L U C A S P E N C E

SPLENDA DIGITAL MARKETING STRATEGY

CALORIE FREE SWEETNESS

Background Info

Synthesized in 1976 at the University of

London

Approved for trade in the U.S. 1988

Chemically based off of sucralose,

sans calories

Owned by Tate and Lyle (Britain)

Johnson and Johnson (US)

• Business Details • Currently boasts a 63% market

share in the $1.2 billion High Industry

Sweetener Industry

• Targets mostly women aged 20-40

and Diabetics of all ages

• New Markets: Men and Women 15-

50 ; Diabetics

DEVELOPMENT

Threats

• Competitors selling similar

products

• Safety issues

• Health Fads

Goals

• Grow target market to include

all genders and demographics

• Incorporate social media to

reach younger customers

• Capitalize completely on virtual

resources

• “ A sweet, stable

sugar replacement

that’s easy on the

wallet and the

waistline.”

CAMPAIGN SLOGAN

DIGITAL MARKETING STRATEGY

• Social Media: Blogs, Facebook, Twitter, Instagram

• Ramp up Social Media campaign to reach millennial

• Establish a connection and relationship with customers

• Monthly Photo Contests for prizes

• Internet Marketing: YouTube Advertisements, Google Adwords

• 15 second snippets for YouTube videos

• Ensnare Googlers with ease

• Track the traffic generated

• On the Go Marketing: Mobile App

• Easier to access, interactive version of website

• Lots of exposure to be had in the App Store

SOCIAL MEDIA

• Facebook, Twitter • Post company news

• Include seasonal updates

• Relay new product information

• Synchronize with blog and

Instagram accounts

• Blog • Include detailed descriptions of

company’s actions

• Share recipes and receive

customer feedback

• Instagram • Monthly photo contest where

viewers post photos of Splenda

creations

• Winners get a year’s free

supply of Splenda

• All posts using

#SplendidSplendaSunday will

be judged

INTERNET MARKETING

• Google Adwords • Capture Googlers searching for

“sugar” “Splenda” “Diabetes”

• Utilize Pay Per Click system to

track the progress

• Only pay customers who was

directed by a Splenda ad

• YouTube • 15 second snippet ads on

videos relevant in the past 3

years

• Link to the website and mobile

app

• Include all social media

handles on ad

MOBILE APPLICATION

• Available for iPhone, iPad, Android users

• Shows stores nearby carrying Splenda products

• Lists of recipes, contacts also using the Splenda app

• Coupon giveaways

• Link with social media accounts to view

#SplendidSplendaSunday submissions

• Free, complete with periodical pop-up ads

• Abbreviated version of the full website

MEASURES OF SUCCESS

• Measure the likes on Facebook and Instagram

• Keep track of Twitter followers

• Use Google Analytics to decipher website traffic measure

overall efficiency

• Observe relationship between likes, follows, views, and total

product sales

TIMELINE AND BUDGET

Timeline

• July 2014-January 2015

• Incorporate sugary

drinks and baking

season

Budget

• $1,750,000 total

• Social Media ($650,000)

• Mobile App ($250,000)

• YouTube Ads ($500,000)

• Free Product ($250,000)

• Google Adwords

($100,000)