Monthly Plan | December 2019
Objectives
Awareness
• Make people aware about
generic medicines
• Integrate StayHappi to this
communication to build
brand recall
Engagement Probe Action
• Increase engagements via • When people know about
differential communication the category, they tend to
• This will increase their trust the brand. The
loyalty towards the page objective is to make them
and thus the brand take an action of purchase
(online and offline) /
website click / app
downloads
Who are we talking to?

• Age: 18 - 45
Demography • Gender: Male/female
• SEC: A2, B1, B2, C1
• Geo: Tier 1 and 2 cities

Psychograph • Look for value for money products

• Would not compromise on quality
• Are health conscious
y
How will we execute?
• Plan content buckets keeping the objectives and the audience’s interests in mind.

• Social media platforms have a powerful tool – Hashtags, which becomes very important in content
discovery. Thus, using relevant and most used hashtags on posts will help in the same.

• Contests and topical posts have a huge effect on engagements, so planning one such activity every month
becomes essential.

• Create an online property #IPledgeToStayHappi with the campaign around it, carry it forward to build it
and expand.
Cross Platform Approach

• While each social media platform has its own perks of content
propagation, the brand communication across platforms needs
to be uniform
• Boosting and creative format can be different, but targets
remain same
• So we devise a strategy with a holistic approach which will
serve our purpose for each platform
Communication Pillars
#MondayMotivation #SameMedsLowerRates #SaveMoneyGainHappiness #FindTheMeds Contest

•At awareness stage •This bucket will •This bucket will

•This bucket will to inform people clearly probe an engage people as the
engage people as the about generic action among curiosity kills
mindset of people is medicines people to buy now (engages for us) the
evolving towards •StayHappi being cat
health. The aim of their go-to brand •When they see a
this bucket will be to for generic question and know
enable people to medicines that there’s
choose healthy •Burst myths about something to win,
lifestyle. the generic people will
medicines participate and
engage with the
content

Awareness Awareness Action Engagement

#MondayMotivation
Monday motivation for people to bring their
health on the right track!

Day of Posting: Mondays

Awareness
#SameMedsLowerRates
In this content bucket we will be talking about
the main USPs of the brand -
● Lowers rates
● High quality meds
● Save up to 90% on your medicine bills

We want the audience to be aware about Generic

medicine so through different concepts we will
promote the generic medicine and it’s USP’s

Sharma vs Verma series - The same properties of

StayHappi generic medicines can be shared with
the help of Smart Sharma vs Worried Verma
Series

Day of posting: Tuesdays

Awareness
#SaveMoneyGainHappiness
The money you save today will reap more happiness!

The idea is to inform audience that they can save up to

90% on medicines and regular supplements which they
can splurge later for various things like spa, shopping,
buying things they wanted since long

#SaveMoneyGainHappiness Visit Nearest Stores /

Install app for easy purchases on your regular dosages.

Day of Posting: Wednesdays

Action
#BachatWaliAdat
With Indian mentality of saving money whenever
possible, we will present the same communication
through quirky pieces of content

Eg:

• StayHappi - aapka apna savings account!

• Tension ko karo bye-bye, StayHappi ki
#BachatWaliAdat ke saath

Day of Posting: Thursdays

Reference Image
Action
#StayHealthyStayHappi

It will be a series based on famous bollywood

dialogues used for brand communication!

Eg:
Gabbar: Are oo sambha, kitni bachat hui?
Sambha: 90% tak sarkar!

Day of Posting: Fridays

Engage
#ContestAlert - Option 1
#FindTheMeds in which bowl is it kept. It will be a GIF
where the bowls will shuffle and people have to the right
bowl!

Post-copy:
#ContestAlert
Guess the right box which has the medicines and win
#excitingprizes
Comment your answer with #FindTheMeds, Like our page
and tag 5 of your friends to qualify for the contest.

#StayHappi #Contest #Win #Prizes

Engage
#ContestAlert - Option 2

Question:

In how many cities of India is StayHappi located?

A) 250
B) 270
C) 280
D) 300

This contest is to let people aware about the presence of

StayHappi across India.

Engage
Facebook Page-Like Campaign

Budget for Page-Like Campaign: INR 15,000

Estimated Reach: 45,000+
Estimated Page-likes: 4500+
Special Days and Events in December

World AIDS Awareness Day - Dec 1

Message: This World AIDS Day, share a dose of

happiness with the affected ones!
Special Days and Events in December

Human Rights Day - Dec 10

Message: Everyone has the right for effective

medications at lower price

Note: Christmas and New Year Ideas will be shared separately

#IPledgeToStayHappi
Rationale: The message is simple and clear and talks to audience
- Our goal is to spread awareness about generic medicine as well as do something good for the audience
- Through this our message will clear pledge to use generic medicine and choose happiness
What will we address through #IPledgeToStayHappi
- People centric approach of the brand
- Products that are beneficial in every manner for each individual
- Place StayHappi as a leading brand in generic medicine pharmacy
- Brand’s CSR activity and other work that leaves an impact on the audience
Influencer Activity
For November, influencers will be onboarded for the #IPledgeToStayHappi campaign. These will be nano
influencers with follower base at least 1500!

Purpose here to use these many nano influencers is to create an impact on a larger scale and to a targeted
audience! These nano influencers will closely work with our campaign lines through their feed posts and
Instagram stories as well.

Follower Base of Each Influencer 1000-1500

Estimated No. of Nano Influencers 1000
Age Group 18+
Location PAN India
Estimated Budget 3 Lac
Estimated Reach 2.5M+
Estimated Targets For Fan Gain

Target Followers for next

Platform Current Followers Activity that would support it
Month (Organic+Paid)

Facebook 11,718 15,000+ With dedicated budgets,

Engagement series and a
Instagram 586 600+ contest every month we can
achieve the given milestone in
Twitter 53 65 (this is purely organic) the next month
Suggested Budgets
Suggested Budget Estimated Reach Estimated Actions /
Platform Posts
(INR) (No.s) Engagements (No.s)
21 posts (+festive
Facebook 20,000 80,000 10,000
& topical)
21 posts (+festive
Instagram 10,000 40,000 4,000
& topical
21 posts (+festive
Twitter NA 50-100
& topical

Influencer Nano Influencers 3Lac Approx 2.5 million + 3 lac

Total NA 3.30 Lac 2.6 million+ 3 lac+

Note: Influencer budget is specific to #IPledgeToStayHappi Campaign. It will vary in future for individual influencer
Way Forward
● Execution of the #IPledgeToStayHappi Campaign
● Posting minimal and quirky content regularly to build a brand recall
● Executing #FindTheMeds contest to generate user content and engage people with
the brand
Thank you
Please refer to #IPledgeToStayHappi detailed plan attached separately