matador campaign

Matador Digital Plan

Courtney Aydt ⌑ Patrick Dugan ⌑ Marcus Mauer Natalie Bergstrom ⌑ Aliki Vrohidis ⌑ Kristen Brandhagen

Build brand awareness and encourage consumer product trial.

Goals

Target Audience

- 18-25 male/female - Interested in music and concerts- On-the-go lifestyle - Impulse buyers- bold with their decisions - Looking for a protein snack, but don’t always go for jerky- Social and leaders of the group

Consumer Profile

Sam

21

Impulsive

On-the-go

Outspoken leader

Key Learnings

Mobile Dialogue Music

Mobile is Everything

Consumers were more likely to use mobile devices to reach Matador’s website than any other device, reflecting the young age and the on-the-go lifestyle of our target audience.

Key Learning 1

● The client mentioned Matador focuses on a younger target group of men and women between 18-29 years old.● The client described this group as either a student or young professional, who spend money on moments.● From the website analysis: Mobile made up 75% of session traffic, 71% of new users, and a bounce rate of 65.5%

Dialogue Leads to Engagement

● Matador has the weakest engagement and interaction on the company website, Instagram page, and Facebook page compared to the other beef jerky competitors.

● When Matador does engage on social media channels, users engage back

Key Learning 2

The goal this year is to get solid brand awareness, infinity, and assimilate with target consumer lifestyles.

Music is Working

● iHeart Radio mobile app, accounts for 43.36 percent of referral traffic. ● Matador doubled the number of sessions and new users that came to their website in 2015.

Almost half of the website sessions came from the landing page “/loops/”

The client said Spotify, Pandora, Rolling Stone, iHeart Radio, and other music related websites are some of the main digital locations that Matador is targeting.

Key Learning 3

Engage consumers in a two-way

dialogue. Listen, share, and respond

Strategies

Leverage the target’s lifestyle and interests in “Bold” music

1 32Emphasize mobile

and improve the user experience across all

mobile platforms

Digital Value Proposition

Matador offers young adults living life in the fast lane a road trip guidebook so these

vivacious spirits can get the fullest experience from their travels and adventures.

The Campaigns

Mixtape Valentine Roadtrip #LastFridayNight

Campaigns

Matador Mixtapes

Valentine’s Roadtrip

#LastFridayNight

Campaign 1 Matador Mixtapes

1. Contestants must follow Matador’s #LiveBold playlist on Spotify.

2. Playlists created on Matador’s Spotify channels that vary between new hit songs to road trip classics.

3. This contest will be promoted and advertised on Spotify, company website,

Facebook, Instagram, and Snapchat

4. Challenge participants will ask friends and family to follow their playlists

5. The artists that gains the most ‘followers’ for road trip albums will win tickets to iHeart Radio

6. Winner will be announced on all Matador social media

Mechanics

Earned Fans sharing and posting about the eligible playlists

Media

PaidPromoted Facebook posts, Spotify ad banners -Refer to Budget Plan

OwnedSocial media and Matador Website that feature the posts

❏ Fans can live vicariously through playlists that made the cut, or through music they weren’t able to see live.

❏ Can share contest and increase awareness❏ Aligns with Matador’s target audience’s interest of music❏ Spotify is mobile friendly and it is easy for Matador’s on-the-go consumers to

update playlists.

Why it Works

Campaign 2 Valentine’s Roadtrip

1. Promote and advertise Matador #LiveBold #LoveBold contest on Facebook, Instagram, company website and Snapchat

2. Participants use #LiveBold #LoveBold to submit photos and stories of themselves and their long-distance significant other

3. Matador staff will choose the most compelling adventure out of pool of eligible entries4. They will announce the winner on all social media channels5. Matador will then pay for gas, Matador snacks and a GoPro to capture the reunion6. Matador will collect the footage and create a short video for promotion on their website

and social channels

Mechanics

Facebook ads and promoted

Instagram posts

Media

Use Facebook, and Instagram to promote the

Photo Challenge and gain participants

#LoveBold challenge participants will make

friends aware of Matador by showing up

on their timeline

Paid Owned Earned

❏ Increased traffic to website and social media ❏ Maintains relationship with target audience❏ Prize applicants are motivated to interact with Matador and post about the

brand

Why it Works

Campaign 3 #LastFridayNight

1. Matador promotes the #LastFridayNight campaign on social channels, website, and homepages for concert ticket sites

2. Participants post images and videos on Instagram with the hashtag3. Matador selects the best submissions and re-posts them on the following

Friday 4. Matador posts description of event in the bio and tags the photographer

Mechanics

Media

Paid

Promoted facebook posts, Banner ads on

ticket websites

Video shares by Matador fans,

prospective fans

Facebook, Instagram, and

Matador site that feature re-posts

Earned

Owned

❏ Branded content is good, but for a lesser known company, user-generated content is better

❏ The campaign is sustainable and can be accessed by fans at any time❏ Clearly and organically displays the bold lifestyle

Why it Works

Matador Budget

Matador Budget

Matador Budget

Matador Budget

Questions?