Pedialyte
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Winning client presentation for Abbott Nutrition project with Miami University MKT 325: Consumer Behavior class in Spring 2017
![Social Media: Research Insights New Campaign Financials [2]
Agenda
Social Media
• Research, Insights, Campaign, Financials
Product & Place
• Research, Insights, New Image, Financials](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Pedialyte
- 1. Claire Bewalda Gabi D’Abato Mackenzie Kingsley Caitie McGarvey Lena Rutherford
- 2. Social Media: Research Insights New Campaign Financials [2] Agenda Social Media • Research, Insights, Campaign, Financials Product & Place • Research, Insights, New Image, Financials
- 5. Social Media: Research Insights New Campaign Financials 38.46%of traffic from social media RedBull 1.48% Pedialyte Source: SimilarWeb [5]
- 6. Current Campaigns Pedialyte US 794 followers Social Media: Research Insights New Campaign Financials Source: Instagram #mypedialyte 17 posts #pedialyte 14k posts [6] VitaminWater 17.6K followers #zeroregrets 5,341 posts #vitaminwater 158k posts
- 7. Current Campaigns Social Media: Research Insights New Campaign Financials Source: Facebook [7]
- 8. Current Campaigns Source: Instagram; Facebook Social Media: Research Insights New Campaign Financials [8]
- 9. Why and What Social Media? 2.5B Users Worldwide Social Media: Research Insights New Campaign Financials 182 95.1 55.8 66.3 108 0 20 40 60 80 100 120 140 160 180 2015 2016 2017 2018 2019 2020 PLATFORM USERS (MILLIONS) Facebook Instagram Twitter Pinterest Snapchat Source: eMarketer [9]
- 10. Why Gen Y? 15hrs Interacting Social Media: Research Insights New Campaign Financials 90% Millennial Use Source: Pew Research Center [10]
- 11. How can we reach Gen Y? 64% Trust Sponsors 90% Trust “Friends” 76% Consumer Honesty [11]Social Media: Research Insights New Campaign Financials Source: Adweek
- 12. Insights 1 2 Members of Gen Y trust their friends and family for recommendations on products and how to implement these products into their lives. Gen Y engages with people and brands through social media and lives connected up to the minute. [12]Social Media: Research Insights New Campaign Financials
- 13. New Campaign SponsorsInnovators Incentives [13]Social Media: Research Insights New Campaign Financials
- 14. Launch - Sweepstakes Social Media: Research Insights New Campaign Financials Incentive = Sweepstake Hashtags [14] Source: Instagram
- 15. Highlighting Innovators Check out Ms. Kristen’s dance class rehydrating properly! They are working hard, but not forgetting to take care of their bodies. Make sure you are replenishing and fueling your body for your next dance class with Pedialyte. #rehydration #workout #Pedialyte [15]Social Media: Research Insights New Campaign Financials
- 16. Sponsors Support Campaign [16]Social Media: Research Insights New Campaign Financials Source: Instagram
- 17. Example Metrics [17]Social Media: Research Insights New Campaign Financials >145K New Followers 5M Impressions 3M Entries Source: AdAge
- 19. Current Issues Product & Place: Research Insights New Image Financials [19] Source: Pedialyte
- 20. Gen Y: The Busy Generation 62% enjoy being very busy Product & Place: Research Insights New Image Financials 82% physical health suffers when busy [20] Source: The Sydney Morning Herald
- 21. How can we reach Gen Y? 67% Purchase Single Serving 52% Convenient Formats 41% Pay for Ease [21] Source: Mintel, Beverage Daily Product & Place: Research Insights New Image Financials
- 22. Gen Y and Purchasing Decisions 57% bought a new product 83% made an impulse purchase 77% bought from social media Product & Place: Research Insights New Image Financials [22] Source: Yahoo! Aabaco Small Business
- 23. Insights 1 2 American society views being busy as a sign of success. Gen Y prioritizes convenience and how products fit into their lives. Product & Place: Research Insights New Image Financials [23]
- 24. Bottle Design [24]Product & Place: Research Insights New Image Financials
- 25. In-Store Placement [25]Product & Place: Research Insights New Image Financials
- 26. Example Metrics [26] Fit consumer trends and lifestyles 9% Increase in Sales 2.7¢ saved per ounce Product & Place: Research Insights New Image Financials Source: US News
- 27. [27] Conclusion • Create brand awareness • Educate consumers Social Media • Ease of use • Altered Image Product & Place Pedialyte Many Uses Many Users
- 28. Questions?
- 29. APPENDIX • A-2 Estimated Timeline • A-3 Estimated Costs • A-4 Sources [A-1] 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
- 30. Back to school campaign for Pedialyte • Mid August Roll out new campaign • August Incorporate ideas into new campaigns • July/Aug. Pick sweepstakes winners • Mid-/Late July Advertise for Sweepstakes for Pedialyte • Late June Launch Summer Campaigns • Early/Late June Timeline [A-2]
- 31. Estimated Costs [A-3] Social Media Campaign Endcaps New Bottle Design
- 32. Sources • https://www.themorningbulletin.com.au/news/gen-y-no-lazy-slackers/2733985/ • http://www.smh.com.au/national/health/generation-overstimulation-generation-ys-addiction-to- being-busy-20150625-ghxsde.html • http://academic.mintel.com/homepages/default/ • https://www.aabacosmallbusiness.com/advisor/millennials-changing-face-retail-shopping- 025220847.html • http://www.beveragedaily.com/Library/Packaging-Packing-Materials-Containers/Tetra-Pak-Top-Six- Millennial-Needs • www.Instagram.com • www.facebook.com [A-4]