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the campaign
to get people
to drink
stuff
#204
We live in a world full of seriousness. Fakeness.
Pretentiousness. Trying-too-hard-ness. It's full of wearing
yoga pants b...
stuff to accomplish
Snapple needs to be more relevant
here than ever. We need to get those
people who are drinking Snapple...
People aren’t talking about Snapple anymore, but
when triggered, they remember. They just don’t
remember off the top of th...
Stuff holding
snapple back
4
A closer look at
the brand, its
environment, and
what's really going on
Snapple is supposed t...
A walk down the beverage aisle reveals a lot of brands
are trying to be more than what they really are. They’re
shouting a...
*Snapple's case study named the target consumer as people ages 18-49, with a bullseye target of 30. However, their
attitud...
The people we're talking to are tired of try-hard lifestyle
brands. Snapple needs to let them know it rallies around one
c...
With the Snap Out of It campaign,
Snapple is snapping out of magazine
ads and commonplace marketing tactics.
Instead of fo...
The campaign features traditional
and non-traditional mediums that
make Snapple accessible, ultimately
driving them to in-...
bus shelters
Billboards provide a means for Snapple to reinforce the its
message throughout the duration of the campaign. ...
the
boring
stuff.Snap out of
11
During the summer months, Snapple will be featuring limited time,
removable “I Snapped Out...
This is a heart-land only tactic that will reinforce
Snapple’s already- strong brand presence in the
region. People in Sna...
the
expected
stuffSnap out of
Other executions
Facebook, Instagram, Tumblr, Youtube,
PPC, Display.
#snapoutofit
The #snapo...
the fake
stuffSnap out of
branded online content
social media video
Snapple’s going after fun, unconventional
people who c...
Super Bowl advertising is an expensive
American spectacle that every brand
strives to participate in. To set itself apart
...
The Free Snapple
giveaway will extend to
people everywhere by
means of a mobile coupon.
The mobile coupon will also
help t...
paying millions
of dollars for
one commercialSnap out of
17
The three billboards will work
as a complimentary medium to
th...
taxi
New Yorkers are on the move, and Snapple needs to
catch them during one of the rare moments they’re
sitting still. As...
Snap out of
flower crowns and
pretending to know
what band is playing
billboard
Coachella has widely become a pinnacle
of ...
snap out of scripted answers and
unrealistic standards
Snapple is on the hunt for the
next Miss (or Mr.) Snapple.
The crit...
21
boring internet
advertisingSnap out of
These display ads will be shown during their respective campaigns directing peop...
social media
online streaming
giveaway
•	 Instagram: There are 300 million plus monthly active users on Instagram.
Ad reca...
New York City, NY: Billboards, Airport, Bus, Bus Shelters, Subway/
Metro,
Taxi, Ferry, Snap-Poll Interactive, Stickers, Fr...
when stuff is happening
24
financial stuff
25
Type of Medium Executions Final Amount
Transportation
Airport
Bus
Bus Shelters
Transit
Taxi
Ferry
$482,...
where we found stuff
26
•	 Increase earned social media presence by 35%
•	 Improve brand preference after the Snapple Supe...
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Team-204-Final-Plansbook-1Final (1)

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Team-204-Final-Plansbook-1Final (1)

  1. 1. the campaign to get people to drink stuff #204
  2. 2. We live in a world full of seriousness. Fakeness. Pretentiousness. Trying-too-hard-ness. It's full of wearing yoga pants but not doing yoga, of lifestyle brands, craft beer connoisseurs and perfect instagram feeds. We call this the stuffy stuff. And people don’t like that stuff. So it’s a good thing Snapple’s pretty much the opposite. It’s not the healthy stuff, it’s not the antioxidant stuff, and it’s not the this-will-change-your-life stuff. snapple is playful. it's quirky. and it never, ever takes itself too seriously. stuff in this book. 1 Target Market 2 Research 3 Brand Postioning 6 Creative Concept 7 Media Map 8 Creative Execution 10 Reasoning 22 Media 23
  3. 3. stuff to accomplish Snapple needs to be more relevant here than ever. We need to get those people who are drinking Snapple 9x a year to drink it 10x. People who drink more Snapple People who don't drink as much snapple These people need to try Snapple, whether it’s for the first time ever or the first time in a while. We need to get the people who are drinking Snapple 1x per year to drink it 3x. Snapple asked us to create an integrated marketing campaign that increased total Snapple volume sold, targeting Snapple’s “Heartland” and non-heartland through different tactics. 2
  4. 4. People aren’t talking about Snapple anymore, but when triggered, they remember. They just don’t remember off the top of their heads. When they are reminded, whether by taste or through the mention of its name, the good stuff from Snapple’s past comes through: people forgot stuff... ...but they also remember stuff. "Real interview fac t"#2 listed Snapple when blindly asked to name three tea brands. 13/79 "It’s outdated. Snapple is stuck in the 2000’s." "Real interview quot e"#1 "It’s not always there. I don’t hear from or see Snapple." "Real interview quot e"#2 "Wow, I really forgot about Snapple." "Real interview quote "#3 "Snapple is Clever and creative." "Real interview quot e"#4 "Fruity and delicious." "Real taste test quo te"#1 “Oh, right. I actually do really like snapple." "Real interview quo te"#5 "Re al survey fact" #1 see snapple as a friendly brand. 80% "Real interview fac t"#1 listed Snapple when blindly asked to name three juice brands. 2/79 nobody really talks about it anymore. Snapple used to be one of the cool kids in the drink aisle, with a fun, quirky personality that came across both in pop culture and on the shelf. From the legendary Snapple Lady and “You Win Nothing!” campaign of the 1990’s, to the “Better Stuff” campaign of the 2000’s, Snapple has made some pretty iconic stuff. But in recent years, Snapple has lost sight of itself. Across all of our research, the findings were pretty much the same: stuff WE LEARNED 424quantitative surveys 79videos 48taste tests 2focus groups 3 Surveys surveys were sent to 424 participants, randomly assigning people to one of two strategic concepts and gauging their perceptions of Snapple. Interview We interviewed 79 people to gauge their opinions and awareness of Snapple. Taste Test We conducted a four part taste test between Snapple and its closest competitor, Arizona Iced Tea. Participants tasted tea and juice from both brands in both blind and known experiments. Focus Groups Two concept testing focus groups were conducted to determine the best creative direction for Snapple.
  5. 5. Stuff holding snapple back 4 A closer look at the brand, its environment, and what's really going on Snapple is supposed to be the quirky drink, but its recent marketing efforts don’t reflect that. Social media presence is lacking, and the recent #LoveSnapple campaign did little to further its brand identity. Searching online for Snapple shows articles like “How Snapple Became the Myspace of Drinks”, and tweets criticizing the #LoveSnapple campaign. forgettable advertising Snapple needs new stuff= the changing drink landscape As people have begun to pay more attention to what’s in their drinks, the standard for what’s good has shifted, too. Though Snapple’s sales have remained steady, healthier, “tea-forward” newcomers are growing rapidly. And today, Snapple’s competitors include more than just other ready-to-drink tea and juice brands--anything from antioxidant water to kale smoothies are in the running, too. Snapple has designated America’s northeast as its “Heartland”. We think this needs to be redifined. It isn’t the real Heartland of the USA, and there can’t be one common thread between the people in those seven states that says they’re more likely to like Snapple than anyone else. By favoring them, Snapple is missing out on a larger audience and alienating people outside the northeast. Focusing on the "Heartland" Snapple makes some good stuff, and people like it. But a quick internet search for “is Snapple made from the best stuff on earth?” shows that people don’t think this is true We live in a health-conscious world where a bold statement like that won’t go unchallenged, and Snapple needs to adjust. It really isn’t that healthy. Any brand can argue that they’re the best stuff, and Snapple is too unique to be what other brands can be. "MAde from the best stuff on earth" +
  6. 6. A walk down the beverage aisle reveals a lot of brands are trying to be more than what they really are. They’re shouting about uber-healthy medicinal properities, using “artsy” packaging, and trying to inspire people with quotes and other stuff. In the midst of all this, Snapple is the unstuffy brand. It’s not doing that. And by owning this “untrendiness”, Snapple can turn its supposed weaknesses into its differentiating strengths. Other brands try to push a lifestyle, and people are getting tired of it. Snapple is the drink that doesn’t try to be more than that. It’s just a drink for people who drink stuff. When did a drink become more than just a drink? Flavor Description is #1 deciding factor in drink purchase "Real survey fact"#2 agreed Snapple is a refreshing break from the boring, serious stuff in life. 82% "Real survey fact"#4 "Real survey fact"#3 brand personality is #2 deciding factor in drink purchase of consumers ages 18-49 think the label "organic" is an excuse to charge more. 51% "R eal supporting fact"# 2 "R eal supporting fact"# 1 of internet users listed honesty as one of most important traits for a brand to have 56% the unstuffy stuff 5
  7. 7. *Snapple's case study named the target consumer as people ages 18-49, with a bullseye target of 30. However, their attitude is the important stuff. This idea has the potential to reach all those people, but this is who Snapple should be talking to. Snapple drinkers don’t want to be segmented into categories like “millennials” or “health- conscious moms”. They don’t want a brand to define who they are, and they don’t want to buy a lifestyle. They just want a drink. Regardless of age or demographic*, these people appreciate authenticity and don’t take life too seriously. And when a brand tries too hard, they notice. Snapple’s fans have always been the playful, don’t-take-yourself-too-seriously type, and this is true now more than ever. Research showed the same people who agreed Snapple is a refreshing break from the boring also indicated that they were creative and unconventional. By emphasizing its unique authenticity, Snapple will be able to give these people the break they’re craving (both literally and figuratively). I take a glance at the nutritional facts of what I’m eating and drinking, but I don’t always take it into account. I notice when a brand is desperately trying to sell to me. I can see Snapple as being brand that encourages the world to lighten up. The most important stuff from our focus groups: for people who drink stuff 6 the right people for snapple This is what people told us during focus groups, in which we tested two creative directions for Snapple:
  8. 8. The people we're talking to are tired of try-hard lifestyle brands. Snapple needs to let them know it rallies around one cause: not being too serious. Rather than using marketing jargon, Snapple’s just gonna say what it thinks in the most playful way possible. Let people know that with all the stuffy stuff out there, Snapple needs to remind the world to... Snap out of it. 7 a drawn-on, watercolor look shows snapple isn't trying too hard. " Real creative fact"# 1 Snapple uses a playful, quirky, and relatable tone. "Real creative fact"# 2 light, upbeat colors speak to snapple's playful side. " Real creative fact"# 3
  9. 9. With the Snap Out of It campaign, Snapple is snapping out of magazine ads and commonplace marketing tactics. Instead of forcing its way into pop culture the way other brands do, Snapple will sit on the sidelines of trendiness, tossing in playful social commentary that gives observers of “stuffiness” a laugh and culprits a self-aware chuckle. In addition to Snap Out Of It promotions that will run all year, Snapple will play off of high profile media events in which certain aspects are taken too seriously. During these events, Snapple will stand out amongst the other brands, going where people don’t expect it to be and advertising in a way that typical brands wouldn’t. Our media objectives will be to: 1. Increase brand preference in both the heartland the nonheartland through interactive and engaging advertisements 2. Use engaging advertisements such as the giveaways to increase Snapple as a top of mind beverage 3. Reestablish Snapple as a fun and quirky brand through our creative 8 Snap out of traditional media plans try snapple giveaway out of home in store Digital see/hear snapple buy snapple share snapple website social The Snap Out Of It campaign will put Snapple back on peoples’ maps. Each element of the campaign will connect, meaning that whether people catch Snapple during the “Try Snapple”, “See/Hear Snapple”, or “Share Snapple” part of the campaign journey, everything will lead back to buying a Snapple. Using both traditional and non-traditional mediums to accomodate its large audience, Snapple’s focus will be on creating content in places that start conversations about stuffiness.
  10. 10. The campaign features traditional and non-traditional mediums that make Snapple accessible, ultimately driving them to in-store purchases. When selecting mediums dealing with transportation, placements were decided based on the ridership and accessibility of public transportation in each city. We picked these cities based on population size and Snapple drinker habits gathered from MRI Data. We picked these cities based on population size and current Snapple drinker data gathered from MRI. SDRS data provided information on the psychographics of people in each area and further aided in selecting placements. Where we're snapping out of it There’s no need for Snapple to speak to the heartland differently than the non-heartland. We traveled to NYC, Snapple’s hometown, and found Snapple everywhere. But after talking to New Yorkers, we also found that the primary reason for its popularity there is the simple fact that it’s more accessible. Heartland or non-Heartland, people who just want a good drink don’t need to be divided. The distinction in how Snapple targets them will instead be in its media tactics and placements. This campaign features traditional and non-traditional mediums that make Snapple accessible, ultimately driving them to in-store purchases. Cities were chosen based on their population and a blend of information from MRI and SDRS. When selecting media dealing with transportation, placements were decided based on ridership and the accessibility of public transportation in each city. To address seasonality,the heartland will feature 50/50 tea and juice beverages in their advertisments depending on the season, while non-heartland will feature more tea as it is the favored beverage. Snap out of it 9 typical media segmentation
  11. 11. bus shelters Billboards provide a means for Snapple to reinforce the its message throughout the duration of the campaign. Their visibility and the large number of people they have the potential to reach will help Snapple make strides toward becoming top-of-mind. This billboard features one of Snapple’s seasonal flavors, Fall Spice Tea, and plays on Starbucks’ oft-instagrammed Pumpkin Spice Lattes. The messages on Snapple’s bus shelter placements will be aligned with the shelter’s surroundings. The example on the left will be placed near gas stations, which are a popular place to purchase drinks. The message pokes fun at brands that show unrealistic images in their ads while positioning Snapple as the down- to-earth option. Other executions Airport, bus, train/subway, taxi (NYC only), ferry (NYC only), radio. Snap out of the serious stuff billboards 10
  12. 12. the boring stuff.Snap out of 11 During the summer months, Snapple will be featuring limited time, removable “I Snapped Out of It” stickers on each of its bottles. The stickers will act as an in-store activation nationwide, giving incentive to buy a Snapple and building awareness for the campaign at the hands of the people drinking it. As part of the #SnapOutOfIt social media campaign, Snapple will ask people to share selfies of themselves “snapping out of it” or doing something funny while wearing the sticker. The best photos will be shared weekly on Snapple’s website and social media. interactive snap-polls During the summer months that the “I Snapped Out of It” stickers are offered, Snapple will also implement Snap-polls. These interactive boards will act as an outlet for Snapple to poke playful fun at a variety of serious topics throughout the summer, asking people to vote using the “I Snapped Out Of It” stickers from their Snapple bottles. Snap-polls are heartland-only tactics, and will be placed in public areas throughout the major cities in the region, such as subways in NYC. As the number of people placing stickers grows, so will the attention Snapple receives and the incentive to grab a Snapple and participate. "I Snapped Out OF It" stickers
  13. 13. This is a heart-land only tactic that will reinforce Snapple’s already- strong brand presence in the region. People in Snapple’s heartland need to be made aware of Snapple new campaign and convinced to keep on buying a lot of Snapple. store floor decals LCD transparent store fridges Research showed that buying a drink is a spontaneous decision, meaning that brand recall and grabbing attention in the store aisle is critical. When we spoke to New Yorkers about why they think Snapple is so popular in their city, they thought in particular the many branded fridges in the area had a lot to do with it. Placing LCD transparent fridges in grocery stores throughout the United States will catch peoples’ eyes in the moment that they’re deciding to buy, and will do it in a Snapply way. The fridge’s animated door will feature the words “Snapple Juice Cleanse” with a showerhead spraying Kiwi Strawberry Snapple-- a quirky contrast to the images shoppers normally see associated with juice cleanses. the typical stuffSnap out of 12 Execution Link http://nsacteam204.weebly. com Password team204
  14. 14. the expected stuffSnap out of Other executions Facebook, Instagram, Tumblr, Youtube, PPC, Display. #snapoutofit The #snapoutofit social media campaign will run all year long, with interactions being tailored throughout the year to the media blitzes. We’re asking people to share things they believe need to snap out of it--whether it’s a new trend or a funny comment they overhear on their morning commute. The hashtag will also be integrated into various Snap Out Of It executions throughout the year. 13 To integrate the digital and traditional aspects of the campaign, Snapple’s webpage will take the “Snap-polls” digital. Select #Snapoutofit photos that are posted by users during this time will be pitted against one another in online brackets that mimic the interactive versions, asking people to instead vote with their likes. This will ultimately provide incentive for people to interact with our hashtag online. snap poll
  15. 15. the fake stuffSnap out of branded online content social media video Snapple’s going after fun, unconventional people who can get a laugh out of poking fun at the world. Platforms like Buzzfeed and Tumblr cater to this audience and provide an opportunity for Snapple to seamlessly interact with and entertain them. Snapple will push out occasional Buzzfeed posts such as this one titled “11 People That Need to Snap Out Of It,” focusing on topics that are relevant to its target audience’s lives. Snapple will regularly post fun Snap Out Of It videos on its social media pages. In this Instagram video, Snapple creates a spoof of “typical” beverage photoshoots.
  16. 16. Super Bowl advertising is an expensive American spectacle that every brand strives to participate in. To set itself apart from the pack, Snapple needs to use the Super Bowl platform in a completely unique, Snapply way...such as by spending that money on giving Snapple away for free instead. With the Free Snapple giveaway, Snapple will break away from the pretentiousness of multi-million dollar commercials that attempt to sell a product, and instead put theirs directly into peoples’ hands. Giving away free Snapples means automatic trial of the product, which is crucial in getting those people who aren’t really drinking Snapple to consider it again. It will also provide a "thank you" to our current drinkers, and a reminder of why they love it to any fans who've strayed away. Many brands will be competing for attention on the Super Bowl’s screen, so we decided to take Snapple to the Super Bowl’s streets. The 2017 Superbowl is set to take place in Houston, Texas, and Snapple will be sending in a Street Team to hand out free Snapple during the week of the game. The Street Team will be covering the city looking for people who embody “Snapping Out Of It”, whether in a big or small way, and brightening their day with a Snapple. Snapple will announce its presence through local radio as well as targeted bus ads throughout Houston. Street Team giveaway free snapple paying millions of dollars for one commercialSnap out of 15
  17. 17. The Free Snapple giveaway will extend to people everywhere by means of a mobile coupon. The mobile coupon will also help to boost Snapple’s weak social media following, by asking people to like Snapple’s Instagram, Twitter or Facebook page in order to receive the code for the coupon. To prevent one person from receiving more than one free Snapple coupon, a stipulation will be put in place that tracks the person’s mobile phone number across social media platforms. Gaining likes is especially crucial at this point in the Snap Out Of It campaign, as an increase in followers here will mean more people to interact with when Snapple begins to push out its new content. Providing the free snapple coupons in mobile will also allow us to track the people who actually download and use it. Snapple will not only know who the person is, but also where they’re located and where they got their free Snapple. This will be key in helping Snapple make smarter advertising decisions in the future, and continue to push those who try Snapple down the funnel towards Snapple fandom. 2.text snapplelike snapple1. 3. pay with phone mobile coupon Snap out of 16 paying millions of dollars for one commercial
  18. 18. paying millions of dollars for one commercialSnap out of 17 The three billboards will work as a complimentary medium to the already digital content out there promoting the free Snapple giveaway. Since the billboards will be placed on a fast moving highway, using three in a row will grab the attention of drivers as they drive by ideally driving them to an in-store purchase. The message points out how ridiculously expensive Super Bowl spots are and brings awareness to how Snapple is doing the exact opposite by just giving out their product for free. 1. 2. 3. billboards
  19. 19. taxi New Yorkers are on the move, and Snapple needs to catch them during one of the rare moments they’re sitting still. As a heartland-only tactic, we plan to promote the Free Snapple Super bowl Giveaway in ads shown on the digital payment screens on backseats of taxi. digital promotions social The Free Snapple giveaway will be promoted across all of Snapple’s social channels through both paid and owned channels, allowing Snapple to reach a large audience. Mobile users who see the giveaway promoted on social media will be only a click away from receiving their coupon. Other executions Twitter, Instagram, Buzzfeed, radio, PPC, display. paying millions of dollars for one commercialSnap out of 18
  20. 20. Snap out of flower crowns and pretending to know what band is playing billboard Coachella has widely become a pinnacle of pretentiousness with its crazy clothes, bizarre bands, remote locations, and absurd prices. The kids of Coachella are well-known on Instagram and are unafraid to share their temporary “bohemian” sense of style. Because of its social media prevalence, playing off of Coachella will give Snapple a podium. Snapple will hit all major forms of social media during Coachella, utilizing Buzzfeed, Instagram, Facebook, Snapchat, Bloggers, and its online Snap- Polls. With Facebook as its main source of content, Snapple will share its other forms of media and ask users to share how they wish festival-goers would Snap Out Of It. Other executions Twitter, Snapchat, Buzzfeed. 19 This billboard will unite people who aren’t going to Coachella, who are annoyed by the traffic jams caused by festival goers, and the overall chaos the festival brings to their area.
  21. 21. snap out of scripted answers and unrealistic standards Snapple is on the hunt for the next Miss (or Mr.) Snapple. The criteria for the candidate is as follows: they have to be incredibly, remarkably normal. Snapple’s pageant will take place during the Miss America pageant in September 2017, and will offer the winner the opportunity to star in Snapple’s next commercial. The contest will feature “talent sections” and questions that are the opposite of the manufactured ones presented in the real competition. Snapple is a brand that’s down-to-earth and quirky, and unlike other brands, it concentrates on real people as its inspiration. Snapple.com Snapple Pageant Valentine’s Day Kentucky Derby National Tea Day National Dog Show Victoria’s Secret Fashion Show Other stuff Snapple Will call out: Whole Foods Black Friday Deals Other executions: Taxi, ferry, billboards, Twitter, Facebook, Instagram, Buzzfeed, Snapchat, radio, PPC, display. 20
  22. 22. 21 boring internet advertisingSnap out of These display ads will be shown during their respective campaigns directing people to both the website and social pages. PPC ads like this one will have a clear call to action and will let Snapple’s audience know exactly what they need to do to get their free Snapple. Content from the Snap Out Of It campaign will drive them to our website to participate in various snap-polls as well as see user-generated social content. PPC and Display ads will allow Snapple to track and target the exact audience its trying to reach. The PPC will act a driver to our online site as well as our social media to give our consumers more information on the campaigns we are running and Snapple give-aways. We will be bidding on terms such as “Snapple” “Snapple Give Away”,”Snapple Video Contest”etc. The Display ads will be shown on sites we know our audience uses from MRI data as well as analytics from Google. This will allow our ad to show on sites that are similar to our content and remind our users of the campaign we are currently running. Ideally, we will then be able to boost our online presence. PPC and Display
  23. 23. social media online streaming giveaway • Instagram: There are 300 million plus monthly active users on Instagram. Ad recall from sponsored posts on Instagram is 2.8 times higher than Nielsen’s norms for online advertising. 60% of Instagrammers say they learn about products on Instagram. 75% take action after being inspired by an Instagram post. • Twitter: According to Twitter, Promoted Trends “provide a 22% lift in brand conversion, 30% lift in positive mentions and 32% lift in retweets”. • 1 in 5 mobile minutes are spent on Instagram and Facebook. • In-feed advertising ranked first in “Types of Ads on Which Internet Users Worldwide are Willing to Click.” • Snapchat: Snapchat reaches 6 billion daily video views. branded content: • Pictures and videos rank as “highest branded content to which US Internet Users are receptive”. • Buzzfeed: Brands that advertise on Buzzfeed see an average lift of 48.8% in brand affinity and 42% in purchase intent from our custom social content • 80% of online 18-34 year-old Americans listen to internet radio. • Hulu: 30 second video spots on Hulu drive a 61% increase at building top-of-mind awareness vs. linear TV and a 22% increase at building purchase intent vs. linear TV. Hulu also only charges you when a user watches the video completely through making it a more trackable and useful use of money. • Spotify: Spotify has 75 million active uers (20 million in subscribers) and 55 million who hear the advertisements. Spotify provides the ability to specifically target certain age groups. • Pandora: Pandora has 70-80 million active users. OOH • 7 out of 10 adults have seen an out of home advertisement in the past month, and out of those 18+ who have seen one: 70% of those people say out of home is very or somewhat likely to influence a purchase decision. 55% say they use mobile/social media to share information while viewing the out of home advertisement. • According to a survey of Millennial internet users in the US, the second most effective way for companies to attract business is through a free trial of their product or service. 22 why we did stuff
  24. 24. New York City, NY: Billboards, Airport, Bus, Bus Shelters, Subway/ Metro, Taxi, Ferry, Snap-Poll Interactive, Stickers, Fridges, Floor Decor Boston MA: Billboards, Airport, Bus, Bus Shelters, Subway/Metro, Taxi, Ferry, Snap-Poll Interactive, Stickers, Fridges, Floor Decor Philadelphia: Billboards, Airport, Subway/Metro, Snap-Poll Interactive, Stickers, Fridges, Floor Decor Washington D.C., WA: Billboards, Airport, Subway/Metro, Snap- Poll Interactive, Stickers, Fridges, Floor Decor Buffalo, NY: Billboards, Stickers, Fridges, Floor Decor Baltimore MD: Billboards, Snap-Poll Interactive, Stickers, Fridges, Floor Decor Hartford CT: Billboards, Stickers, Fridges, Floor Decor Syracuse NY: Billboards, Snap-Poll Interactive, Stickers, Fridges, Floor Decor Albany NY: Billboards, Stickers, Fridges, Floor Decor who’s seeing what stuff out of San Fransisco, CA: Billboards, Airport, Bus, Bus Shelters, Subway/ Metro Detroit, MI: Billboards, Airport Chicago, IL: Billboards, Airport, Bus, Bus Shelters, Metra Atlanta, GA: Billboards, Airport Los Angeles, CA: Billboards, Airport Dallas, TX: Billboards, Airport Houston, TX: Billboards, Street Team, Bus, Bus Stations, Local Radio Miami, FL: Billboards Phoenix, AZ: Billboards Minneapolis, MN: Billboard Nation-wide: Social (Twitter, Facebook, Instagram, SnapChat), Buzzfeed, Youtube, Google (Display, PPC), Online Video (Hulu, Xfinity), Online Radio (Pandora, Spotify), Stickers, Fridges, Mobile Pay (Android Pay, Google Pay) 23 Branded Impressions Super Bowl Impressions Cochella Impressions Pagent Impressions Airport: 22871329 Bus: 1200669792 Shelters:1200669792 Ferry: 1128624 Taxi: 206499972 Subway: 832655817 Pandora: 24000000 Spotify: 30000000 Hulu: 71428572 Xfinity: 166666667 Display: 12000000 PPC Clicks: 40000 Buzzfeed: 3000000 Facebook: 600000000 Instagram: 45000000 Twitter: 450000000 YouTube: 125000 Floor Decals: 7463949 LCD Fridges: 673929099 Snap-Polls Interactive: 33600000 Stickers: 23776888 Billboards: 617042225 Earned Social: 4245310 Website: 1102370310 Shelters: 57174752 Ferry: 53744 Taxi: 9833332 Subway: 555103878 Local Radio: 122500 Pandora: 8000000 Spotify: 10000000 Display: 6000000 PPC Clicks: 16000 Buzzfeed: 100000 Facebook: 66666667 Instagram: 10000000 Twitter: 1000000 Give-Aways: 4000000 Mobile Pay: 4000000 Billboards: 119697481 Earned Social: 184578 Website: 77951245 Buzzfeed: 1000000 Facebook: 66666667 Instagram: 10000000 Twitter: 1000000 Snap Chat: 18000000 Billboards: 6539872 Earned Social: 184578 Website: 96851245 Pandora: 8000000 Spotify: 10000000 Display: 4000000 PPC Clicks: 24000 Buzzfeed: 1000000 Facebook: 66666667 Instagram: 10000000 Twitter: 1000000 Snap Chat: 18000000 Earned Social: 184578 Website: 96851245 Grand Total:8,675,056,375 non-heartland heartland
  25. 25. when stuff is happening 24
  26. 26. financial stuff 25 Type of Medium Executions Final Amount Transportation Airport Bus Bus Shelters Transit Taxi Ferry $482,000.00 $249,000.00 $14,880,000.00 $4,850,000.00 $1,184,000.00 $68,000.00 OOH Billboards Stickers Snap Poll Interactive $417,595.00 $2,800,000.00 $493,500.00 Social Paid Facebook Twitter Instagram Buzzfeed YouTube Snapchat $1,200,000.00 $1,500,000.00 $1,500,000.00 $150,000.00 $25,000.00 $600,000.00 In-Store Floor Decors LCD Fridges Giveaway Snapple Number $28,800.00 $2,500,000.00 $4,000,000.00 $500.00 Radio Local Pandora Spotify $30,000.00 $1,000,000.00 $1,000,000.00 TV Hulu Xfinity $2,500,000.00 $2,500,000.00 Google Display PPC $55,000.00 $100,000.00 Other Agency Fee $5,000,000.00 Grand Total:$ $49,113,395.00 We’ll admit that budgets are pretty stuffy. But, they’re necessary. And out all the budgets in the world, this one is pretty fun, because it’s the one that explains how we allocated $50 million towards making Snapple more fun than ever. budget
  27. 27. where we found stuff 26 • Increase earned social media presence by 35% • Improve brand preference after the Snapple Super bowl give away by measuring the increase in sales directly after the event • We will measure the accuracy of our advertisement placements by moving the traditional placements to locations the Snapple buyers are using based on where the coupons are being redeemed • Increase heartland spending from 9x to 10x a year with the increasing heartland only engaging advertisements • Increase non-heartland spending from 1x to 3x a year with the launch of our new social campaign as well as with the introduction on relevant advertisements • Use Nielsen and Kantar to measure the reach on our digital and traditional advertisement placements to ensure maximum exposure • Use Google Analytics to monitor the website activity and placement of particular elements on the new page to improve user engagement • Review comments and feedback on social channels to make sure we are targeting our market correctly • Monitor Online channels such as online tv and radio to adjust to times and groups that respond the best to advertisments how we’re evaluating stuff Arbitron. (2013). The Infinite Dial: Navigating Digital Platforms. Retrieved from Edison Research. Ezanga. (2016). How Consumers Really Feel About Ads. Report. Retrieved from eMarketer database. Fractl and Moz. (2015, September 1). Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness. Retrieved from eMarketer database. GfK Mediamark Research & Intelligence (2016). MRI+. (ONLINE) Retrieved March 25, 2016, from http://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1 Havas Worldwide. (2016, January 20). Project Superbrand: 10 Truths Reshaping the Corporate World - The 186. Retrieved March 25, 2016, from http://mag.havasww.com/prosumer-report/superbrand/ Instagram for Business. (2016, February). Retrieved March 25, 2016, from http://blog.business.instagram.com/post/140395451991/instagram-and-facebook-ads Matney, L. (2015, November 9). Snapchat Reaches 6 Billion Daily Videos Views, Tripling From 2 Billion In May. Retrieved March 25, 2016, from http://techcrunch.com/2015/11/09/snapchat-reaches-6-billion-daily-videos-views- tripling-from-2-billion-in-may/ Mintel. (2015). Organic Food and Beverage Shoppers-US-March 2015. Retrieved from Mintel Market Research Reports database. Nielsen Company (2016). Nielsen Insights. (ONLINE) Retrieved March 25, 2016, from http://www.nielsen.com/us/en.html Williams, D. (2013). Arbitron Out-of-Home Advertising Study. Retrieved March 25, 2016, from http://www.lamar.com/howtoadvertise/~/media/7845006D467B432592A4A1867BBFBA 7D.ashx ShareThrough. (2016, February 17). The Millennial Perspective on Native Ads and the Mobile Content Experience. Conducted by Qualtrics. Retrieved from eMarketer database. SocialChorus. (2013, July). Millennials as Brand Advocates Survey. Retrieved March 25, 2016, from http://info.socialchorus.com/rs/socialchorus/images/Millennials-as-Brand- Advocates-Ebook-SocialChorus.pdf Webster, T. (2016, March 8). Online Radio Crosses Crucial Threshold; Now Listened to by Half of Americans Weekly. Retrieved from Edison Research.

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