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1. DIGITAL STRATEGY
Joe Biden | 08/06/2019

2. BRIEF
Brand
Joe Biden (Joebiden.com)
Διαθέτει website
Target Αudience
Άνδρες/Γυναίκες, Καλιφόρνια, USA, 35-
64, Liberals & Democrats
Budget
500.000€
Διάστημα
Ιανουάριος έως Σεπτέμβριος 2020
Marketing Objectives
Awareness
Να μάθουν για τις αξίες και θέσεις
του υποψήφιου
Conversion
Να κάνουν donate

3. SANDERS
Funds
• From law firms, the insurance industry and wealthy
people; Hollywood insiders recently gave $100,000
Main Goals:
• Pushing tech education and increasing bargaining
power for American workers as a solution to the
left-behind working and middle class
• Environment
COMPETITOR ANALYSIS
Funds:
• 75% of Sander’s campaign funds from small
donors (amounts less than $200), according to a
Center for Responsive Politics analysis of FEC data
Main Goals:
• Public colleges tuition free
• Increase Social Security benefits
• Corporate America more union friendly
BIDEN
3,31 mill
1,37 mill
1,2 mill 2,9 mill
7,5 mill
8,1 mill

4. 19/06/2019 4
SEO ANALYSIS
Joe Biden
Official page
Joe Biden
copycat page

5. CONCEPT
“A Strong Plan for an Equal Future”
#equalfuture
#strongfuture
#strongtogether
Tone of Voice
• Serious
• Uniting
• Determined
• Enthusiastic
• Hopeful

6. DIGITAL ACTIONS |OBJECTIVE - Awareness
Campaigns Plan
Google Search
For Keywords related to “California democrats candidates 2020”, Eng/Esp
Jan20 -Sep20
Facebook /Instagram/Audience Network Video Ad Posts
• Targeting male/female, California, USA, 35-64, Politics (US) Moderate & Liberals
• Targeting Lookalike Audience with FB Page Funs
• Targeting Lookalike Audience with leads
Jan20 -Sep20
YouTube Ad Video Explainer
Targeting male/female, California, USA, 35-64, Liberals & Democrats
Jan20 -Sep20
Twitter Posts 5-10/day
Facebook Organic Posts
English & Spanish Lang
Instagram Organic Post
2-3/day

7. OBJECTIVE - Awareness |examples
Facebook Video Ad Posts
Twitter (Organic)
Google Search Facebook Posts (Organic)

8. OBJECTIVE - Awareness |examples
Video

9. OBJECTIVE - Awareness |Social listening

10. U.S. Vice President Joe Biden began his first full week of campaigning for president by speaking on
how to build America's strong plan for an equal future. (Jeff Swensen/Getty Images/TNS)
Democratic presidential candidate Joe
Biden speaks during the Human Rights
Campaign at the University of Berkeley.
Decisions made now will determine the
equal future of America.
Read more…
By MARA LABIRI | JUNE 8, 2019
A strong plan for an equal future
OBJECTIVE - Awareness |Social listeningOBJECTIVE - Awareness |Articles

11. A strong plan for an equal future
U.S. Vice President Joe Biden began his first full week of campaigning for president by speaking on
how to build America's strong plan for an equal future. (Jeff Swensen/Getty Images/TNS)
Democratic presidential candidate Joe Biden
speaks during the Human Rights Campaign at the
University of Berkeley.
Decisions made now will determine the equal
future of America.
Read more…
By MARA LABIRI | JUNE 8, 2019

12. ASTROTURFING
Reputation Management
• 10 Personas

13. CONTENT CALENDAR

14. DIGITAL ACTIONS |OBJECTIVE - Donations
Campaigns Plan
Google Display Remarketing
Targeting website visitors
Jan20 -Sep20
Facebook /Instagram Photo Ad Remarketing
 Targeting website visitors
 Targeting Joe Biden Facebook Page Funs
 Targeting users interacting with FB video Explainer
 Targeting Joe Biden Leads
Jan20 -Sep20
Email Campaign
Targeting Joe Biden Leads
1 email/month
Message Campaign
Targeting Joe Biden Leads
1 message / month
Native Advertisement 3-4 / week

15. OBJECTIVE - Donation |examples
Google Display Banner Newsletter Mobile Message Viber

16. OBJECTIVE - Donation |examples
Native Ad

17. BUDGET
ANNUAL DIGITAL BUDGET BREAKDOWN
Design & production fees 71.000 €
Management fees 80.000 €
Media spending 355.000 €
Total annual budget 506.000€
Design &
production
fees; 14%
Management
fees; 16%
Media
spending; 70%

18. BUDGET
Awareness
(estimated)
Impressions 533 mill
Conversions
(estimated)
Website visits 1,2 mill

19. BUDGET

20. FANTASTIC7 |Our Team
Christina Gnaedig
Strategist & Project Manager
Irene Proestaki
Influencer Marketer &
Online Reputation Specialist
Nikos Konstas
Google & Social Advertising
Specialist
Mara Lampiri
Content Marketer
Anastasia Galapi
Mobile & Email Marketer
Alma Loupo
Social Media Marketer
Tania Lyra
Digital PR Specialist &
Content Marketer

21. THANK YOU