The document outlines Chevrolet's 2014 "Purple Your Profile" marketing campaign for the American Cancer Society during the Super Bowl. The campaign goals were to highlight Chevrolet's corporate social responsibility and support cancer survivors. It utilized traditional Super Bowl advertising and non-traditional social media channels. Key metrics included over 400 million impressions reached at a cost-per-thousand of $26.55, lower than the Super Bowl average, indicating the campaign was a success. The case study demonstrates how frameworks for goal-setting, strategy, and measurement can help ensure marketing campaign effectiveness.

1. Campaign Strategy
UGBA 198
Haas School of Business
UC Berkeley

2. Goals of a Marketing Campaign
• Increase Acquisition
– Acquire new followers
• Increase Retention
– Keeping your existing
followers engaged
• Increase SOW / SOM
– Share of wallet
– Share of mind

3. Campaign Development
• Alignment with corporate
and marketing strategy
• Objectives and goals are
KEY to success
• Why SMART Goals?

4. Developing & Measuring
Campaign ROI
• 6Ms Framework
Mission Market Message
Media Money Measurement

5. Case Study: Purple Your Profile
• Chevrolet and American Cancer Society
• Super Bowl 2014

6. Purple Your Profile—Mission
• Highlight and increase Chevy’s
corporate social responsibility (CSR)

7. Purple Your Profile—Market
• Survivors of cancers
• Friends, relatives, and those
who have supported
survivors to road to
recovery
• American Cancer Society
members and supporters

8. Purple Your Profile—Message
• To celebrate cancer survivors and those
who support them on the road to recovery

9. Purple Your Profile—Media
• Traditional Channels:
– Super Bowl T.V. commercial
• Non-traditional Channels:
– Facebook, Twitter, YouTube
• Website
– Chevrolet Purple Roads Website

10. Purple Your Profile—Money
• Super Bowl Ad Production
– $1M
• Super Bowl Ad Placement
– $8M
• Donation of $1 to ACS per
‘purplized’ profile
– $1M
• Estimated total cost:
– $10-12M

11. Purple Your Profile—Measurement
• Number of viewers of Super Bowl
• Number of views on YouTube video
• Engagement on social media
• Number of participants
• Press mentions

12. PYP—Measurement: Assumptions
• Internal data cannot be extracted, thus we will
use market sizing and industry standard for
some numbers
• This is a high level calculation
– We will not focus on small details, i.e. engaged % of
viewers on the Super Bowl

13. PYP—Measurement: Total Reach P1
• Total Reach = Traditional + Non-traditional
– Traditional = 111.5M
– Non-traditional = organic + amplified reach
– Non-traditional = 1.8M + 1.5M + amplified reach
• How to calculate amplified reach (aka virality)?
– 1.5M participants via Facebook and Twitter
– Average: 200 Facebook friends / Twitter followers
– Calculation: 1.5M x 200 = 300M amplified reach

14. PYP—Measurement: Total Reach P2
• Total Reach
– Traditional + NT organic + NT viral
– 111.5M + 1.8M + 1.5M + 300M = 414.8M reach
– SB + YouTube + FB/Twitter + Viral = Total Reach

15. PYP—Measurement: CPM
• Cost-per-thousand
– CPM: Cost of campaign x 1000
Total Reach
• CPM: ($11M x 1K) / 414.8M = $26.55
– What does this mean?
Every 1,000 reach will cost Chevrolet $26.55

16. PYP—Measurement: CPM Comparison
• CPM for Purple Your Profile: $26.55
• Average CPM for Super Bowl Ad: $30-35
• Was this a success?
– YES ($26.55 > $32.5)
• Food for thought to consider…
– Press mention reach was not included (could
decrease CPM further)
– Engaged reach was not factored (could increase
CPM)

17. Takeaways
• Campaign should align with corporate and
marketing objectives
• Campaign Strategy Success:
– Development + Management + Measurement
• Utilize frameworks such as SMART Goals and
6Ms to help guide and measure success