Transcript of "True Life: I work at an advertising agency"
True Life:I work at an advertising agency Kaitlyn Dennihy Digital Strategist, Engauge @KaitlynDennihy
About EngaugeOne of the nation’s largest independentagencies, Engauge leverages creativityand technology to developtransformational ideas that connectbrands and people. Engauge guides agrowing roster of clients on the path torealizing the power of digital channelsby focusing on driving results andsustainable growth for brands.
Coca-Cola Summer 125The Assignment• Develop a social program that celebrates Coca-Cola and 125 years of refreshing summer fun.Program Goals• Drive sustained engagement through the program and encourage fans to come back multiple times.• Increase members entering PIN codes and reward spend in June-September.• Reward our fans and differentiate the social campaign by providing social exclusivity.Communication Insight• Meet consumers where they already are.• Highlight existing summer trends and behaviors through ﬁve bi-weekly themes: Flavors, Activities, Entertainment, Memories, Summer 125.
Coca-Cola Summer 125 Five distinct themes which rotated biweekly catered to known community interests and consumer summer behaviors.Summer tips which varied by theme, for example,recipes.Commenting widget, offering a new question for fansduring each theme. Also featured Tweets with thehashtag #cokesummerFree downloads such as wallpapers, T-shirt iron onpatters and more.Fans unlocked exclusive discounts on popular catalogitems for fan growth.Toggle between previous themes.
Coca-Cola Summer 125Exclusivity• The Coke Summer campaign played on existing fan behaviors of creating rewarding relationships and delivering exclusive content.Mobile• Building off of fan history of comments surrounding the desire for mobile, a QR code was tested to be delivered in wall.Fan Recognition• The ﬁnal summer theme included comments and submissions from fans shared throughout the campaign.
Cow Appreciation Day On July 8, 2011 over half a million Chick-ﬁl-A fans entered restaurant doors dressed head to hoof in cow attire. Not only did they show up in herds in- restaurant, but they also engaged with the brand online - shattering previous records. Engauge created a true physical to digital experience between mobile, .com and social before, during and after Cow Appreciation Day.
Campaign Goals 1. Successfully connect with customers on their terms, in their worlds. 2. Increase brand buzz organically via unique and memorable experiences. 3. Reward fans for participating in various facets of Cow Appreciation Day.
A Robust Mobile and SocialExperience • 7,780 Total Views, 46% Android, 47% Apple iOS, 3% Blackberry, 3% Other. • Views peaked between 11am and 3pm correlating with lunch hour traffic and in-restaurant use.
Cow Appreciation Day ResultsFacebook impressions:91,000,000+CowAppreciationDay.com visits:603,018Tab visits:271,899Likes and comments:94,928Costume downloads:98,577Photo contest submissions:+70% vs. 2010