module 4 - project - final[3]

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.

IN THE UK

2

Competition and Market Opportunity

Squared Online Module 4 - Project

ESTABLISHED ENERGY DRINKSBIG PLAYERS WITH 98% MARKET SHARE

1

ESTABLISHED SPORTS DRINKSSPORTS PERFORMANCE

2

DIRECT COMPETITORSHEALTHY, NUTRITIONAL DRINKS

3

SUNSOUL, VITAMIN WATER, PUREDEYZLUCOZADE, POWERADE, MOUNTAIN DEWREDBULL, MONSTER, ROCKSTAR

MARKET OPPORTUNITYACTIVADE 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

25-45 year olds

3

CONSUMER SEGMENTATION


BUSY BEES25-45 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 MUMS25-45 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 MILLENIALS25-35 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 IN18-40 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.

ACTIVADE PURE

4Squared Online Module 4 - Project

CUSTOMER JOURNEY

ACTIVADE PURE

5

PRODUCT POSITIONING


PRODUCT OFFERAcBvade 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 NEEDSOur 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

PORTFOLIO STRATEGY

6

ACTIVADE PURE


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 LIFESTYLEACTIVADE ORIGINAL

What it feels like to be the best you can

be.

ACTIVADE PROWhat it feels like to

push your limits

ACTIVADE PUREWhat it feels like to

go for it.

ACTIVADE PURE

7

Marketing Objective (DMMM)


�

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

ACTIVADE PURE

8

CONTENT STRATEGY


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.

CONTENT STRATEGY

9

INSPIRE


OWNED MEDIA

WEBSITE+

BLOG

MOBILE SITE

PAID MEDIA DIGITAL

DISPLAYADS

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 MEDIAVideo, 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

CONTENT STRATEGY

10

EDUCATE


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 MEDIAvideo, 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

CONTENT STRATEGY

11

CONVINCE


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 MEDIArich 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

+

CONTENT STRATEGY

12

CAMPAIGN OVERVIEW


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

ONLINESALES 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

OFFLINESALES CHANNELS

module 4 - project - final[3]

Documents