SlideShare a Scribd company logo
Stride Gum 
#Livewithstride 
Digital Strategy 
Jesse Fraser
Target Audience 
• Younger individuals 
between the ages 
of 13-25 
• Newer and cooler 
Gum that will 
attract this 
audience through 
their interest in 
new trends
BIG IDEA 
• Try new things with Stride! 
• Active lifestyles 
• Pictures chewing stride 
doing new and exciting 
things
Tools and Tactics 
• Facebook 
• Twitter 
• Instagram 
• #Livewithstride 
• 3 months and 10 
finalists 
• most likes wins 
$1000
Tools and Tactics Cont. 
• SEO to increase 
search exposure 
• Adventure 
Bloggers!
KPI 
• Increase followers and support on all aspects 
of social media through our campaign 
• More followers= Higher Success
Desired Increases! 
• Facebook: 3.1 to 3.5 
Million 
• Twitter: 28.2 to 31K 
• Instagram: 553 to 
4,000
Budget • In 2010 Stride spent 
$23.6 million on 
advertising 
• Increase to $24.6 
million! 
• $600,000 to internet 
Advertising 
• $400,000 to Social 
Media 
• User Integrated 
Advertising
Campaign Summary 
• Use social media campaign to increase 
website and social media trafficking 
• Increase Brand awareness 
• Increase Sales!
#Livewithstride

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#Livewithstride

  • 1. Stride Gum #Livewithstride Digital Strategy Jesse Fraser
  • 2. Target Audience • Younger individuals between the ages of 13-25 • Newer and cooler Gum that will attract this audience through their interest in new trends
  • 3. BIG IDEA • Try new things with Stride! • Active lifestyles • Pictures chewing stride doing new and exciting things
  • 4. Tools and Tactics • Facebook • Twitter • Instagram • #Livewithstride • 3 months and 10 finalists • most likes wins $1000
  • 5. Tools and Tactics Cont. • SEO to increase search exposure • Adventure Bloggers!
  • 6. KPI • Increase followers and support on all aspects of social media through our campaign • More followers= Higher Success
  • 7. Desired Increases! • Facebook: 3.1 to 3.5 Million • Twitter: 28.2 to 31K • Instagram: 553 to 4,000
  • 8. Budget • In 2010 Stride spent $23.6 million on advertising • Increase to $24.6 million! • $600,000 to internet Advertising • $400,000 to Social Media • User Integrated Advertising
  • 9. Campaign Summary • Use social media campaign to increase website and social media trafficking • Increase Brand awareness • Increase Sales!