Digital strategy---Heinz, More Than Ketchup

New Media Driver’s LicenseHuiying Zhang

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

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

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

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

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

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

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

Campaign evaluation

• Google Analytics • Facebook, twitter, Instagram • KPIs: redeem rate of e-coupon and Heinz’s

online campaign participation rate.

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