KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Thessaloniki (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2ylPj2p

1. STRATEGIC COMMUNICATION APPROACH

2. Dimitris Parliaris
Project Manager
Katerina Giannakaki
S.M. Specialist
Aggeliki Dimitriadou
S.A. Specialist
Maria Drakonaki
Content Specialist
Thanos Charitonidis
Influencer Specialist
Dimitris
Chatzidimitriadis,
Google Ads Specialist
Aliki Chomata
Email Specialist

3. TARGET
AUDIENCE
OBJECTIVES
 Awareness
 Conversions
PERIOD
 10 monthsmen women
35-64
California state, USA
 Liberals and Democrats
• Minorities
• Sensitized in social issues

4.  54 year old American lawyer serving as Junior US Senator
WEBSITE RANK BOUNCE RATE
VISIT
DURATATION
PAGES PER VISIT
14584 44.7% 1:10 2:12
19072 49% 1:14 2:17
3M 2M 1.3M 5.5K 12.8K
COMPETITION:
Kamala Harris

5. 4 MAIN GOALS
 Middle class regeneration
 Family values and perception
 Democracy for all
 Global example
Tonality
To the point
Emotional
Authority
COMMUNICATION
pillars

6. Strategy flow
FCB – IG – SEARCH – ADS (REMARKETING)
.
FCB – IG – YOUTUBE – NATIVE - PREMIUM DISLAY - ADS
FCB – IG – YOUTUBE – TWITTER - PINTEREST– S.M.M.
ASTROTURFING
BLOGGING – PODCASTS- INFOGRAPHICS- C.M.
WEBSITE
.
INFLUENCERS
TACTICS
MONTH 1 MONTH 5 MONTH 9
AWARENESSCONVERSIONS
MONTH 3 MONTH 7
across platforms

7. OBJECTIVE: awareness
media mix social media ads
content tactics
astroturfing

8. OBJECTIVE: awareness
content marketing (samples)
What will we create?
 Photos
 Videos
 Copy
 Audio
 Blogposts
 Infographics
 Social listening
Where will we share them?
 Twitter
 Facebook
 Instagram
 Pinterest
 Youtube
 Podcast
 Blog
How will we promote it?
 Organic posts with targeting
California
 Shares to publishers
Estimated results
 Based on recent activity

9. OBJECTIVE: awareness
articles on publishers & blog posts (samples)
* Blog post in English*Blog post in Espanol*Sample of article on W.P.

10. OBJECTIVE: awareness
pinterest creative (samples)

11. OBJECTIVE: awareness
facebook creative (sample)

12. OBJECTIVE: awareness
youtube creative (sample)

13. OBJECTIVE: awareness
social listening (sample)

14. OBJECTIVE: awareness
ads
165M FCB Impressions
53M IG Impressions
190K NATIVE AD Clicks
1.9M YOUTUBE views
Joe Biden

15. OBJECTIVE: awareness
astroturfing
Joe Biden poses creepy attitude
Fake web page (joebiden.info)
Potential accusations for plagiarism
Inappropriate touching to women & kids
Trump’s accusations for shady donations ▲
▲
▲
▲
▲
▲
4 personas X 5 topics = 20 profiles
3 months duration

16. OBJECTIVE: awareness
estimated results
CPM/CPV IMPRESSIONS BUDGET(PER
MEDIA)
FCB 0.48 $ 165M 22%
IG 0.88 $ 53M 16%
YOUTUBE 0.03 $ 4.1M 14%
PREMIUM # # 22%
NATIVE ADS 0.30 $ 300M 14%

17. OBJECTIVE: awareness
budget breakdown
MEDIA SPENDING $ 370,000.00
CREATIVES $ 130,000.00
MNG FEES $ 75, 000.00
TOTAL $ 572,700.00
MEDIA
SPENDING
64%
CREATIVES
23%
MNG FEES
13%
BUDGET ALLOCATION

18. OBJECTIVE: conversions
media mix website & tactics ads
influencers social media
growth hacking

19. OBJECTIVE: conversions
website
JOIN THE CAUSE
A+B testing
new CTA button
▲
▲

20. OBJECTIVE: conversions
ads
1.5M FCB Link clicks
473K IG Link clicks
48K SEARCH Link clicks
Joe Biden

21. OBJECTIVE: conversions
donate confirmation (via email) & growth hacking
The donators will receive a
kind thank you email for the
contribution to the cause. A
warm suggestion to their
friend will be added as a CTA
in the footer

22. OBJECTIVE: conversions
email marketing Objective : conversion
Email Marketing Campaign addresses to people
who have made subscription ( Newsletter) in
https://joebiden.com/ and are citizens of California
a factor which can be collected taking into
consideration their zip code
This campaign aims to thank people for their
subscription and also invite them to vote Joe
Biden
New subscribers will receive an automated
email 30 minutes after their subscription

23. OBJECTIVE: conversions
influencers
(CNN)"My candidate would be
Joe Biden," Feinstein said
Activist DeRay Mckesson ….So far,
Joe Biden has had a sizable
advantage with black voters…
1.1M 1.4M

24. OBJECTIVE: conversions
estimated results
CPC/CPA CLICKS
(#not conversions)
BUDGET
(PER MEDIA)
FCB 0.06$ 1.5M 36%
IG 0.08$ 473K 16%
SEARCH 1.27$ 48K 16%
INFLUENCERS 16%

25. OBJECTIVE: conversions
budget breakdown
MEDIA SPENDING $ 250,000.00
CREATIVES $ 50,000.00
MNG FEES $ 45,000.00
TOTAL $ 345.000.00
MEDIA
SPENDING
72%
CREATIVE
S
15%
MNG FEES
13%
BUDGET ALLOCATION

26. thank you!