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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. 
"FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. 
Web. 4 Aug. 2014.
Social Marketing Objectives 
Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. 
"FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. 
Web. 4 Aug. 2014.
II 
Case Studies
Oreos: 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 
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
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) 
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
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 
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
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” 
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
Oreos: SuperbowlTweet 
• “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.” 
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
The Economist: Interpret The World 
• http://theinspirationroom.com/daily/2010/the 
-economist-interpret-the-world/
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
The Economist: Interpret The World 
• Campaign Objective: 
– Use media to build measurable brand engagement 
– Boost paid subscriptions as a direct result of campaign 
– Boost competitive advantage: “brand intellect”
The Economist: Interpret The World 
• 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
The Economist: Interpret The World
The Economist: Interpret The World 
• 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.
The Economist: Interpret The World 
• 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.comduring campaign period 
– No discounts offered during campaign
The Economist: Interpret The World 
• 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
Pretzel Bacon Cheeseburger Love Songs 
• Title: Pretzel Love Songs 
• Source: Shorty Awards 
• Agency: StarcomMediaVest Group 
• Produced by: VML 
• Brand: Wendys 
• Country: USA 
• Spotlight on: use of Facebook video and audience 
interactivity
Pretzel Bacon Cheeseburger Love Songs 
• 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
Pretzel Bacon Cheeseburger Love Songs 
• 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
Pretzel Bacon Cheeseburger Love Songs 
• 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
Pretzel Bacon Cheeseburger Love Songs 
• Creative 
Influencer Nick Lachey 
Incorporated real tweets 
from fans into the lyrics; 
“virtual fame” 
encouraged audience 
participation
Pretzel Bacon Cheeseburger Love Songs 
• 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

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Social Media Brand Strategy | Part 1

  • 1. Social Media Brand Strategy Evaluating the impact of social media brand strategy on marketing efforts.
  • 2. Key Question What are some successful ways for businesses to leverage social media, and who should we reach out to?
  • 3. 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
  • 4. I Industry: What is expected in the future of social media marketing?
  • 5. 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.
  • 6. 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. "FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.
  • 7. Social Marketing Objectives Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet. "FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014. Web. 4 Aug. 2014.
  • 9. Oreos: Daily Twist • http://draftfcb.info/oreo-daily-twist/
  • 10. 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”
  • 11. 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 Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
  • 12. 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) Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
  • 13. 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 Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
  • 14. 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”
  • 15. Oreos: Daily Twist • Results – “We believe our campaign was truly effective because it made culture” – “…long term campaign made of share-worthiness” Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
  • 16. Oreos: SuperbowlTweet • “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.” Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”
  • 17. The Economist: Interpret The World • http://theinspirationroom.com/daily/2010/the -economist-interpret-the-world/
  • 18. 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
  • 19. The Economist: Interpret The World • Campaign Objective: – Use media to build measurable brand engagement – Boost paid subscriptions as a direct result of campaign – Boost competitive advantage: “brand intellect”
  • 20. The Economist: Interpret The World • 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
  • 22. The Economist: Interpret The World • 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.
  • 23. The Economist: Interpret The World • 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.comduring campaign period – No discounts offered during campaign
  • 24. The Economist: Interpret The World • 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”
  • 25. Pretzel Bacon Cheeseburger Love Songs • http://bcove.me/q5h92m0c
  • 26. Pretzel Bacon Cheeseburger Love Songs • Title: Pretzel Love Songs • Source: Shorty Awards • Agency: StarcomMediaVest Group • Produced by: VML • Brand: Wendys • Country: USA • Spotlight on: use of Facebook video and audience interactivity
  • 27. Pretzel Bacon Cheeseburger Love Songs • 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
  • 28. Pretzel Bacon Cheeseburger Love Songs • 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
  • 29. Pretzel Bacon Cheeseburger Love Songs • 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
  • 30. Pretzel Bacon Cheeseburger Love Songs • Creative Influencer Nick Lachey Incorporated real tweets from fans into the lyrics; “virtual fame” encouraged audience participation
  • 31. Pretzel Bacon Cheeseburger Love Songs • 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
  • 32. III Key Takeaways: What do successful campaigns have in common?
  • 33. 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
  • 34. 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