Idea: THE NATURE VALLEY NINE. (aka The “NV9”) Who are they? A group of nine weekend warriors, in search of energizing nature vibes – average Joes with an above-average ability to escape the grind and get out into Nature. What will we give them?-1 GoPro-A case of granola bars-$250-Self-addressed, pre-paid envelope (to send back to memory card) What will they do for us? Film their journey, start to finish. Filling a memory card or cashing the battery. Whatever happens first. All we need back from them is the memory card.

HOW IT WORKS

1. Recruit up to 9 people, who live this lifestyle and will be heading out in the next few weeks.

2. GMI will reach out to see if they’re interested and can go out before the first week in October. McCann to Explore content creators on Tumblr & YouTube.

3. McCann to facilitate “spokesperson” contract4. What will we give them?

• 1 GoPro• A case of granola bars• $250• Self-addressed, pre-paid envelope (to send back to memory card)

5. We’ll ask them to film and photograph their journey, start to finish. Filling a memory card or cashing the battery. Whatever happens first. All we need back from them is the memory card.

6. Announce via social channels that this group is going out and to watch for updates7. Then, we’ll edit the video footage into 1 video mashup/montage (needs to be 3:10+)8. They can upload as many photos as they would like on their own channels using the

hashtag #_____________

HUB/LANDING PAGE

NV.COM/ADVENTURE• Curates the hashtag from all social channels (Twitter, FB, Insta, etc.)• Pre-populated with content from the TV Shoot

• Photos• Long-form digital

• Pre-populated with the video mashup from bloggers• Functionality for sharing/people to add their own

DIGITAL MEDIA SUPPORT

Predominantly social media, with video distribution• Understand best video content and drive views of it• Drive engagement with campaign hashtag and UGC

Budget: $535,000

Specific Considerations:Video Distribution (leveraging SAG talent/TV footage)• Visible Measures

• They help to edit and understand best video for owned & earned distribution• Provide deep analytics; learning for optimization • Distribution channel

• YouTube

Social (drive engagement with #hashtag)• Facebook, Twitter• Potential Twitter – Ad Retargeting Test

• People see TV Ad and then talk about online• Twitter leverages BlueFin technology to find these conversations on re-target• As them to engage with # and share their adventure

EXPERIENCE

NatureValley.com/Adventure

• Curates the #hashtag feed from all social channels

• Pre-populated with film and photos from TV shoot

• Pre-populated with mash-up video of bloggers

• Everything is sharable; allow for UGC

TVCTA +

NV.com/adventure

Digital VideoCTA +

NV.com/adventure

SearchCTA +

NV.com/adventure

Paid Awareness Drivers

Paid Content/Earned: Bloggers – feed

content and share with own networks

FB – Insta-Twitter

Paid/Earned:Promote #

engagement/UGC

Twitter, Facebook

NEXT STEPS

McCann - Campaign Experience• Finalize CTA• Finalize Hashtag• Design Landing Page/Hub Experience • Social Plan for seeding stories • Facilitate final blogger outreach/spokesperson agreements• Media Plan

• Work with Zenith on video distribution• McCann plans social media• McCann to reach out to Tumblr and YouTube for potential blogger/content creators

GMI – Campaign Support:• Individual Blogger outreach• Source the GoPro camera and kit elements• Legal approvals – work with legal & McCann on the letters/spokesperson agreement to

the bloggers

**Blogger content needs to be back to us by October 7.