This campaign aims to launch Activade Pure, a daily drink for active women, using a digital-first approach. It will reposition the Activade masterbrand and introduce the tonality of "what it feels like". The campaign will target female 25-44 year olds in major cities using programmatic display ads, paid social media, and billboards to build awareness of the brand and drive traffic to the website. It will focus on two key personas - Annie, a health-conscious digital mom, and Laury, a yoga-loving single woman - and track their online and offline journeys to purchase.

1. Activade Pure
WHAT IT FEELS LIKE TO Be Happy, Healthy, Energised
The Project
Using a digital-first campaign, launch Activade Pure in core markets,
targeting the audience of female 25-44 metropolitans.
Reposition the Activade Masterbrand and introduce the brand tonality of
“what it feels like”.
Lift overall brand awareness and measure favourable opinion for Pure.
The Product
● A daily drink for a health-conscious, active, social, female
audience to complement a healthy diet
● Improves mental focus & clarity with extra electrolytes and
nutrients to give you energy
● Suppresses appetite
● This drink isn’t just a “sports or fitness” supplement - It’s a
lifestyle choice for mental and physical balance
● Breaks out of the “sports drinks category”
Group 15: Think Like A Brand

2. Market Analysis
“The number of consumers switching to low-, no- and mid-calorie
drinks in 2014 speaks volumes for industry’s efforts to meet
changing consumer demands.”
BSDA Director, Gavin Partington
“Rising consumer interest in health-related issues is the single most
important trend driving soft drinks sales”
“The health and wellness soft drinks sector … now makes up 44% of
the global soft drinks market”
Euromonitor International
Source: British Soft Drinks and Zenith International, 2016; http://www.marketresearchworld.net/content/view/856/77/; The Grocer http://www.thegrocer.co.uk, 2015;
Gov.uk https://www.gov.uk/government/publications/food-and-drink-in-the-uk-investment-opportunities/food-and-drink-in-the-uk-investment-opportunities, 2014; MarketingWeek - The Future of Food and Drinks Marketing: https://www.marketingweek.
com/2014/01/22/the-future-of-food-and-drink-marketing/, 2014

3. The focus for this campaign is on digital rather than traditional media. This approach
enables Activade to:
● utilise Google Analytics to track the performance of the campaign, collect data on
our consumers, and use these insights to optimise the campaign;
● speak to our target audience in a cost-effective way, as opposed to expensive TV
advertising for the same reach;
● furthermore, using motion picture (to emotionalise content) is easier to implement
in digital than in traditional media.
We will use traditional media in addition to the media campaign, to ensure a big bang effect.
Strategy
The average UK household now owns 7.4 devices that connect to the internet...among
Britons online, smartphones are the most common internet-enabled device (1.7 per
household). 90% of 25-34 year olds go online daily for personal internet usage. ¹
Our objective is to tap into this market, and propose an efficient marketing strategy to
enable the launch of the product with a full blown convergent yet digital-first campaign.
ObjectivE &
Insights
We propose to use digital as the first touchpoint and reach-driver within the targeted
audience, with analog media to further extend the reach. An integrated combination of these
two discrete media channels marks the customer journey until the ZMOT, ensuring the most
effective content at the right journeyphase and the right time and location. This approach is
the only way to ensure that all marketing targets defined in the brief are met and dictates
that the majority of marketing spend is directed towards the online presence, despite the
significant cost of offline media.
Tactics
Marketing Strategy: The Case for Digital
¹Source: YouGov Plc. Total sample size was 2090 adults. The survey was conducted online between 16-17th March 2015. The figures have been weighted and are representative of all GB adults (aged 18+).

4. annie
35, digital mom, lives in greater London
Major Concerns
Annie worries about her personal health and
wellbeing, and her place in society. She can be
demanding.
Wants & Fears
Annie wants to make the right decisions and will intensively research online before
making a purchase. Her and her family’s health is important to her and she doesn’t
mind paying more for organic/health-centric food. She likes her shopping
experience to be hassle-free and would not be able to manage without the
internet.
Profile
Annie is trendy, highly connected and well-informed. She enjoys exercising,
like running (regularly attends ‘Parkrun’), and cooking for the family. High-
achieving, she juggles a career with family. She’s time-sensitive.
Laury
25, works in Entertainment, single.
Profile
Although she wouldn’t describe herself as “sporty”, Laury enjoys keeping fit doing
yoga or pilates, cooking, and generally keeping a nice home. As she is single, she
has lots of free time, which she spends reading, watching plays and visiting
exhibitions.
Major Concerns
Laury is concerned with women’s issues, culture
and the arts, as well as democracy and free
opinion. She is also aware of her neurotic
character on occasion.
Wants & Fears
Laury wants to touch and feel products before she buys them. She’s open-minded
about alternative medicine, and her perfect night out is staying at home, where she
feels safe. She’s concerned about her place in society and strives to be better.
MEET OUR EARLY ADOPTERS
90% of 25-34 year olds
have at least one social
media profile **
*https://digitalcontentnext.org/blog/2015/09/01/preparing-for-2020-getting-to-know-the-millennial-woman/#sthash.WEkQ7dPb.dpuf, 2015
** http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-lit-10years/2015_Adults_media_use_and_attitudes_report.pdf, 2015
Sources: YouGov Profiles: https://yougov.co.uk/profileslite#/; https://www.deloitte.co.uk/mobileuk/assets/pdf/Deloitte-Mobile-Consumer-2015.pdf, 2015, Google Consumer Barometer: Digital Moms https://www.consumerbarometer.com/en/stories/digital-mums,
2016
the #1 reason they go
online is to keep them
“informed and up-to-
date” *

5. annie’s journey
• 63% looked for early
inspiration and made initial
discoveries online on
smartphone.
• Only 5% first heard about
product through advertising.
• First heard about product
during pre-purchase research -
29%
• Got ideas / inspiration - 34%
• Discovered relevant brands -
32%
• Compared products / prices
/ features - 60%
• Looked for opinions /
reviews / advice online - 28%
• Checked where to buy /
product availability - 20%
• Compared choices online on
smartphone - 30%
• Brand websites - 19%
• Retailer websites - 26%
• Search engine - 39%
• Advice sites - 8%
• Prepared online on
smartphone for immediate
offline purchase (i.e. location
search) - 15%
• Online purchase - 44%
• Device used to make
purchase: Smartphone (12%),
Computer (66%), Tablet (17%)
• Sought advice online on
smartphone - 31%
• Looked for help - 2%
• Show other people how to do
things online - 41%
• 1 in 10 go on to write a
product review post-purchase.
• Shared experience on social
networks - 5%
• Posted reviews / ratings - 5%
• Discussions with other
people - 6%
• Pre-purchase research - 29%
• Advertising - 5%
• Previous experience - 43%
• 39% first learned of the
product they purchased in a
store.
• Discussed with family /
friends / colleagues - 11%
• Researched in-store - 33%
• Discussed with other people
- 12%
• Viewed / read / listened to
offline media
• In-store purchase - 49% • Word of mouth - discussions
with other people, family /
friends / colleagues
ONLINE
SOURCES
ANNIE’S
MOMENTS
Sources: https://www.thinkwithgoogle.com/intl/en-gb/tools/customer-journey-to-online-purchase.html, 2016
https://medium.com/brand-experience/whitepaper-the-future-of-retail-2710ec75f088#.rtccq9lo9, 2016
I need to
place a
food order
Informed, connected Mum
Health-conscious, opinionated
Vocal trendsetter
What time
does Whistles
close
tonight?
OFFLINE
SOURCES
Oh, it’s
on
offer!
Let’s
give it a
go
A new healthy
product? Tell
me more!
I feel
more
alert!
I have to tell
my equally
sleep- deprived
mum-friends!

6. laury’s journey
• Pre-purchase research - 25%
• Advertising - 8%
• 26% first learned of product
online
• Brand website - 27%
• Retailer website - 22%
• Search engine - 45%
• Social networks - 5%
• Online video sites - 6%
• Product research conducted
on: Smartphone (39%),
Computer (69%), tablet (23%)
• Brand websites - 22%
• Retailer websites - 25%
• Search engine - 42%
• Purchased online - 41%
- Smartphone (14%)
- Computer (72%)
- Tablet (10%)
• Looked for help - 3% • Shared purchase experiences
on social network(s) - 9%
• Posted reviews / ratings
about purchase - 7%
• Discussions with other
people - 9%
• Advertising - 8%
• Previous experience - 35%
• 39% first learned of the
product they purchased in a
store, shop or showroom, and
29% on TV.
• Researched in-store - 36%
• Discussed with other people -
25%
• Discussed with family /
friends / colleagues - 22%
• Viewed / read / listened to
offline media - 12%
• Discussed with family /
friends / colleagues - 11%
• Researched in-store - 33%
• Discussed with other people -
12%
• Purchased in-store - 48%
ONLINE
SOURCES
LAURY’S
MOMENTS
Sources: https://www.consumerbarometer.com/en/graph-builder/?question=N1, 2016
https://www.consumerbarometer.com/en/stories/millennials, 2016
Aspiring, perfectionist, at times neurotic
Health-conscious
Body image important
OFFLINE
SOURCES
I need to
get back
in the gym
What’s on
telly
tonight?
I’m suddenly
thirsty (11%)
Promoti
on is on
(14%)I wonder if
anyone I know
has tried this...
I feel like I
have more
energy
Let me tell my
gym friends
about this -
this is great!

7. Stimulus Zero MOT First MOT Second MOT
ONLINE OFFLINE
Programmatic Display
Hero - Inspire display targeted to
each persona’s main activities and
times when consumers require a
pick me up - driving traffic to
website/hubpage
#whatitfeelslike
Paid: Media Coverage
Billboards (Hero)
#whatitfeelslike + website
Paid & Owned
Social Media (Hero)
Facebook
Instagram
Twitter
Pinterest
Blogs
Youtube
Driving product awareness through Hero Content
DRIVING USE OF #WHATITFEELSLIkE AND AWARENESS WITH INSPIRED CONTENT
CREATING DYNAMIC CONTENT AROUND EACH PERSONAS NEED
DRIVING TRAFFIC TOWARDS OWNED WEBSITE
InStore
Sample/Discount voucher-
redeem @ retailer websites or
own website
CREATE INSPIRED
I-WANT-TO
MOMENTS
REINFORCE
#WHATITFEELSLIE
NATIVE ADVERTISING.
TARGET
PUBLICATIONS AND
CHANNELS WHERE
PERSONAS ARE
ACTIVE
CREATE
AWARENESS BY
TARGETING
PERSONA
INTERESTS AND
DEMOGRAPHICS
TARGET
ASSOCIATED
KEYWORDS TO
BRAND
OBJECTIVES
PPC
Keywords
Key moments
Owned Website
Hero & Hygiene
(hubpage)
Store Location
Buy online
Samples
Links to Social Media
Owned - PR
Product brief and benefits
Paid: Media
Coverage
Magazines
Newspapers
TV AD - Shazaam link to
Hub
Tells Brand Story
Drives Engagement
Moves Customer
On Journey
Halo Effect On
Masterbrand
KEY:

8. Paid: Media Coverage
Billboards (Hero)
#whatitfeelslike + website
Stimulus Zero MOT First MOT Second MOT
Introduce Hygiene Content for customer research and consideration
REINFORCE HERO CONTENT AND INTRODUCE HYGIENE CONTENT, BE THERE ALL MICRO MOMENTS DURING ZMOT
Programmatic
Display
Hero & Hygiene
Retargeting
Owned Website
Hero & Hygiene
Store Locations
Buy online
Samples
PPC
Keywords
Key
moments
Paid & Owned
Social Media
Facebook
Instagram
Twitter
Pinterest
Blogs
Youtube
Paid: Media Coverage
Magazines
Newspapers
TV ADs - Shazaam link to Hub
Owned - Press
release
In Store
Sample/Discount
voucher
Samples
Taste Trials
Product placement
reinforce hero
I-WANT-TO
MOMENTS
REINFORCE
#WHATITFEELS
LIKE
NATIVE
ADVERTISING.
TARGET
PUBLICATIONS
AND CHANNELS
WHERE PERSONAS
ARE ACTIVE
REiNFORCE HERO CONTENT
AND INTRODUCE HYGIENE
CONTENt.
create ability to respond
to queries
TARGET
ASSOCIATED
KEYWORDS TO
provide hygiene
content
optimise
relevant landing
pages for ZMOT
ONLINE OFFLINE

9. In Store
Sample/Discount voucher
Display/Share/Positioning of product
Taste trials
Sponsor Events
Race for life
Stimulus Zero MOT First MOT Second MOT
Paid: Media
Coverage
Magazines
Newspapers
TV ADs - Shazaam link to
Hub
Increasing confidence to purchase
reinforce reasons for purchase#whatitfeelslike to drink
PPC
Keywords
Key moments
Programmatic Display
Owned Website
Store Locations
Buy online
Hero & Hygiene
Samples
Paid & Owned Social
Media
Facebook
Instagram
Twitter
Pinterest
Blogs
Youtube
Paid: Media Coverage
Billboards (Hero)
#whatitfeelslike + website
promote
advertorials
promoting taste
test trials leading
to purchase call
to actions
promote offers
online
create on offers page
push banners on
retail sites
brand awareness and
health benefits
highlight
#whatitfeelslike
moments
provide /promotional
collateral bottles @
events
reinforce
hero content
and where to
purchase
highlight findings from
taste test
encourage social
sharing of
#whatitfeelslike
moments
reinforce
buy button
and benefits
of product
Introduce offer ‘7 for 6’.
Push notifications for
in-store promos.
near me ad’s.
ensure benefits over
competitors are addressed
introduce call to action
towards purchase
ONLINE OFFLINE

10. Word of Mouth
Reviews
Recommendations
Partner Collaborations
Stimulus Zero MOT First MOT Second MOT
PPC
Keywords
promoting
satisfaction
results
(tastes good)
Paid: Media Coverage
Magazines
Newspapers
TV ADs - Shazaam link to Hub
create and encourage brand endorsement
encourage community action on content and community inspired content
Programmatic
Display
Owned Website
Hero & Hygiene
Reviews
Brand Advocates
Social Media Links
Earnt Social Media
Facebook
Instagram
Twitter
Pinterest
Blogs
Youtube
Vines
Fitbit - Challenges
#whatotfeelslike
#stepchallenge
Nike Running/strava app -
nudges for hydration with
Activade
Race for life - Hygiene and
Hero
Headspace App
promote more
advertorials showing
taste tests
benefits of the drink -
reader feedback
email campaign asking
for feedback/promoting
more hygiene content -
encourage social media
sharing
encourage adoption of
#whatitfeelslike moments
provided for by community
create own moments
encourage others during
their zmot & stimulus stage
PROMOTE
CONTENT
SHOWING
POSITIVE
FEEDBACK
ONLINE OFFLINE

11. INTEGRATED CAMPAIGN
Social
- Instagram
- Facebook
Sponsored posts, hashtag -
everyday reminder of brand
and product - link creatives
Links through to site - “Have
you already seen our TVC?”
Links through to site -
Everyday reminder for
Activade and reasons to take
Post product on social media
sites, using hashtag - engage
with consumers
Display banner Links through to main site Links to purchase and partner
retail sites
Links through to site Create display ad’s around
consumer reviews - link to site
Paid search (google PPC) Via keywords such as ‘health’,
‘fitness’
Nutritional information on
main brand site
Direct search towards
hubpage and health benefits
Links to reviews and
favourable taste test results
OOH (city & city access
routes)/Sponsored Events
Product and brand ads shown
near retailers who stock the
product
Drives in-store footfall, high in-
store purchase rate - location
based ad’s.
Shazam watermarking
and hashtag sends user to
main brand site
Brand awareness at Race for
Life Events - linking product to
lifestyle changes and fight
against cancer - links to
hubpage and partner sites
TV (video ads) Big Bang effect, re-enforces
digital campaign
Shazam watermarking, sends
user to main brand site
Shazam watermarking, sends
user to main brand site
Shazam watermarking, sends
user to main brand site
Radio Sales push, no link
Drivetime, major stations
Pushing new launch driving
traffic towards website
Talk about reactions to
product - link to website
Talk about consumer content
shared on social media and
link back to website
Print (news and mags) PURE for titles with feminine
readers (e.g. Grazia, Women’s
Health)
ACTIVADE
Advertorials giving links to
retail partners and website
Advertorials and taste tests
results linking to retail
partners/website
How the drink is perceived -
links to website and social
media
Online
Sources:https://www.consumerbarometer.com/en/graph-builder/?question=N1
https://www.consumerbarometer.com/en/stories/millennials
offline

12. metrics & kpi’s
Brand awareness Build loyalty / community / advocacy Evaluation Sales
Reinforce online/offline
activity Viewability Conversion
Social Media
engagement Recall "What it feels like"
Product
evaluation Supermarket sales
Number of shares
Measure hashtags
(Social Media Insights)
Follow trends (Google Trends)
Social Listening (Brandwatch
- Volume of mentions -
Reach - Engagement -
Benchmark to compare
share of voice before and
after campaign - Viewability
of hero and hygiene content
created for each persona)
Number of banner impressions
Timeline of impressions
Best performing channel/partner
Hub page where
people can share
content.
Use hubpage to create
bespoke marketing
Respond to consumer
led content
Survey Monkey
(incentivised)
Social Media Polls
Hashtags
Monitor new sales
Repeat sales > competitor sales
Share of retail space
Number of single units sold
Number of PMP sales
Follow conversion paths
Attribution modelling (GA)
Number of website visitors
Number of visitors to
masterbrand Number of visitors
to activade pure (use heat
map/click map) Compare weekly
Hashtags / shares
(dialogic comms)
Use Retargeting
Number of returning
customers
Follows + Shares
+ Likes
Monitor sales from supermarket
and traditional convenience stores
- month on month > masterbrand
and NPD
Year-on-year %+ve in users who
either spend 3 minutes or more
on the website or visit more than
the landing page (Viewability)
subscribers/followers on social
media
Search Volume and
keyword data
(Google keyword planner and
Google Trends)
Vines /
Instagram/Pintrest
(hero/hygiene)
YouTube
[Hero/Hygiene]
[Interactive YT]
Diversification of brand
loyalists (i.e. Tesco
Clubcard targeting existing
Activade Original
consumers)
Number of
positive reviews
Compare sales for masterbrand
before launch to after launch
Monitor and record sales for NPD
Monitor which sales channels
perform better or worse
Store visits. Monitor how digital
drives footfall to stores > and vice
versa (Google AdWords)
METRICS

13. Text: Slide 1 Executive Summary + Objectives
Activade is a latecomer to the energy­drink market, but it has caught up nicely with the segment in
the mid 2000’s. Due to its positioning in the “sports/energy drink” category, Activade has seen its
ups and downs, strongly influenced by the schedule of major sports events like the Olympics and
soccer championships. However, neither of those events was associated with the product, only the
category.
With the launch of Activade Pure, we are aiming to forge ahead and position Activade Pure as an
everyday health drink. Using the tagline ‘What it Feels Like’, we will capture Pure’s moments of
“happy, healthy, energised” across the campaign, targeting specifically two personas that we have
identified as early adopters. Highlighting the health benefits daily consumption will bring, they will
feed into the early adopters’ lifestyles and aspirations.
We will focus on a digital first approach, where we are confident that can drive brand awareness,
build a loyal community of advocates through positive evaluation of the product and helpful
hygiene content, ultimately driving sales for products across Activade’s brand. Instant data will
help optimise marketing efforts throughout the campaign and then scale the campaign accordingly
to new markets.
[201words]

14. Slide 2 ­ Market Analysis
According to the British Soft Drink Association, the UK soft drinks market is worth a whopping
£15.7 billion, of which 4.1% (£644 million) is made up of energy drinks sales, highlighting potential
for growth.
Despite a dip in consumption of all soft drinks in the UK, energy drinks experienced favourable
growth, with the majority of drinks consumed being low or no calories. Consumers are making
healthier choices and interest in health­related issues growing. Despite Activade Pure being a new
product to market (weakness), this awareness and trend is favourable for Activade Pure
(opportunity). However, other high­profile energy drinks are increasingly taking a “healthy” stance,
and other new market entrants are emerging (threat). Skillfully leveraging the Activade
masterbrand’s market position should help overcome the high barrier to entry (strength).
According to Mintel research, 72% of consumers are interested in sports drinks made with
all­natural ingredients and 60% of those surveyed claimed to often feeling tired. Coupled with a
national campaign against added sugar, the industry is adapting to these new needs. With
challenges of obesity and diabetes at society and industry fore, functional claims suggesting their
products aid performance, mental function and overall health will help capture audience and
market share. With the advent of wearable technology like FitBit and smart watches, consumers
are becoming increasingly aware of what they ingest and their bodies.
Changing the perception that energy drinks are unhealthy ­ Activade Pure bridges the market and
provides a healthy, everyday, fatigue­fighting energy boost.
[250 words]

15. Slide 3 ­ Market Strategy + Case for Digital
Data gathered from the Consumer Barometer gives us enormous insight into the behaviour of our
target audience. For example, 90% of 25­34 year olds and 97% of 35­44 year olds go online every
day, and they are using a multitude of devices on which to access the internet: the average UK
household owns 7.4 such devices. Research from Kleiner Perkins Caufield & Byers shows that we
check our phones 150 times a day (2013 Internet Trends report), a number which can only be
increasing as data from Google Analytics shows that mobile conversion rates have shot up by
29% in the last year alone (Google Analytics aggregated data, 2014–2015 for April 1–14, US).
This information, coupled with the active lifestyle of our target audience, leads us to believe that
digital media will prove much more effective than using traditional channels as the main form of
advertising for this product. We therefore recommend a 60­40 split for online­offline channels
spend respectively.
The instant measurability of digital advertising also allows us to continually streamline the
campaign into its most effective form. Google Analytics will show us the most popular channels
and those that give the highest conversions. This ensures that all marketing targets defined in the
brief are met, and also means that the campaign is cost­effective. Digital will therefore be the first
touchpoint and reach­driver within the target audience, and we will then propose to use traditional
media to further extend this reach.
[249 words]

16. Slide 4 ­ Personas
We developed a number of brand personas using YouGov profiles*, ultimately narrowing it down
to the two we thought best fit our objectives. This allowed us to look at their wants, needs and
fears in relation to our product, and fed well into our marketing strategy.
Using the age and location of our personas, we analysed device usage information available,
which gave us the hours women spent on their phones in 2015, as well as where and, most
importantly, why.
This fed into the customer touchpoints segment, as we could build out the various touch points in
our customers’ behaviour that would be relevant to our product.
Our target personas have very important lifestyle aspects;
Annie: trendy, health­conscious, informed, and connected. She spends about 50 hours online per
week and heavily relies on her smartphone for getting things done on the go ­ from shopping to
research.
Laury: likes to keep fit by regularly doing yoga, and enjoys cooking. She recently bought the
cookbook ‘Get the Glow’ by Instagram celebrity Madeleine Shaw to see what the fuss is about and
if it actually works!
Both Annie and Laury spend the majority of their social media time on Instagram and Facebook.
Annie also enjoys Pinterest for parenting hacks and fashion ideas, whereas Laury has a good
giggle on funny YouTube videos.
Knowing where our personas are and will be, will help us target Annie and Laury more effectively,
creating moments of need for Activade Pure.
(246 words)

17. Slide 5 ­ Annie’s Journey
Using Google’s Customer Journey Framework, we identified key channels across the customers’
journey. Based on Google’s data on the Food & Drinks industry in the UK, we filtered the data to
“large” companies, highlighting the marketing channels most relevant to our customers. We used
this to develop an optimal map to interact with Annie and Laury at crucial moments to ensure we
would guide them seamlessly from discovery of Activade Pure through to becoming brand
ambassadors.
We found that Annie has multiple connected devices and her journey is complex. The majority of
discoveries are on her smartphone. She may then conduct research across devices and with her
network of family and friends, looking for reviews, inspiration and product comparisons.
Annie is always on the go, multi­tasking whenever possible: researching whilst watching TV,
managing her diary during a quick tea break, tracking her health before bedtime.
When shopping for groceries, 1 in 5 Annies are on the look­out for new products to try. Given this
interest in trends and shopping, she sees herself as a trendsetter, and if she finds a product she
likes, 1 in 3 will shout about it!
Annie loves to share her knowledge and love of brands. To win Annie’s heart, Activade needs to
be visible and informative throughout the customer journey at the moments that matter to her
most.
Most Annies turn to search engines and brand websites when researching online, so Activade
should ensure that it has an easy­to­find and easy­to­navigate website.
[250 words]

18. Slide 6 ­ Laury’s Journey
The typical Millennial, Laury lives her life online, going online to catch up on her social network,
look for information, research potential purchases and shop, watch videos. She demands access
to information where and when she wants it, constantly moving back and forth between the
multiple devices she owns.
Laury loves a bit of YouTube, for the entertainment, the personally relevant content, and its social
nature, being able to easily share self­generated or viewed content. She is also active on
Instagram and Facebook, her daily interactions with her network being an integral part of her place
in society, telling her story.
With their constant access to social media, it’s no surprise that internet “celebrities” have emerged
­ and Laury is listening to them. She will often reach a purchase decision with the help of her peers
and Activade can reach a wide audience through dialogue with these influencers. Online
advertising is also a powerful medium for Laury for earning brand awareness and loyalty. And
Laury’s affinity for entertainment on YouTube can also be leveraged.
Laury will look for the answer online, whatever the question. This is how she grew up ­ “just google
it” ­ so this is her go­to place for answers. Over twice as many Laurys as Annies research their
purchases on a smartphone. They love their mobile connectivity, the instant gratification. And
when they love something, nearly 1 in 10 will tell their friends about it.
[240 words]

19. Slide 7 Touchpoints ­ ​Stimulus
We will use a digital­first approach to drive product awareness incorporating
traditional/offline methods. We will tailor a mix of paid, owned & earned activity ensuring
we can engage with our target audience throughout the customer journey across multiple
devices.
Creating engaging hero content designed to stimulate both Annie & Laury is key to generating
initial interest in our brand as this is the first time they are exposed to our #whatitfeelslike
message.
The aim is to primarily deliver content programmatically utilising a mix of social channels and
powerful paid search techniques. Annie & Laury spend a lot of time on Instagram and Facebook
but also do a lot of reading books & newspapers. They are health conscious and tend to visit
health, fitness & food related websites. With managed placements in Adwords, targeting highly
relevant sites they visit, we will create compelling content to hook our audience. Landing on our
optimized landing page on our core website will move them across the customer journey,
prompting them to engage at a social level using incentives. Liking on Facebook & Instagram will
be key to continuation through the journey.
Annie as a digital mom spends a lot of time researching before making a purchase so she may
need several stimuli across different channels and not just in the digital sense.
We will utilise offline channels to support online activity. This includes press releases and in store
promotions which will include free samples and on­pack discount codes for use online.
[247 words]

20. Slide 8 ­ Touchpoints ZMOT ​­ ​Research & Consideration
Annie & Laury are looking for advice as part of their research, the easier they find this the quicker
they move through to purchase stage. Activade has an opportunity to inspire them during their
search, minimise purchase risk and provide relevant information to commit them to a purchase.
Social media: Users visiting Activade’s website targeted through Facebook ads.
­ Example objective: drive to YouTube to inspire product confidence.
­ Example objective: drive in­store traffic on demonstration days
­ Targeting female users 25­44 metropolitans ­ positioning as a lifestyle choice
Instagram and Facebook video are popular with this audience but Annie & Laury consume a lot of
video content on their mobiles when researching so we plan to use YouTube to deliver high quality
content. This will include product demonstrations and key facts about active ingredients.
Retargeting:
Social retargeting is an effective tool to reinforce users attention, driving to the next stage of
customer journey. Using both text and display to include gmail targeting, we can help point Annie
& Laury to our core content.
Programmatic: Relevant users visiting Activade’s website targeted through ads placed across the
GDN with managed placements.
­ Example Objective: Drive users through to retail, on­line purchase
­ Push notifications when nearby to major outlets
­ Targeting female users, aged 25­45. Heightened reach at commuter times.
Website:
Optimised landing pages that are highly relevant. To include product Information, functional and
emotional messaging and a ‘near me’ solution with clear calls to actions. The website must also
promote the social channels.
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21. Slide 9 ­ Touchpoints ­ FMOT ​ ­ ​Confidence at purchase
Upon purchase, we want Annie & Laury to be very comfortable with their choice. Purchase can be
made either through the website or in store. Each outlet provides further opportunity to progress
Annie & Laury through to the next stage of the customer journey.
Website
­ Provide a secure checkout environment ­ HTTPS. Allow easy buying process with large
buttons, simple navigation and clear path to purchase
­ Intro offers of 7 for the price of 6
­ Reviews from people who have bought recently and tested product
­ Mention any charities, organisations & events that Activade is part of or has helped, i.e
Race For Life
Store
­ In­store promotions to include free product samples and messaging around benefits over
similar products.
­ In­store promos are key to ensuring that a purchase is made as close to the stimulus and
ZMOT
­ Where possible, Activade should feature on any display banners being used on retailer
sites ­ promoting offers i.e 7 for 6
­ We will prioritise partnering with retailers that enable mobile payment, from to digital
shopping lists to online vouchers and appointment reservation services as these have been
identified as key techniques to convert digital traffic in to in­store footfall (Capgemini
Consulting, 2013; Emarketer, 2015).
[204 words]

22. Slide 10 ­ Touchpoints ­ ​SMOT/UMOT
By this stage, we need Annie & Laury to be advocates for Activade, feeling like they are part of a
journey and a real change. We need them to encourage other like­minded people to adopt
Activade as their drink of choice and to ditch the competition & helping Activade increase brand
awareness. Using Facebook and Instagram which are their social channels of choice. We will
provide incentives for them to produce their own content and share on Instagram & Facebook,
these incentives will be tied into fitbit challenges ­ Step Challenges: Daily Showdown/Weekend
Warrior. They will be encouraged to create their own #whatitfeelslike moments across happy,
healthy, and energised. We can use the best shared moments to curate powerful hero content to
drive the next customer to Stimulus and ZMOT stage of the the customer journey.
We will utilise the power of reviews using Trustpilot and similar sites to encourage sharing of good
experiences.
Similar to previous touchpoints, the offline channels will be key to prolonging the digital message.
This includes word­of­mouth which combined with print ads & advertorials in newspapers and
magazines will be an effective way to prolong our message.
TV advertising using innovative Shazam to­shop­now feature will help create a buzz around the
brand and help demonstrate the uniqueness of our approach to marketing.
[218 words]

23. Slide 11 ­ Integrated Campaign
The continued rise of digital has made the old school ‘outbound messaging’ concept of traditional
advertising long outdated. Perversely, though, the sheer volume of marketing opportunities
presented by digital means that consistency of message has never been more important.
Furthermore, that ‘outbound message’ may help create demand, but in the customer journey it
needs to be complemented by ‘inbound messaging’ to fulfil interaction with that demand.
Media from the pre­digital era is where big brands have traditionally made their break. However,
by using these with a call to action which refers the public to a digital channel, we are able to
integrate digital and traditional channels. We’re then able, for example, to give customers details of
the Activade range, promotional vouchers or an invitation towards user­generated content. In
every case, the more we know about the customer, the more personalised the interactions and
journey can be. The scalability, immediacy and measurability of the digital world opens up a
myriad of marketing possibilities.
The big picture is a proven method brought up­to­date with a modern digital toolkit: if we
continually think about what and how Activade wants to communicate, and to whom, then we can
create content specific not only to each audience segment but also specific to each channel, each
device and, ultimately, each customer’s own journey.
[221 words]

24. Slide 12 ­ Metrics and KPI’s
To ensure that the campaign drives awareness, evaluation, sales, and build loyalty/advocacy, we
created the spreadsheet to easily clarify the KPI’s we will use to measure each objective.
The measurement of Voice, Reach and engagement will help quantify how the brand is viewed
and how well the brand fares in brand recall tests.
Positively raising the brand profile will help long­term objectives on future campaigns ­ and
reinforce our position in the market.
The metrics used for display will help measure the success of the campaign and how traffic is
driven to retail stores. We will also see from these stats the positive effect the NPD will have on
the Masterbrand (Halo).
Continuous engagement and response to consumer feedback will encourage loyalty and repeat
visitors to our website and POS areas, keeping the brand at the forefront of consumers’ minds.
Evaluation of the product and brand will be measured by reviews and feedback received.
Ultimately, the campaign will help drive footfall towards our brand in store and online.
Driving traffic to our website will allow us to create a hubpage focusing on healthy lifestyles.
Encouraging repeat visitors and the creation of brand advocates, will lead to greater reach,
awareness and sales.
Activade will now be viewed as not only an energy drink brand, but as a lifestyle partner.
#whatitfeelslike
(225 words)