Perfect Reeselationship REESE’S MINIS LAUNCH CAMPAIGN

UNWRAP THE

THE ASSIGNMENT

Make REESE’S Facebook fans’ dreams come true by letting them know first about new REESE’S Minis, the teeny tiniest Peanut Butter Cups that REESE’S has ever made. And the best part? They’re 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 REESE’S Facebook fans that’s reflective of the brand’s 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 REESE’S Minis awareness and sales after the “reveal.”

REWARD brand loyalists by letting them be the first to know about REESE’S Minis. Let fans share content in their digital world (but try to minimize “real-world” chatter until national launch).

CAMPAIGN GOALS

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APPROACH

SCHEDULE Campaign ran between 12/12 and 12/26

SOCIAL STORYTELLING

REESE’S fans (all 6+ million of them) are a tough crowd to please. Because while they truly, madly, deeply love REESE’S 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 REESE’S Minis.

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APPROACH

Reese’s ♥ HOW THEY MET ♥It was love at first sight for the two Peanut Butter Cups. Can you remember when you first fell for REESE’S 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 didn’t 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 REESE’S wall.

VINTAGE COLLECTOR’S POSTERSWe designed retro posters that would “pop” in our fan’s 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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ReeselationshipTHE PERFECT

A LOVE STORY WITH A HAPPY LITTLE ENDING TOLD IN TEN POSTS AND A TAB

Reese’s ♥ 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 REESE’S.

Reese’s ♥ HOW THEY MET ♥It was love at first sight for thetwo Peanut Butter Cups. Can you remember when you first fell for REESE’S?

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Reese’s ♥ THE FIRST KISS ♥The Peanut Butter Cups’ connection was so electric, sparks flew. We’re talking big “ooh ahh” grand finale style sparks. The kind you feel when you eat your first REESE’S Peanut Butter Cup. Second too.

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Reese’s ♥ THE ENGAGEMENT ♥It was no surprise that the Peanut Butter Cup courtship was quick.Because who’d want to risk losing a REESE’S Peanut Butter Cup?

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QUALITY COMMENTSFans planned the Peanut Butter Cups’ first dance to Etta James’ “At Last.”

Reese’s ♥ FIRST DANCE ♥What’s the perfect song for the Peanut Butter Cups’ first dance? Perhaps it’s 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.

Reese’s ♥ JUST MARRIED ♥Do you take this REESE’S Cup to be your Peanut Butter Cup from this day forward?

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Reese’s ♥ 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 REESE’S frozen, but may’ve missed this posting Friday at 8pm.

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Baby on BoardMINIS

Reese’s ♥ BABY ON BOARD ♥The Peanut Butter Cups are expecting! Do you think the sweet little baby REESE’S Cup will be the perfect combination of chocolate and peanut butter? (Just like its parents.)

A POST WITH PROPSFans showed they’d been following our lil’ love story and were loving it!

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Baby AnnouncementMINIS

Reese’s ♥ BABY ANNOUNCEMENT♥It’s a Mini! Actually, it’s many Minis.Introducing the newest additions to theREESE’S Peanut Butter Cup family:perfect teenie tiny lil’ naked PeanutButter Cups.

Click Here to Meet New REESE’S Minis Although the adorable Baby Peanut Butter Cups only weigh 3.5 grams, they’re a total handful.

BEST PERFORMING POSTWith almost 20,000 interactions, it was clear that fans couldn’t wait to meet Minis!

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IT’S A MINI! BIRTH ANNOUNCEMENT TAB• Interactive functionality showcased new product and encouraged

fan engagement.

• Links drove to REESELATIONSHIP photo album and fans were able to comment directly on the tab. As of 2/16, we’re 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 REESE’S tab views and engagement by fans to date!

INITIAL TAB PERFORMANCE*

40,011 tab views

13,211 clicks from link in wall post

750 comments

284 shares

*Data collected on 1/12/2011

MINISHoliday

Reese’s ♥ SEASON’S GREETINGS ♥So, who was “nice” enough this year to get REESE’S Peanut Butter Cups in their stocking? Anyone get Minis?

POST WITH THE MOST COMMENTSFans shared holiday greetings and rejoiced about getting REESE’S for Xmas.

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PerformanceQUANTITATIVE & QUALITATIVE

NUMBERS & SENTIMENT

29,018,615TOTAL IMPRESSIONS

.18%AVG. % FEEDBACK

45,113TOTAL LIKES

8,259TOTAL COMMENTS

TOTAL INTERACTIONS

67,417

4101AVG. LIKES

750AVG. COMMENTS

*Data collected on 1/12/2011

QUANTITATIVE PERFORMANCE*

THE PERFECT REESELATIONSHIP is the best-performing REESE’S 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 REESE’S Minis.Many of them replicated the hearts used in our posts.A lot of people tried to guess what would happen next.

QUALITATIVE PERFORMANCE

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CAMPAIGN CHATTER EXAMPLES

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Happily Ever AfterAND THE PEANUT BUTTER CUP FAMILY LIVED