Heinz is launching a 6-month, $105 million digital campaign to promote its non-ketchup products and communicate its values of health and wellness. The campaign will target healthy lifestyle-focused women ages 29-49 through search engine marketing, display advertising, mobile apps, and social media. Key goals are to improve product sales, increase website engagement and social media interactions, and broaden the Heinz brand association beyond ketchup. Campaign success will be measured by coupon redemption rates, online participation, and social media performance.

1. Digital strategy
---Heinz, More Than Ketchup
New Media Driver’s License
Huiying Zhang

2. Target audience
• Age: 29-49 years old
• Occupation: full-time
housewife or working mom
• Education: Bachelor’s degree
+
• Value: healthy lifestyle,
Health and wellness
• Media approach: Media
savvy generation

3. Campaign objectives and KPIs
Objectives
– Communicate Heinz’s
values
– Improve product sales
– Increase website
stickiness and social
media engagement
– Broaden Heinz brand
association
Key performance indicators
– Redeem rate of e-coupon
– Online campaign
participation rate
– Social media performance
– Click through rate of SEM &
Display advertising

4. Big Idea
• Big idea: Heinz, more than ketchup
• Goal: promote Heinz’s non-ketchup product lines
– Appeal to target audience meal preparation need
– Communicate Heinz’s value
– Broaden Heinz’s brand association
• Duration: 6 month
• Platform: multimedia approach
– SEM
– Display advertising
– Mobile marketing
– Social media marketing

5. Search engine marketing
• Organic and paid search
• Google Ad Words campaign
– Keyword: ‘Heinz bean’, ‘BBQ hero’, ‘Heinz mustard’ and
‘BBQ source
• Goal: attract consumer and lead additional website traffic
• Budget: 12.6 million dollars
Sample ads for Google AD Word

6. Display Advertising
• Third-party website
– Recipe website: allrecipes, Martha Stewart’s website
– Female-oriented website: good housekeeping
• Mobile banners
– Facebook
– Online issues of publications
• Format: banner ads, pop-up ads
– Desktop: text ads, image ads, rich media ads, video ads
– Mobile devices: text ads only
• Message: Heinz’s latest campaign & non-ketchup
products
• Budget: 21 million dollars

7. Social Media Marketing
• Platform: Facebook, twitter, Instagram
• Goal: integrate conversation, share content, drive
interaction
• Tone: let-me-be-your-friend approach
– Sharing photos about family activities
– Recipe & cooking tips
• Online campaign
– Creative recipe contest
– Grow tomatoes and beans campaign
– Release e-coupon on the social network
• Budget: 27.3 million dollars

8. Mobile Marketing
• Launch mobile apps
– Provide recipe and cooking tips
– Aggregate content from blog, website
– Loyal program
– Mobile coupon
– Push notification
• Budget: 18.9 million dollars

9. Campaign evaluation
• Google Analytics
• Facebook, twitter, Instagram
• KPIs: redeem rate of e-coupon and Heinz’s
online campaign participation rate.

10. Digital Strategy Budget
16%
24%
26%
34%
Heinz Digital Strategy Budget
SEO mobile strategy
display advertising social media
• Duration: 6 months
• Overall Budget: $105
million
 SEO:$12.6 million
 Mobile strategy: $18.9
million
 Display advertising:
$21 million
 Social media: $27.3
million