Campbell’s Soup Digital Campaign By: Amanda Bonner

Campaign Goals

Create a presence on social media platform to engage with young adults

Increase brand loyalty and product awareness

A voice of Campbell’s soup geared toward young adults

Situation Analysis

• Increase demand for home-style meals amongst young adults

• Change eating trends • Acknowledge competitors,

suggest alternative• Recognize untargeted market

Target Audience AnalysisCollege Students

Miss their parents cooking Just starting to buy food on their ownHealth conscious but still want the taste of home Ages 18-22

Young Professionals Health conscious and seek convenience Want to start exploring recipes and cooking ideasAges 23-27

Breakdown of Budget • Total budget: $10

million • Digital Strategy

• $4 million Google Adwords

• $3 million Social Media/Digital platforms

• $3 million Inbound Marketing Efforts

Social Media Strategy • Twitter and Facebook

• Interactive • “Cool Mom” approach • Up-to-date and user

friendly links

• Wordpress Blog • Cooking tutorial videos• Recipes

Mobile Interactions

Multiple platforms for customers to be reached

SMS campaign Giveaway contests Text to receive instant soup deals

Campbell’s Soup App available for Smartphones

Recipes Coupons and exclusive offers

Instagram Photo contests

Inbound Marketing Strategy

Use of Search Engine Optimization

Banner advertising

Google Adwords

Relevance amongst posts

The Big Idea • Draw in audience • Campbell’s Soup: the younger

generation • Consumer interactions that matter• Loyalty that starts with families

leads to further generations

A Renewed Image Campbell’s Soup for the younger generation.