Tebow Time for Jockey

Mo Moorman, Director, Public Relations Jockey International

@MoMoorman @Jockey

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Steps to Success
1. Created timely, big idea / hook w/ wow factor 2. Developed team, plan, schedule, budget 3. Built sharable destination using repurposed assets 4. Gave key influencer exclusive to break news 5. Followed influencers announcement with immediate wire release

Steps to Success
6. Used social to spread news, drive to site Clever hashtag supporting big idea Blend of earned with paid (promoted tweets & promoted accounts, FB ads, sponsored stories) Fresh video assets Blog content

Facebook:

Ran four different Facebook ads Three ads directed fans straight to contest landing page, the fourth to fan-gated Tebow tab where we had a banner linked to contest Why? Test to see what works. Learning: Tell them what you want (like, share)

Steps to Success
7. Kept news alive with new, topical hooks (survey) 8. SMT 9. Email campaign spread news, incentives 10. More fresh assets sustaining news Also important: Provided destination links & relevant assets on all online locations

Lucky

by design

Contest Results

Total number of contest entries: 57,574 y Conversion rate of sweepstakes: 57,574 / 95,501 (page visits) = 60% o New opt-ins to receive Jockey marketing: 23,116  Conversion of sign-ups vs NEW optins: 40%

Communications Results

9% increase in new followers #IfTebowWins used 3,000 times 4,300 tebow-jockey mentions Impressions: 15 million, 415K from Twitter ads

14,000 new fans/Likes 2,500+ shared contest 4,827,321 people saw contest on FB 12,520,588 impressions from Facebook Ads

Tebow video series: 107,383 views 73,000 people watched staycool TV spot for first time

Blog:
8,274 visits, most from Google/Organic 90.69% were 1st time visitors

Communications Results
USA Today, ESPN, Associated Press, CNBC, Fox Sports, Yahoo! Sports, PeopleMag.com, Denver Post, Milwaukee Journal Sentinel, Ad Age major news coverage 700 placements @ 500 million impressions in 4 weeks

Business Results
Jockey.com impact from $1 MILLION Super Challenge: Recorded second biggest site traffic record ever on with 41,108 visits. (Record held by Cyber Monday 2011) $45,000 in resulting sales #1 purchased item: staycool boxer brief

Business Results
Campaign raised perception of Jockey:

Brand Tracker results, 12/1 1/15 Jockey is for someone like me (up 5%) Jockey is trusted (up 7%) Jockey introduces new ideas (up 6%) Jockey provides good value for the money (up 7%) Jockey fits the body well (up 9%) Jockey is authentic (up 6%) Jockey is innovative (up 5%) Jockey makes underwear that lasts (up 10%)
And Tebow-Jockey partnership awareness: Up 6%

Prepare Now for Opportunity

1. Determine your SWAT team & roles 2. Have list of top tier media, bloggers, influencers ready to roll 3. Prepare key messages 4. Have digital assets ready 5. Get monitoring installed & active 6. Establish relationships with nimble vendors 7. Have good relationship with legal team 8. Create plans and contingency plans