An insight into the life cycle of a digital campaign for @DR4WARDs #NewhouseSM4

1. #NHShelfLife:
The ebb and flow of a digital
campaign
JENNA MALDINER
ZI LIN LIANG
MAYA KOSOFF
CRAIG DENNIN

2. LIVE JEOPARDY
Look for tweets from @zilinliang
Tweet your answers to @zilinliang
Start tweet with A1/A2/A3 in response to Q1/Q2/Q3

3. The #NHShelfLife Team

4. Introduction: What is shelf life?
How long a campaign stays relevant (alive)

5. Objectives
● Case study of 3 brands in 3 different industries
● Questions we approached brands with
1. When developing a digital campaign what are the "essentials"?
2. When campaign is launched how do you effectively track engagement?
3. How does this translate into sales?
4. How do you determine the length of your campaign?
5. How do you keep the campaign going?
6. How do you measure success?
7. What happens when the campaign ends?

6. JEOPARDY Results 1/3
Q1. What fast-food retailer promoted a successful two-part
digital campaign with Doritos in the past year?

7. : Brand Background
●Founded in California in 1962; 58,000 restaurants open in U.S. today; expansive
global presence
●Partnered with Johnsonville Foods, Cinnabon, Seattle’s Best Coffee, and now,
Frito-Lay—Doritos
●Overcame several reputation fiascos with help of a strong social media presence,
punchy yet playful SM voice

8. : Brand Background
Inventive, proactive, unafraid to try
new things on social media to gain
customer support, quick to reply to
customers
Ex.: Beef lawsuit, swimsuit

9. : #CoolRanchDLT Campaign
Taco Bell followed up its
massively successful Nacho
Cheese Doritos Tacos Locos
campaign with a Cool Ranch
companion; made
announcement via Vine.
Taco Bell Vine

10. : #CoolRanchDLT Campaign
● Series of YouTube videos to
promote DLT
● Took into serious consideration
how their customers use Taco Bell
on other platforms, acknowledged
individual users
● Played with the idea of cross-
platform integration and marketing
●Example: “Mayor” video
http://www.youtube.com/watch?v=1X9jVFPksgI

11. : Who We Reached Out To
My approach for contacting sources
for interviews:
● Plan 1: Tweet Taco Bell directly
●Was surprisingly, immediately
effective: Connected me to Nick
Tran, one of Taco Bell’s SM guys
●However, my email/follow-up
contact went unanswered
●Plan 2: Tressie Lieberman, director
of digital/social marketing for TB
●Was ineffective: She doesn’t
use her own Twitter often, never
replied
So…

12. : Who We Reached Out To
…I contacted Danielle Wolfson:
former social media, digital
advertising manager for TB
●Built Taco Bell's Facebook page
to over 7.5 Million fans;139K
Twitter followers
●Mobile Marketer’s Mobile
Women to Watch in 2010 list
●Led Taco Bell’s social media and
digital strategy during the Beef
Lawsuit/Brand Crisis

13. : Conclusions
● Couldn't get answers relevant to this campaign because
it's ongoing; big-name brands keep industry insider info
under wraps 'til campaign ends
● But, based on our Taco Bell research we can conclude:
○ Campaigns don't "die"
■ TB followed up success of 1st Doritos campaign in
2012 with another one to keep momentum
■ Engage, engage, engage
■ Keep convo ongoing
■ Cross-platform promotion

14. JEOPARDY Results 2/3
Q2. Based on the following key terms: Susan Glenn, Clean
Your Balls, Double Pits to Chesty -- Name the brand!

15. : Brand Background
● Started in France 1983, launched in USA in 2002
● Brand reputation
● Controversial campaigns & unique media usage

16. : Who We Reached Out To
Associate Brand Manager | AXE
&
Law & Rocky w/ Edelman Digital

17. : Apollo Campaign
Lifeguard ad

18. : Apollo Campaign
●Make profiles on
www.axeapollo.com
People vote on profiles
Worldwide competition
22 people will be sent to space
By 2022 or they get $86k

19. JEOPARDY Results 3/3
Q3. What brand was first to launch a Snapchat campaign?

20. : Brand Background
● Yogurt shop, primarily on the east coast
● Allows you to create your own treat with flavors and
toppings of your choice
● Fun, creative, innovative media usage

21. : Who We Reached Out To
Community Manager
16 Handles

22. : Snapchat Campaign
● Add 16 Handles on Snapchat
● Snap them a picture of you and friends eating 16 Handles yogurt at the store
● 16 Handles snaps you back a coupon
● Show them the snap to get a random % off your purchase

23. : Shelf Life Insights
● Step 1: Determine Length
● “You want it to be long enough that people will notice it and
feel like they have time enough to get involved, but short
enough that there's a sense of urgency.” – Adam Britten
● Work with operations team to make sure there aren’t too many
messages confusing the consumer all at one time

24. : Shelf Life Insights
● Step 2: Reminders/Constant Monitoring
● Remind consumers that the campaign is there through others social
mediums such as Twitter and Facebook
● Monitor hashtags, replies, comments and always respond to consumers

25. : Shelf Life Insights
● Step 3: Wrap up
● Adjust landing pages, make key announcements
● “Except for our Snapchat campaign, most of our campaigns have one big
grand prize. So we announce the winner, which shows everyone ‘hey, we're
done.’
● We adjust landing pages to show ‘this campaign is over, but here's a new one
we're running’ so that people don't feel disappointed that they missed out.
● We also continue to monitor any hashtags we promote so that people know
are still listening and haven't abandoned the conversation” – Adam Britten

26. : Shelf Life Insights
● Step 4: Analytics
● Different for every campaign, can use various forms of
tracking/various analytics tool
● “Using our Snapchat campaign, we tracked how many people interacted with us
on Snapchat, how many sales were driven by the campaign (number of
redemptions) and how much earned media we got on other publications.
● [Earned media] is where we really won. We got a lot of coverage, so it was
really good for our brand” – Adam Britten
● Key Insight: Shelf-life can last longer if campaigns get press and media
coverage

27. Our Conclusions/What’s Next?
● No tool to track & define success of online campaigns
● If tool did exist we recommend inclusion of:
● Mentions, hashtags, # of followers, engagements
● Sales tracker, ROI, conversion rate, volume, incremental
growth
● Platform rather than app
● Ie: Sysomos