Working in partnership with IIY Phytoventra to deliver an effective ad campaign.

Creating your campaign

Over the past 18 days we have been undertaking the research into your product and company. From the outside, we get a feeling for what the consumer sees.

The questions we ask are; how do you currently promote yourself, what are your brand strengths, what assets do you have, what benefits does your product bring to the market, and what makes you stand out?

In addition we have been analysing how competitors are addressing the market, what they look like, what they claim, and what the consumer response seems to be.

In order to kick-start a promotional campaign it is vital to review what foundations you have in place for your company, product and service. The big question will be, how will we gain consumer trust in a crowded market?

❋ Project kick off

❋ Project success

The only way to deliver a success project, is to have a clear understanding as to what success looks like. The agreed metrics can then be put in place to measure the impact of the campaign, the consumer response, and interaction

❋ Project planning

Success is derived from having a clear vision and strategy. This may sound obvious, however, many organisations try to skip this step to speed up the route to market. You cannot build a successful campaign without effective planning.

❋ Project delivery

Once there is clarity on what success looks like, we can implement the agreed strategy and plan the delivery. This will be reviewed to see whats worked and how it’s been received by the consumer. The data will be analysed, and any adjustments in the output made.

1. Project kick off

In preparation for a social media ad campaign, we begin with looking into the current media presence of your organisation. We look at the Bioturm company footprint, how it promotes itself, and we try to gauge how it is perceived online.

Currently, there seems to be a lack of social media presence for Biothurm and IIY Phytoventra. Having some form of presence is important, because when we create content, place it on Meta and start attracting attention, part of the consumer journey to making a purchase is to carry out some basic due diligence. Quite often they will click through to your social media profiles, check for your history, product legitimacy, social proof and to establish trust.

If we start to create content for IIY and connected that to Meta ads in an attempt to gain interest, the consumer (potential purchaser) would look at IIY and be presented with a social media vacuum.
From an integrity standpoint, we know that it is really important to create a a foundation. A bank of content that can establish legitimacy and trust when people start to look at IIY products.
Strategy is often considered a ‘nice to have’ rather than an essential. From a speed perspective, it is often overlooked as an impediment. However, in our experience, establishing a clear strategy that everyone can buy into, check against, review and respond is extremely important.
As a major part of the IIY project, we feel it is vital to create a strategy, identify the vision, mission, company direction, tone of voice, look and feel. All essential when creating the foundation to a successful campaign.
As a direct result of devising a clear strategy and creating initial content, that provides IIY with a solid base consumers can align wth, a clear plan of action would be established. This would set out the aims, objectives and targets that the campaign can be measured against.

2. Project planning

Effective planning is essential to ensure that the product is positioned correctly in the market. Identification as to the consumer demographic, targeted audience, market entry point, and price point, will dictate the style of advert and therefore the marketing direction.

In order to allow you to control the budget, there needs to be a clear vision in place, one that we can all work towards. There needs to be an agreed direction of travel that can be reviewed and measured against. In addition, there needs to be a digital platform to start from, therefore, a solid strategy is a necessity in order to build an ad campaign, that will achieve the aims and financial objectives of the Phytoventra IIY project.

Providing your audience the ‘why’ is a key ingredient to the successful uptake of your product. If your consumer understands the reason you are bringing it to market, then they are more likely to engage with your brand.
Now your potential audience is interested and intrigued and wants to know more. Providing them with the background to your product will lay the foundations for trust.
Is you product genuine?
Are the claims you make real?
Now you can provide the factual details as to how your product will benefit your consumer and enhance their health.
Introducing the real benefits of your product in a positive way will help lead to your audience to becoming an interested consumer, and eventually a paying customer.

3. Project success

How do we measure success? The only way this can be done is to ensure that we all know what success looks like for the Phytoventra IIY organisation. Everyone needs to have a clear understanding as to the identified outcomes.

Each ad will be linked to the agreed strategy. With the audience already identified, the competition researched, and where we are intending on pitching your product, we can implement the various strands to include; increased awareness of your brand, background information and education, natural health benefits, the science behind your product, and brand ambassadors.

The ad metrics can then be measured to better understand the impact of each aspect of the campaign, what content does the audience currently respond to, what has the consumer interaction been like, and are customers purchasing?

TARGETS
Once the digital content is out there, we can collect the data to see how each video is being responded to. We will be able to see how well the consumer is engaging with your product and in turn your brand.
Upon review, if certain video content is working notably better than others, then we can respond accordingly to this data, re-edit and/or re-shoot with the knowledge that this is what the consumer is wanting.

4. Project delivery

There will be several points of delivery. Being able to review the data and respond to consumer engagement is key to ongoing success. This accumulation of this data means that we can collectively review the findings against the original strategy, to see if changes are needed. We will be able to clearly understand what has worked well so far, how consumers have interacted with the content, and where we need to focus going forward.

The actual data can now be reviewed and adjustments made (if needed) to the original strategy.
The outcome of the review will help guide the future video output, and the creation of the next content wave.

Project deliverables

IIY Phytoventra have a superb product, with an amazing story to tell, however there is no current social media presence. We understand that your primary focus is to manufacture your product and get it in front of your customers. The challenge is that, without a dedicated social strategy and content creation mechanism, it is impossible to develop a presence that people truly want to engage with on social media.

Below is the delivery overview and associated investment costs.

Strategy creation sessions

£2100.00

The Oomph creative team will lead interactive strategy workshop sessions with IIY Phytoventra, to review the current vision, existing marketing plan, aims, objectives, brand position, and product entry point. We will identify:

Desired brand positioning
Brand messaging & tone of voice
An effective social media strategy
A website strategy
Paid social strategy

To help you become a recognisable brand that people can’t resist, we need to capture the character of your brand through a variety of content, to establish a clear direction. This will help attract new demographics, build a loyal community of followers, nurture the followers to participate and engage with your story.

Creating the solid base of social proof, we will deliver a series of short videos, product photography and essential lifestyle imagery. The type of content that will help establish a social media presence, provide information and an educational platform.

5 short videos
Product shot photography
Lifestyle images of product in use

Initial content created

£1550.00

Creation of ongoing content

From £950.00 per month

Working with our dedicated creative team, we help to visualise, communicate & deliver your desired message on a monthly basis.

We will design and create a series of content that communicates your vision, aligns with your the strategy and looks to emotionally connect with your desired consumer. The content created is typically:

Long form video content increasing brand awareness
Product awareness and detailed information
Short form video to engage with the algorithm
High impact content for quicker, snappier communication
Review meetings (TBA)
Responsive content created from data collected

Social Media management

From £850.00 per month

In order to create the appropriate content for your product and brand, we will initiate the effective planning of the chosen campaign and the operational posting of the content, including captions and scheduling. The Social Media management will include:

Competitor analysis
Technical on-boarding of brand
Build on the social media strategy
Develop a plan that blends aspirational, entertaining and informative content
Posting of content
Community management (responding to tags/comments/DM’s)
Monthly reporting on performance
Optimising social media strategy based on reporting