Utilize the 6Ms framework to develop and measure campaign strategy success.

1. Campaign Strategy
UGBA 198
Haas School of Business
UC Berkeley

2. Goals of a Marketing Campaign
• Increase Acquisition
– Acquire new followers
• Increase Retention
– Keeping your existing
followers engaged
• Increase SOW / SOM
– Share of wallet
– Share of mind

3. Campaign Development
• Alignment with corporate
and marketing strategy
• Objectives and goals are
KEY to success
• Why SMART Goals?

4. Developing & Measuring
Campaign ROI
• 6Ms Framework
Mission Market Message
Media Money Measurement

5. Case Study: Purple Your Profile
• Chevrolet and American Cancer Society
• Super Bowl 2014

6. Purple Your Profile—Mission
• Highlight and increase Chevy’s
corporate social responsibility (CSR)

7. Purple Your Profile—Market
• Survivors of cancers
• Friends, relatives, and those
who have supported
survivors to road to
recovery
• American Cancer Society
members and supporters

8. Purple Your Profile—Message
• To celebrate cancer survivors and those
who support them on the road to recovery

9. Purple Your Profile—Media
• Traditional Channels:
– Super Bowl T.V. commercial
• Non-traditional Channels:
– Facebook, Twitter, YouTube
• Website
– Chevrolet Purple Roads Website

10. Purple Your Profile—Money
• Super Bowl Ad Production
– $1M
• Super Bowl Ad Placement
– $8M
• Donation of $1 to ACS per
‘purplized’ profile
– $1M
• Estimated total cost:
– $10-12M

11. Purple Your Profile—Measurement
• Number of viewers of Super Bowl
• Number of views on YouTube video
• Engagement on social media
• Number of participants
• Press mentions

12. PYP—Measurement: Assumptions
• Internal data cannot be extracted, thus we will
use market sizing and industry standard for
some numbers
• This is a high level calculation
– We will not focus on small details, i.e. engaged % of
viewers on the Super Bowl

13. PYP—Measurement: Total Reach P1
• Total Reach = Traditional + Non-traditional
– Traditional = 111.5M
– Non-traditional = organic + amplified reach
– Non-traditional = 1.8M + 1.5M + amplified reach
• How to calculate amplified reach (aka virality)?
– 1.5M participants via Facebook and Twitter
– Average: 200 Facebook friends / Twitter followers
– Calculation: 1.5M x 200 = 300M amplified reach

14. PYP—Measurement: Total Reach P2
• Total Reach
– Traditional + NT organic + NT viral
– 111.5M + 1.8M + 1.5M + 300M = 414.8M reach
– SB + YouTube + FB/Twitter + Viral = Total Reach

15. PYP—Measurement: CPM
• Cost-per-thousand
– CPM: Cost of campaign x 1000
Total Reach
• CPM: ($11M x 1K) / 414.8M = $26.55
– What does this mean?
Every 1,000 reach will cost Chevrolet $26.55

16. PYP—Measurement: CPM Comparison
• CPM for Purple Your Profile: $26.55
• Average CPM for Super Bowl Ad: $30-35
• Was this a success?
– YES ($26.55 > $32.5)
• Food for thought to consider…
– Press mention reach was not included (could
decrease CPM further)
– Engaged reach was not factored (could increase
CPM)

17. Takeaways
• Campaign should align with corporate and
marketing objectives
• Campaign Strategy Success:
– Development + Management + Measurement
• Utilize frameworks such as SMART Goals and
6Ms to help guide and measure success