This document outlines a strategy to engage millennials and drive sales of MMM Chocolate through digital experiences. It recommends focusing on millennials as influencers and speaking to them authentically. A mobile app and website would allow users to locate products, share experiences, and feel involved in the brand. If MMM Chocolate builds memorable digital interactions that facilitate sharing, it can increase awareness, loyalty, and sales through word-of-mouth among millennials.

2. the challenge u

3. Create an engaging digital experience to drive frequent
and memorable interaction with the MMM Chocolate®
brand and drive increased purchases.

4. the process u

5. 1 Identify Business Issues
2 Define Target Audiences
3 Assess the Landscape
4 Define Objectives
5 Formulate a Strategy
6 Define the Experience
7 Ensure Success

6. business issues u

7. Business Issues:
Measurable goals and objectives are critical.
MMM Chocolate is an impulse buy. Find ways to drive top-of-mind
awareness.
Increase brand loyalty.
Communicate key messages to the target audience clearly and in a
tone that they can identify with.
Find new ways for users to receive and share information with their
peers.
Previous campaigns have had weak results.
Pay-per-click advertising costs are increasing at a rate of 43% per
year. Identify ways to cut costs and generate more organic site traffic.

8. the target u

9. 20 It’s all about the user.

10. The Millennials
(all 28 Million of them)

11. I expect to be heard.
The Millennials

12. Being fake is worse
than being uncool.
The Millennials

13. I buy what my friends endorse.
The Millennials

14. the landscape u

15. Touch Points Influencers
digital friends
real
world Joss (Millennial)
Age: 23
Status: Single
Occupation: Student/DJ
Joss is a true modern millen-
nial. She is an art school stu-
dent by day and DJ by night.
other Friends, fashion, fun and other
her phone are her biggest
concerns. She is a modern
free spirit and does whatever
pleases her, regardless of
what others think.

16. objectives u

17. Business: Measurable goals and objectives
Drive awareness.
Increase loyalty.
Sell more product.

18. User: Emotional and rational wants/needs
Make it easy for me to find what I want.
Make it cool.
Make it easy to tell my friends.

19. Brand: Core values and brand objectives
Shift focus to millennials.
Project an image of guilt-free pleasure.
Differentiate from the competition.

20. the strategy u

21. visit engage share
How to Create Brand Loyalty

22. Brand
Awareness
I’m Telling
The Hunt
My Friends
(but I’m still not is on
sharing!)
Sweet
Satisfaction I Found It!
The MMM Chocolate Experience

23. social
buzz
networks
website
search
blogs mobile online
media
affiliates
offline
advertising
PR
POS
Consumer
Put the message in front of the consumer when/where they are most receptive to it.
(For this exercise I will focus on Website, Mobile and resulting Buzz.)
Distribution Channels

24. Business: Measurable goals and objectives
Drive awareness.
STRATEGY: Encourage buzz. Make it such
a cool experience, they just have to tell their
friends about MMM Chocolate.
Increase loyalty.
STRATEGY: Be authentic. Encourage users
to participate in adding content to the site.
Participation leads to affinity.
Sell more product.
STRATEGY: Give incentives (samples,
exclusives). Reward your most loyal customers.

25. User: Emotional and rational wants/needs
Make it easy for me to find what I want.
STRATEGY: Incorporate a mapping component,
show exactly where you can find the product,
and be quick about it. Mobile is ideal.
Make it cool.
STRATEGY: Make it feel like a video game.
Make it easy to tell my friends.
STRATEGY: Give easy access to sharing tools
via shortcuts to Facebook, Twitter, Feedly, etc.

26. Brand: Core values and brand objectives
Shift focus to millennials.
STRATEGY: Write copy in a tone they can relate
to, make it engaging, allow them to be a part of
the conversation.
Project an image of guilt-free pleasure.
STRATEGY: Encourage consumers to use the
site as a sort of online confessional.
Differentiate from the competition.
STRATEGY: Don’t mimic the competition, be
unique, make it memorable.

27. the experience u

28. *Images F.P.O.
Channel 1: Website Featuring user-submitted content uploaded from Flickr, YouTube and Facebook

30. “ChocAttack” Smart Phone App
A mashup of Google Maps/Google
Goggles, Channel Intelligence, Bazaar
Voice, and Facebook.
Channel 2: Smart Phone App

31. Start Screen: 2D Map View:
Remembers your Plots search results
previous location, or using Google Maps
enter a new location data. User ratings are
by city or zip. Product pulled from Bazaar
shots can be rotated Voice (user can submit
as new flavors are ratings either by the
available. phone app or the web
site). Stock is checked
real-time by Channel
Intelligence, and
displays what flavors
are available at that
location.
Channel 2: Smart Phone App

32. Live 3D Map View:
While on the street, the user
simply holds his phone up and hits
search. The app plots live search
results for that street using GPS
and real-time Google Goggles
3D Map data (where available)
or Google Street View (where
Goggle Goggles is not available).
Stock data is feed from Channel
Intelligence and the user clicks
the icons to show details and
what flavors are available at that
location.
Channel 2: Smart Phone App

33. Extras: Extras/Pairings:
Special offers or Serves up a series
exclusives available of recommended
only to MMM taste pairings for
customers. Mobile each of the 3 MMM
coupons could be co- flavor varieties.
sponsored by affiliate Pairing products
vendors. Recipes and could be paid affiliate
gift ideas could rotate placements - offering
out seasonally. Upload an opportunity to
your confession would generate additional
tie into YouTube, Flickr revenue.
and Facebook and
prompt you to share
with a friend.
Channel 2: Smart Phone App

34. ensuring success u

35. Successful Digital Experiences
Useful Usable Desirable Sustainable Social
Is there a reason Is it easy to use? Is it aesthetically Can it scale? Does it facilitate
to use it? pleasing? conversation?
Is it intuitive? Can it evolve?
Does it serve a Is it differentiated? Does it support
purpose? Is it accessible? Can it be sharing?
Is it memorable? maintained?
Does it satisfy Does it encourage
needs? community?
the basics taking it further
Users: Emotional and rational wants/needs
Business: Measurable goals and objectives
Brand: Core values and brand objectives

36. Summary
By shifting the focus of MMM Chocolate’s digital presence from
simply a destination to an interactive experience, there is an
opportunity to build brand loyalty – resulting in increased sales.
For this to be successful it is critical that MMM Chocolate
embrace the millennial, who is the primary influencer. Speak to
them in their terms. Let them be heard. Entertain them. Make
them feel excited about the brand. And most importantly, make it
memorable and buzz-worthy.
By building authentic consumer-focused digital experiences
and getting the message to consumers on their terms, you open
the door to 2-way communication and brand loyalty. Create an
emotional connection with your brand and your customers will
become your biggest advocates.

37. Presented by
CARLA FRANKE
Email: carla.franke@gmail.com
Phone: 513-961-1001
LinkedIn: http://www.linkedin.com/in/carlafranke
Twitter: http://www.twitter.com/pixelchic