Published on March 6, 2014
Digital Media Plan 21114547 21114547
User or Buyer?
The Consumer’s Digital Day - Ofcom Over half of their media and communications time is undertaken on a computer or mobile phone. 29% of their time with media is concurrent; the result is that they use more media and communications than any other age group, fitting 9 hours 32 minutes’ worth of activity into 6 hours 35 minutes. Over half their time on computers is spent communicating with other people, and they are more likely to use social networking (22% on social networking, 14% instant messaging and 14% emailing). This is the age group most likely to turn elsewhere for video content – scheduled TV made up 70% of all video activity. On Demand (non-linear) opportunities.
Mobile Marketing report - WARC ‘Digitally enhanced downtime’ Connected mobiles and tablets increase consumers’ ability to comment on TV content, or to track down information related to it, in real time. 50% of mobile traffic is video.
To launch a more regular female based product/product line To launch a product/product line at older men To boost marketing and re-launch the aftershave sector of the brand
‘To launch a more regular female based product/product line’ To successfully launch and continue to sell a female deodorant or deodorant range by close of 2018’ Lynx launches two new mass media campaigns annually, promoting new fragranced products. One campaign each year should feature female integration – five years running. Evaluation of success – if successful, Lynx should look to launch a full female range.
‘To launch a product/product line at older men’ To successfully launch and continue to sell a shampoo/shower gel product or range at an older male age group by close of 2016 The British population is ageing, Lynx need to target an older sector to ensure industry leader status. R+D into older males needs and marketing would be required. Deodorant sector is very competitive, one or two scents through shampoos. No brands specialise in older men’s shampoo. Lynx Effect would not be appropriate – creatives would need to devise a new theme.
‘To boost marketing and re-launch the aftershave sector of the brand’ To invest money into the aftershave area of the brand, re-launch these products and continuously sell to the current target audience by close of 2013 Lynx are weak in the aftershave sector, reviving this will lead to the ‘complete’ range. An immediate marketing campaign to launch Lynx aftershaves through television, outdoor & social media. Utilising the Lynx Effect. Financial backing is required to launch a successful media campaign. An annual performance review is necessary.
TA in Education Time Activity Media 7-9am Wake up, get ready and travel to education institution. Mobile – alarms, social media, weather, news Television – linear TV Outdoor Radio 9am-12noon School/college/ university classes or lectures Mobile – social media Tablet Computer/laptop Radio 12noon-2pm Lunch or travel home after morning classes. Travel in for afternoon lectures Mobile – social media Tablet Computer/laptop Outdoor Radio Newspapers/magazines 2-5pm Afternoon classes or work/relax at home Mobile – social media Tablet Computer/laptop Radio Television – linear and VoD 5-8 Travel home, relax and dinnertime Mobile – social media Tablet Radio Television – linear and VoD 8-12midnight Part time job, travel, going out, assignment work, relax Mobile Tablet Television linear and VoD Computer/laptop
TA in Employment Time Activity Media 7-9am Wake up, get ready and travel to work. Mobile Radio Newspapers/magazines Outdoor 9am-12noon Arrive at work and work through until lunch Computer/laptop Radio 12noon-2pm Lunchtime and local travel for food Mobile Tablet Outdoor 2-5pm Work through until end of the day Computer/laptop Radio 5-8 Travel home, relax and dinnertime Mobile Tablet Radio Television – linear and VoD 8-12midnight Part time job, travel, going out, assignment work, relax Mobile Tablet Television linear and VoD Computer/laptop
Television – 8 weeks varied ads On Demand television ads before user selected programmes
Date in campaign Media Activity Platforms Week 1-8 (Start of campaign) Television ads launch On Demand ads and website launch Television, computer/laptop, tablet, games console Week 2 Alarm app release via AppStore, Google PlayStore, Blackberry Store and Windows Store Mobile, Tablet Week 3-8 Social media – Youtube extended content, Facebook video and image content Mobile, Tablet, computer/laptop, Week 4 Game release via AppStore, Google PlayStore and Windows Store Mobile, Tablet, laptop Week 5-8 Digital ads via billboard and station poster QR codes Outdoor Week 6-8 Twitter - #Lynx release to introduce Lynx Aftershaves Mobile, Tablet, computer/laptop
Alarm app Alarm wakes person up and reminds them to use their Lynx, after showering and or before they leave the house. Facebook content Relative image releases coinciding with activities going on in the lives of the TA. Super bowl XLVII Valentine’s Day
Content - Situation People Timing Script Brand http://www.youtube.com/watch?v=1JVP7YtnC_Q&list=PLAE2C6223BAC14713
Alarm app and game downloads Facebook content likes and shares Alarm app and game reviews Video content views Twitter hashtags QR code hits
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