SPAM Paid Media Campaign
Let’s talk about SPAM.
Over the course of one semester (Jan - May 2023), I lived and breathed SPAM. My team and I were tasked with creating two paid media campaigns for the salty snack that would compete against 6 other “agencies” for a chance to win the client (my professor Jim Helberg, EVP, Chief Media Officer at RPA). The first campaign was for SPAM, and the second was for a fictional product, SPAM Frozen Bowls.
Using MRI-Simmons, we did extensive research to determine our target audience and their media preferences. We used this information to develop detailed personas and quintiles for each target audience. Here is an excerpt from a persona I wrote for our first target audience:
Hi! I'm Maria Gomez. I just finished high school (188) and got to celebrate my 18th birthday along with graduation! We moved to Phoenix, AZ after my baby brother was born a few years ago. At the moment I’m taking a gap year at home, and don’t have any immediate plans to go to college. I come from a big family (247), with two little sisters and one little brother (279). It was really important to my parents that we grow up speaking Spanish in the home, which is great because my siblings and I are all bilingual (414). I’ve had a lot of time on my hands since graduation, so most of my days are spent watching comedies like Los Espookys and La Casa de Los Flores (788). I also probably spend way too much time scrolling on Instagram and TikTok (255), something my mother never fails to remind me of. I get most of my fashion inspiration from social media (226), and I pride myself on always being on top of the latest trends (331).
Quintiles developed for our first target audience (SPAM):
Medium and Heavy Users of Canned Meat are adults ages 18-24 who have less than a high school degree+, with a Black, Asian or Hispanic skew.
We determined our DMAs (designated market areas) using data from Nielsen, provided by our professor.
After completing our geography and quintiles, we used our MRI - Simmons data to develop our television dayparts, sports, and specials. Our media plan covered digital and online video, programmatic, radio, print, events, product placement, out-of-home, and influencers. Our budget for SPAM was $85 million, and $120 million for SPAM Frozen Bowls. Below, you will find examples of media concepts our team came up with.
