Content Marketing Campaign

Campaign For: Starbucks

Idea: Starbucks have the mobile application on which the users can order for coffee and pick up at store. As per our campaign idea, Starbucks mobile app Users will be given free coffee worth $5 on installing Starbucks application (Welcome bonus points) and the 15-20% discount offer when they order and pay through the mobile application on regular basis depending on their usage. Users earn points on every purchase that can be later used for further purchases.

Who is the Audience?

The youth and the individuals working on various jobs are the targeted audience as they are the ones who use the mobile applications more often.

Goals:

The major goal is to boost the use of app and increase the amount of total sales. All the social media tools will be used to engage the consumers to attract to this campaign. Click a link, and increasing follwers by a considerable number will be the goal.

When to Launch?

This campaign will be launched in the spring season. New season provides a perfect opportunity for the start of a new campaign.

Social Strategy:

This campaign will be promoted using all major social media channels including Facebook, Twitter and Instagram.  This campaign will also be promoted on blogger so that the people looking for related stuff can be lead to our blog through the use of good search engine optimization. Attractive images will be used on social media to give more visual appeal to the campaign promotions.

How to Attract, acquire and engage new consumers:

To attract new customer’s social media campaigns will be run notifying the new and existing customers about the campaign. Details will be provided to convince the users about the campaign and make them aware about the benefits.  Now once the customers are acquired, Point reward system on each purchase will keep the mobile app users engaged with regular purchases and usage. Social media channels will attract feedback and replies will be given in a timely manner to keep the new and existing consumers in touch with campaign.

Tim Hortons Fan Pages

Tim Hortons:

Facebook:

There are many unofficial Tim Hortons coffee Facebook pages for their readers where they post and share video, images and also review about the brand. The Tim Horton Coffee shop is one of the best fan page on Facebook. It has 2335 likes. This page also shows the fan of Tim Hortons post their personal picture while drinking coffee and visiting store. The link for this page is given below. 

Facebook Page

https://www.facebook.com/pages/Tim-Hortons/131255036897693

Twitter:

Tim Hortons also has Twitter fan page. This page is named a Tim Hortons U.S which has 20.3K fans. In this page every reader share their views by tweeting about Tim Hortons brand. Moreover, in this page many people share their personal review and promote it with Tim coffee products and also pictures. The link for this page is

Twitter Page

 https://twitter.com/TimHortonsUS

Instagram:

There is also one the best Instagram fan page which include the picture and short video shared by them as Tim Horton brand. This page is known as timhortonsgcc. The link for this Instagram fan page is

Instagram Page

https://www.instagram.com/timhortonsgcc/

Tim Hortons vs 7-Eleven on YouTube

YouTube is biggest social media sharing tool. It allow the users to watch different kind of videos and share to public. In business world companies uses this media to share video about their brand. Tim Horton AND 7-eleven also has huge presence on YouTube channel. This post describe the each brand YouTube strategy.

Tim Hortons:

Tim Horton has 13,495 subscribers and 21,073,626 views on their YouTube channel. By looking last 5 -10 videos we make observation regarding their brand as below:

• Tim Horton does not frequently update their YouTube channel. They had last video update that was 3 weeks ago.
•  The video shows the content that related to brand commercial, celebrity spots or industry related events.
•  In their videos description area they put the link of their different social media accounts, unique #hashtags, like Tim Horton, #WarmWishes, cup of deeds or many more.
• The most successful video that was updated by Tim Horton was Tim Hortons #WarmWishes | The Cup of Good Deeds. It was update three month ago. This video had 1,096,206 views, 559 likes and 70 comments.

YouTube Channel

This video was so successful because Tim Horton promote the real life experience by providing gifts to their customers. It was also make customer happy to have this kind of surprise in real. So this video went viral when Tim Horton update it on YouTube.

7-Eleven:

7-Eleven has approximately 920 subscribers and 1,492,836 views on their YouTube Channel. While looking their channel we have observe many things as below

• They had post their last video 3 weeks ago. Which is based on their product commercial.
• There video many based on commercials, industry related events or their new apps.
• There content included special keywords, links to other social media account, special #hashtags like #Cupheads, 7Rewards, 7 eleven, 7 eleven Slurpee etc.
• Their mostly watched video was 7Rewards Commercial | Calling All #Cupheads.
• This video had 600,775 views. But I also had no comment. Moreover they also had other short videos but not much successful.

YouTube Channel

So, we can say that 7-eleven had to look at their videos and make it more interesting which will help them to enhance their popularity in future time. 

Tim Hortons vs 7-Eleven on Instagram

Instagram is one of the popular media among people as sharing things. It is also used by many companies to promote their brands. Tim Horton and 7-Eleven also use Instagram as social media. The comparison of two brands on this media is given below. 

Tim Hortons:

Tim Horton has 137K followers on their Instagram account. They has more than 445 post on it. By analyzing their last 10 posts the detailed answers of question are below.

• Tim Horton frequently post on Instagram account. They basically post one picture with content every day.
• Their brand post consist of promotional, discounts, events, games and videos etc. These post also include hashtags.
•  They use the 50/50 rule but not much.
• Most of their posts contain #hashtags like #SpreadTheLove, #Timbitshockey etc. to attract people.
•  Their most popular picture on Instagram was five weeks ago. It was new promotional program started by Tim Horton which was RRRoll Up the Rim to win is back! It's time to roll out your RRRoll Up rituals. #RollUpTheRim.
•   It had more than 3600 likes and 230 comments.

Instagram 

The reason to get popular this post is because this basically Tim Hortons new sale promotion strategy. They also attract people with many different prizes which build interest in people to get know it better. By that reason people like this and also comment on it.

7-Eleven:

7-Eleven has 67.7K followers and 499 posts on their Instagram account. We also looking their last 10 posts to understand how often they use this media to promote their brand.

•  7-Eleven post new content every week on Instagram. Some time they post twice a week.
• There post include the pictures of the food items, promotional, games and also discounts. They post some video of celebrities to promote its brand.
• They use links and #hashtags in their description to attract people. These include. #regram, #Slurpee50, #HacksOnSnacks and many more.
• They will not using the 50/ 50 rule and simply promote their brand.
• There recent successful post was picture of donuts that include the hashtags and link with @softcorefoodprn description.
• They had more than 1000 likes and 75 comments. 

7-Eleven

The reason for the success of this post because they launch this new menu item with attractive picture. Moreover, the visual of actual product also build interest among people. So, with this media 7-eleven cleverly use this media to improve their presence on people mind.

Tim Hortons vs 7-Eleven on Twitter

Twitter is another powerful social media to attract people around the world. In this post we are going to provide information about Tim Hortons and 7-Eleven using twitter for their brand.

Tim Hortons:

Tim Hortons has approximately 553K followers and 45.1K tweets on their twitter account. By looking at the last 25 tweets we has analyzed the brand presence on it.

• Tim Hortons tweet three time every single day.
• They tweet basically about their promotions, games, offers, images or events to attract customers.
• Tim Hortons follow the 50/ 50 rules whenever they tweet on their account.
• They uses many keywords in their tweets which are #SpreadTheLove, #Timbitshockey, #RolluptheRim etc.
• The successful recent tweet by Tim Hortons was some love stories are simply meant to be. We're officially back together with Nutella! #SpreadTheLove. It was published in March 9, 2016. This tweet had 656 like and 300 retweet.
• Another post was Do you RRRoll with care or rip and tear?  Tell us you’re Roll Up rituals #RollUpTheRim.it was tweeted on February 6, 2016. This tweet had 825 likes and 170 retweet.

successful post

successful post

The reason that these tweets was so successful is due to it being about the new prize event held by them and people show interest for winning that event. Usually the most liked or retweeted things on twitter are either Pictures of Roll UP The Rim winners, or different menu items. People like to stay updated with what new things are happening around the world and this caught many people attention.

7-Eleven:

7-Eleven has approximately 97.9K followers and 24.8K tweets on their twitter account. By looking at the last 25 tweets we has analyzed the brand presence on it.

successful post

• 7-Eleven does not tweet regular basis on their twitter account. They basically tweet once every week or two week.
• Their tweets basically include their menu, discounts or images to attract customers.
• They are less use the 50/50 rule in their tweets.
• 7-Eleven uses different keywords in their tweets. These are basically #HotDogDemocracy, #Slurpee50, #HacksOnSnacks etc.
• The recent tweets achieve success were Kings selling hot dogs? What's next, dictators selling Slurpee? LOLOLOL. It was published on February 23. This tweet had 84 likes and 54 retweet.
• Another tweet was @BurgerKing - In the great hot dog war, there can only be one Weiner. It was tweeted on February 23. It had 59 likes and 43 retweets.

The reason of attaining likes and retweets on these tweets because people love the discounts on food and these tweets basically for combo offers that were directly buzz in consumers mind. And they will try this in 7 eleven stores.