Tumblr Inc doesn’t have a well-developed advertising offering yet, but that doesn’t mean that brands can’t reach Tumblr’s valuable audiences. Offerings like 140 Proof’s Native Ads for Social Sites offer brands the chance to run campaigns on popular blogging platforms like Tumblr.
Even though Tumblr’s fast-paced growth eclipsing other social platforms, many brand marketers are asking what Tumblr can offer them. Here are five reasons that brands should jump into a paid campaign on Tumblr with both feet:
1. An Audience of Tastemakers
Millennials make up one of the biggest demographic audiences on Tumblr. And they exert considerable buying power, not just on their own but also as influencers of those around them. A new study from the Consumer Electronics Association concludes that “Millennials have the highest purchase intent of all demographics” and they give purchase advice to friends and other family members.
Reaching them in their most-frequented spaces is a big opportunity for not just consumer electronics brands but other verticals like CPG, entertainment, and retail.
2. The Reblog Is King
Sharing is widespread on Tumblr, rivaling or surpassing other social platforms. Tumblr reblogs are fast coming into their own: Buzzfeed earned over 50,000 reblogs for just one of its Grammy night Tumblr posts. There’s even a Tumblr blog dedicated to highlighting highly-shared posts.
Likes on Tumblr are as seamless and fast as Likes on Facebook, and Shares (known as “Reblogs”) on Tumblr are even faster than a Facebook Share. A greater percentage of Tumblr users click Like on Tumblr posts than Twitter users click Favorite on Twitter posts.
3. Tumblr Job #1: Discovery
Discovery is key for brand marketers. And that’s a perfect fit for Tumblr. Tumblr’s young audience visits Tumblr to have fun and discover new things, much like they did when Facebook was a network of age-mates and not yet a family photo-sharing site. And because discovery and sharing are valued so highly (see #2), by many users above content creation, many people on Tumblr are looking for great things to share.
4. Flexible Creative Formats
Content from all other platforms — video, pictures, text — is compatible with Tumblr. Native social ad units for Tumblr are among the richest available, with generous visual space for well-designed creative as well as the traditional text and link. Brands who want to have an earned presence on Tumblr can easily tweak and repurpose their content from other networks, though beware — Tumblr users are more discerning (they see hundreds of great images and stories on Tumblr every day), so they’ll reward only the very best of your creative.
5. Brands Enjoy Greater Share of Voice
As we noted in Why Tumblr Is Important for Brands, other social networks like Facebook are crowded with brand promotions. Most brands’ paid social strategies focus on Facebook and Twitter, because of the broad, sizeable audiences that can be targeted plus relatively easy on-boarding processes for advertisers.
Although many brands have already claimed their Tumblr namespace and started creating content, most people haven’t encountered brand messaging on Tumblr yet. This is partly because brands aren’t yet aware that they can pay to reach Tumblr users beyond existing followers. With no official ad solution forthcoming, paid Tumblr campaigns are still the well-kept secret weapon of a few brand marketers. Paid campaigns on Tumblr from companies like 140 Proof, therefore, offer new reach into the Tumblr audience.
February 12, 2013 - 3 months ago
Ten campaigns of 2012 raised the bar for social stream initiatives, by virtue of their unique adaptation to the social stream, specialized targeting, or creative approach.
Let’s jump in:
10. PBS: Downton Abbey
For PBS, Downton Abbey was a big hit with social users. People were always talking about it. Even Patton Oswalt couldn’t help live-tweeting it. Maybe that’s why the Downton Abbey Season 2 social ad campaign won such a big response with 140 Proof audiences.
Aided by interest graph targeting and exclusively focusing on native social ad units, this campaign had the highest performance (by CTR) of any campaign that ran in 2012. We doff our caps to you.
9. Alaska Airlines: Disney Dream Suite
Alaska Airlines, in a West Coast initiative in partnership with Disney, aimed to drive people in social to enter the Disney Dream Suite Sweepstakes. Disney fans could enter for a chance to win an evening’s stay in one of the most special places in the entire Disneyland Resort, the Disneyland Dream Suite, built to honor one of the dreams of Walt Disney.
Since 2011, moms and other family decision makers have taken to social in droves, so 140 Proof could offer Alaska Airlines a large audience to reach with the opportunity. The grand prize: a trip to Disneyland Resort, including a once-in-a-lifetime stay in the Disneyland Dream Suite.
8. 5 Gum: #TheSwitch
To celebrate the launch of new RPM™ flavors, 5 Gum integrated a launch campaign across multiple social platforms, most notably YouTube and Twitter. 5 Gum’s flavors emphasize duality and changeability, so they decided to help people choose music according to their tastes, too. 5 Gum sponsored #TheSwitch, a live online music event where viewers chose an artist to suit their mood. Viewers could stimulate their senses by switching between bands in real time according to their mood.
The first live session launched on March 28, and viewers were invited to select an upbeat, energizing performance from Givers, or a relaxing, soulful set from Theophilus London. Archived performances are available on YouTube.
7. Goldman Sachs: 10,000 Small Businesses
Goldman Sachs, as part of a nationwide economic recovery effort, designed its “10,000 Small Businesses” program for business owners poised for growth in selected cities across the country. 140 Proof helped amplify awareness of special content promoted by Goldman Sachs, highlighting stories of economic progress.
Participants applied for the 10,000 Small Businesses program and were selected based on involvement in their own communities and current business revenue. They were rewarded with educational seminars and peer review from investment luminaries such as Warren Buffett.
6. Nicki Minaj: Pink Friday
Rap artist Nicki Minaj is shooting for the celebrity fragrance hall of fame. Differentiating yourself in the celebrity fragrance market these days ain’t easy: stars must contend with other big names such as Katy Perry’s Purr and Lady Gaga’s Fame.
To announce the availability of Pink Friday, Minaj chose social as a primary awareness vector. 140 Proof helped Minaj reach her fans through the Blended Interest Graph, targeting fashion, celebrity, music, beauty, and urban audiences. The campaign drove to the website of partner retailer Macy’s, where fans could pick up the fragrance in its trademark pink-and-gold bottle.
5. Chevrolet: Super Bowl
The new way to run a successful Super Bowl campaign now requires more than TV. To make it in the top ten advertisers for the Super Bowl, a brand must have a social strategy.
For Chevrolet, that meant taking over the mobile, desktop, and tablet screens of automotive and sports audiences on Super Bowl Sunday to drive awareness of their TV spot. A classic Continuity strategy. It worked! Chevrolet survived the Super Bowl, just like its trucks survived the Apocalypse.
4. ESPN: Monday Night Football
The cool thing that ESPN did with Monday Night Football was turning a standard Second Screen strategy inside out: instead of running the flight during the show in order to catch people tuning into the show, they conducted time-locked, 6-hour flights encouraging people to tune into Monday Night Football.
Many media brands haven’t yet discovered that they can build up to events in social much like they do in TV media. ESPN has one of the best, most diverse media strategies in social right now, and social is a perfect space for them, too. Sports fans are highly active on social platforms and there are a lot of influencers for them to choose from when building a targetable audience.
3. Oscar Mayer: Bacon Barter
Josh Sankey had one task: cross the United States. But he also had one challenge: no money. To make his way from New York to Los Angeles, he needed to trade the only thing he had in abundance: bacon.
Oscar Mayer, seeing the potential their Butcher Thick Cut Bacon had for people nationwide, assigned Sankey the Bacon Barter assignment and promoted the journey across social, where it was most likely to be taken up by social audiences and go viral.
One thing that ordinary people do to set themselves apart in social platforms is they write great copy. That’s what Skittles set about doing here. Sample creative from the campaign: “Remember to go through life with open hands. No one can pour Skittles into a fist.”
Skittle dares to use social the way it was meant to be used. Great social creative never lasts long and isn’t a perfect brand message, but it does fit perfectly in a social context. Congratulations, Skittles.
1. IBM: US Open
To carry off the greatest paid social campaign of 2012, IBM took advantage of the Blended Interest Graph to promote its sponsorship of the US Open. IBM took 140 Proof’s powerful, standard interest graph targeting and added a twist. To reach their chosen audience of tech followers and tennis fans, they targeted the followers of influencers like IBM, Wired, Cloudera, Roger Federer, #USOpen, NBC Tennis, and the Williams sisters. Then, in an innovative expansion, they also targeted all people checking in locally at the US Open.
By using newly developed location check-in targeting, IBM reached 5,000 US Open attendees with locally-tuned messaging while conducting a larger campaign nationwide reaching fans following the event on TV.
December 14, 2012 - 5 months ago
At the Cannes International Festival of Creativity 2012, Chevrolet and Goodby Silverstein were honored with the first-ever Mobile Cannes Lion for its Game Time app, which 140 Proof supported in social.
As reported in the New York Times:
The Chevy Game Time app was created to enhance second screen viewing during Super Bowl XLVI, allowing users to play games in real time and enter to win prizes, including 20 Chevys and thousands of other giveaways.
With so many ads during the Super Bowl, the Chevy Game Time app succeeded in breaking through the clutter and allowing users to experience Super Bowl Sunday in a new way. The app was the first of its kind, which makes it only fitting it earns the first-ever Mobile Cannes Lion.
140 Proof highlighted this campaign on our blog back in January when brands were gearing up for the Super Bowl. We are proud to have been invited to support this award-winning campaign.
Congratulations to Chevrolet and Goodby Silverstein & Partners!
June 25, 2012 - 11 months ago
by Jon Elvekrog, 140 Proof CEO
Twitter now has 140 million active users sending over 230 million tweets per day, and the site attracts more than 400 million unique visitors each month. Millions of passionate consumers use the site to discover and share information around common interests, with the average American spending more than 10 hours per month on Twitter and other social feeds. It’s no wonder brands want to insert themselves into the Twitter conversation to reach and engage consumers based on shared interests.
And yet, while nearly every brand has its own Twitter account and regularly tweets, many brand messages get drowned out in the constant fire hose of tweets. To make themselves heard above the noise, brands are now racing to reach consumers in social feeds via paid media — using several marketing tactics to make sure their messages are heard. At my company, we’ve seen brands double their paid social stream advertising in 2011, and large brands have actually increased spend by more than four times.
But getting paid media on Twitter and other real-time social feeds right is no easy task. Which paid media strategies can brands adopt today to reach targeted audiences on Twitter? How can they reach these audiences in a measurable, scalable way — but also ensure consumers experience their messages as rich, engaging content instead of intrusive ads?
Since paid social stream advertising is so new, many brands are learning as they go. To get started, here are four concrete strategies to use social advertising to deepen your brand impact on Twitter.
Align with existing audiences
A great way to reach targeted audiences at scale on Twitter is to target paid social ad campaigns to followers of relevant publications, companies (even competitors), topics, or interests that match your key demographics. People who follow these categories or companies already have some easily identifiable characteristics that map to your brand messages, so they will likely be interested in your campaigns and offers. In effect, you piggyback your campaign on existing Twitter interest groups — reaching the right targets without having to get people to necessarily follow your brand.
For example, Mercedes might want to reach affluent, urban, active men and could target a paid social stream campaign to followers of @Forbes, @CNBC, @GQMagazine, and @CarAndDriver. It might also target followers of @BMW, @Lexus, @TheNorthFace, @CondeNaste, @Aspen, @skiing, and @RitzCarlton to broaden the reach of the campaign.
Political candidates and causes can also use this tactic to great effect. For example, Mitt Romney might be looking to target fiscally conservative voters living in California. His advertising managers might decide to run a paid social stream campaign targeting followers of topics such as @CAPensionReform, @CABudget, and @CAPolitics.
Another example might be that Pampers wants to reach hip, socially conscious, urban moms with news of the launch of a new line of chemical-free baby products. The brand could target followers of @BurtsBees, @ParkSlopeParent, @MomFilter, @CaliforniaBaby, and @MotheringMag.
The key to aligning your paid social stream campaigns to existing Twitter audiences is to identify brands, topics, or themes that your key audience likely already follows, and then target your campaigns to the followers of people who are influential on those topics. This way, instead of reaching only your own followers with a regular tweet, you reach a much wider base of people who might not yet follow your brand, but are squarely in your key demographic.
Activate connected fans
To extend the reach of a paid social stream campaign, make sure it gets in front of connected fans. These Twitter users are active sharers — spreading ideas, offers, and messages among their own followers and people aligned with their interest graph. If you get your paid campaign in front of influencers, they’ll spread your messages for you — and bring them to many more people than you originally targeted. What’s more, connected fans amplify your message — because when they retweet or share it, your message seems more relevant and personal. Connected fans are seen by their followers as trusted experts and advisors, so when they recommend your brand message, it feels more authentic than when it comes directly from the advertiser.
For example, Microsoft might target a campaign for a new version of its Office suite to all the Twitter users who engaged with a previous Office ad campaign. It might extend the campaign to the fans who most often tweet about Microsoft, and/or target people who follow @Windows, @TechNet, as well as well-known Windows and Microsoft bloggers.
Just as experts tend to speak a little “inside baseball” with their pet topics, so do connected fans respond more than the average person to nuanced content. For a campaign targeting connected fans of Microsoft Office, ad creative can tell more of the Microsoft story, even including quotes from or images of Microsoft notables like Steve Ballmer. Provide content of value — the kind of content that connected fans would themselves share with their audiences.
To get connected fans to share your campaigns, some incentives that work include offering people who retweet your messages a certain number of times a free product or service, inviting those who spread your campaign the most to a special VIP event, or launching a contest for your brand’s “biggest fan” that rewards the most active sharers with prizes.
For Burger King’s “King of the Road” campaign, CP+B teamed up with Mindshare to bring the King’s epic journey to BK’s biggest fans, informally known as “fast food superfans,” in the Twitter ecosystem. The King crossed the country, adventuring with fans and awarding Xbox Kinect bundles to the most worthy. BK’s ad creative changed daily as the King’s location changed, broadcasting clues to his next stop on the tour. Paid social drove an increase of 4,000 followers for The King’s Twitter account.
Own an event
Twitter activity explodes around large events — the Super Bowl, the Oscars, the Olympics, big concerts, holidays, and more. During the 2012 Super Bowl, consumers sent over 13 million Super Bowl-related tweets — compared to fewer than 2 million last year. Millions more tweets about the Super Bowl happened before and after the event. Brands pay millions of dollars for 30-second commercials during the Super Bowl for one main reason — because millions of people are watching the game. But smart brands now realize that “watching the game” no longer means just staring at a TV screen. Millions of people used Twitter and other social streams on their mobile devices and tablets to engage with fans near and far during the Super Bowl. In fact, most large-scale events today have a real-time social stream component. People don’t just watch an event on TV, they read and post tweets during the televised event.
To get maximum impact for your paid social campaign, consider targeting the mega-audiences following a key event before, during, and after the big day. For example, Chevrolet spent big to buy paid social stream ads targeting all Twitter users following @superbowl and @nfl for 48 hours. And by utilizing video placements in social apps, users had more opportunities to see Chevy’s Super Bowl commercials than any other advertiser who paid the $3.5 million price tag for a spot. With this “play big” strategy, Chevrolet emerged as the “Social Media Brand Champion” of the 2012 Super Bowl, attaining the highest mindshare on social media of all the brands that advertised during the game.
These all-out campaigns aim to boost your brand’s share of voice during major events, dominating the conversations taking place. If you buy up a large share of ad inventory related to the event, you’ll edge out your competitors.
If you want to own an event on Twitter, here are some key tips to make it work. Research the event — be sure your team knows roughly what’s going to happen, in what order, and with whom. Well beforehand, use ads to invite the audience to share plans and thoughts around the event. Your pre-event campaign can include links to “how to get ready” blog posts or color commentary on pre-event tweets by stars. To increase interest in your ads, use graphics that extend the brand’s identity to match the event. Flight the campaign with up to a two-week lead, maximizing share of voice during the event broadcast. And for weekend events, time a second burst of impressions for Monday morning to shape “water cooler conversations” in social.
Link to the “second screen” in real-time
TV viewing is rapidly changing. People don’t just plunk down on the sofa and watch an entire broadcast from start to finish with rapt attention. The majority of TV watchers today also have a tablet, smartphone, or internet-connected laptop nearby while they’re watching TV. These smaller devices are the “second screen” connected to the TV viewing experience — allowing TV viewers to interact with other viewers in real-time, get up-to-the-minute plot analyses or game scores, and share their opinions of characters, actions, or plays with other fans as the show is happening. People interact on the second screen with apps of all kinds — downloadable apps, websites, niche fan social sites, and Facebook. But the most widely used tool for second-screen interaction is Twitter.
Twitter transforms “watching TV” into a social experience, allowing viewers to chat with friends and fellow fans during a program. Twitter also adds an exciting dimension to TV, providing viewers with real-time commentary on every dramatic twist or stellar play as it happens.
A great way to stretch your paid social campaign dollars is to target TV fans in real-time, since many viewers keep one eye on their Twitter feed and one eye on the TV screen. For example, Victoria’s Secret might launch a paid social campaign targeting @GleeOnFox, @Gleeks, and @GossipGirl to supplement its commercial buy during those programs.
With this type of campaign, real-time optimization is critical. Considering that during the Super Bowl, 12,000 tweets were sent per second, it’s critical that any paid advertising effort on Twitter be real-time to take advantage of constantly shifting conversations as events unfold. Did a favorite character just die? A star-crossed couple finally got together? Adapt your paid social campaigns in real-time, changing creative on the fly to match what’s happening on the screen.
The messages you use in your paid social campaigns should tie directly into “fan language” and the real-time events happening on screen. “Did Serena really just kiss him? At least you can get her look with Maybelline.” “It’s a touchdown for New York! Now go grab a Bud!”
Of course, you’ve got to set up a real-time “war room” to adapt your campaigns on the fly. You’ll need up to two writers committed to writing about what’s happening now and anticipating what’s coming up. Their main goal? Enlighten and entertain the Twitter audience by giving a fresh perspective in the brand’s voice. A third person can monitor paid placements, reviewing share and click performance so that the writers can optimize for messages that work.
In the week beforehand, tell your audience that you’ll be live-tweeting, and build interest by asking your followers to share their plans around the event. Research the event — be sure you know roughly what’s going to happen, in what order, and with whom. To increase excitement, use a special Twitter icon for the duration of the event, perhaps your brand’s logo combined with the event name or using the signature colors of the event. Tweet fairly often as the event begins, increasing in frequency when the event’s excitement peaks. Be interesting — commit to enlightening or entertaining your audience. When the event is over, send a note of thanks.
The paid social campaign supporting Infiniti’s sponsorship of the Emmys won Infiniti 1,000 retweets for a simple congratulatory tweet for the Best Actor Emmy, largely because Infiniti’s message was seen first by the most people.
Twitter users are some of the most engaged, passionate consumers out there today — sharing content they love and discovering new information based on their self-defined interest graphs. Brands want to insert themselves authentically into this organic, fast-moving conversation, and with a little ingenuity, and the right social ad platform partner, brands can start reaching the right audiences on Twitter to build high-impact recall and affinity.
Jon Elvekrog is CEO of 140 Proof. You can follow him on Twitter at @jonelvekrog.
For more tips on how to use Twitter and social to power up paid campaigns, check out Followers Are Audiences: Targeting the Biggest Audiences on Twitter
May 7, 2012 - 1 year ago
The Starcom team and the 140 Proof team have built up a great partnership, and we’re delighted to see them get much-deserved praise from AdAge in their “10 Standout Shops” list:
It’s been a booming new-business year for Publicis’ Starcom, as the firm continues to embrace the paid, owned and earned trifecta. Contributing to its 14% growth in revenue, the firm won A-B InBev, Burger King, Novartis and a portion of the billion-dollar-in-billings Microsoft account. It also brought in smaller pieces of business such as Universal Parks and Groupon.
We’re looking forward to an exciting 2012, as we work to help Starcom’s customers succeed in the social stream. Cheers!
January 27, 2012 - 1 year ago
At 140 Proof, we’ve been working with Chevrolet on dozens of campaigns. For the 2011 Super Bowl, we were delighted to be part of Chevrolet’s success, and Chevrolet has even bigger ambitions for the 2012 game: mobile games.
Today, Chevrolet announced they’re releasing the Chevy Game Time app for smartphones and tablets, and the app hits Android and iOS app stores this Sunday. Chevy Game Time quizzes football fans about game broadcasts, teams, and in-game commercials for the chance to win one of thousands of prizes (including a free Chevy, of course).
For more info, watch the video on YouTube.
January 19, 2012 - 1 year ago
Ten campaigns of 2011 raised the bar for social stream initiatives, by virtue of their unique adaptation to the social stream, specialized targeting, or creative approach. So study up on the cream of the crop, know what works, and prepare to innovate once again in 2012.
Riding the fan response to an historic event
For New York Yankees star Derek Jeter’s anticipated 3,000th hit, Gillette made a big social push to harvest the fan response. Across Twitter, social apps, and Facebook, Gillette collected well-wishes and congratulations from fans around the world. Thousands of fans participated and passed along the #GilletteJeterCard message, and after Jeter finally connected bat to ball for the 3,000th time, Gillette presented him with a huge greeting card and $50,000 for Jeter’s Turn 2 Foundation.
9. Vitaminwater Color Collection
Crowdsourced design from social stream users
Kickstarter, Etsy, and Threadless all broke out in 2011 by tapping into the hot trend of crowdsourced creative, which connects budding creative directors with eager markets halfway around the globe. Vitaminwater, a young brand pursuing a fashionable market, capitalized on the trend in an innovative way.
Vitaminwater invited young fashion designers from across the country to try for a chance at a jump start to their careers. Fashion designers were invited to submit a t-shirt design for Vitaminwater, for the chance to be sold alongside exclusive T-shirts designed by CFDA designers like Vena Cava and Rag & Bone. 140 Proof helped them reach Fashion Design Students and Shopping Influencers by targeting the followers of accounts like @CathyHorynNYT and @rag_bone.
8. Mercedes-Benz Tweet Rally
A social scavenger hunt
A contest campaign takes advantage of the inherent virality of Twitter and Facebook and accelerates buzz around a brand’s profile. Audience members can tweet a hashtag, retweet a message, or follow the brand to enter to win. It’s a surefire way to gain followers quickly.
Mercedes-Benz hosted their annual Tweet Rally for the 2011 US Open, an all-out push to attract tennis fans and luxury lovers (and showcase the new M Class in the meantime). Anyone who followed @MBUSA in the days leading up to the US Open could win tickets for the best seats at the tournament — delivered by Roger Federer. The Tweet Rally reached 1 million people across the social app ecosystem in the space of less than a week.
7. Sony Pictures Moneyball
A blockbuster movie launch driven by the social stream
Moneyball grossed a staggering $19.5 million its opening weekend and $104 worldwide so far, making it the #3 baseball movie of all time.
To wind up entertainment lovers, Sony Pictures and 140 Proof teamed up to reach Movie Fans, Connected Millennials, and Baseball Fans. Followers and friends of followers of accounts like @TMZ, @MLB, and @jimmyfallon saw the Moneyball message in their favorite social apps during the week-long run-up to the premiere.
6. UFC Personal Trainer Fitness Video Game Launch
Testable targeting and optimization
In 2011, THQ launched UFC Personal Trainer, a fitness game for Ultimate Fighting Championship fans and fitness buffs. Taking a page from Wii Fit, the cross-platform UFC Personal Trainer coaches and conditions aspirational fighters at home.
140 Proof targeted 3 distinct personas with separate sets of creative: Male Fitness Fans, Female Fitness Fans, and UFC Fans by reaching followers of top UFC fighter @UrijahFaber and The Biggest Loser trainer @JillianMichaels. The surprising result? Female fitness fans responded more strongly to the campaign than any other targeted persona.
5. Microsoft Office 365 Launch
Bringing the cloud to the social stream
When Microsoft was ready to unleash its new cloud offering Office 365 on the world, they turned to influencers in the social stream. Microsoft used 140 Proof’s interest graph targeting to reach Small Business Owners and Technology Influencers, who follow accounts like @FedEx and @cdixon.
Cloud computing services is one of the fastest growing segments for 140 Proof, as businesses race to outsource their architecture. 2012 will see bigger initiatives from all players around increasing cloud services adoption.
4. Glee “Sing the USA” by Chevrolet
Leveraging the combined power of Gleeks nationwide
Chevrolet went the extra mile in 2011 with nimble cross-media strategy, and to promote their new Cruze compact car, they went to bat with the fans of prime time TV hit Glee.
To support a TV collaboration that debuted at the Super Bowl, Chevrolet tapped the social stream to find the most fanatical Gleeks, who submitted their own versions of the classic Chevrolet song “See the USA.” 140 Proof helped Chevrolet target TV Fans and Glee Fans by reaching the audiences of accounts like @gleeonfox and @ConanOBrien.
3. Burger King Chicken Tenders
Connecting to busy moms via their smartphones
2011 for Burger King was a momentous year: agency upheavals, new menu launches, and mascot regicide all contributed to a frenetic marketing calendar.
Burger King was re-launching its famous Chicken Tenders, and they needed to reach busy moms — the top US purchaser of crispy, tender, chicken tidbits (averaging 200 tenders and/or nuggets per mom).*
140 Proof helped reach the millions of U.S. Moms and Family Decision Makers on their smartphone by targeting the followers of the 100 best family influencers in social, such as @thepioneerwoman and @Oprah.
2. AMC: The Walking Dead
Biting off a fresh social strategy
The AMC zombie TV series The Walking Dead debuted its second season to critical and fan acclaim in October, ravaging basic cable records and biting off a third season commitment from AMC. TargetCast and 140 Proof partnered to promote the show in the social stream, achieving performance twice the network average.
AMC and its agency of record, TargetCast, sought to target the 18-34 demographic to grow awareness around the season premiere. 140 Proof took the plan a step further, adding interest-based targeting to reach AMC fans, Zombie Thriller Fans, and Halloween Celebrants in the social stream by reaching the fans of accounts like zombie apocalypse blogger @manvszombies, @BreakingBad_AMC, and @DAVID_LYNCH.
1. Victoria’s Secret Gorgeous: Fall TV Continuity
Syncing Fall TV buys with social
Fall premiere week is a highly anticipated time for network TV, and likewise it’s an important time for advertisers. Victoria’s Secret was banking on the fall premieres of popular shows like Glee and Gossip Girl to find young, fashion-loving women to show its new Gorgeous fashion line.
To supplement the huge TV spend, Victoria’s Secret took advantage of social as a second screen and coordinated the social campaign timing with the TV spots, targeting fans of show-related accounts like Glee star @jennaushkowitz and Glee fan club @OMGlee_.
The social stream as second screen strategy delivered over 75,000 fans to Victoria’s Secret to check out the Gorgeous line.
Next: The Top Trends of 2012
2011 was a fantastic year for 140 Proof. We offer congratulations to all of our customers, and to everyone who’s pushing the envelope and innovating in the social stream. Look for most posts to come about the upcoming challenges and opportunities to innovate in 2012.
December 30, 2011 - 1 year ago
AMC Achieves Spine-Tingling Performance for Walking Dead Premiere
Walkers are back. The AMC zombie TV series “The Walking Dead” debuted its second season to critical and fan acclaim in October, ravaging basic cable records and biting off a third season commitment from AMC. TargetCast and 140 Proof partnered to promote the show in the social stream, achieving performance twice the network average.
140 Proof Engages Zombie-Focused Personas
AMC and its agency of record, TargetCast, sought to target the 18-34 demographic to grow awareness around the season premiere. 140 Proof took the plan a step further, adding interest-based targeting to reach AMC fans, zombie fans, and Halloween fanatics in the social stream.
The campaign drove social stream users to watch a 30 second trailer for the premiere, and users on smartphones were treated to a fast, native video experience within their social apps.
“The Walking Dead” Breaks Broadcast Records
The season premiere of “The Walking Dead” drew 7.3 million viewers, breaking a basic cable record for the 18-49 demographic.
140 Proof and TargetCast have teamed up to promote three other winning dramas for AMC: Breaking Bad, The Killing, and the newly-launched Hell on Wheels. Since AMC began investing in original programming in 2006, net ad sales revenue has grown 76% and affiliate revenue has increased 49% (Adweek).
Read more about the social strategy for AMC shows on MediaPost »
December 9, 2011 - 1 year ago