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Unity benitos hat campaign_2011

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Benito’s Hat – Tweet for Eats by Unity


Benito’s Hat wanted the seemingly impossible – big bang buzz for little budget. Unity created a watertight and low cost integrated three-day campaign combining a social media ‘tweets for eats’ competition, media relations and amplification of an in-store promotion. Its effectiveness was measured directly through in-store sales – achieving an uplift of 25%.


THE CAMPAIGN BRIEF / OBJECTIVES

The founder of Benito’s Hat Mexican Kitchen approached Unity, keen to ramp its marketing programme up a notch. Unity was tasked with creating a campaign to tackle three overriding objectives:

• Drive buzz for Benito’s Hat
• Increase the number of Twitter followers
• Achieve an increase in sales

Expectations were high and without the benefit of big budgets behind us, our challenge was to work smart and add low cost touches of magic to create Brand LoveTM for the restaurant chain.


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Transcript

  • 1. Benito’s Hat Activity Summary September – December 2011unity
  • 2. Campaign summary Unity has undertaken a series of activity in the promotion and development of the Benito’s Hat brand. All activity was built around provoking awareness, driving trial and amplifying the personality at the heart of the brand….
  • 3. Day of the Deadunity
  • 4. Aims & objectives Unity was tasked with using the calendar hook of el Día de los Muertos to: •  Provoke awareness & start conversations •  Increase the reach of the social networks •  Drive trial and increase footfall
  • 5. Approach Tweet for eats mechanic: the more tweets a company sent to @benitoschat the more likely they were to win a free meal for their colleagues. These tweets ‘steered’ a real-time branded ‘Day of the Dead’ Karma Kar to the offices with the most tweets, rewarding and being generous. At the same time we: •  Ran a nimble a media relations campaign •  Amplified the in-store promotion •  Delivered burrito meals to key London radio stations •  Managed two ATL opportunities
  • 6. Above the line placements •  Metro – 1.4 million circulation •  Urban Junkies – 120,000 monthly unique users
  • 7. Social media results •  558 new Twitter followers •  1,500+ comp & promo tweets in total •  2,000+ mentions & retweets of DOTD comp •  Total reach in excess of 782,015 •  Total exposure of 1,252,125 impressions •  The DOTD campaign became a London Trending topic on Twitter!
  • 8. Influencers
  • 9. Twitter brand love
  • 10. • Total pieces of coverage: 17Highlights: PR Week, View London, AllInlondon & The LondonistCoverage generated a total of 6,497,456 OTS
  • 11. The in-store promotion
  • 12. Revisiting our objectives Attract 500 Achieve 8-11 new Twitter coverage followers: pieces: 558 achieved 17 achieved Achieved reach 25% sales of 782,015 via uplift at Twitter and OTS of 1,581,339 via Oxford ATL media Circus coverage restaurant
  • 13. Britain’s Biggest Burritounity
  • 14. Aims & objectives •  Provoke awareness and start conversations around Benito’s Hat and the activity •  Increase Facebook fans and ‘likes’ •  Increase traffic into the restaurants & drive trial •  Generate coverage and positive WOM •  Build the Benitos Hat brand
  • 15. The Approach •  Create an event for the public using generosity and jeopardy to engage the public and tell a story about the brand. •  Invite fans and the public to Oxford Street restaurant to share a slice of the UK’s biggest burrito •  Design in-store promotional collateral to raise awareness of event and directing public to the Facebook page •  Drive interested parties to Facebook for more information about getting involved in the Uks Biggest Burrito •  Seek pre-event coverage sought to drive fans to Benito’s Hat on the date •  Encourage attendees to donate money to Street-smart charity to help add weight to the story
  • 16. The Event
  • 17. Story of the Day
  • 18. The Results•  New Facebook ‘likes’ / fans: 687•  New Twitter followers: 264•  Total tweets sent about activity: 418•  Total reach: over 200,000•  Total mentions and retweets of UKBB competition: 563•  Engagement increase across Facebook / Twitter: +28%
  • 19. Twitter love
  • 20. Twitter love •  @benitoschat trended first in London and then in the UK •  We received notable tweets from influencers such as food bloggers, listing sites and news outlets
  • 21. Total pieces of coverage: 22Highlights: Telegraph Online, Metro Online, Stylist and two pieceswith Time Out, along with a mention on Heart Radio55,069,008 OTS
  • 22. Revisiting our objectives Attract 200 Achieve 5-8 new Twitter online followers: coverage 264 achieved pieces: 22 achieved Achieve 200 Achieve 1 new broadcast Facebook piece: likes/fans: Achieved 687 with Heart achieved Radio
  • 23. Press Officeunity
  • 24. Aims & objectives •  Generate coverage and positive WOM •  Provoke awareness and start conversations around Benito’s Hat and the activity •  Increase traffic into the restaurants & drive trial •  Drive traffic to the website •  Build the Benitos Hat brand personality •  Engage local residents, businesses and tourists
  • 25. Tactics •  Burrito masterclass with Felipe for bloggers and online food media •  Listings and reviews campaign with key online and London press •  Sampling activity, gifting meals to to key journalists
  • 26. 6 bloggers and online media at masterclassFood drops to Time Out, Spoonfed, Urban Junkies, AllinLondonand the Evening StandardSecured a total of 15 pieces with an OTS of 20,094,279
  • 27. Media masterclass
  • 28. Testimonials….notable quotes from mediaMetro online – “Britain’s biggest burrito provides free lunch for Londoners”LondonTown – The excellent food served up at Benito’s Hat is due to the fresh,good quality ingredients used and the fact people here really do seem to care.”Stylist – “…for all those those snack junkies and Mexican food lovers out there…”Cheapoair travel blog – “Benito’s Hat has a particularly delish (delicious) list oftequila-based cocktails. The watermelon margarita is definitely worth a sip or two!”Katie’s Burrito Mission – “Benito’s Hat sure knows how to host a good event.Whether its schooling us bloggers in an ultimate chef-style cook off or sculpturingBritain’s largest burrito.”Rate My Bistro – “Benito’s Hat does great quality, fresh tasting Mexican food! Allthe elements of Benito’s Hat are just right, from the food, the atmosphere, thedrinks to the service and the staff!”Simply Woman – “Benito’s Hat sells everything you’d expect from a class Mexicanrestaurant.”Spoonfed – “Benito’s Hat certainly impressed. Not only did they deliver…theydelivered bloody good burritos.”
  • 29. Revisiting our objectives Achieve Secure 5-8 13-17 online media & print masterclass coverage attendees: pieces: 6 achieved 15 achieved Arranged food gift drops to 6 key online and regional media
  • 30. Campaign coverage summary •  Total pieces of campaign coverage: 55 pieces •  Highlights included pieces with Metro Online, Stylist Online, Spoonfed, Time Out Online, Telegraph Online, Mail On Sunday, AllInLondon, View London and Heart Radio •  Campaign coverage pieces generated a total OTS for Benito’s Hat of: 81,660,743
  • 31. The campaign in numbers 55 pieces of Social media print and campaigns online media had reach of coverage over 982,000 Media Attracted coverage over 1,100 generated new fans via an OTS of Twitter and 81,660,743 Facebook
  • 32. Outputs from 2011 campaign •  Established a tone of voice through a consistent dialogue across social media channels •  Created a foundation for more WOM buzz with public and media •  Built and developed relationships with key media and bloggers •  Evolved a clear brand personality – one that is surprising, generous and democratic
  • 33. Thank you for your time!unity