Campaign examples

Campaign example •These are some of the activities run for the Branston Xmas campaign 2016.

•Note that some of the assets were already available (TV).

•As a contractor I am not always part of the whole process from start to finish.

•In this case it was about amending, implementing existing assets and creating new ones for PR and Social media.

•The end of my contract came about at Xmas so I was not able to follow up on KPI’s, however, all the items for the campaign were delivered on time.

(I also had a marketing assistant, assisting with some of the tasks) Edward Otero14/2/2018 THE INFORMATION CONTAINED IN THIS DOCUMENT IS CONFIDENTIAL AND NOT FOR DISCLOSUE TO ANY OTHER PARTY THAN THE RECRUTIMENT CONSULTANT AND RECIPIENT AT CLIENT COMPANY WHOSE NAME HAS NOT YET BEEN DIVULGED

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Context • Branston Pickle is an established, well known and loved British brand.

• Insight: consumers associate Branston with Leftovers day after Xmas day and consumption with cheese • 50% of sales take place on the run up to Xmas  It is key to make Branston front of mind on the run up to Xmas!  Target market: 45yo+ all socio-economic groups with ABC1 bias

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Branston pickle 2016 Xmas campaign • Objectives – Brief campaign requirements and budget to Media and Creative agencies and liaise with peripheral agencies and stakeholders (PR, Trade marketing, Sales, Sampling) – Agree KPI’s with agencies – Loop all the platforms to create a 360 campaign for maximum messaging impact (except for sampling)

• Context (August) – No planning started yet.

– Using previous year’s TV advert as platform THE INFORMATION CONTAINED IN THIS DOCUMENT IS CONFIDENTIAL AND NOT FOR DISCLOSUE TO ANY OTHER PARTY THAN THE RECRUTIMENT CONSULTANT AND RECIPIENT AT CLIENT COMPANY WHOSE NAME HAS NOT YET BEEN DIVULGED

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Previous year’s TV advert Not the final 2016 cut! Click here or on picture to view.

The Apologist is about a dad who is rather inept in general but thanks to Branston pickle he can make the best sandwich for his kid

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Milestones 2016 Xmas campaign • Brief and agree media plan and media channels – TV, Social media

• Brief PR agree activity – Recipe development , creation and photo shoot.

– Samples and assets for press, bloggers and influencers.

• POS development for trade marketing and .com sites • Develop social media creative and shoot.

• Present to internal stakeholders THE INFORMATION CONTAINED IN THIS DOCUMENT IS CONFIDENTIAL AND NOT FOR DISCLOSUE TO ANY OTHER PARTY THAN THE RECRUTIMENT CONSULTANT AND RECIPIENT AT CLIENT COMPANY WHOSE NAME HAS NOT YET BEEN DIVULGED

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PR recipe development and shoot • Recipes to treat the press and bloggers with Branston, using Xmas leftovers or recipes for entertaining at Xmas

Boxing day nachos

Coronation chicken

Bruchettas

Frittas landscape

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FB and social media activity • Weekly posts on the run up to Xmas playing on the Apologist’s failings but turning them into amusing Xmas mishaps.

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Xmas tree Click on link to Baking fail view post Snowflake chain Jumper Snow globe Present wrapping Happy Leftovers day

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Baking fail example

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Sampling campaign • Eight sampling days on the run up to Xmas across shopping centres nation wide.

• Reminding shoppers of Branston and handing out recipe cards and cheese crackers with Branston

Birmingham

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Time plan

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Level of involvement Level of involvement

Other stakeholders

Media agency

High

Media agency

TV amends

High

Creative agency

FB/twitter

High

Creative agency

PR

High

PR agency

Sampling

High

Promo agency

In-store, pos

Low

Shopper marketing/sales

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