2. Target Audience
Women ages 25-50
Educated beyond high school
Typically have children
Concerned about weight loss and healthy lifestyles
3. Key Performance Indicators
Overriding goal:
Increase sales within the Special K line
Social media
Facebook likes from 2.6 – 3 million
Twitter followers from 11.3K – 11.8K
Website
Traffic to the Special K section of Kellogg site
4. Big Idea
Theme of campaign:
Healthy living
Example ad:
An active woman
starting off her day by
eating a Special K
product
5. Tools & Tactics: Facebook & Twitter
• All of the posts on
Facebook and Twitter
would be focused around
the theme of the campaign
• Here consumers will find
tips for healthy living, as
well as information on
Special K products
• Responding to consumers
on these sites is crucial for
social media success
6. Tools & Tactics: Instagram
Here are some example pictures that would be posted on
Special K’s Instagram:
• All of these pictures are parallel to the
campaign
• They all communicate the importance
of healthy living, and that special K
products help you live a healthy life
7. Tools & Tactics: Internet Marketing
Blogging
Pay bloggers to write about Special K products
These bloggers’ focus would be on dieting and healthy living
Pay-Per-Click
This would drive consumers to the Special K website
SEO Research & Google Adwords
This would ensure that Special K would come up first on
Google when anyone searches anything breakfast related
8. Mobile
Mobile App
This app would help to target weight loss
Enter your weight and physical activity for the day, and the
app would tell you how many calories you burned
9. Budget
6 month campaign
Total spending: 65,000 per month
Search Engine Optimization: $5,000
Google Adwords: $5,000
Pay-Per-Click advertising: $25,000
Social media: $15,000
Blogging: $10,000
Mobile app: $5,000
10. Summary
By constructing a campaign focusing on healthy
living, Special K can increase sales
An increase in sales will be the result of effective
internet marketing
Social media
Bloggers
SEO Research
PPC Advertising
Google Adwords
Mobile App