REACTIVE CONTENT
TWEET TO CLARKSON
Jeremy Clarkson, the infamous host of the popular TV show Top Gear, was suspended from the BBC after a ‘fracas’ with a producer, which supposedly occurred because he was hungry.
In response, we tweeted Jeremy Clarkson with a picture of a Snickers box, addressed to him with our endline ‘You’re Not You When You’re Hungry’.
The tweet garnered the Snickers twitter page a 335% uplift in mentions and the page saw a 92% uplift in profile visits since the tweet was posted. Even Jeremy himself, who has 4.76m followers, tweeted back with 'Thanks for the support everyone.'
Twitter users also began creating their own memes surrounding the Tweet. It was then picked up by numerous publications including Buzzfeed, The Drum and Metro.
SUAREZ
When Suarez bit Giorgio Chiellini during a World Cup match in 2014, the story became huge all around the world. Soon before the anticipated face-off at the Champions League final, Chiellini was injured and didn't get to play the match.
In response, the day before the Champions League final we posted a photo of the Suarez snickers bar, mocking that he'd need it if he got hungry without Chiellini there to snack on. Snickers even produced around 200 real 'Suarez' bars.
The tweet achieved 1.6k retweets and nearly 1k favourites with a very positive sentiment
STEVE HARVEY BLUNDER
The internet went crazy when Steve Harvey accidentally announced the wrong winner of Miss Universe 2015. #MISSUNIVERSE2015 quickly became Twitter's biggest trend of the night as social media users expressed their disbelief.
We recognised it as a perfect You're Not You When You're Hungry moment and our creative team began to develop the idea for a reactive piece. After shooting and editing the image all in-house, it was then posted on Facebook and Twitter.
Press outlets and websites such as Mashable picked up on the work and the content was well receieved by both Facebook and Twitter users. It is also an achievement that the content was developed in less than a day, going from initial concept approval to the post going live.
For Facebook we were able to achieve the following:
Impressions: 736k
Unique reach: 454k
Shares: 356
Engagement rate: 2.4%
Photo views: 13k
Post engagement 17.3k
In terms of engagement rates, the industry benchmarks for Facebook are 1-3%. We achieved an engagement rate of 2.4% which is in the upper region of the industry benchmark.