Campaign StrategyUGBA 198

Haas School of Business

UC Berkeley

Goals of a Marketing Campaign

• Increase Acquisition

– Acquire new followers

• Increase Retention

– Keeping your existing

followers engaged

• Increase SOW / SOM

– Share of wallet

– Share of mind

Campaign Development

• Alignment with corporate

and marketing strategy

• Objectives and goals are

KEY to success

• Why SMART Goals?

Developing & Measuring Campaign ROI• 6Ms Framework

Mission Market Message

Media Money Measurement

Case Study: Purple Your Profile

• Chevrolet and American Cancer Society

• Super Bowl 2014

Purple Your Profile—Mission

• Highlight and increase Chevy’s

corporate social responsibility (CSR)

Purple Your Profile—Market

• Survivors of cancers

• Friends, relatives, and those

who have supported

survivors to road to

recovery

• American Cancer Society

members and supporters

Purple Your Profile—Message

• To celebrate cancer survivors and those

who support them on the road to recovery

Purple Your Profile—Media

• Traditional Channels:

– Super Bowl T.V. commercial

• Non-traditional Channels:

– Facebook, Twitter, YouTube

• Website

– Chevrolet Purple Roads Website

Purple Your Profile—Money

• Super Bowl Ad Production– $1M

• Super Bowl Ad Placement– $8M

• Donation of $1 to ACS per ‘purplized’ profile– $1M

• Estimated total cost:– $10-12M

Purple Your Profile—Measurement

• Number of viewers of Super Bowl

• Number of views on YouTube video

• Engagement on social media

• Number of participants

• Press mentions

PYP—Measurement: Assumptions

• Internal data cannot be extracted, thus we will

use market sizing and industry standard for

some numbers

• This is a high level calculation

– We will not focus on small details, i.e. engaged % of

viewers on the Super Bowl

PYP—Measurement: Total Reach P1

• Total Reach = Traditional + Non-traditional

– Traditional = 111.5M

– Non-traditional = organic + amplified reach

– Non-traditional = 1.8M + 1.5M + amplified reach

• How to calculate amplified reach (aka virality)?– 1.5M participants via Facebook and Twitter

– Average: 200 Facebook friends / Twitter followers

– Calculation: 1.5M x 200 = 300M amplified reach

PYP—Measurement: Total Reach P2

• Total Reach

– Traditional + NT organic + NT viral

– 111.5M + 1.8M + 1.5M + 300M = 414.8M reach

– SB + YouTube + FB/Twitter + Viral = Total Reach

PYP—Measurement: CPM

• Cost-per-thousand

– CPM: Cost of campaign x 1000

Total Reach

• CPM: ($11M x 1K) / 414.8M = $26.55

– What does this mean?

Every 1,000 reach will cost Chevrolet $26.55

PYP—Measurement: CPM Comparison

• CPM for Purple Your Profile: $26.55

• Average CPM for Super Bowl Ad: $30-35

• Was this a success?

– YES ($26.55 > $32.5)

• Food for thought to consider…

– Press mention reach was not included (could decrease CPM further)

– Engaged reach was not factored (could increase CPM)

Takeaways

• Campaign should align with corporate and

marketing objectives

• Campaign Strategy Success:

– Development + Management + Measurement

• Utilize frameworks such as SMART Goals and

6Ms to help guide and measure success