2014/2015 - Social Marketing
Role: Account Lead
Title: Senior Account Director
Agency: AKQA NYC
THE BRIEF
Maintain Wheat Thins’ Digital channels, recruit new Wheat Thins consumers, engage with existing consumers and turn them into brand advocates.
THE SOLUTION
As lead agency for Wheat Thins’ presence on digital and social AKQA was in charge for the community management and content creation aspect of the brand. We were also responsible for the development of the brand’s social positioning and strategy, performance of ongoing social listening, analytics and reporting, influencer marketing as well as media strategy and placements. These efforts mainly focused on 365 engagement, seasonal activations and product launches such as:
Dipscapes // Wheat Thins Pita Product Launch
To launch the brands new Pita portfolio, we designed and built two of our favorite dipping occasions completely out of different dip and dip accoutrements. Why? Because the new Wheat Thins Pita chips are remarkably good for dipping, a remarkable chip deserves a remarkable dip. What is a better moment to launch this new product than the biggest snacking event of the year - The Super Bowl.
Wheat Bash // Seasonal Activation
The Wheat Season Harvest is the biggest event of the year for Wheat Thins. You could say it's even their Woodstock - ahem - Wheatstalk, so every year they host Wheat Bash, a celebration of Peace, Love, & Irresistible Whole Grains. This year, we decided to let our fans in on the celebration.
On the WheatBash microsite users could pledge to spread the word of our celebration in order to win some gear to throw their own WheatBash at home.
And what would Wheat Season Festival be without a t-shirt giveaway.
After giving away, Fanny packs, and boomboxes, we released a new shirt on Twitter every day, asking the users for different engagements to win.
365 Engagement
Celebrating halloween, the holidays, movie launches or the Oscars. all important cultural moments that are only half as fun without Wheat Thins.
THE RESULT
As true partner of Mondelez, we participated Mondelez pitch process for a new ATL agency. AKQA was invited not to participate the pitch but to consultant on identifying the right partner and global campaign idea.
Twitter refers to Wheat Thins efforts on their platform as best in class practice for organic growth. We managed to reach a Twitter audience that is equal to 95 percent of the brand followers weekly.