Campbell's devotes 40pc of media
buy to digital, mobile platforms
The Campbell Soup Company is
launching a new multiplatform campaign, putting a greater focus on mobile and
social video to reflect consumers' growing interest in video on these
platforms.
The canned food manufacturer is
increasing its marketing investments on social media 18 percent to better gain
transaction within the tech-focused market of today. Campbell’s will be
launching a variety of video advertisements through mobile, social platforms
and media partners such as BuzzFeed, Thrillist, Vox and Hulu.
“Campbell is significantly
stepping up its investment in digital media this year, which will shift to be
around 40 percent of the media buy, up from 22 percent last year,” said Megan
Haney, senior manager at Campbell Soup Company. “We are focused on engaging with
consumers where they are and know that mobile and social play a large role in
doing so, and in creating more engaging, personalized experiences that enable
us to develop smarter, deeper connections with our consumers.
“Our digital spend includes mobile
and social activations through video and sponsored content on sites like
BuzzFeed, Thrillist, Vox and Hulu,” she said.
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