Pinnacle to the People Media Recap 8.14.12
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Transcript of Pinnacle to the People Media Recap 8.14.12
![Page 1: Pinnacle to the People Media Recap 8.14.12](https://reader035.fdocuments.in/reader035/viewer/2022070402/5681384e550346895d9ffac0/html5/thumbnails/1.jpg)
Pinnacle to the People Media Recap
8.14.12
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“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)
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Media Plan OverviewPetco Markets: Portland | Seattle | San Diego | Austin | LA | SF
Radio Paid Social App Download Paid Search
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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.
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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
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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%
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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
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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.
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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
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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
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Thank You