A project on creating an Analysis plan and Social Media Execution Proposal for CharBroil Grills.
This project was separated into two, the analysis plan and social media execution.
I had different teammates for both parts of the project
This project was separated into two, the analysis plan and social media execution.
I had different teammates for both parts of the project
Analysis Plan of Initial Draft (PORTION)
Target Audience Profile
Female young professionals ages 27-35, who are first time home buyers that purchased their new home in the suburbs of a city within the past six months, will be the target of our campaign. “Young professional” refers to single women, in this case, who are at least 3-5 years out of college and have stable jobs. These motivated, self-sufficient women have busy, fast-paced lifestyles and cherish the opportunity to socialize with friends after a long day at work. They are very excited to decorate and personalize their new house to make it feel more like home, though they are more conscious of how much money they’re spending due to the increase in expenses they face with their new house.
Competitive Framework
The market for grills is quite extensive with brands having a multitude of models that have a wide range of pricing. Char-Broil fits within this competitive market vying with other well-known brands such as Weber, Broil King, Lynx, KitchenAid, Kenmore, and many more.
With consideration to alternatives like George Foreman grills, which do not fit our target’s needs, and expensive takeout options, our campaign will focus on budget-friendly brands that will be well within the price range of our first-time homebuyer. Char-Broil will outshine these other brands of grills with regard to its reputation, quality, and durability while remaining within the price range of the budget category of grills. We feel Char-Broil’s quality at a reasonable price will give them the advantage in the mind of the independent, busy first-time homebuyer, who would love to host social occasions with a grill, but does not currently believe she has the means to afford one.
Strategy Summary
Strategy/Brand positioning statement
Ads will convey to social, young professional women 27-35, who currently do not believe they can afford a grill, that Char-Broil grills have a luxury look and performance with a budget-friendly price.
Ads will convey to social, young professional women 27-35, who currently do not believe they can afford a grill, that Char-Broil grills have a luxury look and performance with a budget-friendly price.
Supporting Evidence
Char-Broil ranked highly among customers regarding the grill’s performance, ease of use, and appearance. They have a wide variety of models that come equipped with two to six stainless steel burners, electric igniter, and many more features within the price range of $200 to $499.
Char-Broil ranked highly among customers regarding the grill’s performance, ease of use, and appearance. They have a wide variety of models that come equipped with two to six stainless steel burners, electric igniter, and many more features within the price range of $200 to $499.
Advertising Tone of Voice
To showcase this insight to our social, busy, and budget-conscious 27-35 year old female target, ads will present this message in a fun, motivating, adventurous style.
To showcase this insight to our social, busy, and budget-conscious 27-35 year old female target, ads will present this message in a fun, motivating, adventurous style.
SOCIAL MEDIA EXECUTION (PORTION)
Promise Statement
Ads will convey to single, young, aged 25-34, professional females who have purchased their own houses within the past 6 months. Ads will give the message that Char-broil offers high-quality grills at a lower price compared to the higher priced Weber, which the target has a negative perception of. Char-Broil is a perfect “starter” grill that will accompany their new life stage.
Ads will convey to single, young, aged 25-34, professional females who have purchased their own houses within the past 6 months. Ads will give the message that Char-broil offers high-quality grills at a lower price compared to the higher priced Weber, which the target has a negative perception of. Char-Broil is a perfect “starter” grill that will accompany their new life stage.
Overall Campaign/Brand Statement
The Perfect Grill For You
The Perfect Grill For You
Execution Title/Social Campaign Name
Grill Up Your Backyard
Grill Up Your Backyard
Social Media Channels
Youtube and Instagram
Youtube and Instagram
Youtube Execution
We will contact 20 YouTubers who upload videos about backyard or outdoor decorating. Our target audience are single female, ages 25-34. They have a stable, professional job and have just bought a new home in a suburban neighborhood. They have finished most of their interior designs but have not designed nor cleaned up their backyard. Thus, our target audience are likely to watch their videos since they will be interested in decorating their ugly backyards. In order to reach out to our target, we will hire these kind of YouTubers with the most viewership and subscribers.
To get the YouTubers to promote the contest, we will provide free Char-Broil grills to all 20 YouTubers. After they use free Char-Broil grills, they will make a short video of their liking but needs to include footage of them going to Lowe’s (which we/Char-Broil partnered with) on the day of the launch for the promotion of the Char-Broil grills contest. Each influencer will include footage of themselves at the cardboard displays.
Instagram Execution
We will partner with Lowe’s, which is user-friendly and welcoming to our target who has just started to act out her passion for decorating her house. Even though Home Depot is more popular, the target doesn’t enjoy the daunting, warehouse feel to Home Depot and favors Lowe’s. Lowe’s also has 5,000 more followers on instagram than Home Depot. Thus, our target can easily see and buy Char-Broil grills if they visit Lowe’s. Thus, Lowe’s is a suitable partner for our target and execution.
This contest will run on Instagram. The target will watch the Youtubers’ videos and learn about the contest and what Char-Broil grills are. All Lowe’s in the U.S. will display Char Broil grills with Lowe’s & Char-Broil grill cardboard in the grills section of the store. If our target go to Lowe’s, they can easily recognize what event is being held. The cardboard cutout and display wall will be a fun addition to the target’s visit to Lowe’s and further create understanding and awareness of Char-Broil grills at Lowe’s. At Lowe’s, the target will purchase a Char-Broil grill. Afterwards, they have to take a picture of their ugly backyard with the Char-Broil grill they purchased. They must also make a video of their ugly backyard with the grill and talk about how great their ugly backyard will look once renovated.
Below (respectively): mockups for Instagram, Physical Event, and YouTube
