A brief presentation of a marketing campaign for ENGL 3130: Business Writing

1. WHAT IS YOUR
#SMARTRESOLUTION?
By Danielle Reed

2. COCA-COLA AND PHYSICAL FITNESS
 “Research has shown that regular
physical activity is paramount to
attaining and maintaining good
health. Therefore, a key pillar of our
well-being efforts is supporting
programs that make exercise and
movement accessible to as many
people as possible” (“Our
Commitment to Well-Being”).

3. WHY SMARTWATER?
 9335 followers on Instagram
 Already established as a “healthy” brand
 Added electrolytes will appeal to fitness enthusiasts
 Water sales increased 7% globally in 2014 (“We Are What
We Eat”)

4. INSTAGRAM
 400 million active users (Instagram)
 80 million photos shared per day
 70% of users are Millennials (GFK)
 Brand engagement rate of 4.21%, compared to 0.7% on Twitter and
0.3% on Facebook (Elliott)

5. MILLENNIALS  Ages 18-34
 45% of Millennials exercise regularly (Nielsen)
 76% of people who exercise regularly are Millennials
(Nielsen)
 34% of Millennials use social media to make purchasing
decisions (Goldman Sachs)
81% of Millennials exercise or would
like to (Nielsen)76%
24%
76% of regular exercisers are
Millennials

6. THE CAMPAIGN: #SMARTRESOLUTION

7. #SMARTRESOLUTION
 An 8-week campaign designed around New Year’s
Resolutions
 Partnership with Jennifer Selter
 Daily motivational posts
 Two workout ideas posted every week
 Every Sunday, one user will be featured by the smartwater page
 Participants will have the chance to win a trip to New York to train
with Jennifer Selter

9.  Every time a user that follows smartwater® posts a photo with the
hashtag #smartresolution, they will be entered in a sweepstakes to win
a grand-prize trip to New York to train with Jennifer Selter
 Maximum of one entry per day
 20 first-prize winners will receive a week of workouts from Jennifer Selter

10. WORKS CITED
 Elliott, Nate. "Instagram Is the King of Social Engagement." Instagram Is The
King Of Social Engagement. Forrester, 29 Apr. 2014. Web. 13 Nov. 2015.
 "Instagram." Press Page - Instagram. Instagram, 2015. Web. 6 Nov. 2015.
 “Millennials.”Goldman Sachs. Goldman Sachs, 2015. Web. 10 Nov. 2015.
 "Millennials Account for 70% of Instagram Users, 61% on Twitter -– GfK MRI
Data." GfK Press Releases. GfK, 1 Oct. 2015. Web. 13 Nov. 2015.
 "Nielsen Global Consumer Exercise Trends Survey 2014." Nielsen Global
Consumer Exercise Trends Survey 2014. The Nielsen Company, 1 Aug. 2014.
Web. 12 Nov. 2015.
 "Our Commitment to Well-Being." The Coca-Cola Company. The Coca-Cola
Company, 23 July 2015. Web. 12 Nov. 2015.
 "We Are What We Eat." Nielsen Global Health and Wellness Report. The Nielsen
Company, 2015. Web. 12 Nov. 2015.