Fixing A&W's Social Media Troubles.

This is a student-concept for a Sheridan Pilon School of Business Digital Marketing Course
By: Taylor Finlay

This is a digital marketing campaign concept for A&W, addressing their weak social media presence when compared to their competitors.

A&W is presented and the great Canadian fast food supplier, therefore we must bolster and expand that very idea.

This campaign will last 6 months and involve the platforms of YouTube, twitter and Facebook. #TheGreatCanadian

Through internal research and nominations, A&W will launch a YouTube series focussing on other “Great Canadian” businesses using all Canadian products. 6 videos ( 1 per month ) 6 minutes in length, starting in the Spring 2016, ran annually as a community building and product relevancy program, when consumers are exited for springtime. Three video nominations will be generated from within A&W featuring Canadian farms and businesses involved in food supply for A&W, outlining why they’re better, focussing on the Canadians behind the products. The Winner will have a hand in designing the #GreatCanadian Burger which will be in circulation for the next year until another winner is nominated.

The other three videos will be community nominated great Canadians. These videos will not be food specific however they must feature Canadians. For Example: Canadian Hockey players, Canadian athletes, New Canadian Start Ups, or even Canadian charity organizations.

This campaign will fulfill the 50/50 rule by utilizing content A&W wants to consumer to know, reinforcing messages already put in place by previous content posted. Balancing with new community chosen content ensuring high view and share levels.

This campaign will be rolled out on both twitter and YouTube at the same time.  An announcement video featuring many Great Canadian things along with a great Canadian singer/songwriter/artist in music video format will set the tone. It’s a fun Canadian pride oriented program. Twitter posts would like to the video asking the follower base what they thought defined a great Canadian, and who they would choose. Nomination would be accepted through twitter posts hash tagging #GreatCanadian as well as through comments on the YouTube announcement video.

This campaign will attract a wide range of Canadians, playing on national pride, people will be excited to see real Canadians featured and marketed after a simple nomination for simply being themselves.