Tebow Time for Jockey - American Marketing Association

Tebow Time for Jockey
Mo Moorman,
Moorman Director
Director, Public Relations
Jockey International
@MoMoorman
@Jockey
|2
Tim Tebow and Jockey
Tim Tebow and Jockey
• Signed Tim Tebow July 2010
Si
d Ti T b
J l 2010
• First Jockey celeb spokesperson since Jim Palmer
Leveraging Tebow:
Tebow
Tebow for Jockey® staycool for Jockey® staycool
Macy’s Herald Square Square
NYC street event / contest t t
prize
This
This is Tebow Time?
is Tebow Time?
This
This is Tebow Time?
is Tebow Time?
No
No, THIS is Tebow Time!
THIS is Tebow Time!
Operation:
Operation: Make Tebow Time, Jockey Time
Make Tebow Time Jockey Time
Steps to Success
1 Created
1.
C
t d ti
timely,
l big
bi idea
id / hook
h k w// wow factor
f t
2. Developed multi-functional team, plan, schedule,
budget
3. Built sharable destination using repurposed
assets
4. Created monetate banners on eCom site
5 Set up key words in Search
5.
6. Gave key influencer exclusive to break news
7
7. Followed influencer’s announcement with
immediate wire release
Steps to Success
Steps to Success
6 Used social to spread news
6.
news,
drive to site
•
Clever hashtag
supporting big idea
•
Blend of earned with paid
(promoted tweets &
promoted accounts, FB
ads, sponsored stories)
•
Fresh video assets
•
Blog content
#IfTebowWins
Facebook
•
R four
Ran
f
diff
differentt Facebook
F
b k ads
d
•
Three ads directed fans straight to contest landing page, the
fourth to fan-gated Tebow tab where we had a banner linked to
contest
•
Why? Test to see what works.
•
Learning: Tell them what you want (like, share)
Twitter
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Twitter
| 14
Tweets
Engagement
Rewarded,
Shared
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Steps
Steps to Success
to Success
7. Kept news alive with new,
topical hooks (survey)
8. Satellite Media Tour
9. Email campaign spread
news, incentives
10. More fresh assets sustaining
news
11. Contingency plans
Also important: Provided
destination links on all online
locations
Contest Results
Contest Results
Total # Sweepstakes page visits: 95,501
T t l # C t t t i 57 574
Total # Contest entries: 57,574
 Conversion rate of sweepstakes: 60%
o New opt‐ins to receive Jockey marketing: 23,116
 Conversion of sign‐ups vs. new opt‐
ins: 40%
ins: 40%
Contest Results
Registration traffic: Jockey.com/Tebow
Contest entries increased as Tebow’s
Tebow s team made it farther in
the playoffs & spiked with fresh content
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Communications Results
Communications Results
• 9% increase in new followers • #IfTebowWins used 3,000 times
• 4,300 tebow‐jockey 4 300 tebow jockey
mentions • Impressions: 15 million, 415K from Twitter ads
• 14,000 new fans/Likes
/
• 2,500+ shared contest
• 4,827,321 people 4 827 321 people
saw contest on FB
• 12,520,588 impressions from Facebook Ads
Communications
Results
Communications Results
• Tebow video series: 107,383 views • 73,000 people watched staycool TV spot for first time • (59% increase)
Insert thong video here
Communications Results
Communications Results
Jockey Blog:
• 50% increase in blog traffic over course of Tebow challenge campaign (1 mo.)
• 91% were 1
91% were 1st time visitors
time visitors
• Most from Google/Organic
Communications Results
Communications Results
Communications Results
Communications Results
USA Today, ESPN, Associated Press, CNBC, Fox Sports, Yahoo! Sports, PeopleMag.com, Denver Post, Milwaukee Journal l
il
k
l
Sentinel, Ad Age … major news coverage 700 media placements @ 500 million impressions … in 4 weeks
Communications Results
Business Results
Business Results
Jockey.com impact from $1 MILLION “Super” Challenge:
Recorded second biggest site traffic record ever on with 41,108 visits. (Record held by Cyber Monday 2011)
Monday 2011)
$45,000 in resulting sales (contest‐to‐eCom
traffic) traffic)
#1 purchased item: staycool boxer brief
Business Results
Jockey.com
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Business Results
Business Results
Campaign raised perception of Jockey:
Campaign raised perception of Jockey:
Brand Tracker results, 12/1—1/15
• Jockey is for someone like me (up 5%)
Jockey is for someone like me (up 5%)
• Jockey is trusted (up 7%)
• Jockey introduces new ideas (up 6%)
• Jockey provides good value for the money (up 7%)
• Jockey fits the body well (up 9%)
• Jockey is authentic (up 6%)
y
( p )
• Jockey is innovative (up 5%)
• Jockey makes underwear that lasts (up 10%)
And Tebow‐Jockey partnership awareness: Up 6%
Prepare Today for Opportunity Tomorrow
Prepare Today for Opportunity Tomorrow
1. Determine your SWAT team & roles
2. Have list of top tier media, bloggers, influencers ready to roll
3. Prepare key messages
4. Have digital assets ready
g
y
5. Get monitoring installed & active; set benchmarks
6. Establish relationships with nimble vendors 7 Have good relationship with legal team
7.
Have good relationship with legal team
8. Create plans … and contingency plans Thank you
Mo Moorman, Director, Public Relations
Jocke International
Jockey
@MoMoorman
@Jockey