AGENCY

BRIEF

Brand /
Project:

FRANK & CO - LEBE

Requirement: Digital Strategy

Date Issued:

Author:

BUSINESS ISSUES / BACKGROUND

Brief Introduction about business issues that lead to the writing of this brief (including overview of competition
if relevant)
Frank & co. is supporting Nadya Hutagalungs (the brand ambassador) cause for conservation of elephants in
Sumatera and reduce demand for ivory in Asia, thru her Let Elephants Be Elephants (LEBE) foundation. Frank &
co. intends to include people to participate in this cause while spreading the good cause. Its a long term
collaboration between the brand and the foundation and the supporting this cause will take the form of creating,
producing up to selling jewellery designs that related to elephants, as well as creating and supporting a campaign
in the process. No other jewellery brand has ever taken this bold action of CSR let alone relating their brand to a
personality of Nadya Hutagalungs international stature


Note:
* Let Elephants Be Elephants website supplies us with more information about this cause and how we can help
this campaign. Agency can watch the documentary about LEBE to find more information.

BUSINESS OBJECTIVES
Profitability or sales targets, new customers or existing customers etc. that you want to achieve throughout this
year or specific timeline
Frank & co. is aiming to sell as many LEBE related jewellery to as many customers possible. Therefore the
jewellery will be made in the brands high quality level but at the price that more people can afford, out of which
a certain percentatge of the sale will be donated for this cause

MARKETING OBJECTIVES
Awareness, Trial, Branding etc. that you want to achieve towards the specific communication activity
Create awareness of Frank & co.s collaboration with Nadya Hutagalungs cause thru LEBE
Strengthen further Frank & co.s image being the jewellery brand of high quality
To involve the people to participate in this cause

TARGET
Expected results from the campaign / activity

People with great sense of art will participate and submit their best rendition of Artwork of elephants for
LEBE

12 Winners will be selected of which their work will be

o

exhibited at the Launch of Frank & co. LEBE collaboration in November 2015 at Plaza Senayan
Atrium

o
Confidential

published in Frank & co.s 2016 yearly calender and journal

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DIGITAL CAPACITY
Identify keys points in making the campaign successful
FOR EXAMPLE:
1.

2.

Performance Based:

SEO, SEM & Display Ads

Constant optimization and retargeting

Email Marketing

Social Media

Campaign specific (Agencys proposal)

Strategic direction

Creative execution
o

Building campaign digital assets (ex. Facebook application, microsite, etc)

Integrating online assets

etc.

TARGET MARKET
Behavioral: Psychographics Locator: Demographics
Sex: Male/Female
Age: theres not specific age limitation as long as they have fine taste for art and can create one
Status: NA
Educational Level: NA

GEOGRAPHICAL CONSIDERATIONS
Geographic areas to be targeted: local, national or regional. Identify key markets that must be excluded, if
theres any

Key market/area of the brands are : Jakarta, Bandung, Medan, Surabaya and Makassar (which are
cities where the brands stores are available)

TIMING/SEASONAL CONSIDERATIONS
Campaign Duration: Particular days/ weeks/ day-parts to use / avoid
The campaign is to start in June through October 2015, prior to the launch

BUDGET
Specific budget or range to help us think about the possibilities among cost relative productions

TBC

Confidential

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