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ONLINE TOOL MEASURING – THE BIG KNIT

CONTENT

• Campaign strategy• Campaign aims and objectives • The chosen tools • Summarised table of features of selected

tools• The effective tools

CAMPAIGN STRATEGY

• The using social media is an effective element of this campaign (like Facebook)to make people aware of the campaign furthermore they also rely on people to tweet about their campaign.

• This annual campaign ( it been running for over nine years)

• For every behatted smoothie sold 25p will be given to Age UK

• Innocent decide to Partner with Age UK to help older people across the UK warn and healthy during winter

• Engage with audience( knitter from across the land send their hat to innocent and 80% of this people are those who directly benefits for Age UK’s service

CAMPAIGN AIMS AND OBJECTIVE

• The big knit campaign this year is reach a target of over 450,000 hat which is approximate around £112,500

• Engaging people to spread the brand image name in order to give it further exposure.

• Drive sales through the big knit campaign.

• Help keep thousands of elderly people across the UK warm and healthy during the chilly winter months

THE FOLLOWING TOOLS WERE USED TO EVALUATE THE

DIFFERENT ELEMENT OF THE CAMPAIGN

SOCIAL MENTION This shows the positive sentiments

WHATHASHTAG

This show customer interaction regarding the campaign on Twitter

HOW SOCIABLE

The show the Innocent brand social media presence in general

TWEET REACH

These are numbers of the Twitter accounts reached by the Saturday 8/12/12

ALEXA

The give the ability to examine referring traffic on the different platform of social media regarding the big knit.

ADDICT-O-MATIC

ADDICT-O-MATIC

WHOS TALKIN

This shows some of the different social media sites where audience are mentioning the campaign.

BOARD READER

The enable to measure the community engagement. This is shown on the page that conversation between the audience regarding the big knit campaign

This shows the activity on Innocent the big knit

SOCIALBAKERS

The

This graph shown the growth of Innocent Facebook fans as increased on the period of the campaign

THE ELEMENTS OF THE CAMPAIGN

• Social media channels • Partnership with Age UK• Annual campaign (duration of three week )• Activity ( get people to knitting ) • Customer engagement • Brand awareness

SUMMARISED TABLE OF FEATURES OF SELECTED TOOLS

MOST EFFECTIVE TOOLS

Addict-o-matic This tool is enables us to evaluate some aspect of the campaign element such as brand awareness , it also use the different platform of social media, customer interactionThis give the ability to have clear understanding of the content relevant to the chosen campaign.

Social mentionsocial mention shows most the campaign element through its top Hashtags features and also show the different social media platform using its sources

References• http://www.bitc.org.uk/resources/case_studies/afe1311_innocent.html • http://www.bitc.org.uk/applications/dynamic/case_study_download.rm?id=21374

• http://socialmention.com/search?q=innocent+big+knit&t=all&l=&filter=&sort_by=date&tspan=m (accessed 8/12/12)

• http://www.alexa.com/search?q=the%20big%20knit&p=sempromokey&r=site_siteinfo&s=innocentdrinks.co.uk (accessed 7/12/12)

• http://whathashtag.circulorojo.es/?search=%23bigknit&btnSearch=Search (accessed 7/12/12)• http://www.howsociable.com/why_howsociable (accessed 8/12/12)• http://tweetreach.com/reach?q=%23bigknit (accessed 8/12/12)• http://boardreader.com/s/innocent%20the%20big%20knit.html?l=3 (accessed 7/12/12)• http://www.socialbakers.com/facebook-pages/7211436203-innocent-drinks/(Accessed 8/12/12)• (Accessed 8/12/12)• http://www.whostalkin.com/search?q=innocent+big+knit&x=44&y=10 (Accessed 8/12/12)• http://addictomatic.com/topic/innocent+big+knit (Accessed 8/12/12)• http://www.innocentdrinks.co.uk/bigknit

STUDENT’S NAME AND ID

• Abimbola Odediran/10227462• Sabzaba Hussain/10224364• Sofia Mutumbu/10234329• Amanda Makumbe/10219973