ABSTRACT
Retailers have long had access to vast amounts of transaction data. Every day companies capture information about every product sold at their stores. Adding to the reams of supplier and shop data, retailers have access to an almost overwhelming amount of additional data from the digital ecosystem such as social media interactions and dialog about people's brand. A growing plethora of social media pages and websites existing without strategic direction to grow the brand, but rather exposing the company to possible reputational damage. The planned media purchase, planned and bought by their media agency, reflected their standard media mix with ads on TV, radio, in print and online. The online media plan consisted of display banners, none on Facebook or other social media channels, and paid search through Google. The campaign online destination page resided within their website and contained a product introduction video. This video was also published on YouTube.
