A digital plan pitch presentation, entailing some of the core identified strategy solutions. FY2013

1. DIGITAL PLAN 2013

2. OUTLINE
• How Can Social Media Help your brands?
• Social Media Analytics.
• Horlicks on Social.
• Horlicks Competitors.
• Horlicks Collaborates with Big BeeHive.
• Horlicks branding strategy on Digital Media.
• Horlicks brand portfolio strategy & management.

3. • Every day the world spends around 1330 years
in time just on facebook.
• Things have come to a pass where 78%
consumers trust peer recommendations on SNS
and only 12% trusts TV ads.
• The network is growing bigger by the day so
are the opportunities.
• It is consumer generated information that is the
driving force behind the biggest brands. More
than 30 billion pieces of information is shared
each month on facebook alone.
HOW SOCIAL MEDIA CAN
HELP

4. INNOVATION
Flexibility in social media helps us to innovate.

5. CONSUMERS
People wanting to be the part of flow of information.
As its not about YOU its about THEM.

6. WHAT MAKES SOCIAL MEDIA
ATTRACTIVE
• Instant low cost communication.
• Traditional media is ‘one to many’ while
social media is ‘many to many’.
• No distinction between media producers &
consumers.
• User generated content.
• Free borrowing and sharing of content.
• Rich user interaction.

7. 3 M’’’S OF SOCIAL MEDIA
The 3 M’s that constitute to the success of social media.
Existence on social networks
where the social media is not
monitored, managed and
maintained is like having no
social media presence at all.

8. HOW CAN WE HELP?
• Strategizing your social presence.
• Managing your social media accounts with researched daily
updates, apt photo and video uploads.
• Conceptualize and execute campaigns.
• Develop customized pages.
• Developing dedicated facebook applications.
• Develop innovative digital tool.
• Presiding over reputation building debates and discussions.
• Blogging.
• Managing your YouTube channels (viral videos).
• Conceptualizing innovative contests and games to increase
customer engagement.
• Online reputation management.
• Web PRship.

9. Why Digital?
Marketing is most effective on digital and now we
have moved from medium to content, from
information to conversation and from products to
ideas.
Why Social?
To create a meaningful relationship with your
customers and turn them into an army of
marketers for your brand. Social is about emotion,
the emotion of a brand and that of the customers
towards a brand.
WE BRINGS Horlicks TO THE
FOREFRONT

10. “How a brand uses digital media can strongly influence its brand perception”
• Target consumers in a way that does not push the brand but involves them.
• Recruit, Engage and Excite users by interacting on Social.
DIGITAL OBJECTIVES

11. SOCIAL MEDIA ANALYTICS

12. SOCIAL MEDIA ANALYTICS

13. HORLICKS ON SOCIAL
NO engagement with fans.
NO regular posts to engage
fans.

14. COMPETITORS

15. COMPETITORS

16. Horlicks COLLABORATES
WITH US

17. UNDERSTANDING THE TG
• 8-10 yr old, extend to 6-12 yr old
• Inquisitive and imaginative
• Discovering the world with endless imagination
• Enjoy collective exploratory play
• Get little amount of pocket money; allows them to make
their own purchase decisions including snack purchase at
schools

18. The Kids Of Today
• Have access to electronic devices such as computers,
cellphones, gaming gadgets and TV at school and
homes
• Spend about 7-8 hours on these electronic devices
• 8-12 years old watch TV regularly: mostly in
evenings and their watching span is 4-5 hours daily
• Advertisements play an influential role leading
children to imitate and demand similar products
• Teachers and parents can help children to decide what
they should watch on TV and how to spend time
online.

19. BRAND IDEOLOGY
• For a perfectly nutritional & Rich
experience.
• Perfect for adding nutritious
ingredients - everyday indulgence for
kids.
• World’s most nutritious drink.

20. The Big Idea
Create excitement around Horlicks and help establish Horlick as a
nutritious drink for kids

21. 3R’s: Review,
Revise & RetainCall to Action with Contests
and giveaways
Convert HORLICKS fans into
brand loyal customers.
Build brand identity
STRATEGY

22. Variety of methods to encourage fans to interact on the facebook page:
CONTENT ANALYSIS

23. Promote Brand image through refined community management, photo and video uploads.
Tabs for YouTube, Pinterest and Twitter to redirect traffic to these social medias.
Place Facebook ads to drive traffic to Facebook applications , in turn directing the traffic to the
page as well as website.
Promotion of ground activities through facebook events.

24. COVER PHOTOS AND
Profile pictures

25. STATUS UPDATES & POLLS

26. FAN OF THE WEEK

27. application
SupportedthroughMEDIABUYING
NUTRITION
Fans can view Horlicks nutritional
facts information in an
interactive/unique way.

28. application
SupportedthroughMEDIABUYING
RECIPES
Fans can view Horlicks
recipes and also get
delicious recipes to cook
through e-catalogue.

29. Application & contest
PROUD MOM MOMENT
MECHANICS:
• Like us to enter the picture contest.
• Upload photo and write two lines that
describes the proud mom moment.
• Share post option to generate votes
• Vote button in gallery to vote for winner.
• The contestant with the highest number of
votes wins the contest.
DURATION: The application will be available
for an indefinite period of time. Contest can be
for (2-3 weeks). Winners will be announced at the
end of the contest.
SupportedthroughMEDIABUYING

30. FAVORITE KID QUOTE
MECHANICS:
• Like us to enter the Contest.
• Fans will have to select background, font
style, font size and font color.
• Fans can write their quotes and submit to
entre the contest.
• Share post option to generate votes
• Vote button in gallery to vote for winner.
• The contestant with the highest number of
votes wins the contest.
• Cover Photo will be shared of the winner,
on Horlicks Pakistan Facebook Page.
DURATION: The application will be available
for an indefinite period of time. Contest can be
for (2-3 weeks). Winners will be announced at
the end of the contest.
SupportedthroughMEDIABUYING
Application & contest

31. FUTURE AUTHORS
(Is your kid a future author?)
MECHANICS:
• Like us to enter the application.
• Fans will be provided with 3 options.
• Write a different ending to a favourite book.
• Envision a sequel. Where can the story go
next?
• Write your own story.
• Fas will have to submit there stories to entre a lucky
draw to win prizes.
• Vote button in gallery to vote for winner.
• The contestant with the highest number of votes
wins the contest.
DURATION: The application will be available for an
indefinite period of time. Contest can be for (2-3 weeks).
Winners will be announced at the end of the contest.
SupportedthroughMEDIABUYING
Application & contest

32. AYouTube channel of Horlicks, where archive of TVCs, event coverage of
Horlicks can be accessed.

33. All the print ads, viral branded photos/videos and brand related pictures will be
uploaded as pins on pin boards and these pins will be shared on the Horlicks
Facebook page as well.

34. HORLICKS KIDS CLUB
Fans can Pin pictures of their kids in the Board categories and the picture with the highest number
of Re-pins wins the contest.
Big BeeHive (info@bigbeehive.com)
CONTEST

35. What can be done:
• Make a Twitter account for Horlicks.
• Design twitter page.
• Customer Service.
• Develop conversations and build trust.
• Advertise ongoing campaigns & promote new
deals.

36. MICROSITE
HORLICKS MICROSITE
• Animation on the main page.
• Buttons for Horlicks
videos/Games/Horlicks Map (school
activities) and Horlicks Nutritional facts.
• Fans will have to login and register to get
their name on the top of the score board.
.

37. CASUAL GAMES:
• Include in the local relevance in terms of
themes, challenges and background.
• Multiplayer games
– Multiplayer games which allow two
or more players to join a lobby and
play against each other or in a co-
operative mode.
• Single person play
– Single player games played for
points.
DRAW SOMETHING
HORLICKS PUZZLE
MICROSITE

38. MICROSITE
• Complete a jigsaw puzzle based on Horlicks print ads, in the given time
• The more you play and complete in time, more chances of yours to win
• Each week a different jigsaw
• Weekly winners
HORLICKS PUZZLE

39. MICROSITE
An application which will allow kids to send out exciting E-
cards on special occasions like Eid, 14th August, Mothers Day,
New Years etc to their friends.
HORLICKS E-CARDS
An application where Horlicks would be
sharing tips to its fans related to community,
environment, studies, good habits etc.
HORLICKS MESSAGE BOARD

40. MICROSITE
HORLICKS PROMISE
An application which will allow kids to post their promise on earth day, new year’s
resolutions, promise to mother on Mother’s Day or on occasions like Eid, 14th
August, etc to share with their friends and be able to see the promises of their
network on Horlicks webpage.

41. SEO
What can be done:
SEO (by searching Horlicks
through Google, top results
should show Horlicks website
or micro site and social
pages).
Big BeeHive (info@bigbeehive.com)

42. BLOGS

43. BLOGS

44. Integrating Digital With School Activation
• On-ground activation POIs will feature, informing participants on how they can
download the games on mobile
• The branding and exposure factors will be multiplied. Mobile games will last much
longer than the campaign itself or the website games.
• Mobile games will be branded just like all the other games on the mini-site etc

45. On-Ground Activation & Digital
• Website address & Fan Page Link will be published on
– Flyers
– Standees
– Posters and Banners
• School
– Cafeteria
– Libraries
• Books, Stationary& Uniform Store

46. THANK YOU