Unity benitos hat campaign_2011

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Benito’s Hat Activity Summary September – December 2011

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Campaign summary Unity has undertaken a series of activity in the promotion and development of the Benito’s Hat brand. All activity was built around provoking awareness, driving trial and amplifying the personality at the heart of the brand….

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Day of the Dead

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Aims & objectives Unity was tasked with using the calendar hook of el Día de los Muertos to: •  Provoke awareness & start conversations •  Increase the reach of the social networks •  Drive trial and increase footfall

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Approach Tweet for eats mechanic: the more tweets a company sent to @benitoschat the more likely they were to win a free meal for their colleagues. These tweets ‘steered’ a real-time branded ‘Day of the Dead’ Karma Kar to the offices with the most tweets, rewarding and being generous. At the same time we: •  Ran a nimble a media relations campaign •  Amplified the in-store promotion •  Delivered burrito meals to key London radio stations •  Managed two ATL opportunities

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Above the line placements •  Metro – 1.4 million circulation •  Urban Junkies – 120,000 monthly unique users

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Social media results

•  558 new Twitter followers •  1,500+ comp & promo tweets in total •  2,000+ mentions & retweets of DOTD comp •  Total reach in excess of 782,015 •  Total exposure of 1,252,125 impressions •  The DOTD campaign became a London Trending topic

on Twitter!

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Influencers

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Twitter brand love

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•  Total pieces of coverage: 17 Highlights: PR Week, View London, AllInlondon & The Londonist Coverage generated a total of 6,497,456 OTS

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The in-store promotion

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Revisiting our objectives

25% sales uplift at Oxford Circus

restaurant

Attract 500 new Twitter followers:

558 achieved

Achieved reach of 782,015 via

Twitter and OTS of 1,581,339 via

ATL media coverage

Achieve 8-11

coverage pieces:

17 achieved

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Britain’s Biggest Burrito

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Aims & objectives •  Provoke awareness and start conversations

around Benito’s Hat and the activity •  Increase Facebook fans and ‘likes’ •  Increase traffic into the restaurants & drive trial •  Generate coverage and positive WOM •  Build the Benitos Hat brand

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The Approach •  Create an event for the public using generosity and jeopardy to engage

the public and tell a story about the brand.

•  Invite fans and the public to Oxford Street restaurant to share a slice of the UK’s biggest burrito

•  Design in-store promotional collateral to raise awareness of event and directing public to the Facebook page

•  Drive interested parties to Facebook for more information about getting

involved in the Uks Biggest Burrito

•  Seek pre-event coverage sought to drive fans to Benito’s Hat on the date

•  Encourage attendees to donate money to Street-smart charity to help

add weight to the story

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The Event

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Story of the Day

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The Results •  New Facebook ‘likes’ / fans: 687 •  New Twitter followers: 264 •  Total tweets sent about activity: 418 •  Total reach: over 200,000 •  Total mentions and retweets of UKBB competition: 563 •  Engagement increase across Facebook / Twitter: +28%

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Twitter love

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Twitter love

•  @benitoschat trended first in London and then in the UK

•  We received notable tweets from influencers such as food bloggers, listing sites and news outlets

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Total pieces of coverage: 22 Highlights: Telegraph Online, Metro Online, Stylist and two pieces with Time Out, along with a mention on Heart Radio 55,069,008 OTS

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Revisiting our objectives

Achieve 1 broadcast

piece: Achieved with Heart

Radio

Attract 200 new Twitter followers:

264 achieved

Achieve 200 new

Facebook likes/fans:

687 achieved

Achieve 5-8

online coverage pieces:

22 achieved

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Press Office

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Aims & objectives •  Generate coverage and positive WOM •  Provoke awareness and start conversations

around Benito’s Hat and the activity •  Increase traffic into the restaurants & drive trial •  Drive traffic to the website •  Build the Benitos Hat brand personality •  Engage local residents, businesses and tourists

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Tactics •  Burrito masterclass with Felipe for bloggers and

online food media •  Listings and reviews campaign with key online

and London press •  Sampling activity, gifting meals to to key

journalists

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6 bloggers and online media at masterclass Food drops to Time Out, Spoonfed, Urban Junkies, AllinLondon and the Evening Standard Secured a total of 15 pieces with an OTS of 20,094,279

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Media masterclass

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Testimonials….notable quotes from media Metro online – “Britain’s biggest burrito provides free lunch for Londoners” LondonTown – The excellent food served up at Benito’s Hat is due to the fresh, good quality ingredients used and the fact people here really do seem to care.” Stylist – “…for all those those snack junkies and Mexican food lovers out there…” Cheapoair travel blog – “Benito’s Hat has a particularly delish (delicious) list of tequila-based cocktails. The watermelon margarita is definitely worth a sip or two!” Katie’s Burrito Mission – “Benito’s Hat sure knows how to host a good event. Whether its schooling us bloggers in an ultimate chef-style cook off or sculpturing Britain’s largest burrito.” Rate My Bistro – “Benito’s Hat does great quality, fresh tasting Mexican food! All the elements of Benito’s Hat are just right, from the food, the atmosphere, the drinks to the service and the staff!” Simply Woman – “Benito’s Hat sells everything you’d expect from a class Mexican restaurant.” Spoonfed – “Benito’s Hat certainly impressed. Not only did they deliver…they delivered bloody good burritos.”

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Revisiting our objectives Secure 5-8

media masterclass attendees: 6 achieved

Arranged food gift

drops to 6 key online

and regional media

Achieve

13-17 online & print

coverage pieces:

15 achieved

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Campaign coverage summary •  Total pieces of campaign coverage: 55 pieces •  Highlights included pieces with Metro Online,

Stylist Online, Spoonfed, Time Out Online, Telegraph Online, Mail On Sunday, AllInLondon, View London and Heart Radio

•  Campaign coverage pieces generated a total OTS for Benito’s Hat of: 81,660,743

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The campaign in numbers 55 pieces of

print and online media

coverage

Media

coverage generated an OTS of 81,660,743

Social media campaigns

had reach of over 982,000

Attracted

over 1,100 new fans via Twitter and Facebook

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Outputs from 2011 campaign

•  Established a tone of voice through a consistent dialogue across social media channels

•  Created a foundation for more WOM buzz with public and media

•  Built and developed relationships with key media and bloggers

•  Evolved a clear brand personality – one that is surprising, generous and democratic

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Thank you for your time!