Date post: | 20-Dec-2014 |
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Social Media |
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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