We aimed to achieve the following objectives through [ yellow tail ]'s "Tastes Like Happy" campaign: 1) Create a year-round sustainable consumer-led brand story platform (& ween us off of our unsustainable Super Bowl spend; 2) Ignite an ownable point of difference (POD) for the brand; 3) Achieve breakthrough awareness of our new purpose- “to bring happiness to everyone’s table” and embed our new tagline “Tastes Like Happy," while increasing ROI.
Socialtyze collaborated with the [ yellow tail ]'s brand team, the brand’s PR team, creative agency BAM, and promotional agencies to develop and support a full 360-degree marketing campaign to develop and unlock the “Tastes Like Happy” platform.
This campaign comprised digital media, paid social, PR and influencer marketing, complementing sampling, radio promotions, in-store activation, and internal/external sales drives and incentives.
Our Big Idea was to invite consumers into the brand and share what “Tastes Like Happy” means to them. The top two entries would be placed in [yellow tail ]'s actual Super Bowl ad (airing during the Big Game). We, Socialtyze, built and designed the microsite (tasteslikehappy.com) to house contest submissions and leveraged our Qu Technology Platform to attract, identify, activate and measure stories of happiness. The Tastes Like Happy microsite also had a Content Management system that exercised brand safety by allowing us to review content before posting to the website and asked permission from consumers before using any of their posts within [ yellow tail ] ads, all critical in the alcohol beverage space.
The level and depth of collaboration, as inspired by a big idea to break through the clutter of Super Bowl, and establish a position well prior to the airing (the contest kicked off in October), led to the tightest and positively evolving activation. We created a purpose-driven campaign which in turn landed a sustainable platform.
Beyond the 98.2 million people that saw the accompanying Super Bowl commercial featuring our two sweepstakes winners, the campaign generated over 0ne Billion total high-quality PR impressions driven by the innovative UGC component. Top press mentions included, TODAY, Forbes, Yahoo News, USA Today, Adweek, and many more to-date. The positive sentiment broke through at 95%, purchase intent, 2x prior campaigns and overall, generated 3x impressions compared to when [yellow tail] first placed an ad in Super Bowl 3 years ago.
Results:
The “Tastes Like Happy” platform is now firmly established and is the North Star for all brand activations and innovation. We have leveraged this as a year-round program, exceeding our goals.
PS: Adrien Colón, the winner, is now an advocate and ambassador for our brand and recently spoke at a conference for us about the power of UGC and meaningful consumer interaction.
