The Digital Opportunity for Food and Drinks Brands
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- Tyler Franklin
- 6 years ago
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Transcription
1 The Digital Opportunity for Food and Drinks Brands
2
3 Digital is where our target audience is
4 Mr. tayto Facebook page is the No. 1 FMCG brand on Facebook in Ireland
5 Young Adults
6 Objectives of Mr. Tayto Social Create Relevance with Core Target yr olds Drive Engagement Increase Social Mentions Drive Positive Sentiment towards Mr. Tayto Build a Database of core audience Grow core Fanbase..while not alienating others
7 Who are we targeting? What do we want to say to them? How will we reach them?
8
9 SOCIAL PLATFORMS FOR MR TAYTO Broad Reach Always on, Central Hubs Real Time, Capturing Moments Niche Platforms to be used on a tactical Campaign by campaign basis
10 NEED TO PRIORITISE WHAT PLATFORMS WE USE, WHY AND WHEN
11 1. Highlight OTL Campaign 2. #TaytoPopUp 3. Ibiza Competition 3. Sustain Content Bring #MoreThanJustACrisp to Life Lead Platform Facebook Support through Twitter Excitement and Awareness of #TaytoPoPUp Lead Platforms Twitter & Snapchat Support through FBk and Instagram Promote Ibiza on pack Competition Lead Platform Twitter & Facebook Support through Instagram & Snapchat Content to keep top of mind when not in campaign Lead Platform Twitter & Facebook Support through Instagram & Snapchat
12 #MORETHANJUSTACRISP Used Facebook Video Posts to create awareness of new TVC Created online social campaign called #TalktoTayto to bring it to life digitally
13 SOCIAL LISTENING OVERVIEW 793 Mentions #MoreThanJustACrisp 227 mentions From Tayto 535 From Target 1,064,466 Social Impressions Delivered Pulsar social Listening Tool -
14 #MORETHANJUSTACRISP ACTIVATIONS FACEBOOK 7% Engagement Rate TWITTER 9% Engagement Rate
15 #MORETHANJUSTACRISP SUPPORTED ON TWITTER FOR EVENTS HAPPENING IN REALTIME JOINING THE ZEITGEIST WHERE RELEVANT
16 #MORETHANJUSTACRISP - REACH 300, , , , ,000 50,000 0 Highest Reach on Feb 25th, TV ad, #Talktotayto + #Popup Seeding, 271,647 social Imps Steady reach, approx 25K/day Up-weight on 19th March, Ibiza competition Pulsar social Listening tool *Data does not include results on Facebook as user posts are private
17 TOP INFLUENCERS AND THEIR REACH 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2, Pulsar
18 #TAYTOPOPUP Use of Realtime Social Platforms to excite and engage. Use Facebook For Scale and pushing out video content 18
19 VIDEO POSTS ON FACEBOOK Video Reach Impressions Total Engagement Video Views Comment Likes Shares Time Lapse Pop Up Shop Video Pop Up Shop Video
20 SOCIAL LISTENING OVERVIEW 440 Mentions 146 mentions From Tayto 294 From Target 1,262,302 Social Impressions Delivered 20
21 #TAYTOPOPUP AND SNAPCHAT To push hype around the opening of the #TaytoPopUp we used Facebook and Twitter to push our followers to MrTaytoSnaps. Only one call out post was pushed out on Twitter and FB yet we were inundated with Snapchats from our followers. 21
22 SNAPCHAT STORIES 22 Each story received between 2200 and 2600 story views
23 23 USE OF TWITTER TO TALK AND ENGAGE WITH INFLUENCERS
24 TOP REACHING CONTENT Evoke competition RT 221 Times Tayto Pop Up now open until Paddys day 24 Pulsar
25 INFLUENCERS OF #TAYTOPOPUP 450, , , , , , , ,000 50, Pulsar
26 26 Pulsar INSTAGRAM 49 MENTIONS OVER CAMPAIGN PERIOD
27 TAYTO IBIZA COMPETITION Facebook and Twitter for scale Built hype on Snapchat to show how the competition worked. Promoted through Instagram 1.5% Engagement Rate 27
28 DISPLAY TO DRIVE AWARENESS OF #MORETHANJUSTACRISPCAMPAIGN
29 FULL EXPLOITATION OF SOCIAL PLATFORMS
30 RESULTS AND LEARNINGS OF PLANNED ACTIVATION Digital generated 7.5M impressions, and over 1,200 social conversations Facebook for generating campaign awareness video worked best Instagram highly popular organic platform good for influencers Snapchat MrTaytoSnaps proved to be extremely popular with younger target. Twitter had highest engagement around realtime events
31 SUSTAIN CONTENT ON TWITTER 17% ENGAGEMENT RATE Media First Depending on the image the follower clicked they were presented with one of these answers. 31
32 SUSTAIN CONTENT ON TWITTER
33
34 The Late Late Show 500K viewers Seth Meyers Show USA Million viewers
35 RESULTS AND LEARNINGS OF REACTIVE ACTIVATION Facebook 6.5million impressions through public pages Featured on: 98FM, Ireland AM, VIP, Daily Mirror, Daily Edge, Journal.ie 90k views on Daily Edge (4 different articles written) 1 million (estimate) through private pages Twitter 1.5 million impressions overall (Nov 3rd-8th) 792,700 impressions: Open Letter to the people of Ireland #Tayto & Tayto s trended Ireland-wide
36
37 Traditional media still has a role to play In-housing of tech savvy social media management Own & Control Content on Free platforms
38
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