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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
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