Josh Karpf - Social Media at Keurig, Social Fresh 2019
•Download as PPTX, PDF•
0 likes•302 views
Social Fresh 2019 - Social Fresh is the original social media conference, find more info at https://socialfresh.com
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Josh Karpf - Social Media at Keurig, Social Fresh 2019
Similar to Josh Karpf - Social Media at Keurig, Social Fresh 2019 (20)
More from Social Fresh Conference
More from Social Fresh Conference (20)
Recently uploaded
Recently uploaded (20)
Josh Karpf - Social Media at Keurig, Social Fresh 2019
- 1. Social Media at Keurig JOSHUA KARPF SOCIAL FRESH 2019
- 2. 7th largest food and beverage company in the U.S. $11Bnet sales in 2017 NYSE: KDP 25,000+ employees 100+ owned, licensed, partner & allied beverage brands Beverage availability in 600,000 coolers and vending machines in the U.S. 7of the TOP 10 non-cola soft drink brands homes have a Keurig brewer ~1 million hotel rooms in the U.S. have Keurig brewer 25M principal warehouses / distribution centers 29 manufacturing locations 125+ 2
- 3. Our Portfolio Has 125+ Iconic Beverage Brands 3 FLAVORED SOFT DRINKS COFFEES TEAS & WATERS JUICES, JUICE DRINKS, MIXERS & MORE
- 4. 4 What words would you use to describe Keurig?
- 6. We wanted to reach coffee seekers and enthusiasts around morning routines – and cement our position as a modern way to experience great coffee 6
- 7. 7 Organizing Our Content Based on Goals Evergreen Micro-Campaign Macro-Campaign HIGH INVESTMENT Broadly defined as any work that connects to the broader ATL campaigns. MID INVESTMENT Social-first campaigns that tap into a cultural moment or purchase trigger. LOW INVESTMENT One-off posts to help promote specific brand priorities.
- 8. OCT NOV DEC JAN ‘19 FEB MAR APR MAY JUN JUL AUG SEP INVESTMENT|TIME|INTEGRATION = EVERGREEN = MICRO-CAMPAIGN = MACRO-CAMPAIGN What Content We Need And When Campaigns Micro campaigns Evergreen
- 9. Social Positioning: Simple Magic of Coffee 9 Enriching the everyday lives of our target consumers through ingenious methods that bring Keurig’s story to life and educates on our variety and simplicity.
- 11. 11 Exploring New Storytelling Formats PUSHING OUR CREATIVE BOUNDARIES FOR A NEW CONSUMER
- 12. Partnered With Holler To Create Custom Emogis To Be Delivered During Key Coffee Occasions
- 13. Holler + Keurig Integration CREATIVE EXAMPLES 13 IN CONTEXT CREATIVE EXAMPLES
- 14. 40,000+ brand advocates created 14 Modernizing our Content Approach Consumers were more likely to share Keurig assets vs generic “Coffee” Consumer Intent Increased 11x Among Those Discussing Keurig
- 15. MIKMAK ALLOWS US TO INTEGRATE KEY RETAILER CARTS IN SOCIAL CREATIVE 15 Shoppable Media Assets Designed For the Feed
- 16. 16 Clear Path To Purchase
- 17. Cultural Insight: Americans are obsessed with being productive, with three-quarters of us saying we’d rather be too busy than not busy enough. Falling behind on getting things done is one of our greatest fears. Consumer Tension: The day after the Super Bowl is the most common ‘sick day’ of the year [costing the US Government $3B annually in productivity]. Creative Idea: Keurig and REVV are teaming up to help America power through the toughest Monday of the year, the day after the Super Bowl, by officially declaring that day “Strong Brew Monday”. Strong Brew Monday 17
- 18. Strong Brew Monday: Beyond Social Media FROM A SOCIAL CAMPAIGN TO RETAIL PROGRAM 18 Digital and Social Retail
- 19. 19 CONFIDENTIAL: FOR INTERNAL USE ONLY What Did We Learn ACT LIKE A NEWSROOM ENSURE COHESION BETWEEN YOUR INVESTMENT AND YOUR CREATIVE TEST AND LEARN PERPETUALLY CHALLENGE AND TEST YOUR WORK TO ENSURE IT’S MATCHING YOUR BRAND VOICE
- 20. Thank you! 20
Editor's Notes
- We looked at the core creative work; and designed to bucket the investment; the spend we needed and organize it along this track.
- We needed a reason to talk to people outside of the key campaign periods We did a series of internal exercises designed to land a simple, elegant positioning. “enriching the everday lives of our target consumers through unique ingenious methods..” We looked at social media conversations around how coffee was being discussed, key emerging themes around recipes, morning routing and built work to support that.
- This is what we actually do at Emogi. When McCafé wanted to join messaging conversations during morning routines, we created custom animated stickers and served them up to consumers to actively choose while talking about their “mornings” or “coffee.” As a result, 1 out of 3 consumers shared McCafé content. That’s the power of Emogi and how we can help brands meaningfully engage in conversation.