This is a presentation I gave at one of the breakout sessions at SoCon14 at Kennesaw State University on Feb. 22, 2014. In this session, Social Media Manager Josh Martin will present a case study around how Arby’s leveraged social media to drive anticipation and awareness of its bottled signature sauces being made available for purchase for the first time. From UGC to web videos, this session will cover a variety of tactics Arby’s employed within social media to engage its fans.

1. #SocialSauce – Tap into New Media to
Launch a New Product
Josh Martin | @Jmart730
Social Media Manager @Arbys

2. People love our sauces…
#SocialSauce

3. … we m e a n , re a l l y l o v e o u r s a u c e s …
#SocialSauce

4. . . we m e a n R E A L LY l o v e o u r s a u c e s !
#SocialSauce

5. It’s because of that love that we decided to treat
our biggest fans by making new full-size sauce
bottles available.
#SocialSauce

6. Campaign Overview
#SocialSauce

7. Now that you can buy Arby’s sauce by the bottle,
you’ll never run out of sauce again.
We’re all familiar with that terrifying moment when you sit
down to eat Arby’s and realize you don’t have sauce. You
may even have stash set aside for emergencies. Well now you
can buy it by the bottle. This is the end of Saucepocalypse.
#SocialSauce

8. Each and every day people find
themselves face-to-face with a
Saucepocalypse.
We invited our followers to share their
sauce crisis with us. Then we illustrated
their Saucepocalypse, similar to a classic
thriller film poster, and sent it back to
them.
And since it was Halloween, the timing
was, well, freaky. Because there’s nothing
scarier than running out of sauce.
Drive thru. Drove home. Forgot to ask
for extra sauce. #SAUCEPOCALYPSE!
#SocialSauce

9. O u r Vi s i o n f o r t h e S a u c e p o c a l y p s e P o s t e r s
#SocialSauce

10. Campaign Details
#SocialSauce

11. Te l l u s y o u r S a u c e p o c a l y p s e S t o r i e s
#SocialSauce

12. Identify stories to turn into posts
#SocialSauce

13. Identify stories to turn into posts
#SocialSauce

14. Identify stories to turn into posts
#SocialSauce

15. Saucepocalypse Posts
#SocialSauce

16. End of Saucepocalypse
#SocialSauce

17. Mailed out Movie Posters
#SocialSauce

18. Local Extensions
• Newspaper Ad
• Billboards
#SocialSauce

19. Campaign Performance
#SocialSauce

20. Earned Media
#SocialSauce

21. M a k i n g A r b y ’s R e l e v a n t
#SocialSauce

22. Impact on Brand Conversation
#SocialSauce

23. Conclusion
#SocialSauce

24. It all started with social listening
consumers
business
#SocialSauce

25. The end result, product innovation
#SocialSauce

26. Opportunities for Improvement
• In-store extension
• Earlier start to the campaign
• More stories, more posters
#SocialSauce

27. Questions?
#SocialSauce