Activade Pure

WHAT IT FEELS LIKE TO Be Happy, Healthy, Energised

The Project

Using a digital-first campaign, launch Activade Pure in core markets, targeting the audience of female 25-44 metropolitans.

Reposition the Activade Masterbrand and introduce the brand tonality of “what it feels like”.

Lift overall brand awareness and measure favourable opinion for Pure.

The Product

A daily drink for a health-conscious, active, social, female audience to complement a healthy diet

Improves mental focus & clarity with extra electrolytes and nutrients to give you energy

Suppresses appetite This drink isn’t just a “sports or fitness” supplement - It’s a

lifestyle choice for mental and physical balance Breaks out of the “sports drinks category”

Group 15: Think Like A Brand

Market Analysis

“The number of consumers switching to low-, no- and mid-calorie drinks in 2014 speaks volumes for industry’s efforts to meet changing consumer demands.”

BSDA Director, Gavin Partington

“Rising consumer interest in health-related issues is the single most important trend driving soft drinks sales”

“The health and wellness soft drinks sector … now makes up 44% of the global soft drinks market”

Euromonitor International

Source: British Soft Drinks and Zenith International, 2016; http://www.marketresearchworld.net/content/view/856/77/; The Grocer http://www.thegrocer.co.uk, 2015; Gov.uk https://www.gov.uk/government/publications/food-and-drink-in-the-uk-investment-opportunities/food-and-drink-in-the-uk-investment-opportunities, 2014; MarketingWeek - The Future of Food and Drinks Marketing: https://www.marketingweek.com/2014/01/22/the-future-of-food-and-drink-marketing/, 2014

The focus for this campaign is on digital rather than traditional media. This approach enables Activade to:

utilise Google Analytics to track the performance of the campaign, collect data on our consumers, and use these insights to optimise the campaign;

speak to our target audience in a cost-effective way, as opposed to expensive TV advertising for the same reach;

furthermore, using motion picture (to emotionalise content) is easier to implement in digital than in traditional media.

We will use traditional media in addition to the media campaign, to ensure a big bang effect.

Strategy

The average UK household now owns 7.4 devices that connect to the internet...among Britons online, smartphones are the most common internet-enabled device (1.7 per household). 90% of 25-34 year olds go online daily for personal internet usage. ¹

Our objective is to tap into this market, and propose an efficient marketing strategy to enable the launch of the product with a full blown convergent yet digital-first campaign.

ObjectivE &

Insights

We propose to use digital as the first touchpoint and reach-driver within the targeted audience, with analog media to further extend the reach. An integrated combination of these two discrete media channels marks the customer journey until the ZMOT, ensuring the most effective content at the right journeyphase and the right time and location. This approach is the only way to ensure that all marketing targets defined in the brief are met and dictates that the majority of marketing spend is directed towards the online presence, despite the significant cost of offline media.

Tactics

Marketing Strategy: The Case for Digital

¹Source: YouGov Plc. Total sample size was 2090 adults. The survey was conducted online between 16-17th March 2015. The figures have been weighted and are representative of all GB adults (aged 18+).

annie

35, digital mom, lives in greater London

Major ConcernsAnnie worries about her personal health and wellbeing, and her place in society. She can be demanding.

Wants & FearsAnnie wants to make the right decisions and will intensively research online before making a purchase. Her and her family’s health is important to her and she doesn’t mind paying more for organic/health-centric food. She likes her shopping experience to be hassle-free and would not be able to manage without the internet.

ProfileAnnie is trendy, highly connected and well-informed. She enjoys exercising, like running (regularly attends ‘Parkrun’), and cooking for the family. High-achieving, she juggles a career with family. She’s time-sensitive.

Laury

25, works in Entertainment, single.

ProfileAlthough she wouldn’t describe herself as “sporty”, Laury enjoys keeping fit doing yoga or pilates, cooking, and generally keeping a nice home. As she is single, she has lots of free time, which she spends reading, watching plays and visiting exhibitions.

Major ConcernsLaury is concerned with women’s issues, culture and the arts, as well as democracy and free opinion. She is also aware of her neurotic character on occasion.

Wants & FearsLaury wants to touch and feel products before she buys them. She’s open-minded about alternative medicine, and her perfect night out is staying at home, where she feels safe. She’s concerned about her place in society and strives to be better.

MEET OUR EARLY ADOPTERS

90% of 25-34 year olds

have at least one social

media profile **

*https://digitalcontentnext.org/blog/2015/09/01/preparing-for-2020-getting-to-know-the-millennial-woman/#sthash.WEkQ7dPb.dpuf, 2015** http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-lit-10years/2015_Adults_media_use_and_attitudes_report.pdf, 2015Sources: YouGov Profiles: https://yougov.co.uk/profileslite#/; https://www.deloitte.co.uk/mobileuk/assets/pdf/Deloitte-Mobile-Consumer-2015.pdf, 2015, Google Consumer Barometer: Digital Moms https://www.consumerbarometer.com/en/stories/digital-mums, 2016

the #1 reason they go

online is to keep them

“informed and up-to-

date” *

annie’s journey

• 63% looked for early inspiration and made initial discoveries online on smartphone.• Only 5% first heard about product through advertising.• First heard about product during pre-purchase research - 29%

• Got ideas / inspiration - 34%• Discovered relevant brands - 32%• Compared products / prices / features - 60%• Looked for opinions / reviews / advice online - 28%• Checked where to buy / product availability - 20%• Compared choices online on smartphone - 30%

• Brand websites - 19%• Retailer websites - 26%• Search engine - 39%• Advice sites - 8%• Prepared online on smartphone for immediate offline purchase (i.e. location search) - 15%• Online purchase - 44%• Device used to make purchase: Smartphone (12%), Computer (66%), Tablet (17%)

• Sought advice online on smartphone - 31%• Looked for help - 2%

• Show other people how to do things online - 41%• 1 in 10 go on to write a product review post-purchase.• Shared experience on social networks - 5%• Posted reviews / ratings - 5%

• Discussions with other people - 6%• Pre-purchase research - 29%• Advertising - 5%• Previous experience - 43%• 39% first learned of the product they purchased in a store.

• Discussed with family / friends / colleagues - 11%• Researched in-store - 33%• Discussed with other people - 12%• Viewed / read / listened to offline media

• In-store purchase - 49% • Word of mouth - discussions with other people, family / friends / colleagues

ONLINE

SO

URCES

ANNIE’S

MO

MENTS

Sources: https://www.thinkwithgoogle.com/intl/en-gb/tools/customer-journey-to-online-purchase.html, 2016 https://medium.com/brand-experience/whitepaper-the-future-of-retail-2710ec75f088#.rtccq9lo9, 2016

I need to

place a

food order

Informed, connected MumHealth-conscious, opinionated

Vocal trendsetter

What time

does Whistles

close

tonight?

OFFLINE

SO

URCES

Oh, it’s

on

offer!

Let’s

give it a

go

A new healthy

product? Tell

me more!

I feel

more

alert!

I have to tell

my equally

sleep- deprived

mum-friends!

laury’s journey

• Pre-purchase research - 25%• Advertising - 8%• 26% first learned of product online

• Brand website - 27%• Retailer website - 22%• Search engine - 45%• Social networks - 5%• Online video sites - 6%• Product research conducted on: Smartphone (39%), Computer (69%), tablet (23%)

• Brand websites - 22%• Retailer websites - 25%• Search engine - 42%

• Purchased online - 41%- Smartphone (14%)- Computer (72%)- Tablet (10%)

• Looked for help - 3% • Shared purchase experiences on social network(s) - 9%• Posted reviews / ratings about purchase - 7%

• Discussions with other people - 9%• Advertising - 8%• Previous experience - 35%• 39% first learned of the product they purchased in a store, shop or showroom, and 29% on TV.

• Researched in-store - 36%• Discussed with other people - 25%• Discussed with family / friends / colleagues - 22%• Viewed / read / listened to offline media - 12%

• Discussed with family / friends / colleagues - 11%• Researched in-store - 33%• Discussed with other people - 12%• Purchased in-store - 48%

ONLINE

SO

URCES

LAURY’S

MO

MENTS

Sources: https://www.consumerbarometer.com/en/graph-builder/?question=N1, 2016 https://www.consumerbarometer.com/en/stories/millennials, 2016

Aspiring, perfectionist, at times neuroticHealth-conscious

Body image important

OFFLINE

SO

URCES

I need to

get back

in the gym

What’s on

telly

tonight?

I’m suddenly

thirsty (11%)

Promoti

on is on

(14%)I wonder if

anyone I know

has tried this...

I feel like I

have more

energy

Let me tell my

gym friends

about this -

this is great!

Stimulus Zero MOT First MOT Second MOT

ONLINE OFFLINE

Programmatic DisplayHero - Inspire display targeted to each persona’s main activities and times when consumers require a pick me up - driving traffic to website/hubpage#whatitfeelslike

Paid: Media CoverageBillboards (Hero)#whatitfeelslike + website

Paid & OwnedSocial Media (Hero)Facebook InstagramTwitterPinterestBlogs Youtube

Driving product awareness through Hero Content

DRIVING USE OF #WHATITFEELSLIkE AND AWARENESS WITH INSPIRED CONTENT

CREATING DYNAMIC CONTENT AROUND EACH PERSONAS NEED

DRIVING TRAFFIC TOWARDS OWNED WEBSITE

InStoreSample/Discount voucher- redeem @ retailer websites or own website

CREATE INSPIRED

I-WANT-TO

MOMENTS

REINFORCE

#WHATITFEELSLIE

NATIVE ADVERTISING.

TARGET

PUBLICATIONS AND

CHANNELS WHERE

PERSONAS ARE

ACTIVE

CREATE

AWARENESS BY

TARGETING

PERSONA

INTERESTS AND

DEMOGRAPHICS

TARGET

ASSOCIATED

KEYWORDS TO

BRAND

OBJECTIVES

PPCKeywordsKey moments

Owned WebsiteHero & Hygiene (hubpage)Store LocationBuy onlineSamplesLinks to Social Media

Owned - PRProduct brief and benefits

Paid: Media CoverageMagazinesNewspapersTV AD - Shazaam link to Hub

Tells Brand Story

Drives Engagement

Moves Customer On Journey

Halo Effect On Masterbrand

KEY:

Paid: Media CoverageBillboards (Hero)#whatitfeelslike + website

Stimulus Zero MOT First MOT Second MOT

Introduce Hygiene Content for customer research and consideration

REINFORCE HERO CONTENT AND INTRODUCE HYGIENE CONTENT, BE THERE ALL MICRO MOMENTS DURING ZMOT

Programmatic DisplayHero & HygieneRetargeting

Owned WebsiteHero & HygieneStore LocationsBuy onlineSamples

PPCKeywordsKey moments

Paid & Owned Social MediaFacebookInstagramTwitterPinterestBlogs Youtube

Paid: Media CoverageMagazinesNewspapersTV ADs - Shazaam link to Hub

Owned - Press release

In StoreSample/Discount voucherSamplesTaste TrialsProduct placement

reinforce hero

I-WANT-TO

MOMENTS

REINFORCE

#WHATITFEELS

LIKE

NATIVE

ADVERTISING.

TARGET

PUBLICATIONS

AND CHANNELS

WHERE PERSONAS

ARE ACTIVE

REiNFORCE HERO CONTENT

AND INTRODUCE HYGIENE

CONTENt.

create ability to respond

to queries

TARGET

ASSOCIATED

KEYWORDS TO

provide hygiene

content

optimise

relevant landing

pages for ZMOT

ONLINE OFFLINE

In StoreSample/Discount voucherDisplay/Share/Positioning of productTaste trials

Sponsor EventsRace for life

Stimulus Zero MOT First MOT Second MOT

Paid: Media CoverageMagazinesNewspapersTV ADs - Shazaam link to Hub

Increasing confidence to purchase

reinforce reasons for purchase#whatitfeelslike to drink

PPCKeywordsKey moments

Programmatic Display

Owned WebsiteStore LocationsBuy onlineHero & HygieneSamples

Paid & Owned Social MediaFacebookInstagramTwitterPinterestBlogs Youtube

Paid: Media CoverageBillboards (Hero)#whatitfeelslike + website

promote

advertorials

promoting taste

test trials leading

to purchase call

to actions

promote offers

online

create on offers page

push banners on

retail sites

brand awareness and

health benefits

highlight

#whatitfeelslike

moments

provide /promotional

collateral bottles @

events

reinforce

hero content

and where to

purchase

highlight findings from

taste test

encourage social

sharing of

#whatitfeelslike

moments

reinforce

buy button

and benefits

of product

Introduce offer ‘7 for 6’.

Push notifications for

in-store promos.

near me ad’s.

ensure benefits over

competitors are addressed

introduce call to action

towards purchase

ONLINE OFFLINE

Word of MouthReviewsRecommendations

Partner Collaborations

Stimulus Zero MOT First MOT Second MOT

PPCKeywords promoting satisfaction results(tastes good)

Paid: Media CoverageMagazinesNewspapersTV ADs - Shazaam link to Hub

create and encourage brand endorsement

encourage community action on content and community inspired content

Programmatic Display

Owned WebsiteHero & HygieneReviewsBrand AdvocatesSocial Media Links

Earnt Social MediaFacebookInstagramTwitterPinterestBlogs YoutubeVines

Fitbit - Challenges

#whatotfeelslike

#stepchallenge

Nike Running/strava app -

nudges for hydration with

Activade

Race for life - Hygiene and

Hero

Headspace App

promote more

advertorials showing

taste tests

benefits of the drink -

reader feedback

email campaign asking

for feedback/promoting

more hygiene content -

encourage social media

sharing

encourage adoption of

#whatitfeelslike moments

provided for by community

create own moments

encourage others during

their zmot & stimulus stage

PROMOTE

CONTENT

SHOWING

POSITIVE

FEEDBACK

ONLINE OFFLINE

INTEGRATED CAMPAIGN

Social - Instagram- Facebook

Sponsored posts, hashtag - everyday reminder of brand and product - link creatives

Links through to site - “Have you already seen our TVC?”

Links through to site - Everyday reminder for Activade and reasons to take

Post product on social media sites, using hashtag - engage with consumers

Display banner Links through to main site Links to purchase and partner retail sites

Links through to site Create display ad’s around consumer reviews - link to site

Paid search (google PPC) Via keywords such as ‘health’, ‘fitness’

Nutritional information on main brand site

Direct search towards hubpage and health benefits

Links to reviews and favourable taste test results

OOH (city & city access routes)/Sponsored Events

Product and brand ads shown near retailers who stock the product

Drives in-store footfall, high in-store purchase rate - location based ad’s.

Shazam watermarkingand hashtag sends user to main brand site

Brand awareness at Race for Life Events - linking product to lifestyle changes and fight against cancer - links to hubpage and partner sites

TV (video ads) Big Bang effect, re-enforces digital campaign

Shazam watermarking, sends user to main brand site

Shazam watermarking, sends user to main brand site

Shazam watermarking, sends user to main brand site

Radio Sales push, no linkDrivetime, major stations

Pushing new launch driving traffic towards website

Talk about reactions to product - link to website

Talk about consumer content shared on social media and link back to website

Print (news and mags) PURE for titles with feminine readers (e.g. Grazia, Women’s Health)ACTIVADE

Advertorials giving links to retail partners and website

Advertorials and taste tests results linking to retail partners/website

How the drink is perceived - links to website and social media

Onlin

e

Sou

rces

: http

s://w

ww

.con

sum

erba

rom

eter

.com

/en/

grap

h-bu

ilder

/?qu

estio

n=N

1

http

s://w

ww

.con

sum

erba

rom

eter

.com

/en/

stor

ies/

mill

enni

als

offlin

e

metrics & kpi’s

Brand awareness Build loyalty / community / advocacy Evaluation Sales

Reinforce online/offline activity Viewability Conversion

Social Media engagement Recall "What it feels like"

Productevaluation Supermarket sales

Number of sharesMeasure hashtags

(Social Media Insights)Follow trends (Google Trends)

Social Listening (Brandwatch - Volume of mentions - Reach - Engagement -

Benchmark to compare share of voice before and

after campaign - Viewability of hero and hygiene content

created for each persona)

Number of banner impressions Timeline of impressions

Best performing channel/partner

Hub page where people can share

content.Use hubpage to create

bespoke marketing Respond to consumer

led content

Survey Monkey (incentivised)

Social Media PollsHashtags

Monitor new sales Repeat sales > competitor sales

Share of retail space Number of single units sold

Number of PMP sales

Follow conversion pathsAttribution modelling (GA)

Number of website visitors Number of visitors to

masterbrand Number of visitors to activade pure (use heat

map/click map) Compare weekly

Hashtags / shares (dialogic comms)

Use Retargeting Number of returning

customers

Follows + Shares + Likes

Monitor sales from supermarket and traditional convenience stores - month on month > masterbrand

and NPD

Year-on-year %+ve in users who either spend 3 minutes or more

on the website or visit more than the landing page (Viewability)

subscribers/followers on social media

Search Volume and keyword data

(Google keyword planner and Google Trends)

Vines / Instagram/Pintrest

(hero/hygiene)YouTube

[Hero/Hygiene] [Interactive YT]

Diversification of brand loyalists (i.e. Tesco

Clubcard targeting existing Activade Original

consumers)

Number of positive reviews

Compare sales for masterbrand before launch to after launch

Monitor and record sales for NPDMonitor which sales channels

perform better or worse

Store visits. Monitor how digital drives footfall to stores > and vice

versa (Google AdWords)

METRICS

Text: Slide 1 Executive Summary + Objectives Activade is a latecomer to the energy­drink market, but it has caught up nicely with the segment in the mid 2000’s. Due to its positioning in the “sports/energy drink” category, Activade has seen its ups and downs, strongly influenced by the schedule of major sports events like the Olympics and soccer championships. However, neither of those events was associated with the product, only the category. With the launch of Activade Pure, we are aiming to forge ahead and position Activade Pure as an everyday health drink. Using the tagline ‘What it Feels Like’, we will capture Pure’s moments of “happy, healthy, energised” across the campaign, targeting specifically two personas that we have identified as early adopters. Highlighting the health benefits daily consumption will bring, they will feed into the early adopters’ lifestyles and aspirations. We will focus on a digital first approach, where we are confident that can drive brand awareness, build a loyal community of advocates through positive evaluation of the product and helpful hygiene content, ultimately driving sales for products across Activade’s brand. Instant data will help optimise marketing efforts throughout the campaign and then scale the campaign accordingly to new markets. [201words]

Slide 2 ­ Market Analysis According to the British Soft Drink Association, the UK soft drinks market is worth a whopping £15.7 billion, of which 4.1% (£644 million) is made up of energy drinks sales, highlighting potential for growth. Despite a dip in consumption of all soft drinks in the UK, energy drinks experienced favourable growth, with the majority of drinks consumed being low or no calories. Consumers are making healthier choices and interest in health­related issues growing. Despite Activade Pure being a new product to market (weakness), this awareness and trend is favourable for Activade Pure (opportunity). However, other high­profile energy drinks are increasingly taking a “healthy” stance, and other new market entrants are emerging (threat). Skillfully leveraging the Activade masterbrand’s market position should help overcome the high barrier to entry (strength). According to Mintel research, 72% of consumers are interested in sports drinks made with all­natural ingredients and 60% of those surveyed claimed to often feeling tired. Coupled with a national campaign against added sugar, the industry is adapting to these new needs. With challenges of obesity and diabetes at society and industry fore, functional claims suggesting their products aid performance, mental function and overall health will help capture audience and market share. With the advent of wearable technology like FitBit and smart watches, consumers are becoming increasingly aware of what they ingest and their bodies. Changing the perception that energy drinks are unhealthy ­ Activade Pure bridges the market and provides a healthy, everyday, fatigue­fighting energy boost. [250 words]

Slide 3 ­ Market Strategy + Case for Digital Data gathered from the Consumer Barometer gives us enormous insight into the behaviour of our target audience. For example, 90% of 25­34 year olds and 97% of 35­44 year olds go online every day, and they are using a multitude of devices on which to access the internet: the average UK household owns 7.4 such devices. Research from Kleiner Perkins Caufield & Byers shows that we check our phones 150 times a day (2013 Internet Trends report), a number which can only be increasing as data from Google Analytics shows that mobile conversion rates have shot up by 29% in the last year alone (Google Analytics aggregated data, 2014–2015 for April 1–14, US). This information, coupled with the active lifestyle of our target audience, leads us to believe that digital media will prove much more effective than using traditional channels as the main form of advertising for this product. We therefore recommend a 60­40 split for online­offline channels spend respectively. The instant measurability of digital advertising also allows us to continually streamline the campaign into its most effective form. Google Analytics will show us the most popular channels and those that give the highest conversions. This ensures that all marketing targets defined in the brief are met, and also means that the campaign is cost­effective. Digital will therefore be the first touchpoint and reach­driver within the target audience, and we will then propose to use traditional media to further extend this reach. [249 words]

Slide 4 ­ Personas We developed a number of brand personas using YouGov profiles*, ultimately narrowing it down to the two we thought best fit our objectives. This allowed us to look at their wants, needs and fears in relation to our product, and fed well into our marketing strategy. Using the age and location of our personas, we analysed device usage information available, which gave us the hours women spent on their phones in 2015, as well as where and, most importantly, why. This fed into the customer touchpoints segment, as we could build out the various touch points in our customers’ behaviour that would be relevant to our product. Our target personas have very important lifestyle aspects; Annie: trendy, health­conscious, informed, and connected. She spends about 50 hours online per week and heavily relies on her smartphone for getting things done on the go ­ from shopping to research. Laury: likes to keep fit by regularly doing yoga, and enjoys cooking. She recently bought the cookbook ‘Get the Glow’ by Instagram celebrity Madeleine Shaw to see what the fuss is about and if it actually works! Both Annie and Laury spend the majority of their social media time on Instagram and Facebook. Annie also enjoys Pinterest for parenting hacks and fashion ideas, whereas Laury has a good giggle on funny YouTube videos. Knowing where our personas are and will be, will help us target Annie and Laury more effectively, creating moments of need for Activade Pure. (246 words)

Slide 5 ­ Annie’s Journey Using Google’s Customer Journey Framework, we identified key channels across the customers’ journey. Based on Google’s data on the Food & Drinks industry in the UK, we filtered the data to “large” companies, highlighting the marketing channels most relevant to our customers. We used this to develop an optimal map to interact with Annie and Laury at crucial moments to ensure we would guide them seamlessly from discovery of Activade Pure through to becoming brand ambassadors. We found that Annie has multiple connected devices and her journey is complex. The majority of discoveries are on her smartphone. She may then conduct research across devices and with her network of family and friends, looking for reviews, inspiration and product comparisons. Annie is always on the go, multi­tasking whenever possible: researching whilst watching TV, managing her diary during a quick tea break, tracking her health before bedtime. When shopping for groceries, 1 in 5 Annies are on the look­out for new products to try. Given this interest in trends and shopping, she sees herself as a trendsetter, and if she finds a product she likes, 1 in 3 will shout about it! Annie loves to share her knowledge and love of brands. To win Annie’s heart, Activade needs to be visible and informative throughout the customer journey at the moments that matter to her most. Most Annies turn to search engines and brand websites when researching online, so Activade should ensure that it has an easy­to­find and easy­to­navigate website. [250 words]

Slide 6 ­ Laury’s Journey The typical Millennial, Laury lives her life online, going online to catch up on her social network, look for information, research potential purchases and shop, watch videos. She demands access to information where and when she wants it, constantly moving back and forth between the multiple devices she owns. Laury loves a bit of YouTube, for the entertainment, the personally relevant content, and its social nature, being able to easily share self­generated or viewed content. She is also active on Instagram and Facebook, her daily interactions with her network being an integral part of her place in society, telling her story. With their constant access to social media, it’s no surprise that internet “celebrities” have emerged ­ and Laury is listening to them. She will often reach a purchase decision with the help of her peers and Activade can reach a wide audience through dialogue with these influencers. Online advertising is also a powerful medium for Laury for earning brand awareness and loyalty. And Laury’s affinity for entertainment on YouTube can also be leveraged. Laury will look for the answer online, whatever the question. This is how she grew up ­ “just google it” ­ so this is her go­to place for answers. Over twice as many Laurys as Annies research their purchases on a smartphone. They love their mobile connectivity, the instant gratification. And when they love something, nearly 1 in 10 will tell their friends about it. [240 words]

Slide 7 Touchpoints ­ Stimulus We will use a digital­first approach to drive product awareness incorporating traditional/offline methods. We will tailor a mix of paid, owned & earned activity ensuring we can engage with our target audience throughout the customer journey across multiple devices. Creating engaging hero content designed to stimulate both Annie & Laury is key to generating initial interest in our brand as this is the first time they are exposed to our #whatitfeelslike message. The aim is to primarily deliver content programmatically utilising a mix of social channels and powerful paid search techniques. Annie & Laury spend a lot of time on Instagram and Facebook but also do a lot of reading books & newspapers. They are health conscious and tend to visit health, fitness & food related websites. With managed placements in Adwords, targeting highly relevant sites they visit, we will create compelling content to hook our audience. Landing on our optimized landing page on our core website will move them across the customer journey, prompting them to engage at a social level using incentives. Liking on Facebook & Instagram will be key to continuation through the journey. Annie as a digital mom spends a lot of time researching before making a purchase so she may need several stimuli across different channels and not just in the digital sense. We will utilise offline channels to support online activity. This includes press releases and in store promotions which will include free samples and on­pack discount codes for use online. [247 words]

Slide 8 ­ Touchpoints ZMOT ­ Research & Consideration Annie & Laury are looking for advice as part of their research, the easier they find this the quicker they move through to purchase stage. Activade has an opportunity to inspire them during their search, minimise purchase risk and provide relevant information to commit them to a purchase. Social media: Users visiting Activade’s website targeted through Facebook ads. ­ Example objective: drive to YouTube to inspire product confidence. ­ Example objective: drive in­store traffic on demonstration days ­ Targeting female users 25­44 metropolitans ­ positioning as a lifestyle choice Instagram and Facebook video are popular with this audience but Annie & Laury consume a lot of video content on their mobiles when researching so we plan to use YouTube to deliver high quality content. This will include product demonstrations and key facts about active ingredients. Retargeting: Social retargeting is an effective tool to reinforce users attention, driving to the next stage of customer journey. Using both text and display to include gmail targeting, we can help point Annie & Laury to our core content. Programmatic: Relevant users visiting Activade’s website targeted through ads placed across the GDN with managed placements. ­ Example Objective: Drive users through to retail, on­line purchase ­ Push notifications when nearby to major outlets ­ Targeting female users, aged 25­45. Heightened reach at commuter times. Website: Optimised landing pages that are highly relevant. To include product Information, functional and emotional messaging and a ‘near me’ solution with clear calls to actions. The website must also promote the social channels. [249]

Slide 9 ­ Touchpoints ­ FMOT ­ Confidence at purchase Upon purchase, we want Annie & Laury to be very comfortable with their choice. Purchase can be made either through the website or in store. Each outlet provides further opportunity to progress Annie & Laury through to the next stage of the customer journey. Website

­ Provide a secure checkout environment ­ HTTPS. Allow easy buying process with large buttons, simple navigation and clear path to purchase

­ Intro offers of 7 for the price of 6 ­ Reviews from people who have bought recently and tested product ­ Mention any charities, organisations & events that Activade is part of or has helped, i.e

Race For Life Store

­ In­store promotions to include free product samples and messaging around benefits over similar products.

­ In­store promos are key to ensuring that a purchase is made as close to the stimulus and ZMOT

­ Where possible, Activade should feature on any display banners being used on retailer sites ­ promoting offers i.e 7 for 6

­ We will prioritise partnering with retailers that enable mobile payment, from to digital shopping lists to online vouchers and appointment reservation services as these have been identified as key techniques to convert digital traffic in to in­store footfall (Capgemini Consulting, 2013; Emarketer, 2015).

[204 words]

Slide 10 ­ Touchpoints ­ SMOT/UMOT By this stage, we need Annie & Laury to be advocates for Activade, feeling like they are part of a journey and a real change. We need them to encourage other like­minded people to adopt Activade as their drink of choice and to ditch the competition & helping Activade increase brand awareness. Using Facebook and Instagram which are their social channels of choice. We will provide incentives for them to produce their own content and share on Instagram & Facebook, these incentives will be tied into fitbit challenges ­ Step Challenges: Daily Showdown/Weekend Warrior. They will be encouraged to create their own #whatitfeelslike moments across happy, healthy, and energised. We can use the best shared moments to curate powerful hero content to drive the next customer to Stimulus and ZMOT stage of the the customer journey. We will utilise the power of reviews using Trustpilot and similar sites to encourage sharing of good experiences. Similar to previous touchpoints, the offline channels will be key to prolonging the digital message. This includes word­of­mouth which combined with print ads & advertorials in newspapers and magazines will be an effective way to prolong our message. TV advertising using innovative Shazam to­shop­now feature will help create a buzz around the brand and help demonstrate the uniqueness of our approach to marketing. [218 words]

Slide 11 ­ Integrated Campaign The continued rise of digital has made the old school ‘outbound messaging’ concept of traditional advertising long outdated. Perversely, though, the sheer volume of marketing opportunities presented by digital means that consistency of message has never been more important. Furthermore, that ‘outbound message’ may help create demand, but in the customer journey it needs to be complemented by ‘inbound messaging’ to fulfil interaction with that demand. Media from the pre­digital era is where big brands have traditionally made their break. However, by using these with a call to action which refers the public to a digital channel, we are able to integrate digital and traditional channels. We’re then able, for example, to give customers details of the Activade range, promotional vouchers or an invitation towards user­generated content. In every case, the more we know about the customer, the more personalised the interactions and journey can be. The scalability, immediacy and measurability of the digital world opens up a myriad of marketing possibilities. The big picture is a proven method brought up­to­date with a modern digital toolkit: if we continually think about what and how Activade wants to communicate, and to whom, then we can create content specific not only to each audience segment but also specific to each channel, each device and, ultimately, each customer’s own journey. [221 words]

Slide 12 ­ Metrics and KPI’s To ensure that the campaign drives awareness, evaluation, sales, and build loyalty/advocacy, we created the spreadsheet to easily clarify the KPI’s we will use to measure each objective. The measurement of Voice, Reach and engagement will help quantify how the brand is viewed and how well the brand fares in brand recall tests. Positively raising the brand profile will help long­term objectives on future campaigns ­ and reinforce our position in the market. The metrics used for display will help measure the success of the campaign and how traffic is driven to retail stores. We will also see from these stats the positive effect the NPD will have on the Masterbrand (Halo). Continuous engagement and response to consumer feedback will encourage loyalty and repeat visitors to our website and POS areas, keeping the brand at the forefront of consumers’ minds. Evaluation of the product and brand will be measured by reviews and feedback received. Ultimately, the campaign will help drive footfall towards our brand in store and online. Driving traffic to our website will allow us to create a hubpage focusing on healthy lifestyles. Encouraging repeat visitors and the creation of brand advocates, will lead to greater reach, awareness and sales. Activade will now be viewed as not only an energy drink brand, but as a lifestyle partner. #whatitfeelslike (225 words)