Yellow Team "Blame it on the Yellow-vation" Brand Hack Presentation - DAIC, 8/25/15
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Transcript of Yellow Team "Blame it on the Yellow-vation" Brand Hack Presentation - DAIC, 8/25/15
ONCE UPON A TIME…
TARGET
WE ARE… YOUNG FUN UNAPOLOGETIC ENERGETIC CELEBRATORY CONVERSATIONAL
POSITIONING Premium
Inexpensive
Everyday Special Occasion
Patron 1800
Hornitos
Juarez
DeLeon
Sauza 901 Éxito
CELEBRATE EVERYDAY
SUCCESSES
#shotofsuccess
IGNITE CONVERSATIONS
EVERYDAY SUCCESSES
INFLUENCERS &
PARTNERSHIPS
SOCIAL MOMENTS
PAID MEDIA EVENT
EARNED MEDIA CONVERSATION: START SPIKE SUSTAIN
Celebrate Everyday Successes
START THE CONVERSATION
Social Influencers
Celebrate Everyday Successes with Éxito
LAUNCH THE CELEBRATION
Austin Portland
Wicker Park Brooklyn
CELEBRATE WHERE THE TARGET IS
Owned Social Channels Always-On Surprise & Delight Location Based Messaging Paid Media
SUSTAIN THE CONVERSATION & ENGAGEMENT
#shotofsuccess
#shotofsuccess
QUESTIONS?
APPENDIX
Channel Objective Platform Metric/KPI
Owned Social Campaign
Participation
Snapchat, Periscope, Twitter,
Facebook, Instagram, YouTube
Impressions, Engagements, Mentions, Time Spent,
Completion Rate
Paid Social Engagement with
Posts Twitter, Facebook Follows, Engagement Rate,
CPE
Paid Search Engagement Google, Bing, Yahoo
Gemini
Time on Site, Pages per Visit, CPE, Engagement Rate, CTR,
CPC
Display Brand Awareness GDN, Bing DN,
Yahoo DN, 3rd party publisher networks
CPM, Impressions,CTR, Pages per Visit, Time on Site,
CPE
KPIs
Community Management/Social Promotions $100,000
Social Influencers - National $100,000
Guerilla Marketing (4 markets total) $500,000
Paid Media Activity $300,000
PROPOSED BUDGET
