We had the pleasure of sharing our (very) recent social engagement work for Jack Link’s Beef Jerky at SMBMSP60 this morning. One of our first assignments as Jack Link’s Beef Jerky's digital AOR was to "create an engaging campaign for Halloween." So, we sent Sasquatch, the brand's character, trick-or-treating on Jack Link’s Facebook and Twitter asking fans if Sasquatch came to their door on Halloween, would they #tricksasquatch or #treatsasquatch? We employed a keyword strategy for outreach on Twitter (people mentioning beef jerky or brand related terms, and Halloween relevant terms), used steady Facebook status updates, along with promoted post support, and also used email to drive engagement. The result was a fun, interactive campaign that increased reach, engagement and grew the Jack Link’s fan base on Facebook and Twitter.

1. Jack Link’s Beef Jerky
Case Study: Trick or Treat Sasquatch
November 15, 2013
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2. The Ask
Engaging campaign for
Halloween
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3. Goals
Increase fans
Increase engagement
Surprise and delight
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4. What were we
working with?
>1MM Fans
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5. What were we
working with?
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6. What were we
working with?
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7. space150 Approach
Send Sasquatch Trick-or-Treating on
Jack Link’s Facebook and Twitter
Respond with personalized photo
and video messages from Sasquatch
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8. Confidential and Proprietary space150 ©2013
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9. 10 Props
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10. 10 Props
3 Creatives
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11. 10 Props
3 Creatives
1 Sasquatch
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12. 10 Props
3 Creatives
1 Sasquatch
1 iPhone
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13. 10 Props
3 Creatives
1 Sasquatch
1 iPhone
A DREAM
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14. Acquisition Ads
Segments determined
by fan interests
/ Proven content categories
/ Hunting
/ Shooter Games
/ Action Games
/ Adventure Games
/ Horror
/ Science Fiction
& Fantasy
/ Theme Parks
/ Skiing &
Snowboarding
/ Action Sports
/ Motorsports &
NASCAR
/ Camping & RVs
/ Fishing
/ Fast Food
/ Soft Drinks
/ Gut
/ spaceScore, a proprietary social
analytics tool that measures the extent
to which a brands fan base is over or
under-represented in 500+ targeting
segments compared to the
corresponding percent of all Facebook
fans to identify relevant content
categories and targeting segments for
acquisition
*partner category provided by Datalogix
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/ Jack Pack subscribers
/ Meat Purchasers
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15. Message Test
Trick or Treatin’
vs.
DING DONG
*Over other emails deployed in 2013, via ExactTarget
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16. Used owned channels to reach
loyal fans (Facebook, Twitter, Email)
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17. Outreach
added fuel to
the fire
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18. Engaged Celebrities and Brands
Bubbles
Mall of America
SmartWool
Trailer Park Boys
88,971 Followers
Shopping Mall
28,689 Followers
Apparel Company
15,090 Followers
Tavarres King
James “Bobo” Fay
Ranae Holland
Finding Bigfoot
19,574 Followers
Finding Bigfoot
12,132 Followers
Carolina Panthers
27,118 Followers
James “Cowboy” Storm
Professional Wrestler
144,506 Followers
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19. Real-Time Process
>
Copywriter
>
/ Writes response
/ Gets approval of copy
/ Conducts outreach
/ Creates response list
/ Sends list to Copywriter
>
Media Planner
/ Publishes responses
/ Amplifies posts into ads
Designer
/ Creates photos & videos
/ Sends assets to Media
Planner
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20. /
https://www.youtube.com/watch?v=mZfzsyY1HSM
/
https://www.youtube.com/watch?v=t9JRw6-ap1I
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/
http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be
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21. Yeah I'll trick him into it and hold him down and you brush his teeth Ok and while I am
holding him down give him a good shave and cut his hair off. Ok? maybe it would be better
to pull his teeth off- cause they look like they may be hurting.
I'd #treatsasquatch to a nice mud bath #spaday Awww...I'd give him a treat. He's been
through enough. All those mean paparazzi
I'd trick him with a treat that was poisoned!!!!!
chasing him around when he's obviously
I'd treat him to a manicure, a trip to the
camera shy and values his privacy. Someone
dentist and trick a friend into going on a "blind"
has to show him some love in a non-creepy
date with him. LOL
kind of way.
1,555 people chose to
#tricksasquatch or
#treatsasquatch
Treat. After tricking him last time I would apologize by waiting for him with a bag of jerky and
take him hunting.
after all the teasing he's gotten, i
think he deserves a bagful of treats
Definitely trick. When he rings the doorbell he
would get a pumkin dropped on his head. Hehehe
I would give him a treat him with some warm apple cider ( since he does not like hot
coffee) and donuts.Then ask him to go camping with me. After all, he is the hide and seek
champion of the world.
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22. 250 personal responses
87% increase in Facebook
comments
Quadrupled organic Twitter
mentions
7,500 YouTube Views
1MM+ incremental impressions
through promoted posts
*Facebook Insights: Lifetime Total Impressions vs. Lifetime Organic Impressions
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23. Facebook Fans
1,240,000
Gained 94,710
fans in 21 days
1,205,000
1,170,000
1,135,000
Ads Live
1,100,000
10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31
Jack Link’s
*89% of fans came directly from ads
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24. Recommendations
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25. Recommendations
/ Flexible approvals allow for quick creation and release of
content
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26. Recommendations
/ Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good
creative showcase
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27. Recommendations
/ Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good
creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater
reach of the campaign
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28. Recommendations
/ Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good
creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater
reach of the campaign
/ Having multiple media/connection planners involved to
divide and conquer
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29. Recommendations
/ Flexible approvals allow for quick creation and release of
content
/ Video content not a great comment-driver, but a good
creative showcase
/ Secure out-of-pocket budgets upfront to ensure greater
reach of the campaign
/ Having multiple media/connection planners involved to
divide and conquer
/ Creating a variety of generic layouts and text options
before launch to expedite the real-time process
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30. thank you.
http://www.space150.com/work
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