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Salonpas Lets Move - Coggle Diagram
Salonpas Lets Move
AMC FRAMEWORK
Culture
Serve the relevant culture of Sport, Exercise and Latest trend on Signature content , digital activity or on off asset collaboration based on interest such as KOL and content creator.
Content
Signature content, special video content (based on content pillar), Collaboration content
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Conversation
Interactive sparks content and in social media (FB, IG, YT, Web, Tiktok (new proposed for regeneration and viral content))
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CHANNEL ROLE
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Youtube
Video and Collaboration Platform (Hero, help, hub)
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CONTENT STRATEGY
HUB
- Strengthen brand positioning and campaign message.
- To build considerations and engagement by campaign activity
HYGIENE
- To deliver product uniqueness to the audience.
- To deliver clear product message through the digital channel.
- To build understanding about product ingredients.
- To build emotional value of the brand.
- To inspire the audience to engage through the digital channel.
PASSION-LED
- To build considerations through key opinion leaders.
- To introduce brand message to the relevant community who believe the same cause.
- To grab users by building relevancy through their interest.
EXPERT
- To build trust through relevant expert.
- To educate audiences about our product by using actual trustable users .
PROBLEM
People know Salonpas as Koyo, how can we build our credibility as a sports solution?
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AON CONTENT PILLAR
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Aspirational content
LetsMove: To motivate Newbie audience doing exercise.
BeUnstoppable: To make the Ambi audience to achieve their goals without fear of get pain.
OBJECTIVE OVER THE YEAR
It isn't not a phase but classified the objective. It can be running on parallel or sequence
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AUDIENCE PERSONA
Newbie Name:
Beginer Wita
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She’s aware of environment by taking tumblr everywhere and minimize the plastic usage, but at the same time she still bought branded things.
She's super busy with her work and activity that makes her forgot about her health by eat instant & junk food and prefer to entertain herself by watching Netflix and sleep.
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And now she’s about inspire by her favourite influencer’s body goals and begin to get a workout by the Youtube & application at home.
She still manage her mood for doing workout. She buy some things which can support her while workout such as sport outfit, new mattress, shoes and prepare a playlist.
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She loved to play social media to get update and update herself even if it's about her workout journey.
Ambitiouse Name:
Pro Oka
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He’s in manager level at prive company and a half entrepreuner and he so competitive in every achievment.
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He prepared himself to not get sick by taking a healthy lifestyle. Because he knew once it happen, all his plan and achievement aren't on the track.
It same with his hobby, he doesn't want to get injured and miss the workout achievement because it addictive for him and doesn't want to feel weak than back to the start line.
He likes to get the information about sport activity such as maybankmarathon, etc. He also likes to inspiring others through social media.
BACKGROUND
Salonpas wants to invite potential buyers to try its sport line as a holistic solution to sports activities.
OBJECTIVE
Acquire new users that will use Salonpas Let’s Move as a holistic solution to their sports activities.
TARGET AUDIENCE
MF, 25 - 44 yo, middle - upper.
Active People with Healthy Lifestyle (Passionate sport, young professionals, healthy enthusiasm and family with healthy habits)
Newbie
They are about getting started of exercise, they don't know the proper way to do the exercise yet. Mostly they don't do a proper warm-up and cooling-down session which can impacted to getting "cedera" when doing the exercise and after the exercise.
Pain Point
Newbie itu adalah generasi millennials pada umumnya yang sedikit waktu dan sedikit gerak tapi banyak mau (mau postur tubuh ideal, mau ga sakit-sakitan). dan ketika mereka olahraga mereka butuh support lebih agar semangat.
Ambitious
They know how to start the exercise. They are about likes being competitive due to get an achievement record amongst peers. But they often push their limit and ignore the impact of getting injured or "cedera" that happen when they runnning, cycling etc.
Pain Point
Ambi adalah orang yag sangat kompetitif dan willing to push their limit to achieve their goal. Tapi dalam proses tersebut terkadang sikapnya yang selalu ingin menang membuat dia kadang gegabah.
TONE & MANNER
Athletic, inspiring, urban, collaborative, confident, bold
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