PROPOSAL FOR SOCIAL

MEDIA CAMPAIGN

PAYAL AGRAWAL
Student Id: 45680248
Table of Contents
1. Overview and Background...................................................................................................................2
2. Goals and Objective.............................................................................................................................3
3. Social Media Strategy..........................................................................................................................4
4. Marketing Strategies...........................................................................................................................5
5. Content Development and Implementation........................................................................................5
5.1 Communication process....................................................................................................................5
5.2 Campaign Implementation................................................................................................................6
5.3 Monitoring and evaluating................................................................................................................6
6. Expected Outcomes.............................................................................................................................6
7. Conclusion...........................................................................................................................................7
8. References:..........................................................................................................................................7
 1. Overview and Background
The document is concerned with discussing ideas on promoting sales of the British
multinational confectionary company ‘Cadbury’ through the launch of a social media campaign.
The company desires to stand out amongst its competitors by defining its name amongst social
media users and creating publicity for sales enhancement. Cadbury has always been a industry
leader in its category and its products have been favorites for many. Established in Brimingham,
England in 1824, the company has managed to become world’s second largest confectionary
company in the world. The major markets of the company are England, Australia, United States
and India. The company has managed to reach vast number of customers through its delicious
high quality products and targeted advertising. Specifically, talking about India, the company
owns 70 percent of the confectionary market. It’s commercials have always been amongst the
greatest advertisements. The company uses unique concepts for advertising such as extensive
animations and celebrity involvements which attracts audience. Although, the company stands
high in market positions, there is a need to gets advancements in advertising to sustain the high
competition in market and remain on cutting edge.
Today is the world of technology and social media platforms are best way to reach out
maximum number of people. Social media marketing is a compulsion rather than a option for
businesses in order to promote their business. Social media platforms such as Facebook and
Instagram are best served for advertising. There are numerous benefits of using social media
for advertising such as it is cost effective, it reaches targeted audience and it helps the company
to stay connected with your audience directly. Overall social media platforms helps build
customer loyalty.
The biggest competitors of Cadbury are Mars, Hersey, Nestle and Ferrero amongst which Mars
standing on top to become world’s number one confectionary company with some famous
brands such as M&M, Snickers and Skittles under its cover. The brand heavily relies on social
platforms such as Facebook, Instagram, Twitter and Youtube for creating customer relations
promoting products. Besides 100s of product pages, it has the presence of the company’s
corporate profiles over 5 Facebook pages, 2 Instagram accounts and 2 Twitter handles. They
have a set of marketing instructions known as ‘Mars marketing code’ which guides them to
promote their services appropriately. Likewise, other competitors also seem to be actively
involving in social media platforms in order to stay interactive with their audiences and create
promotions for any new launces and receive feedbacks for existing one.
To gain advantages over other competitors, it is very important for the company to use the
social media platforms effectively not only for advertisements but also to receive feedbacks and
know their status in the market. For this purpose, Listening and Observing tactics can be used.
It is very important to remain noted about what people talk about your company and products.
Likewise, it is also necessary to know about people’s thoughts on other products. The company
should take account of the requirements of majority and opt for targeted efforts. It is absolutely
necessary to incorporates insights from all social media platforms rather than trusting just one.
SWOT analysis can be performed for better understanding:

STRENGTHS WEAKNESS OPPERTUNITIES THREATS

Leading brand with Lack of diversity of Emerging markets Increasing health
high market shares products consiousness
Global reputation Product recalls Possibility of Higher taxes imposed
acquisitions on sugar industries
Higher financial Lacks international Innovation and Increased
presence strength diversifying of competition in
products market

2. Goals and Objective

Our primary goal is to launch a social media campaign for promoting sales and brand awareness
for Cadbury. We are planning to launch a social media campaign that says #Creating With
Cadbury which targets the audiences of Facebook and Instagram to create a recipe using any of
Cadbury products and post a picture of their creations with the hashtag. The trending creations
will get gift hampers and their creations will be shared on company website.
The campaign specific objectives are:

 Increase social media followers to create brand awareness and generate popularity
KPIs: Number of followers, impressions and traffic
 Generate interactive activities to keep up the interest of its customers
KPIs: comments, shares, e-mails
 Targeted advertising of its products
KPIs: Current trends
 Generating a boost for sales of their products at the present economically down market
KPIs: Sales revenue, stocks
 Know the interests of audience
KPIs: Sign-ups, comments
Platform specific objectives are:

 Target Facebook and Instagram audiences to attain goals

KPIs: Number of followers, web traffic
 Increase direct customer interaction through social media in order sort issues as soon as
possible and maintain loyalty
KPIs: Comments, feedbacks

3. Social Media Strategy

Our social media strategy is based on the 8 C’s of strategic development which can be explained
as:
Conversations: The first strategy would be trying to increase direct communication with
consumers through social media in order to listen and observe customer reactions.
Community: One of the major reason for social media advertising is creating one big community
of consumers and company as a whole.
Connections: This will allow to increase the community through connections between friends of
friends and so on.
Consumerism: This strategy allows for direct feedbacks which results in greater customer
satisfaction
Channels: This will allow to link Facebook and Instagram platforms with video streaming
channels such as Youtube and picture channels such as Pintrest.
Constraints: It is very important to realize the target audiences, the amount of contents and
create a balance.
Content: The major focus will be on delivering quality content to customers and making sure
that the content reaches maximum of audience.
Counting: Analysis of information is mandatory by counting reviews, audience and sales and
revolutionize strategies accordingly.
Identifying Target Audiences
Audiences can be identified through following three steps:
Creating Audience profiles: Targeted audiences can be identified through creating basis profiles
of customers including age, gender, income level and locations. Further, creating audience
profiles can be segmented as follows:

 Demographic segmentation: This type of segmentation is done based on factors

such as age, gender, income, ethnicity. Here, our targeted audience are basically
related to age.
 Psychographic segmentation: Such segmentation depends upon personality traits
such as interests, values, lifestyle and belief. We plan to target people with creative
interests and quality lifestyle.

 Behavioral segmentation: Purchasing habits, Brand interactions Spending habits and

User status. We will target people with higher purchasing habits and also try to
reach people who spend low.

 Geographic segmentation: Geographic segmentation is related to country, city,

climate and urbanizations. In our campaign we wish to target south Asian customers
specifically.
 Conduct surveys: Conducting surveys and audience polls with aid in evaluating desires
of customers and production can be finalized accordingly.

Review of product: A product review is needed in order to distribute products as

desired by customers in appropriate quantity.

4. Marketing Strategies
As our company has a broad customer community, we are opting for permission marketing
strategy rather than interruption marketing. Permission market is more welcoming to
audiences and it does not force audiences into any action. We would allow audiences to
sign up with us or join our social media pages as per their wish and not force them with
interrupted advertisements. Audiences will be allowed to join us directly via Facebook and
Instagram and view and share contents. This strategy is more ethical and prominent to gain
customer respect. It is more cost efficient as it only specifies targeted audience and not a
bulk of people who are not interested in the company products. As our efforts to
marketing are through a social media campaign, we are using a passive marketing strategy.
Such type of marketing is more effective, efficient and cost friendly.

Attractive visuals are first step to successful sales. Therefore, The PARC principles, proximity,
alignment, repetition, and contrast are implemented in order to create attractive web page
designs, animations and flyers that attracts more customers.

5. Content Development and Implementation

We will discuss and set goals and targets with our stakeholders for our social media
campaign. The goals will refer to increasing sales by targeting audiences specifically on
Facebook and Instagram. Our strategies will be flexible depending upon the requirements.

5.1 Communication process

We will post new updates on products, future launches and offers on company websites
and social media platforms. We will run our social media campaign on Facebook and
Instagram platforms in order to address target audiences and boost company sales.

Following activities are carried out before launching the campaign:

 Create budgets
 Discuss tasks with stakeholders
 Create a team of social media marketers and specialists
 Study and imply existing social media social media trends into corporate culture
 Be prepared to respond to customer queries immediately
 Keep track of competitors
5.2 Campaign Implementation

Following tasks are to be undertaken after the launch of campaign:

 Review and manage day to day activities

 Immediate action to any queries
 Manage community outreach
 Add and update posts
 Brand advocacy
 Create editorial content
 Create and upload videos
 Manage direct conversations with users and try to implement their feedback

5.3 Monitoring and evaluating

The end results will be measured using following KPIs

 Number of followers
 Likes, comments and shares
 Time spent
 Sales results

Our campaign focus on generating interactive social activity and engagement. The
following activities are conducted as part of monitoring the campaign

 Weekly report creation on effectiveness of the campaign

 Comparing real time data with the set benchmarks
 Monitoring web traffic on the company sites
 Analyzing market trends
 Analyzing customer feedbacks and responses

6. Expected Outcomes
 Increase in number of followers and web traffic by at least 10%
 Increase in sales by 10%
 Gain of customer trust and loyalty

7. Conclusion
The campaign is expected to be highly beneficial for promoting company sales by attracting
audience. Such campaigns are necessity procedures in order to maintain positive customer
relations. They not only boost company sales but also allows the voice of our the valuable
customer to reach us and provide the company a chance to serve its loyal customers in the best
way possible.

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