CONTENT DIRECTION

Skin world
Sharing all about how to take care your skin, such as: washing your face,
protect your skin in the sun, make up remover…
• Admin share information and invite user to discuss
• Encourage user to share their tips, experiences…
• Guide user to share their problem on Fan Page and admin or other users
can help them to solve it
CONTENT DIRECTION

Beauty world
Other sharing about how to take care your beauty (except take care skin):
• Make over – Make up – Dress up
• Trend of fashion
• Food and beverage
• …
Like Skin world, encourage user to share their tips, experiences, help others
user to solve their problem
CONTENT DIRECTION

Confident Woman
Encourage woman to make them more confident:
• Confident Woman: Introduce some confident and successful women
• Tips, experience to make you pass the challenge, dare to face anything
CONTENT DIRECTION
Confident Woman

“Mách nhỏ”
Những bí kíp riêng biệt giúp bạn
tự tin hơn trong những lúc khó
khăn như làm sao để tự tin ngày
đầu đi làm, làm sao để tự tin thổ lộ
tình cảm, làm sao để tự tin thể
hiện bản thân trước đám đông…
CONTENT DIRECTION
Confident Woman

“Bí kíp Quân sư”


Những tình huống khó xử nhất của bạn
phải làm sao đây? Yên tâm chia sẻ
cùng Bí kíp Quân sư, các Quân sư đầy
kinh nghiệm sẽ giúp bạn
CONTENT DIRECTION

Confident Life
Confident to explore your life, enjoy every moment and make your life more
useful, happier
• Introduce some healthy activities, such as dance sport, yoga…
• Explore woman trends
• Explore all about joy activities of woman
• …
CONTENT DIRECTION

Biore world
The content for all about Biore brand, including:
• Introduce Biore product
• Activity to interact with Biore brand
• Organize other marketing campaign
• …
CONTENT DIRECTION
We don’t build Biore Fan Page by one-way communication
The content of Fan Page will be contribute by admin and users. User can
update information from admin, share their tips, experiences, raise your
problem to get advice from others
Via sharing, we can build the strong community where users can develop Fan
Page together, build relationship and make Fan Page to the hub which gather
all of confident woman
BIORE KEY ACTIVITY IN 2013

Biore Make up
Remover
Biore UV Start from July
Start from Mid of
March
BIORE FAN PAGE DEPLOYMENT PLAN

Biến hoá vẻ đẹp của Sáng mịn làn da – căn


Toả sáng nắng hè
bạn tràn sức sống
03 – 06.2013
07 – 10.2013 11.2013 – 02.2014

All about summer Confident Woman at work Confident Woman in


holiday
TOẢ SÁNG NẮNG HÈ
Skin World & Beauty World

Protect your face


in the sunshine

Update summer
Take care your skin fashion trends
in the summer

How to choose Introduce Biore


swimming wear UV product
TOẢ SÁNG NẮNG HÈ
Confident Woman & Life
Picnic, hang out
with your
friends

Travelling
Take photo
Sport in summer
TOẢ SÁNG NẮNG HÈ
Photo contest “Da sáng dưới nắng càng xinh”

Shooting photo in the sunlight is beautiful, but some girl scare that their skin
is burned by sunlight. Biore’s UV Care will help girls be confident to take
photo in sunlight
Mechanism:
• Upload the photo which take in the sunlight
• Organizer collect in a photo album
• User click Like to vote
Prize: A full Biore UV product
TOẢ SÁNG NẮNG HÈ
BIẾN HOÁ VẺ ĐẸP CỦA BẠN
Skin World & Beauty World
Make up tips,
experiences…
Make up style,
trends… Make up remover

Take care Biore make up


skin face remover & porepack
BIẾN HOÁ VẺ ĐẸP CỦA BẠN
Confident Woman & Life

All about for officer:


• How to make a good relationship with
boss, coworker…
• Prepare for successful working day
• Experience at work
• …
BIẾN HOÁ VẺ ĐẸP CỦA BẠN
Bí quyết kẻ mắt của bạn là gì?
SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG
Skin World & Beauty World
Choosing dress Take care skin face in
for party the winter (moisture,
remove wrinkles…)

How to make you


more beautiful in
winter
Biore product
SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG
Confident Woman & Life

Make your holiday


happier

Sport for woman

Experience to
shine in the party
All about Christmas,
Tet holiday…
Yoga
SÁNG MỊN LÀN DA – CĂNG TRÀN SỨC SỐNG
Contest “So tài bí kíp”

There are a lot of ways to take care your skin. Most of woman has a/a lot
private tips.
Mechanism:
• Contestant share the way (tip, experience…) to take care their skin (share
photo or write text), such as how to make the face mask, how to solve some
skin problem…
• Organizer visualize all of tip/experience and collect in a photo album
• User click Like to vote
Prize: A full Biore product
CONTENT MANAGEMENT
Content Direction
(Bee Branding)

Upload – Comment Approach


– Manage (Bee
Branding) (Kao)

Approach Weekly content


detail (Bee
(Kao) Branding)
RECRUITMENT FAN
Old Fan
page

Share
Fan FB Ads

Promote
post
HOW TO DRIVE USER FROM OLD FAN PAGE

Share and introduce new Share some useful post,


Fan Page contest via new Fan page

The fan page was not updated very long time so the interaction, reach is very
low
KPI & COST

Cost Duration
Concept & Content fee 1.000 12 months
Management fee 12.000 12 months
Contest Management 3.000 12 months
Promote Fan Page 4.000 12 months
Contest prizes TBC
TOTAL 20.000
KPI & COST

No KPI
1 Fan Increase 80.000
2 Reach 20%
3 Game Contestant 3.000

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