#SocialPro #12A @earlhwang

CREATING A REAL-TIME MOMENT #STRAIGHTOUTTA

Earl Hwang/Social Media Supervisor/PMG

#SocialPro #12A @earlhwang

§  Not a guru…

§  With PMG for 4 years

§  Focused on marrying data + content strategy

LET ME INTRODUCE MYSELF…

#SocialPro #12A @earlhwang

§ Promote digital content § Microsite Traffic §  “Break Into Culture”

THE GOALS

#SocialPro #12A @earlhwang

SOCIAL STRATEGY

#SocialPro #12A @earlhwang

§  Used platform affinity to drive as much traffic to microsite

§  FB and TW were primary drivers. YT and IG were used for element of discovery.

§  To generate increased adoption, targeted segments based on impressions scale (paid social)

SOCIAL STRATEGY

#SocialPro #12A @earlhwang

BEHIND THE SCENES

Very important things to take into account regarding the success of this campaign…

§  Real world events that happened with the launch of digital content

§  Pickup by large digital content hubs/publishers

#SocialPro #12A @earlhwang

§ Promote social content

§ Microsite Traffic § Break into culture

#SocialPro #12A @earlhwang

#SocialPro #12A @earlhwang

#SocialPro #12A @earlhwang

PR PICKUP

#SocialPro #12A @earlhwang

SUCCESS IN SCALE

§ 1B+ impressions § 8M+ memes created § 100K microsite visits

per hour* § 5.5M+ social

engagements *at peak coverage

#SocialPro #12A @earlhwang

TOP TRENDING

#SocialPro #12A @earlhwang

§  @kingjames §  @Whataburger §  @snoopdog §  @dwaynewade §  @rkelly §  @jlo §  @questlove §  @thefatjewish §  @tyrabanks §  @shaq

THE POWER OF INFLUENCE §  @buzzfeed §  @complex §  @TheIranDeal §  @snickers §  @ThierryHenry §  @jimmyjohns §  @pabst §  @chiptole §  @slurpee

#SocialPro #12A @earlhwang

THE BIGGEST WIN

EVERYWHERE

#SocialPro #12A @earlhwang

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!