Marketing Plan
HappyRainFrog1
BBVAWishMarketingPlanDYGFinal2.pdf
Prepared for
Presented by
BBVA Mexico & Walt Disney Pictures
Delaila Y. Garcia
Creando Oportunidades con Wish
OCTOBER 2023
A Review & Referral Marketing Plan
Ta bl
e of
C on
te nt
s 03
Executive Summary Who is BBVA Mexico?
Campaign Goals
08
Strategy Smart Objectives & KPIs
4 Ps
12
Market Research Industry Landscape Competitor Analysis Customer Persona
17 Execution Calendar
10 Week Breakdown
20 Analytics
Campaign Budget
16
22 Conclusion
23 Appendix
A. BBVA Mexico Overview
Who is BBVA Mexico?
BBVA Mexico, also known as Banco Bilbao Vizcaya Argentaria Mexico, is a prominent financial institution operating in Mexico. As a subsidiary of the global BBVA Group, it plays a significant role in the country's banking and financial sector. BBVA Mexico offers a wide range of banking and financial services to individuals, businesses, and corporations, including savings and checking accounts, loans, credit cards, investment products, and wealth management services. With a commitment to innovation and customer- centric solutions, BBVA Mexico aims to empower its customers and contribute to Mexico's economic growth and development.
Industry Overview:
BBVA Mexico operates in the dynamic and competitive financial services industry in Mexico. The Mexican financial sector is characterized by a diverse range of banks and financial institutions, serving a growing population with various banking needs. BBVA Mexico has established itself as a significant player, leveraging its global expertise and local presence to offer a comprehensive suite of banking products and services. It competes with other major Mexican banks, including Banorte and Citibanamex, in a market where customer-centric innovation and digital transformation are becoming increasingly important. BBVA Mexico's strategic partnerships and initiatives, such as collaborating with Disney to empower young women through the Crea credit card, reflect its commitment to staying competitive and relevant in this evolving industry landscape.
BBVA & Walt Disney Pictures Marketing Plan3
EXECUTIVE SUMMARY
Banking Accounts: BBVA Mexico delivers various types of bank accounts, including savings accounts, checking accounts, and certificates of deposit, to help customers manage their finances. Loans and Mortgages: The bank offers loans for different purposes, such as personal loans, auto loans, and mortgages, to help individuals achieve their goals, whether it's buying a home or financing their education. Credit Cards: BBVA Mexico offers a variety of credit card options with different features and benefits, including rewards and cashback programs, to meet the financial needs and preferences of customers. Investment Services: The bank offers investment products and services, including mutual funds, retirement planning, and brokerage services, to help customers grow their wealth and secure their financial future. Insurance: BBVA Mexico provides insurance solutions, such as life insurance, auto insurance, and home insurance, to protect customers and their assets against unexpected events. Digital Banking: BBVA Mexico places a strong emphasis on digital banking, offering online and mobile banking platforms that enable customers to conveniently manage their accounts, pay bills, transfer funds, and access a range of financial services from their devices. Business Banking: The bank also caters to the needs of businesses with services like business loans, business credit cards, payroll solutions, and cash management services to support business growth and operations. Wealth Management: BBVA Mexico supplies wealth management and private banking services for high-net-worth individuals, helping them navigate complex financial decisions and investments. Financial Education: BBVA Mexico is committed to financial education and offers resources and guidance to help customers make informed financial decisions and improve their financial literacy.
Key Services Offered
BBVA Mexico offers a wide range of financial services to cater to the diverse needs of its customers. These services include:
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These services reflect BBVA Mexico's commitment to serving a wide spectrum of customers and helping them achieve their financial goals while embracing digital innovation to enhance the banking experience.
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EXECUTIVE SUMMARY Continued
Comprehensive Financial Solutions: A wide array of banking and financial services to meet the diverse needs of individuals, businesses, and institutions. Digital Innovation: User-friendly digital platforms and mobile apps that make banking convenient and accessible. Responsible Banking: A commitment to sustainability and responsible lending, contributing to a positive impact on society and the environment. Financial Expertise: A wealth of financial expertise and innovative solutions to help clients achieve their financial goals. Market Leadership: A strong market presence and a reputation for reliability and stability in the Mexican financial sector.
Project History
BBVA Mexico has a rich and dynamic project history that reflects its commitment to innovation, financial inclusion, and customer-centric banking. Over the years, the bank has consistently embraced cutting-edge technologies and digital solutions to enhance the banking experience for its customers. From pioneering mobile banking services to offering a diverse portfolio of financial products, BBVA Mexico has played a pivotal role in shaping the financial landscape of Mexico. Additionally, the bank has actively supported financial education initiatives and sustainability efforts, aligning with global trends toward responsible banking. With a legacy of over 90 years in Mexico, BBVA has demonstrated resilience, adaptability, and a forward-thinking approach to meet the evolving needs of its customers and contribute to the economic growth of the country.
Value Proposition
BBVA Mexico's value proposition lies in its commitment to providing customers with:
In summary, BBVA Mexico's mission is to provide innovative financial solutions while fostering sustainability and economic development. It operates in the financial services industry, offering a wide range of products and services. With a rich history and a focus on innovation and responsible banking, BBVA Mexico is well-positioned for continued growth and success in the Mexican market.
BBVA & Walt Disney Pictures Marketing Plan5
EXECUTIVE SUMMARY Continued
B. Campaign Goals
BBVA Mexico is considering creating a strategic partnership with Walt Disney Pictures.
The motivation behind this consideration lies in Disney's remarkable milestone—the
celebration of its 100th year in the industry. In honor of this century of creativity and
imagination, Disney is set to release a film named "Wish" in November, a cinematic
tribute to their illustrious history.
The narrative unfolds in the fictional kingdom of Rosas and follows the journey of Asha,
an optimistic young woman. Her wishes are answered by a cosmic entity named Star,
and together, they embark on a mission to confront a villain described as one of
Disney's most formidable foes. The film's central character, Asha, resonates with
modern women aspiring to achieve their dreams.
This unique cinematic opportunity aligns perfectly with BBVA Mexico's mission to
empower young women between the ages of 18 to 30. Through the BBVA Crea credit
card, the bank seeks to offer them enhanced opportunities for realizing their dreams,
be it entrepreneurship or small business ownership. In pursuit of this mission, the
partnership aims to elevate brand visibility for both BBVA Mexico and the upcoming
Walt Disney Pictures release "Wish." The partnership strategy involves amplifying out-
of-home promotions and expanding the companies‘ digital footprint through channels
like their website, TV commercials, billboards, and social media networks. Ultimately,
the goal is to not only boost movie viewership but also drive applications for the BBVA
Crea credit card, thereby empowering young women on their financial journey while
commemorating Disney's century of magic.
BBVA & Walt Disney Pictures Marketing Plan6
EXECUTIVE SUMMARY Continued
Time Frame
The campaign outlined in the plan is designed to span a total of 10
weeks, with specific activities and milestones distributed throughout
this period. The campaign is structured to coincide with the release of
the movie "Wish" and maximize its impact.
Performance Goals
The plan does not explicitly mention specific revenue goals but
focuses on enhancing brand visibility, driving website traffic and
engagement, increasing credit card applications among young
women, and boosting engagement on social media platforms. While
revenue generation may indirectly result from these objectives, the
primary emphasis is on achieving the strategic goals outlined in the
plan
Objectives & KPIs
The marketing plan outlines clear and measurable goals, known as
SMART objectives, along with Key Performance Indicators (KPIs) to
track progress. The first goal is to boost website traffic and
engagement by 40% within two months, focusing on partnership
branding and increasing the reach of social media posts related to
the collaboration between BBVA Mexico and Walt Disney Pictures. The
second goal aims to increase credit card applications among young
women by 25% in two months, using engaging content and a
sweepstakes campaign. Additionally, the plan seeks to enhance brand
visibility and engagement through digital and hashtag-related
metrics. These objectives and KPIs align with the campaign's broader
goals of creative synergy, brand alignment, empowerment, and
engagement.
In summary, the SMART objectives and KPIs provide clear targets for
the marketing plan, ensuring that actions taken contribute to
enhancing brand visibility, engagement, and empowerment among
young women, while also fostering creative synergy between BBVA
Mexico and Walt Disney Pictures. By setting specific, measurable,
achievable, relevant, and time-bound goals, the plan aims to achieve
meaningful results.
BBVA & Walt Disney Pictures Marketing Plan7 BBVA & Walt Disney Pictures Marketing Plan
CAMPAIGN GOALS Continued
8
S STRENGTH
O
WEAKNESS
THREATS
MARKET RESEARCH
BBVA & Walt Disney Pictures Marketing Plan
Strong Financial Position: BBVA Mexico boasts a robust financial foundation, enabling stability and flexibility in its operations. Extensive Branch Network: The bank has a wide- reaching network of branches and ATMs across Mexico, enhancing accessibility for customers. Innovative Digital Services: BBVA Mexico offers cutting-edge digital banking solutions, providing convenience and efficiency to tech-savvy customers.
OPPORTUNITIES
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Limited Market Share: Despite its strong presence, BBVA Mexico faces competition from larger local banks, limiting its market share potential. Dependency on Economic Conditions: The bank's performance is closely tied to Mexico's economic stability, leaving it vulnerable to economic fluctuations. Regulatory Challenges: Stringent financial regulations can sometimes pose challenges and compliance costs for the bank.
Competition: Intense competition from other major banks in Mexico poses a threat to BBVA Mexico's market position. Economic Volatility: Ongoing economic uncertainty and external shocks can impact the bank's profitability and loan portfolios. Regulatory Changes: Evolving regulatory requirements may necessitate costly compliance measures and affect the bank's operations. Cybersecurity Risks: Increasing cyber threats and data breaches pose a risk to the security and reputation of BBVA Mexico's digital services.
Growing Financial Services Demand: Mexico's growing middle class and increasing financial awareness present opportunities for BBVA Mexico to expand its customer base. Digital Banking Growth: As digital banking gains popularity, BBVA Mexico can leverage its innovative digital services to capture a larger market share. Strategic Alliances: Collaborations and partnerships, such as this one with Disney, can open up new avenues for customer engagement and product development.
This simplified SWOT analysis provides an overview of BBVA Mexico's internal strengths and weaknesses and external opportunities and threats in the Mexican banking sector.
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#1
BBVA & Walt Disney Pictures Marketing Plan
INDUSTRY LANDSCAPE
The banking industry in Mexico is substantial, with significant growth potential. As of the last available data in 2021, the total assets of Mexican banks were estimated at over $1.7 trillion USD.
Mexico's large population and expanding economy offer ample opportunities for banks to increase their market share. BBVA Mexico, being one of the prominent players, has the potential to capture a significant portion of this market due to its extensive branch network and diversified product portfolio.
28 millions Total Active Customers
19.2 millions Digital
Customers
18.9 millions Mobile
Customers
as the top recommended Bank by customers.
30% Consumer + Credit Cards Market Share
10 BBVA & Walt Disney Pictures Marketing Plan
COMPETITOR ANALYSIS
Grupo Financiero
Banorte
Main Focus
Retail Banking Corporate Banking
Insurance Wealth Management
Investment Management
Distribution Channel
Physical Branches ATM
Online & Mobile - Banking Serv.
Banco Santander Mexico
Distribution Channel
Physical Branches ATM
Online & Mobile - Banking Serv.
Main Focus
Retail Banking Corporate Banking Checking & Savings
Loans Credit Cards
Investment Products Insurance
Citibanamex Citigroup, Inc.
Main Focus
Retail Banking Corporate Banking
Loans Credit Cards
Investment Solutions Insurance
Distribution Channel
Physical Branches ATM
Online & Mobile - Banking Serv.
To remain competitive, BBVA Mexico must prioritize innovation, focusing on digital solutions and customer-friendly products. Exceptional customer service and personalized financial advice are essential, fostering loyalty. Expanding product offerings for various customer segments, from individuals to businesses, is crucial. Staying vigilant about market trends and competitors is necessary to adapt swiftly. BBVA Mexico's success relies on blending innovation, customer-centricity, and strategic expansion to sustain and grow its market share in Mexico's financial sector.
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Channels:
Teresita
22 Years Old Status: Single Income: $93,340 MXN Born: Sinaloa, Mexico College Student Part-time Hairstylist
CUSTOMER PERSONA
BBVA & Walt Disney Pictures Marketing Plan
Meet Teresita, a determined 22-year-old residing in Sinaloa, Mexico, with big dreams of becoming a successful hair salon owner. As she juggles her college education and works as a hair stylist assistant, Teresita is actively laying the foundation for her future business. Building her credit is a top priority, ensuring that when the time is right, she can rely on the support of a trusted bank. The upcoming release of the Wish movie has ignited a spark within Teresita, instilling in her the belief that any dream she nurtures can become a reality. She shares a profound connection with Asha's character, finding inspiration in Asha's unwavering determination. Teresita's journey takes an exciting turn through the Disney-BBVA Mexico partnership, which introduces her to the bank's empowering offerings for young female entrepreneurs. With the Crea credit card, she discovers newfound opportunities and resources that will undoubtedly shape her path to success.
Artwork By : Nicole Figueredo
Entrepreneurship Small Business/Business Sinaloa Bank Credit Card Opportunities Disney Wish Movie
Keywords:Who is Teresita?
12 BBVA & Walt Disney Pictures Marketing Plan
In the ever-evolving landscape of the financial industry, BBVA Mexico is
poised to embark on a strategic journey that reflects its commitment to
innovation, customer-centricity, and empowering the aspirations of young
women aged 18 to 30. This strategy overview is the compass that will
guide BBVA Mexico through a groundbreaking marketing plan, designed
to enhance brand visibility, drive website engagement, and promote the
BBVA Crea credit card as the key to unlocking financial dreams.
At its core, this strategy is a testament to BBVA Mexico's dedication to
financial inclusion and responsible banking. It signifies a profound
understanding of the aspirations and unique needs of young women,
offering them a tailored financial solution that aligns with their dreams
and ambitions. With a strategic partnership with Walt Disney Pictures and
the enchanting "Wish" film as its backdrop, this plan aims to weave
together the magic of cinema with the empowerment of financial
independence.
This strategy overview will delve into the intricacies of how BBVA Mexico
plans to navigate this exciting journey, from pricing strategies and
product positioning to digital engagement and creative content. With a
focus on innovation, empowerment, and financial growth, BBVA Mexico's
strategy is poised to make a lasting impact on the lives of young women
and secure its position as a trusted financial partner on their path to
success.
STRATEGY OVERVIEW
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FOSTERING CREATIVE SYNERGY & BRAND ALIGNMENT
Boosting Engagement &
Alignment
KPI 2 KPI 3
Increase website traffic and engagement by 40%
in the two months.
Increase social media engagement by 25% and grow the follower base by 15% across all major platforms
within the next two months.
Objective 2Objective 1
Increase social media engagement by
increasing CTR by 30%
KPI 1 Boost website traffic by 20% compared to the previous two months
Increase the reach and impressions of social media
posts related to the partnership by 20%
Increase social media impressions
rate by 25%.
Smart Objectives & Strategy 1 Overview
KPI 1
BBVA & Walt Disney Pictures Marketing Plan14
Empowering Young Women
KPI 2 KPI 3
Increase the number of BBVA Crea credit card
applications among young women aged 18 to 30 by
25%.
KPI 1
Increase social media engagement by 25% and grow the follower base by 15% across all major platforms
within the next two months.
Objective 2Objective 1
Increase empowerment- related hashtags
(#CreaTuSueñoConWish) by 40%.
KPI 1 increase the number of BBVA Crea credit card
applications among young women aged 18 to
30 by 25%
Sweepstakes-to-Credit Card Application
Conversion Rate of 15%.
20% increase in the digital engagement rate
compared to the pre- campaign baseline.
EMPOWERING YOUNG WOMEN & FUELING DREAMS Smart Objectives & Strategy 2 Overview
PRODUCT
The primary product in focus here is the BBVA Crea credit card. This product is designed to empower young women between the ages of 18 to 30 by offering them opportunities for realizing their dreams, such as entrepreneurship or small business ownership. The secondary product is the movie "Wish" itself, as it ties into the campaign's narrative, reflecting the aspirations and dreams of modern women.
PRICE
Pricing strategies, such as introductory offers, rewards, and low annual fees, may be considered to make the credit card more appealing. Annual Fees: Consider offering introductory periods with no annual fees to attract new customers. After the introductory period, you can introduce a reasonable annual fee that aligns with the card's benefits. Interest Rates: Competitive interest rates are crucial. Offer competitive annual percentage rates (APRs) for purchases and balance transfers, especially if your target audience includes individuals looking for credit solutions. Rewards and Perks: The BBVA Crea credit card can stand out by offering unique rewards and perks specifically tailored to the aspirations of young women. These could include cashback on specific categories, discounts on partner businesses, or access to exclusive events. Introductory Offers: Consider offering introductory APRs, cashback bonuses, or rewards points bonuses for new cardholders during the initial months of card ownership.
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PLACE
Place in this context refers to the distribution channels through which the BBVA Crea credit card is made available to customers. This includes BBVA Mexico's physical branches, online platforms, and partner distribution points. The movie "Wish" will be distributed through traditional cinema chains, digital platforms, and DVD/Blu-ray releases.
PROMOTION
Promotion is a central aspect of the marketing plan. It involves creating awareness and driving interest in both the BBVA Crea credit card and the movie "Wish." The promotion strategy includes digital marketing, social media advertising, TV commercials, billboards, and other advertising channels to maximize visibility. The plan also involves out-of-home promotions, such as billboards, which can be strategically placed in high-traffic areas. Additionally, a sweepstakes campaign is planned to encourage credit card applications. The partnership with Walt Disney Pictures and the alignment of the BBVA Crea credit card with the movie's themes are key promotional elements to engage the target audience.
15 BBVA & Walt Disney Pictures Marketing Plan
MARKETING MIX
INVESTMENTS 10 Week Campaign
Marketing Agents $50,000
Commercial Team Production Cost: $150,000
Website Team Development: $10,000
Sweepstake Software: $2,000
Graphic Designers $15,000
Advertising Team
Television Ad.: $12,000 (National Campaign)
Digital Ad.: $235,000 (Google, Youtube, Social Media, Displays,
Email, Content/Blog, Influencers)
Outdoor Ad.: $20,000 (Billboards)
Print Ad.: $25,000
Legal Team $20,000
Total Investment $539,000
CAMPAIGN BUDGET
16
Sales Revenue $ 2,097 Revenue Per New Card User
Fixed Costs $539,000
Variable Costs $1,000 /avg. workers + material costs
Contribution Margin Goal
52.3%
Breakeven Goal 491
New Enrollees
BBVA & Walt Disney Pictures Marketing Plan
Advertising Team 54.2%
Commercial Team 27.8%
Marketing Agents 9.3%
Graphic Designers 2.8%
$539k Campaign Spend
Over 10 Weeks
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Week Website BBVA S.M. Accounts
Sweepstakes #CreaTuSueñoConWish
1 Campaign Launch
Research and evaluate data. Make necessary adjustments to campaign strategy. Launch the campaign across all physical and digital channels. (Refer to Appendix for design concepts)
2 Pre-Movie Hype
Continue promoting the campaign across social media, email, and other digital channels. Encourage website visitors to explore partnership-related content. Analyze baseline data and performance metrics.
3 Movie
Release Week
Coordinate with Walt Disney Pictures for a joint campaign push. Release "Wish" movie content and related promotions. Monitor website traffic, especially on pages related to the movie release. Engage with social media discussions around the movie and partnership.
4 Post-Movie Engagement
Continue promoting the movie and partnership. Analyze the impact of the movie release on social media reach and impressions. Identify key posts that received increased reach and impressions due to the movie. Optimize content and posting schedules based on the most successful posts.
Evaluate user engagement with the campaign website. Review the number of sweepstakes entries and credit card applications. Adjust campaign messaging or promotions as needed based on early performance.
Begin promoting the campaign-specific hashtags on social media platforms. Encourage influencers and collaborators to start using and promoting the hashtags.
BBVA & Walt Disney Pictures Marketing Plan
EXECUTION CALENDAR
Continuation
Week Website BBVA S.M. Accounts
Sweepstakes #CreaTuSueñoConWish
5 Content Refresh/ Campaign
Launch
Update content related to the partnership and "Wish" as needed. Create new engaging posts to maintain audience interest. Monitor engagement and feedback and respond promptly.
Launch the campaign and share content through various digital channels. Encourage users to interact with content, leave comments, and share posts. Analyze initial engagement rates and adjust the content strategy as needed.
Launch the campaign with hashtags integrated into all campaign materials and content. Monitor hashtag usage and engagement from the campaign's start.
6 Mid-
Campaign Assessment
Evaluate reach and impressions data for the past six weeks. Assess progress toward the 20% increase in reach and impressions. Make any necessary adjustments to the campaign strategy.
Actively engage with the digital audience by responding to comments and messages. Continue to release fresh and relevant content related to BBVA Mexico and the "Wish" movie.
Collaborate with influencers and advocates to create and share content featuring the hashtags. Leverage their reach and engagement to boost hashtag usage.
7 Second Phase
Launch
Introduce a new phase of the campaign with fresh content. Encourage users to revisit accounts for updated information. Continue monitoring discussions and audience sentiment.
Collaborate with influencers, bloggers, or Disney's fan community to co- create content. Leverage their reach and engagement to amplify the campaign message.
Encourage users to create and share their content using the campaign-specific hashtags. Share and celebrate user-generated content on BBVA Mexico's social media accounts.
Continuation
EXECUTION CALENDAR Continued
18 BBVA & Walt Disney Pictures Marketing Plan
Week Website BBVA S.M. Accounts
Sweepstakes #CreaTuSueñoConWish
8 Content Optimization
Analyze performance, identifying successful posts and content themes. Optimize future social media content based on audience preferences. Implement paid social media advertising to reach a wider audience.
Incorporate interactive elements into content, such as polls, quizzes, or contests. Encourage users to participate and share their experiences.
Create interactive hashtag campaigns, such as contests or challenges, to further engage users. Offer incentives for participation, such as prizes or recognition.
9 Final Push
Launch the final phase of the campaign with a focus on increasing reach and impressions. Utilize social media contests or interactive content to boost engagement. Prepare for the upcoming KPI evaluation at the end of week 10.
Continuously monitor digital engagement metrics, including likes, shares, comments, and click- through rates. Compare these metrics to the pre- campaign baseline to track progress.
Continuously monitor hashtag usage and engagement across social media platforms. Track likes, shares, comments, and the overall reach of posts featuring the hashtags.
10 Evaluation
Analyze social media CTR data, conversion rates, and engagement rates for the entire 10- week
Assess progress toward the 20% increase in reach and impressions. Identify successful social media strategies and areas for improvement. Prepare a comprehensive report on the campaign's impact on social media reach and awareness.
Evaluate the sweepstakes-to- credit card application conversion rate. Prepare a comprehensive report detailing the success of the campaign and any lessons learned for future initiatives.
Calculate the 40% increase compared to the pre-campaign baseline. Prepare a comprehensive report highlighting the success of the campaign in empowering young women and driving engagement through empowerment-related hashtags.
EXECUTION CALENDAR Continued
19 BBVA & Walt Disney Pictures Marketing Plan
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Website Traffic: Measure the increase in website traffic over the two-month campaign period compared to
the previous two months. This can include metrics like the number of unique visitors, page views, and
average session duration.
Website Reach: Assess the reach and impressions of social media posts related to the partnership on
platforms like Facebook, Instagram, and LinkedIn. This helps evaluate the awareness generated through
social media.
Social Media Engagement: Track social media engagement metrics, including likes, shares, comments, and
click-through rates (CTR) on posts related to the partnership. These metrics indicate how well the audience
is engaging with the campaign content.
Social Media Impression Rate: Measure the rate of impressions for social media posts related to the
partnership. An increase in impression rate suggests that the content is reaching a wider audience.
Social Media CTR: Monitor the click-through rate (CTR) for social media posts leading to the website. A
higher CTR indicates that the content is compelling and driving traffic to the website.
Digital Engagement Rate: Calculate the digital engagement rate by considering various engagement
metrics like likes, shares, comments, and CTR on digital content related to the campaign. This metric
gauges overall audience engagement.
Hashtag Engagement: Assess the engagement associated with campaign-specific hashtags
(#CreaTuSueñoConWish) on social media. This includes tracking the number of likes, shares, comments, and
overall reach of posts featuring these hashtags.
BBVA Crea Credit Card Applications: Measure the increase in the number of credit card applications
among young women aged 18 to 30 over the two-month campaign period. This directly aligns with the goal
of empowering young women.
Sweepstakes-to-Credit Card Application Conversion Rate: Calculate the conversion rate of users
participating in the Disneyland sweepstakes who also apply for the BBVA Crea credit card. A higher
conversion rate indicates successful campaign integration.
The analytics for this campaign can be divided into two main categories:
1. Website and Social Media Engagement Analytics:
2. Conversion and Application Analytics:
BBVA & Walt Disney Pictures Marketing Plan
ANALYTICS
BBVA & Walt Disney Pictures Marketing Plan21
Website Traffic: Google Analytics will be used to track website traffic metrics, such as the number of unique visitors, page views, and average session duration. These data points will be monitored daily and compared to the previous two months to assess the campaign's impact on website traffic. Website Reach: Social media platforms (e.g., Facebook Insights, Instagram Insights) will be monitored to assess the reach and impressions of posts related to the partnership. This data will be collected and analyzed weekly to gauge the campaign's social media reach. Social Media Engagement: Engagement metrics (likes, shares, comments, and CTR) on social media posts related to the partnership will be monitored using platform-specific analytics tools. These metrics will be reviewed daily and analyzed weekly. Social Media Impression Rate: The impression rate for social media posts will be tracked using platform analytics. Daily monitoring will help identify trends and spikes in impression rates. Social Media CTR: Click-through rates on social media posts leading to the website will be monitored daily. This data will provide insights into the effectiveness of the campaign's call to action. Digital Engagement Rate: A combination of analytics tools (e.g., Google Analytics, and social media insights) will be used to calculate the digital engagement rate. This rate will be reviewed daily and analyzed weekly. Hashtag Engagement: Hashtag engagement metrics (likes, shares, comments, reach) will be tracked on social media platforms. Daily monitoring will help assess the popularity and impact of campaign-specific hashtags. BBVA Crea Credit Card Applications: The number of credit card applications among young women aged 18 to 30 will be tracked through the bank's internal database. This data will be reviewed daily and analyzed weekly to measure the campaign's success in driving applications. Sweepstakes-to-Credit Card Application Conversion Rate: The conversion rate of users participating in the Disneyland sweepstakes who also apply for the BBVA Crea credit card will be calculated regularly. This conversion rate will be closely monitored throughout the campaign.
By monitoring and analyzing these analytics, BBVA Mexico can gain valuable insights into the performance of the campaign, ensure alignment with strategic objectives, and make data-driven adjustments to optimize the campaign's effectiveness.
Monitoring & Evaluation Dashboard:
Monitoring and evaluating the campaign's metrics will primarily be done through a digital dashboard that integrates data from various sources, including Google Analytics, social media platforms, and internal databases. This dashboard will provide real-time insights into the campaign's performance and enable timely adjustments to maximize its effectiveness. Here's how the metrics will be monitored and evaluated:
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The dashboard will be accessible to the campaign management team, allowing them to make data-driven decisions and adjustments in real time. Additionally, periodic reports and presentations will summarize the campaign's performance, providing insights and recommendations for optimization. The combination of manual monitoring and dashboard integration ensures comprehensive tracking and evaluation of key campaign metrics.
ANALYTICS Continued
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CONCLUSION
BBVA Mexico's strategic partnership with Walt Disney Pictures, centered around the release of the
"Wish" movie, represents a visionary approach to banking that focuses on empowerment, creativity,
and brand alignment. As an overview, BBVA Mexico is a prominent financial institution committed
to innovation and customer-centric solutions, operating in the dynamic Mexican financial services
industry alongside major competitors like Banorte and Citibanamex.
The campaign's goals are clear and concise, emphasizing the need to boost website traffic and
engagement, increase credit card applications among young women, and elevate brand visibility
and engagement on social media platforms. These objectives are closely tied to SMART goals and
KPIs, ensuring that progress is measurable and aligned with the broader mission.
In terms of the marketing mix (4 P's), the focus lies on the product, the BBVA Crea credit card, and
the "Wish" movie, both of which are strategically priced to attract and engage the target
audience. Distribution channels encompass BBVA Mexico's physical branches, online platforms, and
partner distribution points for the credit card, while the movie will be distributed through traditional
and digital cinema channels.
The promotion strategy is multifaceted, leveraging digital marketing, social media advertising, TV
commercials, billboards, and a sweepstakes campaign to maximize visibility and engagement. The
partnership with Walt Disney Pictures and the narrative alignment between the BBVA Crea credit
card and the movie's themes play a pivotal role in engaging the target audience.
Financially, the campaign is supported by a well-structured investment plan of $539,000, with a
clear understanding of fixed and variable costs. The contribution margin goal of 52.3% indicates a
financially viable campaign, with a breakeven goal of 491 new card enrollments.
The campaign timeline and tactics emphasize a phased approach, with continuous monitoring and
evaluation through a comprehensive dashboard. This dashboard integrates data from various
sources, such as Google Analytics and social media platforms, to provide real-time insights into
website and social media engagement, conversion rates, and hashtag performance.
In summary, BBVA Mexico's marketing plan for the "Wish" movie partnership is a testament to its
commitment to empowering young women and fostering financial growth. It leverages the magic
of cinema to drive engagement, aligns with strategic objectives, and utilizes data-driven decision-
making to ensure the campaign's success. Through this innovative approach, BBVA Mexico is poised
to make a significant impact in the Mexican financial industry, empowering young women to pursue
their dreams while commemorating Disney's century of magic.
A pp
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B re
a kd
ow n 24
Credit Card
25
Commercial Storyboard
26
Entry to Sweepstake Website
27 Billboard
24 BBVA & Walt Disney Pictures Marketing Plan
CREDIT CARD DESIGN
Custom credit card design to go with the campaign and to give to new enrollees. Concept By: Delaila Garcia
Artwork By: Guillermo Aleman (11th Grade High School Student) Mock-Up Layout By: Paula Romero (12th Grade High School Student)
25 BBVA & Walt Disney Pictures Marketing Plan
SWEEPSTAKE WEBSITE
Sweepstake website landing page. Concept By: Delaila Garcia
Figma Mock-Up By: Emely Barcenas (12th Grade High School Student)
LINK: https://www.figma.com/proto/w9IMKKdyBFXfJAcH1rPXMc/BBVC-Wish?
type=design&node-id=2-2&t=SFDEyEGs1Lm5gWiY-1&scaling=min- zoom&page-id=0%3A1&starting-point-node-id=2%3A2
BBVA & Walt Disney Pictures Marketing Plan26
COMMERCIAL STORYBOARD
BBVA Mexico & Walt Disney Pictures Partnership
Crea Credit Card & Wish Commercial Concept
Concept & Final Edit Composition By: Delaila Garcia
Storyboard Animation By: Cristian Diaz (11th Grade High School Student)
Youtube Link: https://youtu.be/wh81yZACDfQ
27 BBVA & Walt Disney Pictures Marketing Plan
BILLBOARD DESIGN
Billboard Design Idea Concept By: Delaila Garcia
Design By: Jake Pardillo (11th Grade High School Student)
