MEDIA CAMPAIGN
A
VI
A M E ND A I OL R O A u g g l T i l a i e C big tt a R a
EMILY WONG caitlin cryan
Table of Contents
Research Strategy Creative Concepts Media Plan
5 11 15 31 39
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Meet The Team
Crave Agency Emily Wong Campaign Director
Abbie Guglietta Social Media Director
Victoria Amendolara Creative Director
Caitlin Cryan Research Director 3
The Task
Client Info
Halo Top is a low-cal, high protein ice cream that contains between 280-360 cal per pint in a variety of flavors. They offer dairy, non-dairy and vegan options for the pints as well as dairy ice cream pops.
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Task
Organize, plan and design a media campaign within the budget of $20 million for a six-month schedule (55% traditional media/45% social media) to begin June 15, 2019 until the end of year. 75% to be used for US market, 25% for the international market.
Research While completing our research, we snacked on Halo Top Peanut Butter Cup since we also learned that peanuts help keep your brain function healthy by nutrients such as vitamin E, unsaturated fats, and vitamin B all of which improve memory, recall & overall cognition.
Company Overview
Halo Top sold in:
Product Offerings
28
Dairy Flavors
17
Non Dairy and Vegan Flavors
4
New Halo Top Pop Flavors
Calories/pint: 280-360
Creamery Locations:
Top 5 Dairy Flavors 1. Peanut Butter Cup 2. Chocolate Chip Cookie Dough 3. Mint Chip 4. Sea Salt Caramel 5. Vanilla Bean
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Westfield Topanga Canoga Park, CA
Westfield Century City Los Angeles, CA
The Grove Los Angeles, CA
SWOT
• Trendy social media aesthetic and large following • Variety of flavors that appeal to multiple dietary needs • Established top-of-mind brand in frozen novelties market • Eye-catching package design • Relatability in messaging
• Controversy about health benefits • Controversy about sugar alternatives and other unnatural ingredientserythritol, palm oil, etc. • Small target market, excludes large markets of children or older adults • Low number of Scoop Shops
STRENGTHS WEAKNESSES OPPORTUNITES THREATS • Create an established influencer database specifically for Halo Top • Debunk the myths associated with some ingredients in Halo Tops • Expand into Asian markets • Potential for a variety of partnerships • Room to expand number of brick
• People completely disregarding healthy ice cream • Increase in healthy ice cream competition • Potential future economic downturn for high-end spending • Inability to predict response from certain future international markets
and mortar Scoop Shops 7
Target Audience
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Primary Ages: 18-34 United States
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39% Secondary Ages: 18-34 Current International Markets with a focus on Australia and New Zealand
• Fitness Gurus • Instagram Influencers • Celebrities • Those with food restrictions
Educated self-aware Middle to Upper Class Active on t re n d y
Social Media
Aged 22-37
turn to comfort food when stressed13
Both markets are comprised of health conscious consumers seeking indulgence. This can include individuals such as:
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Millennials
New Zealand - 28.4 liters per capita per year leading in global ice cream consumption12
52%
3,002 respondents
Millennials will visit an area if a new store opens
44.1% 1,000 respondents
Consumers often purchase ice cream a few times a month in physical retail locations20
Survey While researching for this campaign, we surveyed 54 people about their awareness of Halo Top, Halo Top’s competitors, and their lifestyle and psychographics. Our participants were between the ages of 17 and 24, and were from various parts of the United States. 81% of our participants were females, and 80% of participants had no dietary restrictions including vegan, gluten free or dairy free. In terms of diet and lifestyle, do you consider yourself to be:
When you want to indulge, would you ever choose a healthier option of your treat? Such as low-cal, low-fat, sugar-free, etc?
Not healthy at all
Yes
Kind of healthy
No
Very healthy
Maybe Not only would many of these people consider Halo Top, 92.6% had heard of the brand without a picture or prompt. Only four people had not heard of Halo Top. Many people had tried Halo Top as well as other brands of low calorie or healthier options for ice cream. These people rated the taste of Halo Top and the other brands similarly.
How often would you say you like to indulge in treats? Everyday 3-4 times a week 1-2 times a week I stick to a strict diet and refuse to indulge It is also important to note that 24% of people in this survey would chose ice cream when they need a treat.
Moo-Phoria
35.2%
Enlightened
29.6% 22.2%
Artic Zero Breyer’s Delights
37.7%
None
37.7%
Other
1.9%
Lastly, we asked participants if they would go to a Halo Top pop-up or event if it was hosted near them and 67% of people said yes, they would attend. This information was used while we planned our campaign, in placing a good amount of experiential advertising throughout our target markets and locations. 9
Focus Group
To gather consumer sentiments about Halo Top and to see how it compares to its competitors, a blind taste test focus group was held at Quinnipiac University. 10 students ages 20-23 both male and female tasted five different brands of low calorie ice cream including Halo Top. The four competing brands were: Arctic Zero, Ben and Jerry’s Moophoria, Enlightened, and Breyer’s Delight. Cookie Dough just won Halo Top’s fan favorite flavor in Halo Top’s flavor bracket challenge, so that flavor was chosen to represent Halo Top in the taste test. Cookie dough was used for the competing brands, and if the flavor was not available the flavor closest to cookie dough was chosen.
We gave each of the ten participants a small taste of each flavor one by one. They were given a survey asking them to rank each flavor on a scale of 1-5 (1 being the lowest and 5 being the highest) on four factors including taste, texture, smell, and creaminess. Finally, they were asked to rank the flavors in order of favorite to least favorite.
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Strategy When developing our overall strategy, goals, objectives, and creative messaging for the campaign, we turned to Halo Top Mochi Green Tea. Green tea has been proven to boost overall brain function as well as bring clarity and zen to the mind, just what we needed to streamline our ideas!
Campaign Objectives
Our overall strategy for this campaign is to raise brand awareness and encourage consumers to think of Halo Top as the top choice. Our overall creative theme for the campaign will embody the statement:
“Healthy doesn't have to be boring, you deserve to indulge” Communication objectives • Raise brand awareness
• Encourage consumers to think of Halo Top as the top choice
Advertising objectives Goal 1: Increase exposure of the brand in global markets
Goal 2: Continue to build popularity and momentum in the national market
Objectives:
Objectives:
1. Increase brand recognition by 15% percent in new global markets by January 2020 2. Increase brand recognition by 7% percent in current global markets by January 2020 Strategies: 1. Increase use of experiential marketing 2. Grow social influencer market
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1. Have newly released flavors represent 10% of overall flavor sales within 6 months of release 2. Change the behavior of consumers to choose Halo Top when they buy ice cream
3. Increase B2C communication on social platforms 4. Increase overall international marketing efforts
Creative Brief
WHY?
To raise brand awareness and encourage the consumer to think of Halo Top as the top choice in both global and domestic markets by using experiential and social influencers.
CURRENT CONSUMER MINDSET
DESIRED MINDSET RESULTS
The consumers are divided between two main viewpoints of the product. Although the majority of the general public agree that Halo Top is a trendy product, one opinion is that Halo Top is not actually the healthy alternative that it is branded to be. The other viewpoint is that it is a great alternative for those health conscious individuals who still want to indulge.
Halo Top is the top tasting healthy alternative to traditional ice cream that caters to all dietary needs.
HALO TOP PERSONA
CREATIVE GUIDELINES
KEY CONSUMER INSIGHT
Trendy, cute, fashionable, the right choice, a treat, fit in with your lifestyle, a flavor for every feeling, adapts to consumer needs by offering vegan and dairy free.
Our creative guidelines throughout the campaign will be putting a modern twist to a vintage design creating an attractive, eye-catching, and classic look. The messaging will be funny, honest, and cheeky.
Halo Top is beyond the newest ice cream trend; it is a healthy alternative to treat yourself with after a long day. It is about indulging while maintaining a healthy balanced diet.
UNIQUE SELLING PROPOSITION Healthy doesn’t have to be boring. You’ll want to eat the whole pint, and you can.
PROOF? A viral GQ article contributor lost 10 pounds just eating Halo Top for days, but other than that, Halo top doesn’t deprive you of a treat you love, but in fact provides you with protein, a healthy serving size, and great flavor loved by countless celebrities, fitness geeks, and ice cream indulgers everywhere. Halo Top serving size provides portion control that allows you to indulge without guilt.
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Overall Campaign Look Inspiration
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Creative Concepts While brainstorming creative concepts for this campaign, we wanted a treat that was as fun and sensational as our ideas, so Halo Top Rainbow swirl shined as the obvious choice. With a variety of interactive and engaging concepts planned to execute, consumers will be diving into Halo Top pints in no time.
Traditional Media - Print
Indulge and get lucky
Order your next indulgence with 10% off your total, because you deserve it.
Enter your code at halotop.com
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Scratch Off Surprise Print - Cosmopolitan, People - $4,385,500
Indulgement Coupon Print - Ice cream shipments - 25,000 coupons for $1,000
Halo Top scratch off will be placed within Cosmo and People magazines as an opportunity to readers to win free Halo Top Pints. Halo Top will insert ads in seven different issues of Cosmo Magazine costing $1,482,600 and seven different issues in People Magazine with a total $2,902,900 in ad costs. Combined readership from both magazines is 62 million viewers that readers a target demographic of ages 18-34, the majority of which are women. In order to see if users won a free pint, they will enter the code found on the scratch and sniff on the Halo Top website, which will be trackable to see how many winners9.
Every shipment of Halo Top ice cream, including both domestic and international shipment, will include a surprise coupon for 10% off your next order. Messaging on the coupon will be “Order your next indulgence with 10% off your total, because you deserve it.� Every 25,000 coupons printed will cost $1,000. This will ideally encourage existing customers to continue purchasing Halo Top products in the future by increasing brand loyalty in current consumers.
Traditional Media - Print
Checkout Surprise & Delight Print -New York City, Los Angeles, Boston, Chicago, Dallas, Miami, Nashville, San Francisco, Seattle, and DC - $55,000 Halo Top will surprise & delight grocery store customers checking out by brightening up the conveyor belt with colorful Halo Top flavors appearing to “flow” across the belt with fun messaging. These will be applied to five grocery store conveyor belts in five stores in 10 major cities of New York City, Los Angeles, Boston, Chicago, Dallas, Miami, Nashville, San Francisco, Seattle, and DC. This placement has been proven to be 5 times more successful in shopper’s return purchasing habits than any other in store ad placement. These ads help make Halo Top top-of-mind to consumers who are doing their household grocery shopping and may influence them to add Halo Top to their normal shopping as an indulgent treat. All 250 placements will cost $55,000. Each store can keep track of how many customers pass through each line, as well as the change in sales of Halo Top pints at those locations throughout the duration of the ad placements.
All this ice cream for just
320 calories Eat the whole pint, you deserve to indulge
Playbill Ads Print - New York City - $82,722 Halo Top will have ad placements in Playbill booklets that are handed out prior to all Broadway shows in NYC for a 6 month run. This will remind existing customers and introduce potential customers of who Halo Top is. The total cost to place a full page ad for 6 months is $82,722. We chose this placement since our target market is affluent consumers who are aged 18-34 which make up the majority of theatre-goers in NYC. 17
Tactics Traditional Media - TV & OOH
:30 Television Ads TV - Grey’s Anatomy, This Is Us, The Bachelorette - $2,350,974 The television ad will be a series of three commercials that place adults in situations that are normally bleak, but can be made brighter by a pint of Halo Top. Characters can be seen in situations such as waiting in line at the DMV, root canal in the dentist chair, and serving jury duty. As the situation seems miserable, the Halo Top ice cream man pops up and says “you wanna get out of here?” in a cheeky way, and the halo top jingle plays. We chose these three shows to feature the commercials on since these shows have viewers in our target demographic as well as garner millions of viewers for each episode17.
Bad day? Eat the whole pint.
You deserve it.
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Flavor Shade OOH - Ohope Beach (New Zealand); Santa Monica, CA; Bondi Beach in Sydney, Australia - $32,495 Halo Top will help beach goers indulge in quality relaxation time without melting away in the sun by shading them with 500 branded umbrellas. Umbrellas colored to match popular Halo Top flavors will be spread out among the famous beaches of Ohope Beach (New Zealand); Santa Monica, CA; and Bondi Beach (Sydney, Australia). These will be placed during sunny July for a week to raise brand awareness and recognition while providing a service to current and potential new consumers. These umbrellas will provide more than shade, but also an Instagram backdrop for the perfect beach picture for Halo Top’s influencer database to post organic branded content with the hashtag #IndulgeHT found on the umbrella25.
Tactics Traditional Media - OOH Floating Halo OOH - Toronto, Ontario; New York City; Los Angeles, CA; and Amsterdam, the Netherlands - $41,698 It’s a bird, it’s a plane, it’s a giant halo from heaven! Drivers will want to indulge in a whole pint of Halo Top after seeing these glowing billboards along high traffic highways directing them where they can “indulge,” as well as listing nearby locations that carry Halo Top in stock. Each execution will sport Halo Top’s classic pastel & metallic color scheme, logo and the word “indulge.” Floating above the billboard, a shiny golden Halo will remind onlookers how they can indulge guilt-free, today. This billboard execution will be featured in National & International market locations of Toronto, Ontario; New York City; Los Angeles, CA; and Amsterdam, the Netherlands. The board itself will be covered in Halo Top’s signature pastel & metallic color scheme, feature the logo, and the copy will read “indulge” in the country’s native language. We chose this OOH execution to raise brand awareness throughout the general public, especially in the international markets. These billboards will explain the message the campaign is aimed to spread while getting the attention of many individuals on the road. Post analysis results will be determined by measuring traffic patterns in the area of the billboard as well as sales of Halo Top at the stores mentioned on the billboard2. That’s a subway car Wrap! OOH - London, NYC, DC, Boston, Chicago - $80,000 per car, $4,480,000 total For the holiday season, Halo Top will take over a full transit car on each line in subway systems for the chilly month of December in various major cities to reach our target market when they’re commuting for work or shopping, since reports show that two thirds of OOH viewers make shopping decisions on their way home. The branding will wrap around the interior entirety of the car and have witty and relatable copy such as “Had a bad day? Sit in the Halo Top section and grab a pint to go.” Included in the branding there will be directions that will help riders navigate to the nearest location to buy Halo Top. This will provide a bright and engaging look to the normally dull and monotone subway cars that is sure to catch current and potentially new consumers eyes. It will cost $80,000 per car for a full branding wrap and we will cover national and international markets by covering a total of 56 cars in cities of NYC, London, DC, Boston, and Chicago for a total of $4,480,000. We will track the success of this branding placement by a QR code located on the branding that will send users to the Halo Top website with info on how to purchase the products. In addition, there will also be a trackable hashtag placed within the branding that reads #IndulgethisSeason. 19
Tactics Traditional Media - OOH
Pile the Pints OOH - Los Angeles, CA; Dallas,TX; Boston, MA - $50,625
Indulge While You Wait OOH - Munich, Germany; London, UK; Toronto, Ontario $45,000
This interactive mall game activated throughout November will be a touch screen kiosk programmed with a Halo Top branded game. The kiosks will be located in Los Angeles, Dallas, and Boston and players are tasked with stacking as many Halo Top pints of ice cream as possible without missing or toppling the tower. At the end of the game, players are given their game score with copy saying “ You worked hard buying gifts for everyone on your list, don’t forget to indulge, yourself. Eat the whole pint. Happy holidays from you to YOU. ” This kiosk is aimed to reach our target market while they are shopping for the holidays and to remind them to treat themselves throughout the stressful holiday season. Based on research and targeted placements, these kiosks will garner 650 million impressions monthly.
Halo Top will make the mundane task of waiting for the bus much more enjoyable by providing an interactive experience through augmented reality (AR). A digital AR equipped screen will be built into a bus stop kiosk that will feature a branded space for pedestrians to fill in their answer to: “How do you indulge?” Once they type in how they indulge, the system generates a pint of Halo Top that appears to be held in the hands of the individual. The user can interact with the pint and make it look like they’re indulging in the whole pint, they will also be able to share their video on social media. We chose this tactic since commuters wait on average 20min at bus stops and interactive bus kiosks are an effective and fun way to introduce or remind individuals of the brand18. I indulge by....
playing video games
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Tactics Digital Media - Social Media
Social Media Sponsored Posts Owned Social Media - Globally - $2,000,000
halotopcreamery
indulge.
Due to past success on both Instagram and Facebook, Halo Top will create sponsored posts in both platforms. This will allow for Halo Top to target its specific market due to their high activity on Instagram and Facebook. Halo Top will allot $2 million to these sponsored posts with an expectation of 5 million impressions on both platforms.
Snapchat Filter Owned Social Media - Nationwide - $900,000
Learn More
Halo Top will create a native brand placement as a custom Snapchat filter within the app to promote the campaign. The filter will show pints in front of the users face and the copy will say “I indulge by‌â€? and allow users to write how they indulge. This filter can be easily tracked by how many users interact and post the filter. This will be a great way to reach our target market since Snapchat filters are a fun trend that allows consumers to interact with brands and share to their network. The total cost for this filter will be $450,000 per day for two days, one in July for National Ice cream Day and one in September23. 21
Tactics Digital Media - Social Media
Coverage of Experiential Activations Earned Social Media - Nationwide - No cost
Surprise Boxes Earned Social Media - International - $480,000
By inviting influencers and the general public to the various activations by Halo Top, there is an expectation that the activation will be shared or posted about throughout their social networks. This coverage will garner earned media and increase awareness for the brand as well as create buzz for the activations. The influencers will be collected from a developing database with a list of influencers that Halo Top has an established relationship with. There will be no cost associated with this tactic because Halo Top will be inviting influencers and the general public to attend the events without compensation but produce an engaging experience that will want to share.
Halo Top will send 3,000 social influencers a Halo Top Influencer package, including free Halo Top pints, t-shirts and other merch. The messaging in the boxes will ask the influencers to promote Halo Top and show off the pints and merchandise on their social media platforms. These boxes will provide earned media for Halo Top from the influencers sharing their opinions out to their network. The boxes will cost $160 each for a total of $480,000. Impressions from the influencers will depend how many influencers decide to post and their individual follower bases. Once these boxes are sent, the influencers who post successfully will be added to a developing Halo Top Influencer Database, and will be asked to post more for Halo Top in the future11.
User Generated Content Earned Social Media - International- no cost Halo Top will be able to build brand loyalty with their consumers by increasing interactions on social media and actively responding to or reposting users posts throughout the campaign. The brand should remain true its brand voice on social and respond in a witty and cheeky way. Fans of Halo Top on social can use the campaign hashtag #IndulgeHT as well as tagging Halo Top, to join in the conversation. The overall purpose of this tactic is to create and continue a steady conversation with the fan-base and users who interact with the brand.
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Digital Media Tactics - Mobile
Swipe to spoon Owned Mobile Ad - National - $770,000 Halo Top will be placing native advertising on the dating app Tinder. The ad will mimic a dating profile with the following features: users can tap through photos that highlights different flavors, swiping left dismisses the ad, and swiping right leads to the Halo Top site. This advertisement will cost about $770,000 to implement, achieving one million impressions15.
Take a break from serving.... and serve yourself a pint of
indulgement.
Diner Dash Owned Mobile Ad - Globally - $200,000 Halo Top will be placing ads in the popular mobile game app Diner Dash. Diner Dash attracts a similar target audience and is a food-related game that incorporates sweets into its themed levels. These advertisements will reach both a national and international audience as it is a global game. The ad placement will cost $0.30 per impression for a total of $200,000 ad spend10. 23
Tactics Digital Media - Web
Google AdWords Owned Web Ad - Google AdWords - $1,000,000
Healthy doesnt have to be boring.....
you deserve to indulge.
Healthy doesnt have to be boring.....
indulge.
Halo Top will utilize Google AdWords as a tactic for advertising online to increase exposure to the brand. By using Google AdWords selected keywords will enhance search engine optimization as well as place our digital ad on sites that are visited by our target market. This will ultimately help to push Halo Top to the top of searches as well as get thousands of eyes on our digital ad. A few keywords that will be used are “Halo Top,” “ice cream,” and “low calorie.”With a cost per thousand (CPM) of $5, Halo Top will spend $1 million towards Google AdWords. Halo Top will begin using Google AdWords in June at the beginning of its campaign launch16.
you deserve it.
Alexa, order Halo Top Owned Web Media - National - $6,000
you deserve to
indulge.
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Go ahead....
eat the whole pint.
Plans to add an Amazon Alexa’s skill is in place as an effort to push into a unique medium for Halo Top. Alexa’s new skill will allow her to listen to voice commands that ask her to order Halo Top and have the customers’ favorite flavor (s) delivered as a way to form repeat buying patterns. This is an effective way to raise sales as it creates a convenient and effective way for consumers to regularly order the product and will allow repeat customers to easily order pints of Halo Top with little to no effort. It is estimated to cost $6,000 to build this skill into Alexa14.
Tactics Experiential Activations
Halo Top Plush Pit Experiential - NYC; LA; Mexico City; Toronto, Ontario; and Dublin, Ireland - $401,900 The Halo Top Plush Pit is an immersive pop-up experience that will be located in outdoor pedestrian heavy areas in NYC; LA; Mexico City; Toronto, Ontario; and Dublin, Ireland in the sunny month of July which is National Ice Cream month. A giant lifesize Halo Top pint will be filled with plush pillows colored to that ice cream flavor for guests to jump into and take Instagram worthy photos while inside a giant ice cream pint. Guests will exit the pint by way of a “spoon” slide. Pints of Halo Top, both dairy and non-dairy, will be handed out to visitors with a range of Halo Top’s various flavors. In addition, guests will also receive Halo Top scratch & sniff cards that will allow guests to sample flavor scents of current and upcoming Halo Top flavors. Effectiveness of the Halo Top Plush Pit will be measured by the number of attendees, users who hashtag #HTPlushPit, and social media posts related to the event10.
Pints in the park Experiential - NYC, Ireland, Germany, New Zealand, Australia - $90,850 What better way to start off the summer than with a movie in the park and free ice cream?! Halo Top will host a series of movie screenings in June in popular parks around the world in Central Park (NYC), Marlay Park (Dublin, Ireland), Olympic Park (Munich, Germany), and Nixon Park (Auckland, New Zealand). There will be free ice cream pints given out to guests at the event as well. The success of the event will be analyzed by the number of attendees and earned social media posts, posted with the event hashtag #PintsinthePark, as a result of the event.
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Tactics Experiential Activations
Pint Parlor Experiential - Auckland, New Zealand; London, UK; Chicago, IL; Sydney, Australia; Amsterdam, the Netherlands - $663,600 The Pint Parlor will be a vintage style ice cream parlor with a modern twist serving Halo Top pints and ice cream themed alcoholic cocktails. This event will pop-up in July for National Ice Cream month in cities such as Auckland, New Zealand; London, UK; Chicago, IL; Sydney, Australia; and Amsterdam, the Netherlands. This pop-up experience will last two days and will have its own custom menu specifically for the event. This experiential tactic will create a buzz amongst consumers that will translate into more impressions through earned media. Each Parlor is estimated to cost $132,720 including space rental, sweets and liquor, custom chairs and tables, decor, and staff6.
Pop for Pints Experiential- South Carolina, California, New Jersey, and Australia- $140,000 Halo Top is coming to the boardwalk for a fun experience at the end of the summer! In August, a custom themed balloon dart game will be set up on the boardwalks of Myrtle Beach, South Carolina; Venice Beach, California; Wildwood Beach, New Jersey; and Bondi Beach, Australia. When visitors walk up to the game, they will get a free chance to throw darts at balloons in order to see if they pop to reveal Halo Top themed paint colors, or a prize! Winners of the game will win Halo Top merchandise or coupons for free pints. This activation will create buzz and earned media, including user generated content, while activating as a common experience often seen in boardwalk settings.
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Tactics Experiential Activations
Indulge-O-Matic Experiential- 10 cities nationally, 2 per city- $10,000
You don’t need luck to eat ice cream
HALO TOP FREE PINT
Twenty Halo Top custom branded slot machines will be popping up in grocery stores in New York, LA, Boston, Chicago, Dallas, Miami, Nashville, San Francisco, Seattle, and DC. Two interactive slot machines per city will be placed in stores where Halo Top is sold throughout the span of the campaign and each machine will cost $500. Shoppers will be able to win Halo Top merchandise and coupons for free pints by trying their luck on the machine. The machine will influence consumers to try or continue to purchase Halo Top in their store, thus developing brand loyalty. This activation will also create lots of user generated content and earned media on social since the machine will surprise & delight unsuspecting grocery store customers7.
Halo Top Truck Tour Experiential - East Coast and West Coast- $300,000 Halo Top’s Ice Cream truck is taking a tour of the coasts of the United States! Fans will look out for the classic style Halo Top Ice Cream Truck when it comes to their city. Just like in the recent commercial, the truck will give out pints of ice cream to help people cope with the hardships of everyday. This activation will run from June to November and will create lots of user generated content and earned media on social. People who see or interact with the truck will be able to post about the truck and Halo Top by using the hashtags #IndulgeHT and #HaloTopTruckTour.
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Tactics Partnerships
Sketch - London
Pietro Nolita - NYC
HQ Trivia Game Sponsorship Sponsorship - Mobile - $30,000
Halo Top Restaurant Partnerships Partnership- International- No Cost
Halo Top will sponsor an HQ Trivia game to celebrate National
Throughout September & October, Halo Top will partner with trendy restaurants in major cities, including Sketch in London and Pietro Nolita in New York City. These restaurants will be asked to include items on the menu that include Halo Top in the ingredients, while Halo Top will promote the Halo Top themed menu and the restaurants on social media using the hashtags #IndulgeHT and #HaloTopTakeover. This will create buzz and brand awareness for Halo Top as well as business for the restaurants with fans of Halo Top flocking to try these special menus. The restaurants we have chosen have an all-over pink aesthetic that aligns perfectly with Halo Top branding. This will come at no cost for the campaign.
Ice Cream Day on July 21st. Each HQ game reaches an audience of about 200K-400K but some games can have as high as 800K players which will give Halo Top a high volume of exposure. HQ game hosts will mention Halo Top throughout the game and ask a few questions that relate to the brand for players to answer. This sponsorship will cost $30,0005.
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Tactics Partnerships
Too-Faced Makeup Collab Partnership - International - No Cost Too-Faced just got sweeter! Halo Top will collaborate with Too-Faced makeup brand to create a limited edition Halo Top eyeshadow palette. The palette will feature Halo Top colored and scented shadows named after Halo Top ice cream flavors. Since Too-Faced has a similar target audience and overall aesthetic to Halo Top, this partnership will be mutually beneficial and create buzz and attention for both brands. The partnership will also generate organic content and conversation on social media. This partnership’s success can be measured by how many products are sold and the user generated content on social media regarding the product. Halo Top & Hallmark Movie Buzz Partnership/Social - International - $5,000 Halo Top & Hallmark are partnering up on Twitter for a hosted movie marathon! Throughout Hallmark’s Countdown to Christmas movie marathon season, both Hallmark and Halo top will post content related to each other with user generated content aimed questions such as favorite Halo Top flavors, Hallmark movies and trivia. There will be specific Twitter challenges in which users can win free pints of Halo Top, including seasonal flavors around the holidays and more! This social media activity will have no cost to the campaign budget, and will create conversations and organic user generated content that will create energy towards the end of the campaign22.
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Merchandise
The Whole Pint is Key Merchandise - Handed out at events - $11,200 Sweet ride! Halo Top will make 10,000 pairs of car keys even sweeter with Halo Top Pint key chains! These key chains will be given out at Halo Top events throughout the campaign, and will serve as a branded reminder after guests leave the event as people will keep them on their keys as a reminder to indulge once in a while. These will cost $1.12 each for a total of $11,200, and create 10,000+ impressions.
Lick your Lips Merchandise - Handed out at events - $9,900 Halo Top flavored lip balms will be given out at campaign events. The 10,000 lip balms will be fitted into mini Halo Top pints and will allow consumers to take their favorite Halo Top flavors with them wherever they go. Next time they want some ice cream, they’ll consider matching it to their lip balm flavor, or trying another Halo Top pint! These will each cost $0.99, for a total of $9,900 for 10,000+ impressions.
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Pint Pocket Merchandise - Handed out at events - $6,500 You can’t eat the whole pint without something to help keep your hands warm and your ice cream cold! To encourage and help Halo Top fans eat the whole pint and indulge in comfort, Halo Top will be giving out 10,000 pint koozies at campaign events and activations. These fun, Halo Top branded koozies will keep any pint of ice cream cold and comfy to hold while you enjoy! In addition, this fun swag item will remind ice cream lovers and whole-pint eaters to consider buying Halo Top the next time they need a sweet treat. At $0.65 each, the koozies will cost a total of $6,500 and create 10,000+ impressions8.
Scratch n’ Sniff Print - Handed out at events - $2,089 Halo Top scratch n’ sniff cards will be handed out at Halo Top activations throughout the campaign as a sample for prospective consumers to experience the Halo Top flavors through smell. This creative print ad is a fun and memorable way to give consumers something that will make them remember Halo Top and consider purchasing. A QR code will be placed alongside the scratch where consumers can scan the code that will lead to the Halo Top website. The hashtag #IndulgeHT will also be included on the scratch n’ sniffs as a way for fans to interact with the brand on social media. Post analysis measurements will include results of those who scan the QR code, tracking the use of the hashtag and any change in Halo Top social media followings after the ad is placed19.
Media Plan When it came time to develop our media plan, the team snacked on Halo Top Chocolate Almond Crunch to get our gears going. The protein packed almonds really helped to crunch the important numbers when formulating the budget and schedule, for the campaign.
Media Overview
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Budget Traditional Media
$11,580,499
$4,524,222
Name
Rate/Unit
Size
Impressions
Total
Scratch-Offs Cosmopolitan Magazine
$211,800 x 7 issues
1/2 page Four Color
16,000,000
$1,482,600
Scratch-Offs People Magazine
$414,700 x 7 feature issues
Full page Four Color
46,000,000
$2,902,900
Ice Cream Shipment Coupons
$25 x 25,000
3” x 5” Full Color
N/A
$1,000
Grocery Store Checkout Belt
$220 x 250 ad wraps
2’ x 10’ Full Color
238,000
$55,000
Playbill Ad
$13,787 x 6 months
Full page Four Color
8,212,848
$82,722
TV
$5,356,000
Social Media
$3,380,000
$2,350,974
Name
Rate/Unit
Impressions
Total
Instagram & Facebook Sponsored posts
$0.20 to $2.00 per click
10,000,000
$2,000,000
Snapchat Filter
$450,000 x 2 days
188,000,000
$900,000
PR Boxes
$160 x 3,000 influencers
3,000+
$480,000
Greys Anatomy - ABC
$204,792 x 3 spots
:30
1,368,808
$614,376
The Bachelorette - ABC
$433,866 x 3 spots
:30
8,200,000
$1,301,598
This Is Us - NBC
$145,000 x 3 spots
:30
110,000,000
$435,000
OOH
Digital
$4,705,303
Name
Rate/Unit
Size
Impressions
Total
Beach Umbrellas
$64.99 x 1,200 umbrellas
7’ tall
11,317,468
$77,988
Subway/Transit Wrap
$80,000 x 56 cars
Full interior Full Color
16,000,000
$4,480,000
Floating Halo Billboard
ON - $5,000/month Neth: $1698/month NY: $20,000/month LA: $25,000/month
14’ x 48’ Full Color
1,500,000
$51,690
Bus Kiosk AR
$15,000 x 3 locations
50’” x 70” Digital
238,000
$45,000
Mall Kiosk Game
$16,875 x 3 locations
50’” x 30” Digital
7,000,000
$50,625
Mobile
$970,000
Diner Dash
$0.30 per impression
145,000,000
$200,000
Tinder Native Ad
$0.77/ impression
1,000,000
$770,000
Web
$1,006,000
Google AdWords
$5 per thousand impressions
200,000
$1,000,000
Amazon Alexa Skill
Free to host, $6,000 to build
300,000,000
$6,000
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Budget
Experiential
Halo Top Plush Pit Element
$663,600
$401,900
Element
Rate/Unit
Location
Total
Rental Space
$15,000/day for 7 days
New Zealand
$105,000
Rental Space
$15,000/day for 7 days
London
$105,000
Rental Space
$15,000/day for 7 days
Chicago
$105,000
Rate/Unit
Location
Total
Giant Ice Cream Pint Pillow Pit & Spoon Slide
$25,000 x 5
High Traffic Pedestrian Areas
$125,000
Rental Space
$25,000/day for 7 days
New York
$175,000
Rental Space
$10,000/day for 7 days
Los Angeles
$70,000
Rental Space
$15,000/day for 7 days
Australia
$105,000
Rental Space
$1200/day for 7 days
Mexico
$8,400
Rental Space
$15,000/day for 7 days
the Netherlands
$105,000
Rental Space
$1,500/day for 7 days
Canada
$10,500
Liquor License
$150/day for 7 days x 5 locations
N/A
$5,250
Rental Space
$1,500/day for 7 days
Ireland
$10,500
Liquor
$700/day for 7 days x 5 locations
N/A
$24,500
Ice Cream
$1,000/day for 7 days x 5 locations
N/A
$35,000
Decorations
$500/day for 7 days x 5 locations
N/A
$17,500
$5,000
Custom Tables & Chairs
$1,250/day for 7 days x 5 locations
N/A
$43,750
Staff
$360 for staff/day (4 workers at each location, $15/hour), open from 3-9pm
N/A
$12,600
Signage
$500 x 5
N/A
Pints In The Park Ice Cream Pints
$1,000 x 5
$2,500 $90,850
N/A
Screen & Projector
$600 x 5
N/A
$3,000
Rental Space
1 day rental price
New York
$16,570
Rental Space
34
Pint Parlor
$1,606,350
1 day rental price
Germany
Pop For Pints Balloon Darts Game
$33,000 x 4
N/A
$132,000
Vendor License
$2,500 for one month
Venice Beach, CA
$2,500
Vendor License
$1,500 for one month
Myrtle Beach, SC
$1,500
Vendor License
$2,500 for one month
Bondi Beach Sydney, Australia
$2,500
Vendor License
$1,500 for one month
Wildwood, NJ
$1,500
$16,570
Rental Space
1 day rental price
New Zealand
$16,570
Rental Space
1 day rental price
Australia
$16,570
Rental Space
1 day rental price
Ireland
$16,570
$140,000
Budget
Experiential
$1,606,350
Halo Top Truck Tour
$300,000
Element
Rate/Unit
Total
Ice Cream Truck
$50,000 x 2
$100,000
Custom Truck Wrap
$5,000 x 2
Staff
Budget Breakdown Print
$4,524,222
$10,000
TV
$2,350,974
$30,000 per person x 6 staff total for two trucks
$180,000
OOH
$4,705,303
Uniforms
$100 x 2
$200
Social Media
$3,380,000
Ice Cream
$4,900 x 2
$9,800
Mobile
$970,000
Web
$1,006,000
Experiential
$1,606,350
Partnerships
$535,000
Merchandise
$29,689
Spent Total
$19,107,538 $892,462 $20,000,000
Indulge-O-Matic Slot Machine
$10,000
$500/machine x 2 per city x 10 cities
$10,000
Partnerships - $535,000 HQ Game Sponsorship
$30,000
Restaurant Partnerships
$250,000 in Halo Top Pints/each = $500,000
Hallmark Holiday Social Content
$5,000 Halo Top Pints
Merchandise
$29,689
Type
Rate/Unit
Total
Halo Top Pint Keychains
$1.12 each x 10,000
$11,200
Halo Top Pint Chapstick Keychains
$0.99 each x 10,000
$9,900
Pint Koozies
$0.65 each x 10,000
$6,500
Contingency Budget - 4.5%
Scratch & Sniff cards
$0.08 approx. each x 25,000
$2,089
GRAND TOTAL
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Schedule
Tactic Print Scratch Offs - Cosmo Scratch Offs - People Coupon Surprises Check Out Surprise and Delight PLAYBILL ad Out of Home Subway/Transit wrap Floating Halo billboard Bus Kiosk AR camera Interactive mall game kiosk Experiential Ice Cream Tub Plush Pit & Spoon Slide Pints in the Park Pint Parlors Beach Boardwalk Game Beach umbrellas Halo Top Ice Cream Truck Tour Grocery Store Slot Machine TV 30 second Bachelorette spot 30 second This Is Us spot 30 second Grey's Anatomy spot Sponsorship/Partnership HQ Game Sponsorship Restaurant Collab Two Faced Makeup Hallmark movie Twitter UG Social/Online Snapchat filter PR boxes sent to influencers Reposting UG content Diner Dash Instagram sponsored posts Facebook sponsored posts Dating apps Google Adwords Amazon Alexa Pay
36
June 2019 June 1-7 June 8-14 June 15-21 June 22-28 June 29-July 5
July 6-12
July 2019 July 13-19
July 20-26 July 27-Aug 2
June 21
Men's Tell All July 21
July 21
August 2019 Septem Aug 3- 9 Aug 10-16 Aug 17-23 Aug 24-30 Aug 31- Sept 6 Sept 7- 13 S
September 2019 ug 31- Sept 6 Sept 7- 13 Sept 14-20
Schedule
Sept 21- 27
Sept 28- Oct 4 Oct 5-11
October 2019 Oct 12-18 Oct 19- 25
November 2019 Oct 26- Nov 1 Nov 2- 8 Nov 9- 15 Nov 16- 22
December 2019 Nov 23- 29 Nov 30- Dec 6 Dec 7- 13 Dec 14- 20 Dec 21- 27
Dec 28- 31
Nov 1- Nov 30
Season 16 premiere Season 4 premiere
Sept 1 - Sept 30 & Oct 1- Oct 31
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Post Analysis Measures
Traditional
Through the traditional tactics, Halo Top will be reaching a large audience through its messaging. The key performance indicators (KPI) for traditional media will include the number of codes entered on the Halo Top site from the scratch offs, tracking the amount of coupons used by consumers, tracking the number of people checking out at each Halo Top conveyor belt at the grocery store, the QR codes scanned in the subway cars, the daily traffic patterns in the vicinity of the billboards, and the number of people who interact at both the bus kiosk and interactive game. Overall, the sales of Halo Top during each execution will also be tracked as a way of measuring the effectiveness of each implementation.
Digital The digital tactics created for Halo Top will help to target the appropriate audience and interact with them as well. The KPI’s for digital will include looking at the number of impressions and clicks on the ads for each tactic along with tracking the people using the Snapchat filter, the amount of earned media from influencers, and how many people use the new Amazon Alexa skill or feature.
Merchandise
The Halo Top merchandise that will be given out for free includes the Halo Top key chains, flavored lip balms, pint koozies, and scratch n’ sniff cards. The KPI to measure effectiveness of the merchandise given out will include results of those who scanned the QR code on the scratch n’ sniff cards, tracking the use of hashtags and observing any change in Halo Top’s social media following after each event.
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Experiential/Partnerships The activations and sponsorships that have been created will draw in new customers and raise overall brand awareness for Halo Top. The activations for the Plush Pit, Pints In The Park, Pint Parlor, Pop For Pints, Halo Top Truck Tour, and the Indulge-O-Matic will allow for determining if pop-up experiences are what the target market is interested in. The KPI’s for the activations will include the number of attendees at each event, the amount of giveaways distributed, and the hashtags used that are associated with Halo Top (#IndulgeHT, #PintsinthePark, #HaloTopTruckTour). The sponsorship with HQ Trivia Game will be measured by looking at the number of people who participate in the sponsored game that night and tracking the sales of Halo Top products following the game. In tracking the KPI for the restaurant partnership, the restaurants will need to be transparent with Halo Top about the sales earned from the specific Halo Top items on the menu. This same KPI will be used for the Two Faced makeup collaboration where the number of sales for the specific makeup palette that is Halo Top themed will be tracked. For each sponsorship including the Hallmark Movie Buzz, the social media mentionings including comments and hashtags, along with the number of followers will need to be tracked to measure effectiveness of each sponsorship.
Conclusion We may be nearing the end of our campaign book, but that doesn’t mean the end for our relationship with Halo Top. Halo Top Birthday Cake may be the perfect way to wrap up the conclusion of our campaign plans, but it is also perfect for celebrating our future endeavors with Halo Top! Hurrah!
Summary & Conclusion Conclusion
Crave was tasked to organize, plan and design a 6-month media campaign within a $20 million budget for Halo Top. Halo Top is already doing amazing things with their branding on their own, but we believe that with Crave’s help we can continue the trajectory of success. Some key areas that we saw as opportunities for Halo Top were to take advantage of the love people already have for Halo Top and its trendy aesthetic by creating an influencer database specifically and doing more reposting of user-generated content to increase engagement. This high brand affinity also opens up the possibility for multiple branded partnerships. Halo Top has had great success with their three scoop shop locations, but all three are only located in the Los Angeles, CA area. We suggest in the future opening more scoop shops both across America and in your international markets. To test how well these scoop shops will do we propose doing weeklong pop-up Pint Parlors in different metropolitan area both internationally and domestically. In the future, we would love to see and help Halo Top expand into more Asian markets. The better-foryou ice cream trend has already hit there, and in Japan is a $67.3 Million industry, that is only estimated to grow (Statista, 2018). We think that Halo Top’s aesthetic and health-conscious attributes of Halo Top would align well with the culture of many Asian countries including Japan, China, and South Korea. The ultimate goal of this campaign is to help establish Halo Top as the top choice when they want to indulge in a sweet treat, but don’t want all the calories. Halo Top is a healthier alternative that most importantly tastes good. With our campaign, we will have consumers wanting to eat the whole pintand they can! 40
The Task Call To Action
From all of us at Crave, we had so much fun working on this campaign and we look forward to future opportunities with Halo Top! We hope to see this media plan come to life this summer. Contact us if you have any further questions about beginning to implement the plan into action.
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Notes
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