Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Riberty-Case-Study-2015

•
•
Jason Kauzlarich
Jason Kauzlarich

Splash Media executed part II of the #Riberty campaign for Tony Roma's World Famous Ribs. They provided bloggers with party boxes containing everything needed for a 4th of July barbecue. Bloggers shared their "unboxing" experiences on social media. After their parties, bloggers posted glowing reviews on their blogs about Tony Roma's ribs and the #Riberty party box. Splash Media then shared this content on Tony Roma's social platforms. The campaign was a success, receiving over 27 million impressions and positive sales data was anticipated.

1 of 8
Download to read offline
casestudy client: Rupari Food Services campaign: #Riberty part II
Given the success of #Riberty in 2014, Splash Media executed part II of the Fourth of July blogger outreach campaign on the Tony Roma’s World Famous Ribs social media platforms. We provided 10 bloggers with a party box containing everything necessary for a Fourth of July barbecue celebration. overview Part II of the #Riberty blogger campaign was designed to provide bloggers with a unique experience with the Tony Roma brand, through a Fourth of July barbecue party. The team set out to promote more than just a product review, by generating an emotional response from bloggers and their audiences. Strong relationships with the 2014 bloggers led to several coming back again in 2015! solution Tony Roma’s World Famous BBQ needed to reach new customers within their target market (women between the ages of 28-40) through a social media outreach during the peak barbecue months (May-August). challenge s p l a s h m e d i a 2 0 1 5p a g e o n e
Using Twitter as the primary mode of outreach, Tony Roma’s World Famous BBQ reached out to bloggers to ask them to participate in part II of the #Riberty campaign. Tony Roma’s already employed an influencer and advocate strategy, so a high percentage of those bloggers agreed to the promotion immediately. Three of the bloggers participated in last year’s campaign and were excited to join the fun again this year! blogger outreach s p l a s h m e d i a 2 0 1 5p a g e t w o the bloggers 7onashoestring.com twitter followers: 30k blog views/month: 460k mycrazysavings.com twitter followers: 3.5k blog views/month: 20k adventuresof8.com twitter followers: 24k blog views/month: 75k rickontherocks.com twitter followers: 19.6k blog views/month: 35k itsfreeatlast.com twitter followers: 79k blog views/month: 166k simplysouthernmom.com twitter followers: 15k blog views/month: 155k mamato5blessings.com twitter followers: 14.4k blog views/month: 181k susansdisneyfamily.com twitter followers: 48k blog views/month: 50k mommyenterprises.com twitter followers: 44.9k blog views/month: 112k sweeptight.com twitter followers: 41k blog views/month: 256k
The Party Box social unboxing The #Riberty party box contained everything you would need to host a successful Fourth of July party. Including $100 in Tony Roma’s Ribs’ coupons. Bloggers were encouraged to share the “unboxing experience” of the party box on their social platforms. Even before the parties kicked off, the response was extremely positive. s p l a s h m e d i a 2 0 1 5p a g e t h r e e
Once the bloggers completed their parties, they posted incredible content to their respective blogs. All the blog posts featured glowing reviews of the Tony Roma’s World Famous BBQ product and the #Riberty Fourth of July party box. http://www.mommyenterprises.com/moms-blog/42863/family-fireworks- tony-romas-ribs-riberty/ http://adventuresof8.com/2015/07/how-to-throw-a-ribs-bbq/ blog content s p l a s h m e d i a 2 0 1 5p a g e f o u r
The blog content was repurposed on the Tony Roma social platforms to continue to supplement the summer content mix, even after the end of the #Riberty campaign. The glowing reviews from bloggers jumped off the page and the stunning images highlighted the delicious ribs and side dishes. blog content s p l a s h m e d i a 2 0 1 5p a g e f i v e
In order to accomplish the goal of reaching the target audience, we needed to leverage the large communities of our bloggers to gain as many impressions as possible. These were some of the most popular tweets featuring #Riberty blogs. social response Potential consumers commented in droves on the #Riberty blogs, and most comments indicated purchase intent of the product. blog and social comments s p l a s h m e d i a 2 0 1 5p a g e s i x
conclusion The second #Riberty campaign was a massive success for Tony Roma’s World Famous BBQ, both in the number of social impressions received and the positive product reviews on the blogs. We are awaiting sales data to determine if there was a year-over-year spike. credits Rob Howe: Director of Strategic Insight Carmen Turner: Account Manager Erica Koehler: Blogger Outreach Manager, Community Manager, Campaign Execution Jason Kauzlarich: Art Director Date: 6/25/15 – 7/18/15 measurements Total Impressions: 27,928,086 • #Riberty – 16,157,486 • @TonyRomaRibs – 11,770,600 CPM: $0.53 Community Growth: Twitter: +108 Engagements: Twitter: 521 s p l a s h m e d i a 2 0 1 5p a g e s e v e n

More Related Content

Riberty-Case-Study-2015

  • 1. casestudy client: Rupari Food Services campaign: #Riberty part II
  • 2. Given the success of #Riberty in 2014, Splash Media executed part II of the Fourth of July blogger outreach campaign on the Tony Roma’s World Famous Ribs social media platforms. We provided 10 bloggers with a party box containing everything necessary for a Fourth of July barbecue celebration. overview Part II of the #Riberty blogger campaign was designed to provide bloggers with a unique experience with the Tony Roma brand, through a Fourth of July barbecue party. The team set out to promote more than just a product review, by generating an emotional response from bloggers and their audiences. Strong relationships with the 2014 bloggers led to several coming back again in 2015! solution Tony Roma’s World Famous BBQ needed to reach new customers within their target market (women between the ages of 28-40) through a social media outreach during the peak barbecue months (May-August). challenge s p l a s h m e d i a 2 0 1 5p a g e o n e
  • 3. Using Twitter as the primary mode of outreach, Tony Roma’s World Famous BBQ reached out to bloggers to ask them to participate in part II of the #Riberty campaign. Tony Roma’s already employed an influencer and advocate strategy, so a high percentage of those bloggers agreed to the promotion immediately. Three of the bloggers participated in last year’s campaign and were excited to join the fun again this year! blogger outreach s p l a s h m e d i a 2 0 1 5p a g e t w o the bloggers 7onashoestring.com twitter followers: 30k blog views/month: 460k mycrazysavings.com twitter followers: 3.5k blog views/month: 20k adventuresof8.com twitter followers: 24k blog views/month: 75k rickontherocks.com twitter followers: 19.6k blog views/month: 35k itsfreeatlast.com twitter followers: 79k blog views/month: 166k simplysouthernmom.com twitter followers: 15k blog views/month: 155k mamato5blessings.com twitter followers: 14.4k blog views/month: 181k susansdisneyfamily.com twitter followers: 48k blog views/month: 50k mommyenterprises.com twitter followers: 44.9k blog views/month: 112k sweeptight.com twitter followers: 41k blog views/month: 256k
  • 4. The Party Box social unboxing The #Riberty party box contained everything you would need to host a successful Fourth of July party. Including $100 in Tony Roma’s Ribs’ coupons. Bloggers were encouraged to share the “unboxing experience” of the party box on their social platforms. Even before the parties kicked off, the response was extremely positive. s p l a s h m e d i a 2 0 1 5p a g e t h r e e
  • 5. Once the bloggers completed their parties, they posted incredible content to their respective blogs. All the blog posts featured glowing reviews of the Tony Roma’s World Famous BBQ product and the #Riberty Fourth of July party box. http://www.mommyenterprises.com/moms-blog/42863/family-fireworks- tony-romas-ribs-riberty/ http://adventuresof8.com/2015/07/how-to-throw-a-ribs-bbq/ blog content s p l a s h m e d i a 2 0 1 5p a g e f o u r
  • 6. The blog content was repurposed on the Tony Roma social platforms to continue to supplement the summer content mix, even after the end of the #Riberty campaign. The glowing reviews from bloggers jumped off the page and the stunning images highlighted the delicious ribs and side dishes. blog content s p l a s h m e d i a 2 0 1 5p a g e f i v e
  • 7. In order to accomplish the goal of reaching the target audience, we needed to leverage the large communities of our bloggers to gain as many impressions as possible. These were some of the most popular tweets featuring #Riberty blogs. social response Potential consumers commented in droves on the #Riberty blogs, and most comments indicated purchase intent of the product. blog and social comments s p l a s h m e d i a 2 0 1 5p a g e s i x
  • 8. conclusion The second #Riberty campaign was a massive success for Tony Roma’s World Famous BBQ, both in the number of social impressions received and the positive product reviews on the blogs. We are awaiting sales data to determine if there was a year-over-year spike. credits Rob Howe: Director of Strategic Insight Carmen Turner: Account Manager Erica Koehler: Blogger Outreach Manager, Community Manager, Campaign Execution Jason Kauzlarich: Art Director Date: 6/25/15 – 7/18/15 measurements Total Impressions: 27,928,086 • #Riberty – 16,157,486 • @TonyRomaRibs – 11,770,600 CPM: $0.53 Community Growth: Twitter: +108 Engagements: Twitter: 521 s p l a s h m e d i a 2 0 1 5p a g e s e v e n