2. Target audience
• Age: 29-49 years old
• Occupation: full-time
housewife or working mom
• Education: Bachelor’s degree
+
• Value: healthy lifestyle,
Health and wellness
• Media approach: Media
savvy generation
3. Campaign objectives and KPIs
Objectives
– Communicate Heinz’s
values
– Improve product sales
– Increase website
stickiness and social
media engagement
– Broaden Heinz brand
association
Key performance indicators
– Redeem rate of e-coupon
– Online campaign
participation rate
– Social media performance
– Click through rate of SEM &
Display advertising
4. Big Idea
• Big idea: Heinz, more than ketchup
• Goal: promote Heinz’s non-ketchup product lines
– Appeal to target audience meal preparation need
– Communicate Heinz’s value
– Broaden Heinz’s brand association
• Duration: 6 month
• Platform: multimedia approach
– SEM
– Display advertising
– Mobile marketing
– Social media marketing
5. Search engine marketing
• Organic and paid search
• Google Ad Words campaign
– Keyword: ‘Heinz bean’, ‘BBQ hero’, ‘Heinz mustard’ and
‘BBQ source
• Goal: attract consumer and lead additional website traffic
• Budget: 12.6 million dollars
Sample ads for Google AD Word
6. Display Advertising
• Third-party website
– Recipe website: allrecipes, Martha Stewart’s website
– Female-oriented website: good housekeeping
• Mobile banners
– Facebook
– Online issues of publications
• Format: banner ads, pop-up ads
– Desktop: text ads, image ads, rich media ads, video ads
– Mobile devices: text ads only
• Message: Heinz’s latest campaign & non-ketchup
products
• Budget: 21 million dollars
7. Social Media Marketing
• Platform: Facebook, twitter, Instagram
• Goal: integrate conversation, share content, drive
interaction
• Tone: let-me-be-your-friend approach
– Sharing photos about family activities
– Recipe & cooking tips
• Online campaign
– Creative recipe contest
– Grow tomatoes and beans campaign
– Release e-coupon on the social network
• Budget: 27.3 million dollars
8. Mobile Marketing
• Launch mobile apps
– Provide recipe and cooking tips
– Aggregate content from blog, website
– Loyal program
– Mobile coupon
– Push notification
• Budget: 18.9 million dollars
9. Campaign evaluation
• Google Analytics
• Facebook, twitter, Instagram
• KPIs: redeem rate of e-coupon and Heinz’s
online campaign participation rate.
10. Digital Strategy Budget
16%
24%
26%
34%
Heinz Digital Strategy Budget
SEO mobile strategy
display advertising social media
• Duration: 6 months
• Overall Budget: $105
million
SEO:$12.6 million
Mobile strategy: $18.9
million
Display advertising:
$21 million
Social media: $27.3
million
