The Digital Opportunity for
Food and Drinks Brands
Digital is where our target audience is
Mr. tayto Facebook page is the No. 1 FMCG brand on Facebook in Ireland
Young Adults
Objectives of Mr. Tayto Social
Create Relevance with Core Target 20-25 yr olds
Drive Engagement
Increase Social Mentions
Drive Positive Sentiment towards Mr. Tayto
Build a Database of core audience
Grow core Fanbase
…..while not alienating others
Who are we targeting ?
What do we want to say to them ?
How will we reach them ?
SOCIAL PLATFORMS FOR MR TAYTO
Broad Reach
Always on, Central Hubs
Real Time, Capturing
Moments
used
Niche Platforms to be used
on a tactical Campaign
Campaign by
by
campaign basis
NEED TO PRIORITISE WHAT PLATFORMS WE USE, WHY AND WHEN
1. Highlight OTL
Campaign
Bring
#MoreThanJustACrisp to
Life
•
•
Lead Platform
Facebook
Support through
Twitter
2. #TaytoPopUp
3. Ibiza Competition
Excitement and Awareness
of #TaytoPoPUp
Promote Ibiza on pack
Competition
•
•
•
Lead Platforms Twitter
& Snapchat
Support through FBk
and Instagram
•
Lead Platform Twitter
& Facebook
Support through
Instagram & Snapchat
3. Sustain Content
Content to keep top of
mind when not in
campaign
• Lead Platform Twitter
& Facebook
• Support through
Instagram & Snapchat
#MORETHANJUSTACRISP
• Used Facebook Video Posts to
create awareness of new TVC
• Created online social campaign
called #TalktoTayto to bring it to life
digitally
SOCIAL LISTENING OVERVIEW
793 Mentions
#MoreThanJustACrisp
Pulsar social Listening Tool -
227 mentions From
Tayto
535 From Target
1,064,466 Social
Impressions Delivered
#MORETHANJUSTACRISP ACTIVATIONS
FACEBOOK 7% Engagement Rate
TWITTER 9% Engagement Rate
#MORETHANJUSTACRISP SUPPORTED ON TWITTER FOR EVENTS
HAPPENING IN REALTIME – JOINING THE ZEITGEIST WHERE RELEVANT
#MORETHANJUSTACRISP - REACH
300,000
250,000
200,000
150,000
• Highest Reach on Feb 25th,
TV ad, #Talktotayto + #Popup
Seeding, 271,647 social Imps
100,000
50,000
• Steady reach, approx 25K/day
0
• Up-weight on 19th March,
Ibiza competition
Pulsar social Listening tool *Data does not include results on Facebook as user posts are private
TOP INFLUENCERS AND THEIR REACH
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
17
Pulsar
#TAYTOPOPUP
• Use of Realtime Social
Platforms to excite and
engage.
• Use Facebook For Scale
and pushing out video
content
18
VIDEO POSTS ON FACEBOOK
Video
Reach
Impressions
Total Engagement
Video Views
Comment
Likes
Shares
Time Lapse Pop Up Shop Video
44672
92674
2936
12800
76
298
43
Pop Up Shop Video
38576
82005
2957
13414
50
269
40
SOCIAL LISTENING
OVERVIEW
146 mentions From
440 Mentions
20
Tayto
294 From Target
1,262,302 Social
Impressions Delivered
#TAYTOPOPUP AND SNAPCHAT
• To push hype around the opening of the
#TaytoPopUp we used Facebook and
Twitter to push our followers to
MrTaytoSnaps.
• Only one call out post was pushed out on
Twitter and FB yet we were inundated with
Snapchats from our followers.
21
SNAPCHAT STORIES
Each story received between 2200 and 2600 story views
https://vimeo.com/124336668
22
USE OF TWITTER TO TALK AND ENGAGE WITH INFLUENCERS
23
TOP REACHING CONTENT
Evoke competition – RT 221 Times
24
Pulsar
Tayto Pop Up now open until Paddys day
INFLUENCERS OF #TAYTOPOPUP
450,000
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
25
Pulsar
INSTAGRAM – 49 MENTIONS OVER CAMPAIGN PERIOD
26
Pulsar
TAYTO IBIZA COMPETITION
• Facebook and Twitter for scale
• Built hype on Snapchat to
show how the competition
worked.
• Promoted through Instagram
• 1.5% Engagement Rate
27
DISPLAY TO DRIVE AWARENESS OF #MORETHANJUSTACRISPCAMPAIGN
FULL EXPLOITATION OF SOCIAL
PLATFORMS
RESULTS AND LEARNINGS OF PLANNED ACTIVATION
• Digital generated 7.5M impressions, and
over 1,200 social conversations
• Facebook for generating campaign awareness – video worked best
• Instagram highly popular organic platform – good for influencers
• Snapchat MrTaytoSnaps proved to be extremely popular with younger target.
• Twitter had highest engagement around realtime events
SUSTAIN CONTENT – ON TWITTER
17% ENGAGEMENT RATE
Media
First
Depending on the image the
follower clicked they were
presented with one of these
answers.
31
SUSTAIN CONTENT – ON TWITTER
Seth Meyers Show – USA - 3.4 Million viewers
The Late Late Show – 500K viewers
RESULTS AND LEARNINGS OF REACTIVE ACTIVATION
Facebook
• 6.5million impressions through public pages
• Featured on: 98FM, Ireland AM, VIP, Daily Mirror, Daily Edge, Journal.ie
• 90k views on Daily Edge (4 different articles written)
• 1 million (estimate) through private pages
Twitter
• 1.5 million impressions overall (Nov 3rd-8th)
• 792,700 impressions: ‘Open Letter to the people of Ireland’
• #Tayto & Tayto’s trended Ireland-wide
Traditional media still has a role to play
In-housing of tech savvy social media management
Own & Control Content on Free platforms