A Social Media Week presentation in the right direction

VSA Partners’ Nick Cavet and Kendall Flynn led a session as part of Social Media Week Chicago’s Digital Marketing Summit, September 24–25. The pair, with representatives from partner agencies, presented “A Real-Time Campaign in the Right Direction,” a case study on real-time marketing on behalf of Crystal Light. It was VSA’s second year in a row participating in Social Media Week; 2013’s conference included “Oh Yeah! Reactivating a Brand in the Social Media Age,” a presentation and panel on VSA’s work for the Kool-Aid Photobomb app.

“A Real-Time Campaign in the Right Direction” was a summary of VSA’s campaign developed for the winter 2014 awards season—the Golden Globes, the Grammys and the Oscars. Called “Tiny Win,” the campaign celebrated the small victories of lower-calorie living as steps to achieving larger ones and encouraged Crystal Light fans to share them on Twitter. To supplement advertising and media placement efforts, the team determined the need to reach consumers one-on-one on sites and publications they already frequented.

VSA, Flite and Starcom worked with Crystal Light to create dynamic ads populated with fan-written #tinywin tweets and ones that were written and posted by VSA’s creative team in real time during the shows. The campaign saw significant growth over the three shows, with a 1900% increase in the overall rate of engagement between the Golden Globes and the Oscars.

Associate Partner and Strategy Director Cavet and Strategist Flynn were joined on stage by Starcom’s Adriane Lepore and Flite’s Kim Baird. The panel revealed three informal guiding principles for the campaign in their presentation: “Train for a marathon, run a sprint” meant having a well-researched, well-informed team that could make decisions quickly; “’Yes, and…’ the audience” meant rapid and smart responses to consumers’ posts; and “Always be optimizing” meant continuous data analysis and refinement between the award shows.

After the Summit, Flynn reflected on the campaign. “Because the social media landscape is constantly evolving, there’s no single approach for real-time marketing,” she said. “This program was truly a learning process for everyone involved. From award show to award show, we learned that real-time marketing requires nimble collaboration with agency partners, long term planning and continual optimization.”

Thanks to all who attended the September 24 session.