1. Stride Gum
Digital Strategy
Emer Smith

2. Target Audience
• Teenagers and
young adults [13-
24]
• Stride is a newer
and edgier product

3. BIG Idea
• Common and useful
product
• “Redefine the limits
of possibility”
• Absurd & comical
advertising
• Shaun White

4. Tools & Tactics
• Social Media
• Interactive
Marketing
• Video Game
• Internet and Radio
• Go Mobile

5. Tools & Tactics cont.
• SEO to stand out
• Google Adwords for
searches like:
• Gum
• Adventure
• New experiences
• Possibility

6. Increase Followers
• Facebook: 3.1m-3.5m
• Twitter: 26.1K – 29K
• Instagram: 5,000
• More unique users

7. Budget
• Increase
Advertising/Marketing
budget to $25 million
• $1.5m social media
• $2m videos
• $2m SEO
• $1m app
• $18.5m traditional
media

8. KPIs
• Devise a plan
• Increase followers
• Instagram
• Twitter
• Facebook
• YouTube

9. Summary
• Consumer Wants
• Separate from
status quo
• Improve sales
• Successfully
communicate brand

10. “A chewing gum that redefines the
limits of possibility. Again.”