This digital marketing campaign by Kraft Foods targets college-aged adults aged 18-35 through distributing free samples of their Crystal Light product on campuses, holding a flavor creation contest, and utilizing internet marketing and social media. With a budget of $50 million, the goals are to reach both male and female consumers in this demographic with a low-calorie, easy to use, and affordable drink that comes in multiple flavors, which will be measured through sales increases after the campaign.

1. Digital Marketing Campaign
By: Megan Fechner

2. Company Background
• Brand of Kraft Foods
• First marketing campaign in 1982

3. Target Audience:
- Men and Women
- Ages 18-35
- College age and young adults

4. The Big Idea
• Free Samples
• Representatives
• Flavor Contest

5. Internet Marketing

6. Social Media

7. Budget
• Strategizing & Planning = $20,000
• Google AdWords = $5,000
• Advertising & Marketing = $35 million
• Implementation = $3 million
• Total = Approximately $50 million

8. Key Performance Indicators
• Men and women both
consumers
• New flavors attract more
buyers
• Sales increase when
compared before and
after campaign

9. Goals
• Reach out to both men and women
• Low-Calorie
• Easy to use
• Affordable
• Multiple Flavors

10. Summary
• Free Samples of Crystal Light
• Contest for most creative flavor
• Internet marketing & social media
• Achieve goals!