‘The Power Inside’ is the third social film in a series created by Pereria & O’Dell for Toshiba and Intel. The series, which launched in 2011 with the film ‘Inside’, has been proclaimed as ‘groundbreaking’ by Fast Company and won multiple awards.
This third installment launched August 15, 2013 with a six episode web series featuring a strong ensemble cast including Harvey Keitel. The campaign was aimed at tech-savvy Millennials and was hoping to promote Toshiba laptops that housed the Intel Core 15 Processor. Campaign assets included six ten minute webisodes featured on a sleek website, an active Facebook page, a Twitter feed and a YouTube channel. (more…)
In January 2011, international lifestyle brand Paul Frank hired Lisa Peyton and Bonfire to manage its community and bolster its U.S. fan base. Through strategic content development and partnerships with compatible brands, Bonfire increased Facebook fans by 42% and Twitter followers almost 23,000%.
This growth placed Paul Frank in a position more reflective of its international popularity. The U.S. base continues to expand, and the Facebook page is well on its way to 1 million fans. 15 months later, Bonfire continues to manage the diverse community.
Company: Paul Frank
Social Media Team: Danielle Hoole, Lisa Peyton
Campaign Length: One year, January 2011-December 2011
Paul Frank began in a California garage in the 1990s, where wallets adorned with a monkey named Julius were sewn made from Naugahyde, a vinyl that is more commonly associated with mid-century automobile seats. Almost instantly the brand gained a committed fan base. SoCal surfers and skaters latched on to Julius, purchasing Paul Frank gear and blazoning Julius’s face across their boards and backpacks. Popularity surged, and the fan base diversified. By 2010 it included hipsters, techies, extreme sports fanatics, and a burgeoning number of international loyalists. Moms and teenagers alike banded behind the brand. Within a decade, Paul Frank had grown from a backyard business into an internationally recognized company.
The Paul Frank marketing department wanted to appeal to a varied client base while highlighting the true identity and spirit of the brand. The company wanted to appeal to a new demographic fan base while retaining the first fans it was founded upon. In 2011, Paul Frank hired Bonfire to build and strengthen its brand through social media. Bonfire set out to increase both fans and fan engagement through appealing content and organic means.
Paul Frank Facebook Post
Though Paul Frank had an existing Facebook page, its numbers didn’t reflect the company’s popularity, and it wasn’t consistent in efforts to engage its audience. Bonfire immediately developed a trial and error strategy to determine what content resonated with the page’s wide range of fans. The popularity of each post was measured. After tweaking even minute details, analyzing the effect, and testing again, Bonfire eventually amassed a strong collection of posts that would engage and appeal to everyone. “Who is Julius” caricatures of celebrities attracted American fans, while “Where is Julius” images of global landmarks expressed gratitude to international followers. Intermixed in all of this were puzzles and games that reflected the light-hearted, comedic spirit of Paul Frank.
Additionally, Bonfire used Facebook to partner with other marketing endeavors. From promoting stops along the Paul Frank Academy of Awesome Tour to creating numerous contests giveaways, the content of the Paul Frank page rewarded its fans with prizes and real time updates. Fan engagement began to increase exponentially, and more people began to express their love of Paul Frank through its page.
Paul Frank Contest
Bonfire decided to employ the Paul Frank Twitter handle as a tool primarily to connect more closely with fans. By following people who mentioned the brand and responding to their compliments, questions, and concerns, the handle became a personable face of the company. Strategic tagging of celebrities led to prominent retweets, amassing even more followers and building a stronger community. Through Twitter, Paul Frank could wish followers happy birthday, retweet photos of fans in their gear, and send short uplifting messages—all of which served as expressions of gratitude for its faithful fans.
Paul Frank Twitter Photos
Paul Frank Facebook Ad
In addition to the organic growth of the page, Bonfire regularly implemented ad campaigns specifically targeted to help grow the United States fan base. With clear imagery and a call to action, these ads targeted fans of brands, likes, interests, and celebrities that the Paul Frank fan base would identify with. Using a variety of advertising campaigns and a relatively low advertising spend, Bonfire grew the overall fan base.
After twelve months, Paul Frank had reached millions of people through social media. With tested content and a consistent message that appealed to all demographics, Bonfire helped strengthen the Paul Frank brand without compromising its original identity. Primarily through Recommended pages, Facebook fans increased over 42%, and Twitter followers grew 22,966%.
Brand: Power Rangers Samurai Social Media Marketing Team: Rob Hughes, Lisa Peyton, Ryan Lewis, William Crane, Mitch Daugherty Campaign Length: 3 months Results: Facebook ‘likes’ increased by 200,000 and Facebook interactions grew to almost 2,000 per day! Social Media Award Finalist: SoMe’s 2011
The Goal – Saving the world from TOTAL DESTRUCTION
Saban Brands needed to create buzz and excitement surrounding the premiere of the new Power Rangers series airing in February. They had created a website and Facebook page but were unsure of how to get traction within the already thriving Power Rangers fan community online. With dozens of Facebook pages already dedicated to the Power Rangers, Saban needed to ensure their page was the leading source for information and fan interaction. Bonfire’s task was to grow the Facebook community as quickly as possible before the launch of the new series, February 7th 2011. Let the battle begin!
To combat fan boredom and apathy and save the world from total destruction!
3 months prior to launch of Samurai series Feb 07, 2011
Fan Growth: Gathering the troops
Our first objective was to create a platform for fans to share their love for the Power Rangers brand. We wanted to feature the fans and make the Facebook page about THEIR interpretation of the brand. We created a Fan Art Contest and allowed the community to vote on the artwork that would be highlighted as our Facebook page profile image. We also created a Mighty Members collectors album featuring fan photos of all their cool Power Rangers collectibles. Within our 3 month campaign we quickly collected 600 images from our collectors.
Increase Facebook interactions by featuring fan content
Facebook fan art contest
Mighty Members collectors photo albums
Mighty Members Collectors Album
We quickly learned that the fans knew more about all the seasons of Power Rangers than we did. We wanted to make sure to challenge the die-hard fans and solicited tough trivia questions from the community. Regularly updating the page with fan-created trivia improved Facebook interactions dramatically. The winners were listed in the Power Rangers ‘Wall of Fame’ as being some of our SUPER fans.
Fan Advocacy: Arming the troops
Once our numbers began to grow, we wanted to arm fans with easy to share assets allowing them to be ‘brand advocates’.
Arm our troops with tools to help them become brand advocates
“Show Your Colors” Campaign
“Samurai Yourself” Profile Photo Creator
“Which Ranger are you?” Quiz
‘Show your colors’
We used Facebook to recruit and support our current brand advocates. By creating 5 unique profile images and sharing with Power Rangers fans on Facebook, we gave the community the power to ‘show their colors’. Facebook fans quickly updated their profile pics with the image of their favorite ranger.
And for those that wanted to take it one step further, the ‘Samurizer’ was created. An interactive feature of the Power Rangers website, fans could take a photo of themselves and quickly become whichever ranger they chose. The application made if easy to save the customized photo and to share on Facebook.
‘Which Ranger are You?’ Quiz
Knowing that our fans typically identify with one of the Rangers, we created a quiz that would help them learn more about the new Samurai Rangers. The quiz shared fan results on Facebook and promoted the new series premier.
Community Facebook Quotes: Fans speak out!
I don’t know if this can be classified as ‘Power Rangers swag’ or not, but its not everyday you get re-tweeted by the Power Rangers, and I am quite proud of this accomplishment. Go Go Samurai!
People comment on this page 24/7. ITS AWESOME
– Delaney Cummings
I would simply like to applaud the people in charge of this page for their hard work, fast news, well-kept site, and lack of bs that other pages seem to be burdened with.
– Todd Olsen
The Press – Power Rangers Tops Allfacebook.com’s Most Explosive Facebook Pages List
During the height of our campaign, the Power Rangers Facebook page was featured as one of allfacebook.com’s ‘Most Explosive’ Facebook pages alongside Microsoft, ‘The Bachelor’ and Adidas. The international list offers up the top ten pages that have seen ‘tremendous weekly growth totals’.
The new series was publicized in several other major news outlets:
The economic recession hit Portland small business owners hard in late summer and early autumn of 2008. Those offering “luxury” products or services were in an especially precarious position. West Café, a small upscale neighborhood restaurant, was particularly vulnerable to the economic downturn because it had only been open a few years and is located near Portland State University, where many neighborhood residents are more price-sensitive than elsewhere.
Owners Doug Smith and Sean Concannon (chef) knew their restaurant wouldn’t survive the winter if they didn’t do something significant to drive business. Even popular restaurants in higher traffic areas of Portland were closing or making deep cut-backs in hours and staff.
They had tried traditional advertising in the past – with mixed to mostly poor results – so they were ready to try something new with Internet marketing. However, a quick look at their web site and traffic stats made it astonishingly clear that their site was doing very little for them. The one page, flash-based site was only listed in search engine results for their brand. Analytics data showed they were lucky to get 5-10 visitors to the site per day, most arriving from a direct search of their web site domain – which implied these visitors were probably previous customers just looking for hours of operation or a phone number.
Additionally, West Café had been hosting live jazz twice a month on Saturdays and really wanted to expand to every Saturday for consistency, but the numbers just weren’t there to support it.
Given a limited budget and time constraints, rebuilding the West Café web site was out of the question. Instead, social media addict (and West Café customer) Lisa Peyton decided to harness the power of social media to build buzz and drive business.
Creation of the West Café Blog
TheWest Cafe Blog was built using WordPress, which allowed for search engine optimization and easy content management. It was designed to match West Café’s branding, which was already established inside the restaurant and on its web site.
The West Cafe blog included daily drink specials and creative promotions.
The blog includes categories to support West Café’s offerings, help draw in customers, and provide a platform for keyword-rich copy. Regular columns include a weekly fresh sheet posted by the West Cafe pastry chef, special event announcements, a monthly jazz calendar and daily drink specials.
Getting the word out via Twitter
The blog was getting indexed by search engines and the site began picking up traffic very quickly. But that alone wouldn’t be enough to drive the kind of business West Café needed to be successful during an economic downturn.
Enter Twitter. Portland is regularly listed among the top five U.S. cities using Twitter, so it was an ideal platform for getting the word out about West Café. Moreover, Portland is a walkable city with a vibrant downtown where most Web 2.0-related events take place, making West Café a viable destination – and desirable since it offers fast, free Wi-Fi.
The West Cafe Twitter campaign included a daily drink special, upcoming
events and requests for feedback from frequent diners.
Peyton used the twitter ID @WestCafePDX to drive traffic to the blog by offering the city’s first-ever Twitter restaurant coupon!
The link to the above coupon was posted on Twitter and helped to motivate the
Portland Twitter community to visit West Café.
She also targeted (and interacted with) key Portland tweeters, reached out to jazz fans, and created word-of-mouth buzz about the restaurant. In fact, many people who began following @WestCafePDX commented that they didn’t even know the restaurant existed before they were followed on Twitter!
Creative promotions across multiple social media platforms
Once the blog was up and running, it was time to get creative. In September, the presidential election was in full swing and dire economic predictions led the news. Peyton decided to use this news to their advantage. She proposed a tongue-in-cheek marketing blitz that drove unprecedented web traffic to West Café – and lots of happy drinkers and diners – through its doors.
The portion of the Five-Point Plan that drove the most web traffic was the Dow Drink Deal. Every single weekday, Sean Concannon created a drink special based upon how many points the Dow went up or down. Peyton wrote a short blog post about the drink of the day, optimized it for Portland Happy Hour searches, and then Tweeted about it that afternoon to alert potential customers.
Within just a few weeks, West Café was ranking within the first 15 Google search results for Portland Happy Hour! And, of course, many Portlanders got to try fun cocktails, great beer and fine wines at a discount.
The Twitter campaign drove daily traffic to drink specials,
which brought foot traffic into the restaurant.
The blog and Twitter account were also used to highlight live jazz events (which were expanded to every Saturday when the social media marketing campaign started). West Café was able to rank within the first 10 Google search results for Portland Jazz Bar. This has made it possible for the restaurant to sustain live jazz every Saturday night and build a regular following.
Stellar Traffic Stats
Web site traffic increased 500% from September to March
Page views increased 300% from September to March
Time on site increased by 25%
Traffic from search engines increased from 42% to 70%
The number of pages indexed in the search engines increased from 27 to over 100.
Initially, West Cafe web pages were only showing in search for their branded terms.
The campaign received visibility in Google, MSN and Yahoo for over 30 targeted, non-branded keywords.
The campaign achieved rankings within the top 10 search results in Google for these key terms: Portland’s best dessert, Portland Jazz Club, Portland Jazz Bars, Downtown Portland Happy Hour, Portland Oregon Cafe, Portland OR Cafe.
Total restaurant sales increased dramatically over the course of the campaign despite the region’s economic woes. Owner Sean Concannon had this to say about the effectiveness of the campaign: “We started this all in November and December and I can truly say business has been steady ever since the Election Party. This is due to the Internet promos. How to get factual numbers on this is hard, but I must say many places have closed their doors.”
The percentages below reflect the increase in sales revenue month over month starting with September as the baseline:
September – 100%
October – 12% increase
November – 32% increase
December – 26% increase
January – 25% increase
February – 34% increase
March – 20% increase
Unsolicited Press Coverage
While there wasn’t a budget for outreach to the press, West Café received exceptional coverage by local TV stations and print publications who heard about the restaurant’s promotions via Twitter. As any Public Relations pro knows, when the press starts tracking YOU down to do nice feature stories, your word-of-mouth buzz is good!
Within just a couple weeks of launching West Café’s Five-Point Plan, local NBC affiliate KGW-TV came by to do a feature on West Café. They profiled the Bail-Out Menu and the Dow Drink Deals in October 2008, speaking at length with Sean Concannon about how his restaurant was able to beat the economic woes facing many other Portland small businesses.
In December 2008, Oregon Business Magazine worked on a feature story for its January issue. KATU-TV’s morning show, AM Northwest featured West Café in February 2009.
Oregon Business Magazine heard about West Café’s innovative promotions through Twitter and wanted to learn more about how the restaurant was using social media to boost business.
This video shown on Portland news channel, KATU, features West Café Chef and Owner, Sean Concannon, preparing some of his favorite dishes including a fresh pineapple halibut and a Queen of Sheba chocolate torte.
Company: Mio Gelato Social Media Marketing Team: Lisa Peyton/Ryan Lewis Campaign Length: 3 months Result: Up to a 44% increase in sales at various locations SoMe Award ‘Peoples Choice’ Winner 2010
Mio Gelato is a locally-owned cafe with 4 locations around the Portland metro area. Best known for it’s frozen gelato, Mio’s owner wanted to combat slower sales during the winter months. He hoped to utilize the power of social media along with great promotions to keep patrons coming back; not just for gelato, but for soups, Italian hot cocoa and/or a quick lunch.
Mio owner Bob Lightman says “My business is very seasonal. It’s not hard to sell great gelato during June and July, but January is another issue entirely. I’m counting on social media to help lagging sales during these off months and to carry me through to my busy season.”