ABJ4521 Marketing Communication
Introduction
The following study is based on a Pringles Super Bowl advert Pringles | Stuck In (Ads of the world, 2022). The study aims to analyse the various elements of this advert and develop a new social media campaign that can be accompanied alongside this advert.
Identify and briefly discuss the chosen TV advert
The advertisement was published by Pringles in the United States in February 2022 (Ads of the world, 2022). The brand has focused on advertising its product in this advertisement as an effective product that is successful in retaining customers. The advertisement published by Pringles is basically a film medium campaign that is based on the confectionery, food, snacks and industries and restrains 1 media asset (Ads of the world, 2022). The primary goal of the company’s marketing management was to focus on developing an ideology among a certain group of customers that might help them to enhance their overall brand awareness in the market.
Analyse which marketing objectives the chosen advert would be expected to meet
The advertisement that has been published by Pringles titled stuck in is mainly focused on achieving certain market objectives such as increasing their overall brand awareness and improving brand recall in the competitive market environment (Beig and Nika, 2019). Based on the marketing campaign of Pringles, it can be stated that the management has focused on developing an ideology from the advertisement to the end consumers to ensure that the brand is widely recognized among certain groups of customers in the market. As the management is focused on achieving greater brand awareness through this advertisement, it has been seen that the efforts made by the management of Pringles showcase that the brand wants its product to be on a priority list among the customers as compared to other competitive products in the market (Ads of the world, 2022). Moreover, this initiative might also help the management of Pringles to witness reported exposure and consistent delivery of the product among the target consumers.
The second most important marketing objective that has been targeted by Pringles through the help of this particular advertisement that is being published among the target segment of customers is to focus on increasing their overall client loyalty (Fusva et al. 2020). For example, Pringles’ management was focused on establishing a philosophy that would allow them to experience a circumstance in which when a client sees the brand in the marketplace and recognises it, it provides a sense of confidence that the customer has picked a well-established firm. Based on this particular marketing objective, the main goal of Pringles was to retain the existing clients and bring them back again for future purchases that might be beneficial in long-term business sustainability. Thereby, Pringles has been mainly focused on increasing the overall brand awareness that might help them to increase client activity for repeat purchases. For instance, the message that has been shown in this particular advertisement has been highlighted with the term “stuck-in” (Ads of the world, 2022).
The major motive behind this particular marketing campaign by Pringles is to highlight the brand as a capable business in the competitive market that provides quality products and is competent of retaining its customers in the long term. Through the help of this particular advertisement campaign of Pringles, the management has been focused on enhancing their overall brand recognition in the market among existing customers as well as new customers. Improved brand recognition can be considered as one of the most effective ways that can help in improving their overall performance in terms of financial factors (Keller and Brexendorf, 2019). As mentioned above as well as in the advertisement campaign, the management of Pringles has focused on showcasing their products to be effective in terms of retaining customers. Thereby, the marketing team of Pringles has successfully aligned this particular psychology of the advertisement to enhance their overall brand as well as product recognition among a certain group of customers in the market to improve their overall competitive position in the market. Based on the overall findings from the advertisement published by Pringles, it can be easily estimated that the management has focused on mainly improving their overall brand awareness, increasing customer loyalty and enhancing product recognition in the competitive market environment.
Identify the target audience and positioning apparently in the TV advert
The major targeted audience for this particular advertisement published by Pringles was the existing customers with the ideology of the products represented by the brand in the market. As the marketing team of Pringles published this particular advertisement as a TV advert, the target was to reach the maximum number of certain consumer groups in the market that prefers entertainment. For instance, this particular advertisement has been focused on reminding the targeted consumers regarding the taste and enjoyment that the product can bring while they enjoy their time at a party, event or any other place (Ads of the world, 2022).
Design a novel social media campaign that could have accompanied the TV advert.
Social media campaigns can be quite beneficial for companies to achieve an integrated response from the target customers (Budiman, 2021). Thus, to design a new social media campaign that can accompany the TV advert of Pringles the company can use hashtags to name the campaign, which would make it more recognisable and create uniformity across different social media platforms.
Campaign Name: Pringles for life: Once you pop you can’t stop
Hashtags that resonate with the campaign
- #PringlesForLife
- #OnceAPringlesFanAlwaysAPringlesFan
- #OnceYouPopYouCantStop
Objectives of the media campaign
- To increase brand loyalty among Pringles customers of all ages
- To promote the Pringles brand by encouraging new customers to try the snacks
- To develop content that resonates with Pringles lovers and is engaging and entertaining
- To boost interaction and reach on social networking sites
Target Audience
People of various ages, genders, and socioeconomic levels who like snacking and have tried Pringles products in the past, constitute the campaign’s target demographics. The campaign, however, could particularly appeal to younger people who are frequent users of social media and like posting about their experiences for friends and family to follow (Kim, 2020). This campaign’s target demographic is likely made up of individuals who value convenience, likes outing, and are sociable. Individuals are willing to try new things and want to explore new flavours. This campaign’s target demographic likely indulges in munching while driving, working, or watching TV.
Campaign Strategy
The campaign will make use of social media channels to demonstrate how consumers become lifelong lovers of the flavour and brand of Pringles. Using the hashtag #PringlesForLife, #OnceYouPopYouCantStop, and #OnceAPringlesFanAlwaysAPringlesFan, the campaign will encourage followers to submit their own Pringles stories and recollections.
Campaign Plan
Social media posts
A series of posts on social media sites like Facebook, Twitter, Instagram, TikTok and others will serve as the campaign’s introduction. These posts will highlight different elements of the campaign, such as the hashtag, the concept, and the experience of avid Pringles fans (Evans et al. 2021).
Influencer marketing
Influencers will be invited to take part in the marketing effort and share their respective Pringles-related stories. Apart from that, The hashtags #PringlesForLife, #OnceYouPopYouCantStop and #OnceAPringlesFanAlwaysAPringlesFan will be used to encourage their fans to share their own stories and experiences. The more people use these hashtags the more visibility the campaign would receive on social media platforms (Shawky et al. 2019). These can include the following
- The top Pringles flavours I like
- Pringle hacks you did not know
- New recipes to make using Pringles
- The Pringles flavours I wish we had
User-generated content
The hashtags #PringlesForLife, #OnceYouPopYouCantStop and #OnceAPringlesFanAlwaysAPringlesFan will be used to encourage fans to submit their own Pringles stories and recollections. On Pringles’ social media channels, the best posts will be highlighted, and the winners will take home exciting rewards. These might include short reels and TikTok posts (Li et al. 2021).
Hashtag challenges
Furthermore, the campaign will feature hashtag challenges that encourage fans to create entertaining and interesting content using the hashtag #PringlesForLife, #OnceYouPopYouCantStop and #OnceAPringlesFanAlwaysAPringlesFan. Followers will be urged to contribute and post their own footage when these challenges are posted on social media channels. Some potential challenges can be as follows
- Urge people to stack as many Pringles as they can and share a photo or video of their masterpiece on social media using the hashtag #PringlesStackChallenge.
- Challenge others to make a DIY project out of Pringles cans with the hashtag #PringlesDIYChallenge. This may be something as simple as a playhouse to a pencil holder. Encourage individuals to share pictures and videos of their ideas on social media and award Super Bowl tickets for the most ingenious or innovative ideas.
References
Ads of the world, (2022). Pringles, Stuck In. [Vedio]. Available at: https://www.adsoftheworld.com/campaigns/stuck-in [Accessed 16 March 2023]
Beig, F.A. and Nika, F.A., (2019). Brand experience and brand equity. Vision, 23(4), pp.410-417.
Budiman, S., (2021). The effect of social media on brand image and brand loyalty in generation Y. The Journal of Asian Finance, Economics and Business, 8(3), pp.1339-1347.
Evans, D., Bratton, S., and McKee, J. (2021). Social media marketing. AG Printing and Publishing.
Fusva, A., Dean, D., Suhartanto, D., Syarief, M.E., Arifin, A.Z., Suhaeni, T. and Rafdinal, W., (2020). Loyalty formation and its impact on financial performance of Islamic banks–evidence from Indonesia. Journal of Islamic Marketing, 12(9), pp.1872-1886.
Keller, K.L. and Brexendorf, T.O., 2019. Measuring brand equity. HandbuchMarkenführung, pp.1409-1439.
Kim, C. M. (2020). Social media campaigns: Strategies for public relations and marketing. Routledge.
Li, F., Larimo, J., and Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
Shawky, S., Kubacki, K., Dietrich, T., and Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing.
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