Marketing Campaign for“Boost Energy Drink”

Hlumelo Ndoni

OverviewYou asked me to come up with a marketing campaign for a new energy drink. I’ve come up with a fictitious brand called Boost and the whole premise of this campaign is based on them coming to ThinkDapper to launch a new flavour called Nitros.

Understanding the problem: 9 part strategy

This is a 9 part strategy to laucnhing the Boost Nitros energy drink, mainly: Identify the problem

1.Identify the opportunity2.Choose a social media partner3.Set goals and objectives4.Set targeting strategy5.Set messaging strategy6.Test and scale: offline sales and brand perception7.Test and scale: Direct response online sales8.Maintenance9. End: end contract or renew for new campaign

Boost Nitrous Marketing Campaign

Identify Opportunity

Boost Energy drinks is launching a new flavour, Nitrous, and decide to use Social Media to:

Reach more buyers at once

Reach loyal customers with real time special offers

Gain insights to improve tv and radio messaging

Minimize advertising waste with precise audience targeting

Choose Social Media Partner

Boost Energy Drinks engages ThinkDapper as their advertising partner to pursue the opportunity because:

Specialists in Facebook and Twitter advertising

Specialists in consumer brands

Technologies and tools for scalable campaign management

Set goals and objectives

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Boost Energy Drinks and Think Dapper identify and define campaign goals

● Generate sales from the Boost website for the Nitrous flavour

● Generate brand preference● Generate grocery store sales

Consider past performance to define objectives

● R5 for every R15 Nitrous sold online● 5% lift in grocery store sales● A 15% lift in brand favorability

Identify key insights to surface through campaign

● what content drives sales● What audiences are the most valuable● What are they interested in

Set targeting strategy

Think Dapper considers different methods to identify key audiences

1st party data: Identify 100 000 key name from the Boost Energy Drink customer database

3rd party data: use 3rd party providers like Datalogix to identify purchasers of energy drinks

Website retargeting: Attract consumers to website then message them on social networks

Keyword and interest targeting: message consumers based on keywords and interests, like “Love energy drinks”

Fn targeting: message consumers that have like the Boost Facebook fanpage

Lookalike audiences: message large consumers that are similar to existing, loyal customers

Set messaging strategy

Think Dapper refines its message for each social network:

Facebook: target audiences, build product awareness, brand loyalty as well as online and in store sales

Twitter: Deliver perishable offers, such as free Nitrous Boost Day, and weather related offers like “nothing like a Nitrous Boost on a cloudy monday”

Instagram: build positive brand image and awareness with beautiful fitness related photos and motivational quotes.

Test and Scale: offline

sales and brand

perception

Think Dapper assigns R100 000 to achieve Boost Energy drink goals, including R50 000 for offline sales and R50 000 for online sales.

Think Dapper considers 3 testing methods to optimize campaign goals

Budget Optimization

Real time predictive optimization

Content pre-testing

Think Dapper learns two posts are exceptional and six are great and promotes accordingly

Test and scale: direct

response and online sales

Think Dapper launches a 3 week testing

Week 1: News feed ads achieve higher ROI than ads in mobile feed

Week 2: websites links achieve higher than images and video ads

Week 3: websites retargeting achieves more and less expensive conversions than other targeting options

Week 4: targeting the keywords “boost” and “energy” achieves higher ROI for twitter while “Redbull” and “Nitrous” achieve better on Facebook

Maintenance

ThinkDapper and Boost Energy Drinks optimize performance for during campaign

refresh stale creatives

introduces new audiences when old once stop buying

deploys new calls to action to increase new sales per customers

End

ThinkDapper surpases all of Boost Energy Drinks goals for Nitrous flavour. They gain 3 insights to guide future campaign:

creative with an urgent call to action to secure free shipping increased average order by up to 3x

Fans of Boost Energy drinks other flavours converted well. Reaching fans of any Boost Energy drinks flavours is a valuable investment

The users who purchased the most had high affinity towards Fitness, exercise, jogging creating new opportunity for sponsorships and partnerships

Jan Feb Mar Apr May Jun Jul Jul

Timeline

Deployment In-production services

National go-live

Advanced projectsRetargetingCompetitor customer

targeting

About me

Hlumelo Ndoni, LokalLink.comHlumelo Ndoni is a tech geek, entrepreneur and Digital Marketing Enthusiast