To show fans that SKIPPY peanut butter is the funnest (yes we said funnest) peanut butter around and aim to get them to shout YIPPEE every time they think of SKIPPY.
SKIPPY Peanut Butter's newest campaign – SKIPPY YIPPEE – aimed to show fans that SKIPPY is the funnest peanut butter around. What goes in the funnest peanut butter? Well only the funnest nuts. Thus a star was born - @TheFunNut twitter handle.
Why Twitter?As we evaluated the best social channels for the campaign, we knew we wanted to reach more millennials and influencers—casting a wider net than we previously had through social media. Bearing in mind Facebook's frequent algorithm changes, we decided to add a new channel that could cultivate a specific brand persona for consumers to engage with directly.
@TheFunNut saw that social channels are already filled with super-enthused people already using #YIPPEE to express their delight – and that's cause for celebration. We cranked up the volume for fans and friends using #YIPPEE through social listening by rewarding those who use it. After all, SKIPPY has been fuelling the fun for years and the time had come to turn it up. That's why YIPPEE takes it to eleven.
In one month, @TheFunNut went from 0 to 12,000+ followers. @TheFunNut garnered over 2,000 engagements! @TheFunNut engaged with more than 700 fans directly and dominated share of voice in the peanut butter category by 95%.
We asked @TheFunNut to share with you why it deserves to win. This is what it said. *Warning: excessive use of exclamation points ahead. Don't say we didn't warn you.*
"Hello world! The Fun Nut is here. What are your other two wishes?" That's the first tweet I EVER sent. I was so excited to bust out the fun as fast as I could!
In late September, one of the best times of year – colorful leaves, hot chocolate, football – YIPPEE! Ok, ok, I digress. In late September, the SKIPPY brand launched a new campaign and asked me to help spread YIPPEE to peanut butter lovers everywhere. We wanted to share the YIPPEE across all channels by letting our fans know that SKIPPY is so delicious and fun it makes you say YIPPEE!
OK enough about the technical stuff, now let's get into the FUN FUN FUN! With the SKIPPY YIPPEE campaign I'm here to reinvigorate the FUN in its iconic brand and brining even more fun directly to the Twitter community!
OMG – new game when reading this entry – every time I write FUN you eat a spoonful of SKIPPY peanut butter!
And here's the best part – to facilitate the fun, Zócalo and Skippy PB introduced @TheFunNut on Twitter (aka ME!!!!). My enthusiasm and playful attitude quickly attracted a dedicated following who loved conversing with my (hilarious) corny jokes, playful observations and all-out awesomeness.
My unreal team at Zócalo Group conducted deep social listening to find tweeters that embodied my optimistic personality—followers and non-followers who were extremely excited, then we took that emotion (drum roll) to 11with out-of-this-world surprises!!
So when a fan tweeted that her husband was bonkers about Kansas City making the World Series, I had the best job ever – I responded with joy and sent her tickets to a game. Can you believe that? I got to send huge Royals' fans to game six of the WORLD SERIES!!!
I didn't stop there! During the three-week activation, I jumped in on real-time conversations to give away everything from a lawn mower to 100 jars of SKIPPY.
In just one month, I made more than 12,000 friends on Twitter, had 884 replies to me,500 retweets and 718 people marked me as their favourite!
So there you have it! I'm up for anything. What you like, I LOVE. Oh and make sure you follow me on Twitter as I may surprise you too!!
