Unit 17 : Digital Marketing
Learning Aim C : Develop a digital marketing campaign for a selected product
or brand
C.P6: Produce an outline for a digital marketing campaign that will create brand
loyalty for a new or existing product or brand
Overview
Company : Superdrug Stores PLC
New product : Weighted Blankets
Weighted blankets are throw-sized blankets filled with weighted materials such as plastic pellets, glass beads and
other materials. The blanket uses the principles of Deep pressure Stimulation and Deep touch pressure to improve
relaxation and create a calming effect. These blankets can come in different sizes and weights and are suitable for
adults and kids.
Features of weighted blanket: Machine washable, weights 5kg, dimensions are 48x78’’, BPA Free, Non-toxic, Tiny
round glass beads
The main benefits of a weighted blanket include pain relief, lessen anxiety, improve mood. However, medical studies
have also shown that weighted blankets have given positive results in treating different conditions such as Autism,
ADHD, restless leg syndrome, anxiety, insomnia and more.
Product Life Cycle
Product life cycle refers to the length of time a product is introduced to consumers until its removed from the
shelves. The cycle can be broken into four stages which are introduction, growth, maturity, and decline. An example
of the diagram can be seen below:
As the weighted blankets are a new addition to Superdrug’s collection, this product would be in the introduction
phase of the life cycle.
Objectives
, Main objective : Achieve 500 sales of the new weighted blankets throughout the campaign
Sub objective 1 : increase brand awareness and consumer engagement on social media platforms selected
( Instagram and LinkedIn)
These objectives are SMART objectives. They are specific as they clearly state the goal of the campaign. It is
measurable as we will be able to see how many people have signed up. This goal is achievable as we are not aiming
for an enormous number of new members. This goal is relevant as not only for the businesses growth but also as we
are in a pandemic and this product can greatly benefit a lot of people. This goal has a target date, this is so that are
reminded we have a deadline and can focus on achieving everything we need.
Marketing Platforms
For this campaign, the two chosen social media platforms are Instagram and LinkedIn. The name of the campaign will
be Sleepover party. This name is similar to Superdrug’s past campaigns and marketing posts, their most often used
buzz words are ‘ party, vibe, chill, fun’, the campaign names continue the company’s image of being inviting and fun
to their audience. The campaign name also relates to the product itself and it being a blanket that helps people sleep
better and other medical issues.
Platform 1 : Instagram
Facts about Instagram :
- Has over 1 billion of active monthly users
- 995 photos are uploaded every second
- 80% of Instagram accounts are for personal use
- Majority of Instagram users ( 33.1%) are aged between 25-34
- 60% of Instagram users, use the platform to find new products
- Instagram storis receive more than 500 million users daily
Features of Instagram:
- Post videos up to 60 seconds long
- Live stream/ Live video ( Followers get notified, can comment like or join the stream, video is gone after the
stream is ended)
- IGTV, can share videos up to 1 hour long
- Unlimited story additions, posts and videos last for 24 hours then disappears, direct message from these
stories
- In app shopping feature, users can now purchase an item easier if they see it in a video or post
- Ability to track the total number of views your content has
- Ability to hyperlink usernames or hashtags in your profile bio
- Ability to Gro-tag locations and content, consumers can find their most convenient location
We have chosen Instagram as our first marketing platform as it is a very popular platform with many useful features.
For example, the main features we plan to use include the story additions, this is so that we are able to post
announcements and promotional posts. We also plan to use the in app purchase features to encourage consumers
to purchase the weighted blanket sooner. These are just a few examples of how we plan to use the platform.
Platform 2: LinkedIn
Learning Aim C : Develop a digital marketing campaign for a selected product
or brand
C.P6: Produce an outline for a digital marketing campaign that will create brand
loyalty for a new or existing product or brand
Overview
Company : Superdrug Stores PLC
New product : Weighted Blankets
Weighted blankets are throw-sized blankets filled with weighted materials such as plastic pellets, glass beads and
other materials. The blanket uses the principles of Deep pressure Stimulation and Deep touch pressure to improve
relaxation and create a calming effect. These blankets can come in different sizes and weights and are suitable for
adults and kids.
Features of weighted blanket: Machine washable, weights 5kg, dimensions are 48x78’’, BPA Free, Non-toxic, Tiny
round glass beads
The main benefits of a weighted blanket include pain relief, lessen anxiety, improve mood. However, medical studies
have also shown that weighted blankets have given positive results in treating different conditions such as Autism,
ADHD, restless leg syndrome, anxiety, insomnia and more.
Product Life Cycle
Product life cycle refers to the length of time a product is introduced to consumers until its removed from the
shelves. The cycle can be broken into four stages which are introduction, growth, maturity, and decline. An example
of the diagram can be seen below:
As the weighted blankets are a new addition to Superdrug’s collection, this product would be in the introduction
phase of the life cycle.
Objectives
, Main objective : Achieve 500 sales of the new weighted blankets throughout the campaign
Sub objective 1 : increase brand awareness and consumer engagement on social media platforms selected
( Instagram and LinkedIn)
These objectives are SMART objectives. They are specific as they clearly state the goal of the campaign. It is
measurable as we will be able to see how many people have signed up. This goal is achievable as we are not aiming
for an enormous number of new members. This goal is relevant as not only for the businesses growth but also as we
are in a pandemic and this product can greatly benefit a lot of people. This goal has a target date, this is so that are
reminded we have a deadline and can focus on achieving everything we need.
Marketing Platforms
For this campaign, the two chosen social media platforms are Instagram and LinkedIn. The name of the campaign will
be Sleepover party. This name is similar to Superdrug’s past campaigns and marketing posts, their most often used
buzz words are ‘ party, vibe, chill, fun’, the campaign names continue the company’s image of being inviting and fun
to their audience. The campaign name also relates to the product itself and it being a blanket that helps people sleep
better and other medical issues.
Platform 1 : Instagram
Facts about Instagram :
- Has over 1 billion of active monthly users
- 995 photos are uploaded every second
- 80% of Instagram accounts are for personal use
- Majority of Instagram users ( 33.1%) are aged between 25-34
- 60% of Instagram users, use the platform to find new products
- Instagram storis receive more than 500 million users daily
Features of Instagram:
- Post videos up to 60 seconds long
- Live stream/ Live video ( Followers get notified, can comment like or join the stream, video is gone after the
stream is ended)
- IGTV, can share videos up to 1 hour long
- Unlimited story additions, posts and videos last for 24 hours then disappears, direct message from these
stories
- In app shopping feature, users can now purchase an item easier if they see it in a video or post
- Ability to track the total number of views your content has
- Ability to hyperlink usernames or hashtags in your profile bio
- Ability to Gro-tag locations and content, consumers can find their most convenient location
We have chosen Instagram as our first marketing platform as it is a very popular platform with many useful features.
For example, the main features we plan to use include the story additions, this is so that we are able to post
announcements and promotional posts. We also plan to use the in app purchase features to encourage consumers
to purchase the weighted blanket sooner. These are just a few examples of how we plan to use the platform.
Platform 2: LinkedIn
