Increase sales by 10% through organic social media Q1-2023

period (January - March)

Afri Ko
 Jessica Lin as Co-Founder of Whitelab

Whitelab is under the auspices of Deca Group which is famous for the brand Everwhite,
which he founded in 2016 after the entrepreneur's own skin problems prompted him to
look for affordable skin-lightening products.

"All the creativity in the slides is just an example, but if you want to find marketing strategies
through organic social media these slides can be used, insights & references supported by
RevoU
 Top 10 Best Selling in e-Commerce
Quartal II 2022

Somethinc
Scarlett
Ms Glow
Avoskin
Whitelab
Azarine
Wardah
Erha
Emina
Bio Beauty Lab
Social media purposes
Increase Brand Awareness & Generate Leads
competitor brands
 products landscape
Brightening Serum
Brand & Channel Instagram Tiktok Youtube

Somethinc @somethincofficial @somethincofficial @somethincofficial5301

Scarlett @scarlett_whitening @scarlett_whitening @scarlettofficialindonesia

Ms Glow @msglowbeauty @msglowbeauty @MSGlowBeauty

Avoskin @avoskinbeauty @avoskinbeauty @AvoskinBeauty

Whitelab
Competitor Analysis
@whitelab_id @whitelabid @whitelabofficial3356

Azarine @azarinecosmeticofficial @azarinecosmetic @AzarineCosmetic

Wardah @wardahbeauty @wardahofficial @WardahBeauty

Erha @erha.dermatology @erhaskincare_id @ERHASTORE

Emina @eminacosmetics @eminacosmeticsid @eminacosmetics

Bio Beauty Lab @biobeautylab @official_biobeautylab -

Instagram Accounts

Insight Instagram Account

Followers & Post Comparison

Insight Instagram Account

Instagram COMPETITIVE Performance
Engagement Rate

Insight Instagram Account

Instagram COMPETITIVE Performance
Post Frequency / Month

Insight Instagram Account

Instagram COMPETITIVE Performance
Avg. Likes | Avg. Comment | Avg. Video Views

Insight Instagram Account

Tiktok Accounts
Open Benchmark
Growth Followers

Insight Tiktok Account

Engagement Lanscape

Insight Tiktok Account

Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Insight Tiktok Account
Youtube Accounts
Current SITUATION
let's dive deeper!
Problem Statement
Low engagement rate of 0.45%

smaller than the brand below it with a

rating of 6, namely Azarine with an ER
of 0.61%

Problem Statement on. Instagram Account

 Comparison Follower

whitelab | 553,700 1,391,463 | Somethinc

-151.30% loss

whitelab | 553,700 5,696,955 | Scarlett

-929% loss

whitelab | 553,700 1,806,948 | Ms Glow

-226% loss

whitelab | 553,700 674,407 | Avoskin

-22% loss

Problem Statement on. Instagram Account

There are 85.1K followers which is 15.4% of the
total current Followers who are not interested in
the content, most likely not relevant to them

Problem Statement on. Instagram Account

Interaction decreases on holidays when people
are active on social media

Post Frequency

Problem Statement on. Instagram Account

Problem Statement on. Instagram Account
Problem Statement
Problem Statement
 "Quote"
take the necessary actions to keep your account relevant.

The more engaging your account, the more the most recent Instagram algorithm will favour you, so make sure your profile is worth interacting with!

"Anda tidak dapat mengukur keberhasilan tingkat keterlibatan Anda hanya berdasarkan
jumlah pengikut Anda, memiliki 1000 ribu pengikut tidak akan menguntungkan Anda jika
postingan Anda luput dari perhatian. Itu akan menjadi tanda bahwa Anda kurang
melibatkan audiens"
Goals setting
Srategic Framework for Q1 2023
 Achievement Target in Q1 2023

Of the total sales in 2022, which is 25.5B

Increase sales by 10% to be able to compete with the Avoskin brand and occupy the 4th
largest local sales position in Q1 2023

4th
look at this simulation and imagine this happening
You can get this position

Avoskin
28,000,000,000

this your positions

25,500,000,000 a 10% increase to 2.8 billion

total increase of 28.3 billion
Business Goals Marketing Goals
Instagram Account

Social Media Goals

“Meningkatkan frekuensi postingan, engagement sebesar 2%
dengan peningkatan followers sebesar 26% dan mendapatkan
interaksi kembali pada followers yang sudah tidak tertarik lagi,
target audiens di Indonesia pria & wanita 18-35.

Breakdown
Mind Map
Achievement Simulation
Business Goals Marketing Goals
Tiktok Account

Social Media Goals

Total growth of tiktok accounts increased by 2% and
increased real followers by 81.67% in Q1 2023

Mind Map
Business Goals Marketing Goals
Youtube Account

Social Media Goals

Comparison of years joined

you win in terms of views from avoskin, but your

subscribers are very weak.

I mean your content has the potential to compete with

competitors, seeing by the total views, many people
are interested in your YouTube content
Increase YouTube account growth by up to 56% to compete with the
Something brand and increase brand awareness for new visitors
Business goals overview
 Assume Revenue
it is reasonable to assume that the change will have a profitable effect

Growth Total

Tiktok 45% = 648,000 Youtube 56% = 5000

Instagram 26% = 748,700
assume purchases reach 4% = assume purchases reach 4% =
assume purchases reach 4% =
25920 accounts made a purchase for 50k 200 accounts made a purchase for 50k
29948 accounts made a purchase for 50k
25920 x Rp 50.000 = 1.296.000.000 200 x Rp 50.000 = 10.000.000
29948 x Rp 50.000 = 1.497.400.000

Total Revenue : Rp 2.803.400.000

10% increase

"this is just an assumption, I don't know how much your capital expend,
that's why I took it from a low product price"
brand identity
Personality, brand voice, brand style guideline and target audience
 BCL

Brand Voice
Brand Voice Example
in this case | Brightening Face Serum

Enthusiastic
Do : Kulit wajah kusam jangan dicuekin aja!
Don’t : Gunakan serum ini untuk atasi kusam.

Easy
Do : Wajah kusam bikin ga banget buat hangout
Dont : Brightening face serum kandungan Niacinamide 5%

Encouraging
Do : Untuk atasi kusam tidak sulit, yang terpenting konsisten
dan berkomitmen untuk mendapat kulit wajah sehat
Dont : Agar kulit sehat pakai serum ini aja!
brand identity
Target Audience
mindmap

brand identity
 Target Audience
Customer Persona

Demographic Interest Behavioral

Primary

Gender : Female Skincare/Cosmetics Digital Savvy

Age : 18-24 Beauty Beauty competition
Status : Single Frequent shoppers Independent
urban folk Frequent travelers Individualistic
Big City Content Creator High motivation
2-6 mo monthly spend Trending Multitasking
Lifestyle Famous/Viral Compulsive buying
work life balance
mental health

Demographic Interest Behavioral

Secondary

Gender : Male - Female Beauty Digital Savvy

Age : 25-34 Skincare/Cosmetics Hard woker
Status : Married Digital Savvy Productive
urban folk Career Responsibility
Big City well-balanced Well-balanced
hard-worker giveaway lovers Commitment
1-2 mo monthly spend Frequent travelers
Frequent shoppers

brand identity
action plan
Social Media Strategy
Social Media Platforms

The target audience reach a lot using Instagram, in addition to increasing

engagement and building relationships well with matched customers using
instagram

The target audience at the age of 18-34 uses the tiktok application,
easy to use features for easy content types and make videos interesting
and easy to go viral with the aim of brand awareness

Introducing products with long video duration to captivate

new customers, and can also provide shopping links to online stores

Action Plan
Content Themes
Whitelab through Instagram, Tiktok and Youtube wants to reach the target
audience
youth women 18-24 and adults 24-34 men and women

who are interested in skincare, beauty, cosmetics for facial care

from ignorance of what skincare is suitable for their skin type
by providing content about facial skin care tips and
provide insight with content that is easy to understand

Action Plan
Content Pillar Analisys

Analisys Content Pillar

Content Pillar

KOL/BA
Content Pillar Total Post Total Likes Persentase Minat

KOL/BA 43 2,045,620 73.50%

Giveaway
Giveaway 8 158,011 5.68%

USP
USP 76 250,393 9.00%

Review Product 10 232,535 8.35%

Review Product
Education 32 96,774 3.48%

Education
TOTAL 169 2,783,333 100.00%

Interest percentage calculation method is calculated from the total number of likes
per content pillar divided by the total number of the last 169 video posts

Action Plan
Content Phasing and Timeline
Fokus pada konten engagement

Action Plan
Breakdown Day of Week
January 2023

Action Plan
Breakdown Day of Week
February 2023

Action Plan
Breakdown Day of Week
March 2023

Action Plan
 Other Details

1. Post Time follows the trending history of the previous 100 videos
2. Based on historical data on busy days, Thursday and Friday it is
scheduled to publish 2 posts
3. Based on the percentage, indeed KOL has more enthusiasts, but
our target this time is to achieve the best engagement

Action Plan
idea visualization
Social Media Strategy
EDUCATION
Content Refference

Educational content like this generated 12.6K likes and 1,294 comments
without having to use a Brand Ambassador
PRODUCT REVIEW
Content Refference

Foto
Foto video
SHORT VIDEO AESTHETIC
Content Refference
SHORT VIDEO REVIEW
Content Refference
Mockup Content Education In-Line

Negative Space

Logo

photo product

Typography

Hastag Campaign Moodboard

Clean
Fresh
Negative Space Negtive Space
In-Line
Mockup Content Short Video
get lots of likes with video content like
this with deeper expression panic angry

Moodboard
angry expression
panic expression
Mockup Content Product Review

Text

Text

Text Text

Text Text

Text
#hastagcampaign
#hastagcampaign #hastagcampaign

Rasio 1:1 Rasio 9:16 Rasio 16:9

success metrics