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Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
內容大綱
This case reveals the events that took place after the conclusion of the cases "Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign." After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency Mekanism must decide the campaign's influencer marketing strategy as part of the media plan. Mekanism Chief Social Officer Brendan Gahan must review a proposed roster of social media influencers and decide which are likely to be the best ambassadors for the Franzia brand. Gahan also needs to decide how many influencers to contract, how much to pay them, how many pieces of content to commission, and what guidelines to provide.