IHOP Final Report 3/26/2013. CONTENTS. Overall, 3 Summary Overall Results. Blogs, 6 Numbers Breakdown Response Sentiment Highlights. Twitter, 16 Numbers Breakdown Highlights. Facebook, 19 Numbers Breakdown Highlights. Other Networks, 22 Numbers Breakdown Highlights. SUMMARY.
To provide additional perspective on how American Pop coverage fits into the full online ecosystem surrounding the campaign, we sourced all Organic mentions as well. Posts labeled ‘Organic’ are not directly tied to American Pop outreach, but are often relevant to the overall campaign. Combining all efforts/mentions, we’ve sourced a total of 12,113 posts across all channels, generating 26.7MM+ impressions and 9,032 engagements altogether.
Breaking down Organic mentions, there were 184 posts, 164K impressions and 65 engagements; these mentions make up 2% of overall placement and 0.6% of overall impressions.
Below are some examples of Organic placement found for this campaign:
Throughout the campaign, we reached a total of 804 unique individuals, garnering response from 160 – a response rate of 19.90%. This is higher than average as our in-house response rate typically hovers between 5-10%.
Overall, outreach efforts generated a total of 99 blog posts, 3.3MM impressions, and 8,851 engagements.
The Parent segment generated the most blog posts, with 52 total posts (or 53%).
74% of responses were extremely positive. Below is a snapshot of the
type of responses received:
Sweeties Sweeps (56K UVPM) writes:
The most influential blogs encompass the largest amount of unique visitors per month, or “UVPM,” based on Quantcast/Compete metrics.
Our most influential blog posts for this campaign came from Starcasm, which featured a weekly round-up of hot links including a link to our giveaway on the blog Daily Stab (http://www.dailystab.com/two-thumbs-up-for-the-new-ihop-griddle-melt-breakfast-sandwiches/), generating 1MM+ impressions. Our second most influential came from a giveaway hosted by TheCelebriftyCafe.com, reaching a unique monthly audience of 403K readers.
Gay NYC Dad generated the most comments for this campaign (587 comments in total), primarily in the form of contest entries for the gift card giveaway.
A Nut in A Nutshell received the more ‘likes’ than any other blog for this campaign with 259 Likes and counting.
Sweeps4Bloggers generated the most gift card contest entries for this campaign with 36,415 total entries. Another Deals blog, MiscFinds4U, generated the second highest amount of entries with 10,560.
MOST ENTRIES: 36,415
Many of the higher-tier blogs reached for this campaign were geared toward the Entertainment/Lifestyle target, In Case You Didn’t Know and Allie is Wired being the second most influential behind Starcasm and TheCelebrityCafé, both boasting a unique readership of 213K+ per month.
Celeb Dirty Laundry (175K) and I’m Not Obsessed (90K) were also among the participating high-tier Entertainment blogs for this campaign.
IHOP’s new Griddle Melts were extremely popular among Parents and Deals bloggers. These two targets make up 86% of overall blog placement.
Many of our reviewers shared pictures of their IHOP dining experience to supplement their posts.
The new Griddle Melts also piqued the interest of a few foodies, including those from Lick The Bowl Good (29K) and Girlichef (3K).
A total of 11,703 tweets have been created, generating 22MM+ impressions based on number of second-order followers, most of these tweets being giveaway entries. The rest are typically reposts of blog placement as well as tweets extending from the auto-share link provided within campaign messaging.
The average amount of followers each user had was 3K, while the most influential tweet we sourced reached 88,076 followers (see highlight on next page).
Some users tweeted more than once. Total tweets spawned from 1,358 unique users, reaching approximately 3,079,488 unique individuals by way of second-order followers.
The tweets featured on this page were the most influential, as these users have the largest number of followers.
The most influential tweet came from @DK_Coble, who retweeted our giveaway on Allie is Wired to 88K second-order followers.
The second and third most influential tweets generated 86K and 65K impressions, respectively.
Many key influencers connect their blogs to their respective Facebook fan pages, resulting in coverage extending beyond the blogosphere. Auto-share links were also provided in messaging to encourage additional Facebook shares. As a result, there were 109 Facebook posts in total, generating 1MM+ impressions and 274 ‘Likes.’
Facebook also saw multiple posts from the same users, with 83 unique users reaching approximately 790K friends and/or fans.
The highlights pictured here represent the most influential Facebook posts, based on the number of friends or fans a page has.
Passion for Savings (top) reached the most users with an influence of 141K fans.
Fabulessly Frugal and She Saved also reached 99K and 59K fans, respectively.
Several participating bloggers took to popular mobile photo sharing app Instagram to document their meal at IHOP in real-time.
We hosted a giveaway on a forum for steepstakes fanatics, accumulating 746 views and 67 responses.
Additionally, a couple photos surfaced on Flickr from food blogger Girlichef, reaching 51 contacts.
A couple of bloggers shared about IHOP’s tasty new Griddle Melts on Pinterest, a social media hotspot among women and parents.
Director, Digital Strategy
Senior Account Executive