Campbell’s Online Marketing Strategy


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An online marketing strategy for Campbell's.

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  • Campbell’s owns internationally recognizable brands. You can purchase these brands all over the world and we need to capitalize on the popularity the company already has and spread it to the virtual world.
  • Campbell’s goal is to “become the world’s most extraordinary food company by nourishing people’s lives everywhere, every day.” Campbell’s has also made a commitment to improving the lives of people around the world, communities, their employees, and the world itself. (Economic, Social, and Environmental commitments)
  • Campbell’s already has a cookbook on their website, but it needs to be more media savvy and user friendly. Consumers love videos. To create a more interactive space I want to create a video blog dedicated to Campbell’s recipes. A space where there are original Campbell’s videos and where fans can post videos of themselves cooking a Campbell’s meal. After the site gains more popularity I think it would be great to host a friendly competition for families and see who can create the best mini cooking show. This way families can interact with the Campbell’s company and show how Campbell’s product have had an impact on their lives and what they love about them. This particular video only have about 5,000 views, but some cooking show clips on YouTube have hundreds of thousands.
  • People like attention. First Campbell’s must create more content that their key audience in interested in. We will utilize Campbell’s existing tools and build on the online cookbook.
  • Creating a channel is useless unless you use it. To be successful in the online marketing world, companies must perfect each area in which they are participating. Take on the new space one step at a time. Once Campbell’s has a grasp on the video blog and what it can do for them we will work towards using new media to promote similar and different aspects of Campbell’s online.
  • Media is forever growing and changing. To stay current a company must keep with the up and coming trends. Stay on top of where your audience is and expand media use accordingly.
  • To measure success we will use Google Analytics. We need to see how many hits the site gets per day as well as the demographics of the audience. As we figure out this information we can alter the content to better fit the audience and Campbell’s interest. Once we create other media outlets we will use similar tools for these sights, such as Facebook Insights, Twittalyzer, etc.
  • Creating content online is relatively cheap. Mostly Campbell’s will need to pay for our expertise and the hourly work that will be put into creating and further developing these sites. The budget will vary based on the resources Campbell’s already has.
  • Campbell’s Online Marketing Strategy

    1. 1. Campbell’s<br />
    2. 2. Internationally Recognizable Brands <br />
    3. 3. Campbell’s Goal<br />“become the world’s most extraordinary food company by nourishing people’s lives everywhere, every day.” <br />
    4. 4. Being the best…<br />Being the Best<br />Nourishing lives, respecting the planet, and maintaining an exceptional workplace <br />
    5. 5. Create a Channel<br />
    6. 6. Engage the Audience<br />
    7. 7. Run With It<br />
    8. 8. Keep Building<br />
    9. 9. Measuring Success<br />
    10. 10. Budget<br />