Newhouse school of public communications
Communications Strategy and Plan Katie - Hailey - Isabel - Olivia
Agenda Situation Analyisis
03
Pleasure Seeker Introduction
05
Measurement Plan
10
Strategic Approach
11
Activation Ideas
14
Velveeta's popularity has decreased Velveeta Organic Conversation
2021 Median
Velveeta HHP Decline
2022 YTD
Brand relevance has decreased by almost 50% from the year 2021 to 2022.
Shells and Cheese household penetration has lowered 2.7% in the past year.
Information from the Velveeta 2023 IAT Brief
Velveeta's uniqueness will help them make a comeback Business Objective Increase volume and market share by 3% by December 2023. Marketing Objective Increase HHP by 1% by December 2023. Business Challenge Velveeta is replaceable, people buy from cheaper brands with the same quality and taste. Driver "Velveeta’s Shells and Cheese with Liquid Gold offers a unique taste that no other brand can provide for me.”
Meet Pleasure Seeker: Molly Smith Post-grad working adult (12%,188i)
Likely in a relationship (22.3%, 161i)
Female (50.6%, 101i)
Go-getter (8.7%, 214i) and a Trendsetter (10.2%, 262i).
Molly enjoys adventure, extreme sports, gaming, esports, and art & expression!
Source: Global Web Index
More About Molly... Open-minded (17%, 126i)
Career-focused (23%, 170i)
Ambitious (23%, 175i)
Adventurous (36%, 252i)
Molly is an open-minded, career-oriented, and ambitious individual who is eager to take on new challenges and boost her career. Though her career is a major focus, she still finds time to pursue adventures, which is an important aspect of her character.
Molly is interested in activities that challenge her to take risks
Adventure & extreme sports Molly loves playing sports and tries to include that in her everyday lifestyle (44.7%, 158i) Molly is always looking for another once in a life time experience and that is why going on adventures is so important to her lifestyle (26.1%, 143i)
Art & expression
Gaming & Esports
Molly enjoys expressing herself creatively through many different types of artistic outlets.
In Molly's free time, you may find her playing video games (54.4%, 154i)
Keeping up with Molly's busy schedule requires quick and convenient food choices Career Focused
Technology = Convenience
Working a junior-level position (12%,135i)
Up to date on the latest technology trends and news (38%,145i)
Quick decisions (41%,141i) when it comes to choosing what to eat.
Spends almost 3 hours a day on social media, which she worries is too much time (36%,155i).
Purchases frozen food and ready-to-eat meals every month (1%,172i) after researching them online before buying.
Favorite social media apps include Snapchat (25.6%, 192.8i), TikTok (19.9%, 149.7i), and Instagram (20.1%, 151.4i). Tends to trust what online reviews say about products or services (42%,141i).
A Pleasure Seeker seeks opportunities to gain more knowledge and experiences by trying something new.
Pleasure seekers look to social media to get creative and find new things to incorporate into their lifestyles.
Using technology and social media platforms, Pleasure Seekers are able to determine which foods they want to buy both efficiently and effectively.
Because of their busy lifestyle, Pleasure Seekers tend to prioritize convenience over nutritional value.
Pleasure Seekers are searching for satisfaction at any time in their busy lives, whether it be through new experiences or food choices.
Measurement Plan Business Objective Increase volume and market share by 3% by December 2023. Marketing Objective Increase HHP by 1% by December 2023.
Media Objective #1 Drive product conversion.
Media Objective #2 Increase customer retention.
Communications Goal
Communications Goal
Encourage Pleasure Seekers to purchase Velveeta Shells and Cheese.
Create loyalty within Pleasure Seekers to advocate for Velveeta Shells and Cheese.
KPIs
KPIs
Have a ROAS ratio of 3:1 or greater by December 2023. Increase Conversion Rate Optimization by 15% by December 2023. Decrease Cost per Action by 10% by November 2023.
Increase social media Share Per View by 15% by December 2023. Increase Repeat Customer Rate by 10% by December 2023. Increase Customer Lifetime Value by 10% by December 2023.
Strategy statement GET Pleasure Seekers TO choose Velveeta Shells and Cheese over competitors BY reaching them when they desire a unique and gratifying meal.
Media mix
Out of Home Pleasure Seekers enjoy the outdoors and being able to be social with other people. They live for adventure and an out of home experience will provide them with that.
Digital Through the use of digital platforms, Velveeta can reach Pleasure Seekers and place ads in their daily lives, making them more aware of their brand.
Social Network
Retail
Influence
By reaching Pleasure Seekers on social networks, Velveeta can creatively improve brand awareness and drive Young Pleasure Seekers to more purchase occasions.
Targeting Pleasure Seekers while they are online shopping or shopping in stores will allow Velveeta to hit them at the right moment of receptivity and help them make a sale to Pleasure Seekers.
Reach Pleasure Seekers through sponsored events and content. Hearing positive things about the product from a trusted source will encourage Pleasure Seekers to try Velveeta.
How Can Reach Pleasure Seekers
Activation Idea #1 The idea:
Create an in-game activation, using Velveeta Shells and Cheese as a power-up or extra life in games. Velveeta can sponsor Twitch streams that show streamers using the ingame activation to promote the Shells and Cheese product.
Rationale:
Gaming Popularity Pleasure Seekers are 53.5% more likely to be interested in gaming than the average American (54.4%, 153.3i). Pleasure Seekers were 82% more likely than the average American to watch a live gaming stream in the past month (24.8%, 182i) Shareability They are also 88.8% more likely to share an image or video of their gameplay online (14.8%, 188.8i).
Execution:
Velveeta Shells and Cheese being used as a power up or extra life in a game like Fortnite allows Velveeta to connect with Pleasure Seekers organically. The Shells and Cheese will be shown in a delicious and filling manner, attracting Pleasure Seekers to the product. Sponsoring popular Twitch streamers could help promote this in-game feature while also promoting the product to Pleasure Seekers on a platform they organically utilize.
Activation idea #2 The idea:
Create a Branded Hashtag Challenge for TikTok users to showcase their creativity while simultaneously reminding the consumer that Velveeta is the winner in the industry
Rationale:
Why? An opportunity for Pleasure Seekers to #VelveetaGoForTheGold by using Velveeta Shells and Cheese to elevate it with their own signature creative add-in. Think of things like pancetta, tater tots, broccoli, and truffles– mixed with the creamy deliciousness of Velveeta.
Let their creative side show 75% of Pleasure Seekers describe themselves as creative (75.1%, 146i) The Pleasure Seeker is 109% more likely than the average person in the U.S. population to participate in a hashtag challenge initiated by a brand on TikTok (8%, 209i) Community driven 54% of Pleasure Seekers value contributing to their community (54.2%, 148.6i). The Pleasure Seeker is also 65% more likely to buy products to access the community around them (16.9%, 165.4i). Position Velveeta as #1, Gold = Winner
Execution:
Ad format Branded Hashtag Challenge Targeting Interests: Food & Beverage, Creativity Interactions: like, share, comment, follow, engage with related hashtags
Previous Brand Example: #PlayWithPringles Branded Hashtag Challenge “Get creative with a Pringles can and film it” (TikTok For Business) Generated over one billion hashtag video views from over 343,000 UGC entries.
Activation idea #3
pop-up with Velveeta Shells and Cheese to fuel The idea: Tailgate post-grad adults. Traditional tailgate food that can be made easily and is enjoyable in a fun environment Helps consumers associate Velveeta with something that is fun and exciting
Rationale:
Pleasure Seekers are 49% more likely to attend live events. Pleasure Seekers are 68% more likely to order food while watching a sporting event Pleasure Seekers interest in watching sports is above average in the United States.
Execution:
The Tailgate Pop-Up event is designed to create a fun and enjoyable environment for people to gather and celebrate before the game. Our goal is to help consumers associate Velveeta with something that is fun and exciting. We want to showcase how Velveeta can be a part of their tailgate traditions and how easy it is to make for any occasion.
Why Our Plan Works.. Business Challenge
Velveeta is replaceable, people buy from cheaper brands with the same quality and taste.
Driver “Velveeta’s Shells and Cheese with Liquid Gold offers a unique taste that no other brand can provide for me.”
Target Insight Pleasure Seekers are searching for satisfaction at any time in their busy lives, whether it be through new experiences or food choices.
Primary Communications Goal
Make Pleasure Seekers associate Velveeta Shells and Cheese with luxurious pleasure that can be enjoyed easily. (Satisfied at any time)
Strategy Statement
Get Pleasure Seekers to choose Velveeta Shells and Cheese over competitors by reaching them when they desire a unique and gratifying meal.
Media Mix Pleasure Seekers learn through social media, gaming, and branded experiences.
Thank You
Appendix
GWI Information Audience Definition Survey waves Q1 2022, Q2, 2022, Q3 2022, Q4 2021 + Country: USA + Age: 18-34 + Attitudes: All 'describes me' statements > Adventurous + Attitudes: Values > Having a positive attitude > Important to me
Target Interests for Pleasure Seekers Link https://app.globalwebindex.com/crosstabs/2a1fde07-a8d7-42c3-9bf9e0da08da0203
Twitch and Tik Tok Advertising Sources https://www.tiktok.com/business/en-US https://ads.tiktok.com/help/article/ad-targeting? redirected=2 https://twitchadvertising.tv/
TikTok Targeting Solutions TikTok has a variety of targeting opportunities and ad formats available for advertisers to use. TikTok offers In-Feed Ads, TopView Ads, Branded Hashtag Challenges, Spark Ads, Branded Effects/Filters, and other promotional techniques (TikTok for Business).
Source: https://jungletopp.com/tiktokads-interest-targeting/