George Huff, Opal; Adrienne Chance, Topgolf; Jenna Bromberg, Pizza Hut

1. All In:
Planning Winning Campaigns

2. #SFsummit#SFsummit
Meet the Panelists
Adrienne Chance
Director of Corporate Communications
Topgolf
@msgatoradr
Jenna Bromberg
Sr. Manager of Digital Engagement
Pizza Hut
@jennabrom
George Huff
CEO & Co-Founder
Opal
@georgehuff
YOUR HOST TODAY:
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3. #SFsummit#SFsummit
Brand Storytelling
George Huff
Opal
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4. When is
#SFSUMMIT

5. #SFSUMMIT

6. #SFSUMMIT

7. #SFSUMMIT

8. Stories inspire humansmotivatedefine brands
#SFSUMMIT

9. Brand storytelling is the connected
narrative across all consumer touch-points.
#SFSUMMIT

10. It’s what everyone in your organization
strives to do well every day.
#SFSUMMIT

11. It’s hard…
#SFSUMMIT

12. …because the world is fragmented.
MORE
PEOPLE
MORE
CHANNELS
MORE
REGIONS
x x
MORE
TOOLS
x
#SFSUMMIT

13. And it’s getting harder.
#SFSUMMIT

14. All In: Planning Winning Campaigns
OCTOBER 2015
#SFSUMMIT

15. TODAY’S SESSION
What does it take to build innovative, effective campaigns?
1. Cross-functional collaboration
2. Bold content
3. Seamless execution
#SFSUMMIT

16. Brand Storytelling Made
Simple
#SFSUMMIT#SFSUMMIT

17. “We’re spending too much time
building decks and updating spreadsheets,
not enough time thinking strategically.”
BILL BUSH, DIRECTOR OF MARKETING STRATEGY AT MICROSOFT
#SFSUMMIT

19. The Opal Brand Marketing Platform
creates a common storytelling framework
that unites people, process and tools.
#SFSUMMIT

20. Benefits
#SFSUMMIT

21. +
#SFSUMMIT

23. +
#SFSUMMIT

24. Improved cross-channel alignment
CROSS-CHANNEL TEAMS
Develop campaigns and
content for every
channel.
COMMUNITY TEAMS
Get informed from the
entire media mix.
#SFSUMMIT

25. Improved content quality
CREATIVE & PRODUCTION TEAMS
Create consistent, high
quality content across
channels.
PUBLISHING TEAMS
Work with better content
in the Spredfast
environment.
#SFSUMMIT

26. Improved reporting
STORYFIRST FRAMEWORK
Improve consistency and
add context to data.
DATA TEAMS
Get more insights leading
to better results.
#SFSUMMIT

27. Easy back and forth
Opal Links to Content in
Spredfast
Spredfast links to Content In Opal
#SFSUMMIT

28. All In: Planning Winning Campaigns
OCTOBER 2015
#SFSUMMIT

29. TODAY’S SESSION
What does it take to build innovative, effective campaigns?
1. Cross-functional collaboration
2. Bold content
3. Seamless execution
#SFSUMMIT

30. #SFsummit#SFsummit
Pizza Hut’s Secret Sauce
Jenna Bromberg
Pizza Hut
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31. #SFsummit#SFsummit
Pizza Hut’s Three Golden Rules
1. The content in a single campaign doesn’t
have to be matching luggage.
2. Create as much in-house as possible.
3. Divvy up the rest of the creative to the
best creators for the channel, project or
assignment.
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#Squad

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Our Four Ingredients
1. Who cares?
2. Scale content to sustain momentum
through the campaign.
3. Divvy up creative to the best creators.
4. Learn something.
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Who Cares?
• Who are we talking to?
– Who’s the target?
– What matters to him or her?
– What’s the targeting + amplification strategy?
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Who Cares?
• What is it about this content that is….
– Relatable,
– Educational,
– Inspirational, or
– Entertaining?
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Scale to Sustain Momentum
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CULTURE + CAMPAIGN
ALWAYS ON
HERO

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Always-On: Day-to-Day Conversation, Posts, + DR

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Divvying Up Creation to
the Right Partners
• ALWAYS ON: in-house team
– Instagram: insta photographers
• HUB CONTENT: in-house team
+ production agency
• HERO CONTENT: video agency
– project based
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Campaign Wrap-Up + FollowUp
• Comprehensive
view of content
performance
– Cadence
– Concepts
• Overall performance of
product across digital
channels
– Orders/CPO
– Brand affinity lift
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Topgolf
Adrienne Chance
@Topgolf
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What is Topgolf? Inherently Social.

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More than Golf

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Decentralized Marketing Model
Promotes meaningful
local content
and engagement
Far less control
over account security
and brand
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Pro Con

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What it Looks Like
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MARKETING
CHAMPIONS
MARKETING
MANAGERS
ACCOUNTS MONTHLY
OUTGOING
MESSAGES

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What it Feels Like

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Started From the Bottom...

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Topgolf Social Media — Feb. 2014
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4 Months Later...
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Now We’re Here
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Fan Growth
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How We’ve Changed
• Extensive, mandatory
re-training on content quality
• Redefined expectations
• Weekly Wins + Coaching
Opportunities
• Spredfast!
• Influencers
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Extensive,
Mandatory
Re-Training
KEEP IT REAL WITH
OBVIOUS EXAMPLES
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#TrickShotTuesday
Quality Content

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Surprise & Delight

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Grassroots Outreach

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Redefined Expectations
• Minimum # of daily posts
• Minimum # of new followers/fans weekly
• Quality content and engagement
• Responding during business hours
• Contests to amp up excitement
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Weekly Wins
& Coaching
Opportunities
BEST PRACTICE
SHARING + A LITTLE
COMPETITION
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Spredfast
• Social Wall
• Deep dive analytics
(by account & rollup)
• Mass publishing
• Content library
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63. #SFsummit#SFsummit
Influencers
• Who are they?
• Celebrity visit strategy
• #TakeMeToTopgolf
• Influencer Events
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#TakeMeToTopgolf

68. #SFsummit#SFsummit
Join in on
the Fun!
@Topgolf
#ilovetopgolf
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69. Q&A Time
Jenna Bromberg
Pizza Hut
@jennabrom
George Huff
Opal
@georgehuff
Adrienne Chance
Topgolf
@msgatoradr