This document summarizes a real-time marketing campaign by Miracle Whip to engage consumers around conversations happening on social media. It launched a contest asking about how Miracle Whip impacts relationships. This inspired user-generated content sharing personal stories. Miracle Whip then promoted this content across social media and TV, driving a 631% increase in social media conversation volume and 14% increase in sales. The campaign concluded with announcing a winner of the relationship contest.

1. Taking Engagement Campaigns to the Next Level
through Real-time Marketing Tactics
Miracle Whip
September 20th, 2011

2. After our Q1 “Love/Hate” Campaign,
Consumers Kept the Conversation Going…
Jana Laughlin Shouse
Who say's Love 's what holds a marriage
together …at our house its 'Micracle Whip ,ok
both he he
Robert E. Kirsch
I love MIRACLE WHIP, I grew up on it & still buy it
today. On the other hand my WIFE HATES IT. She
grew up on Hellman'Mayo. We fight about it all
the time. In 30+ years of marriage we still
primarily argue about 3 things...Money, religion,
& Mayonnaise
Lou DeYenno
The wife doesn't like anything other the "real
mayonnaise" and I loves miracle whip!
So, I purchased a store brand mayo and switched
the contents...hoping she would think the
mayonnaise was loosing its quality...and I could
switch her back to Miracle Whip...news at 11....

3. … So We were Inspired to Seek Out These
Couples and their Conflict over Miracle Whip
PLAY VIDEO
… And Capture them on Video

4. Wanting to Hear More, We then Asked
Consumers to Tell us Their Stories…
Introducing the “Not for Every Relationship” Contest
Tell us how Miracle Whip impacts your relationship
for a chance to WIN $25K for your wedding or divorce!

5. Using a Dynamic, Social Vid-isplay Media
Mix…
Promoted Tweets Surrounding
Primetime TV commercials
Custom units housing promotional video and
pulling in real-time social media posts
Digital
Digital

6. …Married with a Few Other Unique Real Time
Tactics
Produced inspirational video content inside
of 48 hours utilizing Facebook user posts
Leveraged partners to surround relevant
breaking news stories as they were reported
Digital
Digital

7. Delivering Consumer Engagement with
Impressive Results
 Engaged Consumers to Create and Share Authentic Brand Content
– Over 250 user-generated videos that included stories of personal brand usage and
emotional attachment
 Increasing Brand Conversation:
Social Media posting volume increased 631% vs. 7 weeks prior
51 Media Articles garnering 98MM impressions
 Resulting in Increased Sales: Buy Rate up 14% vs. ‘09

8. And the Winner is…

9. Are YOU on
#TeamMiracleWhip??