Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

E.A.T. (End Allergies Together): Finding a Cure for Food Allergies

555 views

Published on

Havas Media US's Cannes Young Lions-winning submission.

Published in: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ...................................ALL FOR EBOOKS................................................. Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL MOVIE, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. MOVIE 4K,FHD,HD,480P here { https://tinyurl.com/yybdfxwh }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

E.A.T. (End Allergies Together): Finding a Cure for Food Allergies

  1. 1. T H E C H A L L E N G E
 
 Business Challenge: double the 2018 donations of $1,000,000 by the end of 2019 
 Communications Challenge: increase awareness and positively motivate Millennials to care about food allergies and donate to help fund a cure 
 
 B A C K G R O U N D 
 E.A.T. is raising money to create a world where food allergies are a thing of the past M-104-154 M-104-154
  2. 2. M-104-154 T A R G E T We’ve narrowed our target to Millennial Parents - This still leaves us a massive scale with 17 million Millennial Moms in the U.S.* - Parents are most likely to be close to the cause because two children in every U.S. classroom have a food allergy** - While food allergies might not always be top of mind, this changes on Halloween night when parents find themselves responsible for feeding their entire neighborhood *Source: Pew Research Center: More than a Million Millennials are Becoming Moms Each Year, 2017 **E.A.T. Young Lions Deck
  3. 3. Source: Morning Consult: Halloween Candy by the Numbers, 2017 Source: healthline.com: The 8 Most Common Food Allergies, 2017 Halloween sheds light on the fact that most parents are ill-equipped when it comes to the topic of food allergies Every child with a peanut or dairy allergy isn’t able to eat “America’s favorite candy” on Halloween, leaving parents to choose between “the best” or something that is “all inclusive” Reeses’s is the #1 Sold Candy in the US Containing 2 of the top 5 most common food allergens I N S I G H T 1 in 12 children have a food allergy M-104-154
  4. 4. While Halloween is supposed to be a joyous holiday filled with fun costumes and unlimited candy, parents everywhere are tasked with the underestimated duty of distributing candy responsibly With different dietary restrictions for every kid, this task proves to be difficult and kids with food allergies are often excluded We came up with a solution M-104-154
  5. 5. B I G I D E A Trick or TRE.A.T.
 M-104-154 *Source: Business Insider: Reese’s Peanut Butter Cups are by far the top candy in America, 2016 M E D I A S T R A T E G Y Partner with America’s favorite candy* to create a custom Reese's made WITHOUT Peanut butter or Milk Turn Halloween on its head and make it an example of inclusion
 

  6. 6. M-104-154 *Source: E.A.T. Young Lions Deck Making Halloween More Inclusive: Reeses Trick or TrE.A.T. Variety Pack Annual Candy Sales Breakdown $35 Billion Reported Total Candy Sales in 2016 Assuming 15% of Reese’s customers purchase our variety pack… $150 MM x 15% = $22.5 MM x 10% = Mark-Up Donation of Consumers to Purchase $22.5 MM $2.25MM in Donations Reese’s Halloween Sales $150 Million Other Candy Other Candy Halloween Sales AllHalloweenCandySales Create an all-in-one variety pack with both traditional Reeses and allergy friendly Reese’s with a 12:1 ratio* representing the number of kids with food allergies 10% of proceeds will go to E.A.T. to fund the research to find a cure
  7. 7. Create a donation hub - Make donating as easy as the tap of a finger for our digital first target - Participate in the Venmo beta allowing charities to take donations free of charge - Place Tag on all creative (including inside the wrapper of our new Reese’s) Push out inclusive messaging in-store - Increase Awareness and drive donations with in-store media close to the point of purchase - In-Store Halloween Candy displays - E.A.T. Sponsored Halloween Candy Bags Align with food related content -Push out our messaging of inclusion with un-skippable pre-roll audio during streaming sessions in food related playlists -Ex. Dinner Time and Lunchtime Playlists M-104-154 Venmo: @EndAllergiesTogether Funding a Cure for Food Allergies
  8. 8. Social Media Campaign: My First Reese’s Partner with food influencers and allergy advocates, including NFL player Drew Brees to launch a social media campaign where users share their experiences eating our peanut and milk free Reese’s M-104-154 Incorporate the hashtag #EveryoneEATsReeses to track campaign success Incorporate Venmo link to encourage further donations
  9. 9. M E D I A P L A N September October November December Spotify In Store Social Influencers Budget Earned Media We’ll launch at the beginning of October to align with Halloween Reeses Product Launch $500K $1MM $750k $600K Brand Lift Study $150k M E D I A O P T I M I Z A T I O N S + Mid-flight optimization based on awareness findings and brand lift study + Retarget engaged parents (those interacting with the social content) M-104-154
  10. 10. M E A S U R E M E N T Tracking Awareness - Number of posts using #EveryoneEATsReeses - Social engagement with influencer posts - Likes and shares on ‘My First Reeses’ social campaign - Brand Lift Study Tracking Donations - Total Venmo donations (From Reese’s wrappers and influencer campaign) Tracking Product Sales - Number of special edition Reese’s sold (10% of sales) M-104-154 D O N A T I O N P O T E N T I A L Reese’s Product Launch: Automatic Donations: $2.25 MM Reese’s Wrapper Venmo Donations: $450K (1% cvr | $3 avg. donation) Social Media Campaign - 3 Top Food Influencers:10MM Impressions - Drew Brees: 1 MM impressions - $55K combined donations (0.5% cvr | $1 avg. donation) Streaming Audio - 25MM Impressions - $50K Donations (0.02% cvr | $1 Donation) Total Campaign Impressions: 36 MM Total Campaign Donations: $2.805 MM

×