Splenda Full DIgital Strategy

1. SPLENDA
Full Digital Strategy
Erica Horn
New Media Drivers License
Monday, December 3, 2012

2. Monday, December 3, 2012

3. SPLENDA IS...
Monday, December 3, 2012

4. SPLENDA IS...
• Leading zero-calorie sugar substitute
Monday, December 3, 2012

5. SPLENDA IS...
• Leading zero-calorie sugar substitute
• Reputation for healthiness, taste, versatility with different
products
Monday, December 3, 2012

6. THE BIG IDEA
• Increase sales and awareness of Splenda Sugar Blends through
the promotion of events and digital social media strategies.
Monday, December 3, 2012

7. GOALS AND OBJECTIVES
•Raise awareness for the use
of Splenda Sugar Blends
•Successful Full Digital Media
Strategy
•Increase profits 4% in the
next year
Monday, December 3, 2012

8. TARGET AND BUDGET
• Women 35+ •1 million for successful
campaign
• Health conscious
• Money alloted to Events,
• Enjoy cooking and baking Social Media, Google
Adwords, Coupons, and
Labor
Monday, December 3, 2012

9. UTILIZING A BLOG
Create engaging content
- Drink and food recipes using Splenda
- Interact with readers
- Promote healthy living
- Media and coverage of events
- Contests
Monday, December 3, 2012

10. SOCIAL MEDIA PLATFORMS
@Splenda /Splenda
• Interact with followers • Pinrecipes that use Sugar
Blends
• #Splenda; #Sugarblends
• Post
photos of promotional
• Coupons and giveaways events
during events
• Post people using product
Monday, December 3, 2012

11. PROMOTIONAL EVENTS
Partner with “Chopped” on Splenda Traveling Food
Cooking Channel Truck
• Secret Ingredient • Taste Test comparison vs.
Sugar
• Live tweeting during the
show • Give coupons to participants
• Can use for research
Monday, December 3, 2012

12. MOBILE STRATEGY:
IPHONE APP
• Sugar intake calculator created by Splenda
• Facts and tips for a healthy lifestyle
Monday, December 3, 2012

13. INTERNET MARKETING:
GOOGLE ADWORDS
• Increase page views and high click-through rate
Sample Adword:
“Sugar Substitute”
All the sweetness, minus the calories!
Splenda Sugar Blends
http://www.splenda.com/products/sugarsubstitute
Monday, December 3, 2012

14. MEASURING SUCCESS
• Use Google Analytics to track visits to company site and blog
• Insights from followers on Twitter and the blog.
• Record the increases in followers and chart growth
• Compare net income from previous years
Monday, December 3, 2012