Pinnacle to the People Media Recap 8.14.12. Pinnacle to the People Petco Markets: Portland | Seattle...
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Transcript of Pinnacle to the People Media Recap 8.14.12. Pinnacle to the People Petco Markets: Portland | Seattle...
Pinnacle to the People Media Recap
8.14.12
“Pinnacle to the People”Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF
Media Objectives
- Increase awareness of Pinnacle among affluent dog owners in 6 key Pinnacle/Petco markets
- Drive foot traffic to the Pinnacle to the People events
- Help to develop and increase social presence (likes/followers)
Media Plan OverviewPetco Markets: Portland | Seattle | San Diego | Austin | LA | SF
Radio Paid Social App Download Paid Search
Radio Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF
Spots and live reads drove traffic to selected Petco locations, increasing store traffic and driving awareness of Pinnacle. Remotes were negotiated as well (valued at $25,000 in value add media), where samples and coupons
were given away to visitors.
Radio – Cont. Petco Markets: Portland | Seattle | San Diego | Austin | LA | SF
“As the manager of Petco, I am very excited to have Pinnacle street team here today. Pinnacle is a brand I use and respect.”
– Austin Petco Manager
We love the samples and so does our dog! Thanks for sharing. We can’t wait to use these
coupons!” –Petco Customer
Facebook Paid Media
Paid Facebook ads helped increase fan base from 759 to 2,845 through 8/13– an increase of
274%!
Impressions: 17,842,540Clicks: 5,307
Paid Fans Acquired: 1,879CTR: 0.03%
Promoted Twitter CampaignGeo-targeted Twitter promotion helped increase followers from
70 to 726, an increase of 937%!
Strategy was to build up followers prior to tweeting in each market about the tour
Promoted Twitter CampaignExamples of Promoted Tweets
Paid media helped to drive followers, engagement, and
scale to reach users that had never previously heard
of Pinnacle or the Food Truck Tour.
Paid Search
Paid Search terms drove traffic to the Facebook tab
and drove awareness of dog food and tour
Impressions: 453,164Clicks: 645CTR: 0.14%
Ad Groups•Included Dog Food, Dog Parks, and Branded Terms (Pinnacle
Dog Food)
Top Terms*: Dogs Portland, Los Angeles Dogs, Dogs Seattle, Bay Area Dogs, Pet
Food, Dog Food
Example Copy: Find Your Dog’s Pinnacle
Follow the Pinnacle gourmet food truck as it tours through Seattle.
*Based on Click Volume
Promoted App DownloadsApp download promotion
through paid mobile banner media, using a cost-per-
download model.
Campaign is still in progress*, with 668 downloads through 8/12.
Impressions: 551,465Clicks: 2,855
Downloads: 359 (Guaranteed 1,500+)
*Note: due to tracking issues, downloads were not being recorded until 8/8
Thank You