Presentation Overview

•Developing, implementing and supporting a fully integrated Digital/Social Media campaign targeting Young Adults in FY2014. Campaign to build on successes and learnings from FY2013 “Act on Impulse” campaign.

•Campaign to have both on-line and off-line linkages, and drive engagement and conversational capital among core 18-24 young adults.

•Developing off-line elements that leverage campaign at Field Marketing Events in key markets (Los Angeles, Miami, Chicago, Houston/Dallas).

•Creating a messaging platform for Tampico’s social media channels that will continue to engage target and easily facilitate proprietary promotional efforts.

•Featuring Tampico’s 20oz. product line with flexibility to integrate new Iced Tea product when launched.

Marketing Objectives - Young Adults

•How to engage with your social media YA community by creating more branded content in order to drive conversational capital.

•Maintain a messaging and tactical platform that reflects and integrates YA lifestyle activities.

•Engage with target through content and executions that resonate with their lifestyle and core values.

•Solidify your institution’s position as a brand that celebrates the irresistible moments in life.

Young Adults- Target Insights

•Passionate; hold strongly to their values.

•Want to be heard, contribute opinions and make an impact.

•Constantly connected, using multiple devices at once.

•Current, relevant, always know what’s popular at the moment.

•Digital natives; grew up with technological innovations. Comfortable with changing technological advances.

•More optimistic, confident and open-minded than previous generations.

Young Adults- Multicultural

•Tampico’s Young Adult target is a multicultural mix 60/20/20 HCM/ACM/GCMYA

•Multicultural core values include: identity expression, celebration of life, personal empowerment and community sensibility.

•29% identify as “True Multicultural”, where they place a high value on their own culture but are equally open to and interested in other cultures. *

•To drive relevance brands should focus on inclusive diversity and points of convergence across cultures.

•Tampico being the blend masters of flavors, is uniquely positioned to take advantage of this cultural transition.

YA Social Media Trends

What Drives the YA Social Media Consumer?

•Social Media Trends

•What are they doing?

•Mobile Trends

•New Platforms

•Privacy

•Over 89% of Young Adults use social networking sites, increased from 79% in 2011

•75% of the time YA are online they spend social networking.

•Time spent in social media has increased 35% year over year

•Facebook down 9%, Instagram up 5% and new micro blogging has become a social media staple

Social Media Trends

Source: Pew Research Centers Internet American Life Project tracking surveys 2013

*Source: Gary Tann, April, 2013** Source: eMarketer, June 27

Change in Time Spent on Facebook by

US Facebook Users**

By the Numbers

*

•91% of image posts are photos of themselves

•4 in 10 post or share news/media links

•47% rely on social media to manage their social life and stay in touch with their friends

What are they doing?

Source: Pew Research Center’s Internet American Life Project tracking surveys 2013

•79% of 18-24 own a smartphone.

•Cell owners ages 18-29 are the most likely of any demographic group to use their phone to go online: 85% of them do so, compared with 73% of cell owners ages 30-49, and 51% of those ages 50-64.

•50% of young adults aged 18-29 say they use the internet mostly on their mobile phone.

•60% of Facebook’s users are mobile only

•By the end of 2013, there will be more mobile devices on Earth than people.

Mobile Trends

Source: Pew Research Center’s Internet American Life Project tracking surveys 2013Source: Cisco, 2013

•YA care about privacy, but from those who have immediate power over them - parents, teachers, college admissions officers etc.

•78% of users aged 18-34 expressed a wish for privacy

•Newer platforms are appealing to teens because they’re new and they’re providing a way for them to compartmentalize their, more interest focused interactions with smaller groups of people.

Privacy

“Hot” Platforms with YA

1. Tumblr (micro-blogging)2. Instagram (image sharing)3. Snapchat (image

sharing/chatting)4. Twitter5. The Chive

• Tumblr is the favorite social media site among young adults: 61 %

• Nearly half (43%) of cellphone owners age 18-29 use Instagram

• As of April 2013, the number of photos shared daily on Snapchat averaged 150 million, up from 50 million in December 2012- a surge of 200% in 4 months.

Leveraging Social Media Right – Anchorman 2

•The social media campaign is designed for maximum permeation with an emphasis on consumer participation and engagement.

•Largest film partnership in history with Tumblr, the enormously popular blog site, rolling out a large selection of GIFs related to the film.

•Holding a social media casting call billed “Join Ron’s News Crew,” which will allow people to audition for the positions held by Ron Burgundy’s news team by employing a series of tailored Twitter hashtags.

•Dodge’s viral partnership with Anchorman 2: The Legend Continues has been a massive success, 59% sales spike in October 2013.

•By allowing viral social media to drive a campaign rather than to just exist as a byproduct, this fascinating new marketing model allows for greater consumer engagement with their product.

Opportunities

• Embrace new technologies

• Leverage mobile platforms

• Accept that the channels change constantly

• Develop content that is relevant to each SM channel