Godiva GreetingsBianca Alberga, Suzanne Phillips, Aiah Varh, Kristin Freeman, Alex Simpson, Malak Laraki, Ben Hastert

Godiva● Created in 1926 by a Belgium family, Draps

● Success led the Draps to open boutiques in the fancier streets of Europe

● Later, in the 70s’, the confectionary found success on the American market

● Very strong brand image

● Well driven and effective communication on social media

State of the Industry: Chocolate Stores in the U.S.

● Premium chocolate growing quicker vs. everyday chocolate.

● Embodies 18% of the U.S. chocolate store market

● Battle between Lindt and Godiva

● Trends

Godiva Social MediaKeys to success:

● Professionally created content AND casual pictures

● Reposting consumer content

● Appeal to millennials through products inspired by trends

● The content itself○ Pure temptation

→ Results in high engagement rate

Godiva Google Search

Objective1. Increase Godiva’s engagement from 0.73% to 1%

2. Get 5,000 google results when googling #GodivaGreetings

3. Differentiate themselves from competitiona. Make Google returns 20% people-oriented

instead of product-oriented

Opportunity● Gap in the marketplace

○ Chocolate content too product focused● Godiva can change this norm

○ Encouraging consumer content ○ Providing more customer-oriented

content○ Engaging consumers through social

media and contests using hashtag #GodivaGreetings

Campaign Engagements Goal: To double Godiva’s Valentine's Day Campaign

Company

Hashtag Used

#LoveGodiva #CadburyLove #gofor2 #mybreak #ShareaCoke

Google Returns 2,450 578 1,230 67,600 230,000

Our Target

Approach● Encourage customer-created Godiva content

● Less product-based, corporate content○ Add a personality to the brand

● Become the chocolate brand with the most customer-centric image

● Increase gift-giving of Godiva this holiday

season

Tactics● Launch social media competition using

#GodivaGreetings

● Encourage posts showing joy and happiness associated with giving the gift of Godiva

● Godiva will Tweet, Instagram, and post on Facebook our own #GodivaGreetings photo once a day

● Post scrolling feed on website

Deliverables● Our content

○ 7 posts per week per channel

○ 105 pieces of content created total

● Outside content○ Goal is to get 100

competition entries per week (roughly 2% of weekly past engagers)

● Total Godiva Social Audience: ○ 782,500

● 30% of audience typically views each post:○ 234,750 people in total

● 1% engagement of our total social audience: ○ 7,825 engagements (3.33% of total reach)

Engagement Goals

Content

Costs● Coupons for 5 32ct box of chocolates= $260● Promote 2 tweets with 1,000 engagements each= $1,000● Promote 5 facebook posts with 3,000 clicks each=$3,000

○ Total = $4,260

● Non-professional iPhone photoshoots from marketing department= free● Social media monitoring, and

continuous responsiveness from marketing team = free

Conclusion

● Increased social interaction

● More personable brand

● Consumer-curated content

● Put Godiva as top-of-mind for customers as the perfect holiday gift

#GodivaGreetings

Referenceshttp://digiday.com/sponsored/gumgumbcsa-008-the-express-guide-to-in-image-ads-publishers-edition/

http://www.tintup.com/blog/7-examples-of-successful-hashtag-campaigns/

http://www.godiva.com/ballotinmaster/BALLOTINMASTER.html?cgid=All-Gift-Boxes&dwvar_BALLOTINMASTER_PieceCount=70&dwvar_BALLOTINMASTER_color=classic&start=3

https://www.pinterest.com/sephill4/godivagreetings/

http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/

http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/

https://www.google.com/search?q=godiva+founder&espv=2&biw=1400&bih=611&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiL84mB17PPAhXJMz4KHQ_TC7UQ_AUIBygC&dpr=1.13#tbm=isch&q=godiva+logo