Campbell's Digital Strategy - NMDL

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Final Presentation for ADV 420 at Michigan State University, Spring Semester 2013. Made by Christen Campbell. Full Digital Strategy for Campbell's Soup.

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Campbell's Digital Strategy - NMDL

  1. 1. CAMPBELL’S DIGITAL STRATEGY BY CHRISTEN CAMPBELL
  2. 2. SITUATION ANALYSIS • Market Share • Increase demand for convenience • National Eating Trends • Competitors • Problem Recognition
  3. 3. COMPANY GOALS• Create a multi-faceted experience • Internet Marketing • Social Media • Mobile Strategy• Increase in brand awareness and brand loyalty• Relevant
  4. 4. TARGET AUDIENCE • Two Product Categories • Condensed Soup • Families of all ages • American Dream • Health-Conscious • Soup at Hand • Young Professionals/Office employees • Ages 20-55 • Convenient & Nutritious
  5. 5. BUDGET• 2011: $504.9 million• Digital Strategy = $200 million • 50/30/20 • 50%: Google Adwords • 30%: Internet Marketing • 20%: Social Media• Long-term Revenue
  6. 6. INTERNET MARKETING • Website development • Search Engine Optimization • Potential Concept/Content
  7. 7. SOCIAL MEDIA • Facebook/Twitter • Up-to-date • Relevant • User Friendly • Interactive• Pinterest• Youtube• Specific Goals
  8. 8. MOBILE STRATEGY • Multi-channel experience • iPhone app • Nutritional information • Recipes • Text offer • Voluntary • Coupons/Exclusive offers • Instagram • Inexpensive, relevant
  9. 9. CONCLUDING THOUGHTS• Multifaceted relevance• Interactive dialogue• Personal level• Brand awareness and brand loyalty
  10. 10. CREDITSHTTP:// LIVESTRONG.COM/HEALTHY-FAST-FOOD-OPTIONS/ WWW.CAMPBELLSOUP.COM THANK YOU 

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