When managing communities, it's important to look for opportunities to engage influencers. In this example, I noticed a television personality talking about poker chips. I (as the brand) engaged him as if I thought he was discussing potato chips. The exchange went so well that in addition to replying in front of his significant following, the tweet was featured on national television, generating tens of millions of impressions.
Live content requires a special set of skills considering the agility required to react to unforeseen circumstances. I live-streamed the 3 day US Imagine Cup Finals in Seattle Washington while contending with the schedules of Microsoft execs, hardware malfunctions, and a shooting at a 7-11 a block away that resulted in a lockdown.
Good social media is made great by strong analytics. You can use the wealth of reporting available to inform future content, when it should go up, and what sort of calls to action you should be including. I believe one of my strongest capabilities is being able to translate the storm of analytics available to easily digestible nuggets of information.
Kettle Brand partnered with Warner Brothers to promote the Blu-Ray release of Jupiter Ascending. This promotion offered tremendous value for our community with a great deal of prizes available. Warner Brothers received promotion of their product to our 1.8 million fans.
Microsoft runs national training programs for their software. In Mission Mars programmers use Internet of Things and Cognitive Services utilities to save astronauts stranded on Mars. By offering unique targeting and optimized content I reduced the cost per registration from $150 to $35 and completed the project under budget.
In 2015 I went to Kobe Japan, and the Fukuju Sake Brewery to shoot content for their social media, both Japanese and American. This brewery has been around since the 1700's, and translating that lengthy and foreign legacy to American audiences was a challenge to say the least. A 300% increase in tour requests year over year indicates we hit the nail on the head.
Ziggurat of Marduk is a thriller about archaeology, mercenaries, and monsters. It took me 3 years to write and finishing it was possibly one of the greatest accomplishments of my life.
I engaged a video game streamer around his idea for a combination flavor of chips. This was a new demographic for Kettle and it was crucial to appear authentic and knowledgeable to the community. Ultimately the streamer changed his profile picture to our image, generating significant impressions given his 250,000 followers.
The Kettle Brand Language of Leftovers App was a webapp that allowed you to build sandwiches from Thanksgiving leftovers and gave it a funny name based on the ingredients you used. It also paired your sandwich with a variety of Kettle Brand chip. A paid social media campaign was the primary method of driving traffic, and performed better than expectations, resulting in CPC 20% below target, and 15% more return users.
You're not just competing with your traditional competitors on social media. You're competing with anyone with a funny video of a cat playing the piano. Attention is a limited resource, to capture it I develop interesting, eye-catching content.
Design by Eric Warner
When Fox Studios was preparing for the Blu-Ray release The Martian they needed a partner with community equity and voice that would support their promotions. The element of potatoes in The Martian made Kettle Brand a perfect fit.
CLEAVE is a comic book about worlds coming together, one real, the other fantastic. The challenge of completing this project was working with an international artistic team. My illustrator was Italian, my colorist from the Basque Country in Spain, and my letterer British. The end product is a reflection of four cultures coming together to work at a common task.