The document outlines Campbell's digital strategy to increase market share and brand loyalty. It will create a multi-faceted digital experience through internet marketing, social media, and a mobile strategy. The $200 million digital budget will be split 50% for Google AdWords, 30% for internet marketing, and 20% for social media. The strategy targets families and professionals through condensed soup and soup on-the-go products with relevant content on websites, apps, social platforms like Facebook and Pinterest, and mobile offers. The goal is to have an interactive dialogue at a personal level to boost brand awareness.

1. CAMPBELL’S DIGITAL
STRATEGY
BY CHRISTEN CAMPBELL

2. SITUATION ANALYSIS
• Market Share
• Increase demand for
convenience
• National Eating Trends
• Competitors
• Problem Recognition

3. COMPANY GOALS
• Create a multi-faceted
experience
• Internet Marketing
• Social Media
• Mobile Strategy
• Increase in brand awareness
and brand loyalty
• Relevant

4. TARGET AUDIENCE
• Two Product Categories
• Condensed Soup
• Families of all ages
• American Dream
• Health-Conscious
• Soup at Hand
• Young Professionals/Office
employees
• Ages 20-55
• Convenient & Nutritious

5. BUDGET
• 2011: $504.9 million
• Digital Strategy = $200 million
• 50/30/20
• 50%: Google Adwords
• 30%: Internet Marketing
• 20%: Social Media
• Long-term Revenue

6. INTERNET MARKETING
• Website development
• Search Engine
Optimization
• Potential
Concept/Content

7. SOCIAL MEDIA
• Facebook/Twitter
• Up-to-date
• Relevant
• User Friendly
• Interactive
• Pinterest
• Youtube
• Specific Goals

8. MOBILE STRATEGY
• Multi-channel experience
• iPhone app
• Nutritional information
• Recipes
• Text offer
• Voluntary
• Coupons/Exclusive offers
• Instagram
• Inexpensive, relevant

9. CONCLUDING THOUGHTS
• Multifaceted
relevance
• Interactive dialogue
• Personal level
• Brand awareness
and brand loyalty

10. CREDITS
HTTP:// LIVESTRONG.COM/HEALTHY-FAST-FOOD-OPTIONS/
WWW.CAMPBELLSOUP.COM
THANK YOU 