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Challenges Sabra Faces
New Program: 3-Component Solution
Digital UGC Hub
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Challenges Sabra Faces
New Program: 3-Component Solution
Digital UGC Hub
Congratulations!
Objective:Get our target to try Sabra Hummus for the first time
Target:Millennials; people between the ages of 18 and 24
Timing: Fall activation in September/October 2015, Content created would run until the end of the year
Budget:$150,000
To bring the world a
little closer
Brand Purpose
Most diverse demographic. Ever.Interests are eclectic despite being connectedProducts we support are an extension of ourselves
Target
Most diverse demographic. Ever.Interests are eclectic despite being connectedProducts we support are an extension of ourselves
Target
Most diverse demographic. Ever.Interests are eclectic despite being connectedProducts we support are an extension of ourselves
Target
I Dip, You Scoop, #WeSabra
I Dip, You Scoop, #WeSabra
I Dip, You Scoop, #WeSabra
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Challenges Sabra Faces
New Program: 3-Component Solution
Digital UGC Hub
Bringing the World a little
Closer
Bringing the World a little
Closer#WeSabra
Bringing the World a little
Closer#WeSabra
Media Partnerships
Media Partnerships
Top shared content sites among millennials
Sponsored content
Quizzes, videos
Top shared content sites among millennials
Satirical ‘news’ stories
Feature sponsored content
Bringing the World a little
Closer#WeSabra
Media Partnerships
UGC
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience
UGC
Experiential Platform
Experiential Platform
Experiential Platform
Sabra Tailgate Tent
Winner is selected at random
Receives lawn seats for the 2nd half of the game
Announced at halftime
#WeSabra on GameDay
Winner is selected at random
Announced at halftime
Receives lawn seats for the 2nd half of the game
#WeSabra on GameDay
Winner is selected at random
Announced at halftime
Receives lawn seats for the 2nd half of the game
#WeSabra on GameDay
+
High Millennial attendanceConcentrated reachAccess to social media platforms
Criteria
Extension Opportunities
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience
UGC
UGC
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience Social
Media
UGC
UGC
Social Media
Social Media
Social Media
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience Social
Media
UGC
UGC
UGC
1
2
3
Challenges Sabra Faces
New Program: 3-Component Solution
Digital UGC Hub
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience Social
Media
Digital HubUGC
UGC
UGC
Bringing the World a little
Closer#WeSabra
Media Partnerships Experience Social
Media
Digital HubUGC
UGC
UGC
I Dip, You Scoop, #WeSabra
I Dip, You Scoop, #WeSabra
