Exam Possible Answers 2 Flashcards
Communication objective 1
“increase awareness of clovers new blue bottle packaging to 30% of the target consumers within the first six months of launch through digital and traditional media campaigns”
Communication objective 1- SMART broken down
Specific: type of consumers age 25-50
Measurable: 30% awareness
Achievable: through combined, traditional and digital media presence
Relevant: support brand repositioning in line with new packaging
Time bound: six months post launch
Communication objective 2
“Achieve at least 10% increasing sales of Clovers fresh milk products within the first year by emphasizing product quality and trustworthiness through strategic branding efforts”
Communication objective 2- SMART broken down
Specific: increase sales of fresh milk
Measurable: 10% increase
Achievable: leverage clovers established reputation
Relevant: boost the market and fresh milk
Time-bound: within one year
Communication appeal
The base appeal for this campaign is an nostalgia appeal combined with a quality assurance message. This highlights Clovers heritage and long-standing trust that can strengthen brand loyalty while gently addressing quality concerns.
Big idea
“a trusted classic, refreshed for today”
- the campaign focuses on Clovers new blue bottle as a fresh take on the beloved classic balancing innovation with trusted qualities it aims to reassure consumers that even though the package has changed Clovers commitment to quality remains the same.
Key components
- Legacy and trust which means emphasize and clove as a brand that generations are South Africans have relied on.
- quality and freshness to emphasize unchanged quality, even though the packaging of the bottle has changed
- transparency on environment, concerns by highlighting Clovers exploration into sustainable options. It positions them as open and responsible.
- Consumer engagement encourages consumer to share their own moment with the new blue bottle using certain hashtags. It fosters community and strengthen emotional connections.
How can they execute the campaign?
- Social media: promote hashtags for user generated content, sharing stories tied to clover.
- Digital/ TV ads: feature multigenerational, testimonials, showcasing Clover’s legacy and quality
- Influencers: partner with family and sustainable influences to extend the campaign reach.
Communication strategy
- strategy focuses on a multi channel approach to reach Clover’s primary target audience through a blend of traditional and digital media.
- balance it messaging around trust, quality, and the refreshed look while addressing environmental concerns, and engage customers.
Traditional TV advertising
- TV remains highly effective in reaching South African families, particularly for a household staple like milk.
-TV ads to legacy trust and quality appealing to multigenerational audiences - the ad on family settings, showcase, and as a pass down over generations
-the ads would focus on reinforcing the message
Social media campaigns
- social media ideal for Covid to reach environmentally, conscious and younger audiences while tracing concerns around the blue bottle in a transparent and engaging way.
- social platforms also enable direct interaction with consumers, making it easy to explain the reasoning behind the new packaging and showcase Clovis commitment to quality
- they could use platforms like Facebook, Instagram, and Twitter to promote their hashtags and consumers can share their Clover moments with the new blue bottle
In-store promotions
In store visibility is crucial in influencing purchased decisions at the point of sale is especially for frequently brought product like milk. The blue bottle will catch attention while promotions can introduce the product with discounts or something to encourage trial of the product.
-displays have capturing messages as well as QR codes to link to the campaign, social media pages
-could also have taste test stations for the consumers to try the clover product in order to convince them to purchase it. It could be paired with a promotion.
Out of home advertising
Billboards in urban areas, target abroad audience, and provide constant visibility to drive home the blue bottles presents and reinforce brand report.
-it can reach commuters and families in high areas increasing awareness outside of traditional media
-the billboards must have catching visuals of the new blue bottle with catchy tag lines in order to create curiosity and familiarity.
Timing and duration
- the campaign is set to run over six months
-phase one would be awareness and introduction. this focuses on building awareness around the new packaging ads being shown on TV and on billboards advertising to broader audience. - Phase 2 would be engagement and education. So this would be shifting towards more use of social media and influencers in which they have collaborated with
- phase 3 sustained reach and reinforcement. Continue install visibility and boards to sustain awareness, as well as using social media to celebrate the story shared with the certain hasthags. By the end of this phase, the blue bottle should feel familiar and should have a addressed consumer concerns.
Media plan overview
TV advertising
- TV advertising which will cost about R200 000 over the six months.
- it should be family orientated slots of popular networks during evenings and weekends when household are most likely to be watching together
- should build awareness of the new packaging, emphasizing clovers legacy, and quality.
