DIGITAL

MARKETING
CAMPAIGN PELION

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EVA OKTAVIA
RUWU
1807531247
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Company
Profile

Pelion Company is a company that manufactures

and retails outdoor adventure equipment. The
name of the company, Pelion, is inspired by Mount
Pelion, which is a mountain located in East
Magnesia, Greece, an altitude of 1,624 m above sea
level.

Visi & Misi

Vision
To become a company that always understands the needs
of consumers in quality adventure and e-lifestyle
businesses.
Mission
Developing business (products and services) in the
technical adventure, travel-adventure, and lifestyle
adventure fields and become a company that has a
significant role in: Global ecosystem care program,
global socio-culture, global cyber place care program

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CONTENTS

Business Srategy
SWOT Analysis

Marketing Srategy
Marketing Mix & STP

Digital Marketing
Srategy
SWOT Analysis Goals and
Objectives

Customer Persona
& Journey

Digital Campaign
Content Plan Schedule
Resources & Indicator

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BUSINESS
STRATEGY
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SWOT
Analysis
STRENGTH WEAKNESS
SW 1. Undoubted product quality 1. Product prices are
OT because it uses nylon and relatively expensive.
polyester materials. 2. The Counter and
2. The product has multi- showroom, the majority
functions and quite a lot of of which were in big
design variants and colors. cities.
3. Facilitates repair of bags 3. Products that are not
damaged as a result of use. suitable for daily use.

OPPORTUNITY THREAT
1. People who are starting to like 1. product to be newly
climbing mountains. built
2. Consumers who are more 2. The number of
concerned with quality than competitors who sell
price. adventure products
3. The geographic shape of besides Pelion such as
Indonesia which supports a lot Eiger, The Northface,
of cross-country activities. Consina, Avtech, etc.

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MARKETING
STRATEGY
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Marketing
Strategy
SEGMENTATION AND TARGET
Love to be an adventurer and a connoisseur of
nature

Man
&
Woman

Age 20-32

Middle to High Income

Innovators & Early Aadopters

Sustainable Lifestyle
Comfort When Adventuring
Love Nature and Scenic Beauty
Environmentally Friendly

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Marketing
Strategy

POSITIONING

Destination for high-end Prominent adventure

adventure brands lovers rental service platform

Top 4 items rented by post- millennial generation

45 % 35 % 15 % 10 %

Mobile
Shoes Bags Phones Cameras

Top 3 reasons consumers decide to rent goods

Climbing needs 50 %

strong material 35 %

Avoid waste 15 %

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Marketing
Strategy
P R O D U C T, P R I C E & P L A C E

PRICE

Starts from IDR

300k to 2999 k
for each rental
PRODUCT

Rental a piece of shoe/bag

Book for the day or pre- PLACE
book for nest week
Rent for 4 or 8 days Through online
Brand including hiking intermediaries
tent, hiking stick •Instagram
@Pelion__
•WhatsApp
+6282142224232

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Marketing
Strategy

PROCESS

Browse through the IG to see Pelion collection

of equipment retail brand

Ready to rent? Create an account and

subscribe with a valid credit card (if you don't
have CC access, you have to deposit for the
amount you rent)

Simply add bags and shoe of your picks,

review and confirm your shipment

As soon as you confirm, we'll immediately

charge the rental fee to that card (or we'll
wait your bank transfer

Once confirmed, We'll pack and send your

rental items to you via JNE

Get it delivered to your place for FREE in a

reusable shoeReady for return? Schedule a
return and our courier will pick it up

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DIGITAL
MARKETING
STRAT EGY
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SWOT
Analysis
Strengths
SW 1.Bank transfer based type of
OT payment
2.Provide a better solution and
convenience of consumption to
customer
3.Hassle-free service
4.Online-based service
Opportunities
1.E-commerce will continue to grow in
2025
2.95% of Indonesian engage in social
media as their primary online activity
3.New type of service
Weaknesses
1.Low development of
overall technological-
related system
2.Limited customer
engagement
3.Low customer base
Threats
1.New entrants
2.New competitive products
3.Government
regulationand bureaucracy
4.Increase 0f fashion
industries online presence

SO Strategies WO Strategies
Create digital campaign of brands value Create an app to upgrade
through social media platform customer experience and
S3,S4,O2,O3 convenience W1,W4,O1,O4

ST Strategies WT Strategies
Boost up customer convenience by Develop referral program to
developing direct debit payment encourages sharing and word-
system on the website S1,S3,S4,T1,T2 of-mouth W2,W3,W4,T1,T3
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Goals and
Objectives
goals
Meeting customer expectation as prominent
hiking rental service destination by the year
end 2022, Through: Increase the online presence
of the brand by 45%
Increasing volume and value
of sales by 50%

objectives
Increase new prospects recommended by friends (viral marketing or
refferal program by 12% in the year end 2021

Increase online presence on Instagram by 25% with digital campaigns

(conversion of 25% per cent of new unique visitorsto product
information area)Build brand awareness and favorability through social
intermediaries feedback (Instagram story or post) by 15%Achieve
conversion to generate sales through affiliate marketing by
15%Encourage further purchases (conversion of 25 per cent of first-
time buyers to repeat purchasers within a six-month period

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CUSTOMER
PERSONA &
J OURNEY
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Customer
Persona
Chico 28 y.o
Husband, artist
Earn 50 million per month
Where when he is not working, he
spends time on vacation to the
beach and enjoying the natural
beauty of the mountains. He
believes that if you are calm, your
body will be healthier and stronger

30 y.o
wife, model, artist
Nadia
earn 55 million per month
Likes to explore the beauty of
Indonesia through various uploads on
social media. Nadia needs some style
for outdoor activities that are
comfortable and stylish
Daniel 26 y.o
co-pilot
Earn up to 40 million per month
Looking for short term rentals for
adventures with friends. he
needs some of the best hiking
tools and comfortable to use.
Daniel loves everything about
nature including photography,
sports and health
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Journey
•Awareness
Chico & Word of mouth or reviews from
friends
Nadia • Early Consideration
Interested about the service, visit
the instragram
• Evaluation
Reviewing the service benefits and
value
• Decision
Service meets the customer value
• Purchase
Customer pay the fee, share
experience and give feedbacks

Awarenes
Daniel
Social media content marketing or ads
Early Consideration
Continue to visit the Instagram page
Evaluation
Review what the serviceoffers and value
Comparing
Comparing alternatives, if the value meets
move to website to purchase
Purchase
Customer pay the fee and upload instagram
post or story to share their experience
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DIGITAL
MARKETI NG
CAMPAIGN

Terdapat tiga digital campaign yang akan dilakukan PELION

pada tahun launching 2022. Campaign pertama dilakukan
dengan menyajikan video brand story dari PELION tersendiri.
Latar belakang mengenai bagaimana terbentuknya service
rental PELION untuk menumbuhkan brand awareness pada
masyarakat dan target market. Campaign kedua dilakukan
dengan membuat challenge bertemakan hiking no limits di
Instagram yang bertajuk #ToTakeYouFurther, dengan tujuan
membangun brand image ‘love and health for the
environment and the body’. Campaign ketiga dilakukan
dengan mendengarkan feedback dari customer PELION,
bagaimana PELION dapat mengubah cara customer tampil
nyaman dan percaya diri saat menjelajahi alam
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# MeetPelion
How it all started...
Campaign pertama ini dilakukan dengan menyajikan video brand story
PELION kepada masyarakat, dengan tujuan untuk membentuk brand
awareness dan menjelaskan brand value yang dimiliki oleh PELION.
Campaign ini akan dilakukan dengan membuat tiga short video,
bagaimana PELION memberikan solusi kepada tiga masalah berbeda
yang dimiliki oleh customer persona (para target market) PELION yaitu,
para pria dan wanita yang ingin menjelajahi alam tetapi bingun bergaya
seperti apa, pria dan wanita yang ingin tetap nyaman saat memakai
atribut hiking, dan pria serta wanita yang ingin mengeksresikan dirinya
dengan style atau look hiking yang baru dengan membeli atau
menyewa pakaian dan atribut hiking.
Channel yang digunakan pada campaign
ini adalah Youtube, platform dimana full
video dari campaign Meet PELION ini
akan dipublikasi dan padachannel
Instagram akan dipublikasi 3x2 post
terdiri dari satu post yang merupakan
cuplikan dari full video dan lima post
lainnya akan diutilisasi dengan
penjelasan singkat mengapa mereka
harus membeli atau menyewa pakaian,
value dan facts yang diberikan dengan
membeli atau menyewa peralatan
hiking.
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Health
#PelionNoLimits
A Social Movement Chalenge
Campaign kedua dilakukan dengan membuat challenge bertemakan
Pelion No Limits di Instagram bertepatan pada bulan Mei. Campaign ini
bertajuk love and health #PelionNoLimits, dengan tujuan mendukung
brand image ‘love and health for the environment and the body’ dan
mendapatkan lebih banyak leads dan impressions terhadap brand.
Campaign ini akan diselenggarakan di Instagram berpartner dengan
beberapa local micro Instagram influencer. Challenge ini mengajak para
pria dan wanita pecinta hiking untuk bergerak sejauh mana kaki mereka
melangkah. Dalam ajang hiking ini akan diberikan sepatu hiking dan
perlengkapan hiking lainnya bagi para pemenang

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#ToTakeYourFuther

How PELION Impact People

The Journey With PELION throughout the year
Campaign ketiga dilakukan dengan mempublikasikan Video yang
diselingi dengan Instagram Post mengenai perjalanan atau pengalaman
menggunakan rental service dari PELION. Campaign ini berisikan konten
dari customer sendiri seperti feedback dari customer PELION,
bagaimana PELION dapat mengubah cara customer terlihat nyaman
.Campaign ini juga akan diiselingi dengan affiliate marketing berbentuk
partnership dengan influencer di channel Instagram. Video tersebut
akan berbicara sekitar honest review mereka tentang service yang
diberikan oleh PELION, tas dan sepatu favorit mereka, serta styling tips
menggunakan pakaian dan peralatan hiking.

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Content Plan

Instagram Content Plan

Selain monthly campaign yang kami lakukan, daily post dan daily
story content juga akan secara berkelanjutan dilakukan untuk
menjaga engagement antara potential visit dan customer. Daily post
dan story akan ditemani juga dengan hashtag #Pelionmode,
#Pelionlooks, dan lainnya yang akan mempermudah dalam
menemukan konten-konten tertentu. Serta untuk memudahkan
akses pada instagram story terdapat highlights yang memiliki konten
serupa seperti customer post dan feedback, brand, dan lookitems.

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Calendar

Jan Feb Mar Apr May Jun

Meet Pelion

Celebrating
v
Love&Health
#PelionNoLimits
#ToTakeTheYourFuther

jul Aug Sep Oct Nov Des

Meet Pelion

Celebrating
Love&Health
#PelionNoLimits
#ToTakeTheYourFuther

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Resources & Indicators

Campaign Resources KPIs

Internal Team (IT Instagram reach and

and Marketing impressions Organic
Meet PELION website traffic
Creative
Team)Production (unique visitors,
House leads and
sales)Revenue or
goal value per visit

Internal Team (IT Lead conversion

Celebrating
and Marketing Customer acquisition
Love&Health
Creative Customer retention
#PelionNoLimits
Team)Production Follow and visit
House Influencer growth on instagram

#ToTakeTheYourFuther Internal Team (IT Conversion to sales

and Marketing
rate increaseFan
Creative
engagement Repeat
Team)Production
visits
House Influencer
Customer

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