This is a campus project by 4 adult students of the Digital Marketing Diploma under the Social Media Marketing Module led by Andrew Chow (CMA Academy) http://www.cma-academy.edu.sg http://www.andrewchow.sg http://www.moskinco.com

1. Social
Media
Marketing
Strategy
MED-­‐LINE
Singapore

2. About Med-Line
MED-­‐LINE™
is
a
cosmeceu2cal
grade
and
clinically
efficacious
range
of
products
created
by
the
pres2gious
Korea
Research
Ins2tute
of
Bio
Science.
• Eco-­‐friendly,
fair
trade
and
sustainable
sourcing
of
raw
ingredients
and
advanced
scien2fic
produc2on
methods
• Target
the
signs
of
ageing
but
to
also
equip
the
skin
with
factors
that
will
allow
op2mal
cell
renewal,
healing
and
regenera2on,
safely
without
harmful
toxins
and
side
effects.
MED-­‐LINE
Singapore
was
then
co-­‐founded
by
Joyce
and
Eunice,
having
the
exclusive
distribu2on
rights
within
Singapore.

3. About Med-Line
Product:
13
skin
care
products
within
the
cosme2c
line
Price:
$35-­‐$100
(mid-­‐2er)
Target
Market:
Mid
20s-­‐40s,
Female
Place:
B2B
(e.g.
Beauty
Salon,
hotels
or
Independent
Retailer),
Direct
Consumer
(online)
Promo3on:
Facebook,
Instagram

4. LinkedIn Account
Objectives
Objec2ves:
1. Drive
sales
of
Med-­‐Line
products
targe2ng
b2b
business
(&
link
to
website)
2. Promote
&
bring
awareness
of
ML
product
3. Engage
with
targeted
groups/
ML
community
4. Leverage
on
LinkedIn
pla_orm
to
interact
with
poten2al
customers
through
groups,
conferences

5. LinkedIn Account
Target & Posts
Target:
• 80%
B2B:
dermatologist,
spa
owners,
beauty
centers,
online
stores
• 20%
B2C:
niche
poten2al
customers,
actual
Med-­‐Line
community
Posts:
1. Interview
with
Co-­‐founders
2. Latest
news,
promo
and
products
launches
3. Event
&
Trade
shows

6. POST 1:
Interview With The Founders
• Pla_orms:
LinkedIn,
LinkedIn
Pulse,
LinkedIn
Group,
Slide
Share
&
relevant
blogs
• Post:
Genuine
Recipe
of
success:
Trust,
quality
&
NO
7
harmful
Substances

10. Website Maturity Analytics
Results

11. Website Maturity Analytics
Solu3ons:
• Blogs,
Social
Networking
&
Communi2es
– Create
more
prominent
links
to
social
media
pla_orms
• E.g.
Linkedin,
Facebook,
Instagram
• it
would
be
easier
for
naviga2on
if
there
is
an
icon
at
top
corner
of
the
webpage
– Create
a
blog
• Ar2cles
and
discussion
about
related
to
different
skin
concerns
and
success
stories
• Within
ar2cle
use
keywords
• Republish
into
all
social
media
pla_orms

12. Website Maturity Analytics

13. Know your competitors
Sample
websites:
• hdps://www.iloveskininc.com/community/
• hdp://www.innisfreeworld.com/main/
index.do?source=hdps://www.google.com.sg/

14. Website Maturity Analytics
Solu3ons:
• Brand
Consistency
&
Aesthe2c
Appeal
– Create
a
younger
look
and
feel
– Images
are
important
– Sell
it
like
a
lifestyle
– Decide
a
specific
colour
scheme
• Search
Engine
Op2miza2on
– Through
the
blog
linked
to
the
website
use
keywords

15. Existing Social Media Platforms

18. SEO Key Words
• Sensitive
skin
• Anti-­‐aging
• Korean
skin
care
• Free
from
toxins
• Whitening
• Dark
spots
• Wrinkles
• Detox
• Dry
skin
• No
Parabens
• No
Ethanol
• No
Color
• No
Mineral
Oils
• No
Butylated
• No
Hydroxytoluene
(BHT)
• No
Synthetic
Fragrances
• No
Sodium
Lauryl
Sulfate
(SLS)

19. Selected Social Media Platform
• Facebook
and
Instagram
• Based
on
the
survey
Facebook
and
Instagram
is
the
preferred
social
media
pla_orm
• Suggested
2mes
for
post:
– Weekdays:
Morning
8am
or
Night
9pm

20. Selected Social Media Platform
• Exis2ng
Problems:
– Non-­‐consistent
content
– Posts
are
not
managed
regularly
– Content
is
not
engaging
for
target
audience
• Solu2ons:
– Content
to
engage
younger
audience
– Giveaways
to
adract
“Likes”
– Consistency
of
content
• 2
posts
about
a
similar
topic
– Direct
traffic
back
to
website

21. Medlinesingapore What was the best gift you ever gave to
someone?
Treat your loved one with a #PureSoothingMist , the perfect
handy spa treatment
#PureSoothingMist #MedlineSingapore #Christmas
#BeFabulous #BeMEDLINE #homespatreatment
#skincare #beauty
medlinesingapore

22. Medlinesingapore After a stressful day, a hot shower, nice
movie and a Mulberry Whitening Mask or Yacon
Hyaluronic !
What is one thing that always put a smile on your face?
#BeFabulous #BeMEDLINE #uvdefencer #medline #absenceof7
#nocolour #NoSLS #noBHT #nomineraloils #nofragrance
#noparabens #noethanol #medlinesingapore #bestsellers #fairtrade
#dermatologist #loveskincare #korean #koreanskincare
#sensitiveskin #ecofriendly #regenerative #brightening
#nomoredullskin #skincare
medlinesingapore

23. Medlinesingapore WIN A TREATMENT with MEDLINE!
#BeFabulous #BeMEDLINE
1) Follow Medline on instagram
2) Repost this picture on your Instagram page
3) Tag 2 friends
3 lucky winners will stand a chance to win a full size UV
Defencer!
#UVdefencer #nongreasy #SPF50 #medline #absenceof7 #nocolour
#NoSLS #noBHT #nomineraloils #nofragrance #noparabens
#noethanol #medlinesingapore #bestsellers #onlinestore #beauty
#fairtrade #singapore #dermatologist #safe #loveskincare #korean
#koreanskincare #sensitiveskin #ecofriendly #regenerative
#brightening #nomoredullskin #skincare
medlinesingapore

24. Medlinesingapore Dear Winners, thank you for supporting!
Kindly provide your full name and mailing address for us to
send you your very own MED-LINE UV Defencer!
@ Esterchang @coldkohmew Angel Lim
#BeFabulous #BeMEDLINE #uvdefencer #medline
medlinesingapore

25. "Mirror mirror on the wall, who's the fairest of them all?"
And that's what we secretly asked ourselves every waking morning..
How about using Med-line Perfect Whitening Serum, one that comes with absolute
no 7 harmful substances:
• !color
• ! BHT
• ! SLS
• ! mineral oil
• ! Paraben
• ! Benzophenone
• ! synthetic fragrance
Get yours today!
#medlinesg #perfectwhiteningserum #mirrormirroronthewall
#demacare #dermatology #clinicalskincare
medlinesingapore

26. Medlinesingapore WIN A TREATMENT with MEDLINE!
1) Follow Medline on instagram
2) Repost this picture on your Instagram page
3) Tag 2 friends
3 lucky winners will stand a chance to win a full size Med-
line Perfect Whitening Serum!
#BeFabulous #BeMEDLINE #PerfectWhiteningSerum #medline
#absenceof7 #nocolour #NoSLS #noBHT #nomineraloils
#nofragrance #noparabens #noethanol #medlinesingapore
#bestsellers #fairtrade #dermatologist #loveskincare #korean
#koreanskincare #sensitiveskin #ecofriendly #regenerative
#brightening #nomoredullskin #skincare
medlinesingapore

27. Medlinesingapore Hooray! 7 potential long weekend
holidays! Here are our travel essentials for these wonderful
vacations! Have you planned yet?
#BeMEDLINE #MedlineTravels #MedlineSingapore
#medlinefabulous #thingsinmybagwhenitravel #travelessentials
#travelgram #travelphotography #instatravel
medlinesingapore

28. Medlinesingapore
Stand a chance to win Med-Line’s Double- Effect cream
1. Take a picture of your travel essentials
2. Tag #MedLineTravel
3. Like us on Facebook
#medlinefabulous #thingsinmybagwhenitravel #travelessentials
#doubleeffectcream #travelgram #travelphotography #instatravel
medlinesingapore

29. Medlinesingapore Detox me head to toe
Eat well
Drink at least 3 litre of water
Treat your skin welll
Do you know that there 7 harmful substances in most beauty products?
Parabens
Ethanol
Color
Mineral Oils
Butylated Hydroxytoluene (BHT)
Synthetic Fragrances
Sodium Lauryl Sulfate (SLS)
Detoxify me with Medline
Say NO to the above evils and check out the full range of Medline products at
http://www.moskinco.com
medlinesingapore

30. Medlinesingapore Preparing for the Lunar New Year? Don’t
forget to stock up your beauty supplies to keep you looking fresh and
gorgeous in that new outfit!
http://www.moskinco.com
#BeFabulous #BeMEDLINE #uvdefencer #medline #absenceof7
#nocolour #NoSLS #noBHT #nomineraloils #nofragrance
#noparabens #noethanol #medlinesingapore #bestsellers #fairtrade
#dermatologist #loveskincare #korean #koreanskincare
#sensitiveskin #ecofriendly #regenerative #brightening
#nomoredullskin #skincare
medlinesingapore

31. Survey Results

42. Final Facebook Likes!
6%
increase

43. Roles
Abigail:
Have
fun
while
crea2ng
content
for
Social
media
post,
construct
a
survey
for
market
research,
brand
promo
&
product
knowledge.
ElisabeBa:
interview
with
founders,
3
posts
on
Insta
&Fb,
LinkedIn
(proposed
ac2va2on)
Karla:
Design
of
banners,
Interview
with
the
co-­‐founders
Wendy:
Overall
coordinator,
Photographer,
website
analysis,
social
media
posts