2. Campaign Goals
Create a presence on social media
platform to engage with young adults
Increase brand loyalty and product
awareness
A voice of Campbell’s soup geared toward
young adults
3. Situation Analysis
• Increase demand for home-
style meals amongst young
adults
• Change eating trends
• Acknowledge competitors,
suggest alternative
• Recognize untargeted market
4. Target Audience
Analysis
College Students
Miss their parents cooking
Just starting to buy food on their own
Health conscious but still want the taste of home
Ages 18-22
Young Professionals
Health conscious and seek convenience
Want to start exploring recipes and cooking ideas
Ages 23-27
5. Breakdown of
Budget
• Total budget: $10
million
• Digital Strategy
• $4 million Google
Adwords
• $3 million Social
Media/Digital
platforms
• $3 million Inbound
Marketing Efforts
6. Social Media
Strategy
• Twitter and Facebook
• Interactive
• “Cool Mom” approach
• Up-to-date and user
friendly links
• Wordpress Blog
• Cooking tutorial videos
• Recipes
7. Mobile
Interactions
Multiple platforms for customers to be reached
SMS campaign
Giveaway contests
Text to receive instant soup deals
Campbell’s Soup App available for Smartphones
Recipes
Coupons and exclusive offers
Instagram
Photo contests
8. Inbound Marketing Strategy
Use of Search Engine
Optimization
Banner advertising
Google Adwords
Relevance amongst
posts
9. The Big Idea
• Draw in audience
• Campbell’s Soup: the younger
generation
• Consumer interactions that matter
• Loyalty that starts with families leads
to further generations
Use blogging and social media platforms to build a personality around Campbell’s soup that connects with young adults
Increase brand loyalty and product awareness of all soups to target desired audience and increase sales
-Increase a demand in young adults who are just now starting to do their own home-cooking
-Target young adults who miss their mother’s home made soup and don’t quite know how to grocery shop on their own
-Change the targets eating trends from fast-food to conveniently wholesome
-Acknowledge the competing foods being fast food and other dining establishments on college campuses and in young professionals world, pose Campbell’s soup as a piece of home for the kids on their own who never want to grow up.
-Recognize a group of young adults as an untargeted market amongst Campbell’s soup and a very ideal one being that they are just now grocery shopping on their own and will be likely to choose products that they love
-College students will be targeted as missing home and wanting food they are familiar with – building trust with the products assuming they are already familiar with Campbell’s soup
-Young professionals are beginning to cook on their own or want convenient food for their fast-paced lifestyles
-Ways to incorporate Campbell’s into their homes
-Ten million dollars for the total budget Is a fraction of the total budget Campbell’s spends on Advertising efforts yearly and will be spent on this specific audience and campaign efforts
-The money going toward Adwords will be used to attract consumers to Campbell’s soup social media platforms and products, and ensure that the right customers are being brought to the site and other platforms
-Social media platforms will be perfected along with its strategy and managed in order to build relationships and form loyalty with the brand
-Inbound marketing efforts such as SEO and giveaway contests will bring an audience together and further relationships with consumers
-The social media platforms will be geared toward the audience and interact with them based on keyword searches, generated links, and other inbound marketing strategies
-The “cool mom” persona will be one that suggests what to eat for dinner but doesn’t force it – and suggests Cambell’s soup as an alternative to “caf food” or drive-thru options, just like consumer’s mothers taught them
-The blog will be comprised of bi-weekly posts along with videos with a young 20-something using Camobell’s soup in recipes and on the go
-The key focus for mobile interactions will be to generate awareness and provide benefits for using these products
-Giveaways and contests will engage a younger audience and make Campbell’s even cheaper for them to buy
-These interactions will also be a way to create a community amongst the targeted audience as they will see other’s posts and feel engaged on multiple platforms
-For example: there may be a giveaway for free Campbell’s soup for a whole school year that starts in September and encourages consumers to post their favorite Campbell’s soup memories on Instagram and use a campaign-wide hashtag to enter to win
-Search engine optimization will utilize keywords and phrases that make sure that the right consumers are being targeted at the best times
-Banner advertising will utilize familiar searches and frequent sites to attract consumers to the Campbell’s soup products
-Google adwords will be the most extensive inbound marketing strategy and will use the best keywords and phrases to show off the Campbell’s blog and other social media platforms to the right consumers at a frequent and relevant pace.
-The overall goal of this campaign is to use digital strategies to attract an audience that is untapped by Campbell’s soup
-College students and young adults remember Campbell’s soup from their childhood, and this is the perfect time to respark the relationship with the brand but on a more personal level since they are now making meals for themselves.
-This campaign will ideally lead to a new look for Campbell’s Soup, one that is seen as more of a trendy and exciting choice for new consumers
-With the use of the budget and digital marketing efforts an entirely new audience will have formed brand loyalty with the products and embarked on a lifelong journey with the brand that is separate from their childhood
