Direct Marketing Campaign

User Generated

Qnavryyr24

Business Finance

Description

In a paper of 1,000-1,500 words, identify a successful direct marketing campaign recognized within the past 18 months. Provide an overview of the media strategy and messaging strategy as well as the metrics used to define success. Also, explain who the target audience for this marketer is in terms of media usage and demographics.

The assignment is to identify a successful direct marketing campaign within the past 18 months.A direct marketing campaign example is that of Coca-Cola Share a Coke. Each Coke's can had a name on it and the fun thing is that you get to look for the can with your name on it or find a friend or loved ones name on it. We know that it was successful because the company launched it twice. Provide an overview of the media and messaging strategy, and the metrics used to determine success. Also, describe the target audience.

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Explanation & Answer

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SURNAME 1

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Direct Marketing Campaign: Heineken Worlds Apart Campaign

Heineken launched a campaign in 2017 dubbed Worlds Apart with the hashtag
OpenYourWorld that successfully achieved what Pepsi Co.’s ad failed to do. The company
managed to incorporate political differences to highlight humanity, and in turn reinstated the
audiences empowering belief in kindness and understanding. The campaign was a real-life social
experiment that saw the company bring together people from different ends of the spectrum, for
instance, an activist for climate conservation and the climate change denier, and gave them a
project that involved team-work and eventually unveiled their political differences. The pairs
then shared a Heineken and talk about their differences.
Overview of the media strategy and messaging strategy as well as
In 2017, the internet reacted to what was regarded as a tone-deaf attempt by Pepsi Co. to
address a political issue that touched on the Black Lives Mater Movement in the United States.
Despite the failure of Pepsi’s ad that prompted the company to pull it down after a day, Heineken
took a similar approach to address the political shifts in the world, for instance, the election of
Donald Trump and Brexit, highlighting the divisions that have become apparent across countries

SURNAME 2

(Jardine n.d.). The campaign w...


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