MKTG 5370 Social Media Marketing Campaign Project for BOXED.com

1. #BOXEDSavesTime
SOCIAL MEDIA MARKETING CAMPAIGN &
SWEEPSTAKES
This Photo by Unknown Author is licensed under CC BY

2. MorWel Marketing Team
Dr Dana D Wells
Chief Social Media
Marketing Officer
Don Draper
Creative Director
Peggy Olson
Digital Copy Chief

3. Problem/Opportunity: Save Moms Time in
Maryland/DC/Virginia
Demographics
 Population: 6,216,710
 Female: 51%
 Women18-50 Who Gave Birth Past Yr:
4.9%
 Med Age: 37.1
 Bachelor’s Degree or Higher: 50.8%
 Married Marital Status: 51%
 Family Size: 2.8
 Med Household Income: $99,669
 Med Owner-Occupied Home Value:
$424,600
 Drive Alone to Work: 66%
 Mean Commute Time: 35 Minutes
U.S. Census Bureau (2017). American Community Survey 1-year estimates page for Washington-Arlington-Alexandria, DC-VA-MD-
WV Metro Area [Census Reporter profile page]. Retrieved from https://censusreporter.org/profiles/31000US47900-washington-
arlington-alexandria-dc-va-md-wv-metro-area.

4. Evolution of the ‘Soccer Mom’ Persona:
Increased Segmentation by Age Group
Soccer Mom Persona:
Middle income mothers who balance
family, career, and have little time for
themselves.
Social Media Motive: Affinity,
Curiosity, Personal Utility
SM Jobs-To-Be-Done:
Increase their ability to quickly solve
problems.
Increase engagement with community
networks to create solutions.
Increase visibility of and share
unknown solutions

5. U.S. social media account ownership 2018, by age group
Note: United States; February 8 to 10, 2018; 18 years and older; 2,201 Respondents; online users; account ownership, not active usage
Further information regarding this statistic can be found on page 8.
Source(s): Morning Consult; ID 200548
82%
89% 88%
84%
77%76%
54%
42%
29%
16%
73%
40%
26%
12% 5%
52%
44%
41%
29%
20%
18-29 30-44 45-54 55-64 65+
Shareofrespondents
Facebook Instagram Snapchat Twitter
4
Share of internet users in the United States with accounts on
selected social media platforms as of February 2018, by age group

6. U.S. usage reach of leading social networks 2017, by age group
Note: United States; February 2 to 8, 2017; 18 years and older; 1,446 Respondents Further information regarding this statistic can be found on page 8. Source(s): Statista Survey; ID 305245
86%
26%
58%
19%
37%
15%
45%
21%
47%
71%
1% 2%
81%
23%
31%
21%
28%
5%
16%
7%
39%
52%
1% 9%
67%
9% 7%
15%
20%
1% 1% 2%
16%
25%
1%
27%
FACEBOOK GOOGLE+ INSTAGRAM LINKEDIN PINTEREST REDDIT SNAPCHAT TUMBLR TWITTER YOUTUBE OTHERI DON`T USE SOCIAL MEDIA
Shareofrespondents
Age 18-29 Age 30-59 Age 60+
4
Reach of selected social networks in the United States as of
February 2017, by age group

7. BOXED Website Demographics

8. BOXED Website Traffic

9. Value Proposition: Show Moms How
BOXED Saves Them Time

10. BOXED Underlying Magic
 Mobile App
 Limited Item Types Create Lower Prices
 Niche Market Strategy
 BOXED Promise Aligns with Working Mom CrowdCulture:
“We provide time and convenience”

11. • Pinterest:
https://www.pinterest.com/boxedwholesale/
• Facebook:
https://www.facebook.com/BoxedWholesale/
• Customer Reviews:
https://www.trustpilot.com/review/boxed.com
• Customer Reviews:
https://www.sitejabber.com/reviews/boxed.com
• Website: https://www.boxed.com/
• Blog: https://www.boxed.com/blog
• Twitter: https://twitter.com/BoxedWholesale
• Facebook:
https://www.facebook.com/BoxedWholesale/
• LinkedIn: https://www.facebook.com/BoxedWholesale/
• YouTube Social Media Influencers UNBOXING:
https://www.youtube.com/results?search_query=boxed.
com+sponsored+
Zone 1:
Social
Community
Zone 2:
Social
Publishing
Zone 3:
Social
Entertainment
Zone 4:
Social
Commerce
BOXED social media presence by zone.

12. BOXED Competitive Analysis:
Increase social media engagement

13. BOXED SWOT Analysis:
Expand product offer to refrigerated goods

14. #BOXEDSavesTime Word-of-Mouth
Campaign Strategy
 Build brand awareness with DC/MD/VA Moms’ Club
crowdculture by offering BOXED free samples for review
 #BOXEDSavesTime Sweepstakes
 Ask participants to provide a 2 minute time-saving tip for other
moms (bulk-buying, healthcare, etc.)
 Post to Facebook
 Videos will be voted on for best tip ($10K, $5K, $2500K)
 Coupon Code for each State
 Social Media Influencers Get Coupon Code by State

15. #BOXEDSavesTime Go-To-Market Plan
Strategic Objective Strategy Tactical Objective Tactics
Increase traffic 25% from DC/MD/VA
Moms
Increase sales 25% from DC/MD/VA
Moms
Create brand awareness Expose target audience to brand in
the zone of social community
Encourage use of BOXED app
Bring brand presence in social
communities
Engage in conversations with fans
and influencers
Post interesting and interactive
messages
Promote links to high-value content
Post daily in each network
Respond to comments and questions
daily
Use influencers list to enhance reach
Generate demand/acquire customers Create desire and demand using
zone of social commerce
Use emotional imagery in content
posted across social channel
Use group deals and crowsourced
lists to drive sales
Influencer initiatives focused on
specific sales goals
Periodic group deals for passion
topics announced on SNS
IN PROGRESS

16. #BOXEDSavesTime W-O-M &
Sweepstakes Channels
Owned Media
Website, Facebook,
Mobile App
Earned Media
Social Media
Influencer Groups
Paid Media
Coupon Referrals &
Commissions

17. #BOXEDSavesTime Campaign Budget
Line Item Amount
Website Upgrades & Data Storage $100,000
Content creation $40,000
Product Trials to Social Media Influencer Groups: DC Area Moms, Red Tricycle $10,000
Digital Billboards on Interstates I-95, Beltway Outer Loop, Capital Beltway 495:
Hey Mom’s: Share a 2 Min Time-Saving Tips Video, Win Up to $10K #BOXEDSavesTime
$50,000
#BOXEDSavesTime Sweepstakes Administration Mobile App, Text Opt-In $25,000
#BOXEDSavesTime Sweepstakes PayOut $15,000
#BOXEDSavesTime Coupon Earn $25 When Friend Purchases $75 or more with $25 Coupon $10,000
Sponsor DC/MD/VA Social Media UnBOXED Influencers with 1000 or more Followers $10,000
Total (In Progress) $250,000

18. #BOXEDSavesTime Content Calendar
This Photo by Unknown Author is licensed under CC BY-SA
IN PROGRESS

19. #BOXEDSavesTime Social Media
Campaign Metrics
Category Metric
Activity (Input) Hashtag Use
Post Rates
Response Rate
Average Response Time
Interaction (Responses) Followers
Traffic
Time Spent with Post/Site
UGC Contributed
Discount/Deal Redemption Rate
Reviews
Performance (Outcome) Lead Conversion Rate
Average New Revenue Per Customer
Earned Media Values
Share of Voice
Return on Investment

20. BOXED.com Website Customer
Engagement Recommendations

21. Website Customer Engagement
Recommendations
 Goal to drive
IN PROGRESS

22. Proof of Concept: Referent Pricing &
Reviews Transparency

23. Proof of Concept: IKEA Reviews & Ratings

24. Proof of Concept: AMAZON Reviews,
Videos, & Photos

25. Recommendation Make Website More
Engaging

26. Proof of Concept: Kroger Recipes with
Time Prep and Links to Ingredients

27. PROOF OF CONCEPT: Add Links to YouTube
Videos to Website & Facebook, Twitter

28. Thank you