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This is a presentation I gave at one of the breakout sessions at SoCon14 at Kennesaw State University on Feb. 22, 2014. In this session, Social Media Manager Josh Martin will present a case study around how Arby’s leveraged social media to drive anticipation and awareness of its bottled signature sauces being made available for purchase for the first time. From UGC to web videos, this session will cover a variety of tactics Arby’s employed within social media to engage its fans.
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#SocialSauce – Tap into New Media to Launch a New
ProductJ o s h M a r t i n | @Jmart730
S o c i a l M e d i a M a n a g e r @Arbys
People love our sauces…
#SocialSauce
…we mean, really love our sauces…
#SocialSauce
. . we mean REALLY love our sauces!
#SocialSauce
It’s because of that love that we decided to treat our biggest fans by making new full-size sauce bottles available.
#SocialSauce
Campaign Overview
#SocialSauce
Now that you can buy Arby’s sauce by the bottle, you’ll never run out of sauce again. We’re all familiar with that terrifying moment when you sit down to eat Arby’s and realize you don’t have sauce. You may even have stash set aside for emergencies. Well now you can buy it by the bottle. This is the end of Saucepocalypse.
#SocialSauce
Drive thru. Drove home. Forgot to askfor extra sauce. #SAUCEPOCALYPSE!
Each and every day people findthemselves face-to-face with aSaucepocalypse.
We invited our followers to share their sauce crisis with us. Then we illustrated their Saucepocalypse, similar to a classic thriller film poster, and sent it back to them.
And since it was Halloween, the timing was, well, freaky. Because there’s nothing scarier than running out of sauce.
#SocialSauce
Our Vis ion for the Saucepoca lypse Posters
#SocialSauce
Campaign Details
#SocialSauce
Tell us your Saucepocalypse Stories
#SocialSauce
Identify stories to turn into posts
#SocialSauce
Identify stories to turn into posts
#SocialSauce
Identify stories to turn into posts
#SocialSauce
Saucepocalypse Posts
#SocialSauce
End of Saucepocalypse
#SocialSauce
Mailed out Movie Posters
#SocialSauce
• Newspaper Ad• Billboards
Local Extensions
#SocialSauce
Campaign Performance
#SocialSauce
Earned Media
#SocialSauce
Making Arby’s Relevant
#SocialSauce
Impact on Brand Conversation
#SocialSauce
Conclusion
#SocialSauce
It all started with social l istening
consumers
business
#SocialSauce
The end result, product innovation
#SocialSauce
• In-store extension• Earlier start to the campaign• More stories, more posters
Opportuni t ies for Improvement
#SocialSauce
Questions?
#SocialSauce
