module 4 - project - final[3]
TRANSCRIPT
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EXECUTIVE SUMMARY
ACTIVADE PURE
A/er analyzing the market opportunity, compeBBon and consumer trends, we posiBoned ACTIVADE PURE as a HEALTHY ENERGY DRINK FOR WOMEN. Since it is a new product, our aim was to educate and inspire through rich media content that promotes all the exciBng experiences that enrich one’s life. Secondly, we had to generate trial and the best way to do that was to acBvate potenBal consumers through convergent content that drives credibility on ACTIVADE PURE ’s benefits using 3rd party blogger reviews.
IN THE UK
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Competition and Market Opportunity
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ESTABLISHED ENERGY DRINKSBIG PLAYERS WITH 98% MARKET SHARE
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ESTABLISHED SPORTS DRINKSSPORTS PERFORMANCE
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DIRECT COMPETITORSHEALTHY, NUTRITIONAL DRINKS
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SUNSOUL, VITAMIN WATER, PUREDEYZLUCOZADE, POWERADE, MOUNTAIN DEWREDBULL, MONSTER, ROCKSTAR
MARKET OPPORTUNITYACTIVADE PURE contains vitamins, nutrients, and natural energy enhancers specific to the daily needs of acKve women. It is the perfect response to the following market trends: - Healthy nutriKon segment is growing due to growing health concerns and consumer awareness - Women consumers (incl. mothers) present growing market opportunity and yet under supplied - The lifestyle segment is growing vs. sports performance. Energy drink consumpKon more than doubled vs. LY
25-45 year olds
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CONSUMER SEGMENTATION
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BUSY BEES25-45 y,o. w
Main goal: mulK-tasking while staying healthy
Lifestyle: busy schedule, involving meeKngs and long
commutes.
Nutri3on: they control what they eat, drink coffee to keep
focused Channels: Social Media (FB,
Instagram, Whatsapp, Pinterest), organizing apps
(Evernote)
ZEN MUMS25-45 y,o. w
Main goal: to feel mentally and physically balanced
Lifestyle: having a child has made them more in tuned with their body and their
health needs Nutri3on: products with
high nutriKonal content, that make them feel balanced
Channels: SM - Facebook, Instagram, Snapchat,
Pinterest. Smartphone, Search (info)
THE MILLENIALS25-35 y,o. w
Main goal: have energy to do everything at once.
Lifestyle: social life is extremely important. Offline events are mixed with online
sharing on Facebook or Instagram to enhance the
experience. Nutri3on: energy drinks keep
them going, looking for healthier alternaKves
Channels: SM - Facebook, Instagram, Snapchat,
Pinterest.
ACTIVELY TUNED IN18-40 y,o. w
Main goal: feel good, look good and enjoy long-term
health Lifestyle: acKve, need to
track their workout progress, stay determined.
Nutri3on: healthy instead of performance enhancing Channels: smartphone
(organizing, tracking acKvity), Facebook, Search (info on
health).
Consumer trend: Women are growingly having an acBve lifestyle (whether it includes sports, everyday tasks, balancing life-work or an acBve social life) They are also becoming increasingly health aware.
ACTIVADE PURE
4Squared Online Module 4 - Project
CUSTOMER JOURNEY
ACTIVADE PURE
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PRODUCT POSITIONING
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PRODUCT OFFERAcBvade Pure differenBates from sports drinks. It’s for everyday use, not just for sport acBviBes. And vs. energy drinks it’s healthy, without extra sugar or caffeine.
100% YOU. Happy, healthy, ENERGIZED. Brand role: AcBvade Pure empowers you to do everything you set your mind to. Emo>onal benefit: allows you to be yourself, natural, no enhancements. Func>onal benefit: Healthy energy. No added sugar, no chemicals.
CONSUMER NEEDSOur target currently drinks energizing, not energy drinks (ex. coffee, fruit juice). But needs a healthy alternative that can be convenient to carry and fits naturally within their current lifestyle
PORTFOLIO STRATEGY
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ACTIVADE PURE
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The ACTIVADE brand shows a decline in awareness and market differenBaBon To solve, ACTIVADE PURE takes posiBon 1 within the brand hierarchy
primary: content is opBmised towards driving Pure’s awareness to target consumer and establishing differenBaBon secondary: li/ing and amplifying the parent ACTIVADE brand
FROM ATHLETIC PERFORMANCE TO LIFESTYLEACTIVADE ORIGINAL
What it feels like to be the best you can
be.
ACTIVADE PROWhat it feels like to
push your limits
ACTIVADE PUREWhat it feels like to
go for it.
ACTIVADE PURE
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Marketing Objective (DMMM)
Squared Online Module 4 - Project
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OBJECTIVES
DIGITAL FIRST
Inspire through Hero content showcasing online experiences
Educate through Hygiene content showing everyday situaKons
Convince through Convergent content involving blogger partnerships
Other digital channels: Website + Mobile app (owned), Display ProgrammaKc(paid), Search (organic, paid)
SALES CHANNELS
GOALS KPIs TARGETS
Position and create Awareness for ACTIVADE PURE
Create a loyal base of Consumers
Lead Consumers to Conversion of ACTIVADE PURE
Drive Traffic to ACTIVADE PURE’s Website - increase search for
keyword - ‘ACTIVADE’
Stimulate target group to buy six packs of ACTIVADE PURE through
sales promotions and actions
Website traffic Keyword Search increase
Fan engagement, fan base increase
Volume SALES
30,0000 Unique visitors
30% in Search
10,000 Facebook likes
4000 Twitter followers
30% in Engagement
SALES VOLUME INCREASES
25% in by end of the Year
SOURCE: GOOGLE ANALYTICS
SOURCE: FB INSIGHTS
HOW? Through a digital first campaign supported by offline promoBon, we will create a strong associaBon between ACTIVADE PURE and all the new, exciBng everyday experiences
that enrich your life, in order to drive online sales as well as in store sales.
Engage Target group fans through SOCIAL MEDIA
ACTIVADE PURE
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CONTENT STRATEGY
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ACTIVADE PURE - what it feels like to be you, at your best Tone: celebratory (celebrate being you), empowering, upli/ing Look & feel: the brand tagline ‘What it Feels Like’ is brought to life in an empowering manner using dynamic content to depict real-life situaBons
CONTENT MESSAGE
Create more energy moments that can enrich our target’s life. Inspire them to live fully every experience. Theme: What it feels like to be you. Driver: hero content
INSPIRE
Show women that energy drinks can be healthy and integrate naturally into their everyday lifestyle. Create a product ritual before casual moments. Theme: Needing energy before important moments, not just sport acBviBes. Driver: hygiene
EDUCATE
Direct consumers to sales channels. Use advocacy, tesBmonials, brand ambassadors to establish credibility. Theme: ACTIVADE PURE is the real natural energy drink. Driver: Convergent content
CONVINCE
ACTIVADE PURE naturally empowers you to feel your daily best; physically and mentally. You feel healthy, happy,
energized.
CONTENT STRATEGY
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INSPIRE
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OWNED MEDIA
WEBSITE+
BLOG
MOBILE SITE
PAID MEDIA DIGITAL
DISPLAYADS
AdWords(PPC)
‘WHAT IT FEELS LIKE…’
Use Hero Content to drive awareness and inspiraBon, focusing on ACTIVADE PURE Digital insight: when scrolling through the newsfeed during office hours, our women need inspiraBon to live fully outside work.
The tagline for rich content that inspires to live fully, focused on experiences, during or outside office hours. It’s about being in the moment and being the best version of yourself.
OWNED MEDIA PAID MEDIAVideo, rich content, Email sign up
Hero content: 360 FB videos, cinemagraphs, gopro videos that showcase online experiences
Social media prize compeBBons + themed posts - *convergent media
Digital display ads (web +mobile) video + HTML5 - programmaBc audience + affiliate channels
*convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content)
Dancing at Festivals
Relaxing at the beach
Capturing the moment
SOCIAL MEDIA
SOCIAL MEDIA
CONTENT STRATEGY
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EDUCATE
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KNOWLEDGE BASED VIDEOS
1/WEEK
OWNED MEDIA
WEBSITE
PAID MEDIA
AFFILIATE
‘WHAT IT FEELS LIKE…’The tagline for useful content that educates women to learn how ACTIVADE PURE offers healthy energy throughout the day, helping them achieve their best.
Use Hygiene Content to drive awareness and show consumers how ACTIVADE PURE naturally integrates within their lifestyle. Also li/s AcBvade brand. Digital insight: “how to” videos are one of the most efficient ways to educate online on a new product.
OWNED MEDIA PAID MEDIAvideo, rich content and copy addresses why ‘PURE’ is different, bener, and right for your daily life-style. Email sign up to learn more Organic search (web/mobile site opBmised brand and generic search terms) Social media Hygiene content 'Pure' lifestyle Bps videos + posts - *convergent media e-CRM – monthly customer email newslener
Affiliate marke>ng ads – relevant affiliate sites Paid search (PPC) – brand & generic search terms ExperienBal events & workshops - sampling + ‘Pure’ lifestyle engagement acBviBes *convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content)
ACE a presentation
Catching a bus
Live a healthy lifestyle
CONTENT STRATEGY
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CONVINCE
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EARNED MEDIA
OWNED MEDIA
WEBSITE
7 FOR 6 OFFER
PAID MEDIA
BLOGS
AFFILIATE
‘WHAT IT FEELS LIKE…’The tagline for ambassadors tesKmonials that convinces women to trust ACTIVADE PURE’s natural ingredients.
Use Convergent Content to drive credibility on ACTIVADE PURE’s benefits through 3rd party blogger reviews and own brand content.
Digital insight: I trust online influencers rather than brands.
OWNED MEDIA PAID MEDIArich content, tacBcal copy, and email sign up re: sales promoBons, parBcipaBng retailers e-CRM – personalised email markeBng (loyalty & referral discounts & rewards, advocacy rewards for tesBmonials)
Affiliate marke>ng ads – relevant affiliate sites Paid search (PPC) – brand & generic search terms Experien>al events & workshops - sampling + ‘Pure’ lifestyle engagement acBviBes *convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content)
Blogger Review
Inspiration
Customer Testimonial
RETAIL
IN-STORE POS
7 FOR 6 OFFER
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CONTENT STRATEGY
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CAMPAIGN OVERVIEW
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TRADITIONAL MEDIA
• Bilboards, pamphlets and stickers placed at petrol stations, transit stations, office buildings, and 3rd party affiliate retailers
• Experiential events at retail stores
DIGITAL FIRST
• Inspire through Hero content showcasing online experiences
• Educate through Hygiene content showing everyday situations
• Convince through Convergent content involving blogger partnerships
• Website + mobile app (owned) • Display Programmatic (paid) • Search (organic, paid) • Social media
DIGITAL MEDIA
ONLINESALES CHANNELS
• Dedicated product page with integrated online store
• Event sponsorships and online competitions (promoted in social media: Twitter, Facebook Instagram) where ACTIVADE PURE is sampled
• Store locator „find a retailer” through web and mobile to drive offline channels
• Affiliations with women sport clothing retailers: • ACTIVADE PURE gadgets shipped
with every online purchase at an affiliate retailer
• vending machines at affiliate stores giving free samples of ACTIVADE PURE for online registrations made on site via mobile app
• Partner with retailers and distributors: to: • offer ACTIVADE PURE though 3rd
party distribution channels • offer discounts with ACTIVADE
PURE sticker at retailer stores • offer in store experiential events
• Place branded vending machines at gyms, spas, gas stations and shopping
OFFLINESALES CHANNELS