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Influencer marketing utilizes social media influencers who have built authentic relationships and trust with their followers to promote products, in contrast to traditional marketing which relies on unknown celebrities or models in ads. For their campaign, Jia Jia should target Chinese millennials by partnering with local influencers in Singapore who promote the health benefits of herbal tea and run challenges to engage followers, as 83% of Singaporeans are active on social media and herbal tea appeals most to Chinese consumers. The campaign goals are to double customer base to 200,000 within 3 weeks on a low to medium budget by refreshing Jia Jia's brand image for millennials.

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989 views2 pages

KOBE

Influencer marketing utilizes social media influencers who have built authentic relationships and trust with their followers to promote products, in contrast to traditional marketing which relies on unknown celebrities or models in ads. For their campaign, Jia Jia should target Chinese millennials by partnering with local influencers in Singapore who promote the health benefits of herbal tea and run challenges to engage followers, as 83% of Singaporeans are active on social media and herbal tea appeals most to Chinese consumers. The campaign goals are to double customer base to 200,000 within 3 weeks on a low to medium budget by refreshing Jia Jia's brand image for millennials.

Uploaded by

JHASDFIJKSDF
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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2. How Influencer marketing is different from traditional Communication methods?

Ans: Traditional marketing refers to any type of marketing that isn't online. This means print, broadcast,
direct mail, phone, and outdoor advertising like billboards.

Fig: Green background is traditional communication method. And Grey background is new
communication method which is used for influencer marketing.

1. In traditional marketing, say Newpaper ad, message is given through model who is unknown or
celebrity .Focus is on making people know the product .
2. In influencer marketing, message could be given by any (who has ability to influence people by
their authenticity /expertise/relevance to the product.)
3. TRADITIONAL:
For Ex: Take a TV ad in which Rita says this kajal doesn’t smudge for 8 hrs. People may not
believe it or may not be sufficiently encouraging to buy it.
4. INFLUENCER :
Rita who is a model, and into cosmetics industry has over 50k followers on FB. When she posts a
after party picture saying, “This Kajal really works. I partied from 6pm to 2am and returned at
3am .Look at my eyes. There isn’t any smudging!! Earlier I had to keep checking my face  ”.
This WILL encourage female followers to buy it.
5. In simple way, people look upto others, constantly try to evolve looking each other.
So, even though it is common man who is speaking about products/services, there is huge
awareness about it because that person is known to followers. Influencers are those authentic
people (can be celebrity also) with good social media network.
6. Traditional communication includes a person who is not in direct touch with people and so people
may not believe in ads like they do with influencer.

6. What key consideration the team in Kobe need to keep in mind when developing Influencer marketing
for Jia Jia?
1. Jia Jia has goal to double the customer base by End of Year 2019.( Goal : 2lakhs)
2. Jia Jia aims to refresh brand image to sync with millennial target audience..
3. They want maximum possible audience in short timeframe. ( plan for 2 to 3week campaign).So
should plan KPI accordingly.
4. Budget is just low to medium end for 2W campaign.
5. Millennials are target. And Bubble tea is in vogue.(challenge)
6. 70% of Ready to drink beverages’ Market share is occupied by major players like Pokka,Nestle
etc. And Jia Jia produces Ready to drink Herbal Tea. And only few brands produces Herbal tea.
7. 83% of Singaporeans are active on social media.
8. Highest number of instagram users.
9. Influencers personalities should be fun, trendy, cheerful.

7. Suggest your recommendation for Jia Jia influencer campaign?


1. Herbal tea is brought by Chinese and so is popular among them. Target base is 1 million.
(=6.1074*74.3%*22%= 4.54 mill *0.22=0.998app). [1million is 10L . so should target to convert
15%]
2. Or there are 9% Indians , believing they 22% of them are Millennials, base becomes
0.1118m(around 1 Lakh).
3. Each of them might not be available on social Media. And so it is good to target Chinese
Millennials . (reason: budget +population target).
4. Use sports champs , fitness enthusiasts, health experts, local people .
5. Herbal has many benefits. Find those with range of health problems , who can overcome it by
just drinking tea.
6. Heat can cause pimples and herbal tea cools body. (beauty)
7. Create challenges. Lose 2kgs in 1 week challenge by Jia Jia. And influencer loses weight.
8. Influencer to carry jia jia bottles during tours. (benefits of herbal tea and no need of kettle).
9. Influencer to take Jia Jia to stay awake for exams.
10. How Jia Jia changed a sick person to fit person.

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