Stride Digital Strategy
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Stride Gum aims to target teenagers and young adults through an edgy digital strategy focused on social media, interactive marketing, and mobile apps. The strategy seeks to position Stride as a product that enables new experiences through absurd and comical advertising featuring Shaun White. Key goals are to increase social media followers on Facebook, Twitter, and Instagram, and drive more unique users to engage with Stride's rebellious brand message of redefining possibility through an increased $25 million marketing budget.
![Target Audience
? Teenagers and
young adults [13-
24]
? Stride is a newer
and edgier product](https://image.slidesharecdn.com/stridefinal-140407194506-phpapp02/85/Stride-Digital-Strategy-2-320.jpg)
Stride Digital Strategy
- 1. Stride Gum Digital Strategy Emer Smith
- 2. Target Audience ? Teenagers and young adults [13- 24] ? Stride is a newer and edgier product
- 3. BIG Idea ? Common and useful product ? ¡°Redefine the limits of possibility¡± ? Absurd & comical advertising ? Shaun White
- 4. Tools & Tactics ? Social Media ? Interactive Marketing ? Video Game ? Internet and Radio ? Go Mobile
- 5. Tools & Tactics cont. ? SEO to stand out ? Google Adwords for searches like: ? Gum ? Adventure ? New experiences ? Possibility
- 6. Increase Followers ? Facebook: 3.1m-3.5m ? Twitter: 26.1K ¨C 29K ? Instagram: 5,000 ? More unique users
- 7. Budget ? Increase Advertising/Marketing budget to $25 million ? $1.5m social media ? $2m videos ? $2m SEO ? $1m app ? $18.5m traditional media
- 8. KPIs ? Devise a plan ? Increase followers ? Instagram ? Twitter ? Facebook ? YouTube
- 9. Summary ? Consumer Wants ? Separate from status quo ? Improve sales ? Successfully communicate brand
- 10. ¡°A chewing gum that redefines the limits of possibility. Again.¡±