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Bean boozled Communication Strategy

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Quan Nguyen
Quan Nguyen

The document discusses a marketing campaign for The Jelly Belly Company's Bean Boozled product. The campaign will target teenagers and young adults aged 18-21 in Hanoi, Danang, and Saigon with a budget of $80,000. The campaign will include strategic planning, creative practice, media planning, and execution components. The strategic planning will include background on the client, SWOT analysis, target segmentation, and objectives. The creative practice will develop a creative strategy, concept, moodboard, and TV commercial. The media plan will include online, outdoor, and event components. The campaign aims to increase brand recognition and position Bean Boozled as a viral trend among youth.

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The Jelly Belly Company BEAN BOOZLED
What do we do? Our client: The Jelly Belly Company Their product: Bean Boozled Its category: Confectionery Released from October 3rd to February 2nd Released at: Hanoi - Danang - Saigon Our budget: Estimated $80,000
#songao Agency Art Director Creative DirectorCFO Account Manager CopyWriter
What do we want to speak? PART 1 Strategic Planning Client Background SWOT Analysis Target Segmentation (SMART) Objectives Proposition PART 3 Media Planning Media Plan Media Flowchart PART 4 Execution IMC Tools Evaluation PART 2 Creative Practice Creative Strategy Creative Concept Moodboard - TVC
Strategic Planning Client Background SWOT Analysis Target Segmentation (SMART) Objectives Proposition PART ONE
CLIENT BACKGROUND History Mission Values Family business Family recipe 146 years & still running Product quality Delivery service Business ethics CSR Customer service ...create a reliable & enjoyable produce line
SWOT ANALYSIS Widely consumed Delicious flavours Unique theme STRENGTHs WEAKNESSesCrazy flavoursShort-term attraction Low price Easy to go viral OPPORTUNITies One timerNotorious trend THREATs
TARGET SEGMENTATION 18-21 Teenage Lovebirds Hanoi Danang SaigonMiddle Income SWEET TOOTHS Youthful Upbeat EXPERIMENTALIST TREND FOLLOWERS Community Act Romance LAUGHTER New Idea Money SavingFUN
(SMART) OBJECTIVES Communication objectives After the execution of this campaign, increase 30% of brand recognition. After 1 month, raise 43% of brand position as youthful, exploded of crazy experiences, a combination of happiness and daring mind. Action objectives After 1 month, 73% of the primary target public will consider Bean Boozled as a new viral trend. After 2 months, 35% of the number above will create Bean Boozled challenge video. After 3 months, 22% of the number above will have a thought of re-use the product, due to the act of engagement through our fanpage, our pinterest and other social media channels.
Unbox and expect the unexpected happiness adventures with your loved one PROPOSITION
Creative Practice Creative Strategy Creative Concept Moodboard TV Commercial PART two
CREATIVE STRATEGY CONSUMER-oriented Strategy Lifestyle: Youthful Attitude: Experimental Advertising Appeal Youth Appeal Turning Features to Benefits BRAND BEAN BOOZLED FEATURE CRAZY TASTES BENEFIT FUN IDEA OF DATING COPY At least we dont hide our terrified tastes
CREATIVE TECHNIQUES Demonstration: Show how the Bean Boozled challenge can be a fun idea of dating for a couple. Metaphor The opposite tastes of each jelly pairs are like the ups and downs in a relationship. You will have all eventually, but what matters is that you try them together and learn the fun afterwards. Emotional Transformatioin Awkward, boring to fun, joyful and beyond happy
MOODBOARD
MOODBOARD
TV COMMERCIAL
Media Planning Media Plan Media Flowchart IMC Tools Evaluation PART thREE
Our process is easy PHASE ONE PHASE TWO PHASE THREE Seeding / Adverbs Online Banners OOH Billboards Sample Usage Bean Boozled Challenge Advertorial TV Commercial Promo Events TV Commercial WiFi marketing
Media Flowchart
EXECUTION IMC Tools Evaluation PART FOUR
SALES PROMOTION PUBLIC RELATIONS ADVERTISING DIRECT MARKETING POINT-OF -PURCHASE Voucher 20% for 1 SHARE Seeding Advertorials Adverbs Wifi Marketing
Website traffic and response to forum post Facebook (Plugin Social Media Metrics tool), pinterest (Reachli tool), twitter (retweet rank) engagement Hot topic (Top on first page) on Search Engine (Share this tool) Youtube insight Bounce rate Conversion towards sale
REFERENCE Jelly Belly (n.a.), Company History, viewed on August 22nd 2015, http://www.jellybelly.com/company-history Jelly Belly (n.a.), Mission Statement, viewed on August 22nd 2015, http://www.jellybelly.com/mission-statement Jelly Belly (n.a.), Faces of Bean Boozled contest, Bean Boozled, viewed on August 22nd 2015, https://contest.beanboozled.com/en-us/Enter Amazon (n.a.), Jelly Belly Bean Boozled Third Edition, Customer Review, viewed on August 22nd 2015, http://www.amazon.com/Jelly-BeanBoozled-Edition-Flavors-Stinky/product-reviews/B00EWTB8FQ Greenwood, V. (2010), Sweet Memories: How Jelly Belly invents Flavours, The Atlantic, viewed on August 22nd 2015, http://www.theatlantic.com/health/archive/2010/08/sweet-memories-how-jelly-belly-invents-flavors/61477/ Duty Calculator (n.a.), Import Duty rate for Importing Bean Boozled from United States to Portugal, viewed on August 22nd 2015, http://www.dutycalculator.com/dc/192489793/food-drinks/sweets-snacks- confectionery/sweet-candy/import-duty-rate-for-importing-bean-boozled-from-united-states-to-portugal-is-9/
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Bean boozled Communication Strategy

  • 1. The Jelly Belly Company BEAN BOOZLED
  • 2. What do we do? Our client: The Jelly Belly Company Their product: Bean Boozled Its category: Confectionery Released from October 3rd to February 2nd Released at: Hanoi - Danang - Saigon Our budget: Estimated $80,000
  • 3. #songao Agency Art Director Creative DirectorCFO Account Manager CopyWriter
  • 4. What do we want to speak? PART 1 Strategic Planning Client Background SWOT Analysis Target Segmentation (SMART) Objectives Proposition PART 3 Media Planning Media Plan Media Flowchart PART 4 Execution IMC Tools Evaluation PART 2 Creative Practice Creative Strategy Creative Concept Moodboard - TVC
  • 5. Strategic Planning Client Background SWOT Analysis Target Segmentation (SMART) Objectives Proposition PART ONE
  • 6. CLIENT BACKGROUND History Mission Values Family business Family recipe 146 years & still running Product quality Delivery service Business ethics CSR Customer service ...create a reliable & enjoyable produce line
  • 8. TARGET SEGMENTATION 18-21 Teenage Lovebirds Hanoi Danang SaigonMiddle Income SWEET TOOTHS Youthful Upbeat EXPERIMENTALIST TREND FOLLOWERS Community Act Romance LAUGHTER New Idea Money SavingFUN
  • 9. (SMART) OBJECTIVES Communication objectives After the execution of this campaign, increase 30% of brand recognition. After 1 month, raise 43% of brand position as youthful, exploded of crazy experiences, a combination of happiness and daring mind. Action objectives After 1 month, 73% of the primary target public will consider Bean Boozled as a new viral trend. After 2 months, 35% of the number above will create Bean Boozled challenge video. After 3 months, 22% of the number above will have a thought of re-use the product, due to the act of engagement through our fanpage, our pinterest and other social media channels.
  • 10. Unbox and expect the unexpected happiness adventures with your loved one PROPOSITION
  • 11. Creative Practice Creative Strategy Creative Concept Moodboard TV Commercial PART two
  • 12. CREATIVE STRATEGY CONSUMER-oriented Strategy Lifestyle: Youthful Attitude: Experimental Advertising Appeal Youth Appeal Turning Features to Benefits BRAND BEAN BOOZLED FEATURE CRAZY TASTES BENEFIT FUN IDEA OF DATING COPY At least we dont hide our terrified tastes
  • 13. CREATIVE TECHNIQUES Demonstration: Show how the Bean Boozled challenge can be a fun idea of dating for a couple. Metaphor The opposite tastes of each jelly pairs are like the ups and downs in a relationship. You will have all eventually, but what matters is that you try them together and learn the fun afterwards. Emotional Transformatioin Awkward, boring to fun, joyful and beyond happy
  • 17. Media Planning Media Plan Media Flowchart IMC Tools Evaluation PART thREE
  • 18. Our process is easy PHASE ONE PHASE TWO PHASE THREE Seeding / Adverbs Online Banners OOH Billboards Sample Usage Bean Boozled Challenge Advertorial TV Commercial Promo Events TV Commercial WiFi marketing
  • 20. EXECUTION IMC Tools Evaluation PART FOUR
  • 22. Website traffic and response to forum post Facebook (Plugin Social Media Metrics tool), pinterest (Reachli tool), twitter (retweet rank) engagement Hot topic (Top on first page) on Search Engine (Share this tool) Youtube insight Bounce rate Conversion towards sale
  • 23. REFERENCE Jelly Belly (n.a.), Company History, viewed on August 22nd 2015, http://www.jellybelly.com/company-history Jelly Belly (n.a.), Mission Statement, viewed on August 22nd 2015, http://www.jellybelly.com/mission-statement Jelly Belly (n.a.), Faces of Bean Boozled contest, Bean Boozled, viewed on August 22nd 2015, https://contest.beanboozled.com/en-us/Enter Amazon (n.a.), Jelly Belly Bean Boozled Third Edition, Customer Review, viewed on August 22nd 2015, http://www.amazon.com/Jelly-BeanBoozled-Edition-Flavors-Stinky/product-reviews/B00EWTB8FQ Greenwood, V. (2010), Sweet Memories: How Jelly Belly invents Flavours, The Atlantic, viewed on August 22nd 2015, http://www.theatlantic.com/health/archive/2010/08/sweet-memories-how-jelly-belly-invents-flavors/61477/ Duty Calculator (n.a.), Import Duty rate for Importing Bean Boozled from United States to Portugal, viewed on August 22nd 2015, http://www.dutycalculator.com/dc/192489793/food-drinks/sweets-snacks- confectionery/sweet-candy/import-duty-rate-for-importing-bean-boozled-from-united-states-to-portugal-is-9/
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