SOCIAL MEDIA RECAP!

March 27, 2014!

CONTENT!
Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . "3!
Twitter Pops !
Editorial Content & Community Management !
Twitter Ads!
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Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . "8!
Editorial Content!
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Bloggers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . "11!
Contributing Bloggers !
Blogger Reviews!
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Vloggers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . "15!
Vlogger Partnerships: Energy for Every Day Campaign!
Vlogger Partnerships: Good Energy Campaign!

2!

TWITTER!

TWITTER POPS!
Program Overview!
From June 2012 March 2013, we introduced over 600 new consumers to the brand by listening
and jumping into conversations happening in real-time on Twitter around relevant categories !
Over the course of the campaign, proactive and reactive tweets from the Premier Protein handle
were posted to surprise and engage consumers by shipping them gifted product!
Selected Twitter users demonstrated an interest in fitness, health, outdoor adventure and busy
parenting !
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EDITORIAL CONTENT!
& COMMUNITY MANAGEMENT!
Best practices: !
Using applicable hashtags that are well known throughout the fitness/wellness community:
#runchat, #yoga #fitness #fitfluential #abs, etc!
@Mention your source of an article, particularly bloggers, as they will likely RT you!
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Premier Proteins Twitter audience responds well to:!
Inspirational photos and quotes!
Photo based workouts!
Photo based tips!
Engagement questions and CTAs (e.g. What is your favorite cardio machine at the gym?)!
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Premier Proteins Twitter audience does not respond as well to:!
Posts aimed at weekend warriors (travel, hiking, etc)!
Frequency of posts:!
At least 2 Premier Protein original posts per day!
Should also respond, RT and reply to people throughout the day!
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EDITORIAL CONTENT!
& COMMUNITY MANAGEMENT!
Inspirational photos/quotes!

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Photo based workouts!

Photo based tips!

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TWITTER ADS!
Twitter Ads is used as a mechanism to attract and acquire new fans to grow the Premier Protein
Twitter following.!
The details:!
$15/day spend!
Promoted account!
Targeting followers of competitors accounts as well as health, wellness and fitness interest groups!

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FACEBOOK!

EDITORIAL CONTENT !
Premier Proteins Facebook audience responds well to:!
Photo posts!
Inspirational photos and quotes!
Photo based workouts and/or tips!
Product posts!
Product photos!
Product recipes!
Product announcements!
Fan engagement posts!
Fill in the blanks!
This or that!
Questions!
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Premier Proteins Facebook audience does not respond as well to:!
Posts with links to external stories (ex: Womens Health, Fitness Mag, Eating Well, etc)!
Frequency of posts:!
Grow drafted 2 original Facebook posts per day!
Kat managed responding to posts and community management!

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EDITORIAL CONTENT !
Inspirational photos/quotes!
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Photo based workouts!

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Product posts!
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14.6k reached;!
1,182 likes, comments & shares!

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31.5k reached;!
1,961 likes, comments & shares!

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4.1k reached;!
383 likes, comments & shares!

Fan engagement posts!

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BLOGGERS!

CONTRIBUTING BLOGGERS!
Program overview !

Comprehensive list of contributing bloggers!

From June 2013 December 2013, Premier

Protein partnered with a range of targetright bloggers to create rich content for the
Premier Protein blog!

Gina Harney, Fitnessista !

Selected bloggers were seen as an

authority within the brands four archetypes,
had a large social influence and were
willing to share their posts out on social
channels !

Danny Johnson, The Sweaty Betties!

Heather Schuck, Glamalife !

Nicole Emerick, Ms. Career Girl!
Erica House, Erca D. House!
Roni Noone, Ronis Weigh!

The program helped drive traffic,

awareness and engagement, especially to
the Premier Protein website with current
and prospective consumers!

Andy Herald & Charlie Capen,

How to be a Dad!
Monica Olivas, Run Eat Repeat!
Melinda Friedland, Build Your Dream Body!
Dr. Kevin Stone, blog n/a!
Dr. Kristine Clark, blog n/a!
Jennifer Campbel, MAS, RDl, blog n/a!
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BLOGGER REVIEWS!
Program overview!
From June 2012 June 2013, we introduced the brand to consumers via bloggers that spoke
authentically to the brands archetypes!
Partnering with 65 bloggers, they received thoughtfully packaged product kits to sample and
review!
Most bloggers were excited to review the product and host a giveaway for the readers!
Bloggers were asked to promote their review and giveaways using all of their social channels!
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Comprehensive list of blogger reviews included under separate cover.!

Media impressions: 29.7K!

"These shakes are a lot lower in calories and
carbs than the bars and were a perfect post
workout out recovery shake for me. They also
have 30 g of protein and are low fat and have 24
vitamins and minerals.!

13!

Media impressions: 18.4K!

So, why is protein even important? Without getting
overly scientific because I am just not that smart,
lets just say that it can help build and repair
muscles. It can also help you to feel full longer.
Some say it gives you more energy.!

VLOGGERS!

VLOGGER PARTNERSHIPS !
ENERGY FOR EVERY DAY CAMPAIGN!
Program overview!
We executed an exciting partnership with four influential vloggers, each of whom created a 3-part
video series for a total of 12 unique videos!
Each vlogger championed key brand messages from Premier Protein, personally introduced the
brand, the Energy for Every Day contest and incentivized their viewership to comment and
participate to win prizes !
The campaign was live June 2012 August 2012 and November 2012 January 2013 !
Energy for Every Day contest overview!
For each video, vloggers shared why they needed healthy protein to get everything done and
some even included goal-setting challenges for themselves !
Questions posed to viewers focused on moment of need for the product or personal goals !
Viewers were entered by responding on YouTube in the comments section!
Vloggers we worked with!
Carlie Butler, CarlieStylez!
Sarah Dussault, SarahFitTV!
Mike Schiemer, Frugal Fitness!
Cassey Ho, Blogilates!

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VLOGGER PARTNERSHIPS !
ENERGY FOR EVERY DAY CAMPAIGN!

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VLOGGER PARTNERSHIPS !
GOOD ENERGY CAMPAIGN!
Program overview!
From August 2013 October 2013 we executed another partnership with three influential vloggers,
each of whom created a 2-part video series for a total of 6 unique videos!
Each vlogger championed key campaign messages from Premier Proteins Good Energy
campaign, introduced the Good Energy contest and incentivized their viewership to comment and
participate to win prizes !
Good Energy contest overview!
For each video, vloggers posed a different question to their viewers about Good Energy to
encourage tweets, comments and shares!
Vloggers encouraged viewers to use the hashtag #GoodEnergy when posting to social media
channels!
5 winners from each video were selected to win a Premier Protein prize pack!
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Vloggers we worked with!
Amanda Russell!
Michael Kory, Michael Kory Fitness!
Carlie Butler, CarlieStylez!

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VLOGGER PARTNERSHIPS GOOD ENERGY

CAMPAIGN!

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