BA Strategy

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SUMMARY A QUICK LOOK INTO THE PRESENTATION

WELCOME TO SOCIAL HOUSE, INC.

NEW VISION SOCIAL MEDIA 2.0

NEW VALUES BODYARMOR USER 2.0

BACKGROUND WHERE WE STARTED

CURRENT STATE BODYARMOR SOCIAL MEDIA

STRATEGY 2.0 BODYARMOR PHASES

ADDITIONAL TACTICS SUPPLEMENTARY CAMPAIGNS

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NEXT STEPS MOVING FORWARD

NEW VISION. BODYARMOR // SOCIAL MEDIA 2.0

REVISED VISION

BodyArmor is an innovative SuperDrink for on-the-go and health conscious teens and adults.

>> In order to achieve our vision, we have a simple mission statement:

Social Media will be the vehicle to drive BodyArmor’s positive brand image and raise brand awareness and ultimately drive traffic to purchase.

>> We need to adopt a core philosophy for Social Media:

Be innovative to stand out in an increasingly competitive space and create brand equity (to both the community and the brand).

OVERVIEW

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WHY US

BODYARMOR SuperDrink™ is formulated to provide Superior Nutrition, Hydration and Taste. BODYARMOR SuperDrink Has real nutritional benefits…

CLEARLY COMMUNICATING OUR FUNCTION •  It’s&ownable&&– We&are&crea0ng&a&new&category&

– We&have&it&TM’ed&•  &It&draw&consumers&in&and&adds&texture&to&the&brand/brand&name&–  “What&is&a&SuperDrink?”&

•  It&is&locked&up&with&BodyArmor&anywhere&and&everywhere&–  Gives&us&the&opportunity&to&hammer&it&home&

LEVERAGING “SUPER” AND SUPERDRINK

From…&WHERE WE WERE…

NEW VALUES. WHO IS THE BODYARMOR USER?

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BODYARMOR: SUPERDRINK

NEW TAGLINE >> DRINK SUPER

ALIGN SUPERIOR NUTRITION, SUPERIOR HYDRATION, AND SUPERIOR TASTE RESULTING IN DRINK SUPER

MAIN DEMOGRAPHIC:

Generation Y // Millennials

With 1.8 billion social media accounts around the world, the Gen Y market is worth $360B annually

*Taken from mobile Youth report 2011

USER ENCAPSULATES:

•  Active •  Confident •  Team Player •  Aspirational •  Leader •  Weekend Warrior •  Casual •  Health Conscious •  Loves Music •  Participates in Fitness •  Follows Core Sports •  Always on the go •  Connected to digital world

USER IS FOCUSED:

•  Primarily focused on males, but never alienates females

•  15-24 year old “active teens and young adults”

•  24-30 year old “weekend warriors”

NEW APPROACH >> BodyArmor wants to be the brand of choice for active and on-the-go users who pursue the "Sport of Life."

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141 fans (Sept. 2011) FACEBOOK

0 followers (Oct. 2011)

TWITTER

BACKGROUND. SOCIAL MEDIA // WHERE WE STARTED

OUTLETSUMMARY •  Live only on 1 Social Media Outlet

•  Facebook was sporadically updated with random photos from events and links

•  Albums needed to be deleted due to non-brand related content postings

•  Significant clean up and voice development took place on Facebook Fan Page

0 videos, 0 views (Sept. 2011)

YOUTUBE

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26,706 fans FACEBOOK

512 followers

TWITTER

CURRENT STATE. SOCIAL MEDIA // OUTLETS*

* As of 6/26/12

OUTLETSUMMARY •  Active on 4 Social Media Outlets

•  Content is updated daily on all outlets with fresh information

•  New tabs for campaigns implemented

•  Brand strategy and voice had been developed to enhance user experience

98 followers INSTAGRAM

10 videos; 3,856 video views

YOUTUBE

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CURRENT STATE. SOCIAL MEDIA // FACEBOOK TABS

TAB SUMMARY >> SoCal Fitness Sweeps Tab

>> Get a Free Tee Tab

>> Swag Giveaway Tab

>> Store Locater Tab

>> BodyArmor 360 Tab

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STRATEGY 2.0. BODYARMOR // PHASE 1

>> Redefine and establish brand voice as the beverage authority >> Acquaint users with “SuperDrink” tagline

>> Target posts to 15-24 and 24-30 year old demo

•  Supplemental training for FMMs on new Social Media Guidelines

>> Create brand and content consistency >> Provide best practices on posting/tweeting

PHASE 1: INTEGRATE RELAUNCH

•  Daily social content to be posted with renewed focus on new brand direction

•  Integrate more lifestyle posts to evoke cultural relevance amongst new demographic

TACTICS

•  Reinforce authenticity and credibility with BodyArmor Facts

>> Quick 100-character blurbs on the benefits of BodyArmor as a SuperDrink

>> Keep benefits of SuperDrink top of mind

CAMPAIGN

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•  In addition to events, we want to evolve content to incorporate:

>> Pro-athlete and Amateur Sponsorships >> More PR editorial placements to support brand awareness >> Initiate new FMM strategy to better expose event initiatives

•  Twitter Brand Page

>> Header Image: 835x90 banner featuring tagline or new campaign

>> Exclusive Content to promote tweets on brand page with new product launches, engaging promotions, or campaigns/contests

•  Tap into supplementary social media platforms to support initiatives on Twitter & Facebook

PHASE 2: EVOLVE CHANNELS

>> Create compelling user generated contests on Facebook (i.e. BodyArmor Music Series, Armor Up, Cap Spin)

>> Timeline can include milestones portraying the personality behind BodyArmor (i.e. pro-athletes, brand ambassadors, etc.)

FACEBOOK

TWITTER >> Create Twitter brand page to

better promote following

>> #DrinkSuper to be the main hashtag for Twitter contests

>> Instragram will become pictorial vehicle for #DrinkSuper hashtag and event coverage; to be used actively by FMMs moving forward

INSTAGRAM

>> YouTube will continue to be the driving channel behind video exposure for the brand

YOUTUBE

PINTEREST

>> Run contest concurrently on Pinterest, Facebook, and Twitter participants create a #DrinkSuper pinboard and share it on social networks for visual impact

>> Create a contest pinboard curating submissions to support other channels

•  Continue Phase 2 strategy to evolve channels •  Kick off 2013 with content focused on helping fans “reach

their goals” (New Year’s Resolutions)

TACTICS >> Start off new year with resolution to pursue the “Sport of Life”:

Campaign #1: What’s your resolution? - Concept -- User contest campaign to be developed that will encourage people to share their new year’s resolutions

- Users will be rewarded for their viral activity online and BodyArmor will help reward 10 grand prize winners who have the most unique resolution

Campaign #2: Get MADE into a SUPERior you. - Concept -- With the start of the new year Get MADE into the super athlete you’ve always wanted to be

- BodyArmor will document the transformation process of one lucky winner and will be rolled out socially for continued engagement; create a personal “sport of life journey”

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PHASE 3: NEW RESOLUTIONS

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•  Continue to leverage event sponsor social teams for cross-promotional purposes

•  Use event space to draw in traffic to primary and secondary social outlets on-site

•  Live tweeting from major events and hash-tagging to bring positive affiliation between the brand and lifestyle focused events

TACTICS

•  Major events such as music festivals and Xtreme sports events launch Spring/Summer nationwide

•  This is BodyArmor’s time to hit the event scene with a bang and target the masses

•  Social will be the factor in getting the word out to the public well beyond the events we sponsor

•  Events provide relevant content to social media outlets and is an opportunity to add “human element”

>> Coverage of events give fans chance to tag themselves in photo albums, provide user generated content, and amplify BodyArmor as brand ambassadors

•  Potentially target conventions (i.e. San Diego Comic Con, Penny Arcade Expo, etc.)

>> 15-30 year old demo >> FMMs and brand ambassadors be on site to provide BodyArmor to attendees

PHASE 4: BRAND ALIGNMENT

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OBJECTIVES

•  Create a platform for new and engaged users to upload how they “Drink Super”

•  Uploaded videos are then randomly pitted against each other in a face-off

•  Interactive element: audience gets to vote for best video that fulfills mission statement

•  Appeal to Gen Y with creative call to action and engaging challenge

CONCEPT

Develop an exciting Facebook campaign to creatively drive fan engagement while simultaneously challenging fans in a video face-off.

These challengers will upload a video no longer than 30 seconds to show how they “Drink Super” on a Facebook tab. The mission is to show how BodyArmor helps them accomplish amazing feats. Video can be a clip of them pulling off tricks, mountain climbing, etc. Face-offs will be generated randomly with fans picking preference.

The BodyArmor Video Face-Off will be an online environment for users to interact with the brand in a way that showcases friendly competition amongst participants, encouraging other fans to pick a winner.

VIDEO FACE-OFF

VS

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OBJECTIVES

•  Create a campaign combining offline and online activities

•  Engage fans to be proactive and essentially become brand ambassadors

•  Increase brand awareness by having fans share content (amplification effect)

•  Appeal to Gen Y with creative call to action and engaging challenge

CONCEPT

Develop a cross-platform campaign (can be on Twitter, Facebook, and Instagram) utilizing an Easter egg hunt where specially marked BodyArmor bottles (or other swag) are hidden around various landmarks to drive fan engagements and challenge fans.

Have these “Easter eggs” pinned on a custom Google map to provide point of reference for fans. When fans find one, they should take a photo (via Instagram) and share it with #DrinkSuper hashtag (on Twitter and Facebook)

The BodyArmor Find Your SuperDrink will be an online/offline campaign to encourage fans to share content and engage with the brand in a creative way.

FIND YOUR SUPERDRINK

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OBJECTIVES

•  Grow brand awareness in ALL territories across the US

•  Increase brand adoption in ALL markets across the US, not just East & West coasts

•  Engage fans to be proactive and essentially become brand ambassadors

•  Appeal to Gen Y with creative call to action and build positive brand sentiment

CONCEPT

Develop a cross-platform campaign that combines online and offline activities while simultaneously reaching out to a new audience. Essentially fans can get BodyArmor for themselves and gift another to a friend.

Campaign will live on Facebook Tab. Fan will fill out a form to get a promotion code to get one drink for him/herself and another for his/her friend at any store where BodyArmor is sold.

The BodyArmor Drink Super With Your Friends will encourage fans to share the product and engage with the brand in a creative way.

DRINK SUPER WITH YOUR FRIENDS

•  Update upcoming and social posts across all platforms to reflect new brand message •  Incorporate agreed upon tactical campaigns according to established timeline •  Create revised Social Media Guideline for FMMs

NEXT STEPS. MOVING FORWARD

INITIATE PROTOCOL

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ANALYZE & REVISE

USER ENGAGEMENT

•  Touch base with FMMs, PR team (?), and brand ambassadors on posting with new direction/voice •  Refocus primary and secondary social media channels •  Roll out campaigns to engage and re-engage users

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What’s working? •  Determine what is working and what is not working •  Analyze campaign data and revise according to findings

BA Strategy

Business

Transcript of BA Strategy