1. Expert Content Campaigns:
Blogs & Twitter
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Campaigns that experienced success from launch on
expert content platforms
Jackie Titolo
Pei Wang
Pei Wang
2. Case 1: ‘100 Bloggers Unite Against Breast
Cancer
Cancer’ Campaign
Goal: Promote 10th anniversary of Pink Pony Foundation in 2010
Action Taken: Formed coalition of top 100 women’s lifestyle blogs to run
campaign on their sites
Why it worked:
*United trendy with worthwhile social cause
*Creative bloggers brought individuality to coverage
*Selected blogs had high readership & strong presence on multiple platforms
Results:
*Mainstream press coverage
*Online auction
3. Best Type of Content
• Blogs:
– Internal links, sidebars, calls to action increase traffic
– Very visual, keep text short but creative
– Establish strong personality
– Interact to build relationships/community
– Posts to go live early in day
• Twitter:
– Answers a question before followers/customer ask it
– Immediate info real time (late afternoon is best)
– Grabs attention in few works
– Off
Offers “exclusive” information from a “human” voice
“ l i ”i f ti f “h ” i
– “Statement” content will be re-tweeted over “life” updates
– Retweets, Hashtags, and Mentions
• In common:
– Consistency in posting/interaction
– Strong voice
– Links to video
4. Case 2: Jeep Twitter Campaigns
#jeeppuzzle
Results:
Increase new followers on twitter
Creating a highly engaging and involving, participatory
brand experience
The brand was mentioned on millions of blogs.
The promotion videos were among the most viewed
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videos
5. Case 2: Jeep Twitter Campaigns
Action Taken:
Asking questions like – “What’s the best place your Jeep
has taken you?”
Advertises Jeep’s celebration events and Jeep’s
commercials
Promotes pictures of the day, tailgates that the
company holds
Respond to fans, customers and potential customers
fans c stomers c stomers
promptly and with useful tips
