Low Calories Drink Campaign

Digital Marketing Plan

Xiaomeng Wu

Target Audience

• Age： 20－ 50• White Collar• Urban area• Medium to high income• Mainly female and few male• Health conscious• On diet or care about calories

Campaign Goals

• Increase revenue by increasing the sales of low calorie drinks• Increase the awareness of low calories drinks• Attract new customers• Increase customer loyalty• Enlarge market share

Digital Marketing Plan

• Social Media Marketing• Online TV Advertising• Online Event Marketing• Search Marketing

Key Message

• Special Deal: Buy One Low Calories Drink, Get the Second One 50% off

• Share health and good taste with the one you love• Same taste, less calories

Social Media Marketing• Post low calories drinks’ Special Deal: Buy One

Low Calories Drink, Get the Second One 50% off, on different social media

• Post low calories drinks pictures

• Start conversation and get customers’ involvement about the low calories drinks

• Increase followers, fans, likes and retwitte

Online TV Advertisement

Online Event Marketing

“My Favorite Low Calories Drink Recipe” Pinterest Contest

• Create a pin board named “my favorite low calories drink recipe”

• Twitte@Starbucks to enter the contest

• Winner will received Starbucks gold card with 10 free low calories drinks

Search MarketingKeywords:Starbucks deal, low calories drink for less, Starbucks 50% off

Sample Ad Copy:Starbucks SpecialEnjoy your low calories drink at Starbucks and share the health taste with the one you loveSecond drink low calories drink 50% off Starbucks.com/deals

Budget• Online TV advertisement: $2,000• Google Adword: $3,500• Other Promotional Tool Charge: $500 • Digital Agency Charge: $250/hr x 40 = $10,000• Cost for buy one get second one 50% off promotion:

$10,000 Total: $26,000