iq chocolate - digital marketing campaign

IQ CHOCOLATEDIGITAL MARKETING PLAN 2018Marta Molesini Noor Kanoo Yash Metha Paige Sun

ANALYSIS ARTICLE◇ http://mashable.com/20

17/03/21/healthy-chocolate/#lvhZVBHuO05d

◇ Chocolate really can be healthy - and this startup is proving

◇ Published: 21 March 2017

TABLE OF CONTENTS1. RESEARCH2. PLANNING3. IMPLEMENTATION4. EVALUATION

RESEARCH

COMPANY BACKGROUND ◇ IQ Chocolate is a start-up company founded by

Jane Shandley in Scotland◇ Super delicious healthy chocolate from

“bean-to-bar”

CHOCOLATE INDUSTRY

Annual growth: 1.8%Revenue: $ 1.7 bnProfit: $933.3 mnTop companies: Hershey, Mars, Nestle, Lindt

US CHOCOLATE INDUSTRY

CURRENT PERFORMANCE

Health concernsIntroduction of new products with low calories and sugar

TARGET AUDIENCE◇ Both men and women◇ Aged 25 to 40◇ Household income of

$70,000◇ Healthy and active

lifestyle ◇ Enjoy sports, outdoor

activities and trying new experiences with friends.

◇ They shop at Whole Foods and Patagonia

COMPETITORS IN THE US MARKET

ANTIDOTE100% cacao markUSDA Certified Organic

ENDANGERED SPECIES88% dark chocolateDonate 10% of net profit to the African Wildlife Foundation

ALOHASuper pure, almost-all-organic ingredientsHealthy bonus: “Daily Good Greens Power”

RAAKA71% dark chocolate with sea salt

MARKET INSIGHTS ◇ Reduced-fat, dark or organic chocolate will

increase because of the health conscious mega trend

◇ Based on the population being more health conscious, chocolate consumption will go down but will grow in submarkets with dark, low calories and healthy varieties

◇ The population will increase but the chocolate industry will stay approximately the same because of health concerns

PROS: ◇ Colorful and catchy ◇ It communicates the value proposition of the

brand ◇ Optimized for multiple devices

CONS: ◇ No ‘about us’ section that answer to the

question “who we are”◇ The design of the website is dated ◇ Doesn’t relate to target audience ◇ Not all social media accounts are linked

1,816 LIKESFACEBOOK

2,319 FOLLOWERSTWITTER

964 FOLLOWERSINSTAGRAM

PLANNING

GOAL Establish IQ Chocolate as the leading healthy chocolate brand in the US

OBJECTIVES AND STRATEGIESIncrease awareness

within the target audience in the US to

30%

Increase awareness of the brand via promotion on Digital Platforms. interact & engage with the audience by making them aware of IQ chocolates entering the United

States market.

Positively impact overall sales by 40%

Push US sales as a priority for IQ chocolate by getting the chocolate bars in as many

Health Food stores in the US & positioning the brand as a leader in the super food

market.

IMPLEMENTATION

MARKETING TIMELINE

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECBUILD AWARENESS

SOCIAL MEDIA POSTS

INFLUENCER MARKETING SEO, SEM & PAID DIGITAL ADS

INCREASE SALES EVENT OOH DIGITAL SCREENS STRATEGIC PARTNERSHIP

BUILD AWARENESS

◇ Regular posts related to Your Guilt FREE Pleasure campaign

◇ Comments, user feedback and engagement will be monitored and analyzed in a timely fashion

◇ Collaboration with retailer accounts to cross promote IQ chocolate

◇ 3rd party endorsements with key social media influencers & celebrity ambassadors○ Engaging on their social media platforms ○ In turn generating content for IQ chocolate to

repost◇ This will be leading up to the event where

influencers can engage in person with the TA ◇ Generate PR placements within digital medias our

target reads; Refinery29, Insider Food, Tasty on Buzzfeed, Huffington Post

◇ Paid Digital Ad’s

○ Women’s Fitness, Men’s Fitness, Self, Remedy’s Healthy living

→ Advertorials ◇ Paid Video Ad’s

○ Hulu, Youtube ◇ SEO & SEM

INCREASE SALES

◇ IQ Chocolate Yoga in the Park NYC

◇ Goals:◇ Influencer/ celebrity engagement ◇ FB LIVE event coverage ◇ SnapChat geo tagging ◇ Instagram & Twitter Hashtags◇ Taste testing

◇ Email Marketing to all Equinox members with a discount code to buy IQ Chocolate

◇ In store tasting experience

Budget Allocation

EVALUATION

SOCIAL MEDIAMeasured by number of likes, followers, comments and the use of the hashtag #IQchocolate

PUBLIC RELATIONSMeasured by press clippings, website traffic and social media mentions.

PAID ADSMeasured by Conversion rates & Click Through rates

SEOTracking by the increase in organic search trafficTrack increase via Google Analytics

EVENTMeasured by the number of attendees and chocolate bar sales

Additionally measured by number of Comments, Likes, Reactions & Interactions on FB live

OOHGeopath Tracking to measure audience locationMeasure by SalesWebsite trafficNumber of Snapchat unlock filter and snaps sent and received

MEASUREMENT

PARTNERSHIP Measured by number of discount codes used to buy IQ chocolate online or in the store

FUTURE GOALS ◇ To penetrate the market

in Europe and Asia

◇ To be present in more Social Media platforms (i.e Pinterest)

◇ To create new product lines (i.e healthy chocolate snacks)

◇ To partner with cooking programs on TV

ANY QUESTIONS?

RESOURCEShttp://digiday.com/media/what-online-ads-really-cost/

http://www.digitalcurrent.com/seo-engine-optimization/how-much-does-seo-cost

https://www.instagram.com/iqchocolate/

https://www.facebook.com/pg/IQChoc/photos/?tab=album&album_id=154254698013291

http://www.iqchoc.com/press/

https://www.buzzfeed.com/tasty