An analysis of the posting calendar, top posts and overall impact for a CPG campaign.

1. Campaign Anatomy: #whostolebartsbar
Analysis of the tactics and content for a snack food
campaign as posted on Facebook
Aug - Nov 2013

2. About This Report
Campaigns are some of the best indicators of what’s happening in an industry. They demonstrate a
brand’s ability to deliver a consistent message across a number of posts, and usually have relatively
budgets poured into them.
In our Campaign Anatomy series, we’re dissecting major social campaigns within large consumerbrand industries. Including both high-level benchmark data as well as granular content activity drill
downs.
Our goal is to give you a thorough breakout of campaign activity in a few minutes, demonstrating the
power of Zuum to help you gain a superior understanding of what’s happening in social media in any
industry.
All data presented is for Aug 1 - Nov 30 2013 unless stated otherwise

3. Campaign Overview
From info gathered on several articles about the campaign,
#whostolebartsbar is a 10-city nationwide “search” for Bart’s missing
Butterfinger. Fans who spot The Simpsons-themed van can tweet its
location for a chance at FREE coupons, limited edition t-shirts and
other prizes, including Homer Simpson snowboards, Bart model
Cruzer skateboards, Simpsons Kid Robot figurines and a grand prize
sweepstakes trip to Los Angeles.

4. Campaign Duration and Posting Level
Posting Frequency
Activity is within Aug-Nov range, and only once had more than one public post per day.

5. What’s The Campaign About?
Campaign
Topics
Reviewing top related
terms reveals the
most frequent topics
and general direction
of the campaign
messaging.

6. Top 5 Posts For Total Engagement
Engagement is a total
of likes, shares and
comments on
Facebook

7. Above Average Engagement for Brand and Industry
#whostolebartsbar Campaign
Butterfinger Brand
Industry (8 snackfood brands)
Campaign
Engagement
Post response rates
for the campaign
average just above
the brand’s overall
average during that
period, but well above
the industry average.
(Engagement rate is
calculated as likes +
comments + shares divided
by posts + fan count)

8. Campaign Correlates With Fan Growth
Fan Growth
Fan growth appears
to increase in sync
with periods of high
campaign activity.
Daily Posts chart is for
#whostolebartsbar
campaign posts only.

9. Campaign Played Large Role In Butterfinger Calendar
Over 100,000
engagements
generated; 35%
of all
Butterfinger
brand
engagements
100,630 Facebook
engagements is a
sizeable amounts,
especially when
compared to brands
with much larger fan
counts.

10. A Social Content Strategy Tool
For more information about Zuum, please
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ZuumSocial.com
sales@zuumsocial.com