Social Media Success Stories Presentation

1. Social Media Success Stories
Taryn Donovan

2. Denny’s
• International Chain Restaurant
• Over 1,700 Locations
• Have to alter marketing strategies for the area they’re targeting

3. “Denny’s On Demand”
• Developed May 2017
• Service for ordering Denny’s online
• Found that a lot of people didn’t know about the opportunity

4. Their Solution
• A multimedia ad campaign – 9 weeks
• Ran from June-August 2017
• Combined TV ads with Facebook

5. Their Solution
Took ads from tv
Cut them down to 15 seconds
Ran them on Facebook

6. Impact
• 15% higher incremental reach
• 27 point increase in ad recall
• 19 point increase in purchase intent

7. Sour Patch Kids
• Candy that markets itself as being sour and sweet
• Generally market to people between the ages of 13-34

8. Sour Patch Kids Tropical
• Developed in 2017
• Created with the intention of appealing to younger audiences
• 13-18 years old
• Wanted to market new flavor specifically to this demographic

9. Their Solution
• Did research on what platforms were most popular with their target
demographic
• Instagram and Facebook
• Developed a multi platform ad campaign

10. The Campaign
• To market to parents and grandparents
• Featured a Sour Patch kid pushing a giant pineapple onto
a car
Television Ads
• Filmed Vertically to fit better on the app
• Cut down to 6 seconds from the original Television AdFacebook Ads
• Also filmed to fit better in the app
• Also cut down to 6 secondsInstagram Ads

11. Impact
• Instagram and Facebook was 2.8x more effective than television
• 25 point increase in ad recall with combined ads
• 21 point increase in awareness of campaign

12. Resources
• Denny’s - https://www.facebook.com/business/success/dennys
• Sour Patch Kids - https://www.facebook.com/business/success/sour-
patch-kids