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商品編號： 9-522-068 出版日期： 2022/05/27 作者姓名： Amano, Tomomichi;Ofek, Elie;Cheng, Mengjie;Klopfenstein, Amy 商品類別： Marketing 商品規格： 13p 再版日期： 地域： United States 產業： Advertising industry;Food and beverage sector 個案年度： 2021 - 2021
商品敘述：
This case reveals the events that took place after the conclusion of the cases "Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign." After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency Mekanism must decide the campaign''s influencer marketing strategy as part of the media plan. Mekanism Chief Social Officer Brendan Gahan must review a proposed roster of social media influencers and decide which are likely to be the best ambassadors for the Franzia brand. Gahan also needs to decide how many influencers to contract, how much to pay them, how many pieces of content to commission, and what guidelines to provide.
涵蓋領域：
Branding;Digital marketing;Marketing;Marketing communications;Marketing strategy;Product positioning;Social marketing;Strategy
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