1. Overviewofthe plan.
Aims:
My aims for this campaign is to set up a newsletter subscription service for Innocent smoothies for six
months to increase awareness of world hunger and also increase brand awareness while working on
this campaign.
Innocent smoothies promise to donate €2 to a charity organisation called Gorta Ltd for every
newsletter subscription
And by the end of this campaign I hope to increase the company reputation and also create awareness
on hunger and also promote a healthier society by running a competition for subscribers of my
newsletter to be in a chance to win one crate of innocent smoothies for two months .I will use E-tools
such as twitter, google analytics, Email newsletter and YouTube to measure the result of my
campaign.
2. Overviewofinnocent smoothies LTD.
Innocent smoothies is a public limited company founded 1999 by Richard Reed after selling some
smoothies at a music festival since he enjoyed making smoothies so much he tried an experiment by
putting two baskets beside his stall one had “yes” and the other had “No” and asked customers if they
think he should give up his current jobs to make smoothies for a living.
He noticed a few hours later the Yes basket was already full so he resigned from his job and that how
Innocent smoothies was founded
Innocent smoothies donates 10% percent of its profit to Africa because that where most of their
fruits/ingredients comes from and they want to help maintain the natural resources. Innocent
smoothies provides funding for four types of projects seed funding, local food poverty, breakthrough
development and emergency relief.
3. Swot Analysis ofInnocent Smoothies.
Strengths
Innovative product and creative marketing
Innocent were being innovative by launching a new flavour in to the market
Good communication with customers and retailers
Weakness
Loss oforiginality
In 2008 a report accused the company of making false claims by stating that their product was
transported solely by boat or rail to reduce greenhouse gas emissions when they were in fact trucked
over hundreds of miles from the continent. Innocent's website stated that their drinks were "made in
the countryside" whereas they were actually imported from the Netherlands. The company stated that
the information on their website was out of date and misleading statements would be removed
promptly.
Newcompetitors
PRIEMIER FOODS PLC
OCRCHARD HOUSE FOODS LTD
WELLNESS FOODS LTD
(http://www.hoovers.com/company-
information/cs/competition.INNOCENT_LTD.ade7e6158fefd450.html)
That has entered the market with similar product at lower prices.
Opportunities
First there is global trend that encourages people to take more care about their health and one of the
main points for achieving that is eating healthier and natural food, ‘innocent' smoothies, juices and
other brands have that characteristic and also they have a good know reputation.
Second with the partnership that ‘innocent' has made with McDonalds they have introduced their
brand in a worldwide know fast food chain, that has being able to entered to almost all countries in the
world and had being able to adapt their products to the specials needs of every country. Also
McDonalds is target to satisfied the needs of every member of the family, as ‘innocent' has become
part of this it would help the brand not only to maintain their position as the number one brand of
smoothies in the UK but also to consolidates their brand in other counties were they had already enter
the market as well as entering new potential market in other countries of the world.
4. Threats
Economic downturn
“innocent” fast growth was based on a period of economic boom and the brand didn't had any
significant competitors, so now they have to deal with all these external factors without losing the
company values and their way of doing business.
(http://www.ukessays.co.uk/essays/management/innocent-ltd-report.php)
Innocent smoothie targetmarket.
1. Health conscious- people that want to improve their diets, health etc.
2. Time- strained- people that want to be healthy but do not have the time to make healthy food
choices or gym therefore want something convenient and nutritious
3. Parents?- may give this to children as an alternative option to fizzy drinks
4. Workers?- as part as their lunch
Innocent smoothie’s competitors.
Premier Foods PLC
Orchard House Foods LTD
Wellness Foods LTD
http://www.hoovers.com/company-
5. Objective ofthe digital marketing campaign.
My objectives for this campaign is to increase awareness on hunger and also increase brand
awareness and also engage and convert visitors on my webpage by getting them to sign up for
newsletter and they will automatically be in a chance to win one crate of innocent smoothies for two
months and use email to build a better loyal customer base for innocent smoothies and also promote a
healthier society.
6. Suitable E-Tools Suggested
For this campaign I will first launch a video campaign on youtube and also leave a link to the
campaign homepage under the video inorder to direct viewers of my video on to our website as they
might like to sign up for the newsletter/email addresses.
And I will also use twitter Hashtag and google analytics for this campaign also.
7. Justification for E-tools suggested.
The reason I will be using YouTube for this campaign is because I want to launch a video to show
viewers of the video the effect of hunger on a person’s physical and mental stability and to also create
awareness and inform viewers also.
The objectives of the website is to provide viewers of video campaign on YouTube with more
information of what the campaign is about and if they sign up they will also be in a chance to win one
crate of innocent smoothies for 2 months and how innocent are going to donate €2 for every
newsletter subscription for a 6 month period and to also gain their trust and convince them to sign up.
Website persona 1
For example let say Hannah Murphy, age 25 decided to sign up for the newsletter after seeing my
video campaign on YouTube and she likes idea of my campaign because of the competition and the
good we are doing, automatically she will be included in the draw to win one crate of smoothies for
two months
This will be my marketing strategy to encourage people to sign up.
8. Website persona 2
John legend age 33 sign up for the newsletter after viewing my video campaign on YouTube and
because he was worries about his weight and wants to be healthier so he signed up for the newsletter
because he knew he would be in a chance to win one crate of innocent smoothies for two months
The reason why i have chosen to use email newsletter is because I want to show subscribers what our
donation has been doing so far in Africa for the victims of hunger and to also enhance our reputation
has a company.
9. The reason I will be using twitter hashtag trending and retweets is because I want to create awareness
about the hunger campaign we are doing and I think social media is the best marketing tool for me in
order to achieve this at a faster rate and also covering the cost also.
The reason why i have chosen to use Google analytics for this campaign is because it will allow me to
see how people visited the campaign website on what certain day and what was the click rates and
what counties visited my website the most and what was the bounce rate from page to page and to be
able to analyse if I’m meeting campaign objectives and KPI successfully and to also find out if people
clicked on the links to the website that I left on my YouTube video campaign and my twitter tweets.
10. Purpose ofthe various E-tools suggested.
The video campaign on YouTube will encourage people to sign up as they might not like the way
these people are suffering all because they are hungry and also create awareness.
The website will allow me to collect data information of the people have signed up for the newsletter
and also help to increase enhance brand awareness and campaign awareness as there is no catch and it
is straightforward it allow us to gain the trusts of the subscribers that have signed up for our
newsletter as we promise to donate €2 to Gorta Ltd and automatically they will also be in a chance to
win one crate of innocent smoothies for 2 months.
E-mail newsletter will provide subscribers what our donation will do for the victims of hunger and
also prevent subscribers from unsubscribing to our newsletter
The twitter hash tag trending and retweets will help create awareness for our campaign and also
enhances our reputation as a company #humilatehunger4innocent
I will use google analytics to identify unique visitors on my website and check the bounce rate on my
homepage and did most people just landed on my homepage and left or did they make the effort to
check out my blogs about the campaign and what my campaign is about .
11. Specification ofkey performance indicators measuring campaign success and methods used.
I will launch my video campaign on YouTube on the 13/04/2015 and then check how many views I
have received on the video and I will then check for feedback on the video by reading the comments
and then check the website itself for the campaign to see the number of people who viewed it so far.
I will then use google analytics to see how many people have subscribed to us for the newsletter and
also review the website stats using google analytics such as amount of likes and shares of blogs and
comments.
With google analytics I will be able to back up my statement as I will be able to check the number of
people who visited the campaign website on what day and what part of the world and also analyse if
my blogs about the campaign on WordPress has been liked and commented on also and how many
people have directed themselves onto our page due to the link I will leave below on the video
campaign I will launch on YouTube and how many people have clicked past my homepage and look
at other stuff on my website such as my blogs about the campaign.
The method I will use for this campaign will be first I will launch the video campaign on YouTube to
inform viewers and I will also deliberately put a link under the video to direct viewers of the video to
our website and ultimately gain their trust by providing more information about the campaign and if
they sign up for our newsletter and they will be automatically included in a draw to win one crate of
innocent smoothies for two months.
For this campaign I used free smoothies to target people who might not be happy about their weight
or health to sign up as they might like to do something to fix health problem and I will use the
newsletter update and our blog followers to enhance our reputation as a company and to show our
subscribers what our donation will be doing for victims of hunger in Africa.
The method I will use for this campaign will be first I will launch the video campaign on YouTube to
inform viewers and I will also deliberately put a link under the video to direct viewers of the video to
our website and ultimately gain their trust by providing more information about the campaign and if
they sign up for our newsletter and they will be automatically included in a draw to win one crate of
innocent smoothies for two months.
For this campaign I used free smoothies to target people who might not be happy about their weight
or health to sign up as they might like to do something to fix health problem and I will use the
newsletter update and our blog followers to enhance our reputation as a company and to show our
subscribers what our donation will be doing for victims of hunger in Africa.
Timeliness ofmonitoring and corresponding resources required.
I will monitor the campaign success carefully by reviewing the amount of retweets ,like ,shares
,visitors and subscribers with google analytic to show if the campaign is achieving the objectives or
not and tools I will use to monitor campaign success will be google analytics, YouTube and twitter.
12. Full Evaluation of campaign carried out.
The YouTube campaign video was launched so the 13/04/2015 and has now received at least 27
views in the first two days of the launch in this way I know I am creating awareness for the campaign
and engaging people has they are click on the link I left below on the video and directed themselves
on to our website.
the website itself for the campaign has also been viewed by at least fifteen people so far from Ireland
and 7 people has signed up for our newsletter also received one comment and a like on our website I
was able to access allthis information with goggle analytics.
The campaign has been a success so far because my tweet #humilatehunger4innocent is going viral
on twitter has many twitter users are retweeting my original post this way I know I am creating
awareness for the campaign as it is being shared to friends of those who retweeted .
With google analytics I will be able to back up my statement as my website has been viewed by 16
people so far and my blogs about the campaign on WordPress has been liked by one person and
commented on also and 2 people so far have directed them self on to our website because of the link I
left below the on my YouTube campaign video and 6 people have clicked past my homepage and look
at other stuff on my website such as my blogs about the campaign.
The strategy I used for this campaign can also be used for another campaign since it successfully so
far and can also be on going for a long while and all the feedback I received on the video and our
website were positive so this mean people actually approve our campaign by this way we are also
enhancing our reputation and our brand.
13. Evidence that campaign is quiet successfully so far
Youtube campaign gaining views already
16. After signing up for newsletter you get an email to confirm your subsricption.
17. Every time innocent post a new blog on their website the subsribers will recieve an email to show that
there a new post on the website and they can click on link to read the blog or read it through their
email instead.
21. Clear demonstration ofgood client management relationship skills
Jan
I will design the campaign website and send the link to the home page to our client via email
Feb.
I will launch the video campaign on YouTube and share the link for the video to our client via text
messages.
Mar.
I will create a twitter page for the campaign call innocent hunger campaign and post some tweet and
get my followers on twitter to retweet it to their friends to create awareness on the campaign and also
I will also give our clients the username and password to our account via twitter private messaging to
show them that we are creating awareness by the amount of retweets and mentions we have because
of the campaign.
Apr.
I will start posting blogs on the campaign website to start up the newsletter so that the subscribers of
the campaign can get a feedback on what our donation has done so far and what we are going to do
next and also get our clients to subscribe to us via email to show them that the newsletter is working
and it is successfully.
June.
I will start reviewing my campaign with google analytics and also meet with our client online through
Snapchat screenshots and showing them the amount of views we have on the YouTube video and how
many people visited our website and did they direct themselves from the link I left below on the
YouTube video and calculate the amount of subscribers we have for the campaign.
To show I have achieve the objectives for the campaign which was to create awareness about hunger
and enhance our reputation has a company.
22. Harvard Referencing.
Patrick Kelleher. (2006)....... Available: (http://www.hoovers.com/company-
information/cs/competition.INNOCENT_LTD.ade7e6158fefd450.html. Last accessed 27/03/2015
...... (.....)..... Available: (http://www.ukessays.co.uk/essays/management/innocent-ltd-report.php).
Last accessed 5/04/2015.
