Social Media Brand Strategy

Social Media Brand Strategy

Evaluating the impact of social media brand strategy on

marketing efforts.

Key Question

What are some successful ways for businesses to leverage social media,

and who should we reach out to?

Table of Contents

• I. Industry:– What is expected in the future of social media

marketing• II. Case studies:– Oreos: Daily Twist / Dunk in the Dark– The Economist: Interpret the World– Wendy’s: Pretzel Bacon Cheeseburger Love

Songs• III. Key Takeaways• IV. Media Agencies to reach out to

I

Industry:What is expected in the future of social

media marketing?

What the Industry Says

• In a survey of CMOs conducted by Adweek*…– 27% agree that earned media will be more

important than paid and owned media– 32% agree that marketing campaigns will

begin unfolding in real time• Channel effectiveness growth from 2012-2014– Social media [48%/56%]– Online display ads [49%/59%]

Source: Hoffman, Melissa. "CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets." AdWeek. Adweek, 1 July 2014. Web. 04 Aug. 2014.

Facebook Advertising

• Facebook ads have become more about target audience and efficiency, less about creative appeal/emotion.

• “The ads may work, but can they move people to tears or create an authentic response?”

• “Where Facebook outdoes other big media companies is its ability to target ads based upon its users activities on the site” – The New Yorker

Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. "Facebook Advertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.

Social Marketing Objectives

Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. "Facebook Advertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.

II

Case Studies

Oreos: Daily Twist

• http://draftfcb.info/oreo-daily-twist/

http://draftfcb.info/oreo-daily-twist/

http://draftfcb.info/oreo-daily-twist/

Oreos: Daily Twist

• Title: Oreo: Daily Twist• Source: Cannes Creative Lions 2014• Agency: FCB Garfinkel New York / 360i• Brand: OREO• Country: USA• Spotlight on: use of real-time tweets relating to

current events

Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

Oreos: Daily Twist

• Campaign Objective:– Brand image: evolve brand perception: from

traditional cookie to contemporary player in today’s world

– Business objective: meeting/exceeding category growth

– Engagement: at least double current engagement rate

– Brand Saliency: achieve at least 75M media impressions in 3 month course


Oreos: Daily Twist

• Social Media Strategy:– Social networks = everyday conversation– Involves most contemporary media and

content– A chance to start a dialogue with a wide

audience (not just traditional target of moms)


Oreos: Daily Twist

• Creative– Daily Twist: 100

ads in 100 days to reflect contemporary culture and real-time events

– Inspired by trending news stories

– Used Facebook, Twitter and Pintrest


Oreos: Daily Twist

• Results– Top 10 twists generated total reach of 35M

individuals– Seen over 434M times globally– AdWeek’s Brand Power Index: OREO = highest

increase in buzz in 2012 (+49%), worldwide – Oreo grew 1.9% in Q3, surpassed category

growth of 1.6%– Gained 1.3M Facebook followers 150% increase

in total FB reach– Doubled engagement rate of over 1.3M

interactions Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

Oreos: Daily Twist

• Results– “We believe our campaign was truly effective

because it made culture”– “…long term campaign made of share-

worthiness”


Oreos: Superbowl Tweet• “You can still dunk in the dark”• Effective use of real time

marketing and trending topics (super bowl blackout)

• Bonin Bough, VP for global media and consumer engagement at Mondelez International: “It’s about speed. It’s about delivering products that deliver on impulse. So where are the channels that allow us to deliver that in the most impactful way? Social channels happen to be that.”


The Economist: Interpret The World

• http://theinspirationroom.com/daily/2010/the-economist-interpret-the-world/

http://theinspirationroom.com/daily/2010/the-economist-interpret-the-world/




• Title: The Economist: Interpret The World• Source: Cannes Creative Lions 2011• Agency: Ogilvy and Mather• Brand: The Economist• Country: India• Spotlight on: Use of Facebook quizzes and shares

to promote knowing world news


• Campaign Objective:– Use media to build measurable brand

engagement– Boost paid subscriptions as a direct result of

campaign– Boost competitive advantage: “brand intellect”


• Social Media Strategy:– Encourage readers to “interpret the

communication” through interactive image campaign on social media, mobile and web

– Approach: highlight relevant connections of global issues and its effects on day to day life.

– Communicate that Economist is a required read, credible, extensive source of information on global issues



• Leveraging social media to build interactivity:– Web banner teases – Engaging Facebook application in a quiz game

format – App automatically linked to 2 other images and

asked user to make the connections, providing hints– Leveraged the power of Facebook to connect and

share, users could challenge their friends to solve the quiz

– Main point: all communication elements encouraged readers to think, interpret events and make connections.


• Results– During campaign period (Nov 2009), website

achieved a per day increase of 25% in registrations as compared to pre-campaign levels

– Post campaign: increased by 16% compared to pre-campaign levels sustained increase in registrations

– The microsite received a total of 66,851 UVs in the 3 week campaign 134,431 page views

– Paid subscriptions increased by 44% on www.economist.com during campaign period

– No discounts offered during campaign

http://www.interprettheworld.in/Microsite/

http://www.economist.com/


• Results– “Through a strong brand and an appealing

customer proposition, The Economist translated a great idea, which was uniquely brought to live through the use of conventional media in unconventional ways”

– “The aspect of creating intrigue and engagement in a cluttered media environment to facilitate individual dialogue with consumers to dispel the brand messages was key in achieving the business goals”

Pretzel Bacon Cheeseburger Love Songs

• http://bcove.me/q5h92m0c

http://bcove.me/q5h92m0c


• Title: Pretzel Love Songs• Source: Shorty Awards• Agency: Starcom MediaVest Group• Produced by: VML• Brand: Wendys• Country: USA• Spotlight on: use of Facebook video and audience

interactivity


• Campaign Objective:– Achieve 3% same-restaurant-sales growth– Get consumers, specifically millennials, to

come to Wendy’s instead of another Quick Serve Restaurant

– reach an additional 3% of consumers online


• Social Media Strategy:– Facebook = primary digital media platform to

showcase “love song” videos– Twitter = platform to gather audience feedback

to include in the song lyrics– Used influencer Nick Lachey to be one of the

stars of the over-the-top videos– Instead of discounts, gave away “virtual fame”:

cited biggest fans and their comments in the Love Songs • sparked massive audience engagement and

increased capacity to share


• Leveraged Facebook and Youtube:– Video assets could be made highly visual in

news feed, especially on mobile (~50% of the traffic)

– Maximized media buy: created custom target audience that had a high propensity to share and engage with Wendy’s socially helped kick off the “viral” activity

– Live tasting on The Today Show, streamed online

– Broadened media buy to Youtube


• Creative

Incorporated real tweets from fans into the lyrics;“virtual fame” encouraged audience participation

Influencer Nick Lachey


• Results– According to Wendy’s: the Pretzel Bacon Cheeseburger

was the most successful LTO in the company’s 40-year history (as measured by same-restaurant sales and unit sales)

– Stock price increased 41% during campaign– Facebook survey of those who saw ad indicated the ad

was effective in increasing awareness – Facebook confidentially shared that it was 2-3 times

more efficient than comparable QSR campaigns– 84% positive consumer opinion about the sandwich,

according to Facebook survey– Met 3% sales growth objective

III

Key Takeaways:What do successful

campaigns have in common?

Newsjacking / Culturejacking

• The idea of interjecting a business’ marketing message or ideas into a current news story in order to garner additional attention from both customers and the media. Culturejacking is similar, but applies to events like The Superbowl

• Example: Oreo’s Dunk in the Dark Tweet

Source: http://www.shopify.com/blog/7589919-the-secret-behind-oreos-social-media-marketing

Real Time sharing

• Encouraging social media users to engage in the excitement of seeing an event unfold in real time

• Live tweeting keeps the interest: users are updated and informed on a real-time event

Simple Graphics

• When the graphic is easy to interpret, but challenging enough to raise questions, it piques interest.

• Infographics are quick, concise and visually appealing