LA event: December 11, 2008: Sun chips greensburg

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12/11 CPRF event: digital workshop for non-profits.
Presented by Alisa Feinstein, Ketchum

Published in: Business, Technology
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LA event: December 11, 2008: Sun chips greensburg

  1. 1. June 27, 2008 SunChips Re-Greens Greensburg Online Program Summary
  2. 2. How the initiative worked
  3. 3. SunChips’ “Re-Green Greensburg” Initiative Goals and Key Tactics <ul><li>The goal – To replace 100% of Greensburg’s lost trees. </li></ul><ul><li>The initiative includes a Facebook application featuring Leonardo DiCaprio. SunChips will donate $1 for every consumer who downloads with the application (max of $50,000). </li></ul><ul><li>SunChips and Discovery Network have also created a donation site for consumers to contribute to this cause, and track the overall progress of the initiative. </li></ul>
  4. 4. Discovery’s microsite is the destination for online donations
  5. 5. SunChips.com drove to the Discovery microsite
  6. 6. Engaged the Facebook community to help another community in need Leverage the influence of Exec Producer, Leonardo DiCaprio FB Donation Application SunChips Fan Page
  7. 7. PR Support Overview <ul><li>Support SunChips' efforts to rebuild Greensburg, Kansas </li></ul><ul><li>by driving awareness about and traffic to Facebook </li></ul><ul><li>application </li></ul><ul><ul><li>Pitch print, online and broadcast outlets focusing on key news Web sites/green blogs to help drive buzz about SunChips’ efforts </li></ul></ul><ul><ul><li>Employ search marketing tactics to increase/encourage downloads of the SunChips Re-Green Greensburg Facebook application </li></ul></ul>
  8. 8. Search Strategy Facebook Social Ads StumbleUpon Sponsorships
  9. 9. Search Marketing Highlights <ul><li>Highlights of the traffic/download increase since PR search marketing efforts began on August 5th include: </li></ul><ul><li>Drove more than 42,000 people to the SunChips </li></ul><ul><li>Facebook application download page </li></ul><ul><li>Monthly Active Users increased by 383%     </li></ul><ul><li>Number of Fans increased by 1,006%  </li></ul><ul><li>Number of Application Downloads increased by 534% </li></ul>
  10. 10. Blog Coverage Highlights <ul><li>More than 10MM media impressions on top green blogs </li></ul>

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