1. Low Calories Drink Campaign
Digital Marketing Plan
Xiaomeng Wu

2. Target Audience
• Age：20－50
• White Collar
• Urban area
• Medium to high income
• Mainly female and few male
• Health conscious
• On diet or care about calories

3. Campaign Goals
• Increase revenue by increasing the sales of low calorie drinks
• Increase the awareness of low calories drinks
• Attract new customers
• Increase customer loyalty
• Enlarge market share

4. Digital Marketing Plan
• Social Media Marketing
• Online TV Advertising
• Online Event Marketing
• Search Marketing

5. Key Message
• Special Deal: Buy One Low Calories Drink, Get the
Second One 50% off
• Share health and good taste with the one you love
• Same taste, less calories

6. Social Media Marketing
• Post low calories drinks’ Special Deal: Buy One
Low Calories Drink, Get the Second One 50%
off, on different social media
• Post low calories drinks pictures
• Start conversation and get customers’
involvement about the low calories drinks
• Increase followers, fans, likes and retwitte

7. Online TV Advertisement

8. Online Event Marketing
“My Favorite Low Calories Drink
Recipe” Pinterest Contest
• Create a pin board named “my favorite
low calories drink recipe”
• Twitte@Starbucks to enter the contest
• Winner will received Starbucks gold card
with 10 free low calories drinks

9. Search Marketing
Keywords:
Starbucks deal, low calories drink for less,
Starbucks 50% off
Sample Ad Copy:
Starbucks Special
Enjoy your low calories drink at Starbucks and
share the health taste with the one you love
Second drink low calories drink 50% off
Starbucks.com/deals

10. Budget
• Online TV advertisement: $2,000
• Google Adword: $3,500
• Other Promotional Tool Charge: $500
• Digital Agency Charge: $250/hr x 40 = $10,000
• Cost for buy one get second one 50% off promotion:
$10,000
Total: $26,000