BRANDED CONTENT PLAN
Chupa Chups "LIFE LESS SERIOUS" TEAM E - 01
OVERVIEW 01
OUR STRATEGY 02
BRAND ESSENCE 03
PLATFORM 04
ENGAGEMENT 05
OUR CAMPAIGN
Our Strategy CHUPA CHUPS WANTS TO ENGAGE PEOPLE WITH CONTENT. OUR STRATEGY IS TO PROVIDE THAT CONTENT USING A PULL STRATEGY IN ORDER TO ENTICE THE VIEWER TO KEEP WATCHING. WITH OUR CONTENT WE WANT TO INSPIRE A "LIFE LESS SERIOUS" IN A FORM OF A VIRAL VIDEO CAMPAIGN. OUR CAMPAIGN IS CALLED "THROW IT BACK" IN WHICH WE TARGET 16-30 YEAR OLDS. THIS CAMPAIGN COMES IN A FORM OF A VIDEO WHERE AN ARCHETYPE OF THE TARGET AUDIENCE IS TESTED ON THEIR CHILDHOOD (EITHER CHILDHOOD SHOWS, SNACKS, MOVIES, TOYS, ETC...). THE VIDEO CALLS THE VIEWER TO PLAY AS WELL WITH A LINK TO AN ACTUAL GAME THEY CAN PLAY ONLINE AND SHARE WITH THEIR FRIENDS ONLINE.Â
Brand Essence "MANY PEOPLE KNOW CHUPA CHUPS FROM THEIR CHILDHOODS, BUT ONCE THEY REACH ADULTHOOD THEY STOP EATING AS MUCH CANDY" - CHUPA CHUPS OUR CONTENT RELATES TO THIS STATEMENT DIRECTLY BY MAKING THE VIEWER REMINISCE ABOUT THEIR CHILDHOOD, A TIME WHERE LIFE WAS SIMPLER AND LOLLIPOPS WERE A PLENTY. THIS WILL RELATE ON A PERSONAL AND EMOTIONAL LEVEL, WHICH IN TURN, WILL HELP CONVINCE THESE OLDER PEOPLE TO KEEP ENJOYING CHUPA CHUPS IN ADULTHOOD AS WELL: BECAUSE ENJOYING CHUPA CHUPS IS ENJOYING CHILDHOOD AND ENJOYING CHILDHOOD IS ENJOYING A LIFE LESS SERIOUS.
Platform LANDING PAGE
Platform FACEBOOK
Engagement STUDIES SAY THAT REMINISCING ON YOUNGER TIMES SOOTHES THE STRESSORS OF ADULTHOOD, MAKES YOU FEEL BETTER ABOUT THE PRESENT, AND HOPEFUL FOR THE FUTURE. PEOPLE LOVE THINGS THAT THEY CAN RELATE TO AND EVEN MORE WHEN IT IS SOMETHING REMINISCENT. OUR "THROW IT BACK" CAMPAIGN AND QUIZ DOES JUST THAT AND ALLOWS THE USER TO BECOME ACTIVE PARTICIPANTS. THE SHARING AND "CHALLENGING YOUR FRIENDS" ASPECT ADDS THAT COMPETITIVE FEATURE WICH WILL PUSH THE SPREADING OF THE CAMPAIGN, AND MOST IMPORTANTLY THE NUMBER OF ACTIVE USERS.
Our Campaign #THROWITBACK