Comprehensive Social Media Engagement Plan: Project Report

This assignment presents a social media engagement plan, focusing on the crucial role of social media in driving business growth. It includes an introduction highlighting the significance of social media activities and interactions across platforms like Twitter, Facebook, and Instagram, emphasizing their importance over traditional advertising methods. The assignment analyzes three campaigns: "Fruity Fling" by BMB, "Nudie and Soda vending machine campaign" by Nudie & Soda, and "Waterfords Lite & Fruity sparkling natural mineral water" by Waterfords, evaluating their background, target markets, brand strategies, and performance measures. The analysis considers the campaigns' duration, brand message consistency, and platform utilization. The conclusion emphasizes the significance of all three campaigns in building an engaged online community, with "Fruity Fling" and "Nudie and Soda vending machine" campaigns highlighted for their focus on enhancing consumer experiences. The assignment references several key sources on marketing, performance indicators, and stakeholder influence on strategy.

SOCIAL MEDIA
ENGAGEMENT
PLAN
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

Introduction
 Social media - one of the most essential and
the most powerful way of driving the new
and the existing businesses and for
increasing sales and business review1.
 Major Social media activities and interactions
include- social media activities aand
interactions like on the Twitter, Facebook and
Instagaram
 Traditional means of advertising have
become secondary
1Leeflang, Peter SH, et al. "Challenges and solutions for marketing in a digital era." European management journal32.1 (2014): 1-12.

Background of the Campaign:
“Fruity Fling” by BMB2
2"Yahoo Is Now Part Of Oath". In.Video.Search.Yahoo.Com, 2019, https://in.video.search.yahoo.com/search/video?
fr=mcafee&p=fruity+fling+campaign+byBMB+youtube#id=0&vid=2bbfb9716eab15a8265e1db0835c46f1&action=click.

 The campaign has been launched by AG Barr for
supporting its Rubicon Spring brand.
 It is a 30 second film that has run for about six weeks
 It is supported by various social media and digital
media channels.
 The main aim of BMB after launching this campaign is
to cater the attention of the sixteen to thirty four year
old consumers.
 The campaign has featured a soundtrack of Kid Creole
and Annie I’m not your Daddy.

Background of the Campaign:
“Nudie and Soda vending machine
campaign” by Nudie & Soda3
"Not Your Typical Vending Machine...", Youtube (Webpage, 2019) <https://www.youtube.com/watch?v=Z20K46JlyxA>

 The exotic drinks are boosted with this new “Nudie &
Soda vending machine” advertisement campaign from
the Nudie & Soda
 It was launched in the year 2014.
 It aired only for two months and it included video on
the demand and television advertising on the satellite
and terrestrial channels along with the different
sampling and social media activity.

Background of the Campaign:
“Waterfords Lite & Fruity sparking
natural mineral water” by
Waterfords

 The campaign has been launched by AG Barr for
supporting its Waterfords brand.
 It is a 30 second film that has run for about six weeks
 It is supported by various social media and digital
media channels.
 The main aim of the brand after launching this
campaign is to cater the attention of the sixteen to
thirty four year old consumers.

Brand Strategy
Fruity Fling Waterfords Nudie and Soda vending
machine
The main focus of this
campaign is to bring a true
sense of humour and fun to
what could be quite serious
and worthy for this
category.
The campaign is focused
on bringing to life the
concept that drinking
Rubicon Spring is very
pleasurable and that it
makes the everyday
moments of the people
more special.
The main focus of this
campaign is to bring to
boost the sales of
Waterfords during the
month of summer.
The main aim of the
campaign is to feature a
vending machine with a
twist.

Target Market
Fruity Fling Waterfords Nudie and Soda
vending machine
The target market of
the campaign are the
common people
belonging from the
age range of 15 to 34
years who need
something special for
special occasions in
their life.
The target market of
the campaign are the
common people
belonging from the
age range of 21 to 45
years.
The target market of
the campaign are the
young people with age
range of 18 to 29
years

Platforms Utilised across the
campaign
Fruity Fling Waterfords Nudie and Soda vending
machine
The various platforms that
are utilised across this
campaign are billboards,
television media, social
media like twitters and
Facebook posts, television
advertisements for
promoting its message of
recycling and reusing
plastics. It helped the brand
in building a highly engaged
online community which are
likely to buy from the
It aired only for two months
and it included video on the
demand and television
advertising on the satellite
and terrestrial channels
along with the different
sampling and social media
activity.
The different platforms
utilised in this campaign are
Facebook, twitter and
pinterest.

Brand message over time
Fruity Fling Waterfords Nudie and Soda vending
machine
The main message of this
campaign is a significant
part of an effort for
combating the trend of
declining the sales of soda
The company hopes that
this sentiment would help to
change the conversation
around drinking that has
frequently been driven by
the concerns of the critics
around tooth erosion and
obesity
The main message of this
campaign is that the product of
Weaterfords is made of lightly
carbonated natural mineral
water with 5percent of fruit
juice, which contains zero
sugar.
The main message of this
campaign is to use vending
machine in as many stores as
possible. It would be a healthier
soft drink alternative with
natural and healthy ingredients
in it.

Fit with brand strategy
Fruity Fling Waterfords Nudie and Soda vending
machine
The main strategy or motto
of BMB is sharing happiness.
The campaign “Fruity Fling”
is indeed fitting with this
brand strategy as of the fact
that the main purpose of
this campaign is to bring to
life the concept that drinking
Rubicon drinks is very
pleasurable and that it
makes the everyday
moments of the people
more special.
The main strategy or motto
of BMB is sharing happiness.
The campaign “Believe in
Beach” is promoting the use
of Rubicon drinks during
summer to stay fresh and
boosted.
The main motto of the brand
behind creating this
campaign is to enable
people to enjoy soft drinks
without feeling guilty.

Duration of Campaign
Fruity Fling Believe in Beach Nudie and Soda
vending machine
The duration of
campaign “Fruity Fling”
being aired in different
channels was about six
months.
It was promoted for long
period of time and was a
huge success in the
social media.
The duration of the
campaign “Waterfords”
is only one and half
month as it was
launched only for
summer season.
The duration of
campaign “Nudie and
Soda vending machine”
being aired in different
channels was about six
months.

Performance measures for the
Campaign
Determinati
on of market
reach
BMB aimed at increasing their brand exposure and target market
audience across the globe. Thus, in this case, the determination and
measurement of the market reach of this campaign will help to identify
their performance4. This performance indicator will be measured on the
qualitative feedback from the customers.
Determinati
on of
Customer
Feedback
The two identified campaigns targeted for increasing the engagement among the
customers for BMB. Thus, determination of the customer feedback will help to
identify the effectiveness of these campaigns in getting the positive response from
the side of the target customers5. The more will be the positive response from the
side of the target customers, the more will be the effectiveness and performance of
the campaigns.
Determinati
on of Sales
Volume
The last performance indicator will be the determination of the sales volume. This
is important because irrespective of increasing customer awareness, it is to be seen
whether the sales for Coca Cola is increase or not6. This will be based on
quantitative data.4Parmenter, David. Key performance indicators: developing, implementing, and using winning KPIs. John Wiley & Sons, 2015.
5Goyal, Praveen, Zillur Rahman, and Alice A. Kazmi. "Corporate sustainability performance and firm performance research." Management Decision (2013).
6Rodrigue, Michelle, Michel Magnan, and Emilio Boulianne. "Stakeholders’ influence on environmental strategy and performance indicators: A managerial
perspective." Management Accounting Research 24.4 (2013): 301-316.

Strongest Campaign among the
three
 Fruity Fling and Nudie and Soda vending
machine

Conclusion
 Hence, it is to conclude that both the campaigns
“Fruity Fling”, “Nudie and Soda vending machine” and
“Waterfords” are significant in their own way for the
betterment of the consumers.
 They help in building a highly engaged online
community which are likely to buy from the business.

 However, “Fruity Fling” and “Nudie and Soda vending
machine” are the best one among the three as they
are about improving the quality of life and making the
moments memorable.

References
 Goyal, Praveen, Zillur Rahman, and Alice A. Kazmi. "Corporate sustainability
performance and firm performance research." Management Decision (2013).
 Parmenter, David. Key performance indicators: developing, implementing,
and using winning KPIs. John Wiley & Sons, 2015.
 Rodrigue, Michelle, Michel Magnan, and Emilio Boulianne. "Stakeholders’
influence on environmental strategy and performance indicators: A
managerial perspective." Management Accounting Research 24.4 (2013):
301-316.
 "Not Your Typical Vending Machine...", Youtube (Webpage, 2019) https://
www.youtube.com/watch?v=Z20K46JlyxA
 "Yahoo Is Now Part Of Oath". In.Video.Search.Yahoo.Com, 2019,
https://in.video.search.yahoo.com/search/video?fr=mcafee&p=fruity+fling+
campaign+byBMB+youtube#id=0&vid=2bbfb9716eab15a8265e1db0835c4
6f1&action=click
.

Thank You!