Boxed Wholesale Social Media Campaign

1. Island Influencers +
Boxed Wholesale
SOCIAL MEDIA CAMPAIGN PRESENTED BY: GROUP 17
 NICHOLE SCHLUND
 CATHERINE KANIARU

2. Agenda
• Company Overview
• SWOT Analysis
• Competitive Audit
• Marketing Objectives
• Target Market
• Marketing Strategy
• Marketing Mix
• Media Plan
• Budget
• Evaluation

3. Company Overview
• Wholesale retail whose mission is to make shopping for bulk easy,
convenient, and fun with no membership fees and convenience of home
shipping
• Variety of product offerings in household products and groceries through a
branded application to add value to customers
• Targets affluent millennial moms in large suburban areas
• Social media marketing campaign to increase brand awareness and brand
advocacy #UnboxedWithBoxed
• Timeline: Dec 1, 2018- May 30, 2019

4. Situation Analysis
• 79% of consumers shop online (Kanapi, 2017)
• 63% of moms with children under 6 are likely to own a tablet compared to 50
percentage of the general population (Millward Brown Digital, 2016)
• Moms have the largest share of time spent on digital devices daily and are more
likely to interact with brands via social media (Millward Brown Digital, 2016)
• Arlington, Virginia near Washington DC was the number one city with the most
millennials with income over $350,000 (Sherman, 2016)

5. SWOT Analysis
Strengths
 Bulk Orders
 Product Breadth
 Rapid Revenue Growth
 No Membership Fee
 Competitive Pricing
 Free 2 Day or Less Delivery
 Bulk Order Direct Ship to Customer
 Intuitive Mobile Shopping App
Weaknesses
 New Entrant in Competitive Space
 Limited Same Day Delivery Markets
 Limited Social Media Presence
 Unknown Private Label Brand
 Lack of Social Media Influencers
 Lack of Trackable Social Media Campaigns
Opportunities
 Brick & Mortar Giants Looking to Partner
 Utilize Social Media Influencers
 Online Shopping in US Trending Up
 79% of US Consumers Shop Online
 US Ranked 8th Globally in Online Shopping
Threats
 Amazon Partnership with Whole Foods
 Traditional Retailers Strong Online Presence
 Clothes, Tech, Homewares Most Abandoned Items
 Crowded Retail Space
 Dependent Upon Consumer Confidence
 Dependent Upon Disposable Income

6. Competitive Audit
• Costco - Membership warehouse club with over 700 warehouses worldwide with
a large social media presence. 8 Facebook accounts and 6 twitter accounts
(Unmetrics.com, 2018)
• Amazon- Leader in online retail with over $79 billion USD in revenue. Offers
competitive pricing with free 2-day shipping. Same-day delivery for Prime
members. 72 Facebook accounts and 69 twitter accounts (Unmetrics.com, 2018)

7. Marketing Strategy
Objective Strategy Outcome
Increase brand awareness by
15% among affluent moms in
DC area within six months.
Influencer networks,
#UnboxedWithBoxed campai
gn across Facebook and
Instagram.
Increase in the reach, views,
impressions, and WOM
mentions through
monitoring the UGC, ratings,
and recommendations.
Increase brand advocacy by
25% through a customer
referral program.
Track new sales using a
unique customer referral
code and social media.
Increase traffic and sales, and
make a donation to a local
charity in referrers name

8. Target Market
• 25-34 age moms with children under 18 years
• 41 zip codes in the DC metro area
• Average income 182,000
• Washington DC paces ahead of the national averages in percentage of head of
household income over $100,000 (44.23% vs. 33.89%).

9. Target market Description
• Persona: Gina Homolka
• 46, mom of two girls
• Resides in Oceanside, NY
• Author, photographer and recipe developer
• Uses social media to publish healthy recipes
• Created skinnytaste.com
• Also an influencer

10. Creative Brief - #UnboxedWithBoxed
• Brand statement – Boxed provides the experience of bulk buying without membership fee and with the
convenience of home shipping with an added value of a branded mobile application.
• Overview of the campaign’s background and objectives – Increase brand awareness and brand advocacy leading in
higher traffic and sales
• Challenges that the campaign aims to resolve – Weak social media presence and lack of influencer network
• Target audience for the campaign – Affluent millennial moms in the DC metro area
• Chief competitors – Amazon, Costco
• Primary message describing the brand’s values and market positioning - Low-cost home goods and groceries in
bulk with no membership fee and free delivery on order over $49.
• Communication channels on which the campaign will run – Facebook, Instagram, YouTube, Blogs

11. Creative Strategy
• #Unboxedwithboxed
• Key words
• Hashtag
• Unique referral codes
• Videos
• Influencer content

12. Influencer – Gina Homolka
• Pinterest: Over 8 million monthly viewers,
• Facebook: 4 million followers
• Instagram: 876,000 followers
• Twitter: 47,000 Twitter followers
• Potential impressions for Boxed: 13M

13. Influencer II – Lemon Stripes
• Julia Dzafic
• Works fulltime in marketing
• Married and mother to one girl
• Lives in Stamford, CT
• Started lemonstripes blog creative outlet in 2010
• 123,000 Instagram followers

14. Campaign Strategy
• Content
• Promote unique customer referral codes
• Influencers share videos unboxing their
Boxed products
• Reward customers for referrals
• Blogs
• Social
• Reach
• Influence
• Engagement
Content
Social
SEO

15. Marketing Mix
Social Community
 Develop relationships by engaging in
conversations with fans and influencers
 Respond to comments and questions
 Share referral codes to encourage WOM
sharing by existing customers
Social Publishing
 Targeted content to align with seasonal
interests
 Influencers use the hashtag to share
content on social media platforms daily
and encourage participation through
liking, sharing, commenting
Social Entertainment
 Videos of customers unboxing their
Boxed orders
 use the hashtag to share the ease with
which the items were ordered, access to
the same name brands as the brick and
mortar counterparts, affordability and
convenience common with bulk shopping
 Time savings associated with having the
items delivered to the home

16. Message Strategy
• KEY POINTS
• Boxed is your go-to for easy, fun and convenient online wholesale shopping
• Boxed cares about hungry families in our community
• Spend more time doing important things with money and time savings with Boxed

17. Creative Samples
https://www.youtube.com/watch?
v=ydmxnGSpWvc

18. Media Plan

19. Budget
40000
40000
95000
25000
25000
25000
Influencer I Influencer II SMM Manager Content generation Donations Miscelleneous

20. Evaluation Plan
• Simple ROI = Gross Profit Dollars / Total Campaign Spend
• Unique customer referral codes,
• Monitor specific key words and hashtags such as #UnboxedWithBoxed to track
mentions, referrals, and brand impressions.
• Implement a social marketing metric tool such as Social Bakers monitoring suite to
monitor campaigns across multiple social media platforms from one location.
• Evaluate reach, views, impressions, and WOM mentions to asses brand awareness
• Track KPIs associated with brand advocacy - UGC, consumer ratings, and
recommendations from consumers