The real value of content (the fuel of online media) is gaining the attention of the reader. This was one of the insights from David Witt, Mid-West leader at WCG, former Director of Global and Digital Marketing and Brand Public Relations at Hershey, and former Senior Manager of Consumer Engagement and Brand PR at General Mills. Witt spoke at the Minneapolis St. Paul Social Media Breakfast on November 15. Kathleen Petersen, media director at Space150, also spoke about her work on a campaign for Jack Link’s Beef Jerky jerky. The session focused on social media campaign case studies.
Promoting the Candy in Orange
When starting to work on the Reese’s brand for Hershey, Witt’s team began by looking at the analytics. He said he needed to understand where the conversation was happening on social media. They discovered 40 percent of the conversation was around recipes, so his team promoted user generated content (photos and recipes) on Facebook. One cake post generated 172,499 likes and over 5 million impressions.
The brand did not have a blog, but helped to promote Reese’s recipes and ideas on other blogs. They also started a Twitter account, which worked to extend the reach of the other posts.
Because people congregate around their passion, Reese’s partnered with the NCAA 2013 basketball championship for the #LetsGoReeces campaign. Their website traffic increase five times with the help of social media.
Summer is a slow time for candy, so the Hershey team created the “Summer of Love” campaign with lots of fun art around summer and the image of the peanut butter cup, and included a Facebook contest. The images were promoted via their social media properties with engagement increasing by 150 percent.
A Bigfoot Halloween
Jack Link’s Beef Jerky chose the Space150 team to lead their social media shortly before Halloween. Petersen says they were looking to increase fans, quickly.
The Space150 creative team was sent into the woods with 10 props, three creatives, one Sasquatch and one iPhone to shoot video and photos to be used in a Sasquatch Trick or Treat promotion.
The premise: fans sent a message via Twitter or Facebook to Jack Link’s letting them know if wanted to #tricksasquatch or #treatsasquatch. To extend their reach, Jack Link’s sent email messages to a fan list and a purchased email list. The Space150 team created fun responses, including photos (utilizing the consumer’s avatar when possible) or video replies and posted them to the @me_sasquatch Twitter handle or the Facebook fan page.
The team discovered the videos took longer to create and approve, so Petersen recommends if you have a limited budget to stick with images only. She also advised working out the approval process with your client ahead of time in order to speed up the turn-around time.
The campaign also targeted a few celebrities who talk about Bigfoot or beef jerky on social media, like pro wrestler James Storm, who replied with a video.
The campaign resulted in 250 personal responses, an 87 percent increase in Facebook comments, 7,500 YouTube views and over 1 million incremental impressions.
What’s one of your most successful social media campaigns?
Debbie Friez serves as tech editor for the Capitol Communicator and is also a consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.
Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.
She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).
Friez is a graduate of the University of North Dakota. She lives in Minneapolis, MN with her husband Paul Croteau, their two cats, Smokey and the Bandit, and Gus, the dog.
LinkedIn: dfriez Twitter: @dfriez