Revise2 Pedro Shoes - Social Media Proposal

Social Media Retainer Proposal for
PT Kurnia
Ciptamoda
Gemilang
(Pedro Shoes)
Our Respond to the Brief
If it doesn’t create impact or appeal on

both emotional and rational levels, it
doesn’t work.
We understand that this partnership with Pedro is not only to manage the social
media platforms, but to improve the communications around the brand narrative
and personality in a way that speaks to the true value that Pedro believe, and
critically in language that resonates and speaks to the target audiences’ needs and
ambition.
This project must be mindful not just of where Pedro is now but also considerate
of and accommodating for her vision for future growth.
It needs to align to a long term strategy and the global brand direction as well as
delivering that improved presence and perception now.
The approach and investment allocation that follow is at a relatively high level for
now to allow us to discuss next steps. Assuming we’re aligned, we would like to
talk again soon to discuss moving forward with you and your team.
Our Understanding of the Brief
To strategise and manage Pedro social media

platforms in Indonesia by
● Establishing brand awareness and Pedro’s mission to

make effortless essentials for the modern style maven.
● Recruiting new followers and increasing content

engagement among current followers
● Increasing inbound traffic from social media platforms to

Pedro website for potential conversion
UNDERSTANDING
THE CONTEXT
UNDERSTANDING THE CONTEXT
Your Social Your competitors Your Audience Your Market

Media Overview Persona Landscape
@Pedroshoes_Indonesia @Pedroshoes.Indonesia
Number of Followers: Number of Followers:
5,913 679,434
Engagement Rate: Engagement Rate:
0,47% 0,00%
Average interactions per Post: Average interactions per Post:
29 Likes + 1 Comment 3 Likes + 0 Comment

Aldo Staccato Mario Minardi

@ALDOIndonesia @StaccatoID @Mariominardiofficial
Number of Followers: Number of Followers: Number of Followers:
5,558,678 39,653 5,670

Engagement Rate: Engagement Rate: Engagement Rate:
0,00% 0,09% 0,01%

Average interactions per Post: Average interactions per Post: Average interactions per Post:
2 Likes + 0 Comments 4 Likes + 0 Comments 1 Likes +0 Comments

Aldo Staccato Mario Minardi

@Aldo_Shoes @Staccato_Id @Mariominardi_official
Number of Followers: Number of Followers: Number of Followers:
2,927,722 88,789 24,508

Engagement Rate: Engagement Rate: Engagement Rate:
0,36% 0.15% 0,2 %

Average interactions per Post: Average interactions per Post: Average interactions per Post:
10,547 Likes + 58 Comments 135 Likes + 3 Comments 42 Likes +0 Comments

#AldoCrew #ImwithCharlesKeith
By Aldo By Charles & Keith
PERSONAL EXPERIENCE The brand's creative platform was inspired by Embracing Diversity to show people the looks fashion from the
cultural trends and consumer insights - a practice influenced by Aldo's deeply perspective of different countries and ask them to show their
rooted consumer-centric approach to the business. They know the people unique self and express themselves in their own style.
who shop at Aldo believe that what they wear is a reflection of who they are.
By inviting people using #Aldocrew to be feature on their social media
weather they are shop online or offline.
#Everywhereismyrunway
By Staccato
TAGLINE The campaign is introduce the tagline as brand hashtag introduce

the philosophy behind of Staccato and hope to inspire every woman with a
cosmopolitan statement – Everywhere Is My Runway

Michelle, 28 Years Old Michael, 32 Years Old
- Financial Controller of a tech startup - Creative Director of a creative agency

- Top 25% of Earners - Top 25% of Earners
- Drawn to luxury and high quality of life - Likes health and fitness
- Experiences over things - Experiences over things
- Stylish - Image is important - Cares about image but doesn’t like to spend
- Modern and discerning over her choice of too much effort
fashion and style - Modern and prefer quiet luxury
- Instagram is her go-to fashion inspiration - Uses Facebook to keep in touch with distant
source relatives
- Drawn to latest technology - Own multiple digital devices
- Heavy internet user - work, social, news and - Heavy internet user - sports, politics, food and
music drinks
*This is not the exhaustive list of audience persona but a high level measurement of the active audience. Our actual audience research
will be in-depth and target beyond active audience, into competitors audience and regeneration audience through our social listening
tools.
Your Social Your Audience Your Market

Your competitors
We found Michelle and Michael through an initial analysis of keyword research* using NetBase
*research terms are based on initial research of Charles & Keith, luxury shoes and bags and Pedro indonesia
We can conduct full research to obtain further accuracy if project is awarded

What resonates with Michelle and Michael
Knowledge Experiences Style worth

worth knowing worth paying sharing
They seek out, and They value design They like to be in-style
pay for, discrete and quality that and modern, trendy
luxury. They are speaks sophistication articulation that
financially and innovation. showcases their
pragmatic, willing They like that there discerning taste.
to pay for quality is craft and
and stick with aspiration in the
brands they value. knowledge of
knowing.
“My state of being:
pioneering, sophisticated, creative,
beautiful, and modern.”

Indonesia market landscape
● There were 160.0 million social media users YouTube Facebook Pinterest
in Indonesia in January 2020.
44.82% 33.35% 10.03%
● The number of social media users in
Indonesia increased by 12 million (+8.1%) Twitter Instagram Tumblr
between April 2019 and January 2020.
6.06% 5.27% 0.27%
● Social media penetration in Indonesia stood at
59% in January 2020.
Social Media Platform Share in Indonesia - June 2020

Indonesia is Facebook’s fourth largest global audience.
By January 2018, there were over Indonesians also actively use As for demographics, Facebook
130 million Indonesian social media Facebook as a social marketplace in Indonesia is more popular with
accounts on Facebook. This equals through business pages. 27 more mature users. The older
about 6 percent of the total global percent of Indonesian online Indonesians are, the more likely
users at that time. shoppers have bought something they are to use this social media
based on the information they platform; research in 2016
As such, Indonesia has the largest found on Facebook, and 31 suggests that 94.2 percent of
number of Facebook users in percent have made purchases Indonesians aged 30 to 35
Southeast Asia and the fourth- based on Facebook actively use Facebook compared
largest globally after Brazil, the recommendations. to 80.9 percent of Indonesians
United States, and India. aged 16 to 19.

Like Facebook, Indonesia’s Instagram audience is also the

fourth largest in the world with over 56 million users as of
April 2019.
However, in contrast to As with the other social media According to the same survey,
Facebook, younger users platforms, Instagram is an active Instagram is also a vital
are more likely to prefer social marketplace in Indonesia. marketing platform for small
Instagram. Over 73 A survey by Ipsos suggests that businesses. Up to 52 percent of
percent of Indonesians up to 81 percent of Instagram Indonesian small business
aged 16 to 25 use users use this platform to learn owners prefer to refer customers
Instagram compared to more about the brands they’re to their official Instagram profile
only 55.8 percent of those interested in. Furthermore, 76 rather than their website. Also,
aged 30 to 35. percent of them claimed to have up to 82 percent of Indonesian
made a purchase after SMEs actively communicate
discovering a brand on with customers through
Instagram. Instagram direct messages.
Our proposed
strategies to drive
KPIs
UNDERSTANDING THE KPI
Engagement Growth Traffic
To achieve To achieve followers growth To achieve contribution of

engagement rates of of 25k on Facebook and 50k 10% total traffic flow to
+3% on Facebook and on Instagram within the website from social media
+3% on Instagram time frame of 6 months platforms (measured by
Google Analytics)
Key strategies: Key strategies: Key strategies:

Compelling content Active monitoring, tracking and Strategic investment in
creation and optimising through community organic and paid
management management and a robust social social content
listening platform
Key strategies: Compelling content creation and management
Content production - proposed narrative idea
Effortless expression Speaking to Pedro’s Engagement Target

Audience
An expression of confident
understatement, rooted We think your engagement target has a
in the excellence of know-how, the way of thinking about and living life, in an
know-how of discovery, in wisdom emotional way, linked to a stylish life,
worth having. which Pedro can link to its own story.
An insight into their lifestyle

which we can leverage.
Tapping Into The Emotional Life Of They aspire to be “in the know”
Your Engagement Target Audience. people.
Your engagement target are confident, “in the know” people who know how
successful people, with great style at the heart of to be “in the know”. Influencers but in
life. They are achieving and know they are. a quiet, thoughtful way
BUT Knowing and knowledge is their

social currency.
They are not always certain about everything,
about life and the decisions they have to Yes they aspire to status but with a
make around it. They are constantly looking for depth of substance, rooted in knowing
guidance to be their higher self. not just having.
Your engagement targets are very thoughtful They experiment, but are relaxed enough, to
about what they do in life, they like amazing be sure enough to know, that they are not
things, experiences they will never forget; always sure.
and to carry an online lifestyle worth
watching. They are confident, of course, but
nevertheless they like to think things
Yet they are true to themselves, being fuelled through, in order to feel they have that
by quiet determination. Sure they want to be “brave wisdom” feeling to act.
cool, but not just by copying what the herd
Image of a stylish situation does, even if its a stylish one. To do so they value wisdom and the
confidence to make the right decision, as
They are not loud or brash and they act with much as just knowing stuff. They have it,
a certain degree of confident subtlety, most sometimes, but would like it more.
of the time.
Effortless Expression What are the What are the What are the What are the What are the
functional emotional benefits, self-expression social benefits experiential
benefits, (how does it make benefits, (how do you relate benefits,
Pedro can become a desirable symbol of (what does it you feel?) (how do your to others by using (how do you get
making stylish choices effortlessly, of do)? what are the social identify display it?) new experiences
choosing excellence and having the benefits, itself by using by using it?)
know-how to do so. Unparalleled (how do you relate to it?) Gives me a sense of
fashion brand others by using it?) belonging to the Allows and
We want to develop narratives that are rooted in creating Allows me to club of those who encourages me to
emotionally inspiring and provoke essential fashion Gives me a sense of show my know choose to be
individual who like that wisdom in life items for modern being someone the discernment of how to “be stylish curious, learn,
style maven. confidence to choose knowing what effortlessly”, but have new
that and ability to choose for oneself,
what represents me matters don’t need to shout experiences and
rooted in the know-how of
(shoes, style, life). I and ability to do about it. memories for a life
feel being stylish can something about that matters
“Effortless expression.” be effortless, it.
authentic.
Content production - proposed content framework
Effortless expression
Communication • Establish Pedro as ‘the ultimate enabler’ for effortless styling and expression
task • Communicate Pedro’s brand story and values: Create a deep understanding of, and connection to, The Pedro brand of ‘effortless expression’.
• Deliver rich, emotive, bold and pioneering (in thought & creativity) stories, analysis and commentary
• Enable a compelling stylish lifestyle experience across social channels, seamlessly linked to the offline and website experience.
• Build awareness among, and recruit, Pedro’s target new consumers.
Content theme Knowledge worth having Experiences worth having Connection worth making
Content and experiences that serve as an A deeper creative exploration and celebration of An exploration into worlds and partnerships that add relevance,
articulation of the Pedro story as an exploration big moments in the fashion accessories scene in depth and credibility to Pedro’s position.
of Michelle’s world of style, positioning Pedro the Indonesian calendar.
in that space with credibility. There is social currency and knowing the know – through
targeting and shareability we must ensure that we are targeting
the right people in the right way so that they consume and
hopefully share our stories and experiences on our behalf
Content production - proposed content pillars
Content Knowledge worth having Experiences worth having Connection worth making
theme
Content Lookbook Brand Story Local Community Influencers User-generated Content Contest &
pillars Giveaways
The content will highlight the It’s a narration of the beliefs To showcase the native Story telling through the lens A series of authentic user stories Recurring contest and
modern day collections from and philosophy that fashion and footwear of local influencers, see how told through the content of real- giveaways to sustain interest
community that brings each experience with distinctly
Pedro to showcase the essence of underpinned and drove the life customers with Pedro and provide motivation for
together those with a passion different emotions could be
effortless essentials for the ongoing story essential for for effortless expression for a captured in their exact form of branded or campaign hashtags. followers to stay updated
modern maven. Pedro’s creation that celebrate network of like-minded expressions. with the content postings
individualism that transcends enthusiasts, through series of
time or gender. events, stories and local
happenings.
Content Awareness Traffic Engagement

goals
Content management - sample content calendars
1 Local 2 3 4 5
Brand Lookbook UGC
Community
6 7 8 9 10 11 12
Influencers Brand Lookbook Contest
13 14 15 Local 16 17 18 19
Brand Lookbook UGC
Community
20 21 22 Brand 23 Lookbook 24 25 26
Influencers Contest
27 28 Local 29 30 31
Brand Lookbook UGC
Community
Content production - proposed content posting

Local
UGC Lookbook
Community
Diagonal grid style

Local
Brand UGC
The trick is to use the same type of photo, color or filters in the grids that have the same shape. Community
For example, pictures that will be placed in the lookbook would be photos of the lookbook
catalog with the same font and background, pictures in UGC would have the same frame, and
so on. It’s actually easy to add a thematic visual style, stick to one theme per diagonal grid so Contest Lookbook Influencers
it’s more flexible to explore more ideas.
We can switch theme after every 3 diagonal posts.

Brand UGC Lookbook
We suggest to embody Pedro identity, by placing the logo across a 2x3 grid in every 6 rows.
Influencers Lookbook UGC

CAMPAIGN IDEAS
WHAT WHO WHY
Pedro at home Michelle and Michael Over the next 6 months, with Indonesia still largely
#pedroathome is a series of virtual activities aim to *see explanation on target persona slide 9-11 under PSBB with no certain date of the region to be
engage our target audience over the lockdown fully reopened. We have sculpted these campaign
period. ideas with social restrictions in mind.
HOW A series of engagement activities executed over a period of 6 months
SEP OCT NOV DEC JAN FEB
Virtual photoshoot Rediscover Virtual Rediscover Live conversations 6 Rediscover Before/

5 parts series, Pedro #1: photoshoot Pedro #2: parts series, Pedro #3: After
every other week Berdaya challenge Kesetaraan every other week Mudah challenge
CAMPAIGN IDEAS

Virtual Photoshoot How-to Series

A five-part Pedro branded series featuring
virtual photoshoot tutorials by local photo
experts to teach, guide and share best practices
while featuring Pedro products.
Series would be released through a seeding

period of 5 parts every other week over the
period of 2 months.
WHY
Google Trends shown that virtual photoshoot is
a trending topic online with Indonesia being the
highest engaged country*. Top searches pointed
that ways to conduct virtual photoshoots are
terms high on the list of searches by Indonesian.
Visuals for illustration only
*source: https://trends.google.com/trends/explore?q=Virtual%20photoshoot
CAMPAIGN IDEAS

Rediscover Pedro #1 - Berdaya

To encourage and inspire the target audience to learn and understand the
three brand pillars of Pedro, we kick off with a branded tag-a-friend
challenge to invite the audience to think about who empower them in
their life.
IG and FB filters will be created for them to easily add to their stories and
tag another 3 friends to share theirs. We will also create custom stickers
for an added element of fun.
WHY
We want to translate the brand ethos into actionable activity, by inviting
the target audience to think of the relevance of Empowerment to them
and give them a platform to share their stories socially. Starbucks have
achieved great success with a similar campaign #SBUXCupOfStories
garnering over 2,000 UGC entries on IG.
CAMPAIGN IDEAS

Virtual Photoshoot Challenge

As a follow up engagement conclusion to the 5-part tutorials,
we invite the target audience to take part in a virtual
photoshoot challenge submitting series of shoots done for
themselves or for a friend. Winners get exclusive rewards
from Pedro.
It’s a branded challenge so we can create social media

frames, IG/FB filters, IG stickers or simply using campaign
hashtags to pool together these UGC.
WHY
A photoshoot challenge will fuel the self-esteem of the target
audience, which is social currencies for Generation Y*. After
getting the know-how, they can put the skill to good use by
joining the challenge.
*source: https://www.diyphotography.net/how-millennials-became-the-selfie-generation-self-esteem-narcissism-or-something-more/
CAMPAIGN IDEAS

Rediscover Pedro #2 - Kesetaraan challenge

With time leading up to Christmas, we invite the target
audience to live up to the spirit of giving by sending a
Christmas greeting to their love one using Pedro QR codes.
Every scan of the QR code will also contribute to an USD1

donation from Pedro to a charity body of Pedro’s choice that
stands for Equality (either in Gender, human rights,
employment etc.). We urge the audience to actively support
this social cause to help Pedro achieve their donation target,
while engage in the brand activity.
WHY
By supporting a charity that centered around Equality, we
can gain social proof points and increase credibility of the
brand story.
CAMPAIGN IDEAS

Live conversation with Pedro

A six-part series facilitating a conversation platform for an
Indonesian influencer to connect with other Pedro
ambassador around other regions rotating among Singapore,
Malaysia, Cambodia, Hong Kong, South Korea and
Australia.
Conversations topic could be from fashion to lifestyle

anchored in the theme of Empower, Equality and Effortless.
WHY
Social media live streaming is dynamic, authentic and
engaging, and they get 6 x more engagement* than pre-
recorded content. It also provides real-time interaction with
the audience which will be highly engaging.

*source: https://blog.hootsuite.com/facebook-algorithm/
CAMPAIGN IDEAS

Rediscover Pedro #3 - Mudah challenge

With the start of the new year, we celebrate the Pedro design ethos
Effortless with a fun and easy-to-join Top Nine Effortless looks
challenge.
This challenge invite the target audience to create 9 styles based on one
Pedro item to showcase their unique identities.
WHY
The Top Nine trend was created by Beta Labs, a team of engineers,
marketers, and designers building tools for social media. It went viral
and grew into a trend where every year millions of Instagram users,
influencers, and celebrities share their Best Nine moments of the year on
the platform. It is a celebration of moments usually conducted at the end
of year, we want to extend this celebration of confidence in individuality
at the start of 2021.
CAMPAIGN IDEAS

Before / After challenge

Following up from the 6-part live conversation through Dec to end-Jan,
we conclude the sharing a before-after challenge where we invite the
target audience to ponder upon the topics inspired from the
conversations and post a before and after pics with captions detailing
how the mindset of Empower, Equality and Effortless have transformed
their lives.
WHY
Self affirmation is a powerful factor to drive social media engagement*.
By having this challenge that empower the individuals to affirm their
mindset, at the same time inspire others to do so, it is a great way to
create social proof points for the brand ethos as well.

*source: https://buffer.com/resources/psychology-of-social-media/
Content production - proposed visual direction
Staying true to Pedro principle brand mood and environment, we

understand the visual direction needs to embody a stylish way of living,
from the bedroom to the work space and beyond. Similar in aesthetic to
Bohemian-inspired and Scandinavian styles, Pedro holds the goal of living
more simply at its heart.
Pedro seems to be mostly expressed in practice through minimalism,

upcycling and hygge-style fashion.
Content production - proposed photographer
Salmonscape by Lenny Han

Salmonscape is a group of creative people
specialized in fashion photography works
since 2016. They have collaborated with
brands like 3MONGKIS, POPOLUCA, Label
Eight, and CALLIE, to name a few.
Salmonscape’s work evoke essence of

effortless style, luxury and creative expression
that is very much in-sync with Pedro’s brand
mood and environment.
Content production - proposed stylist
Sidky Muhamadsyah
Sidky graduated from Universitas Binus
Nusantara (BINUS) majoring in Information
Technology before starting his career as a
Fashion Stylist. What makes Sidky fall in love
with the world of fashion is the ability to
explore artistic without limits. Quoting his
favorite sentence in a film, "Fashion is a
living art." He is now an Associate Fashion
Editor at ELLE Indonesia and has extensive
experience working on projects with Chanel,
Dior, Gucci, and Tory Burch.
Content production - proposed tone of voice
We proposed the writing style to base on 3 key attributes: Word banks Hashtags
CONCISION: We want the captions and content to be written with
brevity in mind. We know the attention span for modern social media We will conduct keywords We will conduct popularity research based on related
users are short, hence we want to bring a whole new level of attention research using our social hashtags across the men’s & women’s collection of
to concision when it comes to content writing. listening tool to establish a footwear and accessories space in Indonesia, as well as
bank of popular and widely develop campaign specific hashtags to drive engagement and
INVOKE CURIOSITY:We want to write in a way that makes use keywords as our word increase following.
people want to click through. We want to leave some details guide for content writing.
unanswered while implying the link provided will answer their
questions.
SELL A LIFESTYLE: We want to communicate the story behind

Pedro and supplement traditional attributes such as quality and
scarcity with lifestyle values – an assurance of luxury, style, the
happiness they inspire or value the brand stands by.
Key strategies: Active monitoring, tracking and optimising through community management and a robust social listening platform
Social Media Management -
Our robust social media

management platform will
enable us to track and monitor
Pedro social network accounts
and provide powerful insights Plan Execute
into: engagement trends, Analyze
activities, thoughts and
Easily schedule and post on your Our platform is an all-in-one tool - Our dashboard is full of useful reports
feelings of the customers,
social accounts. Our scheduler brings from reports and publishing to social covering every aspect of your social
their interests, their together advanced social media keyword searching and engagement. profiles. Enable notifications and
geographical distribution, publishing tools and intuitive No need to log into every social receive detailed daily and weekly
education levels, gender, workflows so we can efficiently plan, network account you own. Social reports. Download and export all
employment and countless schedule and post messages across media managers will enjoy ability to available data and reporting any time.
other metrics. networks from a single platform. securely manage client credentials and
produce customized reports.
Community Management -
If someone is contacting you on social media with a question, they want it answered
When undergoing a brand Looking after sooner rather than later. We will set up a system for hourly, daily, and weekly
transformation, its important to ensure monitoring where people are connecting with your social media accounts.
that beyond the tone of the social the audience
media content Pedro pushes out,
there’s a consistent brand voice when
interacting with consumers via We want to keep things light and positive when responding to audience on social
community management. media. Let them know that Pedro appreciates them in making an effort to reach
Be assertive out by addressing the problem and showing willingness to solve it in a way that is
Additionally, having a high quality honest and respectful.
community management policy across
the board will improve engagement,
encourage consumers to share more Some consumer complaints on social media will be easy fixes, and some
content with us and improve KPI won’t be. But Pedro needs to be transparent with them about the timeline it
performance. We do so by abiding to 3 Be transparent will take until they get a fix. Consumers will appreciate honesty more than
key considerations: having to ask repeatedly how and when we’ll solve their issue.
Community Management -
After we share content on social media, we will proceed to engage with your audience. We don’t
want to miss out on any valuable opportunity to speak to the prospects. We strive to engage the
audience by using this daily formula to turn customers into brand advocates. Smart Inbox
Our platform’s Smart Inbox, can help us save hours

1 2 3 out of the week by having all of your social
messages across all of your social media profiles
gathered into one, beautifully-organized stream.
hour of dedicated response or more social media hours maximum gap Once we dive into the stream, we'll be able to
time to engage with the channels. between each response engage, join conversations, respond directly to
audience. time in 3 times or more customers and more--all in an incredibly time-
a day. efficient and effective manner.
Social Listening -
As a modern fashion brand owner you would We can always monitor keywords around your
Social media listening
definitely monitor phrases such as: “who can business niche. A great idea for someone
In its core, social media recommend a modern stylish footwear in producing footwear and accessories would be to
is all about being social. indonesia” or “best footwear in indonesia”. monitor essential phrases to know what’s
Your audience and That way, anytime someone asks the question on happening in your industry, what your customers’
potential customers are Yelp or any other forum, you’ll receive a like to share online and what are their pain points
notification on email, dedicated Slack channel, or when it comes to your product. People love to
talking, your job is to
an in-app alert. That’s an opportunity to jump into share their experiences on social media. All you
listen to their a conversation on your social channels and tell have to do is listen carefully.
conversations. your potential customers about your business.
Social Listening -
Our comprehensive social

listening tools empower us
to execute your brand
monitoring and analyze
social data for marketing Brand Competitor Topic
insights. Gather monitoring monitoring monitoring (tactical)
introspective, contextual (always on) (always on)
insights to topics, hashtags
and influencers relative to Analysing what 2-3 key Insight into how consumers are talking
Understanding what’s working well
your mentions to find new competitors are doing well and about certain topics and what they’re
at the moment, sentiment and
and incremental marketing benchmarking where Pedro sits in engaging with. Topics monitored can
tactical elements such as keywords
opportunities. the market on social change according to the content
and hashtags
calendar e.g. mens and womens shoes,
accessories, fashion
Social Listening -
We’ll use social listening to…
Create agile, relevant Measure Identify who we Understand your

content success want to work with audience
By using a combination of Success is more than just a growth in Understanding which brands As your audience grows its
brand, competitor and topic followers or number of ‘likes.’ We’ll and influencers Pedro target important that we use regular
monitoring, we can identify use social listening to get a holistic audience is interested in through audience research to understand the
relevant social media trends as overview of sentiment towards social listening allows us to find needs and wants of newer audiences.
they emerge and be reactive to Pedro, campaign effectiveness and subtle, relevant ways to get We’ll use social listening to analyse
what your audience is talking the impact of events, partner and content in front of the right the profiles and interests of your
about. influencer activities to feed into your audiences. audiences and apply the learnings in
reporting. our agile content strategy.
Social Listening -
Flexible social listening solution
We understand that your team members may want to draw their own insight from
social listening or look at topics and themes.
We provide live dashboards within our social media management tool for your
marketing managers to access and filter the data as they choose, and can also set up
alerts for brand protection if necessary (to trigger an email alert when there is a
spike in negative conversation or tailored to other requirements.)
We recommend that we compile your social listening reports as part of our reporting
solution.
Measurement and Follow Up -
Account Growth
Universal Reporting Solution
We propose the following reporting schedule for Pedro to ensure continuous learnings across all
content, buy-in from marketing teams and transparency of data and insight throughout. Social Direct &
Engagement Attributed
● Data dashboard; these reports are linked and available to all marketing teams allowing for content Metrics conversions
success to be visible to all
● Monthly content overview; shared across to your marketing team to highlight the key learnings from
each month’s content and will be delivered by the lead social Socially Derived Social Volume
Web Metrics and Sentiment
● Quarterly wrap-up and inspiration gathering. These sessions should define quarterly objectives and
content themes so strategy is agreed and buy-in sought for future content.
Content Multivariate Test
● We would deliver the monthly and quarterly sessions via conference call/skype meetings and to ensure Consumption results
dialogue flows between all appropriate stakeholders and RHAD.
Exploration Key Measures: Utilising paid and organic social

An increase in sector/product/content takability is sought, utilising ● Conversation and Sentiment across media to reach.
Google Analytics and our social media tool we will begin to identify earned channels
sentiment and increased mentions overlaying that with increased
organic volume in relation to social presence/web visits via social
channels.
Decision Making Key Measures: How do your customers interact with

Increase in brand mentions via our social listening tool; we are able to ● Reactions & Comments your brand, online and offline.
seek information on shared content and brand mentions to identify the ● Shares Tracking and analysis.
want for users to engage with Pedro. Here we also look at the ● Mentions
recruitment of new fans/followers and engagement metrics on owned ● Brand mention uplift
content as KPIs.
Convert Key Measures: Completing a goal,

Within this measure we begin to measure content which is leading to ● data input KPI or objective.
hard conversions; social fan increase from new members, online ● social follow
newsletter sign ups/competition entries etc. We are able here to ● new audiences engagement with
compare engagement from existing fans, newly acquired fans and content
those fitting the Michelle profile.
Engagement And Maintenance Key Measures: Returning customers, lifetime value,

Positive sentiment increases as does the requirement for above ● positive sentiment ambassadors and repeat conversions.
average paid promotion to recruit and retain social fans. Ongoing ● organic engagement rates
content tests will continue to refine most engagement platform and ● decreased media spend
themes.
In addition, we will look at other performance measures such as negative sentiment, decreases in social engagement, unfollows etc.
Key strategies: Strategic investment in organic and paid social content
Paid Social Content -
Use of paid social content will be key for driving recruitment and
engagement
To bolster low engagement across all networks a strategy (both in the interim and in the
longer term) of promoted posts across all networks should be adopted; this will ensure posts
are being exposed to existing and new audiences with a tailored approach for each
As example, precise targeting could include targeting content to current connects (to re-
engage), audiences we wish to recruit to the pages (recruitment), users who are held in Pedro
database (who may have disengaged with email) and similar audiences; reaching out to
friends of fans with similar interests or demographics.
Working with your media agency or our media partner, as we do with all media agency
relationships, we are able to identify those posts included in the content plan that should be
amplified and ensure that the appropriate tracking is set up and that it is mapped against our
measurement framework
Rich, paid formats create strong engagement and can utilise

multiple content types
Social advertising has matured, and whilst it is become a necessary strategy to use paid
advertising across networks, they have in turn ensured that the formats offered allow
creativity as well as conversion.
Use of formats as such Canvas (Facebook and Instagram) creates an interactive, story ad,
solely for mobile with video, image, sound for an immersive experience.
Carousel formats and product lead ads lend themselves to Pedro product catalogues, with
multiple editions included.
And video advertising can create 3 x the engagement of single image ad formats
Influencers marketing Influencers we proposed to work with:
Influencer marketing employs leading, niche content

creators to improve brand awareness, increase traffic, and
drive Pedro’s message to your target audience. These content
creators already market to your ideal audience across
different channels which allows you to expand your reach
across the Michelles.
We can work with influencers through tactics like word-of-

mouth marketing and social proof, which are now critical
aspects of any successful social media strategy. Customers
trust their peers, friends, and people they admire more than
the companies selling the products and services they buy and
use.
Timeline +
Cost
Social Media Content Strategy & Management Cost
Description Total Cost of

Time Monthly Cost
6 Months (IDR)
Social Media Content Creation & Management:
● Content strategy (concept, pillars) One Time 5,000,000 5,000,000
● content creation (visual + copy in english), Monthly 33,000,000 198,000,000

● 20 post - max of 4 animated posts mirror posts on FB and IG. (5 posts per week
include 2 posts a week to focus on localization )
● content management (plan, calendar, scheduling, posting)
Community Management:
● Inbox Management (Daily monitoring on weekdays only)
● comments and other interaction management (Daily Monitoring on weekdays Monthly 10,000,000 60,000,000
only)
● social accounts reporting (Facebook & Instagram)
Total Cost 263,000,000,-
** A Social media team member will check in/monitor the Facebook Page and Instagram during midday and end day, on each business day from Mondays to Fridays,
9am to 6pm only. Response time during business days: Within hours. During weekend/holiday/after hours, a Social media team member will check in/monitor the
Facebook Page and Instagram a maximum of one hour per day. Response time during weekend/holiday/after hours: Within 24 hours and up to a maximum of one hour per
day.
** Price above exclude VAT
Description Time Total Cost (IDR)
Social Media Campaigns:

Virtual photoshoot how-to-series (5 parts) One Time
● Photo expert 31,845,000

● Tutorial production 21,230,000
● Post production 10,615,000
Virtual photoshoot challenge One Time
● Prizes for winners To be borne by Pedro
Live conversation with Pedro (6 parts) One Time
● Conversation host 31,845,000

● Facilitation and coordination 21,230,000
● Post production 10,615,000
Before/After Challenge One Time

Description Time Total Cost (IDR)
Social Media Campaigns:
Rediscover Pedro #1 One Time
● Custom GIPHY creation for IG (up to 12 custom stickers) 21,230,000
Rediscover Pedro #2, #3

Description Total Cost of

Time Monthly Cost
6 Months
Monitoring & Reporting:
● Social Listening, Monitoring & Reporting Monthly 11,707,500 70,245,000
● Competitor Analysis ( top 5) Monthly

5,250,000
31,500,000
● monthly review (takeaways, recommendations, media mentions, sources and

Monthly 5,250,000 31,500,000
channels)
Total Cost 133,245,000

Photo Production Cost
Description Qty Price/Qty (IDR) Total Price(IDR)

Fashion Digital Campaign:
One Day Photo Production
● 10 looks
- - 16,500,000
● 30 edited
● 1 lighting assistant +1 Crew
● All RAW Jpg for client
Stylist - - 5,500,000
Studio (To be confirm) 8 hours - 2,200,000
Mua and Hair stylist
2 Looks - 3,300,000
- 2 Models (2 looks/Model)
Models 2 Person 4,950,000 9.900,000
Total 37,400,000
Total Cost 6 Months 224,400,000,-
ACKNOWLEDGEMENT
- Extra photo editing 400,000/ photo - Prices above are including photographer’s camera & lenses (Sony A7iii & Canon 6D)
- Additional Assistant/Crew 1,000,000/person - Prices above are excluding print media
- Photo Tone must be agreed from the beginning (mood board) - Prices above are including MUA & Hairstylist, Stylist, Props, Studio and Models
- Price above exclude VAT
Influencer Marketing Cost
Description Time/Unit Price/Unit (IDR) Price/Qty (IDR)
Influencer Marketing
Ayu Gani 6 Post 13,800,000 82,800,000

Maria Rahajeng 6 Post 17,825,000 106,950,000
Ibrahim Risyad 6 Post 17,828,000 106,950,000

Our Clients
Some of our work

Our Works
Our solutions are flexible, yet robust
enough to ensure every project - whether
enterprise digital platform or global,
multi-lingual social media advertising
campaign - is delivered efficiently with
the best results.
+
Raising awareness for

a financial giant in a
new market
UnionPay International (UPI) is a Chinese financial services
corporation headquartered in Shanghai, China. It provides bank card
services and a major card scheme in mainland China. UPI needs digital
marketing to improve market awareness and uptake card usage in
Indonesia. The single minded proposition is that UPI has the largest
merchant offers globally.
A proper market research was conducted to benchmark clients against

competitors, audit existing marketing initiatives and then proper media
plan and allocation of campaign budget were presented.
Display Media Advertising
+
Our solutions for the client started off with a display media campaign that
saw both text and image adverts running across the outdoor and digital
space of the Indonesian market.
Total campaign impressions
7,638,257
Nov 17 – Jan 18
Total Clicks CTR
16,872 0.22%
Nov 17 – Jan 18 Nov 17 – Jan 18
Search Engine Marketing
+
We then researched and launched 7 sets of AdWords targeted for audiences
at 4 big cities like Jakarta, Bandung, Surabaya, & Medan. It has exceeded
our goals (100,000 impressions & 5,000 clicks)
Total campaign impressions
594,834
Nov 17 – Jan 18
Total Clicks CTR
9,397 1.58%
Nov 17 – Jan 18 Nov 17 – Jan 18
Social Media Campaign
+
We designed and developed a social media hashtag campaign utilising Key
Opinion Leaders, creative ad buys and contest landing page to drive social
interest and convert inbound visitors into potential leads. The contest runs
for 3 months and successfully garnered social impressions of almost 400k.
Total Campaign Impressions Total Campaign Engagement
398,000 130
Jan 18 to Mar 18 Entries submitted
Jan 18 to Mar 18
Influencer Marketing
+
We created 4 hashtags to be easily shared among the social media space.
We then initiated a social media contest to gain outreach and engaged Top 6
of Indonesia’s influencers to promote the contest and brand education
through their combined followers of over 400k.
Total Campaign Impressions Total Engagement Rate
399,564 6.32%
Jan 18 to Mar 18 Jan 18 to Mar 18
Video Marketing
+
Video advertisements were employed on Facebook to promote the global
launch of UnionPay TVC in Indonesia, we edited and localised the TVC
with Bahasa indonesia a local YouTube channel was set-up to host the
TVC. The effort yielded more than 3,380,105 impressions and more than
19k videos were watched at 100%.
Total Campaign Impressions Video watched at 100%
3,380,105 19,627
Jan 18 to Mar 18 Jan 18 to Mar 18
Case Study
Brief
Creative video Sephora SEA came to RHAD for creative input to
production fulfill a human resourcing objective - to showcase
their effort in providing better welfare to their hires
Client by acquiring a bigger and better office space and
Sephora SEA streamlining their organisation structure.
Solution
We decide to direct and produce a video to highlight
the anticipation, process and capture the essence of
the actual event day. The video is then leveraged as
an employee branding artefact that the HR team
could showcase in their social media channel to
attract interest of potential hires.
Key Outcome
A brand compliant, succinct and attention grabbing
video that generate XXX views on Sephora’s
YouTube and Linkedin account.
Case Study
Brief
Digital and event Aberdeen Asset Management wanted us to
activation during help them in digital and event activation
during Aberdeen Extreme Sailing Series
Extreme Sailing
Series
Solution
We developed social media campaign and
Client interactive booth as a part of their extreme
sailing series.
Aberdeen Asset
Management • Social Media Campaigns - Increase the
Facebook fans significantly within six
weeks.
• Interactive booth - Help them develop
an interactive booth to play a game
called the winch and made a photo
booth with a chance to win prizes
Case Study Brief from real people and has its ultimate
screens and a series of iPads to feature
Shimano wanted to have a develop a goal in the clarification of purpose
Website and popular cycling routes around
website, CMS with digital interactives and meaning. By better
Singapore and the world. The design
Interactive for during the launch of Shimano Cycling understanding who we are designing
was responsive and able to sit on any
Cycling Museum World for, we create experiences of real
screen.
value.
Client We worked with their agency to The CMS was developed for both
Solution develop and deploy an interactive
Shimano online and offline synchronisation.
Our approach to design takes inspiration app that was run on 2 84” touch
+
Creating social
content for an automotive
retailer
Autobacs Singapore wants to disseminate their key
messages with consistent branding/ messaging in terms of
content delivery and to timely promote their deals and
promotions. Together with them, we developed monthly
content strategy and calendar for their Singapore facebook
page and create content type that includes static and
animated visuals, videos, interviews, user-generated content
curation and testimonials.
Autobacs Social Media Management
+
We helped to monitor Autobacs Singapore Facebook inbox daily and
respond to comments and private messages through SOP developed with
the client, urgent and complex enquiries were flagged out to them on a
timely basis. Monthly report that highlight the media performance
analysis were sent to the client every month.
Facebook Followers Instagram Followers

increased by increased by
68% 30%
8,760 (Mar 17) to 28,102 (Dec 17) 150 (Mar 17) to 500 (Dec
17)
+
Managing social communities

for three bustling shopping
malls
To help three of CapitaMalls – Tampines Mall, Bedok Mall and Star
Vista Mall increase brand awareness, help foster and increase
community engagement, and enhance loyalty towards the malls and
their tenants, we worked with marketing managers of CapitaMalls to
conceptualise social media marketing strategies and content plans,
monitor social media platforms and handle community to achieve
communication and business goals.
Tampines Mall Social Media Management
+
We developed social media content calendars for Facebook and
Instagram and produced all the content - including animated gifs and
UGC curation - specifically to drive foot traffic and extend them to
online engagement.

59% 65%
17)
Bedok Mall Social Media Management
+
We developed social media content calendars for Facebook and
Instagram and produced all the content - including animated gifs and
UGC curation - specifically to drive foot traffic and extend them to
online engagement.

47% 75%
17)
The Star Vista Social Media Management
+
We determined content type matrix and managed end-to-end from
conceptualization to timely content creation and postings. Content
type created includes static and animated visuals, videos,
contest/quiz/trivias development, user-generated content curation and
testimonials.

29% 62%
17)
+
The Quincy Hotel Sweepstakes

The Quincy Hotel is a boutique hotel by Far East Hospitality. We
helped them launch a sweepstakes-based campaign to promote
the fact that their value added services come at no extra cost.
+
The Quincy Hotel is a boutique hotel by Far East Hospitality. They want to
promote that their value added services come at no extra cost.
We helped them launch a sweepstakes- based campaign. To participate in the

sweepstakes, a user would select their 3 friends (leveraging the Facebook’s
invitable friends API) who they want to take along on a vacation.
After that, the user can share their referral code to increase the chances of
winning.
+
Establishing social
communities for a SuperBrand
in Indonesia
Bagus Group doesn’t have social media presence prior to engaging
RHAD. Together with business owner, we determined campaign goals
and business objectives, developed content type matrix and managed
end-to-end from conceptualization to timely content creation and
postings. Content type created includes static and animated visuals,
videos, contest/quiz/trivias development, user-generated content
curation and testimonials.
Bagus Social Media Management
+
We responded to comments and private messages with daily monitoring
and reporting, assisted with simple enquiries through SOP. Urgent and
complex enquiries were flagged out on a daily basis. We also compiled
monthly report reflecting the progress of the campaign objectives and
performance analysis.

91% 85%
253 (Jan 18) to 5,452 (Apr 18) 23 (Jan 18) to 886 (Apr 18)
About Us
A boutique digital agency

With 4o people in 4 markets
www.rhad.agency
Founded in Singapore Agency partners Offices in 4 markets

Singapore
2017 Indonesia
India
UK
What We Do
Plan Build Promote
Creative Direction & Strategy Front-end /Back-end SEM/SEO/Paid Search

Content Architecture Interactive development Display Media Advertising
UX Audit & Design WordPress/Laravel/PHP Social Media Advertising & Management
Research SiteCore Media Buying and Planning
Branding Native Mobile Apps Mobile Advertising
Design Content Creation Programmatic Advertising
Analytics
Email Marketing
Our Clients
We have a growing client list

across industry sectors
Contact Us
We want to collaborate with you

ervina@rhad.agency
Singapore Jakarta Mumbai Ahmedabad

6001, Beach Road Jl. Bangka XII No. 4, Topiwala Centre, B-906 Dev Aurum,
#06-01, Golden Mile Tower, Pela Mampang, Topiwala Marg, Anandnagar Cross Roads,
Singapore 199589 South Jakarta, 12720 Off. S. V. Road, Goregaon West, Satelite,
Mumbai, Maharashtra 400062 Ahmedabad - 380015

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Social Media Retainer Proposal for

If it doesn’t create impact or appeal on

To strategise and manage Pedro social media

● Establishing brand awareness and Pedro’s mission to

● Recruiting new followers and increasing content

● Increasing inbound traffic from social media platforms to

Your Social Your competitors Your Audience Your Market

Number of Followers: Number of Followers:

Your Social Your competitors Your Audience Your Market

Aldo Staccato Mario Minardi

Number of Followers: Number of Followers: Number of Followers:

5,558,678 39,653 5,670

0,00% 0,09% 0,01%

Your Social Your competitors Your Audience Your Market

Aldo Staccato Mario Minardi

Number of Followers: Number of Followers: Number of Followers:

2,927,722 88,789 24,508

0,36% 0.15% 0,2 %

Your Social Your competitors Your Audience Your Market

TAGLINE The campaign is introduce the tagline as brand hashtag introduce

Your Social Your competitors Your Audience Your Market

Michelle, 28 Years Old Michael, 32 Years Old

- Financial Controller of a tech startup - Creative Director of a creative agency

Your Social Your Audience Your Market

Your Social Your competitors Your Audience Your Market

What resonates with Michelle and Michael

Knowledge Experiences Style worth

Your Social Your competitors Your Audience Your Market

Indonesia market landscape

Your Social Your competitors Your Audience Your Market

Indonesia is Facebook’s fourth largest global audience.

Your Social Your competitors Your Audience Your Market

Like Facebook, Indonesia’s Instagram audience is also the

Engagement Growth Traffic

To achieve To achieve followers growth To achieve contribution of

Key strategies: Key strategies: Key strategies:

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content production - proposed narrative idea

Effortless expression Speaking to Pedro’s Engagement Target

An insight into their lifestyle

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content production - proposed narrative idea

BUT Knowing and knowledge is their

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content production - proposed narrative idea

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content production - proposed content framework

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content production - proposed content pillars

Content Awareness Traffic Engagement

Engagement Growth Traffic

Key strategies: Compelling content creation and management

Content management - sample content calendars

Engagement Growth Traffic

Key strategies: Compelling content creation and management