Consumer behavior

SCI-ENG-004 Feb23 Discussions Forum: Your Network Theo…

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This is a graded discussion: 10 points possible due Apr 17 at 7:59am

Forum: Your Network Theory Case Study 2 2

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Your Network Theory Case Study

Participation in this discussion forum is mandatory and will therefore be evaluated as part of your final grade. Before

participating in forums, you must study the module’s content; section 4 is particularly helpful. 

In this module, we have examined how network theory can be used in marketing. Let’s practice the skill of applying network

theory through a short case study that you will design to match your interests. Here is your task: 

Choose a marketing example that interests you. If possible, please make it a situation from your work experience. If you

do not have a professional experience to draw from, choose a brand you like as your case example, or a good cause that

you could treat as a marketing organization (i.e., an organization that needs to solicit donations).  

Design a media strategy based on network theory—in other words, find a way to get your message or offering in front of

the audience using the internet or other media. 

Use the Marketing Brief format to clarify the goals and context (and for the purpose of this case study, you may need to

make some speculative assumptions about all of the following): 

Goal or business objective 

Audience description 

Desired outcome (what we want the audience to think, do, or feel) 

Key insight about the audience  

Marketing action (in this case, it will be a media strategy—how will you use the network theory concepts of hubs, nodes,

and fitness to reach your audience and achieve the desired outcome?) 

Test and learn: What are your specific predictions? How will you know if your hypothesis is refuted or not? Is there a

way to make this an A/B test or even a test of more than two alternatives? 

Recommended length: 150-300 words   

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Relevance: The participant’s comment is relevant to the discussion topic. 

Quality: The participant supported their argument with credible sources that were cited appropriately. 

Engagement: The participant responded to other comments with meaningful contributions to the discussion.  

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comment are grouped as a conversation thread within the forum.

 

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Victor Tamayo-Cervantes Sunday

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The case that I will be picking is going to be Insomnia. They were for a while one of the largest and most popular cookie

brands in the country..until Crumbl happened. My media strategy would be taking a page out of their competitors book and

adopting social media and influencers. What Crumbl did was pay tik tok influencers to advertise their cookies which got them

a market that was being under advertised to and grew them incredibly. I would advise Insomnia to do just this BUT add a

heavy dose of gamification to it. Get your social media influencers to say “i’m a level 3 insomniaic!” and then have their

followers try and create a link to them and purchase more. In this case the social media people are the Hubs. 

 

GOAL: To get more of a market share of people who are consistently buying cookies or who aren’t yet. 

AUDIENCE: In this case the younger audience who follow these influencers. 

DESIRED OUTCOME: To drive sales, particularly the younger audience. 

KEY INSIGHT; They love on these social media platforms and care about what the people they follow are doing, eating and

buying. 

MARKETING ACTION: Putting more money and effort into advertising on social media and getting influencers to support the

brand. 

TEST: We will use sales numbers before and after this new marketing action to see if it’s successful or not. 

Paolo DiMare Yesterday

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For this exercise I will choose to analyze the Sour Patch Kids candy company as I believe they do an excellent job with their tv

marketing campaigns. If you have lived, or do live, in the US, you might be familiar with Sour Patch Kids and their campaigns

where they talk about “ First they are sour, and then they are sweet”. These commercials usually feature the brand icon

getting into trouble, and then trying to remediate the situation.

 

As previously stated, they have always done very good in the TV advertisement but have not seen to much presence from

them on social media. I would try to use high profile celebrities, that have a “bay boy” connotation to them to promote the

products on social media. These high-profile celebrities would be the hubs for their campaigns and would most likely reach

several million people across the globe.

The goal of course if to increase brand recognition with the overall goal of increasing sales. By linking their already existing TV

add rhetoric to social media, they could easily expand on an already existing brand image through more modern forms of

communication. These celebrities acting as hubs could create reels on a platform like TikTok , where they do something

mischievous and then try to remediate the situation as it usually goes during the tv adds. The difference is that the person

viewing the reel would not know that its related to Sour Patch Kids until the very end, leading to increased interest and

surprise from the potential target audience.

Each one of the followers, will act as a node and create a link with another node which would increase the campaigns reach

expontentially.

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