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Marketing Objective (COPY FROM BRIEF)

1. Increase purchase intention

-Boost consumer purchase intent to purchase and use Dutch Lady based in everyday recipes by 25% during the campaign period

2. Increase Brand awareness

-Achieve a 25% increase in brand awareness and social media engagement within 3 months after launching this campaign

-Able to connect with viewers, increase relatedness by providing a short clip of a busy morning and preparing breakfast.

Advertisement Objective

1. Increase Brand Recall

-Achieve a 30% in Ad Recall and brand association (Able to measure it through surveys and polls 3 months after running the campaign

2. Boost engagement rates and content interaction

-Achieve a 25% increase in brand awareness and engagement through the recipe video. (By tracking likes, shares, comment, reach and the amount of followers increased.

Media Objective (INCLUDE PERCENTAGE)

1. Increase engagement between DL and its consumers

-       INCREASE e-WOM (share and comments) on social media platforms

2. Increase brand awareness on social media by leveraging social media influencers that are more known to mothers to attract them into purchasing the milk products.

3. Increase customer loyalty and make the customers advocate about DL in platforms

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Marketing objective

To further strengthen Dutch Lady's position in the liquid milk category, reinforce the relevance of Dutch Lady in the morning occasion.

Advertising / Communication Objective:

Increase Top of mind awareness of Dutch Lady products by highlighting the understanding and empathy of Dutch Lady for mom through the key message “You are not alone".

Strengthen morning occasion by reinforcing how milk’s many nutritious benefits of milk including high quality protein, via strengthening key brand imagery by end 2024.

Media Objective:

Raise top of mind awareness: Ads in social media, OOH, in public transport (bus, LRT), sponsorship for game show=> Goal: Reach, View

Increase the interest of the product and encourage audience to interact and talk about the product on social channels (Facebook, Tiktok) => Goal: CTR, Engagements (Like, comment, share)

Increase conversion (Tiktok Live, E-com) => Goal: Purchase

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Marketing Objective

Strengthen the Dutch Lady Brand's No.1 position as a liquid milk for the future.

To impress the Dutch Lady Brand as a lifestyle product from generations (now and the future).

Advertisement Objective

Increase the awareness of the Dutch Lady Brand

Increase the Brand Image to attract many consumers to use it as a healthy lifestyle product.

To strengthen the image of Dutch Lady as a Companion that can be found anywhere across various stores and various advertisements (social media, traditional advertisement, and out-of-home)

Media Objective

Raise Brand Awareness in social media, by using social media influencers to attract more consumers.

Raise the media platforms to promote Dutch Lady to the target audience. This contains short promotion videos in the transit areas, especially public transport like MRT, LRT, and Bus. Out-of-home advertisements, like billboards and LED boards are passed by many transportation, especially working adults (mothers)

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Media Objectives

(1) Raise awareness using digital media channels (Facebook, Instagram  & TikTok)

(2) Drive purchase intention and conversion through live-streaming shopping on TikTok/Shopee Live

(3) Generate awareness, interest, engagement, and sales (conversion) through roadshow

(4) Generate awareness, interest, and engagement through breakfast trucks

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TikTok

1. Increase follower number by 10%

2. Increase TikTok reach to 60%

3. Increase CTR

TikTok shop

1. Increase ROAS on PSA/ VSA

2. Increase add to cart rate

3. Increase converision rate

Shopee

1. Increase number of new visitor

2. Increase add-to-cart rate

3. Increase conversion rate

Website:

1. Increase number of new visitor

2. Increase google search