GROUP D

SOCIAL MEDIA ANALYSIS

Michael Barerra, Caroline Coffey,
Katrina Fett, Tygee Leach, Rebecca
Patterson, and Beatrice Pinetti
OVERVIEW

SITUATION ANALYSIS PERSONA

01 Overview of current social Targeting new consumers 02
strategies in Urban settings

CAMPAIGN KPIs and ROIs

03 Suggested content ideas Financial and 04
for social media non-financial outcomes
SITUATION ANALYSIS
Social Media Audit: Strengths

Aesthetics Instagram Highlights

Generate and post eye Thoughtful story
catching content through highlights including
a professional lens content about origins

User Experience Storytelling

Website has creative Share stories beyond the
interface, mobile friendly, product, #discoverfood
displays well online, allows for diverse content
direct links
Social Media Audit: Weaknesses

Inactive Accounts Content Variation

Twitter and LinkedIn Consider sharing origin
should be utilized more story, meticulous
to connect with older crafting of product, and
audiences sustainability initiatives

SEO & Ad Presence Engagement

Decline of organic Try to interact with
traffic from June to followers more;
now, aim for keywords consumers want their
to include “Creminelli” questions answered
PERSONA
 Lifestyle
Active Ashley
Active Ashley → Independent professional
→ Lives in New York City
→ On-the-go

Motivations
→ Healthy living
→ Work/life balance
→ Quality social interactions

Frustrations
→ Needs more time in the day
→ Wants nutritious snacks during work
→ Desires to stay connected with friends
CAMPAIGN PROPOSAL
#CreminelliCrossCountry
Continuing the current story of Creminelli’s theme of discovery, with a more
diverse reach, Cross Country with Creminelli is UGC-based campaign that
showcases our consumers’ favorite places to enjoy Creminelli. Through
sharing our consumers’ stories , we hope to demonstrate that our products
make any moment extra special and fun, and have the power to connect
people regardless of geographical location.
 Campaign Goals
1. Target urban millennials
2. Engage and excite users
3. Diversify Creminelli’s Instagram content
4. Expand reach and brand awareness
5. Emphasize both the emotional and functional benefits of our
products
6. Drive demand for Creminelli outside of holiday season
Campaign Launch: March 2022

Caption: From coast to coast,

Creminelli’s there for you to make every
moment special. Want to show us
where and how you enjoy Creminelli?
We want to hear from you! Use our
hashtag #CreminelliCrossCountry or,
DM your photo and the story behind it!
Launch Video

https://drive.google.com/file/d/1HFskNjIFPqPkx1iKzhBHYhdEN5G3Z3lO/view?usp=sharing
TIkTok: March 2022 Onward
Room for Growth
- Show off fun and lighthearted side of Creminelli to gain recognition from
Millennials and Gen Z

- Utilize User Generated Content with the hashtag #CreminelliCrossCountry

- Offer practical knowledge and “hacks” with the hashtag #CharcuterieTok

- Introduce and educate consumers about products

- Increase chances of virality by participating in trends and using trending sounds

Owned Content: April 2022
Traditional Media
Phase 2: May 2022

Caption: This summer, Creminelli’s going on a

road trip! Keep an eye out for us as we travel to
five U.S. cities to bring you five unique Create with
Creminelli classes. Learn how to craft the perfect
charcuterie board using local flavors and products
at some of the trendiest spots in the country! Can
you guess where we’re headed first?
#CreminelliCrossCountry
May-Sept 2022: Giveaways

Generate excitement
- 5 giveaways spaced throughout the summer

- Parameters: must be 21+, must live in the

U.S.

- Calls to action: tag three friends, follow

Creminelli, and keep posting
#CreminelliCross Country!
ADDITIONAL CONTENT
Ongoing: Buzzfeed Partnership

“Build Your Perfect → #1 publisher in millennial

Charcuterie Board reach
→ 70% of users say Buzzfeed
and We’ll Give You content inspires them to make
purchase decisions
Your Next Foodie → 2.3b content views per month
Travel Destination”
Educational
Give consumers information to
make purchasing decisions
Especially important with new followers from
the #CrossCountryCreminelli campaign

- Origin story
- Ingredients
- Nutrition
- How it’s made
- Sustainability efforts
Influencers
Kelly Rizzo
@eattravelrock

● From LA/Chicago
● Followers:
○ Instagram: 135K
○ Tiktok: 371.6k
● Macro-Influencer
○ Increased Reach
● ETR Travel and Recipe
Guides
● Content: Mostly Reels
● Would promote our Create
with Creminelli classes and
#CharcuterieTok hashtag
 Influencers

Charcuterie by Amanda
@charcuteriebyamanda

● Located in Queens, NY
● Followers: 5,966
● Micro-Influencer
○ Increased engagement
● Creator of the #InFlightDelight
● Promoting
#CreminelliCrossCountry through
using our products in her
charcuterie boxes.
KPI & ROI
KPIs
Macro Measurement = Determine web revenue, number of transacting customers
→ Google Analytics, Google Ads (if promoted)

Micro Measurement =
- Business development team: take care of sales and attracting converting leads
- Human resources team: increase talent pool. Include millennials within your
team that can relate to target customer and have extensive knowledge about
current social media trends
What financial and non-financial outcomes are we
expecting with these campaigns?
Non-financial

● Increase in traffic and brand awareness

● Increase in Creminelli customers
● Increase in brand loyalty and current customer trust
● Increase followers + likes/comments

Financial

● Increase in sales
● Increase in market share
KPIs and ROIs
Engagement with Content Awareness and Reach

Increase in comments Increase in brand awareness

Increase in likes Increase in social media traffic

ROI

Reputation and Customer Leads and Sales

Retention
Increase in new clients
Increase in customer lifetime value Increase in sales
Increased trust with current clients Increase in market share
Current Website Metrics - Paid & SEO
Current Website Metrics - SEO
THANK YOU!