Knowcrunch graduates of the Professional Diploma in Digital & Social Media in Athens (September '21), worked for three months and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2SE4EFl

1. SCANDAL
Digital Marketing
Strategy
December 4th, 2021

2. Communication pillars:
Για την πείνα, την δίψα, το ταξίδι, δροσερό, απολαυστικό,
οικονομικό, ατελείωτο, σκανδαλώδες νόστιμο.
Marketing objective:
Awareness για τις διαφορετικές γεύσεις του Scandal.
Landing page: https://www.sharehappy.gr/brands/scandal.html
2
Schedule: Μάιος – Σεπτέμβριος 2022.
Media spending budget: €300.000.
Project Brief

3. Buyer Persona
● Ζευγάρια & Οικογένειες
● Ηλικία: 25-44 ετών
● Χώρα κατοικίας: Ελλάδα
● Τους αρέσει να τρώνε παγωτό:
○ Σε βόλτες, εκδρομές, ταξίδια ή
διακοπές.
○ Ως επιδόρπιο.
○ Στο σπίτι παρακολουθώντας μια ταινία
ή σε συναθροίσεις με φιλικά ζευγάρια
ή οικογένειες.
3

4. 4
Nirvana Scandal
Ιδιοκτήτης FRONERI EVGA - ALGIDA
Γεύσεις παγωτού 6 7
Είδη παγωτού
κυπελλάκι
(175ml, 470ml, 850ml)
κυπελλάκι (140ml, 750ml)
χωνάκι
sandwich
Facebook Page
✔ NIRVANA Greece
(~ 55.000 likes)
✖ ΕΒΓΑ παγωτά
( ~ 61.000 likes)
Instagram Page
✔ nirvana_icecream
(~ 3.000 followers)
✖ evgaicecreams
(~ 500 followers)
Youtube Page ✖ ✖
Competition

5. 5
Digital Marketing Strategy
/ Media Selection

6. 6
#EmbraceDiversity
Creative Concept

7. 7
Creative Concept /
Creative Concept funnel
#EmbraceDiversity
#EmbraceDiversity
Digital Marketing Strategies

8. 8
Digital Marketing Strategy /
Awareness Campaign
#EmbraceDiversity

9. 9
Digital Marketing Strategy /
Awareness Campaign
#EmbraceDiversity
#ΕmbraceDiversity #ΕmbraceDiversity
#EmbraceDiversity
#EmbraceDiversity

10. 10
#EmbraceDiversity
Digital Marketing Strategy /
Branded Communication
#ΕmbraceDiversity

11. 11
Digital Marketing Strategy /
Content Marketing
#ΕmbraceDiversity
#ΕmbraceDiversity
#ΕmbraceDiversity
#EmbraceDiversity

12. 12
Digital Marketing Strategy /
Social Media Marketing
#ΕmbraceDiversity
#EmbraceDiversity

13. 13
Social Listening για να αξιοποιήσουμε τυχόν
ευκαιρίες για Live Marketing
Digital Marketing Strategy / Tactics
#EmbraceDiversity

14. 14
danai_barka ckontova tsapatakis_a hercules0
annabalan__
196k followers
98k followers
(TikTok)
88.5k followers
126k followers
267k followers
Digital Marketing Strategy /
Influencer Diversity
#EmbraceDiversity

15. 15
#EmbraceDiversity
Digital Marketing Strategy /
Influencer Diversity

16. 16
2
Content / Social
Media
Marketing
1
#EmbraceDiversity
3
Paid Content
Marketing
6
Optimization
Action Plan / Timeline
4
Remarketing /
Brand Awareness
5
Awareness Campaign /
Influencers /
Content /
Social Media Marketing
#EmbraceDiversity
1-15 May 16-19 May 20 May - 30 September

17. 17
Media Channel Ad Objective Start Date End Date
Estimated
Result
Metric
Unit
Unit Cost Total Cost
Google Display Awareness 1/5/2022 30/9/2022 107M vCPM 0.42€ 45,000 €
Facebook / Instagram Awareness 1/5/2022 30/9/2022 97M vCPM 0.67€ 65,000 €
YouTube (non-skippable) Awareness 1/5/2022 30/9/2022 7.8M CPM 4.50 € 35,000 €
YouTube (skippable) Awareness 15/5/2022 15/9/2022 1.8M CPV 0.03€ 55,000 €
Premium Display / Mobile in
Screen
Awareness 4/7/2022 4/9/2022 312k CPV 0.08€ 25,000 €
Premium Display 300x250 Awareness 1/6/2022 31/7/2022 5.5M CPM 4.50€ 25,000 €
Premium Display 300x600 Awareness 1/6/2022 30/7/2022 3.3M CPM 6.00€ 20,000 €
Influencers Awareness 1/5/2022 21/8/2022 600k CPE 0.05€ 30,000 €
Total 300.000 €
Advertising Media Plan
#EmbraceDiversity

18. 18
Advertising Budget Summary
Production costs 35.600€
Management fees 32.000€
Ads media spending 300.000€
Total 367.600€ Estimated awareness
Viewable impressions 204M
Impressions 16,6M
Views 2,1M
#EmbraceDiversity

19. “
Don’t live in an utopia.
Grow your business with
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20. Thank you!
Any questions?
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