The Evaluation of A 5-hour Energy Campaign
Brand’s Objectives
5-hour Energy objectives are differentiated based on the brand’s goals. One of the aims is to increase the market share for energy drinks. The brand also seeks to occupy a significant niche in the saturated energy drinks market. Other than this, its objective is pegged on building brand awareness among individuals from all age groups. However, it focuses on young people likely to purchase energy drinks. The brand’s objective is to also tout taste as a differentiating factor to occupy a larger market niche.
The Actions the Brand wanted the Target Audience to Take
The brand 5-hour Energy wanted the target audience to take actions such as embracing the different flavors and one decaf flavor. It also had the desire to ensure that the consumers develop the ability to identify the variations between its five flavors. Other than this, 5-hour Energy wanted the target audience to be alert and pay attention to the presentation of the different energy drinks it manufactures. The brand also desired the consumers to feel energized and alert after taking its beverages.
How the Brand got the Target Audience to Perform the Actions
5-hour Energy managed to get the target audience to perform the actions through the intricate presentation of its drinks. Additionally, the brand utilized famous individuals to highlight the relevance of its products in building body energy. This representation provided the impetus for the target audience to be alert and pay attention to the brand’s offerings. As such the brand’s ingenuity in presenting its products made the customers perform the desired actions.
The Created Content and Utilized Digital Platforms
5-hour Energy focused on the creation of short videos. They also made numerous images representing the five different flavors. The brand utilized digital platforms such as Facebook, Twitter, and Instagram to reach the target audience (IRI). These social media networks offered leverage for 5-hour Energy to access a large customer base.
The Campaigns Success
The campaign was a success since the brand managed to achieve 22.9 million impressions (IRI). Other than this, the response among the target audience was positive. The brand also experienced a short-term return on ad spend of $6.11, which was considerably high. The campaign succeeded in bolstering positive perspectives regarding 5-hour Energy (IRI). As such, it performed according to expectations.
