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Digital Communication PlanJuly 2014

Frederick Siler

Creating Promoters

Target Audience

• 18-35 year old• Moving into apartment or first house

Big Idea

• YouTube reaches more US adults ages 18-34 than any cable network• Create a fun, interactive show about how to put together Ikea products • One host for show• Guest hosts of famous or rising YouTubers

Social Media

• Separate for Ikea brand, the YouTube show and the host• More laid back, less professional• Engaged with audience

AdWord and Display Ads

• Keep current campaigns separate • Focus on “How to” searches

Pre Roll

• Target users already on YouTube• Gain more subscribers

Performance Indicators

• Subscription count• View count• Social mentions• Year over year sales

Budget

Summary

• Full media campaign will create a high ROI• Targeting a young audience will lead to dedicated buyers• Long term benefits