This document outlines a proposed digital marketing strategy for BIG Cola, a premium soft drink brand in Nigeria. The objectives are to promote brand awareness, increase sales by 20% in six months, and boost social media engagement. Key tactics include a "Golden Cap" promotion on bottles/packs with airtime/discount codes, search engine marketing, display ads, influencer partnerships, and content creation. Metrics like website traffic, social followers, shares and sales will be tracked. The campaign will be integrated with traditional media and iterated over time to maximize results for BIG Cola.

1. By
Sadeko Samson Samuel
Digital Marketing Strategy
For
04-04-2017

2. Where are we now
Industry Overview
• BIG Cola, the flagship brand of AJEAST Nigeria, a subsidiary of the AJE
Group and the Africa’s fastest growing premium soft drink brand of the
year 2016, with the variants( Cola, Lemon and Orange).
• A brand focused in delivering on its promise to democratize soft drinks
consumption by offering consumers premium products with more value for
less money spent
• In the Carbonated Soft Drink (CSD) market, big cola is in close
competition with Coca cola, Pepsi and LaCasera.

3. Big Cola competitors

4. Business objective
• To promote brand awareness among consumers
• Increase sale by 20% within six(6) months
• Increase brand mention, shares and likes by 50% in six(6) months
• Increase wholesale depots by 10% in six(6) months

5. Digital Objective
20

6. Tayo - Class D, E
25 years old.
Male
B2C
Undergraduate.
One smart phone which he is constantly using.
Like partying.
Searches online for products that he is interested in.
Willing to be a part of new social media trends.
Can be found on: Instagram, Twitter Facebook, Blogs.
Digital Activities : Searching, Social Networking,
Communication,, Entertainment, Emailing.
PRIMARY
TARGET
CONSUMER PROFILE

7. CONSUMER PROFILE
Toyo- Class: C1,C2.
34 years old
Female
B2B
Finance Supervisor
Married with children.
Spends time socializing with old friends, hardly has
time to meet new people online
Two smart phones and a laptop for her business.
Knows what she wants
Interested in business ventures.
Can be found on :Facebook, Twitter, Blogs, Instagram.
Digital Activities : Searching, Browsing, Social media,.
Shopping.
SECONDARY TARGET
CONSUMER PROFILE

8. Target Audience Online Behaviour
Source: Google Keywords Planner

9. Insight from Google Trends
Source: Google Trends

10. Digital Strategy

11. BIG Idea

12. Key Message
With Big Cola, you can enjoy
premium products with more value
for lesser price.

13. Activation: “The Big Cola Golden Cap”

14. The Big Cola Golden Cap:
Is a promotional offer which reward its loyal costumers, it would involved the cap with a winning code for
airtime recharge, and a golden cap for the grand winner of the promo which will last for two (2) months.
For B2C
Open a big cola bottle today and text the code beneath the cap to a short code to instantly get an airtime of
your choice if you are lucky enough to pick the winning cap.
For B2B
Send the code beneath the Big Cola pack to a dedicated email address to enter a draw of getting a 4% discount
on your next purchase from our dealers
For Everybody
The lucky winner with the golden cap will go home with cash worth thousands of Naira.

15. How To Achieve Business Goals
The AWARENESS campaign would be spread
across the above digital channels and integrated
with other traditional medium (TV ads).

16. How to achieved the Business Goals
20
Content Marketing and Search Engine Marketing
would be use to drive SALE, this will be achieved
by regular sponsoring of sale driven contents
across these digital channels

17. How to achieved the Business Goals
Email Marketing and mobile Marketing would be used to
constantly maintain cordial relationship with Big Cola
dealers.
Also this channels would be used for remarketing to those
who will opt in willingly to receive other promotional offers
from Big Cola after using their mobile numbers and Email
addresses to claim their airtime from the golden cap promo.

18. Action Plans
 Optimise Big Cola Website for both desktop and phone browsing compatible with all browsers.
 Use Pay Per Click to start the search engine marketing and Search Engine Optimisation to put website on first
page ranking by the third month with the Keywords: Carbonated Soft Drink, Soft drinks, Affordable soft drinks
and Big Cola drinks.
 Place display Ads and Rich Media Ads on Linda Ikeji blogspot, Nairaland,, Naij.com, Goal.com, Pulseng, Jiji.ng,
Jumia.com and other websites subsequently.
 Sponsor ads on Facebook and Instagram, while using Twitter to promote tweets about the promo and winners(if
one had emerge). Subsequently using Influencers to tweet about the promo and Big Cola products in general.
 Activate short code for the promo with telecommunication companies.
 Place ads on BRT Buses and stickers on interstate transport vehicles, inside of public buses.
 Using a popular film actor/actress or comedian to promote the campaign on rich media ads and on TV ads.
 Promo: $100 to the winner of the Big Cola Golden cap promo and announce on the website and all social media
accounts when they emerge.
 Promo: 4% to the dealers who win the B2B promo which will run for 2 months to attract new dealers

19. Integrating Digital Marketing With Traditional Media
Display Ads on BRT Buses and Interstate buses

20. Pillar Content
About Big Cola Brief about the Basic composition of
Big Cola drinks and nutritive values.
Information About how to be a lucky winner in
the Big Cola Golden cap promo
Games Big Cola “Think Bigger Game Show”
Entertainment Compose a song with “Lets Go Bigger
with Big cola”
Motivational Tips on how to get the best out of
your worse moments
Content pillar

21. Expected Results/KPI
60%
Increase awareness and visibility
20%
Increase in sales
+
Increase in number of click on banner
ads+
Increase social media engagement
- Increase Instagram followers by 1500
- Increase Twitter followers by 1000
- Increase Facebook Shares/likes
- Increase brand mentions
30% Increase in number of visit
to the landing page

22. Measurement
&
Analysis
Google Analytics
Facebook Insight
Twitter Analytics

23. ITERATE!
This campaign will be iterated and integrated with other traditional medium to
achieved maximum business goal.

24. Thanks