Module 4 - project - FINAL[3]
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1) The document outlines a marketing strategy for Activade Pure, positioned as a healthy energy drink for women. It analyzes competition and identifies an opportunity for a nutritious product. 2) The strategy involves using owned, paid, and earned digital media to inspire women with rich content about life experiences, educate them on how Activade Pure integrates into an active lifestyle, and convince them of its benefits through influencer reviews. 3) The objectives are to increase awareness, engage fans, and drive sales of Activade Pure by creating an association with empowering experiences through a digital-first campaign supported by offline promotions.
Module 4 - project - FINAL[3]
- 1. 1 EXECUTIVE SUMMARY ACTIVADE PURE A/er analyzing the market opportunity, compeBBon and consumer trends, we posiBoned ACTIVADE PURE as a HEALTHY ENERGY DRINK FOR WOMEN. Since it is a new product, our aim was to educate and inspire through rich media content that promotes all the exciBng experiences that enrich one’s life. Secondly, we had to generate trial and the best way to do that was to acBvate potenBal consumers through convergent content that drives credibility on ACTIVADE PURE ’s benefits using 3rd party blogger reviews.
- 2. IN THE UK 2 Competition and Market Opportunity Squared Online Module 4 - Project ESTABLISHED ENERGY DRINKS BIG PLAYERS WITH 98% MARKET SHARE 1 ESTABLISHED SPORTS DRINKS SPORTS PERFORMANCE 2 DIRECT COMPETITORS HEALTHY, NUTRITIONAL DRINKS 3 SUNSOUL, VITAMIN WATER, PUREDEYZLUCOZADE, POWERADE, MOUNTAIN DEWREDBULL, MONSTER, ROCKSTAR MARKET OPPORTUNITY ACTIVADE PURE contains vitamins, nutrients, and natural energy enhancers specific to the daily needs of acKve women. It is the perfect response to the following market trends: - Healthy nutriKon segment is growing due to growing health concerns and consumer awareness - Women consumers (incl. mothers) present growing market opportunity and yet under supplied - The lifestyle segment is growing vs. sports performance. Energy drink consumpKon more than doubled vs. LY
- 3. 25-45 year olds 3 CONSUMER SEGMENTATION Squared Online Module 4 - Project BUSY BEES 25-45 y,o. w Main goal: mulK-tasking while staying healthy Lifestyle: busy schedule, involving meeKngs and long commutes. Nutri3on: they control what they eat, drink coffee to keep focused Channels: Social Media (FB, Instagram, Whatsapp, Pinterest), organizing apps (Evernote) ZEN MUMS 25-45 y,o. w Main goal: to feel mentally and physically balanced Lifestyle: having a child has made them more in tuned with their body and their health needs Nutri3on: products with high nutriKonal content, that make them feel balanced Channels: SM - Facebook, Instagram, Snapchat, Pinterest. Smartphone, Search (info) THE MILLENIALS 25-35 y,o. w Main goal: have energy to do everything at once. Lifestyle: social life is extremely important. Offline events are mixed with online sharing on Facebook or Instagram to enhance the experience. Nutri3on: energy drinks keep them going, looking for healthier alternaKves Channels: SM - Facebook, Instagram, Snapchat, Pinterest. ACTIVELY TUNED IN 18-40 y,o. w Main goal: feel good, look good and enjoy long-term health Lifestyle: acKve, need to track their workout progress, stay determined. Nutri3on: healthy instead of performance enhancing Channels: smartphone (organizing, tracking acKvity), Facebook, Search (info on health). Consumer trend: Women are growingly having an acBve lifestyle (whether it includes sports, everyday tasks, balancing life-work or an acBve social life) They are also becoming increasingly health aware.
- 4. ACTIVADE PURE 4Squared Online Module 4 - Project CUSTOMER JOURNEY
- 5. ACTIVADE PURE 5 PRODUCT POSITIONING Squared Online Module 4 - Project PRODUCT OFFER AcBvade Pure differenBates from sports drinks. It’s for everyday use, not just for sport acBviBes. And vs. energy drinks it’s healthy, without extra sugar or caffeine. 100% YOU. Happy, healthy, ENERGIZED. Brand role: AcBvade Pure empowers you to do everything you set your mind to. Emo>onal benefit: allows you to be yourself, natural, no enhancements. Func>onal benefit: Healthy energy. No added sugar, no chemicals. CONSUMER NEEDS Our target currently drinks energizing, not energy drinks (ex. coffee, fruit juice). But needs a healthy alternative that can be convenient to carry and fits naturally within their current lifestyle
- 6. PORTFOLIO STRATEGY 6 ACTIVADE PURE Squared Online Module 4 - Project The ACTIVADE brand shows a decline in awareness and market differenBaBon To solve, ACTIVADE PURE takes posiBon 1 within the brand hierarchy primary: content is opBmised towards driving Pure’s awareness to target consumer and establishing differenBaBon secondary: li/ing and amplifying the parent ACTIVADE brand FROM ATHLETIC PERFORMANCE TO LIFESTYLE ACTIVADE ORIGINAL What it feels like to be the best you can be. ACTIVADE PRO What it feels like to push your limits ACTIVADE PURE What it feels like to go for it.
- 7. ACTIVADE PURE 7 Marketing Objective (DMMM) Squared Online Module 4 - Project OBJECTIVES DIGITAL FIRST Inspire through Hero content showcasing online experiences Educate through Hygiene content showing everyday situaKons Convince through Convergent content involving blogger partnerships Other digital channels: Website + Mobile app (owned), Display ProgrammaKc(paid), Search (organic, paid) SALES CHANNELS GOALS KPIs TARGETS Position and create Awareness for ACTIVADE PURE Create a loyal base of Consumers Lead Consumers to Conversion of ACTIVADE PURE Drive Traffic to ACTIVADE PURE’s Website - increase search for keyword - ‘ACTIVADE’ Stimulate target group to buy six packs of ACTIVADE PURE through sales promotions and actions Website traffic Keyword Search increase Fan engagement, fan base increase Volume SALES 30,0000 Unique visitors 30% in Search 10,000 Facebook likes 4000 Twitter followers 30% in Engagement SALES VOLUME INCREASES 25% in by end of the Year SOURCE: GOOGLE ANALYTICS SOURCE: FB INSIGHTS HOW? Through a digital first campaign supported by offline promoBon, we will create a strong associaBon between ACTIVADE PURE and all the new, exciBng everyday experiences that enrich your life, in order to drive online sales as well as in store sales. Engage Target group fans through SOCIAL MEDIA
- 8. ACTIVADE PURE 8 CONTENT STRATEGY Squared Online Module 4 - Project 3 2 1 4 ACTIVADE PURE - what it feels like to be you, at your best Tone: celebratory (celebrate being you), empowering, upli/ing Look & feel: the brand tagline ‘What it Feels Like’ is brought to life in an empowering manner using dynamic content to depict real-life situaBons CONTENT MESSAGE Create more energy moments that can enrich our target’s life. Inspire them to live fully every experience. Theme: What it feels like to be you. Driver: hero content INSPIRE Show women that energy drinks can be healthy and integrate naturally into their everyday lifestyle. Create a product ritual before casual moments. Theme: Needing energy before important moments, not just sport acBviBes. Driver: hygiene EDUCATE Direct consumers to sales channels. Use advocacy, tesBmonials, brand ambassadors to establish credibility. Theme: ACTIVADE PURE is the real natural energy drink. Driver: Convergent content CONVINCE ACTIVADE PURE naturally empowers you to feel your daily best; physically and mentally. You feel healthy, happy, energized.
- 9. CONTENT STRATEGY 9 INSPIRE Squared Online Module 4 - Project OWNED MEDIA WEBSITE + BLOG MOBILE SITE PAID MEDIA DIGITAL DISPLAY ADS AdWords (PPC) ‘WHAT IT FEELS LIKE…’ Use Hero Content to drive awareness and inspiraBon, focusing on ACTIVADE PURE Digital insight: when scrolling through the newsfeed during office hours, our women need inspiraBon to live fully outside work. The tagline for rich content that inspires to live fully, focused on experiences, during or outside office hours. It’s about being in the moment and being the best version of yourself. OWNED MEDIA PAID MEDIA Video, rich content, Email sign up Hero content: 360 FB videos, cinemagraphs, gopro videos that showcase online experiences Social media prize compeBBons + themed posts - *convergent media Digital display ads (web +mobile) video + HTML5 - programmaBc audience + affiliate channels *convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content) Dancing at Festivals Relaxing at the beach Capturing the moment SOCIAL MEDIA SOCIAL MEDIA
- 10. CONTENT STRATEGY 10 EDUCATE Squared Online Module 4 - Project KNOWLEDGE BASED VIDEOS 1/WEEK OWNED MEDIA WEBSITE PAID MEDIA AFFILIATE ‘WHAT IT FEELS LIKE…’ The tagline for useful content that educates women to learn how ACTIVADE PURE offers healthy energy throughout the day, helping them achieve their best. Use Hygiene Content to drive awareness and show consumers how ACTIVADE PURE naturally integrates within their lifestyle. Also li/s AcBvade brand. Digital insight: “how to” videos are one of the most efficient ways to educate online on a new product. OWNED MEDIA PAID MEDIA video, rich content and copy addresses why ‘PURE’ is different, bener, and right for your daily life-style. Email sign up to learn more Organic search (web/mobile site opBmised brand and generic search terms) Social media Hygiene content 'Pure' lifestyle Bps videos + posts - *convergent media e-CRM – monthly customer email newslener Affiliate marke>ng ads – relevant affiliate sites Paid search (PPC) – brand & generic search terms ExperienBal events & workshops - sampling + ‘Pure’ lifestyle engagement acBviBes *convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content) ACE a presentation Catching a bus Live a healthy lifestyle
- 11. CONTENT STRATEGY 11 CONVINCE Squared Online Module 4 - Project EARNED MEDIA OWNED MEDIA WEBSITE 7 FOR 6 OFFER PAID MEDIA BLOGS AFFILIATE ‘WHAT IT FEELS LIKE…’ The tagline for ambassadors tesKmonials that convinces women to trust ACTIVADE PURE’s natural ingredients. Use Convergent Content to drive credibility on ACTIVADE PURE’s benefits through 3rd party blogger reviews and own brand content. Digital insight: I trust online influencers rather than brands. OWNED MEDIA PAID MEDIA rich content, tacBcal copy, and email sign up re: sales promoBons, parBcipaBng retailers e-CRM – personalised email markeBng (loyalty & referral discounts & rewards, advocacy rewards for tesBmonials) Affiliate marke>ng ads – relevant affiliate sites Paid search (PPC) – brand & generic search terms Experien>al events & workshops - sampling + ‘Pure’ lifestyle engagement acBviBes *convergent media: owned + earned + owned (shares, likes, audience posts + used as sponsored content) Blogger Review Inspiration Customer Testimonial RETAIL IN-STORE POS 7 FOR 6 OFFER
- 12. + CONTENT STRATEGY 12 CAMPAIGN OVERVIEW Squared Online Module 4 - Project TRADITIONAL MEDIA • Bilboards, pamphlets and stickers placed at petrol stations, transit stations, office buildings, and 3rd party affiliate retailers • Experiential events at retail stores DIGITAL FIRST • Inspire through Hero content showcasing online experiences • Educate through Hygiene content showing everyday situations • Convince through Convergent content involving blogger partnerships • Website + mobile app (owned) • Display Programmatic (paid) • Search (organic, paid) • Social media DIGITAL MEDIA ONLINE SALES CHANNELS • Dedicated product page with integrated online store • Event sponsorships and online competitions (promoted in social media: Twitter, Facebook Instagram) where ACTIVADE PURE is sampled • Store locator „find a retailer” through web and mobile to drive offline channels • Affiliations with women sport clothing retailers: • ACTIVADE PURE gadgets shipped with every online purchase at an affiliate retailer • vending machines at affiliate stores giving free samples of ACTIVADE PURE for online registrations made on site via mobile app • Partner with retailers and distributors: to: • offer ACTIVADE PURE though 3rd party distribution channels • offer discounts with ACTIVADE PURE sticker at retailer stores • offer in store experiential events • Place branded vending machines at gyms, spas, gas stations and shopping OFFLINE SALES CHANNELS