[Year]

[Document title]
[DOCUMENT SUBTITLE]
MELANIE CORNESCHI

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Executive Summary

This paper plan discusses the integrated marketing communication strategies employed to
develop a campaign for The Red Balloon Australia. The campaign was formulated by a group
of students based on the brief provided by the artisan candy company The Red Balloon and
aims to fulfil all of the company’s key objectives. Their objectives include raising brand
awareness, communicating the vegan, cruelty free, dairy free, and locally sourced properties
of their products, remarketing themselves as an online store, establishing 10,000 followers on
Instagram, and receiving recommendations for other potentially trendy products they can offer.
Based on the information provided by the company the segments the campaign would target
are millennials, specifically socially conscientious millennials, and millennial event organisers.

The campaign called CandyMagic would rely heavily on the use of social media promotion to
encourage more engagement and increase The Red Balloons followers, additionally, the
promotion would also include the POP-UP event information. While Instagram will be the
primary platform used to increase brand awareness and excitement about the shift to an online
sales model, Facebook will also be used to raise awareness about the POP-UP event through
a Facebook events page. While a sponsorship for the event is unlikely, the event will include
a raffle where a treat basket can be won and an Instagram giveaway where the winner would
win a voucher for The Red Balloons online store. This PR/Publicity segment of the
communication plan would also involve the use of influencers who would attend the event to
further the reach of the brand and reach the aimed target audiences. Upon the conclusion of
the event, promotions will continue for a week to share content about the event, to further
reach target audiences about their products

To monitor the growth and progress of The Red Balloon the use of Facebook's insights,
Instagram Insights and Google analytics would be employed. Both Facebook and Instagram
insights would provide information about engagement with the brand, while Google analytics
would provide information about the demographics of those who use their website, while also
providing insight on the performance of their products.

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Table of Contents

Executive Summary................................................................................................................. 1
Table of Contents ..................................................................................................................... 2
List of Figures............................................................................................................................. 3
List of Tables .............................................................................................................................. 4
1 Situational Analysis ............................................................................................................... 5
1.1 Industry and Consumer Overview ...............................................................................5
2 Target Audience ................................................................................................................... 6
2.1 Target Audience ............................................................................................................6
1.2.1 Primary Target Audience: Social Conscientious Millennial Consumers .............. 8
2.2.2 Secondary Target Audience: Millennial Event Organiser ..................................... 9
3 Communication Objectives .............................................................................................. 11
4 Budget .................................................................................................................................. 12
5 Marketing Mix Strategy...................................................................................................... 13
5.1 IMC Strategy .................................................................................................................13
5.1.1 Event Team .................................................................................................................... 13
5.1.2 PR & Publicity, Social Media and Influencers ....................................................... 14
5.2 Creative Strategy .........................................................................................................17
5.2.1 Overarching Positioning Statement ........................................................................ 17
5.2.2 Unique Selling Proposition .......................................................................................... 17
5.2.3 Message Strategy ........................................................................................................ 17
5.2.4 Big Idea........................................................................................................................... 18
5.2.5 Execution........................................................................................................................ 19
5.2.6 Implementation Plan................................................................................................... 20
5.3 Media Strategy .............................................................................................................21
6 Evaluation & Control Measures......................................................................................... 24
7 References ........................................................................................................................... 25
8 Appendix ............................................................................................................................. 26

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List of Figures

Figure 1 - SWOT Analysis for The Red Balloon Source: Own illustration ............................ 6
Figure 2 - Social Conscientious Millennial Source: Own illustration ................................. 8
Figure 3 - The Red Balloon’s Secondary Target Audience Source: Own illustration .... 10
Figure 4 - Moodboard Inspiration Source: Own illustration ............................................. 18
Figure 5 - Moodboard Inspiration specifically for CandyMagic Source: Own
illustration ................................................................................................................................19

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List of Tables

Table 1 - SMART Objectives Source: Own illustration ....................................................... 11

Table 2 – Budget Source: Own illustration .......................................................................... 12
Table 3 - IMC Strategy Source: Own Illustration ................................................................ 16
Table 4 - Key Phases of the CandyMagic campaign pop-up store Source: Own
illustration ................................................................................................................................20
Table 5 - Media schedule and budget allocation Source: Own illustration ................. 23

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1 Situational Analysis

1.1 Industry and Consumer Overview

The confectionary industry is very specific and difficult to dominate, with most major
businesses focusing on vegan, cruelty free products being targeted at a small segment of
people.

Due to the rise in health consciousness and weak disposable income growth revenue in the
chocolate and confectionery manufacturing industry declined over the two years through 2020
and 2021. However, industry revenue is expected to rise by 1.5% in 2021-22, due to a
projected increase in consumer income and demand for high-value products. (IBISworld)

The Australian confectionery market had total revenues of $3,333.3m in 2019, representing a
compound annual growth rate (CAGR) of 1.3% between 2015 and 2019. (Market Research)
The chocolate and confectionary industry revenue dropped from -2.04% to -2.76% in 2020 to
2021 (IBISworld, 2021).

For small businesses competing against larger ones such as Wrigley (owned by Mars Wrigley)
with massive brand loyalty and a market that is becoming incredibly more competitive, it’s hard
to expand (IBISworld,2021). Not only is it hard to compete but with the change in customers
view on healthy lifestyles and diet the confectionary industry is struggling, not helping was
COVID-19 making the major companies dominate the industry leaving behind small business
(IBISworld, 2021).

For The Red Balloon however as they are wanting to expand and keep the business alive
using online business. Only problem is they are finding it quite difficult to break their goal of
10,000 Instagram followers with only 7,166 (Instagram). Trying to compete against their
competitors like Sticky in Sydney with 173,000 followers is a tall order, nevertheless the major
companies that dominate the market. What separates The Red Balloon though is their passion
for Australian ingredients and being aware of dairy free, cruelty free and personalisation
options, all that can be a big advantage if they gain a larger following and recognition from
other competitors.

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A SWOT analysis can be developed to understand The Red Balloons internal and external
environment, to indicate areas for improvement and success. It will help the business discover
and overcome challenges, be well positioned in their market, and effectively communicate with
the target audience.

Figure 1 - SWOT Analysis for The Red Balloon

Source: Own illustration

2 Target Audience

2.1 Target Audience

The Red Balloon Candy company clearly aims its products at socially conscientious
consumers such as vegans. Two and a half million Australians now say they are vegan or
vegetarian (Roy Morgan 2020), 57% of vegans in Australia are millennials (foodfrontier.org)
and therefore the clear target market segment for Red Balloon is to target their product at the
millennials. According to the Pew Research Centre a millennial is born between 1981 and
1996, currently aged 25-40 in 2021 (Dimock 2019). Red Balloon market towards vegans,
people wanting to buy Australian made, the conscientious consumer e.g., cruelty free and
dairy free as well as towards social media influencers. Millennials are some of the main users

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of social media today, with 90% using Facebook, 88% using YouTube and 61% using
Instagram (Roy Morgan 2020). If Red Balloon employs the use of social media influencers
promoting their brand, then these platforms will be key to attract the millennial consumer. The
products sold relate to a cause, being cruelty free and vegan, according to the 2015 Cone
Communications Millennial Corporate Social Responsibility (CSR) Study, more than nine in
ten millennials would switch brands to one associated with a cause, and two thirds use social
media to engage around CSR. The study also found that millennials are prepared to make
personal sacrifices to make an impact on issues they care about e.g., paying more for a
product (CIS Georgetown University 2017).

Not only are millennial consumers conscious of the impact of their purchasing decisions, but
organisations also careful with the businesses that they interact with (Social Tables 2021).
This evolution in the beliefs of consumers makes it important for businesses to reflect similar
beliefs when hosting events, particularly because eco-friendly approaches to business have
been shown to be beneficial in attracting consumers and clients (Krause 2015, p. 5; Social
Table 2021). Red Balloon outlines that their product can be used in a versatile way and is
suitable for a variety of events such as celebrations, birthday parties and for corporate events,
making it clear that another target segment of theirs is millennial event organisers. Therefore,
making it important for organisations and individuals to employ event organisers that are
aware of these trends and are able to connect with the relevant businesses that would ensure
the event reflected the values of their socially-conscious and eco-conscious friends, partner,
employees, or clients. One of the greatest measures event organisers use to measure success
of events, is attendee satisfaction, this makes them an ideal target segment for Red Balloon,
since they will take into consideration the wants, needs and values of their client and potential
attendees (Webb 2016, p. 8). This includes the dietary needs of the attendees and their stance
on social and environmental issues, this will be of greater importance for the millennial
organisers since they are more likely to adopt similar conscientious attitudes.

The millennial generation has been shown to have a greater propensity for adopting and
embracing socially and environmentally conscious attitudes, so one of the target segments
has been identified as the ‘Socially Conscientious Millennial’. The second target segment also
falls within the millennial age range and have been identified as the ‘Millennial Event
Organisers’.

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1.2.1 Primary Target Audience: Social Conscientious Millennial
Consumers

Figure 2 - Social Conscientious Millennial

Source: Own illustration

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2.2.2 Secondary Target Audience: Millennial Event Organiser

Most event organisers are highly conscientious in their quality and level of output,
additionally, they are required to be keenly aware and highly considerate of the needs
and requirements of others (Holley 2001, p. 1-2). The millennial event organiser
segment will not only be conscientious and considerate, but they readily use
technology to broaden their knowledge and discover trends that will benefit them in
their organisation (Michele Maiers 2017, p. 213 - 214). They will use social media to
follow trends that may be of interest to potential clients and ensure that they
understand the values and needs of those clients through that.

Persona – Millennial Event Organiser

Quote / Statement / Philosophy

“The quality is in the details”
Background
Kristina belongs to the millennial event
organiser segment which are conscientious and
have a strong attention to detail. She is
interested in following health trends and popular
trends regarding events. Kristina normally uses
social media to promote event related content
and to follow current trends that may be helpful
to her.

Education: Bachelor of Communications

Name Kristina Glesk Place of Birth: Melbourne, Victoria, Australia

Age 28 Interesting Experiences

• Backpacked around Europe with a group

Position Junior Event Planner
of friends

Likes Motivations

• Socialising and networking

• Travelling
• Being Organised
• Following current health trends
• Supporting businesses with
similar values
• Helping others
• Connecting with various types of
individuals
• Making a positive impact on the planet

Dislikes Goals / Aims

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 • Waste and littering
• Be considerate of other people’s views
• Animal cruelty
• Travel to many countries
• Inactivity/Procrastination
• Make choices that help the planet
• Close Mindedness

Hobbies / Interests Actions

• Listening variety of music • Mostly purchasing ethically and locally

• Fitness sourced goods
• Reading self-help books • Keeping organised
• Scrapbooking • Proper waste and recycling practices

Personal Achievements Frustrations

• Organised an impromptu
• Last minute changes to plans
birthday weekend holiday for a
• People with very rigid viewpoints
friend

Social Media Platforms Platform Use

• Instagram • Uses Instagram and Pinterest regularly

• Twitter throughout the day to inspire her in her
• LinkedIn work
• YouTube • Uses platforms for a short amount of time
• Facebook in the morning and for a moderate
• Pinterest amount of time in the evenings

Key Influencers Brands Followed

• Trends occurring in the media • Lush

• Friends and family • Gourmet Basket
• Miranda Kerr, Mark Olive • Patagonia
Figure 3 - The Red Balloon’s Secondary Target Audience
Source: Own illustration

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3 Communication Objectives
One of the main goals of Red Balloon is to build brand awareness among their target audience
and communicate the various features of their unique candy store. Social media is one of their
main ways to reach millennials and communicate with them about various products. Table 1
presents the main campaign objectives that Red Balloon wants to achieve.

Objective 1 Objective 2 Objective 3

Gain 8 brand
Gain 10,000 followers ambassadors within 2
Increase online sales by 5% in the
Specific on Instagram within a month period to
first 5 months
5-month period increase knowledge of
the brand

Gaining 4 brand
Gaining 2,000
ambassadors in 2 Having an increase of 1% in sales
followers a month will
months will ensure that every month will ensure online
Measurable ensure that Red
Red Balloon has 8 sales will increase by 5% at the
Balloon gains 10,000
ambassadors at the end end of the 5-month period
within 5-months
of the 2-month period

This goal will be achievable

through communication from
This objective will be This will be achievable
brand ambassadors to their
achieved through through Red Balloon
followers about the brands
ongoing relevant communicating and
products and how they are
marketing that reaching out to various
switching fully to online, and
reaches their target influencers that share
Achievable through online instagram or
audience, such as similar values as the
facebook giveaways being run by
instagram posts with brand, this will increase
Red Balloon to increase
hashtags that will brand awareness and
interaction with their target
reach their target reach their target
audience, attract more customers,
audience audience
and discover what other products
their consumers may want

This goal is relevant to This goal is relevant to to the brief

This goal is relevant
the brief of increasing of remarketing the Red Balloon
to Red Balloons brief
brand awareness and into an online candy shop and
that aims to increase
communicating the increasing excitement surrounding
Relevant brand awareness and
vegan, cruelty free, the shift to an online store, and
gain new
dairy free and gluten receiving recommendations of
followers/likes on
free ingredients used in new products consumers may
instagram
their products want

This goal aims to be This goal aims to be

Time This goal aims to be achieved by
achieved by April achieved by January
Bound April 2022
2022 2022

Table 1 - SMART Objectives

Source: Own illustration

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4 Budget

Budget is distributed as shown in this table for the CandyMagic Pop-up store campaign. It
derives from the IMC elements of event, social media and influences and totalled together.

IMC Estimated Actual Difference Donations Total

Element cost cost
Event $1500 $1000 $500 $285 $715

Social $0 $0 $0 $0 $0
Media

Influences $3000 $2500 $500 $0 $2500

Total $4500 $3500 $1000 $285 $3215

Table 2 – Budget
Source: Own illustration

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5 Marketing Mix Strategy

5.1 IMC Strategy

Current IMC strategies are in a process of evolution as the company shifts sales from a
physical storefront to a 100% online sales approach. The activities of social media, influencers,
PR & Publicity are promotional but need to be supported by an event-based campaign for their
new business model.

5.1.1 Event Team

As the company is shifting sales to online it is important for their current customers and the
public to be aware of this, of course it will be posted all over social media and information
spread to influencers, but this needs to be supported by an event to kick start their online
store. The event team needs to plan the event close to their old physical store, so customers
who visit the store will be informed of the new venture. Key partners need to be contacted to
compile all the necessary ingredients for samples, decorative items for the stall, permits,
structured shelter etc. A launch strategy needed to be prepared, including, time, cost of space
rental, permit cost, products to be sampled, products to sell and promotional material for online
store, such as business cards, flyers and more. A sponsorship is unlikely for this kind of event
therefore the cost of running the event must be worth the estimated return on investment
(ROI). The event is marketed online as well as posted around the local area on street poles,
there will be no tickets, it will be a walk-in event. There will be tickets sold for a raffle to recoup
some of the costs with a treat basket to be given away to the winner at the end of the event.
A social media giveaway has been organised with participants being able to win a $20 gift
card for the online store if their social media post with the hashtag #redbaloonevent2021, is
picked as the winner. The event team worked in unison with the PR & Publicity team, social
media, and influencer team to promote the event and ensure that the word gets out, so the
event isn’t a waste.

Cost of hiring the stall was not overly expensive with the permit costing roughly $55 (MFM
2017) and the stall hire was around $200 (OurLocalMarkets 2015).

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5.1.2 PR & Publicity, Social Media and Influencers

The PR & Publicity, social media and Influencer teams worked to compile the event details,
with location, timings, event page to display this information as well as posters, flyers, and
social media posts to gain traction and interest in the event. The raffle for the treat basket will
be displayed online as well as at the event with tickets for purchase both digitally and
physically. The Influencer team used influencers from all different sections of the target market
including, vegan, cruelty-free, dairy-free, and socially conscious influencers based in the area.

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Activity Objective Promotional Promotional IMC What are How are When Who is Cost to Contingency
Strategy tactic budget you you are you going to measure plan
going to going to going to measure
measure measure measure it?
it? it?
1 To raise Events Event based $1500 Website Website Measured Analytics $0 Should the
brand campaign. visits in analytics two team pop up stall
awareness Pop up stall two months exposure not
by months after the increase visits
increasing following pop up to the website,
website the pop up stall reflect on
visits by stall marketing
25% in two strategy
month
period
following
the popup
store

2 Gain 400 Social Media Post on $0 Increase in Social Measured Social $0 If target not
Instagram Facebook and ‘followers’ media two Media met, reflect on
and Instagram info in two platform months team the content of
Facebook about pop months account after the the posts
followers in event and following analytics pop up made, and the
two month website store the pop up level of social
period stall media
following advertisement
the pop up at pop up
store event

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 3 Obtain PR & Publicity Advertise in included Number of Local From Events $0 If partnership
partnership newsletters, in newsletters council launch of and PR cannot be
agreement email $1500 issued, data advertising teams obtained, have
with local marketing and event emails sent campaign a plan in place
council for on street budget and by council to distribute
inclusion in poles around posters until the Red Balloon
all their local area printed by morning of advertisement
event council. the event materials.
marketing
materials

4 Acquire 5 Influencers Target $750 How many Social One week Social $0 If influencers
local Millennials by influencers media after event media do not attend
influencers using 5 attend and analytics team the event, use
to attend influencers post on the the budget to
event and who have a positive influencers’ send samples
post on large comments accounts to influencers
social following in about the homes to
media this event and review and
demographic product post about

5 Sell 385 Event and Post on $100 How many Revenue At end of Analytics $0 If over 100 are
raffle Social media Facebook and tickets are received event and event not sold,
tickets at Instagram info sold online from raffle when team budget will
$1 each, to about the and in tickets raffle is need
raise $285 raffle person at drawn reallocation
in the market from events
donations team

Table 3 - IMC Strategy

Source: Own Illustration

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5.2 Creative Strategy

The creative strategy is a plan to guide our advertising and content to correlate to emphasize
the overall message and objectives of the campaign to the audience.

5.2.1 Overarching Positioning Statement

The Red Balloon drives to engage and bring brand awareness to their target market of
Millennials through an exclusive pop-up store called CandyMagic which engages with
customers in a more in-depth way. It is a chance for The Red Balloon to showcase their brand
and products physically to customers compared to their exclusive online presence.

5.2.2 Unique Selling Proposition

The campaign communications should bring awareness to their unique products that are
health-conscientious and handcrafted, and can easily be personalized for special events,
corporate branding, and gifts. In order to effectively communicate to their target audience,
content during the event should focus primarily on their fun, happy artisan candy that can be
personalised to each individual, highlighting their differences from competitors.

5.2.3 Message Strategy

The CandyMagic campaign is a unique event that offers a limited time and exclusiveness to
their activities that will take place. This event campaign will include newly launched candies,
enjoy free tastings, and to join make-your-own-candies workshops. There will be
‘Instagrammable photo’ opportunities of displays all around the pop-up store, perfect for the
millennial market. Creative and interactive installations with hashtags, QR codes and more
digital devices will be implemented. Aimed especially for a fun and exciting experience that
customers can relate to the brand.

External positioning lines can be:

• Instagram your magical experience, visit CandyMagic. Invites the target audience who
love using social media and suggests a photogenic event.
• Come create the candy you love @ CandyMagic. Focuses on the creative element of
the brand and event. Using the ‘@’ sign also signifies the Instagram use of it when
tagging people and companies to posts.

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 • Selfie time at Candymagic! # #redbaloonevent2021. Incorporating the hashtag will also
encourage the audience to use it when they post a photo at the event.

5.2.4 Big Idea

CandyMagic pop-up stall should be fun and emerging to reflect their colourful and
personalised sweet artisan products. It is important to incorporate social media interaction
during the event to attract and gain followers. ‘With the technological improvements in
smartphones nowadays, it has significant implications for society’s behaviour towards their
surroundings and communication concept.’ (Agustina et al. 2020)

Figure 4 - Moodboard Inspiration

Source: Own illustration

From figure 4 several images from different events, restaurants and shops are put together to
inspire the look of CandyMagic and how they can make it more instagrammable and
interactive. Consumers can enjoy the scenery and take photos where they can upload on their
social media accounts, use the hashtag and tag The Red Balloons social account which leads
to attraction and awareness. ‘Instagram has now become a crucial travel companion that
travellers share their experiences with. It is constantly used to update your followers about the
places you go to, where you eat, what you see’ (The Anmon 2021). Using Instagram and

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Millennials word of mouth is the best way for events like this one to grow and gain publicity
which leads to brand awareness and growth.

Using an interactive pop-up event like this one to reach Millennials is unique as it creates an
aesthetic, exclusive and exciting place for people to hang out, take photos and make their own
candy!

Figure 5 - Moodboard Inspiration specifically for CandyMagic

Source: Own illustration

5.2.5 Execution

Several elements must be considered and executed for this campaign:

1. CandyMagic should take an interactive, omni channel experience that

encourages attendees to utilise the backdrops, workshops and using the
campaign hashtags on social media to meet objectives, monitor data analytics
and raise overall brand awareness.
2. The pop-up event should be promoted on all social media channels such as
Facebook, Instagram, and Twitter to ensure audience insights. Along with
creating a Facebook event page.

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 3. Partner with the local council to advertise the event in newsletters, email
marketing and on street poles around the chosen location.
4. Invite local food and event bloggers and/or influences to the opening day and
to announce their attendance on their channels.
5. Advertise and launch the raffle information online through social media.

The campaign's main priority and focus should be to bring their audience online to their social
media channels and website to where their main shop and products are. It is a fun and
interactive way to bring their target market in engaging on their new and improved online
platform. It is also to ensure attendees follow and engage with their social media channels.

5.2.6 Implementation Plan

Table 4 - Key Phases of the CandyMagic campaign pop-up store

Source: Own illustration

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5.3 Media Strategy

The following vehicles were selected to be the most appropriate for Red Balloon in
communicating the creative strategy, to allow the target market of socially conscientious
millennials to become aware of their product and increase Red Balloons brand awareness.

- Events
- Social Media (Instagram & Facebook)
- Influencers

Having an event day for Red Balloon will give the business a great boost going forward, not
intending to make profits but increasing the brand awareness. It allows the target market and
all other people the chance to see and get a glimpse of what Red Balloon is as a business,
and how the things that they are doing is better for the environment. The event we had in mind
was something reasonable such as a pop-up shop in the local community to raise awareness
and get the word out there about Red Balloon, and what the future holds for them.

The use of social media is the main vehicle for Red Balloons future success. As one of the
objectives is to reach 10,000 Instagram followers, by achieving this goal will allow more people
to be up to date with what’s going on and spread the brand to a wider audience, especially
millennials who are the highest users of social media (Statista, 2020). It also allows Red
Balloon to use the likes of influencers to help promote the product more strongly to the target
market.

Influencers have a great impact on millennials, as they are seen as trustworthy and legitimate
when it comes to advertising (Donaworth). The choice of this vehicle is due to the impact
influencers have on social media and especially our target market. With a wide range of
followers, they can only grow the business in a positive trajectory.

The tables below outline the campaign's media strategy which includes IMC elements and
objectives along with costs.

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 Media Schedule and Budget Allocation
IMC Tactics and Budget

Target Market – Socially Conscientious Millennials

Objective IMC Month 1 Month 2 Month 3 Month 4 Month 5 Total Notes

Elements Budget

Increase online Event Get in contact Get the required Present the pop-up Reflect how the pop-
sales by 5% in the with the local tools and facilities shop to the community up shop went, with
first 5 months council to for the pop-up and attract as many of online
organise a set shop, the target market as Instagram polls.
couple of weeks communicate with / possible.
(in month 4) to council.
start the pop-up
shop.

Revenue $285
Cost $ $1000 0 0 $715 expected
earning
through
raffle ticket
sales

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 Gain 10,000 Social Media Begin Instagram Continue to stay active
followers on (Instagram) advertisements to on social media,
Instagram within a increase awareness frequently checking
5-month period / / using hashtags and how many followers /
relevant language. are gained.

Revenue
Cost 0 0

Gain 8 brand Influences Get in contact with Approve the Continue checking
ambassadors possible appropriate how much effect
within 2-month influencers about influencers and begin influencers are
period to increase possible campaigning the having on social
knowledge of the advertising post product on their media.
brand / the pop-up shop / personal social media
accounts continuing
into the future

Revenue
Cost 0 0 0

Total $1000 $285 715 $715

(Expected Raffle Ticket
sales)

Table 5 - Media schedule and budget allocation

Source: Own illustration

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6 Evaluation & Control Measures

There were many key factors to consider when evaluating the success of the POP-UP
campaign in achieving the outlined communication objectives. The POP-UP campaign is
reliant on the use of social media as a promotional platform for the brand and the event that
aims to raise awareness about the shift to an online only sales model, therefore evaluation of
the campaign will be greatly conducted through social media metrics.

Both Facebook insights and Instagram insights will contribute greatly in monitoring
engagement on both of these platforms, they will highlight the Facebook impressions for the
content, and they will reveal the Instagram views, likes and also the shares of the content.
This will help The Red Balloon understand which kinds of posts with different hashtags are
more effective in reaching their target audience, and further increase their reach to increase
engagement. The information collected on both social media insights will also help The Red
Balloon understand how they are overall performing and growing on the platform as a brand
in terms of followers and will reveal the overall trend of engagement over a time period that
could include days, weeks or months.

Additionally, Google analytics will also provide The Red Balloon with information on how
individuals are reaching their website, general demographic information regarding the visitors,
while also providing information on which the products sold and the overall product
performance. This will provide The Red Balloon with information on additional segments that
might be useful to target and will also highlight the products that are high/low in popularity
which will aid the brand in deciding the products to keep, and the products to replace with
others that may be more popular.

These online evaluation tools will continue to be used by The Red Balloon even after the
conclusion of the campaign to track their progress and to help them implement changes that
will further their reach to the relevant target audiences.

However, to evaluate the success of the CandyMagic campaign event, the sales of raffle
tickets will be monitored, and Instagram for engagement with the hashtag
#redballoonevent2021. These will not only evaluate the success of the event but will evaluate
the interest in the brand through the likes and comments attached to the posts with the event
related hashtag.

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7 References

Agustina, I,A, Rachmahani, H, Nisrin, H, Widita, A 2020, ‘Interior Virtual Enhancement: Using
Augmented Reality to Elevate Visitor Experience on Café as an Instagrammable Place’, Proceedings
of the 4th International Symposium of Arts, Crafts & Design in South East Asia, viewed 3 October
2021
< https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3807702 >

Holley, K 2001, An analysis of successful event planning, viewed 3 October 2021

< https://ttu-ir.tdl.org/bitstream/handle/2346/23287/31295017977934.pdf?sequence=1 >.

IBISWorld 2021,‘Changing tastes: Increasing health consciousness has constrained revenue growth’,
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Influencer Marketing for Millennials, Donaworth, viewed 25 October 2021

< https://getcarro.com/blog/millennials-by-the-numbers-influencer-marketing-statistics/ >

Maiers, M 2017, ‘Our future in the hands of Millennials’, The Journal of the Canadian Chiropractic
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< https://www.statista.com/statistics/1104583/australia-generational-breakdown-of-social-media-
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8 Appendix

Appendix A

Appendix B

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