LOreal Facebook Loyalty Program 2016 SC V5

Program outline for really cool Facebook & national POS integration. Complicated project, retail partner required considerable patience and tech support.

2. THEWORLD’S FIRST
MLM INSPIRED
POS-INTEGRATED
SOCIALY CONNECTED
ACTIVATION PROGRAM

4. ELLO
L’O
OK
KLUB
ELLOKLUB
WORKING NAME

5. ELLO
L’O
OK
KLUB
ELLOKLUB

6. ELLO
L’O
OK
KLUB
ELLOKLUB

7. ELLO
L’O
OK
KLUB
ELLOKLUB

8. ELLO
L’O
OK
KLUB
ELLOKLUB

9. ELLO
L’O
OK
KLUB
ElloKlub

10. ElloKlub
www.elloklub.com
Facebook
Twitter
Instagram
Working Name

11. How It Works
Example Journeys

12. User Journey -REGISTRATION
ElloKlub.com
Name, Phone
Email & T&C
SMS OTP
Confirmation
Welcome
Page
Digital Media
M.G.M.
In.Store
On.Pack
+.S.S.0.

13. User Journey –M.G.M. Recruitment.
ElloKlub.com
Recruit
Friends
Friend clicks
link & Registers
Refererto Referee
Mapped
Points credit to
Referrer
Shares link

14. User Journey –Social Footprint Mapping
ElloKlub
Map Social
Footprint
Points credited to User for
Connecting
Connect with

15. UserJourney –Activations (egDriving Trial)
On Campaign Site
In the background
Activate User
Goes to Store
ElloKlub.com
Activation Barcode
Collects SKU
POS Scans
SKU & Activation
Barcode
Transaction
Complete
AlfamartUploads SKU and
Activation ID to Vocanic

16. User Journey –Normal Purchase Checkout
On Campaign Site
In the background
POS Scans
SKU & ID
Barcode
User can
view points
balance
ElloKlub.com
Identity Barcode
AlfamartUploads
SKU & ID
to Vocanic
Transaction
Complete
Points
Credited
Pick SKU
From Shelf

17. How It Works
Identity Management

18. Identity Management
LidyaAdha
[email protected]
/TwoShortSticks
/LidyaAdha
@FluffyBunny
[phone]
/BeutyStoryTeller
/JavaGirl

19. How It Works
System Architecture

20. Architecture
User IdentityManagement
Points Management
Referrals Management
Conversations
ElloKlub
Content &
Conversation
Activation&
Connection
Transactions
SKUs
Value
Recency,
Frequency

21. How It Works
Data Integration Architecture

22. Purchase -Integration Data Architecture
Scanned at POS
Stored in POS
Data Syncs to HQ
Transferred
Stored in Mantle
Identity Barcode

23. Activation -Integration Data Architecture
Activation Barcode
Scanned at POS
Stored in POS
Data Syncs to HQ
Transferred
Stored in Mantle

24. Program Structure
Program Architecture

25. Program Structure –M.L.M Inspired

26. Shallow Deep
1 Level Deep
Fewer People in “network”
Higher Reward per action
Few Events per week
5 Level Deep
Many People in “network”
Low Reward per action
Many Events per week
Program Structure –M.L.M Inspired

27. Deep
5 Level Deep
Many People in “network”
Low Reward per action
Many Events per week
Program Structure –Recommended

28. Program Structure
Behaviours and Points

29. Actions that earn reward points
You
Registration
Own
Purchase
Social
Footprint
Mapping
Recruit
Friends
Friends
Purchases
People As
Media
#Tag

30. Points Architecture Example
Registration 100,000
Recruit Friend 50,000
Purchase L0 (You) 1 per Rp
Social Footprint Mapping 10,000per network
Content Sharing 5,000Per Unique #tag/Network
Level1 Points Roll Up Factored 50%
Level 2 Points Roll Up Factored 25%
Level 3 Points Roll Up Factored 12.5%
Level4 Points Roll Up Factored6.25%
Level 5 Points Roll Up Factored 3.125%

31. “I've learned that people will forget what
you said, people will forget what you did,
but people will never forget how you made
them feel.”

32. Experiences create bond, memories and content
Visit L’Orealin Paris
Private Ryan Ogilvy Make Over
Salon/SPA Therapy
Tour/Meet Greet Team in JK
Meet Brand Ambassadors
VIP Invites to Fashion/Beauty Events
Invites to Music/Arts Events
Limited Edition Items
Branded Merchandise
“Back Stage” TVC Shoots

33. Visuals
ICONOGRAPHY & EXAMPLE WIREFRAMES

34. Iconography

35. MOBILE WEB EXAMPLE WIREFRAMES

36. ELLOKLUB
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Sign Up Now!

38. Please tell us more about
yourself:
Shane Crombie
[email protected]
Mobile
Location
I agree with the Terms &
Conditions
Submit
ELLOKLUB

39. Validate your Phone
Number.
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doloremagna aliqua.
Resend SMS
NEXT
ELLOKLUB

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TRY FOR FREE
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41. Project Management
Delivered by 1
st
Week November

42. Week 1
LAUNCH
1
st
draftRevision Final Approval
Build
Specifications, Design
Build, QA, Integration Testing
Launch
Recruitment
CE Signed –2
nd
October
Media Deployment
Integration Testing, UAT
Recruitment Jakarta
Nov 16Nov 9Nov 2Week 4Week 3Week 2
Media Deployment
Time Line

43. Agile Project Management Methodology
1 Week Sprints, Demos Each Week, Streamlined Approval
Feature List

44. Future areas
Native Apps Data Visualization Data Analysis
Segmentation Cohort Analysis
Offline Fan Recognition

45. TyasAbriyanti
Project Manager
Kah Kheng Khoo
Head of Project Management
Shane Crombie
Ian McKeeVismaySharma VismaySharma
Ashley Amanna
Fabian Wijaya
Project Team Architecture

46. 83m
60m
48m
5m
Total Internet population: 83m
M/F 18 -40, FB (pot. target): 60m
Reach (80%): 48m
Conversion : 5 m
Reach/Penetration/Acquisition
13 –17 years old : about 14 millions (female = 43% x 14 millions = 6,020,000)
18 –24 years old: about 30 millions (female = 43% x 30 millions = 12,900,000)
25 –34 years old: about 18 millions (female = 43% x 18 millions = 7,740,000)
35 –44 years old: about 4 millions (female = 43% x 4 millions = 1,720,000)
45 –44 years old: about 2 millions (female = 43% x 2 millions = 860,000)
55 –65 years old: about 500K (female = 43% x 500K = 215,000)
65+ years old: about 1.5 millions (female = 43% x 1.5 millions = 645,000)

47. Costing
Tech Build

48. Cost Estimate for Technical Design and Build

49. Maxus
Media

50. CONCEPTS

51. I look forward to add something
worthwhile to my community
InmylimitedsphereoflifeIalwayswishtodosomethingformyfamily,
friendsandpeer.Itgivesgreatsatisfactionwhenpeoplearoundmeget
somebenefitswithmyactions.
L’OrealElloklubgivesauniqueopportunitytoitscustomerstowin
exceptionalrewardsforthemselvesandtheirlovedones,throughpoints
witheverypurchaseatAlfamartandsocialmediainteraction.
Spread happiness with L’OrealElloklub

52. True happiness is to make
others happier
Itisalwaysagreatsighttoseeyourfamilyandfriendshappy.Iam
alwayslookingforwardtoaddsomehappinesstothemwithlittleactsof
everydaylife.
L’OrealElloklubgivesauniqueopportunitytoitscustomerstowin
exceptionalrewardsforthemselvesandtheirlovedones,throughpoints
witheverypurchaseatAlfamartandsocialmediainteraction.
Spread happiness with L’OrealElloklub

53. It’s always a delight to get
something extra on a purchase
Thejoyofshoppingforourfavoritebrandgetsdoubledwhenweget
somethingextraonapurchase.Speciallyifitissomethingthatwecan
useforourselvesorforothers.
L’OrealElloklubgivesauniqueopportunitytoitscustomerstowin
exceptionalrewardsthroughpointswitheverypurchaseatAlfamartand
socialmediainteraction.
Shop and gain with L’OrealElloklub

54. Now convert your everyday
shopping to something fun
Shoppingforeverydayproductsisboring.Iamalwayslookingfora
reasontomakeitexciting.Ireallywishtherewassomethinginteresting
inpurchasingdailyitems.
L’OrealElloklubgivesauniqueopportunitytoitscustomerstowin
exceptionalrewardsthroughpointswitheverypurchaseatAlfamartand
socialmediainteraction.
Make shopping fun with L’OrealElloklub

55. AlfamartStore Merchandising : Potential elements
Proximity Outdoor
Pole Signage: Backlit
Decals (Shopfronts/Posters)
Door Decals/ Stickers
Purchase Path
Standee
Dangler
Shelf area
Wobbler
Running Ticker
Screens
SPG
Front Counter
Table Standee
Shelf Backlit
CRT/POS Sticker
Exterior Zone
Interior Zone
Transaction Zone
Merchandising Zones Merchandising ElementsRole
Pre-dispose
Drive purchase intention
Create excitement
Create need
Guide to shelf
Trigger purchase
Communicate programme
Last mile conversion
Lead signups + Engagement

56. Digital Media Project Pillars
Paid
Facebook
Search
Mobile (Incent Signups)
Happy Fresh
GrabTaxi
GoJek
EarnedOwned
Facebook
Twitter
Instagram
Precision Placement
Collaboration
AlfaMart Database 1MN
AlfaMart Social Media
Others

57. Paid Media –Facebook Lookalike Audience Pool
L'Oréal Database 300K+
AlfaMart Database 1MN+

58. Paid Media –Facebook Device Wise Statistics
M/F –18 –40 Years
CityFeature PhoneSmartphone OwnersSmartphone & TabletsTablet Owners
Indonesia5,300,000 36,000,000 39,000,000 4,400,000
Jakarta670,000 8,000,000 8,800,000 930,000
Surabaya94,000 1,600,000 1,700,000 220,000
Bandung220,000 2,000,000 2,100,000 210,000

59. Leverage Facebook on Path to Purchase
MLM Program

60. Paid Media –Facebook Lead Ads
•Targeted audience would sign
up for the MLM program
through FB Lead Ads.
•The lead ads that we’re
testing use a native signup
flow within Facebook.
Subscribe Submit

61. Sign Up On Facebook

62. Create Segments Based on Past Purchase Frequency
Segment data at city level or store level (based on cut from Alfamart)

63. Creative Rendition on Social & Search to Capture the Experience Rewards
Track Sales using Custom
Audience Match

64. Mobile Incentivize users for the offers they sign up or refer to:
Incentivized installs would drive meaningful conversions if it’s
coupled with post-install engagement and optimizing ad
spend against a target cost-per-action.

65. Mobile –Out There Media
BENEFITS:
•Reach the mobile audiences –in emerging and growth markets mobile is the main way to go online
•Target mobile owners –by their phone type, OS, model and make, and more…
•Hard-to-reach respondents –70% of 16-24 year olds use mobile as their main connected device
•Pinpoint data collection -people typically respond to survey invites sent via SMS within 15 minutes
SMS the DOWNLOAD LINK
ENSURES HIGH RESPONSE
RATES
SURVEY IN MOBILE BROWSER
WORK ON ANY CONNECTED
DEVICE
RESULTS & INSIGHT
IN DAYS, NOT
WEEKS
Use cases: Drive Signups through pushing download links to users through SMS, tied back with a
product fulfillment / incentive to download

66. Precision Placement to finesse targeting & drive better ROI for signups
•Real-time Bidding Platform
•Optimizes to any measurable goal
•Advanced Attribution Model
•Deal Discovery Platform
•FB Exchange
•Extensive Inventory from RTB
Platforms
•Result driven marketing
•Convert & Acquire more
•Social & Native Advertising solutions
•Dynamic Product Ads
•Custom Audience
•Targeted Mobile
Messaging that drives
product & offer
information at geo
targeted Alfamart stores

67. OWNED Media (Social)
CPD Facebook Twitter Instagram
Garnier 1079,779 31,832 1,873
GarnierMen 637,313 8,454 -
MNY 805,932 33,409 14,996
L'OréalParis 428,219 16,766 20,178
L'Oréal Men 114,692 6,631 -
•Access to social media channels to drive signups, through customized product
based contests
•Build hype on social media organically

68. EARNED media –Strategic Collaboration
Tie up with service based applications, where we can run
co-promotion offers
Eg: Signup MLM Programme & grab a free ride through
GoJek

69. Additional ways to hike Signups
•AlfaMart Database / Emailers
•AlfaMart Social Media Users –FB/Line/Twitter
•Internal Group M & L'Oréal Database

70. Additional ways to hike Signups
•AlfaMart Database / Emailers
•AlfaMart Social Media Users –FB/Line/Twitter
•Internal Group M & L'Oréal Database
•Existing Media Plan creatives for CPD brands to
have an alternate CTA to signup for the MLM
Program

71. Sign Up & Cost Sheet
Placement Estimated Signups from PAIDEstimated CPA Budget
Facebook 60,000 $ 1.25 $ 75,000
Mobile 30,000 $ 0.75 $ 15,00
Precision Advertising 25,000 $1.00 $25,000
Total 115,000 $1.08 $130,000
Estimated Signups from
OWNED
Estimated Signups from
EARNED
9,600 15,000
Overall Additional Referrals
19,000
Estimated Total Signups = 158,600 till December end

72. Thank You