Our completed Plan Book for the campaign.

1. the monster in us
Celebrating our Everyday
American Heroes
1
B. Butler | M. Guarante | N. Kapuscienski | K. Montgomery
ADV 459 – Spring 2014

2. o The purpose of this campaign is to take the Monster brand and communicate it to a
new audience. This will be done through a social media campaign that
authenticates Monster’s U.S. roots and aligns the brand with the heroic actions of
the everyday American heroes.
o The main concept of this campaign is to take Monster out of the extreme sports
market and introduce a new Monster image to the American people. This will be
done by creating emotion around a characteristic that this brand and the American
people both have in common, our American roots and patriotic spirit. To create this
emotion, we will be focusing on emergency response personnel within the United
States. We will show support for those laying their lives on the line every day to
keep us safe and out of harm’s way.
o This campaign will run for 3 months across various social media platforms such as
Facebook, Twitter, Instagram, YouTube, and Pinterest. The success of this social
media campaign will be measured in likes, comments, shares, retweets, followers,
hash tag, mentions, views, and website traffic on the various social platforms
mentioned above.
2

3. Executive Summary -------------------------------------- 2
Company Overview --------------------------------------- 4
Energy Drink Consumers --------------------------------- 5
Fierce Competition ------------------------------------- 6-9
Room For Improvement ----------------------------------- 10
Problems ----------------------------------------------- 11
Opportunities ------------------------------------------ 12
Campaign Goal ------------------------------------------ 13
Strategic Direction ------------------------------------ 14
Target Profile ----------------------------------------- 15
Key Message -------------------------------------------- 16
Creative Direction ------------------------------------- 17
Media -------------------------------------------------- 18-23
PR Tactics --------------------------------------------- 24
Creative Materials ------------------------------------- 25-31
Timeline ----------------------------------------------- 32-33
Budget Breakdown --------------------------------------- 34
Evaluation Tactics ------------------------------------- 35
Test Drive Results ------------------------------------- 36-38
3

4. o Monster Energy founded in 2002
• Launched in Corona, CA, USA
o Advertised mainly through BMX, X-Games,
and other extreme sport ventures
o Revenues
• 2013 Fiscal Year: $338.7 million
• 2012 Fiscal Year: $340 million
§ Decreased revenues point to deficiencies in
advertising, marketing and promotion tactics
4Source:
Monster
Energy

5. o General Demographics
• Gender: Male: 68.5% Female: 31.5%
• Age: 18-44 accounts for 82.6% of the market
§ Largest emphasis on men aged 18-24
• Employment: 63.7%
§ Employed full time: 13.2%
§ Employed part time: 23.1%
o Primary users
• Teenagers, young adults, and athletes engaged in
the extreme sports world
5Source:
IBIS
World

6. 6
5259
8548
13473
457
1619
1724
171
1179
2842
0
2000
4000
6000
8000
10000
12000
14000
16000
2008 2013 2018
Energy Drinks
Energy Shots
Energy Mixers
Source:
Mintel
Oxygen

7. 7
0
500
1000
1500
2000
2500
3000
3500
Red Bull Monster Rockstar NOS Amp Full
Throttle
43%
39%
10%
3% 3%
1%
Sales in
Millions
Top Selling Energy Drink Brands and Market Share In 2013
Source:
Caffeine
Insider

8. 8
0
50000
100000
150000
200000
250000
300000
Social media
mentions
Source:
Mintel
Oxygen

9. 9
o Red Bull is the direct competition in the
market
o Monster holds a solid chunk of market share
• 2nd place
• Trailing Red Bull by 4%
• Leading by a slight margin in social media
interaction categories
o Energy drinks are the preferred choice in the
energy market
• Forecasted to be for years to come (through 2018)

10. o Need for Monster’s own image
• Monster needs to establish its own brand image
• Following Red Bull’s branding tactics will not lead to success
o Energy drink market growth
• Monster’s strategies should reflect the mainstream
consumers’ minds
§ Avoid ‘extreme sports’ oriented strategy
§ Develop strategies consistent with the target consumers’
needs and lifestyle
10

11. o Monster’s strategy does not reflect the
changed market
o Fierce competition in the market
11

12. o Strong second brand with high brand
awareness
o Rapid energy drink market growth
12

13. 13
Authenticate Monster Energy’s
American foundation

14. o Take the Monster brand in a mainstream
direction
o Target a large and diverse audience
o Build a supportive and patriotic
relationship with consumers
o Engage with with consumers in real-time
through multiple social media platforms
14

15. o Our targeted audience includes
• U.S. citizens
• Aged 21-45
• All genders
• Personal connection to emergency response personnel (i.e., families and
friends)
• Patriotic tendencies
o According to our research, emergency response personnel alone
makes up nearly 2% of the overall U.S. population
o Total Direct U.S. Targets: 5,661,000
• U.S. Nurse Population: 3.1 million
• U.S. Firemen Population: 1.1 million
• U.S. Police Population: 861,000
• U.S. Emergency Medical Technicians (EMT): 600,000
15

16. 16
Support
the
everyday
heroes
Supports
the
everyday
heroes
who
lay
their
lives
on
the
line
for
U.S.
American
brand
that
supports
everyday
American
heroes

17. o Highlight those who serve the U.S. internally
• Focusing on occupations such as:
§ Nurses
§ Policemen/Policewomen
§ Firemen/Firewomen
§ Emergency Medical Technicians (EMT)
o Emotional appeals
• Our core focus will be tugging at the heart strings
of our intended viewers
• Emphasis on the sense of patriotism one may feel
• Dark, dramatic color scheme to reflect our message
17

18. o Our media plan will continue Monster’s legacy
of being primarily marketed through social
media
• In addition, we will only use traditional media
through earned media and media alerts
o The chosen social media vehicles include:
• YouTube
• Facebook
• Twitter
• Pinterest
• Instagram
18

19. o The media placements on YouTube are the essentials of our
campaign
o On our channel, we will launch a series of four 60-second video
portraits through the title “The Monster in US”
• Each portrait will represent a different occupation within the
emergency response personnel category
• The portraits will then be embedded within each of our remaining
social media vehicles in order to ensure stable viewer tracking
o YouTube Media Buying ($2.5 million)
• In-Stream Advertising
§ CPCs/CPVs (cost per click/view)
§ Averaging about $0.04 each (Tompros, 2012)
§ Not charged until viewer has watched 30 seconds
19

20. o Facebook will be our method of reaching the older segment of
our targeted audience
o The on-page creative execution of Facebook will include
• Teasers with graphics
• Discussion posts to encourage interaction with real-time engagement
• Video portrait releases
o Facebook Media Buying: ($2.5 million)
• A daily limit will be selected and will be allocated to an optimized
cost per million (oCPM)
§ Best for showing the ad to the people who are most likely to take action on the
ad (Facebook, 2014)
– For example, liking the page or clicking a link
– Daily limit will allow the campaign to promote more on days relevant to
the campaign, such as July 4th (Refer to timeline)
– Cost: $1.60 per impression (Facebook, 2014)
20

21. o Following Facebook, Twitter will be our method of reaching the
younger age segment of our intended audience
o Through our postings on @MonsterinUSofA, our creative
execution will include:
• Interaction with the hash tag, “MonsterinUS”
• Video teasers with graphics
• Open-ended discussion questions with guaranteed real-time
engagement
• Sharing of our video portraits via YouTube
o Twitter Media Buying ($2.5 million)
• Selected daily budget
§ Will go towards Promoted Tweets and Promoted Trends
§ Only charged when someone engages with Promoted Tweets or follows
Promoted Account (Twitter, 2014)
§ Daily budget will vary based on timeline
21

22. o Target audience is not gender-specific
• Media plan strives to reach the female audience who may
stray away from the energy drink market
o Pinterest is a vehicle that is mainly used by females in
the entire age range we are seeking for this campaign
o Creative execution on Pinterest will include:
• Graphic video teasers
• Embedded YouTube video portraits
• Re-pinning of related materials
§ i.e., nursing tips, emergency kit tips, etc.
o Pinterest Media Buying ($250,000)
§ Monthly budget plan
§ Will go towards promoted Pins
22

23. o Instagram allows us to deliver quick, efficient content
to those on the run, such as our emergency personnel
themselves
o Instagram creative execution will include:
• Graphic video teasers
• Shortened video portraits
• “Monsters of the Week” spotlights
§ Nominees will be brought to our attention through the hash tag
#MonsterinUS
§ Weekly winners will be entered into the drawing for 2015
Monsters of the Year sponsorship prize
o Instagram Media Buying ($250,000)
§ Monthly budget plan
§ Will go towards content and promotions
23

24. o To prove that Monster is an authentic brand, we plan to use the
remaining funds from our media budget to support a chosen city’s
emergency response personnel to award them for their bravery and
heroic actions
o Due to the recent happenings in the city of Boston in the past year and
the swift actions of their heroes, we will select Boston as our pilot
awardee. We will donate $1 million to the Boston Police Foundation
and another $1 million to the Boston Firefighter’s Credit Union
o We hope as this campaign direction continues throughout the years, the
award will develop into something meaningful within the U.S.
o This will not only demonstrate corporate responsibility, but allow
Monster Energy to gain positive earned media through word-of-mouth
interaction, organic social media communication and press ventures
24

25. 25
Our new campaign logo reflects the patriotic feel that we
are trying to achieve, as well as including our hashtag.

26. 26
Our video portrait teasers help keep our viewers attentive
and in the loop via our social media channels.

27. 27
Our video portrait teasers help keep our viewers attentive
and in the loop via our social media channels.

28. 28
Our pilot video portrait features an inspirational monologue from the first-
person perspective of a nurse. In this video, the character speaks of the
struggle and strife that nurses face on a daily basis. To make this video, we
pulled footage from four online videos. We then re-edited, changed the
composition, added our own script and motivational music track.

29. 29

30. 30
The second video portrait features a first-person perspective of a male
police officer. In this video, the character talks about the growing pains
and brotherhood of the police force. To make this video, we pulled
footage from two online videos. We then re-edited, changed the
composition, added our own script and motivational music track.

31. 31

32. 3-Month Plan
Timeline
Social Media
Sponsorships
Video Portrait Mini-Series
AugustJulyJune
September
Campaign Launch
Video Portraits Launch on 07/04
Boston Awards
Campaign Ends 09/01
MOY Award Nominations
Real-Time Engagement across all Social Media Platforms
32

33. Specific Dates:
o June 1st – September 1st
• Video portraits will begin to be launched on
Independence Day (7/4)
• Monster of the Year awards given on Labor Day
(9/1) to conclude campaign period
33

34. 34
Facebook
2.5
Twitter
2.5
YouTube
2.5
Sponsorship
2
Pinterest
0.25
Instagram
0.25
Budget Allocation (per million)

35. o Circulation of our content as well as
awareness
• One-month period beginning in late March
o Metrics
• Likes, followers, hash tag mentions, views,
shares/retweets, comments, website traffic
o Relying heavily on viewer input
• Open forum on all social media platforms for
constructive criticism
35

36. o Facebook:
• Our top tool for analyzing campaign success
• “The Monster in US: Police” video brought the
most viewership and engagement to our
Facebook page within a month-long period
36

37. o YouTube
• Used to track all views through sharing of YouTube link
• Showed favorable statistics in regards to viewership,
average view and etc.
§ Important statistic: average view time of “The Monster in US:
Police” was 1:12, meaning the majority of our viewers watched
the entire video
37

38. 38
“Of course I
loved it, it
hit close to
home.”
“Love the videos!
Don’t like the
“US” though. I
keep reading it as
‘United States’.”
Great work!”
Got Goosebumps
watching this.
Pumped me up.