final presentation
TRANSCRIPT
Campaign Goals
Create a presence on social media platform to engage with young adults
Increase brand loyalty and product awareness
A voice of Campbell’s soup geared toward young adults
Situation Analysis
• Increase demand for home-style meals amongst young adults
• Change eating trends • Acknowledge competitors,
suggest alternative• Recognize untargeted market
Target Audience AnalysisCollege Students
Miss their parents cooking Just starting to buy food on their ownHealth conscious but still want the taste of home Ages 18-22
Young Professionals Health conscious and seek convenience Want to start exploring recipes and cooking ideasAges 23-27
Breakdown of Budget • Total budget: $10
million • Digital Strategy
• $4 million Google Adwords
• $3 million Social Media/Digital platforms
• $3 million Inbound Marketing Efforts
Social Media Strategy • Twitter and Facebook
• Interactive • “Cool Mom” approach • Up-to-date and user
friendly links
• Wordpress Blog • Cooking tutorial videos• Recipes
Mobile Interactions
Multiple platforms for customers to be reached
SMS campaign Giveaway contests Text to receive instant soup deals
Campbell’s Soup App available for Smartphones
Recipes Coupons and exclusive offers
Instagram Photo contests
Inbound Marketing Strategy
Use of Search Engine Optimization
Banner advertising
Google Adwords
Relevance amongst posts
The Big Idea • Draw in audience • Campbell’s Soup: the younger
generation • Consumer interactions that matter• Loyalty that starts with families
leads to further generations