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wedu American Flatbread Facebook fan drive case study 2012

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Over a six week campaign, wedü helped a growing frozen pizza company from New Hampshire create a Facebook presence and win over 27,000 Facebook likes and distribute over 10,000 coupons to drive their …

Over a six week campaign, wedü helped a growing frozen pizza company from New Hampshire create a Facebook presence and win over 27,000 Facebook likes and distribute over 10,000 coupons to drive their retail activity. See how our digital marketing team was able to accomplish this and how our strategic approach ensured the client that their new audience was engaged with their brand and their products.

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  • 1. // A merican Flatbread  “Honestly Delicious” Case StudySummary.Over a six week campaign, wedü helped a growing frozen pizza company from New Hampshirecreate a Facebook presence and win over 27,000 Facebook likes and distribute over 10,000coupons to drive their retail activity. See how our digital marketing team was able to accomplish thisand how our strategic approach ensured the client that their new audience was engaged with theirbrand and their products.The Challenge.In March, 2012, American Flatbread Products (AFB),a consumer packaged goods company, wanted toestablish their Facebook presence and raise broaderbrand awareness of their all-natural pizza products.The American Flatbread Facebook page had beenestablished months earlier, but had only been updatedsporadically and had a base of 68 likes. With its parent company focusing the majority of its social mediaefforts on the sister product, Rustic Crust, AFB’s Facebook presence had not been a priority until now.Additionally, AFB wanted to increase retail awareness of their product. Being an all-natural frozen foodproduct, they faced product placement inconsistencies between the grocery stores that carry their products.Some grocers placed their pizzas in the frozen pizza aisle while others included them in the natural foodssection of their store.Finally, AFB was about to launch a 6-week radio advertising campaign titled “Honestly Delicious” that wasaimed at driving retail sales. The company wanted a digital campaign to coincide with the radio blitz. American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com
  • 2. The Strategy.AFB asked wedü’s digital team to develop a campaignthat would build their Facebook base and educate theircustomers and drive retail sales/awareness.wedü developed an “Honestly Delicious”digital campaign plan that centered on offering a$2 coupon for any AFB product. The theory behindoffering $2 off was that it would be considered a highenough value to attract consumer attention even on apremium price point product. The coupon was located within a Facebookapp and required a user to like the AFB Facebook page before accessing the coupon.The coupon app was designed and built by wedü’s digital team and included tracking metrics for the amountof times the coupon was accessed to go along with the normal Facebook insights that are available toFacebook page administrators. To coincide with the launch of the coupon app, the wedü social media team took over management of the AFB Facebook page and worked with the brand on developing an editorial calendar that contained posts that included valuable and highly visual content that would engage the anticipated new page likers, while working in strategic posts like questions and polls that would tell us a bit more about the interests of this audience. American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com
  • 3. To promote the Facebook coupon and drive people to the AFB page, wedü’s digital advertising team crafteda campaign that mixed display advertising and both Facebook general ads and sponsored stories.All of the ads placed had the Facebookcoupon app as their landing page.The display advertising was targetedto keywords and individual websitesthat fit with the target AFB audience—all‑natural pizza lovers.Our digital team took a very strategicand targeted approach for the HonestlyDelicious Facebook advertisingcampaign. Using advanced interesttargeting, our team not only targetedthe basic demographics of AFB’sproducts, but we also drilled downand identified other topics and pagesthat AFB’s target demos may also likeand targeted those as well. An example of this campaign’s level of demographical targeting would be the ads targeted to the vegan community. AFB has a great vegan product called Vegan Harvest. Given the lack of quality vegan frozen pizzas on the market, we knew AFB very popular with this community. AFB’s vegan ads were not only aimed at anyone that is generally interested in veganism, but our digital team also went a layer deeper and researched and targeted publications vegans read, what organizations they belong to, other products they are interested in, etc. American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com
  • 4. The following is a partial example: Sample of Facebook Ad Targeting for One of the Vegan Ads ✓ #American Vegan Society ✓ Vegnews magazine ✓ #Go Vegan ✓ #Vegetarian Times ✓ #Natural foods ✓ Natural health magazine ✓ #People for the Ethical Treatment of Animals ✓ Supervegan ✓ #Vegan Society ✓ Happy herbivore ✓ #Veganism ✓ #herbivore ✓ #Vegetarianism ✓ Urban herbivore ✓ #World Vegan Day ✓ Living vegan ✓ #natural foods ✓ Happy little vegans ✓ Vegan ✓ Vegans for peace ✓ Veganism ✓ Vegan society ✓ Vegetarianism ✓ Living veganIn Facebook like-required coupon or sweepstakes campaigns, it is very common to see a substantial drop-off in likes over a 1-4 month period after the campaign ends. Essentially, a certain segment of the page likescame for one thing, discounts, and have no interest in continuing to follow the page. These people are called“Sweepers” in the digital marketing world.Because of the vast interest targeting that Facebook allows, the AFB Facebook advertising campaign strategywas designed to avoid Sweepers as much as possible and set out to build a solid base for AFB beyond theexpiration of the discount.In the end, each placed Facebook ad had roughly 20 – 30 interest qualifiers to ensure that eachad was highly targeted and, almost as important as achieving the like goal, new likes were interested inthe product more than the discount.Knowing that social recommendations are often the most effective way to build a loyal brand base, our digitalteam also included Facebook sponsored stories into the advertising mix. These ads did not promote thecoupon, in particular, but the overall AFB page. As hypothesized, our team found these ads to be some ofthe most effective ads with the highest conversion rates of the entire campaign. American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com
  • 5. The Results.The overall goal of the digital portion of the campaign was to build a base of 25,000 or more likes that areinterested in AFB’s pizzas and the company’s all-natural, premium branding. Upon conclusion of thesix‑week campaign, AFB had increased their page likes by over 27,000. We know from thecoupon app’s analytics that over 10,000 unique users printed the $2 coupon during the campaign.The audience base for this startup company from Pittsfield, New Hampshire is now a national one andinterest in their pizza is reaching parts of the country that they haven’t been able to target in the past. Ourwedü social media community managers are regularly engaging Facebook fans from all over the U.S. thatare wondering where they can buy an AFB pizza in their city or town.Interest is in AFB is high and the brand has truly taken off on Facebook. wedü continues to manage socialmedia communities for both American Flatbread and Rustic Crust and there is already talk of similarcampaigns in the future. American Flatbread “Honestly Delicious” Case Study wedü // 20 Market Street // Manchester NH – 603.647.9338 // New York, NY – 646.502.7447 // www.wedu.com