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Published byHoratio Cooper Modified over 9 years ago
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By: Rodney Green and Jason Dalrymple
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Campaign aired summer 2010 Personal interactions on twitter drive advertising Attempting to… ◦ Change target market ◦ Change brand perception ◦ Increase consumer awarenessawareness
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Target Market ◦ Former demographic women 45+ ◦ New demographic young adults 18-24 Brand Perceptions ◦ Previously known as a “cracker” ◦ Now recognized as a “snack”snack Generating consumer buzz via twitter and other means Slight changes to ingredients
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Month over month increases in revenue and market share for each of the last six months Commercials have gotten around one million views on youtube Company cost savings on market research
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Personal communication channel Buzz Marketing Buzz Marketing
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http://www.nytimes.com/2011/01/05/busin ess/media/05adco.html http://www.nytimes.com/2011/01/05/busin ess/media/05adco.html http://www.nabiscoworld.com/wheatthins/in dex.html http://www.nabiscoworld.com/wheatthins/in dex.html http://www.speakmediablog.com/2011/01/ wheat-thins-perfect-integrates-social.html http://www.speakmediablog.com/2011/01/ wheat-thins-perfect-integrates-social.html http://www.mediapost.com/publications/?fa =Articles.showArticle&art_aid=132547 http://www.mediapost.com/publications/?fa =Articles.showArticle&art_aid=132547
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