2. Overview
You asked me to come up with a marketing campaign for a new energy drink. I’ve
come up with a fictitious brand called Boost and the whole premise of this campaign is
based on them coming to ThinkDapper to launch a new flavour called Nitros.
3. Understanding the problem: 9 part strategy
This is a 9 part strategy to laucnhing the Boost Nitros energy drink, mainly:
Identify the problem
1. Identify the opportunity
2. Choose a social media partner
3. Set goals and objectives
4. Set targeting strategy
5. Set messaging strategy
6. Test and scale: offline sales and brand perception
7. Test and scale: Direct response online sales
8. Maintenance
9. End: end contract or renew for new campaign
5. Identify
Opportunity
Boost Energy drinks is launching a
new flavour, Nitrous, and decide to
use Social Media to:
Reach more buyers at once
Reach loyal customers with real
time special offers
Gain insights to improve tv and
radio messaging
Minimize advertising waste with
precise audience targeting
6. Choose Social
Media Partner
Boost Energy Drinks engages
ThinkDapper as their advertising
partner to pursue the opportunity
because:
Specialists in Facebook and
Twitter advertising
Specialists in consumer brands
Technologies and tools for
scalable campaign management
7. Set goals and
objectives
20XX 20XX 20XX
Boost Energy Drinks and Think Dapper identify
and define campaign goals
● Generate sales from the Boost website for
the Nitrous flavour
● Generate brand preference
● Generate grocery store sales
Consider past performance to define objectives
● R5 for every R15 Nitrous sold online
● 5% lift in grocery store sales
● A 15% lift in brand favorability
Identify key insights to surface through
campaign
● what content drives sales
● What audiences are the most valuable
● What are they interested in
8. Set targeting
strategy
Think Dapper considers different methods to identify
key audiences
1st party data: Identify 100 000 key name from the
Boost Energy Drink customer database
3rd party data: use 3rd party providers like Datalogix
to identify purchasers of energy drinks
Website retargeting: Attract consumers to website
then message them on social networks
Keyword and interest targeting: message consumers
based on keywords and interests, like “Love
energy drinks”
Fn targeting: message consumers that have like the
Boost Facebook fanpage
Lookalike audiences: message large consumers that
are similar to existing, loyal customers
9. Set messaging
strategy
Think Dapper refines its message for each social
network:
Facebook: target audiences, build product
awareness, brand loyalty as well as online and in
store sales
Twitter: Deliver perishable offers, such as free
Nitrous Boost Day, and weather related offers
like “nothing like a Nitrous Boost on a cloudy
monday”
Instagram: build positive brand image and
awareness with beautiful fitness related photos
and motivational quotes.
10. Test and Scale:
offline sales and
brand perception
Think Dapper assigns R100 000 to achieve Boost Energy
drink goals, including R50 000 for offline sales and R50
000 for online sales.
Think Dapper considers 3 testing methods to optimize
campaign goals
Budget Optimization
Real time predictive optimization
Content pre-testing
Think Dapper learns two posts are exceptional and six
are great and promotes accordingly
11. Test and scale:
direct response
and online sales
Think Dapper launches a 3 week testing
Week 1: News feed ads achieve higher ROI than
ads in mobile feed
Week 2: websites links achieve higher than
images and video ads
Week 3: websites retargeting achieves more and
less expensive conversions than other targeting
options
Week 4: targeting the keywords “boost” and
“energy” achieves higher ROI for twitter while
“Redbull” and “Nitrous” achieve better on
Facebook
12. Maintenance
ThinkDapper and Boost Energy
Drinks optimize performance for
during campaign
refresh stale creatives
introduces new audiences when
old once stop buying
deploys new calls to action to
increase new sales per customers
13. End
ThinkDapper surpases all of Boost Energy Drinks goals
for Nitrous flavour. They gain 3 insights to guide future
campaign:
creative with an urgent call to action to secure free
shipping increased average order by up to 3x
Fans of Boost Energy drinks other flavours converted
well. Reaching fans of any Boost Energy drinks
flavours is a valuable investment
The users who purchased the most had high affinity
towards Fitness, exercise, jogging creating new
opportunity for sponsorships and partnerships
14. Jan Feb Mar Apr May Jun Jul Jul
Timeline
Deployment In-production services
National go-live
Advanced projects
Retargeting
Competitor customer targeting
15. About me
Hlumelo Ndoni, LokalLink.com
Hlumelo Ndoni is a tech geek, entrepreneur and Digital Marketing Enthusiast
