campaign anatomy - butterfinger #whostolebartsbar
DESCRIPTION
An analysis of the posting calendar, top posts and overall impact for a CPG campaign.TRANSCRIPT
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Campaign Anatomy: #whostolebartsbarAnalysis of the tactics and content for a snack food
campaign as posted on Facebook
Aug - Nov 2013
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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
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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
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Posting Frequency
Activity is within Aug-Nov range, and only once had more than one public post per day.
Campaign Duration and Posting Level
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Campaign Topics
Reviewing top related terms reveals the most frequent topics and general direction of the campaign messaging.
What’s The Campaign About?
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Top 5 Posts For Total EngagementEngagement is a total of likes, shares and comments on Facebook
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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)
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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
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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
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