Jack Link's Social Media Case Study: Trick or Treat Sasquatch
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Transcript of Jack Link's Social Media Case Study: Trick or Treat Sasquatch
Confidential and Proprietary space150 ©2013
November 15, 2013
Jack Link’s Beef JerkyCase Study: Trick or Treat Sasquatch
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Confidential and Proprietary space150 ©2013
The Ask
Engaging campaign for Halloween
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Increase fansIncrease engagementSurprise and delight
Goals
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What were we working with?
>1MM Fans
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Send Sasquatch Trick-or-Treating on Jack Link’s Facebook and Twitter
Respond with personalized photo and video messages from Sasquatch
space150 Approach
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10 Props3 Creatives1 Sasquatch1 iPhone
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10 Props3 Creatives1 Sasquatch1 iPhoneA DREAM
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Segments determined by fan interests
*partner category provided by Datalogix
/ Hunting/ Shooter Games/ Action Games/ Adventure Games
/ Horror/ Science Fiction & Fantasy
/ Theme Parks/ Skiing & Snowboarding/ Action Sports
/ Motorsports & NASCAR
/ Camping & RVs/ Fishing
/ Fast Food/ Soft Drinks
/ Jack Pack subscribers/ Meat Purchasers
Acquisition Ads
/ Proven content categories
/ Gut
/ spaceScore, a proprietary social analytics tool that measures the extent to which a brands fan base is over or under-represented in 500+ targeting segments compared to the corresponding percent of all Facebook fans to identify relevant content categories and targeting segments for acquisition
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Trick or Treatin’ vs.
DING DONG
10
Message Test
*Over other emails deployed in 2013, via ExactTarget
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Used owned channels to reach loyal fans (Facebook, Twitter, Email)
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Outreach added fuel to the fire
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Engaged Celebrities and Brands
James “Bobo” FayFinding Bigfoot19,574 Followers
Ranae HollandFinding Bigfoot12,132 Followers
Mall of AmericaShopping Mall28,689 Followers
BubblesTrailer Park Boys88,971 Followers
Tavarres KingCarolina Panthers27,118 Followers
James “Cowboy” StormProfessional Wrestler144,506 Followers
SmartWoolApparel Company15,090 Followers
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Real-Time Process
Media Planner
Copywriter
Designer
> >
>
/ Conducts outreach/ Creates response list/ Sends list to Copywriter
/ Writes response/ Gets approval of copy
/ Creates photos & videos/ Sends assets to Media Planner
/ Publishes responses/ Amplifies posts into ads
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Confidential and Proprietary space150 ©2013
/ https://www.youtube.com/watch?v=mZfzsyY1HSM
/ https://www.youtube.com/watch?v=t9JRw6-ap1I
/ http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be
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Awww...I'd give him a treat. He's been through enough. All those mean paparazzi chasing him around when he's obviously camera shy and values his privacy. Someone has to show him some love in a non-creepy kind of way.
I'd trick him with a treat that was poisoned!!!!!I'd treat him to a manicure, a trip to the dentist and trick a friend into going on a "blind" date with him. LOL
Treat. After tricking him last time I would apologize by waiting for him with a bag of jerky and take him hunting.
I'd #treatsasquatch to a nice mud bath #spaday
I would give him a treat him with some warm apple cider ( since he does not like hot coffee) and donuts.Then ask him to go camping with me. After all, he is the hide and seek champion of the world.
Definitely trick. When he rings the doorbell he would get a pumkin dropped on his head. Hehehe
Yeah I'll trick him into it and hold him down and you brush his teeth Ok and while I am holding him down give him a good shave and cut his hair off. Ok? maybe it would be better to pull his teeth off- cause they look like they may be hurting.
after all the teasing he's gotten, i think he deserves a bagful of treats
1,555 people chose to #tricksasquatch or #treatsasquatch
250 responses (29 vids) 87% increase in FB comments, 60% increase in FB conversationQuadrupled average @mesasquatch mentions and doubled @jacklinks mentions77% conversion rate of twitter non-followers
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250 personal responses
87% increase in Facebook comments
Quadrupled organic Twitter mentions
7,500 YouTube Views
1MM+ incremental impressions through promoted posts
*Facebook Insights: Lifetime Total Impressions vs. Lifetime Organic Impressions
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1,100,000
1,135,000
1,170,000
1,205,000
1,240,000
10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31
Facebook Fans
18
Gained 94,710 fans in 21 days
Jack Link’s
Ads Live
*89% of fans came directly from ads
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Recommendations / Flexible approvals allow for quick creation and release of
content
Friday, November 15, 13
Confidential and Proprietary space150 ©2013
Recommendations / Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good creative showcase
Friday, November 15, 13
Confidential and Proprietary space150 ©2013
Recommendations / Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater reach of the campaign
Friday, November 15, 13
Confidential and Proprietary space150 ©2013
Recommendations / Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater reach of the campaign
/ Having multiple media/connection planners involved to divide and conquer
Friday, November 15, 13
Confidential and Proprietary space150 ©2013
Recommendations / Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater reach of the campaign
/ Having multiple media/connection planners involved to divide and conquer
/ Creating a variety of generic layouts and text options before launch to expedite the real-time process
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Confidential and Proprietary space150 ©2013
thank you.http://www.space150.com/work
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