COURSE
NAME: CIM503 - Professional
Communication Strategies
Social Media Campaign (SMC) for:
Pizza Hut
Introduction
Pizza Hut is a subsidiary of Yum Brands, "delivers more
pizza, pasta and wings than any other restaurant in the world". Pizza hut
now is the largest pizza company in the world. Pizza Hut has dominated the
pizza category for over 57 years. Pizza Hut has continued its leadership in
innovation by being on the forefront of E-commerce. Online ordering was first
introduced 10 years ago, and the site is continually optimized to make ordering
easier and faster for consumers.
Action Item for the SMC: (What will the consumers do for their call to action)
They will order, use
the hashtag and follow on social media site.
Objective: The
objective of this campaign is to get more press for Pizza Hut and to have them
shine in a successful light. The purpose is to revamp their YouTube, Facebook,
Twitter, Instagram and Snapchat accounts so that they receive more response,
and to create and an advertising campaign that allows for an increase in sales
in the present and future. The result that is expected from this campaign is
everlasting success for Pizza Hut and a major increase in sales.
Time frame: The
time frame for the campaign will be from 1/1/2016 until 1/20/2016, along with a
Pizza Hut biggest change in its business since it started over 56 years ago.
The rebranding effort consisted of changes in almost all aspects of Pizza Hut’s
identity. The change included a new menu, logo, website, and new packaging.
Target
Audiences: The target audience for Pizza Hut will be college
students to mid-40s adults. This is because most people in this age range will
still be looking for the type of deals that Pizza Hut can and does supply.
However, there are still people below college level or older than mid 40s that
will buy Pizza Hut.
Problem: One problem in this campaign is that there is a very
broad target audience and area that Pizza Hut can reach out to. Another is that
Pizza Hut can always be creating different types of campaigns to use for their
diverse target audiences.
Solution: The solution to the problem for Pizza Hut is to
create a campaign that will work for the majority of their target audience.
Pieces of the campaign will be displayed on YouTube, Facebook, Twitter,
Instagram and Snapchat. For example, we will use a specific hashtag for users
of these apps to use.
Hashtag
Campaign on Social Media:
#JustNeedPizza
Everyone
has bad days, and it is these days when we need pizza the most. Pizza is
comfort food. Our hashtag aims to remind people that Pizza Hut is still here
for them.
#PizzaLover
Some
days you eat salads and go to the gym, some days you eat cupcakes and refuse to
go to the gym. When you do so maybe you should eat pizza. It is called balance.
Social Media Presence:
You Tube
- 1 billion users visit YouTube and over 6 billion hours of video are watched each month.
- YouTube video marketing is extremely cost-effective.
- 60% of consumers will spend at least two minutes viewing a video to obtain information for a planned purchase.
- Consumers are motivated to buy after watching a video.
Snapchat
- Snapchat is allowed to put up full- screen advertisements.
- Snapchat stories content was being viewed 500 million times per day.
- Many companies began to establish their own Snapchat accounts and post content on their Stories for their followers/friends to see.
Facebook
- 890 million daily active users on average.
- 1.19 billion active users on their mobile.
- Unlike TV ads, Facebook’s video advertising feature knows what you like and dislike.
- Reaching the targeted audience.
Evaluation:
The campaign’s success will be measured by an increase/decrease
in sales, number of people that use the hashtag and the increase/decrease in
the number of followers on each social media site.
Conclusion: Overall, this campaign will develop a program for
Pizza Hut to use to raise the amount of sales they have, and increase the
number of loyal customers.
Write out the Narrative: Frank finished his work. This
day, he supposed to pick up food for dinner. He was thinking of pizza. He went
online to order one where he saw a Pizza Hut advertisement. He saw the new
fresh crust, ingredients, sauces and flavors. He did order. He also used the
hashtag to tell his friends and he followed Facebook to get offers.
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