Social playbook Ovaltine

SOCIAL PLAYBOOK
AGENDA
3. CONTENT’SRECOMMENDATION
1. SOCIAL PERSONA
2. CONTENT & CREATIVE GUIDELINE

SOCIAL PLAYBOOK
TARGET AUDIENCE
Moms of children aged 4-12 ABC and who want to do
the best for their children’s development in all aspects
of life.
As a mom, I’ll do whatever it takes to help my
child succeed. In order to do that, I choose the best
nutrition products/brands for my kids so that they
can grow holistically in both physical & mental.
DEMOGRAPHIC
INSIGHT

SOCIAL PLAYBOOK
SOCIAL PERSONA
She does her own research and looks for
other’s recommendation
She is more likely to make a purchase as a result of a
recommendation on a social networking sites.
She actively responds the questions online if she
knows the answer.
Spends majority of her time entertaining with Ovaltine
Content or Social Network.
For her, online is a great way to find great deals on
products
She joins in closed group/community and discuss
with other’s about taking care and educating her kids.
She likes to share her own experience on parenting
philosophy.
She tends to search online when she needs some-
thing (e.g. an answer to a problem, instructions on
how to do something). Providing useful information,,
they’ll keep coming back in the future.
Moms expect real, authentic connections with and
from brand. Be real and human in your messaging
and interactions, especially on social media.
SOCIAL PATH TIPS FOR ENGAGEMENT

SOCIAL PLAYBOOK
SOCIAL PERSONA
SMART
She is tech-fluent, and she regards herself as expert in at least one mom subject, such as cooking and nutrition, child education, or crafts.
She is savvy, decisive and no longer on a quest to be perfect in every way. And she is getting more adept at integrating her family, work and
personal lives.
MODERN
She is firm yet flexible, collaborative although she has rules and expectations. She encourages her child to be independent and creative. She
expects her child to balance physical health and better academic performance. Her children are better able to establish healthy indepen-
dence, social skills, increased self-confidence and creativity, better academic performance and enhanced self-motivation.
CARING
She makes a great effort to take care of her child. She sacrifices hour of sleep after a long day at the office to read her child a short story
before bedtime. To her, the child is the first priority in her life

CONTENT AND
CREATIVE
Tips to win on Facebook

SOCIAL PLAYBOOK
FACEBOOK AS A BRAND BUILDING PLATFORM
Your fanpage shouldn’t talk about generic contents without strong brand’s associations and consistency.
The contents that you decide to post on Facebook should have brand’s characteristic and uniqueness, so people can easily recognize and
identify your brands without any effort when they flip through hundreds of posts a day.

SOCIAL PLAYBOOK
PHOTOS SHOULD SPEAK FOR THEMSELVES WITH 30% SUPPORT FROM CAPTION
With the competition level nowadays on Facebook’s newsfeed, photo format works better. Users should be able to get your message behind
the photo without much effort of reading the caption.
Using the attachment to fill in the brand purpose and the themes you want to have; then review all the FB posts in the last 1 or 2 months
to identify the worst posts, reflect it with your social media team to improve your creative.
SUGGESTION

SOCIAL PLAYBOOK
It’s important that the creative is optimized
for mobile in the first place, sized and
cropped correctly.

SOCIAL PLAYBOOK
CREATIVE GUIDELINES – 9 GOLDEN RULES FROM FACEBOOK
Does the message align with your business
objective?
If you cover the brand logo, do you know it’s
from your brand?
Does your brand have the right to talk
about this?
Is the message relevant for the audience
that is seeing it?
Is there a reason to care? Does it offer a
“return on attention”?
Does it demonstrate a role for your
brand in your audience’s life?
Is there a single focal point of the image?
Are you highlighting the product when
talking about the product?
Is it optimized for mobile? Does it pass
the small screen test?
1
2
3
4
5
6
7
8
9

SOCIAL PLAYBOOK
DOES IT
PERFORM THE
“JOBS TO BE DONE”
?
1/
JOB TO BE DONE:
Increase consumtion by ex-
panding usage by occasions.
WHAT NOT TO DO:
Marketing objective:
Drive trial of Clearasil
Superfruit by making it
relevant to F 18-24

SOCIAL PLAYBOOK
DOES IS DEMON-
STRATE A ROLE
YOUR BRAND IN
HER LIFE ?
2/
Does it Demonstate a role for
your brand in her Life ADN
put your brand in a positive
light ?
WHAT NOT TO DO
Does it Demonstrate a role
for your brand in her Life ?

SOCIAL PLAYBOOK
DOES IT
HAVE THUMB
STOPPING POWER
ON
MOBILE PHONE ?
3/

SOCIAL PLAYBOOK
Product is clearly highlighted
If we were to cover the brand logo, consumers would still know that
this post was from Ovaltine’s
Minimal text in the image
Ovaltine’s certainly has the right to talk about helping
supplement to kids to explore and creativit
Content demonstrates a clear role for the brand in consumer’s life
Optimized for mobile

SOCIAL PLAYBOOK
CREATIVE BEST PRACTICES
Create original content for News Feed
People fuel Facebook
– delight your audience and connect with them via
your unique view of the world, e.g bright colors or
product close-ups
Drive home your message with
short, simple copy
Use your brand – make sure your
audience knows the message is
from you
Optimize for pausing power and
invest in high quality, well produced
imagery
Be consistent with brand tone, voice, and
positioning

Facebook Grid Tool
In order to gain brand visibility at first glance, Vu-
vuzela logo will be placed on top left corner. How-
ever, this is not a compulsory.
Designers or other artists can create their own
new way to use this logo as long as both logo
width and height percentage do 4% of the size of
the image.
For all cases and kinds of contents, please keep
the logo under 4% of the whole image space in
order to be:
- Consistent on contents across the whole page
- Safe for paid media on reach when being ap-
plied.
SOCIAL PLAYBOOK
FACEBOOK
Ads that have more than 20% of text in their image worit be approved to run on Facebook.
Too much text can look like spam and make people think that your ad is low quality. Make sure to use the headline and
body of your ad to tell people more about why youre advertising and what you want them to do.
4%
4%

Image Guideline:
- Must be at least 180 x 180
pixels.
- Photo will appear on page
as 160 x 160 pixels.
- Photo thumbnails will
appear throughtout
Facebook at 32 x 32 pixels.
Image Guideline:
- Must on page at 851 x 315
pixels.
- Anything less will be
stretched.
- Minimum size of 399 x 150
pixels.
- Forbestresult,uploadanRGB
JPGfilelessthan100KB.
- Images with a logo or text
may be best as a PNG-24 file.
Updates
We should continously look for ways to refresh our
Facebook cover photos (4-8X/year).
Imagery
Imagery should reflect current campaign. packaging and initiatives
and be visually stimulating and on-nrand.
Facebook Cover Dimensions
SOCIAL PLAYBOOK
FACEBOOK
Profile Image: 180 x 180 Cover photo: 851 x 315
667
563
176

Image size: 1,200 x 628 pixels
Image ratio: 1.9 : 1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image may not include more than 20%
text
Click To Website: Links/website Conversions Dimensions
SOCIAL PLAYBOOK
FACEBOOK
Design Specs
Desktop News Feed
Image: 470 x 246 pixels
Text: 500 characters
Headline: 1-2 lines
Link description: 2-3 lines
Right Column
ImageL 254 x 133 pixels
Text: 90 characters
Mobile News Feed
On mobile devices with a
screen size of 1,136 x
640 pixels:
Headline: 1-2 lines
Link description: 1 line
Display Specs
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat.
Company Name
Sponsored
Lorem Ipsum
Like
Call to Action
Like Page
WWW.WEBSITE.COM
Ut enim ad minim veniam, quis nostrud exerci
tation ullamco laboris nisi ut aliquip ex ea commodo
consequat.
Lorem Ipsum
WWW.WEBSITE.COM
Comment Share
LINK IMAGE
470 X 246
Company Name
Sponsored
Lorem Ipsum
Like
Call to ActionWWW.WEBSITE.COM
Comment Share
LINK IMAGE
560 X 292
LINK IMAGE
254 x 133
DESKTOP MOBILE
RIGHT COLUMN

News Feed image size: 1,200 x 900
News Feed image ratio: 4:3
Right column image size: 254 x 133 pixels
Right column image ratio: 1.9:1
Text: 90 characters
text
Page Post Engagement: Photo
SOCIAL PLAYBOOK
FACEBOOK
Design Specs
Desktop News Feed
Image: Up to 470 pixels wide,
470 pixels tall
Right Column
Text: 90 characters
Mobile News Feed
On mobile devices with
a screen size of 1,136
x 640 pixels:
Image: Up to 626
pixels wide, 840 pixels
tall
Display Specs
Company Name
Sponsored
Like
Like Page
tation ullamco laboris nisi ut aliquip ex ea
Lorem Ipsum
WWW.WEBSITE.COM
Comment Share
LINK IMAGE
470 X 470
Company Name
Sponsored
Like Comment Share
LINK IMAGE
626 X 292
LINK IMAGE
254 x 133
DESKTOP MOBILE
RIGHT COLUMN
Like Page

Lorem Ipsum
Like Page
Text: 90 characters
Thumbnail Image: 1,200 x 675 pixels
Your thumbnail image may not include more than 20% text
Video: H.264 video compression, highhigh profile preferred, square
pixels, fixed frame rate, progressive scan
Format: mp4 container ideally with leading mov atom, no edit list.
Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1/ film, 1.77 / 16:9 /
HDTV, 1,85:1 / Film, 2:39:1 or 2:40:2 /
Widescreen, no pillar boxing or letter boxing
Audio: Stereo ACC audio compression, 128 kbps + preferred
File Size: 1 GB max
Bitrate: No limit to bitrate file if you’re using two pass encoding, as long
as your file doesn’t exceed 1 GB.
Otherwise. 8 mega-bits per second for 1080p and 4 megabits per
second for 720p.
Length: 45 minutes max
Page Post Engagement: Video/Vdeo Views
SOCIAL PLAYBOOK
FACEBOOK
Design Specs
Desktop News Feed
Mobile News Feed
On mobile devices with a screen
size of 1,136 x 640 pixels:
Right Column
Text: 90 characters
Display Specs
Company Name
Sponsored
Like
Like Page
Comment Share
LINK IMAGE
470 X 246
Company Name
Sponsored
Like Comment Share
LINK IMAGE
560 X 315
LINK IMAGE
254 x 143
DESKTOP MOBILE
RIGHT COLUMN

Image ratio: 2.7:1
Text: 90 characters
text
Page Name
Category
1,000 people like this
Lorem Ipsum
Like Page
Page Likes
SOCIAL PLAYBOOK
FACEBOOK
Design Specs
Desktop News Feed
Text: 90 characters
Page category: Up to 1 line of
your Page category may be
shown
Right Column
Page name: 1 line
Text: 90 characters
headline: 25 characters
Mobile News Feed
Onmobiledeviceswithascreensize
of1,136x640pixels:
Page category: Up to line of
your Page category may be
shown
Display Specs
Company Name
Sponsored
Suggested Page
Suggested Page
Like Page
LINK IMAGE
470 X 174
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Company Name
Sponsored
LINK IMAGE
560 X 208
LINK IMAGE
254 x 143
DESKTOP MOBILE
RIGHT COLUMN
Page Name
Category

Event Name
Date
Location
5 people are going
Event Name
Events
SOCIAL PLAYBOOK
FACEBOOK
Design Specs
Desktop News Feed
Right Column
Text: 90 characters
Page name: Up to 1 line
Mobile News Feed
Onmobiledeviceswithascreensize
of1,136x640pixels:
Display Specs
Company Name
Sponsored
Join
Join Event
LINK IMAGE
470 X 174
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Company Name
Sponsored
LINK IMAGE
560 X 208
LINK IMAGE
254 x 143
DESKTOP MOBILE
RIGHT COLUMN
Event Name
Category
5 people are going
Like Comment Share
Like Comment Share
Image ratio: 2.7:1
Text: 90 characters
The date and time from your Facebook Event
will automatically show in your ad.
text

Image ratio: 1.9 : 1
Text: 90 characters
text
Design Specs
Desktop News Feed
Offer title: 25 characters
maximum
Text: 90 characters
maximum
Right Column
maximum
Text: 90 characters
maximum
Mobile News Feed
On mobile devices with a
screen size of 1,136 x
640 pixels:
Text: 90 characters9
maximum
Display Specs
Page Post Engagement: Video/Vdeo Views
SOCIAL PLAYBOOK
FACEBOOK
Offer Tittle
Expiration Date
1,200 people claimed this offer Company Name
Offer Title
Expiration Date
Company Name
Offer Title
Expiration Date
Company Name
Sponsored
Like
Like Page
Get Offer
Get Offer
Get Offer
Comment Share
Company Name posted an offer
Sponsored
Like Comment Share
OFFER IMAGE
560 X 315
OFFER IMAGE
254 x 133
MOBILE
RIGHT COLUMN
OFFER IMAGE
470 X 246
DESKTOP
1,200 people claimed this offer

SOCIAL PLAYBOOK
VISUAL GUIDELINES
The Ovaltine brand block is a tool that expresses the optimum bal-
ance between all design elements. It is to be used to capture the
spirit of thr brand. Beside, other suggested graphic elements/
images are ideally created and used in the spirits of Ovantine.
The precise combination of the following elements creates power-
ful visual language that is distinctively Ovaltine.
LOGO
C6
M93
Y83
K0
C100
M90
Y0
K0
C1
M73
Y99
K1
C0
M21
Y83
K0

SOCIAL PLAYBOOK
VISUAL GUIDELINES
Its will be flexible on placing Ovaltine on media materials as long as Ovaltine logo is readable, visible and stick to brand look and feel.
Please follow do-and-don’t samples as below to avoid losing Ovaltine image.
GRID AND LOGO PLACEMENTS
4%
In order to gain brand visibility at first
glance, Ovaltine logo will be placed on
top left corner. However, this is not a
compulsory.
Designers or other Artist can create their
own new way to use this logo as long as
both logo width and height percentage do
not exceed 8% of the size of the image.

SOCIAL PLAYBOOK
Do employ best practices to win in News Feed, where con-
sumers spend the majority of their time. Start with great
creative – bold imagery, simple copy, consistent brand tone
of voice. Follow creative best practice guidelines as outlined
in this document.
Do value your fans for the advertising advantage they offer
– source of insights, some “free” organic reach, and oppor-
tunity to gain social context
Do make sure you’re getting enough reach. Boost strong
performing content with paid media (as per the guidelines)
to ensure you maximize business impact. Use the checklist
included to guide you.
Optimize for reach, not engagement.
Work with CMI to identify when to run Millward Brown
Facebook Ad Copy tests and Brand impact studies, Data-
logix Sales Lift measurement, or other studies appropriate
to your region.
Don’t invest in apps. Focus instead on content for News
Feed to maximize reach and impact.
Don’t acquire fans for their own sake. Focus instead on
acquiring quality fans that enable you to reach your target
audience with ads with social context.
Don't rely exclusively on organic reach (i.e., the reach
achieved by publishing to fans). Fans represent just a
small (albeit loyal) percent of your buyer base, so reach-
ing them alone will not achieve the scale necessary to
impact your business. Follow the paid media guidelines
and checklist enclosed.
Don’t use engagement rate as a measure of success,
either for specific content or for a campaign.
Do not increase the distribution of posts with paid media
solely because of engagement rates. Choose the posts
that are the most persuasive and support those with
paid media
Is it optimized for mobile? Does it pass the small screen
test?
1
2
3
4
5
1
2
3
4
5
DO DON’T

OVALTINE CONTENT –
TOP RECOMMENDATIONS

SOCIAL PLAYBOOK
TOP RECOMMENDATIONS
Master Convo should be the file providing overall sight on our content plan. We should have a smarter format of Master Convo.
CLEARLY COMMUNICATE & EMPHASIZE the Key Theme “Duo Promise”, at a higher frequency to IMPRESS the fans AT THE VERY
FIRST SIGHT. Even communicating MAINLY about one pillar per post, we should mention this “duo promise” in every post.
EXAMPLARS & DILEMMARS approach: Sharing REAL STORIES of EXPERIENCED moms/ create discussion among moms about
REAL SITUATIONS of NEW-BEING mom.
DIVERSIFY type/format of content: GIF, micro videos, link to videos, re-share posts, etc.
Visual Guideline (with VISUAL FRAME) is necessary for better branding – This should be prepared & agreed (by signing) before the
campaign begins
Should KEEP IT CLEAN, with ONE – SINGLE FOCUS POINT
Using more HUMAN visual, reduce

Social playbook Ovaltine

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Social playbook Ovaltine