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Frito Lay's Quaker Oats is their flagship health brand. A Campaign was launched to create awareness about the brand through a Cause Marketing initiative named "Goodmorning Heart". The Campaign aimed to create awareness around the heart disease.The brand used New Media extensively, mainly Social Networking Sites and a branded blog. Shack was given the responsibility to take care of their Social Media Presence, Branded Blog and Online Reputation Management.
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1 |@shackcompanis
Quaker Oats Good Morning Heart
Services Offered: Concept Building, Research and Strategy, Information Architecture, Graphic Design, Content Strategy (Blog, Articles, Social Media) Duration: 14 Months
2 |@shackcompanis
Objectives
- To get more registrations on www.goodmorningheart.com- Promote the theme- Make India Heart Healthy
3 |@shackcompanis
Plan
Social Media Approach for Good Morning Heart can be divided into three phases-Presence Management:Establish presence on relevant online platforms Information Management:Inform users about a heart healthy lifestyle Engagement:Create engagement around the common touch points of the brand and the TGMonitor:Monitor and track conversations on the social web
4 |@shackcompanis
Platforms Managed
- Facebook- Twitter- Blog
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Deliverables: Facebook
Content1. Content Plan2. 3-4 Posts Daily and Conversations.3. Promoting Activity/Theme
Community Management: 1. Monitor Platforms2. Encourage conversations3. Spam cleaning4. Monthly/Quarterly Reporting
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Content Analysis
Keeping a track of what is being shared on the platform and how much traction it gets so that similar content can be repeated or discontinued.
Type of content shared-Brand relatedActivityTheme promotion “Mission to make India Heart Healthy”TopicalInteractive
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Content Analysis: Example
Theme basedBrand Related Topical Question
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Management
Community building
- Engage people through different activities and Interactions.
- Utmost care in removing spam and unwanted comments or posts that do not serve any purpose in building positive image of the brand
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Management
Query Management
- Query resolution- Solve user queries using existing resources and expertise.
- Consumer interaction- Most efforts are directed to interact with consumers and suggest/guide/direct them as appropriate
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Management
Response Time
- Eg- It varies between 3- 4 hrs on weekdays- It varies between 7/8 hrs hours on weekends- In occasional cases it has gone beyond 9/10 hours
i.e. If a user posts something on the page at 9 pm or latter, he/she is replied next day ASAP
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Reporting
Every month the overview report is sent to the client.
The monthly report contains the overall activities that happened on the page during the interval of one month, with all insights and observations.
12 |@shackcompanis
Deliverables: Twitter
- 8-10 tweets a day- Increase in followers- Query Management with information sharing- Conversing with heart health conscious people.
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Insights: Achievements
September
October
November
December
January
Febru
ary
Marc
hApril
0
5000
10000
15000
20000
25000
30000
35000
FB Fan Count
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Summary
- During the Activity period the page has maximum engagement which shows that the users like to participate in the activities and cause (Theme).- On continuously talking about the brand, the users get bored and do not want to talk on brand centric posts. They are much interested in the Topical/Generic posts which is according to their interest. - There are a lot of Health Enthusiasts on our platform. Maximum number of comments are generated from the Heart/Health/interactive posts .- The picture related posts also engage a lot of users on the platform. More than 50 comments are obtained from the pictorial posts .
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