TABLE OF CONTENTS - · PDF fileMOJO Ad and State of the YAYA. We conducted our own primary qualitative research, which included in-depth interviews, pre-interview activities with Snapple

TABLE OF CONTENTS

EXECUTIVE SUMMARYSITUATION ANALYSISPRIMARY RESEARCHSTRATEGYCREATIVEMEDIABUDGETCAMPAIGN EVALUATIONSOURCES

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SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION EXECUTIVE SUMMARY 3

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THE CHALLENGESnapple challenged us to create an integrated holistic marketing campaign for 2017. Our campaign will aim to grow Snapple consumption in the U.S. while not alienating Snapple-guzzling Heartlanders.

Through our research, we have identified a segment of millennials that are 18- to 24-years-old that offer the greatest opportunity for growing Snapple consumption nationwide. Our dual strategy allows us to capture the attention of both Heartlanders and non-Heartlanders alike. This campaign will move beyond surface level engagement to inspire a new mindset.

Here’s what we know about our target demographic:• 18- to 24-year-olds value variety – not just in their RTD

tea and juices, but also in their everyday lives.• They hate missing out on new experiences (especially

when their newsfeeds are flooded with all their friends living it up).

• This age group thrives on the idea of not limiting their definition of what they are capable of becoming.

From these key insights, our campaign became about extending Snapple’s quirky light-hearted voice beyond just entertaining consumers. We sought to develop Snapple into a brand that is able to serve as an influential staple to anyone who seeks to live a life filled with variety and adventure.

EXECUTIVE SUMMARY

COMPETITORSSnapple’s main competitors are based on other RTD tea categories reaching the 18- to 24-year-old market.

• Lipton dominates the health space, connecting with consumers who seek low-calorie and low-sugar products.

• Arizona offers less expensive products and boasts a unique brand image, setting it apart on the shelf.

• Fuse is represented by Mr. T, a recognizable character that displays Fuse as a humorous and “bold flavor” brand.

• Brisk is the popular name found in restaurants and vending machines everywhere.1

Through both primary and secondary research, we uncovered insights that will help Snapple further engage with both its current customer base and a new consumer market.

Our team built a foundation for this campaign with secondary research, using sources including Mintel, MOJO Ad and State of the YAYA. We conducted our own primary qualitative research, which included in-depth interviews, pre-interview activities with Snapple users and a quantitative research survey for Snapple customers. In addition, we performed social listening to determine what was being said and seen about the ready to drink (RTD) category and brands in social media. This situation analysis will provide Snapple with insights, attitudes, behaviors and beliefs of the consumer market.

INTRODUCTION

In the land of honking yellow cabs, sparkling city lights and endless concrete runways, every day in New York City is a new adventure.

In 1972, three friends captured the adventurous flavor of New York. Leonard Marsh, Hyman Golden and Arnold Greenberg brewed their first batch of all-natural “Snappy Apple” juice and took to the blocks and boroughs in search of thirsty city dwellers.1

As their beverage made a name for itself on the streets of New York, additional tea and juice flavors were added to the mix. Thus, “Snappy Apple” became Snapple.

Today, Snapple continues to capitalize in the area it calls the “Heartland,” with close to 50 percent of sales coming solely from the New York area.1 Outside of its Heartland, purchase frequency and brand relevance is low among light users, giving Snapple the opportunity to share its Snapply supply with a new consumer market.

BRAND HISTORY

As more consumers choose RTD teas over soft drinks, new categories such as tea-infused waters and tea energy drinks are emerging in the market. RTD teas offer on-the-go convenience. But as health continues to gain momentum, non-diet teas struggle to balance a natural and healthy image while still selling high-sugar and high-calorie beverages2.

CATEGORY OVERVIEW

SITUATION ANALYSIS

4EXECUTIVE SUMMARY PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION SITUATION ANALYSIS

EXECUTIVE SUMMARY PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION SITUATION ANALYSIS 5

VARIETYSnapple’s product variety is its strongest asset with 14 tea categories and 15 juice flavors. Aside from permanent options, the company announces seasonal and limited-time products.1

STRONG BRAND RECOGNITIONFor years, Snapple has stayed true to its unique packaging and distinct voice. Its trademarked glass bottle is easily recognizable among consumers, and the brand’s quirky tone is unlike any other tea on the shelf.

DEDICATED CONSUMER BASESnapple boasts strong brand loyalty in its Heartland. Close to 50 percent of sales come solely from the New York area.1

STRENGTHS

PRESENCE OUTSIDE OF HEARTLANDNon-Heartland consumers don’t connect to current advertising.

SOCIAL MEDIASnapple has inconsistent messaging on social media.

NUTRITIONAL CONTENTSnapple has higher calorie and sugar counts than its competitors.

WEAKNESSES

VARIETYSnapple has the opportunity to capitalize on its unique beverage variety, a much-loved concept among the 18- to 24-year-old market. It boasts 14 teas and 15 juice flavors, and according to our primary research, 18- to 24-year-olds surveyed said variety was most important to them.3

EMBRACING BRAND VALUESSnapple owns a unique brand image that is defined as wholesome, quirky and energetic. These values have the opportunity to foster a meaningful connection with consumers.

OPPORTUNITIES

HEALTH-CONSCIOUS CONSUMERSIn a growing health market, consumers are turning away from high-calorie and high-sugar products.3

OVERSATURATED MARKETThe RTD category offers so many options that it is easy for Snapple’s presence to be lost in the mix.

ON-THE-GO ENERGYWhile energy drinks are not in the same category, they are a prime example of relating to the on-the-go lifestyle of the 18- to 24-year-old market through delivering products that fit the consumer’s demanding schedule.

THREATS

SWOT

EXECUTIVE SUMMARY SITUATION ANALYSIS STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION PRIMARY RESEARCH 6

To better understand and define Snapple consumers and their motives for choosing Snapple, we conducted an online survey using Qualtrics Survey Software. The survey was distributed nationally using social media platforms. We were able to reach 1,861 participants ages 18 to 49, the original age range given to us by Snapple. Through this quantitative research, we narrowed down the target to 18- to 24-year-olds after determining that they represented the greatest opportunity for growth and repeat purchases.

We had 73 percent female and 27 percent male respondents complete the survey. The majority were 18- to 24-year-olds.

QUANTITATIVE METHODOLOGY

The goal of our qualitative research was to uncover perceptions, motivations and behaviors related to the RTD industry and how Snapple fits into the millennial lifestyle. We wanted to gain insights into the consumer journey to optimize communication with current Snapple consumers and identify methods to facilitate activation and retention among millennials who are not currently consuming Snapple.

To gather qualitative data, we used the national survey to find willing participants to conduct in-depth interviews and a Pinterest focus group activity. We spoke with 16 individuals, men and women, ages 18 to 24. Eight were from the Heartland, and eight were from outside the Heartland.

QUALITATIVE METHODOLOGY

1,861 PARTICIPANTS AGES 18 TO 49

16 IN-DEPTH INTERVIEWS

8 FROM HEARTLAND8 FROM NON-HEARTLAND

PRIMARYRESEARCH

EXECUTIVE SUMMARY SITUATION ANALYSIS STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION PRIMARY RESEARCH 7

This modern-day acronym stands for “Fear of Missing Out” and is the result of anxiety due to the awareness of an exciting or interesting event happening elsewhere. It is often aroused by posts seen on social media.3 Recent studies have shown that FOMO is often linked to feelings of disconnection and dissatisfaction as a result of social media activity.6

Snapple boasts 14 teas and 15 juice flavors, a variety that holds much promise in the young market that likes to mix it up.1

“Even the smallest steps outside my comfort zone are a plus, because it’s all about new experiences. I don’t stay on the same channel during commercials, I don’t use presets on my radio, and if there aren’t a variety of choices available to me, I’ll feel pigeonholed. If life were a pizza, and variety is the spice of life, you can bet I’ll be reaching for the red flakes every time.”

The love of variety extends beyond products on a shelf. The 18- to 24-year-old market thrives on the idea that they can be defined as more than just one thing. The rules are blurring as this age group places high value in its ability to become dynamic individuals. The result is a lifestyle characterized by the desire to experience limitless opportunities.7

“Long-term goals aren’t really a priority for me — at least not until they become short-term goals. So much can happen between now and then, so why not have fun in between? For now, my goals are just traveling to Europe and balancing my social life with work.”

1 2 3FOMO LOVE OF VARIETY SLASHISM

FINDINGS

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION STRATEGY 8

“In a world with so much to do, how can anyone ever be bored? To me, an experience is worth so much more than something material. I like to define myself by the number of new concerts I go to, places I see and people I meet. It’s my way to build who I am, one experience at a time – any other approach is just missing out. That’s why I’m always chasing after the next thing to do.”

THE MESSAGE There’s always another flavor. Snapple is tapping into a millennial (18 to 24) truth, where new experiences aren’t a luxury. They’re a necessity.

INSIGHT

• This campaign will work well with Snapple’s current platform and identity. It will create a new conversation that will strengthen the relationship with heavy users and push light users to try a taste.

• It matches the variety of the product line with the variety millennials (18 to 24) crave.

• The message taps into the millennial (18 to 24) value of purchasing experiences over material possessions.

• It is translatable between Heartland and non-Heartland consumers.

• The campaign has the potential to extend into future years.

WHY IT WILL WORK

STRATEGY“TO ME, AN EXPERIENCE IS WORTH SO MUCH MORE THAN SOMETHING MATERIAL.”


This campaign will focus on the 18- to 24-year-old market that is always on the lookout for a new experience.9 Their fast-paced lifestyle and innate need to explore their personal palate serve as an opportunity for Snapple to leverage its existing variety and resonate with this sect of millennials in a refreshing and authentic way.

We call them Flavor Chasers.

CONSUMER PROFILE

MEET ZACHHE’S A FLAVOR CHASER

TRUSTED DJFAVORITE

FRIEND

CRAVES VARIETY

FLAVOR CHASER

If you hand Zach the aux cord, prepare to wait a few minutes. In order for him to find the best song, he has to sift through his entire library ranging from Beethoven to Kanye West to little-known jam bands that he found on Soundcloud. Regardless of the wait, you always hand him the aux cord. You know that Zach’s commitment to variety leads to tunes way outside of your comfort zone, but ones you’re always able to vibe with.

Zach has always been one of the guys, so he never seeks out the spotlight. But when someone in the group needs advice, help or just someone to hang out with, Zach is the first one to call. People can’t help but gravitate to him, and when he’s not around, his friends feel like there’s a missing piece.

That’s because Zach wants to live every day like he picks his music – constantly sorting through the variety life has to offer until he finds what he likes. To Zach, the journey of discovery is just as fun as the discovery itself. The only thing he can safely say he hates is missing out on a new experience.


EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY MEDIA BUDGET CAMPAIGN EVALUATION CREATIVE 10EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY MEDIA BUDGET CAMPAIGN EVALUATION CREATIVE 10

EXPERIENCE THE IDEAhttps://youtu.be/cjGfPZsDHqQ

11

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE BUDGET CAMPAIGN EVALUATION MEDIA 12

Advertising ObjectiveTo increase engagement with heavy users in the Heartland and grow their buying rate from 9 purchases per year to 10 purchases per year, while increasing activation with light users in the non-Heartland to triple their buying rate from 1 purchase to 3 purchases per year.

Campaign MessageSnapple let’s you explore variety, so you can always try something new.

Media ObjectivesGoal: Increase brand relevance from 50 percent to 90 percent in the Heartland while driving trial in the non-Heartland and increasing the number of light users who put Snapple in their consideration set from 15 percent to 45 percent.

HowTouchpoints will engage heavy users and encourage further interaction with the brand and will activate light users. Through compelling content that will express the brand’s variety, we will inspire consumers to explore the variety in their own lives by getting out of their comfort zone.

WhoFlavor Chasers

When and WhereThere’s Always Another Flavor will run nationally across the Heartland and non-Heartland. Test markets will be established for certain tactic rollouts based on millennial concentration.

The campaign will roll out in two phases over the course of 2017. In January 2017, phase one will launch tactics focused on brand awareness and engagement. After establishing the There’s Always Another Flavor message, the campaign transitions to phase two with a heavy focus on activation and influence-consumer interaction.

COMMUNICATION PLAN

The campaign will run nationally with specific test markets, each chosen due to their high concentration of Flavor Chasers, to track millennial engagement and opportunities.After establishing the There’s Always Another Flavor message, the campaign transitions to phase two with a heavy focus on activation and influencer-consumer interaction.

TEST MARKETS• New York• Chicago• Denver• Austin• Portland

PHASE 1• Influencer content, owned media, brand awareness• Snapchat campaign and promoted content• Social campaign and promoted content

PHASE 2• Out-of-home• Festival tour, sponsorship, promoted content• Retail in-store activation• Pop-up shop• Social activation

ROLL OUT

MEDIA


This tactic will help position Snapple to be on the cutting-edge of cool in an authentic manner. Snapple will collaborate with six influencers who will create relevant content and collaborate with Flavor Chasers. These influencers will be divided equally among three verticals: music, food and adventure. Each influencer has an established presence but is still in their “come-up” stage. We have selected them with careful consideration to their inherent audience reach and their ability to continue to grow side-by-side with the There’s Always Another Flavor campaign. Flavor Chasers will have the opportunity to contribute and share influencers’ music mixes, flavor-matching recipes and adventuring essentials.

INFLUENCERS

RATIONALE

TACTIC

MU

SIC

JAI WOLF

FOO

DA

DV

EN

TUR

E

KINA GRANNIS

TASTEMADE QUESTLOVE

RACH MARTINO FINN HARRIES

Using influencers not only allows us to target Flavor Chasers effectively, but in an expanded space as well. Six unique influencer voices will put their own spin on the brand conversation to push Snapple content in front of new audiences. In primary interviews, many participants stated that they trust recommendations from their social spheres.3 With influencers as a part of that sphere, they will offer the trusted opinion our consumer craves.


Flavor Chasers will be able to experience and interact with the There’s Always Another Flavor conversation with the click of a button. Beginning in January, Snapple’s owned media will undergo a flavorful transformation with a website update, social channel campaign branding and tailored content. When Flavor Chasers navigate to the Snapple website, they can browse the variety of Snapple flavors and engage with influencer content. A visit to any social channel also will hold branded content, including campaigns and content from influencers.

TACTIC

With such a new and colorful campaign, Snapple social channels need an update to stay consistent with the brand message. It also will be the central hub of the campaign where consumers can interact with content.

BUDGETTotal: $919,052Impressions: 16,061,510

RATIONALE

WEBSITE & SOCIAL CHANNEL REBRANDING


Throughout our test markets, digital billboards will be placed in high traffic areas, and on the ground level branded stickers will be mass distributed. These digital billboards will not only build awareness for the campaign, but they also will serve as an assertion that each city is a hotbed of experiences worthy of Flavor Chasers.

First the billboard copy will introduce the brand message, then it will shift to copy that accentuates the variety of new experiences that are unique to the city. The branded stickers will play the part of guerilla marketing by stressing There’s Always Another Flavor and promoting the influencer Snapcodes.

TACTIC

Digital out-of-home advertising has gained momentum and is regarded as the second fastest-growing advertising medium based on average weekly consumer exposure.10 Stickers are a form of expression for 18- to 24-year-olds, serving as a proclamation for their interests.3 Both will further introduce the campaign message to the non-Heartland and start a new conversation among heavy users in New York.

BUDGETTotal: $1,235,700Impressions: 8,172,560

RATIONALE

LAUNCHAWARENESS

RATIONALE

Fast-paced Flavor Chasers look to Snapchat as their third most-used app because it allows them to share real-life moments as soon as they occur. This popular social channel will be the first form of contact between the Flavor Chaser and the Snap Pack influencers. With the help of special edition Snapple bottles, the connection between consumer and influencer will be made when a Flavor Chaser finds the influencer snapcode on the top of the Snapple cap. Consumers can add influencers as their Snapchat friend and see various There’s Always Another Flavor messages and brand collaborations, along with the influencers’ general content.

TACTIC

Snapcodes are quickly becoming an effective means of communication between consumer and influencer, and 45 percent of 18- to 24-year-olds use Snapchat.11

By using the influencer’s incumbent Snapchat account, we’ll be able to push There’s Always Another Flavor in a way that is relevant, authentic and frequent. We have elected to place the Snapcode on the top of the cap rather than under it. This preserves the powerful owned asset of Snapple Real Facts while pushing Flavor Chaser interaction with the influencers well after they leave the store – with a Snapple in hand or not.


SNAPCHAT ACTIVATION

RATIONALE


CHECK OUT A SAMPLEhttps://youtu.be/sbtrx4RnJcI


The Snap Challenge is a social campaign that partners Flavor Chasers with influencers in a collaboration to create authentic content that will be pushed out through all of Snapple’s social channels – as well as live as paid media.

Each influencer will ask his or her followers to pose a challenge over social media. Influencers will then pick their favorite challenges and deliver them in their own unique way.

TACTIC

The Snap Challenge will garner high engagement with consumers because it is interacting with them beyond

RATIONALE

SOCIAL CAMPAIGN: SNAP CHALLENGE

The content from these challenges will live on social media, as well as the revamped Snapple website. Not only will this tactic give Flavor Chasers the opportunity to see their ideas come to life, but it will further drive home the concept that with Snapple, the creations are endless – all it takes is adding another flavor.

surface-level brand messaging. This collaboration between Flavor Chasers and influencers pushes for genuine content that is developed by an influencer at the request of the consumer. It also goes along with the consumer’s love of trying new things.13

BUDGETTotal: $1,481,820Impressions: 759,470

CHECK OUT A SAMPLEhttps://youtu.be/chX11Tg_PEM

MEDIA 18

Phase two will kick off in the ultimate Flavor Chaser hotbed – music festivals. These events attract high numbers of 18- to 24-year-olds because they offer an experience where the thrill of adventure, experimentation and their favorite artists collide. That’s why Snapple is hitting the road with a three-part festival tour scheduled from June to August.

Each of the three festivals will include a customized tent where Flavor Chasers can go to take a break from the heat at the Snapple bar or grab a branded spray water bottle to cool off. Festival goers can sample a variety of Snapple flavors, create their own mixes, charge their phones, interact with influencers and Snapchat their friends using a Snapple geofilter activated within tent grounds. Snapple also will sponsor a new artist stage to establish new musical acts as new flavors to discover.

TACTIC

Festivals attract a high concentration of Flavor Chasers, and a majority of memorable brand experiences involve live music.12 Snapple has the perfect opportunity to connect its brand message to the niche demographic. In addition, there will be various opportunities to create content of Flavor Chasers living out There’s Always Another Flavor in a Snapple branded environment. The content will be pushed out through social channels to reach non-attendees as well.

BUDGETTotal: $12,079,161Impressions: 619,130*Does not include impression numbers from content

RATIONALE

FESTIVALTOUR

FESTIVA

L TENT

SNAPPLE BAR

SPR

AY

BO

TTLE

NEW ARTIST STAGE

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE BUDGET CAMPAIGN EVALUATION


Discovery begets discovery. In this tactic, the Snap Pack will influence Flavor Chasers to find new discoveries by hiding meaningful objects throughout our test markets. Each object will include a card explaining the significance of the item to the Snap Pack member, as well as instructions for the finder to take the item and replace it with something they value for the next person to find. These small, yet significant objects will jump-start a chain of discovery for Flavor Chasers. They also will be able to follow the Snap Pack on Snapchat for clues related to an object’s location.

TACTIC

This chain of discovery doesn’t just embody the thrill of adventure for Flavor Chasers. It also will allow them to expand their horizons and learn new perspectives through items left by someone unknown to them. Example items could be a vintage ’80s rock CD, a precious cookbook or a beloved teddy bear. This discovery will spark organic earned growth for Snapple, and the whole experience will be made into video content showcasing the tactic in action. Video content will be distributed through all owned channels as a way to heighten campaign awareness.

BUDGETTotal: $619,680Impressions: 8,172,560

RATIONALE

OUT-OF-HOME


With a plethora of different flavors, Snapple offers the variety our target needs to shake things up. Once October rolls around, Snapple will set up pop-up shops in the test markets to get Flavor Chasers experimenting with this variety by creating their own unique blend of Snapple mixtures. Once in the pop-up shop, each Flavor Chaser will:

1. Be handed an empty Snapple bottle with blank label, provided by a hired experiential marketing staff member.

2. Be given access to the Snapple fountain to mix together flavors and create a personalized Snapple beverage.

3. Move to the next station where markers will be available to customize the blank Snapple label and give their drink a distinct name.

4. Be encouraged to share their unique mixes on social media.

TACTIC

RATIONALEThe 18- to 24-year-old market sees themselves as partners with brands instead of customers, and the pop-up shop gives them a chance to work alongside Snapple to create a flavor of their own.14


EXPERIENTIAL POP-UP SHOP


On the grocery retailer front, consumers will get to experience a whole new take on their palate – courtesy of Snapple. In this in-store activation, we’ll bring There’s Always Another Flavor to a literal level by using a digital Great Wall of Flavor.

Upon entering the retailer, store goers will be offered a variety of Snapple samples, and the sampler will offer them a bottle cap that will serve as a token to activate the Great Wall of Flavor.

These walls will be placed inside the produce section of the store. When the cap is inserted, the Great Wall of Flavor will ask consumers a simple question: What’s your flavor today?

Once clicked, it will allow consumers to browse different meals and ingredients that pair well with the Snapple flavor they selected, as well as where the ingredient items are located in the store.

TACTICBy accentuating all of the culinary creations possible from the products available in the retailer, Snapple will be accentuating the brand message as well as establishing a mutually beneficial relationship with grocery retailers. Consumers will get the benefit of learning new recipes, while Snapple will gain top-of-mind awareness as the beverage to pair with their next meal.14

BUDGETTotal: $10,205,699Impressions: 6,232,500/store monthly

RATIONALE

RETAIL IN-STORE ACTIVATION


The campaign will come to an end with a contest searching for the newest member of the Snap Pack.

From October to December, Snapple will ask Flavor Chasers to create a video performing activities outside of their comfort zone. Entries will be submitted via social media using #PartOfThePack. The incumbent Snap Pack will help decide the finalists from the pool.

The finalists’ content will be featured on the Snapple website where visitors will be encouraged to vote for their favorite applicant – which will decide the winner. This tactic has the potential to become an end-of-the-year tradition should Snapple decide to extend There’s Always Another Flavor into the next calendar year. It represents a great opportunity to grow and elevate the Snap Pack for future years while continuing to push the There’s Always Another Flavor message.

TACTIC

The contest will spur social activation and reinforce Snapple’s brand message by placing a spotlight on the consumer and getting them to try new things. User-generated content satisfies the campaign objectives of brand awareness, relevance and engagement, and it interacts with both heavy and light users once they view and vote for video content on the Snapple website.

BUDGETTotal: $142,092Impressions: 676,920

RATIONALE

SOCIAL CAMPAIGNSNAP PACK SEARCH

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA CAMPAIGN EVALUATION BUDGET 23

TACTIC BUDGET

RETAIL IN-STORE$10,205,699

POP-UP SHOPS$10,758,750

LOST AND FOUND OOH$619,680

FESTIVAL TOUR$12,079,161

WEBSITE & SOCIAL UPDATES$919,052

SOCIAL CAMPAIGN | SNAP CHALLENGE$1,481,820

SNAPCHAT ACTIVATION$1,074,766

LAUNCH AWARENESS$1,235,700

INFLUENCER CONTENT$5,181,120

SOCIAL CAMPAIGN | SNAP PACK SEARCH$142,092

Our campaign delivers national results for Snapple by reaching Flavor Chasers through the channels they use the most, as well as traditional media and Snapple-sponsored events. Of our $50 million budget, $43,697,840.50 goes to bringing our tactics to life, while the remaining $6,302,159.50 goes to agency and media fees.

We will measure the success of our campaign based off of the engagement with the Snap Pack, the attendance of our events, the amount of participation with our challenges and the increase of sales in the Heartland and non-Heartland.

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA CAMPAIGN EVALUATION BUDGET 24

TIMELINE

OWNED UPDATES

INFLUENCERS

Influencer Content (Paid)

LAUNCH AWARENESS

SOCIAL ACTIVATIONS

FESTIVAL TOUR

Digital Billboards and Stickers

SnapchatSnap ChallengesSnap Pack Search

RETAIL IN-STORE

OUT-OF-HOME

Website, social channels

Festival Tour and Stage Sponsorship

Lost and FoundPop-up Shop

Flavor Wall

JAN FEB MAR APRIL MAY JUN JULY AUG SEPT OCT NOV DEC

JAN FEB MAR APRIL MAY JUN JULY AUG SEPT OCT NOV DEC

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION 25

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION 26

1 NSAC 2015-2016 Snapple Case Study. (2015). Retrieved August 26, 2015.

2Sisel, Elizabeth. (2015). Mintel Tea and RTD Tea. Retrieved September 10, 2015. 3NSAC. (2015). Snapple Qualitative Research Report. [Data file]. Unpublished raw data.

4NSAC. (2015). Snapple Quantitative Research Report. [Data file]. Unpublished raw data.

5United States Census Bureau. (2010). Retrieved October 1, 2015.

6Chan, A. L. (n.d.). Life Dissatisfaction Linked With Fear Of Missing Out, Study Finds. Retrieved March 24, 2016, from http://www.huffingtonpost.com/2013/05/14/fear-of-missing-out-life-dissatisfaction-fomo_n_3275349.html

72013 State of the YAYA Report - Mojo Ad. (2013). Retrieved March 24, 2016, from http://www.slideshare.net/CaseCarp/2013-state-of-the-yaya-report-mojo-ad

SOURCES8MOJO Ad State of the YAYA 2015. (2015). Retrieved March 24, 2016, from http://mojo-ad.com/wp-content/uploads/2015/10/State-of-the-YAYA-2015.pdf

9Swartz, Leah. (2014). Retrieved October 15, 2016.

10USA Digital Out-of-Home Advertising Networks. (2015). Retrieved February 5, 2016, http://screenmediadaily.com/usa-digital-out-of-home-dooh-advertising-networks/

11Hitt, C. (2015, May 04). Celebrities On Snapchat 2015: 44 Usernames To Follow. Retrieved from http://www.ibtimes.com/celebrities-snapchat-2015-44-usernames-follow-1907367

12 McIntyre, H. (n.d.). Study: Sponsoring A Live Music Event Makes Millennials Trust And Recommend Your Brand. Retrieved March 19, 2016, from http://www.forbes.com/sites/hughmcintyre/2015/08/09/study-sponsoring-a-live-music-events-makes-millennials-trust-and-recommend-your-brand/#93857a2a51d2

13Bliss, M. (n.d.). Brands Are Co-Creating Their Futures With Millennials. Retrieved March 19, 2016, from http://www.mediapost.com/publications/article/240031/brands-are-cocreating-their-futures-with-millenni.html

14Customization: The Key Word in Millennial Buying Habits. (n.d.). Retrieved March 19, 2016, from http://thegbrief.com/articles/customization-the-key-word-in-millennial-buying-habits-621

15Snapchat is Now the Third Most Popular Social Network Among Millennials. (n.d.). Retrieved March 15, 2016, from http://mwpartners.com/snapchat-is-now-the-third-most-popular-social-network-among-millennials/

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TABLE OF CONTENTS - · PDF fileMOJO Ad and State of the YAYA. We conducted our own primary qualitative research, which included in-depth interviews, pre-interview activities with Snapple