Campaign Strategy

If you like this presentation – show it...

Slide 0

Campaign Strategy UGBA 198 Haas School of Business UC Berkeley

Slide 1

Goals of a Marketing Campaign Increase Acquisition Acquire new followers Increase Retention Keeping your existing followers engaged Increase SOW / SOM Share of wallet Share of mind

Slide 2

Campaign Development Alignment with corporate and marketing strategy Objectives and goals are KEY to success Why SMART Goals?

Slide 3

Developing & Measuring Campaign ROI 6Ms Framework

Slide 4

Case Study: Purple Your Profile P1 Chevrolet and American Cancer Society Super Bowl 2014

Slide 5

Purple Your Profile—Mission Highlight and increase Chevy’s corporate social responsibility (CSR)

Slide 6

Purple Your Profile—Market Survivors of cancers Friends, relatives, and those who have supported survivors to road to recovery American Cancer Society members and supporters

Slide 7

Purple Your Profile—Message To celebrate cancer survivors and those who support them on the road to recovery

Slide 8

Purple Your Profile—Money Super Bowl Ad Production $1M Super Bowl Ad Placement $8M Donation of $1 to ACS per ‘purplized’ profile $1M Estimated total cost: $10-12M

Slide 9

Purple Your Profile—Media Traditional Channels: Super Bowl T.V. commercial Non-traditional Channels: Facebook, Twitter, YouTube Website Chevrolet Purple Roads Website

Slide 10

Purple Your Profile—Measurement Number of viewers of Super Bowl Number of views on YouTube video Engagement on social media Number of participants Press mentions

Slide 11

PYP—Measurement: Total Reach P1 Total Reach = Traditional + Non-traditional Traditional = 111.5M Non-traditional = organic + amplified reach Non-traditional = 1.8M + 1.5M + amplified reach How to calculate amplified reach (aka virality)? 1.5M participants via Facebook and Twitter Average: 200 Facebook friends / Twitter followers Calculation: 1.5M x 200 = 300M amplified reach

Slide 12

PYP—Measurement: Total Reach P2 Total Reach Traditional + NT organic + NT viral 111.5M + 1.8M + 1.5M + 300M = 414.8M reach Super Bowl + YouTube + FB/Twitter + Viral

Slide 13

PYP—Measurement: CPM Cost -per-thousand CPM: Cost of campaign x 1000 Total Reach CPM: ($11M x 1K) / 414.8M = $26.55 What does this mean? Every 1,000 reach cost Chevrolet $26.55

Slide 14

PYP—Measurement: CPM Comparison CPM for Purple Your Profile: $26.55 Average CPM for Super Bowl Ad: $30-35 Was this a success? YES

Slide 15

Takeaways Campaign should align with corporate and marketing objectives Campaign Strategy Success: Development + Management + Measurement Utilize frameworks such as SMART Goals and 6Ms to help guide and measure success