3. • Company Overview
• Industry Analysis
• Customer Profile
• Competitive Landscape
• Digital Audit
• SOV
• Current Digital Strategy
• Campaign Idea
• Summary & Conclusion
Overview
4. About Georgetown Cupcakes
• Gourmet Cupcake Business
• Launched in 2008 by two sisters
• Distinguished by its DC origins
• 6 locations in major cities
• Credit success to quality ingredients
and innovation
• E-commerce site (1/3 of total revenue)
• Strong brand equity
“We really wanted to do one
thing, and do it best in class”
5. Georgetown Cupcake’s Brand Equity
• DC Cupcakes on TLC
• Support local and national charitable
organizations
• Focus on women’s and children’s health
issues
• Corporate orders/catering
• Worked with companies all over the country
• Offer customized corporate logos
“Operation Cupcake”
Catered launch event for Elizabeth and James Fragrance
7. The Cupcake Business
2014 US Sales Dessert Distribution
9%
16%
23%
52%
In-store baked cakes/pies
Shelf-stable cupcakes/brownies
Shelf-stable cakes/pies
Frozen refrigerated cakes/pies
•Projecting sales $2.8 Billion for 2015
• 6.5% growth rate
•Shelf-stable cupcakes/brownies strongest
growth segment
•34% from 2009
•By 2019, Mintel forecasts sales of $3.5
Billion, an increase of 37%.
•Influencing factors:
•Increased snacking occasion
•Product convenience
•Easy consumption
8. Emerging Trends
Mood To Order
“Moods matter - people are looking for ways to manage their
emotional well being
Indulgent category:1 in 5 consumers (19%) feel guilty after eating
these treats
BUT …
the same 19% indicate that they eat these items to boost their mood
Brands must focus on positive benefits to increase likelihood of
consumption of these products (calming, energizing, etc)
9. Consumer Behaviors
Research shows…
• Females are 41% more likely to be
heavy cupcake consumers
• 18 to 34 years old
• Mostly eaten as a dessert across
ethnicities
• Men tend to eat cupcakes as part of
a meal rather than dessert
10. Consumer Behaviors
Why do people eat cupcakes?
Where do cupcakes place in personal
consumption of baked goods?
11. Who Eats Georgetown Cupcakes?
In the area vs.
advent goers
Go-to for
indulgence
Mood enhancer
Young adults
Value
authenticity
Purchasing
more than a
cupcake
15. Social Media
Engagement:
• Average followers: 24 k
• Product info
• Recipes and links to blog
• Catered Event photos
• Extension of their website
16. Baked By Melissa
• Launched in 2008 in New
York Soho
• Taste more flavors without
guilt
• Only offer cupcakes
• 12 locations in NYC
Web
Social
Display
Mobile
17. Social Media
• Average followers: 130 k
• Content for production
promotion
• Creative/Humorous
• Relevant/Relatable
• UGC
• #BBMmoment
• Campaign promotion
• Reposts
Engagement:
19. Mobile App
• Menu
• Customize an order
• Locations
• Magic Cam
• Shop
Functions
Early awareness
18%
Consideration stage of purchase
22%
Purchasing Stage
28%
Maintaining customer loyalty
31%
Role of Mobile Apps in
Purchase Cycle
20. Sprinkles Cupcakes
• Originated in Beverly
Hills
• Home of the Cupcake
ATM
• Offer “doggie
cupcakes”along with a
variety of baked goods
• 17 locations across US
Web
Blog
Social
Mobile
YouTube
21. Engagement:
Social Media
• Average followers: 260 k
• Content for production
promotion
• Creative
• Humorous
• Relevant
• UGC
• #SprinklesMoment
• Campaign promotion
• Reposts
25. Social Media
Engagement:
• Average followers:240k
• Product promotions
• “Today’s FREE
(not-on-menu)
flavor”
• In-store and catered
event images
• Charity outreach
• Reposts
26. Pinterest
• Grown to 20M unique visitors
• 1 in 4 consumers report they
spend more time on Pinterest
• Attract consumers
who do not interact
with social media
(23%)
31. #GCPawsforaCause
• Social Media Campaign (across
Twitter, Instagram, Facebook)
• Run during the summer season (12
weeks)
• Consumers will receive free pet-
friendly cupcake with every purchase
(in-store and online)
• Encourage consumers to show us
how they spoil their pets with GC
(UGC)
• Align with Ian Somerhalder
Foundation
• Digital Component using the App
33. Ian Somerhalder Foundation
“Animal cruelty is one of the most
unfortunate and barbaric
demonstrations of human beings
manipulating ill conceived notions
of power over other species”
-Ian Somerhalder
35. Why This Will Work
• Feel good + Silly and humorous
content
• Consumers more willing to indulge
their pets
• Reliance on pets is hardwired in our
brains
• Humanization of pets spawned a
lifestyle marketers are eager to exploit
• Pet owners live a “pet lifestyle”
• 62% of US households now own pets
0
0.15
0.3
0.45
0.6
Pet Owners Non Pet Owners
40.30%
58.40%
Percentage of cupcakes
consumed by pet owners vs. non-
pet owners
36. Brands Generating Success with Pets
• Pet ambassador for Virgin
America
• YouTube video series
• Help promote airline’s new
pet-friendly products and
services
• 16 Million Facebook Fans
• Increased Virgin’s consumer
engagement
37. Summary & Conclusion
• Launch social media
campaign to build brand
loyalty
• Up selling cupcakes to
generate future sales
• Exploit rising trends in
humanization of pets
• Increase consumer
engagement/brand loyalty