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LUNA

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by

Nina Mattiasson

on 3 September 2014

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Transcript of LUNA

THE LUNA CAMPAIGN 2014-2015
S.W.O.T
Strength
- First bar for women
- Owned by Cliff Bar

Weakness
- No recognized online campaigns
- Targeting women but has men as customers too
Business Objective
What do we want to achieve?
“Today’s time-strapped woman who flies from job to personal tasks,”

18-34 years old, income around $150,000/ year
Don’t have a family on their own and are highly educated.

- Is on Facebook,Twitter and Instagram
- Talks about fitness, sports and family
Conclusion
Are reaching the right audience

Stay as the number 1 on the market for bars for women
More people to participate in LUNA chix
Have more engagement on social media
Be a lifestyle brand
Communication objectives
Current audience to interact more with each other
Share with others on social media
People to talk about Luna Bar as the only bar for women
Get more awareness about LUNA events

We want our:
LUNA
Which will lead to:
Positive responses on the new app campaign from at least 10 000 followers on Facebook and Twitter
Get 100 000 new followers on Twitter and 150 000 on Facebook
Have more clicks on our website to the charity site and buy online button

By doing what?
1.
Facebook
2 way communication
Nutrition advices
Share Luna events
Link to other social media channels
Promote "LUNA run"
Competitions

2.
Twitter
Hashtags about events
Hashtags about "Luna run"
Direct communication with followers
Inform about upcoming events
Inform about competitions and campaigns

3.
Instagram
Post pictures from events
Promote "LUNA run"
Encourage people to share pictures
Inform about competitions and campaigns

4.
Website
Promote "LUNA run"
Promote community site
Inform about competition and campaigns
Link to blogs
Calendar
October:

Cooperation with bloggers and athletes- introduce the "work out plan"
Updates on Twitter, Instagram and blogs


November-
Introduce LUNA's community site on all social media channels


December:
January:
"Work out plan"
Promote LUNA event
Competition - Best back on track recipe
February-

Luna event
Work out plan
Promoting LUNA event
and LUNA run party
March:
April:
End of the "work out plan"
Luna event for the "work out plan followers"
LUNA run party for the " work out plan followers"
Encourage people to share pictures on Facebook
May:
June-
July:
August:
September:
Best summer workout competition- Instagram
Work shop
Hashtag campaign to raise awareness about our charity work. #Lunawoman #Lunaaware

Luna event -
My new running partner- campaign
ROI
LUNA's story
Share your passion with others
Campaigns as "The work out plan"
Selected bloggers introduce a work out plan to follow for 6 months
- Nutrition plans, work out plans with PT
- Participates in LUNA events
Competitions as : "Best back in track recipes" and "Best summer workout tips"
Work shops
Who is the target?
Influences
Friends

Athletes

Fitness bloggers


And also by...
Community site

Encourage to share, like and comment on social media

Collaborate with influences

Campaigns in store
Launch LUNA run
Promotion on Social media
Success stories from "work out plan" on Facebook
Promote LUNA run
PT takes over LUNA's Facebook, Instagram and Twitter - Nutrition and work out campaign
But
Need more engagement on social media


Which will lead to
Increased-,
Better knowledge about -and
Better relationship with the audience
More engagement in LUNA chix
Opportunities
- Bigger market space
- Commitment to various organizations

Threats
- New bars for only women
- Too many bars on the market

Media channels
214,159
Today
Followers
Estimated organic reach for a status update (16%)
34,265
Number of anticipated click- throughs (1% CTR)
342.65
Number of landing page conversations (2%)
6.8
Followers
Estimated organic reach for a status update (16%)
Number of anticipated click- throughs (1% CTR)
Number of landing page conversations (2%)
Vision
364,159
58,265
582.6
11.6
Full transcript