Pinnacle to the People Media Recap 8.14.12
Post on 03-Jan-2016
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DESCRIPTIONPinnacle to the People Media Recap 8.14.12. Pinnacle to the People Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF. Media Objectives - Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/ Petco markets - PowerPoint PPT Presentation
Pinnacle to the People Media Recap8.14.12
Pinnacle to the PeoplePetco Markets: Portland | Seattle | San Diego | Austin | LA | SFMedia Objectives - Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/Petco markets - Drive foot traffic to the Pinnacle to the People events - Help to develop and increase social presence (likes/followers)
Media Plan OverviewPetco Markets: Portland | Seattle | San Diego | Austin | LA | SFRadio Paid SocialApp DownloadPaid Search
Radio Petco Markets: Portland | Seattle | San Diego | Austin | LA | SFSpots and live reads drove traffic to selected Petco locations, increasing store traffic and driving awareness of Pinnacle. Remotes were negotiated as well (valued at $25,000 in value add media), where samples and coupons were given away to visitors.
Radio Cont. Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF
As the manager of Petco, I am very excited to have Pinnacle street team here today. Pinnacle is a brand I use and respect. Austin Petco Manager
We love the samples and so does our dog! Thanks for sharing. We cant wait to use these coupons! Petco Customer
Facebook Paid MediaPaid Facebook ads helped increase fan base from 759 to 2,845 through 8/13 an increase of 274%!
Impressions: 17,842,540Clicks: 5,307Paid Fans Acquired: 1,879CTR: 0.03%
Promoted Twitter CampaignGeo-targeted Twitter promotion helped increase followers from 70 to 726, an increase of 937%!
Strategy was to build up followers prior to tweeting in each market about the tour
Promoted Twitter CampaignExamples of Promoted Tweets
Paid media helped to drive followers, engagement, and scale to reach users that had never previously heard of Pinnacle or the Food Truck Tour.
Paid SearchPaid Search terms drove traffic to the Facebook tab and drove awareness of dog food and tour
Impressions: 453,164Clicks: 645CTR: 0.14%
Ad GroupsIncluded Dog Food, Dog Parks, and Branded Terms (Pinnacle Dog Food)
Top Terms*: Dogs Portland, Los Angeles Dogs, Dogs Seattle, Bay Area Dogs, Pet Food, Dog Food
Example Copy: Find Your Dogs PinnacleFollow the Pinnacle gourmet food truck as it tours through Seattle.
*Based on Click Volume
Promoted App DownloadsApp download promotion through paid mobile banner media, using a cost-per-download model.
Campaign is still in progress*, with 668 downloads through 8/12.
Impressions: 551,465Clicks: 2,855Downloads: 359 (Guaranteed 1,500+)
*Note: due to tracking issues, downloads were not being recorded until 8/8