1. Objectives
1.1. Target: +30% growth in Frostino category YOY (4M Sales / 1.6M profit – Total campaign) – Incremental 900k Sales / 400k Profit (+1 Frostino & +2 Freak Shakes per store (105) / per day)
1.2. Drive trial of Frostinos and Freak Shakes amongst core age group of 18-25 year olds
1.3. Target 2m people through an ATL campaign including radio + digital activation
1.4. Create the ‘Look What Costa have done’ Moment
1.5. Inject some ‘Fun’ into Costa
2. Platforms
2.1. Email
2.2. Phone SMS
2.3. GDN Campaign
2.4. Youtube
2.5. Social Media
2.5.1. Facebook
2.5.1.1. Instagram
2.5.1.1.1. Twitter
3. Budget
3.1. Total budget =25,500 AED
3.1.1. Monthly Budget =6.375 AED
4. Tactics
4.1. Phase 1
4.1.1. Launching the competition
4.1.1.1. First 100 sign up will receive free Fresitino
4.1.1.1.1. Facebook adverts
4.1.1.1.2. Instagram adverts
4.1.1.1.3. Twitter adverts
4.1.1.1.4. GDN adverts
4.1.1.1.5. Youtube Banners
4.1.2. Budget Split for month 1 :
4.1.2.1. 3,000GDN
4.1.2.2. 1,100 facebook
4.1.2.3. 1,100 Instagram,
4.1.2.4. 1,100 twitter
4.2. Phase 3
4.2.1. Launching the drone video Campaign
4.2.1.1. Facebook adverts
4.2.1.1.1. Interest
4.2.1.2. Instagram adverts
4.2.1.2.1. Interest
4.2.1.3. Twitter adverts
4.2.1.3.1. @Handles
4.2.1.4. GDN adverts
4.2.1.4.1. Relevant Websites
4.2.1.5. Youtube Banners
4.2.1.5.1. Interest
4.2.2. Budget Split for drone video
4.2.2.1. 2000,youtube
4.2.2.2. 2000 facebook
4.2.2.3. 2000 Instagram
4.2.2.4. 2000 Twitter
4.2.2.5. 2000GDN
4.3. Phase 4
4.3.1. Lunching the competition
4.3.1.1. Get your freak on
4.3.1.1.1. Facebook adverts
4.3.1.1.2. Instagram adverts
4.3.1.1.3. Twitter adverts
4.3.1.1.4. GDN adverts
4.3.1.1.5. Youtube Banners
4.3.1.1.6. Retargeting ads
4.3.1.1.7. Look alike audience
4.3.2. Budget Split for month 3 : TBC