3. Introduction
• We have come up with a unique, innovative campaign
for ESPN that will them help gain recognition and
reinforce their name even more while spreading
awareness of a serious issue at the same time.
• This campaign is based on kids and teens being healthy
and active. Obesity is becoming more and more of a
problem each year and we want to lend a helping hand
in becoming a part of this healthier lifestyle change.
• We are hoping that through social media, help from
athletes, and a full proof digital strategy that this will
change the way kids and teens eat.
4. Target Audience
The target audience for
this campaign are
children and teens.
They are becoming the
new generation and
need to be taught how
fun a healthy and
active life style can be.
However, their parents
also need to be targeted
as well because they
need to help and
support their children
with this movement.
5. Key Performance
Indicators
• The indicators that we will follow to make sure that
the campaign is successful will mainly be through
social media, such as:
• the number of followers on Twitter and “likes” on
Facebook
• website comments and traffic
• interaction via polls and questions
• participation in contests that we put on during the
campaign on our social media sites
• Through these, we will be able to pin point what is
working with our campaign and what isn’t.
6. BIG Idea
• The BIG idea we have for
this campaign would to get
some of these kids’ favorite
athletes
(football, basketball, baseball
, etc.) into their hometown to
endorse healthy eating. It
would not only encourage
these kids to eat healthier
and be more active after
hearing it from one of their
favorite athletes, but it
would get great publicity for
the campaign in hopes for
doing it again the next year.
7. BIG Idea (cont’d)
• We will do contests through Facebook,
Twitter, and Pinterest to determine how
someone could meet a famous athlete.
Contests would include:
• creating a healthy Pinterest board with pins
that denote healthy food or sports
• posting a photo of your favorite athlete on
Facebook
• “re-tweeting” & “Favorite-ing” tweets that
the campaign posts
8. Tools & Tactics
• We will use every social media outlet there is out there to try
and engage our audience. These social media tools include
Facebook, Instagram, Pinterest, our website, and a blog.
• Facebook will be used primarily for our audience to
interact with each other. We find that having our audience
being able to communicate with each other will boost their
energy and will also be a great support system.
• Twitter’s main function will be for quick updates on the
campaign, such as contests, times, and ways to help the
campaign out.
• Instagram is a photo sharing website and we will be
utilizing it for its main purpose. We find that posting
pictures of healthy eating, being active (sports), being
outside, and success stories motivate people.
9. Tools & Tactics (cont’d)
• Pinterest will be used in the same way as Instagram. However,
we will be able to make different boards specifically aimed at
healthy food, sports, outdoor activities, and how to make
working out fun.
• Our website simply be for information. We will have an eye-
catching, informative website that will engage our audience
with information, photos, and contact information.
• Our blog will primarily used for ideas and motivation. We
intend on having guest bloggers, such as people who have
gone through the transformation, to put their story on our
blog so others can thrive off of that. We also hope to have
athletes put in a word about how they, too, have to maintain a
healthy lifestyle in order to be at their peak performance.
10. Budget
• The cost of creating and implementing an entire
digital strategy will be: (based on a $250/hour)
• Strategy: 30 hours = $7,500
• Planning: 50 hours = $12,500
• Build: 50 hours = $7,500
• Implementation: 20 hours = $5,000
• Paid Media (athletes): 10 hours = $2,500
• Contest Fund: $5,000
• Campaign Apparel: $3,000
• Total: $43,000
11. Summary
The “Race to the Finish!”
campaign will not only
raise awareness for the
issue of obesity, but it
will get audiences to
engage with ESPN
through all social media
sites, which will
ultimately get them more
recognition, an expansion
of their name, and a
bigger audience.
