T EAM 289
MILLENNIAL MEALS STRUGGLES AND SOLUTIONS
EXECUTIVE
SUMMARY THE CHALLENGE To make the Tai Pei brand and product line relevant to younger Millennial consumers, ages 18-25. THE STRATEGY Millennials today enjoy trying new things, but they don’t always have the time or means to experiment. Tai Pei is the frozen Asian food brand that understands the wants and needs of Millennials during meal time as well as other aspects in their lives. The Tai Pei brand needs to tell a story about cleaner ingredients, interesting flavors, great value, and simple preparation. MEDIA STRATEGY We must increase brand presence on relevant social and digital outlets with a combination of sponsored content and more active consumer engagement. Traditional frozen food media vehicles are important, too, as they address the unique behavior and patterns of Millennials. MEASURING SUCCESS We will track both sales of product through distributors and social engagements across all social platforms, including views and click-through rates of interactive media. Quarterly surveys will be sent out to measure brand awareness.
By the end of this campaign, Millennials will view Tai Pei as an ally, a brand that’s ready to help them face their struggles.
Executive Summary
1
PRIMARY
RESEARCH SOCIAL MEDIA LISTENING
By being a social media fly on the wall, we were able to gather insights on the brands, types of foods, frustrations, and attitudes that other Millennials were talking about
TWITTER AND FACEBOOK POLLS
After we identified a specific pain-point for Millennials, we conducted Twitter and Facebook polls to test our findings. We found the two most vulnerable parts of a Millennial’s day are the trip to the gym and meal time.
FOCUS GROUPS
Our three focus groups dove deeper into consumer shopping habits and attitudes toward frozen food meals. We confirmed the negative perception of frozen foods and the power of cleaner packaging.
IN-STORE OBSERVATIONS
We visited the frozen aisle sections of 10 different supermarkets where Tai Pei is sold. All those hours led to some cold fingers and toes, as well as revealing insights about who actually makes it to the frozen aisle and who doesn’t.
IN-DEPTH INTERVIEWS
We interviewed Millennials who purchase frozen meals at least once a week. These consumers love the convenience of frozen meals, have a set rotation of “go to” options, and are concerned about processed food, but not so much that they avoid the category completely.
FROZEN FOOD CONSUMER NATIONAL SURVEY
Our online survey allowed us to cast a wider net than the focus groups or IDIs could. The results were valuable in providing a perspective on consumers outside our geographic area and our subset of the Millennial demo. It was vital to get outside the east coast, college-age bubble.
INFORMAL IN-PERSON INTERVIEWS
More than 50 Millennials shared their thoughts on their eating and grocery shopping habits. These conversations started to reveal the real issue hiding underneath the statistics—Millennials ache to try new foods and cuisines but are often forced to stick to a familiar routine.
Primary Research
2.
2
COMPETITIVE
ANALYSIS THE COMPETITION HAS CARVED OUT A RANGE OF POSITIONS IN THE FROZEN FOOD LANDSCAPE.
COMPETITOR
BRAND POSITIONING
• Fast & Quick • Authentic Asian • 100% Natural or Clean or Organic • Restaurant Quality • Takeout from the Freezer
100% Natural, High Quality Ingredients
THIS LEAVES ROOM FOR TAI PEI TO CLAIM A MEANINGFUL POSITION NOT CURRENTLY OCCUPIED BY A DIRECT COMPETITOR.
Better Than Takeout
Along with these direct competitors, it’s important to acknowledge Tai Pei’s indirect competitors: frozen pizza and non-Asian entrees. Many of the indirect competitors serve as fall-back or default meals when Millennials are strapped for time and money.
Restaurant Quality
PRICE LEVEL
$2.80 $3.00 $5.00 $6.00
$7.20 $9.00
Crazy Fast, Crazy Good
$10.00 $11.00
Taste That Transcends the Freezer
$9.00 $12.00
Competitive Analysis
3
BRAND
STRENGTHS TAI PEI BRAND STRENGTHS • Most affordable in the single serve category • Clean ingredients with no preservatives • New & improved recipes • New & convenient packaging • Huge variety of delicious Asian-inspired meals • Quick prep time
TAI PEI BRAND WEAKNESSES • Low awareness • Negative perception of frozen food • Limited availability • Declining sales, especially in Walmart
Currently, the brand positions itself as “the Asian experts,” delivering “exceptional choice and flavor at an affordable price.” While all these things are true, the new packaging and cleaner ingredients tell a different story. Plus, the current story isn’t unique enough from the competition to provide a meaningful difference or compelling brand story.
THE TAI PEI STORY IS MORE THAN ONE THING. IT’S THE COMBINATION OF CONVENIENCE, FLAVOR, VALUE AND CLEANER INGREDIENTS AND WHAT THAT COMBO MEANS TO MILLENNIALS.
Brand Strengths
4.
4
TARGET AUDIENCE
TRENDS AND ATTITUDES Mainstream media and older generations lump all Millennials into the same category. However, life between the ages 18 and 25 can be very different. That range typically includes both new drivers and new parents, high schoolers and law schoolers, people in their first apartments and those who had to move back in with parents, rising stars in their profession and those looking for a new career path.
81%
Enjoy exploring new cultures 1 through food
48%
Enjoy eating 1 meals on the go
71%
Wish they had more variety in 2 their diet
44%
Say convenience is more important than cuisine 1
43%
Eat prepared meals 2
WE FEEL THE FOLLOWING STAGES CREATE A MORE ACCURATE PICTURE OF THE 18-25 AGE GROUP. T HE S E L F- DISCOVERY S TAG E
THE STRE SSE D STAGE
TH E YOU N G A N D F U N STAGE
Millennials experience many new beginnings like: the first day at college, the beginning of a new career, or the start of young adulthood outside the parent’s home. This temporary period is when individualism is budding. It allows this category to be self-focused and begin to make decisions.
This is the stage when work, family, or school creates additional pressures. Sacrifice may be the most important factor to acknowledge. Because of these additional pressures, this category may not have as much time for self discovery.
These are the Millennials who, even if they do not have the time or means, prioritize trying new things, having different experiences, and living an Instagram-worthy lifestyle. This archetype still has some responsibilities, however, this stage is all about juggling work and play.
The commonalities across these three stages produce the best opportunities for Tai Pei. Members of all three stages want to save money, eat delicious and easy food without feeling guilty about it, and need meals to fit conveniently into their lifestyles.
1
Convenience Store Decisions
2
Survey Insight
Trends and Attitudes
5
KEY
OPPORTUNITIES OPPORTUNITIES
Frozen Food is a last resort for many Millennials because they perceive it as unhealthy and unappealing.1
Tai Pei is a clean, preservative-free meal. The new Tai Pei recipes have less sodium and fewer calories.
Millennials are under siege. As an age group, they are under attack for being the “participation trophy generation.” 2
This group needs an advocate—a brand that understands their struggle and celebrates its unique qualities.
Tai Pei has low brand awareness among millennials.3
The slate is clean, giving Tai Pei the opportunity to position the brand in a way that resonates with Millennials.
PROBLEM
FINDING
Price, convenience, and cooking time are key motivators for Millennials when making a food purchase. 3
Tai Pei offers the best combination of affordable/convenient/flavorful/clean in the category.
Millennials are busy, stressed out and use shortcuts, sometimes by choice, other times by necessity. 4
As a frozen food, Tai Pei fits within an unpredictable schedule. The attributes of cleaner ingredients and Asian flavors Tai Pei has makes the brand more of a convenient food hero than a fall back or fail safe option we are all too familiar with.
1 Focus Group Finding 2
Time Magazine 3 Survey Insight 4 Social Media Snippet
Key Opportunities
6
THE
STRUGGLE
7.
Millennials are a conflicted group. They are driven by a desire to eat better and with a greater variety of flavors. At the same time, they have less time and money than they would like—who doesn’t, after all? The result is that they fall into a routine that both comforts and confounds. The short list of regular foods gets shorter every week. The list of compromises they make gets longer.
MILLENNIALS FIND
It’s why Tasty videos are so popular. They present an escape even if the reality is more complicated than the eye-in-the-sky camera angle implies. Millennials want to try new food, but often find themselves eating the same things because it’s faster and easier to go with “the usual” rather than look for the unusual. Plus, experimenting can get expensive. Millennials are looking for an option that fits into the sweet spot at the center of convenience, interesting flavors, guilt-free ingredients, and low prices.
STUCK IN A RUT
This conflict or struggle isn’t unique to food. The Millennial experience is loaded with tough choices as the age group transitions from young adult to a more fully realized version of themselves. And if you thought the food world made it hard for Millennials to find what they crave, wait until you see how the rest of the world treats them.
A WAY OUT.
THEMSELVES
AND THEY WANT
The Struggle
7
BRAND PLATFORM
TAI PEI
IS THE AFFORDABLE
WAY TO FIT A UNIQUE, FLAVORFUL MEAL INTO
A BUSY LIFE
Consumers between the ages of 18 and 25 should buy Tai Pei frozen Asian meals because it is the only brand that understands and addresses the daily struggle of the Millennial experience, regardless of the stage.
THE LAST THING MILLENNIALS NEED ARE MORE FOOD PICS IN THEIR SOCIAL FEEDS. THEY NEED AN ALLY.
Brand Platform
8
CREATIVE
CONCEPTS Just as Tai Pei gives Millennials many options for an exciting meal, our team wants to present different options for a successful campaign. Each of these three creative concepts extends from the same brand platform.
TAI
PEI
UNDERSTANDS
THE
COMPLICATED
LIVES
OF
THE
MILLENNIAL CONSUMER AND OFFERS SOLUTIONS TO MAKE LIFE MORE FLAVORFUL AND MORE MANAGEABLE. Sometimes those solutions are food related, other times not. They always come from a place of empathy, support, and sometimes, a celebration of this transitional period in life. We present the three concepts in a range of tactics throughout this proposal. While not every concept is shown in each tactic or medium, all three can be applied to any proposed tactic. Each of the concepts provides a brand story that extends beyond food. Tai Pei can talk about the wider Millennial experience and tap into shared truths and frustrations. The campaigns each provide opportunities for shared social content and brand communication that has the “less ad-like” feel Millennials demand.
Creative Concepts
9
CREATIVE
CONCEPT #1
ALMOST COMPLETELY PREPARED We know you’re striving to better yourself as an adult. Of course it doesn’t always work out that way. While you have a grip on most things, Tai Pei is there for you with a clean, reliable, Asianstyle meal to fit into your schedule in a matter of minutes. Tai Pei is not the solution to all your problems. But it is the quick fix that doesn’t force you to compromise on quality or flavor so you can keep working on this thing called “being an adult.” TAI PEI, LIKE YOU, IS ALMOST COMPLETELY PREPARED. WE NEED A FEW MINUTES IN THE MICROWAVE. YOU NEED SOME TIME AND SOMEONE WHO HAS YOUR BACK. This campaign features slices of Millennial life where someone is almost completely prepared for adult life.
Creative Concept #1
10
CREATIVE
CONCEPT #2 MEAL TIME ON THE LINE
You have a million things fighting for your time, pulling you in different directions. Family, friends, work, or school. That’s just four. Add some sort of social life, hobbies, and of course, that workout that never happens. With so much going on, the last thing you want to worry about is what to eat. It’s one of the most basic needs you have, and more often than not, you have to settle for the expected rather than an exciting meal. WHEN MEALTIME IS ON THE LINE, MEALTIME USUALLY LOSES. BUT IT DOESN’T HAVE TO BE THAT WAY. TAI PEI IS THE QUICK MEAL THAT’S HEALTHIER AND MORE FLAVORFUL THAN MOST OF THE USUAL FOOD RUT GO-TO OPTIONS. So you can fit everything into your life with no need to compromise—or confess to short changing yourself. This campaign features first person confessions of when meals suffer in the face of the reality of a Millennial’s schedule.
Creative Concept #2
11
CREATIVE
CONCEPT #3 SHORTCUTS
TIME MAGAZINE CALLED MILLENNIALS THE “ME ME ME GENERATION” AS WELL AS “LAZY, ENTITLED NARCISSISTS.” SOMEWHERE ALONG THE LINE, LOOKING FOR A BETTER WAY TO NAVIGATE LIFE TURNED INTO A BAD THING. Millennials take shortcuts because they’re busy trying to do more with their lives, not less. They want to accomplish so much in so little time. Innovation makes that easier. Tai Pei celebrates shortcuts for what they are—the key to making life more interesting. Mealtime doesn’t have to be difficult, and Millennials shouldn’t have to feel bad about that. With just a few minutes in the microwave, you can have a hot meal made with cleaner ingredients and tasty Asian flavors. That’s a shortcut as important as Uber and Venmo. This campaign celebrates the shortcuts that make life more adventurous and flavorful.
Creative Concept #3
12
TACTICS AND
EXECUTIONS There are many misconceptions about the 18-25 year old age group, including where they can be reached with brand messages. The mix of media tactics and proposed executions targets the audience in the places that seem most obvious—digital. These are some of the most measurable and effective outlets. We also believe Millennials can be reached using traditional tactics that are often overlooked.
SAMPLE EXECUTIONS We present the full range of tactics and showcase one of the three campaign concepts for each.
Tactics Tactics
14 13
OUTDOOR While the audience is frequently online, they place a lot of trust in traditional media outlets.
60% OF MILLENNIALS SAY THEY FIND 1 OUTDOOR ADS TO BE TRUSTWORTHY.
Millennials in urban areas use public transportation, while those in the Heartland drive more. By placing our messages on buses, subways, bus shelters, and dominating main stations, we will be sure to reach urban Millennials. We will reach Millennials in the Heartland through the placement of billboards along strategic routes and en route to supermarkets.
1
Nielsen
Outdoor
14
IN-STORE POINT OF PURCHASE IS ESSENTIAL, ESPECIALLY BECAUSE MILLENNIALS ONLY MAKE, ON AVERAGE, 2-3 GROCERY TRIPS PER MONTH.1 We will maximize placement with retail partners. However, since Millennials tend to shop around the edges of stores and over center aisles, new locations must be explored. Shelf space and display cases at the end of the aisle should be a top priority. Tai Peibranded freezers will be placed near the checkout lanes. Video content will play a key role in Walmart stores. Demo and sampling programs need to be adapted to the Millennial audience, as well.
In-store freezer end cap.
In-store freezer cling.
In-store freezer cling.
Point of purchase display. 1 Retial Perspectives
In-Store
15
VIDEO AND TV ALMOST COMPLETELY PREPARED
MEAL TIME ON THE LINE 81% OF MILLENNIALS STREAM CONTENT ON YOUTUBE, WHILE 37% OF MILLENNIALS STREAM CONTENT ON HULU. 1 While online video content is essential, television will be an important addition to the media mix. 70% of Millennials say that TV advertising has the most influence over them in how they perceive a brand and a brand’s value. 2 Hulu and YouTube Pre-Roll will reach Millennials across the country, and spot TV will reach the heartland consumers who still watch traditional television in strong numbers. Video content can be repurposed across the various distribution channels. We will reach millennials on cable network shows such as Adult Swim on Cartoon Network, The Walking Dead on Adult Swim, and SportsCenter on ESPN.
WATCH OUR COMMERCIALS:
URL: www.getrealnsac.com/prepared PW: team289 URL: www.getrealnsac.com/confession PW: team289
1 Business Insider
2 Marketing Charts
Video and TV
16
INTERACTIVE OOH ÉNTREE VENDING MACHINE Tai Pei branded vending machines epitomize convenience and address the needs of busy Millennials. Machines would be placed in high traffic areas where people think about their next meal. This is a chance to dislodge the consumer from their food rut. Microwaves would be paired with the vending machines where possible.
LIFESTYLE ACCESSORY VENDING MACHINE Because Tai Pei is about more than food, the brand understands the needs of Millennials in many parts of their lives. We created a special vending machine to help consumers with the items they need or forget in a range of settings. For example, a Tai Pei vending machine near the beach would dispense towels, sunglasses, and sunscreen. One on a college campus would dispense thumb drives, pens, and phone chargers. The consumer “pays” for each item with a social media post and a hashtag. example: @TaiPei #AlmostPrepared you guys are awesome, ty Video content would be collected wherever the machine is installed, and used across all channels.
Interactive OOH
17
SOCIAL
MEDIA 86% OF CONSUMERS AGES 18-29 USE 1 SOCIAL MEDIA “OFTEN” OR “VERY OFTEN.” Social Media is the primary place to interact with Millennials. It provides a wealth of tools for building relationships, deepening existing ones, and tracking engagement. Our social media plan will:
• Showcase the campaign theme and a more lateral sell than straight product-related content. • Demonstrate empathy for Millennials. • Invite user generated content and a two-way relationship with the customer • Provide a media outlet for paid advertising, promotional messages, and coupon offers.
1
Pew Reserch Center
Social Media
18
FACEBOOK AND INSTAGRAM •
88% of Millennials use Facebook regularly. The typical Facebook user spends on average 20 minutes per session, engaging in multiple sessions per day.1 The Tai Pei Facebook page should be the central hub for content and promotions, including: • Targeted promotions to increase followers • Ads to reward existing followers • Boosted posts to increase impressions and engagement • Engaging and share-worthy content that fits the campaign concept: mealtime confessions, shortcuts real and imagined, “adulting” advice and fails • Product promotions • Coupons & redeemable Facebook offers 63% of Millennials are willing to search social media for coupons. 2 43% of Millennials clip mobile coupons & browse weekly ads. 3
90% of Instagram users are younger than 35, and 53% of users follow brands.4 By creating a strong brand presence on Instagram, users will be able to discover, explore and interact with Tai Pei. The current gallery of food images would be augmented by more engaging content connected to one of the three campaigns.
eMarketer 3Progressive Grocer 4Ad Age
1 Hubspot 2
Through specific targeting, we will be able to reach our target audience directly by blending seamlessly into the newsfeed. Geographically, Millennials on the coasts spend more time on Instagram, while Millennials in the Heartland spend more time on Facebook. By optimizing our presence on both platforms, we will reach both groups.
Facebook and Instagram 19
PINTEREST AND SNAPCHAT 8 out of 10 Millennials agree that Pinterest is a “guide to life and a place to teach me how to do things.” 1 We will utilize Pinterest by creating, pinning, and sharing content that aids and inspires our audience. Millennials can pin Tai Pei’s content to their boards, such as tips for surviving the Millennial lifestyle and quick dinner ideas. We will promote Tai Pei Pinterest ads to our target audience by search terms like “quick dinner,” “easy dinner,” or “how to.”
70% of smartphone users ages 18-24 use Snapchat regularly.2
Tai Pei will create two lenses to raise interest and awareness of the brand among Millennials, to be executed at the kickoff and close of the campaign. A Snapchat geofilter will be created and activated wherever a Tai Pei lifestyle vending machine is installed.
1
Millennial Marketing 2 SMB Forum
Pinterest and Snapchat
20
INFLUENCER MARKETING AND TWITTER Most Twitter users are Millennials ages 18-29. 2 Twitter is where consumers interact with brands, either to show appreciation for the brand or to voice complaints and concerns. We strongly recommend a more active interaction and social customer service for Tai Pei. Twitter is the natural forum for this, but Facebook and Instagram should be monitored, too. This builds a strong relationship between brand and customer and helps develop a strong and empathetic brand voice. We will run promoted tweets and videos showcasing the product and introducing the new brand personality.
70% of consumers want to learn about a product through content rather than traditional advertising.1 One way to take advantage of this trend is to use influencer marketing, identifying and developing partnerships with accounts and personalities who Millennials trust. We suggest working with micro-influencers (accounts with 150K-500K followers) on various social media platforms that reach our target audience. The engagement rate is higher, and partnerships are extremely affordable, compared to celebrities or influencers with mega-reach.
1
MDG Advertising 2 Pew Reserch Center
Influencer Marketing and Twitter 21
WEBSITE REDESIGN The Tai Pei packaging refresh creates a good opportunity to redesign the Tai Pei website.
A redesign will also make room for information about the cleaner ingredients.
Millennials are interested in the philosophy and social involvement of brands. Adding pages that feature that content will help forge a connection between the brand and consumers.
As the campaign rolls out and brand awareness increases, traffic to taipeifood.com will also increase. Millennials should be able to find user-friendly content.
URL: www.getrealnsac.com/website PW: team289
RADIO AND SPOTIFY
URL: https://www.getrealnsac.com/radio1 URL: https://www.getrealnsac.com/radio2 PW: team289
Spotify has over 100 million active users. 72% of all Spotify weekly US streams are by Millennials, who spend an average of 143 minutes streaming every day at all hours of the day.1
Because they have the highest share of listening by Millennials, we will run radio spots on Pop Contemporary Hit and Country stations during peak listening times.
Many Millennials stream music on Spotify and other services, but research also shows that on average, traditional radio reaches 9 out of 10 Millennials every week.
We can target our audience on Spotify by age, playlist, and geography. By creating Playlist like “Afternoon Energy Boost” or “Nighttime Commute” we can reach our target audience when they are thinking about their next meal.
The good news is that we’ve created audio content that works in both traditional and streaming formats.
1 Forbes
Website / Radio
22
SOCIAL PARTNERSHIP
83% of Millennials are likely to trust a brand more, and 79% are likely to purchase that brand’s products if a company is viewed as socially responsible.1
For this reason, we recommend that Tai Pei has a more visible and active partnership with a social cause. Mental wellness would be a natural fit for Tai Pei. Millennials face many challenges while navigating through this phase of life. Family, financial, professional, health, and other concerns create conflicts that are even more serious than a food rut. Ok2talk.org is an outreach by the National Alliance on Mental Illness (NAMI) that creates a community for young adults struggling with mental health problems and encourages them to talk about their experiences. We recommend developing a close partnership with OK2talk. org by providing support and sponsorship for the group’s activity and outreach.
NEW E-TAILER PARTNERSHIPS Innovations in ecommerce are shaping Millennials’ shopping habits. We recommend partnering with an e-tailer to help our target manage their time-starved lives. GoPuff, the delivery service that uses on-demand systems to provide delivery in 30 minutes, proves itself to be a popular, relevant choice in this field. Rather than rushing out to their local grocer or convenience store, Millennials have the opportunity to purchase a variety of foods and items in quick time. Delivery is available 12 PM - 4:30 AM, or 24/7 in some cities. GoPuff received $8.4 million in July 2016 for expansion and is a national leader in the category. We would approach GoPuff through co-op advertising, selling Tai Pei within their service, and placing Tai Pei promotional packs within every GoPuff order.
AVAILABLE IN 17 CITIES
• New York • Philadelphia • Boston • Washington, D.C • Austin • Denver • Phoenix • Chicago • Seattle • Portland • Tucson • Pittsburgh • Madison • Syracuse And more added each week 1
Adweek
Partnerships
23
MEDIA AND BUDGET BUDGET
OBJECTIVES • Raise awareness of the Tai Pei brand among 20% of our target audience, using measurable and effective media vehicles.
The $10MM budget represents a complete plan to reach the target.
• Reach Millennials in places where they make food purchase decisions.
This budget will earn an estimated 459,800,000 gross impressions.
• Schedule flights to coincide with the weeks when Millennials are most likely to be in a rut, the doldrums of the calendar: post-New Years, before summer vacation, after Labor Day. Avoiding holidays and peak travel time minimizes waste.
The $15MM plan adds more reach and frequency in traditional media to effectively reach the Heartland.
• Increase in-store media placement by 85%.
This budget will earn an estimated 1,364,100,000 gross impressions.
• Increase brand engagement on Social Media platforms by 55%. Social Media will eliminate gaps and carry the Tai Pei message all year.
Gross impressions reach our target audience multiple times on various platforms throughout the campaign.
• Allow Millennials to discover the Tai Pei brand through interactive media tactics while catering to their busy lifestyles.
We reserved 15% of the total budget for production costs.
SEARCH ENGINE MARKETING We strongly recommend optimizing Search Engine Marketing—leveraging search terms such as “frozen food,” “best frozen food,” and “healthier frozen food” to ensure that Tai Pei is the top search result. SEM will run heavier during heavy flight periods of our campaign, and lighter during light periods as a safety net.
Media Strategy
24
CAMPAIGN SCHEDULE APR
27
3
10
MAY
17
24
1
8
15
JUN
22
29
5
12
JUL
19
26
3
10
AUG
17
24
31
7
14
21
28
SEPT 4
11
OCT 18
25
2
9
NOV 16
23
30
6
13
DEC 20
27
4
11
JAN 18
25
1
8
15
FEB 22
29
5
12
MAR 19
26
5
12
19
2017 TOTAL SPEND
IMPRESSIONS
$1,839,999
377,162,055
26
Emerging Media Facebook
Coast Heartland
$266,666 $133,333
1,111,108 555,544
Coast Heartland
$313,335 $156,667
126,344,758 63,172,177
National
$200,000
22,421,525
Snapchat Geofilters
Coast - Key Cities
$90,000
1,902,000
Snapchat Lens
Coast - Key Cities
$450,000
160,000,000
Coast Coast (Half)
$88,888 $44,444
202,018 101,009
$44,444 $22,222
101,009 50,504
$30,000
1,200,000
$370,000
2,652,000
$120,000
750,000
$250,000
1,902,00
SEM
Heartland Heartland (half)
Micro-influencers
National
Lifestyle Tai Pei Vending Machines
Coast - Key Cities
Convenient Vending Machines
Coast - Key Cities
Out Of Home Bus Shelters Station Domination Billboards
$3,621,609
880,958,239
Coast
$1,209,302
329,551,247
Coast - Key Cities
$90,000
13,009,605
Heartland
$2,322,306
538,397,388
$1,718,392
29,130,000
Video Cable
National
$518,391
2,130,000
Hulu
Coast - Key Cities
$500,000
20,000,000
Youtube Pre-Roll
Coast - Key Cities
$700,000
7,000,000
Radio
$700,000
$700,000
Spotify
Coast - Key Cities
$200,000
900,000
Terrestrial
Coast - Key Cities
$500,000
33,333,333
$3,800,000
40,000,000
In Store Heartland
$400,000
Coast
$225,000
Point Of Purchase (slicks)
National
$2,725,000
Wallmart TV
National
$225,000
Freezer Clings
National
$225,000
Demos End caps
Partnerships Cause Marketing
GoPuff
TOTAL MEDIA SPEND
Heartland
$8,500,000
$12,750,000
PRODUCTION COSTS
$1,500,000
$2,250,000
Prices and impressions are estimates. White Text = 10 million dollar budget
$790,000
20,000
$500,000
-
$290,000
Coast
Blue Text = 15 million dollar budget
TOTAL SPEND
$10,000,000 $15,000,000
White Text = 10 million dollar budget
GROSS IMPRESSIONS
459,843,660
1,364,155,628
Blue Text = 15 million dollar budget
Schedule
40,000,000
20,000
TOTAL SPEND
GROSS IMPR.
$8,500,000
459,843,660
$12,750,000
1,364,155,628
25
CAMPAIGN
CONCLUSION MEASURING SUCCESS
CONCLUSION
We will measure the campaign’s success by monitoring and analyzing:
WHERE THERE’S A STRUGGLE, THERE’S A STORY.
• All Social Media engagement metrics • Tai Pei sales at Walmart, grocery and other distributors • YouTube Pre-Roll Views • Tai Pei sales on GoPuff or other e-tailer partners • Social coupon redemptions • Vending machine purchases and interactions • Tai Pei website analytics Quarterly consumer surveys would be used to measure the effectiveness of OOH, TV and other traditional tactics.
Tai Pei has the opportunity to build a deep connection within the pages of the Millennial story. Convenience. Flavor. Variety. Cleaner ingredients. That’s what Tai Pei offers Millennials. Our audience will also feel support and that they have a friend in their corner, a friend in their freezer. With this campaign, Tai Pei can start an empathetic conversation with Millennials. They are busy, blossoming, unsatisfied with their go-to meals. And they are ready for Tai Pei to help.
WORKS CITED Adweek, Rethinking Middle America Advanced Facebook Marketer, Jon Loomer Business Insider, Michael Learnmonth, Ashley Lutz CNN, Asia’s Influence on the World’s Plate, Chris Dwyer The Conversation Starter, Penna Powers Study Finds Millennials Spend 44 Percent of Food Dollars on Eating Out, Forbes, A. Talty The Things Millennials Struggle With, Forbes, Andrew Bender Global Food Forums, 2016 Emerging Food Trends InfoScout - Tai Pei Consumer Insights Report Katz Radio Group Purchasing Guides
Media Kits and Backgrounders from: Facebook,Hulu, Instagram, Pinterest, Spotify, Twitter, YouTube Millennial Marketing, Millennials Are the Tastemakers in Food Millennial Passions, Christine Barton, Lara Koslow, Jeff Fromm, and Chris Egan Mintel, The Millennial Impact: Food Shopping Decisions - US, September 2015 Nielsen, 2016 Social Media Report, Sean Casey Nielsen, Asian Americans’ Food Shopping Habits Influence Mainstream Shoppers Nielsen, Purchasing Power and Influence
Nielsen, Multicultural Influence Across Grocery’s Aisles NPD Group, Frozen Food Fits Millennials NPD Group, Industry Overcomes Consumers’ Negative Perception of Frozen Foods Progressive Grocer, Study Probes Spending Habits of Millennial Grocery Shoppers eMarketer, Andria Cheng Redbooks: Red Baron Media Spend Report SRDS Kantar Media Planning Platform Valassis In-Store Media Reporting
Conclusion
26