REESE'S MINI LAUNCH CAMPAIGN
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Perfect Reeselationship REESES MINIS LAUNCH CAMPAIGN
Make REESES Facebook fans dreams come true by letting them know first about new REESES Minis, the teeny tiniest Peanut Butter Cups that REESES has ever made. And the best part? Theyre naked. Totally unwrapped for easy poppin on-the-go.
And before we got our metaphorical bull horns out, we first needed to collaborate with all the client partners to choreograph timelines that would support and optimize launch efforts across the various media channels (digital, event, TV, PR, etc.).
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CREATE a campaign for REESES Facebook fans thats reflective of the brands existing creative, yet distinct enough to mark a new product launch and break through holiday clutter.
ENGAGE existing fans using native Facebook functionality in order to generate brand buzz during tease phase and then drive REESES Minis awareness and sales after the reveal.
REWARD brand loyalists by letting them be the first to know about REESES Minis. Let fans share content in their digital world (but try to minimize real-world chatter until national launch).
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SCHEDULE Campaign ran between 12/12 and 12/26
REESES fans (all 6+ million of them) are a tough crowd to please. Because while they truly, madly, deeply love REESES Peanut Butter Cups and like commenting on their favorite posts and product attributes, they are extremely quick to call out and reject a hard sell.
Which is exactly why we decided to invite these young social medialites to participate in the campaign. And we designed a social storytelling platform using native Facebook functionality that allowed us to engage fans in a new way each day until we revealed new REESES Minis.
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Reeses HOW THEY MET
It was love at first sight for the two Peanut Butter Cups. Can you remember when you first fell for REESES Peanut Butter Cups?
MAXIMIZING IMPACT IN SOCIAL MEDIA
POWERFUL PROFILE IMAGESWe used the big, bold, impossible-to-miss skyscraper images to make sure that fans didnt miss a single story shift and would follow along with the story from the start and all the way to tasty tab launch.
FAN ENGAGEMENT POSTSWe tracked specific fan behaviors to give us the insights we needed to craft posts that would be most likely to engage this specific audience and allow us to activate social storytelling right on REESES wall.
VINTAGE COLLECTORS POSTERSWe designed retro posters that would pop in our fans Facebook feed - and crafted headlines to play off the posts, as well as stand alone, allowing the work to live beyond the campaign.
PERFECT POST PUNCTUATIONWe used the hearts as a device to add campaign continuity and signal each new chapter in the love story.
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A LOVE STORY WITH A HAPPY LITTLE ENDING TOLD IN TEN POSTS AND A TAB
Reeses THEN AND NOW
After looking for love in all the wrong wrappers, two Peanut Butter Cups finally found the perfect REESELATIONSHIP. Check in all month as we unwrap their love story. (Not to give it away, but it has the sweetest little ending.)
A QUALITY ENGAGEMENT POST This post received the highest number of impressions and could be due to increased Facebook traffic on Sundays.
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A QUALITY ENGAGEMENT POST Fans happily shared their sweet memories of eating their first REESES.
Reeses HOW THEY MET
It was love at first sight for thetwo Peanut Butter Cups. Can you remember when you first fell for REESES?
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Reeses THE FIRST KISS
The Peanut Butter Cups connection was so electric, sparks flew. Were talking big ooh ahh grand finale style sparks. The kind you feel when you eat your first REESES Peanut Butter Cup. Second too.
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Reeses THE ENGAGEMENT
It was no surprise that the Peanut Butter Cup courtship was quick.Because whod want to risk losing a REESES Peanut Butter Cup?
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QUALITY COMMENTSFans planned the Peanut Butter Cups first dance to Etta James At Last.
Reeses FIRST DANCE
Whats the perfect song for the Peanut Butter Cups first dance? Perhaps its a classic from Motown. Or a smooth, rich jazz number. Or is it something new for a modern day romance?
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ONE OF OUR MOST LIKED POSTSFans showed their love with the like button for the happy newlyweds.
Reeses JUST MARRIED
Do you take this REESES Cup to be your Peanut Butter Cup from this day forward?
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Reeses THE HONEYMOON
People thought they were crazy for picking a honeymoon ski trip. But Peanut Butter Cups are great cold. Ever had one?
A POST TO LEARN FROMFans love their REESES frozen, but mayve missed this posting Friday at 8pm.
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Baby on BoardMINIS
Reeses BABY ON BOARD
The Peanut Butter Cups are expecting! Do you think the sweet little baby REESES Cup will be the perfect combination of chocolate and peanut butter? (Just like its parents.)
A POST WITH PROPSFans showed theyd been following our lil love story and were loving it!
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Reeses BABY ANNOUNCEMENTIts a Mini! Actually, its many Minis.Introducing the newest additions to theREESES Peanut Butter Cup family:perfect teenie tiny lil naked PeanutButter Cups.
Click Here to Meet New REESES Minis Although the adorable Baby Peanut Butter Cups only weigh 3.5 grams, theyre a total handful.
BEST PERFORMING POSTWith almost 20,000 interactions, it was clear that fans couldnt wait to meet Minis!
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ITS A MINI! BIRTH ANNOUNCEMENT TAB Interactive functionality showcased new product and encouraged
Links drove to REESELATIONSHIP photo album and fans were able to comment directly on the tab. As of 2/16, were still seeing fan engagement with over 80,000 tab views and over 1,400 comments.
There were fewer likes and comments on the associated wall post due to click-through actions. Despite that, we saw the highest REESES tab views and engagement by fans to date!
INITIAL TAB PERFORMANCE*
40,011 tab views
13,211 clicks from link in wall post
*Data collected on 1/12/2011
Reeses SEASONS GREETINGS
So, who was nice enough this year to get REESES Peanut Butter Cups in their stocking? Anyone get Minis?
POST WITH THE MOST COMMENTSFans shared holiday greetings and rejoiced about getting REESES for Xmas.
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PerformanceQUANTITATIVE & QUALITATIVE
NUMBERS & SENTIMENT
.18%AVG. % FEEDBACK
*Data collected on 1/12/2011
THE PERFECT REESELATIONSHIP is the best-performing REESES social media campaign to date.
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ART APPRECIATION Fans commented that they loved the posters. Many downloaded the images and made them their profile image.They even tagged themselves or their friends in the images to add the poster to their Facebook photos. In fact, every post reached the 50 tag max.
SALES IMPLICATIONS 304 out of 1,106 comments on the Minis tab alone mentioned intent to purchase. So, clearly, not only did the campaign drive engagements, but also sales.
TRACKING CHATTER Posts proved fans were engaged and following the story. They showed the intent and desire to try Minis. And showed that fans were excited to hear about Minis first via Facebook.
GENERATING SOCIAL BUZZ Fan comments were extremely positive about the brand, the campaign and finally about new REESES Minis.Many of them replicated the hearts used in our posts.A lot of people tried to guess what would happen next.
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CAMPAIGN CHATTER EXAMPLES
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Happily Ever AfterAND THE PEANUT BUTTER CUP FAMILY LIVED