Digital Marketing Report: Vegan Cheese Advertising Strategy

This report outlines a digital marketing strategy for Worldwide Vegan Dairies to promote their Vegan Cheese product. It identifies key advertising channels such as social media (Facebook, Instagram, and Twitter) and email marketing, emphasizing their effectiveness in reaching a broad audience and fostering customer engagement. The report includes persona research, targeting health-conscious consumers in Australia, and proposes short-term market impact tactics like influencer marketing and utilizing social media features. A Google Search advertising campaign is also detailed, aiming to increase awareness of Vegan Cheese as a healthy alternative. The overall strategy focuses on enhancing brand image, expanding market share, and improving customer communication through digital channels, with the goal of promoting healthier eating habits and providing vegan alternatives.

DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Main Advertising Channels.....................................................................................................3
2. Persona Research.....................................................................................................................4
3. Short Term Market Impact Tactics..........................................................................................5
4. Content Plan...........................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing is defined as the process of promoting brands by using internet and
other digital communication tools in order to connect with the potential customers effectively.
This type of marketing can be helpful for various organizations in order to develop better
products and services by understanding the customer needs in a better way than the traditional
methods of marketing. The current report will be based on Worldwide Vegan Dairies, a popular
brand which provides high quality vegan products and with attractive offers to their customers.
The report will explain the main advertising channels, a persona research, short term market
impact tactics and a content plan.
MAIN BODY
1. Main Advertising Channels
Communication tool used to promote Vegan cheese
The organization may use social media platforms as their communication tool in order to
increase engagement of customers towards the Vegan Cheese. Social media is an effective
platform in today's era which may be used to promote businesses among the target audience
effectively (Bala and Verma, 2018). It may be beneficial for the organization to promote their
Vegan Cheese in the Australian market to a wider audience. Social media is a widely used tool
and is in trend nowadays as everyone spends a lot of time surfing through news feeds and
advertisements for entertainment. Promoting the product on this tool may be beneficial for
Worldwide Vegan Dairies in order create awareness about the product among different types of
audience in the country.
The social media platforms such as Facebook and Twitter are very popular among the
audience and are a major form of entertainment in the current era. They may be effectively used
by the organization in order to see appropriate and fulfilling results. It may help in increasing the
popularity of the new product among the customers. It may be helpful in improving the
engagement of the potential customers towards the brand and the Vegan Cheese. Email
marketing may also be helpful for the organization as it may create an effective image of the
organization and give the opportunity to understand the needs of customers with the help of
valuable feedbacks of customers. It may be a flexible and cost-effective advertising channel for
the company which may be beneficial to reach new customers in a better way (De Pelsmacker,
Van Tilburg and Holthof, 2018). It may help the organization to develop better relations with

them with the help of frequent conversations. The tool may be used to target all types of
audience and may be able to connect with more audience effectively. It may be beneficial for the
organization in increasing their market share and adopting effective advertising strategy to
communicate better with the consumers. It may be useful for the company to resolve the doubts
and queries that may arise among the customers.
Reason to choose these communication channels
The organization may choose these channels in order to increase the engagement of
audience towards the new product. By advertising the Vegan Cheese product with the help of
these channels the company may be able to create an effective image of the product among the
potential customers and gain advantage in the market among their competitors. It may be
beneficial for the organization to expand in the Australian market effectively and spreading the
brand name in a better way in the country (de Ruyter, Keeling and Ngo, 2018). The business may
be able to prosper with the help of these communication channels as it may help in spreading
awareness about the healthy food products developed by the organization for the benefit of the
customers. These methods are environment friendly as the advertisement may take place
digitally, it may cause less pollution in the environment. These tools may be beneficial in saving
time of interaction between the company and the audience and may help the organization to get
instant response from the customers.
2. Persona Research
A buyer persona of the audience interested in Vegan Cheese
The Vegan Cheese product may be targeted to the customers who are careful and
responsible towards their health and look for alternatives for reducing consumption of calories in
their diet. The consumers from all ages from youth to the elderly may be targeted as potential
customers, people from urban cities may be preferred as they tend to spend more amount on
healthy food items. The educated people generally understand the importance of healthy
products which are and are interested in frequently purchasing them in order to look fit and
attractive. The buyers who are interested in working out and maintaining their body are ideal
customers for the brand. They may be highly considered as they a frequent buyer of healthy
products such as vegan cheese.
The people with higher income are supposed to be the best customers for the brand due to
the higher price of the product than normal cheese. The consumers of Australia are the potential

customers of the business organization which the company may target in order to expand in the
market and gain competitive advantage in the industry. People who frequently explore books and
websites related to healthy food may be considered by the organization in order to understand
their behaviour and preference to develop effective strategies to promote the product to them.
Their regular activities on popular social media channels such as Facebook and Twitter may be
monitored in order to promote the brand in an effective way (Herhausen and et.al., 2020). It may
help the company to address the needs of the customers. The products that the potential
customers may frequently buy may be focused by the company in order to develop better
products and market the existing products in a better way to the customers.
3. Short Term Market Impact Tactics
Facebook & Instagram social media:
Professional business profile-
Name-
Worldwide Vegan Dairies
Aim-
The company aims at improving unhealthy eating habits of the population and providing
them with heathy vegan products in order to remain fit.
Vision-
The main goal of the organization is to expand their services to various new markets in
order to increase their market share and gain competitive advantage in the industry.
Products-
The organization deals in high quality vegan products which are developed in order to
decrease the health issues among customers due to meat consumption. Vegan Cheese is the new
product developed by company which has fewer calories than the original cheese. It may have
various benefits due to the natural ingredients which are used for its production.
Instagram Content Marketing-
Instagram is one of the most popular social media platforms in today's era and the
company may actively promote their products on the platform in order to increase engagement of
consumers towards the brand. It may be beneficial in creating an effective image of the product
among potential consumers. With the help of Instagram content marketing the organization may

create attractive posts and videos in order to promote the product. It may be helpful in creating
awareness among the followers about the special features of the Vegan Cheese product
developed by the company (Kotyrlo, 2020). Worldwide Vegan Dairies may be able to expand
their business in the Australian market by adopting effective strategies in order to promote the
product in a better way to the audience. Informative and creative content may help the business
to connect with the target audience in a better way and attract more customers towards the brand.
The organization may also get the help of professionals in order to prepare good quality content
to reflect the benefits of the product and what important features it includes to satisfy the health
needs of the consumers.
Target audience-
The potential customers for company are the consumers of the Australian market where
the bread is expanding their services in order to increase their market share and competitive
advantage in the industry. The people of all types of demography as the organization may focus
on improving their unhealthy eating habits by providing healthy vegan alternatives for meat
products. Consumers who regularly search for vegan products or healthy food options to remain
fit and active are the preferable audience of the company. It may be beneficial for the company
to target these consumers for their online campaigns as a better response may be expected with
they are effectively targeted as per the strategy of the organization (López García and et.al.,
2019). The online campaigns may be more productive for the company when these potential
consumers are identified properly and are given required information in order to create
awareness for the brand effectively.
Influencer marketing-
Worldwide Vegan Dairies may promote the new product in the Australian market with
the help of famous influencers of the country. Influencers are the people who have a positive
image in the world and are popular among many people. The audience has faith in their choices,
and they tend to copy their style and preferences. With the help of influencer marketing the
organization may be able to target the potential customers in a better way and sell their products
in the market effectively (Navar and et.al., 2018). The company may identify and choose
celebrities and famous individuals who have an influence over the people to promote their
product in the new market appropriately. It may be helpful in creating an effective image of the
brand among the consumers and gaining competitive advantage in the industry. It may give

better return as the people may actively follow influencers and use the products and services
advertised by them. The Vegan Cheese product may get a positive response with the help of this
marketing method and the organization may be able to improve their profitability.
Utilizing features of Twitter and Facebook-
Worldwide Vegan Dairies may focus on utilizing the features of social media platforms
such as Facebook and Twitter as they may be highly effective in promoting the brand and reach
to a wider audience. It may be beneficial for the organization to smartly use the features such as
daily posts, stories, reels etc. on Facebook as it may help the company to create better image
among the consumer. The regular activities of the company through these features may be able to
attract customers towards the brand and develop their interest in the Vegan Cheese (Pandey, N.,
Nayal, P. and Rathore, A.S., 2020). These features may be helpful in promoting the products
with the help of attractive content posted frequently by the company.
Facebook may have one the largest network in the world and may help the company to
grab more opportunities in order to grow. The consumers may spend a lot of time on the platform
using these features and may get knowledge abut the company and get interested in buying the
products. Twitter may be one of the most popular social media platforms in the world and have a
lot of useful features for the company to promote their products and connecting with the target
market effectively. It may have the feature of tweets, trending, highlights, hashtags etc. which
may be helpful in connecting to an even wider audience.
The consumer may share tweets that they may like and the company get benefit through
this feature is one to create awareness among the potential customers and competitive advantage
in the industry (Salminen and et.al., 2020). Worldwide Vegan Dairies may post creative tweets
on the platform in order to attract more people towards the brand and run ad campaigns in order
to list the Vegan Cheese product in the trending list of Twitter which may be helpful in
effectively promoting the brand among customers.
Advertising: Google Search Advertising:
Google Search Campaign-

Aim-
The campaign aims to spread awareness about the Vegan Cheese product developed by
the Worldwide Vegan dairies in order to provide a better alternative to the normal cheese to the
customers.
Objectives-
 To spread awareness about the Vegan cheese product in the Australian market.
 To develop an effective brand image among the potential customers.
 To develop better strategies in order to improve productivity by understanding the
customer needs.
 To gain competitive advantage in the industry by providing better goods and services to
the customers.
Target customers-
The Australian population is the target market of organization in order to expand in the
market effectively and acquiring more customers. The consumers who actively focus on the
healthy food products on the internet or general stores may be considered by the company in
order to increase their market share.
Campaign-
The campaign may include complete information about the product and the reason for it
to be suitable for the target market. The ingredients that have been used in the preparation of the
product may be included in order to prove an effective image of the product among the
customers. It may highly focus on increasing the popularity of the Vegan Cheese among the
consumers and help the company to get orders for their products and increase their sales (Ritz,
Wolf and McQuitty, 2019). It may be beneficial for the organization to successfully expand in
Australia and provide people with vegan products in order to improve their unhealthy food
habits.
Message-
Worldwide Vegan Dairies may spread the message with this campaign that this product
may have fewer calories than the normal cheese. It is free from cruelty and focuses on reducing
the health problems that may arise due to the over consumption of cheese by the consumers.
Phrases and keywords-

The product may be advertised with the help of searchable keywords like vegan, healthy,
fat-free etc. in order to improve the effect of this campaign on consumers. These keywords may
be common words that consumers may search while looking for vegan products on the internet.
They may help the business to improve frequency of the customers to explore and purchase the
product. It may help the business to target the potential customers in a better way and increase
popularity of the product among consumers.
Budget-
The 100 $ spent by the organization may be divided into various expenses which are
as follows:
Particulars Amount Reason
Research & development 400 $ The organization may spend this
amount in order to identify the
potential consumers and develop
effective strategies in order to promote
the product in a better way to the new
audience.
Promotion 300 $ This amount will be spent in order to
effectively promote the Vegan Cheese
product to the customers. It may be
useful in creating awareness of the
brand among the target audience and
increasing profitability of the
company.
Broadcasting expenses 150 $ This expense is the on-air time cost of
the advertisement on the internet. It
may be the cost which the
organization may have to bear in order
to broadcast the posts or the
advertisements on the digital

platforms.
Salary 150 $ The salary given by the organization
to creators and influencers who are
related in the content creation process
for the campaigns. It is a crucial
expense as the people have significant
contribution in the campaign and need
to be compensated.

4. Content Plan
Sample Posts
1.
WORLDWIDE VEGAN DAIRIES
UPTO 30% OFF

2.
Key Performance Indicators
There may be different key performance indicators used to develop better strategies in
order to target the potential customers in a better way. They are the effective tools which help the
organization to understand social media metrics and numbers in order to control and monitor the
strategies prepared by the management. They are:
Social media engagement KPI-
The engagement of people towards the posts and shares of the Worldwide Vegan Dairies
may be monitored with the help of this tool. It may be beneficial for the organization to
understand behaviour and preferences of customers. It may be useful to track the metrics of the
social media content posted by the company in order to promote its products to the customers of
Australia (Pokrovskaia and et.al., 2021). By understanding their rate of engagement towards the
brand, effective strategies may be prepared in order to improve the current content and deliver
better options to the customers.
Time on page-
WORLDWIDE VEGAN DAIRIES
VEGAN
CHEESE
BUY 1
GET 1
FREE

This KPI tool may help the organization to track the average time spent by the users on
the website of the company or on the social media posts of the brand. This may be able to reflect
the interest of audience towards the company. By using this tool, the organization may create
better and attractive content for the consumers to spend more time towards the company in order
to improve the brand image among people.
Keyword Rankings-
This tool may be very helpful for the organization to rank their content at the top of the
search engines. By choosing appropriate and relevant keywords the company may be able to gain
advantage in the industry by improving their engagement. Worldwide Vegan Dairies may
choose relatable phrases which are frequently searched by the audience in order to improve its
market image (Zennaro and et.al., 2019). It may track the most popular keywords that the
consumers might search frequently and promote these keywords in the content in order to
increase the ranking of the company in the search engines.
CONCLUSION
On the basis of the above report, it has been concluded that the business has benefited by
using different tools such as social media and email as their advertising channels. It has been
helpful for the organization to create awareness among a wide audience and help in getting
inputs from more customers. It has been convenient for the business to expand in the Australian
market and attract the potential customers by adopting effective digital marketing strategies. The
short-term market tactics have been useful for the organization to advertise their products in a
better way and targeting the potential customer to increase productivity and growth of the
business. The organization have been benefited by applying appropriate marketing strategies to
execute their business operations and establishing a better image among the consumers. These
practices have been the major reason for the expansion of the business in the new market.

REFERENCES
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