Team #107
1
Table of Contents
3
Executive Summary
4
Research Outline
8 9 10 11 12 15 21 22 23 26 27
Campaign Objectives SWOT Analysis Target Audience Creative Brief Public Relations Digital
Point of Purchase
Out of Home
Media Plan
One Last Thought
Sources
2
Executive Summary
Vibrant. Dynamic. Motivated. Relaxed. Bright. These are the words that define Snapple’s flavors and the consumers who love to drink them. Through our research, we discovered three recurring themes: consumers enjoy the variety of Snapple flavors; consuming Snapple on the go; and that Snapple quenches their thirst. These themes intertwine to lay the foundation of our campaign.
Life is flavorful. Snapple takes a positive and quirky approach to recognizing who their consumer is, no matter where they are in life. There is a different flavor for each unique mood, place, and time that consumers experience. Throughout this campaign, Snapple will be there for all of life’s flavorful moments, each defined differently by unique consumer experiences. Snapple is there for you when your dress is tucked into your underwear while strolling down main street. Snapple is there for you at your kid’s kindergarten talent show. Snapple is there for you when you celebrate your 29th birthday for the seventh time. Our campaign will be heavily focused on consumer experience and the idea that they take a Snapple with them through all of life’s twists and turns that are shared, posted, liked and celebrated every day. It incorporates digital strategy, mobile tactics, public relations efforts and social media platforms to reach consumers where they are: on the go.
Thirsty for Snapple, thirsty for life. Life is flavorful and so is Snapple. 3
Research Outline
FOCUS GROUP IN-DEPTH
INTERVIEWS
8
Participants
37
Interviews
32
PROJECTIVE TECHNIQUE SURVEY OBSERVATIONAL STUDY
Respondents
19 Individuals
QUANTITATIVE RESEARCH 4
Our primary and secondary research revealed a variety of information that guided the development of our campaign. We discovered important purchase and industry insights for the beverage industry as well as crucial insights and perceptions regarding the Snapple brand.
596 Respondents
4
Purchase Insights Graph 1.2
Consumers revealed where and why they purchase single-serving beverages.
WHERE? Research respondents are most likely to see themselves purchasing single-serving beverages at a gas station, convenience store or grocery store. Once in the store, over half of the respondents revealed they look in the cooler section for a tea or juice beverage. *Refer to visual 1.1
WHY? Research respondents revealed the main reasons why they purchase a single-serving beverage as well as promotions that entice them. *Refer to graph 1.2
Additional Incentives - Promotions Respondents from the survey revealed that two-forthe-price-of-one promotions and samples are the most motivating promotions. *Refer to graph 1.3 Graph 1.3 Vis. 1.1
55% 6 55% BUY FROM BUY FROM COOLER SECTION COOLER SECTION
32% BUY FROM
Fridge Near
Checkout Lane
5
Industry Insights 140,000,000
Overall, respondents purchase tea or juice beverages based on taste preference. Price, health and packaging are other considerations as well.
*Refer to bar graph 1.4
120,000,000
Taken from NSAC Snapple Case Study
Purchase
Snapple ranked fourth in volume performance (cases) in the last 52 weeks.
122,321,680
Volume (cases)
Consumers revealed why they do and do not purchase single-serving tea or juice beverages.
Don’t Purchase Respondents revealed they don’t purchase tea or juice beverages because they prefer other options, such as water. Other reasons include the cost and health of the beverage.
100,000,000
80,000,000
60,000,000
59,967,092
50,538,682
40,000,000
35,440,229
25,667,136
20,000,000
0
Graph 1.4
6
“
Besides tasting good, Snapple has a clever marketing scheme with vibrant designs and quirky facts under the cap. Their products have stayed rather consistent over the years, which I like. - Research Respondent
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Snapple Insights 4%
Purchased Snapple for social Reasons
Born in New York, Made for Everyone The majority of non-Heartland respondents had neutral feelings toward Snapple being born in New York.
Snapple Drinkers vs. Non-Snapple Drinkers
7%
Purchased Snapple for Emotional Reasons
Respondents who were Snapple drinkers were more likely to describe themselves as creative, whereas people who had never tried Snapple described themselves as oldfashioned.
35%
Purchased Snapple to quench thirst
Snapple On The Go Survey participants made it clear that Snapple is a beverage most enjoyed on the go.
Why Snapple?
54%
Consumers are more likely to purchase Snapple for functional reasons.
Purchased Snapple for the taste
*Refer to visual 1.5
Snapple Gender Perceptions Our survey revealed that Snapple is a gender neutral brand. Vis. 1.5
Flavor Focus
Top selling 16oz. single variants P
*Single Serving Peach Tea Kiwi Strawberry Juice Snapple Apple Juice Diet Peach Tea 7
Campaign Objectives
Create an integrated 2017 holistic marketing campaign to grow Snapple Trademark (TM) volume in the United States. 1. Within the Heartland: Heavy User Strategy Grow Brand Relevance through engagement tactics with Heavy Snapple Users Grow Purchase Frequency: Grow Heavy User Buying Rate from 9x to 10x per year 2. Non-Heartland: Light User Strategy Drive Trial by converting our high Awareness (90%) to Top of Mind Brand Awareness (15%) Grow Purchase Frequency: Grow Light User Buying Rate from 1x to 3x per year Taken from NSAC Snapple Case Study
Positioning Statement
SNAPPLE FACT
Snapple aims to celebrate individuality by providing flavorful, thirst-quenching beverages for each unique consumer to bring with wherever life takes them.
8
SWOT Analysis Strengths High brand awareness in the Heartland
Weaknesses Majority of sales in Heartland
Variety of flavors
44 states account for 50% of Snapple volume
Snapple facts
Competitive tea/juice market
Consumers recognize the glass bottle and snap of the cap
Ranks fourth in both tea & juice
Largest growth rate in juice category Snapple is perceived as being established in the tea and juice category
Opportunities
Snapple is perceived as not as healthy as other options in the tea and juice category
Threats
Growth in the non-Heartland markets
People are becoming more concerned with healthier lifestyles
Unique marketing opportunities for new products and seasonal products
The beverage market is very competitive
The consumption has grown 15% since 2010 and growth is expected to continue
Research shows that Snapple has lost its grip on the market and is not part of the current cultural conversation
People purchase single-serving beverages for their on-the-go lifestyle
9
Target Audience
Snapple drinkers value their individuality and having a beverage that is not only flavorful, but also with them wherever life takes them. Snapple doesn’t only embrace what makes each consumer different, it celebrates these differences. Snapple drinkers can be creative, they can be homebodies, they can be sporty. Snapple drinkers can be whoever they want to be. Meet the consumers who encompass Snapple’s brand persona and flavors through their own unique personalities and flavorful moments.
Click Here Password: team107
Meet Elliot, 21 - Entrepreneur, Executive Director, Student Elliot is an inspired, vibrant, aspiring millionaire who values family, travel and playing volleyball in his spare time. PE
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His Flavorful Moments - Ringing the New York Stock Exchange bell - Opening up his small business was “both delicious and terrifying”
“A Snapple a day could keep a counselor, psychiatrist and doctor away for this mind for sure.”
Meet Renee, 33 - Entrepreneur, Designer, Event Planner Renee is a vigorous, influential, dynamic and involved woman who understands the importance of celebrating others, living a healthy lifestyle and traveling the world. DI
ET
RAS
B E R RY
Her Flavorful Moment - Earning downtown business of the year
“In your 30’s, I think you learn to celebrate others’ flavorful moments.”
Meet Anson, 26 - Student Anson is a positive, motivated and focused student who hopes to someday reach his dream of becoming a television broadcaster. For now, he studies hard and takes one day at a time. Fr
uit
Punch
His Flavorful Moment - Making people smile
“Always take a step forward every day.”
Meet Jennifer, 33 - Professor, Mother, Wife Jennifer is a confident, intelligent, relaxed woman who enjoys the chaotic balance of motherhood and professional life. d Half lf an Ha
Her Flavorful Moment - Being able to breastfeed and bond with her son who was born two months early
“My son still wakes up every few hours during the night, so my day never ends or begins.”
Meet Brian, 28 - Educator, Husband, Gamer Brian is a bright, happy and quirky man who plans to enjoy life by making more friends, continuing his passion for educating others and having a great marriage. awberry Str wi Ki
His Flavorful Moment - Meeting his wife for the first time
“We bonded over video games, the arts and ordered the same meal. The rest is history.”
Snapple’s flavors are brought to life by the very people who love to drink them. 10
Creative Brief
Snapple Personality With a rich history, Snapple has defined itself as being a fun brand that is quirky, positive, playful and flavorful. Not only does Snapple provide their consumers with a variety of flavors, but they also provide the perfect beverage for their fun-loving, glass-half-full and humble consumers to take along with them.
Snapple Fact: Life is flavorful. Life is flavorful. Having the perfect flavor to match who the consumer is in a specific moment in life will create an everlasting, wholesome relationship between Snapple and their consumers. Snapple has a variety of flavors to pair with the variety of consumers that they serve. Snapple is there for all of life’s flavorful moments and all of the emotions that fuel these moments.
The Guiding Insights On the go Snapple drinkers are looking for a beverage to take along with them through their everyday adventures -- no matter how big or small. Variety of delicious flavors Snapple drinkers want a great-tasting beverage offered in a variety of flavors that reflect who they are in any specific time or place in their life. Just like the different flavors of Snapple, each flavorful moment of life is a burst of different emotions and experiences. Thirst quenching Snapple drinkers are thirsty for a beverage that pairs with who they are and where they are in life.
11
Public Relations
Snapply Contests
Snapply Locations The United States is full of fun and unique cities just waiting to be discovered. By holding a Snapply Locations contest, Snapple will encourage towns and cities across the country to share their stories about why they are quirky, flavorful and unique. This will enable Convention and Visitors Bureaus (CVBs) to recognize their communities, increase tourism to these locations, and enhance the quality of life for their cities. 10
How it works
Vis. 1.6
Snapple will send out a press release to CVBs across the country asking for submissions to the Snapply Locations contest. Submissions will consist of a maximum twominute video explaining why their city is quirky, fun and unique and deserves $15,000. We recommend that the video submissions include “Snapply facts” about their city, as well as information about the individuals contributing to the growth of the community. The videos can be submitted to the Snapply Locations landing page (Vis. 1.6) on Snapple’s website from January 1 to February 14. Snapple will then post all of the videos on Facebook with “#MySnapplyCity” and tag each CVB to let them know that their video is ready to be shared and liked. From February 15 until March 31, people will be able to vote for their favorite and most Snapply city on Facebook by liking the video and commenting with their favorite Snapple flavor. Once the voting finishes at the end of March, prizes will be awarded throughout the remaining nine months of the year in two ways: 1) The 10 cities with the most votes will each receive $15,000. The money is a reward for being a quirky, individual city that shows growth and community support. 2) The next 20 videos with the most votes will be awarded $7,500. Instead of this money being awarded to the city, the CVBs will allocate these winnings to community members who are doing something unique to add flavor and improve their community. These monetary prizes will help people like Jennifer, who want to make their community a breastfeeding-friendly place, or Elliot, who is trying to turn his dreams into a reality. This tactic is an effective way to showcase the Snapple brand in a positive light across social media. Residents of the featured cities will be proud to share the stories about their flavorful and unique communities on their own accounts.
12
Public Relations
3 -Tier Snapple Takeover Life is Flavorful Motivated?
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Bright?
R AW B E RR
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Fruit Punch
T IS
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Are you feeling...
Ice Cold
Kiwi-Strawberry
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Vibrant?
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Tier 1 - Snapple Snap Tier 1 consists of a Snapple-branded photo booth called Snapple Snap. After the consumer presses the button and gets their picture taken, the photo will print with a Snapple manufacturer’s coupon (Vis. 1.7) on the bottom half. These photo booths will be placed in the airports, train stations, subway terminals and malls listed below. These locations are heavily populated areas that allow for a lot of consumer interaction and flavorful moments.
H T EA
Peach Tea
AP
The three tiers of the Snapple takeover will offer three different variations of interaction with consumers.
Passionate?
Snapple Apple
Tier 2 - Snapple Cart Tier 2 is what we call a Snapple Cart (Vis. 1.8). These carts will sell Snapple beverages only. They are small enough to be hauled in trailers and will be placed at 16 locations around the United States. They are geared toward attitude and flavor.
Vis. 1.7
Vis. 1.8
The locations listed below were picked because they are the largest in each region and will reach out to more people. The flavor that was selected to match each city represents each city in a different way. For example: San Diego is Kiwi Strawberry because it is a bright, lighthearted place. Each city will have promotions for their designated flavor through social media and the cart.
Tier 3 - The Snapple Shack The Snapple Shack (Vis. 1.9) will be located in lower Manhattan on Elizabeth street. Snapple will take over this location and turn it into a fun store where visitors can buy both Snapple Swag and beverages. By placing it in a well-known area, Snapple will attract both the New York locals and visitors.
New Orleans
Kiwi-Strawberry - Bright
Peach Tea - Vibrant
Denver
New York
Diet Peach Tea - Spirited
Snapple Apple - Passionate
Seattle
Philadelphia
Dallas
Washington D.C.
Peach Tea - Vibrant
Fruit Punch - Motivated
Phoenix
Boston
Lemon Tea - Zesty
Mango Madness - Eccentric
Indianapolis
Las Vegas
Nashville
Minneapolis
CITY FLAVORS
San Diego
Diet Half and Half - Relaxed Diet Raspberry Tea - Dynamic
Diet Half and Half - Relaxed Mango Madness - Eccentric Diet Raspberry Tea Dynamic
Snapple Apple - Passionate
Orlando
Fruit Punch - Motivated
Kiwi-Strawberry - Bright
Chicago
SNAPPLE SNAPS
Vis.1.9 Below are where the Snapple Snaps will be located. Airports (International)
Subways
Chicago O’Hare Dallas Fort Worth Denver Orlando
Metropolitan Transit System San Diego New York City Subway New York Washington Metropolitan Area Transit Washington D.C. SEPTA Philadelphia
Train Stations 30th Street Train Station Philadelphia Union Station Washington D.C. South Train Station Boston King Street Station Seattle
Malls Mall of America Minneapolis Green Hills Mall Nashville Scottsdale Fashion Square Phoenix Lakeside Shopping Center New Orleans
13
Public Relations
Snapple Events
Whether consumers are going to a music festival with their friends, celebrating 4th of July with their children or finally running that 5K that has been on their bucket list, Snapple will be there to help celebrate all of these flavorful moments.
The Flavor Run “The Flavor Run™ 5K (Vis. 2.0) surprises you with fruit flavored color powder (Made in the USA) in one of the most unique and exciting events ever created! This super fun run supports local charities and local businesses through creating a fun 5k run engaging all of your senses: sight, smell, touch, hearing, and most importantly TASTE.” 33 Snapple will be the main sponsor for all 20 Flavor Runs throughout the year. Snapple will provide “Snapple Apple” flavored powder to be thrown at the event and hand towels to be given out to the participants in the Flavor Run. Snapple will also have their Snapple Cart present to sell Snapple drinks. The Flavor Run™ 5K is unique, quirky and emphasizes flavor, which is one of the guiding insights for this campaign. Members of Snapple’s target audience, like Jen, could be seen running through this race with their families and friends.
BUKU “BUKU is a musical festival combined with various art projects. It is a quirky boutique event that delivers a big festival punch.” 6
Vis.2.0
This event is based in New Orleans in March. From our target audience, Anson would be found enjoying a Snapple and living life to the fullest.
Macy’s 4th of July Fireworks “Macy’s 4th of July Fireworks is the largest Independence Day fireworks display in the nation and the single show against which all others are measured.” 8 PE
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PE
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This New York City event brings people from all over the country, Heartland and non-Heartland, to celebrate America’s independence.
H T EA
Life is Beautiful “Life is Beautiful sets up a few different food experiences for festival-goers. The festival showcases two separate art programs, one, Rise Above, includes street art/murals and the other, Art Odyssey, is a more immersive, interactive experience.”17 Snapple Bus
Vis.2.1
The Snapple Bus (Vis. 2.1) will travel to BUKU, Macy’s 4th of July Fireworks and the Life is Beautiful event. Attendees can purchase Snapple beverages and Snapple Swag merchandise from it. The bus will provide a Snapple-themed pop-up park that will be a place for attendees to take a break and enjoy a Snapple.
This Las Vegas-based event, occurring in April, centers around the theme of “You are beautiful” and “Your ideas are beautiful.” From our target audience, Renee’s love for celebrating others successes can be expressed at this event.
14
Digital Digital
Feelin’
passionate?
Social Media Tactics AP
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A Snapple for every mood! #Snapple #LifeIsFlavorful
receive a
Facebook Facebook has the largest reach of all social platforms. This past August, 1 billion people used Facebook in a single day. It regularly innovates with new features to keep users coming back, which Snapple can take advantage of. 16
receive a
TWO FOR ONE
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TWO FOR ONE
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Feelin’
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Feelin’
How ‘bout during the passionate ? month of june eccentric ?
during the passionate? month of june
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Discover how you can receive a TWO for ONE Snapple coupon and sip on some flavor! #Snapple #LifeIsFlavorful #2for1 #SummerIshere
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Discover how you can receive a TWO for ONE Snapple coupon and sip on some flavor! #Snapple #LifeIsFlavorful #2for1 #SummerIshere A Snapple for every mood! #Snapple #LifeIsFlavorful
A Snapple for every mood! #Snapple #LifeIsFlavorful
A Snapple for every mood! #Snapple #LifeIsFlavorful
Instagram Posts Examples
A bit
zesty?
Feelin’
passionate?
How ‘bout
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MADDNESS
How ‘bout
eccentric? AP
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M
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MADDNESS
“So far, nothing has replaced anything in digital marketing. Instead, we've seen a layering of new digital channels on top of existing channels, which creates a rich tapestry of ways to connect with customers.” 37
MO
N TEA
eccentric?
Instagram and Twitter Instagram and Twitter are popular social platforms among millennials (67% and 57%, respectively.) However, Instagram's video and photo ads are becoming more popular, as they encourage brands to make sure the ads are fresh, befitting the platform and not recycled banner ads. Instagram also reported that 97% of measured campaigns generated significant lifts in ad recall. 16
Advertising on Social Media Photo Ads This will be a stand-alone promotion that Snapple will run June 1-30 to celebrate the consumer’s love for summer. Users will have to click a “learn more” link that takes them to Snapple’s website, where they will enter their emails and receive updates, promotions and information about the Snapple brand. The two-for-one coupon will be a manufacturer’s coupon that users can redeem at any location that carries Snapple products.
Video Ads A Snapple for every mood! #Snapple #LifeIsFlavorful A Snapple for every mood! #Snapple #LifeIsFlavorful
A Snapple for every mood! #Snapple #LifeIsFlavorful A Snapple for every mood! #Snapple #LifeIsFlavorful
Snapple will have 30-second video ads to set the tone for the Life is Flavorful campaign. 5, 4
Carousel Ads Snapple will use carousel ads (Vis. 2.2)to bring an additional layer of depth to photo ads.
Twitter Polls A bit
zesty?
How ‘bout
M
AN
GO
MADDNESS
eccentric? LE
MO
N TEA
A bit
zesty?
No matter what mood you find yourself in, Snapple has a flavor for you. LE
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Snapple could easily use this tool to gather feedback on favorite flavors, ask questions about current events or poll users about which moments they think are most flavorful.
Hashtags After a busy week, Sunday is the day to rehash flavorful moments. Consumers tend to share their experiences with hashtags. Snapple will use #SundayFunday and #SnappleSunday to recap those moments.
A Snapple for every mood! #Snapple A Snapple for every mood! #Snapple #LifeIsFlavorful #LifeIsFlavorful
A Snapple for every mood! #Snapple #LifeIsFlavorful A Snapple for every mood! #Snapple #LifeIsFlavorful
Vis. 2.2
A bit
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Digital Digital
Snapchat Snapchat will be a key component in interacting with younger consumers and will work in tandem with Buzzfeed and AwesomenessTV. It will also be used to promote Snapple events with the Geofilter feature. 36
BuzzFeed Discover Page BuzzFeed Snapchat takeovers allow for brands to create content relating to their product in a unique and personalized way for each individual consumer. There are different brands showcased in unique ways daily, which keeps consumers interested and checking the Discover page consistently. Viewers will be able to scroll through the most popular Snapple beverages on the Buzzfeed Discover page (Vis. 2.3) and can select from a variety of flavors based on their current mood. It will reach users reading content on the Snapchat application versus users interacting with their personal followers.
AwesomenessTV Takeover
6 Flavorful things to look forward to this Christmas Season Brought to you by Snapple Brand Sponsor
1. Opening presents with family & friends
2. Ugly Christmas Sweaters
3. Christmas lights and decorations
Snapchat takeovers will consist of young bloggers, YouTubers, and Viners creating content for AwesomenessTV’s Snapchat story. Each day AwesomenessTV has a new user doing the takeover, which creates a strong viewership and rapidly increases the audience. 9 Snapple will select one of the weekly influencers that is collaborating with AwesomenessTV that best fits their target audience. The influencer will promote what flavor of Snapple best describes them that day, using the adjectives related to the Buzzfeed Mood Based flavors. Some of the influencers that fit Snapple’s target market include: SincerelyJules Lo Bosworth Emily Schuman Meghan Rienks Lauren Elizabeth
Event Geofilter
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On-demand Geofilters (Vis. 2.4) are available to promote brands, events and specific locations. Snapple will use Geofilters throughout the year by setting them for the specific time and region of the events, which will allow Snapple to target people participating in these events. 12
Snapple Follow us on Snapchat, Twitter, Instagram and Facebook to find out how to Snap Up Your City!
Vis. 2.3
Vis. 2.5
BuzzFeed BuzzFeed will be a vital piece in raising awareness through unique branded content and native advertising. In Snapple’s target audience, Renee would look for life’s flavorful moments (Vis. 2.5) on Buzzfeed as well as share these posts with her friends on other social media platforms. 7
Snapple Recapple Website Platform Snapple Recapple will be a series of Snapply and lighthearted articles that will be related to current holidays, events and flavorful moments. The eight website posts throughout the year will connect Snapple to consumers through interesting content in a unique and thoughtful way. BuzzFeed Video Application The second addition to the Snapple Recapple series will be featured on BuzzFeed’s newly created video app. The content featured on this app will be the same as on the website platform except the images and gifs will be presented as videos. 39
Click Here Password: team107
Vis. 2.4
16
Digital
Online Radio
Online radio, such as Spotify and Pandora, allows listeners to personalize their listening experience through custom playlists and channels. It allows consumers to enjoy music they want to hear wherever they go. Because of the personalization, online radio can target by mood, demographics and geography. Snapple will use 30-second radio spots on Pandora and Spotify. Here’s an example of a commercial spot that Snapple consumers will hear: Listen Here Password: team107
Spotify As life gets flavorful, someone’s mood can determine the music they listen to. Snapple flavors will be matched to moods that our consumers may be in or want to experience. 30 Snapple will sponsor a Spotify channel that features playlists that pair with consumer moods. We have provided just a few examples of artists that could be added to those specific playlists. Online radio satisfies the need for music on the go while catering to each individual’s mood and personality. 31 Snapple Apple: Passionate Sam Smith John Legend Fruit Punch: Motivated David Guetta Avicii Diet Half and Half Tea: Relaxed Adele Gavin Degraw
Link NYC Ads for Spotify
17
Digital
Online Video
YouTube Snapple can use YouTube to increase brand awareness among their target audience. By advertising on YouTube channels that have high traffic, far reach and a unique, targeted demographic, Snapple can effectively communicate their message to consumers across the United States. 38
Pre-Roll Video Ad Snapple will use 30-second skippable pre-roll video ads (Vis. 2.6) on popular YouTube channels. These channels are watched daily because people want to keep up with current flavorful moments and wish to relive and share these moments. These channels include: The Tonight Show With Jimmy Fallon, Saturday Night Live, The Ellen Show, The Late Show With Stephen Colbert.
Hulu “Thirty-second video spots (Vis. 2.6) on Hulu have a 22% increase at building purchase intent versus advertisements shown on linear television.” 34 Hulu connects to a wide range of people. From Snapple’s target audience, Jen would curl up on her couch and enjoy her favorite shows after a busy day at work.
Choice-Based Ads Group of people riding in a car.
Squirrel runs in front of car.
Driver slams on breaks.
Person in back holding a fountain pop spills drink all over himself.
Person next to him smirks, picks up a Snapple and takes a drink.
Snapple will place 15- and 30-second advertisements on Hulu.
Narrator says: Life is Flavorful. Grab a Snapple.
Vis. 2.6
18
Digital
Product Placement
Netflix Forty percent of all U.S. households with TV and/ or Internet use a subscription video on-demand service, and among them 36% have Netflix. Netflix allows viewers to stream a variety of shows and movies at the click of a button without the interruption of advertisements. They also offer Netflix Originals that are owned and produced internally, allowing brands a unique way to invest in product placement across the medium. Through the use of product placement in a 2017 Netflix Original series, Snapple will drive engagement in a non-invasive quirky way. Snapple will be placed in episodes of a show with a similar personality of Fuller House, resonating with all demographics drinking the product but focusing on the 30-year-old consumer nostalgia. 22
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19
Digital Digital
Search Engine Optimization
Google Adword Example
Google AdWords Using Google AdWords will enhance our campaign by gathering impressions and clicks from various keywords selected (Fig.2.7.) The keyword searches will show a sponsored link at the top of the Google search that will have a link to our landing page, www.snapple.com/lifeisflavorful. Snapple will use words that tie to their product (Juice/Tea), as well as words that tie to their moodbased music (Vibrant/Eccentric) and hashtags used for their Twitter campaign (LifeIsFlavorful/ FlavorfulMoments). We are using these terms for our AdWords campaign on the basis that the number of impressions and clicks will escalate when the overall campaign kicks off. 27 KEYWORD
MAX CPC
CLICKS
CTR
AVG CPC
awesomeness tv
$1.75
bright
$1.75
$0.00
––
––
––
$0.00
0.0%
––
1.09
buku festival
$1.75
dynamic
$1.75
29.55
$0.61
1.8%
$1.12
2.14
442.81
$0.00
0.0%
––
eccentric
1.19
59.11
$0.09
0.2%
$0.69
1.21
0.00
0.00
$0.00
––
––
––
$1.75
0.00
0.00
$0.00
––
––
––
forever flavorful
$1.75
0.00
0.00
$0.00
––
––
––
gas station
$1.75
64.26
11,329.57
$51.56
0.6%
$0.80
1.81
grocery store
$1.75
99.98
9,487.40
$54.61
1.1%
$0.55
2.25
juice
$1.75
40.32
8,023.00
$24.09
0.5%
$0.60
1.50
life is beautiful las vegas
$1.75
0.00
0.00
$0.00
––
––
––
life is flavorful
$1.75
0.00
0.00
$0.00
––
––
––
motivated
$1.75
0.00
12.67
$0.00
0.0%
––
1.00
new york
$1.75
149.16
39,702.60
$113.89
0.4%
$0.76
1.65
on the go
$1.75
0.00
71.78
$0.00
0.0%
––
1.06
passionate
$1.75
0.71
223.77
$0.49
0.3%
$0.69
1.30
relaxed
$1.75
0.00
42.22
$0.00
0.0%
––
1.40
snapple
$1.75
2.09
1,550.52
$2.37
0.1%
$1.13
1.49
snapple bus
$1.75
0.00
0.00
$0.00
––
––
––
snapple flavors
$1.75
7.34
54,89
$12.40
13.4%
$1.69
1.69
snapple recapple
$1.75
0.00
0.00
$0.00
––
––
––
snapple shack
$1.75
0.00
0.00
$0.00
––
––
––
snapple swag
$1.75
0.00
0.00
$0.00
––
––
––
snapple takeover
$1.75
0.00
0.00
$0.00
––
––
––
snapply
$1.75
0.00
0.00
$0.00
––
––
––
snapply locations
$1.75
0.00
0.00
$0.00
––
––
––
snaptitude tests
$1.75
0.00
0.00
$0.00
––
––
––
spirited
$1.75
0.00
42.22
$0.00
0.0%
––
1.00
tea
$1.75
489.91
63,511.20
$265.80
0.8%
$0.54
1.71
travel
$1.75
662.06
234.671.61
$362.14
0.3%
$0.55
1.34
vibrant
$1.75
3.06
291.32
$0.58
1.0%
$0.19
1.10
zesty
$1.75
0.00
29.55
$0.00
0.0%
––
1.14
1,519.57
370,000.00
$888.62
0.4%
$0.58
1.48
IMPR
COST
0.00
0.00
0.00
422.04
0.54 0.00
$1.75
0.13
flavor run
$1.75
flavorful moments
TOTAL
AVG POS
Fig.2.7
20
Point of Purchase
Research respondents are most likely to see themselves purchasing single-serving beverages at a gas station, convenience store or grocery store.
Primary Research Finding: The point of purchase advertising is
designed for and placed in areas that offer high visibility and encourage customer engagement and impulse buying. We will meet on-the-go shoppers with meaningful promotions that connect with the individuality of Snapple drinkers. Our research showed that consumers are more likely to purchase a product if there is an offer or coupon available.
SNAPPLE FACT
IDoor The iDoors (Vis.2.8) will be strategically placed in gas stations and convenience stores in both the Heartland and non-Heartland. Customers are already on their way to buy a drink and the iDoor will offer Snapple to be that drink of choice. 25
End of Aisle
Vis.2.8
The end-of-aisle displays will be in the store with a variety of Snapple flavors available for purchase. This display incorporate videos of life’s flavorful moments as they are shopping. 4 We will pair these displays with limited-time offers and special deals. The manufacturer’s coupons will be placed next to the screen for shoppers to take and use.
Vengo Vengo digital vending machines (Vis.2.9) are on the go and facilitate impulse buying in places such as hotels, universities and gyms. Just as Snapple has its roots in New York, so does Vengo. It allows for cashless payment and has the ability to sense, capture and respond to nearby foot traffic. Vengo works as the liaison in making sure the products and advertising are location appropriate and impactful. While consumers are making their purchases, Vengo allows a short Snapple video or still ad. 28 Vis.2.9
21
Out of Home Tactics
“Out of home advertising reaches consumers in the same half-hour they consider purchases, decide on purchases, and make purchases.” 21 Out-of-home (OOH) advertising amplifies, connects and activates consumers to interact with brands. Our out-ofhome placement will reinforce the holistic campaign and will increase the reach of radio, digital and mobile tactics.
Guerilla Projection Advertising Guerilla Projection advertising (Vis.3.0) will be used to promote the Snapple Shack in Manhattan. Among consumers that viewed any out-of-home ad in the past month, 39% visited the store advertised. This is key because not only would consumers go to the Snapple Shack, they will also select Snapple on the go. Vis.3.0
Link NYC New York is replacing payphones with new Wifi and technology hubs called “Links.” They offer free Wifi and other features to consumers that display digital advertisements on the side (Vis.3.1). There is a predicted 7,500 total kiosks to be placed, making it the largest digital OOH network in the world. 18 Links are designed for temporary experiences and are perfect for on-the-go consumers. Snapple will use them for general brand engagement, driving awareness of the Snapple Shack opening and a way to connect consumers to the mood-based Spotify playlists. 13
Airports
Vis.3.1
Flavorful moments are inevitable while traveling. Snapple will use an interactive digital wall (Vis.3.2) using kinect technology that allows people walking by to test their bowling skills while waiting for their flight. Different Snapple advertisements will appear after people bowl and while there is no one near the screen. This is a fun and interactive way for consumers to create their own flavorful moment. The walls will be placed in JFK, LAX, Chicago O’Hare, Hartsfield-Jackson Atlanta, and Denver International Airport. 26 24
Vis.3.2
22
Media Plan Public Relations Snapply Locations Budget and Placement: $352,000 will be allocated towards administration and sponsorship costs for the Snapply Locations contest. The sponsorship will be posted on social media and the Snapple website. Measurement: The projection of participants for the Snapply Locations contest will start with each city’s Convention and Vistors Bureaus and from there, engagement will be based off social media shares, likes and posts. Rationale: Our research indicated that people preferred supporting local causes over national causes, saying that they “trust local organizations” more than they trust national organizations. Funding CVBs will allow Snapple to be locally involved and create brand engagement with those who may have never tried the product in the past.
Events Budget and Placement: $200,000 will be allocated for Snapple sponsorship of Flavor Runs throughout the year across the country. $690,000 will be used to sponsor a Snapple Bus that travels to BUKU, Macy’s 4th of July Fireworks and Life is Beautiful in March, July and September. The total event sponsorship will be $890,000. Measurement: Effectiveness of Snapple sponsorships will be determined by event participation and social media engagement. Rationale: Sponsoring events allows Snapple to engage with consumers in a unique and memorable setting. The events that Snapple will partner with share the beverage’s fun, quirky personality and will be great platforms to connect with Snapple drinkers.
3-Tier Snapple Takeover Snapple Snap
Snapple Carts
Snapple Shack
Budget and Placement: $200,000 will be spent on the year-round placement of 16 kiosks in high foot-traffic areas, including airports, train and subway stations and malls throughout the country.
Budget and Placement: $500,000 will be spent on a fleet of Snapple branded beverage carts operating during June, July and August in major U.S. cities.
Budget and Placement: $100,000 is budgeted for the Snapple pop-up shop in Manhattan, New York. The pop-up shop will be open during June and July.
Measurement: The Snapple Snap and Snapple Carts will be placed in 16 cities across the country, both with potential reach of 21.6 million people. The Snapple Shack will be placed in New York City and has the potential reach of about 4 million people. Rationale: The 3-tier plan is a interactive way for people to engage with the Snapple brand. Each tier has a unique way of connecting with consumers in a vibrant and quirky way, giving them the opportunity to share their experiences.
23
Media Plan Digital Social Media Total Budget and Placement: $3,000,000 is allocated for each social platform, coming to a total of $12,000,000 for year-round placement on Instagram, Facebook, Twitter and Snapchat.
Measurement: Each platform is measured by impressions. We will receive a total of 900,000,000 impressions across all of the social media platforms.
Rationale: Social platforms offer a place for consumers
to post, share, like, see and celebrate all of life’s flavorful moments in real-time. A large portion of the budget will be put into each social platform to emphasize the importance of sharing life’s flavorful moments wherever and whenever they’re experienced.
Buzzfeed
YouTube Budget and Placement: $5,000,000 will be budgeted for the year-round placement of 30-second pre-roll advertisements. Measurement: YouTube prices their media on a costper-view basis. Within the budget, Snapple will receive 17,000,000 views.
Rationale: YouTube is the second largest search engine and the third most visited website worldwide, behind Google and Facebook, according to YouTube. YouTube reaches more U.S. adults aged 18-34 than any cable network and can be a great way to place Snapple in the minds of tea and juice consumers.
Hulu Budget and Placement: $5,500,000 will be allocated for the year-round placement of 15- or 30-second advertisements throughout programing.
Measurement: Hulu measures effectiveness by
impressions. Snapple will receive approximately 145,000,000 impressions within the allocated budget. 2
Budget and Placement: $2,100,000 is allocated for
Snapchat Discover page takeovers, $400,000 for eight website posts and $1,000,000 for four video posts. Total BuzzFeed budget comes to $3,500,000. The campaign will be strategically placed throughout the year, focusing mostly on the summer months and the holidays. 7
Rationale: Unlike other platforms Hulu creates a premium advertising experience for their viewers, allowing them to select relevant advertisements. This empowers viewers even when they are forced to watch an advertisement, creating a better user experience and positive perception of the brand.
Measurement: The complete package from BuzzFeed
Netflix Product Placement
promises at least 40,000,000 impressions. BuzzFeed promises 1,000,000 views for each video and 2,500,000 impressions for each Snapchat Discover Page takeover. 7
Rationale: With 200,000,000 unique monthly viewers and over 60% of its users on mobile devices, creating content that is unique and engaging for consumers on the go is extremely important. Fifty percent of viewers are 18-34 and there are more than 19,000,000 subscribers. BuzzFeed will allow us to create content for Snapple that will be quirky and interactive while connecting the brand with its consumers.
Online Radio
Budget and Placement: $3,000,000 will be allocated for product placement in a Netflix original series for several episodes. Measurement: Impressions will depend on how many people are tuning into the Netflix original series. The product placement is expected to reach about 6,000,000 Netflix subscribers.
Rationale: With more people tuning into paid online
programming than ever before, advertising on digital streaming platforms is becoming increasingly relevant for people looking for individualized viewing experiences.
Budget and Placement: $3,600,000 will be budgeted per online radio platform throughout the year for placement throughout the year. An extra $100,000 will be placed in Spotify for custom Snapple mood-based playlists. The total online radio budget is $7,300,000.
Budget and Placement: $500,000 will be spent through Google AdWords over the course of a year with a daily budget of about $1,400.
Measurement: Online radio is measured by impressions.
Measurement: Google AdWords charges for search
The buys between the platforms will give us about 620,000,000 impressions.
Rationale: Online radio provides opportunities for
consumers to personalize music experience and listen to customized playlists wherever and whenever they want. As online radio gains popularity among mobile consumers, brands have the opportunity to reach their audience in a way that’s not overly intrusive.
SEO
engine optimization on a cost-per-click basis. The keywords will be adjusted regularly to achieve maximum efficiency. The campaign will receive about 370,000 impressions per day. 27
Rationale: Google AdWords is a useful tool with the ability to set the budget, direct the message specifically to the target market and instantly track the success of the campaign. During an AdWords campaign the keywords and budget can be adjusted to avoid overpaying.
24
Media Plan Schedule 2017
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC PRICING
MARKETING TACTIC SNAPPLY LOCATIONS CONTEST
352,000
FLAVOR RUNS
200,000
SNAPPLE BUS
690,000
SNAPPLE SNAP
TIER 1
200,000
SNAPPLE CARTS
TIER 2
500,000
TIER 3
SNAPPLE SHACK
100,000
3,000,000
3,000,000
3,000,000
SNAPCHAT
3,000,000
DISCOVER PAGE
BUZZFEED
2,100,000
BUZZFEED 4 VIDEOS
1,000,000
BUZZFEED
400,000
SNAPPLE RECAPPLE
PANDORA
3,600,000
SPOTIFY
3,700,000
YOUTUBE
5,000,000
HULU
5,500,000
PRODUCT PLACEMENT
3,000,000 500,000
SEO IDOOR
2,642,000
END OF AISLE
5,000,000 496,000
AIRPORT
20,000
GUERRILLA PROJECTION LINKNYC
2,000,000
VENGO
1,200,000
COUPON PRODUCTION
2,000,000
PRODUCTION
1,000,000
CONTINGENCY FUND
1,800,000 55,000,000
TOTAL
Vis.3.3
Vis.3.4
25
One Last Thought Why this will work
Evaluation
Each flavor of Snapple pairs perfectly with whatever or wherever their consumers are in life. Celebrating, interacting and sharing flavorful moments with consumers and their communities with Snapple’s on the go, flavorful, thirst-quenching beverages will make Snapple relevant in the eyes of Heartland and nonHeartland consumers.
Engaging and connecting with the consumer and their flavorful moments is key to this campaign’s success.
On the go Snapple’s consumers make quick, impulse decisions while they are on the go. The Life is Flavorful campaign’s social media, out-of-home and point-of-purchase strategies will appeal to a variety of consumers through eye-catching, unique and quirky ways in order to grab consumer’s attention to enjoy a flavorful beverage for flavorful moments. Variety of delicious flavors Snapple is flavorful and so are the consumers who drink it. Snapple’s mood-based marketing ties consumers right back to the Snapple brand. Incorporating quirky events, mood-based radio and commercial spots and social media will highlight and inspire consumers to let Snapple be a part of their flavorful lives. Thirst quenching Snapple’s mix of social media, events, point-of-purchase, out-of-home and native advertising will put Snapple in the minds of consumers when they are thirsty and want a great-tasting beverage.
The Snapply contests will be evaluated based on CVB participation and social media interaction. At the end of 2017, Snapple will contact the city CVBs through surveys to gauge the overall impact Snapple had on communities in the United States. Volume sales, brand reach and impact can be evaluated to see whether Snapple improved their overall brand perception by using the Snapple Snap, Carts and Shacks in the 3-Tier Snapple Takeover. Social media engagement and event participation will be evaluated for the Snapply events. Based on the results, Snapple can determine if their event involvement made an impact on consumers. Google Analytics will be used to track social media activity in real-time. Social media engagement will include impressions and will evaluate how Snapple content is being posted, shared and liked. Hashtags will be a way to track how consumers are interacting with the brand via social media as well. Engaging with consumers in the right environments at the right time on the right platforms will be evaluated based on impressions and views with the online radio, video and native advertising tactics. Snapple can conduct a sales volume comparison between Snapple locations using the point of purchase and out-of-home tactics used in this campaign to the other Snapple distribution locations that are not using them. Promotions utilized across platforms will be able to measure sales volume.
26
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27