Team #366 1
EX EC U T I V E S U M M A RY
Whether you are on the move or
- take back that time! Heat up a
innovative digital partnerships,
in the mood for a great meal, Tai
delicious Tai Pei entree and pick
eye-catching OOH placements,
Pei satisfies your hunger with over
up the book that has been sitting
and thoughtful public relations
a dozen varieties of single-serve,
on your coffee table for the past
tactics, the Take Back Your Time
takeout-style entrées. Tai Pei fuels
two months. Feel like you lost six
campaign will resonate with young
the next generation in its endless
years of your life in line at the
Millennials. Tai Pei understands
pursuit of fast, tasty, unique, and
DMV just because you lost your
the stress they’re under and is
healthy food. In a frozen food
wallet? Take Back Your Time.
there to alleviate it. Throughout
section that is dull and boring,
The Take Back Your Time
the campaign’s duration,
Tai Pei will light the way with its
campaign focuses on solving
Millennial awareness and product
exotic and delicious food.
Millennials’ problems. Whether
consideration for Tai Pei will grow,
When work and life become
it’s college kids trying to study,
resulting in an overall increase in
stressful, Tai Pei promotes
apply for internships, maintain
retail sales.
good fortune by making food
a social life, and get those
preparation simple and short.
precious 8 hours of sleep, or
In just a few minutes, Tai Pei
young professionals working hard
becomes the perfect meal for
to move up so they can actually
any person. Too often people are
afford their rent, everyone feels
waiting; Tai Pei says no more.
the pressure of time. Through
If a traffic jam causes you to sit
effective in-store promotions,
an extra hour on your commute
tactical online advertisements,
INDEX
2 3
Introduction Research
8 9 11
Creative Manifesto
Campaign Strategy Creative
21 25 26
Media Strategy Campaign Evaluation References 2
Our
challenge
is
to
generate
excitement about the frozen food aisle and make the Tai Pei brand and products relevant to young Millennial consumers.
The challenge
Tai Pei’s location in the frozen food aisle presents a challenge. While walking down a frozen food aisle, a consumer’s focus remains more on the uncomfortably cool temperature
than
on
exploring
213
Research Articles
50
Ta i P e i C o n s u m e d
the various frozen food options available. As such, a consumer’s goal in these aisles is to get in and get out. Our goal is to bring life into the frozen food aisle to improve
the
Tai
Pei
shopping
experience.
61
In-depth Interviews
10
h r. I n - s t o r e Observations
In order to make Tai Pei relevant to Millennials, we plan to highlight Tai Pei’s great value with its low cost, diverse flavors, fast cooking time, and use of all-natural ingredients with no additives or preservatives. We aim to generate awareness and
32
Focus Groups
706
Survey
product consideration of Tai Pei and increase product sales among younger
Millennial
ages 18-25.
consumers,
87
Tr a d e A r t i c l e s
77
Association
3
Personas
Age: 25
from his boss. He’s always the
home late and tired, he has no
Location: New York City, NY
last one to leave the office; he’s
time to waste when it comes to
striving to make Senior Associate.
making dinner.
Buying Behavior:
Social Media Use: Facebook,
He buys the products that he sees
Bumble, LinkedIn, Twitter
Education: College graduate About:
The Workaholic
The Workaholic is always on his
advertised; if they are willing to
iPhone. He never wants to miss an
spend the money to catch his eye,
important client e-mail or memo
he is willing to try them. Coming
Age: 21
gets home late and has very little
seeks out value in her purchases,
time to cook for herself. She
and is more likely to buy from a
mainly uses food to fuel her so
company that she perceives as
she can get on to the next project.
trustworthy and that puts out
Location: San Diego, CA Education: Senior in college About: The Busy Girl is SGA Treasurer, on the club Volleyball team, and
The Busy Girl
TA of a freshman English class, all while earning top grades as an education major. Since she has so many responsibilities, she usually
Age: 19 Location: Columbus, OH Education: Sophomore in college
The Bro
About: The Bro is a college student who is more focused on going to parties than doing well in his classes. He is living in an
Buying Behavior: Since she is always on the move, she looks for products that fit into her busy lifestyle, including meals that are easy to put together, nutritious, and keep her going
Technology Use: Hulu, Wells Fargo App, Apple Watch
wholesome products. Social Media Use: Instagram, Facebook, LinkedIn Technology Use: Kindle, CVS App, Uber
throughout the day. She also
apartment for the first time and doesn’t know how to cook, though he is an adventurous eater. He considers himself an “aspiring frat brother” and an all-pro Madden player.
new items, especially food, when he gets recommendations from friends. He frequently orders takeout and is not concerned with eating healthy foods.
Buying Behavior: He buys products that he is familiar with, but is willing to try
Tinder, Instagram
Social Media Use: Snapchat, Technology Use: Playstation 4, Netflix, Spotify
4
What do Millennials need? In order to truly understand our
apparent. In an open-ended question
pets, and trying to find time for
target audience, we wanted to know
about what Millennials wanted more
yourself, 24 hours in a day just
about their struggles. What problems
of in their life, 75% of them answered
isn’t enough.
do they face? What do they find
either time, money, or food as their
important? What do they want more
response. Time, at 30%, was what
of in their life? We sought to see the
people responded they most wanted
bigger picture within the Millennial
more of in their lives.
of millenials said they wanted more time, money, or food.
landscape and see how they could incorporate Tai Pei into their lives.
The more we thought about it, the more sense it made. Who wouldn’t
Through our research, we found
want more time in their life? With
something interesting, if not
jobs, school work, friends, family,
more time.
Why are they so busy? 2 years doing LAUNDRY
Since time was the most common
When we asked Millennials what they
some people just wanted a few more
response to what our target wanted
would do if they had more time for
hours of sleep or to binge-watch their
more of in life, we needed to know:
themselves, we got a diverse set of
latest TV show.
what is consuming all their time on
fun and creative activities. Several
a normal day? After completing
people said they would travel or
Whether they want to become scuba
research, we found that...
explore their community more,
diving certified or finally get through
while others wanted to spend time
all 10 seasons of Friends, ultimately
People spend 42 hours a year
working out or learning a new hobby.
Millennials want to be more in control
stuck in traffic, 97 days of their life
Millennials wanted time to read, write
of their time.
responding to emails, 2 years of
in their journals, paint landscapes,
their life in meetings, 500 hours
and ride horses. They’d rather be
studying, and 3 years of their life
surfing, writing music, knitting,
doing laundry.
crafting, and hiking. And, of course,
1,2
5
Once we had a more holistic
In focus groups, students talked
understanding of Millennials, we
about late-night cram sessions,
wanted to understand how they
while young professionals
currently interact with frozen food.
told horror stories of delayed
When do they eat it and why?
commutes. No one had the time,
What do they associate it with?
energy, or desire to wait for
What role does frozen food have
chicken to thaw or water to boil.
in their lives?
They wanted that time to be their own. They had apartments to
Through our research, we found
decorate, sports games to watch,
that Millennials generally eat
books to read, and family to
frozen food for dinner or as a late
spend time with - why should food
night snack. They choose frozen
be another hassle in their day?
food when they are busy, tired, or lazy, and want a quick, convenient, and easy meal. Millennials value frozen food for its short preparation and clean-up times,
Millennials value frozen food for its short preparation and clean-up times, low cost, and long storage life.
low cost, and long storage life.
M a r k et ov erv i ew 6
Insights For Tai Pei’s target, good fortune isn’t
Tai Pei is the ideal way to give them
money in the bank, but rather minutes
more time, allowing them to live life
on the clock. Free time is unfamiliar,
more engaged and more their way.
and in their quest of figuring out how
Millennials will notice and appreciate
to adult, they’re juggling five million
this rare free time, and will love Tai
different tasks. Decoding finances
Pei for that reason – it allows them to
during tax season is daunting enough
minimize effort and maximize time.
without having to worry about chopping onions afterwards. They
Tai Pei has to empower consumers to
may not know it, but Tai Pei is exactly
take control over their time.
Ta i P e i h a s t o e m p o w e r consumers to take control over their time.
what Millennials are looking for. It’s quick in their schedule and satisfying in their stomach. Millennials are already turning to frozen food as a quick-fix solution to their hectic lives. Our job is to make sure that Tai Pei is their brand of choice. If people want more time in the day, we want to show them that
7
Creative Manifesto Life gets busy. Whether you’re cramming for your 8am exam or trying to land an interview while simultaneously doing your math homework, folding your laundry, and texting your grandma about how to change her profile picture, minutes on the clock are one thing you don’t have enough of. Take back your time with Tai Pei. Time to drop a beat on Soundcloud, time to watch that episode of Game of Thrones, or time to shred some fresh powder on that mountain that’s been calling your name. No dishes necessary. All you need is a box of Tai Pei and a microwave for a full stomach, and an even fuller life.
8
Creative Strategy
The Take Back Your Time campaign puts people back in control of the time that seems to slip by. The campaign positions Tai Pei as the solution to the universal problem of “being too busy.” After a long day of work or a stressful week of studying, Tai Pei is there for you. With Tai Pei, you’re always just five minutes away from dinner. With its exotic flavors and clean ingredients, Tai Pei is the perfect solution. Meetings and homework might take up your time, but making a healthy, satisfying dinner doesn’t have to.
Objectives •
Position Tai Pei as a fast, tasty, and healthy option in the frozen food Industry
•
Show Millennials that they are “5 minutes closer to getting back their time”
•
Bring life and aesthetic back to the frozen food category
9
Media Market & Touchpoints In order to reach Millennials in a
before they make a buying decision
will be integrated to allow for
cost-effective way, our campaign will
are the most effective. Our in-store
increased relevancy for Tai Pei to
focus on 24 major DMAs across the
activations catch consumers’ attention
millennial consumers.
US. These locations were strategically
and promote trial. Furthermore,
chosen based on a number of factors,
in order to raise awareness for Tai
including the current and projected
Pei and reach Millennials as they’re
Millennial population, the proximity to
on their way to the store, we have
large universities, and high Category
OOH placements in tactical transit
Development Index for the frozen
locations. All campaign touchpoints
food category.
5
3,4
To engage with this audience, instore, digital, social, partnership, OOH, and PR touchpoints will be utilized. Through digital and online strategies, the campaign will aim to reach Millennials where they already are - on their technological devices. Whether that’s an app on their smartphone, Hulu on their TV, or a website on their laptop, Tai Pei is there with them. However, we also need to bring the Tai Pei brand to the front of their minds as they are about to make a purchase. Strategies that target the consumer in the moments
10
In-store
Drawing consumers’ attention to Tai Pei and adding excitement and innovation to the frozen food aisle as a whole are the main objectives of our in-store ads.
Because the frozen food aisle is already a difficult-to-shop aisle, it’s important that the target doesn’t have to work too hard to find Tai Pei among its competitors. And with 82% of purchase decisions being made in the store, Tai Pei needs to be engaging with consumers in these spaces.6 Therefore, in-store advertisements are an integral component of our campaign. Drawing consumers’ attention to Tai Pei and adding excitement and innovation to the frozen food aisle as a whole are the main objectives of our in-store ads.
Display Promotions To kickstart the Take Back Your Time campaign, in-store display promotions will be utilized to draw customer attention to Tai Pei. Both full-size print posters as well as digital display boards will be used to grab the attention of shoppers as they walk down the aisle. Our advertisements will highlight the consumer value of Tai Pei: more control over your time.
11
In-store
Floor Advertisements The floor stickers will look like the
and the floor stickers make their
timer on a microwave and will be
Tai Pei purchase that much quicker.
strategically placed throughout
Before they know it, their feet will
supercenters and grocery stores.
have led them straight to Tai Pei, and
This is effective in-store advertising
straight to the checkout, so they can
because customers will be intrigued
start taking back their time.
and want to follow the clocks. As the customer gets closer and closer to the frozen food door with Tai Pei, the floor stickers will be counting down from 5 minutes, the approximate time it takes to prepare Tai Pei. As the final sticker reaches 0:00, the customer will be standing in front of Tai Pei’s shelf. Millennials purchase frozen food because it is easy and convenient,
Door Advertisements Once the consumer has been led
of Tai Pei, so displaying the name
80% of people are more likely to
to the Tai Pei location by display
prominently for the target to see on
buy a product when given a coupon.
promotions and floor ads, his or her
the freezer door is imperative for
Our coupon dispensers will catch
eye will focus on the Tai Pei freezer
brand awareness. These door clings
customers’ attention and promote trial
door cling decal. These ads bring
will make Tai Pei stand out among
right before purchasing time.32 The
together the entirety of our campaign
its many frozen neighbors behind
target audience will be interested by
into one last point-of-purchase
the doors and serve as a key brand
the idea of saving money as college
impression. According to our survey,
awareness tool.
students largely consider price when
65% of Millennials have never heard
they shop.32 This will be another
12
In-store
Sampling People love free, people love food,
promote reciprocity - simply because
and thus, people love free food. Free
they’ve gotten a freebie, consumers,
samples of Tai Pei will be given out
consciously or not, feel obligated to
at grocery stores and supercenters in
pay the company back by purchasing
order to raise awareness and promote
the product. Offering them samples
trial of Tai Pei. Samples have a great
and nutritional information before
impact on the purchase intent of the
purchasing will motivate them to buy
audience. In some cases, samples
it themselves.
have boosted sales by as much as 2,000%.7 Samples can also sway people to habitually buy products that they never used to purchase. While the frozen food aisle can be cold and daunting to a consumer, samples are a way to put the product directly in the customer’s face. They
Coupon Dispenser 80% of people are more likely to
minds right before they make their
buy a product when given a coupon.
selection in the frozen food aisle. The
Our coupon dispensers will catch
floor ads and display promotions will
customers’ attention and promote
get customers to the aisle, where the
trial right before purchasing time. The
door ads and coupon dispensers will
target audience will be interested
then solidify their selection of Tai Pei.
by the idea of saving money as
Coupon dispensers show Millennials
Millennials largely consider price
that Tai Pei saves them not only time,
when they shop. This will be another
but money too.
way to put Tai Pei in our customers’
13
Digital/Online Millennials are the most active video
advertisements are a great method
opportunity to increase Tai Pei’s share-
viewers of any U.S. age group.
to reach the Millennial market.
of-voice through digital media. Online
It’s estimated that there are over
Furthermore, Tai Pei’s competitors are
video is also more cost-efficient than
78 million Millennial digital video
currently only spending an estimated
traditional media and provides more
viewers, representing more than
1% on U.S. Online Video. Because
detailed analytics and measured ROI.
92% of all U.S. Millennial internet
competitors lack dominance in the
users; which is why online video
digital video space, this can be an
8
CW and Fox Streaming Advertisements When Millennials are watching video
30 second spot will be shown on digital
content online, more than a third
streams of TV shows that have a high
of them are watching TV shows.
Millennial audience, like CW’s Arrow
Online streaming is another way
and The Flash and Fox’s Gotham.10
for Millennials to be in control of
These advertisements are a preferred
their time. That’s why the 30 second
form of marketing content since they
commercial will be placed as an
are cost-effective, easy to track, and
online streaming advertisement. The
build brand awareness.
9
View the 30 second spot here:
https://vimeo.com/209797632 Password: Team366
Hulu Full-Episode Players Another place we plan to run our 30
one of their main TV show streaming
second commercial will be in between
websites.12 Hulu allows its users to
shows on Hulu. A spot on Hulu raises
watch TV on their time, which is why
top-of-mind awareness by 61% and
it pairs well with the Take Back Your
has a 22% better impact on building
Time campaign. We are also able to
purchase intent versus linear TV
track the number of users who watch
spots. Running in between show
our advertisement, giving us a better
streaming has a greater opportunity
understanding and opportunity to
to reach our target audience because
measure and evaluate the campaign
37% of all Millennials use Hulu as
both during and after.
11
14
Digital/Online Yo u Tu b e P r e - R o l l YouTube is currently rolling out their
campaigns led to a significant
ad quickly gets Tai Pei’s message
new Bumper ad option. A Bumper
lift in ad recall, awareness, and
across to consumers: eating Tai Pei
ad is a 6 second video format ideal
consideration. As a whole, YouTube
will save you time.
for increasing reach and regularity,
reaches 81.2% of internet users in
particularly on mobile devices.
the U.S. 31.8 million of those users
Google describes them as perfect
are between the ages of 18 and 25
for the moments when people are in
and spend on average 10 hours and
a hurry or on the go. In accordance
15 minutes on the website.15 The
with empowering consumers to take
YouTube Bumper advertisements
back their time, we will utilize this
will increase brand recognition and
new, unique 6 second ad format that
are very cost efficient. Having only
will play before YouTube videos. It’s
6 seconds challenges us to be more
been found that 9 out of 10 Bumper
creative and our innovative Bumper
13
14
Check out the video here:
https://vimeo.com/209758917 Password: Team366
Google Display Network We will use the Google Display
and desktop platforms. A benefit of
GDN ad will be similar to our Display
Network (GDN) to enhance Tai
advertising in the GDN is its massive
Promotions in that ads will visualize
Pei’s reach to Millennials. Tai Pei’s
scale, as it reaches 90% of internet
Tai Pei’s ability to save customers
competitors spend 11% of their media
users around the world. The GDN
time.
spend in GDN, so it’s important that
allows Tai Pei to build and target
Tai Pei has a voice in this medium.
custom networks, as well as find and
Audience parameters will target
connect with the right customers
users 18-25 years old on both mobile
more effectively and more often. Our
15
Social
Tinder Our Tinder campaign will be active
tial “match” for users who can easily
from December through February; we
swipe right to earn access. According
especially intend to capture the audi-
to Tinder’s co-founder Sean Rad, us-
ence on the first Sunday after New
ers swipe right on brand profiles 20%
Year’s, a.k.a “Dating Sunday,” the
of the time.19 We intend to create
most active day of the year for dating
a lasting impression in our market’s
sites. Tinder has a base audience
mind by diving into the social dating
of 50 million with 85% of the users
world, a place where many frozen
being between 18 and 35, so it offers
brands neglect to venture.
17
direct access to our target market.
18
Our coupon will show up as a poten-
Snapchat Our plan for Snapchat is based on
on the viewer’s snap feed. The ad
the growing popularity of the app
will be a quick, interactive game that
with our target market. Snapchat is
users will be able to play in order to
the third most popular social media
unlock a coupon. Once the coupon is
app among Millennials, with a 32.9%
unlocked, they will be able to take a
penetration in the market, and 70%
screenshot and use it at participating
of college-aged individuals posting
store where Tai Pei is sold.
at least once a day. Snapchat offers a wide variety of targeting options, including location, gender, age, and interests.16 To utilize this medium, we plan to place ads in between stories
16
Social
Tw i t t e r a n d I n s t a g r a m Through Twitter Conversational Ads,
Currently, Tai Pei does not have an
Pei’s Instagram will include pictures of Tai Pei in
Tai Pei will promote users to use the
Instagram account. However, this
adventurous places, indicating the ways a consumer
hashtag “#TBMT- Take Back My Time”
is an effective medium for reaching
can use the time Tai Pei has given them.
while posting pictures of things that
young Millennials considering 59%
waste their time. Everyone’s been
of all Instagram users are between
behind that one guy who can’t decide
the ages of 18 and 29, an age group
if he wants a Tall, Non-Fat Latte With
that overlaps significantly with Tai
Caramel Drizzle or a Grande, Iced,
Pei’s target market age range.21
Latte With Soy Milk. The #TBMT
By setting up an account, placing
campaign provides people will a
advertisements, and running the
chance to voice their frustrations. With
same campaign on both Twitter
Twitter’s objective-based campaigns,
and Instagram, Tai Pei can raise
we can boost brand awareness and
brand awareness and engage with
engagement with these ads while
consumers while building a follower
analyzing, scaling, and optimizing
base.
throughout the campaign. To keep the Tai Pei Instagram active The #TBMT campaign will also run
and relevant to Millennials, in addition
on Instagram as sponsored posts.
to the the #TBMT campaign, Tai
According to our survey research,
account. More than 1.8 billion
80% of participants indicated they
people use Facebook every month
would be more willing to try a new
and Facebook allows for greater
frozen food if they had a coupon
control of audience targeting and ad
and Millennials are increasingly
metrics.20 Considering 86% of survey
accessing these coupons digitally.
participants indicated they would
We will place coupons on Facebook
follow a food brand on Facebook to
as both owned posts and Online
receive coupons, placing coupons
Audience Targeted Display Ad
on Tai Pei’s Facebook page will
Units to heighten awareness and
increase the likelihood of a purchase.
increase followers to Tai Pei’s owned
17
Partnerships Wa l m a r t A p p Tai Pei confirmed that Millennials
a featured product or as a banner
shopping in Walmart stores. Next
shop at Walmart, and Nielsen data
ad. By raising product awareness
time they’re lost in the frozen food
showed the app is frequently used
through the Walmart app, Millennials
aisle, they will see the familiar Tai
by Millennials. Tai Pei would be
are more likely to think about Tai
Pei brand and be more inclined to
promoted on the Walmart app as
Pei and consider purchasing it when
add it to their cart.
C h e g g S i g n i n Ta k e o v e r As a quick and cheap textbook
logo and the Take Back Your Time
The Chegg partnership raises Tai Pei’s
They are about to be on their own,
ordering site, Chegg saves students’
tagline will cover the login screen
brand awareness by raising college
wandering through grocery stores
time and money, so this partnership
on their computers and encourage
students’ attention to the product,
wondering, “How do I put together
reinforces the Take Back Your Time
them to visit Tai Pei’s website. These
since Chegg reaches 6 million college
a meal?” This is where Tai Pei comes
message. Tai Pei will partner with
promotions will run in the months of
students in the U.S. College students
in to provide them a tasty, nutritious
Chegg and perform a sign in takeover
August, December, January, and May
log onto Chegg as they’re about to
meal without the time and trouble of
on Chegg’s website. As students
when students are at the beginning
leave their parents’ homes and abandon
cooking.
navigate to Chegg.com, Tai Pei’s
and end of their college semesters.
their mom’s beloved home cooking.
Ibotta is a highly-rated rebate app
the age of 35.22,23 Tai Pei will partner
rebate, and total cash earned and users
that allows users to unlock cash
with Ibotta in order to provide
spend over $2 billion annually at U.S.
rewards by submitting a photo of their
consumers with convenient deals,
retail.24 Ibotta’s detailed analytics allow
receipt. It is the 16th most frequently-
which will promote brand awareness
for Tai Pei to get a comprehensive
used mobile app in the United States,
and trial. Ibotta is leading the nation
picture of its customers, including age,
and 75% of Ibotta users are under
in number of rebates, earnings per
gender, location, and more.
25
Ibotta Rebates
18
OOH
OOH Experiential
Tr a n s i t A d s : Bus Stops and Subway Stations
Chalkboard graffiti may be the ultimate way to capture Millennials’
Because transit advertising is so engaging and difficult to ignore,26 ad
attention and make the Tai Pei brand relevant. Not only is chalkboard
placement at bus stops and subway stations will be implemented in multiple
graffiti interactive in person, but Tai Pei’s social media accounts will also
U.S. cities. These cities include San Francisco, DC, New York City, Boston,
promote the event, thereby raising awareness digitally. On a chalkboard
and Chicago due to their high rates of public transit and substantial Millennial
strategically place in a city center, the question, “What would you do
population. Areas of transit were chosen due to their long exposure, high
with more free time?” will be written in graffiti, inviting participants to
frequency, timeliness, geographic selectivity, and cost.27 These placements are
contribute their own personal ideas and desires to the ad. This event will
a great way to emphasize the time-saving aspect of cooking Tai Pei and how it
take place in Los Angeles, New Orleans, Austin, Miami, and Nashville
gives Millennials more time to do what they love.
due to their creative cultures, high Millennial populations, and proximity to local universities. This artistic and interactive ad would create positive association and engagement with Tai Pei’s desired audience.
19
Hunger Action Month Corporate social responsibility (CSR)
each sale will be donated to Feeding
is important to the target market, as
America, up to $100,000. This
more than eight in ten Millennials
campaign will be featured on the Tai
expect companies to practice
Pei website and social media, using
corporate citizenship or impact the
the hashtag #HungerActionMonth,
community in a positive way.28 A
beginning in mid-August and running
company’s social or environmental
through the end of September.
commitment is also an important factor in Millennials’ purchasing decisions; 79% are more likely to buy a product if the company practices some form of CSR.29 During the month of September, which is Hunger Action Month, Tai Pei will work with Feeding America, helping to relieve the hunger that affects 48 million Americans.30 For every Tai Pei item purchased in September, 15% of
Public relations 20
Media Strategy
The media plan targets Tai Pei consumers during times when they would most likely enjoy a quick meal or consider purchasing one. Young Millennials’ media usage and habits are utilized to effectively place our messaging. The media timeline was created with consideration for when and where our target will be most receptive to the message. Each media platform was chosen for its reach, frequency, and relevance to achieve the campaign’s objectives.
Digital
Since Millennials are heavy users of online video content, the majority of the budget will be spent on online video and digital advertisements. Competitive activity and spending in online video is only 1%, so this medium is a great opportunity for Tai Pei to increase its share-of-voice. Digital advertising also provides excellent reporting systems that can optimize campaigns during activity and assess successes/failures afterwards.
Partnerships
By partnering with Walmart, Ibotta, and Chegg, Tai Pei will be represented on mediums that save Millennials time and money. These partnerships not only reach Millennials where they often are - technological devices - but also affiliate the Tai Pei brand with services that make life easier, which will increase brand awareness and affinity.
In-store
By placing unique in-store advertisements in key locations around the store, Tai Pei will increase its consumer interest and trial while bringing aesthetic back to the frozen food aisle.
21
Media Schedule & Budget
The Take Back Your Time campaign will effectively reach the target audience through a year-long, integrated, multi-channel media schedule. The proposed budget shows the media spending used to strategically reach the campaign objectives and maintain Tai Pei’s budget of $10 million.
22
Media Schedule & Budget
The media schedule has been adjusted to accommodate for a secondary budget of $15 million.
23
Impressions In-Store Impressions: 83,000,000 Placement: Grocery stores throughout our 24 DMA’s Sampling will bring attention and trial to Tai Pei. In-Store advertisements will keep Tai Pei’s top of mind awareness. Coupons will incentivize impulse purchases at the point of sale. Snapchat Impressions: 120,000,000 Placement: Snapchat custom audiences Tai Pei will place ads in between each story, in the form of a interactive game to unlock a coupon, to reach the 18-25 target market who uses snapchat for an average of 9-20 minutes a day. Tinder Impressions: 42,500,000 Placement: Tinder custom audiences Tinder advertisements will be online coupons that users can swipe and take screenshots of. According to our survey, 78% of people are more likely to buy a frozen food product if they have a coupon. Coupons will be a way to increase trial and bring awareness to Tai Pei products. Facebook Impressions: 335,000 Placement: Facebook custom audience Tai Pei’s Facebook page will run paid post coupons, to take advantage of the 86% of customers that would follow a brand for a coupon and to increase the likelihood of purchase. Facebook audience is made up of 80% 18-25 year olds, we will target specifically this age group. Twitter Impressions: 335,000 Placement: Twitter custom audiences Running an interactive campaign “Take Back My Time” will give the audience the opportunity to share photos of things that waste their times and coupons on Twitter will increase the number of followers on Tai Pei’s Twitter and will increase customer engagement.
Instagram Impressions: 335,000 Placement: Instagram custom audiences The campaign “Take Back My Time” will also run on Instagram. Tai Pei does not have an Instagram. This platform will be able to expand their reach to the target audience and give another place for the audience to interact with the brand, creating a loyal brand following. YouTube Impressions: 226,233,333 Placement: pre-roll YouTube will be implementing their new Bumper advertisements. Our advertisements will be quick and to the point in order for the viewer to quickly understand our campaign and then be able to enjoy their video. Viewers aged 18-25 years old spend 11.3 hours weekly watching YouTube. Hulu Impressions: 42,857,142 Placement: Hulu Thirty second ads placed on Hulu, the most watch online tv platform for Millennials, to increase brand awareness for Tai Pei’s frozen meal products. Google Display Network Impressions: 465,000,000 Placement: Google Using the Google Display Network, which reaches 90% of internet users around the world, Tai Pei will place ads on relevant websites that 18-25 years olds use on a day to day basis. FOX/CW Online Streaming Impressions: 120,833,333 Placement: CW and FOX online streaming Tai Pei will place thirty-seconds ads on CW and FOX shows online, using the network instream advertising functions on popular millennial shows.
Total: 1,123,282,808
Public Transportation Impressions: 13,492,000 Placement: Bus stations and Subways in our selected DMA’s Tai Pei will reach its target in highly concentrated public transportation hubs. The advertisements placed around will help increase top of mind awareness. City Chalkboard Impressions: 2,329,000 Placement: Throughout our selected DMA’s Interactive city chalkboard will reach 18-25 year olds in selected urban DMA’s. These helpful and fun out of home advertisements will promote a positive brand sentiment nationwide among the target audience. Walmart App Impressions: 13,000 Placement: Walmart App The Walmart App falls within the Top 50 downloads among the target market age of 18 - 25 years old. Promotions on the Walmart App will increase top of mind awareness at purchase consideration. Ibotta Impressions: 10,000,000 Placement: Ibotta Ibotta is the 16th most frequently used app in the United States. With 80% of Ibotta users under the age 35, It generates almost $4 billion dollars in sales while giving Millennials $100 million dollars back in rebates, making it a perfect target for Tai Pei to use to generate trial. Chegg Takeover Impressions: 6,000,000 students Placement: Chegg online website Chegg reaches 6,000,000 college students living on their own for the first time. Tai Pei’s ads placed on the websites sign-in page will help bring the brand to top-of-mind awareness for a quick and easy meal.
24
We will set KPIs prior to the launch of
analytics in mind. A large percent
the campaign. In order to determine
of the budget is spent on Digital
success, brand awareness and interest
and Online Advertisements, which
will be measured throughout the
provide detailed consumer interaction
campaign. Surveys will be conducted
analytics and allow for further
pre, mid, and, post-campaign to
control throughout the campaign.
measure consumer knowledge and
Measurements such as Impressions,
product awareness. Most of the return
CTR, CVR, and Time Spent will be
will result from increasing product
used to judge the effectiveness of
consideration through the campaign
these executions.
results. Sales will also be measured throughout the country to measure consumer trial and retail sales post campaign. Creative executions were chosen with optimization techniques and
A large percent of the budget is spent on Digital and Online Advertisements, which provide detailed consumer interaction analytics and allow for further control throughout the campaign.
Evaluation & Measurement 25
References 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30.
ATUS News Releases. (n.d.). Retrieved from https://www.bls.gov/tus/ Annual Results 2016. (2016). National Survey of Student Engagement. Retrieved from http://nsse.indiana.edu/NSSE_2016_Results/pdf/NSSE_2016_Annual_Results.pdf Grant, G. (2016, January 17). Top 10 Cities Where Millennials are Moving. Retrieved from http://gavingrantrealtor.com/2016/01/17/top-10-cities-millennials-moving-2016/ Kotkin, J. (2016, January 14). America’s Next Boom Towns. Retrieved from https://www.forbes.com/sites/joelkotkin/2016/01/14/americas-next-boom-towns/#1de2e40852d5 Davenport, T. H., DalleMule, L., & Lucker, J. (2014, October 28). Know What Your Customers Want Before They Do. Retrieved from https://hbr.org/2011/12/know-what-your- customers-want-before-they-do Danaher, K. (2014, October 15). Point-of-Sale Marketing Return On Investment. Retrieved from http://salespromotions.org/point-sale-marketing-return-investment/ Pinsker, J. (2014, October 01). The Psychology Behind Costco’s Free Samples. Retrieved from https://www.theatlantic.com/business/archive/2014/10/the-psychology-behind- costcos-free-samples/380969/ Buchwalter, C. (2016, March 24). Millennials Are Watching TV, You Just Aren’t Counting Them. Retrieved from http://www.broadcastingcable.com/blog/bc-beat/guest-blog- millennials-are-watching-tv-you-just-aren-t-counting-them/154943 EMarketer. (2016, January 07). What Types of Video Content Do Millennials Watch? Retrieved from https://www.emarketer.com/Article/What-Types-of-Video-Content-Do-Millen nials-Watch/1013435 Ariens, C. (2016, April 11). Millennials Couldn’t Resist Streaming These 10 TV Shows. Retrieved from http://www.adweek.com/tv-video/millennials-couldnt-resist-streaming-these -10-tv-shows-winter-170655/ Lynch, J. (2015, November 20). Millennials Are Watching More TV on Hulu This Fall and Less When Shows First Air. Retrieved from http://www.adweek.com/tv-video/millennials- are-watching-more-tv-hulu-fall-and-less-when-shows-first-air-168234/ Consoli, J. (2015, April 1). The 18 Shows You Should be Advertising In To Reach Millennials. Retrieved from http://www.broadcastingcable.com/news/upfront-central/mbpt-spot light-18-shows-you-should-be-advertising-reach-millennials/139335 Blattberg, E. (2015, April 24). The demographics of YouTube, in 5 charts. Retrieved from https://digiday.com/media/demographics-youtube-5-charts/ Google. (2016, December). Bumper Ads. Retrieved from https://www.thinkwithgoogle.com/products/bumper-ads.html Lupei, Z. (2016, April 26). Built for mobile: Bumper ads drive incremental reach and frequency, particularly on smartphones. Retrieved from https://adwords.googleblog. com/2016/04/bumper-ads-drive-incremental-reach-and-frequency.html Martin-Wilbourn Partners. (2015, August 10). Snapchat is Now the Third Most Popular Social Network Among Millennials. Retrieved from http://mwpartners.com/snapchat-is- now-the-third-most-popular-social-network-among-millennials/ McGrath, F. (2015, April 24). What to Know About Tinder in 5 Charts. Retrieved from https://www.globalwebindex.net/blog/what-to-know-about-tinder-in-5-charts Bartz, J. (2017, January 06). ‘Dating Sunday’: Tinder, Match.com say busiest day of year is this weekend. Retrieved from http://www.chicagotribune.com/bluesky/originals/ct- dating-sunday-tinder-bsi-20170106-story.html Sloane, G. (2015, June 22). Tinder Founder Says More Than 20% of Users Swipe Right on Brands. Retrieved from http://www.adweek.com/digital/tinder-founder-says-more- 20-percent-users-swipe-right-brands-165488/ Facebook Ads. (2017). Retrieved March 23, 2017, from https://www.facebook.com/business/products/ads York, A. (2017, March 14). Social Media Demographics for Marketers. Retrieved from http://sproutsocial.com/insights/new-social-media-demographics/ Ibotta. (n.d.). Ibotta- Partner Brands. Retrieved from https://ibotta.com/partners/brands Ibotta. (n.d.). Ibotta- Partner Retailers. Retrieved from https://ibotta.com/partners/retailers Demer, J. (2016, February 17). You Gotta Ibotta. Literally Everything You Need to Know About My 2nd Favorite App! Retrieved from http://thekrazycouponlady.com/tips/cou poning/does-ibotta-app-work/ Rosenberg, A. (2013, August 23). Chegg’s Elizabeth Harz’s on Practices for Marketing to Millennials | The Makegood. Retrieved from http://www.the-makegood.com/2013/08/23/ cheggs-elizabeth-harzs-on-best-practices-for-marketing-to-millennials/ Kobliski, K. (2005, March 18). The advantages of transit advertising. Entrepreneur. Retrieved from http://www.entrepreneur.com/article/76826 McGillivray, K., Latka, M., & Field, E. (2012). Audience measurement for transit advertising. Transit Cooperative Research Program. Retrieved from http://onlinepubs.trb.org/on linepubs/tcrp/tcrp_w57.pdf Faw, L. (2014, May 22). Millennials Expect More Than Good Products, Services To Win Their Loyalty. Retrieved from https://www.forbes.com/sites/larissafaw/2014/05/22/millenni als-expect-more-than-good-products-services-to-win-their-loyalty/#304b28335697 Barakat, C. (2014, February 1). Cause-Related Marketing and the Millennial Mindset. Retrieved from http://www.adweek.com/digital/cause-related-marketing-millennial-mind set/ Feeding America. (n.d.). September is Hunger Action Month™. Retrieved from http://www.feedingamerica.org/take-action/campaigns/hunger-action-month. html?referrer=https%3A%2F%2Fwww.google.com%2F
26