Purpose
Frank's RedHot, a leading hot sauce brand known mostly in the Northeast and Midwest, lacked the nationwide awareness it needed to gain an edge on its competition. The brand's popular broadcast ad slogan "I Put That $#!t on Everything," needed a fresh update for its cult following of passionate fans and the social and digital media they engage with.
The brand's most avid fans and advocates were prolific content creators, and Frank's RedHot knew they needed to harness these advocates to help the brand gain more national attention and online word-of-mouth. The hashtag #IPTSOE — a simple acronym for "I Put That $#!t on Everything — was created to match the brand's cool and irreverent voice; it became the rallying cry and unifying purpose of online engagement with the brand's fans and the focal point of its digital campaign.
Objectives
Drive nationwide brand awareness online
Engage the brand's passionate fans in social to generate shareable unique content
Amplify campaign effort and gain nationwide awareness by using influential social publishers
Strategy
To go from tagline to hashtag with a simple acronym: #IPTSOE. We would seek to make #IPTSOE part of the Internet lexicon and amplify brand awareness beyond its passionate fan base.
Outcome
We generated more than 20 million earned impressions and a total of 50 million impressions, 600% more than the client target goal. Our influencers generated more than 9.2 million Vine loops, and drove more than 123,000 user engagements on Instagram and Vine.
| We mobilized our fanatic advocates Created a special campaign hub where fans could take part in a photo contest. Their participation was incentivized by a chance to win prizes (including a Frank's RedHot truck, motorcycle and ATV). Fans entered the contest by sharing their unique user-generated content (UGC)/photos using the #IPTSOE hashtag. We engaged with compelling social content Launched the brand's Twitter and Instagram presences and developed bold and irreverent social content showing what #IPTSOE stands for and highlighting remarkable user-generated content. Social content was optimized throughout the campaign based on real-time reporting and insights. We amplified the campaign with irreverent content creators on Vine and Instagram Identified and engaged popular content creators with large followings on Vine and Instagram whose funny and irreverent content would spark engagement from their audience, thereby increasing Frank's nationwide awareness. We supported the campaign with paid media Reinforced the campaign on Facebook and Twitter with efficient and targeted paid media to help amplify the hashtag and encourage contest entry.
We generated more than 20 million earned impressions and a total of 50 million impressions, 600% more than the client target goal. Our content far exceeded our engagement goals, with some of the content garnering engagement rates of more than 20 percent. 6,567 uses of the #IPTSOE hashtag, generating 12 million social impressions More than 3,127 pieces of user-generated content (official entries) were created The campaign hub drew more than 57,000 unique visitors Secured 6 Vine and Instagram influencers as new brand advocates; all shared content using #IPTSOE Our influencers generated more than 9.2 million Vine loops, and drove more than 123,000 user engagements on Instagram and Vine Frank's RedHot fanatics were united by a six letter hashtag and the love for putting that $#!t on everything. |
