Frito Lay's Quaker Oats is their flagship health brand. A Campaign was launched to create awareness about the brand through a Cause Marketing initiative named "Goodmorning Heart". The Campaign aimed to create awareness around the heart disease.The brand used New Media extensively, mainly Social Networking Sites and a branded blog. Shack was given the responsibility to take care of their Social Media Presence, Branded Blog and Online Reputation Management.

1. Quaker Oats
Good Morning Heart
 Services Offered:
Concept Building, Research and
Strategy, Information Architecture,
Graphic Design, Content Strategy (Blog,
Articles, Social Media)
 Duration:
14 Months
@shackcompanis 1 |

2. Objectives
- To get more registrations on www.goodmorningheart.com
- Promote the theme- Make India Heart Healthy
@shackcompanis 2 |

3. Plan
Social Media Approach for Good Morning Heart can be
divided into three phases-
Presence Management:
Establish presence on relevant online platforms
Information Management:
Inform users about a heart healthy lifestyle
Engagement:
Create engagement around the common touch points of the
brand and the TG
Monitor:
Monitor and track conversations on the social web
@shackcompanis 3 |

4. Platforms Managed
- Facebook
- Twitter
- Blog
@shackcompanis 4 |

5. Deliverables: Facebook
 Content
1. Content Plan
2. 3-4 Posts Daily and Conversations.
3. Promoting Activity/Theme
 Community Management:
1. Monitor Platforms
2. Encourage conversations
3. Spam cleaning
4. Monthly/Quarterly Reporting
@shackcompanis 5 |

6. Content Analysis
Keeping a track of what is being shared on the platform
and how much traction it gets so that similar content can
be repeated or discontinued.
Type of content shared-
Brand related
Activity
Theme promotion “Mission to make India Heart Healthy”
Topical
Interactive
@shackcompanis 6 |

7. Content Analysis: Example
Brand Related Theme based Topical Question
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8. Management
Community building
- Engage people through different activities and
Interactions.
- Utmost care in removing spam and unwanted
comments or posts that do not serve any purpose in building
positive image of the brand
@shackcompanis 8 |

9. Management
Query Management
- Query resolution- Solve user queries using existing
resources and expertise.
- Consumer interaction- Most efforts are directed to
interact with consumers and suggest/guide/direct them as
appropriate
@shackcompanis 9 |

10. Management
Response Time
- Eg- It varies between 3- 4 hrs on weekdays
- It varies between 7/8 hrs hours on weekends
- In occasional cases it has gone beyond 9/10 hours
i.e. If a user posts something on the page at 9 pm or latter,
he/she is replied next day ASAP
@shackcompanis 10 |

11. Reporting
Every month the overview report is sent to the client.
The monthly report contains the overall activities that
happened on the page during the interval of one
month, with all insights and observations.
@shackcompanis 11 |

12. Deliverables: Twitter
- 8-10 tweets a day
- Increase in followers
- Query Management with information sharing
- Conversing with heart health conscious people.
@shackcompanis 12 |

13. Insights: Achievements
FB Fan Count
35000
30000
25000
20000
15000
10000
5000
0
@shackcompanis 13 |

14. Summary
- During the Activity period the page has maximum engagement
which shows that the users like to participate in the activities and
cause (Theme).
- On continuously talking about the brand, the users get bored and do
not want to talk on brand centric posts. They are much interested in
the Topical/Generic posts which is according to their interest.
- There are a lot of Health Enthusiasts on our platform. Maximum
number of comments are generated from the
Heart/Health/interactive posts .
- The picture related posts also engage a lot of users on the platform.
More than 50 comments are obtained from the pictorial posts .
@shackcompanis 14 |

15. Thank You:
info@shack.co.in
@shackcompanis 15 |