Established from 2006-2016, the brand is currently belong to Mega We Care organization. Eugica candy is based on 5 natural elements: eucalyptus, ginger, cinnamon, and mint, lemon basil that will keep your throat transient and give you a fresh breath. The product came with a various packages and prices

Our task:

Compared to the competitors or the brands in the same category, Eugica Candy seems to do a lot in terms of communication and promoting the product. However, it is reported that they're not doing well and possibly, there might be something inefficient or unexpected. Therefore, our tasks are to find the related issues and propose a communication plan for the Facebook activities and posts in the upcoming year.

We are able to use social heat as well as the customer journey to analyse the issues

Our research

FACEBOOK is the main platform that Eugica candy uses to connect with the youth.

The communication process is announced and done on their Facebook page with key word “sống xanh mới chất". Eugica seems to approach teenagers' trend as they are always active on Facebook. The attitude towards Eugica through social media only stays at the neutral level.

Social Audit

Target audience

Over the month, Eugica got around 6k likes on Facebook, the main channel to connect with target audience on social media. Sounds big? It doesn't matter since the number of discussion is less than 50. This explains that people don't talk about the brand and only Eugica mentions themselves on their FB page.

If we look closer into monthly data, it's even worse that the buzz volume as well as discussion topics dropped down.

In “Share of Voice" section, we hit 100% and the only brand that is mentioned in the category. Because we seem to be the only one which has done numerous marketing strategies. Compared with other brands, Eugica is active in term of advertising.

Customer journey

Awareness is the stage that we feel we can influence and related to communication the most.

Facebook page is the touch point that needs improvement the most since it’s our main communication channel.

Our proposal will focus on the materials on the facebook page.

Create brand recognition among 60% target groups at the end of a 6-month Facebook campaign.

E

Raise strong interests through promotion activities among 30% of the target audience at the end of the campaign.

“A product that promotes a wholesome lifestyle”

Objectives

The big idea

-Message-

Communication strategy

Tone of voice

Content guide

Key content blocks

content Strategy

Example posts:

-''Chào chào Tết! Các bạn dự định “tung hoành" đầu năm như nào rồi? Nè, để Eugica phụ lên kế hoạch cùng các bạn với những mẹo nho nhỏ này nha!''

-''Tet tet tet! What do you intend to 'rock' the new year? Hey, just let Eguica Candy help you to have a healthy Tet with these small tips!''

Peak content

Tet

Vietnamese

English

(Attachment: photos illustrating these tips: cure hangover, eating balance)

Tactics content

Holidays

Example posts:

-“Con gái chắc là có biết “đường đến trái tim của người đàn ông là đi qua dạ dày" đúng không? Comment 1 món ăn mà bạn sẽ tập để nấu cho “gấu" nhân dịp Valentine đi!”

Vietnamese

English

-"A girl should know one of the easiest ways to get to the heart of a man is going through his stomach, right? Let's commend 1 plate that you would cook for your 'bear' in the Valentine day!"