BRANDS WHO COMMAND SERIOUS SOCIAL TRAFFIC LEARNINGS ABOUT VIRALITY (TALKABILITY) AND SHARING: GREAT FOR ORM AND SOCIAL MEDIA STRATEGY
CONTENTS International ........................................................................................................................................... 2 Alcohol ................................................................................................................................................. 2 Jack Daniels ...................................................................................................................................... 2 Automotive.......................................................................................................................................... 4 Volkswagen Spain “Polowers” ......................................................................................................... 4 Volkswagen Sau Paolo ..................................................................................................................... 5 Audi .................................................................................................................................................. 5 Fast Food ............................................................................................................................................. 6 KFC ................................................................................................................................................... 6 Local ........................................................................................................................................................ 8 Alcohol ................................................................................................................................................. 8 Savanna............................................................................................................................................ 8 Carling Black Label ......................................................................................................................... 10 Automotive........................................................................................................................................ 10 Volkswagen SA ............................................................................................................................... 10 Fast Food ........................................................................................................................................... 11 Nando’s SA ..................................................................................................................................... 11
INTERNATIONAL ALCOHOL JACK DANIELS The mission: to build buzz surrounding the launch of Jack Daniel’s new Tennessee Honey whiskey product. The company wanted to keep its reputation as a “social brand” and educate the public about a new product that wasn’t even available yet in many locations. The method:
The company purchased three promoted trends in seven days to generate conversation around the launch, using the hashtag #JackDanielsHoney and the @JackHoney Twitter account Tied to the promoted trends, Jack Daniels used multiple messages in its promoted tweets – some tweets encouraged users who saw the product “in the wild” to tweet their location along with the hashtag, while other tweets drove traffic to content on the Jack Daniel’s Tennessee Honey Facebook page and the brand’s regular Facebook page The brand’s Facebook page contained targeted ads and featured ‘teaser’ video content leading up to the launch of the brand’s first TV ad, featuring the “King Bee” mascot The Jack Daniel’s Tennessee Whiskey Facebook page (with nearly 1.3 million fans) also posted content to support the Tennessee Honey product launch
To satisfy regulations, Jack Daniel’s-related Facebook activity is only visible to users 21 and over, and all tweets had to include a disclaimer. Jack Daniel’s digital ad spending was roughly equal to their TV ad spending for Tennessee Honey.
Results:
Twitter reported “significantly higher than average” engagement rates for the campaign Twitter also reported greater use of the brand name within tweets than its advertisers usually experience Jack Daniel’s had the chance to ‘set the benchmark’ for liquor brand advertising on Twitter with Tennessee Honey There was a “fair amount of confusion” about what the actual product was, based on tweets using the hashtag – some asked for more information, others thought it was a honey product rather than a whiskey. Dufek told ClickZ that this “ambiguous discussion” wasn’t their intention. The promoted tweets generated discussion despite the confusion (or maybe because of it?) and succeeded in creating buzz Jack Daniel’s maintained its brand identity as ‘a friend’ and ‘a very social brand by nature.’ @JackHoney gained 1,241 followers, and the Tennessee Honey Facebook page gained over 112,000 fans
The future: Jack Daniel’s will continue the social aspects of the campaign and also invest ‘heavily’ in digital media over the coming year, and run mobile ad campaigns.
AUTOMOTIVE VOLKSWAGEN SPAIN “POLOWERS”
https://business.twitter.com/success-stories/volkswagen To market the Polo model, Volkswagen Spain needed to engage the vehicle’s target audience: digital natives who spend most of their time online and demand new, unique kinds of brand experiences. The auto brand also wanted to increase their overall number of Twitter followers to connect a new kind of consumer with the brand Polo created a campaign around an online game called Polowers (a combination of the name Polo and the word “followers”) which people could play using Twitter. Polo integrated the Twitter API into the Polowers’ microsite and required users to become followers to play. Participants stood the chance to win a brand new Polo. To create awareness of the campaign, Polo used Promoted Tweets in timelines and search targeted to both desktop and mobile. Polo extended their reach by targeting brand and technology keywords in search and users like their followers. The auto brand also ran Promoted Accounts focused on Entertainment interests to reach new audiences. Results:
The campaign drove over 150,000 Tweets in eight hours
Followers on Twitter increased by 50% with the overall campaign and its Promoted Account campaign.
44% engagement on mobile Promoted Tweet
VOLKSWAGEN SAU PAOLO
Twitter Zoom Campaign
http://www.youtube.com/watch?v=Xa7FvS-uq_8 AUDI
http://industry.shortyawards.com/category/4th_annual/twitter_hashtag/oK/wantanr8 Received Shorty award for: Best hashtag and campaign on Twitter Audi got 50 000 people to interact with their brand in 24hr period, using the simple hashtag, #WantAnR8. They bought a promoted trend under that hashtag, and got people to engage by promoting that they were giving away 5 Audi R8’s. Awareness and growth of the brand was organic, and directly related to the effective hashtag employed, #WantAnR8 too? The idea for the entire campaign was birthed by a very persistent fan, who found ways of making it know to Audi that she desperately wanted and R8 and created the WantAnR8 hashtag. Results:
100 000 000 impressions and 50.4% engagement. Currently the 3rd best promoted trend to date and one of the most engaging tweets of all time.
FAST FOOD KFC http://industry.shortyawards.com/category/5th_annual/twitter_hashtag/lk/couchgating Received Shorty award for: Best hashtag on Twitter and best Facebook Campaign KFC coined the hashstag #Couchgating to promote the launch of their new food item, the new Gameday Bucket. They created a campaign/contest aimed at sports fanatics, to promote and support the launch of the Gameday Bucket. To stimulate conversation and interaction, people were encouraged to share tips, pictures and rules of their couchgating with the hashtag. People who interacted stood a chance to win a Couchgating living room makeover. KFC used their twitter handle to directly engage with people using the hashtag, and retweeted some of their favourites. Results:
More than 7000 uses of the term #Couchgating = 18.7 million impressions KFC fan page received more than 110 000 new likes in a day
LOCAL
ALCOHOL SAVANNA http://www.bizcommunity.com/Article/196/12/90208.html 
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Savanna Premier Cider launched its new television commercial which has a new setting for the first time in 13 years, the Angry Moose bar. http://www.youtube.com/watch?feature=player_embedded&v=glfkB2CODhA Facebook posts encouraged consumers to interact on Twitter
On Twitter there is a lot of use of the hashtag, and dry humour (which embodies the brand personality) The brand stroked bloggers egos by posting pictures of them and saying they want to make them “famoose” (great for publicity!) Result: The campaign is still running
CARLING BLACK LABEL
Be the Coach Campaign http://www.youtube.com/watch?v=etmzOOtNCIk Huge talkability factor, received high volumes on not only Facebook and Twitter but newspapers too.
AUTOMOTIVE VOLKSWAGEN SA http://www.bandwidthblog.com/2012/07/31/vw-combines-facebook-and-street-view-inlatest-campaign/ In 2012, Volkwagen and Ogilvy launched the online game Street Quest. Street Quest. The campaign combined Facebook with Google’s Street View, to create an online game where players would use Facebook to find and ‘pin’ as many Volkswagens possible, using Street View to navigate their way around South Africa.
Results: During the three week launch period, VW’s paged reached 10 000 likes with over 250 000 Volkswagens being pinned. The game was so popular, it is now available on Andriod phones, IPhones and tablets.
FAST FOOD NANDO’S SA http://pinterest.com/nandosoriginal/25reasons/ https://www.facebook.com/NandosOriginal http://www.youtube.com/user/NandosADS?feature=watch #25Reasons you Love Your Country To celebrate their 25 year milestone, Nando’s launched the #25Reasons campaign. They made use of popular online platforms; Pinterest, Twitter, YouTube and Facebook and also traditional media – TV ads. Using Pinterest, they created a #25Reasons board, where they pinned pictures showing why they loved South Africa. Fans/followers were encouraged to create their own boards and repin images from the Nando’s #25Reasons board.
The campaign was integrated seamlessly on to Twitter, Facebook and YouTube via use of the hashtag, #25Reasons. The main trunk of the campaign were the adverts created, giving humorous exaggerated illustrations of why we love our country. They also posted the videos on Facebook so that fans could view them. This campaign was so successful because of a delicate combination of two elements comedy and relevancy to its South African audience. Some of the ads were also uploaded onto their YouTube channel. Results:
The ads generated 150 000 views on YouTube it’s the first two weeks Their #25Reasons board on Pinterest gained 548 followers