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