Download - Adv 892 social media proposal for campbell's
SOCIAL MEDIA MARKETING PROPOSAL FOR
By: Yan Zhang
NMDL Final Presentation
12.04.2010
CLIENT’S BUSINESS Foundation: More than 130 years ago, a young
chemist named Dr. John T. Dorrance made his mark on history with the invention of condensed soup. He created an icon and laid the foundation for Campbell Soup Company.
Product: In addition to being the world's largest soup manufacturer, we're also a leading producer of juice beverages, sauces, and biscuits
Product line: 1. North America 2. Asia Pacific 3. Greater Europe
CHALLENGES AND GOALSCompetitionCurrency ExchangeU.S. economic downturnSoup Market in Gradual
DeclineLosing Market Share to
Other Convenience Food and Gourmet Read-to-Serve Soup
Ultimate Goal: Build overall marketing
presence Provide the best products and
customer service Develop relationships with
customers Grow sales
Social Media Goal: Significantly increase followers
on Twitter Create the Campbell YouTube
channel Significantly increase Facebook
fans Build a blogging community
THEME:
Social M
edia Brand AwarenessBrand Preference
PROMOTION CAMPAIGN STRATEGIES I
Announce newsUseful information and coupons
Receive feedbacks from consumers
PROMOTION CAMPAIGN STRATEGIES II
•Utilize YouTube by posing videos that demonstrate how to eat their products•Develop their own channel on YouTube•Users are able to watch their latest commercials•People will be able to comment on the videos and give their feedbacks
PROMOTION CAMPAIGN STRATEGIES III
•Personalize the company by creating a blog•Provide updated information about the Campbell Soup•Efficiently receive comments and suggestions from consumers•Build a positive relationship with potential and active customers.
SUCCESS METRICS
Monitoring-Monitter
-Google Alerts
Facebook fans
Twitter followers
Google Analytics
YouTube subscribers
SUCCESS
BUDGET ALLOCATION
almost Free!
TIMELINE•Lasting throughout the whole year•Intense promotion campaigns during Winter from November to February•Providing coupons during holidays.