final social media plan report · our campaign strategy is designed to build brand awareness...

Running Head: FINAL SOCIAL MEDIA PLAN

Final Social Media Plan Report

Rich Speeney

Kristina Franklin

Sarah Beairsto

Juline Moussa

FINAL SOCIAL MEDIA PLAN 2

Introduction

In our report, we highlight Bai’s current social media standings and where it could

improve to generate greater engagement with its consumers. Despite its high following in

its social media platforms, Bai’s engagement is still rather low. Our report delves into

how to further Bai’s success through social media. Since Bai products have been so

successful, our target goal is to create greater exposure and engagement with consumers

through optimizing its social media platforms.

Our campaign strategy is designed to build brand awareness through a social

media competition. The competition involves three stages that makes use of Bai’s

YouTube and Instagram page while using additional platforms of Facebook and

Snapchat. Throughout the campaign, we will revive Bai’s current brand hashtag of

#FlavorLife. Each of these stages encourages Bai lovers to come up with their own Bai

recipes that are posted as a video web series in which others can vote for their favorite

recipe. This will both engage consumers on a personal level while also attracting a mass

audience who may have not been exposed to Bai products beforehand.

Overview

Bai drinks are a healthy beverage of water, sweetened with the natural flavors of

fruit. Bai entered the market in 2009 when founder, Ben Weiss realized the untapped

potential of the coffee fruit. Since, Bai has grown and was bought out by Dr. Pepper

Snapple Group for 1.7 billion dollars in 2016 (Blumenthal 2016). Bai’s brand is quirky

and has gained popularity through its humorous marketing and healthy products. The Bai

Brand has a lot of potential to continue growing and reach an even wider audience.


History

In October 2008, Ben Weiss birthed the idea of Bai Drinks and by July the following

year, the Bai Brand was born.

I had been in the coffee industry for many years. Energy drinks

were popular, and I thought we could do better and create a health

and wellness beverage that tastes great”...”When I learned that local

farmers from these regions have always used the whole fruit of the

coffee bush to make high energy foods and beverages, I knew that I

had stumbled on coffee’s untold secret (Stratton, 2012).

Weiss’ inspiration for the title of Bai Drinks came from the purity of it’s ingredients;

“bai” means “pure” in Mandarin Chinese. Since the birth of the health drink, Bai has

rapidly grown and in 2011, Bai moved into its first headquarters in Hamilton, New Jersey.

In January 2014, Bai drinks started distributing across the nation after a deal with the Dr.

Pepper Snapple Group who later bought Bai in November, 2016 . Weiss’s fast-growing

company sold its first case of Bai beverage in August 2009, and is now expected to make

almost $50 million a year. In the span of seven years, the Bai Brand has blossomed and

shows no sign of stopping.

Product

As a relatively new player in the beverage industry, Bai Beverages has many

internal strengths and external opportunities that allow the company to compete

competitively. Bai started off with the right focus: the product. Bai combines great taste

with great health to create a drink that appeals to the crowd. “Each exotic flavor is

antioxidant-infused using coffee fruit, our not-so-secret superfruit, and has 5 calories, 1

gram of sugar and no artificial sweeteners,”(Bai, 2016) according to Bai’s official


website. While there are so many important factors that contribute to success in business,

the product is the most essential element, and Bai has invested the time and resources into

producing a drink that is unique and unprecedented in the beverage market.

Mission

The Bai Brand mission is “to share the powerful antioxidant goodness of coffee's

superfruit with the world while impacting our communities locally” (Bai, Leadership Team)

as well as innovating and disrupting the beverage industry. Though this is Bai’s published

mission, the brand goes into more depth when stating its vision:

We are working every day to make this world a reality.

It’s a world where doing what’s right doesn’t mean sacrificing

enjoyment. A world where flavor and natural goodness go hand

in hand. A world of beverages without borders — with no limits

on taste, geography or imagination. Everyone at Bai is

committed to bringing this world to life. We are in the throes of

a "bevolution” and we want to bring everyone along on our

journey, because we know this is a world in which we all want

to live. Bai’s core values guide us in our quest. We are

unwavering challengers — audaciously declaring that we’re not

satisfied with conventional wisdom and status quo. We are

impassioned explorers — relentlessly searching to unearth the

best that nature has to offer. We are uninhibited dreamers —

obsessively creating new realities that others could never see.

And with every sip you take, we all are one step closer to our

envisioned future (Bai, Our Vision).


Bai leaders and employees are dedicated to rebranding the entire image of

beverages. With their dedication, they hope to change the world and the minds of the

world into never feeling confined to a certain way of thinking, to never be content with

normal, and to always strive for the best.

Industry

Though Bai is considered a flavored water beverage in the beverage industry, Bai is

also an energy drink. This being said, Bai faces competitors on both sides of its brand.

For all-natural drinks, a category closest to the Bai Brand, competitors are

companies like Naked Juice, Arizona Natural Energy. These brands are very well known

but the Bai Brand is gaining massive popularity for being the new, hot product. Now

being sold at major grocery chains, such as Costco, Whole Foods, and Wegman’s, Bai is

spreading as one of the most popular pure energy drinks out there.


Other categories Bai is a part of is general energy drinks. In grocery stores, Bai is

shelved next to drinks like Rockstar and Monster. Although both of these brands are

popular, buyers worry about the ingredients of these drinks that they put into their bodies;

with Bai, you do not have to worry, their natural ingredients are full of vitamins and

antioxidants.

One of Bai’s biggest competitors is Vitamin Water. This drink boasts creatively

flavored water full of vitamins, minerals and electrolytes but the drink is also pumped full

of sugar. Vitamin Water is widely popular but Bai is not giving up the fight. Bai sticks

to marketing it’s natural ingredients while pulling ahead of Vitamin Water in all social

media marketing. Bai makes its advertisements humorous, engaging and memorable,

making sure that the Bai name is not one easily forgotten.

Current Marketing Activities

Bai is a rapidly growing company that is providing healthy energy drinks with a

vast amount of vibrant flavors. The company is attracting Millennials and Generation Z

individuals who are much more health conscious, but who also need a lot of energy

drinks to get them through their busy lives. This demographic is also very “hip” and

social media oriented, which makes it crucial for Bai to increase its online engagement.

The brand works hard in its blogs, and posts a lot of good content on its social media

channels, but unless Bai engages and encourages its consumers to interact more with the

brand, those numbers will stay low. Bai has many opportunities to become a very popular

brand, it simply needs to stop pushing, and start pulling.

Bai makes use of traditional promotional platforms such as magazines, bill

boards, and point of purchase displays. The magazine’s Bai has been featured in are often

health food and young adult magazines such as OK!, Elite Daily, and Teen Vogue. Bai


primarily relies on external promotion as its brand has been gaining much popularity

through external media outlets such as magazines and online articles. The brand’s main

website also links their media presence in its “In the News” tab which shares over 75

different articles raving about its brand. The majority of articles share a variety of ways

Bai can be added into easy and tasteful concoctions. This adds to the appeal of Bai drinks

as there are numerous recipes online providing new and delicious ways to enjoy your

favorite drink.

The brand also directly shares many recipe ideas on social media platforms such

as Pinterest and Instagram and its Blog Site. Bai’s Facebook and Twitter page both refer

back to the blog site which provides consistency in its media platforms. Each of its

internal media sources are fairly low in following compared to its competitors since it is

still an up-and-coming brand. Bai has also used celebrity endorsement as another

effective means to promoting its brand. In 2015, Bai sponsored Zac Brown’s North

America tour in efforts to raise brand awareness to the young demographic (Strategy).

CMO, Michael Simon, states how, “Many people only know [Bai drinks] by what they

see on the shelf. We want to be culturally relevant by aligning with events that help

define the brand and let people see what our personality is” (Strategy). With both its


social and traditional platforms, Bai is able to create a voice and connect to its consumers

on a more personal level. Bai wants to show that it understands the desires of the young,

hip, health conscious individual and can provide for them a product that fulfills their

needs.

Traditional marketing efforts will be integrated into Bai’s new competition by

way of advertisement through digital marketing as well as promotion of products through

social media. Bai Drinks will advertise its new marketing campaign competition by

posting news of this competition across all social media accounts. Bai accounts such as

Twitter, Facebook, Snapchat, YouTube and Instagram will advertise this new

competition in order to get the news out and grab the public’s interest. By posting on

Bai’s social media, all followers of Bai will receive news about the upcoming

competition and will seek more information on the Bai website. Bai Brands will

additionally air a commercial announcing the competition with rough details and

prompting viewers to visit the Bai website for details. The commercial will bring back

beloved Bai commercial stars such as “The Horse Whisperer” and the Bride who met her

husband on TV. Both characters will announce the competition in a commercial with a

humorous plot that mirrors certain details of their first commercials.


Social Media Audit

WHO WHERE

Channel /

Environme

nt

WHAT

Content /

Sentiment

WHEN

Date /

Frequency

WHY

Purpose /

Performance

OPPORTUNIT

Y

1 = Challenge

5 =

Opportunity

COMPANY Facebook –

very varied,

announcem

ents,

pictures,

ads,

comedy

Mostly

Pictures &

Text

Articles

1-2 posts per

day

Pushing

messages for

promotions &

holidays,

Engaging

messages with

recipes &

articles

3 - Not a lot of

interaction

going on.

Some good

content but

mostly pushing

content.

Twitter –

comedic

tweets,

corny

Pictures

Quotes

Text

Occasional

GIFs

1 or 2 tweets

every 1-2

days

Ads/promotio

ns,

announcement

s, humor

2 - Tries to be

funny but

content is not

working. Very

large following

on Twitter, but

no one

responds to

tweets.

Instagram –

healthy,

bright,

succinct

Pictures

Videos

Recipes

1-2 posts

almost every

day

Comedy

Motivation

Engage (e.g.

pictures of the

drinks in

different

settings)

3 –

Aesthetically

pleasing ads,

but not

necessarily

helping the

overall goal.

Lots of room

for

improvement.

Pinterest –

healthy,

bright

Recipes for

alcoholic

beverages

Recipes for

healthy

foods &

drinks

Fitness tips

&

techniques

Has not

posted in

over a year,

used to post

a few times

every 2-3

weeks

Shows

customers new

ways they can

use the

product, offers

more content

that revolves

around a

healthy

lifestyle

2 – Over 3k

followers, but

they have not

posted in over

a year. Their

page looks

abandoned.


CONSUME

R

Facebook Likes and

comments

Likes vary

from 5-100

on posts but

600-1000

likes for

special

occasions,

2-20

comments,

1-70 but

often 1-5

shares per

post

Either praise

or a few

complaints

3 - Low

percentage of

engagement

from the fans.

Bai also does

not respond to

comments or

questions very

often.

Twitter Retweets

and likes

Once or

twice every

1-3 days

Mostly

complaints/

concerns

2 - Not many

engaged,

mostly use it as

a customer

service

platform.

Instagram Likes,

comments

and views

About 500

likes on

average per

post, 1,000

views for

most videos,

but the page

has over 37k

followers

Positive

comments on

the brand and

the content of

the posts

4 – The people

engage like the

brand, however

only 1-3% of

people are

engaging with

the posts

Pinterest Likes &

Pins

Only 300

likes out of

the 1k pins,

almost 0

comments,

but Bai pins

a lot of

content

posted by

others

Affirms a

healthy

lifestyle or

things that can

be done with

the product

1 – Again, very

little

engagement

from followers,

especially since

the page

appears

abandoned.

COMPETIT

OR

Vitamin

Water –

Very pushy,

colorful but

lots of ads

Pictures,

ads

1 post every

3 or 4 days

All

advertisements

. They respond

to only to a

few positive

comments.

4 - This is an

opportunity for

us because we

can engage

where Vitamin

Water does not,

bad for them as

they are not


engaging on

social media.

Twitter -

Vitaminwat

er – Very

pushy,

colorful but

full of ads,

similar to

Facebook

Pictures,

videos, ads

1-2 Tweets

1-6 times

per month

Replies to

about 3-5

positive

tweets each

day

Promotions,

encouraging

fans of the

product

4 - They are

more active on

Twitter in

responding, but

they seem to

ignore a lot of

the negative

comments.

Instagram –

Vitamin

Water –

Same as

Facebook

and Twitter

Ads 1 post per

week, some

large gaps of

several

weeks in

between

posts

All ads, some

relating to

specific

holidays

4 – Vitamin

Water does

very little on

Instagram as

well. All ads,

no engagement

in any of the

comments,

only 16k

followers and

about 200-400

people engage

in the content.

Pinterest –

Vitamin

Water

Nothing Vitamin

Water has a

Pinterest

board, but

they have

not created

any boards

or pins

They have

nothing, but

they still have

632 followers

5 – Because

Vitamin

Water’s page is

basically non-

existent, big

advantage for

Bai to step in.

Bai has a great social media presence that produces a lot of content. It is very consistent

in its content on nearly all of its platforms and has at least 1-2 posts on Facebook, Twitter

and Instagram every 1-2 days. Facebook seems to be the mesh of where all the types of

different content Bai posts comes together. It has posts on all its announcements,

advertisements, photos, etc. Bai has over 130,000 followers, but only receives about 50-

100 likes on most posts, and only 2-20 comments. There is also not much being done on

Bai’s Facebook page to engage the consumers. Very few posts ask the consumer to give


feedback, aside from recipes that show the consumer how Bai drinks can be used (Bai’s

Facebook, 2016). Bai also does not respond to many comments, aside from occasionally

answering a question. Vitamin Water does not have a very strong Facebook presence, as

it mainly puts out ads and does not respond to most of the feedback it gets. Bai has a lot

of potential for growth as it already has a large following, it simply needs to engage more

with the consumer by giving them content that pulls them in, and encouraging its

consumers when they do interact with the brand.


Bai’s Twitter and Instagram are pretty similar to Facebook in terms of engagement.

Its content is a little different, as the Twitter page has a lot cheesier tweets and “comedic”

content often using its hashtag #NoneOfThisMakesSense, playing off its “horse

whisperer” Super Bowl commercial (Bai’s Twitter, 2016). Meanwhile, Instagram posts

are more aesthetically pleasing photos, ads, and videos that all have a similar look (Bai’s

Instagram, 2016). Bai uses Twitter more for answering questions as well, giving Bai

about 20% engagement from its fans, but it does not acknowledge a lot of the positive

shout outs it gets. Twitter and Instagram both have low levels of engagement but many

followers. Only 1-3% of its Instagram followers will actually engage with Bia’s content

on a given day. Vitaminwater is also the same on these pages because it simply throws

out ads without any consideration for engaging the consumer a lot (Vitaminwater’s

Twitter, 2016). Again, Bai can have a huge advantage in this, and do more than its

competitors.

Pinterest is the last major form of social media that Bai uses, however it seems to be

a dying platform for the company. Its last pins were well over a year ago, and followers

have seemed to lose interest. This company looks like it can do well with Pinterest since

it has many pins from the past including recipes, and even pins taken from other

individuals to create boards on health and fitness, and alcoholic beverages (Bai’s


Pinterest, 2016). It has over 3,000 followers but only 300 likes out of the 1,000 pins it has

posted. Which means only about a third of its pins were actually being acknowledged.

Vitamin Water does not have a Pinterest presence, even though it has about 600

followers, making it an open market for Bai (Vitaminwater’s Pinterest, 2016). If Bai

wants to keep Pinterest, it needs to post new content now that will engage the consumer,

otherwise it might be time to say goodbye to this social media platform.

Target Audience

Bai’s branding aims for millennials. The aesthetically pleasing packaging is

simple and stands out among the colorful packages on the shelves. The packaging

conveys the message of pure ingredients and healthy, natural energy. Bai commercials

are humorous and eccentric, d

City today and you will notice Duane Reade shelves stacked with Bai drinks,

passersby taking sips from Bai bottles and popular music festivals sponsored by

the company. Data also shows that Bai has achieved tremendous growth in both

consumer awareness and the number of people who have tried the product since


the launch of its ambitious marketing campaign in 2015, elevating the brand from

its relative obscurity just a few years ago. In fact, founder and CEO Ben Weiss

described the process as a “Bevolution,” a cultural phenomenon that is sweeping

across the beverage industry” (Wang, 2016).

Bai products have spoken to young, hip people through the outlandish and yet

strangely relatable advertisements. The 2016 Bai Super Bowl ad featured a man referred

to as “the horse whisperer”. This advertisement received mixed messages due to its

hilarious but possibly borderline racist script. “The horse whisperer ad was shown

regionally in New York, Los Angeles and Chicago, Bai’s three largest markets” (Wang,

2016). The three largest cities in the United States are Bai’s three largest markets. This

shows that Bai products are loved by urbanites who are, for the majority, young, healthy

individuals. Bai targets millennials because of their welcoming reception to Bai’s brand,

values, mission, vision, and unconventional advertising technique.

Business Objectives

Although Bai is doing well, Bai still faces competition for attention and love from

energy drinks, fruit drinks, and sports drinks. Through our social media and advertising

campaign, we hope to raise a greater fan following around the brand. Bai is currently

producing great content, but is not receiving much engagement from its followers, despite

its large following on social media feeds. Our first goal is to increase consumer

engagement with the brand on social media by 30% within the next year. By doing this,

we can spread the word about Bai, and increase consumer love of the brand, which in

turn will increase sales.

Our second goal focuses on awareness. This scope is much broader, but we hope

to spread the name of Bai so that when we conduct surveys in one year, 70% of health


focused millennials will know what Bai is or know someone who drinks it. If we can

create a widely successful social media and advertising campaign, it should reach out to

the mass majority of our target audience. Regardless of whether they want to buy it, we

should see results of the Bai name spread due to a successful and engaging campaign.

Finally, our third and ultimate goal is financial. We hope to increase sales by 10%

within this next year as a result of our social media campaign. Our campaign will revolve

around new recipes and how we can use Bai drinks in various ways. The social media

sites already does these things, but this campaign should encourage our consumers to try

more of our drinks and find new ways to get creative when having them. Whether it be a

margarita, a smoothie, or a tea, Bai products can be used to create all kinds of new

beverages, which our consumers are going to test and create.

Consumer Insights

The big idea for this social media marketing campaign is rooted in consumer

research and an analysis of Bai’s business situation. While brainstorming the big idea,

we reviewed the situation analysis we performed on Bai Beverages in the previous

assignment. This revealed a few key insights that fueled parts of our concept. First, Bai

lacks brand awareness in the beverage industry. As a relatively new player in the market,

many potential consumers are still unaware of the products Bai offers. Knowing this, we

felt that Bai needs a campaign that gets a lot of people talking about its company on

social media. Second, since Bai is a small company compared to many of its

competitors, it has limited resources to produce content and to purchase native ads.

Considering this, we sought to design a campaign that engages our customers and puts

content creation in their hands. Not only does this make it easier for Bai to implement a

successful campaign without investing the capital that its competitors would, but it


continues the shift from a broadcasting model of marketing to consumer engagement.

Lastly, Bai’s target market is millennials. Research on this group of people was

necessary to find an idea that effectively reaches Bai’s goals and objectives.

A variety of characteristics that need to be considered when marketing a product

towards millennials. A key insight we uncovered about Bai’s target market is that they

desire to collaborate with brands. A Forbes article says, “Millennials are a generation

that wants to co-create the product, the brand, with you. Companies that understand this

and figure out ways to engage in this co-creation relationship with millennials will have

an edge” (Solomon). Knowing this, we felt the need to develop a big idea that gave

customers participation in the growth of Bai and a brand and as a product line.

Additionally, millennials enjoy experimenting and discovering new things. That same

Forbes article goes on to say, “Millennial customers crave the joy of adventures and

discoveries, whether epic or everyday,” so in our campaign, we hope to provide a

platform for consumers to let their imaginations and creativity run wild to discover and

create a great-tasting beverage (Solomon). Lastly, millennials are tech savvy (Abbot).

We wanted to create campaign that enables millennials to use their skills and passions for

technology to engage with Bai. These insights about Bai’s target market drove the

development of this campaign.

The Big Idea

Bai Drinks is a rapidly growing company that has been attracting young adults to

its brand. “Two-thirds of Bai’s audience is in the 18-to-35 age group, which accounts for

only about 30% of the total U.S. population. As a result, the company significantly over-

indexes and targets millennials.” (Wang, 2016). This information, brought forth by the

Forbes Business magazine, shows that Bai is widely received by Millennials and


Generation Z, individuals who spend quite a bit of time on social media. Since Bai’s

audience is extremely social media oriented, it is crucial for Bai to increase its online

engagement. Bai commercials have done a great job at attracting consumers to their

brand and products but the next step is to attract them to Bai’s social media.

In order for it to boost its online presence, Bai Drinks will introduce a new

competition campaign in which Bai consumers create a drink recipe using a Bai

beverage. There are three rounds to this competition, first, contestants will submit a drink

recipe using a Bai beverage on any social media platform. Bai Brand employees will

narrow down these submissions and choose the top fifty contestants who will move on to

the next round. In the second round, Bai social media will repost these recipes and the

public will vote on which recipes are their favorite. The top ten contestants will advance

to the final round. In the last round, the final ten contestants will be flown to the Bai

Drinks headquarters in New Jersey. There, they will create their Bai concoction live

which will then be taste-tested by Bai corporate members and celebrity guest judges

Justin Timberlake and the Zac Brown Band who have both already worked with Bai. The

panel of judges will then decide the winner of the Bai drink recipe. There will be first,

second and third place winners. Third place will receive a year's supply of Bai beverages,

second place will win $5,000 as well as a year’s supply of Bai beverages, and the first

place winner will win the grand prize of $25,000, a year’s supply of Bai beverages, and

their original recipe published on the official Bai website. The purpose of this campaign

is to not only increase sales as contestants purchase Bai as an ingredient for their drink,

but also to increase social media engagement. By Bai has many opportunities to become

a very popular brand and this competition is the best way to create buzz about Bai drinks

and draw in a crowd to the Bai social media.


Key Social Media Channels

During the first round of our competition, videos of contestants making their Bai

drinks will be posted to both Facebook and Instagram. Bai posts to Facebook regularly,

sharing new recipes and ideas of drinks that customers can make using Bai products.

Although Facebook engagement is low, Bai posts often and the limited feedback they do

receive is positive. By consistently posting both videos and posts on the competition, Bai

will be able to increase its following while keeping its public up to date on the contest.

The culture of Facebook fits well for Bai lovers to post videos of themselves making their

Bai drinks. This will also create more engagement with thousands of people posting their

drink ideas to Bai’s Facebook wall, and they will see more of the content that Bai posts

on a regular basis at the same time.

Bai will be using regularly posting Instagram pictures and videos throughout the

contest. Bai’s activity on Instagram will prompt customers to post their recipe videos and

tag Bai so their video may be reposted onto the official Bai account. Instagram is similar

to Facebook in its culture and content, though it is a more visited media outlet for Bai’s

target audience of Millennials and Generation Z. While Bai’s Instagram does not have as

as many followers, it does have more engagement. Instagram targets young adults and

teenagers too, which will help Bai reach its target market. Most of Bai’s posts on

Instagram will also be posted to Facebook. Since Instagram videos are shorter in length,

longer videos will be posted more as a “teaser” for customers to find the full video on

Facebook or YouTube. Instagram will serve alongside Facebook as a way for contestants

to enter this competition.

Youtube will be implemented for contestants to post videos of themselves making

their recipes. Contestants can tag Bai in their videos so their recipes can be further

advertised in the voting process. Bai can also share the audition videos on YouTube of


the contestants’ who moved onto the second round. Bai’s activity on YouTube should

attract more fan-based video content as a result of this contest. Currently, a few users of

Bai post reviews of Bai drinks on YouTube. Even more content can be created around

this fandom through the contestants posting videos of themselves implementing Bai

products into creative drinks. When the final round comes, the final ten contestants will

be brought to Bai headquarters in New Jersey where Bai will film a miniature live “cook

off” which will be streaming on YouTube Live and posted on Bai’s YouTube account

later. We will post each contestant’s recipe and a video of them making it, along with the

celebrity judges judging the different drinks. A video will be made for each contestant’s

recipe and judging on YouTube for Bai fans to follow the competition and to see who

wins.

Snapchat is one of the most popular social media channels for Bai’s target

audience. In every Bai account, the Bai Snapchat account will be advertised and

audiences will be urged to follow Bai in order to keep up with the contest. Bai will post

pictures and videos of contestants making recipes and prompting followers to join the

contest or vote for recipes. In the final round, Bai will have a Featured Snapchat story

that appears on the story of Snapchat-users everywhere. Snapchat-users can watch the

contest unfold through a series of videos. These videos will also prompt users to watch

the contest live on television or YouTube Live.

YouTube, Facebook, Instagram and Snapchat will all interweave in drawing

followers to follow all Bai accounts. All these social media channels will play a key part

in increasing Bai’s media engagement and following while promoting contest awareness

and sales.


Social Media Story

STORY

ELEMENT

S PLOT >

(5 Acts)

ACT 1

INTRODUC

TION /

EXPOSITIO

N)

ACT 2

CONFLIC

T / RISING

ACTION

ACT 3

CLIMAX /

TURNING

POINT

ACT 4

RESULTS /

FALLING

ACTION

ACT 5

RESOLVE /

RELEASE

TENSION

CHARACT

ERS (POV:

BRAND /

CONSUME

R)

Bai & Bai

consumers

(health

conscious

millennials

and

generation z

users)

Bai Bai

consumers &

contestants

Bai Corp.,

contestants,

& celebrity

judges

Bai &

contestants

SETTING

(BACKGR

OUND /

CONTEXT)

Bai users love

the drinks and

love making

new drinks

using Bai

Announce

contest on

Facebook,

Instagram,

and website

Bai fans are

creating

videos of

themselves

making new

Bai drinks

and posting

them on

Facebook &

Instagram

Bai

headquarters,

where the last

10

contestants'

drinks are

being judged

Bai

headquarters

where winner

is decided

CONFLICT

(PROBLEM

/

SOLUTION

)

Bai wants to

involve

consumers

more in the

creative

process of

making new

drinks and

engage

consumers

with the

brand.

Consumers

can create a

new drink

using Bai

products for

a grand

prize of

$25,000 and

a year's

supply of

Bai.

The second

round

consists of

50 people,

10 of them

will go on to

final round.

They must

create

fandom

around drink

on YouTube

and Twitter

as well.

The last 10

contestants

have to create

their drinks in

front of

judges for

them to make

the final

decision.

YouTube

series made

for fans to

follow.

Winner is

revealed

through

YouTube

series and all

other social

media

channels.

The winner

receives the

grand prize,

and recipe is

posted on

website for

others to try.

THEME

(MORAL /

LESSON)

Bai wants to

create brand

loyalty

Offer

rewards, the

people will

come

Get the fans

of the fans

involved

May the best

drink win

Bai drinkers

become

invested in

the brand,

and get to try

new drinks,


thus

achieving

goal of more

brand

loyalty,

which

eventually

will achieve

higher sales

Content Calendar

Facebook Instagram YouTube Snapchat

Monday Theme:

Caffeinated

beverages Assets: Photo Keywords: Wake-

up, energy,

#mondays Time: 2:30 PM

Theme:

Caffeinated

beverages Assets:

Boomerang/short

video Keywords: Wake-

up, energy,

#mondays Time: 12:30 PM

Theme: Contest

entry video Assets: User-

generated video Keywords:

#flavorlife, contest,

DIY Bai Time: 3:00 PM

Theme: Recipe

contest Assets: Photos of

contestants Keywords:

#flavorlife, recipe

in the making,

#buildyourbai Time: 1:00 PM

Tuesday Theme: Contest

recipe video Assets: User-


#team___,

#flavorlife Time: 2:30 PM

Theme: Contest

recipe video Assets: Photo of

contestants with

drink & ingredients Keywords:#team__

_, #flavorlife Time: 12:00 PM

N/A Theme: Recipe



#flavorlife, recipe

in the making,


Wednesday Theme: Health

education Assets: Facts &

photos Keywords:

Antioxidants,

health, fruit Time: 3:00 PM

Theme: Health

education Assets: Photo with

health inspirational

quote Keywords: Quote,

health Time: 1:00 PM

Theme: Contest

entry video Assets: User-


#flavorlife, contest,

DIY Bai Time: 3:00 PM

Theme: Health

education Assets: Videos of

people making

healthy lunch and

drinking Bai Keywords: Health, Time: 12:30 PM


Thursday Theme: Contest

recipe video Assets: User-


#team___,


Theme: Contest

recipe video Assets: Photo of

contestants with

drink & ingredients Keywords:#team__

_, #flavorlife Time: 12:30 PM

N/A Theme: Recipe



#flavorlife, recipe

in the making,


Friday

Theme: Fitness

Friday Assets:

Creative/unique

exercise video Keywords:

#fitnessfriday,


Theme: Friday

Baiday Assets: Photo of

employees acting

silly with Bai Keywords:

#flavorlife,

#flavorwork Time: 12:00 PM

N/A Theme: Friday

Baiday Assets: Photo of

employees acting

silly with Bai Keywords:

#flavorlife,

#flavorwork Time: 12:00 PM

Saturday Theme: Contest

update & reminder Assets: Text Keywords:

#flavorlife,

$25,000, contest Time: 12:00 PM

Theme: Contest

update & reminder Assets: Photo with

text Keywords:

#flavorlife,


N/A Theme: Contest

update & reminder Assets: Photo with

text Keywords:

#flavorlife,


Sunday Theme: Sunday

Funday Assets:

Photos/video of

people having fun

with Bai Keywords:


Theme: Sunday

Funday Assets:

Photos/video of

people having fun

with Bai Keywords:


N/A Theme: Sunday

Funday Assets:

Photos/video of

people having fun

with Bai Keywords:


When planning the Bai social media content calendar, we attempted to remain

consistency with our themes while individually tailoring our content to each channel.

Our content includes a mix of user-generated and brand-generated posts. We stick with

the humorous and quirky brand tone, using themes like Sunday Funday and Friday

Baiday. The big idea theme of Flavor Life is consistent throughout our content, as we

emphasis Bai bringing life and excitement to our customers and our employees. The


times we selected to post on each channel were based in research to reach our audience at

the optimal point (Hubspot, 2016).

Social Media Key Performance Indicators

Social

Media

Channel

Objective 1: Increase

consumer

engagement on social

media by 30% by the

end of 2017


sales by 10% for 2017


brand awareness

among health-

conscious millennials

to 70% by the end of

2017

Facebook KPI: Increase the

number of comments

on brand posts by 10%

monthly

KPI: Increase the

number of website visit

from link in Facebook

bio 10% monthly

KPI: Increase the

number of likes on

Bai’s FB page by 15%

each month

Instagram KPI: Increase the

number of likes on

brand photos by 15%

monthly

KPI: Increase the


from link in Instagram

bio 10% monthly

KPI: Increase the

number of Instagram

followers by 10% each

month

YouTube KPI: Increase the

number of comments

on brand videos by

10% monthly

KPI: Increase the


from link in video

descriptions 10%

monthly

KPI: Increase the

number of YouTube

subscribers by 10%

each month

For each business objective, we created a corresponding metric for each social

media channel. These metrics, known as key performance indicators (KPI) will help Bai

measure their progress on each channel as they move towards their overall goals. For the

first objective of increasing social media consumer engagement, we crafted metrics that

track consumers’ interaction with the brand on Facebook, Instagram, and YouTube. The

KPIs focus on measuring comments and likes, as this shows that a user is engaging with

Bai’s content. For the second business objective of increasing sales, the metrics

concentrate on user’s next steps. We want to track the amount of traffic that our social

media channels drive to our website, as users that visit the site are interested in learning


more about the product and potentially finding locations to purchase. Lastly, to help

measure our performance towards increasing brand awareness, will set up KPIs that

follow the number of likes, followers, and subscribers on Bai’s social media channels.

Campaign Mockups


Conclusion

This competition will use Facebook, Instagram, Snapchat and YouTube to

promote consumer content for our competition, and will encourage everyone to use

Bai products to add flavor to their life using our hashtag #FlavorLife. Our already

consisting fan base will help to attract more people in our target market through the

videos they create. More people will hear about the brand and the many different

kinds of drinks you can make using Bai products. We will reinforce these ideas by

creating our own videos to encourage consumers to create more recipes, and we will

also repost our contestants’ videos and encourage a fan base for each team in the

contest. With Justin Timberlake and Zac Brown Band as celebrity judges, and a grand

prize of $25,000, we will have nearly a whole marketing campaign with user-

generated content. This competition of content created by the consumers and for the

consumer will help to see how Bai Drinks add flavor to their lives.


Reference List

Bai. “Leadership Team” (n.d). Web. 01 Oct. 2016. Retrieved

http://www.drinkbai.com/leadership

Bai. “Our Vision”. (n.d.). Web. 01 Oct. 2016. Retrieved from

http://www.drinkbai.com/vision

Bai | Facebook. (n.d.). Retrieved November 10, 2016, from

https://www.facebook.com/DrinkBai

Bai Beverages (@drinkbai) | Instagram. (n.d.). Retrieved November 10, 2016, from

https://www.instagram.com/drinkbai/

Bai (@drinkbai) | Pinterest. (n.d.). Retrieved November 10, 2016, from

https://www.pinterest.com/drinkbai/

Bai (@drinkbai) | Twitter. (n.d.). Retrieved November 10, 2016, from

https://twitter.com/drinkbai

Blumenthal, Eli. "Dr Pepper Buys Bai Brands for $1.7B to Expand into Health-oriented

Drinks." USA Today. Gannett Satellite Information Network, 22 Nov. 2016. Web.

01 Dec. 2016. <http://www.usatoday.com/story/money/business/2016/11/22/dr-

pepper-snapple-buys-bai-brands/94283000/>.

Kolowich, L. (2016, January 6). The Best Times to Post on Facebook, Twitter, LinkedIn

& Other Social Media Sites [Infographic]. Retrieved November 30, 2016, from

https://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-

infographic#sm.001fxpm2h1csydjuv8j2cwc6yxecy

Stratton, Jean. “Bai Brands, Founded in Princeton in 2009, Offers Delicious Antioxidant-

Rich Drinks” Town Topics. 25 Apr. 2012. Web. 28 Sept. 2016. Retrieved from

http://www.towntopics.com/wordpress/2012/04/25/bai-brands-founded-in-

princeton-in-2009-offers-delicious-antioxidant-rich-drinks/

Wang, Monica. “Healthy drink maker Bai Brands launches its 'Bevolution' with

discipline and audacity”. Forbes. 27 July 2016. Web. 28 Sept. 2016. Retrieved

from http://www.forbes.com/sites/monicawang/2016/07/27/healthy-drink-maker-

bai-brands-launches-its-bevolution-with-both-discipline-and-

audacity/#15681f9619a6

http://www.drinkbai.com/leadership

http://www.drinkbai.com/vision

https://www.instagram.com/drinkbai/

https://twitter.com/drinkbai

http://www.usatoday.com/story/money/business/2016/11/22/dr-%09pepper-snapple-buys-bai-brands/94283000/

http://www.usatoday.com/story/money/business/2016/11/22/dr-%09pepper-snapple-buys-bai-brands/94283000/



http://www.towntopics.com/wordpress/2012/04/25/bai-brands-founded-in-%09princeton-in-2009-offers-delicious-antioxidant-rich-drinks/

http://www.towntopics.com/wordpress/2012/04/25/bai-brands-founded-in-%09princeton-in-2009-offers-delicious-antioxidant-rich-drinks/

http://www.forbes.com/sites/monicawang/2016/07/27/healthy-drink-maker-%09bai-brands-launches-its-bevolution-with-both-discipline-and-%09audacity/#15681f9619a6



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