Question

"Patrice Roberts and Ding Dong are bold and powerful talents that shine across the Caribbean. They embody the magnetism of Soca and Dancehall music, which are the main genres of music from the Caribbean recognized worldwide. We are pleased to have them onboard and anticipate magic as they connect with Magnum Tonic Wine consumers," Powell said.

Ding Dong and the Ravers Clavers crew will kick off a series of Magnum sponsored performances at Tzar Night club in Port of Spain, Trinidad. Both Ding Dong and Patrice are slated to perform in a number of locations across the eight Caribbean territories, including Barbados, St. Lucia and Guyana.

"It's the first that Magnum has had a regional campaign of this magnitude. In Trinidad, we are dancehall lovers just like our counterparts throughout the Caribbean. That's what Magnum brings for Trinidad and Tobago. The energy, the vibe, and pulse of dancehall culture," said Gen Rogers, Divisional Manager at Alstons Marketing Company Limited (AMCO). AMCO is a distribution and marketing company and a wholly owned member of the ANSA McAL Group of Companies. Established in 1882, AMCO is also one of the largest and most experienced distribution companies in Trinidad and Tobago. AMCO distributes Magnum in Trinidad and Tobago.

Plans are underway to expand the buy six and win promotion to Jamaica, Magnum's home market in late 2021. The Magnum team is considering the addition of Busy Signal and several other prominent dancehall acts to their roster of artistes for the Jamaican leg. "Jamaica is our home market, so we have to go big," Mr. Powell stated. "Magnum will be 22 years old in 2021, so we plan to make this a celebration to remember as a prelude to the 25th year (2024) of Magnum's legacy and impact on Jamaican culture." We plan to make 2021 the year of Magnum, from Buy Six and Win to Magnum Kings and Queens of Dancehall, and lots more. It will be an Anniversary celebration to remember."

Clearly explain how you will evaluate this campaign ?

NB Provide details and emphasize on it

Answer 1

To evaluate this campaign, we can use the following metrics:

1. Sales: One of the primary goals of this campaign is to increase sales of Magnum Tonic Wine in the Caribbean. We can evaluate the success of the campaign by tracking the sales of Magnum Tonic Wine during the campaign period and comparing them to sales during the same period in previous years.
2. Brand Awareness: The campaign aims to increase brand awareness of Magnum Tonic Wine in the Caribbean. We can evaluate the success of the campaign by conducting surveys before and after the campaign to measure changes in brand awareness and brand perception.
3. Social Media Engagement: The campaign involves several performances by Ding Dong and Patrice Roberts across the Caribbean. We can evaluate the success of the campaign by tracking social media engagement, such as likes, shares, and comments, on posts related to the performances.
4. Customer Loyalty: The campaign includes a buy six and win promotion, which aims to increase customer loyalty. We can evaluate the success of the campaign by tracking the number of customers who participate in the promotion and the number of repeat purchases.
5. Return on Investment (ROI): We can evaluate the success of the campaign by calculating the ROI, which is the ratio of the campaign's net profit to its cost. This will help determine whether the campaign was profitable and whether it was worth the investment.

Overall, evaluating the success of this campaign will require a combination of quantitative and qualitative measures. By tracking sales, brand awareness, social media engagement, customer loyalty, and ROI, we can gain a comprehensive understanding of the campaign's impact and effectiveness.