This document presents a social media marketing campaign for Boxed Wholesale targeting affluent millennial moms. It includes an overview of the company, a SWOT analysis, marketing objectives to increase brand awareness and advocacy, influencer selection, a media plan, and budget. Key elements are using influencer Gina Homolka and the hashtag #UnboxedWithBoxed across platforms to drive engagement, referrals tracked by unique codes, and donations to local charities. Evaluation will measure ROI and track social metrics and brand mentions.

1. Island Influencers +
Boxed Wholesale
SOCIAL MEDIA CAMPAIGN PRESENTED BY:
 JARED WARE
 NICHOLE SCHLUND
 CATHERINE KANIARU

2. Agenda
• Company Overview
• SWOT Analysis
• Competitive Audit
• Marketing Objectives
• Target Market
• Marketing Strategy
• Marketing Mix
• Media Plan
• Budget
• Evaluation

3. Company Overview
• Wholesale retail whose mission is to make shopping for bulk easy,
convenient, and fun with no membership fees and convenience of home
shipping.
• Variety of product offerings in household products and groceries
• Targets affluent millennial moms in large suburban areas
• Social media marketing campaign to increase brand awareness and brand
advocacy #UnboxedWithBoxed
• Timeline: Dec 1, 2018- May 30, 2019

4. Situation Analysis
• 79% of consumers shop online (Kanapi, 2017)
• 63% of moms with children under 6 are likely to own a tablet compared to 50
percentage of the general population (Millward Brown Digital, 2016)
• Moms have the largest share of time spent on digital devices daily and are more
likely to interact with brands via social media (Millward Brown Digital, 2016)
• Arlington, Virginia near Washington DC was the number one city with the most
millennials with income over $350,000 (Sherman, 2016)

5. SWOT Analysis
Strengths
 Bulk Orders
 Product Breadth
 Rapid Revenue Growth
 No Membership Fee
 Competitive Pricing
 Free 2 Day or Less Delivery
 Bulk Order Direct Ship to Customer
 Intuitive Mobile Shopping App
Weaknesses
 New Entrant in Competitive Space
 Limited Same Day Delivery Markets
 Limited Social Media Presence
 Unknown Private Label Brand
 Lack of Social Media Influencers
 Lack of Trackable Social Media Campaigns
Opportunities
 Brick & Mortar Giants Looking to Partner
 Utilize Social Media Influencers
 Online Shopping in US Trending Up
 79% of US Consumers Shop Online
 US Ranked 8th Globally in Online Shopping
Threats
 Amazon Partnership with Whole Foods
 Traditional Retailers Strong Online Presence
 Clothes, Tech, Homewares Most Abandoned Items
 Crowded Retail Space
 Dependent Upon Consumer Confidence
 Dependent Upon Disposable Income

6. Competitive Audit
• Costco - Membership warehouse club with over 700 warehouses worldwide with
a large social media presence. 8 Facebook accounts and 6 twitter accounts
(nmetrics.com, 2018)
• Amazon- Leader in online retail with over $79 billion USD in revenue. Offers
competitive pricing with free 2-day shipping. Same-day delivery for Prime
members. 72 Facebook accounts and 69 twitter accounts (Unmetrics.com, 2018)

7. Marketing Strategy
Objective Strategy Outcome
Increase brand awareness by
15% among affluent moms in
DC area within six months.
Influencer networks,
#UnboxedWithBoxed campai
gn across Facebook and
Instagram.
Increase in the reach, views,
impressions, and WOM
mentions through
monitoring the UGC, ratings,
and recommendations.
Increase brand advocacy by
25% through a customer
referral program.
Track new sales using a
unique customer referral
code and social media.
Increase traffic and sales, and
make a donation to a local
charity in referrers name

8. Target Market
• 25-34 age moms with children under 18 years
• 41 zip codes in the DC metro area
• Average income 182,000
• Washington DC paces ahead of the national averages in median household
income for 2018 ($88,482 vs. $70,573) and percentage of head of household
income over $100,000 (44.23% vs. 33.89%).

9. Target market Description
• Persona I
• Gina Homolka
• 46, mom of two girls
• Resides in Oceanside, NY
• Author, photographer and recipe developer
• Uses social media to publish healthy recipes
• Created skinnytaste.com
• Also an influencer

10. Marketing Strategy
• Value proposition - Low-cost home goods and groceries in bulk with no
membership fee and free delivery on order over $49. Save time, gas, and money
by using boxed
• Competitive Advantage - Boxed provides the experience of bulk buying without
membership fee and with the convenience of home shipping with an added
value of a branded mobile application.

11. Strategic Summary

12. Creative Strategy
• #Unboxedwithboxed
• Key words
• Hashtag
• Unique referral codes
• Videos
• Influencer content

13. Influencer – Gina Homolka
• Pinterest: Over 8 million monthly viewers,
• Facebook: 4 million followers
• Instagram: 876,000 followers
• Twitter: 47,000 Twitter followers
• Potential impressions for Boxed: 13M

14. Campaign Strategy
• Content
• Promote unique customer referral codes
• Influencers share videos unboxing their
Boxed products
• Reward customers for referrals
• Blogs
• Social
• Reach
• Influence
• Engagement
Content
Social
SEO

15. Marketing Mix
Social Community
 Develop relationships by engaging in
conversations with fans and influencers
 Respond to comments and questions
Social Publishing
 Targeted content to align with seasonal
interests
Social Entertainment
 Videos of customers unboxing their recent
Boxed purchases.

16. Experience
• #UnboxedWithBoxed
• Influencers use the hashtag to share content on social media platforms daily and
encourage participation through liking, sharing, commenting
• Referral code generated to encourage WOM sharing by existing customers
• Videos of customers unboxing their Boxed orders and using the hashtag to share the
ease with which the items were ordered, access to the same name brands as the brick
and mortar counterparts, affordability and convenience common with bulk
shopping, and the time savings associated with having the items delivered to the
home.
• Photos of local charities that receive donation

17. Message Strategy
• KEY POINTS
• Boxed is your go-to for easy, fun and convenient online wholesale shopping
• Boxed cares about hungry families in our community
• Spend more time doing important things with money and time savings with Boxed

18. Creative Samples
https://www.youtube.com/watch?
v=ydmxnGSpWvc
Blog – Metropolitan Mama Facebook YouTube Video

19. Media Plan

20. Budget
Budget Item Description Amount
Influencer:
Gina Homolk
Weekly posts on
Facebook, Instagram,
and Skinnytaste.com
40,000.00
SMM Manager
Salary
To oversee the
campaign and manage
the team
95,000.00
Content Generation Paid ads, sponsored
content, targeted ads
25,000.00
Food
Bank Donations
Donate 5% of sales
that result from
referrals as tracked by
the unique code
5,000.00
Miscellaneous Referral tracking
software
25,000.00
Total $ 190,000.00

21. Evaluation Plan
• Simple ROI = Gross Profit Dollars / Total Campaign Spend
• Unique customer referral codes,
• Monitor specific key words and hashtags such as #UnboxedWithBoxed to track
mentions, referrals, and brand impressions.
• Implement a social marketing metric tool such as Social Bakers monitoring suite to
monitor campaigns across multiple social media platforms from one location.
• Evaluate reach, views, impressions, and WOM mentions to asses brand awareness
• Track KPIs associated with brand advocacy - UGC, consumer ratings, and
recommendations from consumers