Opening

Social Media
Organic
Assignment - Advanced - Tami
Opening & C Table of Content

Table of content
Problem Goals Target Audience

Action Plan Budget

KOL Campaign
Allocation
Opening & C Table of Cont Problem & Goals

Data Insight

ER : 0,14% Followers : 1,3M Highest Engagement Day : Tuesday Highest Engagement Time: 11 AM (Wed & Sat) dan 3 PM (Sat)
Opening & C Table of Cont Problem & Goals

Problem & Goals

Problem Social Media Goals

Maintain Engagement Rate 3% in 3

Low engagement rate
months

Low comment rate Maintain Comment rate 2%

There isn't any social media

Social media activation 1x/months
activation

There isn't any User Generated

UGC 1X post /week
Content
Opening & C Table of Cont Problem & Go Target Audience

Target Audience
Primary Audience Secondary Audience
Single Married

Demographic: Demographic:
18-24 years old 25-34 years old
Female Female & Male
Urban Urban

Interest: Interest:
Hangout Travel
Travel Fashion
Fashion Outdoor activities

Behavior: Behavior:
High Mobility Workaholic
Implusive Shopping Frequent travelers
Online shopping Online shopping
Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Campaign for UV Protection Collection

UNIQLO through Instagram, Facebook, TikTok and

Youtube, wants to target Single Women aged 18-24 years
and Married Women aged 25-34 years, with a lack of
attention to skin protection against UV rays other than
sunscreen, become understand and feel the need for
protection addition to UV rays besides using sunscreen,
by using the UNIQLO UV Collection as an option for
outdoor activities

Campaign Objective: Build

awareness and curiosity + FOMO with
new collection of UNIQLO
 Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Social media platform

Instagram Facebook TikTok Youtube

Based on katadata, the most Baes on Goodstat data, Based Ginee data, most of TikTok's Bsed on We Are Social, Youtube is
Instagram users are in the age Facebook is the 3rd most used users are permanent workers and the most used social media in
group of 18-24 and 25-34 years old. social media in Indonesia. This students. So this is very in line with Indonesia. So UNIQLO can reach
This is in accordance with UNQLO's can open up bigger opportunities UNQLO's target audience. In more audiences. (Best for
target audience. (Visual Pleasing) for UNIQLO.. (Flexible) addition, TikTok has a faster campaign launch)
algorithm to make content spread
faster and wider. (Best for
campaign launch)
Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Campaign Communication Plan

Key Message Highlight audience's pain point and how to protect skin from UV rays besides using
sunscreen
Merdeka Bersama Matahari

Promo 20% off and cashback online shopping special promo code for followers

July 2023
Period

Phasing W1 W2 W3 W4

Social Media Product

Teaser Product Offers
Content launching

Social Media Ask audiens to share their story how they

Activation protect their skin from UV rays (comment based)

KOL Campaign: build awareness how to protect skin besides using Suncreen
KOL
(Mega & Macro)
Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Campaign Communication Plan

Persuade audiences to use UNIQLO UV Protection collection for protect skin while celebrate
Key Message Independece Day. USP: UNIQLO UV proetction Collection protect skin 50x times longer than
open skin.
Merdeka Bersama Matahari

Promo Promo 17%

August 2023
Period

Phasing W1 W2 W3 W4

Social Media Education, Product knowledge dan Improvement (Highlight

Offers
Content USP, VP and Pain Point)

Social Media Challenge: Dare audience to use

Activation #MerdekaBersamaMatahari (Hastagh based)

KOL KOL Campaign: Challenge annoucement (Macro & Micro)

Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Campaign Communication Plan

Persuade audiences to use UNIQLO UV Protection collection for protect skin in daily outdoor
Key Message
activities. USP: UNIQLO UV proetction Collection protect skin 50x times longer than open
Merdeka Bersama Matahari

skin.

Promo Promo up to 30% special on website and e-commerce

September 2023
Period

Phasing W1 W2 W3 W4

Social Media User Generated Content (Repost KOL'S content, Testimony,

Offers
Content Repost followers from last month activation)

Social Media Quiz: Ask audience's experience using UV

Activation Protection Collection (comment based)

KOL KOL Campaign Testimony (Macro & Micro)

Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Social media activation

Apakah kamu

Share #MerdekaBersamaMatahari ?

ceritamu!
Ingat ini?

Comment Based Hashtag Based Comment Based

Opening & C Table of Cont Problem & Go Target Audience Action Plan

Action Plan Social media activation

Hashtag Based Comment Based

10.000.000 + Product
1st Winner Voucher 1.000.000 +
worth 1.000.000 1st Winner
Product worth 1.000.000

7.000.000 + Product
2nd Winner 2nd Winner Voucher 1.000.000
worth 1.000.000

5.000.000 + Product
3rd Winner 3rd Winner Voucher 500.000
worth 1.000.000

2.000.000 + Voucher 5 Top Comment Voucher 200.000

Most Favorite Post
200.000
Opening & C Table of Cont Problem & Go Target Audience Action Plan KOL Campaign

KOL Campaign
Awareness Stage Consideration Stage Action Stage

Make the target Highlight the USP as Explain why the

aware about the the solution product is the best
problem
solution

Educate the target
Highlight their pain how to choose the
point solution
 Opening & C Table of Cont Problem & Go Target Audience Action Plan KOL Campaign

KOL Campaign
Phase 1: Build awareness and FOMO of how to protect skin from UV rays besides
using sunscreen (KOL Mega & Macro)
Phase 2: Answer the FOMO + Outfit ideas for celebrate Independence day using
UV protection collection (KOL Macro)
Phase 3: Mix n match daily outdoor activities and KOL honest review and
experience using UV protection collection (KOL Macro & Micro)

+100 KOL
Macro and
Micro
(Fashion)

Prilly Latuconsina Tamara Dai Particia Gouw Alika Islamadina

Opening & C Table of Cont Problem & Go Target Audience Action Plan KOL Cam Budget Allocation

Budget Allocation for 3 months

100+ KOL Package Rp1,200,000,000

Social media activation Rp36,000,000

Ads Rp50,000,000

Others Rp20,000,000

Total Rp1,306,000,000
Closing

Thank you