This marketing campaign aims to increase brand awareness and sales of Boxed through social media marketing targeting busy working moms. The strategy involves increasing social media presence on platforms like Facebook and Instagram through sponsored posts and advertisements. It also includes sponsoring local events and offering referral incentives. Performance will be evaluated by measuring engagement and interactions on social media platforms and through sales data. The total budget is $131,166.

1. Boxed
Busy Mom Campaign
By

2. Campaign Summary
Our plan is to increase traffic and sales of
the target market through increased
brand awareness. This will be achieved
by focusing on online word-of-mouth
advertising, sponsoring local events, and
incentive programs.

3. Situational Analysis
Strengths
● Employee
Satisfaction
● Convenience
● No membership fee
● Reward Points
● Weekly deals
Weaknesses
● Few differentiating factors/
competitive advantage
● Less well-known
● Price Point
● Waiting for deliveries
● Boxed Express only in certain
locations

4. Situational Analysis cont.
Opportunities
● Few competitors
● Flexible inventory
● New distribution centers
Threats
● High competition/ Amzon Prime and
Jet
● Grocery store order and pick-up

5. Marketing Objective (SMART)
● Increase brand awareness through word-of-mouth marketing and guerilla
advertising.
● To increase social media reach. Twitter, Facebook mommy groups, and
Instagram followers by 10%
● Identifying followers at beginning of campaign and end of campaign, Monitor
traffic of platforms
● Market specifically through these platforms and increasing touch points for
consumers
○ Increasing social media touch points will help increase brand awareness
and heighten marketing
● Achieve goal within 3 months marketing campaign

6. Target Market
● Working Moms in Suburban Raleigh
● Upper Middle Class or higher
● Household income over $80,000 a year
● Frequents social media
● Ages 35-55
http://www.bluntmoms.com/5-annoying-mommy-cliques-that-crowd-my-kids-school/

7. Customer Persona
Stacey, 35
● Location: Raleigh, NC
● Income: $85,000 salary
● Profession: Real Estate Agent
● Interests/ Hobbies: Tennis and
hosting dinner parties
● Divorced with 2 children
● Innovator
Benefits Sought
● Convenience without a higher price
● Products she wants all in one place
Social Medias Used:
● Instagram
● Facebook
● YouTube
● Pinterest
Purchase Behavior:
● Uses influencer and family reviews as major
information source
● Uses Boxed for convenience
● Makes direct purchases from social media posts

8. Marketing Strategy
● Increase customer acquisition
○ Word-of-Mouth
○ Social Media presence
● Increase sales
○ Brand awareness
○ Increase consumer interaction
● Increased brand awareness
○ Main focus on community involvement
○ Heavy use of social media advertising

9. Marketing Campaign
● Social media presence
○ Next door advertisements
○ “Mommy” Facebook group advertisements
● Sponsorships
○ Local high school sports teams
○ Craft shows
○ Art & Farmers markets
● Incentive programs
○ Referral coupons
○ Wine vouchers

10. Creative Brief
● Will be targeting middle/upper class mothers who don’t have a lot of free time
to go grocery shopping, with a main focus on the convenience factor.
● Will be competing against other companies such as Amazon prime, Walmart,
and Jet.
● Boxed creates a service that provides quality products at affordable prices.

11. Value Proposition
● Use SMM to expand brand awareness and presence
● Educate target market on the price and time savings
● Highlight how easy and convenient Boxed is to use from an app or browser
purchase bulk goods
● Two day or less free delivery on purchases of $50 or more means no more
half days spent at Costco or Sam’s club
● The convenience of Amazon, plus the savings of Costco, minus the
membership fees of both

12. Campaign Strategy
Zone 1- Social Community- facebook, instagram, nextdoor app. Build a relationship with consumers to
create a community of Boxed supporters
Zone 2- Social Publishing- mommy blogspots, twitter. Will use these platforms as user-generated
marketing. Provide vouchers and discounts to moms who advertise Boxed and write/record positive
reviews.
Zone 3- Social Entertainment- Using youtube.com and hulu to help advertise between videos. Apps
such as snapchat can be used as a platform between videos to advertise Boxed.
Zone 4- Social Commerce- Use pushpoints through Instagram, twitter, and facebook to take consumer to
Boxed website to buy online.

13. Message Strategy
● “Don’t waste time (picture of long line at Costco like store) or money
(expensive single item on Amazon like page). Buy on Boxed.”
● Earn a voucher for one “wine collection” (4 or 6 bottles) for every $1,000
spent.
○ Each voucher also enrolls customer for 2 person Alpha Omega wine tasting trip in Napa with
flight included.
● Earn wine voucher for x amount of new customer referrals
● Use school sponsorships to put up banners on school fences

14. Media Plan
● Sponsoring a go-to Youtube channel for moms with about 15k subscribers
● Advertising through various mom-based Facebook groups
● Forming a hashtag on Twitter
● Running promoted posts on Instagram
● Using the Nextdoor app
● Using Pinterest to give moms new ideas using our products

15. Budget
Next Door Advertisements
● $22,000 per month, total of $66,000 for campaign
Facebook Ads
● $15,000 per month, total of $45,000 for campaign
YouTube Sponsorships
● $500 per video, total $1,500 for three videos
Wine Tasting
● $50 for each trip, total of $150 for three trips
● $611 for each flight ticket, total $3,666 for 3 trips for 2 people
School Sponsorships
● $15,000 total
Total Costs: $131,166

16. Evaluation Plan
● In-app analytics to measure direct reach and interactions on a daily basis
● Using social monitor software like Social Bakers
Example using another brand on Cyfe

17. Visual Summary
“Highly satisfied
with my order
from #Boxed. I
would definitely
recommend it for
busy moms”
Like the Boxed Facebook
page to see how moms
everywhere are using our
products
Use hashtag
#BoxedContest for
your chance to win
a $20 gift card!

18. OTB Solutions Team
Beka, Jonathan, John, Megan, Benjamin

19. Resources
Tuten, T. L., & Solomon, M. R. (2018). Social Media Marketing, 3rd Edition. Los Angeles: Sage.
https://www.bluecorona.com/blog/how-to-advertise-on-nextdoor
https://winecountrygetaways.com/napa-valley-wine-tasting-fee-index/
https://www.southwest.com/air/booking
https://www.cyfe.com/