stride digital strategy
Post on 17-Nov-2014
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Stride GumDigital StrategyEmer Smith
Target Audience
• Teenagers and young adults [13-24]
• Stride is a newer and edgier product
BIG Idea
• Common and useful product
• “Redefine the limits of possibility”
• Absurd & comical advertising
• Shaun White
Tools & Tactics
• Social Media• Interactive
Marketing • Video Game • Internet and Radio• Go Mobile
Tools & Tactics cont.
• SEO to stand out• Google Adwords for
searches like:• Gum• Adventure• New experiences• Possibility
Increase Followers
• Facebook: 3.1m-3.5m• Twitter: 26.1K – 29K• Instagram: 5,000• More unique users
Budget
• Increase Advertising/Marketing budget to $25 million• $1.5m social media• $2m videos• $2m SEO• $1m app• $18.5m traditional
media
KPIs
• Devise a plan • Increase followers
• Instagram• Twitter• Facebook• YouTube
Summary
• Consumer Wants• Separate from
status quo• Improve sales• Successfully
communicate brand
“A chewing gum that redefines the limits of possibility. Again.”
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