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Digital Marketing Strategy: Halo Top
- 1. DIGITAL MARKETING ANALYSIS: HALO TOP APRIL 2018
- 2. TABLE OF CONTENTS COMPANY OVERVIEW & SITUATION ANALYSIS BRAND ANALYSIS DIGTIAL MARKETING PRESENCE COMPETITIVE ANALYSIS DIGITAL STRATEGY
- 3. MEILING CHIA-HUI RIYA SAHIRAH
- 4. COMPANY OVERVIEW & SITUATION ANALYSIS
- 5. Halo Top Creamery is a guilty-free ice cream brand founded by Justin Woolverton. It was officially launched in LA on 2012. To differentiate themselves from other rivals in this high competition market, Halo Top focus on healthy, higher-protein, lower-sugar alternative. Currently, Halo Top is sold throughout the US, Australia, Mexico, Canada, and the UK. Besides for the physical retailers, it also relies online store.
- 6. SITUATIONAL ANALYSIS 2017 Total market size: $ 5.5 B Halo Top revenue: $ 49.1 M Annual growth: 20,944%
- 8. SITUATIONAL ANALYSIS POLITICAL • To qualify as ice-cream according to FDA regulations the product must meet two • Ice cream must contain a minimum of 10% milkfat • Ice cream must have no more than 100% and weight no less than 4.5lbs. Per gallon ECONOMICS • Average household income remain stable • Majority of the ice cream industry in the united states contributes more 39.0Billion to the national economy and created more than 188,000 jobs in communities across the world. SOCIAL • Growing health consciousness • Raising awareness of body fitness TECHNOLOGY • Growing time spending on online shopping • More users using mobile to do online shopping • Mature delivery system
- 9. BRAND FRAMEWORK AND ANALYSIS
- 10. BRAND INSIGHTS • Most people love the taste of ice cream, but they seldom eat ice cream because it always contained high calories and lots of sugar, which is definitely not good for your body fitness and health. • Halo Top Creamy is the best solution to these concerns. • The low-sugar and high-protein alternatives could save all the foodies from the guiltiness!
- 11. BRAND VALUE Attribution • Joy • Happiness • Fun • Colorful • Outgoing Benefit • Low calories • Low sugar • High Protein • Healthy • Delicious • Different flavorsPromise • Halo Top ice cream can be the best of both worlds– tasty and healthy!
- 12. TARGET CUSTOMER • Age: 18-35 years old • Gender: female • Social: middle-class • Progressive views • Urbans dwellers • Highly educated • Ambitious • Omni channel engagers • Health Enthusiast
- 13. BUYER PERSONA Jamaica is a 24-year-old account executive in a media agency. She has a tight schedule and always feels stressed in the workplace. One way to release the pressure is going to the gym and taking fitness classes on weekends. The other way is through eating the feelings up. The stress leads to the desire to desserts and snacks, but she cares about her body shape very much, so she always tries hard to stay away from her favorite chocolate ice cream. One day, she sees Halo Top guilty-free ice cream when she is surfing Instagram after a tiring day……
- 14. SWOT CHART STRENGTHS • Clear brand image focusing on the niche • Successfully impress younger generation by social media • Convenient online store WEAKNESSES • Do not have lots of retail distribution comparing to other competitors • 68% of consumer make their selections based brand, so it limits the growth of new brand like Halo Top. OPPORTUNITIES • The growing trend of healthy diet • The raising awareness of body fitness THREATS • Some new entrants have already enter the market • Well-known brands also provides the low- calories product line to compete with Halo Top.
- 15. CURRENT DIGITAL MARKETING PRESENCE
- 16. TRAFFIC OVERVIEW
- 19. MICRO MOMENTS
- 20. I WANT TO KNOW
- 21. I WANT TO DO
- 22. I WANT TO GO Strong competition taking over halo top’s consumers. Need to work better on this micro moment.
- 23. I WANT TO BUY Affiliations with major Grocery Chains both online and offline.
- 25. FOLLOWER ON SOCIAL MEDIA Likes CommentsVideo Views 20K - 89.7K 211 - 3K700 - 5K HIGH PERFORMANCE POSTS
- 26. SOCIAL MEDIA PLATFORMS Likes Followers 757K755K
- 27. SOCIAL MEDIA PLATFORMS 21% of Social Traffic comes from Reddit
- 28. SOCIAL MEDIA PLATFORMS Likes Followers 39.1K35K Content is in sync with Instagram & Facebook
- 29. SOCIAL MEDIA PLATFORMS Views Subscribers 32.3K14M • Little to no brand presence on this Medium. • Content Marketing needs to be optimized and updated.
- 30. FOLLOWER ON SOCIAL MEDIA Followers 11615 HIGH PERFORMANCE POSTS
- 34. KEY COMPETITORS
- 36. BEN & JERRY’S ● Ben & Jerry's, is an American company that manufactures ice cream, frozen yogurt, and sorbet. ● It operates globally as a fully owned subsidiary of Unilever. Its present-day headquarters is in South Burlington, Vermont.. ● To compete with the rising customer demands of Low-Calorie Ice Cream, Ben & Jerry’s recently came up with a new line: Moophoria
- 37. SKINNY COW •Skinny Cow is an American company that manufactures high protein, high fiber, low fat and low sugar ice creams and frozen treats. It’s parent company is Dreyer’s •They started by selling ice cream bars in 2013 and have since grown exponentially, and become a favorite for many.
- 38. BEN & JERRY’S ● Launched 3 new flavors ○ Chocolate Milk & Cookies ○ P.B. Dough ○ Caramel Cookie Fix ● 140-160 calories per serving (560 Calories/Pint) compared to about 350 calories/pint in Halo Top.
- 39. BEN & JERRY’S COMPETITIVE ADVT. ● Brand Image: Founded in 1978, has been America’s favorite ever since. ● Physical Presence: Ice-Cream & Scoop Shops, Catering & Delivery. ● Increased customer engagement.
- 40. SKINNY COW COMPETITIVE ADVT. •Broader product line: Ice Cream Bars as well as snacks such as chocolates, crisps and ice cream pints. •Strong physical reach to consumers. •Advantage of Dreyer’s existing marketing knowledge.
- 44. I WANT TO DO How-To Guides •Pairing Skinny Cow products with festive specific ingredients
- 45. I WANT TO KNOW
- 46. I WANT TO GO Physical stores as well as retail chain presence. Store locator on the website.
- 47. I WANT TO BUY Available to be purchased online via the website. Affiliations with major Grocery Chains both online and offline.
- 49. I WANT TO KNOW Factory tour: How their ice-cream is made. Blogs/Emails
- 50. I WANT TO GO Physical stores as well as retail chain presence. Store locator on the website.
- 51. I WANT TO DO How-To Guides •Different flavor combinations •New ingredients •YouTube Videos
- 52. I WANT TO BUY •Available to be purchased online via the website. •Affiliations with major Grocery Chains. •Exclusive Ben & Jerry Stores.
- 54. BEN & JERRY’S OMNICHANNEL
- 55. SOCIAL METRICS FOR COMP.
- 56. MOBILE PRESENCE FOR COMP.
- 57. MOBILE PRESENCE FOR COMP.
- 58. EMAIL MARKETING FOR COMP.
- 59. DIGITAL STRATEGY
- 60. PROBLEMS/ISSUES Website: Cognitive stress. No backlinks are provided on the social media platforms. Social Media: Call to action isn’t clear enough. The content on Facebook and Instagram are the same. Search Engine Marketing: For organic search, Nearly half of organic traffic to Halo tops comes from branded key words, the other 6.4% comes from stylize key words, so consumers would not find Halo Top in every micro moment. For paid search, Halo Top are paying for the keywords that have already ranked high in organic search.
- 62. WEBSITE STRATGEY Website • Try to simplify the landing page. It is filled with too many strong visual that would cause cognitive stress. • Add an sign up page for memberships so that customers to subscribe • To increase the traffics, put the backlinks in social media posts
- 63. SOCIAL MEDIA STRATEGY Social Media • Facebook content should be different from those posts on • Instagram, more content can be provided e.g. recipes, guides etc. • Create tags for Instagram and Facebook posts. • Provide clear call-to-action in every posts and backlines to official website • For Pinterest, the tones and manners do not consistent with other • platforms.
- 64. EMAIL MARKETING STRATEGY Frequency: Once a week Increase diverse content: New Flavors/ Recipe updates /Recent Activities / Special discount for birthday
- 65. SEO/SEM STRATEGY SEM- Organic Search To include long-tail keywords that describe the flavor on page content e.g. blog, product descriptions, so that Halo Top can be recognized by search engine for higher ranking. SEM- Paid search Monthly key words analysis, so that Halo Top can come up with some other key words.
- 66. DISPLAY/MOBILE STRATEGY Social Media Banner Ads YouTube Ads Seasonal Ads
- 67. THANK YOU FOR YOUR ATTENTION!
Editor's Notes
- -add the Micro Moments for Halo Top and Competitors -Slide 56 Ben and Jerry Youtube -Add all social media competitors to the Apendix and brand snapshot of the realtions with big businesses -influencer marketing slide into recommendation section!!!!
- Halo Top Creamery is a low-calorie/high protien ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, Singapore, and the United Kingdom. Sales of the company have been growing by about 2,500% each year with only digital marketing efforts. They have no traditional marketing outlets and therefore stands as one of the best examples for a digital marketing firm. We analyzed what they're doing right, how they can do better at what they're doing wrong and what their competitors are up to.