Digital Marketing Campaign

MSc in Management and Marketing
MG6336 Digital Marketing
Winter 2016
Name: Jessica Enright, Kieran Farmer, Christopher Fleming & Erik
Horvath
Student ID: 116222211
Lecturer: Dave Alton
“Using the RACE Framework,
Develop a Digital Marketing
Campaign for Innocent Drinks”
School of
Management and Marketing

Introduction
Innocent Drinks is a UK juice company that started bottling in 1999 which, employs a
conversational and often irrelevant approach to creating a fresh digital marketing strategy.
The organisation is now valued at over £320m and employs over 300 people across mainland
Europe. Moreover, they sell in excess of 2 million smoothies per weeks and are 90% owned
by the Coca-Cola brand which evidently grants them sufficient revenue for their innovative
social media campaigns (Innocent Drinks, 2016). The innocent marketing team do an
exceptional job in releasing content that falls in line with their overall brand image and tone
in that one it not rude or offensive just good – hearted humour and entertainment. This
overall positive tone intrigues consumers who then speak positively about the brand and
essentially creates new content which reaches potential customers (Thompson, et al., 2006).
1. Situation Analysis
1.1 Audience and Customer Analysis
Research conducted by Safe Foods, (2016) revealed that smoothies are an increasingly
popular way of consuming fruits. The report also highlighted how the smoothie market was
worth an estimated €4 million in 2006 and that the market had grown by 214% between 2002
and 2006. It is also important to consider that the UK’s smoothie market is worth 354€. The
report revealed that one third of the participants drank smoothies and were likely to be
students aged under 35, single, female and from the ABC1 social class (See Appendix A).
Table 1 below indicates why the audience consumes smoothies (Taste Test)

Additionally, the participant’s results revealed that 31% drank smoothies two to five times
where 23% only drank them once a week Others consumed smoothies once a day or more
(12%), a couple of times a month (17%), once a month (9%) and less often (7%). The
frequency of smoothie consumption appeared greater in ROI than NI. 13% of participants in
ROI drank smoothies once a day or more compared with 9% in NI. Figure 2 reveals the types
of smoothies consumed and packaging of choice.
Figure 2: Types of smoothies consumed and packaging.

The report also indicated the purchasing locations of smoothies indicated in Figure 3.
The investigation stated the participants in Northern Ireland who only made them at home
were more likely to be aged between 35-44 (18%) and from the C1 social class (19%). When
considering Ireland, it found that the participants were more likely to be aged over 35 (27%)
and married or living as married (255). Individuals who purchased from smoothie bars were
more likely to be under 35 years, single and students. A final piece of evidence which needs
to be highlighted is the fact that the majority of participants (68%) either agreed or strongly
agreed that smoothies are a healthy drink. See Figure 4 for more details.

1.1.2 Customer Analysis
Innocent has 730,000+ on social media platforms which has become an essential marketing
tool for Innocent drinks as it has become part of the consumers daily living where two thirds
(64%) of customers use social media sites at least once a day. Moreover, the consumer now
has a symbiotic relationship with social media which companies like Innocent take advantage
of. This is evident in that the company has a 35% engagement rate on their twitter adds as a
result of the innovative ideas. If one considers there twitter post displayed below (Figure 1) it
is an example of a real-time response which enhances the social media influence. This
London transport Image was retweeted over 2,500 times highlighting the power of social
media. Figure 3 below indicates the social media following the organisation has. See
Appendix B for more analytics regarding twitter and Innocent drinks. Social media is a
powerful marketing tool which can empower the digital consumer by providing a direct
connection to the content they access and brands they desire (Nielsen, 2014). Additionally,
the authors would suggest that bounce rate and time spent on the App/website be measured
given the appropriate tools.
Figure 2: Innocent Drinks tweet regarding London transport

Figure 3: Innocent Drinks social media following
Facebook Instagram Twitter Youtube
0
100,000
200,000
300,000
400,000
500,000
600,000 566448
68900
31200
5155
Innocent Drinks Social Media FollowersInnocent Drinks Social Media Followers
Followers
Axis Title
Thousand
An example how innocent reached these potential customers can be seen in the coconut water
campaign where the organisation used Facebook to launch the new product. The goal of the
campaign was to increase the awareness and familiarity of the drink. This was achieved by
utilising two bursts of ad sequencing moving people from awareness to familiarity and on to

purchase as efficiently as possible. The first advertisements ran for a total of 4 weeks which
increased brand awareness and targeted males and females aged 25 – 44. The aim of this
burst was to keep innocent in the minds of the consumer while delivering the message that
coconut had arrived in Innocent trademark style of simple and charming. Additionally, the
second bursts outlined the health benefits of the product and promoted purchasing with a
clear call to action. The results speak for themselves in that a Nielsen brand effect study
revealed that the campaign indicated a 24-point lift in ad recall in particular with females and
inviduals aged between 35 – 44. The study concluded my indicating that it delivered a target
reach of 92% and reached over 6.8 million unique people (Digital Training Academy, 2016).
1.2 Competitor Benchmarking
According to reports, Innocent now has around an 80% market share (IRI Infoscan, 2009)
Whilst market share for Innocent has declined, revenues are up year on year. Sector growth
for Innocent is very strong in spite of the prevailing market conditions. A growth of 60%
2006 vs 2008 compares to their nearest rival of only 17.4%. The competitors are relatively
few with only PJs and own label delivering any material volume into the market. Tropicana
are small at present but if focused on growth will present themselves as a serious
competitor in the segment in the medium term due to their retail reach in the premium juice
segment. Other competitors include cold press smoothies and happy monkey smoothies.
sentiment analysis (NLP) can be a powerful way of gauging how the public perceives
competitors’ brand or products. If the suitable software was accessbile it would be
suggested that an analysis with regards to words associated with brands be carried out as
well as product pairings. This type of analysis would allow the organisation to recognise
any intents to purchase.
PepsiCo (Tropicana)
The UK and Irish smoothie market is expanding and as a result new brands are entering the
market, thus becoming competitors of innocent smoothies. PepsiCo, one of the largest

suppliers of soft beverages entered the market in 2008 (Calzadilla et al., n.d.). Through
Tropicana smoothies, PepsiCo has managed to penetrate the market, using lower prices
than Innocent to gain a competitive advantage. Tropicana already has gained a reputation
through its success on the fruit juice market and has launched a 4.5 million campaign in
order to raise awareness both about smoothies and Tropicana as a company (Calzadilla et
al., n.d.).
Facebook Twitter Youtube Instagram
0
200000
400000
600000
800000
1000000
1200000 1099670
187227
3861 2380
Tropicana Social Media FollowingTropicana Social Media Following
Followers
Thousand
Happy Monkey Smoothies:

This brand is particularly aimed at children and is especially beneficial for them since it has
no added sugar, contains a substantial amount of Vitamin C and notably contains 100% of a
kids RDA in vitamin C intake and is equivalent to a whole portion of fruit (Calzadilla et al.,
n.d.). Although this company did not have a hugely successful introduction to the market,
from the year 2009 it has managed to grow from 9.5% at a steady pace (Calzadilla et al.,
n.d.).
Facebook Twitter Youtube Instagram
0
5000
10000
15000
20000
25000
30000
35000
30564
1334
1 218
Happy Monkey Smoothie Social Media FollowingHappy Monkey Smoothie Social Media Following
Followers
Thousand
The Coldpress Juicery

A considerable rival of Innocent in the smoothie market are Coldpress Smoothies. This
company was originally producing juices but due to a rise in the smoothie market, the
company decided to expand on this product as well. These smoothies are highly beneficial
from a health perspective, with a single bottle providing of 250ml providing 3g of dietary
fibre (Calzadilla et al., n.d.) . In addition, through their technique of high pressure
processing (HPP), Coldpress ensures that their product is the freshest in the smoothie
market, a huge claim for any company (Calzadilla et al., n.d.).
Facebook Twitter Instagram
0
2000
4000
6000
8000
10000
12000
14000
5146
11548
8199
Coldpress Juicery Social Media FollowingColdpress Juicery Social Media Following
Following
Thousand
1.3 Partner and Influencer analysis
Fresh fruit is at the heart of everything that Innocent does and they obtain their produce
from thousands of different farms across the world - large plantations, co-operative groups,
tiny family farms and even from the Amazon rainforest. Innocent works hard to promote
ethical work practices with their suppliers, and ask that they abide by fair, minimum
standards and work to improve their social and environmental performance year on year.
Innocent sources its produce from countries across the globe and it’s through their
relationship with these farmers and various organisations that they have attempted to aid
countries in need. This has been done through the creation of the ‘Innocent Foundation’,
which is essentially a branch off of Innocent Drinks that gives grants to charities working
all over the world so that they can help the world’s hungry. Innocent works with a variety
of different charities in 3rd world countries such as Action Against Hunger (Mali) and Send
a Cow (Ethiopia) in an attempt to end poverty and hunger and attempt to help these
countries become self-sustainable.

As well as this, Innocent has partnered with Age UK since 2003 with their campaign ‘The
Innocent Big Knit’, which sees teams of individuals knit mini-hats for innocent drinks
bottles and 25p going to Age UK for each drink purchased. £1.75m has been raised since
the campaign’s conception, however it’s not just about the money, it also addresses the
issue of loneliness among older people. It’s Age UK’s most high-profile corporate
sponsorship and this has raised Innocent’s social responsibility reputation massively as a
result.
1.4 SWOT: Own Digital Marketing Review
The SWOT analysis has been conducted, in order to evaluate the Innocent smoothies and its
stand point with regard to the market position. The SWOT analysis is very much interlinked
with each aspect, as the Innocent smoothies can analyse how strength can be used to exploit
opportunities and how weaknesses can be overcome, to avoid any threats.
Strengths
Innocents biggest strength seems to be the size of their market share which currently stands at
80% (IRI Infoscan 2009). The brand is seen as a friendly and ethical organisation which has
improved the company’s image and customer loyalty. Moreover, investments by Coca – Cola
have allowed considerable distribution channels to open and has created a wide range of
products. These factors have granted them a globally recognisable image which is respected
and may even be considered their greatest strength. Interestingly, smoothies are still in the
growth stage of product lifecycle therefore there is still good scope within the market as well
as line extension. In terms of digital marketing Innocent has been prolific and has used social
media especially well.
Weaknesses
One of the biggest weaknesses Innocent drinks have is that the price is relatively inflexible
due to the high production costs and sourcing logistics, which makes reducing the production
cost highly unlikely. This has led to Innocent drinks having higher prices than competitors.
Although Innocent is currently seen as a premium brand therefore by lowering prices
consumers may not think of it as a premium brand any longer, or Innocent may only be able

to sell at the reduced price. Other weaknesses that were identified include the specificity of
their target demographic and the view that Innocent drinks are only to be consumed in the
morning. A major weakness identified was the fact that the organisation has no app.
Opportunities
There are numerous opportunities for Innocent drinks to take advantage of, including an
evening drinks campaign where the product can be mixed with alcohol to create cocktails.
Innocent is understood to be a healthy alternative but there seems to be an opportunity to
really sell this idea of Innocent contributing towards health and performance. This health
promotion could easily be associated with the governments five a day policy which could
create interest in the Innocent drinks promotion. As mentioned previously their digital
presence is good but a more personalized approach may be proposed. One may stipulate that
the greatest opportunity for Innocent is in creating an app. Furthermore, Innocent have not
been known to implement promotional strategies such as competitions which may be
important in the future.
Threats
Obviously, the biggest threats come in the form of the competitors outlined above but
especially own label brands such as those produced by major supermarkets. These brands are
positioning themselves as low cost alternatives, thus a major threat to Innocent’s premium
position that consumers may not be able to currently afford. If Innocent were to position
themselves as a brand who could improve sporting performance threats would come in the
form of already recognised brands.

Section 2: Objective Setting
2.1 Business and Marketing Goals
2.2 Objectives and KPI’s
2.3 Measuring KPIS’s
Section 3: Strategy

3.1 Segmentation & Targeting
Target segments can be chosen based on a consumer psychographic, behaviouristics and
demographic characteristics. However, customers within designated segments may have
altering attitudes, preferences and needs (Kotler & Lee, 2007). Presently, Innocent audience
is shown to be individuals who are health conscious and seek taste as well as health benefits.
Leake & Craft, (2002) stated that the target audience is 20% of the current customer base and
are said to be generating 80% of the business revenue. It may be argued that Innocents
customers fit into the age bracket of 5 – 45+ consisting of both males and females who are
educated and aware of the negative effect of processed ingredients
3.2 Brand positioning and Value Proposition
Brand positioning refers to how one would like their brand perceived in the eyes of the key
stakeholders, relative to the space the organisations situates themselves in and the value they
provide (Smith, 1956). A strong brand positioning clearly defines the companies target
audience and the specific needs that can be met by the Innocent Drinks orgnisation. Strong
positioning identifies how a corporation competes based on alternatives available to the target
audience and why brands such as Innocent drinks provide unique value. Moreover, one’s
brand positioning should be an internal statement which is an indication of the overall
marketing strategy and how the brand is put out there. “It is the roadmap to where you want
to uniquely reside in the minds of the target customer” (Lancaster & Massingham, 1998, p
56). This roadmap is created through value propositions created by Innocent.

Innocent have successfully established a position that portrays the brand as being premium
but natural, convenient and healthy by listening and understanding consumers wants, needs
and trends. Innocent use a clever and unique brand proposition “makes sense, feels good”
which indicated that consumer values the consistency and quality of the innocent range.
Moreover, the organisation has positioned itself as a brand that prides itself in honesty,
simplicity, wholesomeness and innocence. The brand has also focused on the enjoyment and
fun aspect while attempting to position themselves in the mind of the consumer. At present
Innocent value propositions include; value for money, healthy drinks, best produce used,
packaging and distribution, profits shared, ethics, socio cultural environment and the
technological environment (McLoughlin & Aaker, 2010)
The authors recognise that Innocent drinks have positioned themselves strongly within the
consumers’ minds with positive value propositions. It is understood that totally altering the
brands positioning would be a near impossible feat considering the time and resources that
have been allocated to reach the success they have. Instead, this digital marketing campaign
suggests that we reinforce the position that has already been successfully established which
has been outlined above. The campaign not only aims to reinforce the positioning but also
would like to subtly move more towards the health industry as outlined above there has been
no solid statistics regarding a break through within this industry. Additionally, there has been
suggestions but no empirical evidence that the innocent range would move towards a
nonalcoholic cocktail range. If there are to be breakthroughs within these industries, it is
proposed that innocent move slightly and subtly in the direction of not so innocent. It is
hoped that the Innocent brand will keep the positioning of innocent but will now have a sort
of slight cheekiness attached to the brand. The value propositions will be similar to the
existing one but will not solely focus on health where performance will be a key
consideration. Finally, Innocent are ethical in the sense that they have their own charitable
organisation “The Innocent Foundation”. A value proposition for this campaign would be to
involve them in exercise and sports whether it be locally, nationally or globally.
3.3 Integrated Multichannel Communications
Website & Blogs:

The authors recognise that it is important to portray the unique propositions of the brand. As
mentioned previously an aim it to keep these much the same while conveying a message that
the products can be used for performance as well as pleasure. Firstly, there should be an
option to download the app we are about to launch. Furthermore, the aim of the website is not
only to display the already available content but also add in pages and menus title “Fitness
Recipes”. These pages will allow the consumer to upload photos and videos of smoothies and
juices created by themselves and share them with the world. It is hoped then that sub
categories can then be created where individual products may be responsible for different
aspects of a person’s life. For example, “Morning Glory” may be the title of a juice created
which would help the consumer, get up and go in the morning. This title further indicates the
cheeky nature of the brand we are trying to pursue. Moreover, as consumers upload these
recipe’s, an aim is to run a competition where the customers vote on what they think is the
best flavour created. When this campaign has ended, it is recommended that Innocent release
the product to market which would increase the product line as well as brand awareness.
Furthermore, sticking with the health and performance brand image, it is suggested that
consumers upload home workouts to share with the public. Finally, a side project which may
apply to an ethical standpoint would be to introduce a section where the consumer can upload
non-alcoholic cocktails perhaps titled “fun without alcohol”.
Social Media Platforms:
Facebook: As mentioned previously, social media has become a marketers most powerful
tool and especially Facebook. This campaign hopes to be as interactive as possible
encouraging the consumer to comment, like and share as much as possible. This will ensure
that current and new customers feel that it is a brand that cares. Coinciding with what the
website aims to do we hope that the consumers will post pictures and videos of the smoothies
and juices they create. In addition, it is suggested that Innocent themselves reply to as many
consumers as possible so to increase interaction and the overall customer experience. As
mentioned above the competition for creating your own smoothie/juice will be broadcasted in
the run up to the cessation of the event and will involve itself in real life events. Pictures and
videos will be posted regularly so to engage the consumer and make it feel as though that is a
journey of experience. For example, we would initially begin with 10 consumer created
products and then slowly begin to narrow it down until the eventual winner would be put to
market.
Instagram: Is an important tool that can be utilised so to gain access into the consumers life at
home. Again, the brand would encourage people to post content online to share it with the
world , even the processes of making the product would be effective through video. Video is
becoming the most prolific consumption as it satisfies the consumers’ needs effectively.
Studies have revealed that over half of the worlds organisations are capitalizing on this this
powerful marketing (Nielsen, 2014). Specific to Instagram it is suggested that a hashtag such
as #InnocentHealth is created and encouraged so to increase potential reach. Appropriate
hashtagging that’s relevant to our goals, content, and brand will help aggregate images and
will also associate them with trending topics. It is important that in this campaign the
customers are encouraged to post their own content with the hashtag. Iconosquare’s search
engine allows you to see the number of times Innocents hashtag has been used, which gives
us an idea of how popular the hashtag is. Appendix C displays a check list we would use
when creating Instagram content.

YouTube: We have recognised that YouTube is Innocents weakest social media platform.
Therefore, we would like to create video content which would advertise the “Make your own
Drink” campaign as well as encourage the customer to upload their home videos of creating
the drink. See attached video for an example of the YouTube campaign where we attempt to
convey a message of brining good food to the home and gym.
Mobile phone App:
As mentioned previously, we aim to run a campaign in which the consumer creates their own
product where the winner would eventually go to market. Before launching the app, it is
important to have advertised and broadcasted the launch date and the functions of the app as
widely as possible. It would be hoped that the app would be released a few days before the
competition runs so the consumer have time to develop on hand experience. Within the app is
it is hoped that there will be a list of ingredients from which the customer can choose and
then drop into a blender. When the customer has chosen all the ingredients the blender would
start so too give the customer a visual representation and feeling that they are creating this
product for innocent. When they are done, there will be a section where they can talk about
why they created this drink and even upload a picture if they so choose. They will then be
asked to leave their E- mail addresses in order to notify them on any updates. These email
addresses will be further used as a communication channel.

4. Tactics
4.1 Reach
4.1.1 Search Engine Marketing
4.1.2 Digital Advertising
4.1.3 Online PR
4.1.4 Social Media Marketing
The social media platforms which we suggest to utilise were mentioned previously namely,
Facebook, Instagram and YouTube. We recognise that traditional methods of marketing are
vital to the campaign however the tools and strategies for communicating with the customers
based has changed significantly. This can be attributed to the emergence of the phenomenon
known as social media or consumer – generated media (Mangold & Faulds, 2009). Similar to
work conducted by Boone and Kurtz (2007), the campaign will benefit from the from
interrelated roles associated with social media. First the social media platforms used will
allow Innocent to open communication channels between the organisation and consumers.
Moreover, it is hoped that by creating innovative content that consumers will interact and
talked to one another through the median of social media. It is suggested that these platforms
allow us shape consumer discussion in a positive manner. As discussed previously the
analytical tools such as Google analytics will give us an insight into the digital habits of the
consumer. Furthermore, this insightful information will allow us to strategically plan the
content and interactions of the social media platforms.
As mentioned above it is important to shape the discussion which can be achieved by
implementing the SMM framework (Mangold & Faulds, 2009). The framework may be
applied to the Innocent drink corporation as follows:
1. Consumers enjoy networking with individuals who have similar interests and desires.
Organisations such as Innocent can leverage this desire by creating groups of like –
minded people. As previously outline the campaign hoped that consumers will upload
videos, recipes and images either directly to the App or through the website. When
they have done other consumers can then interact with the online content. For
example the health campaign will attract individuals from the fitness industry whereas
the cocktail may come from the service industry. Communities as such can center on
interests and values.
2. Engaging with customers is also vital in the form of feedback. This feedback comes in
positive, negative and suggestive manners which contribute to a sense of community.
Throughout the campaign it is critical that there is a feedback section for our
customers, this will not only give an insight into the brand but also “Make your own
drink campaign”. As highlighted above the consumers will be able to give feedback
on other consumer created products. This feedback will come in the form of a voting
system on the website. Customers will be able to like, share and comment on their
favorite prototypes and supply a link to vote. Furthermore, it would be hoped that
reply time be at one hour to an hour and a half for customer engagement.
3. Vital to our campaign is that we used both traditional and digital based promotional
tools as leverage. Consumers are more inclined to communicated both word – of –
mouth and social media when there is engagement with the product. As outlined on
numerous occasions we are outlining a competition where the consumer themselves

vote on products created by other consumers. Muniz and Schau, (2007) reiterated the
reason for choosing such a strategy as he found that such online voting gives internet
users a sense of ownership and increased engagement. Additionally, allowing
consumers to view others using/making the product increases engagement further.
4. Consumers are more likely to talk about companies and products when they feel they
know the relevant information. Therefore, it is imperative for this campaign to display
the nutritional values of each smoothies created as well as the ones that are on the
market already. Additionally, providing information with regards to performance may
also improve engagement. For example “this smoothie provides 30 grams of
carbohydrates… which will support aerobic activity up to two hours”. There may also
be some fitness related information with regards to what exercises one should be
doing displayed across platforms coinciding with the website and app.
5. The framework also outlines that the social media marketing be outrageous as people
talk about things that are different and out there. For example, the London tram tweet
that innocent sent out was a bit different from a marketing perspective. As already
mentioned this campaign is trying to push the tone a little in that it is hoped that
Innocent becomes more of cheeky brand therefore more adult themed content may be
published especially with regards to the cockatiel campaign. This campaign attemps
to be creative and innovative. EXAMPLE
6. Providing exclusivity is another key strategy in the social media marketing campaign.
The campaign wished to empower customers by giving them the choice of what drink
will go to market next. Moreover, what makes it more exclusive is that the drink
recipe will be created by a consumer so that product is made by the consumer for the
consumer. Furthermore, by uploading the content they will feel as though they are
uniquely contributing to the process themselves. We may also involve social
influencers such as local gyms for the health campaign and perhaps local bars for the
cocktail campaign. This would create a sense of exclusivity and therefore brand
loyalty (Mangold & Faulds, 2009).
7. Furthermore, consumers are likely to communicate positively about products when
they support the consumers desired self-image or the way in which they view
themselves. This highlight how Innocent will attempt to make a personal connection
with the consumer by providing a platform to share their ideas. The innocent
campaign will hopefully create both word of mouth and social media based
communications. It will be important to create simple content which will also be
effective (EXAMPLE). For example, a smoothie is likely to be bough used and
discussed on social media if it is seen as “cool” “healthy” and “new” by a demoraphic
which sees themselves as health conscious and active.
8. It is also important to support causes that are important to the customer. As
mentioned previously innocent supports Age UK. A suggestion may be to highlight
that when the eventual winner of the “make your own smoothie” is announced that a
considerable (50%) will be donated to the charity. Strategies like this create emotional
attachments to brands for the consumer (example).
9. The final strategy to employ and possibly the most effective is that of storytelling.
Stories create vivid memories that are likely to be repeated in social media, as well as
traditional word-of mouth. The story we are trying to convey here is that Innocent
deliver fresh produce all the time. The story should begin with the organic local

farmer and should end at the individual consuming the innocent drink whether it be in
the gym or in the bar. Similarly, a story could be formed in which the consumer is
creating a smoothie at home but then is somehow transformed and bottled by
Innocent. A headline might be “from your kitchen to the worlds” an indication that
the product has been created by the consumer for the consumer.
4.1.5 Email Marketing

Section 4.2: Act & Convert
4.2.1 Expected Customer Journey
4.2.2 Personalisation
4.2.3 Optimising Website
As mentioned previously, Innocent drinks have a strong digital presence therefore we feel
there is not
4.2.4 Optimising App

4.3 Engage
4.3.1 Measuring the Customers Experience
4.3.2 Use of Big Data analytics
4.3.3 Customer Service and Support
4.3.4 Social CRM

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Appendices
Appendix A: Social Class Listings
Appendix B: Twitter Analytics

Appendix C: Instagram Checklist

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