Content Analysis,

Content Pillars and

Content Brief

Social Media organic

Case Study RevoU Mini Course Digital Marketing

By: Fatimah
 ● Tokopedia is an Indonesian technology company specializing in e-
commerce. Indonesian technology company with a mission to democratize
commerce through technology.
● During the pandemic, Tokopedia supports MSME to survive, grow and
thrive through digital adoption.
● 7 out of 10 sellers experienced an increase in sales due to the shift to
online transactions through the Tokopedia platform.
● Ease in managing and operating a business are the primary reasons for
sellers to join Tokopedia.

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Source: www.tokopedia.com
The Content

Insights:

• Promotional Campaign of Tokopedia

• Leveraging The Brand Ambassador
• Reminder To This Special Campaign

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 The Goals
Marketing Goals Socmed Goals

✗ •Increase app download ✗ •Increase engagement rate

✗ •Raise the sells and order value ✗ •To gain more followers and likes
✗ •Increase customer confidence in ✗ •Impressions on socmed post
fulfilling the needs
✗ •To raise the hype of the campaign ✗ Metrics:
✗ % ER
✗ % growth of followers
✗ # of reach

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 Brand Persona

“ Tokopedia can be represented by BTS.

Target Audience:
Age : 15-40 years old
Gender : All gender (uni sex)
Location : Urban, sub urban, to rural areas
Economy class : Low, Mid and High

Tone and Manner: Competence, reliable, friendly,

cheerful, up to date, unique and expressive.

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 Buyer Persona

“ Overall characteristic of the potential buyer:

Bio : Kang Ha Neul is currently in his 1st professional

job. He loves to hangout with his friends after work.

Goals : To look professional and representative to his

company.

Struggle : He wants to have an investment in his look

but with low budget and required less time because he Age: 33 y.o.
needs to be focused on his career life. Status: Single/Not Married
Location: All Areas
Income: Rp.7.000.000
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Competitor

“
• Tactical: Higher engagement and like rate, top 10 post is
either games and giveaway
• Key Pillar: Engagement, live fest/promotion, product
launching
• Brand Persona: Expressive, friendly, competence and
cheerful
• Target Audience: Young to adult users who are seeking
for lower price products

Conclusion: Lazada has engagement rate, like rate,

comment rate higher than Tokopedia.
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Content Pillar

10%

1. Thematic Greeting : Eid Mubarak’s day,

20% Mother’s day, etc
2. Company updates : Press releases
3. Promotional : Flashsale, giveaway
4. Collaboration Influencer : Live fest
5. Entertainment : Games
35%

30%

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 Content Brief

“ • Marketing Goal: To increase the transaction value and app usage

• Social Media Goal: To get impressions on socmed post and increase
engagement rate
• Content Pillar: Terlampir
• Headline/Title: Tokopedia x BTS (Guest Star BTS)
• Type: Live, feed and reels
• Brief: Q&A and live music with BTS by Tokopedia
• Caption: BTS hadir untuk menemani malam minggu kita, eittsss kalian juga
bisa tanya-tanya melalui Q&A.. Bagi yang beruntung pertanyaannya akan
dijawab langsung oleh BTS member loh !!
• Scheduling: 27 Agustus 2022, 17.00 WIB

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“ THANK YOU!
Let’s connect with me

www.linkedin.com/in/fatimah27

ima.fatimah27@gmail.com

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