1-min brief on the

Content 02

the background.

Insight

Foto anak kecil dan ada Gempita tertinggi commentnya yaitu 271. In the mean time, post lain tidak lebih dari 100
Salah satu yg banyak comment juga dan bisa buat campaign sasar single Female, itu di community @rahasiagadis.
1-min brief on the Report 03

the background. Additional Info

https://phlanx.com/engagement-calculator
C

Insight

Only 75% active followers. The rest are either nonactive, or suspicious (big probability's bot)
Current Engagement Rate (ER) only 0.14%, whilst average engagement rate (as seen on B) should be on average 1.97%.
Fluctuate engagement (as seen on C)
04
External Consideration:

Trends of Millennials prioritize

vacation above all else. And that
Instagram plays important factor
on their holiday.
05

PROBLEM BUSINESS GOALS SOCMED GOALS ACTION

Engagement rate Engagement di social Engagement akun Membuat campaign

akun rendah media Instagram/FB sosial media yang bekerjasama
meningkat 1.5% dalam meningkat sebesar dengan KOL relevan
Average engagement
waktu 3 bulan 1.5% dalam 3 bulan dengan target
cenderung fluktuatif
tapi overall selama audience
Mei-Juni 2022 justru
menurun

Meningkatkan Meningkatkan jumlah audiens
sehingga dapat menjadi
Regular and Active potential customer sebesar
followers 10% dalam waktu 3 bulan
Meningkatkan jumlah Menjadikan media sosial Uniqlo
regular follower social sebagai salah satu tempat
orang-orang mencari referensi
media sebesar 10% dalam 3
bulan berpakaian
 05

TARGET
AUDIENCE Primary Audience
Secondary
Audience

Male/Female, 25-34 y.o,

Demographic Female, 18-24 y.o, Single
married

Hangout, Clean and aesthetic

Traveling, dual-function
Interest clothing, Korean dressing
clothing, little kids
style

Must take photos and post on

Instagram, loving aesthetic New clothes are no longer
Behaviour and eye-pleasing their priorities, promo
decorations, love to be seeking
trendsetter
 STEP 1
September 2022

Action Plan
STEP 2
Timeline and Tactics
October 2022

STEP 3
November 2022
 Content Themes

Uniqlo melalui IG dan Tiktok, ingin menyasar

perempuan muda berusia 18-24 tahun dan single, yang
memiliki ketertarikan dengan Hangout, Clean and
aesthetic clothing, Korean dressing style, dengan cara
INSTAGRAM memberikan konten konten seputar inspirasi

Primary audience banyak di IG berpakaian layaknya orang-orang di Korea.

TIKTOK Uniqlo juga melalui IG dan Tiktok ingin menyasar

Dilihat generasi millennials dan perempuan maupun laki-laki yang sudah menikah di
generasi Z usia 25-34 tahun yang suka traveling, tapi tidak ingin
hal-hal ribet. Mereka menyukai berpakaian simple,satu
baju untuk 5 outfit. Uniqlo ingin memberikan konten
seputar traveling with Uniqlo, satu koper kecil yang
bisa diisi dengan pakaian seminggu..
Social Media Platforms
CONTENT PILLARS

Percentage
Pillars Definition
(per quarter)

Benefit Product knowledge, news and update, on brand, USP 20%

Promo Promotional content, disc, offer, promo code, collaboration offer, KOL endorsement 10%

Tips and Trick Share hacks 20%

Inspiration Storytelling content, consumer experience 30%

Crowdsourcing Engagement-based content, quiz, survey, poll, meme, fun microblog, review and feedback 20%
CONTENT PHASE AND TIMELINE

Building Focus on Focus on building

building Conversion. In this
Awareness of
Consideration. phase, we want to
the campaign: tell audiences rather
Giving
Launching and inspiration, tips to the point of our
Benefit of benefit.
and tricks, and After that we amplify
using Uniqlo also with promos and
products crowdsourcing. scarcity effect.

SEPT OCT NOV

CONTENT PHASE AND TIMELINE

Reposting people that

Full campaign tagged Uniqlo
Mini video (next page) Instagram
Post campaign through
Re-evaluate
duration less Promo; customers
every end of the shopped for more than
than 3 mins
week and decide Rp 1 million, gets free
Distributed on which content limited travel organizer.
Instagram and should optimize
Discount for several
less-in demand
Tiktok for 1 full and which are products at Uniqlo App
week. already good
POST
TEASER CAMPAIGN CAMPAIGN
Month Week Activities Weekly Breakdown

Week 1 Teaser - Inspiration Video teaser by Uniqlo

Week 2 Teaser - Inspiration Partnership with KOL making vlog on their holiday, showing their outfit, showing how light they packed
Month 1
Week 3 Campaign Period - Launching Launching catalog produk

Week 4 Campaign Period - Benefit Posting good features and benefits like high-tech, airism, light to pack

Week 1 Campaign Period - Inspiration Post photos of KOL on their holiday

Week 2 Campaign Period - Tips and Trick Live on IG Influencer: Jennifer Bachdim - How to Travel with 3 kids, about to be 4!
Month 2
Week 3 Campaign Period - Crowdsourcing Polling what people favorite outfit to wear, their favorite city for holiday, etc

Week 4 Campaign Period - Inspiration Post photos of KOL on their holiday

Week 1 Campaign Period - Tips and Trick Live on IG: Fashionable traveling: Vacation outfit ideas by Hanggini dan Beby Tsabina

Week 2 Campaign Period - Benefit Posting good features and benefits like high-tech, airism, light to pack
Month 3 Showing scarcity: 2 weeks before limited products gone. Buy more than Rp 1.000.000 get free travel
Week 3 Post Campaign - Promo
organizer. Discount on Uniqlo app

Week 4 Post Campaign - Promo Showing scarcity: 2 weeks before limited products gone. Discount on Uniqlo App

CONTENT PHASE AND TIMELINE in details

 CAMPAIGN DETAILS

AESTHETICALLY FAMILY TRIP WITH

COMFORTABLE NO TRIPPING
Target: Target:
Main Target, F, 18-24 y.0, single Second Target, M&F, 24-34 y.0,
married
Message:
Message:
Dress clean yet comfortable like
No need to stressed-out going on
Korean celebrities. Be the vacation with family. You can light pack
trendsetter. using Uniqlo's clothing.

Muse: Muse:
Hanggini dan Beby Tsabina Jennifer and Irfan Bachdim family
THE REFERENCES
VIDEO TEASER
AESTHETICALLY
COMFORTABLE

Script:
Three girls walk around the
airport, looking fabulous and
cool. People are looking at them,
although they dressed quite
simple but they have this
confident aura.
 VIDEO TEASER
06

FAMILY TRIP WITH

NO TRIPPING

Script:
Scene of the mom packing things for
her husband and the kids with a smile
on her face. She looks enjoying and
excited for the holiday. Outside in the
living room, the dad showing the kids
what places they going to visit on
holiday. Not long, the mother came and
catch-up. The husband said, "You're
done already?" and the Mom winks.
 PHASE & TIMELINE FOR 3-MONTHS*
MONDAY TUESDAY WED THURSDAY FRIDAY SATURDAY SUNDAY

Video Image Carousel Story Image Video Image

Carousel Story Image Video Image Video Image

Image Video Image Video Image Carousel Story

Carousel Story Image Video Image Video Image

*) Evaluate every week to decide which content type gets the most comment
 Key Opinion Leaders

@bebytsabina @hanggini
ER: 1.69% ER: 3.89%
Reasons:
Both of them are considered new celebrities, playing sinetron. They both known by gen Z and also their mothers.
Considering age of 18-24 y.0 probably still shopping with their mothers, watching TV together and got interested.
Both of them considered fashionable enough but not in a glam kinda way. Which are match with Uniqlo's clothing.
They also influenced micro influencers in terms of clothing.
 Key Opinion Leaders

@jenniferbachdim
ER: 0.73%
Reasons:
Jennifer and Irfan also the type of millennials parents who dress casually. Their style match with Uniqlo.
We want to amplify using this campaign that even though already married and even had a lot of kids (3 kids like Jen
and Irfan), traveling is still possible. Plus, they don't have Asisten Rumah Tangga (ART), so it would be relevant.
 Prize

*) If customers shop for more than Rp 1.000.000

SOCMED GOALS
SUCCESS METRICS 1
Engagement rate naik atau
konstan di angka 1.5% dalam 3
Engagement akun bulan
sosial media
meningkat sebesar
1.5% dalam 3 bulan SUCCESS METRICS 2
Social media visitor dari sosial media naik
10% dalam 3 bulan

Meningkatkan jumlah
regular follower social SUCCESS METRICS 3
media sebesar 10% Follower growth 10% dalam 3 bulan
dalam 3 bulan