Texas A&M Corpus Christi MKTG 5370 Social Media Marketing Course Project

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. Table of Contents
 Problem/Opportunity
 Persona
 Value Proposition
 #BOXEDSavesTime Campaign Strategy
 #BOXEDSavesTime Campaign Media Plan
 #BOXEDSavesTime Campaign Content Calendar
 #BOXEDSavesTime Campaign Budget
 #BOXEDSavesTime Campaign Metrics
 #BOXEDSavesTime Campaign Creative Samples
 BOXED Website Recommendations
 BOXED Social Media Usage Statistics

4. Problem/Opportunity
 BOXED is known as the ‘COSTCO for millennials’ BOXED
 It provides the convenience of ordering bulk-sized goods on a mobile app, door-step
delivery, and free shipping for orders of $49
 BOXED target families, primarily busy moms with careers and limited time
 Washington DC/Virginia/Maryland (DC/MD/VA) is a potential new customer acquisition
area
 BOXED is interested in creating a digital, non-digital, word-of-mouth, and guerrilla
marketing campaign to acquire new customers

5. Problem/Opportunity:
Save Moms Time in MD/DC/VA
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.

6. 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
Amy Brenda Charlotte Diana

7. Why BOXED for DC/MD/VA Moms?
They spend
7 hours per week
commuting to work
They manage your
household, family, and
career
They have little time
for themselves

8. Value Proposition:
BOXED Provides You Time & Convenience
Mobile App Door-Step Delivery Enjoy Your Saturday
#BOXEDSavesTime

9. #BOXEDSavesTime Word-of-Mouth
Campaign Strategy
 Build brand awareness with DC/MD/VA Moms’ Clubs 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, $2.5K)
 BOXED Billboards, “Is THIS How You Want to Spend Your Saturday?”
 Social Media Influencers Get Coupon Code by State
 New Customers Get an Additional Coupon and Refer-A-Friend Coupon

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

11. Table
#BOXEDSavesTime content calendar.
Publishing Vehicle Message January February March April
Identify and staff social media marketing team Mobilize content strategies and tactics
Optimize website with: (1) referent pricing, (2) space for
customer reviews, ratings, pictures, videos. (3)Add BOXED
Saves Time blog link, Recipes link, and Cleaning Tips, on
front landing page.
Optimize website with: (1) referent pricing, (2) space for customer
reviews, ratings, pictures, videos. (3)Add BOXED Saves Time blog
link, Recipes link, and Cleaning Tips, on front landing page.
Billboards Is THIS how you want to spend your Saturday?
Social Media Influencers
Social Media Influencers 1,000 Subscribers Coupon Referral
Code by State
DC Urban Moms Blogs, DC Thrifty Moms, Red
Tricycle
Hand-written note from Chieh Huang BOXED is coming to
the DC/MD/VA very soon; product samples; review
requests on BOXED.com
Write content for Blogs
Facebook
BOXEDSavesTime Sweepstakes announcement, Amy,
Brenda, Charlotte, and Diana content
YouTube
BOXEDSavesTime Sweepstakes announcement, Amy,
Brenda, Charlotte, and Diana content
Instagram
BOXEDSavesTime Sweepstakes announcement, Amy,
Brenda, Charlotte, and Diana content
Twitter
BOXEDSavesTime Sweepstakes announcement, Amy,
Brenda, Charlotte, and Diana content
Fulfill prizes two weeks after promotion period.
Media opportunity with winners
Measure campaign results

12. Table
#BOXEDSavesTime media plan (channel plan).
Channel Purpose Editorial Plan Measurement
Owned Tactic Demographic Benefit Feature Topics When/Ideal Velocity Theme Content Type Tone/Rules of Engagement Call(s) To Action Engagement Indicators
Facebook Establish DC/MD/VA brand
presence, build relationships,
engage with new client base,
build fans
Appeal to Amy, Brenda, Charlotte, and
Diana personas
Build trust, entertain,
inform, promote, and
support
Stimulation, Safety, Traditions,
Caring
Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Research data
Tue: White paper
Wed: Example of the week
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
Instagram Establish DC/MD/VA brand
presence, build relationships,
engage with new client base,
build fans
Appeal to DC/MD/VA Amy, Brenda,
Charlotte, and Diana users of like bands,
using #BOXEDSavesTime
Build trust, entertain,
inform, promote, and
support
Stimulation, Safety, Traditions,
Caring
Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Product Photo
Tue: Meme
Wed: Behind the scenes
BOXED Fulfillment Center
Photo
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
YouTube Establish DC/MD/VA brand
presence, build relationships,
engage with new client base,
build fans
Appeal to DC/MD/VA Amy, Brenda,
Charlotte, and Diana users of like bands,
using #BOXEDSavesTime
Build trust, entertain,
inform, promote, and
support
Stimulation, Safety, Traditions,
Caring
Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Research data
Tue: White paper
Wed: Example of the week
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
Twitter Establish DC/MD/VA brand
presence, build relationships,
engage with new client base,
build fans
Appeal to DC/MD/VA Amy, Brenda,
Charlotte, and Diana users of like bands,
using #BOXEDSavesTime
Build trust, entertain,
inform, promote, and
support
Stimulation, Safety, Traditions,
Caring
Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Research data
Tue: White paper
Wed: Example of the week
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
Pinterest Establish DC/MD/VA brand
presence, build relationships,
engage with new client base,
build fans
Appeal to DC/MD/VA Amy, Brenda,
Charlotte, and Diana users of like bands,
using #BOXEDSavesTime
Build trust, entertain,
inform, promote, and
support
Stimulation, Safety, Traditions,
Caring
Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Research data
Tue: White paper
Wed: Example of the week
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
Snap Chat Establish brand engagement,
test response
Appeal to Amy persona Build trust, entertain,
inform, promote, and
support
Stimulation Post at least 2x/day, for every
company-related posting, share 3
DC/MA/VA persona posts
Mon: Research data
Tue: White paper
Wed: Example of the week
Thu: UGC videos
Fri: Meet the team
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Like Us”, “Follow Us”,
“Shop Now”, “Join our
blog”, “Share”
New followers, comments,
likes, and shares
Channel Purpose Editorial Plan Measurement
Paid Tactic Demographic Benefit Featured Topics When/Ideal Velocity Theme Content Type Tone/Rules of Engagement Call(s) To Action Engagement Indicators
Facebook Targeted Facebook ads and
sponsored posts
DC/MD/VA affluent moms with a
household income of $99k+
Clicks leading to new
followers, conversion
rates
#BOXEDSavesTime Stimulation,
Safety, Traditions, Caring
Run #BOXEDSavesTime Campaign
3 months
Use UGC, reviews,
testimonials, unboxing
Sweepstakes, videos, articles,
infographics, community
forums, events, news,
ratings, reviews, price lists,
product features, viral
Trust worthy, supportive, partner
Experienced, friendly, and
enthusiastic
Never ‘force’ our company into
other conversations unless it’s
relevant/helpful
“Subscribe to our
newsletter”, “Shop Now”,
“Share”
Time spent on website, clicks,
follows, shares, conversion
rates

13. Table
#BOXEDSavesTime go-to-market plan objectives, strategies, and tactics.
Strategic Objective Strategy Tactical Objective Tactics
Create brand awareness Increase BOXED brand awareness as #BOXEDSavesTime
moms by 25% among target audiences within six months
of the plan launch.
Build brand presence in social communities
Post interesting and interactive messages
Engage in conversations with fans and influencers
Promote links to high-value content
Use Facebook, YouTube, Twitter, and Instagram brand
profiles
Post daily in each network
Respond to comments and questions daily
Use influencer list to target conversations around
campaigns
Drive traffic to BOXED website and increase time
spent on site
Drive traffic to BOXED’s website, resulting in traffic
of 25% or more within one month of plan launch and
increase time spent on site to 5 minutes
Offer advanced content for visitors to website such as
#BOXEDSavesTime Tips, photos, recipes, reviews, product
reviews, blogs, and other high value content
Split test calls to action, imagery, and incentive offered to
optimize traffic
Generate demand/
acquire customers
Increase Maryland/DC/Virginia sales by 25% over last Send influencers for persuasion and amplification
Use group deals and crowdsourced lists to drive sales
Influencer initiatives focused on specific sales goals
Periodic flash sales announced on social networking sites
(SNS)
Retain customers/
Build loyalty
Increase social media channel interaction and
by 25% within six months of launch.
Invite customers to share experiences with UGC created
during unboxing or through #BOXEDSavesTime videos
Reward reviews, ratings, and other WOM
Listen and monitor
Respond to questions and comments
Invite UGC tied to #BOXEDSavesTime campaign and SNS
Thank contributors and offer coupon or other reward
Monitor brand mentions and respond or alert internal
teams to potential crises
Acquire share of voice exceed that of direct
competitors
Increase DC/MD/VA mom organic messages, socially
published content marketing, buzz from target audience
and posts from app and website by 25% within six
of launch.
Create and publish content that demonstrates value
Invite reviews and ratings from happy customers as
credible evidence of value
Respond to DC/MD/VA mom comments
Tie content to Amy, Brenda, Charlotte, and Diana
Use app to request UGC for Facebook, Instagram,
YouTube, Twitter, Website
Use email marketing to request reviews 10 days after
purchase completion

14. #BOXEDSavesTime Campaign Budget
Line Item Amount
Website Upgrades & Data Storage $100,000
Social Media Manager & Writer Salaries for Content Creation $40,000
Product Trials to Social Media Influencer Groups: DC Thrifty Moms, DC Urban Mom’s Blog, and Red Tricycle $7,500
Digital Billboards on Interstates I-95, Beltway Outer Loop, Capital Beltway 495: $50,000
#BOXEDSavesTime Sweepstakes Administration Mobile App, Website, Facebook, YouTube, Instagram, Twitter.
Hey Mom’s: Share a 2 Min Time-Saving Tips Video, Win Up to $10K #BOXEDSavesTime
$20,000
#BOXEDSavesTime Sweepstakes PayOut $17,500
#BOXEDSavesTime additional $15 off coupon to the converted lead and $15 off a friend referral purchase $7,500
Sponsor DC/MD/VA BOXED Social Media Influencers with 1000 or more Followers $7,500
Total $250,000

15. #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

16. Creative Sample: W-O-M Sample Product
Offer to Moms Clubs for Review
 Letter to DC Urban Mom’s Blog &
DC Thrifty Moms
 BOXED is coming to the
DC/MD/VA very soon
 Please enjoy this product sample
 Provide us reviews
 SPREAD THE WORD
 BOXED.com
 #BOXEDSavesTime

17. Creative Sample: Billboard
Is THIS How you want to spend your
Saturday?
#BOXEDSavesTime
BOXED.com

18. Creative Sample: SWEEPSTAKES
#BOXEDSavesTime
 Hey Moms! Want to win $10,000, $5,000, or $2,500?
 Share Your Wisdom!
 Share a two-minute time saving video for moms!
 Your two minute video should help moms save time in
one category:
 Finding exciting and stimulating challenges
 Keeping the family safe
 Family traditions
 Helping and caring for self, family, and friends
 #BOXEDSavesTime
 Enter video at BOXED.com
 Winner announce on Facebook live, Instagram, & Twitter,
March 30
 Spread the Word!
 No purchase necessary.

19. Creative Sample: Social Media Influencers 1,000
Subscribers Coupon Referral Code by State
Washington, DC
Coupon Code: #BOXEDSavesTimeDC
$25 off order over $100
25% commission to SM Influencer
Additional $15 off coupon to the
converted lead and $15 off a friend
referral purchase
Maryland
Coupon Code: #BOXEDSavesTimeMD
$25 off order over $100
25% commission to SM Influencer
Additional $15 off coupon to the
converted lead and $15 off a friend
referral purchase
Virginia
Coupon Code: #BOXEDSavesTimeVA
$25 off order over $100
25% commission to SM Influencer
Additional $15 off coupon to the
converted lead and $15 off a friend
referral purchase

20. BOXED.com Website Customer
Engagement Recommendations

21. Website Customer Engagement
Recommendations
 Focus on building a community on social media, not just gaining followers.
 Use current pop-culture trends to pull in your audience.
 Integrate your brand’s messaging and core values in your social channels.
 It is crucial to provide excellent social customer care.
 Partner with the mom crowdculture to build trust and set your brand apart on social media, especially the
competitive consumer packaged goods industry.
 Prioritize social customer care.
 Give customers a seamless shopping experience from social media all the way through to checkout.
aJackson, D. (2018 October 26). 8 standout social media marketing examples from 2018. [Blog Post]. Retrieved from https://sproutsocial.com/insights/social-media-marketing-examples/

22. Recommendation Make Website More
Engaging

23. Proof of Concept: Referent Pricing &
Reviews Transparency

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

25. Proof of Concept: IKEA Product Value &
Quality Ratings

26. Proof of Concept: Kroger Recipes with
Time Prep and Links to Ingredients
Always keep a Call To Action Purchase Button On Each Landing Page

27. PROOF OF CONCEPT: Add Links to YouTube
Videos to Website & Facebook, Twitter
Used Earned and Owned videos on Facebook site
to drive engagement through creative content

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

29. BOXED Competitive Analysis:
Increase social media engagement

30. • OFFER LINKS TO THINGS FOR MOM: CLUBS,
SPAs, etc
• Pinterest:
https://www.pinterest.com/boxedwholesale/
• ADD RATINGS & REVIEWS TO YOUR WEBSITE
• Facebook: https://www.facebook.com/BoxedWholesale/
• Customer Reviews:
https://www.trustpilot.com/review/boxed.com
• Customer Reviews:
https://www.sitejabber.com/reviews/boxed.com
• INCREASE CUSTOMER ENGAGEMENT
• Website: https://www.boxed.com/
• Blog: https://www.boxed.com/blog
• Twitter: https://twitter.com/BoxedWholesale
• BUILD TRUST BY OFFERING TIMESAVING TIPS &
VIDEOS
•Facebook: https://www.facebook.com/BoxedWholesale/
•YouTube Social Media Influencers UNBOXING:
https://www.youtube.com/results?search_query=boxed.com+
sponsored+
•LinkedIn: https://www.facebook.com/BoxedWholesale/
Zone 1:
Social
Community
Zone 2:
Social
Publishing
Zone 3:
Social
Entertainment
Zone 4:
Social
Commerce
BOXED social media presence by zone.

31. BOXED Website Demographics Target:
Women, Ages 25-54
BOXED Website Traffic Demographics
 64% Female
 25% Age 25-34
 21% Age 35-44
 16% Age 45-54

32. BOXED Website Traffic Largest Referral
Site: Facebook
BOXED Website Traffic Referrals
 85% Facebook
 8% YouTube

33. BOXED Website Audience
Website Audience
 Mobile Web:
 Monthly Visits:

34. 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 2005484
BOXED Primary Social Media Channels Recommendation:
Facebook & Instagram
2018 US Social Media Account Owners
 80% ages 18-65+ use Facebook
 76% age 18-29 use Instagram
 73% age 18-29 use Snapchat
Share of internet users in the United States with accounts on selected social
media platforms as of February 2018, by age group
n= 2,201

35. 4
BOXED US Social Network Reach Recommendation:
Facebook & YouTube
2017 US Social Network Reach
 Facebook
 86% Age 18-29
 81% Age 30-59
 67% Age 60+
 YouTube
 76% age 18-29
 52% Age 30-59
n= 1,446Note: 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
 Instagram
 58% Age 18-29
 31% Age 30-59
 Twitter
 47% Age 18-29
 39% Age 30-59

36. Thank you

37. References
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Costco. (2018, November 22)a. Costco wholesale [Facebook page]. Facebook. Retrieved from https://www.facebook.com/Costco/
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Costco. (2018, November 22)f. Costco wholesale [YouTube channel]. YouTube. Retrieved from https://www.youtube.com/user/CostcoTV
CNBC. (2017, March 27)a. BOXED CEO: The key to value [Mad Money YouTube Video]. CNBC. Retrieved from https://www.youtube.com/watch?v=3ANAe1vLAIw
CNBC. (2017, December 28)b. How BOXED is disrupting wholesale shopping [YouTube Video]. CNBC. Retrieved from
https://www.youtube.com/watch?v=zRodFv1gVnU
Cohen, A. (2018, October). IBISWorld industry report 45291. Warehouse clubs & supercenters in the US [Report]. Retrieved from https://clients1-ibisworld-
com.manowar.tamucc.edu/search/default.aspx?st=Warehouse%20Clubs%20%26%20Supercenters%20in%20the%20US&ast=4529

38. References
DC Thrifty Moms (2018, November 28). DC thrifty moms [Facebook page]. Facebook. Retrieved from https://www.facebook.com/DCThriftyMom/
DC Area Moms Blog (2018, November 11). DC area moms blog [Facebook page]. Facebook. Retrieved from https://www.facebook.com/DCMomsBlog/
Feldman, A. (2016, October 19). Costco for millennials: How Chieh Huang built BOXED a mobile juggernaut with $100 million in revenue [Article]. Forbes.
Retrieved from https://www.forbes.com/sites/forbestreptalks/2016/10/19/costco-for-millennials-how-chieh-huang-built-boxed-a-mobile-juggernaut-with-
100m-in-revenue/#7092a6d82adb
First Research. (2018, October 22). Warehouse clubs and superstores [Report]. Retrieved from
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on&growthRate=on&trendsOpp=on&trends=on&opportunities=on&businessInformation=on&executiveInsights=on&ceo=on&cio=on&vpSales=on&cfo=on
&hr=on&businessChallenges=on&criticalIssues=on&otherChallenges=on&callPrepQuestions=on&conversationStarters=on&regulationRDImportExport=on
&finAnalysis=on&opsProdFacilities=on&orgManagement=on&bizTech=on&custMarketing=on&recentDevelopments=on&websites=on&indicators=on&glo
ssary=on&fastfacts=on
FOX Business. (2017, February 21). BOXED CEO on dominating wholesale online [YouTube]. FOX Business. Retrieved from
https://www.youtube.com/watch?v=_98Wwzhy56o
ispot.tv. (2018, November 24). Boxed wholesale tv commercial, 'The name brand products you love' [Video]. Ispot.tv. Retrieved from
https://www.ispot.tv/ad/AmW9/boxed-wholesale-the-name-brand-products-you-love
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