https://soundcloud.com/adina-cazacu-588904368/cazacustandishpodcast4
Daniel & Miranda Podcast 4 DTC 330
This is a podcast of Miranda and Daniel comparing and contrasting our case studies for DTC 330.
Bri & Liv Show – Final Podcast
Zane Jager Case Study Lady Gaga Oreos Campaign (updated)
Through The Years
The company in question for this case study project is Nabisco, who owns Oreo, a cookie brand. All you need to see is two black circles and a slightly smaller in diameter white circle to know the snack from memory. Starting almost 110 years ago worth the 109th anniversary being last month they have seen many changes over the years. Up until 2006 Oreo cookies had their creme filling sculpted with trans fats as opposed to their current recipe of non-hydrogenated vegetable oil. (Olver). A noteworthy change for sure but one of many. Sam Porcello, the engineer behind the cookie’s filling passed away thirteen years ago, had worked with the many changes over the years. For the longest time back around the 1910s they were sold for aproximatly 25 cents a pound. With most modern packs of Oreos weighing 14.3 ounces and costing $3.25 that makes for quite the difference. (Locker).
However they were not always the most iconic chocolate and vanilla biscuit. Like any great story they started out being manufactured with what some might say is malicious and deceitful intent. If you know what Hydrox is then congratulations you are probably more than twice my age and possess more than half my cultural knowledge. The best way I could describe them is they are to Oreos as what Kimba the White Lion is to the Lion King. Sure it might have the honorus title of being the first of its kind but just because you are the first of something doesn’t mean you have perfected the art form or genre. Hydrox were in production long before Oreos were, however as of now they have been bought and rebranded by Kellogas to be named Droxies. (Lukas).
Hydrox’s physical appearance is practically indistinguishable from Oreos at a quick glance but the divide in quality comes in the respect of flavor. Anecdotally I asked around five people in my life if they have any fond memories of the cookie that started production four years before Oreos and a resounding no became the defiant answer. My own mother explained to me how when she was growing up they were ironically the cheaper alternative to Oreos so her family got them whether she liked it or not.
What is the point of explaining all of this? It is to show that Oreo has a lot to prove with the social media ad campaign that we shall be examining. It takes a lot of proper planning to surpass the competition and as of 2017 be the 2nd best selling American made cookie. (Coppola & 30)
Company Information
Though many people associate Oreo cookies with being the standard chocolate creme filled cookie, they have in the past as well as now manufactured a variety of different flavors of cookie. Some, like the Lady Gaga themed packets come about as a mutual promotion between two brands. The agencies used for their Lady Gaga Oreos campaign are The Martin Agency, MediaMonks, 360i and Weber Shandwick.
- The Martin Agency is an advertising agency most known for its “Virginia is for lovers” and “Geico Caveman” campaigns.
- MediaMonks is a creative digital production company from the Netherlands that has specialized in producing films, websites and games.
- 360i is a marketing agency that has worked with many food brands as well as grocery stores before Oreo. Like many of the other agencies it has been acquired multiple times by other companies over the years.
- Finally, Weber Shandwick is a public relations firm that came about when Shandwick International and the Weber Group merged in 2001.
Background
Oreo has five main social media accounts in total. With those from most followed to least followed being Facebook, Instagram, Twitter, Youtube and Pinterest respectively. To put things into perspective the Oreo Instagram account has the 2nd largest number of followers out of the five accounts with 1,030 posts in total. The YouTube account with only 406,000 subscribers is made up of nothing but short under 10 second ad clips. It is clear that this channel is meant less to directly influence people but to rather act as an archive for their motion graphic ads. Nabisco has many other desserts but Oreos are arguably their most recognizable.
For context, one of Nabisco’s other cookie products Chips Ahoy’s Twitter account has 50k followers. That is about 19 times less than what the Oreo Twitter page has. Just like how many other brands treat their social media accounts, all of the aforementioned accounts except for Twitter are noninteractive. If you wanted to get a reply or a retweet then Twitter would be your best bet.
Brand
The bio of the Oreo Twitter account explains what their brand tries to go for. “Milk’s favorite cookie.” Being a brand that has been around for a while brings the advantage of being able to market itself to a variety of generations thanks to a combination of nostalgia and reliability. Unlike other popular social media brands Oreo doesn’t have to worry about production controversies that meat or chemical companies face or social stigma conflicts like an alcoholic beverage company would have. Long story short if you were to pop into anyone of their tweets at random you would find positive comments with the most likes and interactions.
Oreo’s last large promotion was their cookie package they created for 2019’s Pride month. Overall just Like the Lady Gaga Oreos it was nothing more than a recoloring. Every pack had a variety of different color Oreo fillings with no change to the chocolate cookie part itself. Additionally the flavor had no noticeable differences. The similarities don’t end there however. Lady Gaga has arguably been seen as a symbol of the LGBT community. Though she herself has never directly stated that she considers herself directly a member rather more of an advocate going to pride marches the connection is unmistakable. The pride month Oreo cookies were far more interactive than the Lady Gaga ones.
During Pride month the official Oreo Twitter account would act more directly with its audience by limiting access to the cookies for people who directly interacted. Instead of being sold in stores they were part of a giveaway to those who would sign up before the drawing on October 9, 2020. This action was described by Oreo as, “sharing a photo of what allyship means to them.” (Gerken, 2020). Clearly in both the Lady Gaga and Pride Month scenarios Oreo was not condensed with demand. In both situations The focus was less on getting the product to as many consumers as possible but rather general brand awareness.
Looking at the Google search activity for each campaign and comparing the two shows a chasm of difference. For one, since Pride month is just that, a month it makes the window of intrigue arguably twice as small as the Lady Gaga campaign which took up two months.
(Above are the “Lady gaga Oreo” results and below are the “Pride Oreo” results)
For starters if you go to the Google Trends page and search for “Pride Month Oreo” like I did Google will inform you that there is not enough data to show a graph. If you then search for “LGBT Oreo” Like I foolishly enacted, you will be met with the same fate of little to know data. I finally searched for “Pride Oreo” and was met with the laughable small result of searches on October 30th. Pride had one day of searches during the end of the month while Lady gaga had both the beginning and the end of it’s two months to shine.
If you Google each campaign respectively you get shown vastly different results. Searching “Lady gaga Oreo” and clicking the first Twitter related result greets you with one of their campaign tweets they made during that window with all the top comments being positive for the most part.
Though they did not directly praise Oreo or speak of the cookies, the replies could best be described as coedic but not in a disparaging way. The first Twitter result for, “Pride Month Oreo” is a completely different story.
None of the top comments for this Pride month Oreo post directly gave praise or mentioned the branded cookie or campaign. Many companies, not just Oreo, received criticism by progressive leaning people for only participating in Pride month for the monetary incentive rather than because of any sense of moral responsibility. On the flipside, more conservaive leaning people will launch the same criticism as shown above. Whether you like it or not LGBT related issues are still seen as political and it sees that Oreo learned their lesson with their Lady Gaga Oreo campaign as to not mention or reference anything that could be seen as a hot button issue. Branding it as a contest, rather than a giveaway like they had with the pride month campaign, had the advantage of it being seen as a challenge to be accepted rather than a novelty.
Smart Goals
The Lady Gaga Oreo campaign lasted from December 2020 to about January 2021 with its first goal to obviously increase brand awareness for both the cookie manufacturer as well as the artist. As far as objectives and milestones go Oreo was able to become a trending part of the topic section on Twitter without being a paid advertisement, leading to an increase of virality and shareability of the content. If this campaign were to have it’s SMART goals written (Specific, Measurable, Attainable, Relevant and Time based) the specific platform used would be Twitter which had the most posts and got the most interaction. Facebook only got two posts in total relating to this campaign and there were no YouTube or video ads of any kind to speak of. (Charello 18-18)
Other Lady Gaga Cross Promotions
Oreo is not the first consumable product to partner with the aforementioned celebrity. In early 2020, she was spotted at an airport with Diet Coke cans in her hair along with a couple of social media posts with them. This campaign was obviously a lot more subtle. If you searched for interest in Diet Coke around this time it could either be up or down for a variety of different factors. One article jokingly comments on the vagueness of it by stating, “Does this mean that Lady Gaga is in favor of the proposed New York soda tax? Is she explicitly referencing Andy Warhol’s Coke Bottles?” (30 and Franich). Lady gaga Oreos appears to be the first and most personally endorsed product by the aforementioned celebrity.
Successes
The measurable aspect of this campaign comes in the form of a signup club. On the Lady Gaga website the first 1,000 people to join would in return get a free package of the limited edition brand of cookie. Needless to say this numerical goal was accomplished. An attainable goal should be challenging as well as achievable. Getting 1,000 people to join in the campaign in exchange for free stuff makes interaction easy for both the company and the user. A digital scavenger hunt was also announced in the name of this campaign. At around 10 am on January 28th the first clue was launched. Some fans who completed all the clues and riddles with the scavenger hunt had an opportunity to collect a signed copy of the product.
Overall, everything from the signup page to the scavenger hunt helped with brand awareness. The product itself is called Lady Gaga Oreos making it a win win for both parties involved. To quote Justin Parnell, the senior director of the aforementioned Oreo brand, “The partnership with Lady Gaga was no different, and it was imperative that the spirit of both icons were reflected in the partnership.” (Griner). 2020 seaed to be the year of companies collaborating with musical artists. From Mcdonalds with Travis Scott to Bud Light with Post Malone these kinds of collaborations have been shown to add that ethos touch of a face you can trust. (Baar). Much like with the Pride Month themed Oreos, Oreo decided to partner with an organization. In the pride month case it was PFLAG an LGBT advocate group but in this case it was Lady Gaga’s Born This Way Foundation, which going by their own website https://bornthisway.foundation/ appeared to be a mental health awareness group.
Social Media Usage
Out of all the dates, January 28th had the most activity. On this date Oreo tweeted out a series of clues coinciding to a contest promoting the Lady Gaga Oreos. February 28th and January 27th are the only other dates that have posts relating to this campaign. January 27th has three posts, one on Facebook and two on Twitter. February 28th has only one on Twitter. Overall, about 14.3% of the posts were on Facebook while the rest were done on Twitter. Only four out of the total 28 campaign posts had a call to action link. However it did not appear to have any meaningful difference when it came to likes and engagements. User reactions to campaign posts would vary greatly depending on the platform.
Reactions
Twitter got the most positive engagements with users responding with intrigue and questions about where they could find the product in stores. Facebook posts however always had negative comments appear at the top of the post. Either users would express disappointment with the flavor tasting no different than the standard vanilla creme Oreo cookie flavor or frustration with the inability to find the product in stores. Though Twitter users would also comment about the scarcity of the product it would usually be expressed lightly with humor. Twitter’s character limit and younger demographic is most likely responsible for the lack of critical responses.
The Oreo Pinterest account had no references whatsoever to the Lady Gaga campaign. If you were to scroll through their Pinterest board you would see that the majority of content is DIY (do it yourself) craft ideas with little to no promotion to speak of.
The Oreo YouTube channel had little to no interaction or engagements to speak of. Humorously, one of the under one minute Lady Gaga video ads had one comment. I think you will know now why it’s funny.
Works Cited
30, Darren FranichUpdated July, and Darren Franich. “Lady Gaga Wears Soda Cans in Her Hair;
What Other Household Objects Should Go Gaga?” EW.com. Web. 10 Apr. 2021.
Baar, Aaron. “Oreo Duets with Lady Gaga on Feel-good ‘Chromatica’ Tie-up.” Marketing Dive.
03 Dec. 2020. Web. 10 Apr. 2021.
Coppola, P., & 30, N. (2020, November 30). Cookie brands Top-selling COOKIES dollar
sales u.s., 2017. Retrieved April 14, 2021, from
https://www.statista.com/statistics/189610/top-cookie-brands-in-the-united-states
Essentials of Social Media Marketing
Gerken, M. (2020, October 09). Oreo released rainbow cookies in celebration Of Lgbtq+ History
Month. Retrieved April 10, 2021, from
https://www.cnn.com/2020/10/09/us/oreo-rainbow-cookies-lgbtq-month-trnd/index.html
Griner, D. (2021, January 28). Lady Gaga Oreos launch today with Twitter scavenger
hunt. Retrieved February 12, 2021, from https://www.adweek.com/brand-marketing/lady-gaga-oreos-hit-shelves-today-with-a-twitter-scavenger-hunt-for-signed-packs-underway/
Locker, Melissa. “RIP, ‘Mr.Oreo’: Man Who Invented Oreo Filling Dies At 76.” Time. Time, 24
May 2012. Web. 10 Apr. 2021.
Lukas, Paul. “Oreos to Hydrox: Resistance Is Futile.” CNNMoney. Cable News Network, 15
Mar. 1999. Web. 10 Apr. 2021.
Olver, Lynne. “The Food Timeline: History Notes–cookies, Crackers & Biscuits.” The Food
Timeline: History Notes–cookies, Crackers & Biscuits. Web. 10 Apr. 2021.
Sam and Zane Podcast 4
In this podcast episode Sam and Zane compare and contrast each other’s social media ad campaigns. Sam researched Kraft’s launch of their Valentine’s day Candy Mac & Cheese and Zane’s was the Lady Gaga Oreo edition flavor. Differences between the two include everything from what social media channels had been used the most and what previous social media ad campaign each respective company had. This episode was edited with Adobe Premiere.
Heather and Alexis’ Fourth Podcast
Alexis 0:15
Welcome back to our podcast. It’s Heather and Alexis, we’re going to be talking about the comparisons of our two social media campaigns. And they’re both very different. So it’s going to be interesting.
Heather 0:34
Oh, yeah, one is yogurt, and one is the streaming service.
Alexis 0:40
So, so I’m like, I know. So basically a little background on my campaign. I did Chobani. I dream of creamer campaign, I found it on the trending page on Twitter. And so I thought that it was, it’d be really exciting to do something that was trending on Twitter. So obviously, it was getting a lot of attention in the beginning of February, so it was a month long contest in February for people to submit coffee creamer flavors that they wanted to see chobani make. There were some requirements, like they had to all it all had to be natural ingredients and five or less ingredients.
And just some inspiration on why they chose that. And there is a cash prize for the top three people that place and then fans will vote on what flavor they actually want to have in stores next year.
I think the voting starts in the summer, and then they’ll start making it and it will go into stores next year. And they will be voting on the top three people so whoever, you know, when that’s the one that they’re going to sell. So I found it on Twitter, and I thought it was gonna be really hype, like really, like, exciting because it was trending, you know, so it must have been popular. And that’s why I chose it. And then pretty much like a week in, it was a dud. Like they stopped tweeting about it, they stopped posting about it on Twitter, at least. They only posted about it once on Facebook, once on TikTok. But Instagram was like pretty active. They had like nine posts throughout the month about that campaign. And then they also did like Instagram story promotions and stuff like that. So it would pop up in between your the stories that you’re watching.
But it was just a little anticlimactic, which was very disappointing, you know, and which it shows in my paper. I think for a campaign for a company that a post consistently makes them look really unprofessional like that they’re not taking it as serious. But they had a lot of other more important campaigns going on at the same time.
They were releasing a new oat milk, and they actually chose that to be featured in their Superbowl advertisement time. Which I know Heather’s campaign was featured on the Superbowl advertisement time. They the company chose their oat milk campaign over their coffee creamer contest campaign that were going on at the same time, which I just feel like was an oversight on their part.
Heather 3:46
It’s kind of strange, like, because like, I feel like the creamer sound so much more important. Because it’s even more with your followers, you know?
Alexis 3:57
Yeah, it is basically a whole campaign on fan participation. And it really gets a lot more engagement. But there was a lot of engagement on their oat milk campaign. Actually, they were like, people were super excited about it, because it’s like, I guess it’s really good. I haven’t tried it yet.
But people were super excited about it. And they were getting a lot of tweets and mentions and stuff on Twitter about it after the Superbowl. And it just was a little discouraging for myself to see that my campaign was like not like they basically stopped posting about it. And then like, towards the end of the month, they were posting their like typical stock images of like the $75,000 Prize, you know, for the first place just to maybe get a few more submissions and before the month ended, because then the contest ended, especially when they’re trying to like, branch outside of just being yogurt. And that’s pretty much what anyone thinks of when they hear Chobani they are they think yogurt. So I never thought that they sold coffee creamer, oat milk, drinks and stuff like that. And when I was researching, they were like, super big on trying to expand and make a name for themselves.
But it doesn’t really make a name for themselves when they’re not promoting their drink products and their coffee products as much as like others, you know.
Heather 5:28
So you mentioned that this is like an a long time thing to live summer.
Alexis 5:35
Yeah, so there’ll be a voting session in the summer for like fans like us to vote on, out of the three flavors that are chosen by the company. Those three people I believe, or whoever comes in first, second, and third place get a cash prize.
Heather 5:55
I guess the similarity between our campaigns is that it’s just something completely new to the company. It’s not, I guess this would be a new product launch. But it’s kind of ongoing. So you’ll never know, until next year what’s the new products, there’s going to be.
Yeah, one thing that Paramount Plus does, and the beginning before their launch, so when they, you know, they hype people up, and they engage as much as they can. But after their launch, they slowly like to stop, you know.
Alexis 6:32
After the super?
Heather 6:35
Yeah, after the SuperBowl, everything. One thing that, like, right after lunch that they did was like, it was like, oh, comment, like, your favorite ice cream. And like, oh, we’ll give you like a movie.movie to watch, you know, or show. And it was just like a bunch of like them engaging, which was really good. And people like we’re actually subscribing like, but one thing that when their service was launched, people were like, complaining so much on Twitter, in like Instagram, and Facebook about and also YouTube, about, like, their service being down and like, their tech was so bad too, like, it was really a lot like complaining.
Alexis 7:29
There’s a lot of kinks that they have to work out in the beginning, like Rabby said, He’s like, “I hated it” that ads and stuff like that. And so it’s really hard for a company. Because I bet Chobani when they release that new coffee flavor, so many people are gonna, like, just drag on it, you know, they’re gonna be like, this is the worst. And even when they were doing their campaign, they were getting a lot of that backlash, like, Yeah, but I can’t ever find it in my store. And I can’t like in the comments on their posts and stuff. Like, I wish you would have done this. And I wish you would have kept this flavor. And I wish you could bring it to this kind of grocery store and stuff like that. And it kind of just brings the whole view on the campaign down a little bit. Nothing was super negative, but I can see why if your service was down and you can’t use the streaming service, you’re paying for that new, I’d be upset too.
Heather 8:30
Yeah. And like, it’s still the service, I still need different service, you know, during the service. And it is like they just added one, right when the pandemic is just like starting kind of starting to end a little bit about like, things are getting better. And so, I don’t know, I feel like it’s like a good time to, for them to like, release a release it by the same time Not really.
Alexis 9:02
Because, like, you know, and especially people still, I mean, a lot of people have gained their jobs back but there still is a lot of unemployment and so for them to release something that’s expensive that they have to pay for, you know, yeah, that’s a little bit hard for people to justify when they’re trying to save money and that Paramount plus was is trying to make a name for itself and try to stand out compared to Netflix and Hulu and you know, Disney plus, which are all super super popular. There’s Apple TV, there’s, you know, there’s so many different streaming services now. And they just added and they won and they have to be, you know, they they try to be the best and so Chobani is was trying to make a name for itself and honestly, like I had never had Chobani yogurt before, but now I buy it. So I mean it really did make an impact on me. It was like a decent campaign, but their their oat milk campaign and like fighting child hunger, and Black History Month posts are like so much more important than a coffee creamer campaign, you know. So it was it wasn’t like, it definitely was in your face about it kind of and then it, you know, calmed down a little bit, but
How active are they after that were they like really like, pumping it up, or?
Heather 10:31
I mean, they just like, every day they post on these one or two and then Twitter, they just post a lot like on Instagram and Facebook, you know, but they don’t get, like compared to the beginning of them before the launch. They don’t get as much as likes and retweets and comments as much anymore. But they were just like getting, yeah, they were just getting tired of it right now.
Alexis 10:58
Yes. Like, it can only stay interesting for so long. And, you know, I mean, even without like a lot of engagement on their posts. Even if they were posting regularly, I feel like that’s still a huge plus, because at least the company is making the effort. You know, it just, it just makes it super awkward. I feel like when they stopped posting about it just so suddenly.And now like a lot of the posts are deleted.
Heather 11:28
Do you think that they’re just gonna stop like this whole campaign? Like, for the summer?
Alexis 11:36
I don’t think that they will. I think that they just didn’t want people to focus on it anymore as they decide what, creamer flavors, they’re gonna have people vote on it. Yeah.
Heather 11:47
I think their tactic was smart.
Alexis 11:52
Yeah, I think it like smart. It’s a pretty like neutral company. So people don’t really have bad viewpoints on it. And they’re also really good about replying to like their customers and stuff who had bad experiences.
So I guess this will be the end of our podcast. It’s been fun recording, and it’s our last podcast. So that’s a little sad. But it’s been really fun following our campaigns and getting to learn about new companies.
Heather 12:24
It was fun. It was a good experience to have a podcast, which I’ve never done really before. Thanks for listening and farewell to our podcast.
Transcribed by https://otter.ai
Mya, Madalyn, and Josh Podcast #4
Waking Up Social with Eren, Callie, and Thea
Transcript
Eren:
Hi, everyone, thanks for tuning in. We’re your hosts,
Callie:
Callie
Thea:
Thea
Eren:
And I’m Eren:, and this is waking up social. We are three students at Washington State University studying critiquing, and analyzing social media. And we hope you’re not only listening because you’re grading this.
Thea:
So if you guys are joining us from last week, you probably know, and you’re probably waiting for us to talk about our advertisement campaigns that we are following along with all semester long. So because we are doing that today, in this last episode, we are going to take a step back from our enneagram content theme, because we just have so much to talk about, there’s no way we would be able to fit it all in with everything we’ve got.
Callie:
Yeah, and if you’re first tuning in, please go back. And listen to the first few podcasts. We feature funny stories about life and COVID, which enneagram type fits current ad campaigns and some awesome moms who love cats and cooking. And it’ll really set the stage so you know who exactly is offering up the sage wisdom we have for you today? So yeah, did the Did you guys see any of the Super Bowl commercials this year?
Thea:
So I actually this is the first year I always have Super Bowl off but I actually had to work Super Bowl Sunday this year, so I didn’t watch any of it. I have no idea what happened. I just know who won after I looked it up.
Eren:
Yeah, I don’t even I don’t even know what the score. I don’t even know the teams that played to be completely honest. For the last three years. I haven’t know who’s who’s played or what the scores been. Yeah, it’s been a few years since I’ve watched Superbowl Sunday for sure.
Callie:
Yeah, I don’t love the school because of the commercials. I love the Superbowl because it’s the one day a year I allow myself to eat as many chips and as much queso as I want. If you’ve never been to Texas, you need to go there. And you need to go to torchy tacos and try their queso, it’s amazing. Yeah, that’s a little off topic. That
Eren:
might be that’s a reason for me to watch it but
Callie:
a little a little off topic. A little taco tangent never heard anybody. Anyway, that being said, Doritos did a great job with their social media campaign to launch the 3d Doritos. They used social media like Twitter, YouTube, Facebook, Instagram, tik tok. They have everything they’re really in tune with the market, but so they just like teased all this big superbowl commercial they had filmed out and post that all over their social media. They also had some partnerships with mega influencers with another fellow Texan Matthew McConaughey and he had big vibes as flat map. And then Mindy keylink. Jimmy Kimmel. Yeah, and then they ran the cool tik tok challenges that I was talking about with some micro influencers. And was neat was they actually encouraged users to create their own content and to catch Doritos in their mouth and the craziest way possible.
Thea:
I kind of feel like I might have seen a couple tic toks about that, but I’m not sure.
Callie:
Well, even if you didn’t see those, you probably saw the other ones they did, which was the Doritos flat life campaign. And basically, that was where there was like an effect that like made you 2d and made you tiny and small. And they did a big one with dance mom stars Jojo Siwa and Yesu. And so they had a lot of great social media posts and advertising the campaign. But they did receive a lot of backlash.
Thea:
Oh, I mean, considering that it’s just like Doritos. I’ve never really heard backlash. Like why did that happen?
Eren:
Yeah, I’m curious too.
Callie:
Yeah, so it’s like super weird because, you know, 3d Doritos chips were actually a really popular product in the 90s. So millennials were really excited when they were announced on social media, a lot of your work cited and then of course, they had all this hype with their social media campaign. But then like, by the time the commercial even aired at the Super Bowl, a lot of people had already dried the chips and no one liked them. All of the comments were basically like you said you listen to us and you didn’t. These flavors are not the same flavors. These are too spicy. They aren’t spicy enough they tasted like bugles that any of the fun of getting to wear them as fingernail. I think that’s a major problem like when your target market is thinking more about how they can aware your food rather than eat it.
Thea:
Yeah, that doesn’t seem good.
Callie:
Totally.
Eren:
Yeah, but what so they use bugles as like a negative point right? I love bugles. Personally, I don’t know why people were ripping on the bugles, then.
Callie:
Yeah, everyone was like these. This texture sucks. It’s a bugle it’s just gonna cut your mouth up.
Eren:
bugles are like a special treat to me. I get them only once in a while. Just so I don’t ruin them.
Callie:
Yeah, people are totally ruthless it was it was not a, you know, it’s I mean, yeah, as the campaign went on and like workable try them the posting and engagement interaction a little bit went down. And so while Doritos hosted that conversation, they definitely like quit posting as much. And it’s kind of like, we’re just gonna let this slide and kind of move on. But yeah, I mean, I’m, I’m pretty sure they’ve heard that junk food is really bad for your skin anyway. So Thea: maybe your company’s campaign could help out with that.
Thea:
So yeah, I mean, junk food is obviously not the greatest for your skin. The company that I follow it, along with, it’s a fairly new company. It’s a skincare company called topicals. So topicals was initially supposed to be released, released in March of 2020. But then COVID hit literally right before their launch was supposed to happen. And so they decided not to launch then, because they had no idea how any of this was going to work. And so then they scheduled their next launch for May. But that was when the George Floyd police killing happened. And as a company who is primarily owned by women who are of color, they decided that it was not the best time to do that for them. And they didn’t want to take away from the attention that Black Lives Matter needed. So they stopped that. And then they finally released their products and their company, basically in August of 2020. But as I said, I think earlier, the company, its campaign didn’t start until January. And the campaign that I followed along with through them, was called good skin. So the owners are the co founders of the company, have struggled with severe chronic skin conditions like their whole entire life. So they wanted to create a personal product for other people who struggle with that as well. So they have products for if you have itchy flaky, spotty or dehydrated skin, like any of that can help you. Honestly, I really enjoyed their campaign. But it was only like the first week or two weeks that they actually directly posted and talked about it on social media. And then like any time after that, it wasn’t like directly referenced or mentioned. So it was kind of hard for me to keep up with the campaign because it was difficult to tell when they were actually talking about it. And when they were just actually talking about the products they had, right. So like it was kind of hard to connect it back to the project when they’re good skin campaign was only mentioned and posted about in the first two weeks that we started this project. And then I just had to find ways that and figure out how they were connecting it back or if they were connecting it back. But I really enjoyed my campaign in this company. But I do think that the campaign could have been more successful if they had mentioned it a little bit more, drawn it out a little bit more. But I will say they have a really good social media presence. It is a super fun and carefree kind of vibe on their like Instagram and Twitter. Because those are really the main two things that they use. They don’t really use Facebook or LinkedIn or like YouTube, they have a tick tock, but it’s not that popular. So those are like their two main things that they have. And they did a really good job on there. Like they are really fun, but they’re really engaging as well. They actually respond to people who are talking to them, they make like polls and they post like gifts and stuff. So like I think they did a really good job with that.
Callie:
Yeah, and that would make sense because their target demographic sounds like young women. So you’re looking at millennials, you’re looking at Gen Z, who are mainly on probably like tik tok, Instagram and Twitter. I think it probably could benefit them to make a tik tok and do like show like their how their skin product works and have like time lapse videos on there or do some maybe influencer partnerships through that. Exactly, I
Thea:
totally agree. But I mean, I think they did a pretty good job overall with their social media presence and stuff. But it was just the campaign was only really referenced like right at the beginning of when this project started. So it was a little bit hard to figure out ways to keep up with it or see what was going on. But I think that they did a really good job and I really enjoy their company. I probably would have never heard about them or thought about them if I hadn’t looked at this class. So I’m actually Really excited and thankful for that.
Callie:
Yeah, I think to um, you know, you were saying like they did they do like stories and stuff on Instagram as well or just more of the engaging with customers and like answering their questions. That’s really important, I think, especially when you’re establishing yourself as a new brand. No,
Thea:
I totally agree. Now that you say that, I don’t really think they use stories as much. Like I think they used it a couple of times, but not like consistently with other brands that are similar to them. But like I said, they really engage on Twitter like retweeting to comments that are added towards them or anything like that. So I really liked that they had that, but they didn’t really use like Instagram stories or anything like that.
Callie:
That’s really interesting, cuz I know a lot of our partnerships did use story sometimes. But they also they were more Doritos was like, not engaging in that conversation at all. There was like, No, like, I’m sorry that our product sucks. Every company did that. But I mean, that being said, like, you know, something that is really good for your skin is water. So Doritos suck for your skin, but water is really good for your skin.
Eren:
Yeah.
Thea:
Yeah. Eren:, why don’t you talk to us about what your campaign was about?
Eren:
Yeah, so my campaign was on liquid death
Callie:
Liquid death doesn’t sound good for your skin. No, it
Thea:
No, it doesn’t
Eren:
Yeah, yeah. Sounds very unhealthy. But that’s kind of like the point, right? Like, their whole with their whole, like social media campaigns across all their platforms, you know, they really make an effort to stand out. And like, you kind of see that with the content, they post because they post like, they actually like post pictures of just like drink ideas. And you can use because they have a bubbly version of their water. So like there’s been a few they have like mixologist make drinks with liquid death. Oh, so you can have a liquid death cocktail, if you want who fancy Yeah, and another cool thing they’ve been doing is, um, so if you get their logo tattooed on you, they’ll send you, like merch because they make their own merch. Or they’ll send you like cases of their water. Oh, and I just, I think it’s really cool as someone who you know, like, I think tattoos are just like, awesome. And I love when people don’t take them seriously. So like getting a liquid death tattoo is just kind of like a, it’s kind of like a big middle finger to like, everyone
Callie:
knows, that’s my first thought was like, that’s a huge commitment to get a company’s logo tattooed on me. So you’re right, it is kind of like this countercultural vibe.
Thea:
But I also was gonna say like, from the sounds of it already, they’re already doing a great job with engaging with their consumers and stuff by having that kind of idea I haven’t ever thought of or seen of any other company doing anything. 100% Sure.
Eren:
Yeah, there’s, there’s multiple and you know, I even saw a guy he got a fake one on his face.
Callie:
Oh, no, thank you.
Eren:
I mean, okay, but some so some people do like just the script. And then they have a really cool their, their logo is like a skull. Oh, I don’t know. It’s like a burning skulls sort of deal. So
Callie:
have to link it in the show notes for every show notes. The you know, we’ll link the commercial from Doritos will link the good skin, Instagram, and then we’ll link this tattoo because this is so fun.
Thea:
Yes,
Eren:
yeah. And I was like, this close to getting one. So I had a tattoo appointment. And I was like, I was like, man, Rabby would really I wonder what Rabby would do if I just got a liquid death tattoo You know, like, he has give me an A right
Thea:
a two year project.
Eren:
Yeah, I thought yeah. But you know, maybe I’ll still get one because I kind of just want to say I’ve done it. And I think that’s like a cool way to engage your fans. You know, it definitely, like a bunch of people have done it. So and they also um, so when you’re talking about stories earlier, liquid death probably posts like 10 plus stories every day. Because they do and they just repost everyone who tags them on their story. And they’ve even reposted people like getter. Yeah, popular DJ, I’m pretty sure I’m not super familiar. But I saw I mean, they post people verified accounts all the time. So
Thea:
Oh, that’s great.
Callie:
So do you know if they’re partnerships or if they’re just verified people who also like really love this brand, and just want to talk about it more kind of like a brand ambassador?
Eren:
I really think it’s brand ambassadors. It seems like a lot of people like you know, they kind of liquid death kind of achieve their goal of getting a cult like following because there are so many people who you know, this is like the only water they drink.
Callie:
that’s legit. That’s how you know, you’re staying.
Eren:
And I think you know, like the added bonus on the top of all of that is that since it’s in cans, it’s like, way more recyclable and like, way better for the environment?
Callie:
Hmm,
Thea:
that makes sense.
Eren:
So it’s kind of like a win win. You know, I think I think as you know, people who are into designing, you know, that’s kind of the field we’re in. It’s, it’s cool to see products kind of focus more on, like, the aesthetics of them, you know, and making sure everything is like, super cool, you know? Yeah,
Callie:
I think something that’s interesting. Eren: is like, It’s seems like especially for, you know, our company is being like liquid death is an established brand, but a new product, right? Yeah. Or is it a whole new company?
Eren:
It’s so it’s its own company.
Callie:
A liquid death is its own company. Okay.
Eren:
Yeah. So yeah, they only have like, I mean, excluding the merch. Currently, they only have two products they have they’re still water and their sparkling water. Okay. So I think, you know, they could improve on the the selection, definitely. But I think like them focusing on those two things. is kind of part of their success. Yeah,
Callie:
I agree. I think it’s good to hone in.
Thea:
Yeah. So I will say, going off of that my company as well only has two products. Yeah, since it’s such a new company, they only have two things. And they’re just focusing on that. So I think that’s really interesting that both of our companies are kind of just focusing on very simple products. They don’t want to do everything all at once. They’re just trying to stick with what they’ve got and what they know, before they expand off of that.
Eren:
Yeah, and I think that’s like a something that’s going to like has been on the rise lately, because I see a lot of companies that really specialize in like one or two products. And, you know, I think if if they do that, then it’s really like it helps them focus on their on their.
Callie:
I totally agree. Yeah. Well, it’s it’s been really fun, you guys, but I’m sad that it’s our last podcast as a group.
Thea:
I know me too.
Callie:
So summer is drawing near. And we’re sorry to report that we will not be sending out another podcast, but this project has been really fun and insightful for us. We sincerely hope you guys have learned from us along the way as we have been learning or at least we’ve made you have a good laugh or two. That being said, I’m Callie:.
Eren:
I’m Eren:.
Thea:
And I’m Thea:
Callie:
and thanks for waking up social
The JK Podcast Episode 4
Today in the JK podcast Josalyn and Kara discuss their social media campaign case studies. Kara chose to study Abercrombie and Fitch’s “Denim Your Way” and Josalyn did Skim “Silks” campaign. Listen in to them compare and contrast their campaigns!
Here is the transcript of the podcast.
Kara K 0:03
Hi, welcome back to the JK podcast. I’m Kara.
Josalyn O 0:07
And I’m Josalyn.
Kara K 0:09
We missed you guys hope you enjoyed our last episode with my sister and Josalyn’s mom that was a lot of fun.
JO 0:15
I think it was really fun too.
KK 0:18
So today we are going to be talking about the campaign’s that Jocelyn and I were researching and following this semester and we’re going to kind of compare and contrast them so it should be a lot of fun.
JO 0:34
Oh, all right. Well, that being said, let’s get started. So my campaign was a launch from the skims or the brand skims on by Kim Kardashian. So it was Yeah, it was basically just a new collection launch that they had done it was called silks. And I followed all the social media platforms did all the data sets and analysis for everything. So yeah, I think it’s gonna be really fun to be able to compare this to someone that had a similar experience and a similar like they had to follow the whole thing all the way through.
KK 1:13
Yeah, so my campaign that I did was by Abercrombie and Fitch and it was the denim your weight campaign so it was all about obviously denim and finding denim that fits your body and makes you feel confident and good. So yeah um so getting right into it kind of getting into the nitty gritty comparing and contrasting Do you want to kind of start by you know, kind of comparing and what we’ve seen that have similar with our campaigns and then we can kind of discuss from there
JO 1:44
Yes, perfect, perfect. The first thing I think I’m going to mention between both of brands when looking at your case study and mine was the inclusivity that both of brands had as one of their goals their one of their major goals for even for like yours, I know yours was a rebranding, so yours was moving toward inclusivity as skins was already there we’re already kind of set to body inclusivity which I was really think is really cool. But as I mentioned before both of their main goals you know, were to get to that point.
KK 2:23
Yeah, yeah, for sure. I think that you know, and I said this a little bit during during in my paper and in my campaign but I think it’s cool for people to have other people that look like them especially in the fashion industry the fashion industry for so long has especially for women have been these you know, teeny tiny 10 feet tall, you know models who when you look at clothes on them of course they look like you know beautiful and in perfect in these clothes. And so then sometimes when you were to try it on yourself, then it would be very demeaning and very like Wow, well I don’t look like the model you know, whereas I feel like nowadays as we are seeing real life people people who have curves people who are small who people who are short people who have no butt like in these Dean’s and in for you for in the skins and for in like the the loungewear seeing all those different body types and being like, wow, that that girl looks like me. You know, I think that’s very a confidence booster.
JO 3:30
Yeah, I totally agree with that. And this is actually something it’s related. But I did see I saw this post it was kind of like a model’s like, behind the scenes kind of thing. And so, you know, like you were saying, like, all models are very small, what we see and they’re very tall. But this it was like a hack. I guess she was wearing a pair of jeans that didn’t fit like perfect on her. So what she did was she put a water bottle in the back of her jeans to make it like fit better and I made it look like it fit a lot better. But I just think it’s super weird to look at like how a lot of things you see you know, on social media and with fashion especially is that things aren’t you know exactly how they are like, exactly how they are seen in these, you know, advertisements and stuff. So it is really nice to see these companies coming out with more more people who look like you know, your average day everyday person that you’re going to see walking down the street and knowing what clothes look like on you know, the people with similar body types you that is super important for I feel like any company to kind of move to especially nowadays.
KK 4:42
Yeah, for sure. And I actually saw that too. And it’s just so crazy what the lengths like fashion industries will go to, to make their clothes look perfect. And that being said, I think another really cool thing that both of our campaigns included are influencers and it’s really getting back into that those Real people, which, obviously, you have a little bit of a larger celebrity influence in your since you have kim k, as like your CEO founder, which is awesome. Um, but I just think that, you know, we have to think about that those influencers who even have, you know, hundreds of 1000s of followers or whatever it is that at the beginning of the day, most of those people started out just like us, you know, and they gained a following. So do you want to talk a little bit about skims use of influencers?
JO 5:31
Yes, yes. So, um, actually, this is something I mentioned a few times throughout my case study, you know, the finalized projects and stuff, but their main audience was toward millennials and Gen Z, so pretty young. So they started picking, I think they started really picking up on the engagement they were getting from these younger people. And so they started using bigger, but younger influencers, such as Addison Ray, I don’t know, like, I think every, you know, Gen Z that uses Tick tock, they’re gonna know who Addison ray is, and started off super small. I mean, we saw her making, you know, dances on tic tocs, too. Now she’s got a music video. And she’s, you know, this just huge on tik tok and Facebook, on Instagram. I mean, um, but it’s really cool to see these companies kind of pick up on that, like, Who are my audience? Who are these? Who are they watching? And how can we kind of incorporate that to where, you know, they’re going to either going to see this and kind of relate to it a little bit more. And adding to that they obviously they look at influencers that they trust. And that’s just, that’s a super, super big thing, especially if you’re using influencers that a lot of people trust, then you know, you’re going to get a lot more sales, and they find in the final end of it, because these people are trusting the the influencers reviews on the products and what they actually think of it.
KK 7:07
Yeah, for sure. I wouldn’t say I think in my case study, I found a survey or something that said 30% 34% of people have bought something based off of a influencers recommendation. So I think that that is a really big, you know, market nowadays and why influencer marketing has become such a big thing is because, unlike a celebrity, which a lot of us, I feel like maybe don’t think that we could ever be at their level, I feel like these influencers have a sort of attainability that we can see. And so because of that, I feel like we think that influencers are more of like our friends, and that we know them more personally, than we even know celebrities, even though we might be seeing the same amount of each of those. I think that we see and think that influencers are much more of like our friends, giving us suggestions and whatnot. And so and that’s definitely true with like Abercrombie, the best responses for engagement came from their influencer posts. And from that, you know, I think that just is a testament to how important and influential influencer marketing can be.
JO 8:27
Yeah, and a little bit adding to that, there’s one part that I kind of wanted to add to was how you were saying, like, influencers are more like people view them as more of their friends. So they’re a lot more like to be trusted. And I think that is super interesting to look at, because it’s so true. Like, who are you gonna, you know, are you gonna trust? Like, I don’t, I don’t even know. I don’t know, I can give an example. You know,
KK 8:54
I mean, obviously, that’s a little different. But like, think of Miley Cyrus, you know, do you feel like you’re gonna trust Miley Cyrus or Addison Ray more and like, even that’s such a weird thing. And Addison ray is so big. And she is a celebrity, by all means, like, I feel like I’m like, Oh, I trust Addison Ray more, because, you know, Emily, risen to fame. She’s had, you know, a small, humble kind of more beginning, and I feel like that’s what makes us trust them.
JO 9:18
Yeah. And make that makes a lot of sense and makes them just so much more relatable. And especially, especially when you have traits that you can relate to them. Like when they started using Addison, right? Like she isn’t that she is small, but she’s not the tiniest, tiniest model. And so they’re using her as you know, this curvier girl, and plus she’s like, 18 years old. So you know, of course, that’s going to generate a lot of buzz from people who are 18 years old and have curvier bodies. They’re like, Oh, she looks just like me, so I can, I can fit into these clothes and it’s gonna look good. Yeah,
KK 9:51
yeah, for sure. I’m getting into a little bit of like, I think a difference between our campaigns is definitely kind of there. There are foundational aspects of why, you know, I think when kim k, and you can speak obviously more on this in a second, but launched it, it was much more from the beginning, you know, she wanted everybody to feel confident and beautiful in her clothing. And, and shapewear, whereas Abercrombie came from a place of a bad image. And they had a very nasty CEO in the 2000s, who said things that basically people did not belong in their clothes, and that they were an exclusionary brand. And if you didn’t fit in their clothes, that was too bad. And so they got a lot of really bad rap for that, and a lot of a lot of bad press. And so people, you know, boycotted them for quite some time. And so I feel like launching this campaign, and they’re rebranding of themselves as a company is really kind of where my campaign came from, and then need to to show that they are not the same company that they were back in 2005.
JO 11:01
Yeah, yeah, you’re totally right about that. I think that is the main, the main difference is that these two came from completely different places. I mean, from the beginning, when Kim Kardashian made skins, it was to make sure that all bodies fit into this, all skin types fit into this and there’s no woody being left out. And so it’s nice to see that your, your brand that you followed is, you know, moving toward that and growing as you know, other companies are starting to do that and grow.
KK11:29
Yeah, for sure. Well, like I say, I think just down at the root of it, though, and I’m obviously super happy and grateful that you know, our companies are both moving and or at a you know, a place of inclusivity and body positivity for for all people so that everyone can feel confident because don’t want just a more confident world.
JO 11:50
I know that is that’s super, super true. Well, I think that is all the time that we have for today. So I hope you guys found this podcast to be interesting, and I hope you guys like to hear you know the Compare and contrast between our two case studies. Thank you guys for stopping by and listening in. And we’ll see you guys actually this is the last episode so
KK 12:17
thanks for listening.
Transcribed by https://otter.ai
Sandra and Delano Podcast 4: The Grande Candy Finale
Sandra
Do I need to introduce myself again at this point?
Delano
Yeah, maybe we should do introductions. Yeah.
Sandra
All right. Well, I’m Sandra. Back at it again.
Delano
And I’m Delano much more well versed in the world of M&M’s and M&M lore
Sandra
our job for this podcast is to talk about our case studies and how they compare to each other and what we think worked anddidn’t work. So for my case study, which was Kraft, Mac and Cheese, they did a pink candy flavored mac and cheese for Valentine’s Day.
Sandra
Something that I think really worked for them was the fact that they only posted a few times. But within those few times that they posted, they commented on everybody’s whether they use the hashtag for the Kraft candy, Kraft Mac and cheese, or if they added at Kraft Mac and Cheese. So that allowed them to respond to people quick and get a lot of share, share, share of voice and top of mind with their product. So that was a move that really worked for them.
Sandra
I think something that didn’t work for them was that they they kind of because it didn’t post a lot, they didn’t get a lot of a lot of attention to it other than other outsources coming in. So, like, the news had done something about their product being a contest only. I think I think I saw something on TV talk about someone having saw a ad on Snapchat, but I don’t know how true that is, because I never saw anything on Snapchat ad wise.
Sandra
And I paid very close attention to to it when I was on Snapchat and I didn’t get anything. So that was something that I think that they kind of lost on. And then for similarities to your campaign, I think the fact that they were doing something different and there was a lot of backlash, which, like you said in yours, there’s going to be backlash for any campaign happening. But the fact that they were doing something completely different and it was something that a lot of people kind of like, are you out of your mind for doing this?
Sandra
I think that’s something that we had in common with ours. Something that was different was the fact that they didn’t use influence influencers. They heavily relied on their followers, kind of spreading the news about them having this new product online. And you can only win it by entering a contest.
Delano
I mean I mean, I think that’s the biggest thing. Contests are always great with, oh, what’s the word promotion.
Delano
I just part of me wishes they at least sold it in stores
Sandra
so here’s the thing with with with my campaign, they did have it available for purchase, but it was only in Canada.
Delano
Oh!
Sandra
so there’s there’s the Kraft Mac and Cheese of the US, if you will. And then there’s the one that they have in Canada and in Canada. They have all these different products that you can get this vast range. And what they what they did was they start off with Canada. Canada had it available online for purchase at a limited supply. Once that limited supply was up, then they decided to do a contest. And I think they did a contest twice, if I’m remembering it correctly, because they they have such a big turnout from the limited supplies and people still asking about it.
Sandra
They decided to contest and Kraft Mac and Cheese decided since they were doing so well over there, why don’t we turn around, do the same thing? This is not the only time they’ve done a contest like this, they’ve they did one for pumpkin spice and they sold it.
Delano
Yeah I saw that in your.
Sandra
Yeah, it was it was kind of it was kind of crazy that they they had done all these different ones. I mean, they even have like I mean, four available for purchase on the website. Like if you go look at the website, they’ve got like all these different like cool different things. They’ve got like these shaker’s they’ve got like these these powder mix. So you can make it your mac and cheese more cheesy or whatever they they really like, they’re very proud of their craft, their craft.
Delano
I see what you you did there
Sandra
I didn’t realize what I was doing until after it came out.
Delano
Nice pun. I don’t know how Rabbi would feel about that.
Sandra
But you know what? It’s free reign here. You know, I think he’s cringing in his seat,
Delano
I’m sure, like, oh, it’s not as flashy or as. Controversial as as candy, mac and cheese, but my case study was M&M’s most recent attempt at staying relevant to kids or to the to the younger audiences of the world. And they did that with their I’m sorry campaign, which was the I think it was one of the very first ads at the Super Bowl where throughout the ad they’re just showing a whole bunch of awkward or painful situations like getting the back of your seat kicked in an airplane or getting mansplaining, too, in the middle of your office
Delano
oh, two dozen. And the point of the campaign, or at least the point in the ad, was that you can just say, I’m sorry, with a bag of M&M’s and everything’s cool, everything’s cool, which thinking back on it, that doesn’t sound like a very smart thing to do. It was it was basically it was Eminem’s most recent attempt at being funny for their audience, which in the past they’ve done Super Bowl ads where they’re like and they put the M&M’s characters in action movies or have like guest stars like Danny DeVito be like a super villain in the M&M’s lore, which in and of itself is like pretty genius.
Delano
But I, I think they wanted to try their hands at Zoomer humor. We’re just keeping it short, sweet and funny to, you know, to some extent. And they had Dan Levy as their celebrity guest this year, which he’s become the gay icon that I wish I could be.
Delano
I finished watching Schitt’s Creek like as I was doing this project. So he has a special place in my heart now, especially after the M&M’s campaign, which is really funny.
Delano
Did he is and his role in the ad was just kidnaping the red M&M and then apologizing to the brown and the green one, which is weird because he was eating a bag of M&M’s in front of them.
Sandra
So like, oh, I need to go back and watch this.
Delano
It’s it’s hilarious, honestly. And there’s like a couple of outtakes that Eminem’s have posted on on their social media campaign or on social media channels. But the biggest backlash or I guess the thing that didn’t work for this campaign was part of the zoomer. Humor is cringing at the name Karen, which I’m sure Ravis used the term Karen before. But for anyone who’s unaware, the typical Karen is like the middle aged, bad haircut white woman who just always like, I want to speak to your manager or treating service staff, incredibly rude things like that and.
Delano
Part of the ad was a student or something like apologizing for calling this woman a Karen, and then the woman says, But my name is Karen, and she pulls out another bag of M&M’s and says, I’m sorry, your name is Karen. Which I found that hilarious. That was my favorite part of the entire ad, but Facebook specifically only Facebook found that really offensive. And literally, I, I kid you, not a horde of women named Karen flooded the M&M’s Facebook page.
Delano
And they were just commenting beyond belief on that ad, just saying, how dare you bully people named Karen? I’m part of a generation of women named Karen. We’re all wonderful people. And I wasn’t able to get a screen cap of it because I’m and I’m so angry that I didn’t. But one of one of the Karens on the Facebook page had commented, this is worse than using the N-word nowadays.
Delano
Oh, people using the name Karen for something as bad as the N-word, which is probably one of the most Karen things I’ve ever read.
Sandra
I was going to say, it sounds.
Delano
Like such a Karen, right, I mean, you just add to the point being made to care, it’s a Karen move and I’m so mad I couldn’t get a screen grab of that because I was on my like I was just scrolling through my phone, like, looking at the comments. And I was like, oh, I’ll just grab that on my computer later. It’ll be better quality and I can get the whole comments, but I guess they deleted it when they realized, oh, that’s a really racist thing to say.
Sandra
Yeah, well, I mean, you know, I’m glad that they did erase it, but also it would have been it would have been nice to have it captured into your your case study so that like like you could show people like this is how Karen’s responded to the fact of using Karen as part of the joke.
Delano
This this is what Karens react to. This is how Koreans react to Cairns. And it’s just like, oh my God. But I that also like that whole situation ties into something that worked for the campaign where outside of the Super Bowl and maybe like a few days afterwards, they pretty much stopped everything with the I’m sorry campaign. There were no posts or anything like that for the longest time. But the the Facebook, like the Facebook reaction from the Karens, like, drove the campaign itself for weeks afterwards because people were like still coming back to that post and commenting on it like, oh, I’m a but I like Eminem’s give all Karens twice the Eminem’s, which was really nice to see that a woman named Karen was actually being cool about it.
Delano
So those to show not all Karens are bad.
Delano
Um, but the the the saying of any publicity is good publicity that like shown through with this campaign, just because people were driving the campaign, even after M&M’s was like, OK, we’re going to switch to Valentine’s Day stuff now or oh, look, it’s Saint Patrick’s Day. Who has quarantine anxiety still? Yeah, it was it was a fun little campaign. And of course, I did some independent research on all the different flavors of M&M’s, the worst one is the key lime pie, one they released a few weeks ago.
Sandra
Oh, good.
Delano
I love key lime pie, and I was so excited and then I was just so let down, it tasted like soap. It was it was just little, so candies to stick with key lime pie, Immonen Flavors got the key lime pie.
Delano
The best ones are mini classic mini Eminem’s.
Sandra
Oh hands down.
Delano
Absolutely.
Sandra
They’re the best by far.
Delano
But I realize not everyone will be satisfied with the. Oh, if you just make it smaller it’s the best one answer.
Delano
So the two like quote on quote unique best flavors are the pretzel one and the caramel one.
Sandra
That’s that’s where it’s at. I know. I know. I liked to you for there was something about me that was you know,
Delano
I didn’t seem all that bad.
Sandra
There was something about you that said he’s a pretzel and caramel kind of guy.
Delano
I’m a I’m an M&M’s connoisseur. Yeah. I also love the peanuts. Eminem like taking it back.
Sandra
I love to do something about it that just every time I eat them, I’m just satisfied. Like a classic peanut, Eminem is like it’s too good to pass up, you know, and there’s not there’s there have been many E.M.S. flavors that have been coming out that like I’ve tasted over the years. And just like that was a No. I mean, I haven’t tried the key lime pie.
Delano
Well, I’ll save it for you. Don’t it’s not worth it.
Sandra
Like I’m going to be that old person with, like, the little candy jar. We always have the M&M’s.
Delano
M&M’s in a perfect. All right, well, good work on your case study, congrats, we survived. Thank you to you, too, as well. And maybe one a.m., so I think and I don’t get 20 minutes before my next class. Please do.
Sandra
It’s a perfect midclass sneck. They’re they’re good so that you can never get tired of them. No, never. I since I just got my cold vaccine, I’m going to take the doctor’s advice and just lie down for a while, just. Let me let the let my body do the rest. Yeah, maybe it’s a woman wants to help with the recovery.
Delano
I have so many of them still. Yeah, that’s that’s probably the ego. There we go.
Sandra
You’re already ready. I’ve got yeah.
Delano
I’ve got three different bags so I can just lie down in bed. Lack of having them next to me. Oh, boy. Well, thank you for podcasting with me this term. It’s it’s been fun. Too bad it’s the end of the podcasts for now, but, you know, when I cut off my other thumbprint and I want to record about it, I absolutely will have you there. That, you know, I feel like it’s only fair to have me there, you were there for the first day of the story, so it just you, right?
Sandra
Yeah, just will be right.
Sandra
I feel cheated on.
Delano
If you were to go to someone else for the podcast of the thumbprint being gone.
Delano
I don’t want to be unfaithful with how I’m cutting off my thumb print. And with a little bit from that. Oh, geez. All right, well, have have fun with finding your EM&M’s and your next class. Thank you. Um, it’s been lovely as always, and I guess I’ll see you tomorrow. We have class tomorrow, right?
Sandra
Yeah, we have Class tomorrow.
Delano
All right.
Sandra
Sweet. All right.See you then.
Sandra
Almost there.
Delano
Almost there, probably.
Social Media Case Studies SP21 