Digital Media Campaign Brief and Rationale, APR 7104, Spring 2021

This report presents a comprehensive digital media campaign brief for Splash energy drink, addressing the product's opportunity within the market, its target audience (young individuals, sports enthusiasts, and those seeking to boost immunity), and the key benefits of the product. The report outlines the campaign's executional center, emphasizing how the drink promotes fitness and immunity, and details the desired mood and tone for communication. It also specifies the use of social media channels like Facebook and Instagram, along with measurement and evaluation methods using tools such as Google AdWords. The rationale behind the campaign is to increase sales revenue, enhance brand image, and build customer loyalty. The report includes blog content discussing the benefits of the energy drink, its ingredients (B vitamins, ginseng, taurine, etc.), labeling, packaging, pricing, and competitor analysis. The report also provides a detailed analysis of the campaign's goals, strategies, and the importance of digital media in achieving business objectives.

PROFESSIONAL DIGITAL
MEDIA SKILLS

Table of Contents
INTRODUCTION...........................................................................................................................3
Campaign brief.................................................................................................................................3
The opportunity is:.......................................................................................................................3
Executional centre .......................................................................................................................3
Who is aimed at ..........................................................................................................................3
What does it matter to them ........................................................................................................3
What do you want them to ..........................................................................................................3
Mood/tone ...................................................................................................................................4
Media channel used .....................................................................................................................4
Measurement and evaluation ......................................................................................................4
RATIONALE ..................................................................................................................................4
BLOGS............................................................................................................................................5
REFLECTION.................................................................................................................................9
Content created .............................................................................................................................11
Conclusion.....................................................................................................................................12

INTRODUCTION
Digital media is considered as the blend of content and technology that can builds digital
media goods as well as requires teams of professionals with technical ,artistic skill can be used
(Alt. and Raichel, 2018). Present report focused on campaign brief if Splash energy drink,
rationale, blogs, reflection and content created.
Campaign brief
The opportunity is:
The new products which has being identified is with the launch of energy drink products and
services. This will leads with boosting up of immunity of individual who are being consuming
the same to fight against the pandemic. This will lead with bringing awareness of individuals to
be fit and communicate the message to the environment. It will leads with satisfying the needs
and wants and will increase the sales revenue.
Executional centre
The digital campaign want it to convey, how they can be fit and get boost with their immunity
system and promote with healthy living. This will convey with what are the benefits which an
individual can get by consuming the same. It will engage the readers and viewers by providing
valuable information and by means of effective pictures, videos and design.
Who is aimed at
The target audience of campaign is young individuals who are being conscious about their
health. It includes gym going individuals, sports enthusiast. It will also include college and
school going students who by consuming this will feel with freshness liveliness and increased
energy while consuming the same. It will also target with old age group who are being more
prone to get infected to viruses.
What does it matter to them
The most important thing that matter in relation with energy drink product is its naturally
derived ingredients, which are not a result of added preservatives to them. The next most
important thing lies with the price at which they are being offering which is comparatively less
than that of its competitors in the marketplace. This will highlight with aspect to fight against
various viruses.

What do you want them to
It is being want by the campaign that the quality energy drink are being offered to them at the
cheap price. It is being required that the customers will consider the products at first of their
priority while drinking energy products. It is required them to feel with trust and loyalty with
company and to ensure its is not on unethical grounds. It aims to build with long term
association with target audience.
Mood/tone
The mood of communicating will be soft and formal . It will be with means of giving sincere
insights. It will be as simple as possible which will helps in conveying the effectiveness of
product more meaningful. It will be not hard which will leads to offending of individuals and
not communicating message effectively.
Media channel used
The media channels which can be used are Facebook, Instagram and others. The role is they
will help in reaching to large customer base with no time and cost. They will act as influencers
as its is being believed that most of the time individuals are on this platforms. This will help in
enhancing customers as it will leads with positive word of mouth.
Measurement and evaluation
This will be by means of various tools such as Google AdWords and others which will help in
assessment of factors such as pay per click, bounce rate and other which will determine how
many customers are being interested and witnessed the campaign of company which will
evaluate the success.
RATIONALE
The rationale for doing this is campaign lies with increase in the sales revenue and
profitability margins of company which leads with business to achieve with its desired goals and
target and helps in business to build with its global brand image in minds of target customers.
This leads with reaching to the end customer of the business that is youth , college, school going
individuals, old age who want to boost with their immunity and fight against current pandemic
prevailing all across the world. It leads and implies with communicating with the benefits and
advantages of energy drink products and services being offered by the company which leads

with retention of customers (Hunger, Smith and Tomiyama, 2020.). The need for doing this
campaign relates with spreading positive word of mouth which leads with increase in the
customer base ad market share of the company. This is being important as it leads with providing
detailed information to the potential customer and leads them with making the purchase
decisions.
The rationale of doing the campaign lies with positioning of image In minds of target
customers, hence helps them with assessment of how this campaign will benefit them, This helps
with maintaining of relationship with current customers and serves with means of finding new
generation of leads. By digital campaign run on various social media and other platforms it will
help the company in gaining with valuable insights about the needs and requirements of
customers and fulfilling the same in manner which leads with company to fulfil its desired
objective and targets in favourable and positive manner.
The need for doing this campaign relates with company to save lot in terms of time and
cost which leads with the company with the opportunity to invest in various other things and get
better return on investment. It is being rationale as it leads to expansion of business and
communicating the message to huge customer base in short duration of time. The major need of
doing this is to fight against the competitors and get an edge over the competition by winning in
the marketplace and communication the advantages of energy drink being offered by the
company as compared to that of its competitors which serves with means of effective decision
making on the end of target potential customers. The rationale implies with tracking the
performance of company which can be in numerical terms, which helps with means of assessing
the weakness where by the company is lacking and making improvements in same which leads
with no flaws and errors in conducting the business operation. It leads with easy interaction
with the customers which will helps in assessment of need and wants of the customers. In
simple words it leads with increase in the customer engagement at the productive level which
helps in retention of customers (Ganesh, 2019). And lastly it is being required as it will leads
with generating awareness of company offering in the marketplace to the customer which are on
ethical grounds that implies building trust and loyalty.
BLOGS
Benefit= One of the major benefit of the energy drink that it provides feeling of wakefulness,
alertness and productivity. In Splash it contains energy ingredients such as B vitamins, ginseng,

taurine and glucuronolactone (Cheng, 2018). As these are added to increase the effect of
Splash . As Splash is also served as cold so it has a refreshing effect on the costumer. Splash
enhance the mental alertness through improving the brain function such as concentration,
memory as well as reducing mental fatigue. Splash can also offer an athletes in order to recover
fast from exercise as several athletes prefer a light and cold beverage after their workout as
compare to the milky or hot one.
Product ingredients= Splash contains carnitine or vitamins that can be promoted as a product
able of increasing physical performance and mental alertness.
 Taurine- It is called as the amino acid that can be naturally produced through Human
body as it aids in regulate muscle contractions, heartbeat, energy levels and many more.
 Guarana – It can comes from South America's native plant as People of Amazon used it
for long time in order to enhance energy and alertness (Heinz, 2016). Gurana is different
than caffeine as it has other related molecules such as theophylline and theobromine.
 Ginseng- It has been used as a medicine from centuries as it can be believes in order to
enhance energy as well as removes from stress, promote memory and have anti- fatigue
properties.
 Antioxidants- These are the molecules that aids body to prevent damage as well as
gracefully recover from free radicals. Such as Vit C, Vit E, Vit A and selenium are also
consider as antioxidants alongside Vit C probably becomes most popular within energy
drinks.
 Glucuronolactone- It founds naturally within human body as it can be places within
energy drinks as it prevent glycogen depletion.
Labelling=Energy drink Splash with original taste in 250 ml aluminium can has
Available flavours- Classic
Direct Print- White + Pantone( max of 8 colors) + white + CMYK.
Date of Expiry- Up to 22 to 36 months before opening. After opening one week.
Minimum order quantity- From 11000 pcs
Lowest prices
can be choose within two batches ( with classic energy)
the most advantageous offer

Print on shrink sleeve- From 11,000 pcs to 150,000 pcs (Heinz, 2016).
Capacity to do several graphic projects under one order ( min for one project is 10000 pcs)
Full color print ( white+ 2 pantone+metallic + CMYK)
Contracting order Possibility such as larger quantity = collection in batches+ lower prizes
Target consumer- As Splash doesnot have the caffeine so it will becomes popular among the
kids and teenager such as 14 yrs to 18 yrs. Also from the perspectives of Covid it will also
beneficial for the adults also. So Splash target all types of people as it is beneficial for all age
groups as it does not have the caffeine.
Packaging- The packaging designer plays a vital role as it comes up with the new shapes cans
such as the iconic symmetrical image of Lion that focuses on courage and strength. It is also
symbol of power and also lioness is symbolised to the protection and great mother. The product
can be marketed towards all age group as adults needs extra care in order to prevent from Covid
19. Thus Lion is not just the image standing out but also the size, shape as well as material. It is
also instantly identifiable.
Pricing- It is a process where business sets the price through which it sells the product as well as
services as the cost of the energy drinks has not always been high (Pozzi, 2016). The prize range
of Splash is $1 to $ 2 but other competitors such as red bull,monster's price range $ 3 to $4, as
these ranges are not affordable for consumers but Splash which has $ 1 is quite in expensive and
everyone can easily afford it. So it can be one of the advantage of Splash that more number of
people afford it and consumes it more joyfully as compare to other competitors.
Drink quantity- It is one of the vital thing that can be considered in order to sells the product as
it can dependent on price also. Splash can comes within 250 ml in quantity which is sufficient
for one time consumption and also person can be satisfied with such quantity as this quantity is
not so much not so less. It is quite appropriate for one time drink.
Competitor- There are several competitors of Splash such as Monster, Red bull, Rock star and
NOS. While these drinks have caffeine some has small while others have large number of
caffeine. So Splash has to compete with all of them not in taste but also in prize and popularity.
So these are the topmost competitors of the Splash energy drink.
Quality of material used- Here while making Splash there are several material used that have
posses high quality as investors and owners of the firm cannot be play with the life of the people
so they can uses high quality products. Also their durability is up to 36 months before opening.

Easy availability- Splash is targeted local market of the particular nations or region so it can be
available almost all the local areas shops, local vendors so that people can see easily and
consume it. It is also available online so that people consumes with with their friends and family
in their several functions and also in order to removes their stress.
Health Benefit- Splash has Zero calories as compare to tea and coffee as some people likes
coffee and team both but that is not beneficial for their health as it contains caffeine so Splash
has zero calories as well as Zero caffeine which is beneficial for the health of the human beings
such as prevent them from insomnia, get a good sleep, prevent from heart disease and many
more. It is also more affordable than other drinks as it offers $1 that can be cheaper for more
number of people. Whether they are teenagers or adults. It also provides several nutrients and
body vitamins in human body which is somehow beneficial for them.
Variety- Citrus and Fruity flavours are considers as one of the most popular among energy drink
brands. This sector is also innovative as here growth drivers includes several creative
innovations and new flavours (Pozzi, 2016). There is also Fusion regarding segments especially
young costumers that are looking for new experiences as well as taste. They also consider
energy drinks for more than soft drinks as to is healthy for everyone as soft drinks have sugar but
it does not have. Besides the classical varieties, Speciality ingredients and WILD flavours has
innovative concepts regarding flavour system such as the Sour range combines with energy
drinks alongside with several other segments. There are several varieties in energy drinks such as
Energy plus Juice, flavour, Options for low calories, Functionality energy drinks, classic energy
drinks and last but not least Energy drinks that are made up of natural ingredient such as
guarana. Speciality ingredients and WILD flavours within the beverage industry sets trends. Also
Splash 's manufacture not only targets the classic Energy drinks bit also target new group of
people especially teenagers
Sample
The company will be offering huge amount of sample to the target audiences which as a result
will leads with making purchase decision of the customers . The sample will be offered to
individual to actually experience the offering of the company. For this the company will not be
charging any amount, the goods will be distributed as free sample to customers and will helps in
assessing that drinks are being liked by the customers or not and whereby the company will

make improvements in the same. This for the company can be by means of lucky draws, use of
freebies as surprise gift , organising contest, referrals, and through various other means which
will helps the customer to assess whether the energy drink product of the company are really
worth it or not. The sample are being offered by the company in order to get the genuine reviews
from its target audiences.
Sugar content
The sugar content in energy drink product of the company is very little and with no means which
helps in deriving with healthy means of the energy drinks. This leads with less calories in the
product which gives the benefit of healthy living standards for individuals. This helps in
improving with heart benefits and leads with reduced risk of high diabetes whereby the energy
drink ensures with alertness and wakefulness of individual and makes them with effect fro better
functioning. By having no and less sugar content, it serves as effective drink for individuals who
are having having blood pressure, high diabetes which as a result will be effective when they can
be highly prone in current pandemic situation of COVID -19. It leads with individual to have
benefit of not having obesity which is an invitation for various diseases which can harm the
physical structure of individuals. The company ensures to have less sugar content in its energy
drink as main motive is being concerned with healthy living of individuals with no added
preservatives.
Material used
The material used for the energy drink of the company will be bio degradable which is easy to
dispose off and which implies with no pollution in the surrounding and environment of
company. The most important material which is being used in carbonated water which is being
derived with huge process of stilling and purification which eliminates with various impurities
from the energy drink and serves with effective means of manufacturing various flavoured
energy drink products. This will leads with helping relief with stomach ache and ensures with
effective digestion system of potential customers (Pozzi, 2016). This will also be used in terms
of using the paper boat which becomes easy for the customers to dispose of with goods and
services. This leads with having the material such as steel for various energy drinks as it will
help in creating of differentiation with that of its competitors which are being derived by
effective manufacturing process which are of high standard and quality to its potential target
customers.

REFLECTION
I and my team member launched a digital campaign for a new product that is energy
drink. The main purpose of our campaign was to create awareness among people about energy
drink so that they remain protect from covid 19. So, I found that the first task to be done in is to
complete brief of campaign. This gave me an overview about campaign, target audience, media
channel used, etc. I realised that I learned a lot from it. Thus in future there will be many change
in brief as I have gained knowledge about many things. As I learned that media channel used in
it is based on target audience. So, I can change use of media channel in order to attract more
people. Besides, that content written in blogs must be relevant and specific. Hence, I can only
focus on product info and its benefits. This will help in gaining audience attention only on
particular things rather than other. Within our digital module, I was asked aids within improving
as well as developing a digital marketing campaign. We decided to launch an energy drink for
people to boost their immunity due to Covid 19. We did the perfect online based research
between group members as well as start planning regarding presentation, organizing the
information and many more. While doing the research I got realized that we had to do work as if
I learned how to evaluate a particular product through critically analysis their digital presence.
Reflecting on long term implications and on my experience regarding this project, it was
hard analysing whole campaign internally as well as externally plus focusing at all the aspects
required. In addition to this I researched about the background of digital campaign format, its
elements, consumer as well as their marketing mix. I also learned a lot as well as adapted to
several skills in order to discover even capabilities that I was not aware about that I have. This
assessment has also increased my capabilities within several ways that can enhance my
employability opportunities and skills within several ways for the future regarding. Doing
campaign I have to do critical analysis of data gathered and obtain relevant outcomes so that
further plan of campaign is made. In contrast to that critically evaluates their digital presence
generated a benefit regarding understanding how to evaluates an organization's websites as well
as look at their digital channels in order to identify how to analysis it (Pozzi, 2016). I also
learned about areas regarding improvements that campaign may benefit from. It also covers all
the digital marketing aspects of energy drink that aids my research skills as it can also make me
aware regarding more ways of initiating campaign.

By undertaking the campaign I learned a lot of things. Here, the briefing gave me idea
that what are things included in it. Also, it includes target audience, media used and how
campaign is measured. Moreover, my briefing was change as I gain knowledge about various
things such as how blog is written to attract people, what is to be included in blog, the content,
images, etc. Furthermore, I found that use of channel plays a significant role in it. This is
because if channel selected is wrong then it impacts on media campaign in negative way as
target audience is not reached. Besides, in media platform selection there are many other things
as well like what type of people use that platform, content in it, and many other things.
Alongside, I learned a lot of things from it. I got to know that brief of campaign is document that
give insight of why it is launched. So, on basis of it campaign is planned and deigned. Also,
media channel is selected on basis of target audience.
I also got to know reach of media channel in depth and how it can be used in creating
awareness about new product being launched in market. Thus, for new product it is necessary to
create awareness. This is because it helps in communicating message about product information.
I also got analysed that while creating awareness regarding new product as these are vital for
people who are not aware about such type of products available within market. Here, I analysed
that the digital media campaign can be improved with help of measuring it effectiveness. So, I
also can use various KPI and evaluation methods by which changes are made into it and then
decisions are taken (Tzifopoulos, 2020). In this I can measure traffic and comments of people on
media channel. It will give me info about communication gap and what are comments of people
towards energy drink. Then I can use different media channel or can make changes in content of
campaign so that people are attracted. Thus, in step by step way I will be able to make changes
in media campaign ad improved it. In addition to it, I can set timeline of campaign that in what
day media channel is used so that it is beneficial.
Content created
Major benefit of the energy drink contains energy ingredients such as B vitamins,
ginseng, so it has a refreshing effect on the costumer. Product ingredients such as Guarana in
order to enhance energy and alertness while Ginseng can be used as a medicine removes from
stress, promote memory and have anti- fatigue properties. Antioxidants also prevent damage that
aids body to recover from free radicals. In addition to this Labelling Date of Expiry- Up to 22 to
36 months before opening (Van Deursen. and Mossberger, 2018). The Splash drink has targeted

the adults whose age lies between 20 to 35 years while teenagers from 16 to 19 years old. In
addition to this packaging designer symbolised image of Lion that focuses on courage and
strength. The prize range of Splash is $1 to $ 2 so that more more number of people attracted
towards it and afford them without any hesitation. When it is beverage taste is one of the major
thing that can attract mostly people as they need some different taste which they never tasted yet.
Citrus and Fruity flavours are most popular among energy drink brands. This sector is also
innovative as here growth drivers includes several creative innovations and new flavours. They
also consider energy drinks for more than soft drinks as to is healthy for everyone as soft drinks
have sugar but it does not have.
Consumers of energy drink needs current flavours that can not eh nance their mood but also
gives them a vibrant taste so that they can again and again consumes it which could be
beneficiary for company also. Besides the classical varieties, Speciality ingredients and WILD
flavours has innovative concepts regarding flavour system such as the Sour range combines with
energy drinks alongside with several other segments.
I analysed that outcomes obtained from campaign was not effective. The result I got is
that only 57% of target audience read blog of energy drink. Moreover, only 2 out of 10 reacted
or commented on blog and shared it. However, product info, ingredient, heath benefit and price
were most read blogs. The other topic blog like packaging, sample, competitors, etc. were not
read. They were not so attractive as 23% people read it (Patmanthara. and Hidayat, 2018).
I realise that blog can be improved by inserting images, videos, etc. into it to make more
attractive and interesting. Besides, 3-D images can be inserted with 1-2 minute of video.
Furthermore, more medic channels can be used in it such as Instagram, twitter, etc. to reach out
more people. The use of hashtag, product name, price, along with energy drink name can be
written in content. It will be useful in making search easy as hashtag will show results of energy
drink. In blog discount and price content can be added so that people are able to find out price of
it. Here, competitor name can be included in blog to make easy for people to compare with
competitors. So, it can be highlighted with different colour. In this way blog can be improved.
Conclusion
From the above it had been concluded that Campaign brief such as The opportunity of
energy drink to fight against the pandemic and Executional centre such as Who is aimed at gym
going individuals school going students target with old age group required to feel with trust and