I had a great time on Eric Siu’s Growth Everywhere show. See embed below for the full episode. Eric knows the space better than most, so he asks great questions and surfaces a lot of actionable advice.
We cover content creation, hiring, culture, SEO, the media mix and more!
Pro Tip: Playback at 2x speed. It doesn’t look like that feature is live yet on YouTube embeds, but if you click through to the episode page, the settings icon appears and you can select 2x there. It’s how I listen to all interviews and lectures on YouTube. All the info in half the time!
I had a great time at Playlist Live and joining their business panel with guests Shay Butler, ShayCarl / Shaytards; Chrystina Woody, VP of Communications, StyleHaul; Will Keenan, President, Endemol Beyond; Jonathan Weilbaecher, VP of Optimization and Content Strategy, Collective Digital Studio; Adam Klaff, Head of Business, Development, VHX; Ali Adab, VP Content & Partnerships, BroadbandTV.
It was late 2012. If Quest was a child it would have been at the peak of the awkward puberty stage; A middle schooler who just returned home from the dentist with a full set of braces. Quest was becoming something special, but it wasn’t fully formed.
It’s very exciting to finally release our 30 second spot for Quest Protein Chips! We created this entirely in-house from script to screen. Our design, media and 3D teams came together to make this something special.
The spot will run organically on YouTube and Facebook first and we’ll follow it up with targeted media buys. Depending on performance we’ll bring it to other platforms across the web. This is our first ‘traditional’ ad so we had a lot of fun working in the 30 second format.
It was the beginning of a non-stop day at Quest HQ with questions and ideas coming from every corner of the office; YouTube series ideas and talent questions, chips retail launch specs and what about that new ad format? Keeping up with the outside world, I checked Google Analytics to see how e-com was doing.
When I last posted in 2011, I had left Michael Eisner’s new media company, Vuguru, and was recruited to lead marketing for Quest Nutrition. My decision to join Quest, a young and unknown protein bar company, seemed crazy to most. But I saw it as the perfect opportunity to combine my passions for community-building, innovative storytelling and technology to help create something great. My vision was to build the Quest brand by creating a dynamic online community fueled by high-quality content. From the beginning the company’s founders knew that social media would be the key to the brand’s success. It was never a question of IF we should do social, it was only how we would do it and how far we could take it.
After joining Quest things moved quickly. By tapping into existing communities in the bodybuilding space we got instant feedback and early adopters. Word spread and soon there was a grassroots movement, powered by the fans, to get Quest Bars stocked in specialty retail like GNC and The Vitamin Shoppe. By providing high value niche content our fan base grew by hundreds – then thousands – per day. Super fans emerged. People engaged with Quest – and those interactions turned into conversions. Our vision of leveraging the power of social to build a strong brand was becoming a reality.
Quest is now the best-selling protein bar in the sports nutrition category with more than 1.2 million fans across the primary social networks. Our headquarters has a 10,000 square foot soundstage used by a team of full-time directors, editors and producers creating world-class branded content. Social is at the forefront of our every decision, from product release strategy to how we discount our once-a-year sale. Nearly every marketing dollar goes toward our online platforms or product sampling and events. Quest has achieved best-in-class status while completely avoiding traditional marketing channels. And I’ve made quite a few protein bars along the way.
The journey at Quest has barely begun. By working side-by-side with three incredible entrepreneurs, and pushing myself and the brand everyday, I’ve learned a lot about what it takes to walk the path. After a three year blogging hiatus I am excited to relaunch so I can add to the social marketing conversation. So join me here as I explore brand building in the social age…
My post before this one was about Old Spice Guy (Yes, it’s been a while). The Internet agreed it was the bench mark for an innovative social media campaign. It was interactive and different and got the brand’s message across. But once the buzz wore off, and everyone forgot how to spell Isaiah Mustafa, we all wondered what would be next.
We’ve finally got our answer. It’s Charlie Sheen.
Granted, he cheated since he is already a major celebrity, but Sheen has jumped online head first. The campaign isn’t interactive like Old Spice’s, but it’s more effective because it is truly transmedia. It begins with a TV show on a broadcast network and ends in nearly every online entertainment format available.
While everyone else wants to know if Sheen is still on drugs, I want to know who is running this campaign. Yes, there is the post for a social media intern, but that’s just a distraction (and it’s also an ad for Internships.com). This is all too well coordinated. It’s just too … perfect.
First, the power of mass TV and radio stirs the pots and gets people talking. This ABC Interview being the turning point into Act 2 (put that into film terms, why not). The mashups quickly followed and brought the sensation online:
Then he joins Twitter and gets a million followers in 24 hours. Since accomplishing that feat, it has been touted as a World Record ad nauseum. Of course, before then, no one even thought of that metric. Charlie Sheen sure didn’t think of it. Do you know who did? Some clever marketing agency. Now it is a benchmark for anyone trying to enter the online sphere with gusto. Can’t break a million in a day? You lose.
Furthering the proof that there are people behind this, his Twitter account is being monetized, to the tune of a million dollars a year. The mind of a digital agency. Rounding it out is a ustream channel and today, a FunnyOrDie short. You can’t be a funny celebrity online without being on FoD.
If you were given a high profile celebrity, who would do anything, and told to make him huge online, the last two weeks of Sheen is more or less a blue print of how to do it. Everyone is talking about Charlie, offline and on. He is a meme to all, a hero to some, and completely unavoidable.
So, we are left with two questions. 1) Who is the mastermind and 2) To what end – What is Sheen after? This is more than a ‘in your face’ to the execs who canceled his show. This power play must be grabbing for something bigger. The 2012 election isn’t too far away…