The Splenda digital marketing campaign aims to increase brand awareness and loyalty through blogger outreach, social media stunts, and media coverage centered around the theme of Splenda being the "Sweetest Serendipity." Key tactics include developing relationships with bloggers who will create content highlighting Splenda, pop-up stands providing Splenda samples to gather social media posts, and SEO optimization. The campaign's success will be evaluated based on increases in sales, social media followers, and the reach of campaign content. The estimated budget is $1.5-2 million.

1. Sweetest Serendipity

2. Splenda’s Digital Campaign is…
designed to…
• Create brand awareness
• Increase brand loyalty
through…
• Digital and traditional media
coverage
• Social media and publicity
stunts

3. Target Audience

4. The Big Idea: Splenda is the Sweetest
Serendipity
Sweet = Splenda
Serendipity = what consumers experience when discovering the sweetness of Splenda

5. Sweet Serendipity Blogger Outreach
Develop relationships
with “mommy” and
”daddy”, foodie and
health & fitness bloggers
Splenda will send them
product under the
agreement the bloggers
highlight how Splenda is
the “Sweetest
Serendipity”
Blogger
Program
Content in blogs will
reflect audiences
interests
The content will be
shared on Splenda’s social
media platforms and
personal accounts of the
bloggers – our audience
will seek and share these
posts
Inbound
Marketing

6. Publicity and Social Media Stunt
Pop-up stands scattered throughout
local suburban neighbors and city hubs
Stands will provide sample sized food
items and drinks where regular sugar
has been replaced with Splenda
Upon receiving a serendipitous treat,
the customer will be encouraged to
share a photo of the treat with the
hashtag #SweetestSerendipity

7. Digital and Traditional Media Coverage
All of these efforts – blogger outreach
program and social media/publicity quotes –
will garner social and digital media and will
create

8. Tools and Tactics
Search Engine
Optimization
•“healthy sugar”
•“sugar alternatives”
SEO blog posts for
more search results
Used to
monitor social
media

9. Evaluation
To evaluate the efforts of this campaign we will
look back to the original goal of increasing brand
awareness and loyalty. We will turn to the sales
of Splenda from priot to this campaign until after.
If sales have increased, we will know that this
campaign has been successful.
We will also look to see if there was an increase
in Twitter followers and Facebook fans and will
determind how man people our content reached.

10. Budget
Item Cost
Blogger Outreach/Stunt $4,000
Billable Hours $1M
Google Adwords/Tools Half M - $1M
Total $1.5-1M