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#SocialSauce – Tap into New Media to Launch a New Product
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#SocialSauce – Tap into New Media to Launch a New Product

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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. …

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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Transcript

  • 1. #SocialSauce – Tap into New Media to Launch a New Product Josh Martin | @Jmart730 Social Media Manager @Arbys
  • 2. People love our sauces… #SocialSauce
  • 3. … we m e a n , re a l l y l o v e o u r s a u c e s … #SocialSauce
  • 4. . . we m e a n R E A L LY l o v e o u r s a u c e s ! #SocialSauce
  • 5. It’s because of that love that we decided to treat our biggest fans by making new full-size sauce bottles available. #SocialSauce
  • 6. Campaign Overview #SocialSauce
  • 7. 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
  • 8. Each and every day people find themselves face-to-face with a Saucepocalypse. 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. Drive thru. Drove home. Forgot to ask for extra sauce. #SAUCEPOCALYPSE! #SocialSauce
  • 9. O u r Vi s i o n f o r t h e S a u c e p o c a l y p s e P o s t e r s #SocialSauce
  • 10. Campaign Details #SocialSauce
  • 11. Te l l u s y o u r S a u c e p o c a l y p s e S t o r i e s #SocialSauce
  • 12. Identify stories to turn into posts #SocialSauce
  • 13. Identify stories to turn into posts #SocialSauce
  • 14. Identify stories to turn into posts #SocialSauce
  • 15. Saucepocalypse Posts #SocialSauce
  • 16. End of Saucepocalypse #SocialSauce
  • 17. Mailed out Movie Posters #SocialSauce
  • 18. Local Extensions • Newspaper Ad • Billboards #SocialSauce
  • 19. Campaign Performance #SocialSauce
  • 20. Earned Media #SocialSauce
  • 21. M a k i n g A r b y ’s R e l e v a n t #SocialSauce
  • 22. Impact on Brand Conversation #SocialSauce
  • 23. Conclusion #SocialSauce
  • 24. It all started with social listening consumers business #SocialSauce
  • 25. The end result, product innovation #SocialSauce
  • 26. Opportunities for Improvement • In-store extension • Earlier start to the campaign • More stories, more posters #SocialSauce
  • 27. Questions? #SocialSauce