Scoopy D in the house!: Social Media Campaign Analysis

In 2010, the Ben & Jerry’s Scoop Shop Video Contest gave national Ben & Jerry’s employees and franchises a chance to win a cash prize by uploading a short video to YouTube about the company. The contest ran through the month of June, and the winner would be decided by hits on YouTube (primarily). In Detroit, Goodwill Industries of Greater Detroit operates a Ben & Jerry’s franchise as a training opportunity for young people to get employment experience. In hopes to spread awareness of what Goodwill Industries does for the unemployed people of Metro Detroit, Goodwill contacted Tanner Friedman Strategic Communications (where they have been a client since 2007) in order to assist with this contest.

And so, Scoopy D was born.

This week, I spoke with Zak Walsh of Tanner Friedman to discuss the social media campaign for the Ben & Jerry’s contest. Seeing as the campaign managed to bring a MarCom Platinum Award to the agency for a job well done, I thought it’d be a great example to analyze for my social media class. I thought it was important to figure out what their goals were with the campaign, what their efforts were throughout, and how they analyzed the success of it all at the end of the day. Zak was very forthcoming with the work they had done and made it easy to get the answers I was looking for.

“We wanted to generate awareness for Goodwill and what they do for the city. We also wanted to use a fun format with compelling content that people could talk about, especially on social media,” Walsh said.

So, they went on YouTube with the video. Through Facebook and Twitter, Walsh explained they made it a point to encourage Facebook “fans” and Twitter followers to share the video with their friends, family, and anyone else they knew. The goal of this was to bring awareness to Goodwill, but also serve as reminder that despite the hard times Detroit has seen over the years, there is still good being done in the city. The bulk of their social media content at the time promoted the video and the contest, though Walsh explained over-sharing was a concern and something the agency worked to avoid.

By the end of the contest, the video had managed to get over 3,500 views. With the city pushing for victory, the social media platforms used to promote the contest increased in audience numbers as well. The Goodwill Facebook fans increased almost 20% by the time the results had been announced. The video managed to be in the top-four finish in the nationwide YouTube hits and also achieved recognition as the “Best Taste of the City” entry. During the contest, Goodwill found supporters sharing links on their Facebooks and Twitter accounts more than 100 times. The Goodwill Ben & Jerry’s experienced its highest one-month revenue in the franchise’s history.

Overall, a pretty successful social media campaign, right?

The challenges of this social media campaign, like any social media campaign, was getting active participation. Walsh found that while some people were interested in sharing the content voluntarily, others weren’t as proactive. In our conversation, we discussed how some sort of contest through Facebook or Twitter to encourage sharing might have brought even stronger numbers. The results were solid on their own, but if there was some sort of incentive for people to get more viewers to the video, the final results of the contest very well could have increased dramatically.

Still, the end results of the campaign speak for themselves. By expanding Goodwill’s social media network through the campaign, they’ve expanded the audience they speak to which in itself has expanded awareness of Goodwill’s mission. At the end of it all, their primary goal was achieved, and it’s no wonder Tanner Friedman received such acclaim for a campaign well done.

You can read more about the case study from Tanner Friedman Communications here.


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