Traditional media fragmentation and the rise of digital/social equates to infinite choices for the everyday consumer. Navigating the landscape to find partners to help create content that connects the brand to consumers and gets consumed is crucial to success.

OWNED: At an annual run rate of 40,000 pieces of created content, consumers were engaged on Owned platforms (Facebook, Twitter, Instagram, You Tube, Tumblr).

INFLUENCERS: Social influencers were approached with a 'SWAG and Awe' strategy. The brand surprised them with hilarious gifts (e.g., Beggin’ graphic bike) to establish relationships. This led to agreements with “Beggin’ Krewe” influencers who now publishing regularly on their channels on the brand’s behalf.

BUZZFEED: BuzzFeed created and distributed Sponsored Posts including 'Movie Titles Made Better With Bacon' and the branded video, 'Proof Patience is the Greatest Virtue in the World'.

* 2013 Sales + 32% v YAG in a category growing +1%

* 5.2 million engagements in December alone, 208X the monthly engagements prior to launching this strategy

* 620,000 Owned

* 2,950,000 via Influencers

* 1,600,000 via Buzzfeed

* Evolve 24 Online Reputation Score 11X increase prior to new strategy

* Branded 1-hour Live Twitter Chat trended #1 despite running against the Olympics (during the Live Chat)

* #BegginSelfie named Most Engaging Twitter selfie campaign of 2013 (Shorty Awards)

* 85% of content published is user-generated