Campaign Idea, Duration and Placement
The campaign idea is to create a new product for illy. A way to connect with a different market through a popular beverage the “Espresso Martini” a non-alcoholic version or mix of the martini. We dubbed it the illyTini. illyTini provides a healthy caffeinated drink reminiscent of the espresso martini, a drink for the morning, mid-day and night. Creating community and inclusivity in a healthy way through mushroom adaptogens. The campaign will start now in October and last til the New Year, allowing for the new consumer group to be targeted in the holiday months, where there is more consumption of new products. The media will include fun graphics on the website of the product, blog posts and an ad emphasizing the positive message the product will send. The video ad will be used in various formats, a video in social media platforms and youtube shorts. Linking them to the video via YouTube. As well as placed during popular events on television such as movie marathons on ABC, romcom specials and other pop culture events that are shown on TV. Only when ratings are high will the ads be shown, otherwise it will be a more web advertisement and social media campaign.
Full Target Market Profile
Who is the illyTini consumer, what do they want, what do they need? The answer is simple, they need and want illyTini. When you are catching up with your girls at brunch after a wild night out, an energy boost in the middle of the day, or as a fun mix to begin your “wild night”. This product would be for those 21-35, who are well established or getting into the workforce, they have an income where they can afford to buy such products. For those who enjoy brunch, community and are on a slight health kick but still need the caffeine. The illyTini is an inclusive product made for the “girls, gays and they’s” focused on creating a community and experience whenever interacting with the product.
- Demographics:
- Age: 21-35 years old
- Income: Financially stable/ish
- Geographic location: Metropolitan areas US and UK
- Occupation: From corporate girlie to the artistic queen
- Education: undergrad
- Gender: Girls, Gays and Theys
- Psychographics:
- Lifestyle: Chaotic, busy and balanced. Enjoying the penchant of their youth while also being responsible. They follow their passions wherever it may take them. illyTini fits into their multifaceted life through its versatile application.
- Interests: Art, fashion, friends, family. Fun activities to do while in the city, ways to connect with others, the best new club or bar. Staying healthy by working out.
- Values: health and environmentally conscious of the products they use. Sense of community and inclusivity.
- Behavioral Traits:
- Habitual and benefits seeking. Part of the pick me ups at work and a fun drink on their nights out. They are likely to purchase it because of their preference for healthy options while still having fun and caffeine. By becoming part of their everyday or almost everyday illyTini aims to become a no brainer purchase for its consumers. Willing to invest in a quality espresso martini mixer, and become part of the TINI time experience illyTini offers.
Inspiration
The inspiration behind the campaign came from the creators of the project, the values we practice and the type of products we need in our lives. When thinking of a campaign for illy we found they marketed to the more sophisticated, educated, metropolitan consumer. We wanted to create a different version but still keeping within the illy brand. As a group that loves nights out, coffee, the general grind to reach our goals and creating a community for one another…..the illyTini was born. A trendy drink in recent months has become the espresso martini, what if there was a way to have that all the time, at any given moment of the day and it’s healthy for you. After discussing our target market, what their needs, wants and desires are we created the illiytini. illyTini is designed to be an experience, a break in your day, the gossip sessions with your besties and the building block to your go to drink. All this to create TINI time, an inclusive, health conscious, sustainable community for all. Those who want to start a book club, a group of friends to try listening bars, or a fellow coworker to take a break with at work. This product still connects with the original brand as it is sold to educated and metropolitan consumers. The main difference, illyTini is an inexpensive coffee mixer which can be found even in gas stations and most grocery stores.
Marketing Strategies and KPI’s
Through this campaign, we are launching the new product from illy… the illyTini. The idea is to have a holiday season drop as consumers are trying new things and it is a time for community.
- Website traffic: Creating marketing campaigns for the illyTini product site, by establishing a sense of community through thoughtful and helpful blog posts. Writing on the issues our consumers care about and bond over. Through, promoting local businesses, environmental events such as clothes swaps, helpful recipes and tips along with the creation of book clubs and other communities within the site. By initially having an engaging quiz on the site we hope to increase the click-thru rate, decrease the bounce rate and have a decent conversion rate. Inviting people to stay and become part of the illyTini experience, TINI time. Attracting our visitors via social media, ad placement in pop culture websites and creating a fun video ad. We aim to engage with our customers' feedback to create the product and experience they desire.
- Metrics: Insights and engagement on the website page
- Increase web traffic by 40% by New Years
- Achieve 25% of blog subscribers
- Create a conversion rate of 15% for those who visit the site
- Maintain a bounce rate under 40% through engaging content and graphics on the web page
- User retention rate of 75% by the end of the campaign
- Collect positive testimonials via the blog subscribers and post them to the page
- Video Ad: Posted via YouTube the ad will be linked to the website and create an easy avenue for purchasing the product. Through the relatability of the content, the hope is to engage the consumer and create a touchpoint of gossiping with their best friend. By having snippets of the video available on social media platforms this will create a bigger reach in terms of the target audience. Encouraging conversation, likes, comments and shares of a relatable instance, which is associated with illyTini.
- Achieve 100,000 views on the campaign
- Average view duration of 30 seconds
- Click thru rate of 3-5%
- Engagement rate of 5%
- Conversion rate of 2%
- Reach 500,00 viewers
- Ad completion rate of 70% or higher