Success stories PRODUCTS (Shampoo car …) Sauce’s Re-branding This year A.1. Sauce decided to remove the word “steak” from its name. The idea was to reflect “the dining habits of A.1. fans who enjoy saucing many different foods.” For a product that has been around since the 19th century that was a bold move. In May the Kraft-owned company launched “For Almost Everything. Everything ” a creative re-branding campaign aimed at showing consumers that the sauce is the perfect complement for other foods. It had several components one being “New Friend Requests ” a witty and humorous video released on Facebook and YouTube that plays around the concept of friending and de-friending. www.facebook.com parts of the campaign involved two TV commercials “capturing the confident swaggering attitude of A.1. Sauce fans who do things their own way” and a Pinterest page with boards containing a variety of foods and recipes. when celebrities and athletes became involved and nominated other celebrities. From Bill Gates to Mark Zuckerberg Oprah Winfrey Cristiano Ronaldo and Jessica Alba the challenge united millions of people around the world who posted videos on YouTube Facebook Twitter and other social media platforms. www.youtube.com successful was the campaign? $115 million were raised for association! The social media reach was also incredible. Here are some numbers for Facebook: 17 million videos shared 10 billion views 28 million people joined the conversation Top 10 countries that took part in the challenge: United States Australia New Zealand Canada Mexico Brazil Germany Philippines Puerto Rico and India Takeaway: People love challenges that are fun simple to join and philanthropic. And if you can involve the right influencers you will increase the virality potential. Human beings enjoy feeling as though they have “bonded” with their favorite celebrities. - See more at: blog.paper.li Learn [...]
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