This document proposes a social media campaign for Twinings tea to leverage the 200th anniversary of Pride and Prejudice. The campaign goals are to raise awareness of Twinings' social media presence and increase engagement with target audiences. The campaign would include a competition on Facebook to win an Austen-inspired prize, with requirements to purchase Twinings and share the competition. Objectives include increasing Twinings' Facebook fans and sales. Risks and evaluation metrics are also discussed.

1. Sarah Alvarez – Campaign Proposal Assignment 1
Twining’s Campaign
Proposal Assignment

2. Sarah Alvarez – Campaign Proposal Assignment 2
Table of Contents
Opportunity Statement ..................................................................................................3
Situation Analysis............................................................................................................3
Goal ....................................................................................................................................4
Target Public....................................................................................................................4
Objectives ......................................................................................................................... 5
Communication Strategy and Creative Concept .......................................................5
Evaluation......................................................................................................................... 6
Risk assessment.................................................................................................................................................6
Measurement of Objective Success.........................................................................................................7
Word Count.......................................................................................................................9
References ........................................................................................................................9

3. Sarah Alvarez – Campaign Proposal Assignment 3
Opportunity Statement
An opportunity exists around the 200th anniversary of Pride and Prejudice.
Twinings has named Jane Austen as a ‘fan’ of their tea in their historical narrative
(Twinings, 2013) and, as Pride and Prejudice is arguably Austen’s most famous
work, this can be leveraged in a social media based campaign to create more ‘fans’.
Situation Analysis
Australia tea market is highly competitive, consumers have a variety of options to
choose from and Twinings is one of the most expensive brands available (IMPACT,
2007). In order to counteract these challenges it is important to actively pursue
ways to engage with them and remain present in consumers’ minds.
Tea consumers are primarily in the older demographic categories (Ricketts, 2006,
Euromonitor International, 2013), this will have significant impact on future profit
levels if the younger demographics aren’t also secured. As a result of this efforts
need to be made to connect with the younger, and in the case of tea, predominantly
female demographic.
Through examining some of the available Facebook user statistic information (Social
Bakers, 2013), it is evident that women, particularly those in the 18-34 demographic
comprise a large proportion of Facebook users. Given that women account for
approximately 85% of all consumer purchasing (Holland, 2012), that approximately
11.5 million people have Facebook accounts in Australia (Frank Media, 2013) and
the proportion of women in the 18-34 demographic on Facebook, it can be
concluded that this is a key communication channel for this particular audience.
Currently Twinings’ social media presence is weak, they are not using it to their
advantage. Their Australian Facebook page had 75, 773 fans as of 4/6/13 (Twinings
Australia, 2013). When this is compared to Lipton, one of their competitors, who has

4. Sarah Alvarez – Campaign Proposal Assignment 4
over 3.4 million fans (Lipton, 2013), it is clear that Twinings needs to take steps to
increase their social media fan base.
Given the competitive tea market, the ageing consumer base, the rising popularity of
social media and how this affects consumer behaviour, it is evident that a social
media campaign targeting the 18-34 demographic would be of significant benefit to
Twinings.
Goal
To leverage the 200th Anniversary of Pride and Prejudice’s publishing to raise public
awareness of Twinings social media presence and increase Twinings’ tea
engagement with target publics.
Target Public
The primary target publics for this campaign are
 Female consumers in the 18-25 and 25-34 demographic in the Australian
Market.
A secondary target public is
 Female consumers in the 35-50 demographic in the Australian Market.
These are key publics in that, as stated in the situation analysis, they account for the
majority of consumer purchasing. They are also active online, and are key opinion
leaders (Ricketts, 2006), which is especially important in today’s market.
Within these demographics a majority of them would be aware of the Twinings
brand, however given the low numbers of fans on Facebook it could be deduced that
the publics aware of the brand are either unaware of Twinings social media
presence or don’t see any benefit of engaging with Twinings online.

5. Sarah Alvarez – Campaign Proposal Assignment 5
Objectives
Informational Objectives
 To build brand awareness among target publics.
 Increase awareness of Twinings online presence.
Motivational Objectives
 To increase the number of ‘fans’ on Twinings’ Facebook page by 10,000
during the competition’s life span.
 To increase sales of Twinings’ tea by 5% in an 18 month period from the
beginning of the competition.
 To generate a 5% increase in consumer created traffic on Twinings’ social
media platforms in a 12month period from the beginning of the campaign.
Communication Strategy and Creative Concept
The way this campaign would achieve the above objectives is through using social
media, in particular Facebook, as a means to engage with the target publics. The
creative concept is to use a Facebook based competition to generate interactivity
with new and existing Twinings consumers. This would be done through playing on
the idea that Austen was a ‘fan’ of Twinings, and through also becoming a ‘fan’
consumers have the potential to win an Austen inspired prize.
It is important to make sure that the prize is valuable, that there is incentive to enter
the competition and that it has potential to generate word-of-mouth and long-term
business (Laps 2012). Therefore a trip along the lines of a trip to England to visit the
original Twinings store in London, have high tea at the Jane Austen Centre in Bath,
and a tour to see the estates that inspired Pride and Prejudice would be an
appropriate ‘Austen inspired prize’. This fulfils Laps’ criteria of being valuable; it
also ties in with Twinings brand identity and Pride and Prejudice’s anniversary.
Runner up prizes of something like a Royal Albert ‘tea for two’ set and a Twinings
tea gift box would increase the incentive for consumers to enter.

6. Sarah Alvarez – Campaign Proposal Assignment 6
The tactics employed as part of the campaign include
 Asking consumers to provide a barcode from a Twinings product they have
purchased, say how they heard about the competition and share their
favourite tea memory, for example ‘tea parties with mum when I was little’ or
‘my bridal shower high tea’, to enter.
 Using custom landing pages, on Facebook and through the Twinings
Australia website, with links to the history of Twinings and with icons
consumers can click to ‘like’ or ‘share’ with friends.
 Winners being decided through consumer voting; encouraging the sharing
the Twinings Australia Facebook page with friends.
 Placing stickers on, or mini flyers inside of packaging that have the Facebook
icon and information about the competition, so as to raise awareness.
These tactics will build brand awareness through the competition information on
packaging and the sharing of entries for the voting, which also encourages
consumers to become fans and contribute to the voting process. The competition
also encourages an increase in sales through the requirement of purchase to enter
the competition.
Evaluation
Risk assessment
In any campaign there are inherent risks, however if appropriate steps are taken
these risks can be minimised. In the case of this campaign the following steps will
help ensure a successful outcome.
To minimise communication issues and ensure that a campaign adheres to the legal
parameters outlined by a social media platform it is important that someone with
expertise in this area monitors the sites and responds to posts in a timely and
appropriate way (Jackson et al. 2007, 5).

7. Sarah Alvarez – Campaign Proposal Assignment 7
As social media messages cannot be controlled it is important to establish credibility
and trustworthiness with target publics so that the conversation can be influenced
and shaped to one’s benefit (Carolyn’s week 4 Tutorial). It is also recommended that
a company listen to and become familiar with its consumers in the online
environment before they contribute, this also helps to assess the best way to
interact with fans (Brito, 2009).
There is the potential for behavioural changes in consumers to be short lived. To
help ensure that fans stick around and contribute over the long term Pedley (2013)
states that it is important to get to know your fans, to reward loyalty and make sure
that you follow up with non winners, with “post competition specials, offers and
valuable content… [and] follow up bonuses for simply being part of the contest”, for
example, a lucky prize for one or two random voters to entice consumers to vote on
the competition.
Similarly, because the competition requires a purchase to enter, there will likely be
an initial boost in sales. However there is no guarantee that this will last long term.
The positive side is that this may be the push necessary to get undecided consumers
to try Twinings and once tried they may be more likely to purchase it in the future.
To increase the chances of consumers ‘sharing’ the Facebook site or competition
information with friends it needs to be simple and easy for them. This could be done
through including social media thumbnails, on the Twinings Australia website, for
consumers to click on.
Measurement of Objective Success
The Motivational objectives are easier to measure, given that each of them contain a
measureable baseline and timeframe. If there are 10,000 new likes on their
Facebook page, and a 5% increase in both sales and consumer generated social
media content on Twinings’ social media sites, within the stated time frame, then
the campaign can be said to have been a success in regards to these objectives.
Informational objectives are harder to quantitatively measure, as awareness is a
hard thing to gauge. Just because someone has seen or heard about something

8. Sarah Alvarez – Campaign Proposal Assignment 8
doesn’t really mean they’ve truly developed awareness. However the following
measurements could be used to determine the degree of the success of the
informational objectives.
 The number of new followers, and the number of shares generated
 The content of posts on social media platforms by consumers
There are a few other points to also take into consideration in the evaluation of the
campaign. Apart from the measurable elements there are other potential benefits to
Twinings. The competition provides a prime opportunity for Twinings to learn more
about their consumers. The potential growth of the online community is of
significant benefit, potentially providing Twinings with a constant source of
information about its consumers. In addition, the responses to the competition will
provide valuable information that Twinings can use to tailor future campaigns.
If Twinings can successfully cultivate an online community through social media
they will create an opportunity to assess over the long term whether their desired
perception aligns with consumers perception, which also provides them with
information to use to their advantage. They will also help to ensure the long-term
viability of the company through making efforts to develop brand loyalty among the
younger target audiences.

9. Sarah Alvarez – Campaign Proposal Assignment 9
Word Count
1616
References
Adcorp. 2013, ‘Social Media Statistics January 2013’, Australia and New Zealand.
Retrieved from http://www.adcorp.com.au/Social-Media-Statistics-January-2013-
Aust-NZ
Advanced Media Productions, 2013, ‘Social media marketing campaign’ accessed
3/6/13, http://www.advmediaproductions.com/social-media-marketing-plan.html
Alice, 2013, ‘Social media statistics Australia – April 2013’, FRANk Media, Blog,
Accessed 3/6/13 < http://frankmedia.com.au/2013/05/01/social-media-statistics-
australia-april-2013/>
Brito, M, 2009, ’10 Twitter best practices for brands’ Mashable.com, accessed
1/4/13, http://mashable.com/2009/06/24/twitter-brand-best-practices/
Euromonitor International, 2013, ‘Tea in Australia’, accessed 3/6/13
http://www.euromonitor.com/tea-in-australia/report
Holland, S, 2012, ‘Marketing to Women quick facts’, sheconomy, accessed 3/6/13
http://www.she-conomy.com/facts-on-women
IMPACT, 2007, Celebrating 300 years of Twinings Tea, Golden Target Award
Submission: Category 9 Marketing Communications, available at
http://www.pria.com.au/resources/consumer-marketing-2/celebrating-300-years-
of-twinings-tea
Jackson, A., Yates, J. & Orlikowski, W. 2007, ‘Corporate blogging: building community
through persistent digital talk’, Proceedings of the 40th Hawaii International
Conference on System Sciences – transcript, p1-10

10. Sarah Alvarez – Campaign Proposal Assignment 10
‘Jane Austen’, 2013, Wikipedia, accessed 3/6/13
http://en.wikipedia.org/wiki/Jane_Austen
Laps, M, 2012, ‘7 Tips for running a social media campaign’, e-web marketing,
company blog, accessed 3/6/13, http://www.carbongraffiti.com/2007/05/the-18-
34-woman-now-uks-most-prevalent-online-demographic/
Lipton Tea, 2013, Facebook, accessed 4/6/13, https://www.facebook.com/liptontea
Pedley, K, 2013, ‘How To Run A Successful Social Media Competition’, Ask Aaron
Lee, Blog, Accessed 3/6/13, < http://askaaronlee.com/how-run-successful-social-
media-competition/#comments>
Ricketts, C 2006, Twinings jumps on flavoured wagon, Wall Street Journal Eastern
Edition, 10/6/06, accessed 3/5/13
http://online.wsj.com/article/SB115249334416901991.html
Social Bakers, 2013, ‘Facebook statistics by country’, accessed 3/6/13,
http://www.socialbakers.com/facebook-statistics/
Twinings, 2011, History of Twinings accessed 3/6/13 http://twinings.co.uk/about-
twinings/history-of-twinings
Twinings Australia, 2013, Facebook, accessed 4/6/13,
https://www.facebook.com/twiningsau