the

SOCIAL MEDIA
PLAN
CAMPAIGN : Special Back To School (15 Juli)
CAMPAIGN TRIGGER : Akhir Masa Liburan 2019
CLIENT : Transmart Carrefour
TITLE : “Being Smart With Transmart”
back to school is the period in which students and
their parents purchase school supplies and apparel
for the upcoming school year.

traditional supplies such as paper, pens, pencils and

binders will often be marked at steep discounts,
often as loss leaders to entice shoppers to buy
other items in the store.
2017 back-to-school survey

US $ 15,0B

US $ 6,1B
US $ 3,6B US $ 3,1B

Clothing and School Electronic Computers and

Accessories Supplies Gadget Hardware
 2017 back-to-school survey

More than half of annual

school-related spending happens
$ 27,8 $ 519
during the back-to-school shopping
season.
Billion Average
Back-To-School
Projected Spending Spend Per Child
IT MEANS THAT :

BACK TO SCHOOL PERIOD

is simply

PROFITABLE
 So That We RUN :

“being SMART with TRANSMART”

“MaudySaysDiscount”
the OBJECTIVES

being SMART with TRANSMART

is a campaign of buying school-related
items form Transmart..

being SMART the items can be bought over the discount

with TRANSMART given by following Transmart’s KOL social
media clues --> MaudySaysDiscount

it has been an effort to increase the selling

index of ‘back to school’ period, and giving a
positive economical impact for retail
environment
 What Is : Maudy Says Discount

The campaign is about the certain number of discounts given for some
marked items bought in Transmart.
Discounts will be given based on the clue told by the KOL Maudy
Ayunda those are widely mirrored spread out over the Transmart’s
facebook, instagram, twitter and also youtube (or we call it discounted
post)..

The cashier will ask the buyer something which is related to that same
day discounted posts.
When the buyer correctly answer the discounted question, (s)he then
immediately get the discount for the items

one discounted question for one item

The more the buyer putting his/her attention to every single

discounted post on Transmart’s social media profile, the more discount
he will get
 KOL overview

Maudy Ayunda is a symbol

of educated person over
her Stanford University.
She has been well-known
by his educational passion
and has being the role
model for Indonesian
smart youngster

Maudy Ayunda
 The Campaign : Maudy Says Discount

Gameplay Rules

1. DISCOUNTED POST --> Maudy will always give a 1. It’s mean they have to follow the Transmart’s
“venomous school-related advice” at the end of official social media accounts
each mirrored cross-platform social media posts 2. Posts that are containing quiz are mirroring
2. Audiences have to carefully listen to that words post across all social media platform
3. DISCOUNTED QUESTION --> When they are
visiting Transmart, the cashier will ask them one
Maudy Says. If they’re follow all post, then they
will be able to correctly answer the question
4. They correctly answer one DISCOUNTED POST,
they get discount for one item.
 The Campaign :
Maudy Says Discount

● KOL (Maudy Ayunda)

● Facebook Post & Ads
● Twitter Post & Ads Campaign
● Instagram Post & Ads Delivery
● Challenge / GA
● Youtube Video Teaser
the OBJECTIVES

● Awareness
● Audience Interaction in social media
● Engage New Unique Audiences
● Increase Youtube View
● General Benchmark
Communication Plan

Discounted Post Discounted Post Discounted Post Discounted Video

Ads Banner Paid Post Motivational Tweets Tips/Tutorial Video
Story Story GA Thematic Short Video
GA

Omni-channel Mirrored Contents

Gimmicks

Contest/Giveaways Key Opinion Leader

 Campaign Behavior

TONE AND SEGMEN-

BEHAVIOR STYLE
COLOR TATIONS

Corporate + Optimistic + Casual Educated All Students Aged

Educational Related Cheers Teen to Young Adults
11 - 14 Juli 2019 Editorial Plan

FB Ads FB Post FB Story IG Ads IG Post IG Story Youtube KOL

(img/vid) (img/vid) Vid

11/07 generic hard selling infographic generic hard selling promo info generic FB, IG,
regular hard selling regular combo youtube

12/07 giveaways infographic giveaways infographic generic

giveaways giveaways combo

13/07 video infographic tips promo info generic

referral hard selling combo

14/07 video infographic video giveaways giveaways FB, IG,

referral hard selling referral announcmn announcmn youtube
t t
Content Samples

Instagram Post Instagram Post

Regular Promo / Hard Selling Thematic (tips, info, quote, etc.)
Instagram
VIDEO POST :
video :
Promo video youtube

captions :
Informasi tentang konten
video, promo
dan hard-selling promo
transmart
 Facebook IMAGE POST :
image :
Berupa gambar dengan text copy yang santai,
trigger audience untuk membaca.

caption :
Berupa kalimat informatif yang mendukung
gambar, ditambah info diskon yang sedang
diadakan oleh Transmart, dengan
Facebook image post menyertakan hastag dan kalimat soft selling
Facebook VIDEO :
video :
trailer / promo untuk full video yang ada di
youtube

caption :
informasi dengan kalimat persuasif yang
disertai dengan link referral yang mengarah
ke URL youtube video
Video Content :
- berupa greeting dan narasi inspiratif serta tips dari KOL tentang pendidikan
- Q&A seputar pengalaman tentang pendidikan
- conclusion dan gimmick

Format :
- video simple dengan mengambil lokasi di satu set
- spontan dan terkesan full improve
● Omni-channel MENANGKAN HADIAH
● Mirroring Contents BERUPA 1 BUAH
● User Generated
SMARTPHONE BARU!
● Contest/GA/Quiz
Sambil Memeriahkan
Moment Masuk Sekolah

Bersama Transmart

Caranya gampang :
Upload fotomu yang bertema
sekolah, kemudian sertakan hashtag
#BeingSmartBersamaTransmart dan
tag akun @transmartcarrefour
Content Delivery
omni-channel social media
mirroring contents supports
the achievement of KPI
index

facebook and instagram’s

promo, giveaways and
referral post will be
describe in youtube video,
then it will bounce back to
the platforms by a
triggering points.
General Benchmark KPI INDEX

more than ± 15m organic facebook, instagram and youtube

users (accumulatives) will be noticed about the campaign

± 45% of them will be involved in those

social media activities :
- 3m facebook comments, 4m likes,
3m shares, 2m click on in-post
links (accumulative)
- 4m instagram like, 3,5m comment,
2500k+ FB users, 5m+ IG users, 2k+ 2m click on in-post link
youtube viewers will be involved in GA - 250k+ youtube views, 2k
comments, 1k video link share
* tagged by friend will be included

post about promo will generate ± 20%

conversion rate

people will be persuaded by promo

activity described by post as well as KOL
THANK YOU

Proudly Composed By :
Dede WK
Twitter : @dede_wk