MSc in Management & MarketingMG6336 Digital Marketing

Winter 2016

Name: Jessica Enright, Kieran Farmer, Christopher Fleming & Erik Horvath

Student ID: 113370381, 112308566, 116222211 & 116224141

Lecturer: Dave Alton

“Using the RACE Framework, Develop a Digital Marketing Campaign for Innocent

Drinks”

Table of Contents:

Introduction

1. Situation Analysis

1.1 Audience & Customer Analysis

1.1.1 Audience Analysis

1.1.2 Customer Analysis

1.2 Competitor Benchmarking

1.3 Partner & Influencer analysis

1.4 SWOT: Own Digital Marketing Review

Section 2: Objective Setting

2.1 Business & Marketing Goals

2.2 Objectives & KPIs:

2.3 How will we measure KPI’s?

Section 3: Strategy

3.1 Segmentation & Targeting

3.2 Brand positioning & Value Proposition

4. Tactics

4.1 Reach

4.1.1 Search Engine Marketing

4.1.2 Digital Advertising

4.1.3 Online PR

4.1.4 Social Media Marketing

4.1.5 Email Marketing

Section 4.2: Act & Convert

4.2.1 Expected Customer Journey

4.2.2 Optimising the app:

4.2.3 Personalisation

4.2.4 Optimising Website

4.3 Engage

4.3.1 Measuring the Customer’s Experience:

4.3.2 Use of Big Data analytics

4.3.3 Customer Service & Support:

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4.3.4 Social CRM

Bibliography

Appendices

Appendix A: Social Class Listings

Appendix B: Twitter Analytics

Appendix C: Instagram Checklist

Appendix D: SWOT Analysis Review

Appendix E: Original Mobile Application Idea & Sketch

Appendix F: Other Campaign Ideas for Innocent brand

INTRODUCTIONInnocent Drinks is a UK juice company that started bottling in 1999 which, employs a conversational & often irrelevant approach to creating a fresh digital marketing strategy. The organisation is now valued at over £320m & employs over 300 people across Europe. Moreover, they sell in excess of 2m smoothies per week & are 90% owned by the Coca-Cola brand which grants them sufficient revenue for their innovative social media campaigns (Innocent Drinks, 2016). The innocent marketing team do an exceptional job in releasing content that falls in line with their overall brand image & tone in that one it not rude or offensive just good hearted humour. This overall positive tone intrigues consumers who then speak positively about the brand, essentially creating new content which reaches potential customers (Thompson, et al., 2006).

1. SITUATION ANALYSIS

1.1 AUDIENCE & CUSTOMER ANALYSIS

1.1.1 AUDIENCE ANALYSISResearch conducted by Safe Foods, (2016) revealed that smoothies are an increasingly popular way of consuming fruits. The report highlighted how the smoothie market was worth an estimated €4m in 2006 & that the market had grown by 214% between 2002 - 2006. It is also important to consider that the UK’s smoothie market is worth €354m. The report revealed that 33% of the participants drank smoothies & were likely to be students aged under 35, single, female & from the ABC1 social class (See Appendix A).

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Table 1 below indicates why the audience consumes smoothies (Taste Test)

Additionally, the participant’s results revealed that 31% drank smoothies twice to five times weekly, where 23% only drank them once a week Others consumed smoothies once a day or more (12%), a couple of times a month (17%), once a month (9%), & less often (7%). The frequency of smoothie consumption appeared greater in ROI than NI. 13% of participants in ROI drank smoothies once a day or more compared with 9% in NI. Figure 2 reveals the types of smoothies consumed & packaging of choice.

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Figure 2: Types of smoothies consumed & packaging.

The report also indicated the purchasing locations of smoothies, indicated in Figure 3.

The investigation stated the participants in Northern Ireland who only made them at home were more likely to be aged between 35-44 (18%) & from the C1 social class (19%). When considering Ireland, it found that the participants were more likely to be aged over 35 (27%) & married or living as married (255). Individuals who purchased from smoothie bars were more likely to be under 35 years, single & students. A final piece of evidence which needs to be highlighted is the fact the

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majority of participants (68%) either agreed or strongly agreed that smoothies are a healthy drink. See Figure 4 for more details.

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1.1.2 CUSTOMER ANALYSIS Innocent has 730,000+ on social media platforms which has become an essential marketing tool for Innocent drinks, as it has become part of the consumers daily living where two thirds (64%) of customers use social media sites at least once a day. Moreover, the consumer now has a symbiotic relationship with social media which companies like Innocent take advantage of. This is evident in that the company has a 35% engagement rate on their twitter adds as a result of the innovative ideas. If one considers their twitter post displayed below (Figure 1), it is an example of a real-time response which enhances the social media influence. This London transport image was retweeted over 2,500 times, highlighting the power of social media. Figure 3 below indicates the social media following the organisation has. See Appendix B for more analytics regarding twitter & Innocent drinks. Social media is a powerful marketing tool which can empower the digital consumer by providing a direct connection to the content they access & brands they desire (Nielsen, 2014). Additionally, the authors would suggest that bounce rate & time spent on the app/website be measured given the appropriate tools.

Figure 2: Innocent Drinks tweet regarding London transport

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Figure 3: Innocent Drinks social media following

An example of how innocent reached these potential customers can be seen in the coconut water campaign where the organisation used Facebook to launch the new product. The goal of the campaign was to increase the awareness & familiarity of the drink. This was achieved by utilising two bursts of ad sequencing moving people from awareness to familiarity & on to purchase as efficiently as possible. The first advertisement ran for a total of 4 weeks which increased brand awareness & targeted males & females aged 25 – 44. The aim of this burst was to keep innocent in the minds of the consumer while delivering the message that coconut water had arrived in Innocent’s trademark style of simple & charming. Additionally, the second burst outlined the health benefits of the product & promoted purchasing with a clear call to action. The results speak for themselves in that a Nielsen brand effect study revealed that the campaign indicated a 24-point lift in ad recall in particular with females & individuals aged between 35 – 44. The study concluded by indicating that it delivered a target reach of 92% & reached over 6.8m unique people (Digital Training Academy, 2016).

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1.2 COMPETITOR BENCHMARKING According to reports, Innocent now has an 80% market share (IRI Infoscan, 2009). Whilst market share for Innocent has declined, revenues are increasing year on year. Sector growth for Innocent is very strong in spite of the prevailing market conditions. A growth of 60% from 2006 vs 2008 compares to their nearest rival of only 17.4%. The competitors are relatively few with only own label brands delivering any material volume into the market. Tropicana are small at present but will present themselves as a serious competitor in this segment in the medium term due to their reach in the premium juice segment. Other competitors include Cold Press Smoothies & Happy Monkey Smoothies. Sentiment analysis (NLP) is a powerful way of gauging how the public perceives competitors’ brand or products. With the appropriate software it would be suggested that an analysis with regards to words associated with brands be carried out as well as product pairings, which would allow the organisation to recognise any intents to purchase.

PepsiCo (Tropicana)

PepsiCo, one of the largest suppliers of soft beverages worldwide entered the market in 2008 (Calzadilla et al., n.d.). Through Tropicana smoothies, has penetrated the market, using lower prices than Innocent to gain a competitive advantage. Tropicana already has gained a reputation through its success on the fruit juice market & has launched a €4.5m campaign to raise awareness about smoothies & Tropicana as a company (Calzadilla et al., n.d.).

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Happy Monkey Smoothies:

This brand is aimed at children & is especially beneficial for them since it has no added sugar & contains a substantial amount of Vitamin C. It notably contains 100% of a child’s RDA in vitamin C intake & is equivalent to a whole portion of fruit (Calzadilla et al., n.d.). Although this company didn’t have a hugely successful introduction to the market, from the year 2009 it has managed to grow from 9.5% at a steady pace (Calzadilla et al., n.d.).

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The Coldpress Juicery:

This company was originally producing juices but due to a rise in the smoothie market, the company decided to expand on its product range. These smoothies are highly beneficial from a health perspective, with a single bottle providing of 250ml providing 3g of dietary fibre (Calzadilla et al., n.d.). In addition, through their technique of high pressure processing (HPP), Coldpress ensures that their product is the freshest in the smoothie market, a huge claim for any company (Calzadilla et al., n.d.).

Own Brand Smoothies

Own brand smoothies are the final major competitor of Innocent smoothies. ‘’Own-Label’’ smoothies such as Tesco’s & Sainsbury’s smoothies possess a high percentage of sales in the smoothie market & have witnessed a huge increase in their sales (Calzadilla et al., n.d.).

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1.3 PARTNER & INFLUENCER ANALYSIS Fresh fruit is at the heart of everything that Innocent does & they obtain their produce from thousands of different farms across the world - large plantations, small family farms & even from the Amazon rainforest. Innocent works hard to promote ethical work practices with their suppliers, & ask that they abide by fair, minimum standards & work to improve their social & environmental performance year on year. Innocent sources its produce from countries across the globe & it’s through their relationship with these farmers & various organisations that they have attempted to aid countries in need. This has been done through the creation of the ‘Innocent Foundation’, which is a branch off of Innocent Drinks that gives grants to charities working all over the world so that they can help the world’s hungry. Innocent works with various different charities in 3rd world countries such as Action Against Hunger & Send a Cow in an attempt to end poverty & hunger & attempt to help these countries become self-sustainable.

Also, Innocent has partnered with Age UK since 2003 with their campaign ‘The Innocent Big Knit’, which sees teams of individuals knit mini-hats for Innocent drinks bottles with 25p going to Age UK for each drink purchased. £1.75m has been raised since the campaign’s conception, however it’s not just about the money, it also addresses the issue of loneliness among older people. It’s Age UK’s most high-profile corporate sponsorship & this has raised Innocent’s social responsibility reputation massively as a result.

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1.4 SWOT: OWN DIGITAL MARKETING REVIEW

Appendix D: SWOT Analysis Review

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SECTION 2: OBJECTIVE SETTING

2.1 BUSINESS & MARKETING GOALSBusiness Goals:

Price: Innocent are ultimately looking to boost sales figures & with the new product range, they can aim to widen their target market & attract new customers. Short term value will be seen through a spike in sales owing to increased consumer interaction & a greater word of mouth surrounding the brand. Long term, we hope that the new product range will be sustainable, & also attractive to existing & new customer’s alike, boosting sales that may have been stagnant beforehand.

Volume: By giving consumers the chance to formulate their own recipes for smoothies, Innocent are essentially looking to broaden their product range & target market. This is an extremely innovative way of creating a new product, it’s created by the consumer for the consumer. By giving the consumers the opportunity to create their own recipes, Innocent are receiving new, creative drinks recipes that they might not have thought about themselves. This new campaign will broaden Innocent’s target market, enticing new consumers to try their products, visit their website & download their app.

Marketing Goals:

Quality: By allowing consumers the opportunity to make up their own smoothie, Innocent are increasing consumer engagement massively. Consumers interact with the brand by using the app to formulate their own smoothie recipes. After formulating their own recipes, consumers will then have the chance to share these drinks with their friends/peers on Facebook via the app which will also contribute to a more positive outlook on the Innocent brand. As customers are interacting with the brand via the app in a constructive & playful manner, they are more likely to tell their friends about it who will then visit the website or download the app themselves, & it is up to the app’s functionality & aesthetics to turn these visitors into loyal customers, potentially converting them from other smoothie brands.

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2.2 OBJECTIVES & KPIS:

Objectives:

Digital channel contribution objective:This is a measure of the extent to which a company's online presence directly impacts the sales revenue of the organisation & can be used to influence resource allocation to the online channels. Through the ‘Create Your Own’ campaign we hope to achieve 20% online revenue contribution within the initial four months of the campaign.

Acquisition objective:Through the new ‘Create Your Own’ campaign we hope to acquire approximately 50,000 new digital consumers as a result of the campaign. It is hoped that there will be an increase of 20% on Facebook, 15% on Instagram & 10% on twitter.

Engagement objective:We hope to increase active purchasing customers by approximately 10% of the total customer base on cessation of the campaign. This will be measured quite easily by viewing the number of downloads of the app, the amount of times consumers shared their recipes on Facebook & also the number of page visits to the Innocent website.

KPIs (Key Performance Indicators):Social media marketing is able to bring a company the desired success, however, it is challenging to measure this without any figures. For a company to be successful on social media, it needs to spread awareness as this is one of the indications of its success. This success will be measured through different KPIs which will include:

● The increase of page views, bounces, internal clicks, shares, scrolls & exits on Innocent camping website.

● The number of social interactions & engagement rates will act as one of our main KPIs.

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● The number of App downloads & App interactions measured will further act as one of our main KPIs.

2.3 HOW WILL WE MEASURE KPI’S?Engagement on Website:To measure our KPIs we need to track touch points every day for at least a week or two & then calculate an average or the baseline for the site, after which this can be compared against individual days& /or pages. There will be peak days where some post will be significantly out-performing other days, which means something was done right. So to increase the overall engagement, the objective here is to repeat these peak days. However, this will not be the case for most of the time & there will be days in which the numbers compared to the baseline will be significantly low. This often means that perhaps the headline needs some attention, the content might be too big & we might need to do some touching up or maybe even adding some imagery or video. From these peaks & downfalls, we can accordingly measure our KPIs.

Social Interactions:Social media is one of the major components of the inbound marketing strategy, which allows for the engagement with our users & also to share all kinds of content. It is hard to imagine not to introduce social media within the digital marketing strategy, as this is the best platform to find a huge database of different demographics, who are ready to like& share different content as long as they are targeted accordingly. This can be seen from the figures provided in the graphic. Different tools & the different engagement rates between the different social media sites & the app will act as a major aspect in measuring our KPI’s. These will include:

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App

1. We will use Google Analytics to track our organic & marketing usage data.2. From this we can also integrate any profile information that we have about users.3. Once up-to-date data will be established & analytics are interpreted, we can create reports

that we need.4. We will then use these reports to get a better understanding of our consumer base & how to

better our app, which can then be incorporated into our further marketing strategies.

Facebook

1. Engagement rate on Facebook will be measured using Facebook Insights, to measure the number of unique users who engages with our content.

2. Facebook Insights data will provide us with in-depth unique total user’s engagement actions towards our posts, as well as the overall reach for our posts.

3. This will allow us to analyse the engagement rate based on more than likes, shares, comments & clicks.

Twitter

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1. As #InnocentHealth is a big part of our campaign & our marketing strategy, we need measure & analyse our Twitter account.

2. To analyse our Twitter account we will use Twitter Analytics.3. This will measure the engagement & from this we can learn how to make our tweet more

successful. 4. We can also explore the interests, locations, & demographics of our followers.5. Furthermore, we can track our Twitter Cards drive clicks, app installs, & Retweets.

SECTION 3: STRATEGY

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3.1 SEGMENTATION & TARGETINGPresently, Innocents audience is shown to be individuals who are health conscious & seek taste as well as health benefits. Leake & Craft, (2002) stated that the target audience is 20% of the current customer base & are said to be generating 80% of the business revenue. It may be argued that Innocents customers fit into the age bracket of 5 – 45+ consisting of both males & females who are educated & aware of the negative effect of processed ingredients. This campaign will attempt to target individuals who are looking to improve their overall health & performance.

3.2 BRAND POSITIONING & VALUE PROPOSITION A strong brand positioning clearly defines the company’s target audience & the specific needs that can be met by the Innocent Drinks organisation. One’s brand positioning should be an internal statement which is an indication of the overall marketing strategy & how the brand is put out there. “It is the roadmap to where you want to uniquely reside in the minds of the target customer” (Lancaster & Massingham, 1998, p 56). This roadmap is created through value propositions created by Innocent.

Innocent have successfully established a position that portrays the brand as being premium but natural, convenient & healthy by listening & understanding consumers wants, needs & trends. Innocent use a clever & unique brand proposition “makes sense, feels good” which indicated that consumer values the consistency & quality of the innocent range. Moreover, the organisation has positioned itself as a brand that prides itself in honesty, simplicity, wholesomeness & innocence. At present Innocent value propositions include; value for money, healthy drinks, best produce used, packaging & distribution, profits shared, ethics, socio cultural environment & the technological environment (McLoughlin & Aaker, 2010)

Totally altering the brands positioning would be a near impossible feat considering the time & resources that have been allocated to reach the success they have. Instead, this digital marketing campaign suggests that we reinforce the position that has already been successfully. The campaign not only aims to reinforce the positioning but also would like to subtly move more towards the health industry, as outlined above there has been no solid statistics regarding a breakthrough within this industry. It is hoped that the brand will keep the positioning of innocent but will now have a sort of slight cheekiness attached to the brand. The value propositions will be similar to the existing one

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but will not solely focus on health where performance will be a key consideration. Finally, Innocent are ethical in the sense that they have their own charitable organisation “The Innocent Foundation”. A value proposition for this campaign would be to involve them in exercise & sports whether it be locally, nationally or globally.

3.3 INTEGRATED MULTI-CHANNEL COMMUNICATIONS

Website & Blogs:

The authors recognise that it is important to portray the unique propositions of the brand. As mentioned previously, an aim it to keep these much the same while conveying a message that the products can be used for performance as well as pleasure. Firstly, there should be an option to download the app we are about to launch. Furthermore, the aim of the website is not only to display the already available content, but also to add in pages & menus title “Recipes”. These pages will allow the consumer to upload photos & videos of smoothies & juices created by themselves & share them with the world. It is hoped then that sub categories can then be created where individual products may be responsible for different aspects of a person’s life. For example, “Morning Glory” may be the title of a juice created which would help the consumer, get up & go in the morning. This title further indicates the cheeky nature of the brand we are trying to pursue. Moreover, as consumers upload these recipes, the aim is to run a competition where the customers vote on what they think is the best flavour created. When this campaign is complete, it is recommended that Innocent release the product to market which would increase the product line as well as brand awareness.

Social Media Platforms:

Facebook: This campaign hopes to be extremely interactive by encouraging consumers to comment, like & share as much as possible. This will ensure that current & new customers feel that it is a brand that cares. Coinciding with what the website aims to do we hope that the consumers will post

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pictures & videos of the smoothies & juices they create. In addition, it is suggested that Innocent themselves reply to as many consumers as possible so to increase interaction & improve the customer experience. As mentioned above the competition for creating your own smoothie will be broadcasted in the run up to the cessation of the event & will involve itself in real life events. Pictures & videos will be posted regularly so to engage the consumer & make it feel as though that is a journey of experience. For example, we would initially begin with 10 consumers created products & then slowly begin to narrow it down until the eventual winner would be put to market.

Instagram: Again, the brand would encourage people to post content online to share it with the world, even the processes of making the product would be effective through video. Video is becoming the most prolific consumption as it satisfies the consumers’ needs effectively. Studies have revealed that over half of the world’s organisations are capitalizing on this this powerful marketing (Nielsen, 2014). Specific to Instagram it is suggested that a hashtag such as #InnocentHealth is created & encouraged so to increase potential reach. Appropriate hash tagging that’s relevant to our goals, content, & brand will help aggregate images & will also associate them with trending topics. It is important that in this campaign the customers are encouraged to post their own content with the hashtag. Iconosquare’s search engine allows us to see the number of times Innocents hashtag has been used, which gives us an idea of how popular the hashtag is. Appendix C displays a check list we would use when creating Instagram content.

Mobile phone App:

As mentioned previously, we aim to run a campaign in which the consumer creates their own product where the winner would eventually go to market. Before launching the app, it is important to have advertised & broadcasted the launch date & the functions of the app as widely as possible. It would be hoped that it would be released a few days before the competition runs so the consumers have time to become familiar with the nuances & running of the app. Within the app itself there will be a list of ingredients from which the customer can choose, whereupon the ingredients will populate within the rendered empty smoothie bottle after being selected. As the consumers are selecting their ingredients, the bottle will ‘fill up’ as they go, giving a visual representation of the smoothie being made. Upon completion, the consumer will name & save their smoothie.

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4. TACTICS

4.1 REACH

4.1.1 SEARCH ENGINE MARKETING● Keyword-related banner advertisements: Buying keyword-related banner advertisements on

the Google’s search-results page.● Paid submissions & regular update: We can pay search engines to ensure that our Website is

reviewed within a fixed time frame & starts showing up in the search-results pages.● Search engine optimization (SEO): We can improve our websites listing on pages by

modifying our site codes to make them more relevant & therefore more searchable. For example, we can change the title tag, hashtags, links, heading tags & many other areas of the page.

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We understand, that there are far more words to be included in the organic content of the Innocent page in order for search engine optimisation to be successful. However, it is important to note that in the future companies will dominate search engine marketing by paying to be seeded on top which Innocent should have no problem given their size.

4.1.2 DIGITAL ADVERTISING The ad design must be is in line with the objective of the marketing campaign which in this case, is increasing consumer engagement with the brand. The use of ‘dPods’ can be used for this campaign; these pods will work similarly to the app where consumers will have the opportunity to make their own smoothie. Consumers will be greeted by a ‘Create Your Own!’ home screen on the pod where upon they will proceed to formulate their own smoothie, just like they can on the app. This will be done by giving the consumer the ability to pick a variety of ingredients & watch the ‘bottle’ fill up as they go. Keeping the pod’s design consistent with the app is very important as it allows individuals to familiarise themselves with the functionality that we are trying to implement. These pods will be designed to be user friendly & easy to use, with an aim to allow children to use them also. While these pods may be expensive to ‘rent’, we believe that utilising one of them in every major shopping centre nationwide will raise brand awareness & engagement significantly. By utilising one pod in each shopping centre we are not looking to saturate the campaign but to generate a sense of excitement& playfulness around it. This element of play will entice customers to want to know more about the brand& the campaign, & giving children the opportunity to interact with Innocent is a massive plus as it is extremely difficult to digitally market to them directly. In the figure below, we can see an individual using a pod ‘rented’ by AIB which has large, significant text allowing for easy user navigation& a clear progression path, both of which I would hope to utilise when designing the layout of the pod for Innocent.

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The use of a social media campaign on Facebook, Twitter & Instagram will be extremely useful in regard to our ‘Create Your Own!’ campaign. Again, the aim of this social media campaign is to increase consumer engagement with the brand & also to increase awareness, while at the same time obtaining potential new recipes for smoothies. Consumers will be targeted over social media with this campaign in an effort to get them to download our Innocent app. The tagline to be used is that of ‘Download the app & make your own smoothie today!’(See figure below) & upon users doing so, they will receive a unique barcode that they can use to redeem one free smoothie of their choice from a participating outlet.

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The giving away of free smoothies is going to be costly in the short term, but this element of the campaign will be hugely beneficial in the long run as it gets consumers talking about the brand in a positive light. As well as this, the campaign will increase the number visits to Innocent’s social media pages, broadcasting the idea of the app to a wider audience.

To increase the number of visits to Innocent’s social media pages & to get a wider audience to get involved, we have also released a video to advertise the #InnocentHealth campaign & to further represent the idea of health & performance regarding the new Innocent smoothies.

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https://www.youtube.com/watch?v=X1yHdifHIDU

4.1.3 ONLINE PRCombining old techniques with the scope of digital can help Innocent to reach much larger, more specific audiences that are relevant to our campaign. In terms of our online PR campaign we will use an integrated approach combining both traditional & digital PR.

Influencer Outreach: Social influencers will be used in order to make sure Innocent stays relevant, we will utilise these influencers as brand ambassadors for our products.

Social Media Campaigns: Our social media campaigns will have customer insight at their core in order to ensure we are reaching & engaging with our target audience. Through the creation of hashtags for the campaign (#InnocentHealth) we will be able to create a trackable metric that can help measure the campaign’s success in terms of social mentions & engagement.

Audience Research & Insight: Throughout our campaign we will focus on understanding what our audience wants to share & where we need to be seen online in order to reach them. This will then be used in our campaign strategies to ensure we are using the best combination of paid, owned & earned media to reach our audience.

Content Marketing: By distributing relevant content to our target audience, customers will become more engaged with our product, ensuring we are fulfilling our audiences need. The PR campaign will ensure rich & interesting content is included in all videos, Facebook & Instagram posts used throughout our campaign.

Customer Feedback/Complaints: Through the use of a customer feedback survey, we will identify improvements & business decisions in line with customer’s expectations & needs in addition to dealing with complaints in relation to our products.

Measuring the Success of our Online PR:

● Google URL Builder - used to tag PR campaign links, allowing us to get a view on bounce rate, conversion rate, etc.

● Open site explorer - used to monitor Innocent’s Website backlink profile● SharedCount - used to gauge the success of our hits & content on Innocent’s social media

sites.

4.1.4 SOCIAL MEDIA MARKETING The social media platforms which we are going to utilise are Facebook & Instagram. This can be attributed to the emergence of the phenomenon known as social media or consumer – generated media (Mangold & Faulds, 2009). First, the social media platforms used will allow Innocent to open communication channels between the organisation & consumers. Moreover, it is hoped that by creating innovative content that consumers will interact & talk to one another through the median of social media. It is suggested that these platforms allow us shape consumer discussion in a positive manner. As discussed previously, tools like Google Analytics will give us an insight into the digital

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habits of the consumer. Also, this insightful information will allow us to strategically plan the content & interactions of the social media platforms.

As mentioned above it is important to shape the discussion which can be achieved by implementing the SMM framework (Mangold & Faulds, 2009). The framework may be applied to the Innocent drink corporation as follows:

1. Consumers enjoy networking with individuals who have similar interests & desires. Organisations such as Innocent can leverage this desire by creating groups of like – minded people. As previously outlined, the campaign hopes that consumers will upload videos, recipes & images either directly to the App or through the website. When they have done this, other consumers can then interact with the online content. For example the health campaign will attract individuals from the fitness industry.

2. Engaging with customers - Feedback comes in positive, negative & suggestive manners which contribute to a sense of community. Throughout the campaign it is critical that there is a feedback section for our customers. This will not only give an insight into the brand but also “Create Your Own” campaign. This feedback will come in the form of a voting system on the website. Customers will be able to like, share & comment on their favourite prototypes & supply a link to vote. Furthermore, it would be hoped that reply time be at one hour to an hour & a half for customer engagement.

3. Vital to our campaign is that we used both traditional & digital based promotional tools as leverage. Consumers are more inclined to communicate both by word-of-mouth & social media when there is engagement with the product.

4. For this campaign, we are creating a competition where the consumer themselves vote on products created by other consumers. Muniz & Schau, (2007) reiterated the reason for choosing such a strategy as he found that such online voting gives internet users a sense of ownership & increased engagement.

5. Consumers are more likely to talk about companies & products when they feel they know the relevant information. Therefore, it is imperative for this campaign to display the nutritional values of each smoothies created as well as the ones that are on the market already. Additionally, providing information with regards to performance may also improve engagement. For example “this smoothie provides 30 grams of carbohydrates… which will support aerobic activity up to two hours”.

6. The framework also outlines that the social media marketing be outrageous as people talk about things that are different & out there. For example, the London tram tweet that Innocent sent out was a bit different from a marketing perspective. As already mentioned this campaign is trying to push the tone a little in that it is hoped that Innocent becomes more of a cheeky, suave brand therefore more adult themed content may be published.

7. Providing exclusivity is another key strategy in the social media marketing campaign. The campaign wished to empower customers by giving them the choice of what drink will go to market next. Moreover, what makes it more exclusive is that the drink recipe will be created by the consumer, for the consumer. Furthermore, by uploading the content they will feel as though they are uniquely contributing to the process themselves. We may also involve social

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influencers that use local gyms for the health campaign, which will create a sense of exclusivity & brand loyalty (Mangold & Faulds, 2009).

8. Furthermore, consumers are likely to communicate positively about products when they support the consumer’s desired self-image or the way in which they view themselves. This highlights how Innocent will attempt to make a personal connection with the consumer by providing a platform to share their ideas. The innocent campaign will create both word of mouth & social media based communications. It will be important to create simple content which will also be effective. See below for an example captioned “Create your taste, improve your performance”. For example, a smoothie is likely to be bought, used & discussed on social media if it is seen as “cool” “healthy” &“new” by a demographic which sees themselves as health conscious & active.

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9. It is also important to support causes that are important to the customer. As mentioned previously, innocent supports Age UK. A suggestion may be to highlight that when the eventual winner of the “Create your own” is announced that a considerable (50%) will be donated to the charity. Strategies like this create emotional attachments to brands for the consumer. Images, such as below can be posted to social media sites & accompanied with captions such as “Join the Big Knit & do your bit”.

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10. Storytelling - The story we are trying to convey here is that Innocent deliver fresh produce all the time. The story should begin with the organic local farmer & should end at the individual consuming the innocent drink whether it be in the gym or at home. Similarly, a story could be formed in which the consumer is creating a smoothie at home but then is somehow transformed & bottled by Innocent. A headline might be “from your kitchen to the worlds” an indication that the product has been created by the consumer for the consumer. See below for an example of an image which attempts to convey a story. Images like this may be captioned on social media like “Every smoothie has its own story, what's yours?”

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4.1.5 EMAIL MARKETING For the purpose of this campaign, the use of email will be part of a holistic approach in an attempt to educate Innocent’s contacts about the campaign. Firstly, we will integrate our email list/database with the inbound marketing software tool, Hubspot which will allow us to track & manage our email marketing campaign. This will allow us to more clearly segment our target consumers & prospects with the relevant emails. We will use two different email formats including:

- Dedicated email: used to notify our target audience about Innocent’s new offers, reaching out to our entire database of customers.

- Transactional email: Triggered emails will be identified through a user’s interaction with the website & will be used to increase brand recognition & engagement,

A number of key incentives will be used to maximise our use of an email marketing campaign including:

- Deliverability rates: Regular maintenance of our email list will be done so we can remove addresses of consumers that are no longer engaging with Innocent. A preference centre will also be provided to give recipients the opportunity to update email addresses.

- Growing/retaining subscribers: Clear value proposition email will be sent to subscribers so that they will know exactly what they receive from subscribing to our emails including special offers, free merchandise & promotional material.

- Email for funnel optimisation: Lead nurturing will be used to allow us to send an email newsletter to existing subscribers to Innocent, informing them of upcoming promotions or campaigns.

In order to assess email marketing performance the following key metrics will be used:

- Bounce rate - Delivery rate - List growth rate

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SECTION 4.2: ACT & CONVERT

4.2.1 EXPECTED CUSTOMER JOURNEY

1) The customer journey begins with the consumer browsing on their social media sites & search

engines.

2) Through researching the potential customers, it would be hoped that content related to the

Innocent brand would appear to the targeted segmentation.

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A. We understand that a portion of the customers will not interact with the content

therefore their journey ends there however it is hoped that they have learned about

the organisation & may sometime return to the brand

3) Next it is hoped that the customer visits the Innocent webpage as there will be links provided.

4) On entering the site the consumer will hopefully navigate towards “Create your own” where they

then will be prompted to download the app.

5) Consumer behaviour indicates that roughly only six apps are utilized by the public therefore it is

suggested that this app only run for a four month duration. On downloading, the consumer can

interact with content that has already been posted such as other recipes & photos

6) The next step would be the consumer creating their own recipe & entering the competition.

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4.2.2 OPTIMISING THE APP:

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Screen 1:After downloading the app, the user will be greeted with the home screen of the Innocent app upon opening. The user will then be asked to register and then login using their Facebook account.

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Screen 2: After proceeding through the login page they will then be met with the home page of the app; as you can see from the rendered image there are six options. There are five buttons present that represent five of Innocent’s drinks recipes that are currently on the market and the sixth button is the one we want the user to click as it leads to the Create Your Own!’ page of the app.

The three dots in the top left corner of the screen represent a drop down menu that a user can also select which will give him a variety of options to choose from, including that of the ‘Create Your Own’ smoothie page.

Screen 3:Here we see the user has selected the dropdown menu and has been given the following options:

My FavouritesCreate Your OwnRecipesInnocent FoundationAbout Logout

The path we want the user to choose is that of the ‘Create Your Own’ button whereupon they will be brought to the next screen to formulate their own smoothie recipe.

4.2.3 PERSONALISATION The app allows users to login using their Facebook account, & greeting them with their first name that they use on the social media site upon proceeding to the home page. As well as this, they will each have a section on the app that shows their saved recipes that they have created, with each recipe having a unique name created by the consumer. The user will have the opportunity to share this recipe with their friends on Facebook if they so wish, adding an element of individuality to each smoothie that they have made.

4.2.4 OPTIMISING WEBSITE As mentioned previously, Innocent drinks have a strong digital presence therefore there is no need to alter the existing website's homepage functionality. A suggestion that we have made is that, Innocent display one additional tab that will align with the current campaign. This tab would appear on the website’s homepage & would be titled “Create your own”. Upon selection, the website would prompt the consumer to download the app as well as displaying current recipes, blogs & pictures uploaded by Innocent’s customer base. Moreover, it’s vital that the app is consistent with the web page so customers can view current recipes & vote on which they think is the best recipe. Furthermore, we decided not to include the option to create a smoothie on the website itself as we felt it was important consumers download the app.

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Screen 4:The user has been brought to his destination which is the ‘Create Your Own’ page of the app. Here we see the user has the option of selecting a variety of different ingredients for his own personal recipe. The user has selected strawberries, banana, spinach and pineapple and still has room left in the bottle to select two more ingredients. After completing the creation of his smoothie, he can save and share it through the use of the ‘check’ button in the top right corner of the app screen.

When the consumer has navigated to the page previously mentioned there will be a download option both for & android & iOS operating systems. Moreover, there will be an option to view current recipes that have been created by customers on the app as well as health blogs which will coincide with the #InnocentHealth campaign. This will be achieved by Innocent uploading the best pictures of customers making smoothies, exercising or of any viable picture on social media that has been accompanied with #InnocentHealth. Finally, there will be a competition section where the five best smoothies will be displayed & consumers will be given a chance to vote for their favourite which will eventually be put to market. Finally an option to share to Facebook will be available to the consumer which would further enhance personalisation.

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4.3 ENGAGE

4.3.1 MEASURING THE CUSTOMER’S EXPERIENCE:To measure customer’s experience with the brand & the marketing campaign itself, we will use the following metrics:

- Response times: Email responses will be sent to questioning consumers within four hours, phone calls are to answered immediately & instant messages via Innocent’s social media account must be replied to within the hour of being sent.

- Measure customer’s satisfaction after each interaction: After each consumer interaction with Innocent, be it email, instant messaging or over the phone, we will give them the opportunity to rate their interaction on a scale of 1-5 stars which will allow us to monitor their personal experience with the brand.

- Measure overall customer satisfaction: This will be measured by giving consumers the opportunity to rate the overall campaign on the app. A variety of questions will be asked, including:

- Did you find the app easy to use?

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- Was the website mobile friendly?- Did you find what you were looking for?- If you had a query, was the response time to it satisfactory?

4.3.2 USE OF BIG DATA ANALYTICS It is understood that Innocent are already utilising analytic tools which is evident in their analysis of the London transport tweet. As Innocent is a global brand it is felt that they have adequate revenue to utilise. For this campaign, we propose to use big data analytics to:

· Initially, define the ideal customer. Innocent can use the tools outlined below to see who is searching Innocent products or even keywords associated with the brand. Additionally, it allows us understand what social media channels they use & even the buttons they click on. For this campaign, it is important to consider the consumers who are searching health & performance related products.

· Optimise customer engagement: We hope that the data will provide insights to who the customers are, their location & what they want. It will also give us an indication of how they would like to be contact which is associated with personalisation & email marketing.

· Improve customer retention & loyalty: Big data will help us track this by monitoring customers purchasing habits in stores. These systems can also track which incentives & promotions are successful. Moreover, although we are dealing with digital marketing it is important to consider traditional methods of collection such as in shop surveys.

· Real-time personalisation. We aim to use a combination of big data & machine learning algorithms which will enable us to personalise content to individuals in real time. This personalisation may also come in the form of finding & interacting with social influencers to help reach a greater audience.

· Improve content: We hope to analyse our published content in terms of like, shares, comments, tweet & retweets. Additional customer analysis may consist of using heat maps so we understand what content is most engaging to the consumer & will therefore determine the App & websites functionality.

In order to achieve these results, we need to implement the appropriate analytical tactics & software:

Google analytics: This will enable us to view the traffic & conversions about our campaign as well as where the visitors are from. Identify what exactly people are looking for on the website. Additionally, it will provide a visual representation of where the consumer is clicking. Importantly, it will highlight what content is being engaged with & what is not being engaged with. These are some the many process that can be performed using Google analytics.

Twitometer: This will be used in order to identify when the consumer is talking about Innocent as well as any words associated with the brand. Hootsuite will allow us to manage this more efficiently as it will recognise what consumers are tweeting & when we should tweet accordingly.

Facebook Insights: Will be of benefit as it will allow us view the virality of content posted in terms of likes, reach & if the consumer is talking about the innocent brand.

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Firebase: This is essential to our campaign in regards to the app we propose to launch as the software will provide insight into app usage & engagement.

Brandwatch: We understand that Google can perform most of the process that Brandwatch can however Brandwatch ensures that the content found is worth looking at whereas Google may display unnecessary results. Brandwatch can also create a sentiment analysis which will allow consumers cast opinions of the Innocent brand.

4.3.3 CUSTOMER SERVICE & SUPPORT: Negative impressions can be detrimental for a business, according to Ruby Newell-Legner, 91% of

customers who had a bad customer experience will not willingly do business with your company again. The old saying ‘The customer is always right’ seems as if it has gone out the window & many businesses have paid the price for this mistake. The customers are the reason Innocent is successful, & it’s their duty to serve these customers to the best of its ability. The following points outline how we aim to maximise Innocent’s customer service policies:

· Being Accessible – Customers must be able to contact the business over a variety of different mediums, including over the phone & email, both of which will be available on Innocent’s website. Consumers will also have the ability to contact Innocent via instant messenger over social media (Facebook).

· Responding in a Timely Manner - Offering a 24/7 customer service helpline is unnecessary, however Innocent will have a dedicated customer service team operating from 8am-10pm every day. This team will have a mandate of replying to customer queries, complaints & general questions within an hour of receiving them.

· Reconciliation of Conflict – Dissatisfied consumers will tell 9-15 others about their negative customer experience so it’s imperative that all consumer conflicts are reconciled swiftly & appropriately so as to avoid potential loss of consumers. As mentioned previously, ‘the customer is always right’.

· Do What You Say – If the customer service team makes a commitment to call, email or answer a query within a certain time frame it’s vital that they follow up on it so as to avoid a loss of trust in the brand/organisation.

4.3.4 SOCIAL CRM The use of social CRM tools is imperative as it allows us to monitor the consumer’s views in order to build better & stronger relationships with them. We will be using the tool ‘Zoho.com’ to monitor online consumer interaction with the brand; it will allow us to focus on social media conversations that are connected to Innocent. The Social Tab on this tool automatically segments & notifies us of posts from our leads, prospects & customers which will allow us to track consumers’ discussions about the campaign, & to respond to them in real-time. Responding to customer queries is a top priority of this campaign to garner enough feedback to ensure its success.

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BIBLIOGRAPHYAnderson, D. (2016). The 4 Most Important Customer Experience Metrics. [online] Iperceptions.com.

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APPENDICES

APPENDIX A: SOCIAL CLASS LISTINGS

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APPENDIX B: TWITTER ANALYTICS

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APPENDIX C: INSTAGRAM CHECKLIST

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APPENDIX D: SWOT ANALYSIS REVIEWStrengths

Innocents biggest strength seems to be the size of their market share which currently stands at 80% (IRI Infoscan 2009). The brand is seen as a friendly & ethical organisation which has improved the company’s image & customer loyalty. Moreover, investments by Coca – Cola have allowed considerable distribution channels to open& has created a wide range of products. These factors have granted them a globally recognisable image which is respected & may even be considered their greatest strength. Interestingly, smoothies are still in the growth stage of product lifecycle therefore there is still good scope within the market as well as line extension. In terms of digital marketing Innocent has been prolific & has used social media especially well.

Weaknesses

One of the biggest weaknesses Innocent drinks have is that the price is relatively inflexible due to the high production costs & sourcing logistics, which makes reducing the production cost highly unlikely. This has led to Innocent drinks having higher prices than competitors. Other weaknesses that were identified include the specificity of their target demographic & the view that Innocent drinks are only to be consumed in the morning. A major weakness identified was the fact that the organisation has no functioning mobile application.

Opportunities

There are numerous opportunities for Innocent drinks to take advantage of, including an evening drinks campaign where the product can be mixed with alcohol to create cocktails. Innocent is understood to be a healthy alternative but there seems to be an opportunity to really sell this idea of Innocent contributing towards health & performance. This health promotion could easily be associated with the government's five a day policy which could create interest in the Innocent drinks promotion. As mentioned previously their digital presence is good but a more personalized approach may be proposed. One may stipulate that the greatest opportunity for Innocent is in creating an app. Furthermore, Innocent have not been known to implement promotional strategies such as competitions which may be important in the future.

Threats

Obviously, the biggest threats come in the form of the competitors outlined above but especially own label brands such as those produced by major supermarkets. These brands are positioning themselves as low cost alternatives, thus a major threat to Innocent’s premium position that consumers may not be able to currently afford. If Innocent were to position themselves as a brand who could improve sporting performance threats would come in the form of already recognised brands.

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APPENDIX E: ORIGINAL MOBILE APPLICATION IDEA & SKETCH

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APPENDIX F: OTHER CAMPAIGN IDEAS FOR INNOCENT BRAND

This has been another idea that was put forward to try & bring about another campaign that would co-brand Innocent smoothies with an alcoholic brand for example Smirnoff to bring about evening drinks and turn them into cocktails. As the majority of Innocents consumers buy the products in the morning time, this idea tried introduce Innocent smoothies into the evening lifestyle. In addition, the idea was to be launched as the other side of the coin with the #InnocentHealth.

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