Pinnacle to the People Media Recap 8.14.12

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Pinnacle 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

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  • 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

  • Thank You