Digital Marketing Campaign - Georgetown
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An integrated digital marketing campaign for Georgetown Cupcakes
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Digital Marketing Campaign - Georgetown
- 1. Georgetown Cupcakes Digital Marketing Strategy
- 3. • Company Overview • Industry Analysis • Customer Profile • Competitive Landscape • Digital Audit • SOV • Current Digital Strategy • Campaign Idea • Summary & Conclusion Overview
- 4. About Georgetown Cupcakes • Gourmet Cupcake Business • Launched in 2008 by two sisters • Distinguished by its DC origins • 6 locations in major cities • Credit success to quality ingredients and innovation • E-commerce site (1/3 of total revenue) • Strong brand equity “We really wanted to do one thing, and do it best in class”
- 5. Georgetown Cupcake’s Brand Equity • DC Cupcakes on TLC • Support local and national charitable organizations • Focus on women’s and children’s health issues • Corporate orders/catering • Worked with companies all over the country • Offer customized corporate logos “Operation Cupcake” Catered launch event for Elizabeth and James Fragrance
- 6. The Cupcake Business Total US Retail Sales of Baked Goods
- 7. The Cupcake Business 2014 US Sales Dessert Distribution 9% 16% 23% 52% In-store baked cakes/pies Shelf-stable cupcakes/brownies Shelf-stable cakes/pies Frozen refrigerated cakes/pies •Projecting sales $2.8 Billion for 2015 • 6.5% growth rate •Shelf-stable cupcakes/brownies strongest growth segment •34% from 2009 •By 2019, Mintel forecasts sales of $3.5 Billion, an increase of 37%. •Influencing factors: •Increased snacking occasion •Product convenience •Easy consumption
- 8. Emerging Trends Mood To Order “Moods matter - people are looking for ways to manage their emotional well being Indulgent category:1 in 5 consumers (19%) feel guilty after eating these treats BUT … the same 19% indicate that they eat these items to boost their mood Brands must focus on positive benefits to increase likelihood of consumption of these products (calming, energizing, etc)
- 9. Consumer Behaviors Research shows… • Females are 41% more likely to be heavy cupcake consumers • 18 to 34 years old • Mostly eaten as a dessert across ethnicities • Men tend to eat cupcakes as part of a meal rather than dessert
- 10. Consumer Behaviors Why do people eat cupcakes? Where do cupcakes place in personal consumption of baked goods?
- 11. Who Eats Georgetown Cupcakes? In the area vs. advent goers Go-to for indulgence Mood enhancer Young adults Value authenticity Purchasing more than a cupcake
- 12. Competitive Landscape Baked By MelissaMagnolia Bakery Sprinkles Cupcakes
- 13. Magnolia Bakery • Gourmet bakery • First store opened in the West Village in 1996 • 7 Locations across US • Strong Brand Equity Web Social
- 15. Social Media Engagement: • Average followers: 24 k • Product info • Recipes and links to blog • Catered Event photos • Extension of their website
- 16. Baked By Melissa • Launched in 2008 in New York Soho • Taste more flavors without guilt • Only offer cupcakes • 12 locations in NYC Web Social Display Mobile
- 17. Social Media • Average followers: 130 k • Content for production promotion • Creative/Humorous • Relevant/Relatable • UGC • #BBMmoment • Campaign promotion • Reposts Engagement:
- 19. Mobile App • Menu • Customize an order • Locations • Magic Cam • Shop Functions Early awareness 18% Consideration stage of purchase 22% Purchasing Stage 28% Maintaining customer loyalty 31% Role of Mobile Apps in Purchase Cycle
- 20. Sprinkles Cupcakes • Originated in Beverly Hills • Home of the Cupcake ATM • Offer “doggie cupcakes”along with a variety of baked goods • 17 locations across US Web Blog Social Mobile YouTube
- 21. Engagement: Social Media • Average followers: 260 k • Content for production promotion • Creative • Humorous • Relevant • UGC • #SprinklesMoment • Campaign promotion • Reposts
- 22. Mobile App Functions • Menu • List of locations • Games • Monthly Menu • Send a virtual cupcake
- 23. Share of Voice Social Mentions Strength 41% 12% 34% Passion 27% 52% 37% Reach 37% 8% 31% 54% 24% 22% Positive Sentiments Baked By Melissa Sprinkles Cupcakes Magnolia Bakery
- 24. Georgetown Cupcakes Digital Landscape Web Social Mobile
- 25. Social Media Engagement: • Average followers:240k • Product promotions • “Today’s FREE (not-on-menu) flavor” • In-store and catered event images • Charity outreach • Reposts
- 26. Pinterest • Grown to 20M unique visitors • 1 in 4 consumers report they spend more time on Pinterest • Attract consumers who do not interact with social media (23%)
- 27. Mobile Functions • Mobile Payment System • Rewards Card • List of Locations • Monthly Menu
- 28. Share of Voice Social Mention Positive Neutral negative 0 50 100 150 200 Sentiment: Reach 50% Passion 18% Strength 32% 0 15 30 45 60 Magnolia Baked by Melissa Sprinkles Georgetown Measure of “Passion”
- 30. #GCPawsforaCause
- 31. #GCPawsforaCause • Social Media Campaign (across Twitter, Instagram, Facebook) • Run during the summer season (12 weeks) • Consumers will receive free pet- friendly cupcake with every purchase (in-store and online) • Encourage consumers to show us how they spoil their pets with GC (UGC) • Align with Ian Somerhalder Foundation • Digital Component using the App
- 32. “build a relationship, to build trust, to build loyalty” Our Goal Is To….
- 33. Ian Somerhalder Foundation “Animal cruelty is one of the most unfortunate and barbaric demonstrations of human beings manipulating ill conceived notions of power over other species” -Ian Somerhalder
- 35. Why This Will Work • Feel good + Silly and humorous content • Consumers more willing to indulge their pets • Reliance on pets is hardwired in our brains • Humanization of pets spawned a lifestyle marketers are eager to exploit • Pet owners live a “pet lifestyle” • 62% of US households now own pets 0 0.15 0.3 0.45 0.6 Pet Owners Non Pet Owners 40.30% 58.40% Percentage of cupcakes consumed by pet owners vs. non- pet owners
- 36. Brands Generating Success with Pets • Pet ambassador for Virgin America • YouTube video series • Help promote airline’s new pet-friendly products and services • 16 Million Facebook Fans • Increased Virgin’s consumer engagement
- 37. Summary & Conclusion • Launch social media campaign to build brand loyalty • Up selling cupcakes to generate future sales • Exploit rising trends in humanization of pets • Increase consumer engagement/brand loyalty
- 38. Thank you!