Virgin Voyages Mockup Client Strategy. Instagram Boosted Post Social Media Campaign. Assignment for FIU's Social Media Marketing course. Created by Georgianne Cox, Octavio Diaz, David Gamez, Ivonne Ponte, Camille Vogl

1. We Are The
BRANSONIANS
We make ship happen
Georgianne Cox | Octavio Diaz | David Gamez
Ivonne Ponte | Camille Vogl
1

2. • Instagram has found a way to allow businesses to market to consumers
without the overwhelming their feeds by providing various ad types.
• The introduction of carousel ads and stories allow companies to directly
engage with consumers and communicate an even more elaborate
message than the traditional static image and video ads
• Instagram has also made advertising less intrusive; the ads are served as
a part of the feed, and just like anywhere else are relevant to the consumer
preference. The consumer is often not even aware they are consuming
advertising.
Why Instagram
2
(Reference: Cyca 2019, Peterson 2019, Hodges 2019 & Curtin 2018)

3. The Bransonians’ six-step method for running a successful social media campaign.
Our Process
Discovery
Use of secondary data to discover
tone of voice of campaign
Scope of Campaign & Budget
Design & create an influencer Instagram post
around our buyer persona based on customer
journey
Creative
Use of visual narrative to bring phrases to life
Media Planning
Selection of influencer, radius targeting, and
interest targeting
Operations Work
Landing page, training and communication
Launch & Optimization
Launch campaign and measure
and optimize results for future
campaign
3

4. Meet Chill
Bill
IDEALIST
DEMOGRAPHIC INFO:
• Male, 37 years old
• Lives in the MiMo District
• Married
• Works as a Sommelier at a hotel
• Makes $130,000 annually
MOTIVATIONS:
• Financial independence
• Making a difference
• Living life to the fullest
• Discovering new cultures
• Healthy Living
FRUSTRATIONS:
• Lack of work life balance
• Miami drivers
GOALS:
• Open restaurant/food truck
• Create national chain of
restaurants/food trucks
Bill is into transcendental
meditation, a former real estate
broker, and was born and raised in
New York
“In the waves of change we find our true direction.”
Brands & Influencers
Preferred Channels
Technology
4

5. Chill Bill wants to find the next
adventure, cross another item off his
bucket list, & enjoy unique
experiences
S O C I A L
T i t l e H e r e
Customer
Journey
B R O W S E E N G A G E
USERGOALS
Instagram
PROCESS&
CHANNELS
Instagram
Kiosk
Website
Friends
YouTube
Phone
Chill Bill wants to satisfy initial
curiosity and to see what’s out there
Chill Bill wants to understand Virgin’s
uniqueness vs. competitors
5

6. Chill Bill books a cruise for two on
Virgin Voyage
B O O K I N G
T i t l e H e r e
Customer
Journey
C R U I S E P O S T- C R U I S E F U
USERGOALS
Laptop
PROCESS&
CHANNELS
Face to FaceBriefcase
WhatsApp Friends
Chill Bill & his wife cruise to Havana
and the beach club on Richard
Branson’s Birthday Bash cruise
Chill Bill shares a once-in-a-lifetime
experience with his wife and friends
Phone
Smart Glasses
6

7. • IG Story showcasing the lifestyle that will be expected while cruising with Virgin Voyages (ie. Drinking in
Wynwood while awaiting for Virgin Voyages)
• Utilize messaging included in the Virgin Voyages IG accounts, such as Vitamin Sea, Save Water Drink
Champagne, Cabin Fever, Rockstars, Scarlet Squad
• Convey that Virgin Voyages is not your typical cruise
• Place the influencer in situations where we could portray the kind of lifestyle that the passengers will have
when navigating the Caribbean
• Cruising doesn’t have to be tacky, and IG videos and photographs should communicate precisely that
Influencer
Brief
Campaign Deliverables
7

8. Scope, Assumptions, Budget, &
Timeline
To create and boost an Instagram video to
attract the Chill Bill persona and encourage
customers to start interacting with the content.
Scope Assumptions
• All logo and icon deliverables shall employ
high definition standards and be delivered in
an editable format such as Photoshop or
Adobe Illustrator
• The Client shall receive 2 rounds of design
review and a final review
• The Client shall provide approval according
to the timeline specified in this document, if
unable to then deliverables may be
postponed
• The Client shall be provided with 3 look and
feel options for the logo, and 3 options each
for the Android and iOS icons and select 1 –
modifications are out of scope
• The budget for stock assets is $0
• If client provides stock assets, must have
usage rights by this SOW
Budget
R O L E R A T E H O U R S T O T A
Project Manager $25/hr 1 $25
Creative $30/hr 2 $60
Writer $20/hr 2 $40
Account Manager $20/hr 1 $20
Media Cost
(Week 1)
$10
Total $155
Out of Scope
• Additional Rounds of review
• Stock Imagery
• Fonts, video production costs, licensing, etc.
• Travel
• Mobile application technical development
• Submission of mobile applications to the
mobile marketplace
• Changes to deliverables after final approval
• Client-driven changes to project timing
conditions, Hiring Influencer
• Custom Music
Kick Off Meeting
3/30/19
Initial Review
4/6/19
Final Review & Approval
4/7/19
Creative Asset Delivery
4/12/19
8

9. • Created on Adobe Spark
• Use Virgin Voyages brand messaging/catch phrases and hashtags such
as “Save Water, Drink Champagne”
• Upbeat and chill music
• For future campaigns, use original material from the influencers, and
available internal and external assets
• The caption also should be something that is on brand for the influencer,
touches on the appeal of Virgin Voyages, and uses the branded hashtag
#WaitingForScarlet to help increase virality of posts until launch of cruises
Creative
Content
9

10. Our Results
25
Likes
19
Profile Visits
2,689 People
Reached
93%
Were not
following prior
4,174
Impressions
0
Promotion
Clicks
10

11. THANK YOU
Questions?
11