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Digital & Social Media Marketing Strategy

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Knowcrunch
Knowcrunch

Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2SE4EFl

Education
1 of 20
SCANDAL Digital Marketing Strategy December 4th, 2021
Communication pillars: Για την πείνα, την δίψα, το ταξίδι, δροσερό, απολαυστικό, οικονομικό, ατελείωτο, σκανδαλώδες νόστιμο. Marketing objective: Awareness για τις διαφορετικές γεύσεις του Scandal. Landing page: https://www.sharehappy.gr/brands/scandal.html 2 Schedule: Μάιος – Σεπτέμβριος 2022. Media spending budget: €300.000. Project Brief
Buyer Persona ● Ζευγάρια & Οικογένειες ● Ηλικία: 25-44 ετών ● Χώρα κατοικίας: Ελλάδα ● Τους αρέσει να τρώνε παγωτό: ○ Σε βόλτες, εκδρομές, ταξίδια ή διακοπές. ○ Ως επιδόρπιο. ○ Στο σπίτι παρακολουθώντας μια ταινία ή σε συναθροίσεις με φιλικά ζευγάρια ή οικογένειες. 3
4 Nirvana Scandal Ιδιοκτήτης FRONERI EVGA - ALGIDA Γεύσεις παγωτού 6 7 Είδη παγωτού κυπελλάκι (175ml, 470ml, 850ml) κυπελλάκι (140ml, 750ml) χωνάκι sandwich Facebook Page ✔ NIRVANA Greece (~ 55.000 likes) ✖ ΕΒΓΑ παγωτά ( ~ 61.000 likes) Instagram Page ✔ nirvana_icecream (~ 3.000 followers) ✖ evgaicecreams (~ 500 followers) Youtube Page ✖ ✖ Competition
5 Digital Marketing Strategy / Media Selection
6 #EmbraceDiversity Creative Concept
7 Creative Concept / Creative Concept funnel #EmbraceDiversity #EmbraceDiversity Digital Marketing Strategies
8 Digital Marketing Strategy / Awareness Campaign #EmbraceDiversity
9 Digital Marketing Strategy / Awareness Campaign #EmbraceDiversity #ΕmbraceDiversity #ΕmbraceDiversity #EmbraceDiversity #EmbraceDiversity
10 #EmbraceDiversity Digital Marketing Strategy / Branded Communication #ΕmbraceDiversity
11 Digital Marketing Strategy / Content Marketing #ΕmbraceDiversity #ΕmbraceDiversity #ΕmbraceDiversity #EmbraceDiversity
12 Digital Marketing Strategy / Social Media Marketing #ΕmbraceDiversity #EmbraceDiversity
13 Social Listening για να αξιοποιήσουμε τυχόν ευκαιρίες για Live Marketing Digital Marketing Strategy / Tactics #EmbraceDiversity
14 danai_barka ckontova tsapatakis_a hercules0 annabalan__ 196k followers 98k followers (TikTok) 88.5k followers 126k followers 267k followers Digital Marketing Strategy / Influencer Diversity #EmbraceDiversity
15 #EmbraceDiversity Digital Marketing Strategy / Influencer Diversity
16 2 Content / Social Media Marketing 1 #EmbraceDiversity 3 Paid Content Marketing 6 Optimization Action Plan / Timeline 4 Remarketing / Brand Awareness 5 Awareness Campaign / Influencers / Content / Social Media Marketing #EmbraceDiversity 1-15 May 16-19 May 20 May - 30 September
17 Media Channel Ad Objective Start Date End Date Estimated Result Metric Unit Unit Cost Total Cost Google Display Awareness 1/5/2022 30/9/2022 107M vCPM 0.42€ 45,000 € Facebook / Instagram Awareness 1/5/2022 30/9/2022 97M vCPM 0.67€ 65,000 € YouTube (non-skippable) Awareness 1/5/2022 30/9/2022 7.8M CPM 4.50 € 35,000 € YouTube (skippable) Awareness 15/5/2022 15/9/2022 1.8M CPV 0.03€ 55,000 € Premium Display / Mobile in Screen Awareness 4/7/2022 4/9/2022 312k CPV 0.08€ 25,000 € Premium Display 300x250 Awareness 1/6/2022 31/7/2022 5.5M CPM 4.50€ 25,000 € Premium Display 300x600 Awareness 1/6/2022 30/7/2022 3.3M CPM 6.00€ 20,000 € Influencers Awareness 1/5/2022 21/8/2022 600k CPE 0.05€ 30,000 € Total 300.000 € Advertising Media Plan #EmbraceDiversity
18 Advertising Budget Summary Production costs 35.600€ Management fees 32.000€ Ads media spending 300.000€ Total 367.600€ Estimated awareness Viewable impressions 204M Impressions 16,6M Views 2,1M #EmbraceDiversity
“ Don’t live in an utopia. Grow your business with 19
Thank you! Any questions? 20

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Digital & Social Media Marketing Strategy

  • 2. Communication pillars: Για την πείνα, την δίψα, το ταξίδι, δροσερό, απολαυστικό, οικονομικό, ατελείωτο, σκανδαλώδες νόστιμο. Marketing objective: Awareness για τις διαφορετικές γεύσεις του Scandal. Landing page: https://www.sharehappy.gr/brands/scandal.html 2 Schedule: Μάιος – Σεπτέμβριος 2022. Media spending budget: €300.000. Project Brief
  • 3. Buyer Persona ● Ζευγάρια & Οικογένειες ● Ηλικία: 25-44 ετών ● Χώρα κατοικίας: Ελλάδα ● Τους αρέσει να τρώνε παγωτό: ○ Σε βόλτες, εκδρομές, ταξίδια ή διακοπές. ○ Ως επιδόρπιο. ○ Στο σπίτι παρακολουθώντας μια ταινία ή σε συναθροίσεις με φιλικά ζευγάρια ή οικογένειες. 3
  • 4. 4 Nirvana Scandal Ιδιοκτήτης FRONERI EVGA - ALGIDA Γεύσεις παγωτού 6 7 Είδη παγωτού κυπελλάκι (175ml, 470ml, 850ml) κυπελλάκι (140ml, 750ml) χωνάκι sandwich Facebook Page ✔ NIRVANA Greece (~ 55.000 likes) ✖ ΕΒΓΑ παγωτά ( ~ 61.000 likes) Instagram Page ✔ nirvana_icecream (~ 3.000 followers) ✖ evgaicecreams (~ 500 followers) Youtube Page ✖ ✖ Competition
  • 7. 7 Creative Concept / Creative Concept funnel #EmbraceDiversity #EmbraceDiversity Digital Marketing Strategies
  • 8. 8 Digital Marketing Strategy / Awareness Campaign #EmbraceDiversity
  • 9. 9 Digital Marketing Strategy / Awareness Campaign #EmbraceDiversity #ΕmbraceDiversity #ΕmbraceDiversity #EmbraceDiversity #EmbraceDiversity
  • 10. 10 #EmbraceDiversity Digital Marketing Strategy / Branded Communication #ΕmbraceDiversity
  • 11. 11 Digital Marketing Strategy / Content Marketing #ΕmbraceDiversity #ΕmbraceDiversity #ΕmbraceDiversity #EmbraceDiversity
  • 12. 12 Digital Marketing Strategy / Social Media Marketing #ΕmbraceDiversity #EmbraceDiversity
  • 13. 13 Social Listening για να αξιοποιήσουμε τυχόν ευκαιρίες για Live Marketing Digital Marketing Strategy / Tactics #EmbraceDiversity
  • 14. 14 danai_barka ckontova tsapatakis_a hercules0 annabalan__ 196k followers 98k followers (TikTok) 88.5k followers 126k followers 267k followers Digital Marketing Strategy / Influencer Diversity #EmbraceDiversity
  • 16. 16 2 Content / Social Media Marketing 1 #EmbraceDiversity 3 Paid Content Marketing 6 Optimization Action Plan / Timeline 4 Remarketing / Brand Awareness 5 Awareness Campaign / Influencers / Content / Social Media Marketing #EmbraceDiversity 1-15 May 16-19 May 20 May - 30 September
  • 17. 17 Media Channel Ad Objective Start Date End Date Estimated Result Metric Unit Unit Cost Total Cost Google Display Awareness 1/5/2022 30/9/2022 107M vCPM 0.42€ 45,000 € Facebook / Instagram Awareness 1/5/2022 30/9/2022 97M vCPM 0.67€ 65,000 € YouTube (non-skippable) Awareness 1/5/2022 30/9/2022 7.8M CPM 4.50 € 35,000 € YouTube (skippable) Awareness 15/5/2022 15/9/2022 1.8M CPV 0.03€ 55,000 € Premium Display / Mobile in Screen Awareness 4/7/2022 4/9/2022 312k CPV 0.08€ 25,000 € Premium Display 300x250 Awareness 1/6/2022 31/7/2022 5.5M CPM 4.50€ 25,000 € Premium Display 300x600 Awareness 1/6/2022 30/7/2022 3.3M CPM 6.00€ 20,000 € Influencers Awareness 1/5/2022 21/8/2022 600k CPE 0.05€ 30,000 € Total 300.000 € Advertising Media Plan #EmbraceDiversity
  • 18. 18 Advertising Budget Summary Production costs 35.600€ Management fees 32.000€ Ads media spending 300.000€ Total 367.600€ Estimated awareness Viewable impressions 204M Impressions 16,6M Views 2,1M #EmbraceDiversity
  • 19. “ Don’t live in an utopia. Grow your business with 19

Editor's Notes

  1. Αλέξανδρος
  2. Αλέξανδρος
  3. Αλέξανδρος
  4. Νίκος
  5. Νίκος
  6. Γιώργος
  7. Γιώργος
  8. Χριστίνα
  9. Χριστίνα
  10. Δανάη
  11. Δανάη
  12. Μαρία
  13. Μαρία
  14. Ιφιγένεια
  15. Ιφιγένεια
  16. Γιώργος
  17. Σπήλιος
  18. Σπήλιος