Marketing Goals
Short-term
ASCENT intends to help One Doc achieve the short term goals as listed below, for the period of May to July 2020.
To spread awareness on the new Double Pico Laser Treatment
Double Pico Laser Treatment is the latest treatment soon to be offered by One Doc in the upcoming months. Due to the ongoing MCO in Malaysia, this treatment would only be revealed once the MCO is lifted and customers can start heading to the centres for treatments. As such, this would be an optimum time for One Doc to start building awareness and slowly ease in sales for the new treatment. We want to promote this new treatment with the additional purpose of emphasizing its safety and effectiveness.
To increase and highlight the engagement between consumers and One Doc on Instagram, which is One Doc’s most popular social media platform
One Doc currently has 21.1k followers on Instagram. However, their engagement rate with each post remains low when compared to the number of followers they have. Each post usually averages around 20-40 likes, while on the rare occasion, it sometimes averages around 100 likes. We noticed posts that have people responding to it tend to contain more impactful statements or the people behind the brand (eg: features of the founders, their employees, etc). We will be creating a more cohesive branding image for the posts shared on One Doc’s Instagram page, as well as utilising interactive polls, surveys and GIFs to encourage engagement.
Long-term
In addition to ASCENT setting out and helping to achieve the short term goals for One Doc, they have a long term goal as well.
Increasing the brand’s reputation and expansion within Southeast Asia and China
One Doc already has 16 outlets spread across the country, covering both Peninsular and East Malaysia. As such, the next logical step would be to cement their reputation as the leading brand providing medical aesthetics beyond Malaysia’s borders.
Campaign Strategy
01
Campaign name
The Feather Effect
02
campaign tagline
Clear skin without stings
03
campaign hashtags
#TheFeatherEffect #FeelsLikeFeathers #OneDocDoublePico
04
objective
To promote the safety and credibility of One Doc Double Pico as the latest laser treatment technology in town.
05
direction
To emphasise that One Doc Double Pico is a worthy investment that provides long-lasting effects for your skin.