Tayto
Fabled Irish crisp brand, Tayto, wanted to harness social channels to build awareness and interaction for its
latest campaign; the launch of the new Mr Tayto autobiography.
Yomego designed and built a microsite to support the launch, providing snippets from the book, a quiz and other content including a
Google map integration so fans could follow and meet Mr Tayto as he tweeted his way around a nationwide book signing tour.
The campaign gathered pace due in large part to a targeted blogger outreach campaign which identified key relevant influencers in
social spaces then provided content to drive advocacy. A range of exclusive interviews with Mr Tayto, unseen book extracts, pictures
and competition prizes were all used to great effect.
Results-wise, the Mr Tayto autobiography topped the bestseller list for fiction (and non-fiction!) It outsold the autobiography for
ex-Prime Minister, Bertie Aherne, 2:1. The brands Social Media Reputation (SMR) score increased by 10% by the end of the campaign and
– interestingly – sales also increased by 10%. Coincidence? We think not....
Annie Macfarlane, Community Manager, Yomego, says:
Blogger outreach is most effective when aligned to a carefully planned content plan. This gives us time to warm up influencers,
understand their audiences and sensibilities, and provide the most relevant content. A sustained and coordinated approach can
yield great results.