Earned
Social Listening
Goal: Harness the social equity of their brand to find real-time moments to leverage for brand visibility/engagement.
Details: First we needed some tools. Denny’s had a reputation online as a brand that people actively wanted to engage with. Having gone viral several times before joining the team, I knew we needed a social listening partner to help us get smarter about finding social moments that made sense for this legacy brand. After vetting systems, we moved forward with SproutSocial and began to create streams of conversations for my team of social strategists to dig into. Finding the conversation shown to your left on Twitter, just two weeks before Father’s Day, we knew this was the right fit. We quickly went to work contacting talent, finalizing contracts, and sending a production team down to Miami to film at a premiere location.
Performance:
Able to attribute more than $8m in Father’s Day dine-ins and online orders to the viral sensation
27 million organic impressions, 350k comments, 20k shares
25+ news pick-ups garnering millions of additional impressions
Influencer Activation
Goal: Launch and amplify the visibility of Kohler Experience Center, NYC
Details: Working closely with our Public Relations team in building a launch strategy for the newest Kohler Experience Center, we explored relevant & timely connections to help amplify the news. With the recent release of Martha Stewart’s book “Martha’s Flowers,” and her impressive design-focused network being in the New York City area, we found the perfect fit. I helped work with internal teams to capture content, distribute across key channels and measure the impact of our work.
Performance:
12 million estimated post-event impressions
8 news pick-ups across the NYC region
60+ unique influencer social media posts
Brand Voice
Goal: Create social buzz around the Deadpool 2 release for 20th Century Fox.
Details: After the box office success of Deadpool, 20th Century Fox was eager to maintain momentum for this Anti-Hero franchise. The social team at EP+Co. knew that to make that happen, we needed to take advantage of the unique elements of the sequel. Peter, the short-lived suburban beekeeper, quickly rose to the top of our list. We quickly developed a full characterization, aligned on the best channels for Peter’s voice to come to life and began to write.
I established a posting cadence, identified trends/real-time moments that felt relevant for Peter’s character and worked closely with the client to ensure we could amplify posts when possible utilizing other cast social channels.
Performance:
104k+ Twitter followers
Millions of organics social impressions over 4 month span
12+ news pick-ups across industry and main stream outlets