Stride GumDigital StrategyEmer Smith

Target Audience

• Teenagers and young adults [13-24]

• Stride is a newer and edgier product

BIG Idea

• Common and useful product

• “Redefine the limits of possibility”

• Absurd & comical advertising

• Shaun White

Tools & Tactics

• Social Media• Interactive

Marketing • Video Game • Internet and Radio• Go Mobile

Tools & Tactics cont.

• SEO to stand out• Google Adwords for

searches like:• Gum• Adventure• New experiences• Possibility

Increase Followers

• Facebook: 3.1m-3.5m• Twitter: 26.1K – 29K• Instagram: 5,000• More unique users

Budget

• Increase Advertising/Marketing budget to $25 million• $1.5m social media• $2m videos• $2m SEO• $1m app• $18.5m traditional

media

KPIs

• Devise a plan • Increase followers

• Instagram• Twitter• Facebook• YouTube

Summary

• Consumer Wants• Separate from

status quo• Improve sales• Successfully

communicate brand

“A chewing gum that redefines the limits of possibility. Again.”