🎂
Demographic
18–26, students and early-career; roughly 40:60 male to female; limited disposable income, price-sensitive but willing to pay for ingredients that work.
Social Media Campaigns · Group Project · 27 Nov 2026
NutriPOP
NutriPOP
Social Media
Campaign Plan
A social media campaign for a new brand, NutriPOP — functional nutrition lollipops (food & dietary supplements). Target audience: health-conscious 18–26 year-olds in Hungary and wider Europe.
01 · Objectives
SMART objectives
First 90 days after launch, core market Hungary + Europe, ages 18–26. Every objective is measurable, attributable and time-bound.
| Level | Objective (SMART wording) | Metric | Baseline → Target |
|---|---|---|---|
| Awareness | Reach 1.2 million unique users in the target market within 90 days and reach 15% unaided brand awareness (survey, n=300) | Reach / awareness | 0 → 15% |
| Engagement | Average TikTok engagement rate ≥ 5.5% and 3-second retention ≥ 65% | ER / retention | — → 5.5% |
| Traffic | Paid CTR ≥ 1.2% and 12,000 unique website visitors | CTR / UV | Industry 0.85% → 1.2% |
| Conversion | 3.0% trial-sample conversion on site and 5,000 boxes sold in month one | CVR / sales | 0 → 3.0% |
| Loyalty | 800 subscribers (16% of first purchases) and NPS ≥ 40 | Subscribers / NPS | — → 40 |
Strategy · AIDA
Campaign backbone: AIDA + advocacy
AwarenessTikTok / IG challenge, creator unboxingReach · CPM
InterestIngredient explainers, UGC taste testsER · saves
DesireBox builder, 20% off first boxAdd-to-cart · CTR
ActionLimited collab drops, one-click subscribeCPA · sales
Advocacy#MyNutriMode UGC, return-a-wrapper rewardNPS · repeat rate
02 · Audience
Segmentation & insight
Segmented on all four dimensions from the course material: demographic, geographic, psychographic and behavioural.
📍
Geographic
Hungary as the core market (Budapest, Debrecen, Szeged university cities), extending to the DACH region and Nordics; urban, 30-minute commute radius.
💡
Psychographic
Everyday optimizers: efficiency, aesthetics and health all matter. They dislike anything that feels medicinal and value zero sugar, vegan and sustainable.
🔁
Behavioural
Heavy short-video users (16–24s spend the most time on social); they use TikTok as a search engine; 70% have bought supplements before but stopped.
Core Insight
“It's not that they don't want their nutrients — they hate the act of taking medicine. Turn nutrition into a tasty, sugar-free pop that fits in a pocket and the barrier shifts from 'remembering' to 'wanting'.”
03 · Macro
PEST analysis
Political / economical / social / technological factors shaping the category.
⚖️
Political
EU Health Claim Regulation (EC) 1924/2006: supplements may not claim to treat or prevent disease. Hungarian advertising law and Meta's policies add age and wording limits for supplement ads.
💶
Economical
Students have limited disposable income, so a low ticket price plus subscription lowers the barrier. In inflationary times, small affordable treats ("lipstick effect") do well.
🌿
Social
Wellness, sober-curious and look-conscious culture is mainstream; young consumers are highly alert to artificial additives and want transparent labels.
📱
Technological
Short-form first, social search (TikTok used as a search engine), AI-assisted content production and creator-led commerce closing the loop in-app.
Competitive Analysis
Competitor matrix (six factors from the course)
| Rival | Type | Objective / audience | Platforms | Creative style | Our opening |
|---|---|---|---|---|---|
| Vitamin gummy brands | Direct | Mainstream health seekers / families | IG, FB, YouTube | Bright colours, celebrity endorsement | High sugar content — we counter with zero sugar plus sublingual speed |
| Functional drink powders | Direct | Gym-goers and office workers | IG, TikTok | Ingredient-led, hard data | They need mixing and a kitchen — we are pocket-ready with no water |
| Capsule supplements | Direct | Sports and performance crowd | YouTube, FB groups | Expert endorsement | Swallowing barrier — format is our strongest differentiator |
| Energy drinks | Indirect | 18–25 students, nightlife | TikTok, Snapchat | Extreme sports, hype collabs | We can borrow the emotional playbook but sell "no crash, no guilt" |
| Low-sugar snacks | Indirect | People cutting sugar who still want sweets | IG, Pinterest | Lifestyle, recipes | Own the empty space between "sweet treat" and "nutrition" |
SWOT
SWOT
Strengths
- Format innovation: a lollipop is built-in social currency and a visual hook
- Zero sugar, vegan, only nine ingredients
- Sublingual delivery, 2.4× bioavailability
Weaknesses
- New brand: zero awareness, zero trust
- Supplement category needs consumer education
- Low margin per pop, dependent on repeat purchase
Opportunities
- 16–24s spend the most time on social — ideal for cold-starting a new category
- Creator commerce and social search tailwinds
- Subscription locks in lifetime value
Threats
- Health-claim compliance risk under (EC) 1924/2006
- Platforms tightening review of supplement ads
- Fast copycats once the format proves out
04 · Platform Selection
Five platforms, three questions each
① Is the target audience here? ② What do they do here? ③ Does it fit the brand and the objectives?
01
TikTok
Awareness · Interest① Audience: 16–24s spend the most time here. ② Behaviour: entertainment, discovery, and increasingly search. ③ Fit: the fastest cold-start reach lever for a new category, and the unboxing moment is made for short video.
Formats: 15–30s video, challengesPlacements: In-Feed + Spark AdsKPI: reach · 3s retention
02Instagram
Desire · Action
① Audience: the visual and shopping-discovery home of 18–26s. ② Behaviour: Reels, saved carousels, brand profile browsing. ③ Fit: a lollipop is a natural visual icon; Stories carry ingredient education and shopping stickers convert.
Formats: Reels / Carousel / StoryPlacements: Feed + Story + ShopKPI: ER · saves · add-to-cart
03
YouTube
Interest · Conversion① Audience: broad reach and the strongest web-referral power globally. ② Behaviour: deliberate searching for reviews and comparisons. ③ Fit: Shorts for reach, long-form for the "sublingual vs capsule" science that brand research demands.
Formats: Shorts + 6–10min reviewsPlacements: In-Stream / ShortsKPI: views · referral UV
04
Snapchat / Pinterest
Interest · Desire① Audience: young European users plus high-intent "planners". ② Behaviour: AR lens play, moodboard collecting, purchase planning. ③ Fit: a try-a-flavour AR lens and flavour moodboards are native, cheap and long-tailed.
Formats: AR Lens / Idea PinPlacements: Lens + DiscoveryKPI: interactions · outbound clicks
05Facebook
Action · Retention
① Audience: a very large share of Hungarian web referrals. ② Behaviour: community discussion, event sign-ups, retargeting. ③ Fit: the strongest local-market argument — ideal for conversion, retargeting and hosting the subscriber community.
Formats: community posts / events / retargetingPlacements: Feed + GroupsKPI: CPA · repeat purchase
Why not LinkedIn or X: LinkedIn mismatches the "daily nutrition" mindset of our audience; X has low penetration among European 18–26s and weaker brand safety and ad efficiency. Stating what we exclude is part of the justification.
05 · Tactics
Scheduling, formats, placements
Three phases across the 90-day window.
P1
Days 1–30 · Ignite
Scheduling: TikTok 3×/week, IG Reels 4×/week, Stories daily.
Formats: "health you can lick" unboxing, creator reactions, blind taste tests.
Placements: In-Feed + Spark Ads, 60% of budget on TikTok.
P2
Days 31–60 · Convert
Scheduling: one UGC collection round per week; two long YouTube reviews.
Formats: #MyNutriMode UGC, capsule comparison tests, box-builder demos.
Placements: Story shopping stickers + retargeting (cart abandonment).
P3
Days 61–90 · Retain
Scheduling: one community event per week; renewed creator pushes.
Formats: member-only flavour votes, return-a-wrapper reward, referral bonuses.
Placements: FB Groups + email/DM, budget shifted to repeat purchase.
Influencers
Influencer strategy
🌱
Nano (1k–10k) · 70%
Fitness, studygram and plant-based lifestyle creators. Gifting plus commission codes to maximise UGC volume and authenticity at the lowest cost per engagement.
⭐
Micro (10k–100k) · 25%
Health and nutrition specialists produce in-depth reviews and licensable Spark Ads / whitelisted creative that carries the trust argument.
🤝
Macro (100k+) · 5%
Reserved for one or two launch-moment bursts tied to the challenge, capped at 15% of total media spend.
06 · Measurement
KPIs & measurement
Day-to-day metrics: impressions, CPM, likes, followers, engagements, clicks, CPC, CTR, views, visits, sales.
ReachImpressions / reach
CPM below €6; frequency capped at 3
EngagementLikes · followers · ER
ER ≥ 5.5%; +5,000 net followers monthly
ClicksClicks · CPC · CTR
CTR ≥ 1.2% (industry 0.85%); CPC ≤ €0.45
ViewsViews / completion
3-second retention ≥ 65%, full views ≥ 25%
VisitsVisits / UV
12,000 site UV; full UTM attribution
CommercialSales / CAC / ROAS
5,000 boxes in month one; ROAS ≥ 3.0; 800 subscribers
Trends
2026 trends we are using
Delivery
Course delivery timeline
9/25Brand / category / visual + objectives + audience insights
10/2Brand insight · PEST · competitive analysis
10/9Select the 5 platforms
10/16Mini presentation (progress update + feedback)
11/6Social media tactics: scheduling, formats, placements
11/13Influencers + measurement
11/20Social media trends
11/27Final group presentation (10 minutes, upload 24h in advance)
Sources & AI statement
Course materials: Social Media Campaigns slide deck (Weeks 1–5, 51 slides); Group Presentation brief; course syllabus (BN-SCMCAM-04-GY). Budapest Metropolitan University — instructors József Perlaky-Papp and Kerti Réka.
Data: DataReportal / We Are Social, Digital 2026 Mid-Year Global Update (the source named in the slides).
Required reading: Atherton, Julie (2023), Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement.
AI use statement: AI tools were used for visual generation, copy polishing and building this website. Strategic decisions, frameworks and data references come from the course materials and the sources above, and were checked by the team. AI output was never used as the sole basis for a conclusion.