Chapman's Ice Cream is launching a social media campaign on Facebook and Instagram from May to August 2017 to build an online community and generate $344,960 in sales. The objectives are to gain 113,000 followers and drive in-store sales. A competitive analysis found Chapman's lacks social media presence compared to competitors. The campaign will include contests, coupons, and engaging content targeting families. Performance will be measured using tools like Sysomos and a $250,000 budget was approved.

1. Chapman’s Ice Cream Social Media Campaign 2017
Vitalii Alimov, Amandine Bula, Rahul Chamaria, Siddhi Dhumal & Victor Yang
Client Name
the social marKit
Agency Name
The Ice Cream Squad
Date
April 22, 2017

2. Background
● Canada’s largest independent ice cream manufacturer
● Headquarter is located in Markdale, ON
● Today Chapman offers a wide range of 289 products
● Focuses on “For the kid in all of Us”
● First Co. to introduce ‘Peanut/Nut Free” red label on products
“Ice cream goodness to every Canadian family”
2

3. SWOT Analysis
3
STRENGTHS WEAKNESSES
● Largest Canadian Ice Cream Manufacturer
(competitive advantage over international
brands).
● “Susan Daglish Award” for leadership and
commitment to anaphylaxis safety.
● Chapman is a mono brand that have only
one type of product to offer to wholesalers
● Lack of social media engagement
OPPORTUNITIES THREATS
● Ice Cream market potential is going to
increase from 2.54 billions to 2.74 billions
in 2019
● Canadian ice cream consumers are
looking for items with lower calories , less
sugar and portioned sizes.
● There is a decline of 4.95 litre in ice cream
consumption in canada from 2004 - 2006
● In 2016 fertility rate in Canada equalled to
1.61%
● International ice cream brands entering
Canadian ice cream market

4. Objective
4
● To build a social media community by gaining 113,000
combined followers on Facebook and Instagram
● To generate $344,960 trackable in-store sales across
Canada (excluding Quebec) which are directly attributed by
launching Facebook and Instagram campaign from May 1st
to August 31st, 2017

5. Competitors Analysis
5
*Statista market share canada report
Also confirmed by Dairy Facts and Figures from 2016
Sources: https://www.statista.com/statistics/475333/leading-take-home-brands-ice-cream-brands-by-market-share-canada/
http://www.dairyinfo.gc.ca/index_e.php?s1=dff-fcil&s2=proc-trans&s3=kp-pc

6. 6
Like 53,810 people 633,927 people 140,546 people
Content
Created content
Few curated content
Created content
Mainly ads
Created content
Last Post March 4, 2017 August 1, 2016 August 28, 2016
Talking About* 239 people 401 people 75 people
Highest Activity* February 2017 Summer 2016 Summer 2016
Reach*
129 wall posts
6,346 likes
1,489 comments
129 replies
127 wall posts
15,167 likes
1,382 comments
950 replies
88 wall posts
7,111 likes
739 comments
471 replies
Sentiment* 90% Positive 52% Positive 55% Positive
All the elements with a (*) are information found out through the Facebook analysis on Sysomos (02/22/2016-02/22/2017)
Social Media Analysis

7. 7
Posts 104 523 210
Followers 1,271 50.3k 1,299
Content
Created content
Customers content
Created content
Created content
Frequency 2-3 times/week Every week Every week
Last Post March 5, 2017 March 7, 2017 23 weeks ago
Social Media Analysis

8. Website Analysis
8
URL www.chapmans.ca www.breyers.ca www.haagen-dazs.ca
Website Score 61.6 (Good) 63.6 (Good) 51.4 (Average)
Ranking in Canada 32,224 79,197 107,405
HTML Title Tag
“Welcome to Chapman’s
Ice Cream”
“Breyers”
“Häagen-Dazs ice
cream”
Top Traffic Source Organic Organic Paid Advertising
Landing Page
Attributes
No empty Alt attributes No empty Alt attributes
32 Alt attributes are
empty.

9. Target Audiences - Primary
9
Age 25-65
Occupation
Working
professionals,
Housewife’s
Average income $71K - 91K
Lifestyle
Parents with kids and
teens at home
Geographic
(Canada)
Urban, suburban,
rural
Behaviours
Unpredictable
lifestyle, Driven
around family
responsibilities,
Minimal leisure time

10. Target Audiences - Secondary
10
Age 18 - 24
Occupation
Full-time College &
University students
working part-time
Average income $ 9K -100K
Lifestyle
Individuals living on
their own, away from
family home
Geographic
(Canada)
Urban, Suburban
Behaviours
College life, Active on
Social media

11. Buyer Persona - Holly
11
Holly is a stay at home hockey mom. She is married
and has two kids. She loves spending time with her
family.
Image Credit - www.prettyprudent.com

12. Communications Strategy
What & Where?
Social Media Campaign on Facebook & Instagram
Why?
Building Chapman’s an online community to
generate $350K sales across Canada
When? (3 phases)
How & Who?
Offer saving coupons, create engaging posts and
present a “WOW” contest to our target audience
March/April Pre-Campaign Content Creation
May-Aug Online Campaign Management & Updates
Sept/Oct Post-Campaign Measurement & Analysis
12

13. Online Campaign Timeline
MAY JUNE JULY AUGUST
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18
SOCIAL MEDIA CAMPAIGN
$$$ $$$ $$$
SKI CONTEST
13

14. Barbeque Video
When & Where?
May 1st, on Facebook & Instagram
Scenario
A barbeque with the Chapman family
& their neighbors the Donalson
Estimate Budget
$10,000
14

15. Ski Contest
15
Start & End Dates
July 16 9:00AM
August 16 11:59PM
Winner Announcement
August 30 3:00PM
Prize
Family trip for 5 Days/4 Nights
in Whistler, BC
Technicality
Hootsuite Sweepstakes on Facebook
Estimate Budget
$15,000

16. Content Samples
16
Penny & David Adventures - Tuesday
Bring Chapman’s mascots alive
Snippet of their lives, tastes, personalities
Fun Fact - Friday
Facts about ice cream or the company
Turnover between Penny & David

17. Content Samples
17
Engagement Post - Wednesday
Short question
Vote with an emoji

18. Content Samples
18
Engagement Post - Friday
Long question
Get inspired by the audience

19. Content Samples
19
Shout Out Saturday
Showcase the audience picture
Contest “Tag Chapman’s”

20. Content Samples
20
Yummy Sunday
Step-by-step 1-minute video
Similar to Tasty
Recipe made with Chapman’s product

21. Content Samples
21
Celebration Content
Food Day
Celebration Day
Holidays

22. Content Samples
22
Celebration Content
Food Day
Celebration Day
Holidays

23. Content Samples
23
Curated Content
Monday & Thursday
BuzzSumo

24. Budget
24
Pre Campaign Post
March/April May June July August Sep/Oct
$11,163 $42,906 $45,906 $74,491 $75,856 $593
Total : $251,915
95%
Total Budget $250,000

25. Budget
25

26. Coupons & Facebook Ads
26
MAY JUNE JULY AUGUST
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18
SOCIAL MEDIA CAMPAIGN
$$$ Analysis $$$ Analysis $$$ Analysis
SKI CONTEST
$1 off coupons Coupon Code + Contest

27. Coupons, Ads & SEM
27
Keyword Group Clicks/Keyword Total Spent
Chapman’s, Ice cream, Frozen
dessert etc.
100 $19,928.80
Monthly spending on Coupons and Facebook/Instagram Ads
Months
Total Number of
Coupons
Coupon Spending
Facebook/Instagram
Spending
May 19,164 $ 19,164.00 $ 12,000.00
June 19,164 $ 19,164.00 $ 15,000.00
July 28,749 $ 28,749.00 $ 30,000.00
August 19,164 $ 19,164.00 $ 20,000.00
Total 86,241 $ 86,241.00 $ 77,000.00

28. Social Platforms Goals
28
Pre Campaign 53,825 Likes 1,284 Followers
Post Campaign 156,800 Likes 11,200 Followers
Avg. Engagement
Rate
1% 4.21%
BENCHMARKS
● 70% positive sentiment
● 20% Unique visitors
● 1.6% CTR
● 156,800 coupons
download
● Bounce Rate - below
30%

29. 29
Measurement Tools

30. Recommendations
30
● The video
● Post daily
● Original and curated content
● Facebook and Instagram stories
● Food & celebration days
● Sysomos and Hootsuite
Content

31. Recommendations
31
Measurement
● Analyze the outcome of published content
● Track website traffic using Google Analytic
● Adjust the bids according to the results of the Facebook Ads
● Calculate the frequency of downloaded and redeemed coupons
Website
● Add button under “Connect with Us”
● Make website layout more user friendly

32. Roll-Out Plan
Rollout Campaign Plan Due Date Campaign Start
May June July
Campaign End
August
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Campaign Launch 1 May
1st wave of Coupons 1 May
2nd wave of Coupons 1 June
Last wave of Coupons 16 July
Gather all coupons and
draw the winner
16 Aug
Winner announcement 16 Aug
End of campaign 31 Aug

33. 33
Thank you!