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Jack Link's Social Media Case Study: Trick or Treat Sasquatch
 

Jack Link's Social Media Case Study: Trick or Treat Sasquatch

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We had the pleasure of sharing our (very) recent social engagement work for Jack Link’s Beef Jerky at SMBMSP60 this morning. One of our first assignments as Jack Link’s Beef Jerky's digital AOR ...

We had the pleasure of sharing our (very) recent social engagement work for Jack Link’s Beef Jerky at SMBMSP60 this morning. One of our first assignments as Jack Link’s Beef Jerky's digital AOR was to "create an engaging campaign for Halloween." So, we sent Sasquatch, the brand's character, trick-or-treating on Jack Link’s Facebook and Twitter asking fans if Sasquatch came to their door on Halloween, would they #tricksasquatch or #treatsasquatch? We employed a keyword strategy for outreach on Twitter (people mentioning beef jerky or brand related terms, and Halloween relevant terms), used steady Facebook status updates, along with promoted post support, and also used email to drive engagement. The result was a fun, interactive campaign that increased reach, engagement and grew the Jack Link’s fan base on Facebook and Twitter.

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    Jack Link's Social Media Case Study: Trick or Treat Sasquatch Jack Link's Social Media Case Study: Trick or Treat Sasquatch Presentation Transcript

    • Jack Link’s Beef Jerky Case Study: Trick or Treat Sasquatch November 15, 2013 Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • The Ask Engaging campaign for Halloween Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Goals Increase fans Increase engagement Surprise and delight Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • What were we working with? >1MM Fans Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • What were we working with? Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • What were we working with? Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • space150 Approach Send Sasquatch Trick-or-Treating on Jack Link’s Facebook and Twitter Respond with personalized photo and video messages from Sasquatch Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 10 Props Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 10 Props 3 Creatives Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 10 Props 3 Creatives 1 Sasquatch Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 10 Props 3 Creatives 1 Sasquatch 1 iPhone Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 10 Props 3 Creatives 1 Sasquatch 1 iPhone A DREAM Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Acquisition Ads Segments determined by fan interests / Proven content categories / Hunting / Shooter Games / Action Games / Adventure Games / Horror / Science Fiction & Fantasy / Theme Parks / Skiing & Snowboarding / Action Sports / Motorsports & NASCAR / Camping & RVs / Fishing / Fast Food / Soft Drinks / Gut / spaceScore, a proprietary social analytics tool that measures the extent to which a brands fan base is over or under-represented in 500+ targeting segments compared to the corresponding percent of all Facebook fans to identify relevant content categories and targeting segments for acquisition *partner category provided by Datalogix Friday, November 15, 13 / Jack Pack subscribers / Meat Purchasers 9 Confidential and Proprietary space150 ©2013
    • Message Test Trick or Treatin’ vs. DING DONG *Over other emails deployed in 2013, via ExactTarget Friday, November 15, 13 10 Confidential and Proprietary space150 ©2013
    • Used owned channels to reach loyal fans (Facebook, Twitter, Email) 11 Friday, November 15, 13 Confidential and Proprietary space150 ©2013
    • Outreach added fuel to the fire 12 Friday, November 15, 13 Confidential and Proprietary space150 ©2013
    • Engaged Celebrities and Brands Bubbles Mall of America SmartWool Trailer Park Boys 88,971 Followers Shopping Mall 28,689 Followers Apparel Company 15,090 Followers Tavarres King James “Bobo” Fay Ranae Holland Finding Bigfoot 19,574 Followers Finding Bigfoot 12,132 Followers Carolina Panthers 27,118 Followers James “Cowboy” Storm Professional Wrestler 144,506 Followers 13 Friday, November 15, 13 Confidential and Proprietary space150 ©2013
    • Real-Time Process > Copywriter > / Writes response / Gets approval of copy / Conducts outreach / Creates response list / Sends list to Copywriter > Media Planner / Publishes responses / Amplifies posts into ads Designer / Creates photos & videos / Sends assets to Media Planner 14 Friday, November 15, 13 Confidential and Proprietary space150 ©2013
    • / https://www.youtube.com/watch?v=mZfzsyY1HSM / https://www.youtube.com/watch?v=t9JRw6-ap1I Friday, November 15, 13 / http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be Confidential and Proprietary space150 ©2013
    • Yeah I'll trick him into it and hold him down and you brush his teeth Ok and while I am holding him down give him a good shave and cut his hair off. Ok? maybe it would be better to pull his teeth off- cause they look like they may be hurting. I'd #treatsasquatch to a nice mud bath #spaday Awww...I'd give him a treat. He's been through enough. All those mean paparazzi I'd trick him with a treat that was poisoned!!!!! chasing him around when he's obviously I'd treat him to a manicure, a trip to the camera shy and values his privacy. Someone dentist and trick a friend into going on a "blind" has to show him some love in a non-creepy date with him. LOL kind of way. 1,555 people chose to #tricksasquatch or #treatsasquatch Treat. After tricking him last time I would apologize by waiting for him with a bag of jerky and take him hunting. after all the teasing he's gotten, i think he deserves a bagful of treats Definitely trick. When he rings the doorbell he would get a pumkin dropped on his head. Hehehe I would give him a treat him with some warm apple cider ( since he does not like hot coffee) and donuts.Then ask him to go camping with me. After all, he is the hide and seek champion of the world. Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • 250 personal responses 87% increase in Facebook comments Quadrupled organic Twitter mentions 7,500 YouTube Views 1MM+ incremental impressions through promoted posts *Facebook Insights: Lifetime Total Impressions vs. Lifetime Organic Impressions Friday, November 15, 13 17 Confidential and Proprietary space150 ©2013
    • Facebook Fans 1,240,000 Gained 94,710 fans in 21 days 1,205,000 1,170,000 1,135,000 Ads Live 1,100,000 10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31 Jack Link’s *89% of fans came directly from ads Friday, November 15, 13 18 Confidential and Proprietary space150 ©2013
    • Recommendations Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Recommendations / Flexible approvals allow for quick creation and release of content Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Recommendations / Flexible approvals allow for quick creation and release of content / Video content not a great comment-driver, but a good creative showcase Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Recommendations / Flexible approvals allow for quick creation and release of content / Video content not a great comment-driver, but a good creative showcase / Secure out-of-pocket budgets upfront to ensure greater reach of the campaign Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Recommendations / Flexible approvals allow for quick creation and release of content / Video content not a great comment-driver, but a good creative showcase / Secure out-of-pocket budgets upfront to ensure greater reach of the campaign / Having multiple media/connection planners involved to divide and conquer Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • Recommendations / Flexible approvals allow for quick creation and release of content / Video content not a great comment-driver, but a good creative showcase / Secure out-of-pocket budgets upfront to ensure greater reach of the campaign / Having multiple media/connection planners involved to divide and conquer / Creating a variety of generic layouts and text options before launch to expedite the real-time process Confidential and Proprietary space150 ©2013 Friday, November 15, 13
    • thank you. http://www.space150.com/work Confidential and Proprietary space150 ©2013 Friday, November 15, 13