Objectives

All across this great land, people are diving face-first into cheesy, saucy, double bacon-y, delectably deep-fried dishes – foods so good they're worth getting a little heartburn for. And that's because everybody knows they can get rid of that heartburn in seconds with the real, fast relief of TUMS.

We in the TUMS social media biz have a term for this really, really good food: #TUMSworthy. And the harsh truth is, not every food makes the cut. It takes an expert eye to separate the "Mmm" from the "Meh."

So we sent our resident Meatball and Taco out on the road this summer to food festivals from Naperville to Reno to hobnob with fans and tally up all the #TUMSworthy food they could find. They had a van, a half-baked plan, and thousands of miles ahead of them. What could go wrong?

We knew quickest way to anyone's heartburn (and heart) was through their stomach, with TUMS fast-acting, heartburn-stopping power. And that fit right into our overall objective of developing a closer, emotional-connection between the brand and the consumer. With the #TUMSworthy tour, we did just that, launching a new socially driven campaign to drive a closer connection—forged over the love of food—between the brand and its consumers.

Our communications objectives were targeted reach, video views, and engagement across our social channels. Our social output (videos, photos, social posts, Tumblr launch) was designed to achieve them all.

Strategy and Execution

Our strategy was to elevate the brand by associating it with the kind of irresistable food you just can't get enough of. The kind that's so good you don't mind getting a little heartburn and popping a couple TUMS.

While the tour was framed around summer food fests, #TUMSworthy is not inherently seasonal, which will allow us to extend the campaign for the rest of 2015.

Our client also asked us to create something that complemented their existing partnership with the Great American Cookout. Knowing we would already have a TUMS on-site presence at a number of the biggest food fests this summer, we were able to make the partnership feel even bigger by owning the conversation at the events and generating content to share online, so we could own that space as well.

We also developed a digital strategy to leverage the hashtag #TUMSworthy and incorporate it into everything we did.

• The campaign kicked off with an online video short featuring Taco and Meatball introducing the idea of their TUMSworthy tour and heading out on the road in their van. The characters were played by actors wearing full life-size replicas of the costumes featured in TUMS' TV creative.
• Our live constumed characters attended three stops of the Great American Cookout. At each event, Taco and Meatball would search for #TUMSworthy food, interview chefs, grillmasters, and eaters, ride mechanical bulls, dance onstage, and, in general, be the life of the party.
• After each event, we created four to six 20- to 40-second videos, sharing them in social to recap that leg of the tour.
  • Each video captured different events, including fan interactions, tips from chefs, and what festival attendees would eat if they only had two TUMS left.
• Additionally, we created still images and GIFs from each event to be shared in social. We tailored these to what plays best on Tumblr.
• In between stops on the tour, we posted updates from Reuben and Chicken back at home to continue the storyline of Taco and Meatball out on the tour.
• All of the #TUMSworthy content was aggregated and posted on the new Tumblr we developed, which serves a landing page for the entire tour.

We built a Tumblr to serve as a landing page for all of the #TUMSworthy content, making sure to use the #TUMSworthy tag for each post. Content posted to the tumblr included:

• We built a Tumblr to serve as a landing page for all of the #TUMSworthy content, making sure to use the #TUMSworthy tag for each post. Content post to the Tumblr included:
  • Social posts
  • GIFs
  • Videos
  • Photos
• All #TUMSworthy content went out on Facebook and Twitter was supported with paid media.
• All video content included links driving our social properties and prominently featured the #TUMSworthy hashtag.
• All of our tweets incorporated the hashtag #TUMSworthy

Results

• The #TUMSworthy Tour campaign has received 30M impressions and 1.7M engagements.
• We have published 11 #TUMSworthy tour videos, which have resulted in 5.7 views on Facebook and 1.7M views on Twitter. Our eight custom image posts have received 5.8M impressions on Facebook and 4.2M impressions on Twitter.
• The #TUMSworthy tour intro video has garnered over 1.3MM views, and an engagement rate of 35% on Facebook.
• The August Twitter engagement rate— supported with #TUMSWorthy content—was 13.6%, significantly exceeding the industry average of 1.15%.
• From July (when the campaign launched) to August (when the campaign was in full swing) reach on Facebook and Twitter went up by over 20M.
• Comments have increased by 400% on our Facebook page.
• Clicks on Twitter have gone up by over one million from July to August.

Media