Backstory
CAMPAIGN INFORMATION
I. Campaign Idea & Duration,
Media Placement
II. Target Market
III. Insights
IV. KPIs
Campaign idea &
duration & Media placement
Reshape public perception and reinforce
family-orientation of brand
News has recently come to light that there was abuse of cows on one of Fairlife’s supplying farms, causing negative media attention and a hit to brand perception. We have waited to address the public majorly on this issue to show that Fairlife is doing more than just saying. Over the course of 6 months, we would like to reshape public perception of Fairlife by showing how we have changed since and continually improve conditions at supplying farms to better fit our standards and brand. The advertisement would be placed on television channels pertaining to the news, family shows, cooking or other hobbies and would play in the morning and evening when our target is more likely to watch television. We would also place the ad on social media sites that our target group enjoys including Facebook, YouTube, and Pinterest.
target market
White women, aged 22+, with children, in the United States, income $45k-100k, college educated
We are targeting white women over the age of 22, preferably with children, in the United States. Our target segment is college educated and have an income between $45,000-$100,000. They use social media to keep in touch with family, like Facebook, or for recipes and hobbies, like Pinterest. They may access these sites through their phone or laptop and may keep up with social media on a weekly basis. Women with kids may watch family-friendly channels, the news, or cooking shows. We are also targeting Believers because they may have been the most affected by the news of abuse, since they believe in strict rights and wrongs in life. Believers may also be the most impacted by our advertisement since they value honesty and knowing where a company stands. Our dairy products fit the physiological needs of Maslow’s hierarchy, so we fill a bigger purpose in our customer’s lives. Since we will be advertising in the U.S., the power distance will be low and they will likely be an individualist. They will also be more concerned about being the best (masculine) and a fair degree of acceptance for new things (uncertainty avoidance). Finally, they are more concerned with the short-term and are likely to indulge.
Insights/Inspiration
2019 Documentary scandal and necessary
public relations image rebuilding
Fairlife has found since the news broke in June 2019, negative sentiment on social media sites have gone up. Our comments sections and replies have been found to have negative keywords associated with our brand at a higher rate than ever. This affects our overall brand perception making it negative. Also, we have found that we have lost customers at a faster rate since the news came out, which has resulted in a loss of profit for our most recent quarter. Boycotts have been called for on social media, so we can expect it to continually decline if we do not act.
kpis
Social Listening, Referral Traffic, Social Media Conversion Rates, Sentiment Analysis
To keep track of the progress of this campaign, we would like to engage in social listening. This will allow us to see if sentiment improves and how we can adjust the campaign to further satisfy our customers. We would also like to track referral traffic to see how many people wanted to learn more about what we are doing to improve from seeing the advertisement on social media. Social media analytics will also be able to tell us goal conversion rates, which assesses how well our message resonated with our audience. Finally, we would like to track our conversion rate to understand how many people who viewed our advertisement were moved enough to become a customer.