WGY08
Sunflower
REACHING CONSUMERS WHEN THEY’RE PRIMED TO PAINT THE MEDIA
GEOGRAPHY
MEDIA OBJECTIVES The campaign will have a target reach when advertising of 70% and a frequency of 4+. We will build reach and frequency through use of in-store advertisements including the Walmart smart network that has 140 million impressions every week
MEDIA BREAKDOWN We will reach consumers when they are shopping home décor, finding inspiration in home improvement shows, and seeking information online. With our campaign, we will reach more than 160 million viewers. The media spending will be heaviest during the first two months as we launch the campaign. Advertising will continue from May through September in various media with an emphasis on holiday weekends. Spending will increase during the weeks leading up to Memorial Day, Mother’s Day, Father’s Day, Fourth of July, and Labor Day, when our consumers are most likely to start a new painting project.
Cable TV: 11% Magazine: 13% Newspaper: 7% In-store: 32% Smart Network: 26% Digital: 2% Reward Card: 5% Miscellaneous: 3%
Target 1 Target 2 Target 3 Targets 1 and 2 Targets 1 and 3 All Targets
Very Berry Country House Blue Sunflower Deep Dusty Rose Lavender Shadow Pearl Grey
Target 1 Very Berry Target 2 Country House Blue Target 3 Sunflower Targets 1 and 2Deep Dusty Rose Targets 2 and 3Lavender Shadow Our campaign utilizes spot markets for in-store, magazine, and All Targets Pearl Grey
newspaper. 54% of our budget was spent regionally and 46% was spent nationally. States were selected based on the density of the target population and the ratio of Walmart stores to state square mileage. It is more efficient to buy print publications regionally. This allows for concentrated exposure in target dense areas.
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