3. Target Audience
- 18-25 male/female
- Interested in music and concerts
- On-the-go lifestyle
- Impulse buyers- bold with their decisions
- Looking for a protein snack, but don’t always go for jerky
- Social and leaders of the group
6. Mobile is Everything
Consumers were more likely to use mobile devices to reach
Matador’s website than any other device, reflecting the
young age and the on-the-go lifestyle of our target audience.
Key Learning 1
● The client mentioned Matador focuses on a younger target group of men and women between 18-29 years old.
● The client described this group as either a student or young professional, who spend money on moments.
● From the website analysis: Mobile made up 75% of session traffic, 71% of new users, and a bounce rate of 65.5%
7. Dialogue Leads to Engagement
● Matador has the weakest engagement and interaction on the company website, Instagram
page, and Facebook page compared to the other beef jerky competitors.
● When Matador does engage on social media channels, users engage back
Key Learning 2
The goal this year is to get solid brand awareness,
infinity, and assimilate with target consumer lifestyles.
8. Music is Working
● iHeart Radio mobile app, accounts for 43.36 percent of referral traffic.
● Matador doubled the number of sessions and new users that came to their website in 2015.
Almost half of the website sessions came from the landing page “/loops/”
The client said Spotify, Pandora, Rolling Stone,
iHeart Radio, and other music related websites are
some of the main digital locations that Matador is
targeting.
Key Learning 3
9. Engage consumers
in a two-way
dialogue. Listen,
share, and respond
Strategies
Leverage the
target’s lifestyle
and interests in
“Bold” music
1 32
Emphasize mobile
and improve the user
experience across all
mobile platforms
10. Digital Value Proposition
Matador offers young adults living life in the
fast lane a road trip guidebook so these
vivacious spirits can get the fullest experience
from their travels and adventures.
13. 1. Contestants must follow Matador’s #LiveBold playlist on Spotify.
2. Playlists created on Matador’s Spotify channels that vary between new hit songs to road trip classics.
3. This contest will be promoted and advertised on Spotify, company website,
Facebook, Instagram, and Snapchat
4. Challenge participants will ask friends and family to follow their playlists
5. The artists that gains the most ‘followers’ for road trip albums will win tickets to iHeart Radio
6. Winner will be announced on all Matador social media
Mechanics
14. Earned
Fans sharing and
posting about the
eligible playlists
Media
Paid
Promoted Facebook
posts, Spotify ad banners
-Refer to Budget Plan
Owned
Social media and
Matador Website that
feature the posts
15. ❏ Fans can live vicariously through playlists that made the cut, or through music
they weren’t able to see live.
❏ Can share contest and increase awareness
❏ Aligns with Matador’s target audience’s interest of music
❏ Spotify is mobile friendly and it is easy for Matador’s on-the-go consumers to
update playlists.
Why it Works
17. 1. Promote and advertise Matador #LiveBold #LoveBold contest on Facebook,
Instagram, company website and Snapchat
2. Participants use #LiveBold #LoveBold to submit photos and stories of themselves and
their long-distance significant other
3. Matador staff will choose the most compelling adventure out of pool of eligible entries
4. They will announce the winner on all social media channels
5. Matador will then pay for gas, Matador snacks and a GoPro to capture the reunion
6. Matador will collect the footage and create a short video for promotion on their website
and social channels
Mechanics
18. Facebook ads and
promoted
Instagram posts
Media
Use Facebook, and
Instagram to promote the
Photo Challenge and
gain participants
#LoveBold challenge
participants will make
friends aware of
Matador by showing up
on their timeline
Paid Owned Earned
19. ❏ Increased traffic to website and social media
❏ Maintains relationship with target audience
❏ Prize applicants are motivated to interact with Matador and post about the
brand
Why it Works
21. 1. Matador promotes the #LastFridayNight campaign on social channels,
website, and homepages for concert ticket sites
2. Participants post images and videos on Instagram with the hashtag
3. Matador selects the best submissions and re-posts them on the following
Friday
4. Matador posts description of event in the bio and tags the photographer
Mechanics
22. Media
Paid
Promoted facebook
posts, Banner ads on
ticket websites
Video shares by
Matador fans,
prospective fans
Facebook,
Instagram, and
Matador site that
feature re-posts
EarnedOwned
23. ❏ Branded content is good, but for a lesser known company, user-generated
content is better
❏ The campaign is sustainable and can be accessed by fans at any time
❏ Clearly and organically displays the bold lifestyle
Why it Works
