campaign anatomy - butterfinger #whostolebartsbar
DESCRIPTION
An analysis of the posting calendar, top posts and overall impact for a CPG campaign.TRANSCRIPT
Campaign Anatomy: #whostolebartsbarAnalysis of the tactics and content for a snack food
campaign as posted on Facebook
Aug - Nov 2013
About This Report
Campaigns are some of the best indicators of what’s happening in an industry. They demonstrate a brand’s ability to deliver a consistent message across a number of posts, and usually have relatively budgets poured into them.
In our Campaign Anatomy series, we’re dissecting major social campaigns within large consumer-brand industries. Including both high-level benchmark data as well as granular content activity drill downs.
Our goal is to give you a thorough breakout of campaign activity in a few minutes, demonstrating the power of Zuum to help you gain a superior understanding of what’s happening in social media in any industry.
All data presented is for Aug 1 - Nov 30 2013 unless stated otherwise
From info gathered on several articles about the campaign, #whostolebartsbar is a 10-city nationwide “search” for Bart’s missing Butterfinger. Fans who spot The Simpsons-themed van can tweet its location for a chance at FREE coupons, limited edition t-shirts and other prizes, including Homer Simpson snowboards, Bart model Cruzer skateboards, Simpsons Kid Robot figurines and a grand prize sweepstakes trip to Los Angeles.
Campaign Overview
Posting Frequency
Activity is within Aug-Nov range, and only once had more than one public post per day.
Campaign Duration and Posting Level
Campaign Topics
Reviewing top related terms reveals the most frequent topics and general direction of the campaign messaging.
What’s The Campaign About?
Top 5 Posts For Total EngagementEngagement is a total of likes, shares and comments on Facebook
Campaign Engagement
Post response rates for the campaign average just above the brand’s overall average during that period, but well above the industry average.
(Engagement rate is calculated as likes + comments + shares divided by posts + fan count)
Above Average Engagement for Brand and Industry#whostolebartsbar Campaign
Butterfinger Brand
Industry (8 snackfood brands)
Fan Growth
Fan growth appears to increase in sync with periods of high campaign activity.
Daily Posts chart is for #whostolebartsbar campaign posts only.
Campaign Correlates With Fan Growth
Over 100,000 engagements generated; 35% of all Butterfinger brand engagements
100,630 Facebook engagements is a sizeable amounts, especially when compared to brands with much larger fan counts.
Campaign Played Large Role In Butterfinger Calendar
A Social Content Strategy Tool
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