Develop a holistic marketing campaign for a brand of your choice with budget allocation and details of the marketing campaign including media channels, tools, platforms.

1. SNAPCHAT
SPECTACLES

2. TEAM
INTRODUCTION
BOWEN MA ANDREA BRIDGE YASH MEHTA VICKY CHUAN
CHEN
CHALITA UVIMOLCHAI NOOR KANOOMARTA MOLESINI

3. OVERVIEW
Company Background
Product Positioning
SWOT Analysis
Competitor Analysis
Target Audience
BIG IDEA
Timeline
Phase 1
Phase 2
Phase 3
Budget & Measurement
Conclusion

4. COMPANY
BACKGROUND
Multinational Technology & Social Media Company Founded By Evan Spiegel
July ‘11 - Snapchat is a mobile app that allows users to send and receive short-lived
and self-destructing photos and videos
100 Million Active
Monthly Users
1 Billion Stories
Viewed Per Day
400 Million Snaps
Sent Per Day
Nov ‘16 - Spectacles is a pair of smart glasses that connect to user’s Snapchat
account and is used to record videos in a circular view

5. PRODUCT
INFORMATION
FEATURES:
Wearable Face Tech
Innovative Camera Glass
Colorful - Black, Teal, Coral
Retro-Lite Look
$130 Glasses With
Embedded Camera
FUNCTIONS:
Transfer via Wi-Fi &
Bluetooth
Record 10 Second Video
Circular View
In-Ward Facing Light When
You Snap
Out-Ward Facing Light To
Alert Anyone In Your Field Of
Vision

6. PRODUCT
INFORMATION
(VIDEO)
https://www.youtube.com/watch?v=XqkOFLBSJR8

7. PRODUCT
POSITIONING
To tech savvy and fashionable Snapchat users, Snapchat
Spectacles are innovative camera glasses designed to capture
daily life activities in a unique eye-level perspective, that offers
the audience the quickest means of recording a short ten
second video so they can preserve the memories without
needing to stare at the phone screen

8. SWOT
ANALYSIS
STRENGTHS
Innovative New Product
Well Priced
Brand Recognition
Fashion Forward
High Market Demand For Wearable
Tech Products
Large Launch Budget **
UV Protection
WEAKNESSES
Limited Target Market
Limited Design & Colors
Limited Production
Only Few Available/Not Mass Market
Only Available For Snapchat Users
Single Purpose Device
No Selfies
Only 10 Second Recordings
Only Sold Via Bots For
Now
OPPORTUNITIES THREATS
Expand Product Line Potential Technical Problems
More Designs & Personalization Privacy Laws
Expand Target Market High Cost For Invention
Penetrate International Markets High Cost Of Manufacturing
Expand Distribution Channels Economic Threats
Competitive Market

9. COMPETITIVE
ANALYSIS
DIRECT:
Google Glass
Recon Jet
Zungle Glasses
Sony SmartGlass
GoPro
INDIRECT:
VR: Oculus Rift/Samsung
Warby Parker
Ray Ban
Apple Glasses
Oakley Airwave
Drones

10. COMPETITIVE
ANALYSIS
$1,500 $500 $109
$199 +
$840

11. SITUATION
ANALYSIS

12. TARGET
AUDIENCE
DEMOGRAPHICS:
AGE:18-35
GENDER: Mainly Women
INCOME: <$50,000
EDUCATION: High School And Above
PSYCHOGRAPHICS:
Social, Creative, Fashion Forward,
Tech Savvy, Cares About Money,
Values Times With Friends And
Family, Early Adopter Of Trends.
Forward Thinking, Progressive.
They Are Hard Working,
Independent & Value The Work Life
Balance

13. PERSONA
Name: Natasha Jones
Age: 23
Residence: Williamsburg in a three-
bedroom apartment with her
roommates Tom and Alexa
Job: Junior Account Executive at The
Advertising agency McCann
Education: M.S. in Art & Design at NYU
Social Status: Social Butterfly who is
always on her phone
Weekend Activity: Eating out with her
friends after touring one of Brooklyn’s
many art galleries

14. BIG IDEA
Awareness: #TheHunt
Engagement: Summer
Time is Snapchat
Spectacles Time
Increase Sales

15. TIMELINE

16. 1.Digital Campaign - #TheHunt
2.Digital Marketing/Public
Relations
3.Print Advertising
4.Out Of Home Advertising
INCREASE AWARENESSPHASE 1
#TheHunt
DIGITAL
MARKETING/PR
PRINT ADVERTISING
OOH

17. PHASE 1
#TheHunt
DIGITAL
MARKETING/PR
PRINT ADVERTISING
OOH
Catching Onto The Craze Of Augmented Reality, We Are Hosting
An Interactive Hunt For The Snapchat Spectacles
#TheHunt Will Invite Users To Scan Bar Codes On Print Ads
And OOH Ads Leading Them To The Next & Ultimate
Destination To Find The Spectacles

18. PHASE 1
#TheHunt
DIGITAL
MARKETING/PR
PRINT ADVERTISING
OOH
Digital And Mobile Engagement With Hunting For The Clue
#TheHunt
This Will Help Create A Sense Of Urgency
Articles Mashable, BuzzFeed, Refinery29, Business Insider

19. PHASE 1
#TheHunt
DIGITAL
MARKETING/PR
PRINT ADVERTISING
OOH
Focusing On Direct Ad’s In Relevant Print Sources That Our Target
Reads
The Advertisements Will Be Related To Our Theme For Phase
One
#TheHunt
They Include QR Codes To Unlock Specific Filters

20. PHASE 1
#TheHunt
DIGITAL
MARKETING/PR
PRINT ADVERTISING
OOH
Related To The The Physical Hunt Of The Product
Unlock A Clue To Find The Bot
50% Off The Retail Price Of The Glasses

21. PHASE 2
Increase The Engagement & Awareness: (May - August)
Target BIG CITIES
Follow Up Press PR Placements From The Success Of The Hunt
Engage With Influencers & Celebs
#MySummerIs
•BBQ
•Adventure

22. PHASE 3
Increase Sales Drive People To
Buy The Product
(Sept - Dec)
NATIONWIDE
Seasonal Offers: Halloween,
Thanksgiving, Christmas & NYE

23. MEASUREMENT
Phase 1
Snapchat Data
Meltwater
Google
Analytics
Phase 2
Google Analytics
Meltwater
Phase 3
Feedback In Email Survey
Rating System

24. BUDGET
ALLOCATION
54%33%
3%
10%
Budget Breakdown
Print Events OOH Social Media
$15,000,000

25. CONCLUSION FIN.

26. QUESTIONS?