2. The Product
About Crystal Light
• Crystal Light is a low-calorie powdered
beverage mix
• Crystal Light was first introduced in 1984
• There are currently dozens of flavors that
come in either individual tubs or convenient
on-the-go packets
• Currently sold in the United States and
Canada
• Kraft Foods is the parent company of Crystal
Light
3. The Idea
We would like to market the on-the-go packet to
women in the United States and Canada.
We plan to market the product through the use of a
digital strategy
Customer-focused efforts will be used, such as:
Crystal Light website
Social media sites: Facebook, Twitter, Youtube
Search engine optimization
4. Target Audience
The target audience for this campaign will be women
on the go
5. Key Performance Indicators
We will measure the success of the campaign
through sales of the product
An increase in sales will lead us to believe that the
campaign is successful at attracting our target
audience
We can also track the success of the campaign
through:
Individual web page visits
Social media interaction
Google Analytics
6. Big Idea
The idea is to market to women on-the-go
We need to make these women believe that their
lives will improve with the purchase of this product
Ideas that we will market
Ease of the product
Low cost of the product
The product as an alternative to less healthy options
(soda)
7. Tools and Tactics
Tools that will be used in this campaign are:
Facebook: plan to increase likes and customer
interactiveness
Twitter: Tweet at customers
YouTube: Produce short YouTube commericals
Google AdWords products
Tactics that will be used:
Tactics that can be understood by the target audience will
be implemented
Example: “Don’t have time to stop for something, use an on-the-
go packet to spice up your water!”
Communicating with customers through social media to
understand what they want, what they like and what they
do not like.
8. Budget
For this campaign we would like a budget of $50,000
a month. This will be broken down
$30,000 – Social Media: YouTube, Facebook, Twitter
$20,000 – Google AdWords
9. Summary
By implementing this campaign we hope to increase
the sales of the on-the-go packet option of Crystal
Light.
We firmly believe that the use of a digital campaign
will be effective. A lot of women are on the internet
and participate in social media websites.
