3. #CoffeeCultureReese
#ILoveReeseDay
On
May
18,
2016
Coffee
Culture
celebrated
I
Love
Reese
Day
by
encouraging
guests
to
visit
one
of
our
locaAons,
take
a
selfie
with
their
Reese® treat
and
share
it
on
social
media
to
automaAcally
receive
a
$5
e-‐giJ
card.
We
leveraged
this
social
holiday
to
introduce
our
new
Reese® products,
build
awareness
for
the
campaign
and
drive
significant
digital
results.
We
are
excited
to
announce
that
Coffee
Culture’s
MarkeAng
Department
was
able
to
reach
over
640,000
individuals
across
all
digital
plaQorms.
Moreover,
we
garnered
100
pictures
on
May
18,
2016
alone,
grew
our
social
media
pages
by
a
total
of
14%,
engaged
with
guests
throughout
the
full
day
and
received
incredible
guest
feedback.
Within
the
aSached
document
you
will
find
a
breakdown
of
the
campaign
and
the
results
achieved.
3
Executive Summary
Indulge with Reese® - #ILoveReeseDay
I Love Reese® Day
4. 4
Commerce Slides
BUDGET
Media Used $
Bloggers
Paid Social Media Ads
E-Gift Card #ILoveReeseDay Selfie
*Influencers
**Miscellaneous
Total
Spend Removed – only for internal use. Total spend for
#ILoveReeseDay
*Influencers are posting throughout the Indulge with Reese
Campaign. However, we have included the cost into the
#ILoveReeseDay budget.
**Reese Head Office drop-off, PR initiatives such as radio-drop
offs, etc.
5. 5
Commerce Slides
RESULTS
Summary of #ILoveReeseDay Campaign
Significant Engagement Increase
Engagement on social pages increased by 124% on May 18, 2016
Overachieved #ILoveReeseDay Selfie posts by 100%
100 guests submitted selfies for #ILoveReeseDay, which over achieves our target by 100%
Increased Social Media following by 14% in 1 day!
Total social media account increase (across Facebook, Twitter & Instagram) is 14%
During the I Love Reese Day campaign we achieved a total reach 642,546 individuals!
6. 6
Commerce Slides
INSTAGRAM RESULTS
Instagram
#CoffeeCultureReese
Results
• Reach: 260,000
• Impressions: 280,000
• Likes: 8,468
• Total Posts: 69
• Total Comments: 904
• Instagram account has surpassed our
goal of a 8.25% increase by June 30,
2016 to reaching an 11% increase by
May 20, 2016
• First OGI Brand to reach over 3,000
followers (largest OGI Brand)
• Current followers: 3,283
• #1 Trending brand under the
#CoffeeCulture hashtag
• Featured on top blogs (TasteToronto,
TO_Finest and LoveToronto – with a
total following of: 324,800)
11. 11
Commerce Slides
FACEBOOK RESULTS CONT’D
Facebook
Key Insights on FB
• 83% of individuals that liked the Reese ads were female
• Majority age group is females between: 18-34
