the campaign to get people to drink stuff

#204

We live in a world full of seriousness. Fakeness. Pretentiousness. Trying-too-hard-ness. It's full of wearing yoga pants but not doing yoga, of lifestyle brands, craft beer connoisseurs and perfect instagram feeds.

We call this the stuffy stuff.

And people don’t like that stuff.

So it’s a good thing Snapple’s pretty much the opposite.

It’s not the healthy stuff, it’s not the antioxidant stuff, and it’s not the this-will-change-your-life stuff.

snapple is playful. it's quirky.

and it never, ever takes itself too seriously.

stuff in this book.

1

Target Market 2

Research 3

Brand Postioning 6

Creative Concept 7

Media Map 8

Creative Execution 10

Reasoning 22

Media 23

stuff to accomplish

Snapple needs to be more relevant here than ever. We need to get those people who are drinking Snapple 9x a year to drink it 10x.

People who drink more Snapple

People who don't drink as much snappleThese people need to try Snapple, whether it’s for the first time ever or the first time in a while. We need to get the people who are drinking Snapple 1x per year to drink it 3x.

Snapple asked us to create an integrated marketing campaign that increased total Snapple volume sold, targeting Snapple’s “Heartland” and non-heartland through different tactics.

2

People aren’t talking about Snapple anymore, but when triggered, they remember. They just don’t remember off the top of their heads.

When they are reminded, whether by taste or through the mention of its name, the good stuff from Snapple’s past comes through:

people forgot stuff... ...but they also

remember stuff.

"Rea

l inte

rview fact"#2

listed Snapple

when blindly asked

to name three tea

brands.

13/79

"It’s outdated.

Snapple is stuck in

the 2000’s."

"Rea

l inte

rview quote"#1 "It’s not always

there. I don’t hear from or see

Snapple."

"Rea

l inte

rview quote"#2

"Wow, I really

forgot about

Snapple."

"Rea

l inte

rview quote"#3

"Snapple isClever and creative."

"Rea

l inte

rview quote"#4

"Fruity and delicious."

"Rea

l taste test quote"#

1

“Oh, right. I actually do really like snapple."

"Rea

l inte

rview quote"#5

"Rea

l survey fact"#

1

see snapple as a friendly brand.

80%

"Rea

l interview fact"#

1

listed Snapple when

blindly asked to

name three juice

brands.

2/79

nobodyreally talks about it anymore.

Snapple used to be one of the cool kids in the drink aisle, with a fun, quirky personality that came across both in pop culture and on the shelf. From the legendary Snapple Lady and “You Win Nothing!” campaign of the 1990’s, to the “Better Stuff” campaign of the 2000’s, Snapple has made some pretty iconic stuff. But in recent years, Snapple has lost sight of itself. Across all of our research, the findings were pretty much the same:

stuff WE LEARNED

424 quantitative surveys

79 videos

48 taste tests

2 focus groups

3

Surveys surveys were sent to 424 participants, randomly assigning people to one of two strategic concepts and gauging their perceptions of Snapple.

Interview We interviewed 79 people to gauge their opinions and awareness of Snapple.

Taste Test We conducted a four part taste test between Snapple and its closest competitor, Arizona Iced Tea. Participants tasted tea and juice from both brands in both blind and known experiments.

Focus Groups Two concept testing focus groups were conducted to determine the best creative direction for Snapple.

Stuff holding snapple back

4

A closer look at

the brand, its

environment, and

what's really going on

Snapple is supposed to be the quirky drink, but its recent marketing efforts don’t reflect that. Social media presence is lacking, and the recent #LoveSnapple campaign did little to further its brand identity. Searching online for Snapple shows articles like “How Snapple Became the Myspace of Drinks”, and tweets criticizing the #LoveSnapple campaign.

forgettable advertising

Snapple needs new stuff=

the changing drink landscapeAs people have begun to pay more attention to what’s in their drinks, the standard for what’s good has shifted, too. Though Snapple’s sales have remained steady, healthier, “tea-forward” newcomers are growing rapidly. And today, Snapple’s competitors include more than just other ready-to-drink tea and juice brands--anything from antioxidant water to kale smoothies are in the running, too.

Snapple has designated America’s northeast as its “Heartland”. We think this needs to be redifined. It isn’t the real Heartland of the USA, and there can’t be one common thread between the people in those seven states that says they’re more likely to like Snapple than anyone else. By favoring them, Snapple is missing out on a larger audience and alienating people outside the northeast.

Focusing on the "Heartland"Snapple makes some good stuff, and people like it. But a quick internet search for “is Snapple made from the best stuff on earth?” shows that people don’t think this is true We live in a health-conscious world where a bold statement like that won’t go unchallenged, and Snapple needs to adjust. It really isn’t that healthy. Any brand can argue that they’re the best stuff, and Snapple is too unique to be what other brands can be.

"MAde from the best stuff on earth"+

A walk down the beverage aisle reveals a lot of brands are trying to be more than what they really are. They’re shouting about uber-healthy medicinal properities, using “artsy” packaging, and trying to inspire people with quotes and other stuff.

In the midst of all this, Snapple is the unstuffy brand. It’s not doing that. And by owning this “untrendiness”, Snapple can turn its supposed weaknesses into its differentiating strengths.

Other brands try to push a lifestyle, and people are getting tired of it. Snapple is the drink that doesn’t try to be more than that. It’s just a drink for people who drink stuff.

When did a drink become more than

just a drink?

Flavor Description is #1 deciding factor in

drink purchase

"Real

survey fact"#2

agreed Snapple is a refreshing break from

the boring, serious stuff in life.

82%"R

eal survey fact"#4

"Real

survey fact"#3

brand personality is #2 deciding factor in

drink purchase

of consumers ages 18-49 think the label

"organic" is an excuse to charge more.

51%

"R

eal supporting fact"#2

"R

eal supporting fact"#1

of internet users listed honesty as one of most important traits for

a brand to have

56%

the unstuffy stuff

5

*Snapple's case study named the target consumer as people ages 18-49, with a bullseye target of 30. However, their attitude is the important stuff. This idea has the potential to reach all those people, but this is who Snapple should be talking to.

Snapple drinkers don’t want to be segmented into categories like “millennials” or “health-conscious moms”. They don’t want a brand to define who they are, and they don’t want to buy a lifestyle.

They just want a drink.Regardless of age or demographic*, these people appreciate authenticity and don’t take life too seriously. And when a brand tries too hard, they notice.

Snapple’s fans have always been the playful, don’t-take-yourself-too-seriously type, and this is true now more than ever. Research showed the same people who agreed Snapple is a refreshing break from the boring also indicated that they were creative and unconventional. By emphasizing its unique authenticity, Snapple will be able to give these people the break they’re craving (both literally and figuratively).

I take a glance at the nutritional facts of what I’m eating and drinking, but I don’t always take it into account.

I notice when a brand is desperately trying to sell to me.

I can see Snapple as being brand that encourages the world to lighten up.

The most important stuff from our focus groups:

for people whodrink stuff

6

the right

people for

snapple

This is what people told us during focus groups, in which we tested two creative directions for Snapple:

The people we're talking to are tired of try-hard lifestyle brands. Snapple needs to let them know it rallies around one cause:

not being too serious. Rather than using marketing jargon, Snapple’s just gonna say what it thinks in the most playful way possible. Let people know that with all the stuffy stuff out there, Snapple needs to remind the world to...

Snap out of it.

7

a drawn-on, watercolor look

shows snapple isn't trying too hard.

"Real

creative fact"#1

Snapple uses a playful, quirky, and

relatable tone.

"Real

creative fact"#2

light, upbeat colors speak to snapple's

playful side.

"Real

creative fact"#3

With the Snap Out of It campaign, Snapple is snapping out of magazine ads and commonplace marketing tactics. Instead of forcing its way into pop culture the way other brands do, Snapple will sit on the sidelines of trendiness, tossing in playful social commentary that gives observers of “stuffiness” a laugh and culprits a self-aware chuckle.

In addition to Snap Out Of It promotions that will run all year, Snapple will play off of high profile media events in which certain aspects are taken too seriously. During these events, Snapple will stand out amongst the other brands, going where people don’t expect it to be and advertising in a way that typical brands wouldn’t.

Our media objectives will be to:1. Increase brand preference in both the heartland the nonheartland through interactive and engaging advertisements

2. Use engaging advertisements such as the giveaways to increase Snapple as a top of mind beverage

3. Reestablish Snapple as a fun and quirky brand through our creative 8

Snap out of traditional media plans

try snapple

giveaway

out ofhome

in store

Digital

see/hearsnapple

buysnapple

sharesnapple

website

social

The Snap Out Of It campaign will put Snapple back on peoples’ maps. Each element of the campaign will connect, meaning that whether people catch Snapple during the “Try Snapple”, “See/Hear Snapple”, or “Share Snapple” part of the campaign journey, everything will lead back to buying a Snapple. Using both traditional and non-traditional mediums to accomodate its large audience, Snapple’s focus will be on creating content in places that start conversations about stuffiness.

The campaign features traditional and non-traditional mediums that make Snapple accessible, ultimately driving them to in-store purchases. When selecting mediums dealing with transportation, placements were decided based on the ridership and accessibility of public transportation in each city.

We picked these cities based on population size and Snapple drinker habits gathered from MRI Data.

We picked these cities based on population size and current Snapple drinker data gathered from MRI. SDRS data provided information on the psychographics of people in each area and further aided in selecting placements.

Where we're snapping out of itThere’s no need for Snapple to speak to the heartland differently than the non-heartland. We traveled to NYC, Snapple’s hometown, and found Snapple everywhere. But after talking to New Yorkers, we also found that the primary reason for its popularity there is the simple fact that it’s more accessible. Heartland or non-Heartland, people who just want a good drink don’t need to be divided. The distinction in how Snapple targets them will instead be in its media tactics and placements.

This campaign features traditional and non-traditional mediums that make Snapple accessible, ultimately driving them to in-store purchases. Cities were chosen based on their population and a blend of information from MRI and SDRS. When selecting media dealing with transportation, placements were decided based on ridership and the accessibility of public transportation in each city.

To address seasonality,the heartland will feature 50/50 tea and juice beverages in their advertisments depending on the season, while non-heartland will feature more tea as it is the favored beverage.

Snap out of it

9

typical media

segmentation

bus shelters

Billboards provide a means for Snapple to reinforce the its message throughout the duration of the campaign. Their visibility and the large number of people they have the potential to reach will help Snapple make strides toward becoming top-of-mind. This billboard features one of Snapple’s seasonal flavors, Fall Spice Tea, and plays on Starbucks’ oft-instagrammed Pumpkin Spice Lattes.

The messages on Snapple’s bus shelter placements will be aligned with the shelter’s surroundings. The example on the left will be placed near gas stations, which are a popular place to purchase drinks. The message pokes fun at brands that show unrealistic images in their ads while positioning Snapple as the down-to-earth option.

Other

executionsAirport, bus, train/subway, taxi (NYC only), ferry (NYC only), radio.

Snap out of the serious stuff

billboards

10

the boring stuff.Snap out of

11

During the summer months, Snapple will be featuring limited time, removable “I Snapped Out of It” stickers on each of its bottles. The stickers will act as an in-store activation nationwide, giving incentive to buy a Snapple and building awareness for the campaign at the hands of the people drinking it.

As part of the #SnapOutOfIt social media campaign, Snapple will ask people to share selfies of themselves “snapping out of it” or doing something funny while wearing the sticker. The best photos will be shared weekly on Snapple’s website and social media.

interactive snap-pollsDuring the summer months that the “I Snapped Out of It” stickers are offered, Snapple will also implement Snap-polls. These interactive boards will act as an outlet for Snapple to poke playful fun at a variety of serious topics throughout the summer, asking people to vote using the “I Snapped Out Of It” stickers from their Snapple bottles.

Snap-polls are heartland-only tactics, and will be placed in public areas throughout the major cities in the region, such as subways in NYC. As the number of people placing stickers grows, so will the attention Snapple receives and the incentive to grab a Snapple and participate.

"I Snapped Out OF It" stickers

This is a heart-land only tactic that will reinforce Snapple’s already- strong brand presence in the region. People in Snapple’s heartland need to be made aware of Snapple new campaign and convinced to keep on buying a lot of Snapple.

store floor decals

LCD transparent store fridgesResearch showed that buying a drink is a spontaneous decision, meaning that brand recall and grabbing attention in the store aisle is critical. When we spoke to New Yorkers about why they think Snapple is so popular in their city, they thought in particular the many branded fridges in the area had a lot to do with it.

Placing LCD transparent fridges in grocery stores throughout the United States will catch peoples’ eyes in the moment that they’re deciding to buy, and will do it in a Snapply way. The fridge’s animated door will feature the words “Snapple Juice Cleanse” with a showerhead spraying Kiwi Strawberry Snapple-- a quirky contrast to the images shoppers normally see associated with juice cleanses.

the typicalstuffSnap out of

12

Execution Link http://nsacteam204.weebly.comPasswordteam204

the expectedstuffSnap out of

Other executionsFacebook, Instagram, Tumblr, Youtube, PPC, Display.

#snapoutofitThe #snapoutofit social media campaign will run all year long, with interactions being tailored throughout the year to the media blitzes. We’re asking people to share things they believe need to snap out of it--whether it’s a new trend or a funny comment they overhear on their morning commute. The hashtag will also be integrated into various Snap Out Of It executions throughout the year.

13

To integrate the digital and traditional aspects of the campaign, Snapple’s webpage will take the “Snap-polls” digital. Select #Snapoutofit photos that are posted by users during this time will be pitted against one another in online brackets that mimic the interactive versions, asking people to instead vote with their likes. This will ultimately provide incentive for people to interact with our hashtag online.

snap poll

the fake stuffSnap out of

branded online content

social media video

Snapple’s going after fun, unconventional people who can get a laugh out of poking fun at the world. Platforms like Buzzfeed and Tumblr cater to this audience and provide an opportunity for Snapple to seamlessly interact with and entertain them. Snapple will push out occasional Buzzfeed posts such as this one titled “11 People That Need to Snap Out Of It,” focusing on topics that are relevant to its target audience’s lives.

Snapple will regularly post fun Snap Out Of It videos on its social media pages. In this Instagram video, Snapple creates a spoof of “typical” beverage photoshoots.

Super Bowl advertising is an expensive American spectacle that every brand strives to participate in. To set itself apart from the pack, Snapple needs to use the Super Bowl platform in a completely unique, Snapply way...such as by spending that money on giving Snapple away for free instead.

With the Free Snapple giveaway, Snapple will break away from the pretentiousness of multi-million dollar commercials that attempt to sell a product, and instead put theirs directly into peoples’ hands.

Giving away free Snapples means automatic trial of the product, which is crucial in getting those people who aren’t really drinking Snapple to consider it again.

It will also provide a "thank you" to our current drinkers, and a reminder of why they love it to any fans who've strayed away.

Many brands will be competing for attention on the Super Bowl’s screen, so we decided to take Snapple to the Super Bowl’s streets. The 2017 Superbowl is set to take place in Houston, Texas, and Snapple will be sending in a Street Team to hand out free Snapple during the week of the game.

The Street Team will be covering the city looking for people who embody “Snapping Out Of It”, whether in a big or small way, and brightening their day with a Snapple. Snapple will announce its presence through local radio as well as targeted bus ads throughout Houston.

Street Team giveawayfree snapple

paying millionsof dollars forone commercialSnap out of

15

The Free Snapple giveaway will extend to people everywhere by means of a mobile coupon. The mobile coupon will also help to boost Snapple’s weak social media following, by asking people to like Snapple’s Instagram, Twitter or Facebook page in order to receive the code for the coupon.

To prevent one person from receiving more than one free Snapple coupon, a stipulation will be put in place that tracks the person’s mobile phone number across social media platforms. Gaining likes is especially crucial at this point in the Snap Out Of It campaign, as an increase in followers here will mean more people to interact with when Snapple begins to push out its new content.

Providing the free snapple coupons in mobile will also allow us to track the people who actually download and use it. Snapple will not only know who the person is, but also where they’re located and where they got their free Snapple. This will be key in helping Snapple make smarter advertising decisions in the future, and continue to push those who try Snapple down the funnel towards Snapple fandom.

2. text snapplelike snapple1. 3. pay with phone

mobile coupon

Snap out of

16

paying millionsof dollars forone commercial

paying millionsof dollars forone commercialSnap out of

17

The three billboards will work as a complimentary medium to the already digital content out there promoting the free Snapple giveaway. Since the billboards will be placed on a fast moving highway, using three in a row will grab the attention of drivers as they drive by ideally driving them to an in-store purchase. The message points out how ridiculously expensive Super Bowl spots are and brings awareness to how Snapple is doing the exact opposite by just giving out their product for free.

1. 2.

3. billboards

taxiNew Yorkers are on the move, and Snapple needs to catch them during one of the rare moments they’re sitting still. As a heartland-only tactic, we plan to promote the Free Snapple Super bowl Giveaway in ads shown on the digital payment screens on backseats of taxi.

digital

promotions

socialThe Free Snapple giveaway will be promoted across all of Snapple’s social channels through both paid and owned channels, allowing Snapple to reach a large audience. Mobile users who see the giveaway promoted on social media will be only a click away from receiving their coupon.

Other executionsTwitter, Instagram, Buzzfeed, radio, PPC, display.

paying millionsof dollars forone commercialSnap out of

18

Snap out of flower crowns and pretending to know what band is playing

billboardCoachella has widely become a pinnacle of pretentiousness with its crazy clothes, bizarre bands, remote locations, and absurd prices. The kids of Coachella are well-known on Instagram and are unafraid to share their temporary “bohemian” sense of style. Because of its social media prevalence, playing off of Coachella will give Snapple a podium.

Snapple will hit all major forms of social media during Coachella, utilizing Buzzfeed, Instagram, Facebook, Snapchat, Bloggers, and its online Snap-Polls. With Facebook as its main source of content, Snapple will share its other forms of media and ask users to share how they wish festival-goers would Snap Out Of It.

Other executionsTwitter, Snapchat, Buzzfeed.

19

This billboard will unite people who aren’t going to Coachella, who are annoyed by the traffic jams caused by festival goers, and the overall chaos the festival brings to their area.

snap out of scripted answers and unrealistic standards

Snapple is on the hunt for the next Miss (or Mr.) Snapple. The criteria for the candidate is as follows: they have to be incredibly, remarkably normal. Snapple’s pageant will take place during the Miss America pageant in September 2017, and will offer the winner the opportunity to star in Snapple’s next commercial. The contest will feature “talent sections” and questions that are the opposite of the manufactured ones presented in the real competition. Snapple is a brand that’s down-to-earth and quirky, and unlike other brands, it concentrates on real people as its inspiration.

Snapple.com

Snapple Pageant

Valentine’s DayKentucky DerbyNational Tea DayNational Dog ShowVictoria’s Secret Fashion Show

Other stuff Snapple Will call out:Whole FoodsBlack Friday Deals

Other executions:Taxi, ferry, billboards, Twitter, Facebook, Instagram, Buzzfeed, Snapchat, radio, PPC, display. 20

21

boring internet advertisingSnap out of

These display ads will be shown during their respective campaigns directing people to both the website and social pages.

PPC ads like this one will have a clear call to action and will let Snapple’s audience know exactly what they need to do to get their free Snapple. Content from the Snap Out Of It campaign will drive them to our website to participate in various snap-polls as well as see user-generated social content.

PPC and Display ads will allow Snapple to track and target the exact audience its trying to reach. The PPC will act a driver to our online site as well as our social media to give our consumers more information on the campaigns we are running and Snapple give-aways. We will be bidding on terms such as “Snapple” “Snapple Give Away”,”Snapple Video Contest”etc.

The Display ads will be shown on sites we know our audience uses from MRI data as well as analytics from Google.This will allow our ad to show on sites that are similar to our content and remind our users of the campaign we are currently running. Ideally, we will then be able to boost our online presence.

PPC and Display

social media

online streaming

giveaway

• Instagram: There are 300 million plus monthly active users on Instagram. Ad recall from sponsored posts on Instagram is 2.8 times higher than Nielsen’s norms for online advertising. 60% of Instagrammers say they learn about products on Instagram. 75% take action after being inspired by an Instagram post.

• Twitter: According to Twitter, Promoted Trends “provide a 22% lift in brand conversion, 30% lift in positive mentions and 32% lift in retweets”.

• 1 in 5 mobile minutes are spent on Instagram and Facebook.• In-feed advertising ranked first in “Types of Ads on Which Internet Users

Worldwide are Willing to Click.”• Snapchat: Snapchat reaches 6 billion daily video views.

branded content:• Pictures and videos rank as “highest branded

content to which US Internet Users are receptive”. • Buzzfeed: Brands that advertise on Buzzfeed see

an average lift of 48.8% in brand affinity and 42% in purchase intent from our custom social content

• 80% of online 18-34 year-old Americans listen to internet radio. • Hulu: 30 second video spots on Hulu drive a 61% increase at building

top-of-mind awareness vs. linear TV and a 22% increase at building purchase intent vs. linear TV. Hulu also only charges you when a user watches the video completely through making it a more trackable and useful use of money.

• Spotify: Spotify has 75 million active uers (20 million in subscribers) and 55 million who hear the advertisements. Spotify provides the ability to specifically target certain age groups.

• Pandora: Pandora has 70-80 million active users.

OOH• 7 out of 10 adults have seen an out of home

advertisement in the past month, and out of those 18+ who have seen one: 70% of those people say out of home is very or somewhat likely to influence a purchase decision. 55% say they use mobile/social media to share information while viewing the out of home advertisement.

• According to a survey of Millennial internet users in the US, the second most effective way for companies to attract business is through a free trial of their product or service.

22

why we did stuff

New York City, NY: Billboards, Airport, Bus, Bus Shelters, Subway/Metro,Taxi, Ferry, Snap-Poll Interactive, Stickers, Fridges, Floor DecorBoston MA: Billboards, Airport, Bus, Bus Shelters, Subway/Metro,Taxi, Ferry, Snap-Poll Interactive, Stickers, Fridges, Floor DecorPhiladelphia: Billboards, Airport, Subway/Metro, Snap-Poll Interactive, Stickers, Fridges, Floor DecorWashington D.C., WA: Billboards, Airport, Subway/Metro, Snap-Poll Interactive, Stickers, Fridges, Floor DecorBuffalo, NY: Billboards, Stickers, Fridges, Floor DecorBaltimore MD: Billboards, Snap-Poll Interactive, Stickers, Fridges, Floor DecorHartford CT: Billboards, Stickers, Fridges, Floor DecorSyracuse NY: Billboards, Snap-Poll Interactive, Stickers, Fridges, Floor DecorAlbany NY: Billboards, Stickers, Fridges, Floor Decor

who’s seeing what stuff out of

San Fransisco, CA: Billboards, Airport, Bus, Bus Shelters, Subway/MetroDetroit, MI: Billboards, AirportChicago, IL: Billboards, Airport, Bus, Bus Shelters, MetraAtlanta, GA: Billboards, AirportLos Angeles, CA: Billboards, AirportDallas, TX: Billboards, AirportHouston, TX: Billboards, Street Team, Bus, Bus Stations, Local RadioMiami, FL: BillboardsPhoenix, AZ: BillboardsMinneapolis, MN: BillboardNation-wide: Social (Twitter, Facebook, Instagram, SnapChat), Buzzfeed, Youtube, Google (Display, PPC), Online Video (Hulu, Xfinity), Online Radio (Pandora, Spotify), Stickers, Fridges, Mobile Pay (Android Pay, Google Pay) 23

Branded

Impressions

Super Bowl

Impressions

Cochella

Impressions

Pagent

ImpressionsAirport: 22871329Bus: 1200669792Shelters:1200669792Ferry: 1128624Taxi: 206499972Subway: 832655817

Pandora: 24000000Spotify: 30000000

Hulu: 71428572Xfinity: 166666667

Display: 12000000PPC Clicks: 40000

Buzzfeed: 3000000Facebook: 600000000Instagram: 45000000Twitter: 450000000YouTube: 125000

Floor Decals: 7463949LCD Fridges: 673929099

Snap-Polls Interactive: 33600000Stickers: 23776888Billboards: 617042225

Earned Social: 4245310Website: 1102370310

Shelters: 57174752Ferry: 53744Taxi: 9833332 Subway: 555103878

Local Radio: 122500Pandora: 8000000Spotify: 10000000

Display: 6000000PPC Clicks: 16000

Buzzfeed: 100000Facebook: 66666667Instagram: 10000000 Twitter: 1000000

Give-Aways: 4000000Mobile Pay: 4000000Billboards: 119697481

Earned Social: 184578Website: 77951245

Buzzfeed: 1000000Facebook: 66666667Instagram: 10000000Twitter: 1000000Snap Chat: 18000000

Billboards: 6539872

Earned Social: 184578Website: 96851245

Pandora: 8000000Spotify: 10000000

Display: 4000000PPC Clicks: 24000

Buzzfeed: 1000000Facebook: 66666667Instagram: 10000000Twitter: 1000000Snap Chat: 18000000

Earned Social: 184578Website: 96851245

Grand Total:8,675,056,375

non-heartland

heartland

when stuff is happening

24

financial stuff

25

Type of Medium Executions Final Amount

Transportation

AirportBusBus SheltersTransit TaxiFerry

$482,000.00$249,000.00

$14,880,000.00$4,850,000.00$1,184,000.00

$68,000.00

OOH

BillboardsStickersSnap Poll Interactive

$417,595.00$2,800,000.00

$493,500.00

Social Paid

FacebookTwitterInstagramBuzzfeedYouTubeSnapchat

$1,200,000.00$1,500,000.00$1,500,000.00

$150,000.00$25,000.00

$600,000.00

In-Store

Floor DecorsLCD FridgesGiveawaySnapple Number

$28,800.00$2,500,000.00$4,000,000.00

$500.00

RadioLocalPandoraSpotify

$30,000.00$1,000,000.00$1,000,000.00

TV HuluXfinity

$2,500,000.00$2,500,000.00

Google DisplayPPC

$55,000.00$100,000.00

Other Agency Fee $5,000,000.00

Grand Total:$ $49,113,395.00

We’ll admit that budgets are pretty stuffy. But, they’re necessary. And out all the budgets in the world, this one is pretty fun, because it’s the one that explains how we allocated $50 million towards making Snapple more fun than ever.

budget

where we found stuff

26

• Increase earned social media presence by 35% • Improve brand preference after the Snapple Super bowl give away by measuring the increase in sales directly after the event • We will measure the accuracy of our advertisement placements by moving the traditional placements to locations the Snapple buyers are using based on

where the coupons are being redeemed • Increase heartland spending from 9x to 10x a year with the increasing heartland only engaging advertisements • Increase non-heartland spending from 1x to 3x a year with the launch of our new social campaign as well as with the introduction on relevant advertisements• Use Nielsen and Kantar to measure the reach on our digital and traditional advertisement placements to ensure maximum exposure • Use Google Analytics to monitor the website activity and placement of particular elements on the new page to improve user engagement • Review comments and feedback on social channels to make sure we are targeting our market correctly • Monitor Online channels such as online tv and radio to adjust to times and groups that respond the best to advertisments

how we’re evaluating stuff

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Nielsen Company (2016). Nielsen Insights. (ONLINE) Retrieved March 25, 2016, from http://www.nielsen.com/us/en.html Williams, D. (2013). Arbitron Out-of-Home Advertising Study. Retrieved March 25, 2016, from http://www.lamar.com/howtoadvertise/~/media/7845006D467B432592A4A1867BBFBA 7D.ashx

ShareThrough. (2016, February 17). The Millennial Perspective on Native Ads and the Mobile Content Experience. Conducted by Qualtrics. Retrieved from eMarketer database. SocialChorus. (2013, July). Millennials as Brand Advocates Survey. Retrieved March 25, 2016, from http://info.socialchorus.com/rs/socialchorus/images/Millennials-as-Brand- Advocates-Ebook-SocialChorus.pdf Webster, T. (2016, March 8). Online Radio Crosses Crucial Threshold; Now Listened to by Half of Americans Weekly. Retrieved from Edison Research.