All posts by kaitlynbouchillon

I am a student at Samford University. My major is Journalism and Mass Communications, and this blog is a collection of my pieces of writing and other projects.

Case Study: A.1 Steak Sauce “Unfriend” Campaign

By: Kaitlyn Bouchillon

Purpose of the Campaign:

After 50 years of being known as the leading steak sauce, A.1 chose to rebrand themselves as the perfect sauce for several foods including fish, pork, and turkey.

A.1OriginalSauce

How They Did It:

In May 2014, A.1 Steak Sauce launched an “Unfriend” campaign to promote their label change – from A.1 Steak Sauce to A.1 Original Sauce. Because most consumers immediately think “steak sauce,” A.1 wanted to shift thinking toward the sauce being the best compliment for almost all foods. The tagline for the campaign was and still is: For almost everything. Almost.

By creating a YouTube video that featured their Facebook page, A.1 integrated multiple forms of social media. In the video, the relationship between A.1 and Steak is complicated. When A.1 begins receiving and accepting “friend requests” from other meats – such as Pork and Salmon – Steak becomes upset. However, by the end of the video viewers see all the different foods and meats getting along well with A.1 Original Sauce.

 

In the video, A.1 incorporated a Spotify playlist that was then shared on their Facebook page for fans to enjoy.

They have continued this campaign by posting images on their Facebook page. Examples include:

In addition, A.1 created a Pinterest page with boards that feature foods the Original Sauce will go well with.

Did It Work?:

Although I was not able to find concrete statistics on how this campaign turned out, we can see from several videos and posts that fans enjoyed the “Unfriend” campaign.

  • The YouTube video has been viewed over 1.3 million times.
  • One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
  • A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
  • When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.

Finally, the A.1 Steak Sauce “Unfriend” Campaign was named one of the top Social Media Campaigns of 2014.

“Often times, it’s difficult to rebrand a product that’s been used one way for many years. Using wit and humor on social media to reveal this new brand messaging was a great way to get customers on board. The Pinterest page, featuring easily accessible recipes, helps open customers’ minds to using A.1. with other foods.”

Case Study #1 by Kaitlyn Bouchillon

GeneralElectricLogo

Name of the business:

General Electric, specifically their Tumblr page: http://generalelectric.tumblr.com

Slogan: imagination at work

General Electric, often called GE, builds appliances and leads the way in finding solutions for lighting, power systems, and other products. They are well-known for delivering a quarter of the world’s energy.

Audience:

Their target audience is described as “a community for science and tech geeks.”

This Tumblr page does a great job of providing a variety of relevant and interesting content related to science and energy.

Content of the blog:

The content of the Tumblr is mostly images and graphics or GIFS. Almost all images are either futuristic or old black and white photos.

Some of the images are from outside sources but others are a behind-the-scenes look at GE plants or processes. The Tumblr also features videos from the GE YouTube channel.

Each post includes a caption and several tags. Often, the caption will include links that take the reader to other sources or to the GE website. All posts also include social media sharing buttons, making it easy for readers to share the Tumblr content on Facebook or Twitter, among other social media channels.

While there is a main GE Tumblr page, within the page they have ten different categories that are featured in the left side bar. The four main categories include:

Additionally, GE has two Tumblr streams that promote interaction with readers. #6SecondScienceFair encourages people to create a six second Vine about science and then upload it to the site where it can be viewed and shared. Their Tumblr also hosts #SpringBreakIt, which shows behind-the-scenes videos and images of how GE tests materials in their laboratories. These tests show how materials melt, bend and shatter.

Both of these hashtag categories are interactive while also promoting the GE brand.

How often the blog is updated:

The specific category streams are updated on average about every month, but some have not been updated since early 2014. The main page, however, is updated 1-2 times a day on average. There does not appear to be a set schedule, as they do not post on the same weekdays each week.

The story being told and brand journalism:

General Electric is focused on innovating, imagining and doing. Their Tumblr page promotes their own creations but also promotes creativity in others. It shows consistency in their brand identity and marketing by having the same four categories on both their website About Us overview and their Tumblr: Moving, Curing, Powering and Building.

They use Content Marketing by showing their own plants and behind-the-scenes images, but their variety of messages and pictures shows that they are also doing well in brand marketing. By featuring both their own content as well as the content of others, they appear knowledgeable and current in the category of technology and science. At the same time, they effectively show that technology can be fun through GIFs and their hashtag channels.