Silex digital proposal

1. #SiapBikinRilex

2. Objective
BUSINESS OBJECTIVE
Become Top of Mind
Top 10 Brand within 2 Years
Increase Sales Performance
Maintain Existing Consumers
Grab Competitors Loyal Consumers
DIGITAL OBJECTIVE
Reintroduce the Brand
Activate Communication on Current Assets
Improve Brand Awareness
Integrate Online
Improve SOV & Engagement

3. Target Audience
Demography
Female
20-45 yo
SES ABC+
Urban/Sub-Urban
User Persona
Relatively new parents who are
active working class and digital
savvy. Have certain degree of
struggles in work & life balance
Interest
Family/Parenting
Kids Goods
Home Improvement

4. INSIGHTS

5. Market Insight
https://indonesiadata.id/downloads/market-share-obat-batuk-hingga-2020/

6. Digital Insight

7. Digital Insight
Silex OBH Combi Komix
Laserin

8. Digital Insight
Top 5 subregions where Silex searchers are

9. Digital Insights – Social Media
Instruments Silex OBH Combi Komix Laserin
Fans
FB: 7537
IG: 6165
TW:
YT:
FB: 221,338
IG: 4,876
TW:
YT:
FB: 70,999
IG: 22,100
TW:
YT:
FB: 24,716
IG: 13,100
TW:
YT:
Engagement Rate
FB: 3.1%
IG: 23.97%
FB: 0.0006%
IG: 49.42%
FB: 1%
IG: 4.58%
FB: 0.02%
IG: 1.41%
KOLs
Dhaturembulan,
milarosinta,
pandasuper.
Ashanty,
ayuuu_wandiraa,
budesumiyati,
rifkybalweel,
herinazkaa_,
frandaaa87,
lunamaya.
Kenandkal,will_n_
win, wendihrz_,
sukrisw

10. Current Condition – Social Media
Platform Followers/ Subscribers
Facebook 7,555
Instagram 6,176
Twitter -
Youtube -
• Silex banyak memosting konten
seputar tips, penyebab batuk,
giveaway, dan brand info
• Sosial Media Silex secara visual
banyak didominasi dengan warna
biru
• Silex tidak memiliki brand
ambassador yang dapat
meningkatkan trust, awareness serta
reach dan engagement dari brand.

11. Competitive Review – Komix Herbal
Platform Followers/ Subscribers
Facebook 71,043
Instagram 22,155
Twitter
Youtube
• Secara tipe konten, Komix banyak
memosting dalam bentuk video,
serta banyak menggunkan tipe
desain dengan tema keluarga yang
cukup kuat.
• Secara konten, Komix banyak
mengikuti apa yang sedang tren
serta memiliki CTA yang cukup kuat
sehingga membuat audiens lebuh
tertarik untuk berinteraksi.

12. Platform Followers/ Subscribers
Facebook 221,336
Instagram 4,876
Twitter
Youtube
• Memiliki jumlah fans pada facebook
cukup banyak namun tidak sejalan
dengan total interaksi dari setiap
konten postingan.
• OBHCombi’s Instagram secara
konten pattern warna sudah sesuai
dengan identitas brand namun
secara kualitas konten kurang
menarik disebabkan tidak adanya
format CTA yang cukup baik..
Competitive Review – OBH Combi

13. Platform Followers/ Subscribers
Facebook 24,717
Instagram 13,151
Twitter
Youtube
• Secara konten cukup mengikuti tren
yang sedang berkembang saat ini.
• Memiliki reputasi sebagai heritage
obat batuk, namun secara konten
tetap mentargetkan generasi muda
yang dikemas cukup baik melalui
narasi maupun visual.
Competitive Review – Laserin

14. Key Takeways
Audiens utama adalah ibu digital yang menghabiskan banyak waktu di media sosial dan
mesin pencari
Mereka banyak membaca tentang tips dan mengikuti brand untuk
penawaran produk
Consumer
Silexy masih memiliki kesadaran digital yang kurang, terutama dibandingkan dengan
Komix Herbal
Silex cukup baik dalam keterlibatan media sosial, tapi masih ada ruang untuk
ditingkatkan
Competition

15. DIGITAL ARCHITECTURE

16. Touch Points
Owned Media:
• Website
• Social Media (FB, IG, & TW)
• Youtube Channel
Paid Media
• Digital Media Placements
• Influencer Marketing
Earned Media
• Digital Activities

17. Touch Points Role
Owned Media Earned Media
Activate
Activate TA with
engaging activity & drive
user generated content
Engagement Driver
To drive engagement
with TA where they
already are
Original Content HUB
As a home where our
original digital content
stored
PULL
Paid Media
Amplification
Boost awareness to
direct relatively instant
response
PUSH
These are where we can get it touch with consumer and its role

18. Owned Media Earned Media Paid Media
Digital Architecture
PULL PUSH

19. COMMUNICATION MESSAGE

20. Everyday Problems With Cough
3. Annoying
1. UNCOMFORTABLE

21. Silex Product USP
Herbal Ingredients
Terbuat dari ramuan
herbal > Aman
Side Effects
Memiliki efek samping
yang cukup rendah
Safe
Dapat dikonsumsi oleh ibu
hamil, lansia, dan balita
To challenge those problems. These are Silex’s Technology:

22. COMMUNICATION MESSAGE

23. Coughpedia
This is an encyclopedia for
parents to get as much
information as possible about
how and answer the curiosity of
parents about health especially
about cough.
REAL SOLUTION
“There are no perfect medicine
in the world, only the real
one” is our message to tap into
some of our online activation.

24. CONTENT PROGRAM
Our content concept which will be adjusted depends on each
platform so we could maximize every feature & uniqueness.

25. Objective:
Be there for our target audience
to maintain conversation when
needed. Used more as customer
relationship agent than
producing original content.
Objective:
Being a main content &
engagement hub to produce
high quality content to be
amplified by other social media
channel.
Channel
1 post / day
1 post / day
Mirroring from
FB&IG
1 regular
video/month
Objective:
As a largest social media
platform, it’s going to be
maximize as amplification tools
for our original content.
1 post / day
Mirroring from
IG
Objective:
Focus on being video content
hub for all our original video
content. Optimized to be found
by our TA on Youtube

26. COMFORTABLE JOY SIMPLE LOVE
Content Pillar
Reflects the information &
benefit of the SILEX that
make parents comfortable
Reflects the Joy that can be
done between children and
parents.
Reflects all the simple that
SILEX can contribute in your
life
Reflects the love, emotional
connection between the child
and the parents.

27. Content Program Instagram
SILEX
STORY
Z
MY FIRST
SOLUTION
COUGH
COMFORTER
HEALTH
WORLD VIEW
To brighten up their
rough day. We would
like to pass on some
encouragement and
positivity to the
audience.
First time moment
where SILEX will
always there to help
you share the love to
your child
Embracing the power of
the healths, we would like
to inspire user with simple
& doable tips to enhanced
your skill as a parents
SILEX will share their
world view on an
output of a video that
will give an important
knowledge
Z
TUNNEL OF
JOY
COUGH AND
ME
Two way content, such
as games, quiz,
personality test which
triggers user to
participate
Silex can find information
about Silex product and
where to find them. We
will give all information
about Silex products here.

28. Content Program
SILEX
STORY
MY FIRST
SOLUTION
COUGH
COMFORTER
To brighten up their
rough day. We would
like to pass on some
encouragement and
positivity to the
audience.
First time moment
where SILEX will
always there to help
you share the love to
your child
Embracing the power of
the healths, we would like
to inspire user with simple
& doable tips to enhanced
your skill as a parents
Z
COUGH AND
ME
Silex can find information
about Silex product and
wherea to find them. We
will give all information
about Silex products here.

29. Content Program
SILEX
STORY
MY FIRST
SOLUTION
COUGH
COMFORTER
To brighten up their
rough day. We would
like to pass on some
encouragement and
positivity to the
audience.
First time moment
where SILEX will
always there to help
you share the love to
your child
Embracing the power of
the healths, we would like
to inspire user with simple
& doable tips to enhanced
your skill as a parents
Z
COUGH AND ME
Silex can find information
about Silex product and
wherea to find them. We
will give all information
about Silex products here.

30. Z
COUGH
COMFORTER
HEALTH
WORLD VIEW
Embracing the power of
the healths, we would like
to inspire user with simple
& doable tips to enhanced
your skill as a parents
SILEX will share their
world view on an
output of a video that
will give an important
knowledge
Z
COUGH AND ME
Silex can find information
about Silex product and
where to find them. We
will give all information
about Silex products here.
Content Program

31. IDEATION
#SisiRilex
#SiapBikinRilex
#BatukDiBikinRilex #RilexAdaSILEX

32. Content Sample “Siap Bikin RiLEX”
Lagi meeting online, tiba-
tiba ada suara batuk
ganggu banget gak sih
menurutmu?
Balikin suasana meeting
jadi kondusif lagi dan
#SiapBikinRilex dengan
rekomendasiin Silex sama
temanmu yuk? Tenang
obat batuk yang satu ini
ramuannya herbal kok jadi
pastinya aman banget
untuk dikonsumsi.
Dulu pas lagi batuk sering
banget dijauhin sama
orang disekitar, mereka
takutnya kita terkena gejala
Covid-19. Padahal belum
tentu benar sih.
Tapi gak lama pas nyampe
rumah langsung minum
Silex biar batuk lekas
sembuh dan kembali sehat.
Yes, obat batuk ini bekerja
cepat jadi #SiapBikinRilex
dan balikin aktivitasmu
kesemula.
Pillar :
Simple
Content :
Cough and Me
Pillar :
Comfortable
Content : My
First Solution

33. Content Sample “Batuk Dibikin Rilex”
Es teruuusssss… ayo siapa disini
yang gampang banget kena batuk
pas rutin konsumsi es atau
minuman dingin?
Pasti langsung kena semprot sama
ibu deh. Tapi gak usah kuatir lagi,
kena #BatukDibikinRilex aja sih,
kan ada Silex yang siap nyembuhin
batukumu. Pas udah sembuh dari
batuk, kurang-kurangin ya minum
dinginnya?
Yang herbal emang bikin
ngerasa lebih aman dan
nyaman ya, bener nggak?
Silex kandungannya herbal
banget kok, jadi pas lagi
batuk langsung aja minum
Silex biar
#BatukDibikinRilex
Pillar :
Simple
Content :
Cough and Me
Pillar :
Comfortable
Content : My
First Solution

34. Content Sample “Rilex Ada Silex”
Ada mitos katanya kalo batuk itu
susah sembuhnya dan gampang
banget nular, bener gak ya mitos
itu menurutmu?
Tapi mitos itu bisa kamu patahin
kok, #RilexAdaSilex yang bisa jadi
sahabat terbaik untuk nyembuhin
batuk yang mungkin saat ini
sedang kamu alami.
Bunda, hal apa yang bikin
was-was banget? Pastinya
pas ngeliat si kecil tersiksa
karena terus batuk
seharian.
Apalagi pas tidur si kecil
ke ganggu karena batuk
ya? #RilexAdaSilex kok
yang bisa nyembuhin
batuk si kecil. Silex ini obat
batuk dengan ramuan
herbal jadi aman banget
untuk dikonsumsi sama si
kecil.
Pillar : Joy,
Love
Content :
Cough
Comforter
Pillar :
Comfortable
Content : My
First Solution

35. CONTENT CALENDAR

36. February
Big day:
Valentine Day
Theme:
Unconditional Love
Description:
Parents love to their kids
should be unconditional,
so this month will be
dedicated on how much
love a parents should go
for their kids and how
they prove it through our
channel
March
Big day:
International Day of
Happiness
Theme:
Marching to Happiness
Description:
Tell us what makes you
and your family! Happy
stories or experience of
being a parent.
April
Big day:
Kartini Day
Theme:
Rise and Shine
Description:
Inspiring Mom will be
focused on this month, on
how struggle a mom
could be and how they
attain happiness for their
children

37. Activations Recommendation
#SiapBikinRilex
Objective
To engage with our TA and show
more intimacy between moms and
their babies.
Channel
Instagram and Facebook
Period
1 month (Februari-March, ended on
International day of happiness)
Mechanism
Participants took pictures of
cough-free togetherness
moments in various activities.
#RilexAdaSilex
Objective
Increase engagements and
followers on social media, increase
brand’s awareness, and user’s
experience.
Channel
Instagram and Facebook
Period
1 month
Mechanism
Participants guess the question
in the comments column on the
post. Questions will periodically
be posted through Instagram
#BatukDiBikinRilex
Objective
Increase engagements and
followers on social media
Channel
Instagram
Period
1 month
Mechanism
Share moments when
participants recommended SILEX
to friends or family on various
activities.

38. Activation 1: SiapBikinRilex
Objective
To engage with our TA and show more intimacy between
dads and their babies.
Channel
Instagram and Facebook
Period
1 month (Februari-March, ended on International day of
happiness)
Mechanism
1. Follow all Silex’s social media channel.
2. Participants took pictures of cough-free
togetherness moments in various activities. Tag
@silex.id and min. 10 of your friends, and tell story
behind the picture.
3. Most creative and inspiring story will have a chance
to win voucher and Silex’s supply for 3 months.

39. Activation 2: BatukDibikinRilex
Objective
Increase engagements and followers on social media and
appreciate moms.
Channel
Instagram
Period
1 month
Mechanism
1. Follow all silex’s social media channel.
2. Share moments when participants recommended
SILEX to friends or family on various activities.
3. Add #BatukDibikinRilex on caption, tag min. 10 friends
and @silex.id
4. Most creative posts have chance to win exclusive Silex
Hampers

40. Activation 3: RilexAdaSilex
Objective
Increase engagements and followers on social media,
increase brand’s awareness, and user’s experience.
Channel
Instagram and Facebook
Period
1 month
Mechanism
1. Follow all Silex’s social media channel.
2. Participants guess the question in the comments
column on the post. Questions will periodically be
posted through Instagram stories and Facebook
stories.
3. Mention @silex.id and 10 friends on comment section
4. 3 winners deserve voucher and exclusive hampers.

41. INFLUENCERS
• Mix using Premium & Middle Influencer in any
category.
• Collaborate with 5 active influencers who has
child.
• Influencer has engagement rate minimal 3% with
active follower’s like & comment.
• Their duty is to post 1x Instagram photo and give
their product review in caption. Also tag their
fans/friends.

42. IG PHOTO WITH FAMILY
IG Account : @dianayulestari
Follower : 915k
Engagement Rate : 1.4%
DIAN AYU LESTARI
Biography :
She is Omesh’s wife. A young mom, age 32 yo with 2
children who active as an Indonesian newscaster and
became an anchor in redaction news program . She is also
ever be Miss Indonesia 2007 candidate. In her social
media, she loves to post about her lifestyle, family and
passion. Her daily post got average 11,989 likes & 58
comments.

43. IG PHOTO WITH FAMILY
IG Account : @cindylevinaa
Follower : 285k
Engagement Rate : 2.5%
CINDY LEVINA
Biography :
She is young successful enterpreneur mom, age 23 yo,
who has 1 children, and has a clothing line and brand
shoes named Clevina. In social media, she loves to post
about her lifestyle, family and fashion. Her daily post got
average 6,114 likes & 22 comments.

44. IG PHOTO WITH FAMILY
IG Account : @itsmerry91
Follower : 153k
Engagement Rate : 9.9%
MERRY
Biography :
She is Moonella’s mom, the one of famous kid celebgram.
She has 2 children and a business woman who has cake
olshop (Moonella YummyBox & MGR Cakes) and also be a
celebgram & youtuber who active to post about lifestyle,
family & travelling. Her daily post got average 16,481 likes
& 92 comments.

45. IG PHOTO WITH FAMILY
IG Account : @molitalin
Follower : 132k
Engagement Rate : 6.2%
MOLITA LIN
Biography :
She is young mom with 1 , a active business woman who
has shop Korean products and the one of famous vlogger,
& celebgram who active to post about lifestyle, beauty &
travelling. Her daily post got average 10,925 likes & 87
comments.

46. IG PHOTO WITH FAMILY
IG Account : @vilisu
Follower : 110k
Engagement Rate : 1.3%
VILI SU
Biography :
She is mom with 2 children, an business woman who has a
clothing line (VS the Label & fox Glove) and also be a
celebgram who actives to post about beauty & fashion.
Her daily post got average 1,690 likes & 10 comments.

47. MEDIA STRATEGY

48. Marketing Funnel
Lower funnel
Top funnel
Build Awareness
Boost Engagement
Drive Traffic
As the objective of this campaign are to build awareness, drive traffic to generate leads,
this campaign runs from the top to lower marketing funnel.

49. Marketing Channel
SOCIAL MEDIA ADS
Target users who are in “engaging
mode”:
Social media web or app
WHY?
Social media ads is important to do
because it’s where the users are to get
social on digital.
DISPLAY & VIDEO ADS
Target users who are in “exploring
mode”:
Web browsing
Watching video
WHY?
Visually engaging creative is the best
way to boost brand awareness since we
can include the brand identity there.
Awareness > Interest & Desire Interest & Desire > Action
SEARCH
Target users who are in “searching
mode”:
Search for product information
WHY?
On search, users already tend to have
buying intentions. Conversion rate
generally higher that any other platforms.

50. Marketing Channel Role
GROWTH &
ENGAGEMENT
SOCIAL MEDIA ADS
TRAFFIC
SEARCH ADS
AWARENESS
DISPLAY & VIDEO ADS
Tactical
Branding, Web Traffic,
Activation Promo
Tactical
Boost likes/followers,
Branding, Activation Promo
Always
On
Web Traffic
Impressions
Views
Clicks
Likes/Followers
Engagement
Impressions
Clicks
Period Objective Key Metrics

51. Display & Youtube Ads
Potential Inventory

52. FB/IG Ads
Potential Inventory

53. Timeline
Activities Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
ASSETS & CONTENT
• Web development
• Web maintenance
• Web content articles
• Reg social media content
VIDEO
• Regular Video (4/week)
• Web Video Series (4 eps)
ACTIVATIONS
• SiapBikinRilex
• BatukDibikinRilex
• RilexAdaSilex
PLACEMENTS
Web dev
Web monitoring & maintenance
Web content articles
Regular social media content
Branding Branding & Activities

54. Team
Account
Account Manager
Account Executive
Creative
Creative Designer
Line Producer
Social Media
Socmed Specialist
KOL Specialist
IT Development
Web Developer
Tech Operations
Media Buying
Campaign Managers
(Programmatic,
Google, & Social)
Strategy
Digital Strategist

55. THANK YOU
ANY QUESTIONS?