1. What is the challenge?
To make stuffonmycat.com more popular and to advertise and
sell cat products by Friskies.
Each month, stuffonmycat.com will hold a contest for all
people who have a cat, a camera, a computer with internet, stuff, and a
creative, fun mind. These contests
will be sponsored by Friskies and each month there will a prize from Friskies
for a winner with the best photo. This will be determined by the number of Facebook likes each submission gets on the stuffonmycat.com site. The prize will start out with 50% off coupon
and a free cat toy and later on, the prize may be free Friskies cat food. The
best photo will be determined by the number of votes it will receive. In order
to get many likes and to let others know about this, people may share their
submissions and urge their friends to vote mainly by Facebook. Every advertisement for this campaign will have a link to the Friskies facebook where people will get information about the contests. In order
to participate in these contests, people have to like Friskies Facebook page
and stuffonmycat.com’s Facebook page first. Plus for all new participants, they
will receive a 10% off Friskies coupon just for participating in the contests. Just to keep the interest in the contests, prizes will get bigger and winners will get an opportunity to win again in an all-star contest. The ads for this campaign don't obviously state what this campaign is about. The eye-catching words are mostly Free Friskies Food because people love free stuff and I want them to view Friskies facebook first and then participate in the contests.
2. Who is the target audience?
Crazy cat lovers that love to take funny pictures of their
cat(s). But also for people who own a cat(s), but don’t take weird pictures of
them…yet. People who buy Friskies already and people who just buy other brands of cat food, but are interested in Friskies.
3. What does that audience currently think about the brand or group?
Crazy cat lovers already know about the amusement of
participating on stuffonmycat.com. Cat who like their cat know about
stuffonmycat.com, but do not participate or some never even heard of the site.
Both of these groups know about Friskies products some may be frequent
customers and some may never purchased their cat products. However, this
campaign wants to promote Friskies with prizes and coupons.
4. What would we like the audience to think and feel?
Friskies sells delicious and quality products for my cat. Taking pictures of my
cats is fun and I should tell my friends and others about it.
5. Which facts, evidence, or thoughts will assist in this change of thinking?
Friskies offers a variety of food and treats that cats will
love. Plus for participating, people will get a coupon for 10% off Friskies
food and the grand prize of each winner is more coupons or free Friskies food.
On stuffonmycat.com, there will Friskies advertisements such as a Friskies background and the logo will be everywhere.
6. What is the brand essence?
Quality, delicious/nutritious for cats, but also fun,
exciting, creative
7. What is the key emotion?
Amused because this is all about having fun with your cat
and sharing it with others. Afterwards, you may get rewarded if others also feel amused by your submissions.
8. What media to facilitate this goal?
The main media will be Facebook and print ads at pet stores such as on banners and on Friskies cat food cans. Also advertising on fun cat sites like Icanhascheezburger.com is a good place to advertise for people who already take goofy cat photos or enjoy looking at them.
9. What are the most critical elements?
The contest and the Facebook liking aspect of that in which the most likes will be the winner of each contest. If there are no participants or voters, there is no contest so advertising about this and liking your favorite photo will help the contests work. Additionally, when someone likes one of the contest submissions, it is posted on their Facebook news feed so friends can know about it and even see who their friend voted for.
10. What is the single most important takeaway?
Taking goofy cats pictures is fun and Friskies provides owners with nutritious and delicious food for
their cat(s).
11. What do we want the audience to do?
Take goofy pictures of their cats and take good care of their cats by feeding them Friskies.
No comments:
Post a Comment