{"id":312,"date":"2016-09-16T18:30:59","date_gmt":"2016-09-16T18:30:59","guid":{"rendered":"https:\/\/theadclub.org\/theadclub-2\/?p=312"},"modified":"2016-09-16T18:30:59","modified_gmt":"2016-09-16T18:30:59","slug":"best-use-of-viral-media","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2018\/2016\/09\/16\/best-use-of-viral-media\/","title":{"rendered":"Best Use of Viral Media"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2016 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Best Use of Viral Media<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Trilia<\/strong>\u00a0for NECCO<\/span><\/h3>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/triliamedia.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/trilia-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/trilia-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2016\/09\/trilia-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/CwOqRBT8Zgk?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<p class=\"p1\"><b>Objectives:<\/b><\/p>\n<p class=\"p1\">\u2022Increase awareness of Sweethearts and its 150th anniversary<\/p>\n<p class=\"p1\">\u2022Encourage engagement with content (e.g., participation, time on site, social sharing, etc.)<\/p>\n<p class=\"p1\"><b>Strategies:<\/b><\/p>\n<p class=\"p3\">Faced with the challenge of a minute budget in a cluttered competitive environment, we concentrated efforts to one channel only, social, in order to create as large of an impact as possible. Historical data showed Valentine\u2019s Day mentions were strongest 2\/13-214 so we knew these days were critical.<span class=\"Apple-converted-space\">\u00a0 <\/span>We leveraged the mass reach of social to generate awareness and encourage interaction\/engagement with the brand among social communities. We also pushed the story out through PR channels to generate buzz wherever possible.<\/p>\n<p class=\"p1\"><b>The Plan:<\/b><\/p>\n<p class=\"p1\">Facebook<\/p>\n<p class=\"p1\">\u2022Daily paid support 1.5 weeks leading up to Valentine\u2019s Day knowing this is when sales begin to pick up<\/p>\n<p class=\"p1\">\u2022Heavy-up 2\/13-2\/14 given historical data<\/p>\n<p class=\"p1\">Twitter<\/p>\n<p class=\"p1\">\u2022Concentrated all dollars 2\/13-2\/14 given the real-time nature of this social channel<\/p>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2016 Maven Awards Best Use of Viral Media Trilia\u00a0for NECCO Objectives: \u2022Increase awareness of Sweethearts and its 150th anniversary \u2022Encourage engagement with content (e.g., participation, time on site, social sharing, etc.) Strategies: Faced with the challenge of a minute budget in a cluttered competitive environment, we concentrated efforts to one channel only, social, in&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-312","post","type-post","status-publish","format-standard","hentry","category-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2018\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/312","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/comments?post=312"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/312\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/media?parent=312"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/categories?post=312"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/tags?post=312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}