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#SocialPro #12A @earlhwang
CREATING A REAL-TIME MOMENT #STRAIGHTOUTTA
Earl Hwang/Social Media Supervisor/PMG
#SocialPro #12A @earlhwang
§ Not a guru…
§ With PMG for 4 years
§ Focused on marrying data + content strategy
LET ME INTRODUCE MYSELF…
#SocialPro #12A @earlhwang
§ Promote digital content § Microsite Traffic § “Break Into Culture”
THE GOALS
#SocialPro #12A @earlhwang
§ Used platform affinity to drive as much traffic to microsite
§ FB and TW were primary drivers. YT and IG were used for element of discovery.
§ To generate increased adoption, targeted segments based on impressions scale (paid social)
SOCIAL STRATEGY
#SocialPro #12A @earlhwang
BEHIND THE SCENES
Very important things to take into account regarding the success of this campaign…
§ Real world events that happened with the launch of digital content
§ Pickup by large digital content hubs/publishers
#SocialPro #12A @earlhwang
SUCCESS IN SCALE
§ 1B+ impressions § 8M+ memes created § 100K microsite visits
per hour* § 5.5M+ social
engagements *at peak coverage
#SocialPro #12A @earlhwang
§ @kingjames § @Whataburger § @snoopdog § @dwaynewade § @rkelly § @jlo § @questlove § @thefatjewish § @tyrabanks § @shaq
THE POWER OF INFLUENCE § @buzzfeed § @complex § @TheIranDeal § @snickers § @ThierryHenry § @jimmyjohns § @pabst § @chiptole § @slurpee