1. MSc in Management & Marketing
MG6336 Digital Marketing
Winter 2016
Name: Jessica Enright, Kieran Farmer, Christopher Fleming & Erik Horvath
Student ID: 113370381, 112308566, 116222211 & 116224141
Lecturer: Dave Alton
“Using the RACE Framework, Develop a
Digital Marketing Campaign for Innocent
Drinks”
2. 1
Table of Contents:
Introduction
1. Situation Analysis
1.1 Audience & Customer Analysis
1.1.1 Audience Analysis
1.1.2 Customer Analysis
1.2 Competitor Benchmarking
1.3 Partner & Influencer analysis
1.4 SWOT: Own Digital Marketing Review
Section 2: Objective Setting
2.1 Business & Marketing Goals
2.2 Objectives & KPIs:
2.3 How will we measure KPI’s?
Section 3: Strategy
3.1 Segmentation & Targeting
3.2 Brand positioning & Value Proposition
4. Tactics
4.1 Reach
4.1.1 Search Engine Marketing
4.1.2 Digital Advertising
4.1.3 Online PR
4.1.4 Social Media Marketing
4.1.5 Email Marketing
Section 4.2: Act & Convert
4.2.1 Expected Customer Journey
4.2.2 Optimising the app:
4.2.3 Personalisation
4.2.4 Optimising Website
4.3 Engage
4.3.1 Measuring the Customer’s Experience:
4.3.2 Use of Big Data analytics
4.3.3 Customer Service & Support:
3. 2
4.3.4 Social CRM
Bibliography
Appendices
Appendix A: Social Class Listings
Appendix B: Twitter Analytics
Appendix C: Instagram Checklist
Appendix D: SWOT Analysis Review
Appendix E: Original Mobile Application Idea & Sketch
Appendix F: Other Campaign Ideas for Innocent brand
4. 3
INTRODUCTION
InnocentDrinksis a UK juice companythat started bottlingin1999 which,employsa conversational
& often irrelevant approach to creating a fresh digital marketing strategy. The organisation is now
valuedatover £320m & employsover300 people acrossEurope.Moreover,theysell inexcessof 2m
smoothiesperweek&are 90% ownedbythe Coca-Colabrand whichgrants themsufficientrevenue
for theirinnovative socialmediacampaigns(InnocentDrinks,2016).The innocentmarketingteamdo
an exceptional jobinreleasingcontentthatfallsin line withtheiroverall brandimage & tone inthat
one it notrude or offensivejustgoodheartedhumour.Thisoverall positive tone intriguesconsumers
whothenspeakpositivelyaboutthe brand,essentiallycreatingnew contentwhichreachespotential
customers (Thompson, et al., 2006).
1. SITUATION ANALYSIS
1.1AUDIENCE & CUSTOMER ANALYSIS
1.1.1AUDIENCEANALYSIS
Research conducted by Safe Foods, (2016) revealed that smoothies are an increasinglypopular way
of consumingfruits.The reporthighlightedhow the smoothiemarketwasworthanestimated€4m in
2006 & thatthe markethadgrownby 214% between2002 - 2006. It isalsoimportanttoconsiderthat
the UK’s smoothie market is worth €354m. The report revealed that 33% of the participants drank
smoothies & were likely to be students aged under 35, single, female & from the ABC1 social class
(See Appendix A).
Table 1 below indicates why the audience consumes smoothies (Taste Test)
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Additionally,the participant’sresultsrevealedthat31% drank smoothiestwice tofive timesweekly,
where 23% only drank them once a week Others consumed smoothies once a day or more (12%), a
couple of times a month (17%), once a month (9%), & less often (7%). The frequency of smoothie
consumptionappearedgreaterinROIthanNI.13% of participantsinROIdrank smoothiesonce aday
or more compared with 9% in NI. Figure 2 reveals the typesof smoothies consumed& packaging of
choice.
Figure 2: Types of smoothies consumed & packaging.
The report also indicated the purchasing locations of smoothies, indicated in Figure 3.
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The investigationstatedthe participantsinNorthernIrelandwhoonlymadethemathome weremore
likelytobe aged between35-44 (18%) & from the C1 social class (19%). WhenconsideringIreland,it
foundthat the participantswere more likelyto be aged over35 (27%) & marriedor livingas married
(255). Individualswhopurchasedfromsmoothiebarswere more likelytobe under35 years,single &
students. A finalpiece ofevidencewhichneedstobe highlightedisthefactthe majorityof participants
(68%) either agreed or strongly agreed that smoothies are a healthy drink. See Figure 4 for more
details.
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1.1.2CUSTOMER ANALYSIS
Innocent has 730,000+ on social media platforms whichhas become an essential marketing tool for
Innocent drinks, as it has become part of the consumers daily living where two thirds (64%) of
customers use social media sitesat least once a day. Moreover, the consumer now has a symbiotic
relationshipwithsocial mediawhichcompanieslikeInnocenttakeadvantageof.Thisisevidentinthat
the company has a 35% engagement rate on their twitter adds as a result of the innovative ideas. If
one considers their twitter post displayed below (Figure 1), it is an example of a real-time response
which enhances the social media influence. This London transport image was retweeted over 2,500
times,highlightingthe powerof social media.Figure3below indicatesthe social mediafollowingthe
organisationhas.See Appendix Bformore analyticsregardingtwitter&Innocentdrinks. Social media
isapowerful marketingtoolwhichcanempowerthe digitalconsumerbyprovidingadirectconnection
to the content they access & brands they desire (Nielsen, 2014). Additionally, the authors would
suggestthatbounce rate & time spentonthe app/website be measuredgiventhe appropriatetools.
Figure 2: Innocent Drinks tweet regarding London transport
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An example of how innocent reached these potential customers can be seen in the coconut water
campaignwhere the organisationusedFacebooktolaunchthe new product.The goal of the campaign
was to increase the awareness& familiarityof the drink.Thiswas achievedbyutilisingtwoburstsof
adsequencingmovingpeoplefromawarenesstofamiliarity&ontopurchase asefficientlyaspossible.
The firstadvertisementranfora total of 4 weekswhichincreasedbrandawareness&targetedmales
& femalesaged25– 44. The aimof thisburstwastokeepinnocentinthemindsof the consumerwhile
delivering the message that coconut water had arrived in Innocent’s trademark style of simple &
charming. Additionally, the second burst outlined the health benefits of the product & promoted
purchasingwitha clearcall to action. The resultsspeakforthemselvesinthat a Nielsenbrandeffect
study revealed that the campaign indicated a 24-point lift in ad recall in particular with females &
individuals agedbetween 35 – 44. The study concluded by indicating that it delivered a target reach
of 92% & reached over 6.8m unique people (Digital Training Academy, 2016).
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1.2COMPETITOR BENCHMARKING
Accordingtoreports,Innocentnowhasan80% marketshare (IRIInfoscan,2009).Whilstmarketshare
for Innocent has declined, revenues are increasing year on year. Sector growth for Innocent is very
strong in spite of the prevailingmarket conditions. A growth of 60% from 2006 vs 2008 comparesto
their nearest rival of only 17.4%. The competitors are relatively few with only own label brands
delivering any material volume into the market. Tropicana are small at present but will present
themselves as a serious competitor in this segment in the medium term due to their reach in the
premium juice segment. Other competitors include Cold Press Smoothies & Happy Monkey
Smoothies. Sentiment analysis (NLP) is a powerful way of gauging how the public perceives
competitors’brandorproducts.Withthe appropriate softwareitwouldbe suggestedthatananalysis
withregardsto wordsassociatedwithbrandsbe carriedout as well asproductpairings,whichwould
allow the organisation to recognise any intents to purchase.
PepsiCo (Tropicana)
PepsiCo, one of the largest suppliers of soft beverages worldwide entered the market in 2008
(Calzadilla et al., n.d.). Through Tropicana smoothies, has penetrated the market,using lower prices
thanInnocenttogain a competitiveadvantage.Tropicanaalreadyhasgainedareputationthroughits
success on the fruit juice market & has launched a €4.5m campaign to raise awareness about
smoothies & Tropicana as a company (Calzadilla et al., n.d.).
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Happy Monkey Smoothies:
This brand is aimed at children & is especially beneficial for them since it has no added sugar &
contains a substantial amount of Vitamin C. It notably contains 100% of a child’s RDA in vitamin C
intake & isequivalenttoa whole portionof fruit(Calzadillaetal.,n.d.).Althoughthiscompanydidn’t
have a hugelysuccessful introductiontothe market,fromthe year2009 ithasmanagedto grow from
9.5% at a steady pace (Calzadilla et al., n.d.).
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The Coldpress Juicery:
This companywas originallyproducingjuicesbutdue to a rise in the smoothie market,the company
decided to expand on its product range. These smoothies are highly beneficial from a health
perspective,withasinglebottleprovidingof 250ml providing3gof dietaryfibre(Calzadillaetal.,n.d.).
In addition, through their technique of high pressure processing (HPP), Coldpress ensures that their
productis the freshestinthe smoothie market,ahuge claimforanycompany(Calzadillaetal., n.d.).
Own Brand Smoothies
Ownbrand smoothiesare the final majorcompetitorof Innocentsmoothies.‘’Own-Label’’smoothies
such as Tesco’s& Sainsbury’ssmoothiespossessahighpercentage of salesinthe smoothie market&
have witnessed a huge increase in their sales (Calzadilla et al., n.d.).
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1.3PARTNER& INFLUENCERANALYSIS
Freshfruitisatthe heartof everythingthatInnocentdoes&theyobtaintheirproduce fromthousands
of different farms across the world - large plantations, small family farms & even from the Amazon
rainforest.Innocentworkshardtopromoteethicalworkpracticeswiththeirsuppliers,&askthatthey
abide by fair,minimumstandards&work to improve theirsocial & environmental performance year
onyear.Innocentsourcesitsproduce fromcountriesacrossthe globe&it’sthroughtheirrelationship
with these farmers & various organisations that they have attempted to aid countries in need. This
has been done through the creationof the ‘Innocent Foundation’, which is a branch off of Innocent
Drinksthatgivesgrantstocharitiesworkingallovertheworldsothattheycanhelpthe world’shungry.
Innocentworkswithvariousdifferentcharitiesin3rd worldcountriessuch as ActionAgainstHunger
& Senda Cow inan attemptto endpoverty&hunger& attemptto helpthese countriesbecome self-
sustainable.
Also, Innocent has partnered with Age UK since 2003 with their campaign ‘The Innocent Big Knit’,
whichseesteamsof individualsknitmini-hatsforInnocentdrinksbottleswith25pgoingtoAge UKfor
eachdrinkpurchased.£1.75m has beenraisedsince the campaign’sconception,however it’snotjust
about the money, it also addresses the issue of loneliness among older people. It’s Age UK’s most
high-profile corporate sponsorship & this has raised Innocent’s social responsibility reputation
massively as a result.
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SECTION 2: OBJECTIVE SETTING
2.1BUSINESS& MARKETING GOALS
Business Goals:
Price:
Innocentare ultimatelylookingtoboostsalesfigures& withthe new product range,theycan aimto
widentheirtargetmarket & attract newcustomers.Short term value will be seenthrougha spike in
sales owing to increased consumer interaction & a greater word of mouth surrounding the brand.
Long term, we hope that the new product range will be sustainable, & also attractive to existing &
new customer’s alike, boosting sales that may have been stagnant beforehand.
Volume:
Bygivingconsumersthe chance toformulatetheirownrecipesforsmoothies,Innocentare essentially
looking to broaden their product range & target market. This is an extremely innovative way of
creatinga newproduct, it’screatedby the consumerfor the consumer.By givingthe consumersthe
opportunitytocreate theirownrecipes,Innocentare receivingnew,creative drinksrecipesthatthey
mightnothave thoughtaboutthemselves.Thisnew campaignwillbroadenInnocent’stargetmarket,
enticing new consumers to try their products, visit their website & download their app.
Marketing Goals:
Quality:
By allowing consumers the opportunity to make up their own smoothie, Innocent are increasing
consumer engagement massively.Consumers interact with the brand by using the app to formulate
theirownsmoothierecipes.Afterformulatingtheirownrecipes,consumerswill thenhavethe chance
to share these drinkswiththeirfriends/peersonFacebookviathe appwhichwill alsocontribute toa
more positive outlookonthe Innocentbrand.Ascustomersare interactingwiththe brandviathe app
ina constructive &playful manner,theyare more likelytotell theirfriendsaboutitwhowillthenvisit
the website ordownloadthe appthemselves,&itisupto the app’s functionality&aestheticstoturn
these visitors into loyal customers, potentially converting them from other smoothie brands.
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2.2OBJECTIVES &KPIS:
Objectives:
Digital channel contribution objective:
This is a measure of the extent to which a company's online presence directly impacts the sales
revenue of the organisation & can be used to influence resource allocation to the online channels.
Throughthe ‘Create YourOwn’campaignwe hope toachieve 20% onlinerevenuecontributionwithin
the initial four months of the campaign.
Acquisition objective:
Through the new ‘Create Your Own’campaign we hope to acquire approximately50,000 new digital
consumersasa resultof the campaign.It ishopedthatthere will be anincrease of 20% on Facebook,
15% on Instagram & 10% on twitter.
Engagement objective:
We hope to increase active purchasing customers by approximately10% of the total customer base
on cessationof the campaign.Thiswill be measuredquiteeasilybyviewingthe numberof downloads
of the app, the amount of times consumers sharedtheir recipes on Facebook & also the number of
page visits to the Innocent website.
KPIs (Key Performance Indicators):
Social media marketing is able to bring a company the desired success,however,it is challenging to
measure thiswithoutanyfigures.Fora company to be successful onsocial media,it needstospread
awareness as this is one of the indications of its success. This success will be measured through
different KPIs which will include:
● The increase of page views, bounces, internal clicks, shares, scrolls & exits on Innocent
camping website.
● The number of social interactions & engagement rates will act as one of our main KPIs.
● The number of App downloads & App interactions measured will further act as one of our
main KPIs.
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2.3HOW WILL WE MEASURE KPI’S?
Engagement on Website:
To measure our KPIs we need to track touch points every day for at least a week or two & then
calculate an average or the baseline forthe site,after whichthiscan be compared againstindividual
days& /or pages.There will be peakdays where some postwill be significantlyout-performingother
days, which means something was done right. So to increase the overall engagement,the objective
here isto repeatthese peakdays.However,thiswill notbe the case for mostof the time & there will
be days in which the numbers compared to the baseline will be significantly low. This often means
that perhapsthe headline needssome attention,the contentmightbe toobig&we mightneedtodo
some touching up or maybe even adding some imagery or video. From these peaks& downfalls,we
can accordingly measure our KPIs.
Social Interactions:
Social mediaisone of the majorcomponentsof the inboundmarketingstrategy,whichallowsforthe
engagementwithourusers& alsoto share all kindsof content.It ishard to imagine notto introduce
social mediawithinthe digitalmarketingstrategy,asthisisthe bestplatformtofinda huge database
of differentdemographics,whoare readytolike&share differentcontentaslongastheyare targeted
accordingly.Thiscan be seenfromthe figuresprovidedinthe graphic.Differenttools&the different
18. 17
engagement rates between the different social media sites & the app will act as a major aspect in
measuring our KPI’s. These will include:
App
1. We will use Google Analytics to track our organic &
marketing usage data.
2. From this we can also integrate any profile information
that we have about users.
3. Once up-to-date data will be established & analytics are interpreted, we can create reports
that we need.
4. We will then use these reportstogeta betterunderstandingof ourconsumerbase & how to
better our app, which can then be incorporated into our further marketing strategies.
Facebook
1. Engagement rate on Facebook will be measured using Facebook Insights, to measure the
number of unique users who engages with our content.
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2. FacebookInsightsdata will provide uswithin-depthunique total user’sengagementactions
towards our posts, as well as the overall reach for our posts.
3. Thiswill allowustoanalysethe engagementrate basedonmore thanlikes,shares,comments
& clicks.
Twitter
1. As#InnocentHealthisabigpart of our campaign& our marketingstrategy,we needmeasure
& analyse our Twitter account.
2. To analyse our Twitter account we will use Twitter Analytics.
3. This will measure the engagement & from this we can learn how to make our tweet more
successful.
4. We can also explore the interests, locations, & demographics of our followers.
5. Furthermore, we can track our Twitter Cards drive clicks, app installs, & Retweets.
SECTION 3: STRATEGY
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3.1SEGMENTATION & TARGETING
Presently,Innocentsaudience isshowntobe individualswhoare healthconscious&seektasteaswell
ashealthbenefits.Leake&Craft,(2002) statedthatthe targetaudience is20% of the currentcustomer
base & are said to be generating 80% of the business revenue. It may be argued that Innocents
customersfitintothe age bracketof 5 – 45+ consistingof bothmales& femaleswho are educated&
aware of the negative effectof processedingredients.Thiscampaignwill attempttotargetindividuals
who are looking to improve their overall health & performance.
3.2BRANDPOSITIONING&VALUE PROPOSITION
A strong brand positioning clearly defines the company’s target audience & the specific needs that
can be met by the Innocent Drinks organisation. One’s brand positioning should be an internal
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statementwhichisan indicationof the overall marketingstrategy& how the brand is put out there.
“It is the roadmap to where you want to uniquely reside in the minds of the target customer”
(Lancaster & Massingham, 1998, p 56). This roadmap is created through value propositions created
by Innocent.
Innocent have successfully established a position that portrays the brand as being premium but
natural, convenient & healthy by listening & understanding consumers wants, needs & trends.
Innocent use a clever & unique brand proposition “makes sense, feels good” which indicated that
consumer values the consistency & quality of the innocent range. Moreover, the organisation has
positioneditself as a brand that prides itself in honesty, simplicity, wholesomeness& innocence. At
present Innocent value propositions include; value for money, healthy drinks, best produce used,
packaging & distribution, profits shared, ethics, socio cultural environment & the technological
environment (McLoughlin & Aaker, 2010)
Totally altering the brands positioning would be a near impossible feat considering the time &
resources that have been allocated to reach the success they have. Instead, this digital marketing
campaign suggests that we reinforce the position that has already been successfully. The campaign
notonlyaimsto reinforce the positioningbutalsowouldlike tosubtlymovemore towardsthe health
industry, as outlined above there has been no solid statistics regarding a breakthrough within this
industry. It is hoped that the brand will keepthe positioningof innocent but will now have a sort of
slightcheekinessattachedtothe brand.The value propositionswill be similartothe existingone but
will not solely focus on health where performance will be a key consideration. Finally, Innocent are
ethical in the sense that they have their own charitable organisation “The Innocent Foundation”. A
value propositionforthiscampaignwouldbe toinvolvetheminexercise &sportswhetheritbelocally,
nationally or globally.
3.3 INTEGRATED MULTI-CHANNEL COMMUNICATIONS
Website & Blogs:
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The authors recognise that it is important to portray the unique propositions of the brand. As
mentioned previously, an aim it to keep these much the same while conveying a message that the
products can be used for performance as well as pleasure. Firstly, there should be an option to
downloadthe appwe are about to launch.Furthermore,the aimof the website isnotonlytodisplay
the alreadyavailablecontent,butalsotoaddinpages& menustitle “Recipes”.These pageswillallow
the consumerto uploadphotos& videosof smoothies&juicescreatedby themselves&share them
with the world. It is hoped then that sub categories can then be created where individual products
may be responsible fordifferentaspectsof a person’slife.Forexample,“MorningGlory”may be the
title of a juice createdwhichwouldhelpthe consumer,get up & go inthe morning.Thistitle further
indicates the cheeky nature of the brand we are trying to pursue. Moreover, as consumers upload
these recipes,the aimistorunacompetitionwherethe customersvote onwhattheythinkisthebest
flavour created. When this campaign is complete, it is recommended that Innocent release the
product to market which would increase the product line as well as brand awareness.
Social Media Platforms:
Facebook:Thiscampaign hopesto be extremelyinteractive byencouragingconsumerstocomment,
like & share as much as possible.Thiswillensure thatcurrent& new customersfeel thatitisa brand
thatcares.Coincidingwithwhatthewebsiteaims todowe hope thatthe consumerswillpostpictures
& videosof the smoothies&juicestheycreate.In addition,itis suggestedthat Innocentthemselves
replytoasmanyconsumersaspossiblesotoincreaseinteraction&improvethe customerexperience.
As mentionedabove the competitionforcreatingyour own smoothie will be broadcastedinthe run
upto the cessationof the event&will involve itself inreal lifeevents.Pictures&videoswill be posted
regularly so to engage the consumer & make it feel as though that is a journey of experience. For
example,we wouldinitiallybeginwith10consumerscreatedproducts&thenslowlybegintonarrow
it down until the eventual winner would be put to market.
Instagram:Again,thebrandwouldencourage people topostcontentonline toshare itwiththeworld,
even the processes of making the product would be effective through video. Video is becoming the
most prolificconsumptionasitsatisfiesthe consumers’needseffectively.Studieshave revealedthat
overhalf of the world’sorganisationsare capitalizingonthisthispowerfulmarketing(Nielsen,2014).
SpecifictoInstagramit is suggestedthata hashtag such as #InnocentHealthiscreated&encouraged
soto increase potential reach.Appropriatehashtaggingthat’srelevanttoourgoals,content,&brand
will helpaggregate images&will alsoassociate themwithtrendingtopics.Itis importantthat inthis
campaign the customers are encouraged to post their own content withthe hashtag. Iconosquare’s
search engine allowsusto see the numberof timesInnocentshashtaghasbeenused,whichgivesus
an idea of how popular the hashtag is. Appendix C displays a check list we would use when creating
Instagram content.
Mobile phone App:
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Asmentionedpreviously,we aimtorunacampaigninwhichthe consumercreatestheirownproduct
where the winner would eventually go to market. Before launching the app, it is important to have
advertised & broadcasted the launch date & the functions of the app as widely as possible. It would
be hoped that it would be released a few days before the competition runs so the consumers have
time to become familiarwiththe nuances & runningof the app. Withinthe app itself there will be a
list of ingredients from which the customer can choose, whereupon the ingredients will populate
withinthe renderedemptysmoothie bottle afterbeingselected.Asthe consumersare selectingtheir
ingredients, the bottle will ‘fill up’ as they go, giving a visual representation of the smoothie being
made. Upon completion, the consumer will name & save their smoothie.
4. TACTICS
4.1REACH
4.1.1SEARCHENGINEMARKETING
● Keyword-related banner advertisements: Buying keyword-relatedbanner advertisements on
the Google’s search-results page.
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● Paid submissions®ularupdate: We can pay search enginestoensure thatour Website is
reviewed within a fixed time frame & starts showing up in the search-results pages.
● Search engineoptimization (SEO): We canimprove ourwebsiteslistingonpagesbymodifying
our site codes to make them more relevant & therefore more searchable. For example, we
can change the title tag, hashtags, links, heading tags & many other areas of the page.
We understand,thatthere are far more words to be includedinthe organiccontent of the Innocent
page inorder forsearchengine optimisationtobe successful.However,itisimportanttonote thatin
the future companies will dominate search engine marketing by paying to be seeded on top which
Innocent should have no problem given their size.
4.1.2DIGITALADVERTISING
The ad design must be is in line with the objective of the marketing campaign which in this case, is
increasing consumer engagement with the brand. The use of ‘dPods’ can be used for this campaign;
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these pods will work similarly to the app where consumers will have the opportunity to make their
own smoothie. Consumers will be greeted by a ‘Create Your Own!’ home screen on the pod where
upon they will proceed to formulate their own smoothie, just like they can on the app. This will be
done by givingthe consumerthe abilityto picka varietyof ingredients&watch the ‘bottle’fill upas
theygo. Keepingthe pod’sdesignconsistentwiththe appisveryimportantasit allowsindividualsto
familiarise themselves with the functionality that we are trying to implement. These pods will be
designedtobe userfriendly&easytouse,withanaimtoallow childrentouse themalso.Whilethese
podsmay be expensiveto‘rent’,we believe thatutilisingone of themineverymajorshoppingcentre
nationwide will raise brand awareness & engagement significantly. By utilising one pod in each
shoppingcentre we are notlookingtosaturate the campaignbutto generate asense of excitement&
playfulness around it. This element of play will entice customers to want to know more about the
brand&the campaign,&givingchildrenthe opportunitytointeractwithInnocentisamassive plusas
itisextremelydifficulttodigitallymarkettothemdirectly.Inthefigure below,we canseeanindividual
usinga pod‘rented’byAIBwhichhaslarge,significanttextallowingforeasyusernavigation& aclear
progression path, both of which I would hope to utilise when designing the layout of the pod for
Innocent.
The use of a social media campaign on Facebook, Twitter & Instagram will be extremely useful in
regardtoour ‘Create YourOwn!’campaign.Again,the aimof thissocial mediacampaignistoincrease
consumerengagementwiththe brand&alsotoincrease awareness,whileatthe same time obtaining
potential newrecipesforsmoothies.Consumerswill be targetedoversocial mediawiththiscampaign
in an effort to get them to download our Innocent app. The tagline to be used is that of ‘Download
the app& make yourownsmoothie today!’(Seefigurebelow)&uponusersdoingso,theywillreceive
a unique barcode that theycan use to redeemone free smoothie of theirchoice froma participating
outlet.
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.
The giving away of free smoothies is going to be costly in the short term, but this element of the
campaign will be hugely beneficial in the long run as it gets consumers talking about the brand in a
positive light.Aswell asthis,the campaignwill increase the numbervisitstoInnocent’ssocial media
pages, broadcasting the idea of the app to a wider audience.
To increase the number of visits to Innocent’s social media pages & to get a wider audience to get
involved, we have also released a video to advertise the #InnocentHealth campaign & to further
represent the idea of health & performance regarding the new Innocent smoothies.
https://www.youtube.com/watch?v=X1yHdifHIDU
4.1.3ONLINEPR
Combining old techniqueswith the scope of digital can help Innocent to reach much larger, more
specificaudiencesthatare relevanttoour campaign.In terms of our online PRcampaignwe will use
an integrated approach combining both traditional & digital PR.
InfluencerOutreach: Social influencerswillbe usedinordertomake sure Innocentstaysrelevant,we
will utilise these influencers as brand ambassadors for our products.
Social MediaCampaigns:Oursocial mediacampaignswillhave customerinsight attheircore inorder
to ensure we are reaching& engagingwithourtargetaudience.Throughthe creationof hashtagsfor
the campaign (#InnocentHealth) we will be able to create a trackable metric that can help measure
the campaign’s success in terms of social mentions & engagement.
Audience Research & Insight: Throughout our campaign we will focus on understanding what our
audience wantstoshare & where we needtobe seenonlineinordertoreachthem.Thiswill thenbe
usedinourcampaignstrategiestoensure weare usingthe bestcombinationof paid,owned&earned
media to reach our audience.
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Content Marketing: By distributing relevant content to our target audience,customerswill become
more engagedwithour product, ensuringwe are fulfillingouraudiencesneed.The PRcampaignwill
ensure rich & interesting content is included in all videos, Facebook & Instagram posts used
throughout our campaign.
Customer Feedback/Complaints: Through the use of a customer feedback survey, we will identify
improvements&businessdecisionsinlinewithcustomer’sexpectations&needsinadditiontodealing
with complaints in relation to our products.
Measuring the Success of our Online PR:
● Google URLBuilder - usedtotag PRcampaignlinks,allowingustoget a view onbounce rate,
conversion rate, etc.
● Open site explorer - used to monitor Innocent’s Website backlink profile
● SharedCount - usedtogaugethe successof ourhits&contentonInnocent’ssocialmediasites.
4.1.4SOCIALMEDIA MARKETING
The social media platforms which we are going to utilise are Facebook & Instagram. This can be
attributed to the emergence of the phenomenon known as social media or consumer – generated
media (Mangold & Faulds, 2009). First, the social media platforms used will allow Innocent to open
communication channels between the organisation & consumers. Moreover, it is hoped that by
creatinginnovativecontentthatconsumerswill interact&talkto one anotherthroughthe medianof
social media. It is suggested that these platforms allow us shape consumer discussion in a positive
manner.Asdiscussedpreviously,toolslikeGoogleAnalyticswillgiveusaninsightintothe digitalhabits
of the consumer. Also, this insightful information will allow us to strategically plan the content &
interactions of the social media platforms.
As mentionedabove itis importantto shape the discussionwhichcan be achievedbyimplementing
the SMM framework(Mangold&Faulds,2009). The frameworkmaybe appliedtothe Innocentdrink
corporation as follows:
1. Consumers enjoy networking with individuals who have similar interests & desires.
Organisations such as Innocent can leverage this desire by creating groups of like – minded
people.Aspreviouslyoutlined,the campaignhopesthatconsumerswilluploadvideos,recipes
& imageseitherdirectlytothe Appor throughthe website.Whentheyhave done this,other
consumers can then interact with the online content. For example the health campaign will
attract individuals from the fitness industry.
2. Engaging withcustomers - Feedbackcomesinpositive,negative&suggestivemannerswhich
contribute to a sense of community. Throughout the campaign it is critical that there is a
feedbacksectionforour customers.This will notonly give an insightintothe brand but also
“Create Your Own” campaign.Thisfeedbackwill come inthe form of a votingsystemon the
website. Customers will be able to like, share & comment on their favourite prototypes &
supply a link to vote. Furthermore, it would be hoped that reply time be at one hour to an
hour & a half for customer engagement.
28. 27
3. Vital to our campaign is that we used both traditional & digital based promotional tools as
leverage. Consumers are more inclined to communicate both by word-of-mouth & social
media when there is engagement with the product.
4. For this campaign, we are creating a competition where the consumer themselves vote on
products created by other consumers. Muniz & Schau, (2007) reiterated the reason for
choosing such a strategy as he found that such online voting gives internet users a sense of
ownership & increased engagement.
5. Consumersare more likelytotalkaboutcompanies&productswhentheyfeel theyknow the
relevant information. Therefore, it is imperative for this campaign to display the nutritional
values of each smoothies created as well as the ones that are on the market already.
Additionally, providing information with regards to performance may also improve
engagement. For example “this smoothie provides 30 grams of carbohydrates… which will
support aerobic activity up to two hours”.
6. The framework also outlines that the social media marketing be outrageous as people talk
aboutthingsthatare different&outthere.Forexample, the LondontramtweetthatInnocent
sentoutwasabitdifferentfromamarketingperspective.Asalreadymentionedthiscampaign
is tryingto push the tone a little inthatit is hopedthat Innocentbecomesmore of a cheeky,
suave brand therefore more adult themed content may be published.
7. Providing exclusivity is another key strategy in the social media marketing campaign. The
campaign wished to empower customers by giving them the choice of what drink will go to
marketnext.Moreover,whatmakesit more exclusive isthatthe drinkrecipe will be created
by the consumer, for the consumer. Furthermore, by uploading the content they will feel as
thoughtheyare uniquelycontributingtothe processthemselves.We mayalsoinvolve social
influencersthatuselocal gymsforthe healthcampaign,whichwill createasenseof exclusivity
& brand loyalty (Mangold & Faulds, 2009).
8. Furthermore, consumers are likely to communicate positively about products when they
support the consumer’s desired self-image or the way in which they view themselves. This
highlights how Innocent will attempt to make a personal connection with the consumer by
providing a platform to share their ideas. The innocent campaign will create both word of
mouth & social media based communications. It will be important to create simple content
whichwill alsobe effective.See below foranexample captioned“Createyourtaste,improve
yourperformance”. Forexample,asmoothieislikelytobe bought,used&discussedonsocial
media if it is seen as “cool” “healthy” &“new” by a demographic which sees themselves as
health conscious & active.
29. 28
9. It is also important to support causes that are important to the customer. As mentioned
previously, innocent supports Age UK. A suggestion may be to highlight that when the
eventual winner of the “Create your own” is announced that a considerable (50%) will be
donated to the charity. Strategies like this create emotional attachments to brands for the
consumer. Images, such as below can be posted to social media sites & accompanied with
captions such as “Join the Big Knit & do your bit”.
30. 29
10. Storytelling - The storywe are tryingto conveyhere isthat Innocentdeliverfreshproduce all
the time.The storyshouldbeginwiththe organiclocal farmer& shouldendat the individual
consumingthe innocentdrinkwhetheritbe inthe gymor at home.Similarly,astorycouldbe
formed in which the consumer is creating a smoothie at home but then is somehow
transformed&bottledbyInnocent.A headlinemightbe “fromyourkitchentothe worlds”an
indicationthatthe product has beencreatedby the consumerfor the consumer. See below
for an example of an image which attempts to convey a story. Images like this may be
captioned on social media like “Every smoothie has its own story, what's yours?”
31. 30
4.1.5EMAILMARKETING
For the purpose of thiscampaign,the use of email will be partof a holisticapproachinan attemptto
educate Innocent’scontactsaboutthe campaign.Firstly,wewill integrateouremail list/databasewith
the inbound marketing software tool, Hubspot which will allow us to track & manage our email
marketing campaign. This will allow us to more clearly segment our target consumers & prospects
with the relevant emails. We will use two different email formats including:
- Dedicatedemail:usedtonotifyourtargetaudience aboutInnocent’s newoffers,reachingout
to our entire database of customers.
- Transactional email: Triggered emails will be identified througha user’s interaction with the
website & will be used to increase brand recognition & engagement,
A numberof keyincentiveswillbeusedtomaximise ouruseof anemailmarketingcampaignincluding:
- Deliverability rates: Regular maintenance of our email list will be done so we can remove
addresses of consumers that are no longer engaging with Innocent. A preference centre will
also be provided to give recipients the opportunity to update email addresses.
- Growing/retaining subscribers: Clear value proposition email will be sent to subscribers so
that theywill knowexactlywhattheyreceive fromsubscribingtoouremailsincludingspecial
offers, free merchandise & promotional material.
- Email for funnel optimisation: Lead nurturing will be used to allow us to send an email
newsletter to existing subscribers to Innocent, informing them of upcoming promotions or
campaigns.
In order to assess email marketing performance the following key metrics will be used:
- Bounce rate
- Delivery rate
33. 32
1) The customer journey begins with the consumer browsing on their social media sites & search
engines.
2) Through researching the potential customers, it would be hoped that content related to the
Innocent brand would appear to the targeted segmentation.
A. We understand that a portion of the customers will not interact with the content
therefore theirjourneyendsthere howeveritishopedthat theyhave learnedabout
the organisation & may sometime return to the brand
3) Next it is hoped that the customer visits the Innocent webpage as there will be links provided.
4) On enteringthe site the consumerwill hopefullynavigate towards“Create yourown” where they
then will be prompted to download the app.
34. 33
5) Consumer behaviour indicates that roughly only six apps are utilized by the public therefore it is
suggested that this app only run for a four month duration. On downloading, the consumer can
interact with content that has already been posted such as other recipes & photos
6) The next step would be the consumer creating their own recipe & entering the competition.
35. 34
4.2.2OPTIMISINGTHEAPP:
Screen 1:
Afterdownloadingthe app,the user
will be greetedwiththe home screen
of the Innocentappuponopening.The
userwill thenbe askedtoregisterand
thenloginusingtheirFacebook
account.
Screen 2:
Afterproceedingthroughthe loginpage
theywill thenbe metwiththe home page
of the app;as youcan see fromthe
renderedimage there are six options.
There are five buttonspresentthat
representfive of Innocent’sdrinksrecipes
that are currentlyonthe marketand the
sixthbuttonisthe one we want the userto
clickas it leadstothe Create Your Own!’
page of the app.
The three dots inthe top leftcornerof the
screenrepresentadropdownmenuthat a
usercan also selectwhichwillgive hima
varietyof optionstochoose from, including
that of the ‘Create YourOwn’smoothie
page.
36. 35
Screen 3:
Here we see the userhas selectedthe
dropdownmenuandhas beengiven
the followingoptions:
My Favourites
Create Your Own
Recipes
InnocentFoundation
About
Logout
The path we want the userto choose
isthat of the ‘Create Your Own’
buttonwhereupontheywill be
broughtto the nextscreento
formulate theirownsmoothierecipe.
Screen 4:
The user hasbeenbroughtto hisdestination
whichisthe ‘Create Your Own’page of the app.
Here we see the userhas the optionof selectinga
varietyof differentingredientsforhisown
personal recipe.The userhasselected
strawberries,banana,spinachandpineappleand
still hasroom leftinthe bottle toselecttwomore
ingredients.Aftercompletingthe creationof his
smoothie,he cansave and share itthrough the use
of the ‘check’buttoninthe top rightcorner of the
app screen.
37. 36
4.2.3PERSONALISATION
The app allowsuserstologinusingtheirFacebookaccount,&greetingthemwiththeirfirstname that
they use on the social media site upon proceeding to the home page. As well as this, they will each
have a section on the app that shows their saved recipes that they have created, with each recipe
havingaunique name createdbytheconsumer.The userwillhave theopportunitytoshare thisrecipe
with their friends on Facebook if they so wish, adding an element of individualityto each smoothie
that they have made.
4.2.4OPTIMISINGWEBSITE
Asmentionedpreviously,Innocentdrinkshaveastrongdigital presence therefore thereisnoneedto
alterthe existingwebsite'shomepagefunctionality.A suggestionthatwe have made isthat,Innocent
display one additional tab that will align with the current campaign. This tab would appear on the
website’shomepage &wouldbe titled“Create yourown”.Uponselection,the websitewouldprompt
the consumertodownloadthe appaswell asdisplayingcurrentrecipes,blogs&picturesuploadedby
Innocent’s customer base. Moreover, it’s vital that the app is consistent with the web page so
customers can view current recipes & vote on which they think is the best recipe. Furthermore, we
decidednottoincludethe optiontocreate asmoothieonthe websiteitselfaswe feltitwasimportant
consumers download the app.
Whenthe consumerhasnavigatedtothe page previouslymentionedtherewillbe adownloadoption
bothfor& android&iOSoperatingsystems.Moreover,there will be anoptiontoviewcurrentrecipes
that have beencreatedby customerson the app as well as healthblogswhichwill coincide withthe
#InnocentHealthcampaign.Thiswillbe achievedbyInnocentuploadingthe bestpicturesof customers
makingsmoothies,exercisingorof anyviablepictureonsocial mediathathasbeenaccompaniedwith
#InnocentHealth. Finally, there will be a competition section where the five best smoothies will be
displayed&consumerswill be givenachance to vote for theirfavourite whichwill eventuallybe put
38. 37
to market. Finally an option to share to Facebook will be available to the consumer which would
further enhance personalisation.
39. 38
4.3ENGAGE
4.3.1MEASURINGTHE CUSTOMER’S EXPERIENCE:
To measure customer’s experience withthe brand & the marketing campaign itself, we will use the
following metrics:
- Response times: Email responses will be sent to questioning consumers withinfour hours,
phone calls are to answered immediately & instant messages via Innocent’s social media
account must be replied to within the hour of being sent.
- Measurecustomer’s satisfaction aftereach interaction: Aftereachconsumerinteractionwith
Innocent,be itemail,instantmessagingoroverthe phone,we will give themthe opportunity
to rate their interaction on a scale of 1-5 stars which will allow us to monitor their personal
experience with the brand.
- Measure overall customer satisfaction: This will be measured by giving consumers the
opportunity to rate the overall campaign on the app. A variety of questions will be asked,
including:
- Did you find the app easy to use?
- Was the website mobile friendly?
- Did you find what you were looking for?
- If you had a query, was the response time to it satisfactory?
4.3.2USEOF BIG DATA ANALYTICS
It is understood that Innocent are alreadyutilising analytic toolswhich is evident in their analysis of
the London transport tweet. As Innocent is a global brand it is felt that they have adequate revenue
to utilise. For this campaign, we propose to use big data analytics to:
· Initially, define the ideal customer. Innocent can use the tools outlined below to see who is
searching Innocent products or even keywords associated with the brand. Additionally, it allows us
understandwhatsocial mediachannelstheyuse &eventhe buttonstheyclickon.Forthiscampaign,
it isimportantto considerthe consumerswhoare searchinghealth&performance relatedproducts.
· Optimise customerengagement:We hope thatthe datawill provideinsightstowhothe customers
are, their location & what they want. It will also give us an indication of how they would like to be
contact which is associated with personalisation & email marketing.
· Improve customer retention & loyalty: Big data will help us track this by monitoring customers
purchasing habits in stores. These systems can also track which incentives & promotions are
successful. Moreover, although we are dealing with digital marketing it is important to consider
traditional methods of collection such as in shop surveys.
· Real-timepersonalisation.We aimtouse acombinationof bigdata&machine learningalgorithms
which will enable us to personalise content to individuals in real time. Thispersonalisation may also
come in the form of finding & interacting with social influencers to help reach a greater audience.
· Improve content:We hope to analyse our publishedcontentintermsof like,shares,comments,
tweet & retweets. Additional customer analysis may consist of using heat maps so we understand
what content is most engaging to the consumer & will therefore determine the App & websites
functionality.
40. 39
Inorderto achieve these results,we needtoimplementthe appropriateanalytical tactics& software:
Google analytics:This will enable usto view the traffic& conversionsaboutour campaignas well as
where the visitorsare from.Identifywhatexactlypeopleare lookingforonthe website.Additionally,
it will provide a visual representation of where the consumeris clicking.Importantly,itwill highlight
what content is being engaged with & what is not being engaged with. These are some the many
process that can be performed using Google analytics.
Twitometer:Thiswill be usedinordertoidentifywhenthe consumeristalkingaboutInnocentaswell
as any wordsassociatedwiththe brand. Hootsuite will allow usto manage this more efficientlyasit
will recognise what consumers are tweeting & when we should tweet accordingly.
FacebookInsights:Will be of benefitasit will allow usview the viralityof contentpostedinterms of
likes, reach & if the consumer is talking about the innocent brand.
Firebase:Thisisessential toourcampaigninregardstothe app we propose tolaunchasthe software
will provide insight into app usage & engagement.
Brandwatch: We understand that Google can perform most of the process that Brandwatch can
howeverBrandwatchensuresthatthe contentfoundisworthlookingatwhereasGoogle maydisplay
unnecessaryresults.Brandwatchcanalsocreate asentimentanalysiswhichwillallowconsumerscast
opinions of the Innocent brand.
4.3.3CUSTOMER SERVICE& SUPPORT:
Negative impressions can be detrimental for a business, according to Ruby Newell-Legner, 91% of
customerswhohadabadcustomerexperiencewillnotwillinglydobusinesswithyourcompanyagain.
The oldsaying‘The customerisalwaysright’seemsasif ithasgone outthewindow&manybusinesses
have paid the price for thismistake.The customers are the reason Innocentissuccessful,&it’s their
duty to serve these customers to the best of its ability. The following points outline how we aim to
maximise Innocent’s customer service policies:
· Being Accessible – Customers must be able to contact the business over a variety of different
mediums, including over the phone & email, both of which will be available on Innocent’s website.
Consumers will also have the ability to contact Innocent via instant messenger over social media
(Facebook).
· Respondingin a TimelyManner - Offeringa24/7 customerservice helpline isunnecessary,however
Innocentwillhave adedicatedcustomerservice teamoperatingfrom8am-10pmeveryday.Thisteam
will have a mandate of replyingtocustomerqueries,complaints &general questionswithinanhour
of receiving them.
· ReconciliationofConflict– Dissatisfiedconsumerswill tell 9-15othersabouttheirnegative customer
experience so it’s imperative that all consumer conflicts are reconciled swiftly & appropriately so as
to avoid potential loss of consumers. As mentioned previously, ‘the customer is always right’.
41. 40
· Do WhatYouSay – If the customerservice teammakesacommitmenttocall,emailoransweraquery
within a certain time frame it’s vital that they follow up on it so as to avoid a loss of trust in the
brand/organisation.
4.3.4SOCIALCRM
The use of social CRM tools isimperative asit allowsusto monitorthe consumer’sviewsinorderto
build better & stronger relationships with them. We will be using the tool ‘Zoho.com’ to monitor
online consumer interaction with the brand; it will allow us to focus on social media conversations
that are connected to Innocent. The Social Tab on this tool automatically segments & notifies us of
postsfromourleads,prospects &customers whichwillallowustotrackconsumers’discussionsabout
the campaign, & to respondto theminreal-time.Respondingtocustomerqueriesisatop priorityof
this campaign to garner enough feedback to ensure its success.
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Anderson,D.(2016). The 4 Most ImportantCustomerExperience Metrics.[online] Iperceptions.com.
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Calzadilla, M., Nomikou, S., Koukoulakis, E., Sourdis, I.& Papakonstantinou, V. (n.d.). Innocent
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48. 47
APPENDIX D:SWOTANALYSISREVIEW
Strengths
Innocentsbiggeststrengthseemstobe the size of theirmarketshare whichcurrently stands at 80%
(IRI Infoscan 2009). The brand is seen as a friendly & ethical organisation which has improved the
company’s image & customer loyalty. Moreover, investments by Coca – Cola have allowed
considerabledistributionchannelstoopen& hascreatedawide range of products.These factorshave
granted them a globally recognisable image which is respected & may even be considered their
greateststrength.Interestingly,smoothiesare still inthe growth stage of product lifecycle therefore
there is still good scope within the market as well as line extension. In terms of digital marketing
Innocent has been prolific & has used social media especially well.
Weaknesses
One of the biggestweaknessesInnocentdrinkshave isthatthe price isrelativelyinflexible due tothe
highproductioncosts & sourcinglogistics,whichmakesreducingthe productioncosthighlyunlikely.
This has led to Innocent drinks having higher prices than competitors. Other weaknesses that were
identifiedincludethe specificity of theirtargetdemographic&the view thatInnocentdrinksare only
to be consumed in the morning.A major weakness identified was the fact that the organisation has
no functioning mobile application.
Opportunities
There are numerous opportunitiesfor Innocent drinks to take advantage of, including an evening
drinks campaign where the product can be mixed with alcohol to create cocktails. Innocent is
understoodtobe a healthyalternativebutthere seemstobe anopportunitytoreallysell thisideaof
Innocent contributing towards health & performance. This health promotion could easily be
associatedwiththe government'sfive adaypolicywhichcouldcreate interestinthe Innocentdrinks
promotion.Asmentionedpreviouslytheirdigital presenceisgoodbuta more personalizedapproach
may be proposed.One maystipulate thatthe greatestopportunityforInnocentisincreatinganapp.
Furthermore, Innocent have not been known to implement promotional strategies such as
competitions which may be important in the future.
Threats
Obviously,the biggestthreatscome inthe formof the competitorsoutlinedabove butespeciallyown
label brandssuchasthose producedbymajorsupermarkets.Thesebrandsare positioningthemselves
as lowcost alternatives,thusamajor threatto Innocent’spremiumpositionthatconsumersmaynot
be able to currently afford. If Innocent were to position themselves as a brand who could improve
sporting performance threats would come in the form of already recognised brands.
50. 49
APPENDIX F:OTHER CAMPAIGN IDEASFORINNOCENTBRAND
Thishas beenanotheridea
that wasput forwardto try
& bring about another
campaign that would co-
brand Innocent smoothies
withan alcoholicbrandfor
example Smirnoff to bring
about evening drinks and
turnthemintococktails.As
the majority of Innocents
consumers buy the
products in the morning
time, this idea tried
introduce Innocent
smoothiesintotheevening
lifestyle. In addition, the
ideawas to be launchedas
the other side of the coin
withthe #InnocentHealth.
