final book

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Introduction
Methodology and Situation
Research
Consumer Profile
Strategy
Big Idea
Media Strategy
Videos/Podcast
Product Placements
Experiential
Microsite
Social Media
Timeline and Budget
Campaign Evaluation
INDEX
The hot dog is many things: a ballpark staple, your backyard
barbecue essential and even a defining icon of cities like
Seattle and Chicago. But one thing the hot dog lacks is
everyday relevance.
Wienerschnitzel challenged us to bring hot dogs back into
everyday conversations by improving the perception of hot
dogs, and increasing awareness in our target consumers, the
trailblazing Trendmakers and the curious Connectors.1
To succeed, a campaign message needs to tap into both
the psyche of our target and the culture in which they live.
Through extensive research, we discovered an intersection
that allows us to do both.
In a world where it seems everyone has an opinion on
everything, our target consumers are a direct reflection of
their environment. If they’re passionate about something,
they’ll argue unwaveringly about it in an attempt to prove they
know best and are right.
When it comes to hot dogs, it’s the passion for individual
topping styles that divides people. We’re ardently compelled
to argue that our way to eat a hot dog is the best way.
Regardless of how we eat our hot dog, we all share a
commonality — a love for the hot dog itself. At the end of the
day, we all yearn for a sense of unity and togetherness. Division
is wearing us out. Our campaign subtly plays on this culturally
relevant thought, connecting it to the hot dog conversation.
INTRODUCTION
EXECUTIVE SUMMARY
1

3. As a whole, people claim to have a negative perception of hot dogs, which is reflected in the industry’s declining sales. Yet, hot dogs still
make up a $3 billion industry.35
People in our survey and interviews admitted that they enjoy eating hot dogs at occasions ranging from
holiday parties and backyard barbecues to sporting events.6
This shows us that there is a discrepancy to explore between what people
say and the way they act regarding hot dogs.
Wienerschnitzel asked us to change consumer perception
of hot dogs among our target consumers,1
Trendmakers and
Connectors, individuals in their late 20s through mid-to-late
40s, whose curiosity and passion keep them on the forefront of
the latest trends.2,3
Our primary and secondary research guided
us to a strategy to increase everyday relevance of hot dogs
and create a positive perception of the dog.4,5,6
THE SAUSAGE SITUATION
THE ASK
Sales within the hot dog and sausage category
have been on a downward trend since 2015.7
36% 28%
think hot dogs are
overly processed7
think that they are
unhealthy7
73% still purchase
hot dogs7
but
CURRENT SITUATION
WHAT WE DID
WHAT THIS MEANS
777 SURVEY
RESPONDENTS
TRENDMAKERS +
CONNECTORS
20 IN-DEPTH
INTERVIEWS
(TRENDMAKERS)
22 IN-DEPTH
INTERVIEWS
(CONNECTORS)
37 RESEARCH
ARTICLES
1 TRIP TO
WIENERSCHNITZEL
92 HOT DOGS
EATEN
SOCIAL
LISTENING
61 INTERCEPT
INTERVIEWS
3 RESEARCH
AUDITS
2

4. “If you’re at a baseball
game, you have GOT to
have a hot dog, and it
HAS to have mustard.”6
Chandler, 22
“I always get my hot dogs
Chicago style, except I add
ketchup. I have definitely
gotten dirty looks from that.”6
Nick, 35
“My husband loves when I make it with mac
and cheese, and he also likes scrambled eggs
and hot dogs. Hey, everyone has their own way.
To each their own, ya know?”6
Sara, 45
DIGGING INTO THE DOG
buy hot
dogs for
the taste460% prefer to go
topping-less on
their hot dogs4
only 2%
WHAT THIS MEANS
Despite the misconceptions floating around about hot dogs, people are eating them — and A LOT of them. While people enjoy the
taste of the hot dog itself, they are just as drawn to the personalization that their favorite mix of flavors and toppings can create.
Whether they keep it simple with a quick dab of ketchup, smother their dog in chili or stray from the norm with kimchi and rice, hot
dog lovers take pride in their creations.
20 billion
hot dogs are consumed each year in the U.S.
of which are consumed between
Memorial Day and Labor Day.9
7 billion
That’s
818 hot dogs
consumed every second during that period of time.
When asked about condiment preferences, survey participants responded with 35+ different
topping preferences, ranging from classics like ketchup and mustard to gravy and tater tots.4
A key insight emerged from this section of our research: People are PASSIONATE about what
goes on a hot dog, and they have strong beliefs that their way to eat a dog is the right way.
3

5. CUSTOMIZATION FRESH INGREDIENTS
WHAT THIS MEANS
As identified by the Wienerschnitzel case study, Trendmakers currently make up 52% of Wienerschnitzel customers.1
Their passion for unique
flavors, experiences and the latest trends empowers them to be the first to flaunt their hot dog concoctions to their friends, family and
followers. The secondary target identified in the case study, Connectors, makes up 46% of Wienerschnitzel’s current customers.1
Connectors
love to experience the social atmosphere that eating out provides. They are indulgent and look to satisfy their cravings with uncommon flavors.
Not only do Connectors aspire to be more like Trendmakers, but based on the case study, they also share many similarities when it comes to
food trends.1
Through primary and secondary research, we found that food is a relevant part of Trendmakers and Connectors lives and many of
their decisions are guided by their love of food.
Trendmakers and Connectors are always in search of new ways to combine food and lifestyle.1,6
To them, mealtime is a social experience,
allowing them to spend much-valued time with friends or family. Trendmakers and Connectors alike are indulgent and describe
themselves as modern, trendy and social,1,6
so dining out allows them to satisfy their cravings, while exploring new places and flavors.
They are drawn to customization, so a blank hot dog is the perfect canvas to give them a chance to flaunt their originality.
say Wienerschnitzel’s food
is fun to eat.2,3of Connectors of Trendmakers
are the top qualities Trendmakers and Connectors seek in limited service restaurants.2,3
AND
AND
“A foodie is someone who is fairly opinionated and knowledgeable on different types of food
trends, and really takes it seriously. It’s like an art form in a way, and I would consider myself one.”
Wells, 31
LIFE MADE-TO-ORDER
Trendmakers and Connectors love to keep up with the latest food and restaurant trends to
disrupt their routine lifestyles, as well as satisfy their cravings for adventure and new flavors.2,3
4

6. Wienerschnitzel outlined three hot dog misconceptions that we explored through our primary research.1
We wanted to learn which
misconception, if changed, would be most successful in improving perceptions and increasing the frequency of consumption.
Many people see hot dogs as a basic,
boring and simple food.1
SURVEY & INTERVIEW QUESTIONS
QUALITY APPEAL
Hot dogs are perceived as a low quality
cut of meat and are not top of mind when
consumers are deciding what to eat.1
SURVEY & INTERVIEW QUESTIONS
Which type of hot dogs are
you likely to eat? (Choices included
100% beef, 100% all natural,
angus beef, classic).
How likely are you to eat a hot dog
labeled as 100% beef?
Are you more or less likely to buy
something if it is transparent
about the ingredients?
Through this research, it became clear that our campaign focus should not be on making the hot dog something it’s not. While 54% of our
target thinks there is a negative public perception of hot dogs, only 6% wouldn’t eat a hot dog because of this perception.4
Based on these
findings, we determined it would be most impactful to focus on the appeal of hot dogs, rather than changing the negative perception. By
focusing on a strategy that highlights the passion for hot dogs, we have the opportunity to not just improve their perception, but to create a
stronger, long-lasting emotional connection to the experience of eating a hot dog.
TAKEAWAY
Our survey found 52% of respondents were
likely to eat a hot dog if it were labeled 100%
beef.4
This shows us you might change
some perceptions of a hot dog simply with
clear labeling.4,6
But, such a quick fix ignores
richer opportunities to make an emotional
connection with the consumer.
TAKEAWAY
With endless topping possibilities, hot
dogs are anything but boring.6
The styling
of a hot dog can be unique to a city, culture
or individual. What we initially saw as an
obstacle turned out to be the sweet spot in
resonating with our consumers.
HEALTH
TAKEAWAY
After speaking with 42 people in our
in-depth-interviews, it was clear that
nutrition is not always a driving force
for dietary choices, with only 3% of
respondents saying that they follow a
strict diet plan.4
Responses to probing
questions showed flavor and enjoyment
trump labels and ingredients.
In general, what describes your
feelings toward hot dogs?
If you saw a hot dog on a menu, would
you order it? (Probed for perceptions of
taste, quality, pairings, environment).
How do you like to eat your
hot dog?
Many people have a negative perception
of a hot dog’s nutritional value, and
some see them as unhealthy.1
SURVEY & INTERVIEW QUESTIONS
Do you feel like hot dogs are more
or less unhealthy than
deli meats or a hamburger?
If someone told you that a hot dog was
just as healthy as luncheon meat,
would you believe it?
How do you feel about the movement of
defining healthy as locally sourced, fresh,
organic food?
WHAT THIS MEANS
LOOKING BEYOND THE BUN
5

7. Through primary and secondary research, we unveiled the uniting intersection between Trendmakers and Connectors to create our consumer
profile: The Dogdentifiers. Although Trendmakers (late 20s) and Connectors (mid-to-late 40s2,3
) are separate targets in the case study, we felt
that a unified profile based on psychographics would help us most effectively target both audiences. By capitalizing on their commonalities
and passions, these older Millennials and front-end Gen X’ers are the perfect sector of hot dog lovers who are ready to unleash their
dogdentities.
Older Dogdentifiers get a rush from a break in their norms,
and they actively seek out unique ways they can switch
up their routines. They view hot dogs as indulgent and a
change of pace.3
Dogdentifiers jump at opportunities that allow them to project
their voice. They are advocates for change, and they express their
beliefs through opportunities like voting, protesting and being
vocal on social media and among their social circles.6
Whether it be online or in person, they crave experiences
that can be shared.6
keep up with new and interesting menu
items at limited service restaurants.2,3
are with others when eating hot dogs.6
say limited service restaurants are a great
way to spend time with family.4
*
* Derived from the mean of Trendmaker and Connector statistics provided by the case study.2,3
SAVVY
SELF-EXPRESSIVE
CONNECTED
UNLEASH YOUR DOGDENTITY
70%
70%
68%
mentioned their love for customization.3
73%
CONSUMER PROFILE
6

8. Dogdentifiers hold true to their taste buds and will fiercely defend their food preferences. Honing in on these emotions, we can pave the path
for our Dogdentifiers. From the time they are questioned about how they dress up their hot dog, to the moment they realize that the only
wrong way to eat a hot dog is to not eat one at all, we’ve mapped out the journey that our big idea represents.
TAKING DOGDENTIFIERS FOR A WALK
5. LET’S EAT!
Dogdentifiers come to the conclusion that as long as they have
company when experiencing their shared interests, opposing
opinions can be set aside - Dogdentifiers put aside their differences
and enjoy eating hot dogs while agreeing to disagree on which
toppings are the best.
1. FORM YOUR DOGDENTITY
Dogdentifiers face a moment where they are challenged to form an opinion and
embrace it - Wienerschnitzel will introduce the debatable topic of hot dog toppings and
prompt Dogdentifiers to consider the way they customize their hot dogs.
2. UNLEASH YOUR DOGDENTITY
Dogdentifiers express their passionate opinion and defend it when confronted by
others - Naturally, all Dogdentifiers will have differing opinions about what the best
combination of hot dog toppings is and will defend their dogdenity to anyone who
challenges them.
3. THE SHOWDOWN
In order to prove to others that their way is the best, Dogdentifiers will go to
great lengths to validate it - Dogdentifiers are persistent in articulating their
point of view and will go head-to-head with others who disagree with their
toppings of choice.
4. “OH SCHNITZ” MOMENT
In the midst of expressing their passionate opinion, Dogdentifiers realize
that the argument is irrational - Before the showdown goes too far,
Dogdentifiers reach a moment where they realize that they are having a
heated argument about a food that is as uncomplicated as hot dogs.
7

9. STRATEGIC SPARKS
STRATEGY
To me, life is a one-of-a-kind, made-to-order experience. Date night for my husband and me is more
than just happy hour drinks or a good meal. From our favorite build-your-own poke place to salsa
dancing lessons paired with actual salsa, there’s never a dull moment. When there’s a new episode
of This Is Us, my husband knows the drill — he turns to our favorite Yelp bookmarks for takeout.
When a commercial comes on for a new dinner special, we’re already planning for our next outing.
Don’t get me wrong, when it comes to mealtime, we’ll go head-to-head on whose favorite burrito
spot reigns supreme. But at the end of the day, mealtime is a way for us to come together.
The Dogdentifier
Our campaign sparks a conversation that challenges Dogdentifiers to declare what makes a hot
dog special to them. Not everyone agrees that another’s way of eating a hot dog is the best, but
that’s alright, because sometimes it’s okay to agree to disagree. As Americans, we’re free to voice our
opinions with passion and gusto — and we regularly do so on any number of topics, from politics
to sports and anything in between. Our campaign will bring harmony to the debate. We can be
passionate about our views on the right way to eat a hot dog and tell the world about them, but in
the end come together and rally around a common ground...the love of the hot dog.
STRATEGY SPARKS
8

10. As humans, we are inherently biased
when it comes to how we eat our hot
dogs. We are unwavering in our belief
that our way is the BEST, and when
confronted with skepticism, we say
“put a bun in it.” Ketchup connoisseurs,
mustard mavens and relish revelers
unite! At the end of the day, no matter
how you style it, the only wrong way to
eat a hot dog is to not eat one at all.
THE ONLY
WRONG WAY
THE BIG IDEA
9

11. 10
Measured through impressions, unique engagements,
followers, and click-through-rates to the microsite before
and after the campaign. Track metrics such as comments,
shares, likes and retweets.
Measured through social media mentions, social listening
analyses and user-generated content. Track page visits,
session duration, traffic sources and targeted keyword
searches.
Measured by the consumption of hot dogs through the
experiential pop-up, Wienerschnitzel sales and hot dog sales
in general from the National Hot Dog and Sausage Council.
MEDIA STRATEGY
We used both the psychographics and demographics of our consumer profile to build out segments to target in all of our media placements.
We targeted Dogdentifiers ages 26 to 34 and 41 to 49. With over 11 hours of daily media usage,10
these Dogdentifiers are constantly
bombarded with brand messaging. Our media strategy employs highly-targeted and memorable content created not to interrupt their media
consumption, but to authentically engage them. The overall objective is to inspire Dogdentifiers to embrace hot dogs within their everyday
dining experiences.
These are the most important elements of the consumer journey to focus
on in our primary demand campaign. Each tactic explanation is labeled
according to the journey element it accomplishes.
10

12. KPIs
Hulu and social media: 894,683,746 impressions
VIDEO STORYTELLING
At the core of our big idea is the intense
desire to be right and our willingness to
defend our opinions with unrelenting
confidence. The spirit of our campaign can
be best captured through impassioned
dialogue and compelling visual storytelling
elements. The passionate debate between
two hot dog lovers who can’t seem to agree
drives our story arc and can be powerfully
conveyed in dozens of entertaining
scenarios.
Rather than using expensive traditional TV
for our video tactic, we have chosen more
cost-effective placements in non-skippable
Hulu ads and social media channels. Given
the media habits of our audience, both
Hulu and social media provide the best
opportunity to target and capture attention
of Dogdentifiers while extending reach of
the campaign message.
See the story unfold in Media File #1.
RATIONALE
• Dogdentifiers prefer humorous and playful over
serious tones.1
• Adults spend on average six hours a day consuming
video across all platforms.10
• 72% of adults ages 18 to 34 and 61% of adults ages
35 to 44 view video content on their devices at least
once a day.10
11

13. INTERACTIVE VIDEO
RATIONALE
• Interactive content generates four to five times the number of
page views than static content.13
• YouTube reaches 95% of online adults 35+.14
• 32 million people currently watch Hulu with ads, and the
average Hulu user is 31 years old.15
• Over one billion hours of content is watched daily on YouTube.16
Our non-skippable, interactive 60-second Hulu pre-roll ads give our viewers a piece of the storyline to control. All viewers share the same
experience of watching the heated conflict and the satisfying resolution. In between the two, users can customize their ad experience in real
time by choosing one of two scenes they want to see played out. We will transfer this interactive storyline to a 20-second YouTube pre-roll ad.
Hulu: 85,714,285 impressions
YouTube: 3,050,000 impressions
Join the digital food fight in Media File #2.
PODCASTAdding podcasts into the media mix will infuse our messaging with personality. Podcasters are known for their charismatic and authentic
approach to storytelling, giving hosts the ability to add their voices to the heated debate. We will capture listeners with a total of 10 60-second
podcast ads on How I Built This, My Favorite Murder and Latino USA. We created a sample script for Guy Raz’s podcast How I Built This.
RATIONALE
• How I Built This (NPR) averages 4.1 million monthly downloads and is among the top 20 podcasts.23
• Latino USA (NPR) is distributed to 190 broadcast stations around the U.S., including nine of the top 10 markets.24
41% of our Trendmakers and
31% of our Connectors are Latino.2
• My Favorite Murder is ranked in the top 20 of the top 100 U.S. podcasts in Apple Podcast.38
• One-third of Americans ages 25 to 54 listen to podcasts monthly, with all listeners increasing their podcast consumption by 40% in 2018.25
• 79% have taken action in response to a sponsorship announcement in an NPR podcast.26
How I Built This: 2,050,000 impressions
My Favorite Murder: 9,500,000 impressions
Latino USA: 64,500 impressions
Listen to Media File #3 to get a taste of Guy Raz’s dogdenity.
KPIs KPIs
12

14. PRODUCT PLACEMENTS
Natural product placement ads are a way to weave in our hot dog debates in a passionate, yet relevant way by seamlessly working it into the
original show’s content. Our media placements strategically tie in the key #OhSchnitz moment, creating a phrase to generate buzz about hot
dogs on social media.
FIRST TAKE
First Take on ESPN is a weekly morning show
hosted by TV personalities Stephen A. Smith,
Max Kellerman and Molly Qerim. Right before
the commercial break, there will be a live on-air
debate about the “right” way to top your dog.
First Take also releases a daily podcast with
highlights of each show, and it posts different
segments on its social media platforms to
maximize reach and impressions.
RATIONALE
• First Take’s move from ESPN 2 to ESPN in
2017 increased audience reach by 63%.20
• First Take saw a 7% increase in overall
viewership last year, averaging 503,000
viewers per episode.21
YOUNG SHELDON
We have also budgeted a 60-second placement on Young Sheldon, a comedy on CBS. This hit series is a spin-off of The Big Bang Theory.
RATIONALE
Young Sheldon has a 2.0 rating in the 18 to 49 age category and averages 11.1 million average viewers per episode.22,39
Witness the First Take hot dog debate
in Media File #4.
KPIs
ESPN First Take: 948,000 impressions
Young Sheldon: 11,100,000 impressions
13

15. 14
PRODUCT PLACEMENTS
At the center of our product placement tactic idea is authenticity. Creating a scene that embodies the spirit of our hot dog debate and having
it delivered by characters that audiences will believe would actually have such a debate is critical for success. We have illustrated how this tactic
could come to life with a two-minute product placement in the show Will & Grace. The outspoken and free-spirited characters of Will & Grace
align with the tonality of our campaign and show how product placement could breathe life into the debate.
RATIONALE
• Product placement is a growing media strategy, with 2019 spending on product placement projected to be $11.44 billion, up from $4.75
billion in 2012.17
• Product placements in TV shows can increase brand awareness by up to 43% when the placements are integrated into “emotionally
engaging programs.”18
• 60% of consumers feel positively about brands they recognize in placements.19
Will & Grace (or comparable sitcom): 7,914,300 impressions
KPIs

16. KPIs
180,000 attendees at the pop-ups
31,384,240 physical impressions for experiential pop-ups
Hollywood Boulevard Digital Spectacular: 147,145,379 impressions
DIGITAL SPECTACULAR
Even after the pop-up leaves a city, the
buzz about hot dogs won’t disappear. Our
Hollywood Boulevard Digital Spectacular is
the West Coast equivalent of a Times Square
billboard. It will display all photos taken at the
experiential pop-up as well as sweepstakes
submissions. The Spectacular is one of the
biggest platforms to display user-generated
content. These photos will continue to remind
consumers to express their dogdentities.
EXPERIENTIAL POP-UP
The Wienerschnitzel pop-up is the ultimate immersive mobile food experience that will bring the love for hot dogs to 15 cities across the
United States from August to October. More than half of our cities (in blue) are within 25 miles of a Wienerschnitzel, helping our pop-up
experience drive restaurant sales in those areas. To create awareness in other parts of the country, our placements target key cities where large
concentrations of Dogdentifiers can be found. The experiential pop-up is designed to increase top-of-mind awareness, garner earned media,
produce consumer-generated content and foster the idea of creating your best dog.
Check out Media File #5 to experience a 3D virtual tour of the
Wienerschnitzel Experiential Pop-Up.
RATIONALE
• 91% of consumers say they have more positive feelings about a brand after attending a
brand experience.27
• 74% of event attendees say that they are more likely to buy products at branded events.28
• 70% of experiential marketing attendees become regular customers.29
• 98% of consumers have created and shared digital or social content at branded events. 28
Pop-up cities
Chicago
San Jose
Los Angeles
Dallas
Atlanta
San Diego
Phoenix
San Francisco
Boston
Washington D.C.
Seattle
Denver
Minneapolis
Austin
New York City
15

17. POP-UP PROMOTION
OUT-OF-HOME
As the pop-up arrives in a new city, bright and playful out-of-home decals will be plastered on locations tailored to each individual spot to raise
curiosity and point hungry Dogdentifiers to the pop-up location. The QR code placed on each out-of-home decal will give them directions to
the nearest stand. We have designed the examples that would be displayed throughout Los Angeles. To drive additional traffic to the pop-up,
our target also will see specific, geo-targeted digital ads on social media for the pop-up.
OOH: 31,384,240 impressions
Geo-targeted digital ads: 186,600,000 impressions
Micro-influencers: 10,275,000 impressions
Media coverage: 500,000,000 impressions
KPIs
MICRO-INFLUENCERS AND EARNED MEDIA
To expand our reach, we will recruit micro-influencers and bloggers from each of the 15 cities to attend and post about the pop-up experience.
Additionally, we will pitch a variety of story ideas to food, entertainment and culture editors at various media outlets to increase earned media
and spark excitement surrounding the pop-up experience.
16

18. KPIs
MICROSITE
Serving as the integrated hub for
the majority of our campaign tactics,
www.theonlywrongway.com will
help us measure campaign metrics,
increase consumer engagement and
reach Dogdentifiers on yet another
medium. The microsite will feature:
• Access to sponsored podcast
episodes
• Our video advertisements
• ESPN’s First Take hot dog debate
clip
• Photo gallery from the
experiential pop-up
• Locator for experiential pop-up
The “Wien-er Takes All” sweepstakes is designed to reward Dogdentifiers for
joining the hot dog conversation at both the Wienerschnitzel pop-up and
through social media. Dogdentifiers who snap a photo with their hot dog
at the pop-up photo wall and provide their email or phone number at the
kiosk will be entered into our sweepstakes for a chance to win one of three
grand prizes.
Recognizing that our Dogdentifiers may not live in one of the 15 cities
our pop-up is visiting, we’re extending the sweepstakes to Facebook,
Twitter and Instagram. Users who post their dogdentity with the hashtag
#OhSchnitz will be granted one social media entry into the sweepstakes
competition.
SWEEPSTAKES
850,000 sweepstakes entries 18,295,131 microsite visits with 2 page visits per session
KPIs
1st
One winner will receive a trip to one of five food
destinations in Germany, Australia, South Africa,
Thailand and Argentina — each location chosen
because of its unique twist on the hot dog.
2nd
Five winners will be flown to an exclusive
Wienerschnitzel summer party in Los Angeles.
The brand’s current #WienerFam ambassadors
will host the winners and three friends for a meal
cooked by a celebrity chef.
3rd
Fifty winners of the sweepstakes will receive
an all-access pass to an event featuring a
#WienerFam member in action.
17

19. SOCIAL MEDIA
BUZZFEED TASTY VIDEO
Because Dogdentifiers are more likely to trust brands that appear
in branded content,36,37
we will partner with BuzzFeed’s Tasty. The
Wienerschnitzel-sponsored content will be shared through their
Facebook page and the Tasty YouTube channel to introduce exciting
new twists on our target’s go-to dogs.
Twitter: 337,838,838 impressions
Facebook and Instagram: 381,873,727 impressions
Pinterest: 85,206,896 impressions
KPIs
Influencers: 10,275,000 impressions
Tasty: 13,043,478 impressions
SOCIAL RECOMMENDATIONS
Through sponsored and organic posts, we will spread our message across
Wienerschnitzel-owned social channels on Facebook, Twitter, Instagram and YouTube.
Wienerschnitzel will establish a stronger brand identity through social, to engage and
provoke hot dog fans. Our social strategy also has Wienerschnitzel joining Pinterest, a
leading platform for food-related content.
MICRO-INFLUENCERS
We will recruit 50 micro-influencers to share five branded posts showcasing
their unique hot dog creations. Our influencers will embolden followers to
proclaim their dogdentities loud and proud with the hashtag #OhSchnitz,
which will enter them into the “Wien-er Takes All” sweepstakes.
The best way to engage Dogdentifiers is by reaching them on their social channels where they can publicly express their own dogdentities.
RATIONALE
• With more than 92 million Facebook fans and 73 billion lifetime
video views, Tasty is the world’s largest social food network.30
• In one year, social engagement on food channels rose by 118%.31
• Influencer marketing delivers 11 times higher ROI than digital
marketing.32
• 74% of consumers rely on social networks to guide purchase
decisions.33
• 93% of active pinners said they use Pinterest to plan for
purchases.34
18

20. CAMPAIGN TIMELINE AND BUDGET
Our campaign will kick off in January 2020 and run throughout the year. To improve perception and heighten awareness, we will concentrate
the media budget in platforms where Dogdentifiers spend significant time. Video tactics will introduce The Only Wrong Way message
through Hulu and social media, keeping a steady presence in these popular platforms throughout the campaign run. We will then build
on campaign momentum and capitalize on peak hot dog season. Authentic influencer content and the launch of the experiential pop-up
and accompanying out-of-home and Digital Spectacular tactics will keep the hot dog conversation going and drive trial. The pop-ups will
be present in each of our 15 cities for 21 days, with five cities each month hosting a pop-up from August through October. Podcasts, product
placements and partnership tactics will dot the media mix throughout the year as a way to consistently reinforce the campaign message.
19

21. CAMPAIGN EVALUATION
We estimated our campaign reach, impressions and frequency by building out audience segments based upon psychographics and
demographics of our Dogdentifiers. We have determined the most important KPIs for each phase in the campaign journey. We will be
measuring click-through-rate, social media conversions and engagements, and sentiments about hot dogs through social listening. The
microsite serves an essential role in our campaign, linking each tactic so we can easily measure results. The most important metrics to
determine engagement within the microsite are page views. We will continuously optimize and monitor traffic sources for the campaign to
ensure that the return on ad dollars (ROAS) is beneficial for Wienerschnitzel.
1,159,232,958 Total Campaign Impressions
TrialConsideration
20
Awareness
Frequency of 18
on video ads
.05% CTR
conversion rate on social
media to the microsite
2%
visits to the microsite with at
least 2 page visits
18,295,131
200%
increase in social media
engagements for
Wienerschnitzel’s owned media
increase in social media
engagements
25%
sweepstake entries
850,000
15%
increase in Wienerschnitzel
sales within 25 miles of pop-up
5%
increase in retail sales of
hot dogs
105,076,585
Video Impressions
209,913,859
Experiential Impressions
820,924,036
Digital Impressions
23,318,478
Partnership Impressions