Ethypharm
Ethypharm · Persona Analysis
We had 3 sessions of 90 mins with Ethypharm team to conduct workshops (gather people who are knowledgeable of the brand, the products, the consumers, and the competitive environment, typically: brand owners, sales, marketing, distributors, etc.) Execution Dekuple Team
Objective
- Define and document Persona, Customer Journey and Tone of Voice
- Create a digital activation plan for 2024 including list of potential topics and publication platforms
- Publish 4 up to 500 words article and 1 up to 2500 pillar article per month
- Improve Baidu first page search results content to include other information than corporate introduction and job openings.
Solution
- Conduct 3 workshops sessions
- Work out digital activation plan based on the results of 3 workshops
- Establish Ethypharm brand over the Chinese web ecosystem, official website and Baidu (SEO)
Results
- About 10 Ethypharm team members from different departments joined 3 workshops
- Come out with priority persona profiles
- Find out pain points and opportunities for different touch points at different customer journey stages
- Identify brand voice tone of communication
- Create the digital activation plan for 2024
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