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NMDL Splenda
- 2. Splenda’s Digital Campaign is… designed to… • Create brand awareness • Increase brand loyalty through… • Digital and traditional media coverage • Social media and publicity stunts
- 4. The Big Idea: Splenda is the Sweetest Serendipity Sweet = Splenda Serendipity = what consumers experience when discovering the sweetness of Splenda
- 5. Sweet Serendipity Blogger Outreach Develop relationships with “mommy” and ”daddy”, foodie and health & fitness bloggers Splenda will send them product under the agreement the bloggers highlight how Splenda is the “Sweetest Serendipity” Blogger Program Content in blogs will reflect audiences interests The content will be shared on Splenda’s social media platforms and personal accounts of the bloggers – our audience will seek and share these posts Inbound Marketing
- 6. Publicity and Social Media Stunt Pop-up stands scattered throughout local suburban neighbors and city hubs Stands will provide sample sized food items and drinks where regular sugar has been replaced with Splenda Upon receiving a serendipitous treat, the customer will be encouraged to share a photo of the treat with the hashtag #SweetestSerendipity
- 7. Digital and Traditional Media Coverage All of these efforts – blogger outreach program and social media/publicity quotes – will garner social and digital media and will create
- 8. Tools and Tactics Search Engine Optimization •“healthy sugar” •“sugar alternatives” SEO blog posts for more search results Used to monitor social media
- 9. Evaluation To evaluate the efforts of this campaign we will look back to the original goal of increasing brand awareness and loyalty. We will turn to the sales of Splenda from priot to this campaign until after. If sales have increased, we will know that this campaign has been successful. We will also look to see if there was an increase in Twitter followers and Facebook fans and will determind how man people our content reached.
- 10. Budget Item Cost Blogger Outreach/Stunt $4,000 Billable Hours $1M Google Adwords/Tools Half M - $1M Total $1.5-1M