The digital communication plan proposes creating an interactive YouTube show hosted by a main host and guest YouTubers, demonstrating how to assemble Ikea furniture. The show would target 18-35 year olds and be promoted through social media, ads targeting "how to" searches, YouTube pre-rolls, and separate brand accounts. Key performance metrics include subscription count, views, social mentions and year-over-year sales. The goal is to create promoters and dedicated buyers among young audiences, generating a high return on investment.

1. S
Digital Communication Plan
July 2014
Frederick Siler

2. Creating Promoters

3. Target Audience
• 18-35 year old
• Moving into apartment or first house

4. Big Idea
• YouTube reaches more US adults ages 18-34 than any cable network
• Create a fun, interactive show about how to put together Ikea products
• One host for show
• Guest hosts of famous or rising YouTubers

5. Social Media
• Separate for Ikea brand, the YouTube show and the host
• More laid back, less professional
• Engaged with audience

6. AdWord and Display Ads
• Keep current campaigns separate
• Focus on “How to” searches

7. Pre Roll
• Target users already on YouTube
• Gain more subscribers

8. Performance Indicators
• Subscription count
• View count
• Social mentions
• Year over year sales

9. Budget

10. Summary
• Full media campaign will create a high ROI
• Targeting a young audience will lead to dedicated buyers
• Long term benefits