2. Presentation Overview
eveloping, implementing and supporting a fully integrated Digital/Social
Media campaign targeting Young Adults in FY2014. Campaign to build on
successes and learnings from FY2013 “Act on Impulse” campaign.
ampaign to have both on-line and off-line linkages, and drive engagement
and conversational capital among core 18-24 young adults.
eveloping off-line elements that leverage campaign at Field Marketing
Events in key markets (Los Angeles, Miami, Chicago, Houston/Dallas).
reating a messaging platform for Tampico’s social media channels that will
continue to engage target and easily facilitate proprietary promotional
efforts.
eaturing Tampico’s 20oz. product line with flexibility to integrate new Iced
Tea product when launched.

3. Marketing Objectives - Young Adults
ow to engage with your social media YA community by creating more
branded content in order to drive conversational capital.
aintain a messaging and tactical platform that reflects and integrates YA
lifestyle activities.
ngage with target through content and executions that resonate with their
lifestyle and core values.
olidify your institution’s position as a brand that celebrates the irresistible
moments in life.

4. Young Adults- Target Insights
assionate; hold strongly to their
values.
ant to be heard, contribute
opinions and make an impact.
onstantly connected, using
multiple devices at once.
urrent, relevant, always know
what’s popular at the moment.
igital natives; grew up with
technological innovations.
Comfortable with changing
technological advances.
ore optimistic, confident and

5. Young Adults- Multicultural
ampico’s Young Adult target is a multicultural mix 60/20/20
HCM/ACM/GCMYA
ulticultural core values include: identity expression, celebration of life,
personal empowerment and community sensibility.
9% identify as “True Multicultural”, where they place a high value on their
own culture but are equally open to and interested in other cultures. *
o drive relevance brands should focus on inclusive diversity and points of
convergence across cultures.
ampico being the blend masters of flavors, is uniquely positioned to take
advantage of this cultural transition.

6. YA Social Media Trends

7. What Drives the YA Social Media Consumer?
ocial Media Trends
hat are they doing?
obile Trends
ew Platforms
rivacy

8. Social Media Trends
ver 89% of Young Adults use social
networking sites, increased from 79% in
2011
5% of the time YA are online they spend
social networking.
ime spent in social media has increased
35% year over year
acebook down 9%, Instagram up 5%
and new micro blogging has become a
social media staple
Source: Pew Research Centers Internet American Life Project tracking surveys 2013

9. By the Numbers
*
Change in Time Spent on Facebook by
US Facebook Users**
*Source: Gary Tann, April, 2013
** Source: eMarketer, June 27

10. What are they doing?
1% of image posts are photos of
themselves
in 10 post or share news/media links
7% rely on social media to manage their
social life and stay in touch with their
friends
Source: Pew Research Center’s Internet American Life Project tracking surveys 2013

11. Mobile Trends
9% of 18-24 own a smartphone.
ell owners ages 18-29 are the most likely of any demographic group to use
their phone to go online: 85% of them do so, compared with 73% of cell
owners ages 30-49, and 51% of those ages 50-64.
0% of young adults aged 18-29 say they use the internet mostly on their
mobile phone.
0% of Facebook’s users are mobile only
y the end of 2013, there will be more mobile devices on Earth than people.
Source: Pew Research Center’s Internet American Life Project tracking surveys 2013
Source: Cisco, 2013

12. Privacy
A care about privacy, but from
those who have immediate power
over them - parents, teachers,
college admissions officers etc.
8% of users aged 18-34 expressed
a wish for privacy
ewer platforms are appealing to
teens because they’re new and
they’re providing a way for them to
compartmentalize their, more
interest focused interactions with
smaller groups of people.

13. “Hot” Platforms with YA
1.
2.
3.
4.
5.
•
•
•
Tumblr (micro-blogging)
Instagram (image sharing)
Snapchat (image
sharing/chatting)
Twitter
The Chive
Tumblr is the favorite social media site
among young adults: 61 %
Nearly half (43%) of cellphone owners age
18-29 use Instagram
As of April 2013, the number of photos
shared daily on Snapchat averaged 150
million, up from 50 million in December
2012- a surge of 200% in 4 months.

14. Leveraging Social Media Right – Anchorman 2
he social media campaign is designed for
maximum permeation with an emphasis on
consumer participation and engagement.
argest film partnership in history with Tumblr,
the enormously popular blog site, rolling out a
large selection of GIFs related to the film.
olding a social media casting call billed “Join
Ron’s News Crew,” which will allow people to
audition for the positions held by Ron
Burgundy’s news team by employing a series
of tailored Twitter hashtags.
odge’s viral partnership with Anchorman 2: The
Legend Continues has been a massive
success, 59% sales spike in October 2013.
y allowing viral social media to drive a
campaign rather than to just exist as a

15. Opportunities
•
Embrace new technologies
•
Leverage mobile platforms
•
Accept that the channels change constantly
•
Develop content that is relevant to each SM channel