2. STATEMENT
- Physiomer suffers from a lack of reputation on digital networks
babies and kids products
- In fact, we can identify a strong presence & power of digital mums on
- We focus our work on the
those networks
- Moreover, by targeting babies and kids we can grab them for a
life time value
3. MAIN TARGET : DIGITAL MUM
WHO ?
8,7 millions people in France.
17 % of +15yo women
64% of +50yo housewifes
See herself as an
expert consumer.
Represents 75,8% of global social
network audience.
Data : KR Media
59%
32%
4. DIGITAL MUM ACTIVITY
LOOKING FOR
contents & rich media
advices
tips & help on daily life
LIKES TO
see and share rich media such as movies,
graphics, pictures.
express on the internet, to share experiences and to being part of consumer
communities.
30K msg/day on
Marie Claire
5. A GLOBAL TREND : SELFMEDICATION
68% of 14-64yo selfmedicate &
82 % trust in non prescripted medicines
Selfmedication markets grew up
by
3,2% in 2012
14% in Belgium,
12,5% in UK & 26% in Poland
It represents
6. GOALS
1 2
AWARENESS &
CONSIDERATION
COMMUNITY CREATION
& MANAGEMENT
- Being the leader
- Increase corporate knowing of
the brand
- Launch a digital and living
ecosystem
- Activate the community
- Start a multi-directional
communication
- Boost the community by a buzz
campaign
- Initiate a brand culture
7. UNIQUE SELLING PROPOSITION
Physiomer gives you, as a mother, the capacities
of taking care, daily and by yourself, of your child
health by cleaning his nasal system.
FROM AVERAGE MOTHER
TO HEALTH EXPERT
8. CATCH PHRASES
You are the best person for taking care of your child.
Who knows better than you how to take care of your child ?
Your child health is your issue more than anyone else.
Physiomer makes you the personal doctor of your child.
Thanks to Physiomer, I increase my mother skills.
I don’t need a doctor anymore.
9. A GLOBAL STRATEGY
AWARENESS & CONSIDERATION
INCREASE REPUTATION
INITIATE A DIGITAL ECOSYSTEM
STARTING THE CONVERSATION
PRESS RELATION CAMPAIGN
50 major french women issues
Live chat with Physiomer experts
Broadcasting contents
Pictures contests
Expert Quizz
DIGITAL PARTNERSHIPS
& INVOLVING MOTHERS
Doctissimo, Aufeminin
A blog on mothers, by mothers, for mothers
A recycling program
GENERATE WEB TRAFIC
BOOST THE COMMUNITY
Google Adwords campaign
Viral campaign
11. INCREASE REPUTATION
WITH A PRESS RELATION CAMPAIGN
49,5% of women buy a magazine for health issues
- 50 of major french women press issues
& WITH DIGITAL PARTNERSHIPS
Most used websites for health issues
- Aufeminin.org : a global network
- Doctissimo : a major health website
KPI:
PRESS
ARTICLES
5
EXPECTED:
KPI:
ARTICLES
15
EXPECTED:
12.
13. A RESPONSIVE WEBSITE
Accessible on all devices, mobile or not
Social Network sharing buttons
The center of the new digital strategy
14. AUFEMININ : A GLOBAL NETWORK
FRANCE 2013
8 millions unique visitors
103 millions viewed pages
1 message on forums
each 3 seconds
15. GENERATE WEB TRAFIC
WITH GOOGLE ADWORDS
KPI:
Promotion of corporate website, blog and social networks
Increase awareness and consideration of the brand
Up web trafic
Adaptable on various seasons : flu, allergia, pollen, etc.
% OF
REDIRECTIONS
2
EXPECTED:
16. GENERATE WEB TRAFIC
WITH GOOGLE ADWORDS
Standard Campaign : Broadcasted on all devices in France
Budget : 15 330 euros
Schedule : 42euros/day during january to december.
Key Words : Physiomer, rhume, enfant, bébé, nourrisson, hygiène nasale, eau de mer, nez bouché, enrhumé, nez,
mucosité, sinusite, saint malo, isotonique, automédication, médicaments enfants, médicaments bébés, Pulvérisateur
nasal, soins naturels.
Title : Physiomer
Description line 1 : Spray nasal et solutions 100% Eau de mer destinés aux bébés, enfants et adultes.
Description line 2 : Physiomer vous permet en tant que maman de prendre soin de la santé de votre enfant au
quotidien en nettoyant son système nasal.
URL : www.physiomer.com
17. INITIATE A DIGITAL ECOSYSTEM
Physiomer KIDS France &
Internationals Facebook pages
Physiomer Channel
Mother dedicated blog
Pinterest account
22. STARTING THE CONVERSATION
TO EMPOWER MUMS EXPERTISE
On Physiomer KIDS France & Internationals Facebook pages
- Livechat with Physiomer experts each first wednesday of the month
- Broadcasting of existants contents : tutorials, pictures, etc. 1 per week
- Experts quizz 1 each 2 weeks
KPI:
- Baby pictures contests 1 per month
PER POST
And linked it with Pinterest
EXPECTED:
- To increase the impact of pictures contests
COMMENTS
150
23. BOOST THIS CONVERSATION
BY SPONSORED PAGES
On Physiomer KIDS France & Internationals Facebook pages
Precise targeting : #Enfant #Santé #Child #Childcare
Total audience : 18 200 000 people.
Budget per country : 280 euros/month x 4 = 1 120 euros.
Total : 16 800 euros.
KPI:
LIKES
EXPECTED:
40K
24. INVOLVING MOTHERS
BY GIVING MOTHERS A VOICE
A blog on mothers, made by mothers, for mothers
- TOPICS :
Mother testimony
Experts & Mothers meeting IRL
Facebook and Pinterest contests
Tips & tricks
KPI:
VISITS
PER DAY
EXPECTED:
4K
25. BOOST COMMUNITY
BY A VIRAL CAMPAIGN
A short movie showing the morning of a mother waking up with a sick child. By clicking on
a Physiomer iPhone app, it sends at her home, under 30 minutes, a Physiomer expert with
several products. Finally she manages to take care of her child and go to work on time.
WITH DIFFERENT GOALS
- Viral broadcasting on social networks, press and partners
- Empower the brand reputation
- Eventually detect a marketing need
KPI:
YOUTUBE
VIEWS
EXPECTED:
15K
26. GIVE ADVANTAGES TO COMMUNITY
BY GIVING FREE PRODUCTS
In exchange to a collaboration to
products are given to consumer.
Physiomer Recycling Program,
After sending an amount of used medicines packagings, consumer can download a
voucher usable in pharmacies.
recycling program
30. TO SUMMARIZE
BEFORE
AFTER
- Uncontroled website visits
- Ruled & managed website visits
- No Facebook strength
- Market leader on Facebook
- Niche reputation
- Mass reputation
- Top to bottom communication
- Interaction between brand & consumers
- A brand who sells products
- A brand who spreads a culture
