Laura Setter & Kaitlin Kramer Watch  What  Happens
+ <ul><li>First season campaign won 2010 Best Social Engagement Campaign DPAC Award </li></ul><ul><li>It was also Bravo's ...
Purpose of this Campaign <ul><li>To promote interest in Bravo’s  second  season of Top Chef Just Desserts, mainly using so...
Objectives <ul><li>Re-engage the 1.5 million viewers of the first season </li></ul><ul><li>Influence online baking enthusi...
What they knew from the first campaign <ul><li>Bravo understood that its upscale, educated viewership was also digitally-s...
Campaign Specifics
How it Started <ul><li>Unbranded display ads spotlighting dessert graphics on websites like Grub Street, Menupages, and Fo...
Facebook <ul><ul><li>The ads linked to Bravo’s Facebook page, where viewers could enter a sweepstakes to win free desserts...
Twitter <ul><li>Bravo tweeted 4 questions each day about desserts & asked users to respond with a #justdesserts hashtag </...
Bloggers <ul><li>Bravo surprised bloggers celebrating various life events with giveaways like cupcakes from Baked by Melis...
<ul><li>Bravo also sent Top Chef University memberships and KitchenAid mixers to foodie bloggers </li></ul><ul><li>&quot;B...
<ul><li>The challenge was to &quot; leverage  these influencers and  generate excitement  so that they would spread the wo...
Evaluation <ul><li>For a campaign that launched August 10, 2011 </li></ul><ul><li>@BravoTopChef has gained 7,000 followers...
Bravo’s Website <ul><li>http://www.bravotv.com/top-chef-just-desserts </li></ul>
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Bravo Just Desserts social media campaign

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A case study presentation on Bravo & 360i's Just Desserts-Season 2 social media campaign, 2011

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Bravo Just Desserts social media campaign

  1. 1. Laura Setter & Kaitlin Kramer Watch What Happens
  2. 2. + <ul><li>First season campaign won 2010 Best Social Engagement Campaign DPAC Award </li></ul><ul><li>It was also Bravo's best food show series premiere ever among all key demos and averaged 1,584,000 total viewers and 1,014,000 adults 18-49 per episode </li></ul>
  3. 3. Purpose of this Campaign <ul><li>To promote interest in Bravo’s second season of Top Chef Just Desserts, mainly using social media </li></ul>
  4. 4. Objectives <ul><li>Re-engage the 1.5 million viewers of the first season </li></ul><ul><li>Influence online baking enthusiasts and “sweet-toothed internet users” to tune in to the Just Desserts premiere </li></ul><ul><li>Create relationships and build upon the loyal communities of viewers who already interact with the Bravo network through various forms of social media </li></ul>
  5. 5. What they knew from the first campaign <ul><li>Bravo understood that its upscale, educated viewership was also digitally-savvy, readily equipped with web-enabled mobile devices (80% of BRAVO viewers have smartphones, while the national average is 20%) and eager to share and discuss content in online spaces. 
 </li></ul>
  6. 6. Campaign Specifics
  7. 7. How it Started <ul><li>Unbranded display ads spotlighting dessert graphics on websites like Grub Street, Menupages, and Foodbuzz. </li></ul>
  8. 8. Facebook <ul><ul><li>The ads linked to Bravo’s Facebook page, where viewers could enter a sweepstakes to win free desserts for a month (desserts hail from vendors like Crumbs Cupcakes, Jacques Torres Chocolates, Baked, and Dylan's Candy Bar) , watch a preview clip, and learn about the show. </li></ul></ul>
  9. 9. Twitter <ul><li>Bravo tweeted 4 questions each day about desserts & asked users to respond with a #justdesserts hashtag </li></ul><ul><ul><li>20 users were selected each day to win prizes like iTunes credit, movie passes, cupcake kits and Top Chef cookbooks. </li></ul></ul>&quot;Brownie or Blondie?” &quot;Are cupcakes over?&quot;
  10. 10. Bloggers <ul><li>Bravo surprised bloggers celebrating various life events with giveaways like cupcakes from Baked by Melissa </li></ul><ul><ul><li>&quot;We sent cupcakes to their day job offices for them to share with their friends and colleagues. This was more targeted to bloggers and influencers in the entertainment space.” </li></ul></ul><ul><ul><li>Life events included: adopting a new pet, getting a promotion, or taking a vacation </li></ul></ul>
  11. 11. <ul><li>Bravo also sent Top Chef University memberships and KitchenAid mixers to foodie bloggers </li></ul><ul><li>&quot;By sending them kitchen tools, we not only give them a reason to turn their TVs on to Top Chef Just Desserts and see where the gift is coming from, but we also provided them with tools that would fuel their passion - direct from the Top Chef kitchen.” </li></ul><ul><li>A total of over 270 gifts were given out </li></ul>
  12. 12. <ul><li>The challenge was to &quot; leverage these influencers and generate excitement so that they would spread the word and share their passion with their friends and fan base.” </li></ul><ul><li>So did it all work? </li></ul>
  13. 13. Evaluation <ul><li>For a campaign that launched August 10, 2011 </li></ul><ul><li>@BravoTopChef has gained 7,000 followers (total of 43,049 ) </li></ul><ul><li>The Top Chef Just Desserts Facebook page now has an additional 28,000 likes (total of 108,678 ) </li></ul><ul><li>#justdesserts is still being used on Twitter daily </li></ul><ul><li>1,127,000 people watched the premiere episode on August 24 </li></ul><ul><ul><li>(down about 400,000 from first season, but that was also the best food series premier Bravo had ever seen) </li></ul></ul>
  14. 14. Bravo’s Website <ul><li>http://www.bravotv.com/top-chef-just-desserts </li></ul>

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