Jack Link's Social Media Case Study: Trick or Treat Sasquatch

Confidential and Proprietary space150 ©2013

November 15, 2013

Jack Link’s Beef JerkyCase Study: Trick or Treat Sasquatch

Friday, November 15, 13


The Ask

Engaging campaign for Halloween



Increase fansIncrease engagementSurprise and delight

Goals



What were we working with?

>1MM Fans









Send Sasquatch Trick-or-Treating on Jack Link’s Facebook and Twitter

Respond with personalized photo and video messages from Sasquatch

space150 Approach





10 Props



10 Props3 Creatives



10 Props3 Creatives1 Sasquatch



10 Props3 Creatives1 Sasquatch1 iPhone



10 Props3 Creatives1 Sasquatch1 iPhoneA DREAM



Segments determined by fan interests

*partner category provided by Datalogix

/ 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

/ Jack Pack subscribers/ Meat Purchasers

Acquisition Ads

/ Proven content categories

/ 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



Trick or Treatin’ vs.

DING DONG

10

Message Test

*Over other emails deployed in 2013, via ExactTarget



Used owned channels to reach loyal fans (Facebook, Twitter, Email)



Outreach added fuel to the fire



Engaged Celebrities and Brands

James “Bobo” FayFinding Bigfoot19,574 Followers

Ranae HollandFinding Bigfoot12,132 Followers

Mall of AmericaShopping Mall28,689 Followers

BubblesTrailer Park Boys88,971 Followers

Tavarres KingCarolina Panthers27,118 Followers

James “Cowboy” StormProfessional Wrestler144,506 Followers

SmartWoolApparel Company15,090 Followers



Real-Time Process

Media Planner

Copywriter

Designer

> >

>

/ Conducts outreach/ Creates response list/ Sends list to Copywriter

/ Writes response/ Gets approval of copy

/ Creates photos & videos/ Sends assets to Media Planner

/ Publishes responses/ Amplifies posts into ads



/ https://www.youtube.com/watch?v=mZfzsyY1HSM

/ https://www.youtube.com/watch?v=t9JRw6-ap1I

/ http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be


https://www.youtube.com/watch?v=mZfzsyY1HSM

https://www.youtube.com/watch?v=mZfzsyY1HSM

https://www.youtube.com/watch?v=t9JRw6-ap1I

https://www.youtube.com/watch?v=t9JRw6-ap1I

http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be

http://www.youtube.com/watch?v=hkmz4BKV30Y&feature=youtu.be


Awww...I'd give him a treat. He's been through enough. All those mean paparazzi chasing him around when he's obviously camera shy and values his privacy. Someone has to show him some love in a non-creepy kind of way.

I'd trick him with a treat that was poisoned!!!!!I'd treat him to a manicure, a trip to the dentist and trick a friend into going on a "blind" date with him. LOL

Treat. After tricking him last time I would apologize by waiting for him with a bag of jerky and take him hunting.

I'd #treatsasquatch to a nice mud bath #spaday

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.

Definitely trick. When he rings the doorbell he would get a pumkin dropped on his head. Hehehe

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.

after all the teasing he's gotten, i think he deserves a bagful of treats

1,555 people chose to #tricksasquatch or #treatsasquatch

250 responses (29 vids) 87% increase in FB comments, 60% increase in FB conversationQuadrupled average @mesasquatch mentions and doubled @jacklinks mentions77% conversion rate of twitter non-followers



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



1,100,000

1,135,000

1,170,000

1,205,000

1,240,000

10/1 10/4 10/7 10/10 10/13 10/16 10/19 10/22 10/25 10/28 10/31

Facebook Fans

18

Gained 94,710 fans in 21 days

Jack Link’s

Ads Live

*89% of fans came directly from ads



Recommendations



Recommendations / Flexible approvals allow for quick creation and release of

content




content

/ Video content not a great comment-driver, but a good creative showcase




content


/ Secure out-of-pocket budgets upfront to ensure greater reach of the campaign




content



/ Having multiple media/connection planners involved to divide and conquer




content



/ 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



thank you.http://www.space150.com/work


http://www.space150.com/work

http://www.space150.com/work