Working with ad agency HeyHuman, I managed the social media relaunch of Peperami during the 2014 World Cup – an ideal time for the brand to reconnect with millenials.
During the campaign I helped manage our freelance Social Media Copywriter and oversaw the production of biting, acerbic content starring the Peperami Animal. By being reactive and preparing for key conversation moments (remember Sturridge’s dance and Suarez’s bite?), we were able to achieve engagement rates as high as 39.2%*. By reacting in as little as three minutes, we were the fastest brand response and garnered mainstream coverage from The Metro and The Independent.
The best result? A 30% increase in Peperami sales during the campaign period.
I also managed the challenge of running regional versions of the campaign in Holland and Belgium. Working with local Community Managers, we tweaked the campaign to better reflect local tastes and set the benchmark for brand behaviour on Twitter in those regions.
The campaign stood out as one of Twitter’s World Cup highlights. Read the case study here.
*Twitter’s benchmark for promoted tweets is 1-2%