DEVELOPED BY GIOVANA MALKA Y NEGRI AS A FINAL MASTERS PROJECT #MADRIDESVICIO STRATEGIC COMMUNICATION CAMPAIGN PROPOSAL FIRST DINE IN IN MADRID
The following document presents a customer-centered strategic communication campaign for the opening of Vicio’s first dine-in restaurant in Madrid. Vicio is a young and highly successful burger delivery startup from Barcelona, present in the Spanish capital as well but for delivery and takeaway only, with a strong digital aspect in its core. This plan will approach the entire process of the campaign development, from the beginning until its proper conception. Beforehand, to fully grasp Vicio’s DNA, a vast research of the company was carried out, as well as an interview with the brand’s creative director. Only afterwards the present campaign was developed. First a strategic plan of action was traced, after analyzing the publics of the campaign, setting goals and specific objectives. Followingly, the tactics to carry through the campaign were thought of, alongside the message it will deliver. Lastly, the means to evaluate its effectiveness were defined and presented. The result is a hybrid campaign that explores physical aspects, such as the packaging from the orders and out of home media, but targets the digital sphere for the final outcome, taking advantage of the strong online community that Vicio has built. It aims to propose a solution that respects the brand’s premises and that is feasible.
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TABLE CONTENTSOF 1.CAMPAIGN BRIEFING_4 2.STRATEGY_7 GoalsPublics& Strategicobjectivesplanofaction 3.TACTICS_17 Concept & message CalendarSocialSoftOOH:Packagingbusadsopeningmedia 4.EVALUATION_33
We already have a strong presence in Madrid, having opened four dark kitchens in the city since the beginning of 2022. The brand expression is strong, the delivery experience is consolidated and successful, but we believe that the experience of immersion in a “branded atmosphere” is also very powerful. Therefore, VICIO will open its first* dine-in restaurant in Madrid, and a communication campaign will be carried out for the opening, which must follow the parameters contained in this briefing.
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OVERVIEW VICIO is the leading food delivery start-up born in Barcelona with the highest growth and projection in Spain. Creating a gastronomic experience that goes beyond filling stomachs, is not just about making the best burgers. VICIO is a movement.
Relyingmainlyondelivery,wedefine ourselvesasa digital restaurant. Part of the company’s success must be attributed to a strong social media presence and communication strategy, as well as a solidified branding. A very relevant asset of VICIO is a strong and engaging community on Instagram, the main touchpoint with our consumers.
CAMPAIGN BRIEFING
*this is a fictional briefing and it was developed for the adacemic project
CAMPAIGN PREMISES
The campaign’s public follows VICIO’s target, which consists of people between 25-35 years, taking into consideration the high level of digitalization of the company. The socioeconomic level is medium-high. They can be divided into three groups: customers from Madrid (key), potential customers from Madrid and customers from other cities (Vicio fans/followers).
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1.DIGITAL. The digital aspect of the brand’s identity and communication strategy must be maintained. This means that the final solution must encompass the digital sphere, that is Instagram. Being the main touchpoint with the customers and the core of the community, it is mandatory that the campaign is reproduced/taken online. The buzz is generated through the community, and UGC is a huge asset.
3.PERSONAL/HUMAN. As VICIO’s tone of voice/verbal identity, it is intersting that the campaign has a personal aspect. Consider that VICIO behaves not only as a brand, but moreover as a person. So humanize it.
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VICIO BRIEFING: MADRID'S FIRST DINE-IN RESTAURANT
CAMPAIGN
GOALS First and foremost, the direct objective of this campaign is not to gener ate sales - this is the consequence at the end of the line. The goal of the campaign is to generate awareness and hype around the new Madrid restaurant. It shall be done within the interest of engaging and connect ing with the community.
2.LOCAL. Even though the brand has admirers in many parts of the country -and even the world -, it still is a local business. It is not targeted at tourists, for example. It is interesting to be aware of local cultural aspects and if they can be taken advantage of. Madrid aspects should also be taken into consideration.
4.BRANDING. The aspects of the branding must be thoroughly researched and taken into consideration, so that the brand’s personality is reflected clearly in the campaign.
6.PRODUCT PROTECTION. The burgers are sacred, and therefore by no means this campaign is allowed to have any discounts whatsoever over the products. PUBLICS/TARGET AUDIENCE
The development of the campaign must respect some premises in order to be on-brand.
5.DINE-IN. There are already four spots in Madrid. What makes this one different? It is not a dark kitchen, it is a dine-in restaurant where customers can go and eat. Therefore this must be stressed very clearly upfront in the campaign.
MEDIUMS
Regarding “traditional” media, they can be considered only if it makes sense for the final solution, and as long as it can be replicated/diffused online. Also it is important not to repeat recent mediums used, such as “busdoors” in Madrid.
VICIO CAMPAIGN BRIEFING: MADRID'S FIRST DINE-IN RESTAURANT BUDGET
Finally, all of VICIO’s owned mediums can be used or taken advantage of, online and offline. This includes but is not limited to: Instagram account, website and packaging.
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As previously stated, the core medium to be considered is digital, which is owned media and shared media (UGC). Paid media must not be considered, as the company does not usually rely on paid promotions. Earned media is not the goal, but doesn’t have to be completely discarded.
Thisisamedium-budgetcampaign.Thecompanyhasanin houseteamthat can be used, ranging from the communications department (copywriters, community managers, designers to technologies (UX, developers, etc.
VICIO also has partnerships with various brands (such as Estrella Damm), which could be explored if needed.
TIME FRAME
DELIEVERABLES
Complete communication campaign plan following the parameters from the briefing, containing: planning, execution and evaluation of the campaign. The final solution must be justified and cohesive. A timetable of thecampaign execution should also be provided.
The date set for the opening is October 21st. The duration for other types of activation is open, but regarding social channels, it should not be more than a week, and not contain too many posts. Must be punctual.
GOALSPUBLICS& OBJECTIVES PLAN OF ACTION STRATEGY
PUBLICS
It is key to take into consideration the cultural aspects of the key publics, which aside from their connection with VICIO, are residents of Madrid.
As stated in the briefing, the publics of this campaign follow VICIO’s target audience, which takes into consideration the high level of digitalization of the company and thus consists of people between 25 and 35 years. The socioeconomic level is medium-high. For the campaign development, they are divided in three groups: customers from Madrid, potential customers from Madrid and consumers from other cities (i.e. fans and followers).
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VICIO 9#MADRIDESVICIO @GANASDEVICIOSTRATEGY: PUBLICS
The key public set are customers from Madrid. This is an active public that already has some level of familiarity with the brand. It encompasses people that order from the restaurant, people that consume the content, or both. The secondary public are split into two: potential customers from Madrid , which is self explanatory, and consumers from other cities, who can also be classified as supporters, as it involves the entire VICIO online community . Even though they are not in the very center of the campaign, they are very relevant pieces, as the digital aspect of this operation is utterly important. It is key to take into consideration the cultural aspects of the key publics, which aside from their connection with VICIO, are residents of Madrid. Especially on a campaign coming from a Barcelonian restaurant, it is important to consider how to reach them on a deeper level. This is something that the company has already picked up on and takes into consideration when developing their communications to the customers from the capital. In sum, when the message of the campaign is being developed, cultural traits from Madrid must be explored for a more successful connection.
Regarding the objectives, they are customer-centered. When impacted by it, the publics must get excited and feel that VICIO is talking to them personally. They should feel provoked, tempted and curious to discover this new experience. Attitude wise, it is expected that they generate UGC of the campaign (and consequently for it), that will later on power the content on the brand’s social media to reach customers that are not from Madrid.
After the campaign starts running offline, it is expected that UGC will start to show up on social media within a week. The outcome of the campaign should be reflected on Instagram engagement and restaurant presence and orders.
I. To gather 5-10% more of user generated content than usual in the two weeks prior to the opening.
IV. To have at least 40% of the restaurant’s orders to eat in on the first weekend.
II. That 15% of UGC during the campaign period is campaign-related.
S.M.A.R.T* . objectives:
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GOALS & OBJECTIVES
The main goal of this campaign is to generate awareness regarding the new VICIO dine-in restaurant in Madrid amongst the publics. In addition to that, generating digital hype and anticipation for the opening, and connecting with the customers on an even more personal level are also goals of the campaign.
TimelyRelevant,Achievable,Measurable,Specific,=SMART
V. To have a full house on opening day.
III. Instagram engagement 10% higher than usual on campaign pieces.
PLAN OF ACTION
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When looking at the key public, there is already an open door to reach them - through online channels and the orders, as at least 50% of them are from recurring customers. Moreover, they are already familiarized with the brand (visually and verbally) and its high level of digitalization - which is also something to be taken advantage of. However, it is important that the difference between the new restaurant (dine-in) and the ones that already exist (dark kitchen) is very clear in the communication.
VICIO 12#MADRIDESVICIO @GANASDEVICIOSTRATEGY: PLAN OF ACTION
Additionally and regarding secondary public, potential customers from Madrid, geographic approaches will be used to reach them, exploring some key locations whose characteristics match the target audience mentioned before. Lastly, consumers from other cities will be affected by the campaign digitally. Therefore, the tactics for this campaign will consist of two stages that are connected to the campaign goals: engagement and activation, and announcement and promotion. The first one will approach the key public on a closer level, while the second one will generate digital hype and excitement for the launch. Together, they will generate awareness for the new dine-in restaurant.
VICIO 13#MADRIDESVICIO @GANASDEVICIOSTRATEGY: PLAN OF ACTION
In this stage, the expected outcome is to engage and activate customers and potential from Madrid, making them aware that VICIO has news for them. And considering the objective of connecting to the customers from the capital, they will be the first ones to receive the news. This stage should also generate UGC that will be used for #RandomVICIO, as we also want to foment curiosity and anticipation surrounding the opening.
PHASE engagementONE:and
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ACTION 2
To do so, two separate actions will be done following the same strategy: physical mediums to generate digital content, that will fuel the already successful #RandomVICIO. However, the trick with this stage is not to give out from the start all the information, but generate anticipation. The reaction of the ones impacted by the campaign should be “OK, what is going on?”.
The first action, targeted at customers, will take advantage of an already existing point of connection with this public, that enables a sharp tailoring of the audience: orders from delivery. The first level of communication of the campaign will be done through a special packaging that will be used only in the orders from Madrid.
activation PUBLIC: VICIO customers from Madrid, potential customers from Madrid CHANNELS: offline and online (shared and owned media)
ACTION 1
The second action, targeted at potential customers, will explore an out of home (OOH) medium, that is bus stops. It shall consist of a somehow interactive ad, so that people feel instigated to take pictures and share them on Instagram. This surface was chosen because it gives a wide range of locations to opt from, as they are all over the city. Additionally, it is placed at eye-level height, making it easier to engage with and/or photograph and gather attention from walkers. Still, the main objective is to share the action online, and as a result only a small limited number of ads will be produced and therefore must be placed very strategically.
STRATEGY: PLAN OF ACTION #RandomVICIO#RandomVICIO#RandomVICIO#RandomVICIO
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The final outcome of this phase is a themed #RandomVICIO post, containing only pictures from the campaign actions. The physical aspects of this stage are relevant, as it is where it connects with both the customer and the product (a restaurant), but the higher priority is that it is taken online. That said, the packaging should be even more ‘instagrammable’ than the regular ones, and the advertising piece should be disruptive and attractive, as it is VICIO.
Considering that customers already share pictures of their orders and other general VICIO-related things on a regular basis, the desired result is that with the different packaging and the street ads, even more content will be shared. Nevertheless, a contingency plan must be considered for this stage. Thus, if there is not enough content generated, or if the photos are too off-brand, it is up to the in-house team to take pictures themselves to fuel the postsand do it as if they were taken by customers. Both actions will begin in the first week of October, roughly two weeks before the post will go up, so that there is enough time to gather content and choose the pictures that fit the best the #RandomVICIO scope (a detailed calendar will be presented further along).
The #RandomVICIO post kick starts the second phase, which is when the Instagram section is also inserted in the campaign, and is a fully digital stage. Through posts on the feed and sets of stories, the community will also be engaged in what is yet to come, and then the suspense will finally be over, leading to the announcement of the opening of the new dine-in restaurant.
VICIO 16#MADRIDESVICIO @GANASDEVICIOSTRATEGY: PLAN OF ACTION
Message wise, it is of utter importance that it strategically connects with the people from Madrid, taking their cultural traits and “inside jokes” into consideration, as it is a known modus operandi of the burger brand. As for the online content, it must always be accompanied by the hashtag #MadridEsVICIO.
PHASE announcementTWO: and promotion
These pieces of communication will be targeted at all VICIO fans, aiming to generate digital hype and awareness. Therefore, the first posts following #RandomVICIO should stick to the same mysterious tone of phase one - however, it should be adapted to VICIO’s verbal identity Instagram.
PUBLIC: all CHANNELS: online (owned media)
On practical levels, in this stage the objective is to inform everyone and increase the engagement on social networks, while also encouraging customers to go to the new physical restaurant. Thus, Instagram posts will be fueled with institutional content and photos from the restaurant opening, similar to what was done when the company first arrived in Madrid. This phase will last for one week, ending with another #RandomVICIO that, among its usual content, also contains photos from the dine-in.
OOH:PACKAGINGMESSAGEMIRROR ADS SOFT CAMPAIGNSOCIALOPENINGMEDIACALENDAR TACTICS
Overall, the picture is somewhat similar to the campaign of Barcelona’s dine-in opening: a restaurant so digital that is real. Except that now, with two years of market life and a high level of awareness, the digital vein of VICIO is already solidified. So for this campaign’s message, the physical aspect will be more stressed.
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CONCEPT: MESSAGE & IDENTITY
The tone of voice of the campaign follows VICIO’s verbal identity, as does the visuals. Evidently, all the campaign communication will be in Spanish.
Madrid, show your faces
The main notion that the campaign will communicate is “Madrid, we want to see you”. The idea behind it is that the customers are “hidden” at the other end of the delivery process, and it’s time to get to know their faces. Therefore, the campaign will be sustained by the ideas of see, be seen and celebrate it - which is also connected to the core of the #RandomVICIO movement of showcasing VICIO moments, the “postureo”.
. Adaptations of the tagline can be made to according to the situation, as long as the message is not lost.
“Si has sobrevivido al transbordo de Diego de León, te mereces lo “Madrid,tuyo.”
The main tagline for the campaign is a twist of the restaurant’s regular one (“Te damos lo tuyo. A domicilio”). Considering that the vast majority of the people that will be impacted by the campaign are already familiar with VICIO at some level, the idea is to create a sort of contrast under this context. Therefore to reach the desired counterpoint, the classic “a domicilio” will be replaced by “en persona”, and the city will be addressed directly to bring the target even closer, thus reading: “Madrid, te daremos lo tuyo. En persona.”
“La probabilidad de no enamorarse de nosotros, es la misma de que Madrid sea sede de los Juegos Olímpicos.”
“Competencia de quién llega más rápido a nuestra nueva casa: tú o el rider.”
Madrid, te daremos lo tuyo.
En persona.
lo único más bonito que nuestras burgers es tu cielo.”
The tagline and supporting lines
Additionally, as it was done in previous campaigns in Madrid, some lines will also be included in the campaign to bond with the Madrileños in “their own words”, that is, making a connection with their local characteristics and habits. Following are some preliminary suggestions.
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PACKAGING
The ‘special edition’ packaging for Madrid’s orders will be done for the burgers and the fries. Even though it is a celebratory version it is important that it stays on-brand. As stated in the previous chapter, the packaging should be very attractive, eye-catching, aiming for an ever higher number of online shares than usual. But it should also stay practical, after all the customers ordered for the food, so it must not “steal” its practicality.
Therefore, the changes will be only on graphic aspects: in the spirit of celebrations and escaping the ordinary, the packaging will be silver, and the writings in VICIO red . It will feature VICIO’s Madrid icon upfront, instead of the regular brand logo, alongside the campaign tagline. The hashtag #MadridEsVICIO will also be present. There shall be enough packaging produced for three weeks of orders, which should be between 12 and 15 thousand of each (burgers and fries’ boxes). In the case of production limitations for the silver packaging, it should be replaced for white.
VICIO 21#MADRIDESVICIO @GANASDEVICIOTACTICS: PACKAGING
OOH: BUST STOP MIRROR ADS
Considering both budget and mainly the premise that digital conversion is the higher objective, only three ads will be placed - very strategically, in order to reach VICIO’s target audience and maximize the chances of it being posted online.
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Standing on the same premise that this piece too must be eye-catching and ‘Instagrammable’, and the concept of seeing Madrid customers’ faces, who they are, the ads will actually be mirrors . Again, aiming for a wide range of UGC, a mirror by itself is inviting of selfies and photos with friends, smartly intersecting with the campaign’s concept.
The pieces will contain the same information from the packaging, except that the date of the restaurant opening will be added to the art, and VICIO’s actual logo will also be present. The hashtag ought to be very visible, serving two purposes: an invitation to share it online, and that when they do so it is under the hashtag.
Locations are subject to further revision, but a priori the ads should be placed as stated: two in the neighborhood of Malasaña, and one in La Latina, as they are both neighborhoods frequented by the target audience. The locations are not to be too close from one another, and to be placed in strategic streets. The proximities of the metro exit of Gran Via station could also be a potential location. to
Happy
see you madrileños
VICIO 24#MADRIDESVICIO @GANASDEVICIOTACTICS: OOH MIRROR ADS
Festa
To celebrate the opening of the restaurant and welcome the customers, there will be an event on the launch night, on a “happy hour” vibe. The idea is that people go after work, especially since there is already a niche of customers that order VICIO at the office for the team - the “fiesta de viernes”.
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viernes @
It is also a moment to actually get to see the customers. The event will mostly be used to generate content to be posted on social media afterwards. de
OPENING EVENT
As there are already other actions involved in the campaign, which means costs and production, the intention is to keep this one simple. As mid-October has the last days of cool weather, before it gets colder, the event will be both inside & outside. While people can eat outside, they can also hang out outside. It will have a DJ to set the vibe, and, ideally, Estrella Damms will be given out to people - this has to be vouched with them, as partners, but would be very valuable, as it is a happy hour. Personnel wise, aside from the team from the store, it will only be needed to hire a photographer and two to five more people to help keep the event organized, and the people contained. A post will also go up on Instagram in the morning of the event. Those are strategies of “last minute” invitations, so that the place doesn’t get packed up. We want it to be full, not unbearably crowded.
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VICIO 27#MADRIDESVICIO @GANASDEVICIO SOCIAL MEDIA #MAD#MAD#MAD @ganasdevicio All of the previous tactics eventually fall back to social media, and therefore in this section the “momentums” will be divided for a clearer understanding. It is also important to take into account that we want to activate the community, raise awareness and engage them, but not flood their timelines.
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The “official” campaign post will go up on the week of the launch, but UGC from the campaign can and should be shared in the previous #RandomVICIO as a heating, not to promote the campaign itself, but to use the pictures with the special packaging to stimulate the followers from Madrid to order as well - and therefore impact them through their orders.
#RandomVICIO posts Already widely stressed previously, the themed #RandomVICIO post is the kickstarter for the online leg of the campaign. It is the hashtag in which the user generated content, gathered from the special packaging and the ads pictures will be shared under. It will be a special edition with only pictures collected from the campaign, and has the objective of provoking hype and excitement in the community surrounding the news, and also to generate engagement. It will go up before the actual announcement, on the week of the launch.
Suggested caption (to be completed accordingly to the pictures), considering the usual “model” of previous similar posts: “#RandomVICIO visto en las calles de Madrid, en [xxx], en su casa y muy futuramente en nuestra nueva casa. #MadridEsVICIO Principios de octubre 2022.”
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ANNOUNCEMENT + INVITATION POST: [carrousel post with the DJ deck and pictures from the restaurant] “Madrileños, a partir de hoy también te damos lo tuyo en persona. Hay que celebrar. Empezamos a la happy hour. [address] Venid. #MadridEsVICIO” Additionally, some stories from the opening should be live posted to encourage people to go. “Madrid, no hace falta que no tengan playa. Tenemos news tan hot cuanto. Stay tuned.
#MADRIDESVICIO”
Announcement
From this stage on, beginning two days before the opening, the news will be directly addressed. It is the moment of “activation”, to not only make people fully aware but also to invite the customers from Madrid for the opening event. It will be done in two steps on both the feed and stories, and flowingly are the content and captions suggestions: TEASER POST: [picture of the restaurant’s front + opening date] “Madrid, no hace falta que no tengan playa. Tenemos news tan hot cuanto. Stay tuned. #MadridEsVICIO”
Finally, a week later, a post to reinforce the news and to thank Madrid for the welcome, adding the supporting lines that relate to the city’s cultural aspects.
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“Nosotros somos los que cumplimos años, pero vosotros sois los que recibís un regalo.
#MadridEsVICIO más que nunca. [address], es llegar y sentar. Estamos al lado (really).”
Promotion After the opening, the following action will be a promotion of the restaurant, sharing pictures from the event. The #RandomVICIO from the following Monday will also feature some UGC from the occasion.
CALENDAR & CONTENT PLAN
Regarding the physical pieces that must be produced (ads and packaging), suppliers should be contacted in mid-July, and production should start in August, so that by mid-September the latest, everything is ready to be implemented when the time comes.
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The campaign will officially start on October 3rd, with the packaging being put to circulation on orders. The key dates of October and full content plan for social media can be found on the detailed calendar on the following page.
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TWOPHASEONEPHASE
CUSTOMERAMBIENCE EXPERIENCE GLOVO RIDERS EVALUA-TION
VICIO 34#MADRIDESVICIO @GANASDEVICIO EVALUATION Following the completion of the campaign, the evaluation stage is very important to measure the results of the campaign and compare them with the objectives (hence, its effectiveness), to measure the impact and gather data to improve future actions. In order to do so, we’ll explore three main categories: awareness, acceptance and action. In addition to the evaluational categories, some questions should also be asked during the internal analysis process: • Were the main goals of the campaign achieved? • Did the process of production go through as planned? Did something go wrong? • Did the outputs perform as expected? And the outcomes were as expected? • What can be improved for the future? Ultimately, these are all examinations to respond and corroborate the answer to the final question: was the campaign effective?
• New followers during the campaign period
• Content shared online from the first event
• Number of campaign story reactions
• Number of comments related to the campaign
• Number of orders on the first weekend
VICIO 35#MADRIDESVICIO @GANASDEVICIOEVALUATION
• Number of overall UGC collected during the campaign
• Number of comments on posts related to the campaign
. So the KPI of analysis for this category will be the Instagram engagement during the campaign, through the following metrics:
• Number of likes on posts related to the campaign
• Percentage of UGC collected with the campaign content ACTION Regards the active participation/behavior from the public. Whereas this category could also involve user generated content, as it is an active participation, for organizational purposes it will encompass the actions towards the restaurant. This being said, the SMART objectives that fall under this categorization are: have at least 40% of the restaurant’s orders to eat in on the first weekend and have a full house on opening day . Consequently, the main KPI are orders to eat in the restaurant, measured through the following metrics:
ACCEPTANCE Related to interest and attitude, the main thing to evaluate is the led reaction of the public following being impacted by the campaign. The SMART objectives that fall under this group are: gather 5-10% more of user generated content than usual in the two weeks prior to the opening and 15% of UGC collected during the campaign period is campaign-related . Thus, the KPI of evaluation will be the level of acceptance of the campaign, i.e. the messages transmitted by the customers during the promotional period, through the following metrics:
• Attendance on the opening event
• Number of orders on the first month
The impact of the campaign on the public will be evaluated, how they engaged with the campaign; the relationship between them and the brand. The SMART objective that falls under this group is: Instagram engagement 10% higher than usual on campaign pieces
AWARENESS
• Number of shares
#MADRIDESVICIO @GANASDEVICIOVICIO 36 PROPOSAL BY GIOVANA MALKA giovanamyn@gmail.com GANASDEVICIO.COM ESMADRIDVICIO