Riberty-Case-Study-2015

casestudy
client: Rupari Food Services
campaign: #Riberty part II

Given the success of #Riberty in 2014, Splash Media executed part II
of the Fourth of July blogger outreach campaign on the Tony Roma’s
World Famous Ribs social media platforms. We provided 10 bloggers
with a party box containing everything necessary for a Fourth of July
barbecue celebration.
overview
Part II of the #Riberty blogger campaign was designed to provide
bloggers with a unique experience with the Tony Roma brand, through
a Fourth of July barbecue party. The team set out to promote more
than just a product review, by generating an emotional response from
bloggers and their audiences. Strong relationships with the 2014
bloggers led to several coming back again in 2015!
solution
Tony Roma’s World Famous BBQ needed to reach new
customers within their target market (women between the
ages of 28-40) through a social media outreach during the
peak barbecue months (May-August).
challenge
s p l a s h m e d i a 2 0 1 5p a g e o n e

Using Twitter as the primary mode of outreach, Tony Roma’s
World Famous BBQ reached out to bloggers to ask them to
participate in part II of the #Riberty campaign.
Tony Roma’s already employed an influencer and advocate
strategy, so a high percentage of those bloggers agreed to the
promotion immediately. Three of the bloggers participated in last
year’s campaign and were excited to join the fun again this year!
blogger
outreach
s p l a s h m e d i a 2 0 1 5p a g e t w o
the bloggers
7onashoestring.com
twitter followers: 30k
blog views/month: 460k
mycrazysavings.com
twitter followers: 3.5k
adventuresof8.com
rickontherocks.com
itsfreeatlast.com
simplysouthernmom.com
mamato5blessings.com
susansdisneyfamily.com
mommyenterprises.com
sweeptight.com

The
Party Box
social
unboxing
The #Riberty party box contained everything you
would need to host a successful Fourth of July party.
Including $100 in Tony Roma’s Ribs’ coupons.
Bloggers were encouraged to share the “unboxing
experience” of the party box on their social
platforms. Even before the parties kicked off, the
response was extremely positive.
s p l a s h m e d i a 2 0 1 5p a g e t h r e e

Once the bloggers completed their parties, they posted
incredible content to their respective blogs. All the blog posts
featured glowing reviews of the Tony Roma’s World Famous
BBQ product and the #Riberty Fourth of July party box.
http://www.mommyenterprises.com/moms-blog/42863/family-fireworks-
tony-romas-ribs-riberty/
http://adventuresof8.com/2015/07/how-to-throw-a-ribs-bbq/
blog
content
s p l a s h m e d i a 2 0 1 5p a g e f o u r

The blog content was repurposed on the Tony Roma social platforms to continue to supplement
the summer content mix, even after the end of the #Riberty campaign. The glowing reviews from
bloggers jumped off the page and the stunning images highlighted the delicious ribs and side dishes.
blog
content
s p l a s h m e d i a 2 0 1 5p a g e f i v e

In order to accomplish the goal of reaching the target
audience, we needed to leverage the large communities of our
bloggers to gain as many impressions as possible. These were
some of the most popular tweets featuring #Riberty blogs.
social
response
Potential consumers commented in droves on the #Riberty blogs,
and most comments indicated purchase intent of the product.
blog and
social comments
s p l a s h m e d i a 2 0 1 5p a g e s i x

conclusion
The second #Riberty campaign was a massive success for Tony Roma’s
World Famous BBQ, both in the number of social impressions received and
the positive product reviews on the blogs. We are awaiting sales data to
determine if there was a year-over-year spike.
credits
Rob Howe: Director of Strategic Insight
Carmen Turner: Account Manager
Erica Koehler: Blogger Outreach Manager, Community Manager, Campaign Execution
Jason Kauzlarich: Art Director
Date: 6/25/15 – 7/18/15
measurements
Total Impressions: 27,928,086
• #Riberty – 16,157,486
• @TonyRomaRibs – 11,770,600
CPM: $0.53
Community Growth:
Twitter: +108
Engagements:
Twitter: 521
s p l a s h m e d i a 2 0 1 5p a g e s e v e n

Riberty-Case-Study-2015

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