How Yorkie's new campaign could be more successful

I'm writing this in light of a previous post I wrote about what I liked about the new "Man Fuel for Man Stuff" Campaign by Yorkie as I feel some changes would improve it.

Firstly, in order for Yorkie's new campaign to be successful, I believe an IMC approach is vital for them to adopt, if they are to connect with their target audiences. The digital revolution has emphasised the importance for marketers to offer an online presence as well as an offline one, especially for FMCG goods with low loyalty. The 2.0 era that Facebook, Twitter and other forms of social networking sites have created have changed the way brands have to communicate with their audiences. Therefore, I feel a presence to boost their current social platforms is needed. In alignment with their current ‘man fuel for man stuff’ slogan I feel the following medias are just a few that could be used:

Social Media: ‘Low involvement’ brands need to create a voice on shared media through UGC. Yorkie’s fans upload images/videos/evidence of their everyday achievements, amplifying these would complement the TV ad through Twitter hashtags Facebook competitions, Pinterest Boards.

Magazine/Newspaper: Target Audience fits the demographic that also can be found in the likes of The Sun, Nuts, Stuff, FHM.

Packaging: Using a QR code on the packet to link through to Facebook page- drives engagement

Mobile: Location-based promotions at football matches to drive sales