What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success. To request Part 2 , please email Alessandra@whitecubemedia.com. Research and presentation by Alessandra Rao

1. Social Media Brand Strategy
Evaluating the impact of social media
brand strategy on marketing efforts.

2. Key Question
What are some successful ways for businesses
to leverage social media, and who should we reach out
to?

3. Table of Contents
• I. Industry:
– What is expected in the future of social media marketing
• II. Case studies:
– Oreos: Daily Twist / Dunk in the Dark
– The Economist: Interpret the World
– Wendy’s: Pretzel Bacon Cheeseburger Love Songs
• III. Key Takeaways
• IV. Media Agencies to reach out to

4. I
Industry:
What is expected in the future of social media
marketing?

5. What the Industry Says
• In a survey of CMOs conducted by Adweek*…
– 27% agree that earned media will be more important than
paid and owned media
– 32% agree that marketing campaigns will begin unfolding
in real time
• Channel effectiveness growth from 2012-2014
– Social media [48%/56%]
– Online display ads [49%/59%]
Source: Hoffman, Melissa. "CMOs Are Preparing for Digital to Grow to 75% of
Marketing Budgets." AdWeek. Adweek, 1 July 2014. Web. 04 Aug. 2014.

6. Facebook Advertising
• Facebook ads have become more about target audience and
efficiency, less about creative appeal/emotion.
• “The ads may work, but can they move people to tears or
create an authentic response?”
• “Where Facebook outdoes other big media companies is its
ability to target ads based upon its users activities on the site”
– The New Yorker
Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet.
"FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014.
Web. 4 Aug. 2014.

7. Social Marketing Objectives
Source: Williamson, Debra A., Rebecca Chadwick, and Danielle Drolet.
"FacebookAdvertising." EMarketer (2014): n. pag. EMarketer.com. June 2014.
Web. 4 Aug. 2014.

8. II
Case Studies

9. Oreos: Daily Twist
• http://draftfcb.info/oreo-daily-twist/

10. Oreos: Daily Twist
• Title: Oreo: Daily Twist
• Source: Cannes Creative Lions 2014
• Agency: FCB Garfinkel New York / 360i
• Brand: OREO
• Country: USA
• Spotlight on: use of real-time tweets relating to current
events
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

11. Oreos: Daily Twist
• Campaign Objective:
– Brand image: evolve brand perception: from traditional
cookie to contemporary player in today’s world
– Business objective: meeting/exceeding category growth
– Engagement: at least double current engagement rate
– Brand Saliency: achieve at least 75M media impressions in
3 month course
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

12. Oreos: Daily Twist
• Social Media Strategy:
– Social networks = everyday conversation
– Involves most contemporary media and content
– A chance to start a dialogue with a wide audience (not just
traditional target of moms)
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

13. Oreos: Daily Twist
• Creative
– Daily Twist: 100 ads in
100 days to reflect
contemporary culture
and real-time events
– Inspired by trending
news stories
– Used Facebook,
Twitter and Pintrest
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

14. Oreos: Daily Twist
• Results
– Top 10 twists generated total reach of 35M individuals
– Seen over 434M times globally
– AdWeek’s Brand Power Index: OREO = highest increase in
buzz in 2012 (+49%), worldwide
– Oreo grew 1.9% in Q3, surpassed category growth of 1.6%
– Gained 1.3M Facebook followers  150% increase in total
FB reach
– Doubled engagement rate of over 1.3M interactions
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

15. Oreos: Daily Twist
• Results
– “We believe our campaign was truly effective because it
made culture”
– “…long term campaign made of share-worthiness”
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

16. Oreos: SuperbowlTweet
• “You can still dunk in the dark”
• Effective use of real time
marketing and trending topics
(super bowl blackout)
• Bonin Bough, VP for global media
and consumer engagement at
Mondelez International: “It’s
about speed. It’s about delivering
products that deliver on
impulse. So where are the
channels that allow us to deliver
that in the most impactful way?
Social channels happen to be
that.”
Source: Warc.com , Cannes Creative Lions 2014, “Oreo: Daily Twist”

17. The Economist: Interpret The World
• http://theinspirationroom.com/daily/2010/the
-economist-interpret-the-world/

18. The Economist: Interpret The World
• Title: The Economist: Interpret The World
• Source: Cannes Creative Lions 2011
• Agency: Ogilvy and Mather
• Brand: The Economist
• Country: India
• Spotlight on: Use of Facebook quizzes and shares to promote
knowing world news

19. The Economist: Interpret The World
• Campaign Objective:
– Use media to build measurable brand engagement
– Boost paid subscriptions as a direct result of campaign
– Boost competitive advantage: “brand intellect”

20. The Economist: Interpret The World
• Social Media Strategy:
– Encourage readers to “interpret the communication”
through interactive image campaign on social media,
mobile and web
– Approach: highlight relevant connections of global issues
and its effects on day to day life.
– Communicate that Economist is a required read, credible,
extensive source of information on global issues

21. The Economist: Interpret The World

22. The Economist: Interpret The World
• Leveraging social media to build interactivity:
– Web banner teases
– Engaging Facebook application in a quiz game format
– App automatically linked to 2 other images and asked
user to make the connections, providing hints
– Leveraged the power of Facebook to connect and share,
users could challenge their friends to solve the quiz
– Main point: all communication elements encouraged
readers to think, interpret events and make
connections.

23. The Economist: Interpret The World
• Results
– During campaign period (Nov 2009), website achieved a
per day increase of 25% in registrations as compared to
pre-campaign levels
– Post campaign: increased by 16% compared to pre-campaign
levels  sustained increase in registrations
– The microsite received a total of 66,851 UVs in the 3 week
campaign  134,431 page views
– Paid subscriptions increased by 44% on
www.economist.comduring campaign period
– No discounts offered during campaign

24. The Economist: Interpret The World
• Results
– “Through a strong brand and an appealing customer
proposition, The Economist translated a great idea, which
was uniquely brought to live through the use of
conventional media in unconventional ways”
– “The aspect of creating intrigue and engagement in a
cluttered media environment to facilitate individual
dialogue with consumers to dispel the brand messages
was key in achieving the business goals”

25. Pretzel Bacon Cheeseburger Love Songs
• http://bcove.me/q5h92m0c

26. Pretzel Bacon Cheeseburger Love Songs
• Title: Pretzel Love Songs
• Source: Shorty Awards
• Agency: StarcomMediaVest Group
• Produced by: VML
• Brand: Wendys
• Country: USA
• Spotlight on: use of Facebook video and audience
interactivity

27. Pretzel Bacon Cheeseburger Love Songs
• Campaign Objective:
– Achieve 3% same-restaurant-sales growth
– Get consumers, specifically millennials, to come to
Wendy’s instead of another Quick Serve Restaurant
– reach an additional 3% of consumers online

28. Pretzel Bacon Cheeseburger Love Songs
• Social Media Strategy:
– Facebook = primary digital media platform to showcase
“love song” videos
– Twitter = platform to gather audience feedback to include
in the song lyrics
– Used influencer Nick Lachey to be one of the stars of the
over-the-top videos
– Instead of discounts, gave away “virtual fame”: cited
biggest fans and their comments in the Love Songs
•  sparked massive audience engagement and
increased capacity to share

29. Pretzel Bacon Cheeseburger Love Songs
• Leveraged Facebook and Youtube:
– Video assets could be made highly visual in news feed,
especially on mobile (~50% of the traffic)
– Maximized media buy: created custom target audience
that had a high propensity to share and engage with
Wendy’s socially  helped kick off the “viral” activity
– Live tasting on The Today Show, streamed online
– Broadened media buy to Youtube

30. Pretzel Bacon Cheeseburger Love Songs
• Creative
Influencer Nick Lachey
Incorporated real tweets
from fans into the lyrics;
“virtual fame”
encouraged audience
participation

31. Pretzel Bacon Cheeseburger Love Songs
• Results
– According to Wendy’s: the Pretzel Bacon Cheeseburger was the
most successful LTO in the company’s 40-year history (as
measured by same-restaurant sales and unit sales)
– Stock price increased 41% during campaign
– Facebook survey of those who saw ad indicated the ad was
effective in increasing awareness
– Facebook confidentially shared that it was 2-3 times more
efficient than comparable QSR campaigns
– 84% positive consumer opinion about the sandwich, according
to Facebook survey
– Met 3% sales growth objective

32. III
Key Takeaways:
What do successful campaigns have
in common?

33. Newsjacking / Culturejacking
• The idea of interjecting a
business’ marketing message or
ideas into a current news story
in order to garner additional
attention from both customers
and the media. Culturejacking is
similar, but applies to events
like The Superbowl
• Example: Oreo’s Dunk in the
Dark Tweet
Source: http://www.shopify.com/blog/7589919-the-secret-behind-oreos-social-media-marketing

34. Real Time sharing
• Encouraging social media users to engage in the excitement
of seeing an event unfold in real time
• Live tweeting keeps the interest: users are updated and
informed on a real-time event
Simple Graphics
• When the graphic is easy to interpret, but challenging
enough to raise questions, it piques interest.
• Infographics are quick, concise and visually appealing